experience relevance



                                                                    Stand van zaken
              ...
experience relevance




                       “Voorstelrondje”
experience relevance




                       Adverteerders?
experience relevance




Aanbieders?
experience relevance




                           Zoekmachines?
5
experience relevance




Eduard Blacquière?
experience relevance




2004
experience relevance




Blogger
experience relevance




Marktonderzoekzoekmachinemarketing 2007
experience relevance

Werk
       Werk
experience relevance




                       Outrider?
experience relevance




Zoekmachinemarketing?



 experience relevance
experience relevance




Dikke van Dale?
experience relevance




                       Exotischetermen
experience relevance




                       Pay per click
experience relevance




                       Adverteerders?
experience relevance


                       Nederlands
experience relevance




                       2 zaken
experience relevance




2 “antwoordenlijstjes”
experience relevance




2 “antwoordenlijstjes”

                                             Gesponsorde zoekresultaten

...
experience relevance




2 “antwoordenlijstjes”

                                           Zoekmachineadverteren(SEA)



...
experience relevance




2 “antwoordenlijstjes”

                                           Zoekmachineadverteren(SEA)



...
experience relevance




Dus:

                       Zoekmachinemarketing (SEM)

                                   =
   ...
experience relevance




Stand van zaken



 experience relevance
experience relevance




                       2009
experience relevance




   10 vragen
                                      Netsociety (Maurice Pothof)
Checkit (Paul Aele...
experience relevance




1) Marktomvang?



 experience relevance
experience relevance




1) Marktomvang?
experience relevance




En danbedoelik:

                                             Zoekmachineadverteren(SEA)




    ...
experience relevance




                       Marktomvang?
experience relevance




   1) Marktomvang?
                                      Netsociety (Maurice Pothof)
Checkit (Pau...
experience relevance




2) Wat mist er?



 experience relevance
experience relevance




2) Wat mist er?
experience relevance




                       Keurmerk
experience relevance




IAB Taskforce Search
experience relevance




3) Ontwikkelingzoekmachines?



 experience relevance
experience relevance


Blended Search
experience relevance
experience relevance
experience relevance




                       Personalisatie
experience relevance
experience relevance




                       Gedrag
Advertenties
experience relevance
experience relevance




BPF
experience relevance




4) Ontwikkelingaanbieders?



 experience relevance
experience relevance




Verbredenaanbod
experience relevance




 Verbredenaanbod

Media (Online & Offline)


Zoekmachinemarketing (SEA, SEO)

On-site (webanalyti...
experience relevance




 Verbredenaanbod

Media (Online & Offline)


Zoekmachinemarketing (SEA, SEO)

On-site (webanalyti...
experience relevance




 Verbredenaanbod

Media (Online & Offline)


Zoekmachinemarketing (SEA, SEO)

On-site (webanalyti...
experience relevance




                       Rendement
experience relevance




Consultancy
experience relevance




5) Ontwikkelingadverteerders?



 experience relevance
experience relevance




                       Rendement
experience relevance




                       ‘In-house’
experience relevance




 Meer kennis, meereisen

Media (Online & Offline)


Zoekmachinemarketing (SEA, SEO)

On-site (web...
experience relevance




Consultancy
experience relevance




6) Concurrentieaanbieders?



 experience relevance
experience relevance


                       Vijver
experience relevance




                       ‘Top’ segment
experience relevance




BPF
experience relevance




           MKB
experience relevance




Aanbieders
experience relevance




Adverteerders
experience relevance




7) Onderscheidendvermogen?



 experience relevance
experience relevance


                       Vijver
experience relevance




Aanbieders
experience relevance




Adverteerders
experience relevance



                       Segmentatie
experience relevance




7) Onderscheidendvermogen?

Kennis:                specialisatie vs.full-service

Werkwijze:     ...
experience relevance




8) Nieuweaanbieders?



 experience relevance
experience relevance
experience relevance



                       JA!
experience relevance


                       Vijver
experience relevance




           MKB
experience relevance




                       ‘Top’ segment
experience relevance



                       Waarde
experience relevance




9) Mediabureaus?



 experience relevance
experience relevance




Budgetten
experience relevance




                       ‘Top’ segment
experience relevance




Aanbieders
experience relevance




                       ‘In-house’
experience relevance




 Integratie

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)


On-site (webanalytics,et...
experience relevance




 Integratie

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)


On-site (webanalytics,et...
experience relevance




10) Grootsteuitdaging?



 experience relevance
experience relevance




                       Rendement!
experience relevance




 Beseftoegevoegdewaarde

Media (Online & Offline)


Zoekmachinemarketing (SEA, SEO)


On-site (we...
experience relevance




Mijnvisie?



 experience relevance
experience relevance




Aanbieders
experience relevance




Onderscheid?
experience relevance


Onderscheidend?




                             Pay per click
experience relevance




Eenduidigheid

                       Zoekmachinemarketing (SEM)

                               ...
experience relevance




                       Professionaliseren
experience relevance




Samenwerken
experience relevance




                       Rendement!
experience relevance




Vragen?
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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

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Transcript of "SES Amsterdam 17 maart 2009: Eduard Blacquiere"

  1. 1. experience relevance Stand van zaken Zoekmachinemarketing in Nederland © 2007 Outrider The Netherlands LLC. All Rights Reserved. Ver: .1
  2. 2. experience relevance “Voorstelrondje”
  3. 3. experience relevance Adverteerders?
  4. 4. experience relevance Aanbieders?
  5. 5. experience relevance Zoekmachines? 5
  6. 6. experience relevance Eduard Blacquière?
  7. 7. experience relevance 2004
  8. 8. experience relevance Blogger
  9. 9. experience relevance Marktonderzoekzoekmachinemarketing 2007
  10. 10. experience relevance Werk Werk
  11. 11. experience relevance Outrider?
  12. 12. experience relevance Zoekmachinemarketing? experience relevance
  13. 13. experience relevance Dikke van Dale?
  14. 14. experience relevance Exotischetermen
  15. 15. experience relevance Pay per click
  16. 16. experience relevance Adverteerders?
  17. 17. experience relevance Nederlands
  18. 18. experience relevance 2 zaken
  19. 19. experience relevance 2 “antwoordenlijstjes”
  20. 20. experience relevance 2 “antwoordenlijstjes” Gesponsorde zoekresultaten Natuurlijke zoekresultaten
  21. 21. experience relevance 2 “antwoordenlijstjes” Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)
  22. 22. experience relevance 2 “antwoordenlijstjes” Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)
  23. 23. experience relevance Dus: Zoekmachinemarketing (SEM) = Zoekmachineadverteren (SEA) + Zoekmachineoptimalisatie (SEO)
  24. 24. experience relevance Stand van zaken experience relevance
  25. 25. experience relevance 2009
  26. 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. 27. experience relevance 1) Marktomvang? experience relevance
  28. 28. experience relevance 1) Marktomvang?
  29. 29. experience relevance En danbedoelik: Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)
  30. 30. experience relevance Marktomvang?
  31. 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. 32. experience relevance 2) Wat mist er? experience relevance
  33. 33. experience relevance 2) Wat mist er?
  34. 34. experience relevance Keurmerk
  35. 35. experience relevance IAB Taskforce Search
  36. 36. experience relevance 3) Ontwikkelingzoekmachines? experience relevance
  37. 37. experience relevance Blended Search
  38. 38. experience relevance
  39. 39. experience relevance
  40. 40. experience relevance Personalisatie
  41. 41. experience relevance
  42. 42. experience relevance Gedrag
  43. 43. Advertenties experience relevance
  44. 44. experience relevance BPF
  45. 45. experience relevance 4) Ontwikkelingaanbieders? experience relevance
  46. 46. experience relevance Verbredenaanbod
  47. 47. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  48. 48. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  49. 49. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  50. 50. experience relevance Rendement
  51. 51. experience relevance Consultancy
  52. 52. experience relevance 5) Ontwikkelingadverteerders? experience relevance
  53. 53. experience relevance Rendement
  54. 54. experience relevance ‘In-house’
  55. 55. experience relevance Meer kennis, meereisen Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  56. 56. experience relevance Consultancy
  57. 57. experience relevance 6) Concurrentieaanbieders? experience relevance
  58. 58. experience relevance Vijver
  59. 59. experience relevance ‘Top’ segment
  60. 60. experience relevance BPF
  61. 61. experience relevance MKB
  62. 62. experience relevance Aanbieders
  63. 63. experience relevance Adverteerders
  64. 64. experience relevance 7) Onderscheidendvermogen? experience relevance
  65. 65. experience relevance Vijver
  66. 66. experience relevance Aanbieders
  67. 67. experience relevance Adverteerders
  68. 68. experience relevance Segmentatie
  69. 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. 70. experience relevance 8) Nieuweaanbieders? experience relevance
  71. 71. experience relevance
  72. 72. experience relevance JA!
  73. 73. experience relevance Vijver
  74. 74. experience relevance MKB
  75. 75. experience relevance ‘Top’ segment
  76. 76. experience relevance Waarde
  77. 77. experience relevance 9) Mediabureaus? experience relevance
  78. 78. experience relevance Budgetten
  79. 79. experience relevance ‘Top’ segment
  80. 80. experience relevance Aanbieders
  81. 81. experience relevance ‘In-house’
  82. 82. experience relevance Integratie Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  83. 83. experience relevance Integratie Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  84. 84. experience relevance 10) Grootsteuitdaging? experience relevance
  85. 85. experience relevance Rendement!
  86. 86. experience relevance Beseftoegevoegdewaarde Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)
  87. 87. experience relevance Mijnvisie? experience relevance
  88. 88. experience relevance Aanbieders
  89. 89. experience relevance Onderscheid?
  90. 90. experience relevance Onderscheidend? Pay per click
  91. 91. experience relevance Eenduidigheid Zoekmachinemarketing (SEM) = Zoekmachineadverteren (SEA) + Zoekmachineoptimalisatie (SEO)
  92. 92. experience relevance Professionaliseren
  93. 93. experience relevance Samenwerken
  94. 94. experience relevance Rendement!
  95. 95. experience relevance Vragen?

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