Persuasive marketing & big data

PERSUASIVE MARKETING & BIG DATA Guest lecture Hogeschool van Amsterdam Amsterdam, 12-02-15

Platform communicatie Rotterdam 24 november 2014

TODAY1 about us

2 data culture

3 persuasive marketing: Google en Facebook

4. four cases and four learnings

01 ABOUT US WHY, HOW, WHAT, AND WHO

BIG DATA & EVIL MARKETING

Gastcollege Hogeschool van Amsterdam Amsterdam, 12 februari

Greenberry GastcollegeGreenberry Gastcollege

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digital products & marketing solutions that deliver tangible results

WHAT WE DO

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02 DATA CULTURE Always on. Smart stuff.

1. ALWAYS ON

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DAILY INTERNET USAGESource: Ministerie van OCW en Universiteit Twente

33 minutes

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DAILY INTERNET USAGE

4 1/2 hour

33 minutes

Source: Ministerie van OCW en Universiteit Twente

Big Data & Evil Marketing - Communicatieplatform Gorichem 10-11-2014, Utrecht

EVERY 2 DAYS WE CREATE AS MUCH INFORMATION AS WE DID UP TO 2003

Eric Schmidt - Google

2. SMART STUFF

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GROWTH INTERNET OF THINGSSource: Insites Consulting

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1 billion

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2014 2020

1 billion

25 billion

GROWTH INTERNET OF THINGSSource: Insites Consulting

03 PERSUASIVE MARKETING Google and Facebook

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WHAT CAN WE LEARN FROM GOOGLE AND FACEBOOK? POSITIONING & PROMISE -> RELEVANCE & PROOF

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03 4 CASES & 4 LEARNINGS Centraal Beheer, VARA, Zilveren Kruis

1. Give and get back

01. GIVE AND GET BACK

ZILVEREN KRUIS - APP DE VAKANTIEDOKTER

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people healthcare insurer

people

healthcare

insurer

Greenberry bureaupresentatie Eindhoven, 5 december 2014

1. Give and get back

1. GIVE AND GET BACK 2. RELEVANCE BEATS PRIVACY

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CENTRAAL BEHEER - RIJ SCHADEVRIJ

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RIJ SCHADEVRIJ

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1. Give and get back 1. GIVE AND GET BACK 2. RELEVANCE BEATS PRIVACY 3. CONTEXT IS KING

3. CENTRAAL BEHEER AUTOTEAM

3.5 jaar

3.5 jaar

HELPING CUSTOMER BUYING A NEW CAR

HELPING CUSTOMER BUYING A NEW CAR

CREATING PREFERENCE FOR CAR INSURER=

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1. Give and get back

1. GIVE AND GET BACK 2. RELEVANCE BEATS PRIVACY 3. CONTEXT IS KING 4. CREATE A DIGITAL LOCK-IN

4. GIEL APP - VARA

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