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".

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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Digital Marketing for Wellbeing Business Presentation Transcript

  • 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. How to run digital marketing (for hospitality business)
  • 3. http://www.youtube.com/watch?v=Naf0jxDd-R0
  • 4.
    • Rich user experience : versatile user interfaces, interactive ways to communicate
    • User-generated content : blogs, podcasts, videos, opinions lists, Facebook -groups
    • Social networking : platforms to network (strong, waek, temporary ties)
    • Communities : users and participate and influence
    • Networks of services and mashups : users can use different services multiple ways, services could be created by merging other services
    Technological change came and won!
  • 5.
    • When technology becomes everyday, it will be important communications perspective
  • 6. Map of possibilities
  • 7. Digital marketing objectives
    • Save
    • Sell
    • Serve
    • Speak
    • Sizzle
  • 8. Digital communication objectives Example: e-mail newsletter
    • Sell - Grow sales - the e-newsletter often acts as both a customer retention tool and loyalty building tool.
    • 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.
    • 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.
    • 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.
    • “ Sizzle” - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values.
  • 9. Task of the marketing is to translate customers´ ever changing needs to profitable possibilities.
  • 10. The most important task of the corporations is to create customers.
  • 11. The most important task of the corporations is to create customers. Customers how then creates new customers.
  • 12. The most important task of the corporations is to create customers. Customers how then creates new customers.. Who then create new customers…
  • 13. Now we have both willingness and tools… Taustakuva: springm
  • 14. ..and the audience.
  • 15.  
  • 16. Everyone is interested in USER-GENERATED CONTENT but also scared about it
  • 17. 1
  • 18. 50 duncan davidson
  • 19. 10000
  • 20. If you challenge people to create, do it right.
  • 21.  
  • 22.
  • 23. We live in participation society!
    • Social media
    • Crowd-producing and -sharing
    • Crow-sourcing
    • Virtual commodities
    • Collective place (not just channel)
  • 24. “ Beauty is.”
  • 25. Viral effect requires minimun 1000 fans
  • 26. If four of your connections “like” something close-enough interesting, on average, You have to check that issue.
  • 27. BRING THE LOVE BACK
  • 28. TRADITIONAL ADVERTISING MESSA-GE STORE TRADITIONAL WEB ADVERTISING WEB SITE STORE
  • 29. IT´S NOT LINEAR! Banner Web site Media Interest Desire Awareness Action
  • 30. When is your customers´ shoping window open?
  • 31. Internet is not a medium. It’s a platform. On which any brand should build long-term, non-linear marketing ecosystem.
  • 32. 24/7 ECOSYSTEM Social bookmarking Embeddable content Widgets and Applications Social networks Display advertising RSS-feeds Campaign sites
  • 33. THREE MEDIA TO TACKLE PAID MEDIA EARNED MEDIA OWN MEDIA
  • 34. Earned media drives communication tendencies and trustworthiness Source:New priorities of today´s spa consumers, Coyle Hospitality Group May 2010
  • 35. Marketing is based on earned media optimized bits
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40. “ let´s tweet”
  • 41. SOCIAL MEDIA KILLS TRADITIONAL EMAIL ?
  • 42. HEY, WE STILL NEED TO ADVERTISE TO BUILD BRAND IDENTITY AND DRIVE SALES
  • 43. “ See More Side Effects” Reversa Anti-Ageing Skincare www.seemoresideeffects.ca
    • Microsite: http ://www.neverinneutral.com/reversa_engl/microsite/
    • Banners: http ://www.neverinneutral.com/reversa_engl/banner/banRev_1_en.html
    • Print: http ://www.neverinneutral.com/reversa_engl/html/print.html
    • Viral: http ://www.neverinneutral.com/reversa_engl/html/ebay.html
  • 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
  • 45. Everything is available online
  • 46. Be available when shopping window is going to open CPC
  • 47. Technology is no longer obstacle for eCommerce 35€/ month!
  • 48. Internet is really mobile. Are you?
  • 49. INFO RM ACTI VATE ENGA GE
  • 50. “ Life as a game”
  • 51.  
  • 52.  
  • 53.  
  • 54.  
  • 55. We will interact with advertising where once we only watched it.
  • 56.  
  • 57.  
  • 58. Interesting stories are culturally relevant. Stories get passed on from person to person.
  • 59. Today, You alone are not telling the story. Customers, partners, friends, people will continue your story.
  • 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!
  • 61. Digital marketer rule no 1
    • Content is a king
    • Contact is even more king
    • Response is a message
  • 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?
  • 63. Digital marketing objectives
    • Save
    • Sell
    • Serve
    • Speak
    • Sizzle
  • 64. Digital marketing benefits
    • Speed
    • 24/7
    • Reach
    • Targeting
    • Interactive
    • Measurable