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Trends en ontwikkelingen in interactive marketing - Clockwork
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Clockwork Inspiratie Sessie

Clockwork Inspiratie Sessie

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Trends en ontwikkelingen in interactive marketing - Clockwork Presentation Transcript

  • 1.  
  • 2.
    • zeitgeist
    • “ The spirit of the age ; the characteristic of a period “
    • Wiktionary.com
    radical change
  • 3.
    • The fabric of business & society is changing.
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8. 1.06 Miljard mensen verbonden
  • 9. 600 miljard pagina’s gevuld
  • 10. 100 pagina’s per hoofd van de wereldbevolking
  • 11.  
  • 12.
    • real boom
  • 13.  
  • 14.
    • “ Events evaporate but patterns
    • persist.
    • Sustainable business success is
    • based on patterns not events.”
    • Dr Eddie Obeng pentacle
  • 15. 2008 2010 2025
  • 16.
    • 4
  • 17.
    • 7
  • 18. changing media landscape #1
  • 19.
    • # hyper fragmentation
  • 20.
    • more media
  • 21. Changes in medialandscape 1989 Bioscoop RADIO Buitenreclame Print TV Internet
  • 22. THE MEDIA EXPLOSION! REGIONAAL DAGBLADEN LANDELIJK SPECIALS/ MAGAZINES FREE SHEETS SPECIAL INT. REGIONAAL PRIVAAT PUBLIEK NATIONAL REGIONAAL NATIONAAL LOKAAL VIDEO GAMES CD ROM INTERNET WWW Portals NON SPOT TELETEXT DAGTV KABEL VIDEO/DVD PUBLIEK Digitaal COMMERCIEEL ZAKELIJK CONSUMENT SPECIAL INTEREST SPECIAL INTEREST MAGAZINES VROUW MANNEN MEGA COMPLEX SPECTACULARS ABRI SPONSORSHIP 2000 Buitenreclame Bioscoop TV Internet Print Radio BILL- BOARD VERVOER EMAIL Bron: BBC INTERNET INTERNET UNADDRESSED MAIL ballboards Taxi’s Bierviltjes Gratis Abonnement
  • 23.
    • more access
  • 24.  
  • 25.
    • more products
  • 26.
    • more messages
  • 27.
    • clutter
  • 28.  
  • 29.
    • reaching fewer people
    • paying less attention
  • 30.
    • # hyper diffusion
  • 31.
    • 72 miljoen weblogs
    mrt 2007 bron technorati
  • 32.
    • elke dag
    • 120 duizend
    • nieuwe weblogs
    mrt 2007 bron technorati
  • 33.
    • elke dag
    • 1,4 miljoen
    • berichten
    mrt 2007 bron technorati
  • 34.
    • elke uur
    • 58 duizend
    • berichten
  • 35.  
  • 36.  
  • 37. Mark Freunfelder
  • 38.  
  • 39. Meer traffic dan: Forbes MTV CBS network NBC
  • 40. Part-time…. vanuit zijn huiskamer
  • 41.
    • # personalization
  • 42.  
  • 43.
    • pandorra
  • 44.  
  • 45.
    • Hyper fragmentation
    • Clutter
    • Hyper diffusion
    • Personalization
    #1 changing media landscape
  • 46. social revolution #2
  • 47. Social media: online tools and platforms that people use to share opinions, insights and experiences. Bron: wikipedia
  • 48.
    • # connect
  • 49. 100.000.000 gebruikers binnen 1,5 jaar
  • 50. 2,9 miljoen leden 30 miljoen pageviews per dag (!) Bron: Hyves mrt 2007
  • 51. 5.087.000 gebruikers 38 % 13 + Bron: microsoft jan 2007
  • 52.
    • # share
  • 53. terrabytes
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62.  
  • 63.  
  • 64.  
  • 65.
    • the rise of trust in “someone like me “
  • 66. Consumers trust advice from peers Recommendations from friends/family Ads on mobile phones Web banner ads Search engine ads Branded Web sites Ads in magazines Ads on radio Ads on TV Ads in newspapers Requested email updates Consumer opinions posted online 0% 20% 40% 60% 80% 100% “ I trust:” Base: European online consumers
  • 67.  
  • 68. Help others find this item Write an online review Customer reviews Customers tagged this product News and reviews Customer discussion
  • 69.
    • Connect
    • Share
    #2 social revolution
  • 70. power consumer #3
  • 71. We have real power and we know it.
  • 72.
    • smart
  • 73.
    • informed
  • 74.
    • There are no secrets ,
    • we know more than companies
    • about there own products.
    Cluetrain manifesto
  • 75.
    • Slide jaap
  • 76.
    • organized
  • 77.
    • voice
  • 78. “ the Power Consumer now has a voice which can be heard by millions” David Armano
  • 79.
    • tools
  • 80.  
  • 81.  
  • 82.
    • weapons
  • 83.  
  • 84.  
  • 85.  
  • 86. Voorbeeld van gebruik
    • Farecast
  • 87.
    • mission
  • 88. Jeff Jarvis
  • 89. Artikel New York Times
  • 90. Explosie van hits op de conversatie “ Dell Hell”
  • 91. “ Your brand is what Google says it is” Chris Anderson
  • 92.
    • The power consumer
    • eats strategy for
    • breakfast
  • 93. creating mass #4
  • 94. Iets groots
  • 95.
    • 2005
    350 magazines launched 26.000.000 blogs 2006 40.000 radiostations 48.000 podcasts 65.000 new video’s uploaded on youtube .. with 100.000.000 daily views bron: Reuters bron: Frankwatching 57.000.000 blogs 2007 72.000.000 blogs
  • 96.  
  • 97.  
  • 98.  
  • 99.  
  • 100.  
  • 101.  
  • 102.  
  • 103.  
  • 104. zelfontplooiing
  • 105.  
  • 106. Recap
    • Radical change
      • Changing media landscape
      • Social revolution
      • Power consumer
      • Creating mass
  • 107.  
  • 108. de marketing remix
  • 109. promotion
  • 110. 7 insights
  • 111.  
  • 112. be authentic #1
  • 113.
    • We are immune to
    • advertising,
    • just forget it .
    Cluetrainmanifesto
  • 114.
    • A brand is
    • everything you do
  • 115.  
  • 116.  
  • 117.
    • Getting you there
  • 118.
    • Getting you there 2.0
  • 119.  
  • 120.  
  • 121.  
  • 122.  
  • 123. join the conversation #2
  • 124. meer verkoop producten/diensten meer winst Inkoop advertenties
  • 125. interruption marketing
  • 126.  
  • 127. WOM Influences 80% of Purchases NOP Worldwidef
  • 128.
    • “ almost 70 percent of consumers
    • use the web to research their
    • automotive purchases.”
    • ” Marketer's Automotive Online report
  • 129.  
  • 130.
    • buzz tracking
  • 131.  
  • 132.
    • Continue monitoren
      • 50.000
        • blogs
        • vergelijkingssites
        • fora
        • etc.
    • Linguistic analyses technology
    • Realtime
  • 133.
    • talk back
  • 134.
    • be the host
  • 135. David Armano
  • 136. Turbo campagne
  • 137.
    • Turbo toernooi
      • 10.00 deelnemers
      • Battle van 3 maanden
    • 1 Winnaar
      • Slimste belegger van Nederland
      • 25 K
    • Community
      • Uitwisselen strategie, tips & tricks
      • Turboteam
  • 138.
    • control ?
  • 139.
    • moments of truth
  • 140.  
  • 141.
    • Vincent Ferrari
  • 142. Open up #3
  • 143. marketing users
  • 144.  
  • 145. research users marketing
  • 146.  
  • 147. product research users marketing
  • 148.  
  • 149.  
  • 150.  
  • 151.  
  • 152. innovators early adopters followers majority
  • 153. product research professionals users marketing
  • 154.  
  • 155. product research professionals users marketing
  • 156.
    • #4
    • be first in line
  • 157.  
  • 158. positie in de zoekketen
  • 159.  
  • 160. make life easy #5
  • 161.  
  • 162.  
  • 163.  
  • 164. ROI rules #6
  • 165.
    • real time
    • kwalitatief
    • kwantitatief
  • 166.
    • Conversie
  • 167. stumble but fall forward #7
  • 168. Playing safe is risky
  • 169.
      • Platenmaatschappij ( mp3 )
      • Boekwinkels ( amazon, bol.com)
      • Kranten/Uitgevers ( nieuws via internet)
      • Vaste telefonie ( voice over IP / skype)
      • Videotheek (video on demand )
      • Kabel TV (TV over IP/ joost )
  • 170.
    • Developments in the digital domain are so fast and furious it’s not always possible to wait for full understanding.
    • By experimenting in a controlled way companies can get insights at very attractive cost - and sometimes even strike gold .
    • Future lab
  • 171. no work like Clockwork