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Pernille andersen introduktion til digital marketing

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  • 1. Af Pernille Andersen, underviser @Pernilleanderse pernilleandersenfeedsfloor B2bsocialmedia.dk pernille@feedsfloor.comPernille Andersen, Lecturer pean@cphbusiness.com
  • 2.  Er digitale og online kanaler vigtige for virksomhedens markedsføring? – JA Hvordan udvikler man virksomhedens digitale strategi? Ændrer digitale og online kanaler måden hvorpå virksomheden skal markedsføre sig overfor kunden? – JA og NEJ Hvordan bruger man de forskellige kanaler til at markedsføre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com
  • 3. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 4. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 5. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 6. How much does Facebook earn per user: 5,32 USD Europe 13,58 USD USAPernille Andersen, Lecturer pean@cphbusiness.com
  • 7. http://www.statowl.com/search_engine_market_share.phpPernille Andersen, Lecturer pean@cphbusiness.com
  • 8. http://services.google.com/fh/files/blogs/our_mobile_planet_denmark_da.pdfPernille Andersen, Lecturer pean@cphbusiness.com
  • 9.  Er digitale og online kanaler vigtige for virksomhedens markedsføring? – JA Hvordan udvikler man virksomhedens digitale strategi? Ændrer digitale og online kanaler måden hvorpå virksomheden skal markedsføre sig overfor kunden? – JA og NEJ Hvordan bruger man de forskellige kanaler til at markedsføre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com
  • 10. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 11. Purpose of company Business strategy Branding strategy Content strategy Owned Paid Earned Real time Lead Brand Generic thought Share of voice monitoring & focus building leadership analysis response Gap Value added analysis analysis© 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com
  • 12. Purpose of company Business strategy Branding strategy Content strategy Owned Paid Earned Real time Lead Brand Generic thought Share of voice monitoring & focus building leadership analysis response Gap Value added analysis analysis© 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com
  • 13. Term def.: Content marketing “is an umbrella term encompassing all marketing formats that involves the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases”. Attract, acquire and engage the target audience Owned and earned media - Pull promotion Educate customers and you will become thought leader = loyaltyPernille Andersen, Lecturer pean@cphbusiness.com
  • 14. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 15. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 16. Examples  Karolines Kogebog Case Study: Content Marketing by American Express  A well known success within the domain of content marketing is American Express’s launch of Openforum.com, a micro-site targeting small businesses. Here small business owners can connect, get help on various subjects and of course also access all their activities with American Express. ”It’s all part of American Express OPEN’s continuing commitment to help businesses do more business”. The site is quite a success with 10 million page views in 2010 and almost 200,000 unique visitors in 2012. This micro-site have made the American Express brand more accessible according to customers and created more loyal customers and thus had an great impact on the brand. Both paid and volunteer contributors are sharing content on Openforum.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 17. Term def.: paid and owned media Owned media: All the promotional activities that the company can control and the content that the company creates e.g. corporate website, Facebook controlled company page, corporate mobile application etc. Paid media: Advertising e.g. banner ad, search engine marketing, paid reviews etc.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 18. Term def.: Earned media  Earned media is favorable publicity which the company has not initiated  Earned media can be both positive and negative  Organic positions or search results on search engines are also refered to as earned media, as the organization cannot control the ranking.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 19. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 20. Purpose of company Business strategy Branding strategy Content strategy Owned Paid Earned Real time Lead Brand Generic thought Share of voice monitoring & focus building leadership analysis response Gap Value added analysis analysis© 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com
  • 21. Digital Brand ManagementPernille Andersen, Lecturer pean@cphbusiness.com
  • 22. Digital Brand Management Corporate Development Communication Implementation Stage Strategy Stage Flexibility Consumption Gap Design Gap Corporate Identity Corporate image Fit position cube Gap Consumption Zone Positioning facets Strategic Market position Dynamics Change Analysis Stage RationalValuesPernille Andersen, Lecturer pean@cphbusiness.com
  • 23. Purpose of company Business strategy Branding strategy Content strategy Owned Paid Earned Real time Lead Brand Generic thought Share of voice monitoring & focus building leadership analysis response Gap Value added analysis analysis© 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com
  • 24. Term def.: Thought leadership  “the perceived advantage an organization achieves in the minds of its stakeholders in relation to a theme or topic that is of central importance to its business. Thought leadership is a perishable perceptual grant by your stakeholders”.Pernille Andersen, Lecturer pean@cphbusiness.com andylark.blogs.com/andylark/2010/04/what-is-thought-leadership.html Source: A company
  • 25. Term def.: Share of Voice  Share of voice is a brand’s or group of brands’ promotion weight expressed as a percentage of a defined total market or market segment in a given time period.  The weight can be up of many things depending on the market; nonetheless, it is usually defined by expenditures, ratings, pages, no. of followers etc.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 26. Purpose of company Business strategy Branding strategy Content strategy Owned Paid Earned Real time Lead Brand Generic thought Share of voice monitoring & focus building leadership analysis response Gap Value added analysis analysis© 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com
  • 27. Term def.: Lead generation  Generating data on potential customers  Generating data on potential fans, followers etc. Trying to convert them to loyal followersPernille Andersen, Lecturer pean@cphbusiness.com
  • 28. Measurements Segmentation: old time data analysis - Monthly reports – strategic change (Branding) – back office – long term Vs. Real time data: real time response - What should you be doing right now? (Lead focus) – front line – short termPernille Andersen, Lecturer pean@cphbusiness.com
  • 29. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 30.  Er digitale og online kanaler vigtige for virksomhedens markedsføring? – JA Hvordan udvikler man virksomhedens digitale strategi? Ændrer digitale og online kanaler måden hvorpå virksomheden skal markedsføre sig overfor kunden? – JA og NEJ Hvordan bruger man de forskellige kanaler til at markedsføre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com
  • 31.  The death of the campaign – the beginning of CONTENT MARKETING (UGC) & ENGAGEMENT – REAL TIME  The segment of ONE  The competitive situation is evolving around SHARE-OF-VOICEPernille Andersen, Lecturer pean@cphbusiness.com
  • 32. Seth Godin  “We live in a world where consumers actively resist marketing. So it’s imperative to stop marketing at people. The idea is to create an environment where consumers will market to each other.”Pernille Andersen, Lecturer pean@cphbusiness.com
  • 33. External analysis - CustomersBy Pernille Andersen, Lecturer pean@cphbusiness.comPernille Andersen, Lecturer pean@cphbusiness.com
  • 34. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 35.  Interest-Driven Consumer Behavior  Device/Screen Segmentation  Segmentation of Search TypesPernille Andersen, Lecturer pean@cphbusiness.com
  • 36. External analysis- Customers  How do customers use digital channels?  Where and how do customers engage with your brand /company at the moment?Pernille Andersen, Lecturer pean@cphbusiness.com
  • 37. One Classic Model of Buying Behaviour Engel-Kollat- Problem recognition Blackwell, 1968 Information search Evaluation of alternatives Purchase decision eBay feedback Post purchase behaviour Amazon reviews iTunes ratingsPernille Andersen, Lecturer pean@cphbusiness.com
  • 38. What about content for purchasing roles?  Initiator: The person who begins the process of considering a puchase  Influencer: The person who attempts to persuade others in the group concerning the outcome of the decision also called Opinion Leader.  Decider: The individual with the power and/or financial authority to make the ultimate choice regarding which products to buy  Buyer: The person who conducts the transaction  User: The actual consumer/user of the productPernille Andersen, Lecturer pean@cphbusiness.com
  • 39. Buyer persona  A buyer persona is a description of a specific person for whom your products and services are intended. It goes beyond statistics and demographics, and defines behaviors, motivations, likes/dislikes, traits, etc. Its intent is to help you reach your customers on a human level.  http://www.b2bbloggers.com/blog/how-to-create-buyer-personas/Pernille Andersen, Lecturer pean@cphbusiness.com
  • 40.  Er digitale og online kanaler vigtige for virksomhedens markedsføring? – JA Hvordan udvikler man virksomhedens digitale strategi? Ændrer digitale og online kanaler måden hvorpå virksomheden skal markedsføre sig overfor kunden? – JA og NEJ Hvordan bruger man de forskellige kanaler til at markedsføre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com
  • 41. ”We want Google to be the third half of your brain” - Sergey Brin, Founder of GooglePernille Andersen, Lecturer pean@cphbusiness.com
  • 42. Search engine marketing (SEM) is concerned with an organization taking actions that will drive visitors from search engines to a website important to the organization (landing page).Pernille Andersen, Lecturer pean@cphbusiness.com
  • 43. Keyword definition: Query A search query is the technical name for what people type into a search engine to get search results e.g. fashion clothes. A search term refers to each word in the search query “fashion” and “clothes”. contextual advertising click-through rate (CTR) contextual relevancy and intentPernille Andersen, Lecturer pean@cphbusiness.com
  • 44. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 45. Context marketing  Understanding future intend  What is the consumer doing?  Where is the consumer?  Which device is the consumer using? According to Martin Lindstrøm “the time is ripe for the next generation of contextual branding – the art of sending the right message, to the right audience, at the right time”.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 46. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 47. Mobile marketing  The latest discussion among marketers about what is most important content or context is especially fueld by mobile marketing which emphazises the importance of context.  ’Extension of the hand’Pernille Andersen, Lecturer pean@cphbusiness.com
  • 48. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 49. Partiel attentionPernille Andersen, Lecturer pean@cphbusiness.com
  • 50. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 51. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 52. Augmented Reality  Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer- generated sensory input such as sound, video, graphics or GPS data. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 53. mPaymentPernille Andersen, Lecturer pean@cphbusiness.com
  • 54.  Location-based services  Near field communicationPernille Andersen, Lecturer pean@cphbusiness.com
  • 55. App Mobile site Who can use Smartphone users Everybody who can go online Development android, iPhone, windows mobilbrowser Graphics More animation possible HTML Marketing Download from app shop; Android, webbrowsing iPhone, windows Update Updating through app shop Update as website Gaming Very good for gaming Not very good High degree Lesser degreePersonalizationCost Expensive CheaperPernille Andersen, Lecturer pean@cphbusiness.com
  • 56. bored, urgent, repeditive  Think tapworthy  Think less is more  The consumer should not think  Think thumbsPernille Andersen, Lecturer pean@cphbusiness.com
  • 57. ChannelsPernille Andersen, Lecturer pean@cphbusiness.com
  • 58. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 59. The power of online videoPernille Andersen, Lecturer pean@cphbusiness.com
  • 60. Pernille Andersen, Lecturer pean@cphbusiness.com
  • 61. It is in the details  Calls-to-action  Share buttons  User friendliness  IntuitivePernille Andersen, Lecturer pean@cphbusiness.com
  • 62. The power of online videoPernille Andersen, Lecturer pean@cphbusiness.com
  • 63. The don’tsPernille Andersen, Lecturer pean@cphbusiness.com
  • 64. The don’ts  Lack of a corporate social media policy  Lack of real-time monitoring  Not responding to customers’ concerns  Lack of professional social media managers  Too much focus on push promotion  Lack of research, knowledge and understanding of the marketing law before launching social campaignPernille Andersen, Lecturer pean@cphbusiness.com
  • 65. Successful campaignsPernille Andersen, Lecturer pean@cphbusiness.com http://www.socialmediaexaminer.com/top-10-small-business-facebook-pages-2012-winners/
  • 66. Successful companies on digital platforms  First, successful organizations coordinate all their activities to engage the consumer throughout an increasingly digital purchase decision process.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 67. Successful companies on digital platforms  Second, successful organizations harness interest in their brands by spreading content that empowers the consumer in his or hers own online identity building process and thereby acts as a brand ambassador for selfish reasons.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 68. Successful companies on digital platforms  Third, successful organizations think like large-scale multimedia publishers when they create and manage a tremendous amount of content in order to support products, segments, channels and promotions.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 69. Successful companies on digital platforms  Finally, successful marketers develop digital strategies and use the immense amount of data available on digital channels to optimize the strategies.Pernille Andersen, Lecturer pean@cphbusiness.com
  • 70. Pernille Andersen, Lecturer pean@cphbusiness.com