Keynote Digital Marketing Landscape - VGN

1. Digital Landscape Een helicoptervlucht langs (on)mogelijkheden VGN By Klaas Weima Utrecht, 26 november 2009

2. WARMING UP. Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr

3. LEVEL 1 - BEGINNERS 1. Welke kant van Google kun je met SEA beïnvloeden? a = linkerzijde. b = rechterzijde.

4. LEVEL 1 - BEGINNERS 2. In hoeveel tijd behaalde Facebook 250mm gebruikers ? a = 2,5 jaar. b = 9 maanden.

5. LEVEL 1 - BEGINNERS 3. Hoe heet het nieuwe besturingssysteem van Nokia ? a = android. b = maemo.

7. WAT IS VIRAL MARKETING DAN WEL? VIRAL MARKETING BASICS MARKETING TRENDS.

9. MARKTONTWIKKELINGEN #2 Authenticity “ Consumers more often want to buy something from an authentic brand or company, in stead of a faker.” Joseph Pine II in: Tijdschrift voor Marketing (Maart, 2008)

10. + + + #3 The End of Lines “ There is no real life and digital life, it’s the same place” Post Digital Marketing, Helge Tenno, Uit: SlideShare (2009) Hi Paul, I see you’re back from holiday. Wanna join for a drink?

11. #4 Join the Conversation! “ Consumers today are active participants in the advertising process, not silent targets and sitting ducks for one-way communication.” Joseph Jaffe, From: SlideShare (2009) + + +

12. MARKTONTWIKKELINGEN “ Consumers are uploaden photo’s (53%) and video’s (35%) on social networking sites to be part of a community and express themselves. Adformatie, no. 33 (2009), From: Power to the People, Wave 4, Universal Media #5 Broadcast Yourself

13. MARKTONTWIKKELINGEN “ Consumers will connect to everything from anywhere. The mobile phone is above all media, the most personal device.” Yankee Group, Mobile Advertising Nederland (Augustus, 2008) #6 Mobile Lifestyle

15. TECH DEMO. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr

17. MARKET UPDATE. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr

18. MEDIA CONSUMPTIE Sources: SPOT, RAB, PBE, PLATFORM BUITENRECLAME (2008) EN MARKETINGFACTS Television Internet Newspaper Magazine Brochure Books Telephone MARKET UPDATE

19. INTERNET PENETRATIE Source: comScore (2008) % van de bevolking Denemarken: 72% Verenigd Koninkrijk: 60% Zwitserland: 61% België: 57% Noorwegen: 72% Zweden: 73% Nederland: 82% Finland: 66% MARKET UPDATE

20. Source: eMarketer 2007, Competitrack, 2007, Comscore 2009 2002 2003 2004 2005 2006 2007 2008 32 40 66 97 137 154 159 ONLINE BESTEDINGEN MARKET UPDATE

21. ONLINE VIDEO BESTEDINGEN Source: eMarketer 2007, Competitrack, 2007, Comscore 2009 2004 2005 2006 2007 2008 2009 2010 135 225 410 775 1300 2000 2900 $3 Billion MARKET UPDATE

22. DEFINITION. Source: Courtesy of therealm, http://www.flickr.com/photos/therealme// on Flickr

23. WAT IS ONLINE MARKETING? Online Marketing = Internet Marketing = eMarketing = Promoten van de verkoop van producten en diensten via internet . DEFINITION

24. ONLINE MARKETING MIX. Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr

25. INGREDIENTS BOUGHT CONTROLLED AFFECTED ONLINE MARKETING MIX E-mail Marketing Mobile Marketing Website Social Media Viral Marketing Online PR/ Seeding Bannering Search Marketing Affiliate Marketing

26. TECH DEMO. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr

28. ONLINE MARKETING PROCES

29. ONLINE MARKETING PROCES “ Begin with the end in mind. ” Stephan Covey “ He who plans to fail, fails to plan . ” Proverb “ If it doesn’t sell , it isn’t creative. ” David Ogilvy “ Everything that can be counted , doesn’t necessarily count. ” Albert Einstein STAPPEN 1. Brief 2. Plan 3. Create 4. Monitor

30. ONLINE MARKETING PROCES WERKEN BIJ AMERPOORT

31. DOELSTELLINGEN ONLINE MARKETING PROCES ROI IIMPACT High Traffic Leads/ Sales . CRM Loyalty . Low Brand Awareness . Brand Image . Short Long TERM IMPACT 1. Brief 2. Plan 3. Create 4. Monitor

32. CAMPAGNE DOEL? ONLINE MARKETING PROCES ROI IIMPACT High Nieuwe kandidaten . Low Bekendheid . Imago . Short Long TERM IMPACT 1. Brief 2. Plan 3. Create 4. Monitor

33. PLANNING ONLINE MARKETING PROCES ROI IIMPACT High Low Short Long TERM IMPACT 1. Brief 2. Plan 3. Create 4. Monitor

34. SCENARIO PLANNING ONLINE MARKETING PROCES 1. Brief 2. Plan 3. Create 4. Monitor SCENARIO'S Traffic Builders Model A – High Model B - Low Model C - Medium Bought 2.990 2.392 2.658 788 473 558 Controlled 292 146 213 750 250 500 Affected 2.194 1.251 2.250 Totaal 7.013 4.511 6.178

35. ONLINE MARKETING PROCES SCENARIO PLANNING 1. Brief 2. Plan 3. Create 4. Monitor

36. ONLINE MARKETING PROCES GOOGLE

37. ONLINE MARKETING PROCES TWITTER

38. ONLINE MARKETING PROCES FACEBOOK

39. ONLINE MARKETING PROCES RSS

40. FUNNELS MONITORING PHASE 100% 65% 22,8% 6,8% 2,0% 35% Gross Clicks Net Clicks Landing Page Start Registration End Registration 100.000 65.000 22.750 6.825 2.047 42,2% 16% 4,8% 0,3% Thank You Page 1,7% Drops: 307 1. Brief 2. Plan 3. Create 4. Monitor

42. TECH DEMO. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr

43. + +