DDMA / Albelli: Online Marketing

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De case van Albelli illustreert hoe het bedrijf probeert te verschuiven van een outside-in 1.0 organisatie naar een inside-out 2.0 bedrijf. Albelli is een albumprinter met voorheen alleen B2B klanten, maar het bedrijf wilde het risico spreiden door ook rechtstreeks voor de consument albums te printen. Bij de omslag heeft Albelli zich volledig laten leiden door de consument; een klanttevredenheidsonderzoek door middel van het stellen van de vraag “Zou je ons bedrijf refereren aan je vrienden?”.

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DDMA / Albelli: Online Marketing

  1. 1. Albelli 2.0? Jacques Geijsen 30 september 2008
  2. 2. Albelli 2.0 –or- marketing from consumer perspective <ul><li>Intro </li></ul><ul><li>Consumer experience </li></ul><ul><li>Business 1.0 or 2.0 </li></ul><ul><ul><li>Site </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><ul><li>Database </li></ul></ul>
  3. 3. Albelli = Albumprinter <ul><li>Digital photos </li></ul><ul><li>Desktop editor </li></ul><ul><li>Upload digital album </li></ul><ul><li>Products </li></ul>
  4. 4. Measures of successful sustainable growth Would you recommend us to your friends or family? 10 9 8 7 6 5 4 3 2 1 0 Very likely Very unlikely promotor neutral criticaster Wow experience?
  5. 5. Customer experience is the result of series of interactions But aren’t we already doing just that ? What are these interactions ? To what degree do these interactions contribute? What are the possible ways to improve the experience? Customer input vs. roadmap Internal external customer perspective
  6. 6. Understanding the customer: the funnel # of impressions # of visitors # of new members # of new downloads # of first orders # of repeat orders
  7. 7. Understanding the customer: the funnel discover service download repeat order reduce usage stop using xx % xx % xx % xx % xx % xx % 100 % 1 st time usage 1 st time order Research Phase I No averages per stage What are the experiences of the criticasters / promotors Understand the explanations Research Phase II What do criticasters expect What do criticasters view as possible solutions What does it take to upgrade neutrals to promotors What do promotors see as improvements
  8. 8. Understanding the customer: the funnel Time/euro/resources to implement promotor 50% neutral 30% criticaster 20% 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
  9. 9. Determine the order of implementions discover service download repeat order reduce usage stop using 1 st time usage 1 st time order criticaster neutral promotor weighted average .. % .. % .. % .. % .. % .. % HAPI .. %

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