Keynote Vgn Digital Marketing V0.1 Kw

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Keynote Digital Marketing Landscape - VGN

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  • Agenda zoals jullie die gisteren ontvangen hebben
  • Agenda zoals jullie die gisteren ontvangen hebben
  • Agenda zoals jullie die gisteren ontvangen hebben
  • Dove Evolution campaign, echte modellen Geloofwaardigheid, onderscheid Opendheid van internet
  • Dove Evolution campaign, echte modellen Geloofwaardigheid, onderscheid Opendheid van internet
  • Dove Evolution campaign, echte modellen Geloofwaardigheid, onderscheid Opendheid van internet
  • Dove Evolution campaign, echte modellen Geloofwaardigheid, onderscheid Opendheid van internet
  • Opendheid van internet
  • Keynote Vgn Digital Marketing V0.1 Kw

    1. 1. Digital Landscape Een helicoptervlucht langs (on)mogelijkheden VGN By Klaas Weima Utrecht, 26 november 2009
    2. 2. WARMING UP. Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
    3. 3. LEVEL 1 - BEGINNERS 1. Welke kant van Google kun je met SEA beïnvloeden? a = linkerzijde. b = rechterzijde.
    4. 4. LEVEL 1 - BEGINNERS 2. In hoeveel tijd behaalde Facebook 250mm gebruikers ? a = 2,5 jaar. b = 9 maanden.
    5. 5. LEVEL 1 - BEGINNERS 3. Hoe heet het nieuwe besturingssysteem van Nokia ? a = android. b = maemo.
    6. 6. AGENDA <ul><li>Marketing Trends </li></ul><ul><li>Markt Update </li></ul><ul><li>Definitie </li></ul><ul><li>Online Marketing Mix </li></ul><ul><li>Marketing Proces </li></ul><ul><li>Summary </li></ul>
    7. 7. WAT IS VIRAL MARKETING DAN WEL? VIRAL MARKETING BASICS MARKETING TRENDS.
    8. 8. FEITEN EN CIJFERS <ul><li>Mediabestedingen </li></ul><ul><li>Internetpenetratie </li></ul><ul><li>Mobiel internet </li></ul><ul><li>Sociale netwerken </li></ul><ul><li>LifeLogging </li></ul>MARKTONTWIKKELINGEN #1 Information Overload “ One problem with advertising today is that there is too much of it. The average American is exposed to over 3,000 ads every day.” Google Questions, Marketingfacts (March, 2008)
    9. 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. 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. 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. 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. 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
    14. 14. WAT KUNNEN JULLIE HIERMEE? MARKETING TRENDS #1 Information Overload <ul><li>Wees relevant </li></ul><ul><li>Voeg waarde toe </li></ul><ul><li>Fit met Brand Insight </li></ul><ul><li>Bouw merk vanuit fans </li></ul>#2 Authenticity <ul><li>Denk geïntegreerd </li></ul><ul><li>Verbindt Echte met Digitale Wereld </li></ul>#4 Join the Conversation <ul><li>Social Listening </li></ul><ul><li>Social Participation </li></ul><ul><li>Social Initiation </li></ul>#5 Broadcast Yourself <ul><li>Zorg voor aanleiding </li></ul><ul><li>Activeer & faciliteer </li></ul><ul><li>Maak slim gebruik van “most personal device” </li></ul>#6 Mobile Lifestyle #3 End of Lines
    15. 15. TECH DEMO. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
    16. 17. MARKET UPDATE. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
    17. 18. MEDIA CONSUMPTIE Sources: SPOT, RAB, PBE, PLATFORM BUITENRECLAME (2008) EN MARKETINGFACTS Television Internet Newspaper Magazine Brochure Books Telephone MARKET UPDATE
    18. 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
    19. 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
    20. 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
    21. 22. DEFINITION. Source: Courtesy of therealm, http://www.flickr.com/photos/therealme// on Flickr
    22. 23. WAT IS ONLINE MARKETING? Online Marketing = Internet Marketing = eMarketing = Promoten van de verkoop van producten en diensten via internet . DEFINITION
    23. 24. ONLINE MARKETING MIX. Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
    24. 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
    25. 26. TECH DEMO. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
    26. 28. ONLINE MARKETING PROCES
    27. 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
    28. 30. ONLINE MARKETING PROCES WERKEN BIJ AMERPOORT
    29. 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
    30. 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
    31. 33. PLANNING ONLINE MARKETING PROCES ROI IIMPACT High Low Short Long TERM IMPACT 1. Brief 2. Plan 3. Create 4. Monitor
    32. 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
    33. 35. ONLINE MARKETING PROCES SCENARIO PLANNING 1. Brief 2. Plan 3. Create 4. Monitor
    34. 36. ONLINE MARKETING PROCES GOOGLE
    35. 37. ONLINE MARKETING PROCES TWITTER
    36. 38. ONLINE MARKETING PROCES FACEBOOK
    37. 39. ONLINE MARKETING PROCES RSS
    38. 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
    39. 41. EFFECTIVE ONLINE MARKETING SUMMARY <ul><li>Progress reports </li></ul><ul><li>Optimization </li></ul><ul><li>Web Analytics </li></ul><ul><li>Evaluation </li></ul><ul><li>Clear objectives </li></ul><ul><li>Proposition </li></ul><ul><li>Target audience </li></ul><ul><li>Previous learnings </li></ul><ul><li>Barriers </li></ul><ul><li>Traffic builders </li></ul><ul><li>Media planning </li></ul><ul><li>Media buying </li></ul><ul><li>Scenario modelling </li></ul><ul><li>Media Integration </li></ul><ul><li>Call to action </li></ul><ul><li>Multible banners </li></ul><ul><li>E-mail templates </li></ul><ul><li>Landing page </li></ul><ul><li>Microsites </li></ul><ul><li>Branding sites </li></ul>1. Brief 2. Plan 3. Create 4. Monitor
    40. 42. TECH DEMO. Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
    41. 43. + +
    42. 44. <ul><li>Klaas Weima :: Managing Director </li></ul><ul><li> </li></ul><ul><li> [email_address] </li></ul><ul><li> [email_address] </li></ul><ul><li> @Klaas_Weima </li></ul><ul><li> klaas_weima </li></ul><ul><li> +31 (0)30-23 26 030 </li></ul>ENERGIZE. BOOSTING BRANDS CONTACT

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