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Persuasive marketing & big data
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Transcript of Persuasive marketing & big data
PERSUASIVE MARKETING & BIG DATA Guest lecture Hogeschool van Amsterdam Amsterdam, 12-02-15
Platform communicatie Rotterdam 24 november 2014
TODAY1 about us
2 data culture
3 persuasive marketing: Google en Facebook
4. four cases and four learnings
01 ABOUT US WHY, HOW, WHAT, AND WHO
BIG DATA & EVIL MARKETING
Gastcollege Hogeschool van Amsterdam Amsterdam, 12 februari
Greenberry GastcollegeGreenberry Gastcollege
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digital products & marketing solutions that deliver tangible results
WHAT WE DO
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02 DATA CULTURE Always on. Smart stuff.
1. ALWAYS ON
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DAILY INTERNET USAGESource: Ministerie van OCW en Universiteit Twente
33 minutes
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DAILY INTERNET USAGE
4 1/2 hour
33 minutes
Source: Ministerie van OCW en Universiteit Twente
Big Data & Evil Marketing - Communicatieplatform Gorichem 10-11-2014, Utrecht
EVERY 2 DAYS WE CREATE AS MUCH INFORMATION AS WE DID UP TO 2003
Eric Schmidt - Google
2. SMART STUFF
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GROWTH INTERNET OF THINGSSource: Insites Consulting
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1 billion
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2014 2020
1 billion
25 billion
GROWTH INTERNET OF THINGSSource: Insites Consulting
03 PERSUASIVE MARKETING Google and Facebook
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WHAT CAN WE LEARN FROM GOOGLE AND FACEBOOK? POSITIONING & PROMISE -> RELEVANCE & PROOF
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03 4 CASES & 4 LEARNINGS Centraal Beheer, VARA, Zilveren Kruis
1. Give and get back
01. GIVE AND GET BACK
ZILVEREN KRUIS - APP DE VAKANTIEDOKTER
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people healthcare insurer
people
healthcare
insurer
Greenberry bureaupresentatie Eindhoven, 5 december 2014
1. Give and get back
1. GIVE AND GET BACK 2. RELEVANCE BEATS PRIVACY
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CENTRAAL BEHEER - RIJ SCHADEVRIJ
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RIJ SCHADEVRIJ
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1. Give and get back 1. GIVE AND GET BACK 2. RELEVANCE BEATS PRIVACY 3. CONTEXT IS KING
3. CENTRAAL BEHEER AUTOTEAM
3.5 jaar
3.5 jaar
HELPING CUSTOMER BUYING A NEW CAR
HELPING CUSTOMER BUYING A NEW CAR
CREATING PREFERENCE FOR CAR INSURER=
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1. Give and get back
1. GIVE AND GET BACK 2. RELEVANCE BEATS PRIVACY 3. CONTEXT IS KING 4. CREATE A DIGITAL LOCK-IN
4. GIEL APP - VARA
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