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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    new marketing - the entire story new marketing - the entire story Presentation Transcript

    •  
    • 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
    • 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
    • new versus old marketing 1 old marketing (Walravens, 2007, online)
    • (Walravens, 2007, online) new marketing new versus old marketing 1
    • new versus old marketing OR
    • old marketing (Paulisakson, 2008, online) new versus old marketing 2
    • new marketing (Paulisakson, 2008, online) Marketeers realized they not only had an outbox, but also an inbox. new versus old marketing 2
    • new versus old marketing OR
    • 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)
    • 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
    • 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
    • (Novelr, 2008, online) new marketing principle
    • 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) *
    • 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)
    • (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
    • (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
    • (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)
    • new marketing - technology - genY - technology possibilities: * created with Wordle
    • new marketing consequences
      • consequences
      • consumer: till now about consumer
      • journalist: also part of genY
      • marcom agency
    • 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)
    • 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)
    • new marketing consequences agency consequences agency diffusion of innovation (Ischafer, 2008, online)
    • 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)
    • new marketing practical - blog
      • conditions by Seth Godin
      • candor / boldness
      • urgency
      • timeliness
      • pithiness
      • controversy
      (Godin in Shotgunconcepts, 2008, online)
    • 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)
    • 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)
    • 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?
    • the end
      • hopefully I was able to help ...
      by Catherine Asselman
    • 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
    • biography
      • education
      • master communication science
      • university of Antwerp (Belgium)
      • master after master multilingual business communication
      • university of Ghent (Belgium)
      • business
      • marcom assistant
    • bye catherine dot asselman at gmail dot com