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Samenvatting Communication II
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Samenvatting van Communication II over marketing
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Communication1.1 What is marketing?
The action or business of promoting and selling products or services, including market
research and advertising
1.2 What is Push Marketing? (OLD)
• Taking the product to the customer
• Brand driven
• Mass audience
• vb: Television, Radio, magazines ,…
1.3 What is Pull Marketing? (NEW)
• Getting the costumer to get to you
• Consumer driven
• Individuals
• vb: Social media, blogs, websites
1.4 How did the internet change industries and society?
• Disruptive innovations (ex. Uber, Netflix,...)
• Disintermediation = the removal of intermediaries in economics from a supply
chain, or "cutting out the middlemen" (ex.Peer2Peer lending platforms,
Airbnb,...)
• Network society = a society in which human activities, experiences and power
are affected by the network nature of the Internet. (ex. #BLM,
#youthforclimate, US elections 2016)
• Connected consumer
1.5 Two major aspects brought by the internet?
• Connectivity
• Transparency
1.6 Three power shifts shaping our world.
• Exclusive → Inclusive
• Vertical →Horizontal
• Individual → Social
1.6.1 Exclusive → Inclusive
• Economic powers are no longer concentrated
• Disruption brought cheaper and simpler products
• Social media eliminate geographic and demographic barriers
• Social media drives social inclusivity. (Wikipedia, fairtrade, employment
diversity and empowerment of women)
, 1.6.2 Vertical →Horizontal
• Globalization creates a level playing field
• Innovation is horizontal: the market supplies ideas ( From R&D model to
connect-and-develop model.)
• From high-volume mainstream to low-volume niche
• Customer trust will be the f-factor (friends, families, fans, followers)
1.6.3 Individual → Social
• Customers care more about opinions of others
• Personal purchase decisions will be social decisions
• Customers become the medium
• No control over the conversation
1.7 The impact of connectivity
• Reduces costs of interaction
• Quickly disrupted established businesses
• Changes the way we see competition and customers
• Is more strategic than technological. Connectivity enables and supports the
overall direction.
1.8 Three levels of connectivity
• Mobile connectivity = through mobile devices
• Experiential connectivity = the internet is used to deliver superior customer
experience in touch points between customers and brands
• Social connectivity = the strength of connection in communities of
customers.
1.9 three paradoxes in the age of connectivity
• Online vs. Offline interaction
- Online businesses can capture an increasing percentage of overall
sales, but they can’t make offline businesses obsolete
- Location-based marketing technology to enhance their customers’
experience. (Beacons)
- Marketers must create experiences for clients that blend online and
offline interactions.
• Informed vs.Distracted customer
- Marketing messages, the opinions of other people, and personal
experience and knowledge all inform consumers’ buying decisions.
- The opinion of others holds more weight than ever.
- Growing dependence on digital devices distracts consumers and
hampers their ability to focus.
- Marketers need to grab people’s attention and join their conversations
within brand communities.
• Negative vs. Positive advocacy
- Advocacy = Word of Mouth (WOM)
- Connectivity amplifies the voices of brand advocates and detractors.
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