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new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
new marketing - the entire story
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new marketing - the entire story

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'new marketing - the entire story' offers an insight in what new marketing is, how it works, its reasons and some specific details of it all

'new marketing - the entire story' offers an insight in what new marketing is, how it works, its reasons and some specific details of it all

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  • 1.  
  • 2. overview
    • new marketing
    • is ...
    • principle
    • core
    • reason: genY
    • 4 P’s
    • tell a friend
    • - content genY
    • - technology genY
    • consequences
    • journalist
    • agency
    • practical
    • - blog
    • - micro blog
    • conclusion
    • extra info
    new versus old marketing situation trend general specific: new push and pull
  • 3. new versus old marketing
    • situation: dislike classical advertising
    • relationship advertiser - consumer today
    • (see you tube clip)
    • tired of classical advertising
    • avoidance
    • overload
    • trend: shift
    old marketing = intrusion advertisers: no trust -> new marketing = permission other consumers: trust
  • 4. new versus old marketing 1 old marketing (Walravens, 2007, online)
  • 5. (Walravens, 2007, online) new marketing new versus old marketing 1
  • 6. new versus old marketing OR
  • 7. old marketing (Paulisakson, 2008, online) new versus old marketing 2
  • 8. new marketing (Paulisakson, 2008, online) Marketeers realized they not only had an outbox, but also an inbox. new versus old marketing 2
  • 9. new versus old marketing OR
  • 10. new versus old marketing push -> dialogue (new push) (Theafter, 2006, online) more specific: new push and pull
    • search
    • online media
    • gamevertising
    • newsletter
    • email
    • mobile / SMS
    • narrowcasting
    • widgets
    • rss
    • communities
    • pod / vodcasting
    • viral
    • brand experience
    • bookmarking
    pull -> infiltration (new pull)
  • 11. new marketing is ... synonyms = conversation marketing = social marketing = affliliate marketing = marketing 2.0 = influencer marketing (affect opinion leaders of the target group) ... definition reaching consumers through (especially online) social networks, ad units are bound to databases and social data
  • 12. new marketing principle
    • principle
    • don’t focus on the masses
    • don’t play ‘safe’, it’s too risky
    • the masses will ignore your message
    • go for the long tail
    • aim at those who want to hear you
    • go for niches
    • ‘ a lot of one and two’s
    • make a huge turnover’
    ↑ long tail, see further
  • 13. (Novelr, 2008, online) new marketing principle
  • 14. new marketing core core - connected web 1.0 = connecting people to information web 2.0 = connecting people to eachother * web 3.0 = everything is connected (Ischafer, 2008, online) (Walravens, 2007, online) *
  • 15. new marketing reason
    • reason - evolution - generation Y
    • born between 1976 and 1982, till even 2001
    • grown up in the 1990s and 2000s
    • understanding the new generation = understanding new marketing
    • more ambitious
    • more brand aware
    • more experience with non-traditional family
    • > more peer oriented
            • more experienced with new technology
            • > tech savvy, creative with content
            • ‘ give them your brand and they make it their own’
    • aware of their assets > not so employer loyal
    • higher tendancy to job switching
    (Wikipedia, 2008a, online)
  • 16. (Tylerreed, 2008, online) new marketing P’s
    • 4 new P’s
    • personalisation
    • listen to consumers, give consumers choice, make it all relevant
    • participation
    • create an environment, build communities, reward participation
    • peer-to-peer
    • marketing messages are social, trusted, easier to share
    • predictive modelling
    • marketing that learns, accept consumer preference, opt-in
  • 17. (Frank watching, 2008, online) new marketing tell a friend
    • tell a friend-button
    • ‘ be good and let others tell it’
    • content
    • means
    • deliver how target wants
    • visuals
  • 18. (Hitflip, 2006, online) new marketing - content -
    • genY - content
    • ‘ the need to find ways to get consumers
    • to invite brands into their lives’
    • get content
    • adapt content
    • spread content
    (Theafter, 2006, online)
  • 19. new marketing - technology - genY - technology possibilities: * created with Wordle
  • 20. new marketing consequences
    • consequences
    • consumer: till now about consumer
    • journalist: also part of genY
    • marcom agency
  • 21. new marketing consequences journalist
    • consequences journalist
    • how they handle content is similar
    • churnalism
    • book: Flat Earth News
    • author: Nick Davies (journalist Guardian)
    • less time > news 24/7
    • more info
    • more stress
    • -> no time to double check
    • copy paste
    (Desmet, 2008, online) (Clever together PR explained, 2008, online)
  • 22. new marketing consequences journalist
    • recent case (Belgium)
    • the bassie-effect
    • Bassie is a famous 70-year old clown
    • in Belgium and the Netherlands
    • someone leaked the fact he impregnated a 30-year old woman
    • national press took over the news (without verifying)
    • many reactions on interactive platforms
    • BUT it was all a stunt for a commercial partner
    (Desmet, 2008, online) (Clever together PR explained, 2008, online)
  • 23. new marketing consequences agency consequences agency diffusion of innovation (Ischafer, 2008, online)
  • 24. new marketing practical - blog
    • case (international)
    • dell hell
    • 2005 - dell no blog
    • BUT one of customers did
    • complaint technical support
    • blog very popular
    • negative press coverage NYTimes
    • today - dell blog
    • complaining bloggers are helped by technicians
    • positive blog feedback
    • positive buzz
    (Illuminea, 2008, online)
  • 25. new marketing practical - blog
    • conditions by Seth Godin
    • candor / boldness
    • urgency
    • timeliness
    • pithiness
    • controversy
    (Godin in Shotgunconcepts, 2008, online)
  • 26. new marketing practical - microblog twitter / micro blog combines weblogging with instant messaging basic question: What are you doing now? creates virtual presence those who are interested can receive text messages (tweets) via the twitter site, IM, SMS, e-mail, RSS or other founded in 2006 by Obvious Corp. (Wikipedia, 2008b, online)
  • 27. new marketing conclusion
    • ‘ hop on the train, before he leaves the station’
    • future needs by trendwatcher Andrew Zolli
    • demographer (know your target audience )
    • understanding social networks
    • understanding the mix of technology and design
    • (think apple, starbucks ...)
    (Zolli in Bizz.be, 2008, online)
  • 28. new marketing extra information
    • more information
    • some interesting numerical data about the subject
    • honourable mention in world’s best presentation contest 2008
    (Mckagan, 2008, online) what the f**k social media?
  • 29. the end
    • hopefully I was able to help ...
    by Catherine Asselman
  • 30. bibliography honesty is the best policy
    • CLEVER TOGETHER PR EXPLAINED (2008), Blog - Churnalism is the new journalism (online), http://horizoncommunication.wordpress.com/2008/03/13/churnalism-is-the-new-journalism/, seen September 2008
    • DESMET, Yves (2008), Mediakritiek - Churnalism (online), http://www.mediakritiek.be/index.php?page=7&lkz=1&&detail=161, seen September 2008
    • EVENSYS (2007), You Tube – Advertiser vs Consumer (online), http://nl.youtube.com/watch?v=heSudg-tfIk, seen in September 2008
    • FRANK WATCHING (2008), Blog - Hoe zet ik PR 2.0 in voor de marketingcommunicatiestrategie? (online), http://www.frankwatching.com/archive/2008/04/03/hoe-zet-ik-pr-20-in-voor-de-marketingcommunicatiestrategie/, seen September 2008
    • GODIN, Seth in SHOTGUNCONCEPTS (2006), SlideShare - Social media and blogs in corporate marketing (online), http://www.slideshare.net/shotgunconcepts/social-media-and- blogs-in-corporate-marketing, seen September 2008
    • HITFLIP (2006), SlideShare - Affiliate Marketing 2.0 (online), http://www.slideshare.net/Hitflip/affiliate-marketing-20, seen September 2008
    • ILLUMINEA (2008), SlideShare - Why blogs and social media are effective tools (online), http://www.slidehare.net/illuminea/why-blogs-and-social-media-are-effective-marketing-tools, seen September 2008
    • ISCHAFER (2008), SlideShare - The future of marketing, advertising and branded entertainment (online), htttp://www.slideshare.net/ischafer/the-future-of-marketing-advertising-and-branded-entertainment, seen September 2008
    • MZKAGAN (2008), SlideShare - What the F**k is social media (online), http://www.slideshare.net/mzkagan/wahat-the-fk-social-media, seen September 2008
    • NOVELR(2008), Image - Writing and presenting internet fiction: applying the long tail to online fiction (online), http://images.google.be/imgres?imgurl=http://www.novelr.com/wp-content/uploads/2008/02/long_tail_graph.gif&imgrefurl=http://www.novelr.com/2008/02/ 08/the-long-tail-and-online-fiction-how-to-get-read&h=325&w=448&sz=17&hl&start=2&usg=__IlleiBDAFJvL5GOqdF2WeqAnFkx4=&tbnid=hhn5sjvm4oCnzM:&tbnh=92&tbnw=127&prev=/images%3Fq%3Dchris%2Banderson%2Blong%2Btail%26gbv%3D2%26hl%3Dnl%26sa%3DG, seen September 2008
    • PAULISAKSON (2008), SlideShare - Whats’ next in marketing & advertising (online), http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143, seen in September 2008
    • THEAFTER (2006), SlideShare - New Marketing (on line), http://www.slideshare.net/theafter/new-marketing, seen in September 2008
    • TYLERREED (2008), SlideShare - 4 New P’s of marketing (online), http://www.slideshare.net/tylerreed/4-new-ps-of-of-marketing, seen September 2008
    • WALRAVENS, Wim (2007), SlideShare - New marketing: same but different (online), http://www.slideshare.net/wimwalravaevens/new-marketing-same-same-but-different, seen in September 2008
    • WIKIPEDIA (2008a) GenerationY (online), http://en.wikipedia.org/wiki/Generation_Y, seen September 2008
    • WIKIPEDIA (2008b), Twitter (online), http://nl.wikipedia.org/wiki/Twitter, seen September 2008
    • ZOLLI, Andrew in BIZZ.BE (2008), Trends blog - Hoe Starbucks toegevoegde creëert (online), http://www.trends.be/nl/bizz/hoe-starbucks-toegevoegde-creeert/site72-section109-article20785.html, seen September 2008
  • 31. biography
    • education
    • master communication science
    • university of Antwerp (Belgium)
    • master after master multilingual business communication
    • university of Ghent (Belgium)
    • business
    • marcom assistant
  • 32. bye catherine dot asselman at gmail dot com

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