Trends en ontwikkelingen in interactive marketing - Clockwork

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Clockwork Inspiratie Sessie

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Trends en ontwikkelingen in interactive marketing - Clockwork

  1. 2. <ul><li> zeitgeist </li></ul><ul><li>“ The spirit of the age ; the characteristic of a period “ </li></ul><ul><li>Wiktionary.com </li></ul>radical change
  2. 3. <ul><li>The fabric of business & society is changing. </li></ul>
  3. 8. 1.06 Miljard mensen verbonden
  4. 9. 600 miljard pagina’s gevuld
  5. 10. 100 pagina’s per hoofd van de wereldbevolking
  6. 12. <ul><li>real boom </li></ul>
  7. 14. <ul><li>“ Events evaporate but patterns </li></ul><ul><li>persist. </li></ul><ul><li>Sustainable business success is </li></ul><ul><li>based on patterns not events.” </li></ul><ul><li>Dr Eddie Obeng pentacle </li></ul>
  8. 15. 2008 2010 2025
  9. 16. <ul><li>4 </li></ul>
  10. 17. <ul><li>7 </li></ul>
  11. 18. changing media landscape #1
  12. 19. <ul><li># hyper fragmentation </li></ul>
  13. 20. <ul><li>more media </li></ul>
  14. 21. Changes in medialandscape 1989 Bioscoop RADIO Buitenreclame Print TV Internet
  15. 22. THE MEDIA EXPLOSION! REGIONAAL DAGBLADEN LANDELIJK SPECIALS/ MAGAZINES FREE SHEETS SPECIAL INT. REGIONAAL PRIVAAT PUBLIEK NATIONAL REGIONAAL NATIONAAL LOKAAL VIDEO GAMES CD ROM INTERNET WWW Portals NON SPOT TELETEXT DAGTV KABEL VIDEO/DVD PUBLIEK Digitaal COMMERCIEEL ZAKELIJK CONSUMENT SPECIAL INTEREST SPECIAL INTEREST MAGAZINES VROUW MANNEN MEGA COMPLEX SPECTACULARS ABRI SPONSORSHIP 2000 Buitenreclame Bioscoop TV Internet Print Radio BILL- BOARD VERVOER EMAIL Bron: BBC INTERNET INTERNET UNADDRESSED MAIL ballboards Taxi’s Bierviltjes Gratis Abonnement
  16. 23. <ul><li>more access </li></ul>
  17. 25. <ul><li>more products </li></ul>
  18. 26. <ul><li>more messages </li></ul>
  19. 27. <ul><li>clutter </li></ul>
  20. 29. <ul><li>reaching fewer people </li></ul><ul><li>paying less attention </li></ul>
  21. 30. <ul><li># hyper diffusion </li></ul>
  22. 31. <ul><li>72 miljoen weblogs </li></ul>mrt 2007 bron technorati
  23. 32. <ul><li>elke dag </li></ul><ul><li>120 duizend </li></ul><ul><li>nieuwe weblogs </li></ul>mrt 2007 bron technorati
  24. 33. <ul><li>elke dag </li></ul><ul><li>1,4 miljoen </li></ul><ul><li>berichten </li></ul>mrt 2007 bron technorati
  25. 34. <ul><li>elke uur </li></ul><ul><li>58 duizend </li></ul><ul><li>berichten </li></ul>
  26. 37. Mark Freunfelder
  27. 39. Meer traffic dan: Forbes MTV CBS network NBC
  28. 40. Part-time…. vanuit zijn huiskamer
  29. 41. <ul><li># personalization </li></ul>
  30. 43. <ul><li>pandorra </li></ul>
  31. 45. <ul><li>Hyper fragmentation </li></ul><ul><li>Clutter </li></ul><ul><li>Hyper diffusion </li></ul><ul><li>Personalization </li></ul>#1 changing media landscape
  32. 46. social revolution #2
  33. 47. Social media: online tools and platforms that people use to share opinions, insights and experiences. Bron: wikipedia
  34. 48. <ul><li># connect </li></ul>
  35. 49. 100.000.000 gebruikers binnen 1,5 jaar
  36. 50. 2,9 miljoen leden 30 miljoen pageviews per dag (!) Bron: Hyves mrt 2007
  37. 51. 5.087.000 gebruikers 38 % 13 + Bron: microsoft jan 2007
  38. 52. <ul><li># share </li></ul>
  39. 53. terrabytes
  40. 65. <ul><li>the rise of trust in “someone like me “ </li></ul>
  41. 66. Consumers trust advice from peers Recommendations from friends/family Ads on mobile phones Web banner ads Search engine ads Branded Web sites Ads in magazines Ads on radio Ads on TV Ads in newspapers Requested email updates Consumer opinions posted online 0% 20% 40% 60% 80% 100% “ I trust:” Base: European online consumers
  42. 68. Help others find this item Write an online review Customer reviews Customers tagged this product News and reviews Customer discussion
  43. 69. <ul><li>Connect </li></ul><ul><li>Share </li></ul>#2 social revolution
  44. 70. power consumer #3
  45. 71. We have real power and we know it.
  46. 72. <ul><li>smart </li></ul>
  47. 73. <ul><li>informed </li></ul>
  48. 74. <ul><li>There are no secrets , </li></ul><ul><li>we know more than companies </li></ul><ul><li>about there own products. </li></ul>Cluetrain manifesto
  49. 75. <ul><li>Slide jaap </li></ul>
  50. 76. <ul><li>organized </li></ul>
  51. 77. <ul><li>voice </li></ul>
  52. 78. “ the Power Consumer now has a voice which can be heard by millions” David Armano
  53. 79. <ul><li>tools </li></ul>
  54. 82. <ul><li>weapons </li></ul>
  55. 86. Voorbeeld van gebruik <ul><li>Farecast </li></ul>
  56. 87. <ul><li>mission </li></ul>
  57. 88. Jeff Jarvis
  58. 89. Artikel New York Times
  59. 90. Explosie van hits op de conversatie “ Dell Hell”
  60. 91. “ Your brand is what Google says it is” Chris Anderson
  61. 92. <ul><li>The power consumer </li></ul><ul><li>eats strategy for </li></ul><ul><li>breakfast </li></ul>
  62. 93. creating mass #4
  63. 94. Iets groots
  64. 95. <ul><li>2005 </li></ul>350 magazines launched 26.000.000 blogs 2006 40.000 radiostations 48.000 podcasts 65.000 new video’s uploaded on youtube .. with 100.000.000 daily views bron: Reuters bron: Frankwatching 57.000.000 blogs 2007 72.000.000 blogs
  65. 104. zelfontplooiing
  66. 106. Recap <ul><li>Radical change </li></ul><ul><ul><li>Changing media landscape </li></ul></ul><ul><ul><li>Social revolution </li></ul></ul><ul><ul><li>Power consumer </li></ul></ul><ul><ul><li>Creating mass </li></ul></ul>
  67. 108. de marketing remix
  68. 109. promotion
  69. 110. 7 insights
  70. 112. be authentic #1
  71. 113. <ul><li>We are immune to </li></ul><ul><li>advertising, </li></ul><ul><li>just forget it . </li></ul>Cluetrainmanifesto
  72. 114. <ul><li>A brand is </li></ul><ul><li>everything you do </li></ul>
  73. 117. <ul><li>Getting you there </li></ul>
  74. 118. <ul><li>Getting you there 2.0 </li></ul>
  75. 123. join the conversation #2
  76. 124. meer verkoop producten/diensten meer winst Inkoop advertenties
  77. 125. interruption marketing
  78. 127. WOM Influences 80% of Purchases NOP Worldwidef
  79. 128. <ul><li>“ almost 70 percent of consumers </li></ul><ul><li>use the web to research their </li></ul><ul><li>automotive purchases.” </li></ul><ul><li>” Marketer's Automotive Online report </li></ul>
  80. 130. <ul><li>buzz tracking </li></ul>
  81. 132. <ul><li>Continue monitoren </li></ul><ul><ul><li>50.000 </li></ul></ul><ul><ul><ul><li>blogs </li></ul></ul></ul><ul><ul><ul><li>vergelijkingssites </li></ul></ul></ul><ul><ul><ul><li>fora </li></ul></ul></ul><ul><ul><ul><li>etc. </li></ul></ul></ul><ul><li>Linguistic analyses technology </li></ul><ul><li>Realtime </li></ul>
  82. 133. <ul><li>talk back </li></ul>
  83. 134. <ul><li>be the host </li></ul>
  84. 135. David Armano
  85. 136. Turbo campagne
  86. 137. <ul><li>Turbo toernooi </li></ul><ul><ul><li>10.00 deelnemers </li></ul></ul><ul><ul><li>Battle van 3 maanden </li></ul></ul><ul><li>1 Winnaar </li></ul><ul><ul><li>Slimste belegger van Nederland </li></ul></ul><ul><ul><li>25 K </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Uitwisselen strategie, tips & tricks </li></ul></ul><ul><ul><li>Turboteam </li></ul></ul>
  87. 138. <ul><li>control ? </li></ul>
  88. 139. <ul><li>moments of truth </li></ul>
  89. 141. <ul><li>Vincent Ferrari </li></ul>
  90. 142. Open up #3
  91. 143. marketing users
  92. 145. research users marketing
  93. 147. product research users marketing
  94. 152. innovators early adopters followers majority
  95. 153. product research professionals users marketing
  96. 155. product research professionals users marketing
  97. 156. <ul><li>#4 </li></ul><ul><li>be first in line </li></ul>
  98. 158. positie in de zoekketen
  99. 160. make life easy #5
  100. 164. ROI rules #6
  101. 165. <ul><li>real time </li></ul><ul><li>kwalitatief </li></ul><ul><li>kwantitatief </li></ul>
  102. 166. <ul><li>Conversie </li></ul>
  103. 167. stumble but fall forward #7
  104. 168. Playing safe is risky
  105. 169. <ul><ul><li>Platenmaatschappij ( mp3 ) </li></ul></ul><ul><ul><li>Boekwinkels ( amazon, bol.com) </li></ul></ul><ul><ul><li>Kranten/Uitgevers ( nieuws via internet) </li></ul></ul><ul><ul><li>Vaste telefonie ( voice over IP / skype) </li></ul></ul><ul><ul><li>Videotheek (video on demand ) </li></ul></ul><ul><ul><li>Kabel TV (TV over IP/ joost ) </li></ul></ul>
  106. 170. <ul><li>Developments in the digital domain are so fast and furious it’s not always possible to wait for full understanding. </li></ul><ul><li>By experimenting in a controlled way companies can get insights at very attractive cost - and sometimes even strike gold . </li></ul><ul><li>Future lab </li></ul>
  107. 171. no work like Clockwork

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