Marketing in the online era MARUG guest lecture

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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.

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  • 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
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  • 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
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  • 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
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  • 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