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What does it mean to me:
Digital Marketing
some best-practice examples
presented by Johannes Auernheimer
Outline
• What means good digital marketing to me?
Best-Practice:
• online marketing: save the arctic / Greenpeace
• video marketing: Honda / the otheR side
• call to action: Dell / what is inside?
• targeting customers: Dell / tough enough?
• fascinating web presence: Lego
• overall marketing: RedBull
What means good digital
marketing to me?
You need to...
• know your consumers and how to thrill them
• be present in all media channels and use each
channel‘s benefit
• and have a consistent strategy facing the
targeting group
• be multiscreening and use each device‘s benefit
• reach, act, convert and engage
savethearctic.com
save the arctiv / Greenpeace
save the arctic / Greenpeace
• much information in a little movie
• scetching the topic  exciting, fascinating
• leads to a well-arranged webpage
hondatheotherside.com
Honda Civic / Type R
Honda Civic / Type R
• racing edition of the honda civic
• 2 movies in 1 / change screens with R
• perfect contrast
– between movies and type of cars
• you get interested in both sides
• leads to both websites
insidefilms.com
Dell – what lives inside?
Dell – what lives inside?
• introducing the dell venue 8 7000 tablet
• production of a movie with Colin Hanks
• customers can submit in their monster
scetches
• the best monsters will be featured in the
movie
• amazing webpage: insidefilms.com
toughenough.tumblr.com/
Dell – tough enough
Dell – tough enough
• clear defined targeting group: IT
• funny play with IT-characteristics
• customers can submit their DAU-experiences
and generate memes
• Dell itselfe publishes short funny movies
• Message:
 Life in IT is hard enough – Take IT easy
lego.com
Lego
Lego
• huge web presence
• user-friendly
• you really like to explore the pages
• almost every category has it‘s own story including
– movies (even for single products)
– apps
– downloads (wallpapers)
– games
– forum
• linked the shop
redbull.com
Red Bull
Red Bull
• more a lifestyle than a beverage company
• thrilling movies
• pioneer and promoter for extreme sports
• content is loved to be shared
• perfect synergy between digital marketing,
event marketing and sponsoring
thanks for your attention!

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Adidas digital marketing 3

  • 1. What does it mean to me: Digital Marketing some best-practice examples presented by Johannes Auernheimer
  • 2. Outline • What means good digital marketing to me? Best-Practice: • online marketing: save the arctic / Greenpeace • video marketing: Honda / the otheR side • call to action: Dell / what is inside? • targeting customers: Dell / tough enough? • fascinating web presence: Lego • overall marketing: RedBull
  • 3. What means good digital marketing to me? You need to... • know your consumers and how to thrill them • be present in all media channels and use each channel‘s benefit • and have a consistent strategy facing the targeting group • be multiscreening and use each device‘s benefit • reach, act, convert and engage
  • 5. save the arctic / Greenpeace • much information in a little movie • scetching the topic  exciting, fascinating • leads to a well-arranged webpage
  • 7. Honda Civic / Type R • racing edition of the honda civic • 2 movies in 1 / change screens with R • perfect contrast – between movies and type of cars • you get interested in both sides • leads to both websites
  • 9. Dell – what lives inside? • introducing the dell venue 8 7000 tablet • production of a movie with Colin Hanks • customers can submit in their monster scetches • the best monsters will be featured in the movie • amazing webpage: insidefilms.com
  • 11. Dell – tough enough • clear defined targeting group: IT • funny play with IT-characteristics • customers can submit their DAU-experiences and generate memes • Dell itselfe publishes short funny movies • Message:  Life in IT is hard enough – Take IT easy
  • 13. Lego • huge web presence • user-friendly • you really like to explore the pages • almost every category has it‘s own story including – movies (even for single products) – apps – downloads (wallpapers) – games – forum • linked the shop
  • 15. Red Bull • more a lifestyle than a beverage company • thrilling movies • pioneer and promoter for extreme sports • content is loved to be shared • perfect synergy between digital marketing, event marketing and sponsoring
  • 16. thanks for your attention!

Editor's Notes

  1. Each screen has it‘s own benefit – in a study google found out, that although smartphone-screens are way smaller, people watch videos about double that concentrated, because they only watch and don‘t do anything next to it (like often at your computer)
  2. Each screen has it‘s own benefit – in a study google found out, that although smartphone-screens are way smaller, people watch videos about double that concentrated, because they only watch and don‘t do anything next to it (like often at your computer)
  3. Announcement for summer 2015 father picking up his kids from school gangsters escaping from a robbery
  4. Dümmster anzunehmender User = dumbest credible user