INHOLLAND Workshop Internet & Marketing

Workshop Internet & Marketing 5 march 2008 Ayman van Bregt

Who am i?
Study Marketing (Commerciële Economie)
Crossroad of marketing & communication | internet & new media | entrepeneurship & innovation
Independent Concept developer, Consultant Internet & New Media (Ayman || Inspiratie | Innovatie | Realisatie)
Teacher Marketing at Rotterdam University (Media aan de Maas, parttime)

Agenda
Marketing & Internet
Marketing definitions
SEO
E-mail marketing
Viral marketing
User in control
Web 2.0
Social software
User Generated Content
New screens
Google
Mobile
MSN
Widgets / Gadgets
Experience Economy

Marketing & Internet

Marketing is about:
P’s
Customers
…

Marketing is about:
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.
“ Peter Drucker”

New Marketing is about creating purple cows :

Impact on PLC and Mass Marketing

SEO
Search Engine Optimization is about attracting more and traffic and qualified leads to your website from search engines
On-site optimization
Text
Coding
Architecture
Off-site optimization
Linkbuilding
Metatags
Domain
Paid advertising (Adwords – Ouverture)

E-mail marketing

E-mail marketing
Why E-mail marketing?
Low cost per contact
Fast medium
Response measurable
Personalization
Low entry level
Interactivity through clickable links
Do’s
Opt-in
Subjectline
Attractive lay-out
Measure and analyze

Viral marketing

Viral marketing
Essence of viral marketing

Do’s
Show interest in the target audience to set the right tone of voice
Deliver what you promise
To measure is to know.
Use expertise
Be creative and authentic
Viral marketing
Dont’s
Make it easy to forward films or links so no heavy files or too much info to fill in.
Don’t be too carefull, a good viral is extreme

User in control

Web 2.0

"Web 2.0 is a marketing concept used by venture capitalists and conference promoters to try to call another bubble into existence“
Dave Winer
Web 2.0

"Web 2.0 is an architecture of participation" -- 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
Web 2.0
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
spontaneously through the actions of the group, for example, in the creation of folksonomies created through tagging.“
Tim O'Reilly

“ Web 2.0 is a group of economically, socially, and
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.”
Troy Angrignon
Web 2.0
Collaboration
Conversation
Community
Connection
Content Creation
Cumulative Learning
Collective Intelligence
Change of scale
Core values
Cheap and Fast

Social software

Social software
Definition:
Software that facilitates interaction between people in the digital world. The software helps creating virtual relations and communities.

Myspace is a personal friends community
Biggest website of the US with over 100 million users
A specific focus on sharing music
Social Software

Hyves is the Dutch Myspace vriendencommunity
Biggest website of the Netherlands with over 4 million members
Social Software

Xing (previously called OpenBC) started in Germany
Focussed on business networking, generating business and vacancies
Over 4 million members worldwide
Exists since 2004
Social Software

Linkedin is a US company
Focussed on business networking and vacancies
Over 11 million members
Exists since 2003
Social Software

Habbo Hotel comes from Finland
Virtuele playing world
Ali B, ONM have been in Habbo NL amongst others
Habbo exists since 2000 and has worldwide over 7 million users
Social Software

Second Life is a US company
Virtual playing world without rules
BBC, Duran Duran, U2 e.g. were in SL
Adidas, American Apparel, Bruna, ABN Amro have shops in SL
507.000 active users from which about 17.000 Dutch people
Social Software

Flabber (2.100.000 visitors & 71.000 users)
Geenstijl (1.600.000 visitors & 32.000 users)
Fok (700.000 visitors
& 85.000 users)
VK-mag (500.000 visitors & 43.000 users)
Retecool (350.000 visitors
Estimations are from february 2007
Talpa had spended €20 million after 1 year with the goal to reach a recall of 80%.
Resultaat na 1 jaar:
300.000 unique visitors
The gross spendings of Talpa:
€ 5 million in Journals
€ 1,5 million in magazines
€ 3,5 million on the radio
€ 4 million on out of home
€ 6,5 million on tv commercials

On top of news
Big audience
Hard to control but when it’s succesfull lots of eyeballs
Read some blogs
(professionally or target audience related)
Use a blog search engine

New screens

Search engine
(internal & external
GMail
Instant Messaging (GTalk)
Video (Google Video)
Foto (Picasa)
Geografie (Maps & Earth)
Office
Google

What is Google Earth?
“ Users can add pictures, text and animation. Google Earth is like a webbrowser for geographic information.
Chikai Ohazama
Head of Google Earth
Google

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.
Google Mashups

Mobile

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.
Mobile

Mobile

But mobile marketing continues also without the cellphone…
Mobile

Mobile marketing with interaction…
Mobile

First succesfull company since 1996 is ICQ (I Seek You)
MSN Messenger started in 1999
140 million MSN users worldwide (The Netherlands 5 million)
Functionalities:
Chats
Webcam
Voice
Muzic, pictures etc.
Activities / Games
MSN

MSN-bot is a chatbuddy that is programmed to respond to your answers
MSN

Widgets

Widgets are small programs with a simple task.
E.g.: Showing the time, the weather etc.
You can place them on your desktop.
Widgets / Gadgets

Experience Economy

Experience Economy Commodities Goods Services Experiences The coffee progression, Pine & Gilmore

Agricultural age
Primary focus (traditional, primitive)
Industrial age
Product focus
Information age
Process focus
Experience age
Experience focus
Experience Economy

Empowering
Authenticity
Exhibisionism
Individualism
Multitasking / multidevicing
Experience Economy

The art of media…. Customer Viral marketing MSN … logs Mobile marketing ??? Analogue communication Social software Google goodies

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.

[email_address]
www.ayman.nl/blog
Next course: 19-03-08 Entrepreneurship & Internet
Slides available at http://www.slideshare.net/avanbregt
Contact

INHOLLAND Workshop Internet & Marketing

by Ayman van Bregt on Mar 05, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

INHOLLAND Workshop Internet & Marketing — Presentation Transcript