Page 4 - Preview-copy-Online-Marketing-English

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Table of contents

Introduction .......................................................................................10

1. Introduction to Online Marketing ..............................................11

1.1 Marketing in general ...................................................................................... 12
1.2 The marketing mix in practice ........................................................................ 13
1.3 The online marketingmix ............................................................................... 14
1.3.1 The 4Cs and the SIVA model .......................................................................... 14
1.4 Internet marketing strategies ........................................................................ 16
1.4.1 Website strategy ............................................................................................ 16
1.4.2 Social media strategy ..................................................................................... 16
1.4.3 The inbound strategy ..................................................................................... 17
1.4.4 The social selling strategy .............................................................................. 17
1.4.5 The branding strategy .................................................................................... 18
1.4.6 Platform strategy ........................................................................................... 19

2. Target groups and segmentation ................................................21

2.1 Segmentation ................................................................................................. 21
2.1.1 Segmentation criteria .................................................................................... 21
2.1.2 Segmentation strategies ................................................................................ 22
2.2 Positionering .................................................................................................. 23
2.2.1 Unique buyer reasons .................................................................................... 24
2.2.2 Relationship between positioning and (online) marketing mix ..................... 25
2.3 Communication ............................................................................................. 25
2.3.1 SMART goals .................................................................................................. 26
2.3.2 The communication plan ............................................................................... 26
2.4 The visitor is central ....................................................................................... 27
2.4.1 Optimise or advertise? ................................................................................... 28

3. The customer journey and customer experience ........................29

3.1 The journey, the experience .......................................................................... 29
3.2 The key journey: Buying ................................................................................. 29
3.3 De customer experience ................................................................................ 31
3.3.1 Loyalty ............................................................................................................ 31
3.3.2 No one is the same: Personas ........................................................................ 34
3.4 From multi-channel to cross-channel and omni- channel ............................. 35
3.5 How the search engine works ........................................................................ 37
3.5.1 The search engine, the basis to be found on the internet ............................. 37
3.5.2 Mobile first .................................................................................................... 39