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overview
new marketingis ...principlecorereason: genY4 P’stell a friend- content genY- technology genYconsequences- journalist- agencypractical- blog- micro blogconclusionextra info
new versus old marketingsituationtrendgeneralspecific: new push and pull
new versus old marketing
situation: dislike classical advertising
relationship advertiser - consumer today(see you tube clip)
•tired of classical advertising•avoidance•overload
trend: shift
old marketing= intrusion
advertisers: no trust
→ new marketing= permission
other consumers: trust
new versus old marketing 1
old marketing
(Walravens, 2007, online)
(Walravens, 2007, online)
new marketing
new versus old marketing 1
new versus old marketing
OR
old marketing
(Paulisakson, 2008, online)
new versus old marketing 2
new marketing
(Paulisakson, 2008, online)
Marketeers realizedthey not only had an outbox,
but also an inbox.
Marketeers realizedthey not only had an outbox,
but also an inbox.
new versus old marketing 2
new versus old marketing
OR
new versus old marketing
push → dialogue (new push)
(Theafter, 2006, online)
more specific: new push and pull
•search•online media•gamevertising•newsletter•email•mobile / SMS•narrowcasting
•widgets•rss•communities•pod / vodcasting•viral•brand experience•bookmarking
pull → infiltration (new pull)
new marketing is ...
synonyms
= conversation marketing= social marketing= affliliate marketing= marketing 2.0= influencer marketing (affect opinion leaders of the target group)...
definition
reaching consumers through (especially online) social networks,ad units are bound to databases and social data
new marketing principle
principle
•don’t focus on the masses
don’t play ‘safe’, it’s too riskythe masses will ignore your message
•go for the long tail
aim at those who want to hear yougo for niches
‘a lot of one and two’smake a huge turnover’
↑
long tail,see further
(Novelr, 2008, online)
new marketing principle
new marketing core
core - connected
web 1.0 = connecting people to informationweb 2.0 = connecting people to eachother *web 3.0 = everything is connected
(Ischafer, 2008, online)
(Walravens, 2007, online)
*
new marketing reason
reason - evolution - generation Y
born between 1976 and 1982, till even 2001grown up in the 1990s and 2000s
understanding the new generation = understanding new marketing
•more ambitious•more brand aware•more experience with non-traditional family > more peer oriented•more experienced with new technology > tech savvy, creative with content ‘give them your brand and they make it their own’•aware of their assets > not so employer loyal•higher tendancy to job switching
(Wikipedia, 2008a, online)
(Tylerreed, 2008, online)
new marketing P’s
4 new P’s
•personalisationlisten to consumers, give consumers choice, make it all relevant
•participationcreate an environment, build communities, reward participation
•peer-to-peermarketing messages are social, trusted, easier to share
•predictive modellingmarketing that learns, accept consumer preference, opt-in
(Frank watching, 2008, online)
new marketing tell a friend
tell a friend-button
‘be good and let others tell it’
•content•means•deliver how target wants•visuals
(Hitflip, 2006, online)
new marketing - content -
genY - content
‘the need to find ways to get consumersto invite brands into their lives’
•get content•adapt content•spread content
(Theafter, 2006, online)
new marketing - technology -
genY - technology
possibilities:
* created with Wordle
new marketing consequences
consequences
•consumer: till now about consumer•journalist: also part of genY•marcom agency
new marketing consequences journalist
consequences journalist
how they handle content is similar
churnalism
book: Flat Earth Newsauthor: Nick Davies (journalist Guardian)
•less time > news 24/7•more info•more stress
→ no time to double check copy paste
(Desmet, 2008, online)
(Clever together PR explained, 2008, online)
new marketing consequences journalist
recent case (Belgium)
the bassie-effect
Bassie is a famous 70-year old clownin Belgium and the Netherlands
someone leaked the fact he impregnated a 30-year old woman
•national press took over the news (without verifying)•many reactions on interactive platforms
BUT it was all a stunt for a commercial partner
(Desmet, 2008, online)
(Clever together PR explained, 2008, online)
new marketing consequences agency
consequences agency
diffusion of innovation
(Ischafer, 2008, online)
new marketing practical - blog
case (international)
dell hell
•2005 - dell no blog
BUT one of customers didcomplaint technical supportblog very popularnegative press coverage NYTimes
•today - dell blog
complaining bloggers are helped by technicianspositive blog feedbackpositive buzz
(Illuminea, 2008, online)
new marketing practical - blog
conditions by Seth Godin
•candor / boldness•urgency•timeliness•pithiness•controversy
(Godin in Shotgunconcepts, 2008, online)
new marketing practical - microblog
twitter / micro blog
combines weblogging with instant messaging
basic question: What are you doing now?
creates virtual presence
those who are interested can receive text messages (tweets) via the twitter site, IM, SMS, e-mail, RSS or other
founded in 2006 by Obvious Corp.
(Wikipedia, 2008b, online)
new marketing conclusion
‘hop on the train, before he leaves the station’
future needs by trendwatcher Andrew Zolli
•demographer (know your target audience)•understanding social networks•understanding the mix of technology and design(think apple, starbucks ...)
(Zolli in Bizz.be, 2008, online)
new marketing extra information
•more information•some interesting numerical data about the subject•honourable mention in world’s best presentation contest 2008
(Mckagan, 2008, online)
what the f**k social media?
the endhopefully I was able to help ...
By Stephen Darori
bibliography
honesty is the best policy
•CLEVER TOGETHER PR EXPLAINED (2008), Blog - Churnalism is the new journalism (online), http://horizoncommunication.wordpress.com/2008/03/13/churnalism-is-the-new-journalism/, seen September 2008•DESMET, Yves (2008), Mediakritiek - Churnalism (online), http://www.mediakritiek.be/index.php?page=7&lkz=1&&detail=161, seen September 2008•EVENSYS (2007), You Tube – Advertiser vs Consumer (online), http://nl.youtube.com/watch?v=heSudg-tfIk, seen in September 2008•FRANK WATCHING (2008), Blog - Hoe zet ik PR 2.0 in voor de marketingcommunicatiestrategie? (online), http://www.frankwatching.com/archive/2008/04/03/hoe-zet-ik-pr-20-in-voor-de-marketingcommunicatiestrategie/, seen September 2008•GODIN, Seth in SHOTGUNCONCEPTS (2006), SlideShare - Social media and blogs in corporate marketing (online), http://www.slideshare.net/shotgunconcepts/social-media-and- blogs-in-corporate-marketing, seen September 2008•HITFLIP (2006), SlideShare - Affiliate Marketing 2.0 (online), http://www.slideshare.net/Hitflip/affiliate-marketing-20, seen September 2008•ILLUMINEA (2008), SlideShare - Why blogs and social media are effective tools (online), http://www.slidehare.net/illuminea/why-blogs-and-social-media-are-effective-marketing-tools, seen September 2008•ISCHAFER (2008), SlideShare - The future of marketing, advertising and branded entertainment (online), htttp://www.slideshare.net/ischafer/the-future-of-marketing-advertising-and-branded-entertainment, seen September 2008•MZKAGAN (2008), SlideShare - What the F**k is social media (online), http://www.slideshare.net/mzkagan/wahat-the-fk-social-media, seen September 2008•NOVELR(2008), Image - Writing and presenting internet fiction: applying the long tail to online fiction (online), http://images.google.be/imgres?imgurl=http://www.novelr.com/wp-content/uploads/2008/02/long_tail_graph.gif&imgrefurl=http://www.novelr.com/2008/02/ 08/the-long-tail-and-online-fiction-how-to-get-read&h=325&w=448&sz=17&hl&start=2&usg=__IlleiBDAFJvL5GOqdF2WeqAnFkx4=&tbnid=hhn5sjvm4oCnzM:&tbnh=92&tbnw=127&prev=/images%3Fq%3Dchris%2Banderson%2Blong%2Btail%26gbv%3D2%26hl%3Dnl%26sa%3DG, seen September 2008•PAULISAKSON (2008), SlideShare - Whats’ next in marketing & advertising (online), http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143, seen in September 2008•THEAFTER (2006), SlideShare - New Marketing (on line), http://www.slideshare.net/theafter/new-marketing, seen in September 2008•TYLERREED (2008), SlideShare - 4 New P’s of marketing (online), http://www.slideshare.net/tylerreed/4-new-ps-of-of-marketing, seen September 2008•WALRAVENS, Wim (2007), SlideShare - New marketing: same but different (online), http://www.slideshare.net/wimwalravaevens/new-marketing-same-same-but-different, seen in September 2008•WIKIPEDIA (2008a) GenerationY (online), http://en.wikipedia.org/wiki/Generation_Y, seen September 2008•WIKIPEDIA (2008b), Twitter (online), http://nl.wikipedia.org/wiki/Twitter, seen September 2008•ZOLLI, Andrew in BIZZ.BE (2008), Trends blog - Hoe Starbucks toegevoegde creëert (online), http://www.trends.be/nl/bizz/hoe-starbucks-toegevoegde-creeert/site72-section109-article20785.html, seen September 2008
bye
catherine dot asselman at gmail dot com