I tried to make a start with this presentation about new marketing & new methods of creating value. I hope you find it valueble!
I want to invite you to also make a better and extended version. please send me your input on this presentation. Eveyone that contributes will be mentioined in the next version! Together we can make it more valuable!
Robert van Geenhuizen
info@rogenica.nl
http://www.twitter.com/rogenica
http://www.rogenica.nl
http://www.linkedin.com/in/robertvangeenhuizen
2. ‘The way we used to do
marketing is radically
changing.’
(NEW) COMPANIES THAT EMBRACE NEW WAYS OF CREATING
VALUE(MARKETING) ARE INCREDIBLY SUCCESSFUL. THEY ARE
THE 'GAME CHANGERS'. TRADITIONAL COMPANIES WHO ALSO
WANT TO BENEFIT FROM THE NEW INTERNET MARKETING
METHODS ARE STRUGGLING. THEY DON'T UNDERSTAND THE
ESSENCE OF THE NEW METHODS OF CREATING VALUE.
3. EVERYONE WHO IS RUNNING A BUSINESS SHOULD HAVE IMPORTANT QUESTION...
HOW CAN I PROFIT FROM THESE NEW MARKETING METHODS AND BE A
GAME CHANGER?
4. TO UNDERSTAND
THE NEW
POTENTIAL AND
TO LET IT WORK
FOR YOU, WE
NEED TO GO
BACK TO THE
ESSENCE.
5. THERE USED TO BE A TIME, THE ECONOMY
WAS ALL ABOUT COMMODITIES...
What drives the economy? What need businesses to do? The consumer buying criteria?
Commodities Supply Availability
6. WHEN THE INDUSTRIAL REVOLUTION CAME, IT WAS
ALL ABOUT AVERAGE PRODUCTS FOR THE MASSES...
What drives the economy? What need businesses to do? The consumer buying criteria?
Goods Control Costs
Commodities Supply Availability
7. WHEN GOODS BECAME A COMMODITY, PEOPLE WANTED
QUALITY, SO ECONOMY WAS ABOUT SERVICES...
What drives the economy? What need businesses to do? The consumer buying criteria?
Services Improve Quality
Goods Control Costs
Commodities Supply Availability
8. AFTER SERVICES ALSO BECAME A COMMODITY, ECONOMY
IS DRIVEN BY CREATING AUTHENTIC EXPERIENCES...
What drives the economy? What need businesses to do? The consumer buying criteria?
Experiences Render Authenticity
Services Improve Quality
Goods Control Costs
Commodities Supply Availability
9. MARKETING OR CREATING VALUE(MARKT -
GETTING) WAS IN THE INDUSTRIAL DRIVEN
ECONOMY(SERVICES AND GOODS) ALL ABOUT
BEING THE KING...
• RESEARCH HOW YOU CAN MAKE PRODUCT AS CHEAP AS POSSIBLE FOR THE MASSES.
• OWN THE IMPORTANT DISTRIBUTION CHANNELS.
• TELL AS MANY PEOPLE AS POSSIBLE ABOUT THE PRODUCT BY INTERUPTION MARKETING
AND MASS MEDIA(MARKETING & ADVERTISING).
• SELL!
10. THE INTERNET REVOLUTION
CHANGED SOME IMPORTANT THINGS…
• THE INTERNET MAKES OWNING DISTRIBUTION CHANNELS LESS VALUABLE.
• THE FRAGMENTATION OF MEDIA MAKES IT HARDER TO REACH A CRITICAL MASS.
• INTERNET HELPS IN CUSTOMIZING PRODUCTS AND MAKE THEM MORE VALUABLE AND
RELEVANT FOR PEOPLE. THIS MAKES AVERAGE PRODUCTS FOR THE MASSES HARDER TO SELL.
11. THE INTERNET REVOLUTION
CHANGED MORE IMPORTANT THINGS…
• THE INTENTERNET ENABLES COMPANIES TO LISTEN TO CONSUMERS AGAIN(DIALOGS).
PEOPLE ARE IGNORING THE KING ON THE HILL AND THEY GLORIFY COMPANIES THAT LISTEN TO
THEM!
• THE INTERNET ENABLES TRANSPARENCY WHICH IS A GOOD THING IN THE
EXPERIENCE ECONOMY WHERE THE BUYING CRITERIA IS AUTHENTICITY!
• BEFORE THE INTERNET IT WAS ALL ABOUT THE SHORT HEAD(MASSES). INTERNET MAKES IT
PROFITABLE TO SERVE THE LONG-TAIL. A LOT OF SMALL MARKETS TOGETHER IS ALSO A BIG
MARKET!
• THE DIALOG ALSO MAKES PERMISSION MARKETING VERY EASY.
12. THE NEW EXPERIENCE DRIVEN
ECONOMY AND THE INTERNET
REVOLUTION CHANGE THE
ESSENCE OF CREATING VALUE FOR
COMPANIES AND THEREFORE
THE WAY WE TRADITIONALLY USED
TO DO MARKETING.
13. • WHERE ADVERTISING WAS A VALUABLE THING FOR MARKETEERS, IT NOW BECOMES LESS
VALUABLE. ADVERTISING IS ALL ABOUT(IT SHOULD BE) CHANGING THE PERCEPTION OF PEOPLE. MOST
ADVERTISING THESE DAYS IS ABOUT TRYING TO MAKE THINGS LOOK BETTER THEN THE ARE IN REALITY.
THIS SIMPLY DOESN'T WORK IN A ECONOMY WHERE THE BUYING CRITERIA IS AUTHENTICITY!
• WHEN PRODUCTS AND SERVICES BECOME EXPERIENCES, IT IS ALL ABOUT THE IDEA BEHIND IT.
• WE HAVE TO TURN THINGS AROUND. WE HAVE TO MAKE PRODUCTS FOR PEOPLE INSTEAD OF SEARCHING
PEOPLE THAT WANT TO BUY THE PRODUCT.
• MEDIA IS DEFRAGMENTED, PEOPLE HAVE LESS TIME AND HAVE TO MAKE MORE CHOICES.
GETTING THERE ATTENTION IS ONLY POSSIBLE IF YOU HAVE TO OFFER SOMETHING VALUABLE AND
RELEVANT.
• IT'S NOT ABOUT HOW MANY, BUT WHO?
14. New marketing is all about
Creating a great idea.
continuing
in the form of an businessmodel (integrated marketing in the core).
proces
Create a frame around your idea(a brand).
People value things to frames. If there's not a frame around things,
people don't recognize it and don't value it the right way.
Make something great that people can talk about.
Something valuable and relevant to them and tell them an authentic story.
repeating proces
Don't think about the masses, but about the passioned.
Facilitate that people can talk about it.
But also listen to people to improve the product of make some new great new products(read:idea).
Get permission.
Use the permission of your 'fans' to tell them about your next idea(improved products or new products).
15. NEW MARKETING CHANGES THE COMPLETE GAME.
YOU EVEN HAVE SEE THE FAMOUS MARKETING MIX
IN A COMPLETE DIFFERENT CONTEXT…
• WHEN YOU PRODUCT IS AN EXPERIENCE, EVEN THE
PLACE AND THE PEOPLE BECOME THE PRODUCT.
• WHEN THE PRODUCT IS MADE FOR PEOPLE AND NOT THE OTHER WAY AROUND, THE PRODUCT
BECOMES THE PROMOTION.
• AND NOW PEOPLE CAN TALK ON LARGE SCALE ABOUT YOU WITH EACH OTHER,
EVERYTHING IS PROMOTION!
16. SO NEW MARKETING AND CREATING VALUE IS ALL
ABOUT IDEAS, STORIES AND MAKING THEM SPREAD.
BECAUSE THE IDEAS THAT SPREAD WIN.
SO NOW YOU KNOW, BUT WHAT ARE YOU GOING TO DO?
17. IF YOU DON'T MAKE USE OF THE OPPORTUNITIES,
THEY BECOME EVENTUALLY YOUR BIGGEST THREAD.
ARE YOU WILLING TO CHALLENGE THE STATUS QUO?
18. I want to try to make this presentation better.
So if you have any suggestions for version two,
please contact me or just send me the input.
Everyone that contributes,
will be mentioned in the next version!
Robert van Geenhuizen
info@rogenica.nl
http://www.twitter.com/rogenica
http://www.rogenica.nl
http://www.linkedin.com/in/robertvangeenhuizen
19. I am Robert van
Geenhuizen and as a
communication designer
and a creative person
I help people that want to
challenge the status quo.