How Digital Marketing Has Changed the Way We Reach Customers
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This document discusses marketing in the digital age. It defines marketing as the process of determining products or services of interest to customers and strategies for sales, communication, and business development to create value for customers and build strong customer relationships. It discusses the evolution of media consumption and digital advertising spend. It also notes shifts toward performance and social media marketing as well as the growth of mobile internet and how time spent on media continues to outpace advertising spend shifts.
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How Digital Marketing Has Changed the Way We Reach Customers
- 1. Marketing in the digital age It’s all about socialising, sharing and creating Marco Derksen Juni 2010
- 2. Marketing in the digital age Definitie van marketing Philip Kottler: (...) Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communication and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return. (...)
- 3. Marketing in the digital age Definitie van marketing Advertising = roepen dat je het goed doet Marketing = zorgen dat je het goed doet PR = zorgen dat anderen roepen dat je het goed doet
- 4. Marketing in the digital age Marketingmix Jerome McCarthy’s 4 P’s:
- 5. Marketing in the digital age The past, present and future of media
- 6. Marketing in the digital age Internetgebruik in Nederland 100.0 83.4 85.3 81.3 76.0 75.0 Internetgebruik (%) 70.0 66.0 57.0 49.0 50.0 42.0 30.0 25.0 20.0 10.0 7.5 1.2 2.8 0.0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Bron: Trendbox /STIR
- 7. Marketing in the digital age Mediaconsumptie (gem. Aantal uur/wk) 12 Internet 10 TV Radio 8 Magazines Newspapers 6 4 2 0 16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ (leeftijd) Bron: Forrester
- 8. Marketing in the digital age Earned, Owned and Paid Media Paid Owned Media Media Earned Media Awareness Image Preference Bron: Forrester 2009
- 9. Marketing in the digital age Digital ad spend 2009 (Europe) Online ad spend by country 2008 vs. 2009 (€m) UK € 4,011 € 3,834 Germany € 3,092 € 2,939 France € 1,760 € 1,731 Italy € 849 € 798 Netherlands € 815 € 800 2009 Spain € 683 € 635 2008 Russia € 514 Sweden € 467 € 455 Norway € 401 € 390 Denmark € 384 € 374 €0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500 € 4,000 € 4,500 Bron: IAB Europe
- 10. Marketing in the digital age Digital ad spend 2009 (Europe) 16% Greece Austria 14% Poland 12% Turkey Year-on-year growth 2009 10% Finland Spain 8% Hungary Netherlands Italy 6% Sweden 4% Belgium Norway Slovenia 2% France 0% Denmark 0% 5% 10% 15% 20% 25% 30% 35% -2% Croatia Online Market Share -4% Romania Slovakia -6% Bron: IAB Europe
- 11. Marketing in the digital age Digital ad spend 2009 (Europe) Bron: IAB Europe
- 12. Marketing in the digital age Digital ad spend 2009 (Europe) Growth of formats in 2009 (like-for-like) 12% 10.8% 10% 8% 6% 4.5% 4% 2% 0.3% 0% Display Classifieds Search Total -2% -1.4% -4% Bron: IAB Europe
- 13. Marketing in the digital age Shift to performanced based TV Bereik Budget Radio % Bereik Budget % Dagbladen Website Formulier Klanten Bereik % # bezoekers % # formulieren % # klanten Budget % Zoekmachines Bereik Budget % Online Ads Bereik Budget Klantwaarde? Cost-per-mille Cost-per-click Cost-per-action Cost-per-sale (CPM) (CPC) (CPA) (CPS)
- 14. Marketing in the digital age Shift to social media Currently using Piloting Expect to pilot No plans to use at all Email marketing Search marketing Static online display ads Interactive online display ads Branded microsites Video created by marketing Contextual targeting Behavioral targeting RSS Podcasts Advergames (interactive banners) Ads within online video User-generated content Blogs Social networks Mobile text messages Mobile WAP sites In game ads or product placements Virtual worlds 0% 20% 40% 60% 80% 100% Bron: Forrester
- 15. Marketing in the digital age Shift to mobile internet Bron: Morgan Stanley 2010
- 16. Marketing in the digital age Shift to mobile internet Bron: Morgan Stanley 2010
- 17. Marketing in the digital age Media Time Spent vs Ad Spend Still Out of Whack Bron: Morgan Stanley 2010
- 18. Marketing in the digital age Welke middelen zet ik in en voor welke doelstellingen? Bron: E-consultancy
- 19. Marketing in the digital age Programma Ochtend: E-mail marketing Sander van der Blonk, RapidSugar Online advertising Phileas Fox, Adfactor Affiliate marketing Remko Nugteren, TradeDoubler Zoekmachine marketing Maurits van Eeghen, Traffic4u
- 20. Marketing in the digital age Programma Middag: Mobile marketing Naos Wilbrink, aFrogleap Social media marketing Polle de Maagt, Boondoggle E-business Iskander Smit, Info.nl Online video Remco Bron, Yubby Online PR Jan Willem Alphenaar, DSBtheMovie.nl Enterprise 2.0 René van den Bos, DigiRedo
- 21. Marketing in the digital age Marketingfacts Jaarboek 2010