the intention economy
DESCRIPTION
Companies spend millions on chasing down consumers to mixed effect. What will happen if we give customers the tools to better express their needs and desires. Operating on mutual trust between emancipated customers and businesses to create a win-win.TRANSCRIPT
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The Intention Economy ‘When Customers take Charge’ van Doc SearlsRemmert Braatmei 2013
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Gevecht om aandacht
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De volgende dag…..
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Zou het niet handiger zijn als klanten meer middelen en mogelijkheden krijgen om zelf hun vraag te ventileren?
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The Attention
Economy
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Verkopers vissen allemaal naar klanten…
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Promoties als aas
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Companies make us prisoner…
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‘Loyalty’ programmas houden ons aan het lijntje
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Adheshion contracts
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Maakt een profiel door je digitale voetafdruk bij elkaar te harken. Maar…
Big Data
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De verandering
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Networked marketplace
• Bereik• Podium• Transparant• Vrij en open
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Agency: assert and express yourself
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Decentralized production
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Advertentiemodel onder druk
Digitaal opnemen, uitzending gemist
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Mobile opent nieuwe mogelijkheden
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The Intention Economy
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The Intention Economy is about buyers finding sellers, not sellers finding (or “capturing”) buyers
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20The intention economy
Verkoper Klant
3rd party
geen balans
Xtra middelen nodig
Data warehousesMedia bureasCRM toolingWebsitesMassa mediaBig Dataetc etc
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21The intention economy
Verkoper Klant
3rd party 4th party
VRAAGGericht aanbod
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22The intention economy
Verkoper Klant
3rd party 4th party
CustomertoolingVRMEmanciPaytion
Small DataPersonal data stores
APIs
Vendor toolingData warehousesMedia bureasCRM
WebsitesMassa mediaBig Dataetc etc
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23The intention economy
BALANSEen markt die meer in balans is leidt tot meer
waarde en mogelijkheden voor klanten en bedrijven.
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The original purpose of the merchant was to serve as an agent for the customer.
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25The intention economy
Ik wil op een surftrip met 5 man in Brasil!!
Hotels
Autoverhuur
Tickets
Verzekering
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Small data en personal data stores
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EmanciPaytion
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In het oude geindustraliseerde model gaat de markt over:
Relaties
Conversaties
Transacties
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In de intention economy gaan we toe naar:
RelatiesConversatiesTransacties
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30The intention economy
Vendor Relationship Management
Back seat / passive Front seat / in charge
Customer Evolution
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Voorbeelden
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32The intention economy
Azigo for Email
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33The intention economy
Life events
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Ting mobile telecom
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EINDE
Einde van deze presentatie
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