digital world

1. Online Marketing
Building brands with digital in the core

2. Tom Fleerackers
@flatworldbuzz
www.flatworldbusiness.wordpress.com
www.facebook.com/FlatWorldFanPage
Online Marketing
Building brands with digital in the core

3. Online Marketing
mainly based on books from Steven Van Belleghem
www.stevenvanbelleghem.com
@stevenVBE

7. VolatilityUncertaintyComplexityAmbiguityIt’s a world.

8. Volatility
Uncertainty
Complexity
Ambiguity

9. Vibrant
Unreal
Crazy
Astounding

10. We’re living
in fascinating
times!

11. Does anybody know this guy?!

12. Does anybody know this guy?!

13. Does anybody know this guy?!

15. f
Technology is shaping our lives

16. Technology is shaping our livesTechnology is shaping our lives
whether we like it or not!

17. Technology is shaping our livesTechnology is shaping our lives
whether we like it or not!

18. Technology is shaping our livesTechnology is shaping our lives
whether we like it or not!

19. Technology is shaping our livesTechnology is shaping our lives
whether we like it or not!

20. Technology is shaping our livesTechnology is shaping our lives
whether we like it or not!

21. Police land Amazon Echo data in quest to solve murder
March 7, 2017

22. But technology has been shaping our lives for over decades!

23. Technology is
a body of knowledge devoted to creating tools,
processing actions
and extracting of materials.

24. Today it’s all about digital technology.

25. Digital technology is a base two process.
Digitized information is recorded in binary code of combinations
of the digits 0 and 1, also called bits, which represent words and images.
Today it’s all about digital technology.

26. Marshall McLuhan
“We shape our tools,
and (later) our tools shape us”
1967

27. Although we might
want to change
some habits?!

28. …We ain’t seen nothing yet!

29. …we ain’t seen nothing yet!

30. …we ain’t seen nothing yet!

31. …we ain’t seen nothing yet!

32. …we ain’t seen nothing yet!

33. …we ain’t seen nothing yet!
7.2B pop.
2dev./person
8B pop.
10 dev./person

34. The internet will disappear!
“When everything is connected,
the internet as we know it will be gone. You
won’t need to push a button (safari, explorer)
anymore to be online. Connectivity will be
like oxygen: all around!”

35. Humans are becoming
digital

36. The entire context is
becoming digital

37. Humans are becoming
hybrid

38. Digital is messing up marketing

40. Marketing is
“the science and art of exploring, creating,
and delivering value to satisfy the needs of a
target market at a profit. Marketing
identifies unfulfilled needs and desires. It
defines, measures and quantifies the size of
the identified market and the profit
potential. It pinpoints which segments the
company is capable of serving best and it
designs and promotes the appropriate
products and services.”
Philip Kotler

43. VALUE

44. VALUE

45. VALUE

46. VALUE
15%
4P’s AIDA

49. VALUE
15%
4P’s AIDA

50. VALUE
10%

52. VALUE
10%

53. VALUE
10%

54. VALUE
10%
data

55. VALUE
10%
data content

56. VALUE
10%
data content Services

57. VALUE
10%
data content Services tech

62. data content Services tech

63. data content Services tech

64. 1step
further

67. Native
Advertising

68. Native
Advertising
Brand 2
Brand

69. Native
Advertising
Brand 2
Brand
Global
Brand

70. NewModel

71. Push

72. Push Interactivity

73. Push Interactivity
+

74. Push Interactivity
+

75. NewMedia
Model

76. POEM Model

77. Paid
Everybody

78. Paid Owned
Everybody Customers

79. Paid Owned
Everybody Customers
Earned
Fans

80. Paid Owned Earned

81. Paid
Owned
Earned Content

82. Budgets are shifting!

83. Budgets are shifting!

84. Budgets are shifting!