Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


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4C-model
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Alternative to the 4P-model: Customer solution, Cost to the customer, Convenience, Communication
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5S-model Chaffey
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Five objectives for Digital Marketing activities: Sell, Speak, Serve, Save, Sizzle.
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Branding sites
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Websites with the aim to improve brand knowledge and brand perception.
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Communication sites
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Websites that inform their visitors in more detail about the products or services of the supplier.
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Content sites
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Provide visitors with information about news or information that would be interesting to specific target segments or in a specific situation.
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Corporate sites
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Websites aimed at supporting interaction between the organisation and the various stakeholders.
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Crowdsourcing
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A method used by the organisation to facilitate activities within the design, development or production process, which in the past would have been carried out by its own employees, to now be performed by people from outside the company.
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Customer acquisition process
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Defining target markets and acquiring new customers.
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Customer relationship management
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Building a deeper understanding, better relationships and a more personalised offer for individual customers.
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Digital analytics
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Measuring, reporting and analysing data with the aim of gaining insight into the effectiveness of using digital marketing.
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Digital Marketing communication
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Communication via the Internet for marketing purposes.
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Digital/web analytics
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Measuring, reporting and analysing data with the aim of gaining insight into the effectiveness of using digital marketing.
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Earned media
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Spontaneous online statements about an organisation as well as shared and ‘liked’ expressions. An organisation cannot control these expressions.
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Ebusiness
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All of a company’s (or network of companies’) activities that uses the Internet and/or IP-based software.
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Ecommerce
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Use of the Internet or IP-based software for all activities in the areas of ​​customer acquisition and customer loyalty, including sales.
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Ecommerce sites
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Ordering system that allows consumers to order products or services via the Internet.
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Four Ps
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The four marketing instruments: product, place, price and promotion.
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Individual marketing
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A form of marketing in which personal interaction is used to fully tailor the product or service to the wishes and needs of the individual customer.
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Individual proposition
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Tailor-made offer that matches the situation, needs and wishes of the customer perfectly.
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Individualised production
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The production of individual products that meet the requirements of the customer (in a single batch).
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Internet phase
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The digital marketing phase in which interactivity between marketers and consumers takes place, resulting in a dialogue between the consumer and the brand.
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Lead generation sites
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Communication sites with the specific purpose of reaching out to potential customers
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Market sensing process
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The process that keeps organisations up-to-date with the market’s needs, developments and trends.
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Marketing Mix
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The marketing mix is ​​the combination and alignment of the marketing instruments used by an organisation that are aimed at one or multiple target segments within a certain market.
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Mass media phase
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The first phase of the development of digital marketing, in which the gap between ‘brands’ and consumers is the largest; it is mainly the marketer who sends out messages to the consumer, who receives them. (push).
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One-to-one marketing
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A form of marketing in which personal interaction is used to fully tailor the product or service to the wishes and needs of the individual customer.
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Order fulfilment process
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Receiving and approving orders, shipping the ordered goods on time and collecting payments.
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Owned media
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Types of media that are readily available to marketers themselves and in which they can autonomously decide on the content (for instance websites and email marketing).
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Paid media
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Types of media that marketers can buy to create brand awareness (such as online advertising, radio, television and print), but over which they do not have full control. Also referred to as "bought media".
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Portals
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Portals present an overview of websites for specific target segments or about specific subjects.
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Product realisation process
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Researching and developing new core products and services, extending the market supply and the launch of the product.
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Pull
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The consumer has a say in what the brand entails and the marketer observes the consumer’s perception of the brand and will be supportive of this.
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Push
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It is mainly the marketer who sends out messages to the consumer, who receives them.
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Selling sites
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Ordering system that allows consumers to order products or services via the Internet.
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Service sites
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Websites that provide information but are also involved in the production process of the organisation. For instance; online banking.
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SIVA-model
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Model that was introduced as the successor to the four Ps: Solution, Information, Value and Access.
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Social media phase
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The digital marketing phase in which there is not only a dialogue between consumer and brand, but also mutual influence.
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User generated content (UGC)
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Content generated by users: information that is produced by users of a medium.
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