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| Date post: | 22-Nov-2014 |
| Category: |
Business |
| Upload: | mandy-jolie |
| View: | 584 times |
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introduction
1974: Peter Drucker suggested that the aim
of marketing was “To make selling
superfluous… to know and understand
the customer so well that the product or
service fits him and sells itself.”
1994: Peppers &Rogers
2014?
customer journey has changed forever
engage
what you want
to say
what they are
interested in
interaction trust
R
E
L
E
V
A
N
C
E
it starts with customer insight
8
Em
otio
na
l-----------------------------Ra
tion
al
Awarenes------------------------------Action
Entertain (virals, quizzes,
games)
Inspire (reviews,
endorsements, quotes)
Educate (trend reports,
articles, guides)
Convince (data sheets,
webinars, case studies)
*The Andeta Group
content marketing
9 user generated content
10 social integration
power of mobile
12
video is key
• Over 6 billion hours of video watched each month on YouTube
• 100 hours of video are uploaded to YouTube every minute
Demand
Generation
Process
Gap Sales
Process
Lead Scoring
&
Nurturing
75 % of companies drop leads that aren’t ready to purchase immediately
Retention
& Service
90 % of marketing content is not used (American Marketing Assoc.)
Generates 50 % more sales-ready leads
and 33 % lower cost (Forrester Research)
nurture your leads and contacts
Canon550D
The beginning purchase period
2 months after purchase
Half year after purchase
Club
Tips
Friends offer
an example
the REAL funnel
capture leads online (reach)
engage
19 engage
activate
leverage
manage change
hoe gezond is
jouw digitale
communcatie?
60% van het online koopproces wordt doorlopen zonder
dat er contact wordt gezocht met een bedrijf. Dit stelt
nieuwe eisen aan digitale marketing en nieuwe tools
maken relevante communicatie mogelijk.
Ontdek hoe effectief jouw digitale communicatie is en doe
de digital (email) quick scan door online een aantal vragen
en stellingen te beantwoorden. Zo krijg je feedback over
onder andere klantinzicht, engagement en content.
doe de scan:
www.webpower.
nl/digitalscan
