Keynote Vgn Digital Marketing V0.1 Kw

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:

307

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@energize.nl

klaas@weima.org

@Klaas_Weima

klaas_weima

+31 (0)30-23 26 030

ENERGIZE. BOOSTING BRANDSCONTACT