Branding versus PerformanceA short journey through the newest Informations about modern (Digital-) Marketing06.06.2013 / T...
>>The marketing approach
>>The environment
>>The campaign mechanism
Dialogue / NewslettersEditorialplanning, creation, implementation, dispatch, reportingSocial MediaStrategy, monitoring, FB...
>>The campaignmanagement andmesurement
Interaction of all the channels and the influence of the sameThe channels and the instruments of the campaignOffsite E-Mar...
Efficiency of the channelsSearch EngineOptimisationSearch EngineAdvertisingDisplay Performance& Affiliate MarketingMedia C...
Definition of the Key Performance Indicators (KPI)Measurable performance targets through tracking and campaign optimizatio...
Performance ManagementMultichannel ApproachRevenue PerformanceManagementMonitoring & TrackingInbound Marketing & Social Me...
Differentiation of the customer baseLead management by segments
Lead Generation & Marketing AutomationClient PotentialInquiries / leads / queriesLead nurturing /Multi TouchCampaignAutoma...
Touchpoint- PlanningInfluence on the channel in the individual segmentAwareness Consideration PurchaseDigital TouchpointsP...
>>The message
Credibility as a guarantee for success…
Never too complicated…
The variety of offers…
…and don’t forget the customer experience…
>>Conclusion
GOLDBACH INTERACTIVE (SWITZERLAND) AGMattenstrasse 90, 2503 Biel/BienneSeestrasse 39, 8700 Küsnachtwww.goldbachinteractive...
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
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Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito

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Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito

  1. 1. Branding versus PerformanceA short journey through the newest Informations about modern (Digital-) Marketing06.06.2013 / Thomas Schrämli / Goldbach Interactive (Switzerland) AG
  2. 2. >>The marketing approach
  3. 3. >>The environment
  4. 4. >>The campaign mechanism
  5. 5. Dialogue / NewslettersEditorialplanning, creation, implementation, dispatch, reportingSocial MediaStrategy, monitoring, FBapps, community managementEntertainment AppsCampaign focus with mobilegaming, augmented realityUtility AppsPublisher apps, B2Bsolutions, CRM, service appsMedia PortalsConcept, design andimplementation of news portalsCampaignsConcept, creation and technicalimplementationSearch Engine MarketingSEO, SEA, website analysis, workshopsMobile WebsitesMobile optimisation of existingwebsites, concept, design andimplementation of new mobilewebsitesWebsites & ShopsCorporate websites, newsportals, shops, onlinestrategiesYOURCLIENTDisplay AdvertisingReach, Display Branding, Rich Media,Video, Mobile, Performance Ads
  6. 6. >>The campaignmanagement andmesurement
  7. 7. Interaction of all the channels and the influence of the sameThe channels and the instruments of the campaignOffsite E-MarketingDisplay AdsCPMSEMPermission-MarketingAffiliate-MarketingMedia CooperationsClickDirect entryCPCConversion-OptimisationBrand-ExperienceLeads & Data PoolSearch Engine OptimisationCPLLeadsSalesOrdersEngagementCPXOnsite E-MarketingClassical AdvertisingPublic RelationsDirect-MarketingTV / Radio / PrintWord-of-MouthCouponingAwareness Response Involvement & Interaction Transaction / EngagementSocial-Media-Marketing
  8. 8. Efficiency of the channelsSearch EngineOptimisationSearch EngineAdvertisingDisplay Performance& Affiliate MarketingMedia Cooperationsand negotiated Media-DealsDisplay BrandAdvertising, Promotions & SponsorshipCostsHighest CPX-Value and Maximum ofConversion VolumePULL Channels PUSH ChannelsTuning of channels to stimulate demand
  9. 9. Definition of the Key Performance Indicators (KPI)Measurable performance targets through tracking and campaign optimizationImpressionClick, ViewVisitLeadOrderTransaction process / CRO-OptimizationOptimization of:- CTR- VTR- Discontinuations Rates- Conversion Rates- Leads/Sales/OrdersOnsite tracking andspecial reportsSaleOptimization of media buying andcontrolled modulation of the plannedadvertising volumePermanent management andoptimization of all placements andads in relation of the effectiveperformanceChannel-dependentinteractions
  10. 10. Performance ManagementMultichannel ApproachRevenue PerformanceManagementMonitoring & TrackingInbound Marketing & Social MediaLead Scoring & NurturingEmail MarketingCampaign AutomationData Enrichment and CleaningContact ManagementOpportunity ManagementForecastingService ManagementCampaign ManagementReportingLead ManagementCustomer RelationshipManagement
  11. 11. Differentiation of the customer baseLead management by segments
  12. 12. Lead Generation & Marketing AutomationClient PotentialInquiries / leads / queriesLead nurturing /Multi TouchCampaignAutomated MarketingA. EmailB. Direct MailC. Online AdsD. Classical MediaSalesCRMWebPOSCRM / ERP ToolsSales / Orders / Leads1 2345Multi-Channel orMulti-Media CampaignsSet the targets (KPI’s) /Personalized campaign elements (LP)LeadQualification• Quality• Potential• RiskMarketing Automation• Personalized Mails• Specific Products• Interest in order• Retargeting / Remarketing• Dynamical Ad Management• Upselling after salesMeasure, Optimize,Repeat• Check and adapt the KeyPerformance Indicators• Usage of dataEfficiency and qualityimprovement
  13. 13. Touchpoint- PlanningInfluence on the channel in the individual segmentAwareness Consideration PurchaseDigital TouchpointsPhysical TouchpointsServicesControlled TouchpointUncontrolled TouchpointLoyaltyPRRadioTVPrintOutdoorWord of MouthOnline AdsViral EmailDigital BillboardSearchLandingpageBlog3rd Party SalesDirect MailStorePOSWebsite / ShopMobileSocial MediaAfter SalesBlog /Social MediaEmailNewsletterPromotion /Upselling
  14. 14. >>The message
  15. 15. Credibility as a guarantee for success…
  16. 16. Never too complicated…
  17. 17. The variety of offers…
  18. 18. …and don’t forget the customer experience…
  19. 19. >>Conclusion
  20. 20. GOLDBACH INTERACTIVE (SWITZERLAND) AGMattenstrasse 90, 2503 Biel/BienneSeestrasse 39, 8700 Küsnachtwww.goldbachinteractive.chThomas SchrämliDirector Digital Campaigns,Member of the Group Operational BoardDirekt +41 44 914 92 33Mobile +41 79 502 48 00thomas.schraemli@goldbachinteractive.ch
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