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Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
Ppt orange valley_marcom_3_4_juni
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Ppt orange valley_marcom_3_4_juni

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  • 65% start op mobiel en vervolgt op tablet of desktop, 20% tussen 22:00 en 00:00 uur
  • Transcript

    • 1. 6/6/2014 © ORANGEVALLEY 16/6/2014 © ORANGEVALLEY 16/6/2014 © ORANGEVALLEY 1 De krachten gebundeld. ONLINE BRANDING, SOCIAL, SEARCH EN CONVERSIE. 04 juni 2014
    • 2. 26/6/2014 Eduard Blacquière Principal consultant Myra van Bladel Consultant KENNISMAKING
    • 3. AGENDA 1. Trends 2. Branding vs Sales 3. Krachten bundelen 4. Toekomst
    • 4. 6/6/2014 © ORANGEVALLEY 4 1. TRENDS
    • 5. 56/6/2014 ① Outbound marketing <-> Inbound marketing ② Cross channel <-> Mobile devices ③ Social media <-> Advertising ④ Verschuiving aankoopgedrag head <-> Long tail ⑤ Data (management) is key TRENDS
    • 6. 66/6/2014 ① Outbound marketing <-> Inbound marketing ② Cross channel <-> Mobile devices ③ Social media <-> Advertising ④ Verschuiving aankoopgedrag head <-> Long tail ⑤ Data (management) is key TRENDS
    • 7. 6/6/2014 © ORANGEVALLEY 7 INBOUND MARKETING VS INBOUND MARKETING
    • 8. 86/6/2014 OUTBOUND MARKETING PRODUCT CENTRAAL = “MARKETING VAN GISTEREN”
    • 9. 96/6/2014 INBOUND MARKETING KLANTBEHOEFTEN CENTRAAL = “MARKETING VANDAAG”
    • 10. 106/6/2014 ① Outbound marketing <-> Inbound marketing ② Cross channel <-> Mobile devices ③ Social media <-> Advertising ④ Verschuiving aankoopgedrag head <-> Long tail ⑤ Data (management) is key TRENDS
    • 11. 116/6/2014 Attention INVOLVEMENT VAN DE BEZOEKER 1 2 3 4 5 FASE Interest Desire Action HIGH INVOLVEMENT LOW INVOLVEMENT
    • 12. 126/6/2014 “THE WINNER TAKES IT ALL”
    • 13. 136/6/2014 ① Outbound marketing <-> Inbound marketing ② Cross channel <-> Mobile devices ③ Social media <-> Advertising ④ Verschuiving aankoopgedrag head <-> Long tail ⑤ Data (management) is key TRENDS
    • 14. 146/6/2014 SOCIAL MEDIA
    • 15. 156/6/2014 SOCIAL MEDIA BRANDING DIALOGUE
    • 16. 166/6/2014 ① Outbound marketing <-> Inbound marketing ② Cross channel <-> Mobile devices ③ Social media <-> Advertising ④ Verschuiving aankoopgedrag head <-> Long tail ⑤ Data (management) is key TRENDS
    • 17. 176/6/2014 LONG TAIL
    • 18. 186/6/2014 ① Outbound marketing <-> Inbound marketing ② Cross channel <-> Mobile devices ③ Social media <-> Advertising ④ Verschuiving aankoopgedrag head <-> Long tail ⑤ Data (management) is key TRENDS
    • 19. 196/6/2014 ZOEK- EN KOOPGEDRAG vs. TIJD
    • 20. 6/6/2014 © ORANGEVALLEY 20 2. BRANDING VS. SALES
    • 21. 216/6/2014 BRANDING ① Display banners bereik uitingen ② Rich Media ③ Social media ④ Narrative content
    • 22. 226/6/2014 SALES ① SEA ② SEO ③ E-mailmarketing ④ Display remarketing ⑤ Affiliate marketing ⑥ A/B testing / conversie
    • 23. 6/6/2014 © ORANGEVALLEY 23 3. KLANT CENTRAAL
    • 24. 6/6/2014 © ORANGEVALLEY 24 KLANT CENTRAAL
    • 25. 256/6/2014 Attention CUSTOMER JOURNEY GEDRAG  oriënteren  bewustworden  selecteren  beslissen 1 2 3 4 FASE Interest Desire Action
    • 26. 266/6/2014 CUSTOMER JOURNEY 1 2 3 4 FASE ACTIE  inspireren  informeren  overtuigen  converteren GEDRAG  oriënteren  bewustworden  selecteren  beslissen Attention Interest Desire Action
    • 27. 276/6/2014 Attention CUSTOMER JOURNEY (DATA) 1 2 3 4 FASE Interest Desire Action Display Click E-mail Organic Search Direct Social Paid Search Referral Other Paid HIGH INVOLVEMENT LOW INVOLVEMENT
    • 28. 286/6/2014 ATTENTION = INSPIREREN
    • 29. 296/6/2014 ATTENTION = INSPIREREN
    • 30. 306/6/2014 INTEREST = INFORMEREN
    • 31. 316/6/2014 INTEREST = INFORMEREN
    • 32. 326/6/2014 DESIRE = OVERTUIGEN
    • 33. 336/6/2014 DESIRE = OVERTUIGEN
    • 34. 346/6/2014 ACTION = CONVERTEREN
    • 35. 356/6/2014 ACTION = CONVERTEREN
    • 36. 366/6/2014 Attention Interest Desire Action 1 2 3 4 FASE CUSTOMER JOURNEY CENTRAAL
    • 37. 376/6/2014 Attract CUSTOMER JOURNEY GEDRAG 1 2 3 4 5 FASE Interest Desire Action Satisfaction  oriënteren  Bewust worden  Selecteren  Beslissen  Betrokken
    • 38. 386/6/2014 Attract CUSTOMER JOURNEY GEDRAG 1 2 3 4 5 FASE Interest Desire Action Satisfaction  Oriënteren  Bewust worden  Selecteren  Beslissen  Betrokken  Inspireren  Informeren  Overtuigen  Converteren  Behouden ACTIE
    • 39. 396/6/2014 SATISFACTION = BEHOUDEN
    • 40. 406/6/2014 4. ONLINE MATURITY
    • 41. 416/6/2014
    • 42. 426/6/2014 AANWEZIGHEID Focus op techniek “ zenden” Pageviews of “Aantal bezoekers” 1 2 OPTIMALE DIALOOG Focus dialoog “ gedrag” afhaakmoment “ Succesvol bezoek” 3 LIFETIME VALUE Focus klant “ behoeften” dienstverlening “Waarde creatie” 4 1 2 3 4 RESULTAAT GERICHT Focus resultaat “ ontvangen” Resultaat “Aantal transacties”
    • 43. 436/6/2014 NIVEAU 1 - AANWEZIGHEID
    • 44. 446/6/2014 AANWEZIGHEID Focus op techniek “ zenden” Pageviews of “Aantal bezoekers” 1 2 OPTIMALE DIALOOG Focus dialoog “ gedrag” afhaakmoment “ Succesvol bezoek” 3 LIFETIME VALUE Focus klant “ behoeften” dienstverlening “Waarde creatie” 4 1 2 3 4 RESULTAAT GERICHT Focus resultaat “ ontvangen” Resultaat “Aantal transacties”
    • 45. 456/6/2014 NIVEAU 2- RESULTAATGERICHT
    • 46. 466/6/2014 AANWEZIGHEID Focus op techniek “ zenden” Pageviews of “Aantal bezoekers” 1 2 OPTIMALE DIALOOG Focus dialoog “ gedrag” afhaakmoment “ Succesvol bezoek” 3 LIFETIME VALUE Focus klant “ behoeften” dienstverlening “Waarde creatie” 4 1 2 3 4 RESULTAAT GERICHT Focus resultaat “ ontvangen” Resultaat “Aantal transacties”
    • 47. 476/6/2014 NIVEAU 3 - DE AANGEVER ?
    • 48. 486/6/2014 AANWEZIGHEID Focus op techniek “ zenden” Pageviews of “Aantal bezoekers” 1 2 OPTIMALE DIALOOG Focus dialoog “ gedrag” afhaakmoment “ Succesvol bezoek” 3 LIFETIME VALUE Focus klant “ behoeften” dienstverlening “Waarde creatie” 4 1 2 3 4 RESULTAAT GERICHT Focus resultaat “ ontvangen” Resultaat “Aantal transacties”
    • 49. 496/6/2014 NIVEAU 4 - CUSTOMER VALUE
    • 50. 6/6/2014 © ORANGEVALLEY 50 5. RECAP & AFRONDING
    • 51. 6/6/2014 © ORANGEVALLEY 51 SUCCESFACTOR = GEBUNDELDE KRACHTEN!
    • 52. 526/6/2014 Attention CUSTOMER JOURNEY CENTRAAL! 1 2 3 4 5 FASE Interest Desire Action HIGH INVOLVEMENT LOW INVOLVEMENT Display Click E-mail Direct Social
    • 53. 536/6/2014 • Al jaren een toonaangevend Online Marketing bureau • Jaarlijks staan we in de Top 3 van het Emerce onderzoek naar toonaangevende Search, Site Statistics & Optimalisatie bureaus. • Actief (bestuurs)lid van de brancheorganisaties DDMA en IAB OVER ORANGEVALLEY Online Strategie Zoekmachine Marketing Web Analytics Conversie optimalisatie Online Adverteren Training & Coaching
    • 54. 546/6/2014 Vragen? Aanmelden voor de kennissessie? Naar aanleiding van deze presentatie organiseert OrangeValley een uitgebreide kennissessie in juli. Aanmelden hiervoor is mogelijk via: info@orangevalley.nl Eduard Blacquière Principal consultant Myra van Bladel Consultant

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