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Digital           Marketing 101                                  Lassi Nummi, Guest lecture                               ...
Lassi Nummi                                  CEO / Zeeland Idea Baltics                                  Digital marketing...
Agenda:                  What is digital marketing ?                  PRACE-model                  PLANNIG                ...
What is Digital Marketing?keskiviikkona 3. lokakuuta 2012
Digital marketing - definitions                  "Marketing Online (or Online Marketing)"                  Digital marketin...
So, what makes digital marketing so important ?                  ADVANTAGES:                  Targeting                   ...
Why So? What makes digital marketing important?                  Global access to brand and products / expanding your clie...
Building blocks of digital marketing:                                                                                     ...
Today we will focus on:                                                                                                 CU...
PLAN - Digital marketing strategy                  Several strategy models                  SOSTAC - Model is recommended ...
REACH - Customer acquisition                     7 Digital methods where we can reach potential customers:                ...
SEARCH       Most of the traffic to sites is driven by       search engines       Google dominates with 86 % of       searc...
SEARCH       SEM industry in North america 2012 : USD 23 Billion             Paid search results (example : Google Adwords...
DISPLAY ADVERTISING       The “traditional way of online advertising”       Banner advertising       Video advertising    ...
SOCIAL MEDIA             http://youtu.be/JdyBM-p05Ss             Facebook, Video sites, professional networks, twitter, Sp...
SOCIAL MEDIA + Games             However Social media does not hold track record on deliverin ROI             SoMe users w...
SOCIAL MEDIA - VIRAL + MEME        Viral marketing, viral advertising, or marketing buzz are buzzwords referring to market...
E-MAIL MARKETING       E-mail still the number 1 used communication tool used online       Marketing messages sent by e-ma...
AFFILIATE MARKETING                Promoting your products or services trough partners online                Partners gets...
ONLINE PR        Earned media:             Blogs             Newspapers             News portals             Etc.        G...
MOBILE          Smartphones and fixed data packages are reality          IOS, Android and Windows mobile largest platforms ...
MOBILE            APPLICATIONS:            Branded applications for different smartphones            Needs a strong fanbas...
ANALYTICS AND MEASUREMENT            Digital marketing is easy to measure            Measurement should cover everything f...
ANALYTICS AND MEASUREMENT            Popular measurement tools:                       Coremetrics                       Om...
SUMMARY:          PRACE (PLAN, REACH, ACT/CONVERT, ENGAGE)          Today we focused on REACH          7 Main methods to r...
QUESTIONS ?                                                                                                 CUSTOMER      ...
Facebook.com/ZeelandGroupkeskiviikkona 3. lokakuuta 2012
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Digital marketing 101 - REACH

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Guest lecture on Advertising course at Estonian Business School (EBS). Focus on PRACE-models REACH - section.

Transcript of "Digital marketing 101 - REACH"

  1. 1. Digital Marketing 101 Lassi Nummi, Guest lecture 03.10.2012 EBSkeskiviikkona 3. lokakuuta 2012
  2. 2. Lassi Nummi CEO / Zeeland Idea Baltics Digital marketing strategies, Head of Digital Marketing - Zeeland Oyj BBA,MBA. 10+ years of digital marketing experience Worked with brands: BMW Baltics, Nokia, L´Oreal, SOK, Rocla, Lemminkäinen group, Bigbank, ISS, Lumon, TeliaSonera, DNA, Turku Energia, etc...keskiviikkona 3. lokakuuta 2012
  3. 3. Agenda: What is digital marketing ? PRACE-model PLANNIG REACH 7 Different digital marketing methods to reach audience Conclusions Q&Akeskiviikkona 3. lokakuuta 2012
  4. 4. What is Digital Marketing?keskiviikkona 3. lokakuuta 2012
  5. 5. Digital marketing - definitions "Marketing Online (or Online Marketing)" Digital marketing is the use of internet-connected devices such as computers, tablets, smartphones and game consoles to engage consumers with online advertising. Digital marketing is the most measurable and cost effective way of marketing communications The only marketing communication way which enables real dialogue with customerkeskiviikkona 3. lokakuuta 2012
  6. 6. So, what makes digital marketing so important ? ADVANTAGES: Targeting Right message to right audience at right time Measurement and metrix Youʼll know how your investment is spent 2 - way conversation Possibility to have real dialogue between brand and customer, online customer service Customerʼs voice and review of the brand Possibility to search and compare between options. 3rd party evaluations E-commerce / possibility to purchase online Possibility to direct purchases onlinekeskiviikkona 3. lokakuuta 2012
  7. 7. Why So? What makes digital marketing important? Global access to brand and products / expanding your client base Access to brand throughout the world New business models Selling digital applications, music, movies on demand etc. New models of marketing Mobile marketing, online branded games, location based marketing etc.. Possibility to stand out from competitors When done correctly brand can appear bigger than it actually is online Possibility to react, change and personalize the messages Cost effectiveness + much much morekeskiviikkona 3. lokakuuta 2012
  8. 8. Building blocks of digital marketing: CUSTOMER CUSTOMER CUSTOMER STRATEGY / PLAN CONVERSATION AND RETENTION AND ACQUISITION ENGAGEMENT SALES How do we want to grow Where and how do we How do we convince the How do we keep the our business online, how reach our customers ? potential customer to be customer our customer do we use digital media How do we build our customer. How to and not to lose it to now, and how can we awareness ? make the first purchase ? competitors. How to make achieve our goals. How to customers return and buy measure and what? more ? PLAN REACH ACT&CONVERT ENGAGE SOURCE: http://www.smartinsights.com/digital-marketing-strategy-guide/keskiviikkona 3. lokakuuta 2012
  9. 9. Today we will focus on: CUSTOMER CUSTOMER CUSTOMER STRATEGY / PLAN CONVERSATION AND RETENTION AND ACQUISITION ENGAGEMENT SALES How do we want to grow Where and how do we How do we convince the How do we keep the our business online, how reach our customers ? potential customer to be customer our customer do we use digital media How do we build our customer. How to and not to lose it to now, and how can we awareness ? make the first purchase ? competitors. How to make achieve our goals. How to customers return and buy measure and what? more ? PLAN REACH ACT&CONVERT ENGAGE SOURCE: http://www.smartinsights.com/digital-marketing-strategy-guide/keskiviikkona 3. lokakuuta 2012
  10. 10. PLAN - Digital marketing strategy Several strategy models SOSTAC - Model is recommended by PR smith and Smart Insights Consists of 5 steps: Where are we now Current status Where do we want to be ? 5 objectives : (Sell, Serve, Sizzle, Speak, Save) How do we get there ? Segments, targets, positioning, OVP, Integration, Tools) How exactly do we get there ? Digital marketing Mix, Schedule etc The details of tactics Organizational model, responsibilities How do we monitor performance KPI:s and constant development ALWAYS PLAN BEFORE ACT. PLAN > REACH > ACT > ENGAGE SOURCE: PR Smith+ Smart Insightskeskiviikkona 3. lokakuuta 2012
  11. 11. REACH - Customer acquisition 7 Digital methods where we can reach potential customers: SEARCH DISPLAY ADVERTISING SOCIAL MEDIA / VIRAL/ GAMING CUSTOMER CONVERSATION AND CUSTOMER RETENTION AND SALES ENGAGEMENT E-MAIL MARKETING PURCHASE / GOAL OF CAMPAIGN WEBSITE / TARGET SITE AFFILIATE MARKETING ONLINE PR MOBILE ANALYTICS TOOLS + MEASUREMENT OFFLINE COMMUNICATIONS PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  12. 12. SEARCH Most of the traffic to sites is driven by search engines Google dominates with 86 % of searches share in global scale Search results are divided into Paid Paid and Organic results. results Paid = CPC based (cost per click) Companies buy certain search words and terms they want to be found with. Each click costs money Organic results Also powerful branding tool SEO = Search engine optimization SEM = Search engine marketing PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  13. 13. SEARCH SEM industry in North america 2012 : USD 23 Billion Paid search results (example : Google Adwords) Search results are divided into Paid and Organic results. Search engines are the most popular sites in internet, therefore visibility is extremely important = Competition is fierce Search engines needs to be covered when running campaigns in other medias (indirect traffic) Consumers coming from searches are more likely to buy it than traffic from other medias (reason to search) Search marketing Should be continuing, not only for campaigns Take over the words you want to link to your brand / product PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  14. 14. DISPLAY ADVERTISING The “traditional way of online advertising” Banner advertising Video advertising Controlled by ad networks: Special Advertising.com (AOL) solution / banner Yahoo! Google / DoubleClick http://www.youtube.com/watch?v=1C0n_9DOlwE Different models: CPM (cost per thousand, how many times the ad is shown) CPC (cost per click, each click has a cost) Re-targeting Video ad Does it work ? Banner ad http://www.youtube.com/watch?v=VJCqdwon8Ho For branding purposes more than driving traffic ? PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  15. 15. SOCIAL MEDIA http://youtu.be/JdyBM-p05Ss Facebook, Video sites, professional networks, twitter, Spotify etc.. Constantly developing Virtual social networks where people interact with each others. Social media offers great opportunities for marketers: Social media channels enables a brand to interact and communicate with consumer in more neutral environment Real 2-way dialogue When done correctly possible to use consumer as messenger (Sharing, recommendations etc) Virtual word of mouth Great targeting possibilities (consumers store a vast amount of data in social media of themselves. Specialized networks for different purposes, for example recruitment - linkedin etc.. PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  16. 16. SOCIAL MEDIA + Games However Social media does not hold track record on deliverin ROI SoMe users what to focus on socializing, not commercial messages Great tool for example carrying out customer service online Listen to your audience when going to social media. FB fan does not necessarily convert into Euros, but needs attention. Consider using in HR, PR etc.. GAMING: Mobile devices and social media has enabled game-based advertising. Online-games and free sponsored games are newcomers on digital marketing field. Examples : Different car manufacturer applications and games PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  17. 17. SOCIAL MEDIA - VIRAL + MEME Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes. (sharing, word of mouth) Viral = Content and Creativity is the king Viral examples: http://vimeo.com/47875656 http://vimeo.com/26325973 INTERNET MEME: Concept that spreads via internet. Originates from internet users http://youtu.be/9bZkp7q19f0 300 000 000 Likes Memes are risky to commericalize PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  18. 18. E-MAIL MARKETING E-mail still the number 1 used communication tool used online Marketing messages sent by e-mail to subscribers or purchased lists of receivers Used to: Build relationships Get traffic Cross promote Nurture Leads (Give-get) Make sales (offers) Segmentation and frequency are the keys Right message to right segment at right time Easy to measure Remember local legislation Groupon-like group offers rely on e-mail marketing PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  19. 19. AFFILIATE MARKETING Promoting your products or services trough partners online Partners gets commission if the consumers originating from their sites fulfills the agreed goals (leave their contact information, purchase online etc etc..) Comparision sites are mostly affiliate run Examples: Travel booking sites Flight comparison sites Car and real estate sites Banking, finance, insurance Online stores Re-targeting can be used together with affiliate program Message can be altered if user has seen the ad or clicked the link. Cookie-based technology PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  20. 20. ONLINE PR Earned media: Blogs Newspapers News portals Etc. Goal is to earn media visibility, instead of buying it. + gain trust and recommendations from “objective” influencers Contact bloggers and other influencers “trendsetters” Deliver new products to testers for reviews Can be connected with social media (PR takes care of companyʼs social media presence) Crisis communication and reaction to negative publicity. --> Reputation management Has to be done carefully http://youtu.be/mEsnb3kUDAw PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  21. 21. MOBILE Smartphones and fixed data packages are reality IOS, Android and Windows mobile largest platforms For brands itʼs important that the information is reachable by mobile devices and appears on searches Location based services are gaining popularity Social media usage is mobile Consumers are looking for information on local services on the go ROPO - research online - purchase offline PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  22. 22. MOBILE APPLICATIONS: Branded applications for different smartphones Needs a strong fanbase Needs to fullfill a purpose in order to install the application Premium and lifestyle brands are forerunners: Case LV, Rossignol, Gucci etc. http://www.youtube.com/watch?v=EbuiWpigF3k Remember - plan carefully - costs money and requires a real life case. PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  23. 23. ANALYTICS AND MEASUREMENT Digital marketing is easy to measure Measurement should cover everything from traffic sources to Goals which are being identified on the websites or e-commerce sites and opinions how users use the services and what do they think about them Measurement should be Quantitive and Qualitative KPI:s (Key performance indicators) should be defined and set at the planning phase KPI:s can be for example: Example of google analytics funnel visualizations Time spent with brand Doing certain action (purchase, e-mail subscription, offer on facebook etc) KPI should be measurable and related to business. Number of visitors or facebook fans is not a real KPI PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  24. 24. ANALYTICS AND MEASUREMENT Popular measurement tools: Coremetrics Omniture Google analytics WebTrends Unica Snoobi Remember: Measure for reason - react on results. Measure real things. A/B testing in online environment is also possible and rather easy to do in A/B testing for example 2 different products or creative messages are being shown to customer, and which performs better is being preferred. http://youtu.be/3Sk7cOqB9Dk PLAN > REACH > ACT > ENGAGEkeskiviikkona 3. lokakuuta 2012
  25. 25. SUMMARY: PRACE (PLAN, REACH, ACT/CONVERT, ENGAGE) Today we focused on REACH 7 Main methods to reach the audience online: Search CUSTOMER CUSTOMER CUSTOMER Display STRATEGY / PLAN ACQUISITION CONVERSATION AND RETENTION AND ENGAGEMENT SALES Social media / Viral E-mail marketing Affiliate marketing Online PR Mobile marketing Measurement is the key - if you cannot measure it - donʼt do it Remember to coordinate the message trough the channels The most effective way is to combine different methods and techniques Integrate offline marketing with online. remember to measure also offline (individual website adrresses etc) Digital marketing is not only advertising - usage of digital channels should be present in all functions PLAN before jumping into the REACH-phase http://youtu.be/k5776HPNeHAkeskiviikkona 3. lokakuuta 2012
  26. 26. QUESTIONS ? CUSTOMER CUSTOMER CUSTOMER STRATEGY / PLAN CONVERSATION AND RETENTION AND ACQUISITION ENGAGEMENT SALES How do we want to grow Where and how do we How do we convince the How do we keep the our business online, how reach our customers ? potential customer to be customer our customer do we use digital media How do we build our customer. How to and not to lose it to now, and how can we awareness ? make the first purchase ? competitors. How to make achieve our goals. How to customers return and buy measure and what? more ? PLAN REACH ACT&CONVERT ENGAGE SOURCE: http://www.smartinsights.com/digital-marketing-strategy-guide/keskiviikkona 3. lokakuuta 2012
  27. 27. Facebook.com/ZeelandGroupkeskiviikkona 3. lokakuuta 2012
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