Your SlideShare is downloading. ×
Marketing Associatie Rijksuniversiteit Groningen                                                Marketing                 ...
onsboek.nlmaandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
• craftsmen                                                                                                      • fine    ...
• factories      • mass-production      • cheap products      • supply-orientedmaandag 28 maart 2011  •   Then at a certai...
• Kotler       • modelling       • segmentation       • research       • advertising / fooling the             customermaa...
maandag 28 maart 2011  •   And then the internet and the iPhone were invented.  •   People started started Twittering, blo...
maandag 28 maart 2011  •   And then the internet and the iPhone were invented.  •   People started started Twittering, blo...
maandag 28 maart 2011  •   And then the internet and the iPhone were invented.  •   People started started Twittering, blo...
maandag 28 maart 2011
maandag 28 maart 2011
maandag 28 maart 2011
• lot’s of kings and                                                                                          queens      ...
social & groundswell                                                                                                  lett...
two hours, two                           stories and                            one geek-                         experime...
maandag 28 maart 2011
maandag 28 maart 2011foto’s - kijkje in de keuken
maandag 28 maart 2011ze twittert als een gek. ze had op’t moment dat ik deze slide maakte 1641 followers. daardeelt ze van...
maandag 28 maart 2011bloggen om te vragen - niet alleen om te zenden
rest of the world                                           likers                                            fans        ...
maandag 28 maart 2011Case Wibi Soerjadi
maandag 28 maart 2011an example of an ‘ordinary product’ - the Dyson Vacuum cleaner
• hardly no targetting /                        segmentation                   • instead: make cool music /               ...
Questions?maandag 28 maart 2011
maandag 28 maart 2011After the short break we will do a second story. Foursquare plays an important role in thatone. Pleas...
maandag 28 maart 2011
maandag 28 maart 2011You can earn points - which is great fun but pretty useless..
maandag 28 maart 2011You can play a game - which is great fun but pretty useless.. ;)
maandag 28 maart 2011You can earn badges - which is great fun but pretty useless..
maandag 28 maart 2011You can earn mayorships - which is great fun but in many cases still pretty useless..
maandag 28 maart 2011you can find out where your friends are
maandag 28 maart 2011you can read tips..
maandag 28 maart 2011explore a city... by tips from your friends or people in general
maandag 28 maart 2011
maandag 28 maart 2011Foursquare for business
maandag 28 maart 2011
maandag 28 maart 2011
Welcome to De Poelestraat                        we’re doing a Foursquare -hour at Ome Ko                                 ...
Welcome to De 9e Cirkel                        Show your Poelestraat Badge at Chu Chu’s                             and ge...
You just checked in into a                   Heineken bar. Welcome!                        You just earned your first 10 e’...
You’re tennisplayer, right?                        We just released our new Wilson gear.                         Ask for M...
Whoops. Did it just start raining?                           Check in at Hema XL Herestraat                        and find...
Welcome back at V&D!                         It’s been a while since your last visit.                        Was there any...
You seem to have a new girlfriend                   Why don’t you buy her some fine chocolates                          at ...
hyper-local                          mega-micro                         super-pleasing                        (Big Big Bro...
But...maandag 28 maart 2011
maandag 28 maart 2011in the Netherlands there are just about 10.000 Foursquare users - which is not quite much..
more than 4m FB-users in NL!                                             (and rising fast)                                ...
profitbird.nl/studentmaandag 28 maart 2011                     @profitbirdPlease visit www.profitbird.nl/student or follow us...
14.00 Grote Markt                                @4sq050maandag 28 maart 2011
ritzo@deondernemers.nl                @ritzotencate                                 06 519 10 598                         ...
Marketing in the online era MARUG guest lecture
Upcoming SlideShare
Loading in...5
×

Marketing in the online era MARUG guest lecture

1,344

Published on

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.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,344
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Marketing in the online era MARUG guest lecture"

  1. 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. 2. onsboek.nlmaandag 28 maart 2011
  3. 3. maandag 28 maart 2011
  4. 4. maandag 28 maart 2011
  5. 5. maandag 28 maart 2011
  6. 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. 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. 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. 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. 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. 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. 12. maandag 28 maart 2011
  13. 13. maandag 28 maart 2011
  14. 14. maandag 28 maart 2011
  15. 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. 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. 17. two hours, two stories and one geek- experiment ;)maandag 28 maart 2011
  18. 18. maandag 28 maart 2011
  19. 19. maandag 28 maart 2011susanne heeft uiteraard een site
  20. 20. maandag 28 maart 2011foto’s - kijkje in de keuken
  21. 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. 22. maandag 28 maart 2011bloggen om te vragen - niet alleen om te zenden
  23. 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. 24. maandag 28 maart 2011Case Wibi Soerjadi
  25. 25. maandag 28 maart 2011an example of an ‘ordinary product’ - the Dyson Vacuum cleaner
  26. 26. • hardly no targetting / segmentation • instead: make cool music / being cool • embrace your fans • let it go • embrace more fansmaandag 28 maart 2011
  27. 27. Questions?maandag 28 maart 2011
  28. 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. 29. maandag 28 maart 2011
  30. 30. maandag 28 maart 2011You can earn points - which is great fun but pretty useless..
  31. 31. maandag 28 maart 2011You can play a game - which is great fun but pretty useless.. ;)
  32. 32. maandag 28 maart 2011You can earn badges - which is great fun but pretty useless..
  33. 33. maandag 28 maart 2011You can earn mayorships - which is great fun but in many cases still pretty useless..
  34. 34. maandag 28 maart 2011you can find out where your friends are
  35. 35. maandag 28 maart 2011you can read tips..
  36. 36. maandag 28 maart 2011explore a city... by tips from your friends or people in general
  37. 37. maandag 28 maart 2011
  38. 38. maandag 28 maart 2011Foursquare for business
  39. 39. maandag 28 maart 2011
  40. 40. maandag 28 maart 2011
  41. 41. Welcome to De Poelestraat we’re doing a Foursquare -hour at Ome Ko drinks € 1,-maandag 28 maart 2011
  42. 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. 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. 44. You’re tennisplayer, right? We just released our new Wilson gear. Ask for Martijn. He’s our specialist!maandag 28 maart 2011
  45. 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. 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. 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. 48. hyper-local mega-micro super-pleasing (Big Big Brother)maandag 28 maart 2011
  49. 49. But...maandag 28 maart 2011
  50. 50. maandag 28 maart 2011in the Netherlands there are just about 10.000 Foursquare users - which is not quite much..
  51. 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. 52. profitbird.nl/studentmaandag 28 maart 2011 @profitbirdPlease visit www.profitbird.nl/student or follow us on twitter.
  53. 53. 14.00 Grote Markt @4sq050maandag 28 maart 2011
  54. 54. ritzo@deondernemers.nl @ritzotencate 06 519 10 598 deondernemers.nlmaandag 28 maart 2011

×