Presentatie #nmd2010 inleiding marco derksen def

Marketing in the digital ageIt’s all about socialising, sharing and creating
Marco Derksen
Juni 2010

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. (...)

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

Marketing in the digital ageMarketingmix
Jerome McCarthy’s 4 P’s:

Marketing in the digital ageThe past, present and future of media

Marketing in the digital ageInternetgebruik in Nederland
Bron: Trendbox /STIR

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

Marketing in the digital ageDigital ad spend 2009 (Europe)
Bron: IAB Europe

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)

Marketing in the digital ageShift to social media
Bron: Forrester

Marketing in the digital ageShift to mobile internet
Bron: Morgan Stanley 2010

Marketing in the digital ageMedia Time Spent vs Ad Spend Still Out of Whack
Bron: Morgan Stanley 2010

Marketing in the digital ageWelke middelen zet ik in en voor welke doelstellingen?
Bron: E-consultancy

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

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

Marketing in the digital ageMarketingfacts Jaarboek 2010

Presentatie #nmd2010 inleiding marco derksen def

by Marketingfacts on Jun 17, 2010

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