Digital marketing versus Growth Hacking

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Digital marketing versus Growth Hacking.
Het verschil tussen marketing management en growth hacking.

Published in: Marketing, Technology, Business

Digital marketing versus Growth Hacking

  1. 1. "Het verschil tussen marketing management en growth hacking.”
  2. 2. • Founder at 
 “THINK with people” • Managing Partner at 
 “Heaven Can Wait” • Wrote a book: “Een Digitaal Marketing Plan in 100 Dagen”
 (www.digitaalmarketingplan.be) • Chief biker @ mototravel.be • http://www.ibert.be www.twitter.com/ibert 
 Bert Van Wassenhove COMING SOON! to! HASSELT
  3. 3. http://www.thinkwithpeople.be/de-9-verschillen-tussen-marketing-managers-en-startup-marketeers/
  4. 4. What makes startups & entrepreneurs different from managers?
  5. 5. http://praveenkvma.blogspot.be/2010/04/my-ice-breaker-speech-at-toastmasters.html
  6. 6. Goal Means 1 Means 2 Means 3 Means 4 Means 5 Manager
  7. 7. End 1 Means 1 Means 2 Means 3 Means 4 Means 5 Entrepreneur End 2 End 3 End …
  8. 8. Manager Entrepreneur Expected Return Affordable Loss http://effectuwat.wordpress.com/about/affordable-loss/
  9. 9. Manager Entrepreneur Competition Analysis Strategic Partnerships
  10. 10. Manager Entrepreneur Existing Knowledge & Predictions Turn the unexpected to your advantage
  11. 11. Growth Hacking Marketing Technology
  12. 12. Use the (digital) product • Cheap to give away • Product features can now be directly responsible for growth.
  13. 13. Use the (digital) product • Cheap to give away • Product features can now be directly responsible for growth. • Build habit-forming products • Behaviour = 
 Motivation + Trigger + Action
  14. 14. Hack (digital) distribution • Search Engine Optimisation • YouTube, Pinterest, Instagram, Vimeo, … as the new eyeball harvesters. • And other Social Media (Facebook = The New TV)
  15. 15. Leverage technology ! • API’s (or workarounds) • Coders & marketers working together
  16. 16. “Digitale media” is more then a website
  17. 17. Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites
  18. 18. Riiiiiight I need a plan ...

  19. 19. BUILD your marketing plan, don’t INVENT it!
  20. 20. 16 1SLIMME VRAGEN VOOR JE BEGINT SMART QUESTIONS TO START WITH ...
  21. 21. SMART QUESTIONS TO START WITH ... Who is your customer?
  22. 22. Your Target Group • Product-market fit. • Not so much target groups, but how can you find customers for the solution you invented. • B2B vs B2C • Who in the value chain has money and pain?
  23. 23. Your Target Group • Online I guess? • Think about influencers! • Segment based on what you mean to your customers. (what is the role you could fulfil)
  24. 24. How will your customers find your company or brand? SMART QUESTIONS TO START WITH ...
  25. 25. Exploratie Beslissing ! Nood Gebruik 2 3 1 4 Need Exploration DecisionExperience Customer Journey
  26. 26. Customer Journey • ACTIVE needs versus LATENT needs • Activating needs is what traditional marketing has been doing since forever, and it fits the purpose. • Social media are the new mass communication channels. Nobody gets up in the morning to come visit your website!
  27. 27. • “The Zero Moment Of Truth” • Digital Exploration at the ... • Through SEARCH • Through SOCIAL Customer Journey
  28. 28. Customer Journey • “The First Moment of Truth” • Different purchasing contexts • Physical store • Online • Multi-channel retail
  29. 29. Customer Journey • “The Second Moment of Truth” • Help your customers • The Customer experience is the ideal opportunity to generate & stimulate: • CONVERSATION • CONTENT CREATION • Commercial opportunities for: • Cross-sell • Up-sell • Referral • Prepare the next sale
  30. 30. What message to bring in which phase? SMART QUESTIONS TO START WITH ...
  31. 31. http://www.youtube.com/watch?v=l5Tw0PGcyN0 The Golden Circle
  32. 32. EENDIGITAALMARKETINGPLANIN100DAGEN Misschien is er een eenvoudige oplossing en volstaat wat extra uitleg om de klant blij te maken. In veel gevallen volstaat het al om naar een ontevreden klant te luisteren en begrip te tonen, om verdere negatieve uitlatingen op het internet of bij vrienden te vermijden. Een goede ondersteuning en communicatie wanneer een consument jouw product of dienst gebruikt, heeft tenslotte als belangrijk effect dat deze voor een volgende aankoop minder ver gaat zoeken. De explora- tiefase wordt minder belangrijk en er wordt sneller beslist om opnieuw jouw merk te kopen. Exploratie Beslissing ! Nood Gebruik 2 3 1 4 DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.) We zullen dit model in de rest van het boek aanhouden om te duiden in welke fase welk digitaal medium belangrijk en minder belangrijk is. WHY HOW WHAT What to communicate about?! ! Issues your customers have when dealing with …
 . " How important they are, what the impact can be, why this will become more important in the future. What to communicate about?! ! How to best solve these issues, without talking about products/services. What to communicate about?! ! The value of these products/ services in solving pain." + Convert
  33. 33. What’s your objective? SMART QUESTIONS TO START WITH ...
  34. 34. Get your objectives straight, they are the lighthouse of your plan!
  35. 35. What’s your objective? • We’re looking at getting traction with a broad audience who doesn’t yet know the need us ... • We’ve got loads of customers, but we want to keep them from running of to competition ... • We offer a popular service people look for on the web, we just need to get them on OUR site ... • Loads of traffic on the site, but we can’t get them to actually buy our stuff ...
  36. 36. THANKS for listening ...! Follow me here: twitter.com/ibert! and as a startups especially here: twitter.com/thinkwpeople! and euh ... if your interested in my book, check this:
 digitaalmarketingplan.be
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