SPAR keynote - A Roadmap for Digital Marketing
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Roadmap to digital marketing SPAR Marketing Conference Norway, Bergen October 20 th 2010
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Keynote I gave in Bergen, Norway for SPAR International. The audience consisted of 45 marketing managers from 20 countries. The objective of the presentation was to share insights on digital marketing for the retail industry and provide tips to get started. In the first section I introduce a basic four step model to start you own campaign, including Briefing, Planning, Realizing and Evaluating. Second, I provide four opportunities for SPAR to leverage digital marketing, including location-based, social, mobile and new business models. Questions? Please drop me a line.
Transcript of SPAR keynote - A Roadmap for Digital Marketing
Roadmap to digital marketingSPAR Marketing Conference
Norway, Bergen October 20th 2010
Agenda | Inhoud 2
1. Warming Up
2. Digital Toolbox
3. Opportunities
4. Wrap Up
Warming Up
Warming Up | Quiz 4
How many results does Google return on the keyword social media?
A: 605 miljoen B: 60,5 miljoen
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How many people on earth use Facebook?
A: 7% B: 2,5%
Warming Up | Quiz
Bron: http://nl.wikipedia.org/wiki/Facebook#cite_note-5
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What is the name of Apple’s latest social music network part of iTunes?
A: Spotify B: Ping
Warming Up | Quiz
7Warming Up | Quiz
How much traffic to social networking sites is viewed on a mobile browser?
A: 6,5% B: 11,1%
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Which app gained over 1 billion downloads?
A: Bump! B: Shazam
Warming Up | Quiz
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Digital Framework
Digital Framework | Overview
Digital Framework
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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
11Digital Framework | Old Spice Case Study
Digital Framework | Brief 12
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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
“Begin with the end in mind.”
Stephan Covey
Digital Framework | Brief 13
Impact o
n R
OI
HighSales Loyalty
LowBrand Awareness Brand Image
Short Long
Term impact
Digital Framework | Brief 14
Impact o
n R
OI
HighStore Traffic
Subscriptions CRM program
LowEffective Reach
Innovative, Convenience
shopping
Short Long
Term impact
Digital Framework | Brief 15
Impact o
n R
OI
HighSKU Sales
LowIncrease Brand
AwarenessPositive Brand Image
Short Long
Term impact
Digital Framework | Plan 16
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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
“He who fails to plan, plans to fail.”
Proverb
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SPAR can buy digital media…
Banner
ads
e-mail list AdWordsAdvertorials
Digital Framework | Plan
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But, SPAR also ownes media…
SPAR
websites
SPAR appsSPAR
e-newsletter
Narrow
casting
Digital Framework | Plan
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Heck! SPAR can also earn media.
Digital Framework | Plan
Bloggers’
attention
Facebook fans User Generated Content Twitter followers
Digital Framework | Plan 20
Impact o
n R
OI
High
Low
Short Long
Term impact
Digital Framework | Plan 21
Impact o
n R
OI
High
Low
Short Long
Term impact
1st Phase: Reach
Launch:Youtube + TVC
Spread:UCG, Twitter
Digital Framework | Plan 22
Impact o
n R
OI
High
Low
Short Long
Term impact
2nd Phase: Response
180 Video replies
Requests from fans
Digital Framework | Realize 23
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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
“If it doesn’t sell, it isn’t creative.”
David Ogilvy
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“Do we develop digital campaigns centrally or locally?”
Courtesy of: Alexandru Simionesei (hunt3r), Flickr
Digital Framework | Realize
25Digital Framework | Realize
Shell’s DM offering
Digital Framework | Evaluate 26
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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
“Save 10% and double your ROI.”
The Curly Guy
Digital Framework | Evaluate
Funnels & KPI’s
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Homepage
SPAR
432.800
125.512 8.78529% 7%
SHOP # ORDERS
58%
38%
Direct Traffic
MSN platform
4%
Search
5,8%
Digital Framework | Summary
In Short
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````Step 1 - Brief
• Clear objectives
• Proposition
• Target audience
• Previous learnings
• Barriers
Step 2 - Plan
• Traffic builders
• Media planning
• Media buying
• Scenario modelling
• Media Integration
Step 3 - Realize
• Local/ corporate?
• Call to action
• Flash/ HTML?
• Tags
• KPI tree
Step 4 - Evaluate
• Progress reports
• Optimization
• Web Analytics
• Evaluation
OpportunitesLeveraging Digital Marketing for SPAR
30Opportunties | Summary
Leverage Local Services
Join the Conversation
Pioneer Business Models
Embrace Mobile
31Opportunties | Local Services
1. Leverage Local Services
#1 Question55% of all text messages
32Opportunties | Local Services
Where are u?
650 billion messages
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Source: http://blog.innovatearkansas.com
Opportunties | Local Services
34Opportunties | Local Services
35Opportunties | Local Services
36
2. Pioneer Business Models
Opportunities | Pioneer Business Models
37Opportunities | Pioneer Business Models
Every day a new item on sale
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3. Embrace Mobile
Opportunties | Embrace Mobile
3 platforms
39Opportunties | Embrace Mobile
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225.000 apps5 miljard downloads27,4 miljoen users
70.000 apps1 miljard downloads11,6 miljoen users
Source:http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about
7.200 apps1 mln downloads41 miljoen users
Opportunties | Embrace Mobile
41Opportunties | Embrace Mobile
42Opportunties | Join the conversation
4. Join the Conversation
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Branded Facebook page: 14,000,000 friends
Opportunties | Join the conversation
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Pitch your best idea for a better world a win $5-$250k
Opportunties | Join the conversation
45Opportunties | Join the conversation
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Social Media MarketingInsight: all ingredients you buy every six day are the same!
Taste The Difference
Opportunties | Join the conversation
SummaryConnecting the dots
48Summary
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````1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
Leverage Local Services
Join the Conversation
Pioneer Business Models
Embrace Mobile
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Stay cool...
Summary
