pitfalls marketing - part 2 (draft - game) (dutch)
DESCRIPTION
EN - This draft presentation is on common pitfalls in marketing: branding and advertisements, collecting data, profiling, targeting prospects, contracting (online), upselling, cross-selling, ... This part 2 focusses on the contracting phase. It is conceived as a game in which a dice roll determines the topics addressed moving forward like a classic board game (the "gooses"). The presentation and the game concept were tested in the Serendipity Club of Kortrijk (Belgium) on 10 June 2014. Thereof the recording can be found here: http://serendipity-club.eu/betagroup-juridische-valkuilen-bij-digitale-marketing/ Any improvements or suggestions are welcome. NL- Deze (ontwerp) presentatie gaat over valkuilen en wolfijzers bij marketing: branding, advertenties, gegevens verzamelen, profiling, prospecten benaderen, contracteren (online), upselling, cross-selling, ... Dit deel 2 focust op de contractuele fase. Ze is opgevat als een spel waarbij een rol met de dobbelsteen bepaalt welke onderwerpen effectief worden besproken terwijl we over het ganzenbord vooruit gaan. De presentatie en het spelconcept werden getest in de Serendipity Club van Kortrijk (Belgium) op 10 juni 2014. De opname daarvan kan hier gevonden worden: http://serendipity-club.eu/betagroup-juridische-valkuilen-bij-digitale-marketing/ Verbeteringen en suggesties zijn welkom.TRANSCRIPT
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CUSTOMER EQUITY
Nieuw• Profiling• Targeting• Self-selection
Behoud• Lifetime• Satisfaction / NPS• Klachten
Meer• Match + beloon• Personaliseer• Emotioneel
Naar Vlerick Business School – Marion Debruyne
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Opt-in of SPAM
MASS-”EMAIL”
19
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GEWENST ?
Harry Potter
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OPT-IN VOORZIEN
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GRANULARITEIT
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MENU
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OPT-OUT VOORZIEN
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REPLY EMAIL
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LINK NAAR WEBSITE
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“TWEEDE” CLICK
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THE EXTRA MILE
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THE EXTRA MILE
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WERKT HET ?
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OPT-OUT MOGELIJK
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“IK AANVAARD…”
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Opt-in
DIRECT-”EMAIL”
20
upcity.com
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WAAROM ?
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EMAIL B2B IN STRIKTE ZIN
21
email-marketing-services.bestreviews.net
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UITZONDERING OPT-IN
therightfullbacks.blogspot.com
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OPT-OUT VOORZIEN
Zie hoger
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Upsell.
BESTAANDE KLANTEN
00
salesmomsnetwork.com
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UITZONDERING OPT-IN
• Klant• Gegevens bij klant verkregen• Binnen zelfde gamma
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OPT-OUT VOORZIEN
Zie hoger
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COLD CALL
00
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RUN THE LIST ?!
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BEL-ME-NIET (1)
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BEL-ME-NIET (1)
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BEL-ME-NIET (2)
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http://www.slideshare.net/eMenKa
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BEL-ME-NIET (3)
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http://www.slideshare.net/eMenKa
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= Elektronische post.
SMS
22
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= Elektronische post.
VOICE MAIL
23
www.innogage.com
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Outdated + SPAM
FAX
24
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Robinson.
BRIEF PER POST
25
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ROBINSON BDMA
http://bdma.be/page.jsf?nav=95
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STICKER
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Gericht op content, op gedrag of op profiel.
WEB-BANNERS
26
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Back end? Op welke basis wordt suggestie gemaakt?
SUGGESTIONS
27
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Remember Orbitz.
PRIJSZETTING
28
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PRICING = ART
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RISICO ONDERNEMING
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VRAAG EN AANBOD
avenueright.com
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LOCATIE
Gva.be / Tomorrowland
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MAC-USER / MISCOMM
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REACTIE
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AMAZON - REGULAR
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Don’t trust Hal.
“FULL AUTO”-BESLISSINGEN
30
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GEEN BLACK BOX als de gevolgen belangrijk zijn
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CUSTOMER EQUITY
Nieuw• Profiling• Targeting• Self-selection
Behoud• Lifetime• Satisfaction / NPS• Klachten
Meer• Match + beloon• Personaliseer• Emotioneel
Naar Vlerick Business School – Marion Debruyne
![Page 55: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/55.jpg)
Algemene regels.
CONTENT MARKETING
31
Seth Godin
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Flip the funnel. WOM Viralty (Growth Hacking).
ADVOCACY
32
meilleurmarketing.wordpress.com / Joseph Jaffe
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Functie van het product. (Growth Hacking)
INHERENTE VIRALITEIT
33
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VERSPREIDEN VAN INNOVATIE
(Naar: Everett M. Rogers)
Waarom wel ? Waarom niet niet?
Waardevoorstel Compatibel
Waarneembaar Eenvoudig
Besmettelijk Testbaar
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DUIDELIJK VOOR ONTVANGER
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Share. Tell a friend. Artificial virality. (Growth Hacking)
ARTIFICIËLE VIRALITEIT
34
+100 MbVriend !
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AFZENDER IN COCKPIT
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VRIJHEID BLIJHEID
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DUIDELIJK VOOR ONTVANGER
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DUIDELIJK VOOR DE VERZENDER
Hallmark.nl
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DUIDELIJK VOOR DE VERZENDER
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GEEN CAPTATIE (ONTVANGER)
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CAPTCHA
![Page 68: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/68.jpg)
OPT-OUT VOOR ONTVANGER
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Over de lijn.
PIRAMIDE
35
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Wat zouden mijn vrienden daarvan denken?
LADEN VRIENDEN/CONTACTEN
36
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WAAROM ?
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‘t Zijn de laatste.
SCHAARSTE
www.basisschooldelinde.be
37
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BOOKING.COM
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> 25 EUR (COUPON)
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VOORBIJ
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GEEN AANVULLING
![Page 77: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/77.jpg)
CUSTOMER EQUITY
Nieuw• Profiling• Targeting• Self-selection
Behoud• Lifetime• Satisfaction / NPS• Klachten
Meer• Match + beloon• Personaliseer• Emotioneel
Naar Vlerick Business School – Marion Debruyne
![Page 78: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/78.jpg)
Online. Do not surprise.
ONBOARDING
38
![Page 79: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/79.jpg)
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Totaal. Ondubbelzinnig. Euro.
PRIJSPUBLICATIE
39
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Hoeveel lager?
KORTINGEN
40
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1 maand
10
2527
20
1533 %
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BTW. Invoer. Etc.
KOSTEN EN TAKSEN AANREKENEN
41
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B2B, EXCL. BTW
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VOORWAARDEN
42
financebooklet.wordpress.com
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BEGRIJPELIJK
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VERSIEBEHEER
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DUURZAME DRAGER
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INTEGRITEIT
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B2C
HERROEPINGSRECHT
43
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B2C, EN DAN NOG
+ Toestemming Atlijd
![Page 94: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/94.jpg)
INFORMEREN
Is er een recht op herroeping?
De voorwaarden, de termijn en de modaliteiten?
Voorzienbare gevolgen
![Page 95: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/95.jpg)
TIMING
12 maanden15 dagen
Niet geïnformeerd
15 dagenA
lsno
g in
form
atie
Info
rmat
ie +
leve
ring
/ di
enst
cont
ract
![Page 96: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/96.jpg)
UITOEFENEN
www.mid-day.com
![Page 97: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/97.jpg)
GEVOLGEN
Terugbetaling
Teruggave
![Page 98: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/98.jpg)
Clickwrap.
CONTRACT
44
![Page 99: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/99.jpg)
BEWUSTE ACTIE
Nytimes.com
![Page 100: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/100.jpg)
VERBORGEN ?
![Page 101: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/101.jpg)
GEEN WEG ERROND
![Page 102: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/102.jpg)
BOUNCER APPROACH
![Page 103: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/103.jpg)
MAAR…
![Page 104: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/104.jpg)
CLICK-WRAP
![Page 105: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/105.jpg)
Eventbrite.com
![Page 106: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/106.jpg)
![Page 107: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/107.jpg)
DOCUMENTEREN
nuttig
![Page 108: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/108.jpg)
Nieuwtje van 1 juni 2014.
BETAALVERPLICHTING
45
Bestelling met betaalverplichting
![Page 109: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/109.jpg)
REDEN
![Page 110: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/110.jpg)
Duurzame drager. Dual opt-in (confirmatie-click).
BEVESTIGING
46
ddma.nl
![Page 111: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/111.jpg)
Onevenwicht (B2C).
ONRECHTMATIGE BEDINGEN
47
![Page 112: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/112.jpg)
EENZIJDIGE WIJZIGINGEN
Prijs
(Essentiële) productkenmerken
Leveringstermijn
Conformiteit
Duur
![Page 113: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/113.jpg)
AANSPRAKELIJKHEIDSBEPERKING
Eigen opzet
Zware fout
Lichamelijk letsel
Geen verhaal mogelijk (voor rechtbank)
Verhaal moeilijk (andere kant land)
![Page 114: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/114.jpg)
Heeft bewijswaarde. Zorg dat alles erin staat.
CONTRACTEREN PER EMAIL
48
![Page 115: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/115.jpg)
BEWIJSWAARDE
Absoluut gelijkIn wezen gelijk
![Page 116: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/116.jpg)
DEFINITIEVE OVEREENKOMST ?
![Page 117: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/117.jpg)
Agressieve marktpraktijk.
ONGEVRAAGD UITVOEREN
49
www.machineaste.com
![Page 118: Pitfalls marketing - part 2 (draft - game) (Dutch)](https://reader033.vdocuments.us/reader033/viewer/2022061204/547ecea9b4af9f24598b457f/html5/thumbnails/118.jpg)
JE MAG EROP BLIJVEN ZITTEN.