Nieuwe
Marketing

THE
FUTURE
OF
MARKETING

oude marketing
nieuwe marketing
maar hoe…?

BRANDS &
BRANDING
HAVEN’T
CHANGED

BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL &
THINK ABOUT YOUR
PRODUCT, SERVICE
OR COMPANY.

BRANDING =
USING MARKETING TO
INFLUENCE PEOPLES’
ATTITUDES AND
PERCEPTIONS OF,
THE BRAND.

Jaren ‘50

Jaren ‘60

Jaren ‘70

Jaren ‘80

Jaren ‘90

PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER

PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER

HOW CAN
YOU CREATE
BRAND FANS?

WAARDE
CREËREN.

OF EIGENLIJK
MAKKELIJKER...

MAAKT HET
LEVEN VAN
MENSEN
BETER...

SO HOW CAN
WE DO THIS?

PRODUCT
INNOVATION

BUILD THE
MARKETING INTO
THE PRODUCT.

MAKE THE
PRODUCT SO
GREAT, PEOPLE
CAN’T HELP
TALK ABOUT IT.

GREAT.
BUT MY
PRODUCT
ISN’T COOL.

VOEG WAARDE
TOE AAN
PRODUCT, DIENST
OF BEDRIJF.

CONTENT
IS THE
NEW
CURRENCY

HOW DO
WE CREATE
THIS KIND OF
MARKETING?

“We don’t ask consumers what they
want. They don’t know. Instead we
apply our brain power to what they
need, and will want, then make sure
we’re there, ready.”
Akio Morita
Co-Founder
Sony Corporation

“It's really hard to design products by
focus groups. A lot of times, people
don't know what they want until you
show it to them.”
Steve Jobs
Co-Founder, Chairman & CEO
Apple
May 1998

UNCOVER
RICH
CONSUMER
INSIGHTS

HOW DO
WE UNCOVER
THESE
INSIGHTS?

OBSERVE
+
LISTEN

Traditionele methoden:
FOCUS GROUPS
1x1 INTERVIEWS
ETHNOGRAPHIC STUDIES
CULTURAL ANTHROPOLOGY
SURVEYS
USABILITY TESTING / LABS

del.icio.us

IF YOU ONLY
REMEMBER
ONE THING…

MODERN
MARKETING =
MAKING PEOPLES’
LIVES BETTER.

THE
END

?s