SPAR keynote - A Roadmap for Digital Marketing
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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 ...

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 SPAR keynote - A Roadmap for Digital Marketing Presentation Transcript

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