Marketing in the online era MARUG guest lecture

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

onsboek.nlmaandag 28 maart 2011

maandag 28 maart 2011

• 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.

• 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

• 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.

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.

• 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.

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.

two hours, two stories and one geek- experiment ;)maandag 28 maart 2011

maandag 28 maart 2011susanne heeft uiteraard een site

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 alles en nogwat mee en stelt ze vragen

maandag 28 maart 2011bloggen om te vragen - niet alleen om te zenden

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

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 / being cool • embrace your fans • let it go • embrace more fansmaandag 28 maart 2011

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. Please install it on your smartphone and create an account... :)

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 2011Foursquare for business

Welcome to De Poelestraat we’re doing a Foursquare -hour at Ome Ko drinks € 1,-maandag 28 maart 2011

Welcome to De 9e Cirkel Show your Poelestraat Badge at Chu Chu’s and get a main dish for free! *maandag 28 maart 2011

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

You’re tennisplayer, right? We just released our new Wilson gear. Ask for Martijn. He’s our specialist!maandag 28 maart 2011

Whoops. Did it just start raining? Check in at Hema XL Herestraat and ﬁnd yourself a ﬁne umbrella 50% off!maandag 28 maart 2011

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

You seem to have a new girlfriend Why don’t you buy her some ﬁne chocolates at our sweets department?maandag 28 maart 2011

hyper-local mega-micro super-pleasing (Big Big Brother)maandag 28 maart 2011

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) 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 :)

profitbird.nl/studentmaandag 28 maart 2011 @profitbirdPlease visit www.profitbird.nl/student or follow us on twitter.

14.00 Grote Markt @4sq050maandag 28 maart 2011

ritzo@deondernemers.nl @ritzotencate 06 519 10 598 deondernemers.nlmaandag 28 maart 2011

Marketing in the online era MARUG guest lecture

by Ritzo ten Cate

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