Marketing - Nederland
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Five trends marketers need to know for 2015

Five trends marketers need to know for 2015 | Marketing - Nederland | Scoop.it

There are implications for digital marketing and customer journey analytics if brands can no longer see how users discover and reach their websites. Last year, Team Sky worked with RadiumOne using tools that tracked content across its websites, social media and mobile platforms that was shared by emails, instant messaging and forums. This was after discovering that in the previous 12 months, 95% of its content was shared via private channels.

Hans van der Meulen's insight:

Wat zijn de 5 belangrijke macro trends waar elke marketeer rekening dient te houden?

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Marketing - Nederland
Informatie over het marketingvak in Nederland
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Want to be a Great Marketer in 5 Years? Master These 4 Skills

Want to be a Great Marketer in 5 Years? Master These 4 Skills | Marketing - Nederland | Scoop.it

1. Strategy;

2. Relationship-focused;

3. Data-driven;

4. Storytelling.

Hans van der Meulen's insight:

Welke 4 competenties heeft een moderne marketeer nodig? Grootste uitdaging lijkt mij de 'data driven' eigenschap.

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The Power of Branded Illustrations + Animation in Content Marketing

The Power of Branded Illustrations + Animation in Content Marketing | Marketing - Nederland | Scoop.it

If you’d like to start exploring the medium, begin with identifying your brand’s core values, message, and target audience. Peck’s advice?

 

“With any brand, you have to start at the top and ask what the mission is. Once that’s clearly articulated, the rest of the strategy starts to take shape.

 

“Finding the right way to express the brand’s mission and values is the crucial next step. I always look at the category and what everyone else is doing, then find a way to differentiate and stand out.”

Hans van der Meulen's insight:

Al illustraties of tekeningen gebruikt voor jouw content marketing? Ter inspiratie enkele relevante voorbeelden.

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It's Amazon vs. Google as we enter a new era of online-to-offline commerce

It's Amazon vs. Google as we enter a new era of online-to-offline commerce | Marketing - Nederland | Scoop.it

The major advantage that traditional retailers had over Amazon was the availability and immediacy of stores. You could see and touch products and take them home the same day. You could return products more conveniently than shipping them back to Amazon.

 

Over time, however, Amazon has chipped away at these advantages with Prime, Prime Now, Lockers, prepaid returns, and finally, with its nearly $14 billion purchase of Whole Foods.

 

On the first full day of Amazon control over the high-end grocer, it cut prices over 40 percent and started selling Echo devices in Whole Foods stores.

Hans van der Meulen's insight:

'Winter is coming' voor retailers, Amazon is nu de ultieme omnichannel kampioen. Wie kan overleven?

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'FonQ scoort met eigen koers'

'FonQ scoort met eigen koers' | Marketing - Nederland | Scoop.it

'Vind jouw mooi.' Taalfout of slimme woordspeling? Webwinkel FonQ wist er in ieder geval veel aandacht mee te trekken. De crossmediale campagne heeft meer opvallende elementen.

 

Chief Marketing Officer Jeremiah Albinus: We denken niet in silo’s omdat alle marketinguitingen effect hebben op elkaar en uiteindelijk draait advertising om de acquisitie van klanten voor de laagste prijs mogelijk, hoe on-sexy dat ook klinkt. Geen kanaal staat op zichzelf....

Hans van der Meulen's insight:

De laatste campagne van e-tailer FonQ is een mooi voorbeeld van het verdwijnen van de indeling online en offline.

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The shrinking and emerging demographics marketers need to know

The shrinking and emerging demographics marketers need to know | Marketing - Nederland | Scoop.it

First step on the ladder

 

Although this group of older homeowners is shrinking, a demographic is emerging at the bottom of the ladder with a whole new set of aspirations. Described by Experian as the ‘earning potential’ demographic, this group of aspiring young adults would have been first-time buyers in previous years. However in 2017 they are renters who hope to buy later, if at all.

 

“They respond to emails better than average, but they’re not really interested unless they’re on their phone or tablet. However, they’re nearly twice as likely to respond to social media than any other group."

Hans van der Meulen's insight:

Wat moet een marketeer weten over het veranderende gedrag van de (komende) generaties?

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Build the marketing team of the future

Build the marketing team of the future | Marketing - Nederland | Scoop.it

Marketing is increasingly converging with sales and technology because customer experience is becoming the main differentiator in a world where consumers are empowered and knowledgeable. The marketing team of the future must embrace this by ensuring it has a broad range of specialist and generalist skills to call upon, either internally or by outsourcing to agencies that understand its brand.

Hans van der Meulen's insight:

Hoe moet je als bedrijf het marketing team van de toekomst samenstellen?

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Laten we het 'ff' over deze NIX18-sticker hebben

Laten we het 'ff' over deze NIX18-sticker hebben | Marketing - Nederland | Scoop.it

Al die pogingen om 'de jeugd' te begrijpen, en om tot jongeren door te dringen door je voor te doen als één van hen, hebben nog nooit gewerkt. Jongeren vinden rapworkshops niet cool. Jongeren snappen het best als er op een sticker iets staat als 'verkoop van sigaretten alleen voor volwassenen'.

 

Maar soms hebben jongeren gewoon geen zin om naar oude mensen te luisteren. Ook niet als die oude mensen elke zin afsluiten met yo, yo.

Hans van der Meulen's insight:

Het valt niet mee om de juiste 'tone-of-voice' voor de NIX18 campagne te bedenken...

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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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Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel

It’s a revealing quote. As marketing continues to advance at ever increasing speeds into acronyms and ambitions that literally did not exist a year ago, it’s crucial that marketers maintain a super-effective bullshit detector. Some of the new developments in digital marketing are genuinely astonishing, others are bags of piss disguised as the champagne of disruption.

 

I advise every good marketer to assume it’s the latter, even at the risk of looking like an out of touch idiot, until someone eventually proves to you that it’s the former.

Hans van der Meulen's insight:

Weer een geweldige column van @markritson over het belang van een goede 'bullshit detector' voor een marketeer en de beperkte focus van een 'spreadsheet jockey'.

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Amazon makes major move into fashion with first ad campaign for Find brand

Amazon makes major move into fashion with first ad campaign for Find brand | Marketing - Nederland | Scoop.it

"We are passionate about fashion and design for people who feel the same. We believe our customers have their own personal style and Find is about celebrating that."

 

The fact it is now turning its attention to clothing should have the industry worried. It has already invested in Europe’s biggest photography studio in Shoreditch in London to improve the quality of pictures on its website and launched Amazon Wardrobe, which lets users try on clothes before buying them.

Hans van der Meulen's insight:

Verrassend, Amazon gaat ook de mode in met zijn eigen 'fashion brand' Find...

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You Have No Idea How Many Companies Amazon Owns..

You Have No Idea How Many Companies Amazon Owns.. | Marketing - Nederland | Scoop.it

In 23 years, Amazon has grown into one of the imposing corporations in the world. 

 

Check out 9 ways Amazon is taking over the world.

Hans van der Meulen's insight:

Amazon is onderdeel van de 'Frightful Five', de 5 bedrijven die ons (digitale) leven bepalen. Waarom eigenlijk?

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4 Things You Need to Know About the Future of Marketing

4 Things You Need to Know About the Future of Marketing | Marketing - Nederland | Scoop.it

1. The ways people get assistance will evolve;

2. Consumers want a frictionless mobile experience;

3. People are blending their offline and online worlds;

4. Expectations for advertising are rising.

Hans van der Meulen's insight:

Hoe ziet de toekomst van marketing er uit volgens Google? De 4 relevante trends...

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HICon - Huishoudbeurs Influencer Congres, 23 februari 2017

HICon - Huishoudbeurs Influencer Congres, 23 februari 2017 | Marketing - Nederland | Scoop.it

Het congres voor de marketing, communicatie en PR Leader.

 

Influencer marketing, wat is het, wat kun je ermee doen en hoe zet je dit succesvol in?

Hans van der Meulen's insight:

Wat kan influencer marketing voor jouw merk betekenen? Praat mee tijdens het HICon event op 23 februari.

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11 effective lead magnets you should use in 2017

11 effective lead magnets you should use in 2017 | Marketing - Nederland | Scoop.it

“A successful client lifecycle requires optimizing the process for converting visitors into leads,” Lynch says. “Unfortunately, a hole exists between the traffic generation phase and the lead generation phase that often results in one-time visitors who neglect your attempts to capture their information and never hear from you again.”

Hans van der Meulen's insight:

Content marketing wordt steeds relevanter, maar hoe genereer je 'leads'? 11 praktische tips!

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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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