De 2de jeugd van Marktplaats motor van de mensen-economie

Marktplaats bestaat 16 jaar En is nog steeds springlevend

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

Bewustwording en de komst van mobiel zorgden voor continue groei

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

Sinds 7 jaar helpt Markplaats ook ondernemers

Kansen voor mensen en bedrijven

C2CLeads

Display Transactions

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

Maar hoe nu verder?

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

People don’t buy what you do but why you do it….

Purpose: waar sta je voor?

Visie: hoe breng je je purpose tot leven?

Missie: wat is het resultaat?

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.

Organiseren, testen, itereren, leren

Humaniseren: segmenteren, personaliseren

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

Humaniseren: B2C een gezicht geven

Humaniseren: een mock-up van de toekomst

Ga ervoorHet begint op Marktplaats

Communiceren: van functioneel naar emotioneel

Ga ervoorHet begint op Marktplaats

Wat is jouw “why”?

Vragen?rarmee@marktplaats.nl