The art of creating valueNew marketing

‘The way we used to do marketing is radically

changing.’

(NEW) COMPANIES THAT EMBRACE NEW WAYS OF CREATING VALUE(MARKETING) ARE INCREDIBLY SUCCESSFUL. THEY ARE THE 'GAME CHANGERS'. TRADITIONAL COMPANIES WHO ALSO

WANT TO BENEFIT FROM THE NEW INTERNET MARKETING METHODS ARE STRUGGLING. THEY DON'T UNDERSTAND THE

ESSENCE OF THE NEW METHODS OF CREATING VALUE.

EVERYONE WHO IS RUNNING A BUSINESS SHOULD HAVE IMPORTANT QUESTION...

HOW CAN I PROFIT FROM THESE NEW MARKETING METHODS AND BE A GAME CHANGER?

TO UNDERSTAND THE NEW

POTENTIAL AND TO LET IT WORK

FOR YOU, WE NEED TO GO

BACK TO THE ESSENCE.

Commodities Supply Availability

What drives the economy? What need businesses to do? The consumer buying criteria?

THERE USED TO BE A TIME, THE ECONOMY WAS ALL ABOUT COMMODITIES...

Commodities Supply Availability

What drives the economy? What need businesses to do? The consumer buying criteria?

WHEN THE INDUSTRIAL REVOLUTION CAME, IT WAS ALL ABOUT AVERAGE PRODUCTS FOR THE MASSES...

Goods Control Costs

Commodities Supply Availability

What drives the economy? What need businesses to do? The consumer buying criteria?

WHEN GOODS BECAME A COMMODITY, PEOPLE WANTED QUALITY, SO ECONOMY WAS ABOUT SERVICES...

Goods Control Costs

Services Improve Quality

Commodities Supply Availability

What drives the economy? What need businesses to do? The consumer buying criteria?

AFTER SERVICES ALSO BECAME A COMMODITY, ECONOMY IS DRIVEN BY CREATING AUTHENTIC EXPERIENCES...

Goods Control Costs

Services Improve Quality

Experiences Render Authenticity

MARKETING OR CREATING VALUE(MARKT - GETTING) WAS IN THE INDUSTRIAL DRIVEN ECONOMY(SERVICES AND GOODS) ALL ABOUT BEING THE KING...

• RESEARCH HOW YOU CAN MAKE PRODUCT AS CHEAP AS POSSIBLE FOR THE MASSES.

• OWN THE IMPORTANT DISTRIBUTION CHANNELS.

• TELL AS MANY PEOPLE AS POSSIBLE ABOUT THE PRODUCT BY INTERUPTION MARKETING AND MASS MEDIA(MARKETING & ADVERTISING).

• SELL!

THE INTERNET REVOLUTION CHANGED SOME IMPORTANT THINGS…

• THE INTERNET MAKES OWNING DISTRIBUTION CHANNELS LESS VALUABLE.

• THE FRAGMENTATION OF MEDIA MAKES IT HARDER TO REACH A CRITICAL MASS.

• INTERNET HELPS IN CUSTOMIZING PRODUCTS AND MAKE THEM MORE VALUABLE AND RELEVANT FOR PEOPLE. THIS MAKES AVERAGE PRODUCTS FOR THE MASSES HARDER TO SELL.

THE INTERNET REVOLUTION CHANGED MORE IMPORTANT THINGS…

• THE INTENTERNET ENABLES COMPANIES TO LISTEN TO CONSUMERS AGAIN(DIALOGS). PEOPLE ARE IGNORING THE KING ON THE HILL AND THEY GLORIFY COMPANIES THAT LISTEN TO THEM!

• THE INTERNET ENABLES TRANSPARENCY WHICH IS A GOOD THING IN THE EXPERIENCE ECONOMY WHERE THE BUYING CRITERIA IS AUTHENTICITY!

• BEFORE THE INTERNET IT WAS ALL ABOUT THE SHORT HEAD(MASSES). INTERNET MAKES IT PROFITABLE TO SERVE THE LONG-TAIL. A LOT OF SMALL MARKETS TOGETHER IS ALSO A BIG MARKET!

• THE DIALOG ALSO MAKES PERMISSION MARKETING VERY EASY.

THE NEW EXPERIENCE DRIVEN

ECONOMY AND THE INTERNET

REVOLUTION CHANGE THE

ESSENCE OF CREATING VALUE FOR

COMPANIES AND THEREFORE

THE WAY WE TRADITIONALLY USED

TO DO MARKETING.

• WHERE ADVERTISING WAS A VALUABLE THING FOR MARKETEERS, IT NOW BECOMES LESS VALUABLE. ADVERTISING IS ALL ABOUT(IT SHOULD BE) CHANGING THE PERCEPTION OF PEOPLE. MOST ADVERTISING THESE DAYS IS ABOUT TRYING TO MAKE THINGS LOOK BETTER THEN THE ARE IN REALITY. THIS SIMPLY DOESN'T WORK IN A ECONOMY WHERE THE BUYING CRITERIA IS AUTHENTICITY!

• WHEN PRODUCTS AND SERVICES BECOME EXPERIENCES, IT IS ALL ABOUT THE IDEA BEHIND IT.

• WE HAVE TO TURN THINGS AROUND. WE HAVE TO MAKE PRODUCTS FOR PEOPLE INSTEAD OF SEARCHING PEOPLE THAT WANT TO BUY THE PRODUCT.

• MEDIA IS DEFRAGMENTED, PEOPLE HAVE LESS TIME AND HAVE TO MAKE MORE CHOICES. GETTING THERE ATTENTION IS ONLY POSSIBLE IF YOU HAVE TO OFFER SOMETHING VALUABLE AND RELEVANT.

• IT'S NOT ABOUT HOW MANY, BUT WHO?

Creating a great idea.in the form of an businessmodel (integrated marketing in the core).

Create a frame around your idea(a brand). People value things to frames. If there's not a frame around things,

people don't recognize it and don't value it the right way.

Make something great that people can talk about.Something valuable and relevant to them and tell them an authentic story.

Don't think about the masses, but about the passioned.

Facilitate that people can talk about it.But also listen to people to improve the product of make some new great new products(read:idea).

Get permission.Use the permission of your 'fans' to tell them about your next idea(improved products or new products).

New marketing is all about

con

tin

uin

g p

roce

sre

pea

tin

g p

roce

s

NEW MARKETING CHANGES THE COMPLETE GAME. YOU EVEN HAVE SEE THE FAMOUS MARKETING MIX IN A COMPLETE DIFFERENT CONTEXT…

• WHEN YOU PRODUCT IS AN EXPERIENCE, EVEN THEPLACE AND THE PEOPLE BECOME THE PRODUCT.

• WHEN THE PRODUCT IS MADE FOR PEOPLE AND NOT THE OTHER WAY AROUND, THE PRODUCT BECOMES THE PROMOTION.

• AND NOW PEOPLE CAN TALK ON LARGE SCALE ABOUT YOU WITH EACH OTHER, EVERYTHING IS PROMOTION!

SO NEW MARKETING AND CREATING VALUE IS ALL

ABOUT IDEAS, STORIES AND MAKING THEM SPREAD.

BECAUSE THE IDEAS THAT SPREAD WIN.

SO NOW YOU KNOW, BUT WHAT ARE YOU GOING TO DO?

IF YOU DON'T MAKE USE OF THE OPPORTUNITIES,

THEY BECOME EVENTUALLY YOUR BIGGEST THREAD.

ARE YOU WILLING TO CHALLENGE THE STATUS QUO?

I want to try to make this presentation better. So if you have any suggestions for version two,

please contact me or just send me the input. Everyone that contributes,

will be mentioned in the next version!

Robert van Geenhuizeninfo@rogenica.nl

http://www.twitter.com/rogenicahttp://www.rogenica.nl

http://www.linkedin.com/in/robertvangeenhuizen

I am Robert van Geenhuizen and as a

communication designer and a creative person

I help people that want to challenge the status quo.

IDEAS THAT SPREAD, ARE THE ONES THAT WIN!