Keynote Eduard Blacquiere at SES Amsterdam for summary on webanalisten.nl

1. experience relevance
Stand van zaken
Zoekmachinemarketing in Nederland
© 2007 Outrider The Netherlands LLC. All Rights Reserved. Ver: .1

2. experience relevance
“Voorstelrondje”

3. experience relevance
Adverteerders?

4. experience relevance
Aanbieders?

5. experience relevance
Zoekmachines?
5

6. experience relevance
Eduard Blacquière?

7. experience relevance
2004

8. experience relevance
Blogger

9. experience relevance
Marktonderzoekzoekmachinemarketing 2007

10. experience relevance
Werk
Werk

11. experience relevance
Outrider?

12. experience relevance
Zoekmachinemarketing?
experience relevance

13. experience relevance
Dikke van Dale?

14. experience relevance
Exotischetermen

15. experience relevance
Pay per click

16. experience relevance
Adverteerders?

17. experience relevance
Nederlands

18. experience relevance
2 zaken

19. experience relevance
2 “antwoordenlijstjes”

20. experience relevance
2 “antwoordenlijstjes”
Gesponsorde zoekresultaten
Natuurlijke zoekresultaten

21. experience relevance
2 “antwoordenlijstjes”
Zoekmachineadverteren(SEA)
Zoekmachineoptimalisatie(SEO)

22. experience relevance
2 “antwoordenlijstjes”
Zoekmachineadverteren(SEA)
Zoekmachineoptimalisatie(SEO)

23. experience relevance
Dus:
Zoekmachinemarketing (SEM)
=
Zoekmachineadverteren (SEA)
+
Zoekmachineoptimalisatie (SEO)

24. experience relevance
Stand van zaken
experience relevance

25. experience relevance
2009

26. experience relevance
10 vragen
Netsociety (Maurice Pothof)
Checkit (Paul Aelen)
Onetomarket (Roy Huiskes)
DutchCowboys (Henk de Hooge)
OrangeValley (Joost de Valk)
eBay (Dennis Goedegebuure)
Outrider (GroupM/WPP) (Rogier Croes)
FirstFocus (Menno Flikkema)
Search Specialist (Peter van der Graaf)
Ilse Media (RamonEijkemans)
TomTom (Martin Voorzanger)
Indenty (Dennis Sievers)
Traffic4u (Remi van Beekum)
Interneteffect (Keesjan Deelstra)
Tribal IM (Wiep Knol)
IAB, Marketingfacts (Marco Derksen)
Yonego (Joris Toonders)
Maxlead (Ronald van Klooster)

27. experience relevance
1) Marktomvang?
experience relevance

28. experience relevance
1) Marktomvang?

29. experience relevance
En danbedoelik:
Zoekmachineadverteren(SEA)
Zoekmachineoptimalisatie(SEO)

30. experience relevance
Marktomvang?

31. experience relevance
1) Marktomvang?
Netsociety (Maurice Pothof)
Checkit (Paul Aelen)
Onetomarket (Roy Huiskes)
DutchCowboys (Henk de Hooge)
OrangeValley (Joost de Valk)
eBay (Dennis Goedegebuure)
Outrider (GroupM/WPP) (Rogier Croes)
FirstFocus (Menno Flikkema)
Search Specialist (Peter van der Graaf)
Ilse Media (RamonEijkemans)
TomTom (Martin Voorzanger)
Indenty (Dennis Sievers)
Traffic4u (Remi van Beekum)
Interneteffect (Keesjan Deelstra)
Tribal IM (Wiep Knol)
IAB, Marketingfacts (Marco Derksen)
Yonego (Joris Toonders)
Maxlead (Ronald van Klooster)

32. experience relevance
2) Wat mist er?
experience relevance

33. experience relevance
2) Wat mist er?

34. experience relevance
Keurmerk

35. experience relevance
IAB Taskforce Search

36. experience relevance
3) Ontwikkelingzoekmachines?
experience relevance

37. experience relevance
Blended Search

38. experience relevance

39. experience relevance

40. experience relevance
Personalisatie

41. experience relevance

42. experience relevance
Gedrag

43. Advertenties
experience relevance

44. experience relevance
BPF

45. experience relevance
4) Ontwikkelingaanbieders?
experience relevance

46. experience relevance
Verbredenaanbod

47. experience relevance
Verbredenaanbod
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

48. experience relevance
Verbredenaanbod
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

49. experience relevance
Verbredenaanbod
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

50. experience relevance
Rendement

51. experience relevance
Consultancy

52. experience relevance
5) Ontwikkelingadverteerders?
experience relevance

53. experience relevance
Rendement

54. experience relevance
‘In-house’

55. experience relevance
Meer kennis, meereisen
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

56. experience relevance
Consultancy

57. experience relevance
6) Concurrentieaanbieders?
experience relevance

58. experience relevance
Vijver

59. experience relevance
‘Top’ segment

60. experience relevance
BPF

61. experience relevance
MKB

62. experience relevance
Aanbieders

63. experience relevance
Adverteerders

64. experience relevance
7) Onderscheidendvermogen?
experience relevance

65. experience relevance
Vijver

66. experience relevance
Aanbieders

67. experience relevance
Adverteerders

68. experience relevance
Segmentatie

69. experience relevance
7) Onderscheidendvermogen?
Kennis: specialisatie vs.full-service
Werkwijze: consultancy vs. uitvoering
Afnemers: grote organisaties vs. MKB
Markt: lokaal vs. internationaal
Prijs: vast vs. variabel

70. experience relevance
8) Nieuweaanbieders?
experience relevance

71. experience relevance

72. experience relevance
JA!

73. experience relevance
Vijver

74. experience relevance
MKB

75. experience relevance
‘Top’ segment

76. experience relevance
Waarde

77. experience relevance
9) Mediabureaus?
experience relevance

78. experience relevance
Budgetten

79. experience relevance
‘Top’ segment

80. experience relevance
Aanbieders

81. experience relevance
‘In-house’

82. experience relevance
Integratie
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

83. experience relevance
Integratie
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

84. experience relevance
10) Grootsteuitdaging?
experience relevance

85. experience relevance
Rendement!

86. experience relevance
Beseftoegevoegdewaarde
Media (Online & Offline)
Zoekmachinemarketing (SEA, SEO)
On-site (webanalytics,etc.)
Off-site (CRM, retail, etc.)

87. experience relevance
Mijnvisie?
experience relevance

88. experience relevance
Aanbieders

89. experience relevance
Onderscheid?

90. experience relevance
Onderscheidend?
Pay per click

91. experience relevance
Eenduidigheid
Zoekmachinemarketing (SEM)
=
Zoekmachineadverteren (SEA)
+
Zoekmachineoptimalisatie (SEO)

92. experience relevance
Professionaliseren

93. experience relevance
Samenwerken

94. experience relevance
Rendement!

95. experience relevance
Vragen?