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LIVErtising 2016 complete slideshare

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This is the complete deck of slides used in my Master course on digital marketing communication at IHECS, Brussels, in 2016. It contains eleven chapters, respectively
1. Bring the Love Back
2. Are Traditional Media Dead?
3. Mapping the Journey
4. From Listening to Insights
5. Digital is NOT a channel
6. The Internet's Big Bang
7. The Digital Advertising ecosystem
8. Webdesign: Draper and Nerd
9. Social Media Marketing
10. Display
11. Search
I have provided the links to all videos, also viewable on https://goo.gl/p1p9gi
Get more from the course website LIVErtising.net and Twitter handle @LIVErtising.
I'd be grateful for comments or suggestions, shares and encouragement!

Published in: Marketing
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LIVErtising 2016 complete slideshare

  1. 1. LIVErtising.NET IHECS 2015-16 # Issues in Marketing Communication 1
  2. 2. LIVErtising.NET IHECS 2015-16 2 https://youtu.be/ D3qltEtl7H8? list=PLJKL6MvJR- AQAaQVzeFXIXsawMvm ZBAsZ
  3. 3. LIVErtising.NET IHECS 2015-16 3 talking dialogue listening genuine
  4. 4. LIVErtising.NET IHECS 2015-16 4 billboard coupons print campaign 28 to 34, modest disposable income
  5. 5. LIVErtising.NET IHECS 2015-16 5 14% of people trust ads 78%of people trust recommendations
  6. 6. LIVErtising.NET IHECS 2015-16 6
  7. 7. LIVErtising.NET IHECS 2015-16 7 14% of people trust ads 78%of people trust recommendations
  8. 8. LIVErtising.NET IHECS 2015-16 8
  9. 9. LIVErtising.NET IHECS 2015-16 9 They also show the highest levels of trust in 18 of 19 advertising formats/ channels, including TV, newspapers and magazines (…)
  10. 10. LIVErtising.NET IHECS 2015-16 10 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/global-trust-in-advertising-report-sept-2015.pdf
  11. 11. LIVErtising.NET IHECS 2015-16 11
  12. 12. LIVErtising.NET IHECS 2015-16 # Bring the LOVE back 1 Issues in marketing COMMUNICATION
  13. 13. LIVErtising.NET IHECS 2015-16 14
  14. 14. Students averaged 72 percent on questions after note-restructuring activity, whereas they averaged 61 percent for other weeks. That’s 11 raw percentage points. http://www.facultyfocus.com/articles/teaching-and-learning/students-taking-notes/
  15. 15. LIVErtising.NET IHECS 2015-16 16 #LIVErtising
  16. 16. LIVErtising.NET IHECS 2015-16 # Bring the LOVE back 1 From communication to CONVERSATIONS
  17. 17. LIVErtising.NET IHECS 2015-16 18
  18. 18. LIVErtising.NET IHECS 2015-16 19 https://youtu.be/ kNxgxF-7SfA? list=PLJKL6MvJR- AQAaQVzeFXIXsawM vmZBAsZ
  19. 19. LIVErtising.NET IHECS 2015-16 20
  20. 20. LIVErtising.NET IHECS 2015-16 21
  21. 21. LIVErtising.NET IHECS 2015-16 22 brand bashing hashtag-hijacking
  22. 22. LIVErtising.NET IHECS 2015-16 23
  23. 23. LIVErtising.NET IHECS 2015-16 UGC 24
  24. 24. LIVErtising.NET IHECS 2015-16 25
  25. 25. LIVErtising.NET IHECS 2015-16 26
  26. 26. LIVErtising.NET IHECS 2015-16 27
  27. 27. LIVErtising.NET IHECS 2015-16 28
  28. 28. LIVErtising.NET IHECS 2015-16 30
  29. 29. LIVErtising.NET IHECS 2015-16 31 12$ 2.6M$ 13 #5 2 #1
  30. 30. LIVErtising.NET IHECS 2015-16 http://susanetlinger.files.wordpress.com/2014/02/screen-shot-2014-02-03-at-2-16-03-pm.png 32
  31. 31. LIVErtising.NET IHECS 2015-16 33
  32. 32. LIVErtising.NET IHECS 2015-16 34 https://www.marketingtechblog.com/perscio-analysis-super-bowl-xlix/
  33. 33. LIVErtising.NET IHECS 2015-16 35 How?
  34. 34. LIVErtising.NET IHECS 2015-16 36 https://youtu.be/NUGjtR8-Mn0?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  35. 35. engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers. Tara Hunt - TheWhuffie Factor
  36. 36. LIVErtising.NET IHECS 2015-16 38
  37. 37. LIVErtising.NET IHECS 2015-16 39
  38. 38. LIVErtising.NET IHECS 2015-16 40
  39. 39. LIVErtising.NET IHECS 2015-16 41
  40. 40. LIVErtising.NET IHECS 2015-16 42
  41. 41. LIVErtising.NET IHECS 2015-16 43
  42. 42. LIVErtising.NET IHECS 2015-16 44
  43. 43. LIVErtising.NET IHECS 2015-16 45
  44. 44. LIVErtising.NET IHECS 2015-16 Integrity Engagement Products Purpose Operations 55% 54% 49% 43% 37%
  45. 45. LIVErtising.NET IHECS 2015-16 47
  46. 46. LIVErtising.NET IHECS 2015-16 48 Really?
  47. 47. LIVErtising.NET IHECS 2015-16 49 Integrity Engagement Products Purpose Operations 55% 54% 49% 43% 37% -23 -23 -15 -15 -9
  48. 48. engagement is about creating a deeper level of interaction between yourself and your readers as well as between your readers and other readers. Tara Hunt - TheWhuffie Factor
  49. 49. LIVErtising.NET IHECS 2015-16 51 AmplifyInteractBuild Launch your page Respond to fans & anyone Get shares Build a fan base Publish to fans Listen to fans & anyone Get WOM
  50. 50. LIVErtising.NET IHECS 2015-16 52
  51. 51. LIVErtising.NET IHECS 2015-16 53 Build Interact Amplify
  52. 52. LIVErtising.NET IHECS 2015-16 Embeds 54
  53. 53. LIVErtising.NET IHECS 2015-16 55 • As individuals • Based on what they do • Continuously over time • Directed towards an outcome • Everywhere they are • Fast as digital • Giving measurable impact http://whitepapers.venturebeat.com/content41677
  54. 54. LIVErtising.NET IHECS 2015-16 56
  55. 55. LIVErtising.NET IHECS 2015-16 57
  56. 56. LIVErtising.NET IHECS 2015-16 58
  57. 57. LIVErtising.NET IHECS 2015-16 59
  58. 58. LIVErtising.NET IHECS 2015-16 60 “I work for an awesome company that makes news videos. I have put my life into this job, but my boss says quantity, speed and views are what is most important. Marina Shifrin
  59. 59. LIVErtising.NET IHECS 2015-16 61
  60. 60. LIVErtising.NET IHECS 2015-16 62
  61. 61. LIVErtising.NET IHECS 2015-16 63 The contents that constitute your brand
  62. 62. LIVErtising.NET IHECS 2015-16 64 3 2 1
  63. 63. LIVErtising.NET IHECS 2015-16 65
  64. 64. LIVErtising.NET IHECS 2015-16 66 1 2 3 4
  65. 65. LIVErtising.NET IHECS 2015-16 67
  66. 66. LIVErtising.NET IHECS 2015-16 68
  67. 67. LIVErtising.NET IHECS 2015-16 69 #LIVErtising
  68. 68. LIVErtising.NET IHECS 2015-16 # Are traditional media DEAD? 2 LIVErtising 16.2
  69. 69. LIVE 16.2 From BROADcast to UNIcast The digitisation of TV Advertising? 71
  70. 70. LIVErtising.NET IHECS 2015-16 72
  71. 71. LIVErtising.NET IHECS 2015-16 73 From BROADcast to UNIcast
  72. 72. LIVErtising.NET IHECS 2015-16 74 1927 Growing audiences phase 1 phase 2 phase 3 1970 2013-30 Fragmenting audiences Discovering audiences
  73. 73. http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV
  74. 74. LIVErtising.NET IHECS 2015-16 76 https://youtu.be/ d-2XyBD1ego? list=PLJKL6MvJR- AQAaQVzeFXIXsawMv mZBAsZ
  75. 75. LIVErtising.NET IHECS 2015-16 77 IPTV TP Services TShift VOD MOD PShift
  76. 76. LIVErtising.NET IHECS 2015-16 78
  77. 77. LIVErtising.NET IHECS 2015-16 79 atawad
  78. 78. LIVErtising.NET IHECS 2015-16 81 1 2 3 4 5 6 TV’s digitisation
  79. 79. LIVErtising.NET IHECS 2015-16 83
  80. 80. LIVErtising.NET IHECS 2015-16 84
  81. 81. LIVErtising.NET IHECS 2015-16 85 TV is still going strong, digital is growing, mobile is leading 1
  82. 82. LIVErtising.NET IHECS 2015-16 86 2
  83. 83. https://youtu.be/jgHmS4HNtVk?list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
  84. 84. LIVErtising.NET IHECS 2015-16 88
  85. 85. LIVErtising.NET IHECS 2015-16 89 multiscreening second screen social television
  86. 86. LIVErtising.NET IHECS 2015-16 90
  87. 87. LIVErtising.NET IHECS 2015-16 91
  88. 88. LIVErtising.NET IHECS 2015-16 92 2 Multiscreen is the new TV norm
  89. 89. LIVErtising.NET IHECS 2015-16 93 3
  90. 90. LIVErtising.NET IHECS 2015-16 94
  91. 91. LIVErtising.NET IHECS 2015-16 95
  92. 92. LIVErtising.NET IHECS 2015-16 96
  93. 93. LIVErtising.NET IHECS 2015-16 97 3 TV is in the app - on mobile
  94. 94. LIVErtising.NET IHECS 2015-16 98 CloudTV
  95. 95. LIVErtising.NET IHECS 2015-16 100 4 TV is moving to the cloud
  96. 96. LIVErtising.NET IHECS 2015-16 101 5 TV sets are getting smart
  97. 97. LIVErtising.NET IHECS 2015-16 102
  98. 98. LIVErtising.NET IHECS 2015-16 103
  99. 99. LIVErtising.NET IHECS 2015-16 104
  100. 100. LIVErtising.NET IHECS 2015-16 105 5 TV sets are getting smart
  101. 101. LIVErtising.NET IHECS 2015-16 106 6 TV is OTT
  102. 102. LIVErtising.NET IHECS 2015-16 107
  103. 103. LIVErtising.NET IHECS 2015-16 108
  104. 104. In broadcasting, over-the- top content (OTT) refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple- system operator in the control or distribution of the content. Wikipedia
  105. 105. 110
  106. 106. LIVErtising.NET IHECS 2015-16 111
  107. 107. LIVErtising.NET IHECS 2015-16 112 1 2 3 4 5 6 TV is going strong Multiscreen = new normal TV is in the app on mobile TV is in the cloud the TV set is getting smart TV is OTT
  108. 108. 113
  109. 109. 114 https://www.youtube.com/watch? v=WHMCyCd5SDk&index=22&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
  110. 110. LIVErtising.NET IHECS 2015-16 115 Advertising?
  111. 111. LIVErtising.NET IHECS 2015-16 116 TV ads are now addressable 1
  112. 112. The ability to send a specific message to a specific household’s TV Tracey Scheppach, Executive Vice President MediaVest
  113. 113. LIVErtising.NET IHECS 2015-16 118
  114. 114. LIVErtising.NET IHECS 2015-16 119
  115. 115. Addressable TV brings some of the exciting targeting and measurement capabilities of digital marketing to the immersive world of sight, sound and motion that is offered by television Tracey Scheppach, Executive Vice President MediaVest
  116. 116. 122
  117. 117. LIVErtising.NET IHECS 2015-16 123 Unicast Closed loop ROI First-party data Multi-touch attribution “True” target 1. 2. 3. 4. 5. What advantages do addressable ads offer?
  118. 118. LIVErtising.NET IHECS 2015-16 124 2 TV has become a multiscreen experience
  119. 119. LIVErtising.NET IHECS 2015-16 125 http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
  120. 120. LIVErtising.NET IHECS 2015-16 126 http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
  121. 121. LIVErtising.NET IHECS 2015-16 127 During ads, second screen becomes first one Programs that generate “buzz” suffer less from zapping Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ -58%-38%
  122. 122. LIVErtising.NET IHECS 2015-16 128 SRP = 0,77 (av. 0,13) SRP = 0,91 (av. 0,27) TV Reach 20% - 842 640 Total messages – 6 498 Source : SRP on Sport, North&South, 15-54 year TV Reach 20% - 632 609 Total messages – 5 751
  123. 123. LIVErtising.NET IHECS 2015-16 129
  124. 124. LIVErtising.NET IHECS 2015-16 130
  125. 125. LIVErtising.NET IHECS 2015-16 131 Native advertising
  126. 126. LIVErtising.NET IHECS 2015-16 132 3 TV is in the app - on mobile
  127. 127. LIVErtising.NET IHECS 2015-16 133
  128. 128. https:// www.youtube.com/ watch? v=qtL4pXGb7pI&inde x=23&list=PLJKL6MvJR - AQAaQVzeFXIXsawMv mZBAsZ
  129. 129. 6 10 13 14 ad ad + br ad + like ad + br + ms http://news.shazam.com/pressreleases/absolut-gillette-and-jaguar-increase-television-ad-recall-likeability-with-shazamable-ads-1037055
  130. 130. https:// www.youtube.com/ watch? v=PMmMahaHpg4&in dex=24&list=PLJKL6M vJR- AQAaQVzeFXIXsawMv mZBAsZ
  131. 131. LIVErtising.NET IHECS 2015-16 137 4 New ad formats
  132. 132. LIVErtising.NET IHECS 2015-16 138
  133. 133. 139 https://www.youtube.com/watch?v=v- ahlbWNZPk&index=21&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
  134. 134. 141
  135. 135. LIVErtising.NET IHECS 2015-16 142
  136. 136. LIVErtising.NET IHECS 2015-16 143 5 TV ads are measurable
  137. 137. LIVErtising.NET IHECS 2015-16 144
  138. 138. LIVErtising.NET IHECS 2015-16 145 http://lp.liveramp.com/WP-2015-05-AddressableTV_.html?utm_source=BrightTALK&utm_medium=Webinar&utm_content=Whitepaper&utm_campaign=Addressable-TV
  139. 139. LIVErtising.NET IHECS 2015-16 146
  140. 140. 147
  141. 141. 148 https://youtu.be/U2Sn_Clhsm8
  142. 142. 149 https://youtu.be/Lzxlo6_AkF0?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  143. 143. LIVErtising.NET IHECS 2015-16 150
  144. 144. 151
  145. 145. 152 30% 30% Leads y/y CPL
  146. 146. LIVErtising.NET IHECS 2015-16 153 6 TV ads are programmatic
  147. 147. It helps automate the decision- making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces. MarketingLand.com
  148. 148. LIVErtising.NET IHECS 2015-16 155
  149. 149. LIVErtising.NET IHECS 2015-16 156 1 2 3 4 5 6 TV ads are addressable TV is multiscreen TV is in the app on mobile New ad formats TV ads are measurable TV ads are programmatic
  150. 150. LIVErtising.NET IHECS 2015-16 157 While it's not yet possible to watch every piece of TV programming anytime, anywhere, and on any screen, consumer demand for that is growing. Bringing about this ubiquity requires a shift in TV programming from delivery over the air or via satellite or cable, to delivery over the internet. Seems simple, right? It's actually much easier said than done. For TV programmers, distributors, and advertisers, the shift to TV over the internet is game-changing. In fact, saying it's incredibly complex might even be an understatement. This shift is having a profound impact on television delivery, advertising, and the viewer experience. https://www.thinkwithgoogle.com/articles/evolution-of-tv-7-dynamics-transforming-tv.html
  151. 151. LIVErtising.NET IHECS 2015-16 # Mapping out the JOURNEY 3 LIVErtising 16.3
  152. 152. LIVErtising.NET IHECS 2015-16 161
  153. 153. IHECS 2015-16 162 Creativity Conversation Control Cloud Co-creators Content Connected Community 01. 02. 03. 04. 05. 06. 07. 08.
  154. 154. Personalisation - Platforms - Participation - Posting - Peer-to-peer - PROsumers - 01 02 03 04 05 06 163
  155. 155. LIVErtising.NET IHECS 2015-16 164
  156. 156. LIVErtising.NET IHECS 2015-16 165
  157. 157. LIVErtising.NET IHECS 2015-16 166 Loyalty > advocacyL
  158. 158. LIVErtising.NET IHECS 2015-16 167 Post-tailTM POST PURCHASE
  159. 159. LIVErtising.NET IHECS 2015-16 168 Post-tailTM POST PURCHASE
  160. 160. Touchpoints - the many critical moments when customers interact with the organisation and its offerings on their way to purchase and after. Alex Rawson, Ewan Duncan & Conor Jones, HBR September 2013
  161. 161. LIVErtising.NET IHECS 2015-16
  162. 162. LIVErtising.NET IHECS 2015-16 171
  163. 163. 01. Advocacy Touchpoints & MOTs PPurchase loyalty Cross-device C/P
  164. 164. LIVErtising.NET IHECS 2015-16 173 Loyalty > advocacyL
  165. 165. Consumers’ Decision Journey Consumers’ Decision Journey - the sequence of interactions consumers have before they achieve a certain aim - for instance, transferring cable service to a new address, or even discovering and buying the right mascara. David C. EDELMAN & Marc SINGER, HBR, November 2015
  166. 166. LIVErtising.NET IHECS 2015-16 175 CONSIDERATION EVALUATION PURCHASE EXPERIENCE LOYALTY
  167. 167. LIVErtising.NET IHECS 2015-16 176 advertising W-O-M search UGC recommendations showrooming POS service Community Man After sales CRM quality EVALUATION PURCHASE EXPERIENCE LOYALTY CONSIDERATION
  168. 168. LIVErtising.NET IHECS 2015-16 177 EVALUATION PURCHASE EXPERIENCE LOYALTY CONSIDERATION
  169. 169. LIVErtising.NET IHECS 2015-16 178
  170. 170. LIVErtising.NET IHECS 2015-16 179
  171. 171. LIVErtising.NET IHECS 2015-16 180 http://fr.slideshare.net/McK_CMSOForum/consumer-decision-journeys/17-McKinsey_Company_Four_trends_shape
  172. 172. LIVErtising.NET IHECS 2015-16
  173. 173. Journey mapping means figuring out what it’s like for customers to interact with your brand over time and across different channels. Hannah ALVAREZ, Head of Content Marketing at User Testing, 2015,The No-Nonsense Guide to Mapping the Customer Journey
  174. 174. LIVErtising.NET IHECS 2015-16 183
  175. 175. LIVErtising.NET IHECS 2015-16 184 https://blog.usertesting.com/wp-content/uploads/2015/04/customer-journey-map-with-personas.png
  176. 176. LIVErtising.NET IHECS 2015-16
  177. 177. http://www.designthinkersacademy.com/freedownload_customerjourneycanvas/
  178. 178. LIVErtising.NET IHECS 2015-16 187
  179. 179. https://youtu.be/67Fw855WzVc
  180. 180. LIVErtising.NET IHECS 2015-16 189
  181. 181. LIVErtising.NET IHECS 2015-16 190 Digitisation & streamlining 1 2 3 4 Proactive personalisation Contextual interaction Journey innovation Shaping the Customer Journey David C. EDELMAN & Marc SINGER, HBR, November 2015
  182. 182. LIVErtising.NET IHECS 2015-16 191
  183. 183. LIVErtising.NET IHECS 2015-16 192
  184. 184. LIVErtising.NET IHECS 2015-16 193 http://www.mobilecommercedaily.com/office-depot-triggers-automatic-in-store-check-ins-via-app-update
  185. 185. LIVErtising.NET IHECS 2014-2015194
  186. 186. LIVErtising.NET IHECS 2014-2015195
  187. 187. LIVErtising.NET IHECS 2014-2015196
  188. 188. IHECS 2015-16 197 Funnel CD Journey CDJ mapping CDJ shaping micromoments
  189. 189. LIVErtising.NET IHECS 2015-16
  190. 190. LIVErtising.NET IHECS 2015-16 199 https://www.thinkwithgoogle.com/micromoments/intro.html
  191. 191. LIVErtising.NET IHECS 2015-16 200
  192. 192. LIVErtising.NET IHECS 2015-16 http://www.latitudegroup.com/ education/glossary 201
  193. 193. LIVErtising.NET IHECS 2015-16 # 4 From LISTENING to INSIGHTS LIVErtising 16.4A
  194. 194. LIVErtising.NET IHECS 2015-16 203
  195. 195. LIVErtising.NET IHECS 2015-16 204
  196. 196. Brands must meet their customers in their venue of choice and a slow or silent response simply isn’t an option. Millward Brown Digital Senior Vice President, Media Practice Michael Perlman 53%
  197. 197. LIVErtising.NET IHECS 2015-16 206 http://webzine.tns-sofres.com/connect/le-pouvoir-des-reseaux-sociaux-a-lheure-de-la-disruption-digitale/
  198. 198. LIVErtising.NET IHECS 2015-16 207
  199. 199. LIVErtising.NET IHECS 2015-16 208
  200. 200. LIVErtising.NET IHECS 2015-16 209
  201. 201. LIVErtising.NET IHECS 2015-16 210 http://webzine.tns-sofres.com/connect/le-pouvoir-des-reseaux-sociaux-a-lheure-de-la-disruption-digitale/ Brand building - image advertising Customer Service Conver- sion A huge impact for companies
  202. 202. LIVErtising.NET IHECS 2015-16 211 https://www.brandwatch.com/wp-content/uploads/2015/01/Brandwatch-Retail-Report.pdf 11%
  203. 203. LIVErtising.NET IHECS 2015-16 212 1. 2.3.
  204. 204. LIVErtising.NET IHECS 2015-16 213
  205. 205. LIVErtising.NET IHECS 2015-16 214 https://youtu.be/4EscVUOoFTw
  206. 206. LIVErtising.NET IHECS 2015-16 215 https://www.youtube.com/watch?v=1U-3Dh5klqA&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=20
  207. 207. LIVErtising.NET IHECS 2015-16 216
  208. 208. LIVErtising.NET IHECS 2015-16
  209. 209. LIVErtising.NET IHECS 2015-16 218
  210. 210. LIVErtising.NET IHECS 2015-16 219 Listening?
  211. 211. The study of naturally occurring conversations, behaviours, and signals that may or may not be guided, that brings the voice of people’s lives into the brand Stephen D. Rapport, Listen First, Advertising Research Foundation
  212. 212. The study of naturally occurring conversations, behaviours, and signals
  213. 213. that may or may not be guided, that brings the voice of people’s lives into the brand
  214. 214. A social signal is a measure of social media activity, such as a vote, share, Like, or other engagement type that a search engine might take into consideration as part of its ranking algorithms. Adam Binder, Simply Measured, Social Signals are Getting Louder (You Should Pay Attention), Feb 16, 2016
  215. 215. IHECS 2015-16 224 Social Media MONITORING Social Media RESEARCH Tracking online brand mentions on a daily basis Analysing naturally occurring online conversations to better understand WHY people do what they do, say what they say
  216. 216. IHECS 2015-16 225 Social Media MONITORING Social Media RESEARCH • PR • Crisis management & brand protection • Customer service • Engagement • Sentiment analysis • Influencer spotting • WHY consumers do what they do • HOW do they use the product • WHAT could improve the service • WHERE do consumers communicate • Product development & improvement • Strategic decisions
  217. 217. IHECS 2015-16 226 Social Media MONITORING Social Media RESEARCH •Search engines: VERTICAL vs HORIZONTAL •Social media DASHBOARDS •social INTELLIGENCE: free vs paying •Social INFLUENCE measurement •ANALYTICS tools
  218. 218. LIVErtising.NET IHECS 2015-16 227
  219. 219. LIVErtising.NET IHECS 2015-16 # 5 Digital is not a channel LIVErtising 16.5
  220. 220. LIVErtising.NET IHECS 2015-16 229 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 01 DIGITAL is the explosive engine of communication media
  221. 221. LIVErtising.NET IHECS 2015-16 230
  222. 222. LIVErtising.NET IHECS 2015-16 231 80+
  223. 223. LIVErtising.NET IHECS 2015-16 232 80+
  224. 224. LIVErtising.NET IHECS 2015-16 233 50+
  225. 225. 50+
  226. 226. 235 23% 53% 80% Adblockers???
  227. 227. LIVErtising.NET IHECS 2015-16 236 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is increasingly mobile, decidedly 01 DIGITAL is the explosive engine of communication media
  228. 228. LIVErtising.NET IHECS 2015-16 237 #FOMO #FOLO
  229. 229. LIVErtising.NET IHECS 2015-16 238
  230. 230. <…> can be referred to as immersive multimedia or computer-simulated reality, replicates an environment that simulates a physical presence in places in the real world or an imagined world, allowing the user to interact in that world. Virtual realities artificially create sensory experiences, which can include sight, touch, hearing, and smell. https://en.wikipedia.org/wiki/Virtual_reality
  231. 231. LIVErtising.NET IHECS 2015-16 240
  232. 232. LIVErtising.NET IHECS 2015-16 241 http://fr.slideshare.net/developerforce/a-literal-360degree-view-of-your-data-with-google-cardboard
  233. 233. LIVErtising.NET IHECS 2015-16 242
  234. 234. LIVErtising.NET IHECS 2015-16 243
  235. 235. LIVErtising.NET IHECS 2015-16 244
  236. 236. 245 https://youtu.be/ceRe6SmA2Rg
  237. 237. LIVErtising.NET IHECS 2015-16 246 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 MOBILE digital is going VR
  238. 238. LIVErtising.NET IHECS 2015-16 247 https://www.facebook.com/ATT/videos/vb.8576093908/10153732883568909/?type=2&theater
  239. 239. LIVErtising.NET IHECS 2015-16 250 Adver- tising?
  240. 240. 251 https://youtu.be/EM_QmGHbG5Y
  241. 241. https://youtu.be/pKT7zZ7Lo6w
  242. 242. 253
  243. 243. LIVErtising.NET IHECS 2015-16 254 2 personal comments on the side line…
  244. 244. LIVErtising.NET IHECS 2015-16 255
  245. 245. LIVErtising.NET IHECS 2015-16 256
  246. 246. LIVErtising.NET IHECS 2015-16 257 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 MOBILE digital is going VR, unsustainably
  247. 247. LIVErtising.NET IHECS 2015-16 258 back to digital…
  248. 248. LIVErtising.NET IHECS 2015-16 259
  249. 249. LIVErtising.NET IHECS 2015-16 260
  250. 250. LIVErtising.NET IHECS 2015-16 261 Why?
  251. 251. LIVErtising.NET IHECS 2015-16 262 F e a t u r e s S l i d e s The speed of change
  252. 252. LIVErtising.NET IHECS 2015-16 263 10 man 1M users $0 raised 1000 staff 1M users $10M raised 100 staff 10M users $1M raised 2000 Today Tomorrow make tech buy tech built around tech
  253. 253. LIVErtising.NET IHECS 2015-16 264
  254. 254. LIVErtising.NET IHECS 2015-16 265
  255. 255. 266
  256. 256. LIVErtising.NET IHECS 2015-16 267
  257. 257. LIVErtising.NET IHECS 2015-16 # 5 Digital is not a channel LIVErtising 16.5 (part 2)
  258. 258. LIVErtising.NET IHECS 2015-16 269 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication media 04 MOBILE digital is going VR
  259. 259. LIVErtising.NET IHECS 2015-16 271 Why?
  260. 260. 272 Digital in the CORE01 1.
  261. 261. LIVErtising.NET IHECS 2015-16 273
  262. 262. 274 2. Removing Friction Digital in the CORE01 1.
  263. 263. LIVErtising.NET IHECS 2015-16 275 http://youtu.be/g8h_i8qv1FY
  264. 264. (It) is anything that slows the customer down from making a purchase or completing any kind of transaction. Customers will always follow the path of least resistance. If you want to generate more sales, you have to identify the (bottlenecks) in your selling system and eliminate them. Michael Hyatt, http://michaelhyatt.com/friction-and-the-consumer- experience.html
  265. 265. LIVErtising.NET IHECS 2015-16 277 m-payment mobile wallets
  266. 266. LIVErtising.NET IHECS 2015-16 278 POS P2P e & m in-app
  267. 267. LIVErtising.NET IHECS 2015-16 279
  268. 268. LIVErtising.NET IHECS 2015-16 280 1 2 3 4 5 Why is it important now?
  269. 269. LIVErtising.NET IHECS 2015-16 281
  270. 270. LIVErtising.NET IHECS 2015-16 282 1 2 3 What is in it for the user?
  271. 271. LIVErtising.NET IHECS 2015-16 283
  272. 272. LIVErtising.NET IHECS 2015-16 284 1 2 3 4 and for the providers?
  273. 273. When you sign up for Google Payments, you are creating a Google Payments Account that is associated with your Google Account. (…) you may be asked to provide the following information: Credit or debit card number and card expiration date, bank account number and expiration date, address, phone number, date of birth, social security number or taxpayer identification number (or some other government- issued identification number), and for sellers or businesses specifically, your business category and certain information about your sales or transaction volume. In some cases, we may also ask you to send us additional information or to answer additional questions to help verify your information. Finally, if you register a Carrier Billing Account, we will ask you to provide us with certain information about your mobile telephone account. Google Payments Privacy Notice - Last modified June 30, 2015
  274. 274. When you sign up for Google Payments, you are creating a Google Payments Account that is associated with your Google Account. (…) you may be asked to provide the following information: Credit or debit card number and card expiration date, bank account number and expiration date, address, phone number, date of birth, social security number or taxpayer identification number (or some other government-issued identification number), and for sellers or businesses specifically, your business category and certain information about your sales or transaction volume. In some cases, we may also ask you to send us additional information or to answer additional questions to help verify your information. Finally, if you register a Carrier Billing Account, we will ask you to provide us with certain information about your mobile telephone account.
  275. 275. LIVErtising.NET IHECS 2015-16 287
  276. 276. 288 TT
  277. 277. LIVErtising.NET IHECS 2015-16 289 Belgium?
  278. 278. 290 https://youtu.be/45CSIzlpv4U
  279. 279. 291 POS P2P e & m in-app
  280. 280. LIVErtising.NET IHECS 2015-16 292
  281. 281. 293 TT
  282. 282. LIVErtising.NET IHECS 2015-16 294
  283. 283. LIVErtising.NET IHECS 2015-16 295 Adver- tising?
  284. 284. TV ads are now addressable
  285. 285. LIVErtising.NET IHECS 2015-16 297 tracking analytics attribution ROI
  286. 286. 298
  287. 287. 299
  288. 288. LIVErtising.NET IHECS 2015-16 300 02 DIGITAL is where people engage most comfortably, i.e. interact and amplify 03 DIGITAL is going mobile, decidedly 01 DIGITAL is the explosive engine of communication 04 MOBILE digital is going VR 05 DIGITAL is not an additional channel - it is a life-changer and a business- changer
  289. 289. LIVErtising.NET IHECS 2015-16 301 F e a t u r e s S l i d e s This is only the beginning of the story!
  290. 290. LIVErtising.NET IHECS 2015-16 # 6 The Internet’s big bang* LIVErtising 16.6 * and what it means for advertising
  291. 291. LIVErtising.NET IHECS 2015-16 303 the internet’s big bang
  292. 292. LIVErtising.NET IHECS 2015-16 304 the communication internet
  293. 293. LIVErtising.NET IHECS 2015-16 305 the iot
  294. 294. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
  295. 295. a development of internet connectivity beyond traditional devices like computers, tablets, smartphones, consoles and wearables, in which everyday objects have sensors and network connectivity, allowing them to sense, send and receive data.
  296. 296. LIVErtising.NET IHECS 2015-16 308 https://youtu.be/QSIPNhOiMoE
  297. 297. 309 3
  298. 298. LIVErtising.NET IHECS 2015-16 310
  299. 299. 312 https://youtu.be/0HxZuQ0woLY?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  300. 300. 313
  301. 301. 314
  302. 302. 315
  303. 303. 317 http://www.bbc.com/news/technology-35642749
  304. 304. LIVErtising.NET IHECS 2015-16 318 F e a t u r e s S l i d e s
  305. 305. LIVErtising.NET IHECS 2015-16 319
  306. 306. LIVErtising.NET IHECS 2015-16 320
  307. 307. LIVErtising.NET IHECS 2015-16 321 https://www.youtube.com/watch?v=2Y0bMX3TVi0
  308. 308. 322
  309. 309. LIVErtising.NET IHECS 2015-16 323 range power
  310. 310. LIVErtising.NET IHECS 2015-16 324
  311. 311. LIVErtising.NET IHECS 2015-16 325
  312. 312. LIVErtising.NET IHECS 2015-16 327 Adver- tising?
  313. 313. LIVErtising.NET IHECS 2015-16 328
  314. 314. LIVErtising.NET IHECS 2015-16 329
  315. 315. LIVErtising.NET IHECS 2015-16 330
  316. 316. LIVErtising.NET IHECS 2015-16 331
  317. 317. LIVErtising.NET IHECS 2015-16 332
  318. 318. LIVErtising.NET IHECS 2015-16 333
  319. 319. LIVErtising.NET IHECS 2015-16 334
  320. 320. LIVErtising.NET IHECS 2015-16 335
  321. 321. 336
  322. 322. https://www.digitalwallonia.be/mforum18_mobilebigdata/
  323. 323. https://www.digitalwallonia.be/mforum18_mobilebigdata/
  324. 324. IHECS 2015-16 339 problems solutions semantics code ambiguity probabilistic no prior semantics natural lg A B From ANALYTICS to COGNITIVE problem solving
  325. 325. LIVErtising.NET IHECS 2015-16 340
  326. 326. LIVErtising.NET IHECS 2015-16 341
  327. 327. LIVErtising.NET IHECS 2015-16 342
  328. 328. Imagine that your home security system lets you know when your kids get home from school. As they’re grabbing an afternoon snack, your kitchen takes inventory and sends a shopping list to your local supermarket. There, robots prepare the goods and pack them for home delivery into an autonomous vehicle – or a drone. Meanwhile, your smart watch, connected to a system that senses and analyzes real-time health indicators, alerts you to a suggested dinner menu it just created based on your family’s nutritional needs and ingredients available in your pantry. If you signal your approval, it offers to warm the oven before you get home from work. Daniel Wellers, Director at SAP Community Network Marketing
  329. 329. LIVErtising.NET IHECS 2015-16 344
  330. 330. LIVErtising.NET IHECS 2015-16 345
  331. 331. LIVErtising.NET IHECS 2015-16 346
  332. 332. LIVErtising.NET IHECS 2015-16 347
  333. 333. 348 https://www.youtube.com/watch?v=mgPQevfTWP8&index=13&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
  334. 334. LIVErtising.NET IHECS 2015-16 349 https://www.youtube.com/watch? v=7JHbpdt8Av8&index=12&list=PLJKL6MvJR- AQAaQVzeFXIXsawMvmZBAsZ
  335. 335. LIVErtising.NET IHECS 2015-16 350
  336. 336. LIVErtising.NET IHECS 2015-16 351
  337. 337. LIVErtising.NET IHECS 2015-16 # 7 the Digital advertising ecosystem LIVErtising 16.7
  338. 338. WHY GO DIGITAL ?
  339. 339. DIGITAL = JOBS !
  340. 340. DIGITAL = ECONOMIC DEVELOPMENT !
  341. 341. DIGITAL = AUDIENCE !
  342. 342. THE DIGITAL ADVERTISING ECOSYSTEM
  343. 343. LIVErtising.NET IHECS 2014-2015358
  344. 344. LIVErtising.NET IHECS 2015-16 359 Text Here Text Here Text Here Text Here Text Here affiliation search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
  345. 345. affiliation
  346. 346. 1 2 3 Affiliate = referral site Merchant site affiliation
  347. 347. affiliation
  348. 348. affiliation
  349. 349. https://youtu.be/s9NOJI1iA6c?list=PLOLW8nkq74tgW6BxbvCXtT0dxZpRjufgS affiliation
  350. 350. affiliation
  351. 351. LIVErtising.NET IHECS 2015-16 366
  352. 352. LIVErtising.NET IHECS 2015-16 367 1,000 1,100
  353. 353. COOKIE TRACKING?
  354. 354. LIVErtising.NET IHECS 2015-16 370
  355. 355. LIVErtising.NET IHECS 2015-16 371 http://2012books.lardbucket.org/books/an-introduction-to-business-v1.0/s19-managing-information-and-techn.html#collins-ch15_s06_s03_s03_s01_f01
  356. 356. LIVErtising.NET IHECS 2015-16 373
  357. 357. LIVErtising.NET IHECS 2015-16 374
  358. 358. COOKIE THREATENED?
  359. 359. LIVErtising.NET IHECS 2015-16 376 https://youtu.be/9iL8pGHgBjU
  360. 360. 41 50⅓ 21
  361. 361. LIVErtising.NET IHECS 2015-16 378 “(…)Google, Amazon, and MS are paying the owner of Adblock Plus to Unblock ads on their websites”
  362. 362. LIVErtising.NET IHECS 2015-16 379
  363. 363. LIVErtising.NET IHECS 2015-16 380 02 03 01 limited REACH poor CROSS-DEVICE tracking PRIVACY concerns
  364. 364. LIVErtising.NET IHECS 2015-16 381 If you continue to use this site without changing the settings, you consent to the use of the cookies.
  365. 365. ADVERTISING IN A COOKIE-LESS WORLD?
  366. 366. LIVErtising.NET IHECS 2015-16 385
  367. 367. 1 2 3 Advertising in a cookie-less world?
  368. 368. 1 2 3 Advertising in a coolie-less world?
  369. 369. Removing Friction
  370. 370. 1 2 3 Advertising in a coolie-less world?
  371. 371. http://panopticlick.eff.org/
  372. 372. LIVErtising.NET IHECS 2015-16 393 KNOWN STABLE STATIS- TICAL ID
  373. 373. MEANING IN THE ADVERTISER’S TERMS
  374. 374. LIVErtising.NET IHECS 2015-16 396 www.ovrdrv.com/wp-content/uploads/2015/10/Digital-Advertising-Guide-2nd-Edition.pdf Contextual tgtg Behavioural tgtg Statistical ID Demogr tgtg soc media prof stagle/known ID
  375. 375. LIVErtising.NET IHECS 2015-16 397 Touchpoints
  376. 376. LIVErtising.NET IHECS 2015-16 398 https://support.google.com/analytics/?hl=en?utm_medium=email&utm_source=newsletter&utm_campaign=novemberlapse&utm_content=en_us
  377. 377. LIVErtising.NET IHECS 2015-16 399
  378. 378. LIVErtising.NET IHECS 2015-16 400 S i l o s
  379. 379. LIVErtising.NET IHECS 2015-16 401
  380. 380. LIVErtising.NET IHECS 2015-16 402 Text Here Text Here Text Here Text Here affiliation Text Here search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
  381. 381. LIVErtising.NET IHECS 2015-16 403
  382. 382. LIVErtising.NET IHECS 2015-16 404 Owned ON / OFFline Paid ON / OFFline Earned ON / OFFline Shared ON / OFFline
  383. 383. LIVErtising.NET IHECS 2015-16 405 Hub
  384. 384. LIVErtising.NET IHECS 2015-16 408
  385. 385. LIVErtising.NET IHECS 2015-16 409
  386. 386. LIVErtising.NET IHECS 2015-16 410
  387. 387. 411 https://youtu.be/s7wmiS2mSXY?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
  388. 388. LIVErtising.NET IHECS 2015-16 412
  389. 389. 413
  390. 390. 414
  391. 391. LIVErtising.NET IHECS 2015-16 # 8 Webdesign: Draper AND Nerd LIVErtising 16.8
  392. 392. LIVErtising.NET IHECS 2015-16 417
  393. 393. LIVErtising.NET IHECS 2015-16 419
  394. 394. LIVErtising.NET IHECS 2015-16 420
  395. 395. LIVErtising.NET IHECS 2015-16 421
  396. 396. LIVErtising.NET IHECS 2015-16 422
  397. 397. LIVErtising.NET IHECS 2015-16 423 https://www.google.com/trends/
  398. 398. LIVErtising.NET IHECS 2015-16 424
  399. 399. LIVErtising.NET IHECS 2015-16 425
  400. 400. LIVErtising.NET IHECS 2015-16 427
  401. 401. LIVErtising.NET IHECS 2015-16 428
  402. 402. LIVErtising.NET IHECS 2015-16 429
  403. 403. LIVErtising.NET IHECS 2015-16 430
  404. 404. LIVErtising.NET IHECS 2015-16 431 http://cdn2.hubspot.net/hubfs/516462/20150521_CX-Telenet_AdobeUseCase.pdf?t=1434967037352
  405. 405. LIVErtising.NET IHECS 2015-16 432
  406. 406. LIVErtising.NET IHECS 2015-16 435
  407. 407. 436
  408. 408. LIVErtising.NET IHECS 2015-16 437
  409. 409. LIVErtising.NET IHECS 2015-16 438
  410. 410. LIVErtising.NET IHECS 2015-16 439
  411. 411. 440
  412. 412. LIVErtising.NET IHECS 2015-16 441
  413. 413. 442
  414. 414. 443 https://www.youtube.com/watch?v=inq0UkGE-jE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=9
  415. 415. https://www.youtube.com/watch?v=TxkiTL9QjJE&list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ&index=8
  416. 416. LIVErtising.NET IHECS 2015-16 445 http://goo.gl/bL9ldv
  417. 417. LIVErtising.NET IHECS 2015-16 446
  418. 418. LIVErtising.NET IHECS 2015-16 447 • CTA: wording, size, colour, location... • Headline (id.) • Copy: Product/service description • Design: style, colours, background, size, position • Visuals: position, size, people/abstract, gender, … • Forms: length, type of fields, place, CTA… • Pricing, promotional offers...
  419. 419. LIVErtising.NET IHECS 2015-16 448
  420. 420. 1 2
  421. 421. LIVErtising.NET IHECS 2015-16 450
  422. 422. LIVErtising.NET IHECS 2015-16 451 AmplifyInteractBuild Launch your page Respond to fans & anyone Get shares Build a fan base Publish to fans Listen to fans & anyone Get WOM
  423. 423. LIVErtising.NET IHECS 2015-16 452 Measuring online acNvity: tracking – Reach • Visits, unique visitors, repeat visitors, bounce rate – InteracNon • Visit dura`on, page views, Conversion (visit > lead > sales), PDF download, newsleeer subscrip`on, – AmplificaNon • RSS, shares, embeds, viral effect, hashtag engagement
  424. 424. LIVErtising.NET IHECS 2015-16 453 Bounce rate
  425. 425. LIVErtising.NET IHECS 2015-16 454
  426. 426. LIVErtising.NET IHECS 2015-16 455
  427. 427. LIVErtising.NET IHECS 2015-16 456
  428. 428. LIVErtising.NET IHECS 2015-16 457
  429. 429. LIVErtising.NET IHECS 2015-16 458
  430. 430. LIVErtising.NET IHECS 2015-16 459
  431. 431. 1 3
  432. 432. LIVErtising.NET IHECS 2015-16 461 https://youtu.be/mf_DTA7CW9Q
  433. 433. LIVErtising.NET IHECS 2015-16 462
  434. 434. LIVErtising.NET IHECS 2015-16 463
  435. 435. LIVErtising.NET IHECS 2015-16 464
  436. 436. LIVErtising.NET IHECS 2015-16 465
  437. 437. LIVErtising.NET IHECS 2015-16 466
  438. 438. LIVErtising.NET IHECS 2015-16 467
  439. 439. LIVErtising.NET IHECS 2015-16 468
  440. 440. 1 12 11 43 1 5 Data tracking API Bounce rate Heat maps A/B testing
  441. 441. LIVErtising.NET IHECS 2015-16 470
  442. 442. LIVErtising.NET IHECS 2015-16 471 9 SM 101 (don’t get me wrong) LIVErtising 16.9 A
  443. 443. LIVErtising.NET IHECS 2015-16 472 Text Here Text Here Text Here Text Here Text Here affiliation search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
  444. 444. LIVErtising.NET IHECS 2015-16 473
  445. 445. LIVErtising.NET IHECS 2015-16 474
  446. 446. LIVErtising.NET IHECS 2015-16 475
  447. 447. LIVErtising.NET IHECS 2015-16 476 Presence Engagement = Interaction + Advocacy
  448. 448. LIVErtising.NET IHECS 2015-16 477
  449. 449. LIVErtising.NET IHECS 2015-16 478 Brand building CRM Conversion/ transactional A major impact for corporations
  450. 450. “What can I do with it?”
  451. 451. Think OUTSIDE the (social media) box
  452. 452. Visual + addictive + young + geoloc + free
  453. 453. http://marketingeasy.net/dppd-missing-persons-unit-blind-date-tinder-campaign/2014-08-27/
  454. 454. LIVErtising.NET IHECS 2015-16 488
  455. 455. Think OUTSIDE the (social media) box
  456. 456. LIVErtising.NET IHECS 2015-16 490
  457. 457. SocMed, OK! But Why?
  458. 458. LIVErtising.NET IHECS 2014-2015 8 Reasons… 1. Produce launch 2. Awareness building 3. Market research 4. Sales increase 5. Trial encouragement 6. Better Customer Service 7. Brand loyalty building 8. Better targeting & Adspend optimisation 492
  459. 459. LIVErtising.NET IHECS 2015-16 493
  460. 460. THE 1 REASON?
  461. 461. Audience!
  462. 462. LIVErtising.NET IHECS 2015-16 496
  463. 463. How much time? avge: 2.6+
  464. 464. LIVErtising.NET IHECS 2015-16 498 How many people?
  465. 465. LIVErtising.NET IHECS 2014-2015499 How often?
  466. 466. LIVErtising.NET IHECS 2014-2015500 How many platforms?
  467. 467. Audience! Jobs!
  468. 468. LIVErtising.NET IHECS 2015-16 502
  469. 469. SocMed, OK! But How?
  470. 470. LIVErtising.NET IHECS 2015-16 505 a PRESENCE a STRATEGY
  471. 471. LIVErtising.NET IHECS 2015-16 506
  472. 472. LIVErtising.NET IHECS 2015-16 507 https://youtu.be/mhneg-QWoMs
  473. 473. LIVErtising.NET IHECS 2015-16 508 OBJ PLAN of ACTIONS Strategy Tactic 2Tactic 1 Tactic 3 Tactic N Why? What? How? Mission Goals Cy
  474. 474. LIVErtising.NET IHECS 2015-16 509 2 3 1
  475. 475. LIVErtising.NET IHECS 2015-16 510 OBJ PLAN of ACTIONS Strategy Tactic 2 Tactic 1 Tactic 3 Tactic N K P I metrics Cy
  476. 476. STRAT KPI METRICTACT awareness building lead generation brand reputation promoted tweets CTR # SM leads / total # leads # pos - # neg / # pos + # neg # of RT # likes + # shares + # cmts / # msges FB page # likes CTA on website Let’spractise,shallwe?
  477. 477. LIVErtising.NET IHECS 2015-16 512 # pos - # neg / # pos + # likes + # shares + # cmts # SM leads / total # Engagement rate Lead Generation Efficiency Sentiment (ratio) 1 2 3
  478. 478. LIVErtising.NET IHECS 2015-16 513 http://1drv.ms/1GKoxPH http://1drv.ms/19CEjPt http://1drv.ms/19CEjPt
  479. 479. LIVErtising.NET IHECS 2015-16 514
  480. 480. LIVErtising.NET IHECS 2015-16 515
  481. 481. LIVErtising.NET IHECS 2015-16 516 http://go.demandwave.com/rs/306-MLQ-910/images/2016-State-of-B2B-Digital-Marketing.pdf
  482. 482. LIVErtising.NET IHECS 2015-16 517 http://go.demandwave.com/rs/306-MLQ-910/images/2016-State-of-B2B-Digital-Marketing.pdf
  483. 483. LIVErtising.NET IHECS 2015-16 518 http://go.demandwave.com/rs/306-MLQ-910/images/2016-State-of-B2B-Digital-Marketing.pdf
  484. 484. LIVErtising.NET IHECS 2015-16 519
  485. 485. LIVErtising.NET IHECS 2015-16 520
  486. 486. LIVErtising.NET IHECS 2015-16 521 OBJ PLAN of ACTIONS Strategy Tactic 2Tactic 1 Tactic 3 Tactic N Why? What? How? Mission Goals Cy Who?Audience K P I metrics
  487. 487. LIVErtising.NET IHECS 2015-16 522 5 trends
  488. 488. LIVErtising.NET IHECS 2015-16 523 #1
  489. 489. LIVErtising.NET IHECS 2015-16 524 https://econsultancy.com/blog/66244-eight-ways-brands-can-add-meerkat-into-their-marketing-mix/ 360°
  490. 490. LIVErtising.NET IHECS 2015-16 525 #2
  491. 491. LIVErtising.NET IHECS 2015-16 526
  492. 492. LIVErtising.NET IHECS 2015-16 527 #3
  493. 493. LIVErtising.NET IHECS 2015-16 528
  494. 494. LIVErtising.NET IHECS 2015-16 529
  495. 495. LIVErtising.NET IHECS 2015-16 530
  496. 496. LIVErtising.NET IHECS 2015-16 531
  497. 497. LIVErtising.NET IHECS 2015-16 532
  498. 498. LIVErtising.NET IHECS 2015-16 533 #4
  499. 499. LIVErtising.NET IHECS 2015-16 534
  500. 500. LIVErtising.NET IHECS 2015-16 535 #5
  501. 501. LIVErtising.NET IHECS 2015-16 536
  502. 502. LIVErtising.NET IHECS 2015-16 537 Video Messaging Wearables Buy button Anonymous
  503. 503. LIVErtising.NET IHECS 2015-16 538 9 LIVErtising 16.9 B
  504. 504. LIVErtising.NET IHECS 2015-16 539
  505. 505. LIVErtising.NET IHECS 2015-16 540 From ORGANIC to PAID (?)
  506. 506. LIVErtising.NET IHECS 2015-16 541
  507. 507. how many people you can reach for free on Facebook by posting to your Page Bryan Boland, Ads Product Marketing team at Facebook, June 5 2014
  508. 508. If you could rate everything that happened on Earth today that was published anywhere by any of your friends, any of your family, any news source…and then pick the 10 that were the most meaningful to know today, that would be a really cool service for us to build. That is really what we aspire to have News Feed become. Facebook's Chief Product Officer, Chris Cox, 2015
  509. 509. LIVErtising.NET IHECS 2015-16 544 Pages > 500K Likes: 2.11%
  510. 510. LIVErtising.NET IHECS 2015-16 545 1,000 16,000
  511. 511. LIVErtising.NET IHECS 2015-16 546
  512. 512. LIVErtising.NET IHECS 2015-16 547 3.61% impression
  513. 513. LIVErtising.NET IHECS 2015-16 548 ?
  514. 514. LIVErtising.NET IHECS 2015-16 549
  515. 515. LIVErtising.NET IHECS 2015-16 550
  516. 516. LIVErtising.NET IHECS 2015-16 551
  517. 517. LIVErtising.NET IHECS 2015-16 553
  518. 518. LIVErtising.NET IHECS 2015-16 554 ?
  519. 519. LIVErtising.NET IHECS 2015-16 555
  520. 520. LIVErtising.NET IHECS 2015-16 556
  521. 521. LIVErtising.NET IHECS 2015-16 557
  522. 522. LIVErtising.NET IHECS 2015-16 558 VS + + -
  523. 523. LIVErtising.NET IHECS 2015-16 559
  524. 524. LIVErtising.NET IHECS 2015-16 560
  525. 525. LIVErtising.NET IHECS 2015-16 561
  526. 526. LIVErtising.NET IHECS 2015-16 562
  527. 527. LIVErtising.NET IHECS 2015-16 563
  528. 528. LIVErtising.NET IHECS 2015-16 564
  529. 529. LIVErtising.NET IHECS 2015-16 565 Read your Analytics Don’t skip email Go native InvestInvest owned inbound 1 2 3 Be unfaithful4 Use the Science of Time 5 6
  530. 530. LIVErtising.NET IHECS 2015-16 566 Read your Analytics 2
  531. 531. LIVErtising.NET IHECS 2015-16 567 Read your Analytics 2
  532. 532. LIVErtising.NET IHECS 2015-16 568 Be unfaithful4
  533. 533. LIVErtising.NET IHECS 2015-16 569 http://www.quicksprout.com/ 2015/01/02/what-are-the-best- times-to-post-on-social-media/? display=wide Use the Science of Time 5
  534. 534. LIVErtising.NET IHECS 2015-16 570 http://get.simplymeasured.com/rs/801-IXO-022/images/Guide_HowToBuildSocialMediaCalendar.pdf Use the Science of Time 5
  535. 535. LIVErtising.NET IHECS 2015-16 571
  536. 536. LIVErtising.NET IHECS 2015-16 # 10 Display LIVErtising 16.10
  537. 537. Display = banner advertising
  538. 538. CTR
  539. 539. LIVErtising.NET IHECS 2015-16 575
  540. 540. LIVErtising.NET IHECS 2015-16 576
  541. 541. LIVErtising.NET IHECS 2015-16 578
  542. 542. LIVErtising.NET IHECS 2015-16 579
  543. 543. LIVErtising.NET IHECS 2015-16 580
  544. 544. The adserver
  545. 545. LIVErtising.NET IHECS 2015-16 582 https://wiki.appnexus.com/display/industry/Ad+Tags
  546. 546. User visits webpage Impression counted & visit recorded ANALYTICS tag
  547. 547. User visits webpage Impression counted & visit recorded Criteria are checked A D S E R V E R Ad is selected Ad is “served” Ad impression is recorded Page (re)loads with the ad tag
  548. 548. http://www.ovrdrv.com/wp-content/uploads/2015/10/Digital-Advertising-Guide-2nd-Edition.pdf
  549. 549. Criteria are checked
  550. 550. LIVErtising.NET IHECS 2015-16 588
  551. 551. LIVErtising.NET IHECS 2015-16 589
  552. 552. LIVErtising.NET IHECS 2015-16 590 TARGETING: • CONTEXTUAL • BEHAVIOURAL
  553. 553. LIVErtising.NET IHECS 2015-16 591
  554. 554. LIVErtising.NET IHECS 2015-16 592
  555. 555. LIVErtising.NET IHECS 2015-16 593
  556. 556. LIVErtising.NET IHECS 2015-16 594
  557. 557. LIVErtising.NET IHECS 2015-16 595
  558. 558. LIVErtising.NET IHECS 2015-16 596
  559. 559. REmarketing REtargeting
  560. 560. It is the process of serving ads to leads who have bounced or abandoned your site… so as to get them to return & convert
  561. 561. LIVErtising.NET IHECS 2015-16 599 01 Conversion Provides advertisers with more opportunities to convert leads into buyers 02 Branding Keeps your website top-of-mind 03Targeting Provides an opportunity to address leads who have already entered the conversion path: leads have already shown an interest for your offer 04Legal aspect This is not subject to the opt-in legal restriction 05Competition Lower range of competitors 06Cross-platform Retargeting can be implemented on different digital channels
  562. 562. LIVErtising.NET IHECS 2015-16 600 Tag your site Make lists Lists are populated Create a campaign 1 2 3 4
  563. 563. http://www.example-site.com http://www.example-site.com/sports http://www.example-site.com/sports/basketball http://www.example-site.com/sports/football http://www.example-site.com/leisure/home http://www.example-site.com/leisure/garden http://www.example-site.com/leisure/sport/walking http://www.example-site.com/leisure/goingout List name: ”Category Sports" List definition: "URL contains sports”
  564. 564. LIVErtising.NET IHECS 2015-16 602 Audience Create segmented audience lists corresponding to real interests & behaviours in your audience Your 3 keys to success Creative Connect with each audience segment with messages tailored to their behaviour or interest and meeting their needs Context Talk to each segment WHEN and WHERE they are most likely to be receptive by scheduling your messages at specific TIMES and PLACES 1 2 3
  565. 565. LIVErtising.NET IHECS 2015-16 603
  566. 566. LIVErtising.NET IHECS 2015-16 604 Web to Web1 In-app2 Web to App3 Cross device4
  567. 567. LIVErtising.NET IHECS 2015-16 605
  568. 568. 1 2 3 Advertising in a coolie-less world?
  569. 569. LIVErtising.NET IHECS 2015-16 607 KNOWN STABLE STATIS- TICAL ID
  570. 570. LIVErtising.NET IHECS 2015-16 608 Web to Web1 In-app2 Web to App3 Cross device4
  571. 571. LIVErtising.NET IHECS 2015-16 609 TARGETING: • CONTEXTUAL • BEHAVIOURAL • RETARGETING • DAYTIME TARGETING • GEOLOCATION • LOOKALIKE AUDIENCES
  572. 572. LIVErtising.NET IHECS 2015-16 610
  573. 573. LIVErtising.NET IHECS 2015-16 611
  574. 574. LIVErtising.NET IHECS 2015-16 612 Ad Exchange Programmatic media/adv/mktg RTB
  575. 575. LIVErtising.NET IHECS 2015-16 613 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
  576. 576. LIVErtising.NET IHECS 2015-16 614 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
  577. 577. LIVErtising.NET IHECS 2015-16 615 The term Programmatic media (a.k.a. programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement and optimisation of media inventory, in turn replacing human-based methods.
  578. 578. LIVErtising.NET IHECS 2015-16 616
  579. 579. LIVErtising.NET IHECS 2015-16 617 Inventory Impressions CPM
  580. 580. LIVErtising.NET IHECS 2015-16 618
  581. 581. LIVErtising.NET IHECS 2015-16 619
  582. 582. LIVErtising.NET IHECS 2015-16 620
  583. 583. LIVErtising.NET IHECS 2015-16 621
  584. 584. LIVErtising.NET IHECS 2015-16 622
  585. 585. LIVErtising.NET IHECS 2015-16 623 https://youtu.be/-Glgi9RRuJs
  586. 586. LIVErtising.NET IHECS 2015-16 624
  587. 587. LIVErtising.NET IHECS 2015-16 625 17 to 30% 50% 99%
  588. 588. LIVErtising.NET IHECS 2015-16 626
  589. 589. LIVErtising.NET IHECS 2015-16 # 11 SEARCH Issues in Marketing Communication:
 LIVErtising 16.11
  590. 590. LIVErtising.NET IHECS 2015-16 628 Text Here Text Here Text Here Text Here Text Here affiliation search display emailing social med mobile native classified VR / AR The digital advertising ecosystem
  591. 591. LIVErtising.NET IHECS 2015-16 629
  592. 592. LIVErtising.NET IHECS 2015-16 630
  593. 593. LIVErtising.NET IHECS 2014-2015631
  594. 594. LIVErtising.NET IHECS 2014-2015632
  595. 595. LIVErtising.NET IHECS 2015-16 633 SEM SEO SEA
  596. 596. SEE THINK DO CARE People who wear clothes (use shoes / phones…) People (…) who are thinking they need some People (…) and are looking to buy some now People who have bought your shoes twice
  597. 597. LIVErtising.NET IHECS 2015-16 635 SERP
  598. 598. LIVErtising.NET IHECS 2015-16 636 SEM SEA SEO
  599. 599. Search engine optimization, or SEO, is the process by which your site can climb to first position in search engine rankings for a relevant keyword.
  600. 600. Search engine optimization, or SEO, is the process of improving your website so that it attracts more visitors from search engines.
  601. 601. LIVErtising.NET IHECS 2015-16 639
  602. 602. LIVErtising.NET IHECS 2015-16 640 SEO in 3 mistakes…!
  603. 603. LIVErtising.NET IHECS 2015-16 641 Positioning: #1 S E O ?
  604. 604. IP address / GPS location the SE version. the SE language the browser settings search history your device (mob, dtop, smartTV) SocMed signals (which, likes, friends…) + all personalisation features
  605. 605. LIVErtising.NET IHECS 2015-16 643
  606. 606. LIVErtising.NET IHECS 2015-16 644
  607. 607. LIVErtising.NET IHECS 2015-16 645
  608. 608. LIVErtising.NET IHECS 2015-16 646 So, logically… First position no longer means anything… or not much
  609. 609. LIVErtising.NET IHECS 2015-16 647 32%
  610. 610. LIVErtising.NET IHECS 2015-16 648 SEO is DEAD! S E O ?
  611. 611. LIVErtising.NET IHECS 2015-16 649
  612. 612. LIVErtising.NET IHECS 2015-16 650 http://neilpatel.com/2016/01/19/everything-you-need-to-know-about-off-page-seo/
  613. 613. LIVErtising.NET IHECS 2015-16 651 Black Hat SEO Spamdexing: • Keyword stuffing • Invisible text • Cloaking/doorways • Scraping/spinning • Link farming • Duplicate content
  614. 614. LIVErtising.NET IHECS 2015-16 652
  615. 615. LIVErtising.NET IHECS 2015-16 653 Invisible text means writing white text, a list of keywords, on a white background to make them invisible to the human visitor, but readable by the search bot.
  616. 616. LIVErtising.NET IHECS 2015-16 654
  617. 617. LIVErtising.NET IHECS 2015-16 655
  618. 618. LIVErtising.NET IHECS 2015-16 656
  619. 619. LIVErtising.NET IHECS 2015-16 657
  620. 620. LIVErtising.NET IHECS 2015-16 658 White Hat SEO Black Hat SEO Increasingly safe Increasingly risky Increasingly G-tolerated Increasingly G-hated Google’s tolerance
  621. 621. LIVErtising.NET IHECS 2015-16 659
  622. 622. LIVErtising.NET IHECS 2015-16 660
  623. 623. LIVErtising.NET IHECS 2015-16 661
  624. 624. LIVErtising.NET IHECS 2015-16 662 http://neilpatel.com/2016/01/19/everything-you-need-to-know-about-off-page-seo/
  625. 625. LIVErtising.NET IHECS 2015-16 663 SEO is DEAD! S E O ?
  626. 626. LIVErtising.NET IHECS 2015-16 664
  627. 627. LIVErtising.NET IHECS 2015-16 665
  628. 628. LIVErtising.NET IHECS 2015-16 666
  629. 629. LIVErtising.NET IHECS 2015-16 667
  630. 630. LIVErtising.NET IHECS 2015-16 668
  631. 631. LIVErtising.NET IHECS 2015-16 669
  632. 632. LIVErtising.NET IHECS 2015-16 670 Page Rank S E O ?
  633. 633. LIVErtising.NET IHECS 2015-16 671 Technique Content Optimization used to be…
  634. 634. LIVErtising.NET IHECS 2015-16 672 Technique Content Social signals UX Optimization is now…
  635. 635. LIVErtising.NET IHECS 2015-16 673 SEO in 3 mistakes…!
  636. 636. LIVErtising.NET IHECS 2015-16 674
  637. 637. LIVErtising.NET IHECS 2015-16 675
  638. 638. LIVErtising.NET IHECS 2015-16 676 Crawling Indexing Ranking
  639. 639. LIVErtising.NET IHECS 2015-16 677 http://www.webconfs.com/search-engine-spider-simulator.php
  640. 640. LIVErtising.NET IHECS 2015-16 678 http://www.feedthebot.com/
  641. 641. LIVErtising.NET IHECS 2015-16 680
  642. 642. LIVErtising.NET IHECS 2015-16 #11B search ON & OFF Issues in Marketing Communication:
 LIVErtising 16.11 B
  643. 643. LIVErtising.NET IHECS 2015-16 682 ON-site OFF-site Content HTML Architec ture Black Hat 01 02 03 04 Links Trust Social Profile Blocking
  644. 644. LIVErtising.NET IHECS 2015-16 683 • URL • HTML code • HTML tags • UX, e.g. speed & internal links • obstacles (Javascript/ Flash/ Ajax/ pictures / videos) • keywords (choice, use, density, LSI) • content (coherence, relevance, uniqueness, freshness) • cloaking ON-site Content HTML Architec ture Black Hat
  645. 645. LIVErtising.NET IHECS 2015-16 684
  646. 646. LIVErtising.NET IHECS 2015-16 685 HTML
  647. 647. LIVErtising.NET IHECS 2015-16 688
  648. 648. Even though this guide's title contains the words “search engine”, we’d like to say that you should base your optimization decisions first and foremost on what’s best for the visitors of your site. (…) your ultimate consumers are your users, not search engines.
  649. 649. LIVErtising.NET IHECS 2015-16 690 http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  650. 650. LIVErtising.NET IHECS 2015-16 691 searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2015.pdf
  651. 651. LIVErtising.NET IHECS 2015-16 692 http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2015.pdf
  652. 652. LIVErtising.NET IHECS 2015-16 693 OFF-site Links Trust Social Profile Blocking
  653. 653. LIVErtising.NET IHECS 2015-16 694
  654. 654. LIVErtising.NET IHECS 2015-16 695
  655. 655. LIVErtising.NET IHECS 2015-16 696
  656. 656. LIVErtising.NET IHECS 2015-16 697 OBJ PLAN of ACTIONS Tactic 2Tactic 1 Tactic 3 Tactic N How? Strategy Why? What? Mission Goals Cy
  657. 657. LIVErtising.NET IHECS 2015-16 698 1. 1st position on a keyword 2. online traffic increase 1. increase in sales 2. decrease in acquisition costs 3. increase in shop floor visits 4. branding 5. ROI on- & offline visibility user value Reach Act Convert Engage See Think Do Care
  658. 658. LIVErtising.NET IHECS 2015-16 699
  659. 659. LIVErtising.NET IHECS 2015-16 700 Onsite SEO Insights ?
  660. 660. LIVErtising.NET IHECS 2015-16 701 load speed 1.21 “ #1
  661. 661. LIVErtising.NET IHECS 2015-16 702 SEM http://developers.google.com/speed/pagespeed/insights/
  662. 662. LIVErtising.NET IHECS 2015-16 703
  663. 663. LIVErtising.NET IHECS 2015-16 704 Bounce rate #2
  664. 664. LIVErtising.NET IHECS 2015-16 705 OK!, but… don’t forget this is SEARCH… So, cherish your KEYWORDS! #3
  665. 665. http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 # searches # keywords in the query Long Tail keywords Head keywords
  666. 666. LIVErtising.NET IHECS 2015-16 707
  667. 667. LIVErtising.NET IHECS 2015-16 708 Personas Analytics Alternatives Objectives P A A O
  668. 668. LIVErtising.NET IHECS 2015-16 709 A
  669. 669. http://www.forbes.com/sites/joshsteimle/2014/12/23/the-long-tail-and-why-your-seo-keyword-strategy-is-wrong/#59ff746e5b83 SEE THINK DO # searches # keywords in the query O Reach Act Convert
  670. 670. LIVErtising.NET IHECS 2015-16 711 ? ? ? ? ?
  671. 671. LIVErtising.NET IHECS 2015-16 712 So, cherish your KEYWORDS! #3
  672. 672. LIVErtising.NET IHECS 2015-16 713 local seo #4
  673. 673. LIVErtising.NET IHECS 2015-16 714
  674. 674. LIVErtising.NET IHECS 2015-16 715 ROPO
  675. 675. LIVErtising.NET IHECS 2015-16 716
  676. 676. LIVErtising.NET IHECS 2015-16 717 Get your basic SEO in good shape • Long Tail geo-specific keywords • Unique local page for each store • NAP Claim your local profiles • Search engines • Directories • Check them • Optimize them Encourage reviews & ratings • Validates your business • boosts ranking • boosts CTR • boosts conversion Your customers like visual • SE & socmed like them too • product demos • store front, staff • ALT-tags Update your profiles IRT • specials & news • across ALL platforms • NAP
  677. 677. LIVErtising.NET IHECS 2015-16 718 NAP
  678. 678. LIVErtising.NET IHECS 2015-16 719 http://localseochecklist.org/
  679. 679. LIVErtising.NET IHECS 2015-16 720 video seo #5
  680. 680. LIVErtising.NET IHECS 2015-16 721 SEM SEA SEO
  681. 681. LIVErtising.NET IHECS 2015-16 722 SERP SEA = Adwords = Auction
  682. 682. LIVErtising.NET IHECS 2015-16 723 1.Expected CTR 2.Relevance 3. Landing Page ? AdRank= QS x Max CPC SEA = Adwords = Auction
  683. 683. LIVErtising.NET IHECS 2015-16 724
  684. 684. LIVErtising.N