Page 6 - Inkijkexemplaar-Digital-Marketing-E-commerce-Expert
P. 6
9.3.2 KPI’s voor advertenties ......................................................................................... 91
9.4 Ad Targeting .......................................................................................................... 92
9.4.1 Aangepaste doelgroepen ...................................................................................... 93
9.5 Cookies ................................................................................................................. 95
9.5.1 Device en browser fingerprinting ......................................................................... 96
9.6 Programmatic advertising ..................................................................................... 97
9.6.1 De praktijk van Programmatic advertising ............................................................ 99
9.7 Google Ads ............................................................................................................ 99
9.8 Facebook adverteren .......................................................................................... 102
9.9 Remarketing ........................................................................................................ 103
9.10 Belangrijke begrippen ......................................................................................... 104
10. Content marketing en content creatie ������������������������������������������� 105
10.1 Content en strategie ........................................................................................... 105
10.1.1 Content marketing .............................................................................................. 105
10.1.2 Personas en Personalisatie ................................................................................. 106
10.2 Content creatie ................................................................................................... 107
10.3 De basis van content ........................................................................................... 108
10.3.1 De Sales funnel ................................................................................................... 109
10.3.2 De overtuigingsprincipes van Robert Cialdini ..................................................... 109
10.3.3 Engagement ........................................................................................................ 111
10.4 Inkijkexemplaar
Content maken ................................................................................................... 111
10.4.1 Zelf content maken ............................................................................................. 111
10.4.2 Storytelling .......................................................................................................... 115
10.4.3 Crowdsourcing .................................................................................................... 116
10.5 Podcast maken en publiceren ............................................................................. 117
10.5.1 Podcast op je website ......................................................................................... 119
10.6 Belangrijke begrippen ......................................................................................... 120
11. E-commerce ���������������������������������������������������������������������������������� 121
11.1 Marketingstrategie voor shops .......................................................................... 121
11.2 Je marktonderzoek ............................................................................................. 122
11.3 Segmentatie en doelgroepen .............................................................................. 122
11.4 Webshop prestaties verbeteren ......................................................................... 124
11.5 Marketplaces ...................................................................................................... 128
11.6 Rechten consumenten ........................................................................................ 130
11.7 Keurmerken ........................................................................................................ 131
11.8 Klantbeoordelingen ............................................................................................ 131
11.9 Belangrijke begrippen ......................................................................................... 132
12. Google Analytics en Google Search Console ���������������������������������� 133
12.1 Google Search Console ....................................................................................... 133
12.2 Google Analytics ................................................................................................. 135
12.2.1 Wat kun je met Google Analytics? ...................................................................... 136
