overview

new marketingis ...principlecorereason: genY4 P’stell a friend- content genY- technology genYconsequences- journalist- agencypractical- blog- micro blogconclusionextra info

new versus old marketingsituationtrendgeneralspecific: new push and pull

new versus old marketing

situation: dislike classical advertising

relationship advertiser - consumer today(see you tube clip)

•tired of classical advertising•avoidance•overload

trend: shift

old marketing= intrusion

advertisers: no trust

→ new marketing= permission

other consumers: trust

new versus old marketing 1

old marketing

(Walravens, 2007, online)

(Walravens, 2007, online)

new marketing

new versus old marketing 1

new versus old marketing

OR

old marketing

(Paulisakson, 2008, online)

new versus old marketing 2

new marketing

(Paulisakson, 2008, online)

Marketeers realizedthey not only had an outbox,

but also an inbox.

Marketeers realizedthey not only had an outbox,

but also an inbox.

new versus old marketing 2

new versus old marketing

OR

new versus old marketing

push → dialogue (new push)

(Theafter, 2006, online)

more specific: new push and pull

•search•online media•gamevertising•newsletter•email•mobile / SMS•narrowcasting

•widgets•rss•communities•pod / vodcasting•viral•brand experience•bookmarking

pull → infiltration (new pull)

new marketing is ...

synonyms

= conversation marketing= social marketing= affliliate marketing= marketing 2.0= influencer marketing (affect opinion leaders of the target group)...

definition

reaching consumers through (especially online) social networks,ad units are bound to databases and social data

new marketing principle

principle

•don’t focus on the masses

don’t play ‘safe’, it’s too riskythe masses will ignore your message

•go for the long tail

aim at those who want to hear yougo for niches

‘a lot of one and two’smake a huge turnover’

↑

long tail,see further

(Novelr, 2008, online)

new marketing principle

new marketing core

core - connected

web 1.0 = connecting people to informationweb 2.0 = connecting people to eachother *web 3.0 = everything is connected

(Ischafer, 2008, online)

(Walravens, 2007, online)

*

new marketing reason

reason - evolution - generation Y

born between 1976 and 1982, till even 2001grown up in the 1990s and 2000s

understanding the new generation = understanding new marketing

•more ambitious•more brand aware•more experience with non-traditional family > more peer oriented•more experienced with new technology > tech savvy, creative with content ‘give them your brand and they make it their own’•aware of their assets > not so employer loyal•higher tendancy to job switching

(Wikipedia, 2008a, online)

(Tylerreed, 2008, online)

new marketing P’s

4 new P’s

•personalisationlisten to consumers, give consumers choice, make it all relevant

•participationcreate an environment, build communities, reward participation

•peer-to-peermarketing messages are social, trusted, easier to share

•predictive modellingmarketing that learns, accept consumer preference, opt-in

(Frank watching, 2008, online)

new marketing tell a friend

tell a friend-button

‘be good and let others tell it’

•content•means•deliver how target wants•visuals

(Hitflip, 2006, online)

new marketing - content -

genY - content

‘the need to find ways to get consumersto invite brands into their lives’

•get content•adapt content•spread content

(Theafter, 2006, online)

new marketing - technology -

genY - technology

possibilities:

* created with Wordle

new marketing consequences

consequences

•consumer: till now about consumer•journalist: also part of genY•marcom agency

new marketing consequences journalist

consequences journalist

how they handle content is similar

churnalism

book: Flat Earth Newsauthor: Nick Davies (journalist Guardian)

•less time > news 24/7•more info•more stress

→ no time to double check copy paste

(Desmet, 2008, online)

(Clever together PR explained, 2008, online)

new marketing consequences journalist

recent case (Belgium)

the bassie-effect

Bassie is a famous 70-year old clownin Belgium and the Netherlands

someone leaked the fact he impregnated a 30-year old woman

•national press took over the news (without verifying)•many reactions on interactive platforms

BUT it was all a stunt for a commercial partner

(Desmet, 2008, online)

(Clever together PR explained, 2008, online)

new marketing consequences agency

consequences agency

diffusion of innovation

(Ischafer, 2008, online)

new marketing practical - blog

case (international)

dell hell

•2005 - dell no blog

BUT one of customers didcomplaint technical supportblog very popularnegative press coverage NYTimes

•today - dell blog

complaining bloggers are helped by technicianspositive blog feedbackpositive buzz

(Illuminea, 2008, online)

new marketing practical - blog

conditions by Seth Godin

•candor / boldness•urgency•timeliness•pithiness•controversy

(Godin in Shotgunconcepts, 2008, online)

new marketing practical - microblog

twitter / micro blog

combines weblogging with instant messaging

basic question: What are you doing now?

creates virtual presence

those who are interested can receive text messages (tweets) via the twitter site, IM, SMS, e-mail, RSS or other

founded in 2006 by Obvious Corp.

(Wikipedia, 2008b, online)

new marketing conclusion

‘hop on the train, before he leaves the station’

future needs by trendwatcher Andrew Zolli

•demographer (know your target audience)•understanding social networks•understanding the mix of technology and design(think apple, starbucks ...)

(Zolli in Bizz.be, 2008, online)

new marketing extra information

•more information•some interesting numerical data about the subject•honourable mention in world’s best presentation contest 2008

(Mckagan, 2008, online)

what the f**k social media?

the endhopefully I was able to help ...

by Catherine Asselman

bibliography

honesty is the best policy

•CLEVER TOGETHER PR EXPLAINED (2008), Blog - Churnalism is the new journalism (online), http://horizoncommunication.wordpress.com/2008/03/13/churnalism-is-the-new-journalism/, seen September 2008•DESMET, Yves (2008), Mediakritiek - Churnalism (online), http://www.mediakritiek.be/index.php?page=7&lkz=1&&detail=161, seen September 2008•EVENSYS (2007), You Tube – Advertiser vs Consumer (online), http://nl.youtube.com/watch?v=heSudg-tfIk, seen in September 2008•FRANK WATCHING (2008), Blog - Hoe zet ik PR 2.0 in voor de marketingcommunicatiestrategie? (online), http://www.frankwatching.com/archive/2008/04/03/hoe-zet-ik-pr-20-in-voor-de-marketingcommunicatiestrategie/, seen September 2008•GODIN, Seth in SHOTGUNCONCEPTS (2006), SlideShare - Social media and blogs in corporate marketing (online), http://www.slideshare.net/shotgunconcepts/social-media-and- blogs-in-corporate-marketing, seen September 2008•HITFLIP (2006), SlideShare - Affiliate Marketing 2.0 (online), http://www.slideshare.net/Hitflip/affiliate-marketing-20, seen September 2008•ILLUMINEA (2008), SlideShare - Why blogs and social media are effective tools (online), http://www.slidehare.net/illuminea/why-blogs-and-social-media-are-effective-marketing-tools, seen September 2008•ISCHAFER (2008), SlideShare - The future of marketing, advertising and branded entertainment (online), htttp://www.slideshare.net/ischafer/the-future-of-marketing-advertising-and-branded-entertainment, seen September 2008•MZKAGAN (2008), SlideShare - What the F**k is social media (online), http://www.slideshare.net/mzkagan/wahat-the-fk-social-media, seen September 2008•NOVELR(2008), Image - Writing and presenting internet fiction: applying the long tail to online fiction (online), http://images.google.be/imgres?imgurl=http://www.novelr.com/wp-content/uploads/2008/02/long_tail_graph.gif&imgrefurl=http://www.novelr.com/2008/02/ 08/the-long-tail-and-online-fiction-how-to-get-read&h=325&w=448&sz=17&hl&start=2&usg=__IlleiBDAFJvL5GOqdF2WeqAnFkx4=&tbnid=hhn5sjvm4oCnzM:&tbnh=92&tbnw=127&prev=/images%3Fq%3Dchris%2Banderson%2Blong%2Btail%26gbv%3D2%26hl%3Dnl%26sa%3DG, seen September 2008•PAULISAKSON (2008), SlideShare - Whats’ next in marketing & advertising (online), http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143, seen in September 2008•THEAFTER (2006), SlideShare - New Marketing (on line), http://www.slideshare.net/theafter/new-marketing, seen in September 2008•TYLERREED (2008), SlideShare - 4 New P’s of marketing (online), http://www.slideshare.net/tylerreed/4-new-ps-of-of-marketing, seen September 2008•WALRAVENS, Wim (2007), SlideShare - New marketing: same but different (online), http://www.slideshare.net/wimwalravaevens/new-marketing-same-same-but-different, seen in September 2008•WIKIPEDIA (2008a) GenerationY (online), http://en.wikipedia.org/wiki/Generation_Y, seen September 2008•WIKIPEDIA (2008b), Twitter (online), http://nl.wikipedia.org/wiki/Twitter, seen September 2008•ZOLLI, Andrew in BIZZ.BE (2008), Trends blog - Hoe Starbucks toegevoegde creëert (online), http://www.trends.be/nl/bizz/hoe-starbucks-toegevoegde-creeert/site72-section109-article20785.html, seen September 2008

biography

education

• master communication scienceuniversity of Antwerp (Belgium)

• master after master multilingual business communicationuniversity of Ghent (Belgium)

business

• marcom assistant

bye

catherine dot asselman at gmail dot com