The digital marketing evolution, startup methodology and culture.

1. DARTS IN DARKNESS
München, 17.01.2019

2. • Co-founder and CMO of kinoheld, Germany‘s biggest platform for online
cinema tickets. Sold to Eventim in 2015
• Head of Online Marketing at Freeletics (Europe's biggest Workout App with
over 9 million Users)
• Advising Saloodo! In strategical marketing, setting up and staffing the
marketing team
• Global Head of SEA/ SEO for a Rocket Internet Startup
• Development of a real-time bidding algorithm for Google AdWord based on geo
location and weather
• Lecturer at SocialMediaAkademie and Steinbeis Institute for Online Marketing
• Consulted 30+ companies in Digital Marketing
2©2019 – Darts in darkness
Our competences:
Strategy and Management
By implementing a customer centric, data driven strategy as well as a lean
organizational framework we make sure to improve all measures and outcomes
Data Architecture and BI
We offer a full service from tech architecture conceptualization to data visualization
and analysis
CRM Implementation
We are here to help you optimize your customer processes on the Salesforce
platform in Marketing, Sales and Services
Scaling and Automation
We offer a full service from process analysis/definition to process automation and
scaling via machine learning
Content Production
Regardless of whether you need text, images, videos, or a new brand
image/communication - we create it with the highest degree of creativity and detail
and passion
Distribution Performance Marketing
The holistic approach that we use at the core of the marketing strategy development
enables us to focus on the whole and allows to develop a well-thought-out and
researched strategy
KI growth
Patrick Wosnitza
Managing Director
Patrick is a consultant with over 10 years of experience in
Digital Marketing with a particular focus on growth of
startups.

3. "Half the money I spend on advertising is wasted; the trouble is I don't know which
half."
-John Wanamaker
©2019 – Darts in darkness

4. Performance Marketing – a young field
1990
First Website is
going live
1993
First clickable
banner
1994 1998 2000 2002 2003 2004 2005 2006 2007 2009 2010 2011
Online ads
surpass TV
advertising
Facebook
launches
newsfeed
ads
2012
Mobile internet
usage
surpasses
desktop usage
2014
©2019 – Darts in darkness
2017
Geolocation
and fencing
became
mainstream
2018

5. ©2019 – Darts in darkness
Marketing Technology Landscape 2012

6. ©2019 – Darts in darkness
Marketing Technology Landscape 2018

7. ©2019 – Darts in darkness
Marketing Technology Landscape Evolution

8. ©2019 – Darts in darkness
First examples
The first Display banner
The first Landing Page

9. The Lean Startup methodology and Kaizen as a basis for successful digital ventures
9©2019 – Darts in darkness
Kaizen
Change to the better
Kaizen as a priciple of constant
change of processes
Build, Measure, Learn
Neccessity of iterative cycles
Planning focusses on KPIs and
basics

10. What we can learn from startups
Too many startups begin with an idea for a product that they
think people want. They then spend months, sometimes
years, perfecting that product without ever showing the
product, even in a very rudimentary form, to the prospective
customer.
When they fail to reach broad uptake
from customers, it is often because they never
spoke to prospective customers and
determined whether or not the product
was interesting.
When customers ultimately communicate,
through their indifference, that they don't care
about the idea, the startup fails.
10©2019 – Darts in darkness

11. Agile Team structure
11
©2019 – Darts in darkness
Culture of modern Project Teams I
• Teams organize themselves
• Management as the problem solver
• Dynamic squads are built for agile projects
Meeting culture Data driveness
• No meetings that are longer than 60 minutes
• Daily standups
• PPP
o Planned
o Progress
o Problems
• Each unit has its own KPIs and dashboards
• BI as a support function that supplies the
project team with new insights
• Project team defines hypothesis that are
tested by the usage of data

12. Fail Fast Culture
12
©2019 – Darts in darkness
Culture of modern Project Teams I
• Teams are motivated to make mistakes
• Failure are seen as a chance to learn and
growth
• Pivot or persevere:
o Are we doing the things right?
o Are we doing the right things?
Testing Kultur
Projektmanagement und
Wissenstransfer
• Incremental change based on the Kaizen
principle
• Usage of A/B testing, surveys, testing of
hypothesis
• Kanban
o Kanban boards to structure tasks and
projects
• Outsourced Brain
• Internal communication systems for
efficient internal communication
„I have not failed, I have just
found 10.000 ways that won‘t
work!“
- Thomas Edison

13. 13
Content Community
Commerce
Using the content that the
target audience is reading
and engaging with
(Surveys, Dev diary, Blog,
Newsletter, Social media,
etc.)
Building an engaged
and loyal community
(Chat/Slack, Meetups,
Social sharing, Social
character, etc.)
Facilitating a transaction
by injecting commerce
into the digital publications
(Preorders)
DEVELOPING MARKETING PLAN BASED ON
THREE C’s
Newsletter
Plan
Content
Plan
Traffic
Plan
©2019 – Darts in darkness
Marketing Plan: Develop marketing strategy/plan based on the overall business goals
Digital
Marketing
Plan
THINKING CONTENT,
COMMUNITY, COMMERCE

14. From Darts in Darkness to efficient project management in an uncertain world
14©2019 – Darts in darkness

15. Mentions
Mentions in media, can be
based on relationships and joint
activities
Message Pull-Through
Landing key company messages
in media coverage
Coverage
Coverage can be broken down
by features, bylines, mentions
and shares
SOV & SOI
Share of voice and impressions
of your brand (news, blogs,
twitter..) in comparison to
competitors
Earned Media and
Social Mentions
Reaching beyond owned media
and earns social mentions
Social Engagement
Shares, likes, comments etc on
all platforms
Social Followers and
Community Reach
Followers numbers and
activities, as well as
communities penetration
CTR, VTR, CR
Conversions, conversion rate,
view and click through metrics
based on type of content and
platform
Conversions
Links, downloads, clicks on Call
To Actions
Traffic and Search Volume
Websites and blogs raffic
volume broken down by
organic, direct and referral and
traffic spikes
Referral Traffic and
Social Share
Volume, tone and channels of
social share and quality traffic
generation
Media
Media
WebSocial
Coverage
Measure your brand:
how is your brand perceived
Surveys
Directly measure perceprions
through Costumer Satisfaction,
Net Promoter Score, Loyaltly..
Offline
©2019 – Darts in darkness

16. 16
Build your brand and reach your target audience
trough media coverage, social campaigns..
BUILD
• Use tools like Google Analytics, Adobe etc to create and track
goals and conversions from direct traffic to prove brand recalling
and referral traffic to prove brand awareness through earned
media and mentions
• Use attribution models to track how your brand building efforts
contribute to these goals and conversions throughout the
marketing funnel
• Define which social engagement activities and community building
strategies drive revenue
• Drill down into your funnel to identify which brand posts, external
links and media platforms etc are sending quality leads and which
activities drive the higher ROI
Track your brand: prove your brand ROI
©2019 – Darts in darkness
Track goals conversions, opportunities, purchases,
revenues from all your platforms and define
attribution models
MEASURE
Connect top-of-funnel branding activities with
bottom-of-funnel conversions and quantify the
value of your branding activities
LEARN
• Use social media awareness campaigns, influencers, SEO
activities, CRM, email marketing, media coverage etc to build
brand awareness, recall and loylatly

17. Patrick Wosnitza
Managing Director
Mail: p.wosnitza@kigroup.de
Mobil: +49 176 31 35 70 75
KI growth GmbH
Oberanger 44
80331 München