<ul><li>  zeitgeist </li></ul><ul><li>“ The  spirit  of the  age ; the  characteristic  of a  period  “ </li></ul><ul><li>...
<ul><li>The fabric of business & society is changing.  </li></ul>
 
 
 
 
1.06 Miljard mensen verbonden
600 miljard pagina’s gevuld
100 pagina’s  per hoofd  van de wereldbevolking
 
<ul><li>real boom  </li></ul>
 
<ul><li>“ Events evaporate but patterns  </li></ul><ul><li>persist.  </li></ul><ul><li>Sustainable business success  is  <...
2008 2010 2025
<ul><li>4 </li></ul>
<ul><li>7 </li></ul>
changing   media landscape #1
<ul><li># hyper  fragmentation   </li></ul>
<ul><li>more media </li></ul>
Changes in medialandscape 1989 Bioscoop RADIO Buitenreclame Print TV Internet
THE MEDIA EXPLOSION! REGIONAAL DAGBLADEN LANDELIJK SPECIALS/ MAGAZINES FREE SHEETS SPECIAL INT. REGIONAAL PRIVAAT PUBLIEK ...
<ul><li>more access </li></ul>
 
<ul><li>more products   </li></ul>
<ul><li>more messages  </li></ul>
<ul><li>clutter </li></ul>
 
<ul><li>reaching fewer people  </li></ul><ul><li>paying less attention   </li></ul>
<ul><li># hyper  diffusion   </li></ul>
<ul><li>72 miljoen weblogs   </li></ul>mrt 2007 bron technorati
<ul><li>elke dag  </li></ul><ul><li>120 duizend  </li></ul><ul><li>nieuwe weblogs </li></ul>mrt 2007 bron technorati
<ul><li>elke dag  </li></ul><ul><li>1,4 miljoen  </li></ul><ul><li>berichten </li></ul>mrt 2007 bron technorati
<ul><li>elke uur  </li></ul><ul><li>58 duizend  </li></ul><ul><li>berichten </li></ul>
 
 
Mark Freunfelder
 
Meer traffic dan: Forbes MTV CBS network  NBC
Part-time…. vanuit zijn huiskamer
<ul><li>#  personalization   </li></ul>
 
<ul><li>pandorra </li></ul>
 
<ul><li>Hyper fragmentation </li></ul><ul><li>Clutter </li></ul><ul><li>Hyper diffusion </li></ul><ul><li>Personalization ...
social   revolution   #2
Social media:  online tools and platforms that people use to share opinions, insights and experiences. Bron: wikipedia
<ul><li>#  connect   </li></ul>
100.000.000 gebruikers binnen 1,5 jaar
2,9 miljoen leden 30 miljoen  pageviews per dag (!) Bron: Hyves mrt 2007
5.087.000  gebruikers  38 %  13 +  Bron: microsoft jan 2007
<ul><li>#  share   </li></ul>
terrabytes
 
 
 
 
 
 
 
 
 
 
 
<ul><li>the rise of  trust  in  “someone like me “ </li></ul>
Consumers  trust  advice from  peers Recommendations from friends/family Ads on mobile phones Web banner ads Search engine...
 
Help others find this item Write an online review Customer reviews  Customers tagged this product  News and reviews  Custo...
<ul><li>Connect  </li></ul><ul><li>Share  </li></ul>#2  social revolution
power   consumer  #3
We have real power and we know it.
<ul><li>smart   </li></ul>
<ul><li>informed   </li></ul>
<ul><li>There are  no secrets ,  </li></ul><ul><li>we know more  than companies  </li></ul><ul><li>about there own product...
<ul><li>Slide jaap  </li></ul>
<ul><li>organized   </li></ul>
<ul><li>voice  </li></ul>
“ the  Power Consumer  now has a voice which can be heard by millions” David  Armano
<ul><li>tools   </li></ul>
 
 
<ul><li>weapons   </li></ul>
 
 
 
Voorbeeld van gebruik <ul><li>Farecast  </li></ul>
<ul><li>mission  </li></ul>
Jeff Jarvis
Artikel New York Times
Explosie van hits op de conversatie “ Dell Hell”
“ Your brand is  what Google says it is”   Chris Anderson
<ul><li>The power consumer  </li></ul><ul><li>eats strategy  for  </li></ul><ul><li>breakfast </li></ul>
creating   mass  #4
Iets groots
<ul><li>2005 </li></ul>350 magazines launched 26.000.000 blogs 2006 40.000 radiostations 48.000 podcasts 65.000 new video’...
 
 
 
 
 
 
 
 
zelfontplooiing
 
Recap  <ul><li>Radical  change </li></ul><ul><ul><li>Changing media landscape </li></ul></ul><ul><ul><li>Social revolution...
 
de marketing remix
promotion
7  insights
 
be  authentic #1
<ul><li>We are immune to  </li></ul><ul><li>advertising,  </li></ul><ul><li>just forget it .  </li></ul>Cluetrainmanifesto
<ul><li>A brand is  </li></ul><ul><li>everything  you do  </li></ul>
 
 
<ul><li>Getting you there </li></ul>
<ul><li>Getting you there  2.0 </li></ul>
 
 
 
 
join  the  conversation  #2
meer verkoop producten/diensten meer winst  Inkoop advertenties
interruption marketing
 
WOM Influences 80%   of Purchases NOP  Worldwidef
<ul><li>“ almost 70 percent of consumers  </li></ul><ul><li>use the web  to research their </li></ul><ul><li>automotive pu...
 
<ul><li>buzz tracking  </li></ul>
 
<ul><li>Continue monitoren </li></ul><ul><ul><li>50.000  </li></ul></ul><ul><ul><ul><li>blogs  </li></ul></ul></ul><ul><ul...
<ul><li>talk  back  </li></ul>
<ul><li>be the  host  </li></ul>
David Armano
Turbo campagne
<ul><li>Turbo toernooi  </li></ul><ul><ul><li>10.00 deelnemers </li></ul></ul><ul><ul><li>Battle van 3 maanden  </li></ul>...
<ul><li>control ?   </li></ul>
<ul><li>moments of  truth  </li></ul>
 
<ul><li>Vincent Ferrari  </li></ul>
Open  up   #3
marketing users
 
research users marketing
 
product research users marketing
 
 
 
 
innovators early adopters followers majority
product research professionals users marketing
 
product research professionals users marketing
<ul><li>#4 </li></ul><ul><li>be   first   in line   </li></ul>
 
positie in de zoekketen
 
make life  easy   #5
 
 
 
ROI  rules  #6
<ul><li>real  time  </li></ul><ul><li>kwalitatief  </li></ul><ul><li>kwantitatief  </li></ul>
<ul><li>Conversie  </li></ul>
stumble  but fall  forward   #7
Playing safe is risky
<ul><ul><li>Platenmaatschappij  ( mp3 ) </li></ul></ul><ul><ul><li>Boekwinkels ( amazon, bol.com) </li></ul></ul><ul><ul><...
<ul><li>Developments in the digital domain are so  fast and furious  it’s not always possible to wait for full understandi...
no work like Clockwork
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Trends en ontwikkelingen in interactive marketing - Clockwork

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Trends en ontwikkelingen in interactive marketing - Clockwork

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

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