Presentatie gegeven bij de gratis clinic op Beeckestijn op 02 februari 2018. Deze twee uur durende clinic werd georganiseerd naar aanleiding van het winnen van de PIM Literatuurprijs 2017 voor het gelijknamige boek. Ruim 100 marketeers waren aanwezig en hebben op interactieve wijze gediscussieerd over hun uitdagingen om als marketingorganisatie futureproof te worden.
Hcl summer internship project A STUDY ON CONSUMER BEHAVIORvikramkr3116
This document provides a timeline of key events in the history of HCL from 1976 to 1998. It outlines HCL developing India's first indigenous microcomputer in 1978, three years before IBM's PC. In the 1980s, HCL introduced various technologies and expanded operations internationally. HCL's R&D was spun off as HCL Technologies in 1997 to focus on software services, while HCL Infosystems focused on hardware, networking and infrastructure services. By 1998, HCL had facilities in multiple Indian cities and partnerships with major technology companies.
L’objectif de cette présentation est de vous faire découvrir la puissance de 2 approches combinées : Le Lean Management associé au Design Thinking.
Le constat aujourd’hui sur l’innovation est fort : 85 % des projets d’innovation ne se concrétisent pas sur le marché. Cet échec s’explique principalement par un manque de créativité centré sur l’utilisateur d’une part mais aussi par son manque d’organisation et de management agile.
Sommaire de la présentation:
- Pourquoi les projets d’innovation échouent en général ?Exemples et enseignements
- Qu’est-ce qu’une innovation réussie ? Exemples et enseignement
- Principes clés d’une approche combinant le Design Thinking et le Lean Management : Lean Innovation
- Démarche méthodologique du Lean innovation
- Intégration du Lean Innovation dans une démarche d’Excellence Opérationnelle globale
More consumer data - but less insight? How to leverage consumer data and insi...Drthomasbrand Limited
This document summarizes a seminar on leveraging data insights to grow brands in the digital era. It discusses how consumers now generate vast amounts of data but many marketers fail to use this data effectively. While digital technologies create opportunities, they also leave many marketers uncomfortable and unsure how to adapt. The key is aligning marketing efforts with consumer needs, behaviors, and touchpoints across online and offline channels. With the right data framework and analytics, marketers can better understand customers and engage them with relevant messages at the right time. This level of personalized, real-time marketing can improve customer retention and lifetime value, driving greater business results and return on investment.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
The document discusses how marketers now have more power than ever due to digital marketing options. It argues that marketers can use customer experience modeling, integrated analytics, aligned marketing technology, and experience-driven design to better understand customer behaviors and create experiences that drive growth. By asking the right questions and taking a holistic view of the customer experience, marketers can attract more customers, improve conversion rates, and prove the impact of their efforts.
CMOs now have access to vast amounts of consumer data through social media, which is shifting the marketing landscape. This data provides insights into customer characteristics beyond just demographics, allowing for highly personalized and predictive marketing. The convergence of marketing and advertising technologies (MadTech) further empowers CMOs by automating processes and providing insights driven by predictive analytics. This new environment has elevated the role of the CMO to make strategic business decisions across the company using customer insights.
Hcl summer internship project A STUDY ON CONSUMER BEHAVIORvikramkr3116
This document provides a timeline of key events in the history of HCL from 1976 to 1998. It outlines HCL developing India's first indigenous microcomputer in 1978, three years before IBM's PC. In the 1980s, HCL introduced various technologies and expanded operations internationally. HCL's R&D was spun off as HCL Technologies in 1997 to focus on software services, while HCL Infosystems focused on hardware, networking and infrastructure services. By 1998, HCL had facilities in multiple Indian cities and partnerships with major technology companies.
L’objectif de cette présentation est de vous faire découvrir la puissance de 2 approches combinées : Le Lean Management associé au Design Thinking.
Le constat aujourd’hui sur l’innovation est fort : 85 % des projets d’innovation ne se concrétisent pas sur le marché. Cet échec s’explique principalement par un manque de créativité centré sur l’utilisateur d’une part mais aussi par son manque d’organisation et de management agile.
Sommaire de la présentation:
- Pourquoi les projets d’innovation échouent en général ?Exemples et enseignements
- Qu’est-ce qu’une innovation réussie ? Exemples et enseignement
- Principes clés d’une approche combinant le Design Thinking et le Lean Management : Lean Innovation
- Démarche méthodologique du Lean innovation
- Intégration du Lean Innovation dans une démarche d’Excellence Opérationnelle globale
More consumer data - but less insight? How to leverage consumer data and insi...Drthomasbrand Limited
This document summarizes a seminar on leveraging data insights to grow brands in the digital era. It discusses how consumers now generate vast amounts of data but many marketers fail to use this data effectively. While digital technologies create opportunities, they also leave many marketers uncomfortable and unsure how to adapt. The key is aligning marketing efforts with consumer needs, behaviors, and touchpoints across online and offline channels. With the right data framework and analytics, marketers can better understand customers and engage them with relevant messages at the right time. This level of personalized, real-time marketing can improve customer retention and lifetime value, driving greater business results and return on investment.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
The document discusses how marketers now have more power than ever due to digital marketing options. It argues that marketers can use customer experience modeling, integrated analytics, aligned marketing technology, and experience-driven design to better understand customer behaviors and create experiences that drive growth. By asking the right questions and taking a holistic view of the customer experience, marketers can attract more customers, improve conversion rates, and prove the impact of their efforts.
CMOs now have access to vast amounts of consumer data through social media, which is shifting the marketing landscape. This data provides insights into customer characteristics beyond just demographics, allowing for highly personalized and predictive marketing. The convergence of marketing and advertising technologies (MadTech) further empowers CMOs by automating processes and providing insights driven by predictive analytics. This new environment has elevated the role of the CMO to make strategic business decisions across the company using customer insights.
MediaVilla 30-01-2018 Marketeer ken je plek - Rob BeltmanRob Beltman
This document provides an overview of marketing and how the marketing function needs to adapt and transform to remain future-proof. It discusses the changing roles and key functions of marketing. It also presents five design principles for organizing the marketing function in a way that coordinates resources, facilitates collaboration, operates as a networked team, and allows marketing to orchestrate efforts across the organization. The overall message is that marketing must transform from a "doer" role to a director/orchestrator role to successfully navigate ongoing changes and challenges.
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of their clients. Digitalization accounts for 80% of PR marketing today. Companies are reinventing their
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of
Information technology plays a key role in modern marketing by enabling processes like CRM, digital marketing, internet marketing, and mobile marketing. IT allows companies to gather customer data, target specific audiences, and communicate through online and mobile channels. This has significantly impacted industries like music, agriculture, banking, healthcare, and automobiles by improving productivity and customer relationships while reducing costs. IT tools like ESS, DSS, and MIS also help marketers with decision making.
The challenges of contextual marketing is a report by The Economist Intelligence Unit, sponsored by SAP. It examines the strategic, organisational and creative challenges that arise from the practice of contextual marketing.
This document discusses the changing role of marketing and the importance of customer experience. It notes that marketing is becoming more of a service function and that sales, marketing, customer service, and customer relationships collectively form the customer experience. It emphasizes that companies' value will come from their ability to create and maintain customer relationships.
The Future of Marketing: Seizing the Customer ExperienceMarketo
86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.
Watch our sponsored webinar to learn why you should never leave the side of your customer on their buying journey and how to prepare for a customer-centric future. We’ll share insights from top CMOs, revealed in new research from The Economist Intelligence Unit, on how they expect to:
- Leverage data and technology to understand customers’ behavior
- Personalize the customer experience through top marketing channels (and how innovative brands are already succeeding)
- Boost their brand value by delivering a better experience
The document discusses 7 meta-trends that are transforming modern marketing as a technology-powered discipline. The first meta-trend discussed is the migration from traditional to digital marketing. Some key points:
- Digital marketing can be delivered globally, scaled quickly and cheaply, instantly altered and measured easily.
- Nearly every industry has been disrupted by digital technology like the music and newspaper industries.
- Software powers all digital experiences and is a source of unlimited capabilities, making marketers highly dependent on software.
- There has been a large migration of advertising spending from traditional to digital channels, but more significantly customer discovery and decision processes have moved online.
The document summarizes discussions from the "3rd Annual Summit On Digital Marketing for Financial Services" event. Key points from different speakers include:
- Digital marketing can help financial institutions build trust and change consumer perception by delivering personalized, engaging content.
- Financial services marketing currently lags in generating emotional connections with consumers and delivering marketing experiences like other industries.
- Creating a good customer experience requires involvement from across an organization, though some are tasked with leading digital customer experience initiatives.
- Fintech is seen as an opportunity to innovate and improve offerings, rather than a threat, by embracing disruption. The future of marketing will focus on relevance, personalization, and conversations rather than "pushing" products
INTERNATIONAL CONGRESS OF DIRECT AND INTERACTIVE MARKETING MEXICO CITY OCT 9-10Future Experts
Data has transformed the marketing landscape forever.
It’s clear that our increasingly data-driven world is reshaping how consumers and brands engage, interact – and benefit from one another.
But the threats to the data-driven way of life are growing every day.
Meanwhile users of social networks keep growing daily, reaching more than one billon people that everyday share their most intimate data voluntarily on behalf of shared social experience.
We understand that we should make a balance between making people’s life easier and treating their data responsible. This is the renewed role of DIRECTA and the focus of this International Congress on Marketing.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
A Guide to Surviving a Fiction Infused FutureMiel Van Opstal
Slide deck for the students of Vives College on the future of marketing, virtual identity and innovative retail solutions to deliver meaningful content and brand experiences and to build long term consumer relationships through transparent and ethical business operations.
MSLGROUP is pitching their public relations services to Canon U.S.A. They highlight their experience helping brands like PayPal, Netflix, and Kimberly Clark gain awareness and market share through trend-focused campaigns. MSLGROUP believes their storytelling abilities and problem-solving skills can help move the needle for Canon. They detail their capabilities across key areas like technology PR, healthcare marketing, and corporate reputation management. MSLGROUP provides an overview of their service offerings such as content creation, media relations, and influencer engagement.
Information technology plays a key role in modern marketing by enabling strategies like CRM, digital marketing, internet marketing, and mobile marketing. IT allows companies to gather customer data, target specific audiences, and communicate through digital channels. Its use in industries like music, banking, healthcare, automobiles, and design has led to improved productivity, cost savings, stronger customer relationships, and better customer service.
Top Trends Driving Event Marketers in 2015Opus Agency
Here's whats coming in 2015...
The new year embodies a sense of optimism and energy. It’s
the time to start fresh, move fast, and make no small plans. In
that spirit, we wanted to know what’s on the minds of some
of the most influential players in event marketing.
We asked them to discuss the trends, large and small, that
are driving their decision-making for 2015.
Top Trends Driving Event Marketers in 2015Pat McClellan
Top Event Marketers discuss the trends that are driving their decision-making for 2015, and their answers are thought provoking. Big Data, personalization, event ROI, authenticity and more.
This document presents an overview of emerging marketing trends presented by Vidhi Jain for a school project. It discusses concepts like social media marketing, viral marketing, green marketing, and relationship marketing. Key platforms for social media marketing discussed are Twitter, Facebook, LinkedIn, Instagram, and YouTube. Relationship marketing stages of attraction, connection, dating, relationship, and marriage are also outlined. The importance of relationship marketing in customer retention and satisfaction is highlighted.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
More Related Content
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MediaVilla 30-01-2018 Marketeer ken je plek - Rob BeltmanRob Beltman
This document provides an overview of marketing and how the marketing function needs to adapt and transform to remain future-proof. It discusses the changing roles and key functions of marketing. It also presents five design principles for organizing the marketing function in a way that coordinates resources, facilitates collaboration, operates as a networked team, and allows marketing to orchestrate efforts across the organization. The overall message is that marketing must transform from a "doer" role to a director/orchestrator role to successfully navigate ongoing changes and challenges.
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of their clients. Digitalization accounts for 80% of PR marketing today. Companies are reinventing their
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of
Information technology plays a key role in modern marketing by enabling processes like CRM, digital marketing, internet marketing, and mobile marketing. IT allows companies to gather customer data, target specific audiences, and communicate through online and mobile channels. This has significantly impacted industries like music, agriculture, banking, healthcare, and automobiles by improving productivity and customer relationships while reducing costs. IT tools like ESS, DSS, and MIS also help marketers with decision making.
The challenges of contextual marketing is a report by The Economist Intelligence Unit, sponsored by SAP. It examines the strategic, organisational and creative challenges that arise from the practice of contextual marketing.
This document discusses the changing role of marketing and the importance of customer experience. It notes that marketing is becoming more of a service function and that sales, marketing, customer service, and customer relationships collectively form the customer experience. It emphasizes that companies' value will come from their ability to create and maintain customer relationships.
The Future of Marketing: Seizing the Customer ExperienceMarketo
86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.
Watch our sponsored webinar to learn why you should never leave the side of your customer on their buying journey and how to prepare for a customer-centric future. We’ll share insights from top CMOs, revealed in new research from The Economist Intelligence Unit, on how they expect to:
- Leverage data and technology to understand customers’ behavior
- Personalize the customer experience through top marketing channels (and how innovative brands are already succeeding)
- Boost their brand value by delivering a better experience
The document discusses 7 meta-trends that are transforming modern marketing as a technology-powered discipline. The first meta-trend discussed is the migration from traditional to digital marketing. Some key points:
- Digital marketing can be delivered globally, scaled quickly and cheaply, instantly altered and measured easily.
- Nearly every industry has been disrupted by digital technology like the music and newspaper industries.
- Software powers all digital experiences and is a source of unlimited capabilities, making marketers highly dependent on software.
- There has been a large migration of advertising spending from traditional to digital channels, but more significantly customer discovery and decision processes have moved online.
The document summarizes discussions from the "3rd Annual Summit On Digital Marketing for Financial Services" event. Key points from different speakers include:
- Digital marketing can help financial institutions build trust and change consumer perception by delivering personalized, engaging content.
- Financial services marketing currently lags in generating emotional connections with consumers and delivering marketing experiences like other industries.
- Creating a good customer experience requires involvement from across an organization, though some are tasked with leading digital customer experience initiatives.
- Fintech is seen as an opportunity to innovate and improve offerings, rather than a threat, by embracing disruption. The future of marketing will focus on relevance, personalization, and conversations rather than "pushing" products
INTERNATIONAL CONGRESS OF DIRECT AND INTERACTIVE MARKETING MEXICO CITY OCT 9-10Future Experts
Data has transformed the marketing landscape forever.
It’s clear that our increasingly data-driven world is reshaping how consumers and brands engage, interact – and benefit from one another.
But the threats to the data-driven way of life are growing every day.
Meanwhile users of social networks keep growing daily, reaching more than one billon people that everyday share their most intimate data voluntarily on behalf of shared social experience.
We understand that we should make a balance between making people’s life easier and treating their data responsible. This is the renewed role of DIRECTA and the focus of this International Congress on Marketing.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
A Guide to Surviving a Fiction Infused FutureMiel Van Opstal
Slide deck for the students of Vives College on the future of marketing, virtual identity and innovative retail solutions to deliver meaningful content and brand experiences and to build long term consumer relationships through transparent and ethical business operations.
MSLGROUP is pitching their public relations services to Canon U.S.A. They highlight their experience helping brands like PayPal, Netflix, and Kimberly Clark gain awareness and market share through trend-focused campaigns. MSLGROUP believes their storytelling abilities and problem-solving skills can help move the needle for Canon. They detail their capabilities across key areas like technology PR, healthcare marketing, and corporate reputation management. MSLGROUP provides an overview of their service offerings such as content creation, media relations, and influencer engagement.
Information technology plays a key role in modern marketing by enabling strategies like CRM, digital marketing, internet marketing, and mobile marketing. IT allows companies to gather customer data, target specific audiences, and communicate through digital channels. Its use in industries like music, banking, healthcare, automobiles, and design has led to improved productivity, cost savings, stronger customer relationships, and better customer service.
Top Trends Driving Event Marketers in 2015Opus Agency
Here's whats coming in 2015...
The new year embodies a sense of optimism and energy. It’s
the time to start fresh, move fast, and make no small plans. In
that spirit, we wanted to know what’s on the minds of some
of the most influential players in event marketing.
We asked them to discuss the trends, large and small, that
are driving their decision-making for 2015.
Top Trends Driving Event Marketers in 2015Pat McClellan
Top Event Marketers discuss the trends that are driving their decision-making for 2015, and their answers are thought provoking. Big Data, personalization, event ROI, authenticity and more.
This document presents an overview of emerging marketing trends presented by Vidhi Jain for a school project. It discusses concepts like social media marketing, viral marketing, green marketing, and relationship marketing. Key platforms for social media marketing discussed are Twitter, Facebook, LinkedIn, Instagram, and YouTube. Relationship marketing stages of attraction, connection, dating, relationship, and marriage are also outlined. The importance of relationship marketing in customer retention and satisfaction is highlighted.
Similar to Beeckestijn Clinic - De Marketingorganisatie van de Toekomst - Rob Beltman (20)
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
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In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
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- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
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1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
4. AN UNEXPECTED JOURNEY ?
WAAR MAAKT
DAT VAK ZO
UITDAGEND?
WAAR BEN
IK MEE
BEZIG,
JOH?
QU’EST-CE-
QUE ‘UN
BESOIN’?
HOE
ORGANISEER
IK MARKETING
FUTUREPROOF
6. AMA DEFINITION OF MARKETING
‘Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large.’
- reaffirmed in July 2013 -
‘Marketing is an organizational function
and a set of processes for creating,
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.’
‘business activities involved in the flow
of goods and services from production
to consumption.’
1937
1985
2004
2007
2013
‘the process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods, and
services to create exchanges that
satisfy individual and organizational
objectives.’
8. KERNFUNCTIES VAN MARKETING
• UITDRAGEN VAN
WAARDE NAAR
KLANTEN, STAKE-
HOLDERS EN DE
MAATSCHAPPIJ
• AANTONEN VAN
DUURZAME
ONDERSCHEIDENDE
MEERWAARDE
• MIDDELEN EN
COMPETENTIES
KLANT- EN
MARKTGERICHT
ORGANISEREN
• ONTDEKKEN WAAR
DE ‘SWEET SPOT’ IN
DE MARKT LIGT
WAARDE
ONTDEKKEN
WAARDE
ORGANISEREN
WAARDE
COMMUNI-
CEREN
WAARDE
BEWIJZEN
9. Hoe verdeel jij jouw tijd en middelen?
•%•%
•%•%
WAARDE
ONTDEKKEN
WAARDE
ORGANISEREN
WAARDE
COMMUNI-
CEREN
WAARDE
BEWIJZEN
12. GROEIFASEN MARKETINGFUNCTIE
INCUBATIE ASSISTENT SERVICE LIJN INTEGRATIE
START-UP
ONDERNEMER =
MARKETEER
ONDERNEMEN =
COMMUNICEREN
& ONTDEKKEN
MARKET-GETTING
PRODUCT-FOCUS
MARKETING =
SALES SUPPORT
FOCUS OP
COMMUNICEREN
UITVOEREN OF
UITBESTEDEN
SALES-FOCUS
MARKETING =
GROEIZOEKER
ONTDEKKEN EN
COMMUNICEREN
UITZOEKEN,
UITDAGEN EN
UITVOEREN
KLANT-FOCUS
MARKETING =
HOEDER MERK- EN
KLANTBELEVING
ONTDEKKEN,
ORGANISEREN,
COMMUNICEREN
EN BEWIJZEN
INTEGRAAL VER-
ANTWOORDELIJK
EN ‘IN CONTROL’
TRANSFORMATIE
MARKETING IN
HET DNA
ONT-ORGANISEREN,
VERBINDEN EN
VERNIEUWEN
REGISSEUR MET
GEDEELDE VERANT-
WOORDELIJKHEIDBron:
De Marketingorganisatie van de Toekomst
Beltman, 2016
13. DE ONTWIKKELING VAN HET VAK
TIJDPERK I
PRODUCTIE &
DISTRIBUTIE
BRANDING &
COMMUNI-
CATIE
TIJDPERK II
TIJDPERK III
KLANT-
RELATIE
SOCIALE
NETWERKEN
TIJDPERK IV
14. PRODUCTIE EN DISTRIBUTIE
PRODUCENT CONSUMENT
PRODUCENT
PRODUCENT
PRODUCENT
CONSUMENT
CONSUMENT
CONSUMENT
DISTRIBUTEUR
DISTRIBUTEURAGENT
AGENT
15. PSN’s: VIRTUALISATIE & ONTKETENING
Bron:
SERVICE DESIGN FOR NETWORKED BUSINESS MODELS
CLARO PARTNERS
17. MAKEN MERKEN KEUZE MAKKELIJKER?
THE ORIGINAL DOGMA
IF WE WANT TO
MAXIMISE WELLFARE, WE
SHOULD MAXIMISE
INDIVIDUAL FREEDOM
ENABLING US TO ACT ON
OUR OWN. THE WAY TO
MAXIMISE FREEDOM IS
TO MAXIMISE CHOICE
21. MEDIA: TOEN EN NU
MASSAMEDIA / 1-OP-N
BROADCAST / PUSH
LINEAIR
VASTE INFRASTRUCTUUR
SOCIALE MEDIA / N-OP-N
NARROWCAST / PULL
ON DEMAND
FLEX & MOBILE
25. EN TOEN …
VAN 1-OP-1 NAAR N-OP-N
SOCIALE NETWERKEN
PEER-TO-PEER
DEELECONOMIE
26.
27. DE TOEKOMST VAN HET VAK
TIJDPERK I
PRODUCTIE
&
DISTRIBUTIE
BRANDING &
COMMUNI-
CATIE
TIJDPERK II
TIJDPERK III
KLANT-
RELATIE
SOCIALE
NETWERKEN
TIJDPERK IV
TIJDPERK V
MARKETING
TO
MACHINES
30. VAN 4P’S NAAR SAVE
PRODUCT SOLUTION
PLACE
PRICE
PROMOTION
ACCESS
VALUE
ENGAGEMENT
HILTI, ADOBE, AIRBNB
GOLDCORP, FIDOR
KNAB, CATERPILLAR
ALEX, P&G, GIFFGAFF
36. TOTAL ENGAGEMENT
• SOLUTIONS REQUIRE PARTNERS
• ACCESS MEANS CLOSE COLLABORATION
• VALUE IS CREATED IN AND BY USERS
• ENGAGEMENT REQUIRES AN ECOSYSTEM
38. UIT EEN ANDER VAATJE TAPPEN …
LINEAIRE ORGANISATIES EXPONENTIËLE ORGANISATIES
TOP-DOWN / HIËRARCHISCH AUTONOOM / SOCIAAL
FINANCIEEL GEDREVEN RESULTAATGESTUURD
LINEAIRE GROEI, SEQUENTIEEL EXPERIMENTEREN, AUTONOOM
INNOVATIE VAN BINNENUIT VANUIT COMMUNITY & CROWD, INHUUR
STRATEGIE VERLENGDE VAN VERLEDEN VISIE OP TOEKOMST, ONBEKENDE
RISICO AVERS, COMPLIANCE & CONTROL ENTREPRENEURSHIP, PROBLEM SOLVING
ZEKERHEID IN EIGEN ASSETS SCHAALBAAR DOOR LEVERAGED ASSETS
VOLUME ALS GRAADMETER (FTE, $) RELEVANTIE ALS GRAADMETER
45. INNOVATIE
& BUSINESS
DEVELOP-
MENT
CRM &
LOYALTY
DISTRIBUTIE
& PARTNERS
BRAND &
REPUTATIE
PRODUCT &
PORTFOLIO
MARKETING
INTELLI-
GENCE
2 X OLYMPISCHE TOPSPORT!
VERDIEN-
MODEL &
PRIJSBELEID
MRM &
CONTENT
MANAGE-
MENT
CROSS
CHANNEL &
CAMPAGNE
INTERNE
MARKETING
46. MARKETING IS TOO IMPORTANT
TO BE LEFT TO
THE MARKETING DEPARTMENT
DAVID PACKARD (HP)
“
”
47. HOORT DIT BIJ ONZE ‘MARKETINGFUNCTIE’?
1 Marktonderzoek, klant- en concurrentie inzicht JA / NEE
2 Branding, merkmanagement & reputatiemanagement JA / NEE
3 Innovatie en productontwikkeling, business development JA / NEE
4
Portfolio – en productmanagement,
assortimentsmanagement JA / NEE
5
Distributie & Channel management, network & partner
management JA / NEE
6 Verdienmodellen, prijsbeleid en revenu management JA / NEE
7 Customer Relationship Management en loyalty management JA / NEE
8
Marketing Communicatie: (klant)contact management,
campagnemanagement JA / NEE
9 Marketing Resource Management en content management JA / NEE
10 Interne marketing en communicatie JA / NEE
48. WELKE ROL HEEFT MARKETING NU DAN?
INKOOP SUPPORT UITVOER ADVIES PARTNER STUREND
Marktonderzoek, klant- en concurrentie inzicht
Branding, merkmanagement & reputatiemanagement
Innovatie en productontwikkeling, business development
Portfolio – en productmanagement, assortimentsmanagement
Distributie & Channel management, network & partner management
Verdienmodellen, prijsbeleid en revenu management
Customer Relationship Management en loyalty management
Marketing Communicatie: (klant)contact management,
campagnemanagement
Marketing Resource Management en content management
Interne marketing en communicatie
49. 1. MARKETING INTELLIGENCE
ROL: HET VERZAMELEN, VERWERKEN, BEHEREN EN ONTSLUITEN VAN
INZICHTEN IN DE MARKTOMGEVING EN DE MARKETINGPRESTATIES.
OMVAT O.A.
TRENDONDERZOEK
CUSTOMER INTELLIGENCE & INSIGHTS
COMPETITOR INTELLIGENCE & INSIGHTS
DATAMINING, BIG DATA
MARKETING PERFORMANCE & ACCOUNTABILITY
VOLLEDIG: MARKETING INTELLIGENCE, KLANT- EN CONCURRENTIE-INZICHT
EVOLUTIE: VAN DATASCHAARSTE NAAR DATAOVERVLOED
VAN PERIODIEK NAAR REAL-TIME, FACT-BASED
VAN KWANTITATIEVE DATA REPORTING NAAR ACTIONABLE INSIGHTS
50. 2. BRANDING & REPUTATIE
ROL: HET CREËREN EN BORGEN VAN POSITIEF EN RELEVANT
ONDERSCHEIDEND VERMOGEN VOOR DE ORGANISATIE, HAAR
PRODUCTEN, DIENSTEN OF ACTIVITEITEN, LEIDEND TOT BEKENDHEID,
HERKENBAARHEID EN VOORKEUR VOOR DE MERKEN DIE DE
ORGANISATIE VOERT.
OMVAT O.A.
BRANDING & POSITIONERING
MEDIA & PUBLIC RELATIONS
SPONSORING
VOLLEDIG: BRANDING, MERKENMANAGEMENT EN REPUTATIEMANAGEMENT
EVOLUTIE: VAN ZENDER IN CONTROL NAAR KLANT IN CONTROL
VAN A-MERK ALS AUTORITEIT NAAR AAIBAAR / APPROACHABLE
VAN MERKBESCHERMING NAAR MERKACTIVATIE
51. 3. INNOVATIE & BUS. DEVELOPMENT
ROL: HET VERBETEREN, VERNIEUWEN OF ZELFS TRANSFORMEREN VAN DE
WAARDEPROPOSITIE VAN EEN ORGANISATIE.
OMVAT O.A.
RESEARCH & DEVELOPMENT
IDEEGENERATIE
CONCEPT- EN PRODUCTDESIGN EN -ONTWIKKELING
MARKTONTWIKKELING
MARKTINTRODUCTIE EN -PENETRATIE
VOLLEDIG: INNOVATIE EN PRODUCTONTWIKKELING, BUSINESS DEVELOPMENT
EVOLUTIE: VAN PRODUCT- EN PROCESINNOVATIE NAAR WAARDE-INNOVATIE
VAN INSIDE-OUT NAAR OPEN INNOVATIE EN CO-CREATIE
VAN GESTAAG EN GETRAPT NAAR AGILE EN EXPERIMENTEEL
52. 4. PRODUCT & PORTFOLIO
ROL: HET CREËREN EN BEWAKEN VAN ONDERLINGE SAMENHANG EN TOTALE
TOEGEVOEGDE WAARDE VAN EEN PORTFOLIO AAN PRODUCTEN,
DIENSTEN EN ACTIVITEITEN VAN EEN ORGANISATIE.
OMVAT O.A.
POSITIONERING
PRODUCT LIFECYCLE MANAGEMENT
CATEGORYMANAGEMENT
PRODUCT BUNDLING/UNBUNDLING
VOLLEDIG: PORTFOLIO- EN PRODUCTMANAGEMENT, ASSORTIMENTSMANAGEMENT
EVOLUTIE: VAN PRODUCT NAAR BEDIENINGSCONCEPT (PRODUCT/DIENST BUNDELS)
VERSNELLING PRODUCTLEVENSCYCLI
VAN OWNED NAAR SHARED/PARTNERED
53. 5. DISTRIBUTIE & PARTNERS
ROL: HET VEILIGSTELLEN VAN HET GEWENSTE KWANTITATIEVE EN
KWALITATIEVE DISTRIBUTIEBEREIK VAN (POTENTIË̈LE) KLANTEN DOOR DE
INZET VAN EEN ZORGVULDIG OP ELKAAR AFGESTEMD NETWERK VAN
KANALEN EN ACTOREN.
OMVAT O.A.
TRADE MARKETING
PARTNER & ALLIANCE MANAGEMENT
FRANCHISING
VOLLEDIG: DISTRIBUTIEBELEID EN CHANNELMANAGEMENT, NETWERK- EN
PARTNERMANAGEMENT
EVOLUTIE: VAN SINGLE NAAR OMNICHANNEL (DIRECTE EN INDIRECTE DISTRIBUTIE)
VAN PUSH NAAR PULL GEDREVEN DISTRIBUTIE
VAN BEREIK NAAR BELEVING
54. 6. PRIJS & VERDIENMODEL
ROL: HET VASTSTELLEN EN BEWAKEN VAN DE WIJZE WAAROP DE ORGANISATIE
OPTIMALE WAARDE EXTRAHEERT UIT HAAR ACTIVITEITEN.
OMVAT O.A.
PRICING
REVENUE- OF YIELDMANAGEMENT
DISCOUNTS/PROMOTIONS
BARTERING
VOLLEDIG: VERDIENMODEL, PRIJSBELEID EN REVENUEMANAGEMENT
EVOLUTIE: VAN (KOST)PRIJS NAAR (KLANT)WAARDE
VAN PRODUCTPRICING NAAR (MEERDERE) VERDIENMODEL(LEN)
VAN DIRECTE FINANCIELE WAARDE NAAR GOODWILL
55. 7. CRM & LOYALTY
ROL: HET AANGAAN, ONDERHOUDEN EN UITBOUWEN VAN RELATIES MET DE
JUISTE KLANTEN, OM ZODOENDE DE LANGETERMIJN WAARDE VAN HET
KLANTENBESTAND TE OPTIMALISEREN.
OMVAT O.A.
CRM /RELATIEMARKETING
LOYALTY MANAGEMENT
ACCOUNTMANAGEMENT
DIRECT OF DIALOGUE MARKETING
DATAPROTECTION EN PRIVACY
VOLLEDIG: CUSTOMER RELATIONSHIP MANAGEMENT EN LOYALTYMANAGEMENT
EVOLUTIE: VAN DIRECT MARKETING (PUSH) NAAR DIALOGUE (INTERACTIE)
VAN TECHNOLOGIEFOCUS (CRM=ICT) NAAR MENSFOCUS
VAN WAARDE VAN DE KLANT (CLV) NAAR WAARDE VOOR DE KLANT
56. 8. CROSS-CHANNEL EN CAMPAGNE
ROL: HET COÖRDINEREN EN OPTIMALISEREN VAN DE INZET VAN DIVERSE
COMMUNICATIEKANALEN, ZOWEL INBOUND ALS OUTBOUND, OM DE
INTERACTIE MET KLANTEN OP GANG TE BRENGEN EN TE HOUDEN.
OMVAT O.A.
OMNI-CHANNELMANAGEMENT
CAMPAGNEMANAGEMENT
EVENT DRIVEN MARKETING
KLANTCONTACTMANAGEMENT
VOLLEDIG: CROSS-CHANNEL- EN CAMPAGNEMANAGEMENT EN KLANTCONTACTMANAGEMENT
EVOLUTIE: VAN SINGLE NAAR MULTI- NAAR OMNI-CHANNEL
VAN CAMPAGNEKALENDER NAAR EDM-CAMPAGNEBIBLIOTHEEK
VAN OUTBOUND NAAR INBOUND MARKETING
57. 9. MRM & CONTENT
ROL: HET PLANNEN, CREËREN, BEHEREN, DISTRIBUEREN EN MOGELIJK
EXPLOITEREN VAN ALLE INFORMATIE EN ALLE INFORMATIEDRAGERS DIE
VOOR MARKETINGDOELEINDEN GESCHIKT ZIJN.
OMVAT O.A.
CONTENTCREATIE EN -BEHEER
CONTENTDESIGN EN -DISTRIBUTIE
MARKETING RESOURCE MANAGEMENT
INKOOPMANAGEMENT
VOLLEDIG: MARKETING RESOURCE MANAGEMENT EN CONTENTMANAGEMENT
EVOLUTIE: VAN GECENTRALISEERDE MIDDELENPRODUCTIE NAAR
GEAUTOMATISEERD RESOURCE MANAGEMENT
VAN PROPOSITIE-SELLING NAAR STORYTELLING
VAN OWNED NAAR SYNDICATED/CURATED CONTENT
58. 10. INTERNE MARKETING
ROL: HET IN DIALOOG ZIJN MET EN BETREKKEN VAN MEDEWERKERS VAN DE
EIGEN ORGANISATIE, VRIJWILLIGERS OF NAUWE
SAMENWERKINGSPARTNERS BIJ MERK- EN KLANTBELEVING.
OMVAT O.A.
INTERNE COMMUNICATIE/PERSONEELSCOMMUNICATIE
EMPLOYEE ENGAGEMENT
INTERNAL BRANDING
VOLLEDIG: INTERNE MARKETING EN COMMUNICATIE
EVOLUTIE: VAN ZENDEN/INFORMEREN NAAR BETREKKEN/EMPOWERING
VAN FUNCTIONEEL NAAR MULTIDISCIPLINAIR
VAN INSTRUMENTEEL NAAR STRATEGISCHE EMPLOYER BRANDING
59. Inventariseren ROL
INKOOP SUPPORT UITVOER ADVIES PARTNER STUREND
Marktonderzoek, klant- en concurrentie inzicht M
Branding, merkmanagement & reputatiemanagement M
Innovatie en productontwikkeling, business development M
Portfolio – en productmanagement, assortimentsmanagement M
Distributie & Channel management, network & partner management M
Verdienmodellen, prijsbeleid en revenu management M
Customer Relationship Management en loyalty management M
Marketing Communicatie: (klant)contact management,
campagnemanagement M
Marketing Resource Management en content management M
Interne marketing en communicatie M
60. Inventariseren ROL
INKOOP SUPPORT UITVOER ADVIES PARTNER STUREND
Marktonderzoek, klant- en concurrentie inzicht M M
Branding, merkmanagement & reputatiemanagement M
Innovatie en productontwikkeling, business development M
Portfolio – en productmanagement, assortimentsmanagement M
Distributie & Channel management, network & partner management
Verdienmodellen, prijsbeleid en revenu management M
Customer Relationship Management en loyalty management M
Marketing Communicatie: (klant)contact management,
campagnemanagement M
Marketing Resource Management en content management M
Interne marketing en communicatie M
62. Wat zijn eigenlijk onze
KEY CHALLENGES?
1. Politieke instabiliteit
2. Drang tot wet- & regelgeving, compliance & governance
3. Broos economisch herstel wisselt plotselinge crises af
4. Branchevreemde concurrentie altijd op de loer
5. Disruptieve technologie in bedrijfsvoering
6. Disruptieve technologie aan klantzijde
7. Abrupte kantelingen in klantvoorkeuren en -gedrag
8. Krappe arbeidsmarkt en nieuwe arbeidsverhoudingen
9. Schommelende kapitaalmarkt en financieringswijzen
10. Maatschappelijk ondernemen en social responsibility
63. Wat zijn eigenlijk onze
KEY MARKETING CHALLENGES?
1. Data explosie
2. Sociale media
3. Groeiend aantal marketingkanalen
4. Veranderende klantdemografie
5. Dalende merkloyaliteit
6. Groeiend aantal marktkansen
7. Accountability
8. Privacy en databescherming
9. Co-creatie en klant betrekken
10. Transparantie
11. Regelgeving en compliance
12. Uitbesteding en flexibilisering
13. Financiele ruimte steeds krapper
66. Waarom zijn we ‘un(der)prepared’?
1. We passen ons niet snel genoeg aan
2. We realiseren niet snel genoeg impact
3. We missen digitaal DNA
4. We missen de juiste kennis en competenties op de
juiste plaats
5. We zitten te ver van de werkvloer of
juist te diep in de doe-modus
70. HUB & SPOKE - FACILITEREND
CMO
Marketing
Intelligence
MRM & Content
Campagne mgmt
Unit 1
Branding
Product
CRM
Unit 2
Branding
Product
CRM
Unit 3
Branding
Product
CRM
Unit 4
Branding
Product
CRM
Unit 5
Branding
Product
CRM
71. NETWERK MET TASKFORCES
BACKBONE
Marketing Intelligence
MRM & Content
Campagne Management
COMPETENCE
TEAM
CRM/LOYALTY
COMPETENCE
TEAM
DIGITAL
COMPETENCE
TEAM
INNOVATION
&
DEVELOPMENT
COMPETENCE
TEAM
PRICING &
REVENUE
COMPETENCE
TEAM
BRANDING &
REPUTATION
TASKFORCE 2
JOB: BUILD ONLINE CUSTOMER
ENGAGEMENT FOR TARGET GROUP Y
COMPOSITION (COMPETENCIES):
- CRM/LOYALTY
- DIGITAL
TASKFORCE 3
JOB: DEVELOP INTRODUCTION STRATEGY FOR
NEW PROPOSITION Y
COMPOSITION (COMPETENCIES):
- INNOVATION & DEVELOPMENT
- PRICING & REVENUE
TASKFORCE 1
JOB: IMPROVE ONLINE BRAND VISIBILITY
FOR BRAND X
COMPOSITION (COMPETENCIES):
- BRANDING & REPUTATION
- DIGITAL
72. ORCHESTRATOR MODEL
ORCHESTRATOR “FEEL”
“THINK”
“DO”
MARKETING INTELLIGENCE
INNOVATIE & BUS. DEV.
PRIJSBELEID & REVENUES
PORTFOLIO & PRODUCTS
BRANDING & REPUTATIE
CRM & LOYALTY
INTERNE MARKETING
DISTRIBUTIE & PARTNERS
CHANNEL & CAMPAGNE
MRM & CONTENT MGMT
Bron:
The Ultimate Marketing Machine
M. de Swaan Arons, F. van den Driest, K. Weed
Marketingintelligence,klant-enconcurrentie-inzicht
Branding,merkenmanagementenreputatiemanagement
Innovatieenproductontwikkeling,businessdevelopment
Portfolio-enproductmanagement,assortimentsmanagement
Distributiebeleid en channelmanagement, netwerk- en partnermanagement
Verdienmodel,prijsbeleidenrevenumanagement
Customerrelationshipmanagementenloyaltymanagement
Cross-channel- en campagnemanagement en klantcontactmanagement
Marketingresourcemanagementencontentmanagement
Internemarketingencommunicatie
Marketingintelligence,klant-enconcurrentie-inzicht
Branding,merkenmanagementenreputatiemanagement
Innovatieenproductontwikkeling,businessdevelopment
Portfolio-enproductmanagement,assortimentsmanagement
Distributiebeleid en channelmanagement, netwerk- en partnermanagement
Verdienmodel,prijsbeleidenrevenumanagement
Customerrelationshipmanagementenloyaltymanagement
Cross-channel- en campagnemanagement en klantcontactmanagement
Marketingresourcemanagementencontentmanagement
Internemarketingencommunicatie
Marketingintelligence,klant-enconcurrentie-inzicht
Branding,merkenmanagementenreputatiemanagement
Innovatieenproductontwikkeling,businessdevelopment
Portfolio-enproductmanagement,assortimentsmanagement
Distributiebeleid en channelmanagement, netwerk- en partnermanagement
Verdienmodel,prijsbeleidenrevenumanagement
Customerrelationshipmanagementenloyaltymanagement
Cross-channel- en campagnemanagement en klantcontactmanagement
Marketingresourcemanagementencontentmanagement
Internemarketingencommunicatie
Marketingintelligence,klant-enconcurrentie-inzicht
Branding,merkenmanagementenreputatiemanagement
Innovatieenproductontwikkeling,businessdevelopment
Portfolio-enproductmanagement,assortimentsmanagement
Distributiebeleid en channelmanagement, netwerk- en partnermanagement
Verdienmodel,prijsbeleidenrevenumanagement
Customerrelationshipmanagementenloyaltymanagement
Cross-channel- en campagnemanagement en klantcontactmanagement
Marketingresourcemanagementencontentmanagement
Internemarketingencommunicatie