Operational Marketing
Contents
H0: Introductie.......................................................................................................................................5
Global marketing trends (Deloitte).....................................................................................................5
3 rode draden.....................................................................................................................................7
B2B marketing................................................................................................................................7
AI....................................................................................................................................................7
Iflatie...............................................................................................................................................7
H1: De onzekere klant..........................................................................................................................12
De onzekere klant.............................................................................................................................12
Inflatie...........................................................................................................................................14
H2: Vertrouwen van de consument......................................................................................................17
Evoluties in vertrouwen....................................................................................................................17
Vertrouwen in communicatiebronnen.............................................................................................18
The cycle of distrust – threatens societal stability............................................................................20
NPS – Netto Promotor Score............................................................................................................21
Blockchain & vertrouwen.................................................................................................................21
Vertrouwen in AI..............................................................................................................................21
H3: Behoeften van de B2B-klant...........................................................................................................22
3 basisbehoeften..............................................................................................................................22
H4: Customer Flow...............................................................................................................................24
B2B...................................................................................................................................................24
AI......................................................................................................................................................25
H0: AI impact op de klantenrelatie en Voice Marketing.......................................................................26
6 stappen van AI in de klantenrelatie..............................................................................................26
Impact AI op Business intelligence...................................................................................................27
Het aankoopproces evolueert......................................................................................................27
Gevolgen voor de consument.......................................................................................................27
AI versnelt NLP, Speeck en Voice technologie..............................................................................30
Toestellen.....................................................................................................................................30
Zoekresultaten..............................................................................................................................30
Aanbieders....................................................................................................................................31
Impact op flow..................................................................................................................................31
Content stappenplan:.......................................................................................................................31
Conversatie.......................................................................................................................................32
1
, Customer expierence........................................................................................................................32
H5.1: waardeaanbod – product............................................................................................................34
Productontwikkeling : C2C................................................................................................................34
Doughnut Economics – Kate Raworth..........................................................................................34
C2C – Cradle to Cradle – Micheal Braungart.................................................................................35
3P’s – People, Planet, Profit: Model van MVO..............................................................................36
Progression of economic value + 4 ervaringen.............................................................................37
Ontwerpregels & gevolgen voor consumenten............................................................................39
Technologie..................................................................................................................................40
Productontwikkeling : Service design...............................................................................................41
Peak-ens-rule van Kahneman.......................................................................................................41
5 cruciale elementen....................................................................................................................42
Stappenplan voor marketeer (7)...................................................................................................42
Productontwikkeling : Innovatiemanagement..................................................................................43
Gradaties in productinnovatie......................................................................................................43
Klassiek proces..............................................................................................................................44
Modern proces & Innovatiefunnel (Innovation Pipeline).............................................................45
H5.2: waardeaanbod - prijs..................................................................................................................45
Segmentgebaseerde prijsverhoging:............................................................................................47
Beslissingsproces versnellen: interne beslissingen sneller maken................................................47
Aanpassen totaal product: niet enkel prijs aanpassen, maar ook de kwaliteit.............................48
Executie & Datasysteem: implementatie en uitvoering, toekomst: leren uit fouten....................48
H6: Merken, management....................................................................................................................49
Merksysteem....................................................................................................................................49
Merkidentiteit ..................................................................................................................................49
Golden Circle – Simon Sinek ........................................................................................................49
Brand Diamond – Kapferer ..........................................................................................................49
Groei van merken ............................................................................................................................50
Crossing the Chasm – Geoffry Moore (KT)....................................................................................50
Adoptiecurve – Rogers (KT)..........................................................................................................50
Bass model....................................................................................................................................50
Merkenmanagement+......................................................................................................................51
H7: Content..........................................................................................................................................52
ROEM-model....................................................................................................................................53
1 – Lage maturitait........................................................................................................................53
2 – Midden maturiteit..................................................................................................................54
2
, 3 – Hoge maturiteit.......................................................................................................................54
Roem-model: elementen..................................................................................................................54
A.I.....................................................................................................................................................66
Impact van AI op content.............................................................................................................66
Impact op type content................................................................................................................66
AI: Impact op taken.......................................................................................................................67
H8: Conversatie....................................................................................................................................69
Cobra typologie................................................................................................................................69
Influencers........................................................................................................................................69
Influential Marketing....................................................................................................................70
Soorten influencers......................................................................................................................70
H10: Brand Activation strategie............................................................................................................75
Doelgroepen.....................................................................................................................................75
Boodschappen – doelstellingen........................................................................................................79
DAGMAR model............................................................................................................................80
FCB Matrix....................................................................................................................................85
Boodschap strategie.........................................................................................................................88
Creative concept...........................................................................................................................92
Medialandschap – België..................................................................................................................93
Mediastrategie.............................................................................................................................93
Video................................................................................................................................................96
Stijgende vraag naar aanbod van video........................................................................................96
Onderlinge oorzaken dat video werkt..........................................................................................97
Stappenplan voor aanbieden van video.......................................................................................98
Bepalen doelstellingen – types video...........................................................................................98
Andere soorten video.................................................................................................................100
AI................................................................................................................................................100
Native advertising.......................................................................................................................101
Gastsprekers.......................................................................................................................................102
Thomas De Cleen – AI and I’s impact on Marketing.......................................................................102
Group M - Jehtro Calomme - strategy director...............................................................................103
Hoe werkt reclame?.......................................................................................................................103
Byron Sharp: Geheugenstructuur...............................................................................................103
Zig zag chart – Les Binet..............................................................................................................104
Byron sharp: belang van lichte kopers........................................................................................105
Share of Voice (SOV)...................................................................................................................105
3
, Media.............................................................................................................................................106
Rol van media.............................................................................................................................106
Case: Fuze Tea................................................................................................................................107
4
Contents
H0: Introductie.......................................................................................................................................5
Global marketing trends (Deloitte).....................................................................................................5
3 rode draden.....................................................................................................................................7
B2B marketing................................................................................................................................7
AI....................................................................................................................................................7
Iflatie...............................................................................................................................................7
H1: De onzekere klant..........................................................................................................................12
De onzekere klant.............................................................................................................................12
Inflatie...........................................................................................................................................14
H2: Vertrouwen van de consument......................................................................................................17
Evoluties in vertrouwen....................................................................................................................17
Vertrouwen in communicatiebronnen.............................................................................................18
The cycle of distrust – threatens societal stability............................................................................20
NPS – Netto Promotor Score............................................................................................................21
Blockchain & vertrouwen.................................................................................................................21
Vertrouwen in AI..............................................................................................................................21
H3: Behoeften van de B2B-klant...........................................................................................................22
3 basisbehoeften..............................................................................................................................22
H4: Customer Flow...............................................................................................................................24
B2B...................................................................................................................................................24
AI......................................................................................................................................................25
H0: AI impact op de klantenrelatie en Voice Marketing.......................................................................26
6 stappen van AI in de klantenrelatie..............................................................................................26
Impact AI op Business intelligence...................................................................................................27
Het aankoopproces evolueert......................................................................................................27
Gevolgen voor de consument.......................................................................................................27
AI versnelt NLP, Speeck en Voice technologie..............................................................................30
Toestellen.....................................................................................................................................30
Zoekresultaten..............................................................................................................................30
Aanbieders....................................................................................................................................31
Impact op flow..................................................................................................................................31
Content stappenplan:.......................................................................................................................31
Conversatie.......................................................................................................................................32
1
, Customer expierence........................................................................................................................32
H5.1: waardeaanbod – product............................................................................................................34
Productontwikkeling : C2C................................................................................................................34
Doughnut Economics – Kate Raworth..........................................................................................34
C2C – Cradle to Cradle – Micheal Braungart.................................................................................35
3P’s – People, Planet, Profit: Model van MVO..............................................................................36
Progression of economic value + 4 ervaringen.............................................................................37
Ontwerpregels & gevolgen voor consumenten............................................................................39
Technologie..................................................................................................................................40
Productontwikkeling : Service design...............................................................................................41
Peak-ens-rule van Kahneman.......................................................................................................41
5 cruciale elementen....................................................................................................................42
Stappenplan voor marketeer (7)...................................................................................................42
Productontwikkeling : Innovatiemanagement..................................................................................43
Gradaties in productinnovatie......................................................................................................43
Klassiek proces..............................................................................................................................44
Modern proces & Innovatiefunnel (Innovation Pipeline).............................................................45
H5.2: waardeaanbod - prijs..................................................................................................................45
Segmentgebaseerde prijsverhoging:............................................................................................47
Beslissingsproces versnellen: interne beslissingen sneller maken................................................47
Aanpassen totaal product: niet enkel prijs aanpassen, maar ook de kwaliteit.............................48
Executie & Datasysteem: implementatie en uitvoering, toekomst: leren uit fouten....................48
H6: Merken, management....................................................................................................................49
Merksysteem....................................................................................................................................49
Merkidentiteit ..................................................................................................................................49
Golden Circle – Simon Sinek ........................................................................................................49
Brand Diamond – Kapferer ..........................................................................................................49
Groei van merken ............................................................................................................................50
Crossing the Chasm – Geoffry Moore (KT)....................................................................................50
Adoptiecurve – Rogers (KT)..........................................................................................................50
Bass model....................................................................................................................................50
Merkenmanagement+......................................................................................................................51
H7: Content..........................................................................................................................................52
ROEM-model....................................................................................................................................53
1 – Lage maturitait........................................................................................................................53
2 – Midden maturiteit..................................................................................................................54
2
, 3 – Hoge maturiteit.......................................................................................................................54
Roem-model: elementen..................................................................................................................54
A.I.....................................................................................................................................................66
Impact van AI op content.............................................................................................................66
Impact op type content................................................................................................................66
AI: Impact op taken.......................................................................................................................67
H8: Conversatie....................................................................................................................................69
Cobra typologie................................................................................................................................69
Influencers........................................................................................................................................69
Influential Marketing....................................................................................................................70
Soorten influencers......................................................................................................................70
H10: Brand Activation strategie............................................................................................................75
Doelgroepen.....................................................................................................................................75
Boodschappen – doelstellingen........................................................................................................79
DAGMAR model............................................................................................................................80
FCB Matrix....................................................................................................................................85
Boodschap strategie.........................................................................................................................88
Creative concept...........................................................................................................................92
Medialandschap – België..................................................................................................................93
Mediastrategie.............................................................................................................................93
Video................................................................................................................................................96
Stijgende vraag naar aanbod van video........................................................................................96
Onderlinge oorzaken dat video werkt..........................................................................................97
Stappenplan voor aanbieden van video.......................................................................................98
Bepalen doelstellingen – types video...........................................................................................98
Andere soorten video.................................................................................................................100
AI................................................................................................................................................100
Native advertising.......................................................................................................................101
Gastsprekers.......................................................................................................................................102
Thomas De Cleen – AI and I’s impact on Marketing.......................................................................102
Group M - Jehtro Calomme - strategy director...............................................................................103
Hoe werkt reclame?.......................................................................................................................103
Byron Sharp: Geheugenstructuur...............................................................................................103
Zig zag chart – Les Binet..............................................................................................................104
Byron sharp: belang van lichte kopers........................................................................................105
Share of Voice (SOV)...................................................................................................................105
3
, Media.............................................................................................................................................106
Rol van media.............................................................................................................................106
Case: Fuze Tea................................................................................................................................107
4
