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Electrical Industry update: 2014 Online marketing-trends-DACH

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Update on the Electrical Industry: Trends in the Online Marketing 2013

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Electrical Industry update: 2014 Online marketing-trends-DACH

  1. 1. Was kommt: Online Marketing Trends 2014 Sasbach, 5./6.November 2013 | © Voltimum GmbH
  2. 2. Top 5 Marketing Trends 2014 2
  3. 3. Top 5 Marketing Trends 2014 Top 5 Marketing Trends 2014 1. 2. 3. 4. 5. Inbound Marketing Mobile Marketing Communities/Social Media Video-Communication Conversion Marketing 3
  4. 4. 1. Inbound Marketing ■ Auf unseren vergangenen Treffen hatten wir diese MarketingMegatrends in der Tiefe beleuchtet Content Marketing Mobile StoryTelling Social Media Appification 4
  5. 5. 1. Inbound Marketing Content Marketing Mobile StoryTelling Social Media Appification 5
  6. 6. 1. Inbound Marketing Locken Suchen - Interaktiv - Kompetent - Wertig - Infotainment - Einbahn - Laut - Werbend - Autoritär 6
  7. 7. 1. Inbound Marketing ■ Erfolg als Marketing-Mix aus Inbound und Outbound 7
  8. 8. 2. Mobile Marketing Zeitgeist - Jederzeit - Überall - Spontan - Kommunizieren - Informieren - Liken - Weitersagen - Kaufen 8
  9. 9. 2. Mobile Marketing Mobile Marketing Themen heute Mobile Marketing Themen morgen ■ Responsive Design ■ Second Screen Inhalte ■ Online-Offline Vernetzung via QR-Codes ■ Location-based Services ■ Geo-targeting / Geo-couponing ■ Mobiler Preisvergleich (B2C) 9
  10. 10. 3. Communities / Social Media ■ Nutzer suchen Teilhabe an Gemeinschaften 10
  11. 11. 3. Communities / Social Media ■ Social Media bleibt Trendthema und erobert insbesondere kleine und mittlere Unternehmen 11
  12. 12. 3. Communities / Social Media ■ Akzeptanz im Management steigt weiter ■ Hands-on Ansatz die Regel Quelle: Social Media Delphi Studie 2012, Uni Leipzig 12
  13. 13. 3. Communities / Social Media ■ Social-Media-Budgets und Ressourcen steigen Quelle: Social Media Delphi Studie 2012, Uni Leipzig 13
  14. 14. 3. Communities / Social Media ■ Budgetfokus sind Inhalte, Konzeption und strategische Entwicklung Quelle: Social Media Delphi Studie 2012, Uni Leipzig 14
  15. 15. 4. Video-Kommunikation ■ Erfolgsfaktoren Video-Kommunikation und Video-Werbung ■ Schneller geteilt ■ Spannender ■ Überzeugender ■ Flexibler und lehrreicher 15
  16. 16. 4. Video-Kommunikation ■ Marktführer You Tube, aber auch neue Formate wie Vine (6 sec Videos) boomen ■ Ein eigener You Tube Kanal wird zum zentralen Content Marketing Tool ■ Ergänzend dazu Chancen der Video-Werbung ■ Kosten erst bei vollständiger Betrachtung ■ Cost-per-View, Cost-per-Day oder Auktion ■ Targeting: Keywords, Lokal, Demografie, Themen ■ Einschränkungen: Budget, Maximalanzeige ■ You Tube Werbeformate ■ In-Search / In-Display (Video-Anzeige im Suchblock) ■ In-Stream (Vorgeschaltete-Spots, Abbruch nach 5 sec möglich) 16
  17. 17. 5. Conversion Marketing - Monitoring - Optimierung - Fokussierung Customer 17
  18. 18. 5. Conversion Marketing Lead Management Vernetzte Marketing + Sales Touchpoints 18
  19. 19. 5. Conversion Marketing Konversion vom Walk-in zum Promoter Customer Lifetime Value statt Cost-per-Click oder Cost-perMille 19
  20. 20. Die Digitalisierung geht weiter … 20
  21. 21. Vielen Dank! Voltimum GmbH Kurfürstenanlage 3 69115 Heidelberg www.voltimum.de Volker Klein Marketing Manager Deutschland/Österreich/Schweiz volker.klein@voltimum.com Fon: +49 6221 58987-50 Fax: +49 6221 58987-11 November2013 © Voltimum GmbH

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