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Transcript of Content Marketing Campagnes - Bob Oord - Marketing the Content Event 2014 - UBS Business School -CMM...
![Page 1: Content Marketing Campagnes - Bob Oord - Marketing the Content Event 2014 - UBS Business School -CMM Academy](https://reader033.fdocuments.us/reader033/viewer/2022060111/556661d7d8b42a3d3f8b4876/html5/thumbnails/1.jpg)
Content Marketing Campagnes
Bob Oord
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Nu bij de drukker
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Hoe “wij” communiceren
• De natuurlijke context van de marketingafdeling is die van de organisatie
• De gewenste contect van de marketingafdeling is de van de klant
product
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99% Uptime &Service Desk
25 jaar branchekennis
Individueel configureerbare gebruikersinterfaces
Context gebonden visualisaties
Gestructureerde weergave van uw CRM gegevens
Visualisaties van complexe processen
200.000 gebruikers bij 1.600 ondernemingen
HTML5, CSS3 en jQuery
Volledig schaalbaar
Unique Selling Points als uitgangspunt
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Traditionele Marketing Campagne
Dagelijks leven
Manipulatie
Verkoop
Manipulatie
Repeat
![Page 7: Content Marketing Campagnes - Bob Oord - Marketing the Content Event 2014 - UBS Business School -CMM Academy](https://reader033.fdocuments.us/reader033/viewer/2022060111/556661d7d8b42a3d3f8b4876/html5/thumbnails/7.jpg)
Dromen
Wensen Behoeften
eisen
![Page 8: Content Marketing Campagnes - Bob Oord - Marketing the Content Event 2014 - UBS Business School -CMM Academy](https://reader033.fdocuments.us/reader033/viewer/2022060111/556661d7d8b42a3d3f8b4876/html5/thumbnails/8.jpg)
Is email marketingook CRM?
Welke KPI’s moet ikGebruiken om te sturen
op klantgerichtheid
Hoe kan ik forecastinghandig inrichten?
Al mijn contacten lopenvia Outlook…
Hoe kunnen wij klantgerichterondernemen?
Welke ICT expertise is nodigvoor de implementatievan een nieuw systeem
Wij halen klantgegevens uit3 systemen, da’s niet optimaal
Welke integratie ismogelijk met ons ERP?
Stelt onze branche specifieke eisen tav CRM?
Informatiebehoefte als uitgangspunt
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De klant als uitgangspunt
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Touch Point
6 – 12 maanden
Aankoop
KeuzeOriëntatieIdeevorming GebruikInstallatie
De uitdaging van content marketing
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Voo
rbeelden
WEB
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Voo
rbeelden
WEBINARS
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Voo
rbeelden
TV
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Voo
rbeelden
YOUTUBE
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Voo
rbeelden
MAGAZINE
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Voo
rbeelden
MULTICHANNEL
APPS VIRTUAL REALITY TELEVISIE
BIOSCOOP!
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Het Nieuwe Campagne Model
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Stap 1: Conceptontwikkeling
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Buyer Journey Ideevorming Oriëntatie Keuze Installatie Gebruik
Content focus Attenderen Informeren Stimuleren Assisteren Binden
DirectieOntwikkelingen
Trends & Visies
Strategische Opties
USPsReferenties
Voortgang en risico’s
Strategische mogelijkheden
ManagementOrganisatieKnelpunten
OplossingsRichtingen
OrganisatieVoordelen
Implementatie uitdagingen
Optimalisatieuitdagingen
GebruikerOperationele Knelpunten
Verbetering Werk-
processen
Operationele voordelen
In gebruikname
Expertfeatures
Boodschappen Matrix
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Buyer Journey Ideevorming Oriëntatie Keuze Installatie Gebruik
Content focus Attenderen Informeren Stimuleren Assisteren Binden
CommercieelDirectie
Hoe kunnen wij klantgerichterondernemen?
KPI’s om te sturen op
klantgerichtheid
Kennis en branche ervaring
ITManager
Paal en perk stellen aan eiland automatisering
Welke expertise is nodig voor de implementatie
Uptime & Servicedesk
MarketingManager
We moeten ook meer kunnen met e-mal marketing
branche specifieke eisen
tav CRM
Context gebondeninformatie
SalesAl mijn contacten
lopenvia Outlook…
Hoe kan ik forecastinginrichten?
Gestructureerde weergave
CustomerService
Wij halen klant-gegevens uit3 systemen
Welke integratie is mogelijk met
ons ERP
Individuele gebruikers interface
Boodschappen Matrix
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Stap 2: Contentontwikkeling
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Matchen van Content Formats aan Boodschappen Matrix
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Blog Blog Blog Blog
Webinar Webcast
Stappenplan Methodiek
Whitepaper/Rapport/eBook
Boek
Hergebruik van content
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Contentkalender
Deadline Werktitel Eigenaar Boodschap Doelgroep Format Conversie
Week 1
Week 2
Week 3
Etc…
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Stap 3: Communicatie
Websites & AppsSocial Media AccountsNieuwsbrief
AdvertorialsAdwordsListbroking
Shares & LikesUser Generated ContentFree Publicity
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tijd
Pull
Push
Combi
Traf
fic
Media Planning
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Stap 4: Conversie
KeuzeOriëntatieIdeevorming GebruikInstallatie
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Buyer Journey Ideevorming Oriëntatie Keuze Installatie Gebruik
Doelstelling ExposureLead generation
SalesKlantTevredenheid
Loyaliteit
KPI’s
# Pageviews# Bezoekers# Likes/Followers% Engagement# Backlinks
# Response Abonnees% Openratio’s% Doorklikratio’s# MQ Leads
# SQ Leads# Prospects# Sales afspraken# Orders $ Omzet
Scores in klanttevredenheidsonderzoek
Net PromotorScore% Churn
KPI’s voor Content Marketing
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KeuzeOriëntatieIdeevorming GebruikInstallatie
Leest een blog
Download een trendrapport
Abonneert op nieuwsbrief
Download een whitepaper
Telefonische opvolging
Bezoekt round table
Vraagt offerte
Touch Point6 – 12 maanden
Deal
Content Marketing Programma
Geen campagnes maar programma’s
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Keuze
Idee
Orientatie Trigger
T = 0 “Moment A”
Nieuw op t = 1
Exit
Nieuwe leads
markt
Keuze
Idee
Orientatie Trigger
T = 1 “1 maand later…”
Met Lead Management & Nurturing
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