1
,Inhoudsopgave
HOOFDSTUK 1. INLEIDING ONLINE MARKETING .............................................................................................. 5
1.1. WAT IS ONLINE MARKETING? .............................................................................................................................. 5
1.2. ONLINE MARKETINGVORMEN .............................................................................................................................. 6
1.3. ONLINE VERSUS TRADITIONELE MARKETING ............................................................................................................ 8
1.4. OUTBOUND VERSUS INBOUD MARKETING .............................................................................................................. 8
1.5. ONLINE MARKETINGMIX EN DE 4 P’S..................................................................................................................... 9
HOOFDSTUK 2. TRENDS EN ONTWIKKELINGEN ............................................................................................. 11
2.1. OVERZICHT ONLINE MARKETINGTRENDS............................................................................................................... 11
2.2. VIDEOADVERTENTIES ....................................................................................................................................... 11
2.3. BIG DATA ...................................................................................................................................................... 11
2.4. GROWTH HACKING .......................................................................................................................................... 12
2.5. AUGEMENTED, VIRTUAL EN MIXED REALITY: DE ULTIEME ERVARING ........................................................................... 12
2.6. WEARABLES................................................................................................................................................... 13
2.7. MARKETING AUTOMATION ............................................................................................................................... 13
2.8. KUNSTMATIGE INTELLIGENTIE ............................................................................................................................ 13
2.9. INTERNET OF THINGS ....................................................................................................................................... 13
2.10. BLOCKCHAIN ................................................................................................................................................ 14
HOOFDSTUK 3. PERSONA’S OPSTELLEN ......................................................................................................... 16
3.1. WAT IS EEN PERSONA? .................................................................................................................................... 16
3.2. KENMERKEN VAN EEN PERSONA ......................................................................................................................... 16
3.3. EEN PERSONA INZETTEN VOOR DE ONLINE MARKETINGAANPAK ................................................................................. 17
3.4. HOE STEL JE EEN PERSONA OP? .......................................................................................................................... 18
3.5. ONLINE DOELGROEPONDERZOEK ........................................................................................................................ 19
3.6. ZOEKWOORDENONDERZOEK.............................................................................................................................. 20
3.7. PERSONA’S INZETTEN IN EEN ONLINE MARKETINGCAMPAGNE ................................................................................... 20
HOOFDSTUK 4. DE KLANTREIS ....................................................................................................................... 22
4.1. WAT IS DE KLANTREIS OF CUSTOMER JOURNEY? .................................................................................................... 22
4.2. VOORDELEN VAN HET IN KAART BRENGEN VAN DE KLANTREIS ................................................................................... 22
4.3. DE RELATIE TUSSEN PERSONA’S EN KLANTREIS ....................................................................................................... 22
4.4. DE VIER FASEN BINNEN DE KLANTREIS .................................................................................................................. 23
4.5. DE KLANTREIS IN KAART BRENGEN ...................................................................................................................... 24
4.6. DE KLANTREIS INZETTEN BINNEN DE ONLINE MARKETINGAANPAK .............................................................................. 27
4.7. KLANTREIS & DATA ......................................................................................................................................... 28
HOOFDSTUK 5. BUSINESSMODEL EN ONLINE VERDIENMODELLEN ................................................................ 30
5.1. WAT IS HET BUSINESS MODEL CANVAS? ............................................................................................................. 30
5.2. POPULAIRE (ONLINE) VERDIENMODELLEN ............................................................................................................ 33
HOOFDSTUK 6. ONLINE MARKETINGTACTIEKEN ............................................................................................ 36
6.1. WAT IS EEN ONLINE MARKETINGTRECHTER? ......................................................................................................... 36
6.2. DE FASEN VAN DE ONLINE MARKETINGTRECHTER ................................................................................................... 37
6.3. DE ONLINE MARKETINGTRECHTER OPTIMALISEREN ................................................................................................. 38
6.4. DE TRECHTER EN DE ONLINE MARKETINGTACTIEKEN ............................................................................................... 39
HOOFDSTUK 7. ZOEKMACHINEMARKETING .................................................................................................. 40
7.1. HOE WERKEN ZOEKMACHINES?.......................................................................................................................... 40
7.2. ZOEKMACHINEMARKETING................................................................................................................................ 40
7.3. VOORDELEN EN UITDAGINGEN VAN ZOEKMACHINEOPTIMALISATIE ............................................................................ 41
7.4. HOE WERKT ZOEKMACHINEOPTIMALISATIE? ......................................................................................................... 42
7.5. ZOEKMACHINEADVERTEREN .............................................................................................................................. 47
7.6. EEN ACCOUNTSTRUCTUUR ................................................................................................................................ 49
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,HOOFDSTUK 8. SOCIAL MEDIA ...................................................................................................................... 50
8.1. WAT ZIJN SOCIAL MEDIA? ................................................................................................................................. 50
8.2. HOE GA JE ALS MARKETEER OM MET SOCIAL MEDIA? .............................................................................................. 50
8.3. VOOR- EN NADELEN VAN SOCIALMEDIAMARKETING ............................................................................................... 50
8.2. INZET VAN SOCIAL MEDIA .................................................................................................................................. 51
8.5. SOCIAL MEDIA ADVERTISING .............................................................................................................................. 54
8.6. INFLUENCERMARKETING ................................................................................................................................... 55
8.7. SOCIALMEDIAMONITORING ............................................................................................................................... 56
8.8. PRAKTISCHE SOCIALMEDIA-AANPAK .................................................................................................................... 57
8.9. METEN IS WETEN: SOCIALMEDIA-ANALYSE ........................................................................................................... 59
HOOFDSTUK 9. DISPLAY & VIDEO ADVERTISING ........................................................................................... 61
9.1. WAT IS DISPLAY ADVERTISING? .......................................................................................................................... 61
9.2. VOOR- EN NADELEN VAN DISPLAY ADVERTISING..................................................................................................... 61
9.3. EMBEDDED FORMATS ...................................................................................................................................... 61
9.4. INTERRUPTIVE FORMATS ................................................................................................................................... 62
9.5. TEKSTLINKS .................................................................................................................................................... 63
9.6. ONLINE VIDEO ADVERTISING.............................................................................................................................. 63
9.7. TARGETING .................................................................................................................................................... 63
9.8. AFREKENMODELLEN VOOR DISPLAY ADVERTISING .................................................................................................. 64
9.9. ONTWIKKELINGEN DISPLAY ADVERTISING ............................................................................................................. 66
HOOFDSTUK 16. E-MAILMARKETING............................................................................................................. 68
16.1. WAT IS E-MAILMARKETING? ........................................................................................................................... 68
16.2. DOELSTELLINGEN VAN E-MAILMARKETING .......................................................................................................... 68
16.3. VOORDELEN VAN E-MAILMARKETING ................................................................................................................ 68
16.4. VORMEN VAN E-MAILMARKETING .................................................................................................................... 69
16.5. WELKE MEETGEGEVENS GEBRUIK JE BIJ E-MAILMARKETING? .................................................................................. 69
16.6. HET CRITICAL-MODEL VOOR E-MAILMARKETING ............................................................................................... 70
16.7. UITDAGINGEN BIJ E-MAILMARKETING ................................................................................................................ 71
16.8. MARKETING AUTOMATION ............................................................................................................................. 73
HOOFDSTUK 19. WEBANALYSE ..................................................................................................................... 75
19.1. WAT HOUDT WEBANALYSE IN? ........................................................................................................................ 75
19.2. DE VOORDELEN VAN STUREN OP WEBANALYSES .................................................................................................. 76
19.3. BELANGRIJKE VERKEERSBRONNEN..................................................................................................................... 76
19.4. BELANGRIJKE GEGEVENS VOOR WEBANALYSE ...................................................................................................... 78
19.5. KPI’S KIEZEN MET DE KPI PIRAMIDE.................................................................................................................. 80
19.6. ONLINE MARKETINGDOELEN BEPALEN ............................................................................................................... 81
19.7. CONVERSIE ANALYSEREN ................................................................................................................................ 81
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,Inhoudsopgave
HOOFDSTUK 1. INLEIDING ONLINE MARKETING .............................................................................................. 5
1.1. WAT IS ONLINE MARKETING? .............................................................................................................................. 5
1.2. ONLINE MARKETINGVORMEN .............................................................................................................................. 6
1.3. ONLINE VERSUS TRADITIONELE MARKETING ............................................................................................................ 8
1.4. OUTBOUND VERSUS INBOUD MARKETING .............................................................................................................. 8
1.5. ONLINE MARKETINGMIX EN DE 4 P’S..................................................................................................................... 9
HOOFDSTUK 2. TRENDS EN ONTWIKKELINGEN ............................................................................................. 11
2.1. OVERZICHT ONLINE MARKETINGTRENDS............................................................................................................... 11
2.2. VIDEOADVERTENTIES ....................................................................................................................................... 11
2.3. BIG DATA ...................................................................................................................................................... 11
2.4. GROWTH HACKING .......................................................................................................................................... 12
2.5. AUGEMENTED, VIRTUAL EN MIXED REALITY: DE ULTIEME ERVARING ........................................................................... 12
2.6. WEARABLES................................................................................................................................................... 13
2.7. MARKETING AUTOMATION ............................................................................................................................... 13
2.8. KUNSTMATIGE INTELLIGENTIE ............................................................................................................................ 13
2.9. INTERNET OF THINGS ....................................................................................................................................... 13
2.10. BLOCKCHAIN ................................................................................................................................................ 14
HOOFDSTUK 3. PERSONA’S OPSTELLEN ......................................................................................................... 16
3.1. WAT IS EEN PERSONA? .................................................................................................................................... 16
3.2. KENMERKEN VAN EEN PERSONA ......................................................................................................................... 16
3.3. EEN PERSONA INZETTEN VOOR DE ONLINE MARKETINGAANPAK ................................................................................. 17
3.4. HOE STEL JE EEN PERSONA OP? .......................................................................................................................... 18
3.5. ONLINE DOELGROEPONDERZOEK ........................................................................................................................ 19
3.6. ZOEKWOORDENONDERZOEK.............................................................................................................................. 20
3.7. PERSONA’S INZETTEN IN EEN ONLINE MARKETINGCAMPAGNE ................................................................................... 20
HOOFDSTUK 4. DE KLANTREIS ....................................................................................................................... 22
4.1. WAT IS DE KLANTREIS OF CUSTOMER JOURNEY? .................................................................................................... 22
4.2. VOORDELEN VAN HET IN KAART BRENGEN VAN DE KLANTREIS ................................................................................... 22
4.3. DE RELATIE TUSSEN PERSONA’S EN KLANTREIS ....................................................................................................... 22
4.4. DE VIER FASEN BINNEN DE KLANTREIS .................................................................................................................. 23
4.5. DE KLANTREIS IN KAART BRENGEN ...................................................................................................................... 24
4.6. DE KLANTREIS INZETTEN BINNEN DE ONLINE MARKETINGAANPAK .............................................................................. 27
4.7. KLANTREIS & DATA ......................................................................................................................................... 28
HOOFDSTUK 5. BUSINESSMODEL EN ONLINE VERDIENMODELLEN ................................................................ 30
5.1. WAT IS HET BUSINESS MODEL CANVAS? ............................................................................................................. 30
5.2. POPULAIRE (ONLINE) VERDIENMODELLEN ............................................................................................................ 33
HOOFDSTUK 6. ONLINE MARKETINGTACTIEKEN ............................................................................................ 36
6.1. WAT IS EEN ONLINE MARKETINGTRECHTER? ......................................................................................................... 36
6.2. DE FASEN VAN DE ONLINE MARKETINGTRECHTER ................................................................................................... 37
6.3. DE ONLINE MARKETINGTRECHTER OPTIMALISEREN ................................................................................................. 38
6.4. DE TRECHTER EN DE ONLINE MARKETINGTACTIEKEN ............................................................................................... 39
HOOFDSTUK 7. ZOEKMACHINEMARKETING .................................................................................................. 40
7.1. HOE WERKEN ZOEKMACHINES?.......................................................................................................................... 40
7.2. ZOEKMACHINEMARKETING................................................................................................................................ 40
7.3. VOORDELEN EN UITDAGINGEN VAN ZOEKMACHINEOPTIMALISATIE ............................................................................ 41
7.4. HOE WERKT ZOEKMACHINEOPTIMALISATIE? ......................................................................................................... 42
7.5. ZOEKMACHINEADVERTEREN .............................................................................................................................. 47
7.6. EEN ACCOUNTSTRUCTUUR ................................................................................................................................ 49
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,HOOFDSTUK 8. SOCIAL MEDIA ...................................................................................................................... 50
8.1. WAT ZIJN SOCIAL MEDIA? ................................................................................................................................. 50
8.2. HOE GA JE ALS MARKETEER OM MET SOCIAL MEDIA? .............................................................................................. 50
8.3. VOOR- EN NADELEN VAN SOCIALMEDIAMARKETING ............................................................................................... 50
8.2. INZET VAN SOCIAL MEDIA .................................................................................................................................. 51
8.5. SOCIAL MEDIA ADVERTISING .............................................................................................................................. 54
8.6. INFLUENCERMARKETING ................................................................................................................................... 55
8.7. SOCIALMEDIAMONITORING ............................................................................................................................... 56
8.8. PRAKTISCHE SOCIALMEDIA-AANPAK .................................................................................................................... 57
8.9. METEN IS WETEN: SOCIALMEDIA-ANALYSE ........................................................................................................... 59
HOOFDSTUK 9. DISPLAY & VIDEO ADVERTISING ........................................................................................... 61
9.1. WAT IS DISPLAY ADVERTISING? .......................................................................................................................... 61
9.2. VOOR- EN NADELEN VAN DISPLAY ADVERTISING..................................................................................................... 61
9.3. EMBEDDED FORMATS ...................................................................................................................................... 61
9.4. INTERRUPTIVE FORMATS ................................................................................................................................... 62
9.5. TEKSTLINKS .................................................................................................................................................... 63
9.6. ONLINE VIDEO ADVERTISING.............................................................................................................................. 63
9.7. TARGETING .................................................................................................................................................... 63
9.8. AFREKENMODELLEN VOOR DISPLAY ADVERTISING .................................................................................................. 64
9.9. ONTWIKKELINGEN DISPLAY ADVERTISING ............................................................................................................. 66
HOOFDSTUK 16. E-MAILMARKETING............................................................................................................. 68
16.1. WAT IS E-MAILMARKETING? ........................................................................................................................... 68
16.2. DOELSTELLINGEN VAN E-MAILMARKETING .......................................................................................................... 68
16.3. VOORDELEN VAN E-MAILMARKETING ................................................................................................................ 68
16.4. VORMEN VAN E-MAILMARKETING .................................................................................................................... 69
16.5. WELKE MEETGEGEVENS GEBRUIK JE BIJ E-MAILMARKETING? .................................................................................. 69
16.6. HET CRITICAL-MODEL VOOR E-MAILMARKETING ............................................................................................... 70
16.7. UITDAGINGEN BIJ E-MAILMARKETING ................................................................................................................ 71
16.8. MARKETING AUTOMATION ............................................................................................................................. 73
HOOFDSTUK 19. WEBANALYSE ..................................................................................................................... 75
19.1. WAT HOUDT WEBANALYSE IN? ........................................................................................................................ 75
19.2. DE VOORDELEN VAN STUREN OP WEBANALYSES .................................................................................................. 76
19.3. BELANGRIJKE VERKEERSBRONNEN..................................................................................................................... 76
19.4. BELANGRIJKE GEGEVENS VOOR WEBANALYSE ...................................................................................................... 78
19.5. KPI’S KIEZEN MET DE KPI PIRAMIDE.................................................................................................................. 80
19.6. ONLINE MARKETINGDOELEN BEPALEN ............................................................................................................... 81
19.7. CONVERSIE ANALYSEREN ................................................................................................................................ 81
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