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