6. “It is the most successful viral advertising ever. We have
cut through the media clutter. It has cost us the same as
a 30 second commercial, aired a few times on TV’’
Peter Helstrup, Gray Advertising
“I think there is an audience for virals. I think there is
value in "cutting through." but pretending you are a
hot, slutty mommy when you are in fact a paid actress
is telling a lie and it will reflect back on your brand.’’
Blogger
TO FORSKELLIGE SIDER AF SAMME SAG…
14. Proportion of all adults who started their research online for their most recent
considered purchase (an item that they researched before purchase)
Travel (e.g., hotel, flight) 63%
Computer hardware 59%
Computer software/video games 55%
Consumer electronics 51%
Event tickets (e.g., cinema, theater) 47%
Mobile phone 41%
Videos/DVDs 39%
Music (CDs/tapes/records) 36%
Books 32%
Clothing or footwear 16%
Cosmetics or beauty products 15%
All considered purchases 38%
SALG BEGYNDER STADIG OFTERE ONLINE
Kilde: Forrester Research, European Technographics, Q2 2009
15. Proportion of all adults who used the Internet for their most recent considered
purchase (an item that they researched before purchase)
Travel (e.g., hotel, flight) 63%
50%
Computer hardware 59%
36%
Computer software/video games 55%
39%
Consumer electronics 51%
29%
Event tickets (e.g., cinema, theater) 47%
38%
Mobile phone 41%
24%
Videos/DVDs 39%
33%
Music (CDs/tapes/records) 36% Started
26% research
Books 32%
26% online
Clothing or footwear 16%
11% Ultimately
Cosmetics or beauty products 15% bought
10%
38% online
All considered purchases 27%
…OG GENNEMFØRES ONLINE FOR 25%
Kilde: Forrester Research, European Technographics, Q2 2009
17. “Which of the following have you ever used your mobile phone for?”
SMARTPHONES SKABER ØGET MOBILBRUG
Kilde: European Technographics® Retail, Customer Experience, And Travel Online Survey, Q3 2009, 944 Western European daily Internet mobile users
18. SEMANTISK WEB STYRKER TRANSPARENS
Almindelig visning af
søgeresultat
Visning med struktureret
metadata via Google
Rich Snippets
26. SEGMENTERING UD FRA ADFÆRD PÅ NETTET
1. Hvor er dine kunder online?
2. Hvad er dine kunders sociale
adfærd online?
3. Hvilke sociale informationer
eller mennesker stoler dine
kunder på?
4. Hvad er dine kunders sociale
indflydelse? Hvem har tillid til
dem?
5. Hvordan benytter dine
kunder sociale teknologier I
forbindelse med dine
produkter?
Kilde: Forrester 2010
28. FASTLÆGGELSE AF STRATEGISKE MÅL
At lytte og • Monitorering af kunder og identifikation af nye tendenser og behov
• Styrket forståelse af konsumentadfærd og beslutningsprocesser
observere
At tale med og • Skabelse af forbindelser til kunder og partnere gennem
dialogorienterede medier
forbinde sig • Opbygning af brand awareness og “share of voice”
At skabe • Skabelse af momentum og øget spredning af budskaber i markedet
• Styrket salg gennem anbefalinger og kundeambassadører
momentum • Tillidsskabelse og brandbuilding
At støtte og • Hjælpe kunder med at løse deres problemer effektivt og let
• Lade kunder hjælpe hinanden med at løse problemer
hjælpe • Styrke loyalitet gennem langvarig relationsopbygning
At samskabe og • Høste idéer og inputs fra kunder
• Samskabelse af produkter med kunder
udvikle • Integrerede produkter, der i sig selv er relationsorienterede
31. EFFEKTIV REDNING PÅ MÅLSTREGEN?
50%
45%
40%
35%
30% Go to a Domino's
25% Order Domino's for delivery
Visit Dominos' web site
20%
Search for information on
15%
Domino's
10%
5%
0%
Before Viewing Prank After Viewing Prank After Viewing Apology
Video Video Video
Kilde: Mediacurves.com
38. Channels Platform Processes
Decision
Store/ engine Account
branch management
Interaction management system
Post
Order
processing
Phone Single view
of the
customer
Fulfillment
Web
Database
Customer
Mobile Customer
service
ORKESTRERING OG INTEGRATION AF KANALER
39. B2B ER FORHOLDSVIS UOPDYRKET LAND
“Of the following interactive marketing tactics, which ones are you using or piloting?”
Using Piloting
Email newsletters 86% 2%
Webinars and/or teleconferencing 75% 8%
Microsites, landing pages, or personal URLs 72% 11%
Online display ads (static or dynamic) 66% 4%
Rich media demonstrations/apps 60% 10%
Video marketing (brand, product, or testimonial 39% 10%
RSS feeds 33% 13%
Blogs 31% 17%
Podcasts 29% 12%
Online communities or forums 28% 15%
Social Networks (e.g., LinkedIn, Facebook) 25% 17%
Customer (or partner) contributed content 23% 10%
Virtual tradeshows or conference 21% 10%
Contextual or behavioral targeting of ads 19% 6%
Kilde: Forrester’s Q1 2008 B2B Online Social Computing Survey, 189 B2B marketers
44. GLOBAL ORKESTRERING AF VÆRDIKÆDER
GLOBAL ADGANG TIL RESSOURCER
Transparens i data og Konfiguration af Forudsigelse af Kontinuerlig
processer i global ressourcer i efterspørgsel og forbedring og
forsyningskæde realtid ressourcebehov strategisk fit
INDIVIDUEL OG SAMSKABT VÆRDI
Kapacitet til at Forudsigelse af Kontinuerlig
Fokus på den enkelte
kunne samskabe kundetrends og - forbedring og
kundes valg og behov
med kunderne forventninger strategisk fit
Kilde: C. K. Prahalad
