<ul><li>Roadmap to digital marketing </li></ul><ul><li>SPAR Marketing Conference </li></ul><ul><li>Norway, Bergen October ...
<ul><li>Agenda |  Inhoud </li></ul><ul><li>Warming Up </li></ul><ul><li>Digital Toolbox </li></ul><ul><li>Opportunities </...
<ul><li>Warming Up </li></ul>
<ul><li>Warming Up |  Quiz </li></ul><ul><li>How many results does Google return on the keyword  social media? </li></ul>A...
<ul><li>How many people on earth use Facebook? </li></ul><ul><li>Warming Up |  Quiz </li></ul><ul><li>Bron: http://nl.wiki...
<ul><li>What is the name of Apple’s latest social music network part of iTunes? </li></ul><ul><li>Warming Up |  Quiz </li>...
<ul><li>Warming Up |  Quiz </li></ul><ul><li>How much traffic to social networking sites is viewed on a mobile browser? </...
<ul><li>Which app gained over 1 billion downloads? </li></ul><ul><li>Warming Up |  Quiz </li></ul>A:  Bump! B:  Shazam 
<ul><li>Digital Framework </li></ul>
<ul><li>Digital Framework |  Overview   </li></ul><ul><li>Digital Framework </li></ul>```` ```` ```` ```` 1 – Brief 2 – Pl...
<ul><li>Digital Framework |  Old Spice Case Study </li></ul>
<ul><li>Digital Framework |  Brief   </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ Begin wit...
<ul><li>Digital Framework |  Brief </li></ul>Impact on ROI High Sales Loyalty Low Brand Awareness Brand Image Short Long T...
<ul><li>Digital Framework |  Brief </li></ul>Impact on ROI High Store Traffic Subscriptions CRM program Low Effective Reac...
<ul><li>Digital Framework |  Brief </li></ul>Impact on ROI High SKU Sales Low Increase Brand Awareness Positive Brand Imag...
<ul><li>Digital Framework |  Plan   </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ He who fai...
<ul><li>SPAR can  buy  digital media… </li></ul>Advertorials Digital Framework |  Plan   Banner ads e-mail list AdWords
<ul><li>But, SPAR also  ownes  media… </li></ul>SPAR apps Narrow casting Digital Framework |  Plan   SPAR websites SPAR  e...
<ul><li>Heck! SPAR can also  earn  media. </li></ul>Digital Framework |  Plan   Twitter followers Bloggers’ attention Face...
<ul><li>Digital Framework |  Plan </li></ul>Impact on ROI High Low Short Long Term impact
<ul><li>Digital Framework |  Plan </li></ul><ul><li>1 st  Phase: Reach </li></ul>Impact on ROI High Low Short Long Term im...
<ul><li>Digital Framework |  Plan </li></ul><ul><li>2 nd  Phase: Response </li></ul>Impact on ROI High Low Short Long Term...
<ul><li>Digital Framework |  Realize   </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ If it d...
<ul><li>Courtesy of: Alexandru Simionesei (hunt3r), Flickr </li></ul>Digital Framework |  Realize   “ Do we develop digita...
Digital Framework |  Realize   Shell’s DM offering
<ul><li>Digital Framework |  Evaluate   </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ Save 1...
<ul><li>Digital Framework |  Evaluate </li></ul><ul><li>Funnels & KPI’s </li></ul>Homepage SPAR 432.800 125.512 8.785 29% ...
<ul><li>Digital Framework |  Summary </li></ul><ul><li>In Short </li></ul>```` ```` ```` ```` <ul><li>Step 1 - Brief </li>...
<ul><li>Opportunites </li></ul><ul><li>Leveraging Digital Marketing for SPAR </li></ul>
<ul><li>Opportunties |   Summary </li></ul>Leverage Local Services Join the Conversation Pioneer Business Models Embrace M...
<ul><li>Opportunties |  Local Services </li></ul>1.  Leverage Local Services
<ul><li>#1 Question </li></ul><ul><li>55% of all text messages </li></ul><ul><li>Opportunties |  Local Services </li></ul>
<ul><li>Where are u? </li></ul><ul><li>650 billion messages </li></ul><ul><li>Source: http://blog.innovatearkansas.com </l...
<ul><li>Opportunties |  Local Services </li></ul>
<ul><li>Opportunties |  Local Services </li></ul>
Opportunities |  Pioneer Business Models   2.  Pioneer Business Models
Opportunities |  Pioneer Business Models   Every day a new item on sale
<ul><li>Opportunties |   Embrace Mobile </li></ul>3.  Embrace Mobile
<ul><li>3 platforms </li></ul><ul><li>Opportunties |   Embrace Mobile </li></ul>
<ul><li>Source:http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about </li></ul><ul><li>Opportu...
<ul><li>Opportunties |   Embrace Mobile </li></ul>
<ul><li>Opportunties |   Join the conversation </li></ul>4.  Join the Conversation
<ul><li>Opportunties |   Join the conversation </li></ul>Branded Facebook page: 14,000,000 friends
<ul><li>Opportunties |   Join the conversation </li></ul>Pitch your best idea for a better world a win $5-$250k
<ul><li>Opportunties |   Join the conversation </li></ul>
<ul><li>Opportunties |   Join the conversation </li></ul>Social Media Marketing Insight: all ingredients you buy every six...
<ul><li>Summary </li></ul><ul><li>Connecting the dots </li></ul>
<ul><li>Summary  </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate Leverage Local Services Join th...
<ul><li>Summary </li></ul>Stay cool...
<ul><li>Questions? </li></ul>Klaas Weima Managing Director [email_address] @klaasweima energize.nl
<ul><li>Digital Roadmap </li></ul><ul><li>Four phases in setting up a Digital Strategy </li></ul>
<ul><li>“ It’s crucial to start with a corporate vision and then tailor to local markets.” </li></ul>Digital Roadmap  –  S...
<ul><li>Digital Roadmap –  Four Phases </li></ul><ul><li>Step 1 </li></ul><ul><li>Current strategy </li></ul><ul><li>Brand...
<ul><li>Digtial Framework |  Realize </li></ul>“ Cannibalization… Does the internet have borders?”
<ul><li>Courtesy of: Adam Foster (Codefor), Flickr </li></ul><ul><li>Digtial Framework |  Realize </li></ul>“ Do you look ...
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SPAR keynote - A Roadmap for Digital Marketing

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Keynote I gave in Bergen, Norway for SPAR International. The audience consisted of 45 marketing managers from 20 countries. The objective of the presentation was to share insights on digital marketing for the retail industry and provide tips to get started.

In the first section I introduce a basic four step model to start you own campaign, including Briefing, Planning, Realizing and Evaluating.

Second, I provide four opportunities for SPAR to leverage digital marketing, including location-based, social, mobile and new business models.

Questions? Please drop me a line.

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  • 605 miljoen
  • 7%
  • Ping
  • 6,5% in 2009, 11,1% in 2010
  • 605 miljoen
  • Het gaat om relevantie
  • Het gaat om relevantie
  • Het gaat om relevantie
  • Het gaat om relevantie
  • Het gaat om relevantie
  • SPAR keynote - A Roadmap for Digital Marketing

    1. 1. <ul><li>Roadmap to digital marketing </li></ul><ul><li>SPAR Marketing Conference </li></ul><ul><li>Norway, Bergen October 20 th 2010 </li></ul>
    2. 2. <ul><li>Agenda | Inhoud </li></ul><ul><li>Warming Up </li></ul><ul><li>Digital Toolbox </li></ul><ul><li>Opportunities </li></ul><ul><li>Wrap Up </li></ul>
    3. 3. <ul><li>Warming Up </li></ul>
    4. 4. <ul><li>Warming Up | Quiz </li></ul><ul><li>How many results does Google return on the keyword social media? </li></ul>A: 605 miljoen B: 60,5 miljoen
    5. 5. <ul><li>How many people on earth use Facebook? </li></ul><ul><li>Warming Up | Quiz </li></ul><ul><li>Bron: http://nl.wikipedia.org/wiki/Facebook#cite_note-5 </li></ul>A: 7% B: 2,5%
    6. 6. <ul><li>What is the name of Apple’s latest social music network part of iTunes? </li></ul><ul><li>Warming Up | Quiz </li></ul>A: Spotify B: Ping 
    7. 7. <ul><li>Warming Up | Quiz </li></ul><ul><li>How much traffic to social networking sites is viewed on a mobile browser? </li></ul>A: 6,5% B: 11,1%
    8. 8. <ul><li>Which app gained over 1 billion downloads? </li></ul><ul><li>Warming Up | Quiz </li></ul>A: Bump! B: Shazam 
    9. 9. <ul><li>Digital Framework </li></ul>
    10. 10. <ul><li>Digital Framework | Overview </li></ul><ul><li>Digital Framework </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate
    11. 11. <ul><li>Digital Framework | Old Spice Case Study </li></ul>
    12. 12. <ul><li>Digital Framework | Brief </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ Begin with the end in mind.” Stephan Covey
    13. 13. <ul><li>Digital Framework | Brief </li></ul>Impact on ROI High Sales Loyalty Low Brand Awareness Brand Image Short Long Term impact
    14. 14. <ul><li>Digital Framework | Brief </li></ul>Impact on ROI High Store Traffic Subscriptions CRM program Low Effective Reach Innovative, Convenience shopping Short Long Term impact
    15. 15. <ul><li>Digital Framework | Brief </li></ul>Impact on ROI High SKU Sales Low Increase Brand Awareness Positive Brand Image Short Long Term impact
    16. 16. <ul><li>Digital Framework | Plan </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ He who fails to plan, plans to fail.” Proverb
    17. 17. <ul><li>SPAR can buy digital media… </li></ul>Advertorials Digital Framework | Plan Banner ads e-mail list AdWords
    18. 18. <ul><li>But, SPAR also ownes media… </li></ul>SPAR apps Narrow casting Digital Framework | Plan SPAR websites SPAR e-newsletter
    19. 19. <ul><li>Heck! SPAR can also earn media. </li></ul>Digital Framework | Plan Twitter followers Bloggers’ attention Facebook fans User Generated Content
    20. 20. <ul><li>Digital Framework | Plan </li></ul>Impact on ROI High Low Short Long Term impact
    21. 21. <ul><li>Digital Framework | Plan </li></ul><ul><li>1 st Phase: Reach </li></ul>Impact on ROI High Low Short Long Term impact Launch: Youtube + TVC Spread: UCG, Twitter
    22. 22. <ul><li>Digital Framework | Plan </li></ul><ul><li>2 nd Phase: Response </li></ul>Impact on ROI High Low Short Long Term impact 180 Video replies Requests from fans
    23. 23. <ul><li>Digital Framework | Realize </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ If it doesn’t sell, it isn’t creative.” David Ogilvy
    24. 24. <ul><li>Courtesy of: Alexandru Simionesei (hunt3r), Flickr </li></ul>Digital Framework | Realize “ Do we develop digital campaigns centrally or locally?”
    25. 25. Digital Framework | Realize Shell’s DM offering
    26. 26. <ul><li>Digital Framework | Evaluate </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate “ Save 10% and double your ROI.” The Curly Guy
    27. 27. <ul><li>Digital Framework | Evaluate </li></ul><ul><li>Funnels & KPI’s </li></ul>Homepage SPAR 432.800 125.512 8.785 29% 7% SHOP # ORDERS 58% 38% Direct Traffic MSN platform 4% Search 5,8%
    28. 28. <ul><li>Digital Framework | Summary </li></ul><ul><li>In Short </li></ul>```` ```` ```` ```` <ul><li>Step 1 - Brief </li></ul><ul><li>Clear objectives </li></ul><ul><li>Proposition </li></ul><ul><li>Target audience </li></ul><ul><li>Previous learnings </li></ul><ul><li>Barriers </li></ul><ul><li>Step 2 - Plan </li></ul><ul><li>Traffic builders </li></ul><ul><li>Media planning </li></ul><ul><li>Media buying </li></ul><ul><li>Scenario modelling </li></ul><ul><li>Media Integration </li></ul><ul><li>Step 3 - Realize </li></ul><ul><li>Local/ corporate? </li></ul><ul><li>Call to action </li></ul><ul><li>Flash/ HTML? </li></ul><ul><li>Tags </li></ul><ul><li>KPI tree </li></ul><ul><li>Step 4 - Evaluate </li></ul><ul><li>Progress reports </li></ul><ul><li>Optimization </li></ul><ul><li>Web Analytics </li></ul><ul><li>Evaluation </li></ul>
    29. 29. <ul><li>Opportunites </li></ul><ul><li>Leveraging Digital Marketing for SPAR </li></ul>
    30. 30. <ul><li>Opportunties | Summary </li></ul>Leverage Local Services Join the Conversation Pioneer Business Models Embrace Mobile
    31. 31. <ul><li>Opportunties | Local Services </li></ul>1. Leverage Local Services
    32. 32. <ul><li>#1 Question </li></ul><ul><li>55% of all text messages </li></ul><ul><li>Opportunties | Local Services </li></ul>
    33. 33. <ul><li>Where are u? </li></ul><ul><li>650 billion messages </li></ul><ul><li>Source: http://blog.innovatearkansas.com </li></ul><ul><li>Opportunties | Local Services </li></ul>
    34. 34. <ul><li>Opportunties | Local Services </li></ul>
    35. 35. <ul><li>Opportunties | Local Services </li></ul>
    36. 36. Opportunities | Pioneer Business Models 2. Pioneer Business Models
    37. 37. Opportunities | Pioneer Business Models Every day a new item on sale
    38. 38. <ul><li>Opportunties | Embrace Mobile </li></ul>3. Embrace Mobile
    39. 39. <ul><li>3 platforms </li></ul><ul><li>Opportunties | Embrace Mobile </li></ul>
    40. 40. <ul><li>Source:http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about </li></ul><ul><li>Opportunties | Embrace Mobile </li></ul>225.000 apps 5 miljard downloads 27,4 miljoen users 70.000 apps 1 miljard downloads 11,6 miljoen users 7.200 apps 1 mln downloads 41 miljoen users
    41. 41. <ul><li>Opportunties | Embrace Mobile </li></ul>
    42. 42. <ul><li>Opportunties | Join the conversation </li></ul>4. Join the Conversation
    43. 43. <ul><li>Opportunties | Join the conversation </li></ul>Branded Facebook page: 14,000,000 friends
    44. 44. <ul><li>Opportunties | Join the conversation </li></ul>Pitch your best idea for a better world a win $5-$250k
    45. 45. <ul><li>Opportunties | Join the conversation </li></ul>
    46. 46. <ul><li>Opportunties | Join the conversation </li></ul>Social Media Marketing Insight: all ingredients you buy every six day are the same! Taste The Difference
    47. 47. <ul><li>Summary </li></ul><ul><li>Connecting the dots </li></ul>
    48. 48. <ul><li>Summary </li></ul>```` ```` ```` ```` 1 – Brief 2 – Plan 3 – Realize 4 – Evaluate Leverage Local Services Join the Conversation Pioneer Business Models Embrace Mobile
    49. 49. <ul><li>Summary </li></ul>Stay cool...
    50. 50. <ul><li>Questions? </li></ul>Klaas Weima Managing Director [email_address] @klaasweima energize.nl
    51. 51. <ul><li>Digital Roadmap </li></ul><ul><li>Four phases in setting up a Digital Strategy </li></ul>
    52. 52. <ul><li>“ It’s crucial to start with a corporate vision and then tailor to local markets.” </li></ul>Digital Roadmap – Summary
    53. 53. <ul><li>Digital Roadmap – Four Phases </li></ul><ul><li>Step 1 </li></ul><ul><li>Current strategy </li></ul><ul><li>Brand values </li></ul><ul><li>What have we done? </li></ul><ul><li>What can we learn? </li></ul><ul><li>Customer insights </li></ul><ul><li>Step 2 </li></ul><ul><li>Relevant benchmarks </li></ul><ul><li>Competition analyses </li></ul><ul><li>Digital vision/mission </li></ul><ul><li>Digital strategy </li></ul><ul><li>Key objectives </li></ul><ul><li>Step 3 </li></ul><ul><li>Localize and adapt </li></ul><ul><li>Relevant platforms </li></ul><ul><li>Activation programs </li></ul><ul><li>Alignment SPAR strategy </li></ul><ul><li>Step 4 </li></ul><ul><li>Digital tool box </li></ul><ul><li>Digital calender </li></ul><ul><li>Budget allocation </li></ul><ul><li>Partner selection </li></ul>Countries, Brand Managers Countries Digital Taskforce, Countries Digital Taskforce 4. How can we implement? 3. How can we get there? 2. Where do we want to go? <ul><li>Where do </li></ul><ul><li>we stand now? </li></ul>
    54. 54. <ul><li>Digtial Framework | Realize </li></ul>“ Cannibalization… Does the internet have borders?”
    55. 55. <ul><li>Courtesy of: Adam Foster (Codefor), Flickr </li></ul><ul><li>Digtial Framework | Realize </li></ul>“ Do you look in the back mirror or through the front window?”
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