info nl marketing3 2007 kickstart
Post on 10-May-2015
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invitation only
invitation only?
op zoek naar de nieuwecontactmomenten
4
sociale marketing is nuessentieel voor succes
get personal, get relevant, get permission!
sociale netwerken
relevantie
6
maar het gaat niet ommarketing communicatie
7
maar het gaat niet omde media
8
de context verandert
9
de waarde van organisatiesverandert
10
de DNA van organisaties moetveranderen
11
het succes is het product
12
het succes is hetondernemerschap
13
het succes is de betekenisvoor de gebruiker
14
experience strategynaar: Jesse James Garrett
15
experience strategynaar: Jesse James Garrett
wat breng je teweeg bij de klant
16
GAP: Experienceklant vs. organisatie
17
Treatcustomer
experience asa competence
Obsess about customer
needs
Reinforce brands
with every interaction
Experience-Based
Differentiation
Bron: Forrester
principles van Experience-BasedDifferentiation
18
A
B
C
Shift in assets
tangible
intangible
industrial era information era
assets
19
A
B
C
Organisational layers
A ffected
B ought
C ontrolled
D evelopment
E cology
F inancial
20
A
B
C
Impact of Internet
Customer perspective
Affected
Bought
Controlled
Development
Ecology
FinancialOrganisational perspective
20%
10%
20%
20%
10%
20%
S&P value
21
A
B
C
Impact of Internet
Customer perspective
Organisational perspective
intangible assets
tangible assets
Affected
Bought
Controlled
Development
Ecology
Financial
20%
10%
20%
20%
10%
20%
S&P value
22
A
B
C
Impact of Internet
LTO Permission IdentificationReputation
Quality Pricing PromotionRange Retain
Behaviour Cust. man. FulfillmentService
Process External R&DWorkflow Bus.intell.
Culture Leadership Com.syst.People
Growth Exit value ROICost Profit Assets
Affected
Bought
Controlled
Development
Ecology
Financial
20%
10%
20%
20%
10%
20%
S&P value
23
A
B
C
Impact of Internet
Affected
Bought
Controlled
Development
Ecology
Financial
20%
10%
20%
20%
10%
20%
LTO Permission IdentificationReputation
Quality Pricing PromotionRange Retain
Behaviour Cust. man. FulfillmentService
Process External R&DWorkflow Bus.intell.
Culture Leadership Com.syst.People
Growth Exit value ROICost Profit Assets
perception
proposition
products
identi
ficati
on
permissionconvert
acquisition
Online marketing biosphere
controleren omkopen beïnvloeden
invitation only
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