Workshop Internet & Marketing 5 march 2008 Ayman van Bregt
Who am i? <ul><li>Study Marketing (Commerciële Economie) </li></ul><ul><li>Crossroad of marketing & communication | intern...
Agenda <ul><li>Marketing & Internet </li></ul><ul><ul><li>Marketing definitions </li></ul></ul><ul><ul><li>SEO </li></ul><...
Marketing & Internet
Marketing definitions
Marketing definitions <ul><li>Marketing is about: </li></ul><ul><ul><li>P’s </li></ul></ul><ul><ul><li>Customers </li></ul...
Marketing definitions <ul><li>Marketing is about: </li></ul><ul><li>Making sales unnecessary. Marketing has as a goal to k...
Marketing definitions <ul><li>New Marketing is about creating  purple cows : </li></ul>
Marketing definitions <ul><li>Impact on PLC and Mass Marketing </li></ul>
 
SEO <ul><li>Search Engine Optimization is about attracting more and traffic and qualified leads to your website from searc...
SEO
E-mail marketing
E-mail marketing <ul><li>Why E-mail marketing? </li></ul><ul><ul><li>Low cost per contact </li></ul></ul><ul><ul><li>Fast ...
Viral marketing
Viral marketing <ul><li>Essence of viral marketing </li></ul>
<ul><li>Do’s </li></ul><ul><li>Show interest in the target audience to set the right tone of voice </li></ul><ul><li>Deliv...
User in control
 
Web 2.0
<ul><li>&quot;Web 2.0 is a marketing concept used by venture capitalists and conference promoters to try to call another b...
<ul><li>&quot;Web 2.0 is an architecture of participation&quot; -- a constellation made up of links between web applicatio...
<ul><li>“ Web 2.0 is a group of economically, socially, and  </li></ul><ul><li>technologically driven changes in attitudes...
Social software
Social software <ul><li>Definition: </li></ul><ul><li>Software that facilitates interaction between people in the digital ...
<ul><li>Myspace is a personal friends community </li></ul><ul><li>Biggest website of the US with over 100 million users </...
<ul><li>Hyves is the Dutch Myspace vriendencommunity </li></ul><ul><li>Biggest website of the Netherlands with over 4 mill...
<ul><li>Xing (previously called OpenBC) started in Germany </li></ul><ul><li>Focussed on business networking, generating b...
<ul><li>Linkedin is a US company </li></ul><ul><li>Focussed on business networking and vacancies </li></ul><ul><li>Over 11...
<ul><li>Habbo Hotel comes from Finland </li></ul><ul><li>Virtuele playing world </li></ul><ul><li>Ali B, ONM have been in ...
<ul><li>Second Life is a US company </li></ul><ul><li>Virtual  playing world without rules </li></ul><ul><li>BBC, Duran Du...
User Generated Content
User Generated Content
<ul><li>Flabber (2.100.000 visitors & 71.000 users) </li></ul><ul><li>Geenstijl (1.600.000 visitors  & 32.000 users) </li>...
<ul><li>On top of news </li></ul><ul><li>Big audience </li></ul><ul><li>Hard to control but when it’s succesfull lots of e...
New screens
 
 
<ul><li>Search engine </li></ul><ul><li>(internal & external </li></ul><ul><li>GMail </li></ul><ul><li>Instant Messaging (...
<ul><li>What is Google Earth? </li></ul><ul><li>“ Users can add pictures, text and animation. Google Earth is like a webbr...
 
 
 
<ul><li>A mashup is a combination of data from several sources. Often is a mashup a website that’s the result of combining...
Mobile
<ul><li>The TV channel CBS sends people walking by commercial space at the NY Grand Central Station through bluetooth shor...
Mobile
<ul><li>But mobile marketing continues also without the  cellphone… </li></ul>Mobile
<ul><li>Mobile marketing with interaction… </li></ul>Mobile
MSN
<ul><li>First succesfull company since 1996 is ICQ (I Seek You)  </li></ul><ul><li>MSN Messenger started in 1999 </li></ul...
<ul><li>MSN-bot is a chatbuddy that is programmed to respond to your answers </li></ul>MSN
Widgets
<ul><li>Widgets are small programs with a simple task. </li></ul><ul><li>E.g.: Showing the time, the weather etc. </li></u...
Experience Economy
Experience Economy Commodities Goods Services Experiences The coffee progression, Pine & Gilmore
<ul><li>Agricultural age </li></ul><ul><ul><li>Primary focus (traditional, primitive) </li></ul></ul><ul><li>Industrial ag...
<ul><li>Empowering </li></ul><ul><li>Authenticity </li></ul><ul><li>Exhibisionism </li></ul><ul><li>Individualism </li></u...
The art of media…. Customer Viral marketing MSN … logs Mobile marketing ??? Analogue communication Social software Google ...
The art of new marketing Content must be applicable for representation on any device at any time Content needs to be distr...
<ul><li>[email_address] </li></ul><ul><li>www.ayman.nl/blog </li></ul><ul><li>Next course: 19-03-08 Entrepreneurship & Int...
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INHOLLAND Workshop Internet & Marketing

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INHOLLAND Workshop Internet & Marketing

  1. 1. Workshop Internet & Marketing 5 march 2008 Ayman van Bregt
  2. 2. Who am i? <ul><li>Study Marketing (Commerciële Economie) </li></ul><ul><li>Crossroad of marketing & communication | internet & new media | entrepeneurship & innovation </li></ul><ul><li>Independent Concept developer, Consultant Internet & New Media (Ayman || Inspiratie | Innovatie | Realisatie) </li></ul><ul><li>Teacher Marketing at Rotterdam University (Media aan de Maas, parttime) </li></ul>
  3. 3. Agenda <ul><li>Marketing & Internet </li></ul><ul><ul><li>Marketing definitions </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>E-mail marketing </li></ul></ul><ul><ul><li>Viral marketing </li></ul></ul><ul><li>User in control </li></ul><ul><ul><li>Web 2.0 </li></ul></ul><ul><ul><li>Social software </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><li>New screens </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>MSN </li></ul></ul><ul><ul><li>Widgets / Gadgets </li></ul></ul><ul><li>Experience Economy </li></ul>
  4. 4. Marketing & Internet
  5. 5. Marketing definitions
  6. 6. Marketing definitions <ul><li>Marketing is about: </li></ul><ul><ul><li>P’s </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>… </li></ul></ul>
  7. 7. Marketing definitions <ul><li>Marketing is about: </li></ul><ul><li>Making sales unnecessary. Marketing has as a goal to know the customer so well that the product or service has such a good fit that it sells itself. </li></ul><ul><li>“ Peter Drucker” </li></ul>
  8. 8. Marketing definitions <ul><li>New Marketing is about creating purple cows : </li></ul>
  9. 9. Marketing definitions <ul><li>Impact on PLC and Mass Marketing </li></ul>
  10. 11. SEO <ul><li>Search Engine Optimization is about attracting more and traffic and qualified leads to your website from search engines </li></ul><ul><ul><li>On-site optimization </li></ul></ul><ul><ul><ul><li>Text </li></ul></ul></ul><ul><ul><ul><li>Coding </li></ul></ul></ul><ul><ul><ul><li>Architecture </li></ul></ul></ul><ul><ul><li>Off-site optimization </li></ul></ul><ul><ul><ul><li>Linkbuilding </li></ul></ul></ul><ul><ul><ul><li>Metatags </li></ul></ul></ul><ul><ul><ul><li>Domain </li></ul></ul></ul><ul><ul><ul><li>Paid advertising (Adwords – Ouverture) </li></ul></ul></ul>
  11. 12. SEO
  12. 13. E-mail marketing
  13. 14. E-mail marketing <ul><li>Why E-mail marketing? </li></ul><ul><ul><li>Low cost per contact </li></ul></ul><ul><ul><li>Fast medium </li></ul></ul><ul><ul><li>Response measurable </li></ul></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><li>Low entry level </li></ul></ul><ul><ul><li>Interactivity through clickable links </li></ul></ul><ul><li>Do’s </li></ul><ul><ul><li>Opt-in </li></ul></ul><ul><ul><li>Subjectline </li></ul></ul><ul><ul><li>Attractive lay-out </li></ul></ul><ul><ul><li>Measure and analyze </li></ul></ul>
  14. 15. Viral marketing
  15. 16. Viral marketing <ul><li>Essence of viral marketing </li></ul>
  16. 17. <ul><li>Do’s </li></ul><ul><li>Show interest in the target audience to set the right tone of voice </li></ul><ul><li>Deliver what you promise </li></ul><ul><li>To measure is to know. </li></ul><ul><li>Use expertise </li></ul><ul><li>Be creative and authentic </li></ul>Viral marketing <ul><li>Dont’s </li></ul><ul><li>Make it easy to forward films or links so no heavy files or too much info to fill in. </li></ul><ul><li>Don’t be too carefull, a good viral is extreme </li></ul>
  17. 18. User in control
  18. 20. Web 2.0
  19. 21. <ul><li>&quot;Web 2.0 is a marketing concept used by venture capitalists and conference promoters to try to call another bubble into existence“ </li></ul><ul><li>Dave Winer </li></ul>Web 2.0
  20. 22. <ul><li>&quot;Web 2.0 is an architecture of participation&quot; -- a constellation made up of links between web applications that rival desktop applications, the blog publishing revolution and self-service advertising. This architecture is based on social software where users generate content, rather than simply consume it , and on open programming interfaces </li></ul>Web 2.0 <ul><li>that let developers add to a web service or get at data. It is an arena where the web rather than the desktop is the dominant platform, and organization appears </li></ul><ul><li>spontaneously through the actions of the group, for example, in the creation of folksonomies created through tagging.“ </li></ul><ul><li>Tim O'Reilly </li></ul>
  21. 23. <ul><li>“ Web 2.0 is a group of economically, socially, and </li></ul><ul><li>technologically driven changes in attitudes, tools, and applications that are allowing the Web to become the next platform for communication, collaboration, community, and cumulative learning.” </li></ul><ul><li>Troy Angrignon </li></ul>Web 2.0 <ul><li>Collaboration </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>Connection </li></ul><ul><li>Content Creation </li></ul><ul><li>Cumulative Learning </li></ul><ul><li>Collective Intelligence </li></ul><ul><li>Change of scale </li></ul><ul><li>Core values </li></ul><ul><li>Cheap and Fast </li></ul>
  22. 24. Social software
  23. 25. Social software <ul><li>Definition: </li></ul><ul><li>Software that facilitates interaction between people in the digital world. The software helps creating virtual relations and communities. </li></ul>
  24. 26. <ul><li>Myspace is a personal friends community </li></ul><ul><li>Biggest website of the US with over 100 million users </li></ul><ul><li>A specific focus on sharing music </li></ul>Social Software
  25. 27. <ul><li>Hyves is the Dutch Myspace vriendencommunity </li></ul><ul><li>Biggest website of the Netherlands with over 4 million members </li></ul>Social Software
  26. 28. <ul><li>Xing (previously called OpenBC) started in Germany </li></ul><ul><li>Focussed on business networking, generating business and vacancies </li></ul><ul><li>Over 4 million members worldwide </li></ul><ul><li>Exists since 2004 </li></ul>Social Software
  27. 29. <ul><li>Linkedin is a US company </li></ul><ul><li>Focussed on business networking and vacancies </li></ul><ul><li>Over 11 million members </li></ul><ul><li>Exists since 2003 </li></ul>Social Software
  28. 30. <ul><li>Habbo Hotel comes from Finland </li></ul><ul><li>Virtuele playing world </li></ul><ul><li>Ali B, ONM have been in Habbo NL amongst others </li></ul><ul><li>Habbo exists since 2000 and has worldwide over 7 million users </li></ul>Social Software
  29. 31. <ul><li>Second Life is a US company </li></ul><ul><li>Virtual playing world without rules </li></ul><ul><li>BBC, Duran Duran, U2 e.g. were in SL </li></ul><ul><li>Adidas, American Apparel, Bruna, ABN Amro have shops in SL </li></ul><ul><li>507.000 active users from which about 17.000 Dutch people </li></ul>Social Software
  30. 32. User Generated Content
  31. 33. User Generated Content
  32. 34. <ul><li>Flabber (2.100.000 visitors & 71.000 users) </li></ul><ul><li>Geenstijl (1.600.000 visitors & 32.000 users) </li></ul><ul><li>Fok (700.000 visitors </li></ul><ul><li>& 85.000 users) </li></ul><ul><li>VK-mag (500.000 visitors & 43.000 users) </li></ul><ul><li>Retecool (350.000 visitors </li></ul><ul><li>Estimations are from february 2007 </li></ul>User Generated Content <ul><li>Talpa had spended €20 million after 1 year with the goal to reach a recall of 80%. </li></ul><ul><li>Resultaat na 1 jaar: </li></ul><ul><li>300.000 unique visitors </li></ul><ul><li>The gross spendings of Talpa: </li></ul><ul><li>€ 5 million in Journals </li></ul><ul><li>€ 1,5 million in magazines </li></ul><ul><li>€ 3,5 million on the radio </li></ul><ul><li>€ 4 million on out of home </li></ul><ul><li>€ 6,5 million on tv commercials </li></ul>
  33. 35. <ul><li>On top of news </li></ul><ul><li>Big audience </li></ul><ul><li>Hard to control but when it’s succesfull lots of eyeballs </li></ul><ul><li>Read some blogs </li></ul><ul><li>(professionally or target audience related) </li></ul><ul><li>Use a blog search engine </li></ul>User Generated Content
  34. 36. New screens
  35. 39. <ul><li>Search engine </li></ul><ul><li>(internal & external </li></ul><ul><li>GMail </li></ul><ul><li>Instant Messaging (GTalk) </li></ul><ul><li>Video (Google Video) </li></ul><ul><li>Foto (Picasa) </li></ul><ul><li>Geografie (Maps & Earth) </li></ul><ul><li>Office </li></ul>Google
  36. 40. <ul><li>What is Google Earth? </li></ul><ul><li>“ Users can add pictures, text and animation. Google Earth is like a webbrowser for geographic information. </li></ul><ul><li>Chikai Ohazama </li></ul><ul><li>Head of Google Earth </li></ul>Google
  37. 44. <ul><li>A mashup is a combination of data from several sources. Often is a mashup a website that’s the result of combining Google maps with another source. </li></ul>Google Mashups
  38. 45. Mobile
  39. 46. <ul><li>The TV channel CBS sends people walking by commercial space at the NY Grand Central Station through bluetooth short clips with new series like CSI and Jericho for free. Travellers are requested to switch on their bluetooth on their pda or cellular phone. </li></ul>Mobile
  40. 47. Mobile
  41. 48. <ul><li>But mobile marketing continues also without the cellphone… </li></ul>Mobile
  42. 49. <ul><li>Mobile marketing with interaction… </li></ul>Mobile
  43. 50. MSN
  44. 51. <ul><li>First succesfull company since 1996 is ICQ (I Seek You) </li></ul><ul><li>MSN Messenger started in 1999 </li></ul><ul><li>140 million MSN users worldwide (The Netherlands 5 million) </li></ul><ul><li>Functionalities: </li></ul><ul><ul><li>Chats </li></ul></ul><ul><ul><li>Webcam </li></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>Muzic, pictures etc. </li></ul></ul><ul><ul><li>Activities / Games </li></ul></ul>MSN
  45. 52. <ul><li>MSN-bot is a chatbuddy that is programmed to respond to your answers </li></ul>MSN
  46. 53. Widgets
  47. 54. <ul><li>Widgets are small programs with a simple task. </li></ul><ul><li>E.g.: Showing the time, the weather etc. </li></ul><ul><li>You can place them on your desktop. </li></ul>Widgets / Gadgets
  48. 55. Experience Economy
  49. 56. Experience Economy Commodities Goods Services Experiences The coffee progression, Pine & Gilmore
  50. 57. <ul><li>Agricultural age </li></ul><ul><ul><li>Primary focus (traditional, primitive) </li></ul></ul><ul><li>Industrial age </li></ul><ul><ul><li>Product focus </li></ul></ul><ul><li>Information age </li></ul><ul><ul><li>Process focus </li></ul></ul><ul><li>Experience age </li></ul><ul><ul><li>Experience focus </li></ul></ul>Experience Economy
  51. 58. <ul><li>Empowering </li></ul><ul><li>Authenticity </li></ul><ul><li>Exhibisionism </li></ul><ul><li>Individualism </li></ul><ul><li>Multitasking / multidevicing </li></ul>Experience Economy
  52. 59. The art of media…. Customer Viral marketing MSN … logs Mobile marketing ??? Analogue communication Social software Google goodies
  53. 60. The art of new marketing Content must be applicable for representation on any device at any time Content needs to be distributed through every network to reach the end user Consumers don’t care who’s there connector as long as they’re online Consumenten using several devices at any time and any place.
  54. 61. <ul><li>[email_address] </li></ul><ul><li>www.ayman.nl/blog </li></ul><ul><li>Next course: 19-03-08 Entrepreneurship & Internet </li></ul><ul><li>Slides available at http://www.slideshare.net/avanbregt </li></ul>Contact

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