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HELLO. HOW ARE YOU? Antti Leino Planning and creative director / Avaus Dialog Author of “ Dialogi Aika. Markkinoinnin ja v...
How to run digital marketing (for hospitality business)
http://www.youtube.com/watch?v=Naf0jxDd-R0
<ul><li>Rich user experience : versatile user interfaces, interactive ways to communicate </li></ul><ul><li>User-generated...
<ul><li>When technology becomes everyday, it will be important communications perspective </li></ul>
Map of possibilities
Digital marketing objectives <ul><li>Save </li></ul><ul><li>Sell </li></ul><ul><li>Serve </li></ul><ul><li>Speak </li></ul...
Digital communication objectives Example: e-mail newsletter <ul><li>Sell -  Grow sales - the e-newsletter often acts as bo...
Task of the marketing is to translate customers´ ever changing needs to profitable possibilities.
The most important task of the corporations is to create customers.
The most important task of the corporations is to create customers.   Customers how then creates new customers.
The most important task of the corporations is to create customers.   Customers how then creates new customers..  Who then...
Now we have both willingness and tools… Taustakuva: springm
..and the audience.
 
Everyone is interested in  USER-GENERATED CONTENT  but also scared about it
1
50 duncan davidson
10000
If you challenge people to create, do it right.
 
We live in participation society! <ul><li>Social media </li></ul><ul><li>Crowd-producing and -sharing </li></ul><ul><li>Cr...
“ Beauty is.”
Viral effect requires minimun 1000 fans
If four of your connections “like” something close-enough interesting, on average, You have to check that issue.
BRING THE LOVE BACK
TRADITIONAL ADVERTISING MESSA-GE STORE TRADITIONAL WEB ADVERTISING WEB SITE STORE
IT´S NOT LINEAR! Banner Web site Media Interest Desire Awareness Action
When is  your customers´  shoping window  open?
Internet is not a medium. It’s a  platform. On which any brand should build  long-term, non-linear marketing ecosystem.
24/7 ECOSYSTEM Social bookmarking Embeddable content Widgets and Applications Social networks Display advertising RSS-feed...
THREE MEDIA TO TACKLE PAID MEDIA EARNED MEDIA OWN  MEDIA
Earned media drives communication tendencies and trustworthiness  Source:New priorities of today´s spa consumers, Coyle Ho...
Marketing is based on  earned media optimized bits
 
 
 
 
“ let´s tweet”
SOCIAL MEDIA KILLS TRADITIONAL EMAIL ?
HEY, WE STILL NEED TO ADVERTISE TO BUILD BRAND IDENTITY AND DRIVE SALES
“ See More Side Effects” Reversa Anti-Ageing Skincare www.seemoresideeffects.ca <ul><li>Microsite:  http ://www.neverinneu...
Internet is young! 26 million 1 billion 1 trillion http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html http://...
Everything is available online
Be available when shopping window is going to open CPC
Technology is no longer obstacle for eCommerce 35€/ month!
Internet is really mobile. Are you?
INFO RM ACTI VATE ENGA GE
“ Life as a game”
 
 
 
 
We will interact with advertising where once we only watched it.
 
 
Interesting stories are culturally relevant. Stories get passed on from person to person.
Today, You alone are not telling the story. Customers, partners, friends, people will continue your story.
REQUIREMENTS FOR MARKETING TODAY 1  Be there where your customers are = distribute 2 Be findable = accessibility 3 Partici...
Digital marketer rule no 1  <ul><li>Content  is a king </li></ul><ul><li>Contact  is even more king </li></ul><ul><li>Resp...
Antti Leino www.twitter.com/anttileino www.facebook.com/anttileino www.linkedin.com/anttileino www.slideshare.com/anttilei...
Digital marketing objectives <ul><li>Save </li></ul><ul><li>Sell </li></ul><ul><li>Serve </li></ul><ul><li>Speak </li></ul...
Digital marketing benefits <ul><li>Speed </li></ul><ul><li>24/7 </li></ul><ul><li>Reach </li></ul><ul><li>Targeting </li><...
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Digital Marketing for Wellbeing Business

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Presentation at Hospitality Management and Beauty Care Management of Turku University of Applied Sciences in a seminar:”The hot stones of wellbeing business".

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  • Muutama taustatieto seuraavilla slideilla
  • Markkinointi kaipaa platformeja. Joustavat alustat mahdollistavat uusien bisnesten synnyttämsien.
  • Because of internet… marketers have now a open type relationship possibilities.
  • Yksi henkilö keskiössä
  • Forresterin kyselytutkimukset jakaa käyttäjät osallistumisen mukaan 13% luo sisältöä 19% osallistuu blogien kommentoinneilla ja arvosteluilla 15% keräilee rss-syötteitä ja merkitsee sivuja del.icio.us tai technorati -palveluilla 19% liittyy sosiaalisen median yhteisöihin 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja 52% ei osallistu lainkaan sosiaalisiin medioihin
  • Panosta idealogiin: resursseja!
  • Markkinointiviestintäajattelu on ollut aina lineaalista!
  • Markkinointiviestintäajattelu on ollut aina lineaalista!
  • Markkinointiviestintäajattelu on ollut aina lineaalista!
  • ll campaign tactics were leading towards thwww.seemoresideeffects.ca microsite, where women had the opportunity to interact with the brand to better understand its full side effects.Upon entering the site – the entrance to which is a woman’s living room - women are asked to choose from one of four Reversa anti-aging products: UV Anti-Wrinkle Cream, UV Anti-Spot Lightening Cream, Skin Smoothing Cream, and Corrective Night Cream.  Each product has a character assigned to it, a plumber, fireman, gardener and chef, all, of whom of course, are young and good-looking.  She is then presented with an option, for example, the gardener has just finished trimming the bushes, she then is able to choose another function for him to perform, such as clean the windows, mow the lawn or recite a poem.  Her choice is followed by a short video featuring the attractive man performing the selected action. A total of 12 short videos are featured on the site.
  • löydettävyys
  • 7 massamedia. TV yritti olla radio kuvalla. Internet yhdisti kaikki aiemmat massamediat: kirja, tv, radio, lehti. Mobiili on uniikki.
  • Ei mainonta mihinkään katoa...
  • Nike Plus turns jogging into an elaborate reward-based mini-game adverture
  • Eikä siinä vielä kaikki…
  • Ei mainonta mihinkään katoa...
  • Studio Hot Campaign A branded Studio Hot beauty salon to hang out
  • Transcript of "Digital Marketing for Wellbeing Business"

    1. 1. HELLO. HOW ARE YOU? Antti Leino Planning and creative director / Avaus Dialog Author of “ Dialogi Aika. Markkinoinnin ja viestinnän mahdollisuudet ” & .net.Verkkoviestinnnän käsikirja (Infor) Digital marketing advisor / lowreality digital marketing www.twitter.com/anttileino www.facebook.com/anttileino www.linkedin.com/anttileino www.slideshare.com/anttileino [email_address] http://lowreality.blogspot.com
    2. 2. How to run digital marketing (for hospitality business)
    3. 3. http://www.youtube.com/watch?v=Naf0jxDd-R0
    4. 4. <ul><li>Rich user experience : versatile user interfaces, interactive ways to communicate </li></ul><ul><li>User-generated content : blogs, podcasts, videos, opinions lists, Facebook -groups </li></ul><ul><li>Social networking : platforms to network (strong, waek, temporary ties) </li></ul><ul><li>Communities : users and participate and influence </li></ul><ul><li>Networks of services and mashups : users can use different services multiple ways, services could be created by merging other services </li></ul>Technological change came and won!
    5. 5. <ul><li>When technology becomes everyday, it will be important communications perspective </li></ul>
    6. 6. Map of possibilities
    7. 7. Digital marketing objectives <ul><li>Save </li></ul><ul><li>Sell </li></ul><ul><li>Serve </li></ul><ul><li>Speak </li></ul><ul><li>Sizzle </li></ul>
    8. 8. Digital communication objectives Example: e-mail newsletter <ul><li>Sell - Grow sales - the e-newsletter often acts as both a customer retention tool and loyalty building tool. </li></ul><ul><li>Serve - Add value and give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector. </li></ul><ul><li>Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking which content are people most interested in. </li></ul><ul><li>Save - Save costs, of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with. </li></ul><ul><li>“ Sizzle” - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values. </li></ul>
    9. 9. Task of the marketing is to translate customers´ ever changing needs to profitable possibilities.
    10. 10. The most important task of the corporations is to create customers.
    11. 11. The most important task of the corporations is to create customers. Customers how then creates new customers.
    12. 12. The most important task of the corporations is to create customers. Customers how then creates new customers.. Who then create new customers…
    13. 13. Now we have both willingness and tools… Taustakuva: springm
    14. 14. ..and the audience.
    15. 16. Everyone is interested in USER-GENERATED CONTENT but also scared about it
    16. 17. 1
    17. 18. 50 duncan davidson
    18. 19. 10000
    19. 20. If you challenge people to create, do it right.
    20. 22.
    21. 23. We live in participation society! <ul><li>Social media </li></ul><ul><li>Crowd-producing and -sharing </li></ul><ul><li>Crow-sourcing </li></ul><ul><li>Virtual commodities </li></ul><ul><li>Collective place (not just channel) </li></ul>
    22. 24. “ Beauty is.”
    23. 25. Viral effect requires minimun 1000 fans
    24. 26. If four of your connections “like” something close-enough interesting, on average, You have to check that issue.
    25. 27. BRING THE LOVE BACK
    26. 28. TRADITIONAL ADVERTISING MESSA-GE STORE TRADITIONAL WEB ADVERTISING WEB SITE STORE
    27. 29. IT´S NOT LINEAR! Banner Web site Media Interest Desire Awareness Action
    28. 30. When is your customers´ shoping window open?
    29. 31. Internet is not a medium. It’s a platform. On which any brand should build long-term, non-linear marketing ecosystem.
    30. 32. 24/7 ECOSYSTEM Social bookmarking Embeddable content Widgets and Applications Social networks Display advertising RSS-feeds Campaign sites
    31. 33. THREE MEDIA TO TACKLE PAID MEDIA EARNED MEDIA OWN MEDIA
    32. 34. Earned media drives communication tendencies and trustworthiness Source:New priorities of today´s spa consumers, Coyle Hospitality Group May 2010
    33. 35. Marketing is based on earned media optimized bits
    34. 40. “ let´s tweet”
    35. 41. SOCIAL MEDIA KILLS TRADITIONAL EMAIL ?
    36. 42. HEY, WE STILL NEED TO ADVERTISE TO BUILD BRAND IDENTITY AND DRIVE SALES
    37. 43. “ See More Side Effects” Reversa Anti-Ageing Skincare www.seemoresideeffects.ca <ul><li>Microsite: http ://www.neverinneutral.com/reversa_engl/microsite/ </li></ul><ul><li>Banners: http ://www.neverinneutral.com/reversa_engl/banner/banRev_1_en.html </li></ul><ul><li>Print: http ://www.neverinneutral.com/reversa_engl/html/print.html </li></ul><ul><li>Viral: http ://www.neverinneutral.com/reversa_engl/html/ebay.html </li></ul>
    38. 44. Internet is young! 26 million 1 billion 1 trillion http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html http://googleblog.blogspot.com/2005/09/we-wanted-something-spec ial-for-our.html http://googleblog.blogspot.com/2004/11/googles-index-nearly-do ubles.html
    39. 45. Everything is available online
    40. 46. Be available when shopping window is going to open CPC
    41. 47. Technology is no longer obstacle for eCommerce 35€/ month!
    42. 48. Internet is really mobile. Are you?
    43. 49. INFO RM ACTI VATE ENGA GE
    44. 50. “ Life as a game”
    45. 55. We will interact with advertising where once we only watched it.
    46. 58. Interesting stories are culturally relevant. Stories get passed on from person to person.
    47. 59. Today, You alone are not telling the story. Customers, partners, friends, people will continue your story.
    48. 60. REQUIREMENTS FOR MARKETING TODAY 1 Be there where your customers are = distribute 2 Be findable = accessibility 3 Participate and engage = dialogue 4 Openness 5 Enable information sharing 6 Build platform to meet = services! 7 Charm! 8 Be a subject = dialogue is the only way to differentiate!
    49. 61. Digital marketer rule no 1 <ul><li>Content is a king </li></ul><ul><li>Contact is even more king </li></ul><ul><li>Response is a message </li></ul>
    50. 62. Antti Leino www.twitter.com/anttileino www.facebook.com/anttileino www.linkedin.com/anttileino www.slideshare.com/anttileino [email_address] http://lowreality.blogspot.com WHAT I CAN DO FOR YOUR BUSINESS?
    51. 63. Digital marketing objectives <ul><li>Save </li></ul><ul><li>Sell </li></ul><ul><li>Serve </li></ul><ul><li>Speak </li></ul><ul><li>Sizzle </li></ul>
    52. 64. Digital marketing benefits <ul><li>Speed </li></ul><ul><li>24/7 </li></ul><ul><li>Reach </li></ul><ul><li>Targeting </li></ul><ul><li>Interactive </li></ul><ul><li>Measurable </li></ul>
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