Digital Expert PART 2 - Marketing Funnel
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New marketing funnel Social Graph Influencer Marketing
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Digital Expert PART 2 - Marketing Funnel
- 1. Digital Marketing Building brands with digital in the core
- 3. Digital Marketing based on books from Steven Van Belleghem www.stevenvanbelleghem.com @stevenVBE
- 5. traditional marketing funnel source: Wijs agency - Bart Dewaele
- 7. traditional marketing funnel First moment of truth Second moment of truth Stimulus
- 10. because of the amount of available information digital marketing funnel
- 11. First moment of truth Second moment of truth Zero moment of truth Stimulus digital marketing funnel
- 12. because of the amount of available information User experience gets more important (UX) digital marketing funnel
- 13. because of the amount of available information User experience gets more important (UX) Because of the WOM superpowers digital marketing funnel
- 14. because of the amount of available information Stop, creating awareness with advertising, but start providing information with content marketing digital marketing funnel
- 15. online marketing funnel because of the amount of available information Stop yelling, Start helping
- 16. what is available in your fridge? shopping list mobile version digital marketing funnel
- 17. what is available in your fridge? shopping list mobile version digital marketing funnel
- 18. because of the amount of available information So no more advertising? digital marketing funnel
- 19. because of the amount of available information So no more advertising? Change advertising into information using context. digital marketing funnel
- 20. because of the amount of available information the age of context spam advertising information less context more context digital marketing funnel
- 21. because of the amount of available information the age of context spam advertising information less context more context Demographic Segmentation Search Word Location Friends Browser history Activity (work, home, bar) … digital marketing funnel
- 22. the age of context 17h30 Potential need: location closest shop 20h00 Potential need: home delivery next week digital marketing funnel
- 23. online marketing funnel because of the amount of available information
- 24. because of the amount of available information Be present as a supplier of information in the entire complete customer journey digital marketing funnel
- 25. because of the amount of available information User experience gets more important (UX) digital marketing funnel Because of the WOM superpowers
- 26. User experience gets more important (UX) digital marketing funnel
- 27. User experience gets more important (UX) Even more important in times of social media Every physical product will have a digital counterpart There is always room for a layer of user experience. digital marketing funnel
- 28. User experience gets more important (UX) Don’t stop with building just great products! Encourage word of mouth! digital marketing funnel Because of the WOM superpowers
- 29. digital marketing funnel Because of the WOM superpowers
- 30. digital marketing funnel Because of the WOM superpowers
- 31. digital marketing funnel Because of the WOM superpowers
- 32. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules
- 33. 2001 New York
- 34. 2005 London
- 35. 2009 New York
- 36. 2014 Hawaii
- 37. 2015 Paris
- 43. 2017 #metoo
- 44. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules
- 45. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules traditional publishing
- 46. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules traditional publishing social publishing
- 47. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules traditional publishing social publishing interaction
- 48. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules 2014
- 49. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules 2014 30 minutes 779 295 retweets
- 50. 2014 digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules 30 minutes 779 295 retweets
- 51. digital marketing funnel Because of the WOM superpowers where a new communication paradigm rules 2017
- 52. the web is being rebuild around people Because of the WOM superpowers
- 53. the web is being rebuild around people Because of the WOM superpowers
- 54. the web is being rebuild around people Because of the WOM superpowers
- 55. It’s not about technology It’s about behaviour
- 56. the web is being rebuild around people understanding the social graph
- 57. 10 people you last talked to (prior to class) How do you know this person? What is your relationship to this person? (friend, family, acquaintance, someone you work with, …) Who introduced you to this person? Who introduced you to the person that introduced you to that person?
- 58. Draw each person name on a piece of paper (spread them out over the paper) Draw a direct line between each person if they know each other Draw a directional arrow between you and person B if you introduced person A to person B example: I introduced mom (A) to my wife (B) Write down any social object you have in common with that person example:me andJohn (my best friend) have zombie movies in common Mark that person, you think, is more important for spreading NEW information to as many people as possible Can we connect different networks?
- 59. Jacob L. Moreno Society is a structure of interpersonal ties Sociometry Because of the WOM superpowers
- 60. is the mapping of everybody how they are related, and how they interact the social graph Because of the WOM superpowers
- 61. we live in a networked society the social graph 1 Because of the WOM superpowers
- 62. we can have multiple groups of friends the social graph 2 Because of the WOM superpowers
- 63. Because of the WOM superpowers
- 64. Because of the WOM superpowers
- 65. Because of the WOM superpowers
- 66. Because of the WOM superpowers
- 67. Because of the WOM superpowers
- 68. Because of the WOM superpowers
- 69. Because of the WOM superpowers
- 70. Because of the WOM superpowers
- 71. Because of the WOM superpowers
- 72. Because of the WOM superpowers
- 73. 5
- 74. 3
- 75. Because of the WOM superpowers
- 76. 150
- 77. Because of the WOM superpowers
- 78. …
- 79. 5 Because of the WOM superpowers
- 80. Because of the WOM superpowers
- 82. Because of the WOM superpowers
- 83. Because of the WOM superpowers
- 84. Because of the WOM superpowers
- 85. Because of the WOM superpowers
- 86. Because of the WOM superpowers
- 87. Because of the WOM superpowers
- 88. Because of the WOM superpowers
- 89. Because of the WOM superpowers
- 90. 1 to 1 Because of the WOM superpowers
- 91. Because of the WOM superpowers
- 92. 1 to 1 to manyBecause of the WOM superpowers
- 93. Because of the WOM superpowers
- 94. Because of the WOM superpowers
- 95. Because of the WOM superpowers
- 96. Because of the WOM superpowers
- 97. (1 to 1 to many)n Because of the WOM superpowers
- 98. Because of the WOM superpowers #jesuischarlie
- 99. stimulate sharing digital marketing funnel Because of the WOM superpowers
- 100. stimulate sharing digital marketing funnel Because of the WOM superpowers
- 101. stimulate sharing digital marketing funnel Because of the WOM superpowers
- 102. WoM=using the network of your fans as a channel WoM leads to awareness WoM leads to consideration digital marketing funnel Because of the WOM superpowers
- 103. digital marketing funnel importance of influence Because of the WOM superpowers
- 104. digital marketing funnel importance of influence 90% of customers trust peer recommendations. (nielsen, 2016) 33% of customers trust ads. (nielsen, 2016) Because of the WOM superpowers
- 105. digital marketing funnel importance of influence Reach Relevance Resonance An Influencer has the ability to change behaviors or impact purchase decisions in a given context.
- 106. digital marketing funnel importance of influence Reach Relevance Resonance Influencer Marketing aims to harness the influence of key individuals on the social web to meet business goals by building mutually beneficial relationships
- 107. digital marketing funnel importance of influence Reach Relevance Resonance81% of marketeers says influencer marketing to be effective (e-consultancy, 2016)
- 108. digital marketing funnel importance of influence Resonance Relevance Reach Because of the WOM superpowers
- 109. digital marketing funnel importance of influence Reach Relevance Resonance Popularity Proximity Goodwill Authority Trust Affinity Frequency Period Amplitude Because of the WOM superpowers
- 110. digital marketing funnel importance of influence Because of the WOM superpowers
- 111. new marketing funnel importance of influence Because of the WOM superpowers
- 112. new marketing funnel importance of influence Because of the WOM superpowers
- 113. digital marketing funnel importance of influence Reach Relevance Resonance Popularity Proximity Goodwill Authority Trust Affinity Frequency Period Amplitude Because of the WOM superpowers
- 114. digital marketing funnel importance of influence
- 115. new marketing funnel importance of influence
- 116. digital marketing funnel importance of influence Reach Relevance Resonance Popularity Proximity Goodwill Authority Trust Affinity Frequency Period Amplitude Because of the WOM superpowers
- 117. digital marketing funnel importance of influence Because of the WOM superpowerssocial influencers
- 118. digital marketing funnel importance of influence GOAL: Promote latest Adidas Woman Line Because of the WOM superpowers
- 119. digital marketing funnel importance of influence GOAL: Promote latest Adidas Woman Line INFLUENCER CAMPAIGN: 6 female instagram stars playing a game of tennis with legend Steffie Graph WHEN: During olympic games 2016 Because of the WOM superpowers
- 120. digital marketing funnel importance of influence
- 121. digital marketing funnel importance of influence social influencers
- 122. digital marketing funnel importance of influence Because of the WOM superpowerssocial influencers
- 123. digital marketing funnel importance of influence ADIDAS tags in the post ADIDAS tags in the post
- 124. digital marketing funnel importance of influence ADIDAS tags in the post Because of the WOM superpowers
- 125. digital marketing funnel importance of influence 1.6 mio engagements Because of the WOM superpowers social influencers
- 126. digital marketing funnel importance of influence GOAL: Opening new flagship store in Berlin + Launch of Caro_e collection Because of the WOM superpowers
- 127. digital marketing funnel importance of influence micro- influencers
- 128. digital marketing funnel importance of influence micro- influencers
- 129. digital marketing funnel importance of influence micro- influencers
- 130. digital marketing funnel importance of influence micro- influencers Because of the WOM superpowersmacro- influencers mega- influencers 500 > 10 000 followers 10 000 > 1 mio followers > 1 mio followers
- 131. digital marketing funnel importance of influence Because of the WOM superpowers
- 132. digital marketing funnel importance of influence Because of the WOM superpowers
- 133. c Celebreties Publishers Fans Friends Bieber Blogger Customer Mom Co-worker Vendor (girl)friend digital marketing funnel importance of influence
- 135. digital marketing funnel importance of influence Take back your network scheme Which person is more important for spreading NEW information to as many people as possible (spread them out over the paper)
- 136. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers
- 137. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers
- 138. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers Connected through strong ties
- 139. digital marketing funnel Strength of the weak ties Because of the WOM superpowers Connected through strong ties c Connected through weak ties
- 140. influence what we buy connects information Because of the WOM superpowers Strength of the weak ties
- 141. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers Mary
- 142. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers Mary Trusted friends
- 143. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers Mary Trusted friends Experts
- 144. digital marketing funnel importance of influence Strength of the weak ties Because of the WOM superpowers Mary Trusted friends Experts
- 145. digital marketing funnel importance of influence Because of the WOM superpowers
- 146. digital marketing funnel importance of influence Because of the WOM superpowers Yes!No Plans 86% 14% 19% First year
- 147. Understand the digital customer journey! Don’t be a conversion nerd. digital marketing funnel
- 148. Conversion is important Understand the digital customer journey! Don’t be a conversion nerd. digital marketing funnel
- 149. Conversion is important… Understand the digital customer journey! Don’t be a conversion nerd. …but is influenced by the full customer journey digital marketing funnel
- 150. new marketing funnel awareness consideration purchase PR Word of mouth Online ads Email PPC Media Attention Intrest Desire Action Acquisition
- 151. new marketing funnel awareness consideration purchase PR Word of mouth Online ads Email PPC Media Attention Intrest Desire Action Acquisition Retention New Acquisition flipping the funnel Acknow- ledgement Dialogue Incentive Activate
- 152. the loop principle new marketing funnel