Trends in Zoekmachinemarketing & Hoe hier op in te spelen - Eduard Blacquiere (OrangeValley)
OrangeValley klantendag 2015 - Online Marketing trends en ontwikkelingen
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Transcript of OrangeValley klantendag 2015 - Online Marketing trends en ontwikkelingen
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GRENSVERLEGGEND
IN ONLINE MARKETING
OrangeValley klantevent
Eduard Blacquière 05-11-2015
Marketing trends 2016
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De wereld verandertVISIE
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De wereld verandertVISIE
Gedrag verandert Mobile-first Video content
Ons vak verandert Automatisering Attributie
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Online marketingVISIE
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MarketingVISIE
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DigitaliseringTRENDS
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Internet of thingsTRENDS
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Internet of thingsTRENDS
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Online vs. offlineTRENDS
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Digitaal: geen afdeling, maar cultuurTRENDS
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Mobile connected 24/7TRENDS
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Mobile connected 24/7TRENDS
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Mobile connected 24/7VISIE
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Mobile connected 24/7TRENDS
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146.000 signal every secondTRENDS
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Mobile = AppsTRENDS
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Mobile = e-commerceTRENDS
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Mobile + Video stuwen groeiTRENDS
0
0,225
0,45
0,675
0,9
Internet traffic - consumenten Internet traffic - consumenten - Video Mobiel internet traffic Mobiel internet traffic - Video
2012 2013 2014
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TRENDS
Mobile + Video ad spend
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ProgrammaticTRENDS
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Automatisering - MarketingVISIE
Google AdWords Enhanced campaigns
Google AdWords Dynamic Search Ads
Programmatic buying
Real time bidding Dynamic retargeting
Etc.
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Technologie cruciaal, Mensen centraalVISIE
1. Strategie
Doelstellingen, KPI’s
2. Analyse
Customer Journey, Doelgroep, Klant
3. Realisatie
Technologie, Data, Marketing instrumenten
4. Resultaat
Verbeterd rendement (online) marketing
1
2
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Nu: cookie-based marketing
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“Er zijn ongeveer 90 miljoen cookies + apparaten in Nederland.”
VISIE
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Straks: people-based marketing
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“Er wonen bijna 17 miljoen mensen in Nederland…”
VISIE
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Atlas (Facebook)TRENDS
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Atlas (Facebook)TRENDS
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Ads vs. contentTRENDS
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Ad blockingTRENDS
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Customer Journey complexerVISIE
Touch Tell Sell
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Juiste boodschap op juiste momentVISIE
Oriënteren Informeren Beslissen Aankopen
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Last click vs. AttributieVISIE
Touch Tell Sell
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Belangrijker dan ooit: Uw klant centraal
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VISIE
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Waar te beginnen? - Maturity modelVISIE
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Take-aways
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VISIE
Mobile geen techniek / device, maar gedrag Adverteren wordt geautomatiseerd Attributie cruciaal voor succes Alles is interessant, niet alles relevant