De geschiedenis van Marktplaats
1999
Oprichting 1ste advertentie
20102004 2009 2011 2015
First app 500 MIO advertenties 1 MIA advertentiesHomepage redesign
Overname door eBay
De rol van Marktplaats is de afgelopen jaren flink veranderd
Aankoop van een product
Oriënteren voor hele aan- en verkoopproces
Met 1,3 miljoen unieke bezoekers per dag zijn wij de Google van de producten
57%koopt
en verkoopt
350.000nieuwe advertenties
per dag
8 miljoenactieve advertenties
per dag
Marktplaats symbool online maatschappij Handelsvolume C2C neemt toe
62%heeft op
Marktplaats verkocht
69%NL internetters
bezocht Marktplaats
57%heeft op
Marktplaats gekocht
9,2 mldverhandelde waarde
op Marktplaats in 2014
30%stijging
van de handelt.o.v. 2010
‘Nieuwe’kopers kopen
relatief vaak nieuwe producten
Kledinghuis, boeken, muziek,
elektronica meest verhandeld
Jongerenkopen vaker bij
online handelsplaats dan ouderen
Ondernemend Nederland weet Marktplaats te vinden
53%van Marktplaats
ondernemers biedt producten aan
40%van MKB-ondernemers
biedt producten of diensten aan
11%van omzet MKB komt voort uit activiteiten
op Marktplaats
Top 3Interieur (23%)
hobbyspullen (17%)auto’s (14%)
23%stijging aanbieders
van diensten op Markplaats
57%van ondernemersgebruikt reguliere
advertenties
41%van ondernemersgebruikt Admarkt
topadvertentie
42%van eenmanszakenmaakt gebruik van
Markplaats
Klant verwachtingen veranderen
Focus on tasks
Focus on experiences
Funtional (useful)
Reliable
Usable
Convenient
Pleasurable
Meaningful
Can be used without difficulty
Always available and accurate
Works as programmed
Works exactly like I think
An experience worth sharing
Has personal significance
De ‘why’ als verbinder tussen toen en straksEen nieuwe essentie vereist een nieuwe manier van:
• Observeren
• Organiseren
• Humaniseren
• Communiceren
Ga ervoorHet begint op Marktplaats
1) Self-directed – “In materially affluent societies, where basic needs are easily met, human motivation shifts from what I have to who I am and who I want to be”
2) Crowds in charge – “ The crowd economy is a dynamic ecosystem of productive people who participate through a platform with a purpose to achieve mutually beneficial goals”
3) Revalue values - “The win-win of today is the win-win-loose of tomorrow. Future brands create a fair balance between wins for the brand, consumer & the world at large “
Observeren: wat zijn de relevante trends
Trends die vandaag zichtbaar zijn..
“The CPB calculated the purchasing power and consumptive spending won’t grow up to 2017. ABN Amro and ING predict from 2018-2020 no or hardly any grow will occur.”
“Almost a quarter of Europeans has bought something online across the border during the past three months.”
“Compared to 1990 our average life expectation increased 6 years.”
“In The Netherlands between 2014 and 2020 nearly 1.5M baby boomers retire. They get 45 hrs per week extra free time.”
“This year, the Millennial generation is projected to surpass the outsized Baby Boom generation as the nation’s largest living generation.”
I want the best deal.
I enjoy life. I’m getting older.
I’m here. I am global.
“Consumers are more likely to trust peers than companies.”
“People all over the world are using [..] technology to forge new societies.”
““The authentic self is a goal for all generations alive today.”
“Social sharing is about combining me with we.”
I expose and share.
I distrust. I trust. I’m authentic.
“The world has become a global village, with authenticity through locality.”
I am local.
“Instead of [..] acquiring and owning more private property, this new generation began finding meaning and satisfaction in having access to things and interacting with other people in the process.”
..worden de komende drie jaar relevant..
“Millennials don't care about brands and status anywhere near as much as earlier generations”
I have access. I own. I give away.
“We're always taking selfies, we're sharing details about our lives. So why not do a little social narcissism for a good cause.”
“Millennials are realizing that starting a company, even if it crashes and burns, teaches them more in two years than sitting in a cubicle for 20 years.”
“The higher reputation I have on eBay, the higher price I can sell my item."
I value reputation.
““Future consumers are not people who want what you have, but who believe what you believe.”
I’m responsible.I experience.
“Millennials were asked what’s on their bucket list. Half of it were experiences.”
I like stories.
“Brands take a stand, as future consumers aspire the third metric of success – beyond money and power. Rich content & compelling stories become the new battleground for consumer love and attention"
“The real revolution here is not in the creation of the technology, but the democratization of the technology.”
I’m a producer. I’m an entrepreneur.
“Their affinity for technology helps shape how they shop.
I am informed.
..voor een grote groep gebruikers.
“Consumers don’t have a lot of patience for poor mobile apps and will delete the app, moving on after only a few encounters.”
I have no patience.I have no mercy. I’m disloyal.
“The average attention span of any millennial is approximately 8 seconds.”
“Without innovation, a popular website one moment can turn into yesterday's news the next. Ahem, MySpace!”
“Customers are more likely to stay committed to a transparent organization simply because this type of honesty is so difficult to find in the modern age.”
“The growth of social channels has amplified the voice of the customer. Suddenly, they seem more assertive, more unified, louder. Customers are ‘coming into power’.”
I’m critical.I want transparency.
3 key trends: 3 key thema’s voor Marktplaats:1. Self-directed. “In materially affluent societies,
where basic needs are easily met, human motivation shifts away from what I have to who I am and who I want to be.”
2. Crowds in charge. “The crowd economy is a dynamic ecosystem of productive people who participate through a platform with a purpose to achieve mutually beneficial goals.”
3. Re-value Values. “The win-win of today is the win-win-loose of tomorrow. Future brands create a fair balance between wins for the brand, the consumer & the world at large.”
1. Humanization, ‘P2P 2.0’2. New forms of trading, relevant voor
Millennials3. Shifting consumer acceptance,
alternatives
Trend adoptie:“Millennials are 2.5x more likely to be early adopters of technology, being both drivers and consumers of it.”Society tends to follow trend setters in 2-3 years. The current trend setters are Millennials.
Snelheidsduivels
11%
Verzamelaars
9%
Fashionistas
8%12%
Digitale jongens
20%
Jonge moeders
16% 5%
Dierenvrienden
Opruimers
Inrichters
19%
algemeen
Fashionistas Snelheidsduivels Dierenliefhebbeners Digitale jongens
Inrichters Jonge ouders Opruimers Verzamelaars
Ga ervoorHet begint op Marktplaats
Communiceren: van functioneel naar emotioneel