Digital marketing 101 - REACH

Digital Marketing 101

Lassi Nummi, Guest lecture03.10.2012

EBSkeskiviikkona 3. lokakuuta 2012

Digital marketing strategies, Head of Digital Marketing - Zeeland OyjBBA,MBA. 10+ years of digital marketing experienceWorked with brands: BMW Baltics, Nokia, L´Oreal, SOK, Rocla, Lemminkäinen group, Bigbank, ISS, Lumon, TeliaSonera, DNA, Turku Energia, etc...

Lassi NummiCEO / Zeeland Idea Baltics

keskiviikkona 3. lokakuuta 2012

Agenda:What is digital marketing ?PRACE-modelPLANNIGREACH

7 Different digital marketing methods to reach audienceConclusionsQ&A


What is Digital Marketing?


Digital marketing - definitions"Marketing Online (or Online Marketing)" Digital marketing is the use of internet-connected devices such as computers, tablets, smartphones and game consoles to engage consumers with online advertising.Digital marketing is the most measurable and cost effective way of marketing communicationsThe only marketing communication way which enables real dialogue with customer


So, what makes digital marketing so important ?ADVANTAGES:Targeting

Right message to right audience at right timeMeasurement and metrix

Youʼll know how your investment is spent2 - way conversation

Possibility to have real dialogue between brand and customer, online customer service

Customerʼs voice and review of the brandPossibility to search and compare between options. 3rd party evaluations

E-commerce / possibility to purchase onlinePossibility to direct purchases online


Why So? What makes digital marketing important?Global access to brand and products / expanding your client base

Access to brand throughout the worldNew business models

Selling digital applications, music, movies on demand etc.New models of marketing

Mobile marketing, online branded games, location based marketing etc..Possibility to stand out from competitors

When done correctly brand can appear bigger than it actually is onlinePossibility to react, change and personalize the messagesCost effectiveness+ much much more


Building blocks of digital marketing:

CUSTOMER ACQUISITION

CUSTOMER CONVERSATION AND

ENGAGEMENT

Where and how do we reach our customers ? How do we build awareness ?

How do we convince the potential customer to be our customer. How to make the first purchase ?

CUSTOMER RETENTION AND

SALES

How do we keep the customer our customer and not to lose it to competitors. How to make customers return and buy more ?

REACH ACT&CONVERT ENGAGE

STRATEGY / PLAN

How do we want to grow our business online, how do we use digital media now, and how can we achieve our goals. How to measure and what?

PLANSOURCE: http://www.smartinsights.com/digital-marketing-strategy-guide/


http://www.smartinsights.com/digital-marketing-strategy-guide/


Today we will focus on:



ENGAGEMENT




SALES



STRATEGY / PLAN






PLAN - Digital marketing strategySeveral strategy modelsSOSTAC - Model is recommended by PR smith and Smart InsightsConsists of 5 steps:

Where are we nowCurrent status

Where do we want to be ?5 objectives : (Sell, Serve, Sizzle, Speak, Save)

How do we get there ?Segments, targets, positioning, OVP, Integration, Tools)

How exactly do we get there ?Digital marketing Mix, Schedule etc

The details of tacticsOrganizational model, responsibilities

How do we monitor performance KPI:s and constant development

ALWAYS PLAN BEFORE ACT. SOURCE: PR Smith+ Smart InsightsPLAN > REACH > ACT > ENGAGE




ANALYTICS TOOLS + MEASUREMENT

REACH - Customer acquisition 7 Digital methods where we can reach potential customers:

SEARCH

DISPLAY ADVERTISING

ONLINE PR

E-MAIL MARKETING

AFFILIATE MARKETING

SOCIAL MEDIA / VIRAL/ GAMING CUSTOMER CONVERSATION AND ENGAGEMENT

WEBSITE / TARGET SITE

CUSTOMER RETENTION AND SALES

PURCHASE / GOAL OF CAMPAIGN

OFFLINE COMMUNICATIONS

PLAN > REACH > ACT > ENGAGE

MOBILE


SEARCHMost of the traffic to sites is driven by search enginesGoogle dominates with 86 % of searches share in global scaleSearch results are divided into Paid and Organic results.

Paid = CPC based (cost per click)Companies buy certain search words and terms they want to be found with.Each click costs moneyAlso powerful branding tool

SEO = Search engine optimizationSEM = Search engine marketing


Organic results

Paid results


SEARCHSEM industry in North america 2012 : USD 23 Billion

Paid search results (example : Google Adwords)Search results are divided into Paid and Organic results.Search engines are the most popular sites in internet, therefore visibility is extremely important = Competition is fierceSearch engines needs to be covered when running campaigns in other medias (indirect traffic)Consumers coming from searches are more likely to buy it than traffic from other medias (reason to search)Search marketing Should be continuing, not only for campaignsTake over the words you want to link to your brand / product



DISPLAY ADVERTISINGThe “traditional way of online advertising”Banner advertisingVideo advertisingControlled by ad networks:

Advertising.com (AOL)Yahoo!Google / DoubleClick

http://www.youtube.com/watch?v=1C0n_9DOlwEDifferent models:

CPM (cost per thousand, how many times the ad is shown)CPC (cost per click, each click has a cost)Re-targeting

Does it work ?http://www.youtube.com/watch?v=VJCqdwon8HoFor branding purposes more than driving traffic ? PLAN > REACH > ACT > ENGAGE

Video ad

Special solution / banner

Banner ad



http://www.youtube.com/watch?v=zKF5Hx3hQ1E

http://www.youtube.com/watch?v=zKF5Hx3hQ1E

http://www.youtube.com/watch?v=VJCqdwon8Ho




SOCIAL MEDIAhttp://youtu.be/JdyBM-p05SsFacebook, Video sites, professional networks, twitter, Spotify etc.. Constantly developingVirtual social networks where people interact with each others. Social media offers great opportunities for marketers:

Social media channels enables a brand to interact and communicate with consumer in more neutral environmentReal 2-way dialogueWhen done correctly possible to use consumer as messenger (Sharing, recommendations etc)Virtual word of mouthGreat targeting possibilities (consumers store a vast amount of data in social media of themselves.Specialized networks for different purposes, for example recruitment - linkedin etc..

PLAN > REACH > ACT > ENGAGEPLAN > REACH > ACT > ENGAGE


http://www.youtube.com/watch?v=JdyBM-p05Ss&feature=share&list=PL5911E1AA2DF132F7




SOCIAL MEDIA + GamesHowever Social media does not hold track record on deliverin ROISoMe users what to focus on socializing, not commercial messagesGreat tool for example carrying out customer service onlineListen to your audience when going to social media. FB fan does not necessarily convert into Euros, but needs attention.Consider using in HR, PR etc..GAMING:

Mobile devices and social media has enabled game-based advertising. Online-games and free sponsored games are newcomers on digital marketing field.Examples : Different car manufacturer applications and games

PLAN > REACH > ACT > ENGAGEPLAN > REACH > ACT > ENGAGE


SOCIAL MEDIA - VIRAL + MEMEViral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes. (sharing, word of mouth)Viral = Content and Creativity is the kingViral examples:http://vimeo.com/47875656http://vimeo.com/26325973 INTERNET MEME:Concept that spreads via internet. Originates from internet usershttp://youtu.be/9bZkp7q19f0300 000 000 Likes Memes are risky to commericalize

PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012

http://vimeo.com/47875656




http://youtu.be/9bZkp7q19f0




E-MAIL MARKETINGE-mail still the number 1 used communication tool used onlineMarketing messages sent by e-mail to subscribers or purchased lists of receiversUsed to:

Build relationshipsGet trafficCross promoteNurture Leads (Give-get)Make sales (offers)

Segmentation and frequency are the keysRight message to right segment at right timeEasy to measureRemember local legislationGroupon-like group offers rely on e-mail marketing



AFFILIATE MARKETINGPromoting your products or services trough partners onlinePartners gets commission if the consumers originating from their sites fulfills the agreed goals (leave their contact information, purchase online etc etc..)Comparision sites are mostly affiliate runExamples:

Travel booking sitesFlight comparison sitesCar and real estate sitesBanking, finance, insuranceOnline stores

Re-targeting can be used together with affiliate programMessage can be altered if user has seen the ad or clicked the link.

Cookie-based technologyPLAN > REACH > ACT > ENGAGE


ONLINE PREarned media:

BlogsNewspapersNews portalsEtc.

Goal is to earn media visibility, instead of buying it.+ gain trust and recommendations from “objective” influencersContact bloggers and other influencers “trendsetters”Deliver new products to testers for reviewsCan be connected with social media (PR takes care of companyʼs social media presence)Crisis communication and reaction to negative publicity. --> Reputation managementHas to be done carefullyhttp://youtu.be/mEsnb3kUDAw



http://youtu.be/mEsnb3kUDAw

http://youtu.be/mEsnb3kUDAw

MOBILE

Smartphones and fixed data packages are realityIOS, Android and Windows mobile largest platformsFor brands itʼs important that the information is reachable by mobile devices and appears on searchesLocation based services are gaining popularitySocial media usage is mobileConsumers are looking for information on local services on the goROPO - research online - purchase offline



MOBILEAPPLICATIONS:Branded applications for different smartphonesNeeds a strong fanbase Needs to fullfill a purpose in order to install the applicationPremium and lifestyle brands are forerunners:

Case LV, Rossignol, Gucci etc.http://www.youtube.com/watch?v=EbuiWpigF3kRemember - plan carefully - costs money and requires a real life case.



http://www.youtube.com/watch?v=EbuiWpigF3k

http://www.youtube.com/watch?v=EbuiWpigF3k

ANALYTICS AND MEASUREMENTDigital marketing is easy to measureMeasurement should cover everything from traffic sources to Goals which are being identified on the websites or e-commerce sites and opinions how users use the services and what do they think about themMeasurement should be Quantitive and QualitativeKPI:s (Key performance indicators) should be defined and set at the planning phaseKPI:s can be for example:

Time spent with brandDoing certain action (purchase, e-mail subscription, offer on facebook etc)KPI should be measurable and related to business. Number of visitors or facebook fans is not a real KPI

Example of google analytics funnel visualizations



ANALYTICS AND MEASUREMENTPopular measurement tools:

CoremetricsOmnitureGoogle analyticsWebTrendsUnicaSnoobi

Remember: Measure for reason - react on results. Measure real things.A/B testing in online environment is also possible and rather easy to doin A/B testing for example 2 different products or creative messages are being shown to customer, and which performs better is being preferred.

http://youtu.be/3Sk7cOqB9DkPLAN > REACH > ACT > ENGAGE


http://youtu.be/3Sk7cOqB9Dk

http://youtu.be/3Sk7cOqB9Dk

SUMMARY:PRACE (PLAN, REACH, ACT/CONVERT, ENGAGE)Today we focused on REACH7 Main methods to reach the audience online:

SearchDisplaySocial media / ViralE-mail marketingAffiliate marketingOnline PRMobile marketing

Measurement is the key - if you cannot measure it - donʼt do itRemember to coordinate the message trough the channelsThe most effective way is to combine different methods and techniquesIntegrate offline marketing with online. remember to measure also offline (individual website adrresses etc)Digital marketing is not only advertising - usage of digital channels should be present in all functionsPLAN before jumping into the REACH-phasehttp://youtu.be/k5776HPNeHA



ENGAGEMENT


SALESSTRATEGY / PLAN


http://youtu.be/k5776HPNeHA

http://youtu.be/k5776HPNeHA

QUESTIONS ?



ENGAGEMENT




SALES



STRATEGY / PLAN






Facebook.com/ZeelandGroup


Digital marketing 101 - REACH

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