Digital Marketing
Voorblad
,Inhoudsopgave
Voorblad......................................................................................................1
Hoofdstuk 1: Doelgroeponderzoek en Persona:...........................................5
Stappenplan: Persona opstellen via deskresearch....................................5
Hoofdstuk 2: Customer Journey Visualisatie................................................6
Deskresearch of fieldresearch?.................................................................6
Fasen van de digitale Customer Journey...................................................6
Hoofdstuk 3: Advies.....................................................................................8
Van inzicht naar actie: een onderbouwd advies in digitale marketing......8
Van analyse naar aanbeveling..................................................................8
Kenmerken van een goed advies..............................................................8
Hoofdstuk 4: Meetplan met KPI’s...............................................................10
Per fase meten........................................................................................10
Hoofdstuk 5: Digitale Marketingmix...........................................................11
Content Marketing..................................................................................11
Paid media..............................................................................................12
Search Engine Advertising (SEA).........................................................12
Display Advertising..............................................................................13
Social Media Advertising......................................................................13
Influencer Marketing............................................................................14
Affiliate Marketing................................................................................16
Remarketing........................................................................................17
Owned media..........................................................................................17
Search Engine Optimization (SEO).......................................................17
E-mailmarketing...................................................................................18
Social Media.........................................................................................19
Conversion Rate Optimization (CRO)...................................................20
Video Marketing...................................................................................21
Mobile Marketing.................................................................................21
Earned media..........................................................................................22
Direct verkeer......................................................................................22
Viral Marketing.....................................................................................24
, User Generated Content (UGC)............................................................24
Marketplaces...........................................................................................26
Voorblad.......................................................................................................1
Hoofdstuk 1: Doelgroeponderzoek en Persona:...........................................4
Stappenplan: Persona opstellen via deskresearch....................................4
Hoofdstuk 2: Customer Journey Visualisatie................................................5
Deskresearch of fieldresearch?.................................................................5
Fasen van de digitale Customer Journey...................................................5
Hoofdstuk 3: Advies.....................................................................................7
Van inzicht naar actie: een onderbouwd advies in digitale marketing......7
Van analyse naar aanbeveling..................................................................7
Kenmerken van een goed advies..............................................................7
Hoofdstuk 4: Meetplan met KPI’s.................................................................9
Per fase meten..........................................................................................9
Hoofdstuk 5: Digitale Marketingmix...........................................................10
Content Marketing..................................................................................10
Paid media..............................................................................................11
Search Engine Advertising (SEA).........................................................11
Display Advertising..............................................................................12
Social Media Advertising......................................................................12
Influencer Marketing............................................................................13
Affiliate Marketing................................................................................14
Remarketing........................................................................................15
Owned media..........................................................................................16
Search Engine Optimization (SEO).......................................................16
E-mailmarketing..................................................................................16
Social Media.........................................................................................17
Conversion Rate Optimization (CRO)...................................................18
Video Marketing...................................................................................19
Mobile Marketing.................................................................................19
Earned media..........................................................................................20
Direct verkeer......................................................................................20
Viral Marketing.....................................................................................21
Voorblad
,Inhoudsopgave
Voorblad......................................................................................................1
Hoofdstuk 1: Doelgroeponderzoek en Persona:...........................................5
Stappenplan: Persona opstellen via deskresearch....................................5
Hoofdstuk 2: Customer Journey Visualisatie................................................6
Deskresearch of fieldresearch?.................................................................6
Fasen van de digitale Customer Journey...................................................6
Hoofdstuk 3: Advies.....................................................................................8
Van inzicht naar actie: een onderbouwd advies in digitale marketing......8
Van analyse naar aanbeveling..................................................................8
Kenmerken van een goed advies..............................................................8
Hoofdstuk 4: Meetplan met KPI’s...............................................................10
Per fase meten........................................................................................10
Hoofdstuk 5: Digitale Marketingmix...........................................................11
Content Marketing..................................................................................11
Paid media..............................................................................................12
Search Engine Advertising (SEA).........................................................12
Display Advertising..............................................................................13
Social Media Advertising......................................................................13
Influencer Marketing............................................................................14
Affiliate Marketing................................................................................16
Remarketing........................................................................................17
Owned media..........................................................................................17
Search Engine Optimization (SEO).......................................................17
E-mailmarketing...................................................................................18
Social Media.........................................................................................19
Conversion Rate Optimization (CRO)...................................................20
Video Marketing...................................................................................21
Mobile Marketing.................................................................................21
Earned media..........................................................................................22
Direct verkeer......................................................................................22
Viral Marketing.....................................................................................24
, User Generated Content (UGC)............................................................24
Marketplaces...........................................................................................26
Voorblad.......................................................................................................1
Hoofdstuk 1: Doelgroeponderzoek en Persona:...........................................4
Stappenplan: Persona opstellen via deskresearch....................................4
Hoofdstuk 2: Customer Journey Visualisatie................................................5
Deskresearch of fieldresearch?.................................................................5
Fasen van de digitale Customer Journey...................................................5
Hoofdstuk 3: Advies.....................................................................................7
Van inzicht naar actie: een onderbouwd advies in digitale marketing......7
Van analyse naar aanbeveling..................................................................7
Kenmerken van een goed advies..............................................................7
Hoofdstuk 4: Meetplan met KPI’s.................................................................9
Per fase meten..........................................................................................9
Hoofdstuk 5: Digitale Marketingmix...........................................................10
Content Marketing..................................................................................10
Paid media..............................................................................................11
Search Engine Advertising (SEA).........................................................11
Display Advertising..............................................................................12
Social Media Advertising......................................................................12
Influencer Marketing............................................................................13
Affiliate Marketing................................................................................14
Remarketing........................................................................................15
Owned media..........................................................................................16
Search Engine Optimization (SEO).......................................................16
E-mailmarketing..................................................................................16
Social Media.........................................................................................17
Conversion Rate Optimization (CRO)...................................................18
Video Marketing...................................................................................19
Mobile Marketing.................................................................................19
Earned media..........................................................................................20
Direct verkeer......................................................................................20
Viral Marketing.....................................................................................21
