online marketinginstrumenten
DESCRIPTION
Online MarketinginstrumentenTRANSCRIPT
![Page 1: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/1.jpg)
Communication in the digital ageIt’s all about socialising, sharing and creating
Online Marketinginstrumenten
Hanneke van Stokkom & Marco Derksen
Online Marketinginstrumenten
December 2008
![Page 2: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/2.jpg)
Communication in the digital ageWelke middelen zet ik in en voor welke doelstellingen?Welke middelen zet ik in en voor welke doelstellingen?
Bron:E-Consultancy 2005
![Page 3: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/3.jpg)
Communication in the digital ageWelke middelen zet ik in en voor welke doelstellingen?Welke middelen zet ik in en voor welke doelstellingen?
TVBereikBudget
Radio %BereikBudget
%Dagbladen Website Formulier KlantenBereik % # bezoekers % # formulieren % # klantenBereik % # bezoekers % # formulieren % # klantenBudget
%ZoekmachinesBereikBudget %
Online AdsBereikBudgetg
Klantwaarde?
Cost-per-saleCost-per-actionCost-per-clickCost-per-mille Cost per sale(CPS)
Cost per action(CPA)
Cost per click(CPC)
Cost per mille (CPM)
![Page 4: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/4.jpg)
Communication in the digital ageWelke middelen zet ik in en voor welke doelstellingen?Welke middelen zet ik in en voor welke doelstellingen?
Static online display ads Search marketing Email marketing
No plans to use at allExpect to pilotPilotingCurrently using
Contextual targetingVideo created by marketing
Branded microsites Interactive online display ads
Static online display ads
Ads within online video Advergames (interactive banners)
Podcasts RSS
Behavioral targeting
Mobile text messages Social networks
Blogs User-generated content Ads within online video
0% 20% 40% 60% 80% 100%Virtual worlds
In game ads or product placements Mobile WAP sites
4Bron: Forrester
![Page 5: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/5.jpg)
Communication in the digital age Campagne procesCampagne proces
Bron: Rembrand Smit
![Page 6: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/6.jpg)
Communication in the digital age Campagne procesCampagne proces
AdverteerderDoelgroep campagneDoelstelling campagneDoelstelling campagneConcept Middelen
d kBudget en inkoopPeriodePrognosegRapportage Afhandeling
Bron: Rembrand Smit
![Page 7: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/7.jpg)
Communication in the digital age AdverteerderAdverteerder
Welke categorie?1e keer of ervaren?Concurrenten en voorbeelden?Concurrenten en voorbeelden?Denkt uit angst of kans?Rechtstreeks of Bureau
Bron: Rembrand Smit
![Page 8: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/8.jpg)
Communication in the digital age Doelgroep campagneDoelgroep campagne
Communicatie doelgroepMedia doelgroepKwantificeerKwantificeerUSP online m.b.t. doelgroepHuidige klantgroep
Bron: Rembrand Smit
![Page 9: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/9.jpg)
Communication in the digital age Doelstelling campagneDoelstelling campagne
KwantificeerHoe te meten?Kennis/Houding/GedragKennis/Houding/GedragDoelstelling vs budget (CPA)Gelaagde doelstelling?D l li ffliDeel online vs offline
Bron: Rembrand Smit
![Page 10: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/10.jpg)
Communication in the digital age ConceptConcept
Middelenvrij conceptDM conceptInteractief conceptInteractief conceptInhoud/Vorm/Context
Bron: Rembrand Smit
![Page 11: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/11.jpg)
Communication in the digital age MiddelenMiddelen
Offline mediaEigen mediaOnlinemedia, wat en waaromOnlinemedia, wat en waarom
KanaalVormUi / kUitgever/merk
Gebruikersgroep Sitesg p=STIR
Bron: Rembrand Smit
![Page 12: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/12.jpg)
Communication in the digital age Budget en inkoopBudget en inkoop
Online budget vs offlinePercentueel en absoluutModel
CPMCPCCPAHybrideFixedGRPGRP
Bron: Rembrand Smit
![Page 13: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/13.jpg)
Communication in the digital age Periode
O ll i d
Periode
Overall periodeSeizoenen‘Dripping’ of ‘Bursting’pp g g
Bron: Rembrand Smit
![Page 14: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/14.jpg)
Communication in the digital age PrognosePrognose
Views, clicks, actiesPostclick en postview
Admanagement
Voorgaande campagnesSeizoenVerstorende factorenAbsolute grenzen
Bron: Rembrand Smit
![Page 15: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/15.jpg)
Communication in the digital age RapportageRapportage
Wie is verantwoordelijk?ScreendumpsAd request vs vertoningAd-request vs vertoningMeetverschillenDetail niveauDetail niveau
Wat wil de klant?
Bron: Rembrand Smit
![Page 16: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/16.jpg)
Communication in the digital age Search Engine SpidersSearch Engine Spiders
![Page 17: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/17.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
Verdeeld in SEA (Search engine advertising) en SEO (Search engine optimalization)
Samen genoemd: SEM: search engine marketing.
![Page 18: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/18.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
Advertising Advertising
O iOrganic
![Page 19: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/19.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
De drie pijlers:Populariteit: Links Techniek: Codes (op)bouw websiteContent: teksten
Goede ranking én relevantie!
![Page 20: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/20.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 21: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/21.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 22: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/22.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 23: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/23.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
Goed:www.directwonen.nl/zoeken/woning-huren/nijmegen.aspx
GemiddeldGemiddeldhttp://www.kluwer.nl/portal.jsp?gc=WKNL_KL_PNP_KLUWER_JUR_JURIDISCH_pp_rechtalgemeen
Slecht:http://www.otto.nl/is-bin/INTERSHOP.enfinity/WFS/Otto-OttoNL-Site/nl_NL/-/EUR/ONL_BrowseCatalog-Start;sid=LmDY23Mjuk1M2zTaA6DFGSZz4oSID8o0KpZTHGPF5VIVIaXl0DhTHGPFiuEStart;sid=LmDY23Mjuk1M2zTaA6DFGSZz4oSID8o0KpZTHGPF5VIVIaXl0DhTHGPFiuEdBw==?CategoryName=modul_lingerie_fs
![Page 24: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/24.jpg)
Communication in the digital age Search Engine Marketing: OpdrachtSearch Engine Marketing: Opdracht
Zoek een voorbeeld van een website die met een mooie titel, omschrijving én url in Google i db i é k b ld vindbaar is én zoek een voorbeeld van een
website die dat alles niet heeft.
![Page 25: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/25.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
SEA
Zoekwoordonderzoek
SEO
Lange termijnZoekwoordonderzoekActiematigHoge prijzen
Lange termijnHoge score zoekmachineLandingpagina’s
Gevraagde bezoekers Ook ongevraagde bezoekers
![Page 26: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/26.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 27: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/27.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 28: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/28.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 29: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/29.jpg)
Communication in the digital age Search Engine MarketingSearch Engine Marketing
![Page 30: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/30.jpg)
Communication in the digital age Search Engine Marketing: OpdrachtSearch Engine Marketing: Opdracht
Zoek binnen Google naar het aantal kliks wat te realiseren is op de zoekterm “marketing
l idi ” t d k t d d opleidingen”en wat de kosten van een derde positie zijn.
![Page 31: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/31.jpg)
Communication in the digital age Search Engine Marketing:ContentSearch Engine Marketing:Content
Google vindt dit de belangrijkste teksten op een webpagina:Paginatitel in browser URL Kop op het hoogste niveau (H1) Hyperlinks: inkomend en uitgaand
![Page 32: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/32.jpg)
Communication in the digital age Search Engine Marketing: OpdrachtSearch Engine Marketing: Opdracht
Opdracht: Schrijf een zoekmachine vriendelijke tekst van twee alinea’s over jouw afdeling.
![Page 33: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/33.jpg)
Communication in the digital age Online advertisingOnline advertising
De wondere wereld van Skyscrapers, rectangels, buttons en banners, pop-ups en pop-unders.
![Page 34: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/34.jpg)
Communication in the digital age Online advertisingOnline advertising
Skyscrapers:
![Page 35: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/35.jpg)
Communication in the digital age Online advertisingOnline advertising
Rectangles
![Page 36: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/36.jpg)
Communication in the digital age Online advertisingOnline advertising
Rectangle en Pop-up
![Page 37: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/37.jpg)
Communication in the digital age Online advertisingOnline advertising
Banners en buttons
![Page 38: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/38.jpg)
Communication in the digital age Online advertisingOnline advertising
![Page 39: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/39.jpg)
Communication in the digital age Online advertising: OpdrachtOnline advertising: Opdracht
Zoek een website met minimaal 4 online advertenties.
![Page 40: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/40.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
Of hOf human beings are‘mobile’mobile
![Page 41: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/41.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
WereldwijdWereldwijdMeer mobiele aansluitingen dan pc’s.
![Page 42: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/42.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
20 000 00020.000.000Mobiele telefoonaansluitingen in Nederland.
Dat is 22% meer dan dat er inwoners zijn.
![Page 43: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/43.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
1972 2009
![Page 44: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/44.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
![Page 45: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/45.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
![Page 46: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/46.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
![Page 47: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/47.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
![Page 48: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/48.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
![Page 49: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/49.jpg)
Communication in the digital age Mobile Marketing, inleidingMobile Marketing, inleiding
![Page 50: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/50.jpg)
Communication in the digital age Mobile Marketing, casesMobile Marketing, cases
![Page 51: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/51.jpg)
Communication in the digital age Mobile MarketingMobile Marketing
6 miljoen mobiele telefoons die internet aankunnen2 miljoen umts4 miljoen gprs1,45 miljoen flatfee abbonnementenJuni 2008, 1.600.000 Mobiele surfersDecember 2008, 2.000.000 Mobiele surfersGroei van 25% in het laatste half jaar!
![Page 52: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/52.jpg)
Communication in the digital age Mobiel InternetMobiel Internet
OverdrachtscapaciteitSnelheden altijd lager dan theoretische snelheden:
GPRS/EDGE – 56kb/s t/m 128 kb/s GPRS/EDGE 56kb/s t/m 128 kb/s UMTS: 384kb/sHSDPA: 14Mbps, haalbaar rond 2MbitWi/fi – 54Mbps (haalbaar rond 14Mbp/s)Wi/fi 54Mbps (haalbaar rond 14Mbp/s)
Rekening houden met kleiner schermBeperkt toetsenbord
![Page 53: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/53.jpg)
Communication in the digital age Mobile MarketingMobile Marketing
2009: Data Roaming, € 1,- per MB
![Page 54: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/54.jpg)
Communication in the digital age Mobile MarketingMobile Marketing
Bron: Hot SMS
![Page 55: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/55.jpg)
Communication in the digital age Mobile MarketingMobile Marketing
![Page 56: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/56.jpg)
Communication in the digital age Mobile Marketing, strategieMobile Marketing, strategie
![Page 57: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/57.jpg)
Communication in the digital age Mobile Marketing, casesMobile Marketing, cases
![Page 58: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/58.jpg)
Communication in the digital age Mobiel: getuige zijnMobiel: getuige zijn
![Page 59: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/59.jpg)
Communication in the digital age Mobiel: even regelenMobiel: even regelen
![Page 60: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/60.jpg)
Communication in the digital age Mobile Marketing, casesMobile Marketing, cases
Case Mobillion 2008
![Page 61: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/61.jpg)
Communication in the digital age Mobile Marketing, casesMobile Marketing, cases
Case Mobillion 2008
![Page 62: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/62.jpg)
Communication in the digital age Mobile Marketing, casesMobile Marketing, cases
Case Mobillion 2008
![Page 63: Online Marketinginstrumenten](https://reader033.vdocuments.us/reader033/viewer/2022060109/5553072ab4c905533f8b4adc/html5/thumbnails/63.jpg)
Communication in the digital age
Bedankt voor jullie aandacht!