Presentatie StormMC- Marketing dagen 2012 - trends in zoekmachine marketing
Affiliatedag Essent StormMC Haico Pols - Berend Sikkenga -31052011
Transcript of Affiliatedag Essent StormMC Haico Pols - Berend Sikkenga -31052011
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Essent
&
StormMC
Affiliate Dag 2011
Berend Sikkenga
&
Haico Pols
31 mei 2011
Affiliate Marketing:
Een kijkje in de keuken…
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Agenda….
1 IntroductieBerend, Haico & Essent
2 Affiliate marketing Volgens STORM
3 Hoe hebben we het georganiseerd? TOCIO
4 What’s next?
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Berend Sikkenga
• Internetmarketeer bij Essent
• +10 online ervaring aan bureau-& klantzijde
• Bestuurslid NIMA Online Marketing
• Auteur Basisboek Online Marketing voor HBO-studenten
drs. Haico Pols
• Oprichter/ eigenaar StormMC
• Fullservice online marketingbureau
• Van Strategie tot Implementatie
• Oprichter/ eigenaar StormAcademy
• Gespecialiseerd trainingsbureau
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Essent…
…doen die niet iets met energie?
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Klanten van Essent in de zaal?!
…of van Nuon?
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In Nederland & België….
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Voor consumenten én bedrijven….
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Essent levert… de laagste rekening voor onze klanten
ViaFocusDecNovOctSepCampagne
Nieuwe merkbelofte
MerkState of the union
Slimme Thermostaat
Hardware offer
Acquisitie
IsolatieService
Service offer
Acquisitie
Verbruiks-Manager
Online offer
Retentie, Cost to Serve
Slimme Thermostaat 2.0
Jan Feb Mrt Apr
HelemaalGroen
Hardware offer
Acquisitie
‘Green’offer
Acquisitie
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Uitgangspunten
Affiliate Marketing…
…volgens STORM
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Essent: affiliate marketing werkt niet….
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…affiliate marketing is ‘natte droom’van iedere adverteerder….
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…affiliate marketing is hard werken en doorzetten….
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…affiliate marketing is proces management….
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…affiliate marketing is transparantie….
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…de affiliates bepalen….
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…affiliate marketing is de krachten bundelen…
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…affiliate marketing is de krachten bundelen…
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…affiliate marketing is testen, testen, testen en optimaliseren….
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De Grote Essent
Affiliate Quiz…
…is het A of B?
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Conversie x 2 !
BBBBAAAA
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Conversie x 3 !
BBBBAAAA
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Conversie % = 0,08 %
eCPC = EUR 0,06
BBBBAAAA
Conversie % = 0,13 %
eCPC = 0,10
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…wat we hebben bereikt…
…kwantitatief en kwalitatief…
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…wat we gaan doen…
…in Q3 & Q4…
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Toekomstige (optimalisatie)acties
NL:
• Extra netwerk opschakelen
• Inzetten structurele affiliate propositie
• Betere balans sales volumes (basis onderstroom)
• Inzetten XML-banners
• Inzetten dedicated LP’s + LP Optimizertool
• Meer cross sell MKB
• Verder optimaliseren keuringsproces
• Conversie attributie & cross channel optimalisatie
BE: NTB, afhankelijk van analyses eerste resultaten
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…affiliate marketing kan uitgroeien tot een ware geldmachine voor alle betrokken partijen….
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Hoe organiseren?
…saaie kost ☺maakt wel het verschil
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TOCIO:Team Online Campagnes Implementeren & Optimaliseren
Essent Marketing- Internet specialists
- Communication specialists
- Online sales channelmanager
Storm MC
- Display & Affiliation
- Campaign-management
- Creative materials
Essent IT- Interaction design
- Frontend development LP’s
-Webanalytics
PHD- Overall media strategy
- Media buying (offline)
Etcetera:
- Overall communication
concept (also offline)
- Concepting online campaigns
Maxlead:- Search & Google Display
- Campaign-management
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De ‘I’ & ‘O’ in TOCIO
Develop/design
Driveresults
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Zelf doen of
uitbesteden?!
…wat vinden jullie
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What’s next!
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…structurele proposities & special deals
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CASH vs. “de laagste rekening”
…wat vinden jullie
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…begin juli unieke propositie
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BEDANKT!!!
…kom naar de stand en win!!!
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