Above ou Below the line ? Couverture ou hyper ciblage ? Peu importe ! L’affichage publicitaire en ligne offre autant de possibilités marketing d’atteindre sa cible que l’ensemble des autres média réunis. Décodage des chiffres et des outils de base. Mise en scène des bonnes pratiques. Démonstration à l’appui.
The document discusses key digital trends in Belgium, including the growth of online video, rising popularity of tablets, strong growth in e-commerce, social networks maturing into important communication platforms, and the rise of programmatic buying which uses data to target ads more precisely. It emphasizes that these trends will continue shaping the digital landscape and how companies communicate and invest online in Belgium.
This document summarizes the history of small towns in Scotland and current demographic trends. It discusses how small towns emerged and developed from the 12th to 20th centuries, influenced by events like the industrial revolution. Royal charters granted trading monopolies and burgh status shaped settlements. Current trends show Scotland's population is stable but aging, with fewer children and smaller families. Migration patterns have changed, with population shifting internally from rural to northeast areas. Future challenges include an older population and declining workforce.
In the Western world, crisis has now taken the place of ancient gods and drive humans to necessary changes. Martine will demonstrate that several loop-holes exist side by side for many years and that people as citizen and consumers propose to turn strategies of avoidances into armament strategies.
The document discusses digital communication strategies and outlines 10 steps to catch up with digital trends. It introduces Bruno Van Boucq, the CEO of Beweb, and organizations he founded like IAB Belgium. Various digital marketing concepts are defined, like impressions, unique visitors, cookies. Internet advertising spending and audience shares in Belgium are shown. Different types of websites, pricing models, targeting approaches, and ad formats like banners and web-to-store are described. The goal is to help businesses understand digital opportunities and plan effective online communication and mediaplanning.
The document discusses performance marketing and display advertising. It defines performance marketing as getting measurable return on investment by paying per action or result, rather than for impressions. Display advertising works by tracking impressions, clicks, and conversions through cookies to attribute them to campaigns. Retargeting aims to re-engage past website visitors through personalized ads. Duplication can occur when multiple sites take credit for the same sale.
This document discusses improving direct marketing through digital channels. It provides tips for better email design, such as using prototypes and gathering feedback. It also discusses how to enhance relevance and return on investment through segmentation, personalization, lifecycle management, and triggered campaigns. Testing and measurement are recommended to improve email marketing strategies. The overall message is that marketers must focus on relevance to engage customers as email inboxes become more crowded.
The document discusses digital marketing trends over the past decade. It begins with definitions of marketing and digital, then notes that digital marketing has more than doubled in reach over the past 10 years to now include 69% of the population. Major trends in digital marketing that are discussed include the shift to mobile/social media and the growth of audiences outside the United States, especially in Asia and Latin America. The presentation aims to provide an overview of digital marketing and opportunities in data management.
This document discusses using social media to engage customers. It begins with an agenda for a workshop on social media strategy. It then discusses how the consumer decision journey has changed, with digital touchpoints now being twice as numerous before a purchase. It notes that social media is about creating shared value for both consumers and brands. The document discusses key social media platforms in Belgium and characteristics of connected consumers, including their social media usage and expectations. It emphasizes that social media strategy should be driven by business goals and outlines how to use social media to enhance customer equity and build brand awareness.
The document discusses key digital trends in Belgium, including the growth of online video, rising popularity of tablets, strong growth in e-commerce, social networks maturing into important communication platforms, and the rise of programmatic buying which uses data to target ads more precisely. It emphasizes that these trends will continue shaping the digital landscape and how companies communicate and invest online in Belgium.
This document summarizes the history of small towns in Scotland and current demographic trends. It discusses how small towns emerged and developed from the 12th to 20th centuries, influenced by events like the industrial revolution. Royal charters granted trading monopolies and burgh status shaped settlements. Current trends show Scotland's population is stable but aging, with fewer children and smaller families. Migration patterns have changed, with population shifting internally from rural to northeast areas. Future challenges include an older population and declining workforce.
In the Western world, crisis has now taken the place of ancient gods and drive humans to necessary changes. Martine will demonstrate that several loop-holes exist side by side for many years and that people as citizen and consumers propose to turn strategies of avoidances into armament strategies.
The document discusses digital communication strategies and outlines 10 steps to catch up with digital trends. It introduces Bruno Van Boucq, the CEO of Beweb, and organizations he founded like IAB Belgium. Various digital marketing concepts are defined, like impressions, unique visitors, cookies. Internet advertising spending and audience shares in Belgium are shown. Different types of websites, pricing models, targeting approaches, and ad formats like banners and web-to-store are described. The goal is to help businesses understand digital opportunities and plan effective online communication and mediaplanning.
The document discusses performance marketing and display advertising. It defines performance marketing as getting measurable return on investment by paying per action or result, rather than for impressions. Display advertising works by tracking impressions, clicks, and conversions through cookies to attribute them to campaigns. Retargeting aims to re-engage past website visitors through personalized ads. Duplication can occur when multiple sites take credit for the same sale.
This document discusses improving direct marketing through digital channels. It provides tips for better email design, such as using prototypes and gathering feedback. It also discusses how to enhance relevance and return on investment through segmentation, personalization, lifecycle management, and triggered campaigns. Testing and measurement are recommended to improve email marketing strategies. The overall message is that marketers must focus on relevance to engage customers as email inboxes become more crowded.
The document discusses digital marketing trends over the past decade. It begins with definitions of marketing and digital, then notes that digital marketing has more than doubled in reach over the past 10 years to now include 69% of the population. Major trends in digital marketing that are discussed include the shift to mobile/social media and the growth of audiences outside the United States, especially in Asia and Latin America. The presentation aims to provide an overview of digital marketing and opportunities in data management.
This document discusses using social media to engage customers. It begins with an agenda for a workshop on social media strategy. It then discusses how the consumer decision journey has changed, with digital touchpoints now being twice as numerous before a purchase. It notes that social media is about creating shared value for both consumers and brands. The document discusses key social media platforms in Belgium and characteristics of connected consumers, including their social media usage and expectations. It emphasizes that social media strategy should be driven by business goals and outlines how to use social media to enhance customer equity and build brand awareness.
This document provides information about an Executive Master in Digital Marketing and Communication program offered in collaboration between several organizations. The 17-day program, held over 7 months, provides 7 modules on digital marketing and communication topics like data, marketing basics, social media, pricing, and developing solutions rather than just products. It is aimed at managers interested in digital marketing and will provide a qualification in digital marketing and communication upon completion.
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The document provides an overview of search engine advertising on Google:
- Google controls 97% of search engine traffic in Belgium and advertisers can purchase keywords to display ads on Google Search and other Google properties.
- Advertisers bid in an auction for keyword placements, with the highest bidder receiving top placement; advertisers only pay if a user clicks their ad.
- There are various ad formats beyond basic text ads, including extensions that can include callouts, phone numbers, app links, locations, and reviews.
- Campaigns should be structured with ad groups to tightly target keywords to stages of the customer journey or products. Advanced settings allow for location, device, and automation targeting.
- Special ad types include Remark
This document discusses performance marketing and data marketing in the digital advertising ecosystem. It provides definitions and explanations of key concepts like real-time bidding, retargeting, ad exchanges, and how data is collected and used for targeting advertisements. The document also describes how the digital display advertising system has evolved from Google transforming the market into an automated exchange to the complex real-time auction processes that occur between demand-side platforms, supply-side platforms, ad exchanges, and other players.
Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
This document discusses the changing consumer landscape in the digital age. It notes that consumers now have access to too many choices and information sources, leading to feelings of overstimulation. Marketers can no longer rely solely on traditional advertising approaches and must develop more collaborative, dialogue-based relationships with consumers. The digital world has created a situation where consumers are actively seeking information from a variety of sources and brands must adapt to this new dynamic where consumers have more control over their media consumption and information sources.
This document outlines a 10-week course on digital marketing. It discusses key digital marketing concepts and challenges including big data, social media, mobile and cross-channel shopping. Metrics for measuring digital campaigns like clicks, leads, and cost per thousand impressions are presented. Retargeting and real-time bidding for digital ads are covered. The importance of owned, earned, and paid media is explained.
The document discusses how social media and new technologies are changing business and marketing. It notes that who companies target is shifting to focus more on individuals. It also warns that companies who do not adapt to these changes by embracing social media and new technologies risk falling behind or even failing. The future involves experimenting with new approaches and building ecosystems across multiple touchpoints while still focusing on social aspects.
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This document provides information about an Executive Master in Digital Marketing and Communication program offered in collaboration between several organizations. The 17-day program, held over 7 months, provides 7 modules on digital marketing and communication topics like data, marketing basics, social media, pricing, and developing solutions rather than just products. It is aimed at managers interested in digital marketing and will provide a qualification in digital marketing and communication upon completion.
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- Advertisers bid in an auction for keyword placements, with the highest bidder receiving top placement; advertisers only pay if a user clicks their ad.
- There are various ad formats beyond basic text ads, including extensions that can include callouts, phone numbers, app links, locations, and reviews.
- Campaigns should be structured with ad groups to tightly target keywords to stages of the customer journey or products. Advanced settings allow for location, device, and automation targeting.
- Special ad types include Remark
This document discusses performance marketing and data marketing in the digital advertising ecosystem. It provides definitions and explanations of key concepts like real-time bidding, retargeting, ad exchanges, and how data is collected and used for targeting advertisements. The document also describes how the digital display advertising system has evolved from Google transforming the market into an automated exchange to the complex real-time auction processes that occur between demand-side platforms, supply-side platforms, ad exchanges, and other players.
Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
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Digital communication in practice: display, brand awareness BRUNO VAN BOUCK
1. 10
lundis
pour
ra.raper
le
train
du
digital
Digital communication in
practice : display , brand
awarness
Bruno
Van
Boucq
CEO
BEWEB
sa/nv
2. Introduc5on
10
lundis
pour
ra.raper
le
train
du
digital
• What
about
…
– Bruno
Van
Boucq
– Beweb
– My
posi:ons
in
the
media
field
• Founder
and
board
member
of
Interac:ve
Adver:sing
Bureau
(IAB)
• Founder
and
President
of
Digital
Media
Associa:on
(DMA)
• Board
Member
of
Centrum
of
informa:on
for
Media
(CIM)
3. The
Roles
played
by
IAB
10
lundis
pour
ra.raper
le
train
du
digital
• Inspire
• Regulate
• Educate
• Lobbying
4. The
Roles
played
by
DMA
10
lundis
pour
ra.raper
le
train
du
digital
• The
Official
representa5ve
for
Internet
in
the
CIM
• Standardisa5on
• Grow
the
Market
5. CIM:
internet
10
lundis
pour
ra.raper
le
train
du
digital
• Measurement
of
the
audience
– Metriweb
(2001
to
the
end
2012)
• Establishing
profiles
– Metriprofil
(
2005
to
the
end
2012)
• Near
future
– TNS
(2013)
6. The
media
context
10
lundis
pour
ra.raper
le
train
du
digital
• Too
many
actors?
• Too
many
possibili5es
to
communicate?
• Power
of
television
vs
Collapsing
of
the
press
audience
• Switching
the
audience
to
internet
7. Some
vocabulary
10
lundis
pour
ra.raper
le
train
du
digital
• Impression
=
display
• Audience
=
people
• A
unique
visitor
=
a
cookie
• A
cookie
=
a
file
• Adserver
=
a
soSwaretool
to
broadcast
each
ad
• Capping
=
op5on
to
calibrate
the
repe55on
8. Adver5sing
spending
in
the
world
(market
share)
10
lundis
pour
ra.raper
le
train
du
digital
45
40
35
30
TV
25
Magazines
20
Dailies
Internet
15
10
5
0
2007
2008
2009
2010
Source:
ZenithMedia
9. BELGIUM:
all
media
vs
Internet
10
lundis
pour
ra.raper
le
train
du
digital
45%
40%
TELEVISION
35%
PRESSE
30%
25%
RADIO
20%
AFFICHAGE
15%
10%
INTERNET
5%
CINEMA
0%
2006
2007
2008
2009
2010
2011
Source:
MDB
11. What
kinds
of
websites
10
lundis
pour
ra.raper
le
train
du
digital
• News
• Services
• Portals
– Mappy
– So]ware
(Microso],
Yahoo,
…)
– Meteo
– Price
comparisor
– Acces
providers
(Skynet)
• Media
• Entertainment
– Humo
– Gaming
sites
– Radio
Contact
– Gambling
sites
– …
– RTL
TVI
• Directories
• Social
websites
– Google
– Blogs
– Pages
d’or
– Netlog
– Facebook
• Classifieds
– LinkeDin
– Immoweb
– Vlan
• Corporate
– Vroom
– Each
company
12. A
pageview
≠
A
pageview
10
lundis
pour
ra.raper
le
train
du
digital
• Branding
of
the
website
• In
terms
of
• Sort
of
content
(immo
vs
news)
value
• Profile
of
the
audience
• Posi5on
of
the
adver5sing
• In
terms
of
format
efficiency
• Intrusion
of
the
adver5sing
format
13. What
kind
of
pricing
10
lundis
pour
ra.raper
le
train
du
digital
• Broadcas5ng
model:
Advantage
vs
disad.
– CPM
• Efficiency
model:
– CPC
– CPL
– CPA
• Fixed-‐price
model
– CPD
14. Why
communicate
on
Internet?
10
lundis
pour
ra.raper
le
train
du
digital
• Your
briefing
• Your
goals
è Mediaplanning
tools
• Your
targets
• Your
experience
(t-‐e-‐r)
15. Branding
versus
Direct
10
lundis
pour
ra.raper
le
train
du
digital
According
to
your
goals
and
your
finances:
• Coverage
versus
Targe5ng
• Repe55on
versus
Intrusion
But
always
measure
your
results
in
the
context.
16. What
kinds
of
results
10
lundis
pour
ra.raper
le
train
du
digital
The
classical
results
(adservers)
• CTR
(%)
• The
coverage
• The
repe55on
(opt:capping)
• Lead
• Acquisi5on
or
purchase
The
non
classical
results:
(impact
barometers)
• Brand
a]ribu5on
–
Brand
preference
–
Brand
recogni5on
• The
effec5ve
score
• Global
Campaign
apprecia5on
• Some
examples:
Carlsberg,
Chanel,
VW
Beetle,…
17. What
kinds
of
targe5ng
10
lundis
pour
ra.raper
le
train
du
digital
• Global
– Power,
repe::on,
coverage
– PNU
vs
NBO
(h.p://www.pnunited.be
vs
www.newsbrandsonline.be
)
• Thema5cs
– Auto,
Immo,
Travel,
Business,
etc.
• Socio-‐demo
– Gender,
age,
job,…
• Geographics
– Example:
proxitore
(demo)
18. What
kinds
of
formats
10
lundis
pour
ra.raper
le
train
du
digital
19. Banner
10
lundis
pour
ra.raper
le
train
du
digital