Presentation I gave at "Huset Markedsføring" in Copenhagen in late March of 2014. It is about Digital opportunities in a new media landscape.

1. Digitale muligheder i
et nyt medielandskab
- do's and don'ts
Huset Markedsføring – 28/03/2014
#DigitasLBi

2. 2
Per A. Knudsen
Digital Media
Strategist
Maria Eriksen
Jensen
Client Strategy
Director
#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling
#Businessstrategy
#Management
#Knitting
#Running
#Smartcar
Who we are

3. 3
"You can't just stare
at your belly button
and think, 'My brand
is great, everyone's
going to love it’”

4. Agenda
The new media landscape
- Challenges and potential
Always on
- What does this mean to marketing?
Content
- How does your content get a longer lifespan across platforms?
Search & social
- How do you create synergies between your marketing channels?

5. 5
What we already know…
The web is turning social
Mobile is important
Digital evolves at a rapid pace
Big data is out there
Digital strategy is important

6. The marketing
landscape has
never been more
complex

7. Marketing 10 years ago

8. Marketing today

9. So what does this mean to
the modern day marketeer?

10. 10
1: Value chain

11. 11
Digital sales channels
Digital channels
Digital ways
to drive sales

12. I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
Brand
values
&
guidelines
2: Relation to customer

13. DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
values
&
guidelines

14. 14
Start on a one device
and continue on another
67%
Enable consumers to
find platforms on
multiple devices
throughout the path to
purchase.
3: Content consumption

15. 15
Start on a
PC/Laptop25%
Start on a
smartphone
4% Continue
on tablet61%
Continue
on PC/
Laptop
5% Continue
on tablet
Start on a
tablet
Continue on
PC/Laptop
19%
Continue on
smartphone
65%
11%
10%

16. 16
Integrating off- & online
Posters/billboards
Shop/businessTV
Magazines
58% 57%
36%48%
66%
Search on mobile
after seing an ad
66%

17. 17
Online-
Offline

18. 18
Outside
in

19. 19
Do:
Become relevant to your customers
in the new media landscape
Don’t:
Think digital & the ”real” world
exclude each other

20. How does
‘Always On’
affect my business?

21. What does ‘Always on’ mean?
Prediction
Social
All night
Analytics
Processes
Planning
Posts
Videos
Shit storms
Monitoring
Real time
Content

22. 22
Curiousness towards new opportunities
Open mindedness to your customers/
users/clients needs & whereabouts
Agile processes & be on your toes
Monitoring/analytics is for everyone
Traits to leverage ‘always on’

23. Time
Place
Context

24. THINK
FIRST

25. 25
The business challenge with ‘Always on’
Open mindedness
Life
Business growth
Marketing risk

26. 26
Resources
Money/internal competencies & knowledge
Classic barriers for companies
Risk
That path is too uncertain
Tools
Lack of information/access to relevant tools
Politics
Other parts of the organisation stop the progress
Technical issues
Platform limitations

27. It’s all
about
data

28. EVERY
MINUTE
680,000
content
pieces
shared on
Facebook

29. Being reactive is the
new proactive

30. 30
Digital
marketing
Timely content yields increased engagement
Engagement
Timeliness
Planned
marketing
TV
Billboard
Print
ad
Real-time
marketing

31. 31
Maersk

32. 32
#TripleE

33. 33
#TripleE

34. 34
#TripleE

35. 35
Do:
Focus on resources & processes to
help your business be always on
Don’t:
Forget to react when relevant

36. 36
Har du
ressourcerne til at
være always on? ?
?
?

37. Content is
the key to
utilizing the
media landscape

38. 38
What is content?
Tweet
Whitepaper
Video
Copy
Blog post
Catalogue
Social post
Images
App
Etc.

39. 39
The digital heart
of a business is
your website

40. 40
The corporate
website isn’t dead,
but it must share
the spotlight
Corporate websites
1992 – 2014?

41. ASOS

42. 42
Women Men
Based
on
insights
Men vs.
women

43. 43
Kuration
(thought leadership)
Sæsonbetonede
landingssider
Relevance

44. 44
Campaign activation of content:
Web
site
#todayis

45. Create content
that goes the
extra mile
Ron
Burgundy

47. Products Apps/games Tons of web
exclusive content
New
content

48. Localise

49. 49
Do:
Creative and insight driven content
that goes beyond a specific platform
Don’t:
Forget to focus on the website

50. Making Search
& Social
work together

51. SOCIAL MEDIA HAS
A CHALLENGE…

52. Friends BrandsNewsfeed

53. 53
This
creates
a lot of
noise!

54. Social media challenge:
The lifetime of content in newsfeeds
Content
Creation
Content
Distribution
Content
Engagement
Content
Death

55. How do we
successfully
extend the life
of content?

56. How can search
become relevant?

57. Search vs. Social
Discovery
Feeds
Facebook
Twitter
YouTube
Search
Google
Bing
Baidu
Social
Search
Facebook
Twitter
YouTube

58. News
Brands
Social Contact
Inspiration
Products
I search for…
Is the
ASOS
delivery
reliable?
ASOS
Skinny
jeans
This
seasons
spring
dresses?
Where is
ASOS
located?
What is the
latest
ASOS
collection?

59. Search evolved with people
Image
search
Product
search
Video
search
Standard
search
Local
search
Book
search
Blog
search
News
search
App
search
Patent
search

60. 60
Google+
Search knows
the importance
of social

61. 61
Paid
Shopping
(Paid)
Earned
Earned
Earned

62. Social is battling
for search
dominance

63. 63
Wednesday
9
Newsfeed Timeline Graph search
Why Facebook is a great search engine

64. 64
• Photos of [X]
• My Friends
• Places near me
• People named [X] who live in [Y]
• Friends of [X]
• Photos by [X]
• Photos of my friends
• Photos liked by me
• Photos liked by [X]
• People named [X]
Graph search examples…

65. 65

66. 66

67. The new way of searching…
#

68. 68
Do:
Investigate the opportunities
for search & social synergies
Don’t:
Focus solely on the channel/discipline
– focus on the user intent

69. Summing up

70. What did we learn today
The digital
media
landscape
has
empowered
marketeers
Always on
should
reflect your
business
context
Data
Insights
Context
Content
=
Relevance
Search &
social are
aligned in
the users
mind

71. Q&A
@peraknudsen
? ?
?
?
Per.knudsen@digitaslbi.com
Maria.Eriksen-Jensen@digitaslbi.com