Aantekeningen Marketingcommunicatie
Aantekeningen Marketingcommunicatie...............................................................................................1
Les 1: 25 september 2019...................................................................................................................9
Merk als netwerk van associaties.................................................................................................10
Marketing 4 P’s.............................................................................................................................10
Product/Customer need...........................................................................................................10
Prijs/Cost to customer..............................................................................................................10
Plaats/Convenience..................................................................................................................10
Promotie/Communication........................................................................................................10
Geïntegreerde marketing communicatie (IMC)............................................................................11
Persoonlijke VS Massacommunicatie...........................................................................................11
Mainstream paradigma................................................................................................................11
AIDA Model...............................................................................................................................12
FCB-Raster................................................................................................................................12
Alternatieve paradigma................................................................................................................13
Welk paradigma?..........................................................................................................................13
Les 2: Segmenten en doelgroepen...................................................................................................13
Segmentatie..................................................................................................................................13
Socio-demografische kenmerken.............................................................................................14
Categorie niveau.......................................................................................................................15
Motivationele segmentatie.......................................................................................................15
Aankoopgedrag.........................................................................................................................17
Vereisten voor effectieve segmentatie.........................................................................................17
Doelgroepen.................................................................................................................................17
Soorten klanten........................................................................................................................17
Hiërarchie van klanten..............................................................................................................18
Reclame vs promotie................................................................................................................18
Rol van intermediairs................................................................................................................18
Many-to-many communicatie..................................................................................................19
Persona’s......................................................................................................................................19
Les 3: Marketingcommunicatie doelstellingen.................................................................................19
Relevante plannen voor marketingcommunicatie........................................................................19
Marketing- vs communicatiedoelstellingen..................................................................................20
Soorten marketingcommunicatie effectdoelstellingen.................................................................20
Onlinestrategie: ADIA-model........................................................................................................21
1
, Les 4: Creativiteit in marketingcommunicatie..................................................................................21
Consumenteninzicht.....................................................................................................................21
Case: Omo ‘Dirt is good’...........................................................................................................22
Boodschap/Propositie ‘ISP’...........................................................................................................23
Informatief................................................................................................................................23
Emotioneel...............................................................................................................................23
Hoger doel................................................................................................................................23
Participatief..............................................................................................................................23
Van boodschap naar merk: integratie.......................................................................................24
Het creatieve idee.........................................................................................................................24
Types van creatieve ‘appeals’.......................................................................................................25
Rationele appeals.....................................................................................................................25
Emotionele appeals..................................................................................................................26
Endorsers..................................................................................................................................27
Storytelling................................................................................................................................27
User Generated Campagnes/Participatie.................................................................................27
Het belang van de categorie.........................................................................................................27
FMCG vs Services......................................................................................................................27
Volgens markttype: B2C en B2B................................................................................................28
Les 5: gastlezing marketing effectiveness – Günther van Lany.........................................................28
Case 1: Delhaize............................................................................................................................28
Case 2: Telenet Business...............................................................................................................28
Case 3: SOM..................................................................................................................................29
Samenwerking TBWA Nederland – Amnesty International..........................................................29
Vragen..........................................................................................................................................29
Les 6: Integratie in marketingcommunicatie en Mediaplanning.......................................................29
IMC – Integrated Marketing Communicatie.................................................................................29
Creatieve integratie – 360 Graden................................................................................................30
Case: Eurostar...........................................................................................................................31
Triple play: merk, idee en boodschap...........................................................................................31
Reclamecampagne: proces en briefing.........................................................................................32
1. Briefing..................................................................................................................................32
Strategie en huidige positionering van het merk..................................................................32
Beschrijving van de doelgroep..............................................................................................32
Communicatiedoelstellingen................................................................................................32
Propositie..............................................................................................................................33
2
, Stijl: richtlijnen voor tekst en vormgeving............................................................................33
Voorkeur voor communicatie instrumenten en media.........................................................33
Budget..................................................................................................................................33
Tijdsplanning.........................................................................................................................33
2. Concept.................................................................................................................................33
3. Uitvoering.............................................................................................................................33
Begrippenkader mediaplanning....................................................................................................33
Het mediaplanningsproces (‘Paid’ media)....................................................................................34
De customer journey................................................................................................................34
Mediadoelstellingen.....................................................................................................................34
Frequentie................................................................................................................................34
Bereik van een campagne.........................................................................................................35
Gewicht van een campagne......................................................................................................35
Continuïteit...............................................................................................................................35
Media kiezen................................................................................................................................35
Televisie....................................................................................................................................36
Buitenreclame..........................................................................................................................36
Tijdschriften..............................................................................................................................37
Kranten.....................................................................................................................................37
Deur-aan-deurmedia................................................................................................................37
Bioscoop...................................................................................................................................37
Radio.........................................................................................................................................39
Native advertising.....................................................................................................................39
Guerrilla/stunts.........................................................................................................................39
Les 7: Onlinecommunicatie..............................................................................................................39
Wat drijft digital natives?..............................................................................................................39
Het digitale landschap..................................................................................................................39
Sociale mediarevolutie.............................................................................................................39
Doelstellingen voor onlinecommunicatie.................................................................................40
Instrumenten van onlinecommunicatie....................................................................................40
Website.............................................................................................................................40
Zoekmachinemarketing (SEO)...........................................................................................41
Zoekmachine adverteren (SEA).........................................................................................41
Online adverteren.............................................................................................................41
Affiliate marketing............................................................................................................41
Advertorials......................................................................................................................42
3
, Contentsponsoring...........................................................................................................42
Anchor deals.....................................................................................................................42
Online evenementen en (web)seminars...........................................................................42
Advergames en online spellen..........................................................................................42
Viral marketing.................................................................................................................42
E-mailmarketing................................................................................................................42
Online merkactivatie.........................................................................................................42
Doelgericht online adverteren..........................................................................................42
Relatiemarketing en internet....................................................................................................43
Effectiviteit en ROI van online reclame.....................................................................................43
E-Commerce.................................................................................................................................43
Customer online journey Multichannel naar omnichannel......................................................44
AI – de dag na morgen..................................................................................................................44
De toekomst van e-commerce..................................................................................................44
Kritische reflecties........................................................................................................................44
Effectiviteit................................................................................................................................44
Irritatie......................................................................................................................................44
Ethiek........................................................................................................................................44
Fraude.......................................................................................................................................45
Privacy......................................................................................................................................45
Les 8..................................................................................................................................................45
Content marketing........................................................................................................................45
3 vormen van branded content................................................................................................45
Licensed content...................................................................................................................45
Contributed community........................................................................................................46
Original content....................................................................................................................46
3 vormen van content op YouTube...........................................................................................46
Hoe meten?..............................................................................................................................46
What works best in content?....................................................................................................47
Integratie met ‘offline’ strategie...............................................................................................47
Influencer marketing....................................................................................................................47
Wie zijn influencers?.................................................................................................................47
Types van influencers...............................................................................................................47
Criteria voor keuze influencers.................................................................................................48
Succesfactoren..........................................................................................................................48
Knelpunten...............................................................................................................................48
4
Aantekeningen Marketingcommunicatie...............................................................................................1
Les 1: 25 september 2019...................................................................................................................9
Merk als netwerk van associaties.................................................................................................10
Marketing 4 P’s.............................................................................................................................10
Product/Customer need...........................................................................................................10
Prijs/Cost to customer..............................................................................................................10
Plaats/Convenience..................................................................................................................10
Promotie/Communication........................................................................................................10
Geïntegreerde marketing communicatie (IMC)............................................................................11
Persoonlijke VS Massacommunicatie...........................................................................................11
Mainstream paradigma................................................................................................................11
AIDA Model...............................................................................................................................12
FCB-Raster................................................................................................................................12
Alternatieve paradigma................................................................................................................13
Welk paradigma?..........................................................................................................................13
Les 2: Segmenten en doelgroepen...................................................................................................13
Segmentatie..................................................................................................................................13
Socio-demografische kenmerken.............................................................................................14
Categorie niveau.......................................................................................................................15
Motivationele segmentatie.......................................................................................................15
Aankoopgedrag.........................................................................................................................17
Vereisten voor effectieve segmentatie.........................................................................................17
Doelgroepen.................................................................................................................................17
Soorten klanten........................................................................................................................17
Hiërarchie van klanten..............................................................................................................18
Reclame vs promotie................................................................................................................18
Rol van intermediairs................................................................................................................18
Many-to-many communicatie..................................................................................................19
Persona’s......................................................................................................................................19
Les 3: Marketingcommunicatie doelstellingen.................................................................................19
Relevante plannen voor marketingcommunicatie........................................................................19
Marketing- vs communicatiedoelstellingen..................................................................................20
Soorten marketingcommunicatie effectdoelstellingen.................................................................20
Onlinestrategie: ADIA-model........................................................................................................21
1
, Les 4: Creativiteit in marketingcommunicatie..................................................................................21
Consumenteninzicht.....................................................................................................................21
Case: Omo ‘Dirt is good’...........................................................................................................22
Boodschap/Propositie ‘ISP’...........................................................................................................23
Informatief................................................................................................................................23
Emotioneel...............................................................................................................................23
Hoger doel................................................................................................................................23
Participatief..............................................................................................................................23
Van boodschap naar merk: integratie.......................................................................................24
Het creatieve idee.........................................................................................................................24
Types van creatieve ‘appeals’.......................................................................................................25
Rationele appeals.....................................................................................................................25
Emotionele appeals..................................................................................................................26
Endorsers..................................................................................................................................27
Storytelling................................................................................................................................27
User Generated Campagnes/Participatie.................................................................................27
Het belang van de categorie.........................................................................................................27
FMCG vs Services......................................................................................................................27
Volgens markttype: B2C en B2B................................................................................................28
Les 5: gastlezing marketing effectiveness – Günther van Lany.........................................................28
Case 1: Delhaize............................................................................................................................28
Case 2: Telenet Business...............................................................................................................28
Case 3: SOM..................................................................................................................................29
Samenwerking TBWA Nederland – Amnesty International..........................................................29
Vragen..........................................................................................................................................29
Les 6: Integratie in marketingcommunicatie en Mediaplanning.......................................................29
IMC – Integrated Marketing Communicatie.................................................................................29
Creatieve integratie – 360 Graden................................................................................................30
Case: Eurostar...........................................................................................................................31
Triple play: merk, idee en boodschap...........................................................................................31
Reclamecampagne: proces en briefing.........................................................................................32
1. Briefing..................................................................................................................................32
Strategie en huidige positionering van het merk..................................................................32
Beschrijving van de doelgroep..............................................................................................32
Communicatiedoelstellingen................................................................................................32
Propositie..............................................................................................................................33
2
, Stijl: richtlijnen voor tekst en vormgeving............................................................................33
Voorkeur voor communicatie instrumenten en media.........................................................33
Budget..................................................................................................................................33
Tijdsplanning.........................................................................................................................33
2. Concept.................................................................................................................................33
3. Uitvoering.............................................................................................................................33
Begrippenkader mediaplanning....................................................................................................33
Het mediaplanningsproces (‘Paid’ media)....................................................................................34
De customer journey................................................................................................................34
Mediadoelstellingen.....................................................................................................................34
Frequentie................................................................................................................................34
Bereik van een campagne.........................................................................................................35
Gewicht van een campagne......................................................................................................35
Continuïteit...............................................................................................................................35
Media kiezen................................................................................................................................35
Televisie....................................................................................................................................36
Buitenreclame..........................................................................................................................36
Tijdschriften..............................................................................................................................37
Kranten.....................................................................................................................................37
Deur-aan-deurmedia................................................................................................................37
Bioscoop...................................................................................................................................37
Radio.........................................................................................................................................39
Native advertising.....................................................................................................................39
Guerrilla/stunts.........................................................................................................................39
Les 7: Onlinecommunicatie..............................................................................................................39
Wat drijft digital natives?..............................................................................................................39
Het digitale landschap..................................................................................................................39
Sociale mediarevolutie.............................................................................................................39
Doelstellingen voor onlinecommunicatie.................................................................................40
Instrumenten van onlinecommunicatie....................................................................................40
Website.............................................................................................................................40
Zoekmachinemarketing (SEO)...........................................................................................41
Zoekmachine adverteren (SEA).........................................................................................41
Online adverteren.............................................................................................................41
Affiliate marketing............................................................................................................41
Advertorials......................................................................................................................42
3
, Contentsponsoring...........................................................................................................42
Anchor deals.....................................................................................................................42
Online evenementen en (web)seminars...........................................................................42
Advergames en online spellen..........................................................................................42
Viral marketing.................................................................................................................42
E-mailmarketing................................................................................................................42
Online merkactivatie.........................................................................................................42
Doelgericht online adverteren..........................................................................................42
Relatiemarketing en internet....................................................................................................43
Effectiviteit en ROI van online reclame.....................................................................................43
E-Commerce.................................................................................................................................43
Customer online journey Multichannel naar omnichannel......................................................44
AI – de dag na morgen..................................................................................................................44
De toekomst van e-commerce..................................................................................................44
Kritische reflecties........................................................................................................................44
Effectiviteit................................................................................................................................44
Irritatie......................................................................................................................................44
Ethiek........................................................................................................................................44
Fraude.......................................................................................................................................45
Privacy......................................................................................................................................45
Les 8..................................................................................................................................................45
Content marketing........................................................................................................................45
3 vormen van branded content................................................................................................45
Licensed content...................................................................................................................45
Contributed community........................................................................................................46
Original content....................................................................................................................46
3 vormen van content op YouTube...........................................................................................46
Hoe meten?..............................................................................................................................46
What works best in content?....................................................................................................47
Integratie met ‘offline’ strategie...............................................................................................47
Influencer marketing....................................................................................................................47
Wie zijn influencers?.................................................................................................................47
Types van influencers...............................................................................................................47
Criteria voor keuze influencers.................................................................................................48
Succesfactoren..........................................................................................................................48
Knelpunten...............................................................................................................................48
4
