3e présentation : Matthieu Vercruysse : Digital communication in practice : earned, owned ans paid media du 29 septembre 2014

1. 10 lundis pour rattraper le train du digital
Digital communication in practice Earned, Owned & Paid Media
Brussels, Monday 29th of September 14

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Happy to meet you !
matthieu.vercruysse@isobar.com

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Digital Nightmares ?

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Digital Dreams ?

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Yours …
Digital Nightmares ?
Digital Dreams ?

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Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement

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#1. Digital is not a medium
It is part of your product … somewhere …
production, sales, delivery, communication,
service, feed-back, research, CRM, …

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Digital

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Digital Marketing: convergence
http://youtu.be/4p0IJ9m07Cc

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Digital Marketing: convergence
How technology and media are convergent ?
•Separate content and information from time, place and platforms
•The content and the information is free from the platform
•Fundamentally, it’s change the way communication, advertising and branding works
•Free of formats (30 sec)
•Everything connects with everything else
•Much more focused on what people really want
•Opportunity for the industry: really understand what people want / give you what you want / when you want (vs. old model of marketing)

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Internet banners

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Right message,
Right people,
Right timing,
Right device.

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Post-digital age

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Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement

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Many touchpoints / disciplines
•Social Media
•Performance Marketing
•Mobile
•Search
•Video
•Direct marketing
•Big Data
•Big Analytics
How do digital channels work together ?

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The consumer decision journey ...
Active evaluation
information gathering, shopping
Post-purchase experience
Ongoing exposure
Initial
consideration
set
Moment of
purchase
Loyalty loop
trigger

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The consumer decision journey ...
Active evaluation
information gathering, shopping
Post-purchase experience
Ongoing exposure
Initial
consideration
set
Moment of
purchase
Loyalty loop
trigger

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... applied to digital objectives
Active evaluation
information gathering, shopping
Post-purchase experience
Ongoing exposure
Initial
consideration
set
Moment of
purchase
Loyalty loop
trigger
Reach [awareness]
Engage [consideration]
Drive [call to action]
Accompany [experience]
Word-of-Mouth [advocacy]

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Digital touchpoints
Active evaluation
information gathering, shopping
Post-purchase experience
Ongoing exposure
Initial
consideration
set
Moment of
purchase
Loyalty loop
trigger
• Display / Bannering
• Impactfull formats (overlayer, splashpage, … ),
• Online videos (pre- roll, video-seeding, video bannering,…)
• Content integration
• Traffic to website
• E-coupons
• Promos
• Digital platform
• Mobile apps
• Social Media (FB page, Twitter, … )
• Social Media (Facebook page, blog seeding, … )
• Search

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Digital KPI’s
Active evaluation
information gathering, shopping
Post-purchase experience
Ongoing exposure
Initial
consideration
set
Moment of
purchase
Loyalty loop
trigger
• #impressions
• #clicks
•#video views
• #blog posts
• #Social Media engagement rate
• #coupons printed
• #online sales/leads
• #subscription
• # app download
• #facebook fans
• #Engagement rate
• #shares and retweets
• Content views
• Search

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Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement

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earned, owned & paid media

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Ecosystem

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Television
Expo 58 – Dessert 58
Gare du Midi - Zuid Station

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Packaging

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Liquid content

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http://youtu.be/G1P3r2EsAos

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Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement

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https://www.youtube.com/watch?v=G1P3r2EsAos#t=628

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The Gartner Hype Curve Model

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The Gartner Hype Curve Model

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Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement

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Measurement
Let’s get back to your objectives
•Real time optimization
•Was it good or not ? Why ?
•Benchmarks
•What are the learnings

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Data
Each digital action generates at least one data
What are you doing with those datas ?

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Mutli-channel funnel
https://www.youtube.com/watch?v=Cz4yHOKE5j8

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Google analytics

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Connect Media to consumer behavior

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Conclusions
•Digital is not a medium
•We are entering the Post-digital age
•How do digital channels work together ?
•First define MarCom objectives and fix KPI’s
•Ecosystem
•Liquid & Linked
•Innovation is part of the process
•Measure and optimize … always
•Real time marketing
•…

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Now ?
Digital Nightmares ?
Digital Dreams ?