Marketing in the online era MARUG guest lecture

Marketing in the online era

two hours, two stories and one geek-experiment ;)

@ritzotencate - deondernemers.nl28th March 2011

Marketing Associatie Rijksuniversiteit Groningen

maandag 28 maart 2011

onsboek.nl





• craftsmen• fine

products• face-to-face• word-of-

mouth promotion

• circles of trust

maandag 28 maart 2011• Once upon a time the world was quiet and peaceful.• Goods were good and they were traded at what we know as traditional markets.• Goods were manufactured by craftsmen.• And marketing was mainly about direct contact with your customer. Asking, manufacturing, and word-of-mouth promotion. Branding was a minor

thing.

• factories• mass-production• cheap products• supply-oriented

maandag 28 maart 2011• Then at a certain time (round 1800) we invented steam engine technology and the industrial revolution was a fact (1800+).• Products were being produced in factories and mass-production was a fact.• Producing became cheaper and less customized - to say the least - T-ford 1908

• Kotler• modelling• segmentation• research• advertising / fooling the

customermaandag 28 maart 2011

• And selling, advertising and early forms of branding became more and more important. Coca Cola.• And a few years later (1970’s) the Kotler-guy came along and started publishing on marketing (with a few others) and marketing was invented.• Marketing in these times was all about good modelling, segmentation, targetting, positioning, doing research, smart pricing and advertising.• Everything what the marketeer came up with, could be sold.

maandag 28 maart 2011• And then the internet and the iPhone were invented.• People started started Twittering, blogging, using Facebook, sharing things: pictures, movies, reviews and whatever.






• lot’s of kings and queens

• you can’t fool them!

maandag 28 maart 2011• Customers became more critical - expecting the very best and being treated as a king or queen. Customers became resistent to

advertising.• And lot’s of the traditional-marketing-thought didn’t work anymore.

no-marketingmodern

marketinghyper-modern

marketing

post-modernmarketing

social & groundswellletting loose

hyper-local & microBig Big Brother

less

more

maandag 28 maart 2011Two schools:

1. Post-modern marketing which is kind of fed up with the traditional marketing. Social marketing. Groundswell-thinking. Grass-roots development. Good vibe. Seth Godin.

2. Hyper-modern marketing, which is kind of exaggerating traditional marketing. Hyper-local. Mega-micro. Big brotherish.

two hours, two stories and one geek-

experiment ;)maandag 28 maart 2011



susanne heeft uiteraard een site


foto’s - kijkje in de keuken


ze twittert als een gek. ze had op’t moment dat ik deze slide maakte 1641 followers. daar deelt ze van alles en nogwat mee en stelt ze vragen


bloggen om te vragen - niet alleen om te zenden

idol / you

true fans

fans

likers

rest of the world


- vooral veel aandacht voor je true fans, die hards, inner circle- samen met hen: heen én terug. laat ze meebouwen aan je ‘product’- laat hen jouw verhaal doorvertellen aan hun achterban - in hun eigen woorden- geen longshots


Case Wibi Soerjadi


an example of an ‘ordinary product’ - the Dyson Vacuum cleaner

•hardly no targetting / segmentation

•instead: make cool music / being cool

•embrace your fans

•let it go

•embrace more fans


Questions?



After the short break we will do a second story. Foursquare plays an important role in that one. Please install it on your smartphone and create an account... :)



You can earn points - which is great fun but pretty useless..


You can play a game - which is great fun but pretty useless.. ;)


You can earn badges - which is great fun but pretty useless..


You can earn mayorships - which is great fun but in many cases still pretty useless..


you can find out where your friends are


you can read tips..


explore a city... by tips from your friends or people in general



Foursquare for business



we’re doing a Foursquare -hour at Ome Kodrinks € 1,-

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mailto:[email protected]


Why don’t you buy her some fine chocolatesat our sweets department?

You seem to have a new girlfriend


hyper-local

mega-micro

(Big Big Brother)

super-pleasing


But...



in the Netherlands there are just about 10.000 Foursquare users - which is not quite much..

more than 4m FB-users in NL!(and rising fast)

more than 60% mobile(and rising fast)

September ’11 1.000.000FB-places users in NL?


Facebook Places - the real thing :)

profitbird.nl/student@profitbird


Please visit www.profitbird.nl/student or follow us on twitter.

14.00 Grote Markt@4sq050


[email protected]

@ritzotencate06 519 10 598

deondernemers.nl




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Marketing in the online era MARUG guest lecture