Marketing in the online era MARUG guest lecture
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Marketing in the online era MARUG guest lecture

on

  • 1,551 views

On 28th of March I held my marketing guest lecture at the University of Groningen. THeme 'marketing in the online era'. I elaborated on a post-modern marketing story: Krause (social marketing). And I ...

On 28th of March I held my marketing guest lecture at the University of Groningen. THeme 'marketing in the online era'. I elaborated on a post-modern marketing story: Krause (social marketing). And I illustrated hyper-modern marketing with Foursquare and Facebook Places as examples of mobile location based advertising.

Statistics

Views

Total Views
1,551
Views on SlideShare
1,548
Embed Views
3

Actions

Likes
2
Downloads
15
Comments
0

1 Embed 3

http://www.deondernemers.nl 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Marketing in the online era MARUG guest lecture Presentation Transcript

  • 1. Marketing Associatie Rijksuniversiteit Groningen Marketing in the online era two hours, two stories and one geek-experiment ;) @ritzotencate - deondernemers.nl 28th March 2011maandag 28 maart 2011
  • 2. onsboek.nlmaandag 28 maart 2011
  • 3. maandag 28 maart 2011
  • 4. maandag 28 maart 2011
  • 5. maandag 28 maart 2011
  • 6. • craftsmen • fine products • face-to-face • word-of- mouth promotion • circles of trustmaandag 28 maart 2011 • Once upon a time the world was quiet and peaceful. • Goods were good and they were traded at what we know as traditional markets. • Goods were manufactured by craftsmen. • And marketing was mainly about direct contact with your customer. Asking, manufacturing, and word-of-mouth promotion. Branding was a minor thing.
  • 7. • factories • mass-production • cheap products • supply-orientedmaandag 28 maart 2011 • Then at a certain time (round 1800) we invented steam engine technology and the industrial revolution was a fact (1800+). • Products were being produced in factories and mass-production was a fact. • Producing became cheaper and less customized - to say the least - T-ford 1908
  • 8. • Kotler • modelling • segmentation • research • advertising / fooling the customermaandag 28 maart 2011 • And selling, advertising and early forms of branding became more and more important. Coca Cola. • And a few years later (1970’s) the Kotler-guy came along and started publishing on marketing (with a few others) and marketing was invented. • Marketing in these times was all about good modelling, segmentation, targetting, positioning, doing research, smart pricing and advertising. • Everything what the marketeer came up with, could be sold.
  • 9. maandag 28 maart 2011 • And then the internet and the iPhone were invented. • People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.
  • 10. maandag 28 maart 2011 • And then the internet and the iPhone were invented. • People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.
  • 11. maandag 28 maart 2011 • And then the internet and the iPhone were invented. • People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.
  • 12. maandag 28 maart 2011
  • 13. maandag 28 maart 2011
  • 14. maandag 28 maart 2011
  • 15. • lot’s of kings and queens • you can’t fool them!maandag 28 maart 2011 • Customers became more critical - expecting the very best and being treated as a king or queen. Customers became resistent to advertising. • And lot’s of the traditional-marketing-thought didn’t work anymore.
  • 16. social & groundswell letting loose post-modern less marketing modern no-marketing marketing more hyper-modern marketing hyper-local & micro Big Big Brothermaandag 28 maart 2011Two schools: 1. Post-modern marketing which is kind of fed up with the traditional marketing. Social marketing. Groundswell-thinking. Grass-roots development. Good vibe. Seth Godin. 2. Hyper-modern marketing, which is kind of exaggerating traditional marketing. Hyper-local. Mega-micro. Big brotherish.
  • 17. two hours, two stories and one geek- experiment ;)maandag 28 maart 2011
  • 18. maandag 28 maart 2011
  • 19. maandag 28 maart 2011susanne heeft uiteraard een site
  • 20. maandag 28 maart 2011foto’s - kijkje in de keuken
  • 21. maandag 28 maart 2011ze twittert als een gek. ze had op’t moment dat ik deze slide maakte 1641 followers. daardeelt ze van alles en nogwat mee en stelt ze vragen
  • 22. maandag 28 maart 2011bloggen om te vragen - niet alleen om te zenden
  • 23. rest of the world likers fans true fans idol / youmaandag 28 maart 2011- vooral veel aandacht voor je true fans, die hards, inner circle- samen met hen: heen én terug. laat ze meebouwen aan je ‘product’- laat hen jouw verhaal doorvertellen aan hun achterban - in hun eigen woorden- geen longshots
  • 24. maandag 28 maart 2011Case Wibi Soerjadi
  • 25. maandag 28 maart 2011an example of an ‘ordinary product’ - the Dyson Vacuum cleaner
  • 26. • hardly no targetting / segmentation • instead: make cool music / being cool • embrace your fans • let it go • embrace more fansmaandag 28 maart 2011
  • 27. Questions?maandag 28 maart 2011
  • 28. maandag 28 maart 2011After the short break we will do a second story. Foursquare plays an important role in thatone. Please install it on your smartphone and create an account... :)
  • 29. maandag 28 maart 2011
  • 30. maandag 28 maart 2011You can earn points - which is great fun but pretty useless..
  • 31. maandag 28 maart 2011You can play a game - which is great fun but pretty useless.. ;)
  • 32. maandag 28 maart 2011You can earn badges - which is great fun but pretty useless..
  • 33. maandag 28 maart 2011You can earn mayorships - which is great fun but in many cases still pretty useless..
  • 34. maandag 28 maart 2011you can find out where your friends are
  • 35. maandag 28 maart 2011you can read tips..
  • 36. maandag 28 maart 2011explore a city... by tips from your friends or people in general
  • 37. maandag 28 maart 2011
  • 38. maandag 28 maart 2011Foursquare for business
  • 39. maandag 28 maart 2011
  • 40. maandag 28 maart 2011
  • 41. Welcome to De Poelestraat we’re doing a Foursquare -hour at Ome Ko drinks € 1,-maandag 28 maart 2011
  • 42. Welcome to De 9e Cirkel Show your Poelestraat Badge at Chu Chu’s and get a main dish for free! *maandag 28 maart 2011
  • 43. You just checked in into a Heineken bar. Welcome! You just earned your first 10 e’s You can use e’s to visit concerts and festivals! Enjoy!maandag 28 maart 2011
  • 44. You’re tennisplayer, right? We just released our new Wilson gear. Ask for Martijn. He’s our specialist!maandag 28 maart 2011
  • 45. Whoops. Did it just start raining? Check in at Hema XL Herestraat and find yourself a fine umbrella 50% off!maandag 28 maart 2011
  • 46. Welcome back at V&D! It’s been a while since your last visit. Was there anything with our service? Please let me know. Anja. anja@v-d.nlmaandag 28 maart 2011
  • 47. You seem to have a new girlfriend Why don’t you buy her some fine chocolates at our sweets department?maandag 28 maart 2011
  • 48. hyper-local mega-micro super-pleasing (Big Big Brother)maandag 28 maart 2011
  • 49. But...maandag 28 maart 2011
  • 50. maandag 28 maart 2011in the Netherlands there are just about 10.000 Foursquare users - which is not quite much..
  • 51. more than 4m FB-users in NL! (and rising fast) more than 60% mobile (and rising fast) September ’11 1.000.000 FB-places users in NL?maandag 28 maart 2011Facebook Places - the real thing :)
  • 52. profitbird.nl/studentmaandag 28 maart 2011 @profitbirdPlease visit www.profitbird.nl/student or follow us on twitter.
  • 53. 14.00 Grote Markt @4sq050maandag 28 maart 2011
  • 54. ritzo@deondernemers.nl @ritzotencate 06 519 10 598 deondernemers.nlmaandag 28 maart 2011