2. Eduard de Wilde
Director VODW Digital
• Eigenaar webshop www.helfi.nl
• Voorheen partner bij VODW Marketing, Managing Partner Jungle
Minds en Head of eCommerce DDB&Tribal
• Auteur van het boek Down to Earth,
eCommerce strategieën na de hype
• Voorzitter en jurylid Thuiswinkel Awards
edewilde@vodw.com
9. Netflix
looks at 30 million “plays” a
day, including when you
pause, rewind and fast
forward, four million ratings
by Netflix subscribers, three
million searches as well as
the time of day when shows
are watched and on what
devices
25. Het gevecht om de consument is hevig…
Nieuwe spelers
Zoekmachines
Social kanalen
Vergelijkingssites
Omnichannel retail
Marktplaatsen
Merk A
Jouw merk
Merk B
Merk C
26. If you’re not a
brand, you’re a
commodity.
Philip Kotler
28. En bestaande spelers voeren achterhoede gevecht
Demonstratie taxichauffeurs in Londen tegen Uber
24 september 2014
29. …here is the thing.
In terms of the internet, nothing has
happened yet. The internet is still at the
beginning of its beginning….
The greatest products running our
lives in 2044 will be invented
after 2014.
Kevin Kelly, 2014
30. 30
Nieuwe spelers
groeien exponentieel
The Technology
Gap…
Organisaties veranderen
lineair
Bron: Geïnspireerd door Scott Brinker
31. Scenario’s: alles is mogelijk
Toetreding
Nieuwe spelers Oorlog Disruptie
strategie
Evolutie Acceleratie
Hoge verzendkosten Gratis bezorging
Bestaande
spelers
33. Beschouwonline als je digital flagship…..
Communities
Mobile
YouTube
Blogs
Content sites
Comparison sites
Fan
page
RSS
Branded
utility
Manual
Video
Content
Product
s
Actie
site
34. Die net zoveel aandacht
verdient als je offline flagship
35. Source: McKinsey - Consumer Decision Journey
You better get your facts straight dawg…..
I need a bed
I don’t sleep well
Recommendation of
friend
or expert
Online research
Product reviews
Sympathetic and
responsible brand
I will help others by
sharing my (good or
bad) experiences with
the product and
company
Create and facilitate
brand ambassadors
Brand.com
CRM
initial consideration set
Facebook
Twitter
Showroom
Apps
Personal advice
Create and facilitate
brand ambassadors
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
36. Voor een seamless customer journey
Payed
Earned
E-mail
Social
Blogs
Campagne
site
Affiliate
Displa
y
Website
You
Tube
Ad
Words
Face
book
Branded
utility
Reviews
Owned
Amazon
Social
search
looks at 30 million “plays” a day, including when you pause, rewind and fast forward, four million ratings by Netflix subscribers, three million searches as well as the time of day when shows are watched and on what devices