2020 EU Virus hackaton presentation

1. 1

2. ABOUT ME
Edit Ditte Szabó
CEO @Kider & Digital
Marketing Evangelist
(editditte@gmail.com)
10+ YEARS
EXPERIENCE IN
DIGITAL
MARKETING
7+ YEARS
PRACTICE AS
TRAINER AND
PRESENTERForbes 30 under 30
CX Network 30/30

3. There is no silver
bullet in marketing
(either).

5. You have a marketing budget of $1000 and 10 articles that you are going
to promote.
• Traditional way: $100 to each article, an even spread, ‘maximising’ the
promotion for each one.
• Growth Hacking: only put $10 onto each article, and the one or two that
gain the most traction should get the remaining $900 split between
them.
WHAT’S GOING WELL – CAN GO VIRAL!

6. Target
Buyer Persona
STEP 03
Goals
short term (3m)
mid-term (6-9m)
STEP 04
External Analysis
Market
Competitors
STEP
01
Internal Analysis
Branding
Channels
Actions
STEP 02
Actions
short term
mid-term
STEP 07
Strategy
short term
mid-term
STEP
05
Channels
short term
mid-term
STEP 06 STEP 07
Measurement
And Optimisation

7. TAM
SAM
SOM
– Total Addressable Market
– Serviceable Available Market
– Serviceable Obtainable Market
SIZE DOES MATTER: HOW TO MEASURE IT?

8. 1. Identify the data you need.
2. Search reports and studies of the sector that contain the data you are
looking for.
3. Collect data and statistics from the sector (number of users, average
ticket, growth, average recurrence, billing in other countries, etc.).
4. Cross some data to get the one you are looking for.
5. Factorize to get an approximation to your data through data from
other sectors or markets.
STEPS TO MEASURE THE SIZE OF THE MARKET

9. ❖ Who buys?
❖ What do they want/need to buy?
❖ How do they buy?
❖ Where do they buy?
❖ When do they buy?
❖ Why do they buy?
QUESTIONS YOU NEED TO ANSWER…

10. Promotion
Promotion
Product
Price
Place
Promotion
Awareness
Consideration
Conversion
Loyalty
GOALS MARKETING MIX
Long term
Short / Medium
term
Short term
Long term
TERM RESULTS
THE GOALS YOU SHOUD CONSIDER

11. • Your offer: What you will sell? – Elevator pitch
• Your value proposition: Why people would buy it?
• Your vision: Where you see your business in 5-10 years time?
• Your mission: Why you come to work every day (what to do to
achieve your vision)?
Start with WHY? Simon Sinek:
https://www.youtube.com/watch?v=IPYeCltXpxw
THE OWERALL STRATEGY

12. CONTENT
ANALYTICS
(MARKETING) DATABASE
DIGITAL ADS SOCIAL MEDIA
OWNED CHANNEL MANAGEMENT
PAID EARNED OWNED
MARKETING AUTOMATION
DSP
PUBLISHERS
SEARCH
ONLINETV
MOBILEADS
BLOGS
REVIEWS
FBGROUPS
FORUMS
COMMUNITIES
SOCIALADS
WEBSITE
WEBSHOP
EMAIL
MOBILE
BLOG
SOCIALMEDIA
AMBASSADOR
THE CHANNELS YOU SHOUD THINK ABOUT

13. THE COST OF EACH ACTION
Benchmarks ER CTR CONV
PR artickle 1% 0,20%
Display channel 0,10%
Facebook post (organic) 2% 0,45%
Instagram post (organic) 23% 0,35%
Facebook video 4% 0,56%
YouTube video 9% 2%
Newsletter 25% 5%
Instagram story reach 11% 1,20%
Instagram ads 0,70%
Facebook ads 0,90% 2,56%
Google Search 3,17% 3,75%
Google Display 0,46% 0,77%
Organic/ Direct 5%
ER: Engagement Rate, CTR: Click Through Rate, Conv: Conversion Rate
• Customer Acquisition Cost or
Cost of Sales: The total cost of
having a paying customer or user
• You have to know which is the most
effective channel or channel
combination
• If you end up spending 300 Euros
for a customer and invoice only 100
Euros, you’re doing something
wrong!
More details and sources:
• https://www.smartinsights.com/internet-
advertising/internet-advertising-
analytics/display-advertising-clickthrough-
rates/
• https://www.wordstream.com/blog/ws/201
7/02/28/facebook-advertising-benchmarks
• https://www.webstrategiesinc.com/blog/w
hat-is-a-good-marketing-roi

14. short-term, 3 months mid-term, 9-12 months
Acquisition Cost
Time
Low
High
SEM
SEM
SEO
SEOPR PR
Influencers
email email
Display
Social (free)
Social (paid)
Social (paid)
To start and validate the first assumptions, startups usually start with PPC channels, accepting higher
acquisition costs (CAC), then refine the activities, introduce new, enhance the brand and lower the CAC.
(Source: Demium Startups)
Social (free)
MARKETING ACTIONS IN LINE

15. Co-
Marketing
(CSM)
‘A’ Brand ‘B’ Brand
CUSTOMER
SHARING
MECHANISM

16. CASE STUDIES
– GREAT
EXAMPLES

17. • Start with small and distributed campaigns (website/ landing page,
social media, PPC, PR, …)
• Analyse results at least two times a day (group work)
• Change every second day (…or when you have enough data)
• After a month, analyse the results and optimize based on that
• Boost!
THE BEAUTY OF TRY-AND-ERROR

18. IT’S DIFFERENT FOR EVERYONE, BUT:
• A website is a MUST, even if it’s just a landing page
• Social Media marketing is inexpensive but needs a Community Manager!
• Video can be effective, but be careful with the quality
• Pay Per Click campaigns can be important at the beginning, but it won’t solve your problems
• Finding Influencers (Thought Leaders) who will blog/Tweet/talk… about your brand is crucial
• I personally love PR, because it is underutilized and you can get good results relatively cheap
(although bad PR, review or analyst article can ruin your company in a heartbeat)
• Events are misleading. They are expensive and yield low results. There are government subsidies
to finance event participation, though…
• Find your partners in crime!
THERE IS NO GENERAL RULE TO FOLLOW

19. ANY QUESTIONS?

20. WORK
SMARTER, NOT
HARDER!