Digitale muligheder i
et nyt medielandskab
- do's and don'ts
Huset Markedsføring – 28/03/2014
#DigitasLBi
2
Per A. Knudsen
Digital Media
Strategist
Maria Eriksen
Jensen
Client Strategy
Director
#Digitalmedia
#Search
#Digitalstra...
3
"You can't just stare
at your belly button
and think, 'My brand
is great, everyone's
going to love it’”
Agenda
The new media landscape
- Challenges and potential
Always on
- What does this mean to marketing?
Content
- How does...
5
What we already know…
The web is turning social
Mobile is important
Digital evolves at a rapid pace
Big data is out ther...
The marketing
landscape has
never been more
complex
Marketing 10 years ago
Marketing today
So what does this mean to
the modern day marketeer?
10
1: Value chain
11
Digital sales channels
Digital channels
Digital ways
to drive sales
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
Brand
values
&
guidelines
2: Relation to customer
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
values
&
guidelines
14
Start on a one device
and continue on another
67%
Enable consumers to
find platforms on
multiple devices
throughout the ...
15
Start on a
PC/Laptop25%
Start on a
smartphone
4% Continue
on tablet61%
Continue
on PC/
Laptop
5% Continue
on tablet
Sta...
16
Integrating off- & online
Posters/billboards
Shop/businessTV
Magazines
58% 57%
36%48%
66%
Search on mobile
after seing a...
17
Online-
Offline
18
Outside
in
19
Do:
Become relevant to your customers
in the new media landscape
Don’t:
Think digital & the ”real” world
exclude each o...
How does
‘Always On’
affect my business?
What does ‘Always on’ mean?
Prediction
Social
All night
Analytics
Processes
Planning
Posts
Videos
Shit storms
Monitoring
R...
22
Curiousness towards new opportunities
Open mindedness to your customers/
users/clients needs & whereabouts
Agile proces...
Time
Place
Context
THINK
FIRST
25
The business challenge with ‘Always on’
Open mindedness
Life
Business growth
Marketing risk
26
Resources
Money/internal competencies & knowledge
Classic barriers for companies
Risk
That path is too uncertain
Tools
...
It’s all
about
data
EVERY
MINUTE
680,000
content
pieces
shared on
Facebook
Being reactive is the
new proactive
30
Digital
marketing
Timely content yields increased engagement
Engagement
Timeliness
Planned
marketing
TV
Billboard
Print...
31
Maersk
32
#TripleE
33
#TripleE
34
#TripleE
35
Do:
Focus on resources & processes to
help your business be always on
Don’t:
Forget to react when relevant
36
Har du
ressourcerne til at
være always on? ?
?
?
Content is
the key to
utilizing the
media landscape
38
What is content?
Tweet
Whitepaper
Video
Copy
Blog post
Catalogue
Social post
Images
App
Etc.
39
The digital heart
of a business is
your website
40
The corporate
website isn’t dead,
but it must share
the spotlight
Corporate websites
1992 – 2014?
ASOS
42
Women Men
Based
on
insights
Men vs.
women
43
Kuration
(thought leadership)
Sæsonbetonede
landingssider
Relevance
44
Campaign activation of content:
Web
site
#todayis
Create content
that goes the
extra mile
Ron
Burgundy
Products Apps/games Tons of web
exclusive content
New
content
Localise
49
Do:
Creative and insight driven content
that goes beyond a specific platform
Don’t:
Forget to focus on the website
Making Search
& Social
work together
SOCIAL MEDIA HAS
A CHALLENGE…
Friends BrandsNewsfeed
53
This
creates
a lot of
noise!
Social media challenge:
The lifetime of content in newsfeeds
Content
Creation
Content
Distribution
Content
Engagement
Cont...
How do we
successfully
extend the life
of content?
How can search
become relevant?
Search vs. Social
Discovery
Feeds
Facebook
Twitter
YouTube
Search
Google
Bing
Baidu
Social
Search
Facebook
Twitter
YouTube
News
Brands
Social Contact
Inspiration
Products
I search for…
Is the
ASOS
delivery
reliable?
ASOS
Skinny
jeans
This
season...
Search evolved with people
Image
search
Product
search
Video
search
Standard
search
Local
search
Book
search
Blog
search
N...
60
Google+
Search knows
the importance
of social
61
Paid
Shopping
(Paid)
Earned
Earned
Earned
Social is battling
for search
dominance
63
Wednesday
9
Newsfeed Timeline Graph search
Why Facebook is a great search engine
64
•  Photos of [X]
•  My Friends
•  Places near me
•  People named [X] who live in [Y]
•  Friends of [X]
•  Photos by [X]...
65
66
The new way of searching…
#
68
Do:
Investigate the opportunities
for search & social synergies
Don’t:
Focus solely on the channel/discipline
– focus o...
Summing up
What did we learn today
The digital
media
landscape
has
empowered
marketeers
Always on
should
reflect your
business
context...
Q&A
@peraknudsen
? ?
?
?
Per.knudsen@digitaslbi.com
Maria.Eriksen-Jensen@digitaslbi.com
Digitale muligheder   huset markedsføring - slideshare
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Digitale muligheder huset markedsføring - slideshare

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Presentation I gave at "Huset Markedsføring" in Copenhagen in late March of 2014.
It is about Digital opportunities in a new media landscape.

Published in: Marketing
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Digitale muligheder huset markedsføring - slideshare

  1. 1. Digitale muligheder i et nyt medielandskab - do's and don'ts Huset Markedsføring – 28/03/2014 #DigitasLBi
  2. 2. 2 Per A. Knudsen Digital Media Strategist Maria Eriksen Jensen Client Strategy Director #Digitalmedia #Search #Digitalstrategy #Design #Roadcycling #Businessstrategy #Management #Knitting #Running #Smartcar Who we are
  3. 3. 3 "You can't just stare at your belly button and think, 'My brand is great, everyone's going to love it’”
  4. 4. Agenda The new media landscape - Challenges and potential Always on - What does this mean to marketing? Content - How does your content get a longer lifespan across platforms? Search & social - How do you create synergies between your marketing channels?
  5. 5. 5 What we already know… The web is turning social Mobile is important Digital evolves at a rapid pace Big data is out there Digital strategy is important
  6. 6. The marketing landscape has never been more complex
  7. 7. Marketing 10 years ago
  8. 8. Marketing today
  9. 9. So what does this mean to the modern day marketeer?
  10. 10. 10 1: Value chain
  11. 11. 11 Digital sales channels Digital channels Digital ways to drive sales
  12. 12. I LOVE HATE THINK BELIEVE FEEL WISH Brand Brand values & guidelines 2: Relation to customer
  13. 13. DATA INSIGHTS CONTEXT CONTENT Brand Relevance bridge I LOVE HATE THINK BELIEVE FEEL WISH Brand values & guidelines
  14. 14. 14 Start on a one device and continue on another 67% Enable consumers to find platforms on multiple devices throughout the path to purchase. 3: Content consumption
  15. 15. 15 Start on a PC/Laptop25% Start on a smartphone 4% Continue on tablet61% Continue on PC/ Laptop 5% Continue on tablet Start on a tablet Continue on PC/Laptop 19% Continue on smartphone 65% 11% 10%
  16. 16. 16 Integrating off- & online Posters/billboards Shop/businessTV Magazines 58% 57% 36%48% 66% Search on mobile after seing an ad 66%
  17. 17. 17 Online- Offline
  18. 18. 18 Outside in
  19. 19. 19 Do: Become relevant to your customers in the new media landscape Don’t: Think digital & the ”real” world exclude each other
  20. 20. How does ‘Always On’ affect my business?
  21. 21. What does ‘Always on’ mean? Prediction Social All night Analytics Processes Planning Posts Videos Shit storms Monitoring Real time Content
  22. 22. 22 Curiousness towards new opportunities Open mindedness to your customers/ users/clients needs & whereabouts Agile processes & be on your toes Monitoring/analytics is for everyone Traits to leverage ‘always on’
  23. 23. Time Place Context
  24. 24. THINK FIRST
  25. 25. 25 The business challenge with ‘Always on’ Open mindedness Life Business growth Marketing risk
  26. 26. 26 Resources Money/internal competencies & knowledge Classic barriers for companies Risk That path is too uncertain Tools Lack of information/access to relevant tools Politics Other parts of the organisation stop the progress Technical issues Platform limitations
  27. 27. It’s all about data
  28. 28. EVERY MINUTE 680,000 content pieces shared on Facebook
  29. 29. Being reactive is the new proactive
  30. 30. 30 Digital marketing Timely content yields increased engagement Engagement Timeliness Planned marketing TV Billboard Print ad   Real-time marketing
  31. 31. 31 Maersk
  32. 32. 32 #TripleE
  33. 33. 33 #TripleE
  34. 34. 34 #TripleE
  35. 35. 35 Do: Focus on resources & processes to help your business be always on Don’t: Forget to react when relevant
  36. 36. 36 Har du ressourcerne til at være always on? ? ? ?
  37. 37. Content is the key to utilizing the media landscape
  38. 38. 38 What is content? Tweet Whitepaper Video Copy Blog post Catalogue Social post Images App Etc.
  39. 39. 39 The digital heart of a business is your website
  40. 40. 40 The corporate website isn’t dead, but it must share the spotlight Corporate websites 1992 – 2014?
  41. 41. ASOS
  42. 42. 42 Women Men Based on insights Men vs. women
  43. 43. 43 Kuration (thought leadership) Sæsonbetonede landingssider Relevance
  44. 44. 44 Campaign activation of content: Web site #todayis
  45. 45. Create content that goes the extra mile Ron Burgundy
  46. 46. Products Apps/games Tons of web exclusive content New content
  47. 47. Localise
  48. 48. 49 Do: Creative and insight driven content that goes beyond a specific platform Don’t: Forget to focus on the website
  49. 49. Making Search & Social work together
  50. 50. SOCIAL MEDIA HAS A CHALLENGE…
  51. 51. Friends BrandsNewsfeed
  52. 52. 53 This creates a lot of noise!
  53. 53. Social media challenge: The lifetime of content in newsfeeds Content Creation Content Distribution Content Engagement Content Death
  54. 54. How do we successfully extend the life of content?
  55. 55. How can search become relevant?
  56. 56. Search vs. Social Discovery Feeds Facebook Twitter YouTube Search Google Bing Baidu Social Search Facebook Twitter YouTube
  57. 57. News Brands Social Contact Inspiration Products I search for… Is the ASOS delivery reliable? ASOS Skinny jeans This seasons spring dresses? Where is ASOS located? What is the latest ASOS collection?
  58. 58. Search evolved with people Image search Product search Video search Standard search Local search Book search Blog search News search App search Patent search
  59. 59. 60 Google+ Search knows the importance of social
  60. 60. 61 Paid Shopping (Paid) Earned Earned Earned
  61. 61. Social is battling for search dominance
  62. 62. 63 Wednesday 9 Newsfeed Timeline Graph search Why Facebook is a great search engine
  63. 63. 64 •  Photos of [X] •  My Friends •  Places near me •  People named [X] who live in [Y] •  Friends of [X] •  Photos by [X] •  Photos of my friends •  Photos liked by me •  Photos liked by [X] •  People named [X] Graph search examples…
  64. 64. 65
  65. 65. 66
  66. 66. The new way of searching… #
  67. 67. 68 Do: Investigate the opportunities for search & social synergies Don’t: Focus solely on the channel/discipline – focus on the user intent
  68. 68. Summing up
  69. 69. What did we learn today The digital media landscape has empowered marketeers Always on should reflect your business context Data Insights Context Content = Relevance Search & social are aligned in the users mind
  70. 70. Q&A @peraknudsen ? ? ? ? Per.knudsen@digitaslbi.com Maria.Eriksen-Jensen@digitaslbi.com

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