Présentation du livre La plan marketing et communication digital : préparer, déployer et piloter son plan web marketing à l'occasion du salon Maison & Objet. Cette courte présentation apporte les 10 clefs de succès pour construire un plan marketing digital performant. Le sujet est approfondi dans l'ouvrage qui vient de sortir.

2. 2
30’ summary of a book - 10 keys
Digital marketing and communication plan
Prepare, build and drive you digital marketing plan
• Understanding of digital revolutions
• How to drive your target
• What to expect from digital
• Mapping of digital marketing actions
• Review of web marketing services
• Search marketing
• New trends for digital ad
• How to charm your visitors
• How to convert to customers
• Retention methods
• Social networks
• Measure, analyze, drive, test and learn
LEPLANMARKETING-COMMUNICATIONDIGITAL
MARKETING / COMMUNICATION
LE PLAN MARKETING-
COMMUNICATION
DIGITALPréparer, déployer et piloter son plan
Web marketing
Denis POMMERAY
08/08/2016 09:52

3. 3
KEY 1
UNDERSTANDING OF THE DIGITAL
WORLD

4. 4
Who are we / Digital presentation ?
E-reputation
Personal branding
Googlisation
Right to be forgotten
Personal data
Personal network
This is a matter of culture and a human adventure.

5. 5
Who are you / Digital visibility?
Same for brands
E-branding
Visibility
Recognition
Localization
Story telling
Brand content
How to tell a story across the web

6. 6
Digital transparency?
Data
Customer reviews
Pictures
Videos
Open hours
…
Strategic information is not where we think

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Source : US Census Bureau, Internet World Stats, CNNIC – via We Are Social

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EVERY MINUTE ON INTERNET
o 2M searches on Google.
o 15.000 songs listened on iTunes.
o 347 new posts in WordPress blogs.
o 571 new sites web created.
o 204M emails sent.
o 3.600 photos posted on Instagram.
o 11.000 searches by professionals on Linkedin.
o Amazon makes 83.000 dollars.
o 104.000 videos shared on Snapchat.
o 278.000 Tweets.
o 2,4M new posts on Facebook. (41.000 /sec)
o 1,8M likes on Facebook.
o 72 hours video views on Youtube.

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34%are looking for information on their
smartphone during shopping offline
Key indicators about consumers
70%Do not convert their shopping
cart
93%Make a search before
buying anything
Source : Google Partners, 2015
57%of mobile trafic already
purchase on their
smartphone
63days before purchase a travel
product online
65%start their journey on their smartphone

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OMNICANAL

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GAFA / NATU power
• Renault = 26 milliards
• Uber = 51 milliards
• Tesla = 29 milliards
§ CAC 40 = 1 131 Milliards
§ GAFA = 1 675 Milliards

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New consumer’s powers
Ability to get the right information No more trust in advertisement Ultra connected anywhere anytime Power to change the brands strategy

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Adblock
41% of 16-29 !

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The power of consumer’s prescription
to get rentability from the marketing
plan, a new customer must generate
others.
1rst order is not a finality.

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KEY 2
DRIVE YOUR TARGET

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Empathy map

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Digital must contribute to provide solutions to Customer
needs
New digital business model :
Deliver solution to customer needs
Deliver better than expected
Create engagement
waitings from the digital
point of view?
– Product information?
– Time gain?
– Trust in brand and
product?
– Contact?
– Find the right product?
– Services +?

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Segmentation becomes a necessity
• Deliver the right message to
the right person
• Make the experience smarter
• Engage customer to brand
values

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KEY 3
ROLE OF DIGITAL IN THE GLOBAL
STRATEGY

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The digital strategy should be customer centric
2- Improve the brand value
– More customer consideration.
– Customer satisfaction and
retention.
– Positive word of mouth.
1- Overtake customer
expectations
– What are my strengths vs
competitors?
– How digital help me to do the
difference for my brand?

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Connaître ses cibles
Gain Creators
Describe how your products and services create customer
gains.
How do they create benefits your customer expects, desires
or would be surprised by, including functional utility, social
gains, positive emotions, and cost savings?
Do they…
Create savings that make your customer happy?
(e.g. in terms of time, money and effort, …)
Produce outcomes your customer expects or
that go beyond their expectations?
(e.g. better quality level, more of something, less of
something, …)
Pain Relievers
Copy or outperform current solutions that delight
your customer?
(e.g. regarding specific features, performance, quality, …)
Make your customer’s job or life easier?
(e.g. flatter learning curve, usability, accessibility, more
services, lower cost of ownership, …)
Create positive social consequences that your
customer desires?
(e.g. makes them look good, produces an increase in power,
status, …)
Do something customers are looking for?
(e.g. good design, guarantees, specific or more features, …)
Fulfill something customers are dreaming about?
(e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your
customers success and failure criteria?
(e.g. better performance, lower cost, …)
Help make adoption easier?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to
its relevance to your customer. Is it substantial or insignificant?
For each gain indicate how often it occurs.
Describe how your products and services alleviate customer
pains. How do they eliminate or reduce negative emotions,
undesired costs and situations, and risks your customer
experiences or could experience before, during, and after
getting the job done?
Do they…
Produce savings?
(e.g. in terms of time, money, or efforts, …)
Make your customers feel better?
(e.g. kills frustrations, annoyances, things that give them
a headache, …)
Fix underperforming solutions?
(e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter?
(e.g. make things easier, helping them get done, eliminate
resistance, …)
Wipe out negative social consequences your
customers encounter or fear?
(e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear?
(e.g. financial, social, technical risks, or what could go
awfully wrong, …)
Help your customers better sleep at night?
(e.g. by helping with big issues, diminishing concerns, or
eliminating worries, …)
Limit or eradicate common mistakes customers
make?
(e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions?
(e.g. lower or no upfront investment costs, flatter learning
curve, less resistance to change, …)
Rank each pain your products and services kill according
to their intensity for your customer. Is it very intense or
very light?
For each pain indicate how often it occurs. Risks your
customer experiences or could experience before, during,
and after getting the job done?
Products & Services
List all the products and services your value proposition is
built around.
Which products and services do you offer that help your
customer get either a functional, social, or emotional job
done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer
perform the roles of:
Buyer
(e.g. products and services that help customers compare
offers, decide, buy, take delivery of a product or service, …)
Co-creator
(e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer
(e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufac-
tured goods, face-to-face customer service), digital/virtual
(e.g. downloads, online recommendations), intangible (e.g.
copyrights, quality assurance), or financial (e.g. investment
funds, financing services).
Rank all products and services according to their
importance to your customer.
Are they crucial or trivial to your customer?
Gains
Describe the benefits your customer expects, desires or would
be surprised by. This includes functional utility, social gains,
positive emotions, and cost savings.
Which savings would make your customer happy?
(e.g. in terms of time, money and effort, …)
What outcomes does your customer expect and what
would go beyond his/her expectations?
(e.g. quality level, more of something, less of something, …)
How do current solutions delight your customer?
(e.g. specific features, performance, quality, …)
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations,
and risks that your customer experiences or could experience
before, during, and after getting the job done.
What does your customer find too costly?
(e.g. takes a lot of time, costs too much money, requires
substantial efforts, …)
What makes your customer feel bad?
(e.g. frustrations, annoyances, things that give them a
headache, …)
How are current solutions underperforming
for your customer?
(e.g. lack of features, performance, malfunctioning, …)
What are the main difficulties and challenges
your customer encounters?
(e.g. understanding how things work, difficulties getting
things done, resistance, …)
What negative social consequences does your
customer encounter or fear?
(e.g. loss of face, power, trust, or status, …)
What risks does your customer fear?
(e.g. financial, social, technical risks, or what could go awfully
wrong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make?
(e.g. usage mistakes, …)
What barriers are keeping your customer from
adopting solutions?
(e.g. upfront investment costs, learning curve, resistance
to change, …)
Rank each pain according to the intensity it represents for
your customer.
Is it very intense or is it very light.?
For each pain indicate how often it occurs.
Describe what a specific customer segment is trying to get
done. It could be the tasks they are trying to perform and
complete, the problems they are trying to solve, or the needs
they are trying to satisfy.
What functional jobs are you helping your customer
get done? (e.g. perform or complete a specific task, solve a
specific problem, …)
What social jobs are you helping your customer get
done? (e.g. trying to look good, gain power or status, …)
What emotional jobs are you helping your customer
get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer
satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs
ancillary jobs in different roles. Describe the jobs your
customer is trying to get done as:
Buyer (e.g. trying to look good, gain power or status, …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers
dispose of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your
customer. Is it crucial or is it trivial? For each job
indicate how often it occurs.
Outline in which specific context a job
is done, because that may impose
constraints or limitations.
(e.g. while driving,
outside, …)
What would make your customer’s job or life easier?
(e.g. flatter learning curve, more services, lower cost of
ownership, …)
What positive social consequences does your
customer desire?
(e.g. makes them look good, increase in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about?
(e.g. big achievements, big reliefs, …)
How does your customer measure success and
failure?
(e.g. performance, cost, …)
What would increase the likelihood of adopting a
solution?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain according to its relevance to your customer.
Is it substantial or is it insignificant? For each gain indicate
how often it occurs.
strategyzer.com
The Value Proposition Canvas
Value Proposition Customer Segment
The makers of Business Model Generation and Strategyzer
Copyright Business Model Foundry AG
Produced by: www.stattys.com

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Value proposition
1. OFFER clear, attractive and digital
compatible
2. COMPETITOR POSITIONNING defined
3. TARGET identified
4. PROJECT sponsored by the whole
company,
5. SERVICE LEVEL promising,
6. GLOBAL VISION clear
Digital must add value:
§ To attract my target……
§ To make customer
satisfaction…..
§ To make my company more
valuable…..
> Then I just have to deploy my plan

24. 24
New business models
Trends to multifaceted
models.
Revenues are driven by
finance and technology.
Revenue flow are not
where we think first...

25. 25
CULTURE AND INTERN COMMUNICATION
Federate the teams
§ Everyone involved
§ Make pedagogic Workshops
§ Measure the results and communicate them
§ Make the project valuable
§ Give the key values
Integrate digital culture inside the company
§ Digital must be helpfull for the whole company.
§ Erase competition between off and online.
§ Move the backoffice services to the digital waitings and
needs.

26. 26
SWOT DIGITAL
Opportunities
Strengths Weaknesses
Threats
Results from the digital swot will guide the choice of marketing action plan
The digital SWOT

27. 27
KEY 4
DIGITAL MARKETING ACTIONS MAPPING

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CUSTOMER ACQUISITION FUNNEL
• 1- Visibility et Notoriety
• 2- Collecte et Data
• 3- Conversion
• 4- Customer
interactions
Ergonomie

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Digital marketing R.O.I.
Why global vision is necessary to get return on investment.
• Any marketing service interact with others and
contribute to the global performance.
• Some marketing services have a bad ROI but generate
important indirect impact.
• Working on each marketing service in the same time
improve efficiency, conversion and reputation.

30. 30
Inbound marketing
How to make people come to us
instead of pushing them undesired
ads.

31. 31
Why the inbound marketing is successful ?
• Make the brands working on their
offer / value.
• Is appreciated by consumers.
• Google friendly
• Generate a good return on
investment

32. 32
Growth hacking
What about growth hacking?
Beautifull word to describe digital marketing tips
and a bit more…
1. Product Market Fit
2. Think out of the box
3. Customer centric
4. Data analyze
5. Development and tools hacking

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KEY 5
BE THE BEST IN SEARCH MARKETING !!

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What is considered as negative?
- Duplicated contents,
- content syndication,
- Proportion of text / code / ads,
- unverified source content,
- backlink from unrelevant websites
- Unsecured website
- Bad mobile compatibility.
What is considered as positive?
- Rich and authentic contents
- Accessibility,
- Content structure,
- Visitors interactions,
- backlinks from relevant websites
- Social network activity,
- Update frequency.
SEARCH : Last Google releases

36. 36
SEO optimization is like gardening

37. 37
New 2016 priorities according to Google
1. User eXperience
2. Security
3. Multi device
4. Verified content source.
5. Resources saving

38. 38
KEY 6
ONLINE ADS : NEW TRENDS

39. 39
Data, targeting and programmatic
Deliver
the right message
to the right person
at the right time
at the right place

40. 40
Data, targeting and programmatic
• Data : bigdata, data
analyse and artificial
intelligence
• Targeting and
retargeting
• Programmatic : real time
bidding and automated
optimization

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RETARGETING

42. 42
Social networks advertising

43. 43
KEY 7
TRAFFIC CONVERSION TO LOYAL
CUSTOMERS

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How to collect @
E-MAIL WEB CONTEST CORREGISTRATION OPEN ID

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How to get conversion
UX CONCEPTION CONTENT ACCESSIBILITY WEB DESIGN

46. 46
KEY 8
CUSTOMER ENGAGEMENT

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TITRE DU CHAPITRE
sfzd

48. 48

49. 49
KEY 9
MEASURE, TEST, LEARN, DRIVE AND
REPORT

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How to mesure performance and return on investment
A good dashboard allow several
reading level according to the
recipient:
• 1rst pages give the global view
business oriented
• Next pages give more details on
each marketing services deployed
• Never give numbers without
analyse!

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KEY 10
KEEP THE GLOBAL VISION AND GO
AHEAD!

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Work with the global vision
The right strategy for performance?
1. A clear value proposition.
2. A long term vision.
3. A customer oriented conception.
4. A good interaction between marketing services.
5. Web analytics to measure and improve.
6. Multi channel and multi devices.
Customer focused
product strategy
Acquisition web
marketing actions
Data, lead collect
Conversion
methods
Retention and
Engagement

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Thank you!
Book soon available.
Keep in touch!
/denispommeray
@DenisPommeray
denis.pommeray@e-malaya.fr
0645021931