New Marketing - Hogeschool Gent

Slide 1: New Media Hogeschool Gent 15/01/07

Slide 2: Agenda Evolution of the Internet  Some figures in Belgium  Technical evolution  The concept  Influence on marketing & communication  The internet is everywhere  The search generation  Continuous dialogue  Create online presence & preference  Create trust & added value  Niche Marketing  2

Slide 3: Evolution of the internet 3

Slide 4: Setting the scene: internet use in Belgium 4

Slide 5: Online penetration evolution 5 Source: BIM 15

Slide 6: Coverage per age & sex Internet coverage on various targets (by gender on total Belgian pop.) 95% 94% 94% 93% 91% 89% 78% 71% 64% 54% cov. (%) 51% 46% 40% 39% 29% 17% 11% 7% 15-24 25-34 35-44 45-54 55-64 65+ targets Male % Female % Total % 6 Source: BIM 15

Slide 7: Technical evolution: The internet is part of our daily life 7

Slide 8: BROADBAND Always on  Rich Media  Converged  services 8

Slide 9: WIRELESS & MOBILE Internet ‘on the go’  ‘Mobile content’  Other use:  ‘instant’ 9

Slide 10: MULTISCREEN Different formats  10

Slide 11: The internet: a social platform 11

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Slide 13: ONLINE IDENTITY

Slide 14: Ex.: my online identity My search in Google  14

Slide 15: COMMUNITIES & SOCIAL NETWORKING 15

Slide 16: My Space 16

Slide 17: ARTICULATE CONSUMERS & USER GENERATED CONTENT 17

Slide 18: Bazooka Bubble Gum 18

Slide 19: POWER TO THE CONSUMER 19

Slide 20: The influence on Marketing & Communication 20

Slide 21: NEW MARKETING Joseph Jaffe:  www.jaffejuice.com www.acrossthesound.net FROM: TO: Inform Involve   Convince Empower   Remember Demonstrate   21

Slide 22: INTERNET IN CAMPAIGNS Every campaign needs a call to action.  A campaign seduces to interact and go for a rich brand experience on the internet. “The Internet is not the thing you let your assistants  do afterwards with someone left. It’s the first thing. The main thing.” Guillaume Van der Stighelen 22

Slide 23: The internet is everywhere Be everywhere 23

Slide 24: Mobile Marketing 24

Slide 25: On the Go content 25

Slide 26: Narrowcasting 26

Slide 27: The search generation Articulate consumers & Online Reputation 27

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Slide 31: Online reputation 31

Slide 32: Visual search 32

Slide 33: MASH-UPS 33

Slide 34: Conversation From Push to Dialogue 34

Slide 35: WEBLOGS 35

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Slide 37: BUZZTRACKING 37

Slide 38: CONVERSATION via IM 38

Slide 39: SONY BRAVIA 39

Slide 40: Presence & Preference From Pull to Infiltration 40

Slide 41: Second life 41

Slide 42: COMMUNITIES & SOCIAL NETWORKING 42

Slide 43: WIKIPEDIA 43

Slide 44: YOUTUBE 44

Slide 45: Trust & Added Value “Are you worth my attention and time ?” 45

Slide 46: E-MAIL MARKETING 46

Slide 47: RSS FEEDS 47

Slide 48: MY INTERNET 48

Slide 49: PODCASTING 49

Slide 50: VODCASTING 50

Slide 51: Niche Marketing From segmentation to insights 51

Slide 52: THE LONG TAIL 52

Slide 53: TARGETED ADVERTISING Large audience Small audience mainstream influentials 53

Slide 54: TARGETED CONTENT 54

Slide 55: CASES 55

Slide 56: BAZOOKA 56

Slide 57: PIGS IN PAIN 57

Slide 58: LAURA.BE 58

Slide 59: DEXIA ART GALLERY 59

Slide 60: LINKS www.slideshare.net/wimwalraevens  http://del.icio.us/dge  60