Future of digital
marketing in Tunisia
Trends to follow for
2015

Agenda
• Introduction
• 1 picture worth more than 100 words
• Storytelling, the art of telling a story to sell
• Content is still king
• The real-time marketing, a real business opportunity
• Forget ROI, now it’s about ROE
• Native advertising, a new way of digital advertising
• Mobile first? Indeed
• So let's recap!
@Simplybahia

Introduction
There are three kinds of marketers and how they deal with trends: Those who let it
happen, those who make it happen, and those who wonder what happened. So, for
smart marketers who want to fall into that second group, paying attention to what
looms ahead is the wisest move they can make.
Social media is the key but a good social media strategy is the right path.
Do not forget also that this new digital generation is becoming more demanding,
curious, informed and wants to live new experiences, interact and be connected
with brands wherever they go. So it is essential to win the war of attention.
@Simplybahia

Introduction
"Consider the digital a big party where
your competitors are. So be prepared to
face other greater temptations than you
offer, because these people will have
LOLcats or Kim Kardashian more
interesting than you".
Gaël de Talhouet, Global Digital Director
at Henkel
@Simplybahia

digital marketing is not a
It’s simple! Just follow my lead

@Simplybahia
Reminder

1 picture worth more
than 100 words

1 picture worth more than 100 words
Photos are dominating, 90% of information transmitted to the brain is visual and the
visuals are processed 60,000 times faster by the brain than text.
Visual content facilite engagement (specially compared to the texte) ans it is social
media-ready, it’s easy shareable and easy palatable.
Visual stories help people identify with the brand and the organization.
@Simplybahia

1 picture worth more than 100 words
Brands can implement promotional campaigns and publications on social media
using a visual content regardless of its nature (photo, video, animated gif,
infographic…).
The picture engages the community on social media and creates also a visual
universe around the brand, its products and its values, makes a continuity with his
campaigns, recruit fans and recruits ambassadors (long-term).
@Simplybahia

Storytelling , the art of telling a
story to sell

Storytelling , the art of telling a story to sell
Storytelling is a communication technique which arouses the public interest and
facilitate its accession to the brand message.
Telling a story is good, but stories that are told by brands should reflect its values
and adjust to the consumers needs.
Storytelling will help maintain or regain the brand’s.
Feelings ans emotoions must be the heart of the storytelling. Stories reach
consumers heart and it will attract the attention of consumers and stimulate their
curiosity.
@Simplybahia

Storytelling , the art of telling a story to sell
Many marketers say that the future of storytelling is video.
3 stages of reflection to develop a good strategy storytelling: understanding
consumers, creating the hero and the story then inventing the universe.
The storytelling will soon be storyshowing, storyfeeling and storyliving.
@Simplybahia

Content is still king

Content is still king
Content is always at the center of attention. It’s relevant and timeless. Products
may change but the stories remain.
Priority should be given to short content and always keep in mind that between
10% and 20% of internet content is consumed on the video.
Two fundamental pillars of a content marketing strategy: the publication and the
distribution. A video that works is the content and the storytelling, but also the
targeting (distribution channel) and the timing (context).
Always synchronize content to consumer’s context (weather, sports, news ...)
@Simplybahia

Content is still king
The 5 P’s of content marketing: plan, produce, publish, promote and prove.
3 GRAND RULES for content creation: make it clean, make it contagious but most of
all make it appeal to people’s inner child, make them curious: content marketing is
a playground
Keep in mind also that the public trusts more the the user generated content
(UGC), more than brand’s content. So brands must encourage their community to
create their own content and why not help them sharing this content.
Content is king but distribution is queen. It’s essential to target its message and
adopt the different platforms to be more effective.
@Simplybahia

The real-time
marketing, a real
business opportunity

The real-time marketing, a real business opportunity
When it comes to real-time marketing, it’s not a question of tool and numbers but
it’s about creativity and responsiveness. It’ also finding the right topic that are of
interesting to the community on which bounce in his content strategy.
“The success of Oreo’s Super Bowl blackout tweet of 2013 had many marketers and
agency talking heads predict a continued focus on real-time marketing in 2014 in
order for brands to stand out to consumers.” Brian Honigman,marketing consultant
, writer and speaker
@Simplybahia

The real-time marketing, a real business opportunity
Marketing in real-time can be a powerful approach to tying your brand into the
relevant conversations of your audience, but relying too heavily on any tactic or
strategy is how businesses crash and burn online. The right approach to real-time
marketing is understanding how it works and why, then bending these rules to best
match your organization’s offerings and audience.
Stages of real-time marketing are: Real-time analyzing conversations on social
media, identifying trends and proposing instant content.
2 or 3 years ago, the real-time marketing could was about few minutes, now it
comes to a few seconds.
@Simplybahia

Forget ROI, now it’s
about ROE

Forget ROI, now it’s about ROE
The days where we focused on the number of likes or the number of fans are gone.
Now what counts are the comments, and comments related to your brand and your
products!
Marketers will now connect the engagement of their community members to the
perception of their brand in their mind rather than counting "likes" that they can
simply but and do not reflect the reality.
Somtimes getting consumer to share is more important that making money
@Simplybahia

Forget ROI, now it’s about ROE
Brands must be a friendly, listen, care and be supportive.
With awareness a given, marketers will link “engagement” to how well the brand is
perceived versus their category’s Ideal, rather than just counting “likes” or
leveraging imagery.
The différence between users and fans is that users buy your products but fans just
like them. Brands should make their fans become users.
On social media, conversation about your brand are already taken place wheher
you’re in the conversation or not so listening and following the discussion is a
must.
@Simplybahia

Native advertising, a new
way of digital advertising

Native advertising, a new way of digital advertising
The advertising native is simply presenting advertisements for articles written by
journalists.
This is a form of online advertising that aims to attract the attention of consumers
by providing content in the context of the user experience. The goal is to make
advertising less intrusive.
The native advertising is a new form of advertising insert in the form of web
content.
@Simplybahia

Native advertising, a new way of digital advertising
The native advertising is often confused with the sponsored content.
Creating branded content is not new but the native advertising is a hybrid format
between advertising and content with has a double benefit: first, they are easier to
share than classic advertising, on the other hand they are more adapted to the
diversity of terminals that are consumers use to connect.
@Simplybahia

Mobile first? Indeed

Mobile first? Indeed
Two waves have transformed the media: from print to the web and the mobile
web.
3 aspects should be taken into account if we think of our mobile strategy:
- The size of screens so it is now necessary to adapt its content to these screens
- Mobile changes deeply the way news are checked and how people interact on
social media; we do not write the same thing in front of a keyboard sitting
comfortably and walking in the
-Mobile implies the segmentation of the time of consumption and segmentation of
the audiences.
@Simplybahia

Mobile first? Indeed
Mobility in the next five years will continue to be about a consumer-driven
experience. It’s an extension of ourselves
Mobile empowers consumers by providing access to brands and their competitors
when and where they want. For the customer it is a richer relationship with the
brand before, during and after the shopping experience.
However, orders and mobile payment are only at the beginning and take time to be
developped.
To succeed the mobile transformation, think primarily about the user journey and
experience.
@Simplybahia

Récap
So let's recap!

So let's recap!
1 photo worth more than 100 words : Visual content facilite engagement (specially
compared to the texte) ans it is social media-ready, it’s easy shareable and easy
palatable.
Storytelling , the art of telling a story to sell : 3 stages of reflection to develop a
good strategy storytelling: understanding consumers, creating the hero and the
story then inventing the universe.
Content is still king: Content is always at the center of attention. It’s relevant and
timeless. Products may change but the stories remain.
@Simplybahia

So let's recap!
• The real-time marketing, a real business opportunity: Marketing in real-time can
be a powerful approach to tying your brand into the relevant conversations of your
audience, but relying too heavily on any tactic or strategy is how businesses crash
and burn online.
• Forget ROI, now it’s about ROE: With awareness a given, marketers will link
“engagement” to how well the brand is perceived versus their category’s Ideal,
rather than just counting “likes” or leveraging imagery.
• Native advertising, a new way of digital advertising: The native advertising is a
new form of advertising insert in the form of web content.
• Mobile first? Indeed: Mobile empowers consumers by providing access to brands
and their competitors when and where they want.
@Simplybahia

Follow the change or you’re
miss it all

Any
questions?

Don’t ask me how I did it, I’m a social media addict and always
online 
Otherwise contact me via
mail: bahia.nar@gmail.com
ou sur Twitter @Simplybahia

Thank you for your attention

Photo credits
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Slide 4:http://www.skunkwire.com/wp-content/uploads/2013/12/whatcha-thinking-about.jpg
Slide 5 : http://wow.blogs.com/photos/glasto/freakshow.jpg
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Slide 7: http://www.wired.com/images_blogs/underwire/2014/02/Matthew-McConaughey.jpg
Slide 10 : http://www.hollywoodreporter.com/sites/default/files/imagecache/thumbnail_570x321/2012/12/girls.jpg
Slide 13: http://metrouk2.files.wordpress.com/2014/02/game-of-thrones-season-4.jpg
Slide 16 : http://www.hdwpapers.com/thumbs/homeland_wallpaper_2-t2.jpg
Slide 19 : http://images5.alphacoders.com/328/328257.jpg
Slide 22: http://www.artec3d.com/upload/iblock/54c/big-bang-theory-3d-printer-5.jpg
Slide 25: http://assets-s3.usmagazine.com/uploads/assets/articles/71154-ellen-degeneres-oscar-selfie-samsung-phone-product-
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Slide 33: http://www.sho.com/site/image-bin/images/408_4_0/408_4_0_prm-keyart_1024x640.jpg
Slide 35:http://cdn.inquisitr.com/wp-content/uploads/2014/12/Sons-Of-Anarchy-Jax-Teller-Death-665x385.png