Digital Marketing as a stand alone? You're Crazy!

1. Ghent, November 23, 2016
“Digital Marketing as a standalone?
You’re crazy!”
Filip Vandegehuchte, Thomas Peeters & Eline Van Hollebeke

2. 1. Introduction 5’
2. THoM’ster class 60’
Digital Marketing as a stand alone?
You’re crazy!
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 2nd THoM’ster class!

3. The House of Marketing as proud member of Quanteus Group

4. The House of Marketing as proud member of Quanteus Group

5. Our team projects combine a mix of
competences with varying involvement
in function of the
project stage
We work on exciting client projects –
in team or individual placement set-up
Our individual placements are
supported by the THoM organizational
structure
Tailored mix of:
Strategic marketing
Project management
Domain expertise
Consultant support
Core team set-up
YOU
Counselor
&
mentor
All other consultants
Knowledge base of The
House of Marketing

6. ICT & Media
Utilities &
Resources
Health Care &
Public Sector
We have clients from many different sectors
Consumer
Goods & Retail
Finance,
Insurance &
Other services
Transport &
Logistics

7. 3 Master Classes on 3 different marketing topics
Guiding you through the complete customer life cycle
Incl. real life cases from our THoM consultants
THoMers share a passion for marketing, and now it’s time to
share some of it with you

8. 1. Introduction 5’
2. THoM’ster class 60’
Digital Marketing as a stand alone?
You’re crazy!
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 2nd THoM’ster class!

9. 9
Why Digital?

10. 10
BACK TO THE START…
Why are we all talking about
digital & digital transformations?!

11. 11
Remember the industrial revolution ?

12. 12
What happened in 2011?

13. 13
DIGITAL.
It’s not about technology.
It’s about changed behaviour.

14. 14
This is your life

15. Our behaviour changed.
Induced by technology, we changed
our way of living.

16. Today, information
is always, anywhere and frictionless
available.

17. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
BRANDING CONTENT MARKETING
BRANDING
PUSH PULL
Which changes
the way consumers interact
with brands…

18. The research phase
became bigger!
BEFORE AFTER
The use becomes
more important
because sharing has
become more
important too
…and puts
the emphasis on every
step of the funnel.

19. Well euh...
So what do I do now?

20. Everyone is “going digital”, but
what does that mean?

21. Digital isn’t an objective, it’s a strategy
(towards an objective)

22. 22
WHY is digital such a complex strategy?

23. There is a confusingly big amount of
players, that continuously change their
confusing proposition...

24. Digital has the power to bullshit

25. Digital plans are often targeted to specific
audiences – and therefore less visible or tangible
for the broad audience

26. Digital changes so fast ...
That you sometimes need to let go of
proven ROI

27. 27
There are 6 important commandements

28. 28
1. Marketing starts with great insights...

29. 29
2. As it has become an intrinsic part of marketing you
could say that ‘digital marketing’ is dead

30. 30
Source: McKinsey
3. Every marketer should have a deep
understanding of the Consumer Decision Journey

31. 31
CONSIDER CLOSE CONTINUE
Awareness Perception Recruitment
Loyalty &
Advocacy
PURCHASE
Trial & Promo
Customer
Journey
Aim
Channels
CATCH
4. And know which channels can be used in which phase
of the journey.

32. 5. Measurement is key!

33. 33
6. And you should act as a growth hacker

34. 34
Where to start building your strategy?

35. When defining relevant themes, don’t just think about your
brand, think about your audience in the first place.
• What are their interests and passions?
• What are their problems and worries?
• What kind of person do they want to be?
• In which topics are they interested?
• Where does your brand stand for?
• What are the key messages that you
want to bring from a product & brand
perspective?
Relevant
Content
Themes

36. • Baby Care
• Tips & Tricks
• Baby education
• Budget Management
• Health
• Perfect mom
• Mom’s friend
• High Quality at a fair price
Mom’s life hacks
How to…
Education topics
Emotional
Topics
EXAMPLE
When defining relevant themes, don’t just think about your brand,
think about your audience in the first place.

37. Determine how you will generate value and define your
core messages and tone of voice
Inspire
Inspire the audience with
emotional and relevant
stories
Educate/ InformEntertain
Educate the audience with
useful information
Entertain the audience by
surprising them, making them
laugh or sharing spectacular
content
There are 3 main ways to add value via content
Surveys, interactive game, virals,
quizzes and even branded videos
how-to articles, e-books,
podcasts or even infographics
Forums, reviews, influencers and
testimonials

38. Determine how you will generate value and define your
core messages and tone of voice
This will help you define your core messages and tone of voice
• Define your core messages
• Decide who you are: friendly, direct, confident, vibrant.... It should feel natural to your brand and organization.
• Use your tone of voice to differentiate: you can stand out based on how you say what you say.
• Tune your tone of voice for each audience. How you talk on Facebook vs. an eBook will be different. You should go for consistent
variety

39. Determine how you will generate content: create,
collaborate and/or curate
Create Collaborate Curate
Select and discuss content from
others instead of creating the
content yourself.
Set-up your own team to create
content. This job is typically done in
close cooperation with your social
agency.
Work together with agencies,
consumers or bloggers to create
content.

40. Determine how you will generate content: create,
collaborate and/or curate
Create
Set-up your own team to create content. This job is typically done in close
cooperation with your social agency.

41. Determine how you will generate content: create, collaborate and/or
curate
41
Collaborate Work together with agencies, consumers or bloggers to create content.
TRIANGL: Not using any paid media Samsung: user & influencer generated content

42. Determine how you will generate content: create,
collaborate and/or curate
Curate Select and discuss content from others instead of creating the content yourself.
Microsoft News Pro: Customize your newsfeed with business articles from different sources and agencies

43. HERO
HUB
HYGIENE
What content do you want to PUSH to a big, broad audience?
What would be your Super Bowl moment? A brand may have
only a few hero moments in a year.
PUSH
Regularly scheduled ‘push’ content designed for your
prime prospect, to give a fresh perspective on your
target’s passion points.
PUSH
What is your audience actively searching for
regarding your brand or industry?
Ex.: Product tuto’s, how-to-video’s, ... Answers to
questions.
Always on – PULL
Define the mix between Hygiene, Hero and Hub content

44. Define the mix between Hygiene, Hero and Hub content
Role Mix

45. Hero: major advertising initiatives that reach a wide
audience

46. Hub: regularly released videos tailored to customers’
passions and interests

47. Hygiene: consisting of the “always on” videos optimized
to address potential consumer interests

48. Recap: how to start building a digital strategy?
48
• Collect data on
target group from
research
• Fill-out the 5 Ws of
your target group
• Describe a typical
day of your target
group
• Describe the target
group from a user
and context
perspective
• Determine digital
advertising,
activation and
content strategy
• Select most
relevant channels
• Define key KPIs
and targets
• Brief your creative
and media agency
to challenge your
overall strategy and
to translate it into a
detailed plan
• Monitor the KPIs
• Monitor the
performance of your
agency
• Adapt plan
Describe digital
target group &
determine
connection
moments
Develop digital
strategy
Create detailed
planning
Monitor and
improve
432
Recap your jobs
to be done
1 5
• Recap the strategic
jobs to be done &
outline the key
activities /
objectives that you
have determined in
your brand planning
process

49. Case

51. 51
Key questions
Company: Activade is a latecomer to the energy-drink market, it has
caught up nicely with the segment in the mid 2000’s.
Positioning: Activade management staff tried to differentiate its
products in the professional sports segment, only to find itself out-
marketed by larger competitors with deeper pockets who had invested
decades worth of brand dollars in traditional media.
Challenge: Activade Pure is new positioned as a daily drink for women,
and management hopes this will lead to higher sales .
Context
Your objective is to launch the product with a full-blown
convergent yet digital-first campaign
Activade is reviewing its digital strategy and
needs support from The House of Marketing

52. Recap your jobs to be done & target audience
52
Recap your
jobs to be done
1
• Launch Activate Pure in your core markets
• Use a digital-first campaign
• Lift overall brand awareness within target audience
• Management expects a halo effect for the other brands
Describe
digital target
group
2
• Lucrative female 25-44 audience
• For those who want to be ‘mentally & physically active with a zest
for life’
• The modern, urban-active explorer
• Light and social sports
• Positioned as a daily drink to complement a healthy diet (as
increasing usage frequency is key)
• Keep yourself ‘topped’ up throughout the day with everything you
need to feel at your best

53. 53
About the product family
ACTIVADE ORIGINAL
• Launched mid 2000´s
• Energy drink targeting 16-24 year olds
• “An energy boost when you need it”
• Clean-cut image (popular with sporty teens)
• No.3 in the energy drink market, but in decline
• Seen as not differentiated enough vs. rivals & trailing in top-of mind
awareness
• Usage irregular (e.g. before/after sports, going out to meet friends)
ACTIVADE PRO
• Launched 2010, focused on pro-athletes to build credibility
• “The science of energy & nutrition”
• Very niche following (mainly in sports not heavily targeted by either the
Powerade or Lucozade offerings)
• Big in pro hockey & pro netball
• Remains just 2% sales
• However, this product has had a halo effect on perception of some Activade
brand attributes +30% increase in “used by sports people”
• +20% increase in “has healthy, nutritious ingredients”

54. 1. Introduction 5’
2. THoM’ster class 60’
Digital Marketing as a stand alone?
You’re crazy!
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 2nd THoM’ster class!

55. We are looking for (digital) Marketers
Down-to-earth
Master
degree
Trilingual
(FR/NL/EN)
Driving
license
In line with
THoM
values
Tech
savvy

56. Lucas is working as a
Junior Project Manager
for a retail bank
Lise is working as a
Junior Brand Manager
for a FMCG brand
Laetitia is working as a
Brand Manager
for a beverage company
Inge is working as a
Consultant on
Marketing Automation
for a large retail bank
Maxime is working as a
Social Media Manager
for a utilities company
Niels is working as a
Digital Marketer
In the automotive sector
Chloé is working as a
Project Manager travel retail
for a luxury brand
Karel is working as a
Retail Marketer
for a telco company
No two assignments are the same at The House of Marketing

57. 57
Mission statement of The House of Marketing

58. Internal trainings
What does it look like, working at The House of Marketing

59.  Nurturing environment
 Continuous development program (trainings and coaching)
Challenging internal and external projects in a consulting firm with an
outstanding reputation in the marketing community
 Engaging and reliable colleagues
 Competitive salary
 Company car, fuel card
 Laptop, comprehensive phone plan
 Group & hospitalization insurance
 20+6 holidays
What can you expect from The House of Marketing?

60. STEP 3STEP 2STEP 1
From graduate to… marketing consultant?
21th of February 2016 September 2016
1. CV
2. Cover letter
3. One-page paper
Case day! Start your career
at THoM

61. Guidelines:
 1-pager
 In English
 KPIs: Structure – Creativity – To the point – Marketing savv
Show us how passionate you are about marketing in your POV!

62. Want to be part of the 2017 prom?
You? You?
You?
 Yes!
Great! Find out more about our
recruitment process in our booklet
 I’m not sure yet…
Don’t hesitate to ask all your
questions to the THoMers

63. 1. Introduction 5’
2. THoM’ster class 60’
Digital Marketing as a stand alone?
You’re crazy!
3. Applying for and working at THoM 15’
4. Internship at The House of Marketing 5’
Welcome to our 2nd THoM’ster class!

64. The House of Marketing has the internship for you!

65. For a creative multitasker with
a go-getter attitude
For a (digital) content freak with a soft
spot for branding & communication
For an equilibrist; in touch with his geeky
analyst side as well as
with his inner storyteller
MARKETING GENIUS 2017 YEARLY MARKETING SURVEY 2017
CONTENT MARKETING, AUTOMATION
& REBRANDING
For a conceptualist that enjoys a ride on
the full customer journey
OMNI-CHANNEL & E-COMMERCE
SERVICE LINE

66. From day one I got immersed in the marketing world and
challenging projects! The amount of responsibility combined with
a vibrant environment where all colleagues breathe & eat
marketing is very inspiring and encourages to give your best every
day. I had the chance to contribute to client projects in different
sectors, co-organize a marketing event and meet lots of
interesting people.
This internship was the perfect bridge between my studies and my
professional career. And lucky for me I could stick around since I
started as a Junior Consultant afterwards!
Lucas De Dycker
Why should you go for an internship according to Lucas
Interested? Go to thehouseofmarketing.be/join-us and apply

67. Thank you for your attention!
(and now it’s time for a drink...)