Marketing in the Digital World - Aalto · Nurturing campaigns Calls to action -> contact DELIGHT...

Marketing in the Digital WorldStartup Experience / Aalto Ventures ProgramJuha Frey, Netprofile 8.2.2018@juhaf @netprofile

Juha Frey @juhaf Netprofile 2018

CUSTOMER EXPERIENCE

SUCCESS


MARKETING AND PR ARE NOT ONLY ABOUT WHAT YOU SAY.

THE CORE OF BOTH IS WHAT YOU DO AND HOW YOU BEHAVE.


73 %OF COMPANIES CONSIDER

USER EXPERIENCEAS TOP PRIORITY

Source: Forrester CX Index / Forrester Research


1 %OF COMPANIES

ACTUALLY DELIVERAN EXCELLENT EXPERIENCE

Source: Forrester CX Index / Forrester Research


YOUR KEY TO SUCCESSIS THE SYSTEMYOU DESIGN.


1. NETPROFILE IN BRIEF2. FROM INTERRUPTIONS TO ADDED VALUE3. FRAMEWORK FOR MODERN MARKETING & PR4. KEY SUCCESS FACTORS

Founded Experts

142000Revenue 2017

1,6 m€International industry recognitions for Netprofile include two ICCO Global Awards for the World’s Best PR Campaign in Technology and B2B categories in 2015 and 2016, and the Sabre Gold EMEA Award in financial communications in 2013. In Finland, Netprofile is among the most successful agencies in the MTL Communications Awards, with a number of wins and shortlistings across several categories.

NETPROFILE IS FINLAND’S LEADING DIGITAL MARKETING, PUBLIC RELATIONS AND SOCIAL MEDIA CONSULTANCY WITH A FOCUS ON ICT POWERED CLIENTS.


TWO MAJOR SHIFTS THAT AFFECT YOU, ME, AND EVERY ORGANIZATION.

INBOUND REVOLUTION

MEDIA TRANSFORMATION

Juha Frey @juhaf Netprofile 2018Source: McGraw-Hill advertisement, Business Week 1958

THE WORLD OF MEDIA HAS CHANGED FROM THIS…


…TO THIS: BRANDS CAN WIN OVER MEDIA IN BEING MEDIA.

Source: https://www.redbullmediahouse.com


INBOUND REVOLUTION IS NO LONGER COMING. IT ALREADY HAPPENED.

Source: https://inbound.org/discuss/finding-harmony-can-inbound-marketing-and-outbound-sales-work-together


THE CHANGE. AND THE OPPORTUNITY.

“When mass marketing dies, the future of the companies that embrace this approach dies too.”

“Every organization now has the ability to deal directly with the world. The asset (the only asset, pretty much) that can be built online is permission. The privilege of marketing to people who want to be marketed to.”

- Seth Godin in Meatball Sundae

Source: Meatball Sundae: Is Your Marketing Out of Sync? (Seth Godin 2007)


EVERY OPPORTUNITY COMES WITH A RISK.

“Organizations don’t fail because the web and the new marketing don’t work. They fail because the web and the new marketing work only when applied to the right organization.

New media makes a promise to the consumer. I f the organization is unable to keep that promise, then it fails.”

- Seth Godin in Meatball Sundae

Source: Meatball Sundae: Is Your Marketing Out of Sync? (Seth Godin 2007)


THERE ARE THREE KINDS OF MEDIA: EARNED, BOUGHT AND OWNED.

Source: http://www.spinsucks.com

Juha Frey @juhaf Netprofile 2018Source: https://marketoonist.com/

THE KEY IS ADDED VALUE: THINGS THAT MATTER TO PEOPLE THAT MATTER.


IN CONCLUSION: TRENDS SHAPING THE FUTURE OF MARKETING & PR.

MEDIA STRUGGLE: OWNED MEDIA GROWS, EARNED MEDIA GETS TOUGHER.

SOURCE CREDIBILITY: ADDED VALUE IS MORE IMPORTANT THAN MEDIA.

RELEVANCE: MARKETING & PR MUST SERVE, DELIGHT AND/OR ENTERTAIN.


HOW TO SET UP A MARKETING & PR PROGRAMME THAT REALLY WORKS?

Source: https://marketoonist.com/


SOLVING THE PUZZLE, PART 1: WHO DO YOU NEED TO CONVINCE?

Role? Objectives? Needs? Pain Points?


SOLVING THE PUZZLE, PART 2: WHERE TO REACH YOUR PERSONAS?

Source: Linkedin


THE NETPROFILE FRAMEWORK FOR MODERN MARKETING & PR.

ATTRACT

Blog & PR contentMedia relations

Social media outreachOnline promotions

CONVERT

Landing pagesDownloadable content

Contact formsCalls to action -> download

CLOSE

Segmented contentTargeted newslettersNurturing campaigns

Calls to action -> contact

DELIGHT

Value-adding contentPublic recognition

VIP event invitationsCalls to action -> share

TOP OF FUNNEL FAN BASE & AFTER SALESPURCHASE DECISIONNURTURING

MARKETING ENGINE: SEGMENTS, CONTENT HOMEBASE, COORDINATED OUTREACH, METRICS

EMPLOYEE REACH: LEVERAGE PERSONAL NETWORKS THROUGH COACHING AND INCENTIVESTAR

GET

PER

SON

AS

CO

NTE

NT

& A

CTI

ON

PLA

NS

BU

SIN

ESS

OB

JEC

TIV

ES


GREAT CONTENT AND ACTIVE OUTREACHRESULT IN MORE LEADS, MORE BUSINESS.

CONTENT PRODUCTION

IN OWNED MEDIA

ORGANICOUTREACH, PAIDAMPLIFICATION

Bringing compellingcontent to reach

your target groups

Converting targetgroups to visitors,

followers and buyers

WHITE PAPERS,DOWNLOADS

BLOGPOSTS

EXPERTARTICLES

OWN & CURATEDSOCIAL CONTENT

CASESTORIES

VISUALS &INFOGRAPHICS

VIDEOS &PODCASTS

MEDIAMATERIALS

MEDIA & INDUSTRYINFLUENCER MEETINGS

SOCIAL MEDIA UPDATES & PROMOTIONS

MEDIA BLOGPLATFORMS

SOCIAL MEDIA & BLOGINFLUENCER PROGRAMS

MEDIA BYLINERPLACEMENTS

NATIVEADVERTISING

MARKETINGAUTOMATION

TARGETED RELEASEDISTRIBUTIONS

MONITORING & ANALYTICS(OUTCOME)

MONITORING & ANALYTICS(OUTPUT)


WHY IS MORE THAN HOW, WHICH IS MORE THAN WHAT.

Role in influencing, enabling and driving new value / work / life / world

WH

Y: R

EASO

NS

WH

Y TH

E EX

PER

TISE

AN

D B

ENEF

ITS

MA

TTER

Benefits for customers and customers’ customers

HO

W: B

ENEFITS EN

AB

LEDTH

RO

UG

H O

UR

EXPER

TISE

Product and servicefeatures and

specifications

WHAT: OUR EXPERTISE


FOCUS ON BENEFITS & THE WHY, UNLESS YOUR EXPERTISE IS AMAZING.

Source: https://www.useronboard.com/


IN CONCLUSION: BENEFITS OF MODERN MARKETING & PR.

HAPPY TARGET GROUPS: PERSONALIZED CONTENT IS WELCOMED AND VALUED.

RESULTS DRIVEN: WITH GOALS AND METRICS, YOU’LL KNOW WHAT WORKS.

EFFICIENT PROCESSES: BRING IN DATA THAT HELPS SALES SUCCEED.


BRUTAL HONESTY: TWISTING THE TRUTH IS NO LONGER AN OPTION,BUT TRUE TRANSPARENCY CAN STILL BE A COMPETITIVE EDGE.

Source: http://www.flickr.com/photos/intersectionconsulting/4126503369/


REAL PEOPLE MATTER: THERE’S NO SINGLE VOICE THAT APPEALS TO ALL. LEVERAGE PERSONALITIES TO MULTIPLY BOTH TONE AND REACH.

Source: Oy Moomin Characters Ltd


BE CAREFUL WITH THOSE SUPER COOL GROWTH HACKS! LONG TERM THINKING REMAINS A WINNING STRATEGY.

Source: https://marketoonist.com/


IN CONCLUSION: PERSONAS + CONTENT + OUTREACH = RESULTS

TARGET GROUPS, PRIORITIZED AND ELABORATED INTO PERSONAS

MESSAGES, TOOLS & CHANNELS TIMELINE OF ACTIVITIES

STRATEGIC NARRATIVE ALIGNMENT BUSINESS ROADMAP ALIGNMENT

METRICS & FEEDBACK LOOP

TAC

TIC

SST

RA

TEG

YA

NA

LYTI

CS


GOOD MARKETING MAKES THE COMPANY LOOK SMART.GREAT MARKETING MAKES THE CUSTOMER FEEL SMART.

Source: http://www.missingcloud.com/

- Joe Chernov


Juha Frey, Managing Director+358 40 572 [email protected]

Social media: @juhaf @juhafrey @netprofile

Marketing in the Digital World - Aalto · Nurturing campaigns Calls to action -> contact DELIGHT...

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