Download - Online marketing
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ONLINE MARKETING
Van éénrichtingsverkeer naar conversation management
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1. AIDA MODEL
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DRIVER : ATTENTION
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DESIRE?
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TOMORROWLANDExperience management
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2. DIGITALISERING
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DIGITALISERING
TIME – SHIFTING
PLACE – SHIFTING
AUTHORITY - SHIFTING
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3. SECOND GATEKEEPERS
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4. SOCIALE WEB
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SOCIALE WEB interactie tussen consumenten
impact op aankopen
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5. SOCIAL MEDIA
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SOCIAL MEDIA
2003: LinkedIn
2004: Facebook
2005: YouTube
2006: Twitter
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Merkidentificatie is het hart van conversation management:merkidentificatie stijgt door consumenten te betrekken bij wat je doet.Managen van conversaties verhoogt het hefboomeffect.
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MERKIDENTIFICATIE
AANKOPEN MERK
AANBEVELEN MERK
MERK IS IDEAAL
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HOGEMERKIDENTIFICAT
IE
“44% van de consumenten wil deel uitmaken van het creatieve proces van producten en advertising.” (Steven van Bellegehem)
Alleen als consumenten een hoge mate van merkidentificatie voelen tegenover een merk, zijn ze bereid om zich ook te engageren.
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MARMITE
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6. SHARING
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CONNECT WITH FANS
“Offline brand experiences are the main online conversation starters.”
“People become fan on Facebook because they like the product, not because of advertising.” (Steven Van Belleghem)
“People don’t buy products. They buy stories. They don’t buy Brands. They buy into the myths and archetypes these brands represent.” (Ashraf Ramzy)
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2 UITGANGSPUNTEN
1. Consumenten nemen beslissingen op basis van emoties.
2. Hedendaagse consument toont expressief gedrag.
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EMOTIES
Consumenten nemen beslissingen op basis van emoties.
Emotioneel gedrag domineert Facebook:
statusupdate = emotie
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EMOTIES
WAAROM DELEN WE ONLINE?
59% kennis delen met anderen
30% op creatieve manier uiten
17% persoonlijk imago versterken
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EMOTIES
Bedrijven spelen in op ‘delen van emoties’
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EMOTIESVerhogen van betrokkenheid met consumenten
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4 Succesfactoren (Niels Aalberts – Zero Budget Marketing):
je eigen verhaal: be weird be remarkabel niche origineel kwaliteit
kippenvel
authenticiteit: Kim Boekbinder / Only Seven Left
het nieuwe DIY: kleine flexibele teams
je eigen kanaal: wie niet kan delen, kan niet vermenigvuldigen (Hilke Ros)