20130918 nuv academy executive orange valley presentatie publicatie
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TRANSCRIPT
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Online dialoog & klantfocus
NUV ACADEMY - EXECUTIVE
18 september 2013
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KENNISSESSIE ONLINE DIALOOG & KLANTFOCUS
Eduard BlacquièrePrincipal consultant
Ortwin VerreckManaging Partner
KENNISMAKING
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⟹Al jaren een toonaangevend Online Marketing bureau⟹Jaarlijks staan we in de Top 3 van het Emerce onderzoek naar
toonaangevende Search, Site Statistics & Optimalisatie bureaus. ⟹Actief (bestuurs)lid van de brancheorganisaties DDMA en IAB
OVER ORANGEVALLEY
Online Strategie
Zoekmachine Marketing
Web Analytics
Conversieoptimalisatie
OnlineAdverteren
Training &Coaching
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AGENDA
1. Inleiding 15:30
2. Trends 15:40
3. Online Dialoog 16:10
4. Maturity model 16:40
5. Pauze 17:00
6. Breakout 17:10
7. Centrale Recap 18:00
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2. Belangrijke trends
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TRENDS
① Globalisering markt <-> Lokale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <-> Long tail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> E-tailer
⑥ Advertentie in bladen <-> Online advertentie
⑦ Data (management) is key succes factor
MARKT - TRENDS
BEDREIGING OF KANS => succesfactor
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SUCCESFACTOR = DATA !!!
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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BOEKENVERKOOP
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E-BOEKEN
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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“BESTSELLERITIS”
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“BESTSELLERITIS”
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LONG TAIL
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PARALLEL ONLINE MARKETING -> HEAD & TAIL
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“THE WINNER TAKES IT ALL”
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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HERKENT U DIT?GEMIDDELD 150 KEER PER DAG (2013)
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MOBIEL
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DIGITALISERING “STEVE JOBS SCHOOL”
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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VERANDERING AANKOOPGEDRAG
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“COMPUTER”
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ZOEK- EN KOOPGEDRAG vs. TIJD
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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VERANDERING AANKOOPGEDRAG
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1 2 3 4
LOW INVOLVEMENT HIGH INVOLVEMENT
Kennen & Komen
Kiezen & Kijken Kopen Terugkomen
INVOLVEMENT VAN DE BEZOEKER
ONLINE KANALEN WERKEN SAMEN
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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TOENAME ADVERTEREN ONLINE
2010, juni 2011, januari 2011, september 2012, november
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MEER BETAALDE VINDBAARHEID
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EN NOG MEER BETAALDE VINDBAARHEID
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > AFFILIATES
KANALEN WERKEN SAMEN : ONLINE REMARKETING
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TOENAME MOBILE SEARCH
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
TRENDS – PUBLISHERS?
2) BEDREIGING OF KANS => succesfactor
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DATA ANALYSE : GRATIS E-CONTENT
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MATURITY MODEL > NIVEAU 2 “RESULTAAT GERICHT”
DATA ANALYSE : GEDRAG CONSUMENT & CONVERSIE
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+20%
+30% -10%
DATA ANALYSE : SEGMENTATIE VAN DOELGROEP
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
MARKT - TRENDS
=> DATAANALYSE CRUCIAAL ALS SUCCESFACTOR
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SUCCESFACTOR = DATA !!!
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AGENDA
1. Inleiding 15:30
2. Trends 15:40
3. Online Dialoog 16:10
4. Maturity model 16:40
5. Pauze 17:00
6. Breakout 17:10
7. Centrale Recap 18:00
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3. ONLINE DIALOOG
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GEEN BEHOEFTE OF ANDER AANKOOP GEDRAG?
DOELGROEP
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ACCELERATIE OF RECESSIE
ONLINE ECONOMIE
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RECESSIE OF KANS?
ONLINE MARKETING 2013
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SUCCESFACTOR = DATA !!!
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ONLINE DIALOOG & MARKETING
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PARALLEL ONLINE MARKETING -> HEAD & TAIL
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MOBIEL
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ZOEK- EN KOOPGEDRAG vs. TIJD
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1 2 3 4
LOW INVOLVEMENT HIGH INVOLVEMENT
Kennen & Komen
Kiezen & Kijken Kopen Terugkomen
INVOLVEMENT VAN DE BEZOEKER
ONLINE KANALEN WERKEN SAMEN
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TOENAME ADVERTEREN ONLINE
2010, juni 2011, januari 2011, september 2012, november
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TREND 1: ORGANISCHE VINDBAARHEID= Google Nieuws
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TREND 1: ORGANISCHE VINDBAARHEID= AUTEUR wordt belangrijker dan WEBSITE
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > ZOEKMACHINE ADVERTEREN
ONLINE LEADGENERATIE : ZOEKMACHINE ADVERTEREN
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EN…. COOKIE MONSTER IN 2013
ONLINE MARKETING
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HOE BEREIK EN OVERTUIG JE DE DOELGROEP?
CENTRALE VRAAG:
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TWEE METHODES OM UW DOELGROEP TE BEREIKEN
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LEADGENERATIE > METHODES > OUTBOUND MARKETING
METHODE 1): OUTBOUND MARKETING PRODUCT CENTRAAL = “MARKETING VAN GISTEREN”
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LEADGENERATIE > METHODES > INBOUND MARKETING
METHODE 2 : INBOUND MARKETINGKLANTBEHOEFTEN CENTRAAL = “MARKETING VANDAAG”
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LEADGENERATIE > METHODES > LEADGENERATIE GISTEREN & VANDAAG
OUTBOUND / INBOUND MARKETING= GISTEREN & VANDAAG
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > KANALEN
ONLINE MARKETING : DISPLAY MARKETINGVAN “OUTBOUND” NAAR “INBOUND”
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ZOEKMACHINE MARKETING => STEEDS MEER GEPERSONALISEERDE RESULTATEN
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > ZOEKMACHINE ADVERTEREN
ONLINE ADVERTENTIEMARKT GROEIT
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HERKENT U DIT?GEMIDDELD 150 KEER PER DAG(2013)
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MEDIASPEND
Source: IAB/PWC H1 2012 Digital Adspend Report; IAB Mediascope Europe, UK Results, June 2012
MEDIA SPEND
Mobiel: 3%
MEDIASPEND ONLINE IS NOG ONDERONTWIKKELD
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > E-MAIL
ONLINE LEADGENERATIE : E-MAILVAN OUTBOUND = “SPAM” NAAR “GEPERSONALISEERD”
FOCUS OP:
• PRODUCT of
• BEHOEFTEN
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > AFFILIATES
ONLINE MARKETING : AFFILIATES ALS EXTRA KANAAL
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > SOCIAL MEDIA
SOCIAL MEDIA ALS EXTRA KANAAL
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > SOCIAL MEDIA
SOCIAL MEDIA ALS INBOUND MARKETING
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LEADGENERATIE > METHODES > LEADGENERATIE ONLINE > SOCIAL MEDIA
SOCIAL MEDIA ALS DATA VERRIJKING
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Wat is belangrijk?
ONLINE DIALOOG & MARKETING
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LEADGENERATIE > TIP
WED NIET OP 1 PAARD = Differentieer bezoekers bronnen
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LEADGENERATIE > TIP
LAAT DE KANALEN SAMENWERKEN
SEO
Banner
SEA
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CONVERSIE OPTIMALISATIE WAT IS DAT > PRAGMATISCH
Conversie Optimalisatie = Hoe je de boodschap vertelt
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SUCCESFACTOR = DATA !!!
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VIDEO OVER INBOUND MARKETING
http://www.youtube.com/watch?v=HX8aMd566Ds
INBOUND MARKETING
INBOUND MARKETING = Praktijkvoorbeeld SNS Bank
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AGENDA
1. Inleiding 15:30
2. Trends 15:40
3. Online Dialoog 16:10
4. Maturity model 16:40
5. Pauze 17:00
6. Breakout 17:10
7. Centrale Recap 18:00
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4. ONLINE MARKETING - MATURITY MODEL
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SUCCESFACTOR = DATA !!!
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HOE BEREIK EN OVERTUIG JE DE DOELGROEP?
CENTRALE VRAAG:
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TWEE METHODES - INBOUND MARKETING- OUTBIND MARKETING
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Resultaat Conversiescan
VEEL FACTOREN IN ONLINE PERFORMANCE MONITOR
RED OCEAN BLUE OCEAN
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LEVE
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TIJD
AANWEZIGHEIDFocus op techniek“ zenden”Pageviews of “Aantal bezoekers”
1 RESULTAAT GERICHTFocus resultaat“ ontvangen”Resultaat“Aantal transacties”
2 OPTIMALE DIALOOGFocus dialoog“ gedrag”afhaakmoment“ Succesvol bezoek”
3 LIFETIME VALUEFocus klant“ behoeften”dienstverlening“Waarde creatie”
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MATURITY MODEL > NIVEAU 1 “AANWEZIGHEID”
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NIVEAU 1 - AANWEZIGHEID
MATURITY MODEL > NIVEAU 1 “AANWEZIGHEID”
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AANWEZIGHEID
MATURITY MODEL > NIVEAU 1 “AANWEZIGHEID”
BIJDRAGE “TEAMLEDEN” AAN SUCCES NIET BEKEND
=
ONBEKEND WELKE VERKEERSBRONNEN SUCCESVOL ZIJN +ONBEKEND WELKE ONLINE DIALOOG SUCCESVOL IS.
=
“MEEDOEN IS BELANGRIJKER DAN WINNEN”
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MATURITY MODEL > NIVEAU 1 “AANWEZIGHEID”
PERFORMANCE INDICATOR: AANTAL BEZOEKERS
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LEVE
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TIJD
AANWEZIGHEIDFocus op techniek“ zenden”Pageviews of “Aantal bezoekers”
1 RESULTAAT GERICHTFocus resultaat“ ontvangen”Resultaat“Aantal transacties”
2 OPTIMALE DIALOOGFocus dialoog“ gedrag”afhaakmoment“ Succesvol bezoek”
3 LIFETIME VALUEFocus klant“ behoeften”dienstverlening“Waarde creatie”
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3
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MATURITY MODEL > NIVEAU 2 “RESULTAAT GERICHT”
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NIVEAU 2- RESULTAATGERICHT
MATURITY MODEL > NIVEAU 2 “RESULTAAT GERICHT”
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RESULTAAT
MATURITY MODEL > NIVEAU 2 “RESULTAAT GERICHT”
DE “SPITS” MAAKT DE PUNTEN
=
BEKEND WELKE VERKEERSBRONNEN (VERKOOP) LEIDEN +BEKEND WANNEER VERKOOPDIALOOG SUCCESVOL IS.
=
“HET LIEFST IS ELK (ONLINE KANAAL) SPITS”
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MATURITY MODEL > NIVEAU 1 “AANWEZIGHEID”
PERFORMANCE INDICATOR: TRANSACTIES, OMZET
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LEVE
L
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AANWEZIGHEIDFocus op techniek“ zenden”Pageviews of “Aantal bezoekers”
1 RESULTAAT GERICHTFocus resultaat“ ontvangen”Resultaat“Aantal transacties”
2 OPTIMALE DIALOOGFocus dialoog“ gedrag”afhaakmoment“ Succesvol bezoek”
3 LIFETIME VALUEFocus klant“ behoeften”dienstverlening“Waarde creatie”
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1
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3
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MATURITY MODEL > NIVEAU 3 “OPTIMALE DIALOOG”
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NIVEAU 3 - DE AANGEVER ?
MATURITY MODEL > NIVEAU 3 “OPTIMALE DIALOOG”
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NIVEAU 3 – OPTIMALE DIALOOG
MATURITY MODEL > NIVEAU 3 “OPTIMALE DIALOOG”
SEO
Banner
SEA
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OPTIMALE DIALOOG
MATURITY MODEL > NIVEAU 3 “OPTIMALE DIALOOG”
BIJDRAGE “TEAMLEDEN” IS MEETBAAR
=
BEKEND WELKE VERKEERSBRONNEN (VERKOOP) LEIDEN +CONVERSIEATTRIBUTIE (PER KANAAL) IS MEETBAAR +
INSPELEN BEHOEFTES BEZOEKER +INSPELEN OP FASEN VERKOOPPROCES = NIET FORCEREN
=
“DOOR SAMENSPEL WIN JE DE WEDSTRIJD”
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MATURITY MODEL > NIVEAU 3 “OPTIMALE DIALOOG”
PERFORMANCE INDICATOR: CONVERSION ATTRIBUTION
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AANWEZIGHEIDFocus op techniek“ zenden”Pageviews of “Aantal bezoekers”
1 RESULTAAT GERICHTFocus resultaat“ ontvangen”Resultaat“Aantal transacties”
2 OPTIMALE DIALOOGFocus dialoog“ gedrag”afhaakmoment“ Succesvol bezoek”
3 LIFETIME VALUEFocus klant“ behoeften”dienstverlening“Waarde creatie”
4
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3
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MATURITY MODEL > NIVEAU 4 “CUSTOMER VALUE”
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NIVEAU 4 - CUSTOMER VALUE
MATURITY MODEL > NIVEAU 4 “CUSTOMER VALUE”
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CUSTOMER VALUE
MATURITY MODEL > NIVEAU 4 “CUSTOMER VALUE”
WEDSTRIJD WINNEN OF DE MEESTE LANDSTITELS?
=
BEKEND WELKE VERKEERSBRONNEN (VERKOOP) LEIDEN +BEKEND WANNEER VERKOOPDIALOOG SUCCESVOL IS +
INSPELEN OP (VERANDERENDE) BEHOEFTES VAN DE KLANT
“LOYALITEIT EN BINDING MET HET MERK”
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CUSTOMER VALUE & LOYALTY BRANDING
RED OCEAN OF BLUE OCEAN…..
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VERBETEREN ONLINE DIALOOG => DATADRIVEN OVER MEERDERE KANALEN
INTEGRATIE OFFLINE & ONLINE
DATA DRIVEN ONLINE MARKETING => • “RESULTAAT” TELEVISIE COMMERCIALS BEREKENEN • DOELGROEP EFFECTIEF OPNIEUW BENADEREN MET REMARKETING
PIEKBEZOEK WEBSITENA COMMERCIAL
COMMERCIAL OPSBS6, RTL4, STER
SELECTIE ANALYTICS MEET RENDEMENT
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VERBETEREN ONLINE DIALOOG => DATADRIVEN OVER MEERDERE KANALEN
INTEGRATIE OFFLINE & ONLINE
DATA DRIVEN ONLINE MARKETING => • CONVERSIE OFFLINE VIA CALLCENTER MEETBAAR MAKEN• BETER INSPELEN OP BEHOEFTE VANUIT CALLCENTER
CALL TRACKING IN CENTRALE
WEBSITE MET APARTTELEFOONNUMMER
SELECTIE ANALYTICSMEET RENDEMENT
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LEVE
L
TIJD
AANWEZIGHEIDFocus op techniek“ zenden”Pageviews of “Aantal bezoekers”
1 RESULTAAT GERICHTFocus resultaat“ ontvangen”Resultaat“Aantal transacties”
2 OPTIMALE DIALOOGFocus dialoog“ gedrag”afhaakmoment“ Succesvol bezoek”
3 LIFETIME VALUEFocus klant“ behoeften”dienstverlening“Waarde creatie”
4
1
2
3
4
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AGENDA
1. Inleiding 15:30
2. Trends 15:40
3. Online Dialoog 16:10
4. Maturity model 16:40
5. Pauze 17: 00
6. Breakout 17: 10
7. Centrale Recap 18: 00
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7. Recap & afronding
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TRENDS
① Globalisering markt <->Locale uitgever <-> self publishers
② fysieke boeken <-> E-book
③ Verschuiving aankoopgedrag head <->longtail
④ Gratis e-content <-> kwaliteitsjournalistiek
⑤ Kanaalverschuiving: Retail <-> e-tailer
⑥ Advertentie in bladen <-> online advertentie
⑦ Data (management) is key succes factor
MARKT - TRENDS
BEDREIGING OF KANS => succesfactor
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DIGITALISERING “STEVE JOBS SCHOOL”
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SUCCESFACTOR = DATA !!!
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AANWEZIGHEIDFocus op techniek“ zenden”Pageviews of “Aantal bezoekers”
1 RESULTAAT GERICHTFocus resultaat“ ontvangen”Resultaat“Aantal transacties”
2 OPTIMALE DIALOOGFocus dialoog“ gedrag”afhaakmoment“ Succesvol bezoek”
3 LIFETIME VALUEFocus klant“ behoeften”dienstverlening“Waarde creatie”
4
1
2
3
4
MATURITY MODEL > NIVEAU 1 “AANWEZIGHEID”