New Marketing: Same same, but different Universiteit Gent, TEW 02/03/07

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

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

Evolution of the internet

Setting the scene: internet use in Belgium

Online penetration evolution Source: BIM 15

Coverage per age & sex Source: BIM 15

Technical evolution: The internet is part of our daily life

BROADBAND Always on Rich Media Converged services

Always on

Rich Media

Converged services

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

Internet ‘on the go’

‘ Mobile content’

Other use: ‘instant’

MULTISCREEN Different formats

Different formats

The internet: a social platform

ONLINE IDENTITY

ONLINE IDENTITY

Ex.: my online identity My search in Google

My search in Google

COMMUNITIES & SOCIAL NETWORKING

COMMUNITIES & SOCIAL NETWORKING

My Space etc

ARTICULATE CONSUMERS & USER GENERATED CONTENT

ARTICULATE CONSUMERS &

USER GENERATED CONTENT

Bazooka Bubble Gum

CITIZEN JOURNALISM

POWER TO THE CONSUMER

POWER TO THE CONSUMER

The influence on Marketing & Communication

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

Joseph Jaffe: www. jaffejuice .com www. acrossthesound .net

FROM:

Inform

Convince

Remember

TO:

Involve

Empower

Demonstrate

Classical Marketing Public Conversion Sale! The bigger the funnel is, the more catches you do.

New Marketing Give the people the tools and a story. They will tell your story.

People are media

Everything is media It’s not about technology. It’s about people.

OVERVIEW Be everywhere Your reputation Conversations Trust & added value Niche marketing

Be everywhere

Your reputation

Conversations

Trust & added value

Niche marketing

The internet is everywhere Be everywhere

Mobile Marketing

On the Go content

Narrowcasting

The search generation Articulate consumers & Online Reputation

Online reputation

Visual search

Conversation From Push to Dialogue

WEBLOGS

BUZZTRACKING

CONVERSATION via IM

Presence & Preference From Pull to Infiltration

Second life

YOUTUBE

SHARE YOUR CONTENT

SOCIAL BOOKMARKING

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

E-MAIL MARKETING

RSS FEEDS

MY INTERNET

PODCASTING

VODCASTING

Niche Marketing From segmentation to insights

THE LONG TAIL

TARGETED ADVERTISING Large audience mainstream Small audience influentials

TARGETED CONTENT

QUESTIONS ? JOBS ? [email_address]

[email_address]

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

www . slideshare . net/wimwalraevens

http ://del. icio .us/dge