ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 - intro
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ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
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ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 - intro
- 1. S.A.V.E. - DIGITAL COM EDUCATE! ENGAGE! ENTERTAIN ! EXECUTIVE MASTER IN DIGITAL MARKETING 2017 – 2018 BRUSSELS – 12TH OF DECEMBER 2017
- 2. Hugues Rey Ø1968 – Ixelles – Married to Geneviève ØSolvay Business School (1992) ØCEO Havas Media Group BeLux (2010) Ø+25 years of experience in communication agencies (WPP, IPG, Havas) ØActive in digital marketing since 1996 ØFounding Father of Interactive Advertising Bureau (IAB) (1998) ØCIM: President Strategy (2016 - …), Past-President Internet (2000-2011), TV (2012 -2013) ØTeach Marketing at Solvay Brussels School: Digital, International Marketing and Integrated Communication ØActive Blogger : I’am A Bridge – www.huguesrey.com Ø@huguesrey
- 4. From Promotion to Education, Entertainment, Engagement 1. Designing a digital communication strategy - Hugues Rey + Lander Janssen 2.a. Trading a digital communication plan (Programmatic) - Benoit Michielsens 2.b. Digital Performance marketing - Nicolas Debray 3. Digital CRM and Marketing Automation + Omnichannel Experience - Eli Libermann 4. Service Design Thinking Exercice - Juan Vanhufflen + Boondoggle Team 5.a. Evaluate the communication value of your owned channels - Cédric Cauderlier 5.b. Mobile Marketing - Alexandre Massart 6.a. Social Media and Influencers - Mathias Beke and Véronique De Coninck 6.b. Digital Storytelling and Innovation - Dany Devriendt
- 6. Mobile Bots / AI Video AR / VR Paid Social Media Programmatic Native Content Influencers Main 2017 Trends in Digital Advertising
- 7. Com vs Sales
- 8. Regular Touchpoints 3Xin 15 years 15 years ago the average consumer typically used 2 touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost 6 touch-points with nearly 50% regularly using more than four. (Marketing Week)
- 12. Consumer = Evaluate & Share 35% 42% 42% 70% 92% Ads (Average) Branded Channels Editorial Content Opinion Users On-line Recommendation 'Framiliy' TRUST
- 17. OWNED SHARED EARNED PAID THE POWER IS IN YOUR HANDS TOGETHER IS BETTER THAN ALONE THE AUDIENCE IS THE MEDIA YOU BUY EXPOSURE NOT ENGAGEMENT Capture value of existing assets Align like minded partners, with shared values, to win Ignite conversation & unleash the power of advocacy Pinpoint optimal investments and generate visibility Touchpoints: Touchpoints: Touchpoints: Touchpoints: Co-created, user generated content Fans and communities – via social, events, word of mouth, PR Paid media including audiovisual, print, digital display, search, radio, OOH, sponsorship Fully branded: People, Products, Places & Platforms Retail shops/POS, Websites, Social, CRM, Apps, Events, Data Partnerships with other brands, co-branded programs, co-manufactured products Music festivals, sports sponsorships, artist deals, retail opportunities OSEP: Empower the channel Mix
- 18. Creating branded ‘surround sound’: how media types influence and enable each other 18 PAID OWNED EARNED Drives volume Instructs where to amplify
- 19. Brands that do not integrate paid, owned and earned media types are at a disadvantage 19 § Fragmented messaging, inconsistent branding § Redundant efforts, no communication/ collaboration § Departments competing for budget § Low customer engagement/ advocacy § Convergence begins to occur in traditional media
- 20. The 5 ages of Media Digitalization 20 Period Promiss Pre-Digital Before 1995 Mass Target Web 1.0 1995 - 2001 The 6th Medium User Interaction Age 2002 - 2010 Age of the Prosumer Data + Content Age 2011 - 2016 Data Driven Phygital & A.I. Age 2015 - … Trans Human
- 21. Emerging Tech & Advertising KPI à A growing set of performance measurement 21 Emerging Tech Com KPI Pre-Digital Reach Freq. Affinity Web 1.0 WWW CPM CPC CPA User Interaction Age Social Mobile Local Engage Data + Content Age Programmatic x Native Omni Channel Convert Phygital & A.I. Age IOT A.R. A.I. Real Life Integration
- 23. Omni-channel à Overall customer experience from the customer's perspective Better understand their purchasing journeys Better accommodate their unique buying needs
- 25. 87% Of customers think brands need to put more effort into providing a seamless customer service experience
- 26. 61% of customers have not been able to easily switch from one channel to another when interacting with customer service. (Aspect)
- 27. 64% of customers expect to receive real-time assistance regardless of the customer service channel they use
- 28. Products & services of the brand are intrusiveare useful Communication & messages of the brand Communication And messages of the brand are useful From Promotion to Education
- 29. Owned Media to Educate A “Content Hub” to earn traffic instead of buying it To help business pros see how technology drives innovation. To reach and convert leads they would have never seen! SAP - Business Innovation (launched March 27, 2012)
- 30. 23 @BrennerMichael Strategy Answering Customer Questions Topics: driven by top, long-tail, low competition keywords (“What is Hadoop?”) Authors: curated for win-win Mix: Creation, curation, syndication to maximize impact (and decrease cost) Type: Mostly articles. Constant battle for more video, infographics, slideshare decks Conversion: monthly reporting on the content that converts
- 31. © 2013 SAP AG. All rights reserved. 22 @BrennerMichael Identify and Answer Customer Questions Top Customer Terms: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from …? • Who are the top vendors in…? Terms SAP Ranked For: • What is SAP? • SAP Software? • SAP HANA? • SAP ERP? • SAP Business Intelligence? • SAP Crystal Reports™? Early Stage Later Stage
- 32. © 2013 SAP AG. All rights reserved. 18 @BrennerMichael Later Stage Visitor: Asks “SAP Software” • 100s of searches / mo Early Stage Visitor: Asks “What is Big Data?” 100,000’s of searches / month Build The Business Case How Much “Early Stage” Search Traffic Do We Get?
- 33. Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 3000xAnalytics Non-Brand 1,520,761 Cloud Brand 398 1000xCloud Non-Brand 578,460 Data Brand 28,884 17xData Non-Brand 470,967 Mobility Brand 12,488 28xMobility Non-Brand 345,598 BI Brand 532,486 -2xBI Non-Brand 277,156 CRM/Sales Brand 156,028 40xCRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2xERP Non-Brand 324,595 HCM Brand 55,536 7xHCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24xAccounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13xTOTAL Non-Brand 13,616,715 Build The Business Case How Much “Early Stage” Search Traffic Do We Get?
- 34. Play the Long Tail Products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, Only if the store or distribution channel is large enough 1% 10% 89% Volume of Search
- 39. March 2016
- 40. March 2016
- 42. March 2016
- 43. March 2016
- 45. Shared electric bicycles you can pick up and drop off everywhere around town. No docking stations. Your smart phone is the key.
- 47. Find Book
- 48. THE MAGIC IS NOW Mature technology Changing cities New mobility Billy
- 49. THE FUTURE IS BRIGHT The rise of the electric bike as an urban means of transportation is inevitable. But homes are getting smaller (no space to keep a heavy e-bike) and risks of theft keeps people from leaving their bike on the streets. Shared free-floating e-bikes will flood our cities in the next few years.
- 50. THE MISSION 1. SEAMLESS MOBILITY AND FLEXIBILITY BB wants to be part of the solution for the mobility problem. 2. ADAPT JOURNEY The right transport at the right moment in the journey in Brussels 3. DRIVING THE CHANGE IN MOBILITY OF THE CONSUMER Leverage the new technologies and environment to fitting new habits. MAY 2017 – SOLVAY BUSINESS SCHOOL