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Online Marketing Workbook

Table of contents

Introduction ................................................................................................................................. 8

Chapter 1 - Introduction to Online Marketing ................................................................................ 9

Task 1 - Marketing ............................................................................................................................... 9
Task 2 - Online marketing and traditional marketing ......................................................................... 9

Task 3 - (Online) marketing mix according to the 6 P's ....................................................................... 9
Task 4 - 4 Cs and the SIVA model ...................................................................................................... 10

Task 5 - Internet strategies ................................................................................................................ 11
Task 6 - Different strategies .............................................................................................................. 13

Chapter 2 - Target groups and segmentation ............................................................................... 14
Task 1 - Segmentation ....................................................................................................................... 14

Task 2 - Segmentation strategies ...................................................................................................... 15

Task 3 - Positioning ............................................................................................................................ 15
Task 4 - Communication .................................................................................................................... 16

Task 5 - Visitor behavior and the role of the online marketeer ........................................................ 16
Task 6 - Visibility within the search engine ....................................................................................... 17

Chapter 3 - The customer journey and customer experience ........................................................ 18
Task 1 - Customer journey and touch points .................................................................................... 18

Task 2 - Customer experience ........................................................................................................... 19
Task 3 - Loyalty .................................................................................................................................. 19

Task 4 - Net Promoter Score (NPS) .................................................................................................... 20
Task 5 - Persona card ......................................................................................................................... 20

Task 6 - Multi-, cross- and omni-channel .......................................................................................... 21

Task 7 - The functions of the search engine ...................................................................................... 21
Task 8 - SERP ..................................................................................................................................... 21

Task 9 - The crawler ........................................................................................................................... 22
Task 10 - Search engine storage of website information .................................................................. 22

Task 11 - The disadvantage of PageRank .......................................................................................... 22
Chapter 4 - Google's mission ....................................................................................................... 23

Task 1 - The mission of Google .......................................................................................................... 23

Task 2 - Determining the search results ............................................................................................ 23

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