Presentatie #nmd2010 inleiding marco derksen def

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Presentatie #nmd2010 inleiding marco derksen def

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Presentatie #nmd2010 inleiding marco derksen def

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

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