Marketing - Nederland
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Marketing - Nederland
Informatie over het marketingvak in Nederland
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De 7 bouwstenen van het Lego-succes

De 7 bouwstenen van het Lego-succes | Marketing - Nederland | Scoop.it

#6. De klant als bron


Belangrijke stap in de recente Lego-geschiedenis was het bedrijf meer open te zetten voor de klant. Zo werd vrij snel besloten de wereldwijde grote groep AFOL’s (Adult Friends of Lego) te betrekken bij productverbeteringen.

 

‘De Lego-community hoort evengoed bij het bedrijf als de bouwsteen’, zei Knudstorp hierover zelf tegen HBR. ‘Ik besefte de kracht ervan in 2005, toen we een paar enthousiaste fans betrokken in productontwikkelingen. We hebben 180 designers in dienst, sinds 2006 ook steeds meer AFOL’s, maar we hebben bijna 1.000 keer zoveel vrijwillige ontwerpers buiten het bedrijf. We betrekken hen ook bij onze nieuwe vindingen. Klanten kunnen nu zelfs hun eigen producten ontwikkelen, die wij voor hen gaan verkopen, waarbij we hen onze digitale ontwerpsoftware gratis aanbieden.’

Hans van der Meulen's insight:

In deze Sinterklaastijd word ik bijna dagelijks herinnert aan Lego, wat zijn hun 7 bouwstenen voor zakelijk succes?

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Scott Monty: Live Video: What's Old Is New Again

Scott Monty: Live Video: What's Old Is New Again | Marketing - Nederland | Scoop.it

A look into the future


If you look more closely at this decline in time spent with TV, it's not evenly distributed across age groups. The 65+ age group has seen a 14% increase in TV time from 2010 to 2015, and 50-64 years old saw a 1% increase. However: every other age group has seen a decline in TV viewing. From a 14% decrease in 35-49 year olds to a whopping 41% decrease in 18-24 year olds.

 

Those figures tell the story of a very different future of television from the way we've come to know it.

Hans van der Meulen's insight:

TV is dood, leve Live Video!

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Starbucks has more customer money on cards than many banks have in deposits

Starbucks has more customer money on cards than many banks have in deposits | Marketing - Nederland | Scoop.it

As of the second quarter of fiscal 2016, 41% of Starbucks transactions in the U.S. and Canada were conducted using a Starbucks card (24% of transactions at company-operated retail stores U.S. used the Starbucks mobile app), according to figures Starbucks provided to MarketWatch. The company had 12 million active loyalty members in the U.S. in the second quarter.

Hans van der Meulen's insight:

Het blijft opvallend, Starbucks is inmiddels een grote 'bank' in Amerika. Koffie? Ja, verkopen ze ook nog...

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What the Hell is Content?

What the Hell is Content? | Marketing - Nederland | Scoop.it

First lesson learnt:

 

Content is the message (a story, data, practical information, a theory).


Containers, or formats, are the means through which we communicate the message.


If content is badly communicated, no format will make it shine.

Hans van der Meulen's insight:

Wat is content marketing nu eigenlijk? Leerzame blogpost van @gfiorelli1

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Onderzoek: wordt dit het jaar van data-driven marketing?

Onderzoek: wordt dit het jaar van data-driven marketing? | Marketing - Nederland | Scoop.it

De marketingfunctie kan op verschillende manieren ondersteund worden door data. In de basis zijn er twee hoofdgebieden:

 

Data-driven descision making (besluitvorming. organisatiegericht). Bedrijven gebruiken data voor besluitvorming. Meten, analyse van effectiviteit, trends en testen geven hier input voor. Uit het eerder genoemde benchmark-onderzoek blijkt dat 22 procent van de onderzochte bedrijven vindt dat ze grote risico’s lopen bij het nemen van besluiten als ze dit jaar data-driven marketing niet op orde krijgen.


Data driven marketing campaigns (executie – klantgericht). Het andere deel van data-driven marketing richt zich op de executie, waarbij de data het mogelijk maken om gerichter te communiceren. Segmentatie, personalisatie, optimalisatie door middel van testen en event-triggered boodschappen te sturen en de juiste aanbevelingen te doen.

Hans van der Meulen's insight:

Gaat data driven marketing in 2016 echt doorbreken? Of blijft het bij inhoudsloze buzzwords?

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The supermarkets will have to step up their ecommerce game after Amazon/Morrisons deal

The supermarkets will have to step up their ecommerce game after Amazon/Morrisons deal | Marketing - Nederland | Scoop.it

“Amazon has a flamboyant attitude towards profitability when it comes to being a retailer. It is creating an ecosystem through services like Amazon Prime that are very effective mechanisms for locking in customers to increase their spending with Amazon.”


Bryan Roberts, global insights director, TCC Global


Hans van der Meulen's insight:

De retailmarkt in Engeland is flink in beweging dankzij de Amazon/Morrisons deal, straks in Nederland samen met AH?

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The decline of the TV centric living room

The decline of the TV centric living room | Marketing - Nederland | Scoop.it

Myth 1: TV is the dominant living room screen and entertainment the dominant activity


Only 50% of UK online adults now say the TV set is the focal point of their living room, whilst 70% report they ordinarily use a connected device whilst watching TV – this rises to 87% of 16-34s. Multi device activity peaks between 6-9pm.

Hans van der Meulen's insight:

In Engeland staat de TV niet langer centraal in de huiskamer volgens het IAB. Zou dat in Nederland anders zijn?

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Mark Ritson: 7 essential lessons all new marketers need to know

Mark Ritson: 7 essential lessons all new marketers need to know | Marketing - Nederland | Scoop.it

First, never ever talk about a logo. Ever. Most bosses believe marketing is pointless superficial piss, so the minute you turn up talking about a “consistent look and feel” and presenting different font options, you are confirming their worst fears about you and the discipline you work in. Hire an agency to present all the superficial fluffy stuff and stay above the fray.

Hans van der Meulen's insight:

Mark Ritson: 'The social/digital revolution has changed the tactical options, but the strategic game remains the same'

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Attitude replaces age for targeting consumers

Attitude replaces age for targeting consumers | Marketing - Nederland | Scoop.it

In an age of Tinder, online dating and marketing to singles, it is generally assumed by marketers that single people are much more self- and image-conscious than those in a relationship. The recent advertising campaign for Match.com is based on this premise. However, the study indicates that singles are far less likely to be concerned with other people’s opinions than those in relationships.

Hans van der Meulen's insight:

De indeling van doelgroepen in leeftijd is steeds minder relevant, de attitudes van consumenten is een beter startpunt.

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13 Stats That Should Thrill CMOs

13 Stats That Should Thrill CMOs | Marketing - Nederland | Scoop.it

Marketers have a lot of issues to deal with moving forward, but there are still plenty of reasons to be optimistic. Even though, as Dillon points out, intrusive advertising is in a state of crisis, content and experiential marketing is starting to truly live up to the hype that’s been building over the past few years.

Hans van der Meulen's insight:

13 relevante statistieken om de directie te overtuigen van het belang van content marketing.

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Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B

Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B | Marketing - Nederland | Scoop.it

“It’s not the ink, it’s the think.”


This quote was the basis for Avinash Kaushik’s opening keynote at MarketingProf’s B2B Marketing Forum. For those of you that don’t know, Avinash is a Digital Marketing Evangelist at Google and best-selling author.


According to Avinash, the difference between companies that will be great and those that will die (either quickly or slowly) are the ones that understand how to obsess about the think. Thinking about how your company can connect with people and execute process and structure will make you masters of marketing. Below are some of the many highlights from his entertaining, informational and inspiring keynote.


Hans van der Meulen's insight:

“It’s not the ink, it’s the think.” - Avinash Kaushik - See. Think. Do. Care.

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Customer Experience in 1 Day

Customer Experience in 1 Day | Marketing - Nederland | Scoop.it

Tijdens Customer Experience & CRM in 1 Day worden cases van onder andere BMW, OHRA, KNAB en AVRO/TROS besproken, naast vele andere cases zoals EDF, ASR en Carthago. Voorbeelden die je hopelijk aanspreken en cases die je mogelijk kunnen helpen bij jouw werk. Kortom hoe doen anderen het? En wat kan ik daar mee?


Ga naar www.crmin1day.nl en meld je aan met de code HMCRM75. Je ontvangt dan een korting van 75 euro op de toegangsprijs. 

Hans van der Meulen's insight:

Customer Experience is de marketing trend van 2015, op 9 september is het congres over dit vakgebied.

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10 Top US Marketers

10 Top US Marketers | Marketing - Nederland | Scoop.it

1. Jay Baer
2. Michael Brenner
3. Rand Fishkin
4. Ann Handley
5. Ian Lurie
6. Pam Moore
7. Lee Odden
8. Joe Pulizzi
9. Todd Wheatland
10. Kyle Lacy

Hans van der Meulen's insight:

Wat zijn volgens SlideShare de 10 favoriete marketeers om te volgen? En in Nederland?

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Facebook takes aim at ad blockers

Facebook takes aim at ad blockers | Marketing - Nederland | Scoop.it

Giving users control

 

Besides combatting ad blocking head-on, the social media giant is also looking to make its ad preferences easier to use, so users can stop seeing certain types of advertisements. Facebook says these improvements are designed to give people “even more control” over how their data informs the ads they see.

Hans van der Meulen's insight:

Game on! Facebook zet een ad blocker blocker (!) in en geeft de gebruikers meer controle?

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Mark Ritson: Gap’s CEO is suffering from digital delirium

Mark Ritson: Gap’s CEO is suffering from digital delirium | Marketing - Nederland | Scoop.it

This is perhaps the most severe case of morbus digitalis I have encountered and, trust me, I have seen my fair share. Any retailer with any experience is going to tell you that nothing compares to windows and visual merchandising in terms of driving traffic into store. To downplay the windows in your 3,700 stores and the amazing ROI this media can offer in favour of a mythical digital presence that has somehow eluded you is nothing short of madness.

Hans van der Meulen's insight:

Wat is een 'digital delirium'? En waarom hebben CEO's hier last van? Mooie column van Mark Ritson.

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Big Data’s Most Influential Rock Stars: 10 Must-Follow Leaders

Big Data’s Most Influential Rock Stars: 10 Must-Follow Leaders | Marketing - Nederland | Scoop.it

Whether you want to dip your toes in or fully immerse yourself, picking the right people to follow not only helps you determine what to give your attention and time to, it also lets you avoid the riff-raff and half-science that often crowds the big-data space. Best of all, it give you a first-person, in-the-trenches view of big data directly from the perspective of its most trusted practitioners.

 

That’s why, to help you get connected, we’ve put together this list of the top 10 big data rockstars you should be following.

Hans van der Meulen's insight:

Meer weten over Big Data? Deze 10 experts hebben er veel verstand van en geven relevante tips.

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Weird Things You Can Measure With Google Analytics

Weird Things You Can Measure With Google Analytics | Marketing - Nederland | Scoop.it

You’ll get Google Analytics reports about all these data points that you are now collecting and it is now your job as an analyst to make sense of that data in order to understand your users, how to optimize your apps, devices and processes and become more successful than ever before. Get ready to track the Internet of Things!

 

Before you go crazy and try this at home (which I encourage), I’ll close this post with the infamous Albert Einstein quote:

 

“Not all that is countable counts and not all that counts is countable”

Hans van der Meulen's insight:

Een overzicht van wat je allemaal kunt meten met Google Analytics en ja, ook het koffieapparaat!

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The Customer Journey to Online Purchase – Think with Google

Google's Customer Journey tool provides a generic model for how customers make purchasing decisions in your industry. But, does your business data tell a different story?

Hans van der Meulen's insight:

Handig, een klant reis in kaart brengen via de Customer Journey tool van Google. 

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13 Songs That Speak to Marketers

13 Songs That Speak to Marketers | Marketing - Nederland | Scoop.it

“Hello, Goodbye” The Beatles


To avoid churn -- in other words, when too many of your customers are saying “hello” and then all too quickly saying “goodbye” – the most effective marketing teams have built sophisticated customer marketing programs to make sure customers stay customers.

Hans van der Meulen's insight:

Vrolijk de dag beginnen, van welke muziek houden marketeers volgens LinkedIn?

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Woo Woo?: Do You Know What Your Marketing Is Doing?

Shiny New Object Syndrome

Hans van der Meulen's insight:

Shiny New Object Syndrome? Leuke video van Adobe over het feit dat bedrijven en merken te vaak achter de laatste hype of rage aanlopen.

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Introducing Gen C: The YouTube Generation

Introducing Gen C: The YouTube Generation | Marketing - Nederland | Scoop.it
Gen C is a powerful new force in consumer culture, a mindset defined by creation, curation, connection, and community. 80% of millennials are made up of Gen C, YouTube's core (though by no means only) audience.
Hans van der Meulen's insight:

Millennials kennen we al, maar Google introduceert de Generatie C oftewel de YouTube generatie....

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Heineken, Instagram and Edwin van der Sar on embracing digital, personalisation and social media

Heineken, Instagram and Edwin van der Sar on embracing digital, personalisation and social media | Marketing - Nederland | Scoop.it

“We realised that most of our brands and stories were born in the analogue age and it made us nervous. Around 12 months ago we started an overview to assess how Heineken can win in a world where digital is the norm,” he told delegates.


Admitting that the changes had been “unpopular” among some of its marketers, Hagh said the review had spark a complete change in the way the business has tells stories.


“We assessed our digital content and social storytelling against the very best in the world and found out we were lacking so we are making big changes,” he added, revealing that Heineken has grown digital spending from 9% of its budget to 25% in under two years.


“This is about deploying a tailored digital strategy in every single market as we cannot pursue the same marketing strategy in the UK as we do in Nigeria or Vietnam. As we adopt this big data strategy, taking a hit on creativity is obviously the biggest risk we face, but it is worth taking as we must ensure that digital revives Heineken and its partners.”

Hans van der Meulen's insight:

Is het nu Edwin van De Sar, van De Saar of toch Edwin van der Sar? MarketingWeek drinkt een biertje met hem op de Web Summit....

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The trends brands should look out for in digital marketing in 2016

The trends brands should look out for in digital marketing in 2016 | Marketing - Nederland | Scoop.it

1. Creating videos that don’t disrupt;

2. Data that goes further;

3. Native content to expand across screens.

Hans van der Meulen's insight:

Overzicht van 3 relevante trends waar marketeers en merken rekening mee moeten houden in 2016...

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Article or Ad? When It Comes to Native, No One Knows

Article or Ad? When It Comes to Native, No One Knows | Marketing - Nederland | Scoop.it

Native advertising—articles paid for and/or written by a brand that live on a publisher’s site—has emerged as a powerful and popular new advertising tool over the past few years. Media companies like BuzzFeed, The New York Times, The Wall Street Journal, and The Atlantic have all invested heavily in the creation and distribution of native advertisements on behalf of brands, with many charging over $100,000 for a native advertising campaign.

Hans van der Meulen's insight:

Wat is 'native advertising' nu eigenlijk? En welke prijzen vragen de Amerikaanse uitgevers daarvoor?

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Amazon ups ecommerce competition as it brings one-hour delivery to London

Amazon ups ecommerce competition as it brings one-hour delivery to London | Marketing - Nederland | Scoop.it

The service is currently restricted to specific parts of central London but Amazon says it is looking to reach all of London and additional UK cities by the end of the year.


“Millions of customers across London can use the Prime Now app today and discover over 10,000 items for one-hour delivery,” said Christopher North, managing director of Amazon UK.


Users will have to be members of Amazon’s subscription ‘Prime’ service, which offers free next day delivery and access to its streaming and cloud storage services. One hour delivery will cost £6.99 and customers will have had to spend at least £20.


They can get it for free, however, if they opt for a two hour delivery.


Hans van der Meulen's insight:

Het gevecht om 'same day delivery' is nu echt losgebarsten met Amazon die binnen 1 uur levert, voorlopig alleen in Londen.

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