Samenvatting

Summary Online Marketing

0 keer verkocht

Vak
Online Marketing

Instelling
NHL Stenden Hogeschool (NHL)

Providing an thorough overview of online marketing, with an introduction, different models, keywords, strategies, as well as content marketing

[Meer zien]

Voorbeeld 2 van de 7 pagina's

Bekijk voorbeeld

Geupload op 27 december 2024
Aantal pagina's 7
Geschreven in 2024/2025
Type Samenvatting

online marketing
online marketing models
stdc
social media marketing
content marketing
keywords
online strategy
strategy
online marketing introduction
content marketing and keywords

€4,49

In winkelwagen

Opslaan

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

Complete Online Marketing Exam Summary

1. Introduction to Online Marketing Models (Week 1.1)

Key Topics:
- Digital Strategy: The foundation of online marketing is developing a digital strategy that
aligns with the overall business goals. A strategy defines KPIs (Key Performance Indicators)
such as ROI (Return on Investment), conversion rates, and visitor engagement metrics to
measure success.
- Online Marketing Funnel:
1. Obtain Visitors: Driving traffic through SEO, SEA, social media, and content marketing.
2. Captivate: Engaging visitors with relevant and up-to-date content, good website
usability, and online support.
3. Consideration: Helping customers evaluate products with detailed product information,
pricing, comparisons, and reviews.
4. Decide: Offering a smooth user experience that encourages purchasing with trust
signals (like security certifications), a simple checkout process, and customer support.
5. Pay: Completing transactions with seamless payment systems and offering various
payment methods.
6. Bind: Focusing on post-purchase engagement and customer retention through email
marketing, loyalty programs, and quality customer service.

2. STDC Model (See, Think, Do, Care) – Week 1.2

The STDC Model, developed by Google, maps out how businesses can engage with potential
customers at each stage of the customer journey:

- See Phase:
- Goal: Brand awareness among a broad audience who may not know about your brand
yet.
- Channels: SEO, display ads, YouTube, social media (organic and paid), influencer
marketing.
- KPIs: Impressions, brand searches, website visits, social media followers.

- Think Phase:
- Goal: Help customers who are beginning to consider your product. They're researching
and gathering information to make a decision.
- Channels: Google Ads, social media ads, SEO, influencer marketing, remarketing.
- KPIs: Website traffic, CTR on ads, lead generation, information requests.

, - Do Phase:
- Goal: Capture customers with purchase intent.
- Channels: SEA, social media ads, affiliate marketing, email marketing, remarketing.
- KPIs: Conversions, ROAS, cost per conversion.

- Care Phase:
- Goal: Retain customers and increase their lifetime value.
- Channels: Email marketing, social media engagement, customer service, loyalty
programs.
- KPIs: Customer retention rate, repeat purchases, CLV.

3. Owned, Earned, Paid, and Shared Media (Week 1.2)

To effectively distribute content and engage customers, online marketing utilizes the
following media types:

1. Owned Media: Company-controlled assets such as websites, blogs, and email lists.
2. Earned Media: Organic publicity like customer reviews, social media mentions.
3. Paid Media: Paid advertising channels like Google Ads, display ads, and social media ads.
4. Shared Media: Community-driven content sharing on social platforms like retweets,
shares, and comments.

4. Online Marketing Introduction – Part 1 (Week 1.3)

Benefits of Online Marketing:
- Global Reach: Allows businesses to reach a large, international audience.
- Cost-Effective: Online marketing can be more affordable, especially with SEO and organic
social media.
- Measurability: Online marketing is highly measurable, with tools like Google Analytics
tracking engagement, conversions, and ROI.
- Interactivity: Enables two-way communication with customers via social media, forums,
and comments.

Conversion and Conversion Rate:
- A conversion is when a visitor completes a desired action on your website, such as making
a purchase or signing up for a newsletter.
- Conversion Rate is the percentage of visitors who complete the desired action out of the
total number of visitors.

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper hannahfitting2001. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €4,49. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 66184 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis