Amsterdam Marketing Event Lost Boys

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Presentation at the Amsterdam Marketing Event 2007, by Lost Boys (Ruurd Priester)

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Amsterdam Marketing Event Lost Boys

  1. 1. Future of Marketing Future of Marketing Amsterdam Marketing Event | 6 december 2007
  2. 2. Lost Boys 1: Lost Boys
  3. 3. Lost Boys
  4. 4. Lost Boys > Architecten van online succes > Opgericht in 1993 > 160 Lost Boys/Girls in Amsterdam
  5. 5. Onderdeel LBi netwerk
  6. 6. Scoop? Scoop? © Lost Boys 2007
  7. 7. Satama
  8. 8. Contact cyclus Klanten moeten zich Klanten moeten je alsmaar sterker tegenkomen of verbonden voelen: kunnen vinden: Evolve Attract Klanten moeten je hun vertrouwen geven: Engage
  9. 9. Oplossingen Sales Campaigns Personalization / Segmentation / CRM Marketing Campaigns Evolve Attract Incentives / Loyalty Portals: B2C, B2B... Engage Self-Service Guided Selling / Cross & Up Selling
  10. 10. Hema
  11. 11. KLM
  12. 12. Vaya
  13. 13. Nuon Solar Team
  14. 14. KPN Hi
  15. 15. FBTO
  16. 16. Anne Frank huis
  17. 17. Full service > Creative consultancy > Strategisch advies, sessies, innovatie, kennis, inspiratie > Online campaigns > Digitale concepten, leads genereren, merkwaarde versterken > Online products and platforms > Primair kanaal, conversie naar klant, klantbinding, loyaliteit en herhalingsaankopen > Interactive Media > Plannen en optimaliseren van online bereik, ROI, inkoop, tests > Customer Interaction (CRM) > Optimaliseren van klantrelaties, advies, implementatie, optimalisatie > Application management > Functioneel en technisch beheer, hosting
  18. 18. Aanpak Aanpak © Lost Boys 2007
  19. 19. 1. Vraag: key account en customer intimacy Economy Client Consumer Concept Creation Technology
  20. 20. 2. Strategie: diepe ‘intieme’ kennis, methodisch Economy Client Consumer Concept Creation Technology
  21. 21. 3. Innovatie: interdisciplinair, clash van creativiteit Economy Concept Client Consumer Creation Technology
  22. 22. 4. Implementatie: agile, partners, operational excellence Economy Client Consumer Concept Creation Technology
  23. 23. Relaties met klanten sinds... 1997-2000 2001 2002 2003 2004 2005 2006 2007
  24. 24. Recente prijzen > Netprofiler 2007 Vaya.nl > Best Dutch online travel website > 2C Usability Award 2007 Interpolis.nl > 3rd > SAN 2007 Lost Boys > Shortlist: Bureau van het Jaar > Esprit 2006 Hi Chatman > Gold: Direct Marketing > SpinAwards 2006 Hi Bling > Gold: Online campaign > SpinAwards 2006 Sportlife Deep > Silver: Game concept > Webby Awards 2006 Anne Frank boom > Official Honoree: Community campaign
  25. 25. LB Homepage
  26. 26. LB People
  27. 27. 2: Future of Marketing Future of Marketing © Lost Boys 2007
  28. 28. Seth Godin
  29. 29. Wat nou instituties?
  30. 30. You
  31. 31. CNN Money > 28 juli 2006
  32. 32. > 1 You! THE CONSUMER AS Quote CREATOR. WHY YOU MATTER: They've long said the customer is always right. But they never really meant it. Now they have no choice.
  33. 33. Jeff Bezos van Amazon > Marketing = > great product + > word of mouth > Apple, Google... > The long tail...
  34. 34. Marketing = No more Marketing no more © Lost Boys 2007
  35. 35. Wat dan wel? Wat dan wel? © Lost Boys 2007
  36. 36. Van sequentiële keten... Producent Consument
  37. 37. naar ‘connectivity’ en complexiteit Klant Deelnemer Producent Partner Leerling Consument Consument Consument Producent Deelnemer Partner Producent Partner Consument Consument Deelnemer Gebruiker
  38. 38. Nieuwe cirkel Shared interest
  39. 39. Nieuwe cirkel 1 Conversation Shared interest
  40. 40. Nieuwe cirkel 2 Conversation Shared interest Value exchange
  41. 41. Nieuwe cirkel 3 Affinity Conversation Shared interest Value exchange
  42. 42. Nieuwe cirkel 4 Affinity Conversation Shared interest Lurkers Creators Lurkers Value exchange
  43. 43. Forrester 13 % creators 19 % critics 15 % collectors 19 % joiners 33 % spectators 52 % inactives
  44. 44. The ‘opt out consumer’ Delicious OpenID NetVibes Bizner Hyves Virtual me Plaxo
  45. 45. Zopa en Prosper
  46. 46. Igglo
  47. 47. Lego Factory
  48. 48. Nieuwe uitdagingen voor marketing 1. Merk dat klopt 2. In- en externe peers in contact 3. Ketenomkering 4. Excellent(e) product of dienst 5. Excellente service 6. Zijn waar zij zijn 7. De mooiste verhalen vertellen
  49. 49. Ruurd Priester ruurd.priester@lostboys.nl © Lost Boys 2007

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