presentatie #nmd2010 marco derksen inleiding
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Marketing in the digital ageIt’s all about socialising, sharing and creating
Marco DerksenJuni 2010
Marketing in the digital ageDefinitie van marketing
Philip Kottler:
(...) Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communication and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return. (...)
Marketing in the digital ageDefinitie van marketing
Advertising = roepen dat je het goed doet
Marketing = zorgen dat je het goed doet
PR = zorgen dat anderen roepen dat je het goed doet
Marketing in the digital ageMarketingmix
Jerome McCarthy’s 4 P’s:
Marketing in the digital ageThe past, present and future of media
Marketing in the digital ageInternetgebruik in Nederland
Bron: Trendbox /STIR
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 20090.0
25.0
50.0
75.0
100.0
1.2 2.87.5
10.0
20.0
30.0
42.0
49.0
57.0
66.070.0
76.081.3 83.4 85.3
Inte
rnetg
ebru
ik (
%)
Marketing in the digital ageMediaconsumptie
Bron: Forrester
(leeftijd)
0
2
4
6
8
10
12
16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
Internet
TV
Radio
Magazines
Newspapers
(gem
. Aan
tal u
ur/w
k)
Bron: Forrester 2009
Marketing in the digital ageEarned, Owned and Paid Media
PaidMedia
OwnedMedia
EarnedMedia
Awareness Image Preference
Marketing in the digital ageDigital ad spend 2009 (Europe)
Bron: IAB Europe
Denmark
Norway
Sweden
Russia
Spain
Netherlands
Italy
France
Germany
UK
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500 € 4,000 € 4,500
€ 374
€ 390
€ 455
€ 635
€ 800
€ 798
€ 1,731
€ 2,939
€ 3,834
€ 384
€ 401
€ 467
€ 514
€ 683
€ 815
€ 849
€ 1,760
€ 3,092
€ 4,011
Online ad spend by country 2008 vs. 2009 (€m)
20092008
Marketing in the digital ageDigital ad spend 2009 (Europe)
Bron: IAB Europe
0% 5% 10% 15% 20% 25% 30% 35%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Online Market Share
Year-
on
-year
gro
wth
20
09
AustriaPoland
Italy
SlovakiaRomania
Croatia
Norway
Netherlands
Denmark
Slovenia
SpainHungary
France
Finland
Belgium
Sweden
Greece
Turkey
Marketing in the digital ageDigital ad spend 2009 (Europe)
Bron: IAB Europe
Marketing in the digital ageDigital ad spend 2009 (Europe)
Bron: IAB Europe
Display Classifieds Search Total
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
0.3%
-1.4%
10.8%
4.5%
Growth of formats in 2009 (like-for-like)
Marketing in the digital ageShift to performanced based
TV
Bereik
Budget
Radio %
BereikBudget
%
Dagbladen Website Formulier Klanten
Bereik % # bezoekers % # formulieren % # klantenBudget
%
Zoekmachines
BereikBudget %
Online Ads
BereikBudget
Klantwaarde?
Cost-per-sale(CPS)
Cost-per-action(CPA)
Cost-per-click(CPC)
Cost-per-mille (CPM)
Marketing in the digital ageShift to social media
0% 20% 40% 60% 80% 100%
Virtual worlds In game ads or product placements
Mobile WAP sites Mobile text messages
Social networks Blogs
User-generated content Ads within online video
Advergames (interactive banners) Podcasts
RSS Behavioral targeting Contextual targeting
Video created by marketing Branded microsites
Interactive online display ads Static online display ads
Search marketing Email marketing
No plans to use at allExpect to pilotPilotingCurrently using
Bron: Forrester
Bron: Morgan Stanley 2010
Marketing in the digital ageShift to mobile internet
Bron: Morgan Stanley 2010
Marketing in the digital ageShift to mobile internet
Bron: Morgan Stanley 2010
Marketing in the digital ageMedia Time Spent vs Ad Spend Still Out of Whack
Bron: E-consultancy
Marketing in the digital ageWelke middelen zet ik in en voor welke doelstellingen?
Marketing in the digital ageProgramma
Ochtend:
E-mail marketing Sander van der Blonk, RapidSugarOnline advertising Phileas Fox, AdfactorAffiliate marketing Remko Nugteren, TradeDoublerZoekmachine marketing Maurits van Eeghen, Traffic4u
Marketing in the digital ageProgramma
Middag:
Mobile marketing Naos Wilbrink, aFrogleapSocial media marketing Polle de Maagt, BoondoggleE-business Iskander Smit, Info.nlOnline video Remco Bron, YubbyOnline PR Jan Willem Alphenaar, DSBtheMovie.nlEnterprise 2.0 René van den Bos, DigiRedo
Marketing in the digital ageMarketingfacts Jaarboek 2010
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