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Presentatie #nmd2010 inleiding marco derksen def

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Presentatie #nmd2010 inleiding marco derksen def

Presentatie #nmd2010 inleiding marco derksen def

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  • 1. Marketing in the digital ageIt’s all about socialising, sharing and creating
    Marco Derksen
    Juni 2010
  • 2. Marketing in the digital ageDefinitie van marketing
    Philip Kottler:
    (...) Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communication and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return. (...)
  • 3. Marketing in the digital ageDefinitie van marketing
    Advertising:
    Roepen dat je het goed doet
    Marketing:
    Zorgen dat je het goed doet
    PR:
    Zorgen dat anderen roepen dat je het goed doet
  • 4. Marketing in the digital ageMarketingmix
    Jerome McCarthy’s 4 P’s:
  • 5. Marketing in the digital ageThe past, present and future of media
  • 6. Marketing in the digital ageInternetgebruik in Nederland
    Bron: Trendbox /STIR
  • 7. 12
    Internet
    TV
    10
    Radio
    Magazines
    8
    Newspapers
    6
    4
    2
    0
    16-18
    19-20
    21-24
    25-29
    30-34
    35-39
    40-44
    45-49
    50-54
    55-59
    60-64
    65+
    (leeftijd)
    Marketing in the digital ageMediaconsumptie
    (gem. Aantal uur/wk)
    Bron: Forrester
  • 8. Marketing in the digital ageDigital ad spend 2009 (Europe)
    Bron: IAB Europe
  • 9. Marketing in the digital ageDigital ad spend 2009 (Europe)
    Bron: IAB Europe
  • 10. Marketing in the digital ageDigital ad spend 2009 (Europe)
    Bron: IAB Europe
  • 11. Marketing in the digital ageDigital ad spend 2009 (Europe)
    Bron: IAB Europe
  • 12. Marketing in the digital ageShift to performanced based
    Klantwaarde?
    Cost-per-action
    (CPA)
    Cost-per-sale
    (CPS)
    Cost-per-click
    (CPC)
    Cost-per-mille
    (CPM)
  • 13. Marketing in the digital ageShift to social media
    Bron: Forrester
  • 14. Marketing in the digital ageShift to mobile internet
    Bron: Morgan Stanley 2010
  • 15. Marketing in the digital ageMedia Time Spent vs Ad Spend Still Out of Whack
    Bron: Morgan Stanley 2010
  • 16. Marketing in the digital ageWelke middelen zet ik in en voor welke doelstellingen?
    Bron: E-consultancy
  • 17. Marketing in the digital ageProgramma
    Ochtend:
    E-mail marketing Sander van der Blonk, RapidSugar
    Online advertising Phileas Fox, Adfactor
    Affiliate marketing Remko Nugteren, TradeDoubler
    Zoekmachine marketing Maurits van Eeghen, Traffic4u
  • 18. Marketing in the digital ageProgramma
    Middag:
    Mobile marketing Naos Wilbrink, aFrogleap
    Social media marketing  Polle de Maagt, Boondoggle
    E-business Iskander Smit, Info.nl
    Online video Remco Bron, Yubby
    Online PR  Jan Willem Alphenaar,  DSBtheMovie.nl
    Enterprise 2.0 René van den Bos, DigiRedo
  • 19. Marketing in the digital ageMarketingfacts Jaarboek 2010

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