Potrošniki pri svojih nakupih potujejo skozi proces določanja. V stik z blagovno znamko prihajajo v različnih trenutkih, preko različnih digitalnih kanalov in različnih naprav. Prav tako se skozi proces odločanja spreminjajo potrebe potrošnikov. Obstajajo trije ključni elementi digitalnega marketinga, katerim je potrebno v segmentu izdelkov široke potrošnje dati še posebej velik poudarek: zanimiva vsebina, targetiran doseg in učinkovite metrike. Kot rečeno, te trije elementi predstavljajo središče digitalne strategije za vsako blagovno znamko v sektorju izdelkov široke potrošnje, hkrati pa predstavljajo glavne prednosti digitalnega marketinga napram klasičnim kanalom, predvsem televiziji.

1. BRAND
IDENTITY
POINT OF VIEW
VALUES

2. BRAND
“Products are made in the
factory, but brands are
created in the mind.”
- Walter Landor

3. Brand relationship arc
Where is your brand?
defend
forgive
I’ll stand by you no matter what
I still love you no matter what
represents me
I have heard the name
known for something I care about
Everyone knows your brand does this the best
known for something
I know what your brand does/makes
exists
I have heard the name

4. IN A WORLD OF
DIGITAL MARKETING
& ADVERTISING…

5. CMOS CANT SLEEP AT NIGHT.
WHY?

6. BECAUSE THEY HAVE
3 QUESTIONS…

7. HOW DO I REACH AND ENGAGE MY AUDIENCE?
WHAT’S THE RIGHT MEDIA MIX & HOW DO I
ORCHESTRATE IT?
HOW DO I MEASURE SUCCESS?

8. ARE WE USING ALL THE
TOOLS POSSIBLE TO HAVE
A CONVERSATION WITH
THEM?

9. MOMENTS THAT MATTER
DELIVER THE RIGHT MESSAGE, TO THE RIGHT
USER, AT THE RIGHT TIME, ON THE RIGHT
DEVICE, FOR THE RIGHT PRICE.

10. 8 moments that matter
Google Confidential and Proprietary
10

11. Google Confidential and Proprietary
11

12. HOW CAN FMCG BRANDS
DEVELOP AND EFFECTIVE
DIGITAL STRATEGY?
Google Confidential and Proprietary
12

13. Digital brand strategy
BRAND
Where these three components
overlap is the core of the
brand’s digital strategy no
matter where the point of sale
AUDIENCE
DIGITAL
BEHAVIORS AND
INSIGHTS
Google Confidential and Proprietary
13

14. VGL BRAND WLTM
CONSUMERS WITH GSOH
FOR LTR
VGL - Very Good Looking
WLTM - Would Like To Meet
GSOH – Good Sense Of Humour
LTR - Long Term Relationship

15. DATING AKA ENGAGEMENT
Internet je najpomembnejši medij za izgradnjo odnosa

16. RAZUMEVANJE POTROŠNIKOV
Kako ujeti trenutke, ki so pomembni?

17. Tap consumer passion to
generate breakthrough
engagement with your
brand
Connect the
channels, seamlessly
delivering the brand
Design a post-purchase
experience that inspire
interactions on an
ongoing basis
Cultivate individual
conversation and
personalize selection
process Foster passionate
communities of
users, conversing with our
brand, our people, and
each other

18. TOUCHPOINT
+
BRAND IDENTITY
=
ENGAGEMENT POINT

19. INTERNET NA JPOMEMBNEJŠI MEDIJ
REACH
+
ENGAGE

20. PRILAGODITEV TRŽENJSKE
STRATEGIJE

21. Ključni elementi digitalnega marketinga
ENGAGING
CONTENT
TARGETED
REACH
EFFECTIVE
METRICS

22. ENGAGING
CONTENT
TARGETED
REACH
EFFECTIVE
METRICS

23. VSEBINA, PRILAGOJENA
TOUCHPOINT-U
Assist consumers to make the most of their daily lives
Google Confidential and Proprietary

24. ENGAGING
CONTENT
TARGETED
REACH
EFFECTIVE
METRICS
Google Confidential and Proprietary

25. KA J JE NAŠ CILJ?
Kateri touchpoint ciljamo?

27. Digital Marketing Framework
CILJNA SKUPINA
DIGITALNI
KANALI
CILJ
POTREBA
UPORABNIKA
SPOROČILO
TARGETIRANJE
KLJUČNI
KAZALNIKI
USPEHA
VSEBINA

28. Targetiranje
Affinity categories
Interest categories
Demographics
General interest KWs
Broad industry KWs
Tech support KWs
In-market buyers
Interest categories
Display keywords
Topics
Placements
Remarketing
Informational Searches
Category KWs
Mid-funnel KWs
Problem/Solution KWs
Search Remarketing
Remarketing
Transactional Searches
Brand KWs
Product names
Lower funnel KWs
Search Remarketing
CONSIDER
EVELUATE
BUY
Remarketing
Navigational Searches
Brand KWs
Tech support KWs
Search Remarketing
EXPERIENCE
BOND

29. Affinity categories
1.
2.
3.
4.
Reach as many people as possible and drive awareness
Increase awareness of your brand and products, and reach new potential
customers
Bidding: CPM
Metrics: Reach and frequency

30. In-market buyers
1.
2.
3.
Reach people who are actively considering a purchase
Bidding: CPA
Metrics: Conversion tracking & Engagement

31. Other (Interest) categories
1.
2.
3.
Bring traffic from people interested in your products or services to your
website.
Bidding: CPC
Metrics: Conversion tracking & Engagement

32. Category keywords
1.
2.
3.
Reach people who are actively researching a specific product or service on
search engines
Bidding: CPC
Metrics: Page Depth & Engagement

33. Remarketing
1.
2.
3.
4.
Reach your customers when they're most likely to buy
Reach people who visited your site
Bidding: CPA
Metrics: CTR & Engagement

34. 3 OSNOVNI ENGAGEMENT
POINTI

35. Osnova #1:
SPLETNI ISKALNIKI

36. Osnova #2:
RAZISKOVANJE

37. Osnova #3:
PODPORA TV

38. Digitalni kanali
UPOŠTEVANJE
PREFERENCA
NAKUP
IZKUŠNJA
VEZ
DISPLAY
DISPLAY
DISPLAY
DISPLAY
DISPLAY
SEARCH ADS
SEARCH ADS
SEARCH ADS
SEO
SEO
SEO
SEO
SOCIAL
FACEBOOK ADS
SOCIAL
SOCIAL
FACEBOOK ADS
FACEBOOK ADS
FACEBOOK ADS
FACEBOOK ADS
EMAIL
EMAIL
EMAIL
EMAIL

39. EMAIL
FACEBOOK ADS
SEO
SEARCH ADS
FACEBOOK ADS
SEO
DISPLAY
EMAIL
FACEBOOK ADS
DISPLAY
SEO
PREFERENCA
SEARCH ADS
DISPLAY
NAKUP
UPOŠTEVANJE
BLAGOVNA
ZNAMKA

40. Hvala
andraz.stalec@red-orbit.com
Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia
W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680