Marketing changes entirely because of new media and digital technology. In this presentation, 11 new models are presented for digital marketing. Models like Fombrun, Birkigt & Stadler, et cetera are reviewed and new models are proposed.

1. models
11 new models for digital marketing
© TOTAL IDENTITY
2010
Total Active Media
Total Identity
1 Martijn Arts

2. ‘broadcasting’ ‘long tail’
Popuratity classic approach niches are targeted
Popuratity
too expensive to target
Products Products

3. ‘classic decision process’ ‘complex influences in decisions’
statistical deduction peer reviews, recommendations, etc.
Eyeballs Buyers Eyeballs
'The New Marketing Funnel' (Adam). See http://adamhcohen.com/the-new-marketing-funnel/

4. ‘possibility to see*’ ‘certainty to see*’
classic advertising approach use the viral or network effect
* quote from Steven van Belleghem): “don’t invest in possibility so see, invest in certainty to see!”

5. ‘classic segmentation’
classic advertising approach
‘multi level marketing’ (MLM) ƒ
usie your fans, ambassadors, influencers, etc.

6. ‘brand activation’ ‘conversation management’
top down approach bottom up approach
Brand Brand
Activation Activation
Conversation Conversation
'The Conversation Manager' (Steven van Belleghem)

7. ‘external vs internal’ ‘social spiral’
identity versus image (Birkigt & Stadler) learning organisisation
behavior
image
ion
personality
cat
sym
ni
bo
mu
ls
com
identity
'Social Spiral' (Martijn Arts). See http://www.socialmediaposter.nl

8. ‘profit optimization’ ‘business model canvas’
models based on selling products or time merging models and creatively finding new ones
'Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers' zie ook http://www.businessmodelgeneration.com

9. ‘several hierarchical approaches’ ‘el hexagon’
maslow, AIDA, etc. integrated and holistic approach
DM action
long tail desire
target interest
public attention
vision DM
mission long tail
strateggy target
tactics public
action vision
desire mission
interest strateggy
attention tactics
'el hexagon' (Martijn Arts). See http://www.slideshare.net/arts118/el-hexagon-a-wholistic-model-of-communication

10. ‘separate models’ ‘merged models’
models for human behavior, physical world, business. the three mentioned models interact and merge
human behavioral human behavioral
models models
web of
things
models of
business
the physical
models of the models
business models world
physical world
IBM Global Technology Outlook 2010 (John Post)

11. ‘The Big Shift’
hyperconsumption collaborative consumption
20TH CENTURY 21TH CENTURY
CREDIT REPUTATION
+ +
ADVERTISING COMMUNITY
+ +
INDIVIDUAL LEADERSHIP SHARED ACCESS
+ +
HYPERCONSUMPTION COLLABORATIVE
CONSUMPTION
'The Big Shift' (Rachel Botsman). See http://www.scribd.com/doc/39196781/Collaborative-Consumption-the-Big-Shift

12. ‘reputation management’ ‘marketing 2.0’
model Harris-Fombrun beta-version of this new model*
es
enc
flu
a in
ern
ext
vision & financial
leadership performance
social responsibility
time
s
ice
rv
workplace products &
se
reputation
&
environment services
ts
uc
od
pr
financial performance vision & leadership
workplace environment
emotional social
appeal responsibility
l
ea
pp
la
na
io
ot
em
three axes, co-ordinate displays reputation-quotient
time added to show dynamic routing
external influences create tension in reputation
* co-creation of Stijn van Diemen en Lisette Bakker (Hogeschool van Amsterdam) and Martijn Arts

13. @arts118
© TOTAL IDENTITY
2010
Total Active Media
Total Identity
13 Martijn Arts