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  •, slide 51...> So marketers should stop working in silos
  • Of course you still need specialists that master the specicifs of search,social and mobile but you should stop treating it like an extra component with its own mysterious metrics that you should add to your campaigns at the end of the planning process. Digital will more and more become inherent to all of your campaigns. From now on, you should always start from the customer journey and select those touchpoints that are most appropriate to achieve your marketing objectives
  • aantal huishoudens dat over een internetverbinding beschikt kende een lichte stijging ten opzichte van het jaar voordien:77,7 % in 2012 tegenover 76,5 % in 2011. Bij de huishoudens zonder kinderen heeft 72 % een internetverbinding. Vooral de huishoudens die bestaan uit één volwassene zonder kinderen hebben thuis opvallend minder vaak een internetverbinding (58,5 %). Bij de huishoudens met kinderen heeft echter 92,8 % een internetverbinding.
  • zijn grote verschillen naargelang de verschillende leeftijdscategorieën, zo heeft slechts 2,4 % van de 16-24 jarigen nog nooit gebruik gemaakt van het internet, terwijl bij de 65-74 jarigen maar liefst 50,6 % nog nooit het internet heeft gebruikt. De leeftijd blijft in België dus een onderscheidende factor.
  • Only online display is measured so no google advertising and affiliate marketingSo let’s have a look at other research that is taking all online spending into account
  • Online includes search, display and classifieds and directories
  • Start discussionThen ask if this is logical if you would look at the time spent on eachThere are different aspects to look (impact, scale, cost) at but time consumption is definitely an important one
  • This this split doesn’t seem logical if you also look at timeOf course there are other things to look at like impact, cost and scale but that this is already something to think aboutTV is sitll important but it will become more and more important to master both
  • queries without campaignAd boost: increase in queries during campaignThe boost is dependent on the product typeTipsVermeld de urlmondelingAls de url van de website niet alleen in beeld verschijnt maar tevens mondeling vermeld wordt, zoekt de kijker er gemiddeld dubbel zo vaak naar op het internet. De url zonder meer tonen, heeft geen enkel effect. Dan kan je hem evengoed achterwege laten
  •,4 hours per week across Belgium is spent watching TV and online at the same timeSo important to include online to reach light tv users
  • Google, Our Mobile Planet Belgium, 2013 have become an indispensable part of our daily lives. Smartphone penetration has risen to 34% of the population and these smartphone owners are becoming increasingly reliant on their devices. 54% access the Internet every day on their smartphone and most never leave home without it. Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage the new constantly connected consumerMention example of people in bus in Amsterdam where everyone is using a smartphone or tablet
  • Ook nog op slide vermelden dat google dit zal afstraffen
  • Google, Our Mobile Planet Belgium, 2013 have transformed consumer behaviour. Mobile search, video, app usage and social networking are prolific. Smartphone users are multi-tasking their media with 78% using their phone while doing other things such as watching TV (42%). Implication: Extending advertising strategies to include mobile and developing integrated cross-media campaigns can reach today’s consumers more effectively
  • Google, Our Mobile Planet Belgium, 2013 have changed the way that consumers shop. Smartphones are critical shopping tools with 66% of users having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 16% of smartphone users have made a purchase on their phone. Implication: Having a mobile-optimised site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase.
  • 73% of all Belgian Internet users have used a personal or professional Social Media website (EU: 81%)36% daily80% of smartphone users visits social network sites46% visit daily
  • Nielsen Report - Global Trust in Advertising and Brand Messages – 2012
  • Gen Z is growing up with a range of electronic devices at hand. Not surprisingly, the key device for teens is the mobile phone, and 4 in 10 tweens also use a mobile frequently. Today’s phone serves as an Everything Hub, perhaps the reason that relatively low percentages are using portable music players and handheld gaming devices multiple times per day. Some things never change, though, with most kids turning to TV sets on a regular basis.Extra info onderzoekApestaartjaren 4 Jongeren besteden heel wat tijd aan hun mediagebruik. Op een doordeweekse dag gaan jongeren gemiddeld twee uur televisie kijken, een uur gamen, twee uur surfen, 71 sms’jes versturen en twee keer telefoneren. Dit alles kan alleen wanneer jongeren media combineren. Echt ‘multitasken’ (= twee dingen op hetzelfde ogenblik met evenveel aandacht doen) kun je dat niet noemen. Het gaat veeleer om snel switchen tussen verschillende media. En dan biedt een multifunctioneel toestel heel wat mogelijkheden.   Koning televisie krijgt serieuze concurrentie van de computer (68%). Een meerderheid van de bevraagde jongeren gebruikt daarvoor het internet: 83% van de jongeren downloadt soms een film of videobestand, en 63% van de jongeren bekijkt videobeelden online zonder ze te downloaden (streaming). Muziek luisteren doe je ook niet enkel met je mobiele mediaplayer (47%). Met de computer (76%) en de gsm (56%) gebeurt het zelfs vaker.
  • It is important to understand that an insight is not the same as an observation. Observations tell us what people do or say. Insight is about digging below the surface to find out why they said or did something
  • The next part in the Consumer Decision Journey is because of the experience somebody is having with your product, you want them to talk about it. You want them to share what they’ve been experiencing so that others, when they think about considering a brand or evaluating a brand, have content from existing customers that helps them make that buying decision.A perfect example of this is TurboTax, which is by Intuit. When people go through the presumably easy experience of filling out their income tax, when they’re done, they’re asked, “Would you like to post the fact that you’ve just completed your income taxes using TurboTax?” You can post that on social media. With an easy click of the button, you can actually post that, “I just completed my tax returns with TurboTax.”Helping your customers talk about the products in the vast majority of cases is a really powerful, positive thing to do.Some of it means engineering it into the mechanics of the experience. If, as we said, when a TV is registered, provide a review. When you’re done with your tax returns, automatically post that you’re finished. But sometimes it can also be in the form of contests. There are many retailers now who are starting to do things like, “Why don’t you post everything you’ve been able to buy for $100 in our store?” A “haul video,” they call that. Hundreds of people do and they share not only the great deals they got but also their sense of curation of which outfits go together. They’re very proud and they want to post that in order to share it.Just giving those kinds of encouragements and building that into the process, thinking about that explicitly, that’s really one of the most important new frontiers in the decision journey.
  • These were all examples of online within the evaluation phase
  • Mr. Lafley was right then and he’s right now. Those first and second moments of truth are just as vital today.
  • So search, comparison website, reviews, websites are important elements or your marketing mix
  • of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics, Feng Zhu, University of California
  • Nielsen Report - Global Trust in Advertising and Brand Messages – 2012
  • Ask how many people used reviews to select a restaurantSource: article in the Ecnomic Journal (summary in the Guardian) from 2 professors of the University of California. 300 restaurants in San Francisco, with reviews on, were in the sample of the research. They found that a restaurant with a rating improved by just half a star – on a scale of 1 to 5 – was much more likely to be full at peak dining times. Indeed, an extra half-star rating caused a restaurant's 7pm bookings to sell out on from 30% to 49% of the evenings it was open for business.
  • 1 – number of reviews: The minimum of reviews needed depends on the product type/category. For niche, high end products, a limited number (for example 5) can already cause a lot of impact. For other, more mass oriented products, it’s optimal to have 10-20 reviews per website. 3 – relevant content: On Tripadvisor, you can sort reviews according to your peer groups. For example: reviews written by families, couples or business travellers. The more data available about the one who’s written the reviews, the easier it becomed to identify yourself with that person.
  • VRAGEN BART:Heb je cijfers over het laatste punt. Ikkan me voorstellendatveertigers en vijftigersookveel reviews lezenmaarermisschien minder sneleenzullenschrijven. Zijnhiercijfers over  hebercijfers over, maar die gaanenkel over de gaming industry - eenmeeralgemeneconclusie is dat online reviews meerinvloedhebbenbijmensen die veeltijdspenderen op het Internet1) Examples: cars, restaurants, smart televisions, pc’s, camera’s,…Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics, Feng Zhu, University of California
  • je beloond met eenwaardebon van 50 euro indien je review wordtverkozen tot review van de maand
  • Explain that it can sometimes help to create awareness as well
  • Other examplesGroup buying sites like Nectar (loyalty and reward schemes), Groupon, Livingsocial and DealsterIt becomes more difficult to categorize affiliates as more and more of them are using different techniques. The top voucher code sites for example have extensive email databases with engaged members and use social media to distribute timely deals to their loyal followers
  • some sites are comparing a lot more than price aloneTweakers is a Dutch site that helps you to choose electronic products. They already have 10% visitors coming from Belgium and will launch a Belgian site soon
  • To doLater misschien nog volgend artikel verwerken:
  • Other example is sites list many offersSome cashback sites also offer discussion forums, paid online surveys, daily deals, and other rewards to increase traffic and maintain customer loyalty
  • O
  • More info about CPS: ander vaak gehoorde reden voor tegenvallende resultaten van CPS campagnes is kwalitatief slecht bereik. Maar ja wat wil je, de adverteerder betaalt ten slotte alleen voor een sale. Dus dat er mailpublishers zijn die vaak meerdere keren per dag campagnes naar hun strikt genomen ‘legaal’ opgebouwde e-maildatabase afvuren in de hoop op 0,01% conversie,  is bijna niet te voorkomen. Dat 90% de mailboodschap niet ziet of erger als spam ervaart, kan ernstig afbreuk doen aan je merk. Steeds meer kwalitatieve publishers die hun databases beperkt inzetten voor derden, willen vrijwel nooit afrekenen op CPS basis. Omdat het volledige risico bij hun wordt neergelegd en de kans op slechte conversie en dus gemiste omzet aanzienlijk is. De consument belonen met parels, kudoo’s etc. voor deelname is vaak de enige manier om een echt groot bereik te realiseren. Op zich niets mis mee, maar het kan toch anders lopen dan verwacht.
  • To do: eventueel later nog een slide over uitgaven aan Affiliate Marketing toevoegen. Ik heb hier alleen geen cijfers over BE, wel over UK en NLUK: businesses spent £814 million on Affiliate Marketing and lead generation activities in 2012 which generated £9 billion in sales, according to the UK’s first ever study on the Online Performance Marketing industry – conducted by PwC on behalf of the Internet Advertising Bureau UK (IAB).NL: million in 2012
  • Maybe also explain the case of Rabo Mobiel who stopped with Affiliate Marketing Zo is Annette Vendel, online marketing manager van Rabo Mobiel, dit jaar gestopt met alle CPS campagnes via de affiliate netwerken: “Bij Rabo Mobiel willen wij volledige grip hebben op wat publishers doen met onze uitingen en merkboodschappen. Bij Affiliate Marketing is dit lastig, waardoor het risico op reputatieschade hoger is dan de voordelen. Ook het percentage sales dat afviel vanwege dubbele tellingen, creditcheck etc. was te hoog om e.e.a. echt rendabel te maken.”Kwalitatief bereikEen ander vaak gehoorde reden voor tegenvallende resultaten van CPS campagnes is kwalitatief slecht bereik. Maar ja wat wil je, de adverteerder betaalt ten slotte alleen voor een sale. Dus dat er mailpublishers zijn die vaak meerdere keren per dag campagnes naar hun strikt genomen ‘legaal’ opgebouwde e-maildatabase afvuren in de hoop op 0,01% conversie,  is bijna niet te voorkomen. Dat 90% de mailboodschap niet ziet of erger als spam ervaart, kan ernstig afbreuk doen aan je merk. Steeds meer kwalitatieve publishers die hun databases beperkt inzetten voor derden, willen vrijwel nooit afrekenen op CPS basis. Omdat het volledige risico bij hun wordt neergelegd en de kans op slechte conversie en dus gemiste omzet aanzienlijk is. De consument belonen met parels, kudoo’s etc. voor deelname is vaak de enige manier om een echt groot bereik te realiseren. Op zich niets mis mee, maar het kan toch anders lopen dan verwacht.Conversie attributie en ‘slimme afsluiters’Uit de markt hoor ik regelmatig dat de beoogde aantallen niet worden behaald. En als ze al worden behaald, kun je toch bedrogen uitkomen. Want conversieattributie blijkt lastig. Wie moet er nu beloond worden voor de gezette sales. Last cookie counts? Dubbeltellingen bij de inzet van meerdere netwerken zijn aan de orde van de dag. Waardoor de marge op de sale wel erg mager wordt als er al niet op moet worden toegelegd. Gaat het om een abonnementsdienst, zorg dan dat je het percentage opzeggers continu monitort. Gebruikelijk is de salesvergoeding te relateren aan de klantomzet voor een jaar. Maar als blijkt dat de ”slimme” afsluiter alleen maar mee deed omdat er punten worden verzameld of er een riante cashback in het vooruitzicht lag en opzegt zodra dit mogelijk is, kan de ROI behoorlijk anders uitpakken. verkeerde aanpak van affiliatemarketing kan op korte- en lange termijn negatieve invloed hebben op het overall resultaat, maar ook op de algemene indruk van affiliatemarketing binnen de organisatie. Voorbeelden zijn de negatieve ervaringen die ook zijn terug te lezen in de comments op mijn voorgaande blog. Onder andere cookiedropping, afbreuk van de merknaam, het kapen van advertenties, slechte samenwerking met affiliates en de kwaliteit van websites zijn veelgehoorde kreten. Dit zijn voor een deel allemaal gevolgen van te weinig controle en sturing aan een affiliate campagne. Andere interessante voorbeelden, vanuit de publishers zijde, vind je terug onder het kopje ‘Drama campagnes’ op Erg leerzaam, het helpt je om niet zelf in deze valkuilen te stappen.
  • Explain tha it can sometimes help to create awareness as well
  • To do:
  • Extensions allow you to promote additional landing pages below your standard ad text. Applying a few more lines to your ad gives you more real estate on the SERP, helping your ad to stand out against your competition. Sitelinks also give the searcher an opportunity to go to a more specific page on your site. For example, in the ad above, the search is for Ray Ban sunglasses and the landing page goes to a fairly generic page. If the searcher knows that they want a particular style, such as aviators, they will be more apt to click on the sitelink and go to a specific page for that style. Google has shown that adding sitelinks to your ads increases your click-through rate, even if people aren’t clicking the sitelink links!
  • seller ratings workThe benefit of seller ratings is that they let Google users know about advertisers who are rated well by their customers. This helps customers make more informed internet browsing and purchase decisions. And it helps you potentially earn more qualified leads, which in turn can increase your clickthrough rates.What seller ratings extensions areSeller ratings extensions provide customer-submitted ratings information about sellers next to their AdWords ads (currently on Google search result pages and Google search partners). These reviews primarily reflect customers' buying experience with these businesses, as opposed to particular products. We match these reviews to your ad by pairing the domain of the display URL to the domain on Google Shopping. Seller ratings can appear on desktop and laptop computers, and high-end mobile devices with full Internet browsers.Where the ratings come fromRatings are based on customer reviews collected by Google Shopping, which aggregates reviews from a broad base of sources across the Internet. Google Wallet reviews are also included, where applicable. Though the reviews are aggregated on Google Shopping, seller ratings extensions also include reviews for non-product retailers.When your ads might appear with seller ratingsOnly certain ads are eligible to appear with seller ratings extensions. Once you meet the following criteria, the distribution is automatic and you're opted in to showing seller ratings with your ads on Google search results and Google search partners. Here are the criteria:Your campaign type should be "Search & Display Networks" or "Search Network only."The customer must be searching on,,,, or must be an advertiser that provides customers with paid goods or services, or one that enables the buying or selling of products or services by way of a marketplace.Your business must have at least 30 unique reviews, each from the past 12 months, and a composite rating of 3.5 stars or higher on Google Shopping. At least 10 of these reviews must be in the customer's Google interface language.Google Shopping seller ratings consist of an aggregate ratings score with snippets of customer reviews from third-party sites and Google Wallet.You don't need to have a Google Merchant Center account for your ads to be eligible for seller ratings.Note that if there's an ad extension plus box (for location extensions, etc.) or sitelinks showing with the ad, seller rating extensions will trigger on the visible URL line.If you want to opt out of this feature, you can let us know via this form. If you change your mind, you can always opt back in using the same form.How much seller ratings costCustomers on desktop and mobile browsers can click through to see the review of your business and verify the source and statements behind the ratings. However, you won't be charged for these clicks. Seller ratings receive far fewer clicks than the actual headline for these ads, so customers are unlikely to be diverted away from visiting your site. The benefit of this feature is the increase in clickthrough rates based on the star rating in the ad itself.How you can improve your seller ratings and reviewsThe best way to improve your ratings is to make sure that your customers receive excellent customer service. Happy customers attract more happy customers, who are willing to rate you well and tell others about your business or products.Read the reviews about your business, and be proactive about resolving issues raised by your customers with a result that reasonably satisfies all parties, including you.Sometimes reviews will highlight issues that your business has no direct control over. For example, customers may have a problem with your shipping company, or the quality of goods you sold that you did not manufacture. Since Google Shopping aggregates customer reviews, a few ratings like this should not meaningfully impact your overall ratings.To help ensure that customers submit ratings to the right businesses, confirm that Google Shopping review sites display the correct business name and website URL for your business listing. Your business name and website URL should be consistent across review sites, and should also be consistent with your Google Merchant Center account if you have one. This helps customers identify the right businesses and helps avoid ratings for other businesses being included within your own seller ratings.
  • To allow advertisers to optimise mobile activity separately to desktop activity, there will be a multiple bid adjustments available at keyword level. Regular bids will be used for determining desktop Ad Rank while bid adjustments will be applied to that regular bid to determine mobile Ad Rank. The bid adjustments will range from -100% (which will turn mobile advertising off) to +300% which will bid four times the amount of the desktop targeting.So, in situations where an advertiser wants to secure a high position on desktop but the advert is not to appear on mobile, a relatively high bid should be placed, but with a bid adjustment of -100%.Conversely if mobile is the focus over desktop, a relatively low bid should be set with a high multiplier. A £0.25 bid with a +300% bid adjustment effectively says that the most you’re prepared to pay to appear on desktop search is 25p per click, while on mobile you’re prepared to spend is £1 per click.
  • is hard to believe Google is just 15 years old. From search to YouTube to Android to automated cars to Glass to balloons beaming down the internet in just 15 years.Also Search evolved a lotUniversal search is about including different types of informationA knowlegde graph is about collecting information about object in the real world.
  • might search for Leonardo Da Vinci because he is the only renaissance painter you know about. Knowledge graph will provide you information that helps you explore the broader topic of renaissance painters. You will see some of the most famous paintings of that era and discover other painters of that time.
  • Can you guess which updates?
  • Crack down on content farmsReduced traffic to pages with low content, a lot of ads, redundant articles...Focus on human quality indicatiorsQuality backlinksUnique contentLow bounce rateRelative high time on site
  • Crack down on link spamming,Keyword stuffing,Cloaking,Over optimizationUnnatural linksComparing with top 30%Too much high domain authority (page rank 7)Lots of links of penalized sitesLots of run of site links...Low quality linksLow clickthrougNo social validationIt was more about respecting the guidelines than about improving the results
  • it will affect around 90% of searches, so it is not something to be ignored!The idea is that Google can now understand more of your intent, rather than the keywords being used.Rather than just matching individual words and phrases to the pages in Google’s index, it is looking at all the words in the query and the relationship between each to understand the intent behind the query more.Hummingbird allows Google to understand user intent more closely, with greater understanding of words like 'how' 'why', 'where' and ''when', as well as the user intent that sits behind these word.In combination, this helps Google deal with more complex, long-tail queries. This will allow Google to handle voice activated search queries more effectively, to keep up with their rising popularity on mobile devices (including Google Glass).Having a better understanding of search query phrasing and the results users are looking for allows Google to make more use of its ‘answer engine’, the Knowledge Graph.It’s about text processing and content and context understanding
  • This is their way of forcing you to focus on conent instead of keywordsIt’s now even 80 to 100%
  • you have the latest version of Chrome, you can click on the microphone in the search box to speak your search.essive-conversational-search-goes-live-on-chrome-160445What’s really special is that you can continue your search “conversation” by asking further questions in a way you could never do with regular search, by making use of pronouns and other shortcuts that reference things in your previous query.
  • future is about things, not [keyword] strings”.Decline of short tailthe volume in the short tail will fall and SEO will become more about providing users with the right meaningful content as opposed to optimising existing content for high volume driving keywords. Go for brand signals, link signals, social signals, user usage signalsFocus on pages instead of referral dataImprove user engagement (lower bounce raten,get second click by including Call to action, go for a good avg. time on site, ...)
  • A consumer surfs the net and goes to her favorite site. She really likes running, and we know that, based on cookie history and other static information2.The top banner on the site is available for RTB and for sale through an SSP. The SSP shouts to all integrated buying platform partners, “Visitor interested in running is available for sales!”3. A DSP that is integrated with the SSP receives the message from the SSP about the visitor. The DSP shouts to all advertisers, “Visitor interested in running. Who wants to bid?” 4. In this case, we have two advertisers: New Balance and BMW. BMW doesn’t want to bid, since they’re interested in car lovers. New Balance is interested in runners, and decides to bid.5. New Balance wins the bid and delivers the ad to the placement at the site. This all happens within split seconds.
  • Use your ad spend more efficiently and save money on poorly targeted impressions
  • Digital marketing ua

    1. 1. Digital marketing introduction 21 November 2013 UA
    2. 2. Digital marketing is dead. It’s just marketing Presentation1 2
    3. 3. Consumers don’t make a distinction between on- and offline. They just want a consistent brand experience. Always. Everywhere. During my bus trip I check my smartphone... I’m waiting for my bus while... Presentation1 3
    4. 4. Companies like P&G seem to understand this ―Brand building in a digital world is about having a great idea, an idea that originates from a deep human insight, an simple recognition and a direct emotional connection.‖ Marc Pritchard 1 2 Leverage digital to make them bigger and engage with people like never before Focus on creating the great ideas that move people and build great brands Presentation1 4
    5. 5. We should break down the (digital) marketing silos Digital marketing is dead. It’s just marketing Presentation1 5
    6. 6. 1) It is about the consumer Every marketer should have a deep understanding of his consumers and their Consumer Decision Journey (CDJ) Source: McKinsey Presentation1 6
    7. 7. 2) It’s about leveraging digital Social media Online reviews Google advertising Website Mobile Affiliate marketing Real-time Bidding This is not for experts only. Every generalist should have a good understanding of it Presentation1 7
    8. 8. Today we will cover the consumer and some of the digital media and tactics more in detail Consumer Changing consumer Consumer insights and the Consumer Decision Journey Digital media and tactics Online reviews Affiliate marketing Google advertising and SEO Real-time Bidding(if time left) Topics like Social media and website redesign will not be covered in this training as there is already much info available about it Presentation1 8
    9. 9. Changing consumer Presentation1 9
    10. 10. Question What is the internet prenetration in Belgium? Presentation1 10
    11. 11. Internet penetration in Belgium is about 80% Individuals who used the internet at least once a week, 2012 (% of individuals) 77% Source: Eurostat 2012 Presentation1 11
    12. 12. There are still a lot of older people that have never used the internet Individuals who never used the internet per age category, 2012 (% of individuals) 16-24 80% 25-34 35-44 45-54 55-64 65-74 70% 60% 65-74 years: 50,6% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Source: ICT-enquête huishoudens en individuen (2012), FOD Economie – AD Statistiek en Economische informatie Presentation1 12 16-24 years: 2,4%
    13. 13. In Belgium only 5% of total media budget is invested in Online (display) SOV (investments) of different media in Belgium 2012 40% TV Dailies Radio Outdoor Magazines Online* Free sheets Cinema 21% 13% 5% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% Source:CIM MDB en Mediaxim * Only online display Presentation1 13
    14. 14. Belgian marketers invest 7 times more in TV than in Online Split between TV and Internet Ad spend 2012 TV 88% Ad spend Internet 12% 0% 20% 40% 60% Source: IAB Mediascope Presentation1 14 80% 100%
    15. 15. Question Do you think this is logical? Presentation1 15
    16. 16. It isn’t logical if we look at how our customers spend their time Split between TV and Internet Ad spend and Time consumption, 2012 88% TV 54% Ad spend Time 12% Internet 46% 0% 20% 40% 60% Source: IAB Mediascope Presentation1 16 80% 100%
    17. 17. We spend most time on TV, internet and radio but internet is the only one that is increasing Source:IAB Mediascope 2012 Presentation1 17
    18. 18. CIM studies show that many other media still have a higher reach so don’t forget them Total reach Average daily reach Source:CIM PMPA Presentation1 18
    19. 19. Traditional media impact online behavior: e.g. TV ads boost search queries Source: Research by Google, VAR, RMB Presentation1 19
    20. 20. Most people are online while watching TV 54% of Belgians are online while watching TV (EU 48%) 63% of Belgians are online during the primetime TV evening slot (EU: 52%) Source:Mediascope Presentation1 20
    21. 21. Question Do you have an idea of smartphone penetration in Belgium? Presentation1 21
    22. 22. Smartphone penetration is rising and people are using their device everywhere Places where smartphone is used 34% of Belgian people have a smartphone 20% On-the go (e.g. While commuting, walking) 86% In a store 77% Work 76% Cafe or coffee shop 75% 34% 40% 30% 96% Home 22% 10% 0% 2012 2013 71% Restaurant 0% Source: Google, Our Mobile Planet Belgium, 2013 Presentation1 22 20% 40% 60% 80% 100%
    23. 23. Most brands are not ready for the mobile revolution Share of optimized sites 40% BE 37% NL 20% UK 0% 20% 40% 60% 80% 100% Source: IAB Belgium, November 2012 Presentation1 23
    24. 24. Smartphone users are multi-taskers TV and smartphones are a powerful combination that marketers need to explore Source: Google, Our Mobile Planet Belgium, 2013 Presentation1 24
    25. 25. Research on smartphones is playing an important part in the evaluation phase of the Consumer Decision Journey People do research on their smartphone before they make a purchase… …But most research is done at home Place research 44% At home On-the-go 19% At work 19% 0% Source: Google, Our Mobile Planet Belgium, 2013 Presentation1 25 20% 40% 60%
    26. 26. Question Do you have an idea of social media penetration? Presentation1 26
    27. 27. 73% of all Belgian Internet users have used a personal or professional Social Media website Social media usage Use Daily use Internet users 73% 36% Smartphone users 80% 46% Smartphone users are heavy social media users Source: Comscore; Google, Our Mobile Planet Belgium, 2013 Presentation1 27
    28. 28. Peer recommendations are well trusted Source: Nielsen report on Global Trust in Advertising and Brand Messages 2012 28 Presentation1
    29. 29. Question What do you remember from all those figures and how should marketers act on it Presentation1 29
    30. 30. Summary: Marketers need to act on those trends Changing consumer and media landscape What marketers need to do Internet penetration is around 80% and we spend more than 13 hours online per week Marketing investments should follow Social is penetration is above 70% and people trust their peers Offer engaging content and stimulate customers to make recommendations Mobile penetration is rising fast: 22% in 2012, 34% in 2013 Integrate mobile within your strategy and create and optimized site We are using multiple screens and the line between online and offline is blurring A multi-channel strategy is needed to engage consumers across the multiple paths to purchase Presentation1 30
    31. 31. The world is changing fast But marketers should be aware that not all people are equal Presentation1 31
    32. 32. Not all Millenials are social media addicts Source: Boston consulting group Presentation1 32
    33. 33. Even Gen Z is still watching TV Source: JWT, Gen Z: Digital in their DNA Presentation1 33
    34. 34. So TV and radio are still very important to create impact Presentation1 34
    35. 35. And some things will never change ―Real motivations are the result of nature’s programming of our genes. The proper study of the communicator is the unchanging man‖ Bill Bernbach Presentation1 35
    36. 36. Customer insights and the Consumer Decision Journey Presentation1 36
    37. 37. Marketing starts with great insights An insight is a fundamental truth about consumers’ needs and motivations which connects with your target audience and leads to a competitive advantage An insight is not the same as an observation: An INSIGHT is something thought (WHY the customer does/thinks the above) An OBSERVATION is something found (WHAT the customer does/thinks) Presentation1 37
    38. 38. Great insights lead to poweful engagement. An example of Dove Insight: Need Women want to feel beautiful Insight: Dilemma BUT women are their own worst beauty critics Presentation1 38
    39. 39. You also need a good understanding of the Consumer Decision Journey if you want to create a cross-media campaign Source: McKinsey Presentation1 39
    40. 40. Telenet is using social media to find people who deserve a perfect TV moment Consider phase Presentation1 40
    41. 41. Online has become very important for retailers like Fnac Evaluate phase Case Fnac Spain 52% of in-store TV purchasers researched products online before buying Offline shoppers who research online spend 33% more than those who don’t research Wanting to see the physical product is the principal barrier to online transaction Source: Google, Presentation1 41
    42. 42. Nike uses mobile in the experience and bond phases Experience and bond phase Presentation1 42
    43. 43. Vandenborre encourages people to talk about their products Advocate phase Presentation1 43
    44. 44. Google is also talking about ZMOT Question What is ZMOT? Presentation1 44
    45. 45. Answer ZMOT stands for Zero Moment of Truth and is used to describe the online decision-making moment that is now part of most Consumer Decision Journeys Presentation1 45
    46. 46. Marketing used to be about 3 steps ―The best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn’t‖ A.G. Lafley in his foreword to Kevin Roberts’ remarkable book Lovemarks Source: Google, Winning the zero momenth of truth Presentation1 46
    47. 47. Now you also have to win at the Zero Moment of Truth It is used by 84% of customers and is as important as stimulus and FMOT Source: Google, Winning the zero momenth of truth Presentation1 47
    48. 48. Answer Can you think of some actions consumers do at ZMOT? Presentation1 48
    49. 49. ZMOT compromises different actions 50% Searched online 49% Talked with friends/family 38% Did comparison shopping online 36% Visited brand website 31% Read reviews Read comments following an article 22% Visited retailer site 22% 18% Liked a brand 0% 10% 20% 30% 40% 50% 60% Source: Google, Winning the zero momenth of truth Presentation1 49
    50. 50. The Consumer Pathway is another way to look at the customer journey Awareness Make your target aware of your offer Communicate your benefit and reason to believe Presentation1 Involvement Increase emotional engagement before purchase Active consideration Shift up the order of consideration by facilitating favorable comparison Purchase Consumption Convert intent into action at point of purchase Improve the user experience 50 Relationship building Make your customer feel special to improve loyalty and Advocacy Encourage recommendations
    51. 51. Digital marketing introduction Online reviews
    52. 52. There are two main types of online reviews Professional reviews from journalists and fulltime bloggers Consumer reviews Understanding how online reviews affect consumers’ purchase decisions is vitally important to companies that rely on online word-of-mouth to disseminate information about their products Presentation1 52
    53. 53. Consumer opinions posted online generate trust Confidence in consumer opinions posted online is high and grew over 15% compared to four years ago Source: Nielsen report on Global Trust in Advertising and Brand Messages 2012 53 Presentation1
    54. 54. Consumer reviews increase conversions A restaurant rating improved by just half a star (scale 1-5) is very much more likely to be full at peak dining times: number of bookings increased from 30 to 49% Example: Source: Economic Journal (2012) Presentation1 54
    55. 55. 5 elements that determine the credibility of an online review Number of reviews Reference groups Relevant/Detailed content Authenticity Independent platform Presentation1 55
    56. 56. Online reviews have a higher impact when one or more of the conditions below are true High involvement experience goods Niche product Credibility is key Focus on product quality Internet experience of your target group Presentation1 56
    57. 57. Stimulate people to write a review Example of a cashback promotion where you could win a tablet when you left a review about the refrigerator you just bought. Result of this action: more than 600 reviews, split over 35 refrigerator models. Source: Assignment THoM Presentation1 57
    58. 58. Don’t be scared about negative reviews. A mix of positive and negative reviews helps to improve consumer trust in the opinions they read Consumers trust reviews more when they see both good and bad scores Consumers suspect censorship or faked reviews when they don’t see any negative opinions on the page It depends on the type of product on offer. A book, game or film will often divide opinion, but reviews of electrical products which highlight flaws will be more likely to deter others Presentation1 58
    59. 59. Question Do you think that reviews will still be important in 5 years? Will consumers still trust them? Presentation1 59
    60. 60. Digital marketing introduction Affiliate marketing
    61. 61. Affiliate Marketing is mainly useful to stimulate purchase at a controlled cost Awareness Make your target aware of your offer Communicate your benefit and reason to believe Involvement Increase emotional engagement before purchase Active consideration Shift up the order of consideration by facilitating favorable comparison Purchase Consumption Convert intent into action at point of purchase Improve the user experience Affiliate Marketing is only rewarding publishers that are driving traffic, leads or sales Presentation1 61 Relationship building Make your customer feel special to improve loyalty Advocacy Stimulate recommendations
    62. 62. Affiliate Marketing is performance-based marketing Affiliate Marketing Presentation1 Marketing done by others to promote a company’s products and services The affiliate only gets paid when he is driving traffic, leads or sales 62
    63. 63. Affiliate Marketing has 3 core players 1 2 3 Merchant Network Publisher The advertiser The network connects merchants with publishers and takes care of negotiation communication, tracki ng and payments The affiliate that promotes the products of the merchant E.g. Thomas Cook E.g. Zanox and Affiliate window E.g. A blog about city trips Presentation1 63
    64. 64. There are different types of affiliates Presentation1 64
    65. 65. Comparison sites Most comparison sites are mainly focused on price so it’s only interesting if you have a price competitive offer Presentation1 65
    66. 66. Coupon code sites Coupon code sites are popular for certain product categories According to Flipit the most popular product categories are fashion (33%), electronics (19%), recreation and leasure (11%) and books and DVDs (9%) Source: Flipit Presentation1 66
    67. 67. Coupon code sites Of course as a marketer you should decide if promotions are a good tactic for your brand Voucher codes can serve different objectives But don’t use them too much as they can… • Increase visibility • Damage your brand equity as customers use price points to determine quality • Generate trial • Boost volume per occasion • Create certain expectations and postpone buying behavior • Raise frequency Presentation1 67
    68. 68. Cashback sites cashback sites reward their members if they use their site to access a retailer's online Presentation1 68
    69. 69. Email Some publishers also have large email databases Presentation1 69
    70. 70. There are different ways to reward affiliates Cost Per Click (CPC) Cost Per Lead (CPL) Cost per Sale (CPS) Presentation1 70
    71. 71. CPS and CPL can be used seperately or in combination. Each form has its pros and cons Only CPS - You are certain about the ROI - Affiliates get insight into your sales conversion rate CPS + CPL - Still quite safe but more stimulating for affiliates to start with your program - More stimulating for affiliates to start with your program - Affiliates get insight into your sales conversion rate - Less certain if the leads will also convert in sales. This can only be evaluated afterwards - Less stimulating to start with your program Presentation1 Only CPL - Affiliates don’t get insight into your sales conversion rate. If your rate is better than that of competitors, it could be less expensive to reward leads - More risk for fraud 71
    72. 72. Affiliate Marketing is very appropriate if some of the conditions below are true Demand for immediate ROI Limited budget for awareness building Focus on customer acquisition Limited product portfolio Promotion of certain types of products Strong affiliates Presentation1 72
    73. 73. Affiliate Marketing is mainly used by financial servcies, Telecom, Travel, Fashion and Retail Source: IAB report on online Ad spend, The Netherlands 2012 Presentation1 73
    74. 74. There are some risks but most of them can be mitigated if managed well Possible brand damage Not everyone wants to work on a CPS basis Risk of fraud Sales volume could be too small to be worth the effort Presentation1 74
    75. 75. Question Would you make use of affiliate marketing if you would be the ecommerce manager of Timberland? Explain why Presentation1 75
    76. 76. Digital marketing introduction Google advertising
    77. 77. Search advertising is useful to reach people with a certain intent. The Googe Display network can also be used to create awareness Awareness Make your target aware of your offer Communicate your benefit and reason to believe Involvement Increase emotional engagement before purchase Display network can help to create awareness Presentation1 Active consideration Shift up the order of consideration by facilitating favorable comparison Purchase Consumption Convert intent into action at point of purchase Improve the user experience Search advertising is more appropriate to influence consideration and purchase 77 Relationship building Make your customer feel special to improve loyalty Advocacy Stimulate recommendations
    78. 78. Google offers 2 ways to advertise Via content (the Google Display Network) Via search Google search and partners like Skynet Presentation1 Google websites and services and partner websites 78
    79. 79. Let’s explore search Presentation1 79
    80. 80. Question Over the years Google also launched a lot of new features within search advertising. Do you know which ones? Presentation1 80
    81. 81. Answer • Ad extensions. We will only discuss some of them • Product Listing Ads • Enhanced campaigns Presentation1 81
    82. 82. Sitelink extensions allow you to promote additional landing pages below your standard ad text Presentation1 82
    83. 83. Call extentions allow you to incorporate your phone number in your text ads Presentation1 83
    84. 84. Google automatically applies seller ratings if you meet their criteria • Ratings are taken from Google Shopping • At least 30 reviews within last 12 last months and a score of 3,5 stars • At least 10 reviews in the customer’s language Presentation1 84
    85. 85. Product Listing Ads allow you to include specific product information like an image, title, price, promotional message, and your store or business name Presentation1 85
    86. 86. Google launched enhanced campaigns earlier this year, one of the biggest changes in history "We want to provide the best search results for users regardless of where they are and what device they are using.― Susan Wojcicki, SVP Advertising of Google Presentation1 86
    87. 87. It enables advertisers to target people at the right time, in the right place, with the right advert and call-to-action Presentation1 87
    88. 88. Targeting is done by adjusting bids To allow advertisers to optimize mobile activity separately to desktop activity, there will be multiple bid adjustments available at keyword level -100% Bid adjustment Device Location Time Presentation1 88 +300%
    89. 89. Question A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. How should they adjust their bids? Presentation1 89
    90. 90. Answer: they could adjust their bids as follows Device Location Time Presentation1 50% higher for searches on smartphones 25% higher for people searching 500 meters away 20% lower for searches after 11am 90
    91. 91. It will no longer be possible to have separate Adwords campaigns for mobile Advertisers need to get more insights in the customer journey and multi-screen behavior of their customers Sites need to responsive Presentation1 91
    92. 92. Let’s explore the display network Presentation1 92
    93. 93. You can choose between 2 bidding options Goal: Direct response Choose for CPC Presentation1 Goal: Branding Also consider CPM 93
    94. 94. Question We marketers love to segment and target. Do you know which kind of targeting is available within the Google Display Network? Presentation1 94
    95. 95. Answer: GDN allows 7 ways of targeting Keywords Content Managed placements Pages with content that matches your keywords Websites you have selected Topics Websites that include content about specific topics Interest Users with specific interests based on websites they visit Google Presentation1 Remarketing Users who previously visited your website Demographics (beta) User Users based on inferred gender and age Auto optimization (DCO) Google automatically optimizes your targeting to find additional conversions 95
    96. 96. Digital marketing introduction SEO
    97. 97. Google is 15 years and a lot happend during that short period Presentation1 97
    98. 98. An example of the knowledge graph Presentation1 98
    99. 99. Question Can you think of some basic SEO tricks? Presentation1 99
    100. 100. Some basic tricks are On-site optimization Promote your site Smart website migration Presentation1 • • • • Focus on one or 2 keywords per page Avoid duplicate content Use descriptive, readable and short URLs Enter descriptive keywords in the alt attribute of images • Linkbuilding and linkbaiting • Create engaging content and faciliate sharing • Use 301 redirects when you launch a new website 100
    101. 101. Today we will quickly discuss the impact of the latest algorythm updates on SEO, especially the last one Presentation1 101
    102. 102. The panda update punished low quality content Q1 2011 What is it about? Lowered the ranking of low quality website How does it judge quality Focus on human quality indicators like time on site Presentation1 102
    103. 103. The penguin update punished low quality linking Q2 2012 What is it about? How does it judge quality Presentation1 Punished the sites who didn’t respect the Google guidelines Diversity of links 103
    104. 104. So do not over optimize Tip 1: good content Create good content instead over optimizing your website for keywords Tip 2: healthy linking strategy Make sure that you have a healthy linking strategy • Not too much run of site links • Different types of links • A good mix of link authority or pagerank • Evenly spread over time Presentation1 104
    105. 105. Meanwhile our world is changing fast Presentation1 105
    106. 106. The hummingbird algorythm is about better understanding your search queries Q3 2013 What is it about? Makes sense of conversational (voice) searches and understand the relationship between searches Presentation1 106
    107. 107. Google will not just look at keywords but will also understand the intent of the searcher Best restaurants BA Where to eat at BA in terminal A Website page: Best restaurants at BA Terminal A … Terminal B … Presentation1 107
    108. 108. Google stopped showing the organic keywords that drive traffic to your site. They are forcing you to look at content, not keywords Presentation1 108
    109. 109. Google is now able to understand the relationship between searches Presentation1 109
    110. 110. As a marketer you should focus on good content Conversational search Connected search Users will make longer search queries and use voice activated search more frequently Users will stop typing certain keywords as Google relates search queries to each other Less focus on keywords, more focus on content and make sure that content is accesible on multiple devices Presentation1 110
    111. 111. Remember ―The future is about things, not [keyword] strings.‖ Matt Cutts, Head of Web Spam at Google Presentation1 111
    112. 112. Digital marketing introduction RTB
    113. 113. RTB (buying via automated trading) is about buying impression per impression Presentation1 113
    114. 114. The process happens within milliseconds Presentation1 114
    115. 115. It offers some advantages You can buy impression per impression and are able to identify the right media for your audiences It’s plug and play. No time-consuming site-by-site negotiations You can optimize along the way Presentation1 115
    116. 116. There are different parties involved Presentation1 116
    117. 117. Here is the list of players active in BE You can identify both independent and agency Trading Desks Presentation1
    118. 118. About 7 Billion impressions available in Belgium • 8th in the Adform European Ranking: +7 billion impressions per month • Demand from advertisers emerging Source: Adform quarterly reports Presentation1 118
    119. 119. Facebook offers great opportunities Only 9% of the 500 biggest American companies use FBX FBX offers 3.5x MORE bidding opportunities than GDN Source: From Triggit computer graphic September 2013 Presentation1 119
    120. 120. Facebook is also the most important domain in Belgium Top 20 Domains in Belgium Presentation1 120
    121. 121. There are also different targeting possibilities • Website topics or categories • Whitelisting (placements) • Location • Language Your consumer • Device • Time of day • Remarketing Presentation1 121
    122. 122. It offers great creative possibilities like Dynamic creative optimization Presentation1 122
    123. 123. Display campaigns can be synchronized with TV commercials to increase the reach and share of voice Presentation1 123
    124. 124. Join us at our Meet & Greet! Grand Café Modeste – Wapenstraat 18 Antwerpen 03/12/2012 – 19h00 Subscribe Hope to see you there – Campus Recruitment Team Antwerp (Céline & Valérie)