Page 7 - Inkijkexemplaar-Digital-Marketing-E-commerce-Expert
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Inkijkexemplaar
12.2.2 De trechter ............................................................................................137
12.3 Webmaster richtlijnen ..........................................................................139
12.4 Black hat technieken .............................................................................139
12.4.1 Cloaking ................................................................................................139
12.4.2 Link spam ..............................................................................................139
12.4.3 Content spam ........................................................................................140
13. Een site of shop opzetten ��������������������������������������������������� 143
13.1 Kennisgebied: Website en webshop software ......................................143
13.1.1 Open Source Content Management Systemen .....................................143
13.1.2 Veel gebruikte software ........................................................................145
13.2 Kennisgebied: Anatomie van een website ............................................146
13.3 Belangrijke begrippen ...........................................................................151
14. Marketing automation ������������������������������������������������������� 152
14.1 Geautomatiseerde klantcommunicatie ................................................152
14.2 Extra automatiseringsmogelijkheden ...................................................154
14.2.1 Triggers en acties ..................................................................................154
14.3 Big data .................................................................................................156
14.3.1 Small data .............................................................................................157
14.4 Artificial Intelligence .............................................................................158
14.5 Belangrijke begrippen ...........................................................................158
15. Social media ���������������������������������������������������������������������� 159
15.1 Specifieke kenmerken van social media ...............................................159
15.2 Waarom is social media zo succesvol? ..................................................160
15.3 Geschiedenis van social media .............................................................160
15.4 Social media en strategie ......................................................................162
15.4.1 Hoe gebruik je social media? ................................................................162
15.5 De social media strategie ......................................................................163
15.5.1 De hoofdstrategie .................................................................................164
15.5.2 De campagnestrategie organiseren en uitvoeren .................................165
15.6 Social media analyse .............................................................................165
15.6.1 Veel gebruikte social media KPI’s ..........................................................166
15.6.2 NPS: Net Promotor Score ......................................................................167
15.7 Social media campagne management ..................................................168
15.8 Belangrijke begrippen ...........................................................................170
16. Influencer marketing ��������������������������������������������������������� 171
16.1 Influencers inzetten ..............................................................................171
16.2 De influencer industrie .........................................................................172
16.3 Belangrijke begrippen ...........................................................................174
