keynote vgn digital marketing v0.1 kw
DESCRIPTION
Keynote Digital Marketing Landscape - VGNTRANSCRIPT
Digital Landscape
Een helicoptervlucht langs (on)mogelijkheden
VGNBy Klaas WeimaUtrecht, 26 november 2009
WARMING UP.WARMING UP.
Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
LEVEL 1 - BEGINNERS1. Welke kant van Google kun je met SEA beïnvloeden?1. Welke kant van Google kun je met SEA beïnvloeden?
a = linkerzijde.a = linkerzijde. b = rechterzijde.b = rechterzijde.
LEVEL 1 - BEGINNERS2. In hoeveel tijd behaalde Facebook 250mm gebruikers?2. In hoeveel tijd behaalde Facebook 250mm gebruikers?
a = 2,5 jaar.a = 2,5 jaar. b = 9 maanden.b = 9 maanden.
LEVEL 1 - BEGINNERS3. Hoe heet het nieuwe besturingssysteem van Nokia?3. Hoe heet het nieuwe besturingssysteem van Nokia?
a = android.a = android. b = maemo.b = maemo.
AGENDA
1. Marketing Trends
2. Markt Update
3. Definitie
4. Online Marketing Mix
5. Marketing Proces
6. Summary
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WAT IS VIRAL MARKETING DAN WEL?VIRAL MARKETING BASICS
MARKETING TRENDS.MARKETING TRENDS.
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FEITEN EN CIJFERS
1. Mediabestedingen
2. Internetpenetratie
3. Mobiel internet
4. Sociale netwerken
5. LifeLogging
MARKTONTWIKKELINGEN#1 Information Overload#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)
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MARKTONTWIKKELINGEN#2 Authenticity#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)
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#3 The End of Lines#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?
#4 Join the Conversation!#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)
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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#5 Broadcast Yourself
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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#6 Mobile Lifestyle
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WAT KUNNEN JULLIE HIERMEE?MARKETING TRENDS
#1 Information Overload
-Wees relevant-Voeg waarde
toe
-Fit met Brand Insight-Bouw merk vanuit
fans
#2 Authenticity
-Denk geïntegreerd-Verbindt Echte met
Digitale Wereld
#4 Join the Conversation
-Social Listening-Social
Participation-Social Initiation
#5 Broadcast Yourself
-Zorg voor aanleiding-Activeer & faciliteer
- Maak slim gebruik van “most personal device”
#6 Mobile Lifestyle
#3 End of Lines
TECH DEMO.TECH DEMO.
Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
MARKET UPDATE.MARKET UPDATE.
Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
Sources: SPOT, RAB, PBE,PLATFORM BUITENRECLAME (2008) EN MARKETINGFACTS
MEDIA CONSUMPTIE
Television Internet Newspaper Magazine Brochure Books Telephone
MARKET UPDATE
1919
Source: comScore (2008)
INTERNET PENETRATIE
% van de bevolking
Denemarken: 72%
Verenigd Koninkrijk: 60%
Zwitserland: 61%België: 57%
Noorwegen: 72%
Zweden: 73%Nederland: 82%Finland: 66%
MARKET UPDATE
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Source: eMarketer 2007, Competitrack, 2007, Comscore 2009
2002 2003 2004 2005 2006 2007 2008
32 40 66 97 137 154 159
ONLINE BESTEDINGENMARKET UPDATE
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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
DEFINITION.DEFINITION.
Source: Courtesy of therealm, http://www.flickr.com/photos/therealme// on Flickr
WAT IS ONLINE MARKETING?
Online Marketing = Internet Marketing =
eMarketing =
Promoten van de verkoop van producten en diensten via internet.
DEFINITION
ONLINE MARKETING MIX.ONLINE MARKETING MIX.
Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
INGREDIENTS
E-mail Marketing
Mobile Marketing
Website
Social Media
Viral Marketing
Online PR/ Seeding
Bannering
Search Marketing
Affiliate Marketing
BOUGHT CONTROLLED AFFECTED
ONLINE MARKETING MIX
TECH DEMO.TECH DEMO.
Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
ONLINE MARKETING PROCESONLINE MARKETING PROCES
ONLINE MARKETING PROCES
1. Brief 2. Plan 3. Create 4. Monitor
“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
ONLINE MARKETING PROCESWERKEN BIJ AMERPOORT
RO
I IIMPA
CT
High Traffic
Leads/ Sales.
CRM
Loyalty.
LowBrand Awareness. Brand Image.
Short Long
TERM IMPACT
1. Brief 2. Plan 3. Create 4. Monitor
DOELSTELLINGENONLINE MARKETING PROCES
RO
I IIMPA
CT
HighNieuwe kandidaten.
LowBekendheid. Imago.
Short Long
TERM IMPACT
1. Brief 2. Plan 3. Create 4. Monitor
CAMPAGNE DOEL?ONLINE MARKETING PROCES
RO
I IIMPA
CT
High
Low
Short Long
TERM IMPACT
1. Brief 2. Plan 3. Create 4. Monitor
PLANNINGONLINE MARKETING PROCES
SCENARIO PLANNING
1. Brief 2. Plan 3. Create 4. Monitor
SCENARIO'S
Traffic Builders Model A – High Model B - Low Model C - Medium
Bou
ght
2.990 2.392 2.658
788 473 558
Contro
lled
292 146 213
750 250 500
Aff
ecte
d
2.194 1.251 2.250
Totaal 7.013 4.511 6.178
ONLINE MARKETING PROCES
1. Brief 2. Plan 3. Create 4. Monitor
ONLINE MARKETING PROCESSCENARIO PLANNING
ONLINE MARKETING PROCESGOOGLE
ONLINE MARKETING PROCESTWITTER
ONLINE MARKETING PROCESFACEBOOK
ONLINE MARKETING PROCESRSS
FUNNELS
100% 65% 22,8%
6,8% 2,0%
35%
Gross Clicks Net ClicksLanding
PageStart
RegistrationEnd
Registration
100.000 65.000 22.750 6.825 2.047
42,2%
16% 4,8%
0,3%
Thank YouPage
1,7%Drops:
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MONITORING PHASE
1. Brief 2. Plan 3. Create 4. Monitor
EFFECTIVE ONLINE MARKETINGSUMMARY
- Clear objectives
- Proposition
- Target audience
- Previous learnings
- Barriers
- Traffic builders
- Media planning
- Media buying
- Scenario modelling
- Media Integration
- Call to action
- Multible banners
- E-mail templates
- Landing page
- Microsites
- Branding sites
- Progress reports
- Optimization
- Web Analytics
- Evaluation
1. Brief 2. Plan 3. Create 4. Monitor
TECH DEMO.TECH DEMO.
Source: Courtesy of rrazor http://www.flickr.com/photos/rrazor/47006026/ on Flickr
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Klaas Weima :: Managing Director
@Klaas_Weima
klaas_weima
+31 (0)30-23 26 030
ENERGIZE. BOOSTING BRANDSCONTACT