Media online content
Wat is de vaste opzet voor structuur?
Voorbereiden, koers bepalen, realiseren, evalueren.
Wat zijn de online doelen?
Verkoopbevordering, leadgeneratie, branding, uitgeven, info en service.
Verkoopbevordering
Zoveel mogelijk aankopen in (web) shop genereren.
Leadgeneratie
Zorg dat klanten een reden hebben om naar jouw site te gaan.
Branding
Klanten een goed gevoel geven over jouw bedrijf "Need to know & Nice to know"
Uitgeven/Abonnementen
Aantal adverteerders vergroten
Informatie en service
Energiebedrijven, verzekeringen, hypotheken. Click-Call-Face, klant zelf info laten zoeken. Callcenters is duurder voor bedrijf.
Doelgroepen opdelen
Segmenteren
Doelgroep analyse
Sociaal demografische kenmerken, geografisch, gedrag, mediagebruik, stijl.
Buyer persona
Koopgedrag schetsen doormiddel van persoonskenmerken
Tagline/Pay-off
Jouw boodschap in 1 zin "Nike-Just do it"
Tips voor tagline
Kort, krachtig, herkenbaar, meerwaarde voor klant noemen, uniek, geen valse beloftes.
Communicatiematrix/Doelgroep
Touch-Tell-Sell-Care
Key Performance Indicators (KPI's)
Gegevens waarmee je prestaties analyseert en meet. (Shares/Likes en bezoekers op pagina)
User Story
Wat wil jouw persona?
Opbouw User Story
Als <wie> wil ik <wat>, zodat <waarom>
Online strategie
Waar willen we heen?
Content strategie
Tactisch, hoe doen we dat?
Archiveren
CMS > content management system
Dynamische content
Bepaalde periode (Black Friday, Feestdag)
Statische content
Geen einddatum
Multichannel
Meerdere kanalen. Bijv. website, socials en winkel. Kanalen zijn verschillend. Prijzen en voorwaarden kunnen verschillen.
Crosschannel
Alles op elkaar afgestemd, beleving en boodschap kunnen verschillen, prijzen en voorwaarden niet.
Omnichannel
Alles op elkaar afgestemd, inclusief print, winkels, billboards, gelijke klant ervaring. Doel en content kunnen wel verschillen.
Klantenbehouden doormiddel van...
3 H-Model
3 H-Model: Hero
Unieke grootschalige content om een event in de spotlights te zetten en aandacht te genereren.
3 H-Model: Hub
Regelmatig terugkerende content die je publiek boeit en ervoor zorgt dat ze blijven terugkomen.
3 H-Model: Hygiene
Altijd beschikbare content die aansluit op de zoekaanvraag en interesse van je doelgroep.
Customer journey fases
Bewustzijn > overweging > aankoop > gebruik > loyaliteit
Marketing 5 P's
Product, prijs, plaats, promotie, personeel.
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