info nl marketing3 2007 kickstart

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Presented by Info.nl on Marketing3 conference Nov 28, 2007

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Page 1: Info Nl Marketing3 2007 Kickstart

invitation only

Page 2: Info Nl Marketing3 2007 Kickstart

invitation only?

Page 3: Info Nl Marketing3 2007 Kickstart

op zoek naar de nieuwecontactmomenten

Page 4: Info Nl Marketing3 2007 Kickstart

4

sociale marketing is nuessentieel voor succes

Page 5: Info Nl Marketing3 2007 Kickstart

get personal, get relevant, get permission!

sociale netwerken

relevantie

Page 6: Info Nl Marketing3 2007 Kickstart

6

maar het gaat niet ommarketing communicatie

Page 7: Info Nl Marketing3 2007 Kickstart

7

maar het gaat niet omde media

Page 8: Info Nl Marketing3 2007 Kickstart

8

de context verandert

Page 9: Info Nl Marketing3 2007 Kickstart

9

de waarde van organisatiesverandert

Page 10: Info Nl Marketing3 2007 Kickstart

10

de DNA van organisaties moetveranderen

Page 11: Info Nl Marketing3 2007 Kickstart

11

het succes is het product

Page 12: Info Nl Marketing3 2007 Kickstart

12

het succes is hetondernemerschap

Page 13: Info Nl Marketing3 2007 Kickstart

13

het succes is de betekenisvoor de gebruiker

Page 14: Info Nl Marketing3 2007 Kickstart

14

experience strategynaar: Jesse James Garrett

Page 15: Info Nl Marketing3 2007 Kickstart

15

experience strategynaar: Jesse James Garrett

wat breng je teweeg bij de klant

Page 16: Info Nl Marketing3 2007 Kickstart

16

GAP: Experienceklant vs. organisatie

Page 17: Info Nl Marketing3 2007 Kickstart

17

Treatcustomer

experience asa competence

Obsess about customer

needs

Reinforce brands

with every interaction

Experience-Based

Differentiation

Bron: Forrester

principles van Experience-BasedDifferentiation

Page 18: Info Nl Marketing3 2007 Kickstart

18

A

B

C

Shift in assets

tangible

intangible

industrial era information era

assets

Page 19: Info Nl Marketing3 2007 Kickstart

19

A

B

C

Organisational layers

A ffected

B ought

C ontrolled

D evelopment

E cology

F inancial

Page 20: Info Nl Marketing3 2007 Kickstart

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

Page 21: Info Nl Marketing3 2007 Kickstart

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

Page 22: Info Nl Marketing3 2007 Kickstart

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

Page 23: Info Nl Marketing3 2007 Kickstart

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

Page 24: Info Nl Marketing3 2007 Kickstart

Online marketing biosphere

controleren omkopen beïnvloeden

Page 25: Info Nl Marketing3 2007 Kickstart

invitation only