Contenu connexe

Présentations pour vous(20)


Wacklin marketing trends and digital marketing

  2. Jussi Wacklin Marketing Director X Moscow Business-Forum TOP Marketing Management 26-28.10.2011
  3. Marketing Trends  Digital Marketing Framework  Getting Started in Digital  Objectives and Analytics  Digital Transformation
  5.  Advertising spending for traditional (print and broadcast) media has declined by 43.1% in 2010  Digital program execution has grown by 53.2%. in other words, is the "less expensive" digital and social media finally making a dent in the top-line marketing budget number  Working through the complexity of multichannel marketing will be high on the list for many CMOs over the next two years  Recent shifts in media execution, new process approaches will have to be adopted. Traditional "waterfall" execution and planning approaches are simply not appropriate for the dynamic digital and social media campaigns Source IDC
  6. Source Search Engine Journal
  7. Source Search Engine Journal
  8. Source Google
  9. Media Audience Description Touch Points Role Benefits Challenges Own Customers Touch point • Product • Inform • Full control • Resource company • Packaging • Educate • Cost-effective intense directly controls • Mobile • Sell online • Longevity • Time to scale • Websites • Engage users • versatility • trustworthyn • microsites • Retain ess customers Bought Strangers Traditional • TV & Radio • Build brand • Scale & reach • Investment advertising • Print & OOH and product • Prospect intense media to build • Display Banners awareness targeting • Clutter awareness • Search Engine Marketing • drive new • Lack of trust • Sponsorships audiences to own media Earned Participants External touch • Consumer Blogs and posts • Listen and • Cost-effective • No control points where • Non-paid Press articles respond • Authentic • Can be users and media • Viral campaigns • Cultivate • Collaborative negative discuss about • Non-paid retail discussions • Reach • Measurement your offering • Inspire • Emotional is resource intense
  10. Own Bought Earned Web site Display Blogs Mobile site Rich Media Influencers CRM SEM Social sites Apps Affiliate PR Customer care Sponsorships Professional Networks
  12. • Your website represents the official destination for your company. Make sure you have always up-to-date content • The more updates you make to refresh the content, the more reasons your customers have to return back. • Blogs, promotion and social media plug-ins all allow your site to become more dynamic
  13. See if your customers are using mobile to access your website. If yes, customize their mobile experience and make it serve your objectives
  14. Get an elegant CRM system to manage existing customers and sales. It’s always cheaper to retain your customers than to acquire new ones
  15. Support services tools Customer Support in Social Networks
  17. Search discussions about your brand. Understand how are the key influencers and what they write about you. Engage with them and comment, answer and discuss with them. They may become your advocates
  21. Research, analyze, plan, execute, optimize digital campaigns
  22. Plan Execution Optimization  Identify task  Produce assets  Review reports  Make research  Tagging  Calculate ROI  Set Objectives  A-B-C Variants  Redo A-B-C  Decide Buy Model  Test Run  Optimization  Plan assets  Select best assets  Make Media Plan  Select best media
  26. Sign-up to advertise on affiliates or sell your own media against commission
  28. Objective Metrics Tactics Reach • Visits Search Engine and social media optimsation; • Followers Advertising, Sponsorships, Public relations, • Fans Advocacy Program • Subscribers • Impressions Engagement • Clicks High quality content with frequent updates, • Likes Polls and Questions, Competitions, Online • Posts events, Games and Multimedia • Re-tweets • Comments • Page views • Time spent Transactions • Purchases Good UI experience and design, freebies, social • Orders commerce features • Sign-ups Retentions • Returning users Loyalty programs, newsletters, member-get- • 30-day active users member schemes, check-ins, social commerce • New vs. lost users • Customer loyalty
  30. Get Executive Sponsor  Less tools is more  Business driven approach  Less tools, less training  Authority to change things  Integrate reports  Consider company culture  Member your task  People, process, attitudes  Objectives matter most  Think out of the box  Always learn and improve  Benchmark competitors  Success can be improved ROI in  Network with other companies stead of always increasing sales  Select best projects team  Prepare for mistakes  Start small and fast  Review, revise, improve  Milestones & phases  Mistake is OK, failure is BAD  Measurable objectives  Small success results more resources
  31. Contact Us

Notes de l'éditeur

  1. Source Google
  2. Taking the Cloud closer to our topic today, digital marketing and communications, let’s spend a minute to categorize different Media. Companies can use Cloud services on their own media, bought media and earned media, whereOwn media…Bought media…Earned media…Traditionally, companies have different teams running online campaigns from their website operations and social media channels, thus it allows different teams to focus on different competencies
  3. So the purpose is to discuss today some examples of Cloud service available for each of these domains and their touch points
  4. There are soon, if not already, more mobile subscriptions than people in the world. Limiting your company’s reach to fixed internet would just be silly. There are different ways to optimize your mobile presence.Apps boom has been very strong in the past years and the downloads continue to grow with the help of Apple, Google Android and Nokia Stores. Today there are tens of Cloud services which allow you to build apps for mobile in minutes without coding a single line of code. Many of them also allow to publish the apps in different mobile platforms so you are not even limited to OSMobile Sites equally have many service providers. You can create original content, copy/paste content or integrate your site feeds into the mobile site. This way you may match your fixed web content in a optimized format, or slect a sub-set of content to your mobile visitorsFinally, more and more CMS allow you to identify visitors with mobile device and you can automatically apply mobile theme to make the content clear and crisp.
  5. Customer care is having a new coming thanks to the Cloud. Phone support has seen expensiveSocial networks are increasingly seeing support pages from brandsDiscussion boardsContact informationLinks to downloadsmoreSalesforce offers:Instant messaging clients for internal commsExternal tools for contact centersSocial communities for self-helpCase tracking, contracts and settlements
  6. Whatever you decide to do in digital marketing, should be monitored. It includes Cloud services just as well. If you understand the traffic details of your own media, or the cost per click actions of your bought media, or the key influencers in your social sites, THEN you can also start to improve your performance. Most Cloud services come with a good set of APIs so you can integrate your service with analytics services.
  7. Social Sites started as personal networks but quickly evolved to incorporate brand pages too. This was of course driven by the revenue models. Today there are growing number of social sites that allow companies to engage with their customers by using just web browser. Most famous and obvious ones are Facebook, Orkut, Twitter, Youtube, LinkedIn, Vimeo, Flickr, Foursquare and the list goes on. When moving to this space brands must understand and appreciate the right ethics and tactics. One cannot enter social media without proper resourcing and preparation. Because once you start the conversion, you cannot just stop it. It’s not a project. It’s a process. Like with any dialogue, you start a conversion, you let other party to comment and add views, you then return and engage based on the other parties staements. It’s not propaganda and unfortunately not all companies are up to this task. Way too often you see brands replicating their PR announcements (unedited) in social channels.When done correctly you can see the benefits very clearly. Red Bull example shows that they haveOver 22 million followers on FacebookThere are over 330 thousand Twitter followers200 million Youtube views & 240k subscribers440k Flickr photo tags80k Foursquare followersAnd the list goes on.So if you have resources or right knowledge, you can then educate, inspire and engage with people. Again, just using the sites available in the cloud
  8. Professional networks are nothing new. But they are opening up in an unseen manner. Not long ago, very few companies would allow you track company employees, their experience, networks, friends, contact details. In the old world it was asking for other companies to recruit your best talent. Well, in a way that concern is still valid  What this demonstrates is the power of individuals. We, as individuals have the right to connect to other likje-minded people and only way to find like-minded people is to have authentic information about yourself and your background.If we forget the recruiting point for a second let’s think about the benefits of these networks for a company. You can find decision makers of your prospect companies, you can find advisory and crowdsourcing contributors to your projects, you can share and collaborate beyond your company phonebook. These networks can be much more than just bragging rights and competing on the coolest job title.With the growing use of social networking by business professionals, there is a growing number of social networking sites focused on business users and meeting their needsBiznik – A community of entrepreneurs and small businesses dedicated to helping each other– A business website for UK entrepreneurs to get quotes, advice and more.Cofoundr – A community for entrepreneurs, programmers, designers, investors, and other individuals involved with starting new ventures.E.Factor– An online community and virtual marketplace designed for entrepreneurs, by entrepreneurs.Ecademy –A business network for creating contacts and sharing knowledge.Entrepreneur Connect – A community by where professionals can network, communicate, and collaborate with others.Fast Pitch – A business network where professionals can market their business and make pitchFocus – A community focused on helping business decision makers and IT professionals make decisions.focusJASEzone – A professional community where you can find potential clients and business partners.jasezoneLinkedIn – A professional network that allows you to be introduced to and collaborate with other professionals.linkedinNetworking for Professionals – A business network that combines online business networking and real-life events.networkingforprofessionalsPartnerUp – A community connecting small business owners and entrepreneurs.partnerupPerfectBusiness – A network of entrepreneurs, investors and business experts that encourages entrepreneurship and mutual success.perfectbusinessPlaxo – An enhanced address book tool for networking and staying in contact.plaxoRyze – A business networking community that allows users to organize themselves by interests, location, and current and past employers.ryzeStartupNation – A community focused on the exchange of ideas between entrepreneurs and aspiring business owners.
  9. Moving on from Own media into the bought media. Service Providers like double-click and Google have opened access to all companies, making advertising accessiable to also small size companies. They offer tools likeResearch and analysisSearch ManagementKeywordsTraffic estimatorsPlacementsVisualisators for adsFacebook and Groupon on the other hand, are bypassing even these players and offering direct advertising opportunities in their pages. Their tools are simple to use and often comes with great resultsImpact of thisSmall budget campaigns without agency commissionsResearch made available so clients can brief agencies betterResult driven models from reach to action
  10. Affiliate marketing is a marketing practice in which a business rewards one or more affiliates for their referrals. In the simplest form, it’s a revenue share model compensating for sales leads. The well known affiliate networks include big player like Google with their AdSense service. However, there are various categories of affiliate networksAffiliate websites are often categorized by merchants (i.e., advertisers) and affiliate networks. There are currently no industry-wide accepted standards for the categorization. The following types of websites are generic, yet are commonly understood and used by affiliate marketers. * Search affiliates that utilize pay per click search engines to promote the advertisers' offers (i.e., search arbitrage) * Comparison shopping websites and directories * Loyalty websites, typically characterized by providing a reward system for purchases via points back, cash back * CRM sites that offer charitable donations * Coupon and rebate websites that focus on sales promotions * Content and niche market websites, including product review sites * Personal websites * Weblogs and website syndication feeds * E-mail list affiliates (i.e., owners of large opt-in -mail lists that typically employ e-mail drip marketing) and newsletter list affiliates, which are typically more content-heavy * Registration path or co-registration affiliates who include offers from other merchants during the registration process on their own website * Shopping bthat list merchants by categories without providing coupons, price comparisons, or other features based on information that changes frequently, thus requiring continual updates * Cost per action networks (i.e., top-tier affiliates) that expose offers from the advertiser with which they are affiliated to their own network of affiliates * busing adbars (e.g. Adsense) to display context-sensitive, highly relevant ads for products on the site * Virtual Currency: a new type of publisher that utilizes the social media space to couple an advertiser's offer with a handout of "virtual currency" in a game or virtual platform. * Video Blog: Video content that allows viewers to click on and purchase products related to the video's subject. * File-Sharing: Web sites that host directories of music, movies, games and other software. Users upload content (usually in violation of copyright) to file-hosting sites, and then post descriptions of the material and their download links on directory sites. Uploaders are paid by the file-hosting sites based on the number of times their files are downloaded. The file-hosting sites sell premium download access to the files to the general public. The web sites that host the directory services sell advertising and do not host the files themselves.The key benefit for companies is of course that they can utilize and target high traffic (OR relevant traffic) sites to get sales leads. Some companies would never be able to attract this many visitors to their own site. On the other hand it stays affordable as you do not pay unless the deal is closed (valid for pay per acquisition model only)
  11. I hope you have enjoyed todays speech, Hopefully you learned something new or at least feel inspired to take a look at your company’s marketing practices. Now it’s time for some questions or you can also feel free to contact me after the event. Thanks