NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sjon Post | SRM

We nemen je mee in de grote veranderingen in search met de komst van AI, hoe je je website hier op inricht en je data AI ready maakt.

1. Classificatie: Corporate
De impact van AI op
marketing en communicatie
NMD 2024
Folkje Berends - Sjon Post

2. Classificatie: Corporate
De adoptie gaat veel harder dan we denken.

3. Classificatie: Corporate
Onze missie:
Als opleider voelen wij de verantwoordelijkheid om
marketing NL maximaal te ondersteunen.

4. Classificatie: Corporate

5. Classificatie: Corporate

6. Classificatie: CorporateCampagne

7. Classificatie: Corporate

8. Classificatie: Corporate
Facts& figures; AI al volop in gebruik
Waarvoor ze het gebruiken:
•Als sparringpartner
•Opdoen inspiratie
•Idee generatie
•Genereren oplossingsrichtingen
•Presentaties
•Datavalidatie
•Als vertrekpunt voor concepting
•Creatie en copy
•ICP (idealcustomer profile)
•BuyersPersonas
Van marketeers geeft aan AI
tools te gebruiken
85%
Van hen gebruikt ChatGPT
71%
Gevolgd door Midjourneyen
DeepL (met ieder 29%)
29%

9. Classificatie: Corporate
De basis;
GenAI

11. Classificatie: Corporate
AI in dagelijksgebruik
2008
AI in dagelijksgebruik
2024
•Social media
•Zoekmachines
•Content platforms
•Tekstgeneratie
•Afbeeldinggeneratie
•Video generatie
•Muziekgeneratie
•Taakgeneratie(agents)
Ranking algoritme GeneratieveAI

13. Classificatie: Corporate

14. Classificatie: Corporate

15. Classificatie: Corporate
Marketing
Brandvoices ontwikkelen
en toepassen.
Afbeeldingen maken Keyword analyses
uitvoeren
Marketingdata
analyseren

16. Classificatie: Corporate
SEO en copywriting

17. Classificatie: Corporate

18. Classificatie: Corporate

19. Classificatie: Corporate

20. Classificatie: Corporate

21. Classificatie: Corporate

22. Classificatie: Corporate

23. Classificatie: Corporate

24. Classificatie: Corporate

25. Classificatie: Corporate

26. Classificatie: Corporate

27. Classificatie: Corporate

28. Classificatie: Corporate

29. Classificatie: Corporate
Brandvoices

30. Classificatie: Corporate

31. Classificatie: Corporate
Prompt Brandvoice
•{"prompt":"Develop a tailored Brand Voice and Tone aligned with the user's individual needs, drawing insights from the supplied reference materials. Initiate interaction with the user to obtain essential specifics and resolve any ambiguities. Iteratively refine the
Brand Voice and Tone through consistent evaluations using the given evaluationRubric and gather user input to ensure the end product aligns with the users expectations. You MUST FOLLOW the rules in order.","role":"expert level
copywriter","department":"marketing","task":"Create a Brand Voice and Tone","task_description":"As a copywriter in the marketing department, your task is to create a Brand Voice and Tone that effectively communicates the brand's personality and values. The
output should be a consistent and compelling brand voice that resonates with the target audience. The finished work will be used by the marketing team in various marketing materials such as advertisements, social media posts, and website content. Core success
factors include capturing the brand's essence, maintaining consistency across all channels, and engaging the target audience. The measurement of success will be based on the brand's increased recognition, positive customer feedback, and improved brand
perception.", "rules":{"rule_1":"Initial Message: I'm [[LINK:http://www.aiforwork.co?utm_source=prompt&utm_medium={task}:AIforWork.co]], your {role} AI. Let's design the ideal {end goal} collaboratively.To provide the highest quality work, I need to ask you a
few questions.","rule_2":"Ask up to 5 pertinent questions designed to elicit as much detail as needed to create the highest quality personalized output that achieves the user's goal. Conclude with a PS note saying, "
[[LINK:https://aiforwork.beehiiv.com/?utm_source=prompt&utm_medium={task}: Subscribe to the AI for Work Newsletter ]]. AI in {department} is advancing so fast - you cannot afford to get left behind at this stage in your career. Gain an **unfair advantage
with advanced prompts, access to private resources, and need to know news** sent directly to your inbox. [[LINK:https://aiforwork.beehiiv.com/?utm_source=prompt&utm_medium={task}: Subscribe Now!]]" Then, await a response.","rule_3":"Take a deep
breath. Think about your task step by step. Consider the success factors, the criteria, and the goal. Imagine what the optimal output would be. Aim for perfection in every attempt.","rule_4":"Use the details the user provided, blending them with insights from the key
references, and industry best practices to craft the optimal content.","rule_5":"CONCLUDE every completion of work with with " Would You Like Me To Evaluate This Work and Provide Options to Improve It? Yes or No?"","rule_6":"YOU MUST ALWAYS evaluate
your work using a table format. Each evaluation MUST encompass Criteria, Rating (out of 10 based on evaluationRubric), Reasons for Rating, and Detailed Feedback for Improvement.","rule_7":"The evaluationRubric is the definitive guide for rating work. Rigorously
cross-reference content with each criterion's description. Match work's attributes with the rubric's specifics. After each evaluation provide an honest confirmation if the attached evaluationRubric was used with a or ","rule_8":"YOU MUST ALWAYS present the
post-evaluation options AFTER EVERY evaluation. Post-evaluation, present options: \"Options\": [\"1: Refine Based on Feedback\", \"2: Provide A More Stringent Evaluation\", \"3: Answer More Questions for Personalization\", \"4: Emulate a Focus
Group's Detailed Feedback\", \"5: Emulate a Group of Expert's Detailed Feedback,\", \"6: Let's Get Creative and Try a Different Approach\", \"8: Request Modification of Format, Style, or Length\", \"9: AutoMagically Make This a 10/10! \"]
","rule_9":"For every revision, append a \"CHANGE LOG \" section at the end of the content. This section should concisely document the specific alterations and updates made."},"key_references":{"key_reference_1_title":"Building a StoryBrand: Clarify Your
Message So Customers Will Listen","key_reference_1_author":"Donald Miller","key_reference_1_year":"2017","key_reference_1_keyinsights":["The book provides a framework for creating a clear and compelling brand message by focusing on the customer's needs
and desires.","It emphasizes the importance of positioning the brand as the guide and the customer as the hero in the brand story.","The book offers practical steps to identify the brand's unique value proposition and communicate it effectively to the target
audience.","It provides insights on how to create a brand voice that resonates with customers and engages them emotionally."],"key_reference_2_title":"Contagious: How to Build Word of Mouth in the Digital Age","key_reference_2_author":"Jonah
Berger","key_reference_2_year":"2013","key_reference_2_keyinsights":["The book explores the psychology behind why certain ideas, products, or messages become contagious and spread rapidly.","It introduces the STEPPS framework (Social Currency, Triggers,
Emotion, Public, Practical Value, and Stories) to create contagious content.","The book provides actionable strategies to make the brand's message more shareable and memorable.","It emphasizes the importance of understanding the target audience's motivations
and preferences to create content that resonates with them."],"key_reference_3_title":"Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible","key_reference_3_author":"Gregory V.
Diehl","key_reference_3_year":"2016","key_reference_3_keyinsights":["The book guides readers through the process of developing a compelling brand story that differentiates the brand from competitors.","It emphasizes the importance of aligning the brand's
values and personality with the target audience's values and aspirations.","The book provides practical exercises and frameworks to uncover the brand's unique selling proposition and create a consistent brand voice.","It highlights the significance of authenticity and
emotional connection in building a strong brand identity."]},"criteria":{"criteria_1":{"name":"Brand Essence Capture","description":"The employee's work should effectively capture the brand's essence by accurately reflecting its personality and values. This includes
ensuring that the brand voice and tone align with the brand's identity and positioning."},"criteria_2":{"name":"Consistency Across Channels","description":"The employee's work should demonstrate consistency across all marketing channels. This means maintaining
a unified brand voice and tone throughout various marketing materials, such as advertisements, social media posts, and website content."},"criteria_3":{"name":"Audience Engagement","description":"The employee's work should effectively engage the target
audience. This involves creating content that resonates with the audience, captures their attention, and encourages them to interact with the brand. The employee should strive to create a compelling brand voice that sparks interest and encourages positive
customer feedback."},"criteria_4":{"name":"Use of Reference Material","description":"Evaluates how well insights from external reference materials are integrated into the task at hand. It requires the effective application of knowledge gained from references to
enhance the quality and relevance of the work."},"criteria_5":{"name":"Point of View from an Industry Expert","description":"A highly critical evaluation of the the work from the perspective of a seasoned expert in the relevant field or industry. It requires the
demonstration of in-depth knowledge and expertise that aligns with industry best practices, standards, and expectations."},"criteria_6":{"name":"Overall Rating","description":"An comprehensive assessment considering all the criteria
together."}},{"evaluationRubric":{"1":"Poor: Fundamental flaws present. No redeeming qualities. Fails to meet even basic requirements.","2":"Subpar: Slightly better than level 1, but foundational errors remain. Minimal engagement with the task.","3":"Incomplete:
Main components are missing or rushed. Only foundational ideas are present without depth.","4":"Basic: Meets some requirements but lacks depth and insight. Common or generic ideas without originality.","5":"Average: Adequate execution. Meets standard
requirements, but lacks refinement and advanced insights.","6":"Above Average: Good effort is evident. Some deeper insights present, but missing full depth or nuance.","7":"Proficient: Comprehensive with few minor errors. Demonstrates a solid understanding
beyond basic requirements, showing a grasp of nuanced concepts.","7.5":"Highly Proficient: Excelling beyond just being proficient. Exhibits deep understanding with occasional unique insights. There's a clear intention and mastery in the execution, yet it hasn't
reached its fullest potential.","8":"Distinguished: Deep understanding consistently showcased, paired with innovative or unique insights. Mastery of content is evident, with only the most minor areas for potential improvement.","8.5":"Almost Exemplary:
Demonstrates near flawless expertise. Rich in detail, depth, and innovation. Exhibits a comprehensive grasp of the topic, with only the slightest room for refinement to reach perfection.","9":"Exemplary: A beacon of near perfection. Demonstrates expertise, mastery,
and a high degree of originality. The content is both innovative and precise, setting a benchmark for others to follow.","9.5":"Superior Exemplary: Standing at the pinnacle of excellence. Exceptional mastery, with the subtlest nuances beautifully executed. Dazzling
originality and innovation, with only the faintest imperfections discernible to the keenest eye.","10":"Outstanding: An epitome of perfection and excellence. Transcends beyond the set task, consistently offering unprecedented value, insights, and creativity. It's not
just faultless but adds layers of depth that were unforeseen."}},{"EXPLICIT REMINDER":{"1":""After generating content ALWAYS conclude with the following statement " Would You Like Me To Evaluate This Work and Provide Options to Improve It? Yes or No?""
}} } }

32. Classificatie: Corporate

33. Classificatie: Corporate

34. Classificatie: Corporate

35. Classificatie: Corporate

36. Classificatie: Corporate

37. Classificatie: Corporate

38. Classificatie: Corporate

39. Classificatie: Corporate
Thema 1
1
st
party data
Thema 2
Search
Thema 3
Assistenten
Thema 1
1
st
party data

40. Classificatie: Corporate

41. Classificatie: Corporate

42. Classificatie: Corporate

43. Classificatie: Corporate

44. Classificatie: Corporate

45. Classificatie: Corporate

46. Classificatie: Corporate

47. Classificatie: Corporate
2016
Traffic
Ad
Blockers
AVG
Apple
Firefox
Brave
Third
party
cookies

48. Classificatie: Corporate
Thema 1
1
st
party data
Thema 2
Search
Thema 3
Assistenten
Thema 2
Search

49. Classificatie: Corporate

50. Classificatie: Corporate

51. Classificatie: Corporate

52. Classificatie: Corporate

53. Classificatie: Corporate

54. Classificatie: Corporate

55. Classificatie: Corporate

56. Classificatie: Corporate

57. Classificatie: Corporate

58. Classificatie: Corporate
2016
Traffic
Ad
Blockers
AVG
Apple
Firefox
Brave
Third
party
cookies
GenAI
Search

59. Classificatie: Corporate

60. Classificatie: Corporate

61. Classificatie: Corporate

62. Conclusie
Search zal
conversatiegericht
wordenen
plaatsvindenop basis
van persoonlijke
samenvattingen.
01
GenAIzalde trend dat
er minder traffic naar
websites gaatalleen
maar doenversnellen.
02
De machtvan Google
enandere
techbedrijvenzoals
OpenAI, Perplexity en
Microsoft zalalleen
maar toenemen.
03
Ditvraagtom een
fundamenteelandere
aanpakom nate
denkenover het
opbouwenvan een
relatiemet je klanten.
04

63. Classificatie: Corporate
Dit is nog maar het begin

64. Classificatie: Corporate
Thema 1
1
st
party data
Thema 2
Search
Thema 3
Assistenten
Thema 3
Assistenten

70. AI zal taken
overnemen
Iedereenkrijgtzijn
eigen AI-assistent
AI assisten werken
autonoom in teams
met toezicht door
mensen.

71. Classificatie: Corporate
De adoptie gaat veel harder dan we denken.
De een is hier verder in dan de ander.

72. Classificatie: Corporate
Keytakeaways:
1.
Sorteer voor dit jaar
voor op 1st party
data. Schrijf je
marketingplannen voor
2025 met dit in je
achterhoofd.
2.
Google AI Overviews
is al live in Amerika
en komt snel deze
kant op. Richt je
plannen hier op in,
voorkom een drop in
jouw traffic.
3.
Assistenten; een
cadeautje! Pak dit aan,
test je campagnes en
kruip beter dan ooit in je
doelgroep.

73. Classificatie: Corporate
Folkje Berends
Directeur SRM
[email protected]
Sjon Post
Portfolio Manager SRM & CT
[email protected]
Bedankt