Your SlideShare is downloading. ×
0
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

20090416 Dcla Hvstokkom Communication In The Digital Age Verschillende Middelen Studenten

230

Published on

Published in: Career
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
230
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Communication in the digital age. Hanneke van Stokkom/ Marco Derksen 16 april 2008 Verschillende marketingmiddelen
  • 2. Dongen, Nijmegen , Wepp, Checkit, ACSI, Digitaal Communicatie Lab ,LIO netwerk, content management, SEA, Strategie , Online Marketing Management van Stokkom , Ondernemer, gezin, Coaching , Training, Arnhem Projectmanagement .
  • 3. Bron:E-Consultancy 2005 Communication in the digital age Welke middelen zet ik in en voor welke doelstellingen?
  • 4. Communication in the digital age Welke middelen zet ik in en voor welke doelstellingen? Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM)
  • 5. Bron: Forrester Communication in the digital age Welke middelen zet ik in en voor welke doelstellingen?
  • 6. Communication in the digital age Campagne proces Bron: Rembrand Smit
  • 7. <ul><li>Adverteerder </li></ul><ul><li>Doelgroep campagne </li></ul><ul><li>Doelstelling campagne </li></ul><ul><li>Concept </li></ul><ul><li>Middelen </li></ul><ul><li>Budget en inkoop </li></ul><ul><li>Periode </li></ul><ul><li>Prognose </li></ul><ul><li>Rapportage </li></ul><ul><li>Afhandeling </li></ul>Bron: Rembrand Smit Communication in the digital age Campagne proces
  • 8. Communication in the digital age Adverteerder <ul><li>Welke categorie? </li></ul><ul><li>1 e keer of ervaren? </li></ul><ul><li>Concurrenten en voorbeelden? </li></ul><ul><li>Denkt uit angst of kans? </li></ul><ul><li>Rechtstreeks of Bureau </li></ul>Bron: Rembrand Smit
  • 9. Communication in the digital age Doelgroep campagne <ul><li>Communicatie doelgroep </li></ul><ul><li>Media doelgroep </li></ul><ul><li>Kwantificeer </li></ul><ul><li>USP online m.b.t. doelgroep </li></ul><ul><li>Huidige klantgroep </li></ul>Bron: Rembrand Smit
  • 10. Communication in the digital age Doelstelling campagne <ul><li>Kwantificeer </li></ul><ul><li>Hoe te meten? </li></ul><ul><li>Kennis/Houding/Gedrag </li></ul><ul><li>Doelstelling vs budget (CPA) </li></ul><ul><li>Gelaagde doelstelling? </li></ul><ul><li>Deel online vs offline </li></ul>Bron: Rembrand Smit
  • 11. <ul><li>Middelenvrij concept </li></ul><ul><li>DM concept </li></ul><ul><li>Interactief concept </li></ul><ul><li>Inhoud/Vorm/Context </li></ul>Bron: Rembrand Smit Communication in the digital age Concept
  • 12. <ul><li>Offline media </li></ul><ul><li>Eigen media </li></ul><ul><li>Onlinemedia, wat en waarom </li></ul><ul><ul><li>Kanaal </li></ul></ul><ul><ul><li>Vorm </li></ul></ul><ul><ul><li>Uitgever/merk </li></ul></ul><ul><ul><li>Gebruikersgroep Sites </li></ul></ul><ul><ul><li>=STIR </li></ul></ul>Bron: Rembrand Smit Communication in the digital age Middelen
  • 13. <ul><li>Online budget vs offline </li></ul><ul><li>Percentueel en absoluut </li></ul><ul><li>Model </li></ul><ul><ul><li>CPM (Cost per mille) </li></ul></ul><ul><ul><li>CPC (Cost per click) </li></ul></ul><ul><ul><li>CPA (Cost per action) </li></ul></ul><ul><ul><li>Hybride </li></ul></ul><ul><ul><li>Fixed </li></ul></ul><ul><ul><li>GRP (Kijkdichtheid) </li></ul></ul>Bron: Rembrand Smit Communication in the digital age Budget en inkoop
  • 14. <ul><li>Overall periode </li></ul><ul><li>Seizoenen </li></ul><ul><li>‘ Dripping’ of ‘Bursting’ </li></ul>Bron: Rembrand Smit Communication in the digital age Periode
  • 15. <ul><li>Views, clicks, acties </li></ul><ul><li>Postclick en postview </li></ul><ul><li>Admanagement </li></ul><ul><li>Voorgaande campagnes </li></ul><ul><li>Seizoen </li></ul><ul><li>Verstorende factoren </li></ul><ul><li>Absolute grenzen </li></ul>Bron: Rembrand Smit Communication in the digital age Prognose
  • 16. <ul><li>Wie is verantwoordelijk? </li></ul><ul><li>Screendumps </li></ul><ul><li>Ad-request vs vertoning </li></ul><ul><li>Meetverschillen </li></ul><ul><li>Detail niveau </li></ul><ul><li>Wat wil de klant? </li></ul>Bron: Rembrand Smit Communication in the digital age Rapportage
  • 17. Communication in the digital age Search Engine Marketing
  • 18. <ul><li>Verdeeld in </li></ul><ul><li>SEA (Search engine advertising) en </li></ul><ul><li>SEO (Search engine optimalization) </li></ul><ul><li>Samen genoemd: </li></ul><ul><li>SEM: search engine marketing. </li></ul>Communication in the digital age Search Engine Marketing
  • 19. Advertising Advertising Organic Communication in the digital age Search Engine Marketing
  • 20. Communication in the digital age Search Engine Marketing:Heatmap
  • 21. Communication in the digital age Search Engine Marketing
  • 22. Communication in the digital age Search Engine Spiders
  • 23. <ul><li>De drie pijlers: </li></ul><ul><li>Populariteit: Links </li></ul><ul><li>Techniek: Codes (op)bouw website </li></ul><ul><li>Content: teksten </li></ul><ul><li>Goede ranking én relevantie! </li></ul>Communication in the digital age Search Engine Marketing: SEO
  • 24. Communication in the digital age Search Engine Marketing: SEO
  • 25. Communication in the digital age Search Engine Marketing:SEO Linkbuilding
  • 26. Communication in the digital age Search Engine Marketing:SEO Pagerank
  • 27. Communication in the digital age Search Engine Marketing: SEO url’s
  • 28. Communication in the digital age Search Engine Marketing: SEO url’s
  • 29. Communication in the digital age Search Engine Marketing: SEO url’s
  • 30. Communication in the digital age Search Engine Marketing: SEO kruimelpad
  • 31. <ul><li>Goed: </li></ul><ul><li>www.directwonen.nl/zoeken/woning-huren/nijmegen.aspx </li></ul><ul><li>Gemiddeld </li></ul><ul><li>http://www.kluwer.nl/portal.jsp?gc=WKNL_KL_PNP_KLUWER_JUR_JURIDISCH_pp_rechtalgemeen </li></ul><ul><li>Slecht: </li></ul><ul><li>http://www.otto.nl/is-bin/INTERSHOP.enfinity/WFS/Otto-OttoNL-Site/nl_NL/-/EUR/ONL_BrowseCatalog-Start;sid=LmDY23Mjuk1M2zTaA6DFGSZz4oSID8o0KpZTHGPF5VIVIaXl0DhTHGPFiuEdBw==?CategoryName=modul_lingerie_fs </li></ul>Communication in the digital age Search Engine Marketing: SEO url’s
  • 32. <ul><li>Zoek een voorbeeld van een website die met een mooie titel, omschrijving én url in Google vindbaar is én zoek een voorbeeld van een website die dat alles niet heeft. </li></ul>Communication in the digital age Search Engine Marketing: Opdracht
  • 33. Communication in the digital age Search Engine marketing: Long Tail Source: Gapingvoid.com
  • 34. <ul><li>Google vindt dit de belangrijkste teksten op een webpagina: </li></ul><ul><li>Paginatitel in browser (65 karakters) </li></ul><ul><li>URL </li></ul><ul><li>Kop op het hoogste niveau (H1: belangrijkste zoekterm) </li></ul><ul><li>Hyperlinks: inkomend en uitgaand </li></ul>Communication in the digital age Search Engine Marketing:Content
  • 35. Communication in the digital age Search Engine Marketing:Content
  • 36. Communication in the digital age Search Engine Marketing: zoekwoordonderzoek <ul><li>Brainstorm </li></ul><ul><li>Synoniemen huidige zoektermen </li></ul><ul><li>Concurrenten </li></ul><ul><li>Zoekmachine op eigen website </li></ul><ul><li>Zoekwoordhulpprogramma’s </li></ul>
  • 37. Communication in the digital age Search Engine Marketing
  • 38. Communication in the digital age Search Engine Marketing
  • 39. <ul><li>SEA </li></ul><ul><li>Zoekwoordonderzoek </li></ul><ul><li>Actiematig </li></ul><ul><li>Hoge prijzen </li></ul><ul><li>Gevraagde bezoekers </li></ul><ul><li>SEO </li></ul><ul><li>Lange termijn </li></ul><ul><li>Hoge score zoekmachine </li></ul><ul><li>Landingpagina’s </li></ul><ul><li>Ook ongevraagde bezoekers </li></ul>Communication in the digital age Search Engine Marketing
  • 40. Communication in the digital age Search Engine Marketing: SEA
  • 41. Communication in the digital age Search Engine Marketing: SEA
  • 42. Communication in the digital age Search Engine Marketing: SEA <ul><li>Broad: </li></ul><ul><li>Phrase </li></ul><ul><li>Exact </li></ul><ul><li>Uitsluitingszoektermen </li></ul><ul><li>KeyWord insertion </li></ul>
  • 43. <ul><li>Zoek binnen Google naar het aantal kliks wat te realiseren is op de zoekterm “vacature webdesigner” en wat de kosten van een derde positie zijn. </li></ul>Communication in the digital age Search Engine Marketing: Opdracht
  • 44. Communication in the digital age Online advertising
  • 45. Communication in the digital age Online advertising
  • 46. Skyscrapers: Communication in the digital age Online advertising
  • 47. Rectangles Communication in the digital age Online advertising
  • 48. Rectangle en Pop-up Communication in the digital age Online advertising
  • 49. Banners en buttons Communication in the digital age Online advertising
  • 50. Communication in the digital age Nog vragen? Bedankt voor jullie aandacht!

×