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SES Amsterdam 17 maart 2009: Eduard Blacquiere

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Keynote Eduard Blacquiere at SES Amsterdam for summary on webanalisten.nl

Keynote Eduard Blacquiere at SES Amsterdam for summary on webanalisten.nl

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  • 1. experience relevance Stand van zaken Zoekmachinemarketing in Nederland © 2007 Outrider The Netherlands LLC. All Rights Reserved. Ver: .1
  • 2. experience relevance “Voorstelrondje”
  • 3. experience relevance Adverteerders?
  • 4. experience relevance Aanbieders?
  • 5. experience relevance Zoekmachines? 5
  • 6. experience relevance Eduard Blacquière?
  • 7. experience relevance 2004
  • 8. experience relevance Blogger
  • 9. experience relevance Marktonderzoekzoekmachinemarketing 2007
  • 10. experience relevance Werk Werk
  • 11. experience relevance Outrider?
  • 12. experience relevance Zoekmachinemarketing? experience relevance
  • 13. experience relevance Dikke van Dale?
  • 14. experience relevance Exotischetermen
  • 15. experience relevance Pay per click
  • 16. experience relevance Adverteerders?
  • 17. experience relevance Nederlands
  • 18. experience relevance 2 zaken
  • 19. experience relevance 2 “antwoordenlijstjes”
  • 20. experience relevance 2 “antwoordenlijstjes” Gesponsorde zoekresultaten Natuurlijke zoekresultaten
  • 21. experience relevance 2 “antwoordenlijstjes” Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)
  • 22. experience relevance 2 “antwoordenlijstjes” Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)
  • 23. experience relevance Dus: Zoekmachinemarketing (SEM) = Zoekmachineadverteren (SEA) + Zoekmachineoptimalisatie (SEO)
  • 24. experience relevance Stand van zaken experience relevance
  • 25. experience relevance 2009
  • 26. experience relevance 10 vragen Netsociety (Maurice Pothof) Checkit (Paul Aelen) Onetomarket (Roy Huiskes) DutchCowboys (Henk de Hooge) OrangeValley (Joost de Valk) eBay (Dennis Goedegebuure) Outrider (GroupM/WPP) (Rogier Croes) FirstFocus (Menno Flikkema) Search Specialist (Peter van der Graaf) Ilse Media (RamonEijkemans) TomTom (Martin Voorzanger) Indenty (Dennis Sievers) Traffic4u (Remi van Beekum) Interneteffect (Keesjan Deelstra) Tribal IM (Wiep Knol) IAB, Marketingfacts (Marco Derksen) Yonego (Joris Toonders) Maxlead (Ronald van Klooster)
  • 27. experience relevance 1) Marktomvang? experience relevance
  • 28. experience relevance 1) Marktomvang?
  • 29. experience relevance En danbedoelik: Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)
  • 30. experience relevance Marktomvang?
  • 31. experience relevance 1) Marktomvang? Netsociety (Maurice Pothof) Checkit (Paul Aelen) Onetomarket (Roy Huiskes) DutchCowboys (Henk de Hooge) OrangeValley (Joost de Valk) eBay (Dennis Goedegebuure) Outrider (GroupM/WPP) (Rogier Croes) FirstFocus (Menno Flikkema) Search Specialist (Peter van der Graaf) Ilse Media (RamonEijkemans) TomTom (Martin Voorzanger) Indenty (Dennis Sievers) Traffic4u (Remi van Beekum) Interneteffect (Keesjan Deelstra) Tribal IM (Wiep Knol) IAB, Marketingfacts (Marco Derksen) Yonego (Joris Toonders) Maxlead (Ronald van Klooster)
  • 32. experience relevance 2) Wat mist er? experience relevance
  • 33. experience relevance 2) Wat mist er?
  • 34. experience relevance Keurmerk
  • 35. experience relevance IAB Taskforce Search
  • 36. experience relevance 3) Ontwikkelingzoekmachines? experience relevance
  • 37. experience relevance Blended Search
  • 38. experience relevance
  • 39. experience relevance
  • 40. experience relevance Personalisatie
  • 41. experience relevance
  • 42. experience relevance Gedrag
  • 43. Advertenties experience relevance
  • 44. experience relevance BPF
  • 45. experience relevance 4) Ontwikkelingaanbieders? experience relevance
  • 46. experience relevance Verbredenaanbod
  • 47. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 48. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 49. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 50. experience relevance Rendement
  • 51. experience relevance Consultancy
  • 52. experience relevance 5) Ontwikkelingadverteerders? experience relevance
  • 53. experience relevance Rendement
  • 54. experience relevance ‘In-house’
  • 55. experience relevance Meer kennis, meereisen Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 56. experience relevance Consultancy
  • 57. experience relevance 6) Concurrentieaanbieders? experience relevance
  • 58. experience relevance Vijver
  • 59. experience relevance ‘Top’ segment
  • 60. experience relevance BPF
  • 61. experience relevance MKB
  • 62. experience relevance Aanbieders
  • 63. experience relevance Adverteerders
  • 64. experience relevance 7) Onderscheidendvermogen? experience relevance
  • 65. experience relevance Vijver
  • 66. experience relevance Aanbieders
  • 67. experience relevance Adverteerders
  • 68. experience relevance Segmentatie
  • 69. experience relevance 7) Onderscheidendvermogen? Kennis: specialisatie vs.full-service Werkwijze: consultancy vs. uitvoering Afnemers: grote organisaties vs. MKB Markt: lokaal vs. internationaal Prijs: vast vs. variabel
  • 70. experience relevance 8) Nieuweaanbieders? experience relevance
  • 71. experience relevance
  • 72. experience relevance JA!
  • 73. experience relevance Vijver
  • 74. experience relevance MKB
  • 75. experience relevance ‘Top’ segment
  • 76. experience relevance Waarde
  • 77. experience relevance 9) Mediabureaus? experience relevance
  • 78. experience relevance Budgetten
  • 79. experience relevance ‘Top’ segment
  • 80. experience relevance Aanbieders
  • 81. experience relevance ‘In-house’
  • 82. experience relevance Integratie Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 83. experience relevance Integratie Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 84. experience relevance 10) Grootsteuitdaging? experience relevance
  • 85. experience relevance Rendement!
  • 86. experience relevance Beseftoegevoegdewaarde Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  • 87. experience relevance Mijnvisie? experience relevance
  • 88. experience relevance Aanbieders
  • 89. experience relevance Onderscheid?
  • 90. experience relevance Onderscheidend? Pay per click
  • 91. experience relevance Eenduidigheid Zoekmachinemarketing (SEM) = Zoekmachineadverteren (SEA) + Zoekmachineoptimalisatie (SEO)
  • 92. experience relevance Professionaliseren
  • 93. experience relevance Samenwerken
  • 94. experience relevance Rendement!
  • 95. experience relevance Vragen?