College 2. Internet Marketing
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Online Marketing | College 2 | sept. 2012 | Marketing 3.0
Docent: Lotte Bouhuijzen / Eefje Op den Buysch
© 2011 – 2012 Fontys Academy for Creative Industries
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College 2
Doelstelling:Specifieke onderwerpen hoofdstuk 1 dieper verkennen
- Introductie Marketing 3.0
Practical
- Bespreking opdracht PressPausePLay
- Bespreking voorbeelden online events
- Alles op groepsweblog?
© 2011 – 2012 Fontys Academy for Creative Industries
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Disintermediation
Cybermediation
Longtail
© 2011 – 2012 Fontys Academy for Creative Industries
PressPausePlay – begrippen
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PressPausePlay
Disintermediation het verdwijnen van een tussenschakel in de waardeketen van product tot eindconsument Cybermediation
Longtail
© 2011 – 2012 Fontys Academy for Creative Industries
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PressPausePlay
Disintermediation het verdwijnen van een tussenschakel in de waardeketen van product tot eindconsument Cybermediation een online tussenpersoon die informatie verzamelt en (gratis) deelt met de bezoekersLongtail
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PressPausePlay
Disintermediation het verdwijnen van een tussenschakel in de waardeketen van product tot eindconsument Cybermediation een online tussenpersoon die informatie verzamelt en (gratis) deelt met de bezoekersLongtail het bereik van potentiele klanten -via internet- kan groter zijn dan bij traditionele verkoop doordat ook kleine markten met specifieke interesses (niches) succesvol bereikt kunnen worden
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Marketing 3.0
‘vind de klik met de klant’ • Digital worlds: over veranderende werelden• Digital people: met zelfde mensen, maar…
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Hoofstuk 1 | Wat is interactieve marketing?
© 2011 – 2012 Fontys Academy for Creative Industries
Doel: Specifiek verkennen hoofdstuk 1
Opdracht: Beschrijf voor jezelf de volgende begrippen uit hoofdstuk 1
Interactieve marketing | User Generated Content | Crowdsourcing | Co-creation | Oude & Nieuwe media | Besteding mediatijd
Hoe: Beschrijf elk begrip in één volzinTijd: 5 minuten Uitkomst: Docent vraagt naar definities
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Hoofstuk 1 | begrippen
© 2011 – 2012 Fontys Academy for Creative Industries
Beschrijf voor jezelf de volgende begrippen uit hoofdstuk 1Interactieve marketing
User Generated Content
Crowdsourcing
Co-creation
Oude & Nieuwe media
Besteding mediatijd
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Hoofstuk 1 | begrippen
© 2011 – 2012 Fontys Academy for Creative Industries
Beschrijf voor jezelf de volgende begrippen uit hoofdstuk 1Interactieve marketing – blz. 15
User Generated Content – blz. 18
Crowdsourcing – blz. 19
Co-creation – blz. 20
Oude & Nieuwe media – blz. 22
Besteding mediatijd – blz. 24
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© 2012 – 2013 Fontys Academy for Creative Industries
De iDe ideale marketeer: de slager om de hoekdeale marketeer: de slager om de hoek
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De macht van de mediaDe macht van de media
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De macht van de mediaDe macht van de media
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http://dewerelddraaitdoor.vara.nl/media/72612
De macht van de mediaDe macht van de media
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TweetPhotoshop #fail bij H&M vandaag. Hoofd even breed als taille. Prutsers geven verkeerd beeld van (jonge) meiden. #fb
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Interactieve marketing | waar draait het om?
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Relevantie, aandacht en weten wat er speelt
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De veranderende maatschappij
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De veranderende maatschappij
• Ik zoek
• Hier en nu
• Ik wil
• Controle
• Simpel
• Ik en Wij
• Verras
• &/&
© 2011 – 2012 Fontys Academy for Creative Industries
Opdracht: Bestudeer bullet pointsSchrijf voor jezelf op wat je gedachten hierbij zijn tijd 5 minuten
Je gaat een serie slides zienBij elke slide vraagt de docent om uitlegIedereen moet antwoord kunnen geven
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De veranderende maatschappij
• Ik zoek
• Hier en nu
• Ik wil
• Controle
• Simpel
• Ik en Wij
• Verras
• &/&
© 2011 – 2012 Fontys Academy for Creative Industries
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© 2010 – 2011 Fontys Academy for Creative Industries.
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De veranderende maatschappij
• Ik zoek
• Hier en nu
• Ik wil
• Controle
• Simpel
• Ik en Wij
• Verras
• &/&
© 2011 – 2012 Fontys Academy for Creative Industries
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Stelling
De iDe ideale marketeer was de kruidenier van vroeger,deale marketeer was de kruidenier van vroeger, de slager op de hoekde slager op de hoek
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Na de Pauze – Practical
© 2011 – 2012 Fontys Academy for Creative Industries
Opdracht 3: Beleggen in aandelen Facebook / Google / Microsoft / Apple
Opdracht 4: Verkenning vakgebied – trends in Online Marketing
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Opdracht 3 – Beleggen in aandelen Facebook / Google / Microsoft / Apple
© 2011 – 2012 Fontys Academy for Creative Industries
Doel: leer meer over de online wereld door 'de grote vier' te kennen
Opdracht: maak een keuze voor het bedrijf waar jullie (fictieve) aandelen van gaan kopen (het bedrijf waarvan jullie de grootste waardestijging verwachten)
Hoe: deskresearch, kwalitatief onderzoek
Tijd: 1 week Uitkomst: motiveer je keuze in max. 500 woorden, links + grafieken
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Opdracht 4 – trends in online marketing
© 2011 – 2012 Fontys Academy for Creative Industries
Doel: ontdek de laatste trends en ontwikkelingen binnen online marketing
Opdracht: Kies een onderwerp, zoek een voorbeeld uit de EMEG branche en analyseer
Hoe: Geef aan wat dit onderwerp inhoudt en hoe het zich in de toekomst zal ontwikkelen (visie), gebruik een citaat uit een artikel
Tijd: 1 week Uitkomst: verslag op groepsweblog
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Opdracht 4 – trends in online marketing | onderwerpen
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Mobile SearchDisplay advertisingQuantified self Social mediaGamification
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Voorbereiding volgende week
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Lezen: Hoofdstuk 2 – Businesstoepassingen Maken: Hoofdstuk 2 – Opdracht 1 t/m 4
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Volgende week – college 3
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Bespreken opdrachten hoofstuk 2 College over businesstoepassingen, verdienmodellen en sociale mediaDigital organizations: naar andere organisaties | Digital marketing: old vs new school | Marketing 1.0, 2.0, 3.0
Practical Brainstorm online event Bezoek plannen: expert op jullie gekozen vakgebied (interview) Toekomstvisie n.a.v. artikelen, desktop research, fieldresearch