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Interactieve Marketing Communicatie. Programma vandaag 1. Algemeen Voorstellen + Gegevens uitwisselen (kl.lijst + groepsindeling) Communicatie (totaal.

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Presentation on theme: "Interactieve Marketing Communicatie. Programma vandaag 1. Algemeen Voorstellen + Gegevens uitwisselen (kl.lijst + groepsindeling) Communicatie (totaal."— Presentation transcript:

1 Interactieve Marketing Communicatie

2 Programma vandaag 1. Algemeen Voorstellen + Gegevens uitwisselen (kl.lijst + groepsindeling) Communicatie (totaal + groep) Opzet module (studentenreader) 2. College 1 theorie Introductie 3. College 1 praktijk Opzet project (weblog en workshops) 4. Aan de slag Debriefing Plan van aanpak

3 Interactieve (marketing)communicatie College 1 THEORIE

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5 Screenagers

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12 Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%) 78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung) 54% of US consumers avoids products & services which “overwhelm” with advertising (Yankelovich Partners) 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.) In 1965, 80% of year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) BRANDS CONSUMERS RESPONSE

13 Yet then the power shifted ® Anytime - Any Place - Any Way

14 The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2

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16 Kortom: Transparant Authentiek Smeuïg Consument gedreven

17 Social Media

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21 In which (semi-)amateurs start to “play for real”

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24 NEWS MEDIA BBC Newlsline Ticker19,550 /million CNN18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of theNation) 722 Crooks&Liars (John Amato) 525 Xu Jing Lei 100 million pageviews in 600 days 1,000-4,000 comments per article Blogs vs. Mainstream News Media : Early days, yet traffic is growing Every Citizen is a Reporter

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35 Cijfers 2008 STIR

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39 Meer Cijfers

40 Volg de trends

41 Trends: Go Mobile!

42 Trends

43 Trends: WOM-marketing

44 Trends: experience marketing

45 Trends: Augmented Reality

46 Trends: kopen online

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48 Trends: Online tv / IPTV

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50 Toekomst: Generation Next

51 Marketeer 2010: personal branding

52 Toekomst

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54 Toekomst Communicatie

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56 Vragen?

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