Digital marketing versus Growth Hacking

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    06-May-2015

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Digital marketing versus Growth Hacking. Het verschil tussen marketing management en growth hacking.

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1."Het verschil tussen marketing management en growth hacking. 2. Founder at THINK with people Managing Partner at Heaven Can Wait Wrote a book: Een Digitaal Marketing Plan in 100 Dagen (www.digitaalmarketingplan.be) Chief biker @ mototravel.be http://www.ibert.be www.twitter.com/ibert Bert Van Wassenhove COMING SOON! to! HASSELT 3. http://www.thinkwithpeople.be/de-9-verschillen-tussen-marketing-managers-en-startup-marketeers/ 4. What makes startups & entrepreneurs different from managers? 5. http://praveenkvma.blogspot.be/2010/04/my-ice-breaker-speech-at-toastmasters.html 6. Goal Means 1 Means 2 Means 3 Means 4 Means 5 Manager 7. End 1 Means 1 Means 2 Means 3 Means 4 Means 5 Entrepreneur End 2 End 3 End 8. Manager Entrepreneur Expected Return Affordable Loss http://effectuwat.wordpress.com/about/affordable-loss/ 9. Manager Entrepreneur Competition Analysis Strategic Partnerships 10. Manager Entrepreneur Existing Knowledge & Predictions Turn the unexpected to your advantage 11. Growth Hacking Marketing Technology 12. Use the (digital) product Cheap to give away Product features can now be directly responsible for growth. 13. Use the (digital) product Cheap to give away Product features can now be directly responsible for growth. Build habit-forming products Behaviour = Motivation + Trigger + Action 14. Hack (digital) distribution Search Engine Optimisation YouTube, Pinterest, Instagram, Vimeo, as the new eyeball harvesters. And other Social Media (Facebook = The New TV) 15. Leverage technology ! APIs (or workarounds) Coders & marketers working together 16. Digitale media is more then a website 17. Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites 18. Riiiiiight I need a plan ... 19. BUILD your marketing plan, dont INVENT it! 20. 16 1SLIMME VRAGEN VOOR JE BEGINT SMART QUESTIONS TO START WITH ... 21. SMART QUESTIONS TO START WITH ... Who is your customer? 22. Your Target Group Product-market t. Not so much target groups, but how can you nd customers for the solution you invented. B2B vs B2C Who in the value chain has money and pain? 23. Your Target Group Online I guess? Think about inuencers! Segment based on what you mean to your customers. (what is the role you could full) 24. How will your customers find your company or brand? SMART QUESTIONS TO START WITH ... 25. Exploratie Beslissing ! Nood Gebruik 2 3 1 4 Need Exploration DecisionExperience Customer Journey 26. Customer Journey ACTIVE needs versus LATENT needs Activating needs is what traditional marketing has been doing since forever, and it ts the purpose. Social media are the new mass communication channels. Nobody gets up in the morning to come visit your website! 27. The Zero Moment Of Truth Digital Exploration at the ... Through SEARCH Through SOCIAL Customer Journey 28. Customer Journey The First Moment of Truth Different purchasing contexts Physical store Online Multi-channel retail 29. Customer Journey The Second Moment of Truth Help your customers The Customer experience is the ideal opportunity to generate & stimulate: CONVERSATION CONTENT CREATION Commercial opportunities for: Cross-sell Up-sell Referral Prepare the next sale 30. What message to bring in which phase? SMART QUESTIONS TO START WITH ... 31. http://www.youtube.com/watch?v=l5Tw0PGcyN0 The Golden Circle 32. EENDIGITAALMARKETINGPLANIN100DAGEN Misschien is er een eenvoudige oplossing en volstaat wat extra uitleg om de klant blij te maken. In veel gevallen volstaat het al om naar een ontevreden klant te luisteren en begrip te tonen, om verdere negatieve uitlatingen op het internet of bij vrienden te vermijden. Een goede ondersteuning en communicatie wanneer een consument jouw product of dienst gebruikt, heeft tenslotte als belangrijk effect dat deze voor een volgende aankoop minder ver gaat zoeken. De explora- tiefase wordt minder belangrijk en er wordt sneller beslist om opnieuw jouw merk te kopen. Exploratie Beslissing ! Nood Gebruik 2 3 1 4 DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS WWW.MONKEYSHOT.BE.) We zullen dit model in de rest van het boek aanhouden om te duiden in welke fase welk digitaal medium belangrijk en minder belangrijk is. WHY HOW WHAT What to communicate about?! ! Issues your customers have when dealing with . " How important they are, what the impact can be, why this will become more important in the future. What to communicate about?! ! How to best solve these issues, without talking about products/services. What to communicate about?! ! The value of these products/ services in solving pain." + Convert 33. Whats your objective? SMART QUESTIONS TO START WITH ... 34. Get your objectives straight, they are the lighthouse of your plan! 35. Whats your objective? Were looking at getting traction with a broad audience who doesnt yet know the need us ... Weve got loads of customers, but we want to keep them from running of to competition ... We offer a popular service people look for on the web, we just need to get them on OUR site ... Loads of trafc on the site, but we cant get them to actually buy our stuff ... 36. THANKS for listening ...! Follow me here: twitter.com/ibert! and as a startups especially here: twitter.com/thinkwpeople! and euh ... if your interested in my book, check this: digitaalmarketingplan.be