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Digital Future, digitale strategie op Marketing Monday Twente
- 1. DIGITAL FUTURE Dr. Robin Effing Presentatie Marketing Monday 8 mei 2018 Saxion / Universiteit Twente / TIAS WWW.SOCIALPOWER.NL
- 7. 2013
- 8. 2014
- 9. 2016
- 10. Dr. Robin Effing 10
- 11. Dr. Robin Effing 11
- 15. KLM FONQ Thales TUI FLY Gemeente Enschede Gemeente Epe Germania Coolblue Wolff Cinemas Kadaster Nike Drukwerkdeal Universiteit Twente ANWB ING The Sting Katja
- 16. Effing, R. & Spil, A.A.M. (2016) Social Media Strategy Cone, International Journal of Information Management, Elsevier
- 17. Momenteel te veel geldverspilling. Campagnes zijn niet effectief genoeg.
- 18. Er is te weinig verbinding met de bedrijfsmatige doelen
- 20. Strategie is als een zwaard met twee kanten: Realiseren potentieel en beheersen van risico's
- 22. ENGAGE Engaging is all about developing relationships with customers by interacting with them through digital services and creating a two-way street of conversation.
- 23. ENABLE Enabling the digital strategy asks for an appropriate balance between the ambitions set in the engage part while making sure that you can arrange everything to make it happen.
- 24. EVALUATE Evaluate comprises of various ways of using data analytics, statistics and insights to learn, adapt and measure whether the company’s activities on digital and social media are delivering desired effects.
- 27. Digital Media Appropriateness Matrix (Effing, 2014)
- 32. “We dropped our use of Twitter for several brands because we didn’t get enough out of it in our opinion.” …“Social influencing is important; Desperados uses DJ’s and bloggers for advertising.”
- 33. “Wehkamp’s objective is not customer driven, it is customer obsessed!” … The capability of people is leading (marketing intelligence) and a combination of left brain analytics and right brain marketers is necessary in the future.”
- 34. “It’s all about conversion, that is the main goal. If you have good, hopefully quantifiable goals, you can hire or find the resources that you need and account for it.”… “We continuously run A/B testing to measure what alternative delivers the highest rate of conversion”… “We do not listen to the customer but we look at their actions””
- 35. Albrecht Dürer “When a campaign is specifically settled, then there would be a set of targets created against cost. And typically, if it’s an awareness campaign, those targets will be around views and engagement and then if there is specifically a lead generation campaign, it will be against the leads.”
- 36. “We had to get our data lake that was like a precondition” … “Now I can predict the need for every company in the Netherlands because we’ve got three million people in our databases and our matching algorithms have become better.”
- 38. 38 Digital Intelligence “The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies.” (Forrester)
- 39. Digital Intelligence Werkmodel (Effing, 2018)
- 41. Ook een pre-release ontvangen? Stuur een mailtje aan -> robin@socialpower.nl
Editor's Notes
- - Purposes: decision making tool, comparative framework - Enabling explain including the key strategy items - Engaging explain ... - Evaluate explain ... - Order of the building blocks - A plan is as good as its execution
- Preparing and and setting up social media activities and campaigns.
- Preparing and and setting up social media activities and campaigns.
- Preparing and and setting up social media activities and campaigns.
- Preparing and and setting up social media activities and campaigns.