La propuesta de marketing de 360ideas.

1. Digital Marketing
EWP – DEFINITIONS
Hannover 4th - April, 2014

2. Who are we?
Carlos Yuste
es.linkedin.com/pub/carlos-yuste/5/20b/ba7
Diego Delclaux
es.linkedin.com/in/diegodelclaux/
http://www.360ideas.es/

3. What do we do?

4. Core Competences
• Strategic Planning
• Marketing (Off/On – Inbound Marketing)
• Advertising
• Media Placement Earned Media and PR
• SEO/SEM
• Social Media
• Branding
• Graphic Design & UX
• Web Solutions/Web Apps.
• Content/Branded Content
• Legal Advisory
• Technology Services
• Analytics
• Information Architecture and usability
• Web design and general design
• Content management
• Mobile apps
• E-commerce

5. 360IDEAS WORKFLOW
Strategic Information Design Content Deployment, Analytics
Planning architecture management implementation
and launch

6. Some of our Customers…

7. DIGITAL MARKETING HEALTH CHECK
Do we have a defined digital strategy to create growth?
Do we use an online marketing dashboard to track goals and KPIs?
Do we know who we're speaking to, our target audience and market?
Do we have a content strategy including a defined network of online partners and influencers?
Do we learn from competitors in a structured way?

8. WHAT IS DIGITAL MARKETING?
1. Digital marketing is Marketing
2. You need a strategy
3. Measurement and optimisation are the foundation
4. Joined-up customer-centered marketing is essential
5. Keep communications human
6. Be agile
7. Inbound marketing trumps outbound marketing
8. ENGAGEMENT is the real challenge
9. Think Global, Act Local
10. Markets are conversations

9. WHAT IS INBOUND MARKETING?
THIS IS A
FUNNEL!!
ACQUIRE TRAFFIC (SEO/SEM)
GENERATE FANS (SMM)
CONVERT SUBSCRIBERS (EMAIL/LEADS)
PROSPECTS WITH POTENTIAL CLIENTS
RECURRENT CONSUMER
PARTNERS/ADVOCATES
1
2
3
4
5
Plan
Reach
Act
Convert
Engage

10. WHAT IS INBOUND MARKETING?

11. Project Framework 1: Plan

12. Project Framework 1: Plan

13. Project Framework 2: Reach

14. Project Framework 2: Reach

15. Project Framework 2: Reach

16. Project Framework 3: Act

17. Project Framework 4: Convert

18. Project Framework 4: Engage

19. HOW ARE WE GOING TO DO IT?
360º Communication Strategic Planning Formative Research & Pretesting
• Go and meet users on the internet
Answer comments left by users on multiple blogs. Read what
they say about your brand.
• Set up collaborative tools
Make sure you offer tools to customer to share with you
about your products (blogs, forums, online surveys).
• Connect with your customers
Be present on social networks and create a profile for your
brand.
• You need to be uncomfortable and
apprehensive: True strategy is about placing bets and
making hard choices. The objective is not to eliminate risk
but to increase the odds of success.
• Fear and discomfort are an essential part of
strategy making. In fact, if you are entirely comfortable
with your strategy, there’s a strong chance it isn’t very
good.
• Keep strategy where it should be: outside the
comfort zone.
• Create a Plan based on Technology and Great
Content
• Make a research conducted among your
target audiences prior to conducting a mass media
campaign, to ensure that the campaign messages,
creative approaches and media vehicles you choose are
likely to be the most effective choices and to highlight
any changes necessary.
• Do Pre-testing, or piloting, of the advertisements
to check that those chosen are communicating as
intended and to predict how the audience may respond
to them.

20. HOW ARE WE GOING TO DO IT?
Adapt or Develop Ads Media Placement Earned Media and PR
• Relay offline campaigns on the internet and
translate to digital all materials that have worked well in
the past.
• Planning is clue! Develop a comprehensive set of
“Landing Pages” for the campaigns optimized for search
engines and segmented to match with potential clients.
• Campaigns are always on. Research and testing
during campaigns will constantly feed for real time
improvements.
• Media Planning is the critical first step in designing
effective media buys. It also establishes the specific
targets against which the media buyers will negotiate the
media rates.
• Media Buying involves the negotiating, purchase and
placement of the media plan. We will negotiate with
various media outlets for the best rates and placements
of the media plan.
• Media Analysis: Understanding how well each
element in your marketing and media plans achieves
this objective is critical to maximizing advertising ROI.
• Engage users to buzz
Share and present your products to bloggers on order to
engage a viral wave.
• Trigger the conversation
Engage the conversation on your blog, social media or over
chat rooms.

21. HOW ARE WE GOING TO MEASURE IT?
PROCESS AND OUTCOME EVALUATION: PROJECT KPIs

22. Appendix
Relevant figures about the
Spanish Market

23. Mobile units in Spain
34.7 millions
of spanish
own a
personal
mobile
2012 total
mobile
units sold
13.7 millions2
77% of the spanish
are really
interested in the
price of his next
mobile
…and is open
to sell it for
buying a new
one
are really
concerned
about the
recycling of
their phones

24. Devices: Market Share

25. Devices: Market Share

26. Smartphones in Spain: 80%
High Functionalities Medium Low

27. Market share by Brand & OS

28. Thanks!