Digital Marketing - From Dark Art to Illuminated Science (Guest Lecture)

Digital Marketing
From Dark Art to Illuminated Science
Communications and Sales Management
Institute of Marketing and Management
University of Bern
Guest Lecture by
Deepak Mathews
Wednesday, November 25th, 2015

Agenda
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Introduction
• Evolution of the online channels
• Website
• Banners
• Search
• Email
• Social
• Mobile
• The Modern Marketer
• Campaigns (USM)
• Current Trends
Break (13:15 – 13.30)
• Questions
This talk will aim to chart how the
relatively new field of digital marketing
has evolved from it’s beginning as
niche questionable practice into a
mainstream business function

Introduction
Vancouver
Dallas
Montreal
Switzerland
Kerala
Hong Kong
Deepak Mathews
Web and Graphic Designer
2005-2008
Founder and Principal Consultant
2008-2013
Digital Marketing Manager
2013 – Present
Experience
Education
B.Com in Marketing
2005-2009

What is Digital?
Digital Marketing makes use of electronic devices such as personal
computers, laptops, smartphones, tablets and screens to engage with
customers and stakeholders during and after the consumer journey

Changing Media Landscape
Source: Gartner Research
Exponential growth
in sales of devices

Changing Media Landscape
84% increase in time
spent on the internet
Meanwhile, the print
medium is dying out
Source: ZenithOptimedia

What does this mean?
• In the traditional linear funnel assumes consumers start with
a set of potential brands and methodically reduce that
number to make a purchase.
• This model is losing relevance because rise of social, mobile
and analytics has created new avenues/ multiple touch
points where brands can influence the decision journey
Source: Adapted from McKinsey Quarterly
Old model of the consumer journey

What does this mean?
New model of the consumer journey
• Information available to consumers has
vastly increased
• The decision-making process is now a
circular journey with four phases
• Brands can influence or awe consumers
at any moment during the process and
come back into the consideration set
• Brand is selected at moment of purchase
Source: Adapted from McKinsey Quarterly

What makes digital different? Data

What makes digital different? Feedback
Past Present

What makes digital different? Channels

Digital Marketing
Evolution of the different channels
Website
Banners/Ads
Search Engines
Email
Social Media
Mobile

Website

Website
First website from 1990s
1980s | 1990s | 2000s | 2010s
• WWW invented in CERN
• Web browsers only
supported text
• Blue links – basis of the
world wide web

Website
1980s | 1990s | 2000s | 2010s
• By the mid-1990s most of the major brands realized the
marketing potential of having a website
• HTML and CSS started to become standardized
• Website design was based on table layout

Early websites…
1980s | 1990s | 2000s | 2010s
• Early websites were ugly and paid no attention to user experience or design
• Websites looked like promotional flyers
• They were usually damaging the company’s brand equity

But not all…

Craigslist Web Design

USM Website 1997
1980s | 1990s | 2000s | 2010s

USM Website 2007
1980s | 1990s | 2000s | 2010s

USM Website 2013
1980s | 1990s | 2000s | 2010s

Responsive Web Design
1980s | 1990s | 2000s | 2010s
An approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading
and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
• Came about in the mid-2000s due to the
exponential rise in mobile users
• Combined three existing concepts— @media
queries, flexible widths and flexible images

State of the web today
1980s | 1990s | 2000s | 2010s
• Web design is billion dollar industry – taken very seriously by marketers
• Responsive web design and adoption of best practices means most websites look similar
Hamburger Menu Card Layout

State of the web today
1980s | 1990s | 2000s | 2010s
• Product presentations have now extremely good – e.g. customization

USM configurator
1980s | 1990s | 2000s | 2010s
• USM will be launching our own state of the art configurator in 2016

Wed Ads

First banner ads
1980s | 1990s | 2000s | 2010s
• First banner ad was by AT&T on hotwired in 1994
• It had a 44% CTR (average today is around 0.06%)
• Web banners peaked during the 1990s .com boom
• No standard sizes
• Visually the designs were quite aweful
• Ads were mostly designed by programmers
USM Ads
in 1997

Pop up ads
• Pop up and pop under ads were used extensively in the 1990s
• One of the most annoying online features but was effective
• In the 1990s, no one in online marketing cared about user experience
1980s | 1990s | 2000s | 2010s

The bust - 2001
• The .com bubble was partly fuelled by $10
billon banner ad industry
• Ads become expensive but low CTR
• Advertisers started shifting budget back to
traditional advertising
• In 2001, the NASDAQ came crashing down
wiping out entire companies
1980s | 1990s | 2000s | 2010s
The goal was simply to
catch people’s attention

The revival - 2004
• Standard sizes were established by IAB
• Technology had improved – more interactivity
• Flash, Javascript
• In banner games
• Videos, animations
• Social media feeds
• Retargeting was invented
• Advertisers can follow users around the internet
• Ads could be shown based on user behaviour
1980s | 1990s | 2000s | 2010s

Ad blockers
1980s | 1990s | 2000s | 2010s
• In 2006/2007, the first ad blockers were released
• An extension that works with your browser (e.g. adblock plus)
• Could potentially destroy the ad revenue business model
• Apple recently made it possible to block ads in iOS
• Telephone carriers are pre-installing ad block software
Exponentional
Growth in users

Retargeting vs. Adblockers?
1980s | 1990s | 2000s | 2010s
• Some in the industry have pointed to retargeting as reason for ad blockers
• Could be but correlation does not equal causation

Banner ads  Native ads
1980s | 1990s | 2000s | 2010s
• Brands are now using native
advertising
• Ads disguised as content
• Cannot be blocked
• More relevant to users
• Better brand experience
• More expensive, more effective

Search

Search Engine
1980s | 1990s | 2000s | 2010s
• First search engines were launched in the mid-1990s – looked at keywords and metadata

The Webcrawler
1980s | 1990s | 2000s | 2010s
• The web crawler scours the world wide web indexing
pages, images, links and metadata into storage
• Depending on the importance of the website, it may index
the website anywhere from once a month to every minute

Google
1980s | 1990s | 2000s | 2010s
• You cannot talk about search engines without talking about Google
• Google is consistently ranked as one of the world’s most valuable brand and become a verb
• Has came to single handily dominated global search after the mid-2000s (over 10 years)
• Except in China (Baidu) and Russia (Yandex) due to heavy government interference
• Most people who work in the industry don’t even bother optimizing other search engines – it is
assumed that everyone else will follow what Google does

Google’s PageRank
1980s | 1990s | 2000s | 2010s
• Google revolutionized search with it’s "BackRub" algorithm.
• In addition to the relevancy signals other search engines used - a quality signal was factored in
• That quality signal, known as PageRank after Larry Page, measured how many hyperlinks are
pointing to a page and the authority of each of the links pointing to that page

Which hat will you hear?
1980s | 1990s | 2000s | 2010s
• Early Search Engine Optimization (SEO) was in the realm of hackers in the late 1990s
• Marketers started to use SEO techniques as a way to increase website visits in early 2000s.
• Terminology used in the industry is also associated with hacking
• White Hat – follows rules and policies set out by the search engines (ethical SEO)
• Grey Hat – follows some rules but takes advantage of grey areas where policies are not clear
• Black Hat - use of aggressive SEO strategies, techniques and tactics, does not follow rules

White Hat SEO Model
1980s | 1990s | 2000s | 2010s
Backlink
Building
Content
Development
Keyword
Optimization
Website
Optimization
Effectiveness
Somewhat
Effective
Fairly
Effective
Very
Effective
Extremely
Effective
Difficulty
Somewhat
Difficult
Fairly
Difficult
Very
Difficult
Extremely
Difficult
• Generally to increase SEO of a website you follow a four stage process in order of difficulty
• Website optimization includes site structure, internal links, removing obstacles for bots
• Keyword optimization includes research, on page optimization of titles and content
• Content development includes creating relevant, unique and engaging contest for users
• Backlink building includes obtaining qualitative links from high authority websites

Dark ages of SEO - website
1980s | 1990s | 2000s | 2010s
• In mid 1990s – websites started using variety of on site techniques to fool search engine bots
• Metatag stuffing was the earliest form of black hat SEO but these tags quickly lost relevance
• Cloaking is using one website for search engine bots and a different website for humans
Metatag stuffing Cloaking

Blackhat SEO - keywords
1980s | 1990s | 2000s | 2010s
• In late 1990s to mid 2000s - “anything goes policy”. Only rule in SEO was don’t get caught
• Search Engine AI was no match for the innovative hacker techniques – cat and mouse game
Keyword stuffing Hidden keywords

Black hat SEO - content
1980s | 1990s | 2000s | 2010s
Doorway pages Article Spinning
• As search engines got clever at recognizing keyword tricks the front lines moved to content
• Doorway pages are poor quality webpages focused on funneling users to a particular website
• Article spinning is when you take one article and create several ones by replacing synonyms

Blackhat SEO - Links
1980s | 1990s | 2000s | 2010s
Link Farms Link Exchanges
• To counter content spam, Google changed their algorithm several times in the late 2000s
• Link farms consisted of many website linking to each other and providing authority links
• Link exchanges let you “stealthy” exchange links with other relevant websites

Google Bomb
1980s | 1990s | 2000s | 2010s
• Google bomb is an example of link manipulation, particularly using “anchor text” links
• In 2004, thousands of websites linked the phrase “miserable failure” to George W. Bush biography
• The other famous example of a google bomb is for the phrase “French military victories”

Negative SEO
1980s | 1990s | 2000s | 2010s
• Search Engine Optimization is a zero sum game – winner take all mentality
• Destroy your competition by using “black hat” techniques on their website (very unethical)
• In the early days, it was notoriously difficult to detect, then get Google to un-penalize your site
• You could (probably still can) buy hacker services on the “dark web” – Russians, Chinese, etc
• Google has released many tools such as the “disavow”
During an attack you will see
big increase in the backlinks

Private Blog Networks
1980s | 1990s | 2000s | 2010s
• Private blog networks (PBN) – considered “last man standing” of the black hat SEO techniques
• A vast network of websites of different servers (that look and feel like actual websites)
• The PBNs will link to each other and then to a “money site” which benefits from these links

State of SEO today
1980s | 1990s | 2000s | 2010s
• Almost none of the black-hat techniques work today – even if they do, they are very short term
• Google released a series of animal themed updates that wiped out the black-hat SEO industry
• Most SEO techniques focus on creating relevant content and obtaining authority links through PR
If you want results, you
must do proper marketing!

SEO Analytics
1980s | 1990s | 2000s | 2010s
• Information about links, keywords, referring domains are now widely available to marketers
• SEO has become more focused on data analysis and grounded in science
Volume
AuthorityAnchor Text
Velocity
USM
Ideal
Link Profile Analysis - VAVA Technique

SEO techniques today
1980s | 1990s | 2000s | 2010s
Local ListingsSocial Signals
Guest Blogging
Press Release
Optimization
Links from
Partners/Suppliers
Content Marketing
Editorials (PR out reach)
Links from media partners
Image OptimizationCompetitor Analysis

Google Adwords Timeline
1980s | 1990s | 2000s | 2010s
Google has added every ad extension possible

Google Shopping
1980s | 1990s | 2000s | 2010s

Google Adwords ROI
1980s | 1990s | 2000s | 2010s
CHF 10,000
100,000 readership
?
CHF 10,000
CHF 1 per click
1% CTR
10,000 clicks
1,000,000 impressions
1% Conversion
10 units bought
1000 x 50 = CHF 50,000
Cost Per Sale: CHF 50
ROI: 50%
Assumptions:
Price of Unit: CHF 1000
Optimized E-commerce Website

Email

Email
1980s | 1990s | 2000s | 2010s
• First came about in the mid-1960s and took off in the 1980s
• Early adaptors were academics or computer scientists (mainframe computers)
• Email is far and way the most abused digital channel by spammers
• First spam email was in 1978 by the Digital Equipment Corporation (now HP)

S.P.A.M
1980s | 1990s | 2000s | 2010s
Irrelevant or unsolicited messages sent over the Internet, typically to large
numbers of users, for the purposes of advertising, phishing or spreading malware

Obtaining emails
1980s | 1990s | 2000s | 2010s
• How do spammers get your email?
• Generate them
• Automated bots
• Capture from websites
• Hack websites

Top spam categories
1980s | 1990s | 2000s | 2010s
Spam has been
generally decreasing

Nigerian Email scam
1980s | 1990s | 2000s | 2010s
• Known as an “Advanced fee scam”
• One of the most successful scams executed via email
• Fooled thousands of people

Phishing
1980s | 1990s | 2000s | 2010s
Phishing is the attempt to acquire sensitive information such as usernames,
passwords, and credit card details by masquerading as a trustworthy source
Fake landing pages
• Bank Page
• Forms
• Login page
“Official” Email

Spam filters
1980s | 1990s | 2000s | 2010s
• In the early-mid 2000s spam filters started to become quite effective
• Several layers, use of blacklists and virus checkers started being used

CAN SPAM act of 2003
1980s | 1990s | 2000s | 2010s
The United States establishes standards for the sending of commercial e-mail
and requires the Federal Trade Commission (FTC) to enforce its provisions
• By mid - late 2000s opt-in lists became standard practice for all major brands
• Reputation and list maintenance are now priority for email marketers
• Some countries, like Germany, went as far as requiring double opt-in

Permission marketing
1980s | 1990s | 2000s | 2010s
• The term was first coined by Seth Godin – precursor to “inbound marketing”
• In mid-2000s marketers realized - people listened if you got their permission

Engagement Metrics
1980s | 1990s | 2000s | 2010s
• In 2010s email marketers embraced analytics, automation and good design
• Email marketing saw a revival  in fact has become very cost effective

Email Design
1980s | 1990s | 2000s | 2010s
• Responsive email design has become fundamental part of email marketing

USM Newsletters
1980s | 1990s | 2000s | 2010s

Social Media

Social Media
1980s | 1990s | 2000s | 2010s
• Social Media adoption over the past 10 years has
been incredible – almost 2 billion users total
• For marketer’s it is today’s “word of mouth”
• Social media companies are trying to cash in on
their user base by becoming advertising platforms

Social Media Hacks
1980s | 1990s | 2000s | 2010s
• As email filters got better the spammers moved to social media networks
• A huge industry sprung around selling fake things
• Marketer’s started to focus on number of “likes”, “followers” and “comments”
• They started to buy fakes fans to boost their numbers
• There are two main methods of deceiving social media platforms
• Sophisticated bots – complex algorithms that can act like human users
• Click farms – “Sweat shops” in countries like Bangladesh and Philippines

Social Media Bots
1980s | 1990s | 2000s | 2010s
• Social media bots are algorithms that can simulate humans behavior
• Like whatever you post
• Post links to your website
• Comment on your posts
• Participate in conversations
• Studies show that 30-40% users are deceived by bots

Fake accounts
1980s | 1990s | 2000s | 2010s
• Around 15-20% of social media
accounts are fake
• Fake accounts are used to “like” or
“follow” pages in exchange for money
• Until recently it was very difficult to
detect these fake accounts

Click farms
1980s | 1990s | 2000s | 2010s

Facebook purge
1980s | 1990s | 2000s | 2010s
1. YouTube: -5,796,122 (7.2% of likes)
2. Coca-Cola: -5,000,475 (5.6% of likes)
3. MTV: -4,064,977 (8.5% of likes)
4. Texas HoldEm Poker: -3,719,075 (5.5% of likes)
5. Disney: -3,467,508 (7.4% of likes)
6. Converse: -3,207,291 (8.5% of likes)
7. Red Bull: -3,197,328 (7.5% of likes)
8. Oreo: -2,621,539 (6.6% of likes)
9. Starbucks: -2,489,603 (7.0% of likes)
10. Skype: -2,430,956 (8.0% of likes)
Source: Business Insider
• Facebook is fighting back and deleting millions of fake accounts
• Here are the top losers that were buying millions of “likes”

Facebook fightback
1980s | 1990s | 2000s | 2010s
• Facebook selling “likes”
• Actual humans?
• Highly targeted based on
• Interests
• Location
• Age
• Job Title
• Gender
• Life events
• Personal experience:
• Worked well in Japan
• Not so much in Italy
• Users accidently click “like”
• Fans not very engaged

Instapurge
1980s | 1990s | 2000s | 2010s
Source: Business Insider
• Instagram also deleted millions of “fake”
accounts
• The accounts who suffered biggest drops
were celebrities, mostly hip hop artists
• Major brands that were hit include Nike,
National Geographic and Forever21

Fans  Community
• In early 2010s brands have realized that number of fans don’t lead to sales
• The main focus is now on building an engaged community
• Social media is now used to provide customer service, public relations, etc
• One of the most engaged communities belongs to Donald trump
• Has over 10 million + fans/followers on his accounts
• Uses it for PR, attack opponents/media, provide counter arguments, etc
1980s | 1990s | 2000s | 2010s

Social analytics
1980s | 1990s | 2000s | 2010s
• Social media platforms provide extensive information on your fans and posts

State of social today
1980s | 1990s | 2000s | 2010s
Source: Statistica
One word:
Mobile

Attracting big brands
1980s | 1990s | 2000s | 2010s
• Social media networks are vying for a piece of the big marketing budgets
• Offer vast variety of advertising, content and sponsoring opportunities
• Facebook still dominates but Instagram and Snapchat are rising fast

New types of social ads
1980s | 1990s | 2000s | 2010s
• Social media has become the best way to target mobile users (holy grail)
• There are now infinite possibilities for advertising on social media
• Mobile ads, videos ads, carousel ads, self destruct ads, sponsored ads, etc
• Conversely, mobile advertising has seen exponential growth

Mobile

Mobile
1980s | 1990s | 2000s | 2010s
Over 4 billion
feature phones
currently
By 2016 -
1.6 billion
smartphones

Mobile
1980s | 1990s | 2000s | 2010s
• Past 15 years - Mobile phones have completely revolutionized our lives
• Marketer’s have been trying to figure out how exploit this medium

SMS spam
1980s | 1990s | 2000s | 2010s
• Unlike emails, SMS cost money but there is still significant spam
• Not a big issue in Europe but a massive problem in developing countries
• In India I get at least 20-30 spam sms a day
• Automated advertising calls from seemingly real numbers

Fake Apps
1980s | 1990s | 2000s | 2010s
• Mostly on Windows, Android and Nokia
• Apple app store strict approval process prevented this on the iOS

Industry consolidation
1980s | 1990s | 2000s | 2010s
• Apple and Google together have 96%+ of market share in smartphones
• In most countries a few big carriers have an oligopoly of mobile market
• Fighting spam and fake apps have become much easier
• Easier to report SMS spammers
• Fake apps and their developers get banned
Source: Strategy Analytics, comcom data

State of Mobile Today
1980s | 1990s | 2000s | 2010s
• Brands are using their apps to provide additional value to customers
• Starbucks app is a great example
• Make payment
• Gift cards

L’oreal genius app
1980s | 1990s | 2000s | 2010s
• L’oreal genius aims to “awe” people during their consumer journey
• Let’s users try on make up virtually – gives personal response/experience
• The app photographs a customer’s face, analyzes more than 60 characteristics, and then
displays images showing how various products and shade mixes achieve different looks
• Instantly order the right products online or pick them up in a store
• Share looks and advice with your friends  creates loyalty and community

Coming revolution…
1980s | 1990s | 2000s | 2010s
• We are just at the tip of the ice berg – lots of innovations to come
• Mobile has revolutionized banking system in sub-saharan Africa
• M-pesa has made some countries in Africa cashless societies

Digital Marketing
The Backbone (Support Systems)
Customer Relationship Management
Content Management System
Marketing Automation
Web Analytics
Business Intelligence
Marketing Cloud

Customer Relationship Management
Customer relationship management (CRM) is an approach to managing
a company's interaction with current and future customers.

Leading CRM Platforms

Marketing Automation
Marketing automation refers to software platforms designed to effectively market on multiple
channels online (email, social media, websites, mobile, etc.) and automate repetitive tasks.

Web Analytics

The process of linking internal digital assets together to create systems that allow a
company to gather, store, access and analyze corporate data to aid in decision-making.

Dynamics
(CRM)
clickdimensions
USM Website
Social Media
Virtual.USM
(PIM)
LN
(ERP)
Business
Intelligence
Web Analytics
Attempt to create a digital
ecosystem

Unfinished masterpiece

Marketing Automation Example

Content Management Systems
CMS allows separation of
content and web design
Users with no technical
knowledge can edit website
Internal processes and
workflows for approvals

Top 3 – “easy to use” CMS
More than 75% of websites are made with one of three open source CMS

My old website – Joomla was king in 2009

Enterprise CMS – “web experience”
Source: Forrester Wave: Web Content Management Systems 2015
• Enterprise CMS allows large companies to provide
unique web experiences to their website visitors
• Extremely expensive licenses and requires large
software development teams to implement
• Usually works in conjunction with proprietary
marketing clouds and analytics software

Marketing cloud
Marketing cloud integrates all the digital marketing support systems together

Deepak’s marketing cloud
• Hundreds of companies make extremely good software for very specific purposes
• A custom marketing cloud can be built based on needs and requirements of the organization
• For my needs, my cloud is far superior to any of the out of the box solutions (e.g. Adobe, IBM)
• Very low cost but integrating everything together requires deep technical knowledge and time
Content Search Analytics Campaign Social

Digital Marketing
The Modern Marketer
Digital Transformation
New Marketing Reality
Roles in Digital
Skills for Digital
Brand vs. Agency
Interactive agencies

Digital transformation
Digital transformation refers to the changes associated with the
application of digital technology in all aspects of a company
Source: Altimeter Group

New marketing reality
2010s1990s
• Consumers have far more information about
products/services that in the past
• Rise of new touch points have given rise to
heavy media fragmentation
• Marketers have to provide consistent brand
experience across all channels and platforms
• Vast amounts of consumer data is now
available
• Digital channels means incumbent business
models are constantly being challenged
• Netflix, Amazon, Uber, AirBnB, Fintech
Few touchpoints Many touchpoints

Skills needed to succeed in digital
Become the
Renaissance
man
Technical skillsPresentation skills
Design expertise
Quick learner Entrepreneurial spirit
Copy writingCreativity
Data Analysis
Team player Curiosity

Career in Digital?
• Learn by doing – try to obtain positions that will
provide maximum exposure
• Focus on developing a broad range of skill set
• Communication (Written and Oral)
• Graphic Design (Photoshop, Illustrator)
• Web technologies (HTML/CSS, CMS)
• Data analysis (Analytics, Statistics)
• Software (Google, Adobe, Salesforce)
• Don’t need to be the best at anything but you
need to be good at everything
• Don’t bother with general digital marketing
courses (SMI, CREA, Migros) – what you learn
will be out of date by the time you finish
• Employers like software certifications –
Salesforce, AdWords, Google analytics, etc

Roles
• Design
• Strategy
• Account
Management
• Copy writing
• Campaign
Management
• Monitoring
• Technical roles
Doesn’t matter where you start

In-house vs. Agency

Types of agencies
IT services
Advertising
agencies
Traditionally, IT firms and ad agencies specialized in providing two very distinctive services with
little overlap – one highly technical and one highly creative.
Technical
Characteristics:
• Focus on technology consulting
• CRM, ERP, CMS
• Website programming
• Little or no design capabilities
• Core employees are technical -
engineers or programmers
Creative
Characteristics:
• Focus on creative services
• Campaigns, branding
• Website design
• Little or no technical capabilities
• Core employees are creative –
designers or copy writers

Types of agencies
IT services
Advertising
agencies
The rise to digital has forced agencies to change their business models. Clients are now looking
for a full service creative digital agencies that can also become their technology partner.
Technical Creative
Hybrid
The big consulting firms have
aggressively moved into this space
by building internal ad agencies
Traditional advertising
agencies are building
their technical capabilities
IT solutions providers are
building their design capabilities
offering more creative services

The “interactive agencies”
IT services
Advertising
agencies
The new breed of digital agencies help brands build the necessary internal technology
infrastructure as well as conceive and execute omnichannel campaigns
Technical
Characteristics:
• Provide high level digital strategy
• Focus on both technology and creative
• Website design and programming
• Full design and technical capabilities
• Core employees are technical and creative-
designers and programmers
Creative
Interactive
agency

Digital Marketing
Integrated marketing communications
USM Campaigns
• Personalities
• Project50
• Make it yours

project50 – the usm anniversary initiative
External Websites USM Websites Newsletters Social Media
Media partners
Architect platforms
Design blogs
USM Website
Project50 platform
Salone web plaform
USM Newsletters
External newsletters
Facebook
Instagram
Pinterest
Youtube
Twitter
Celebrate 50th
Anniversary of USM
Haller
Target group: new
generation of young
creatives

project50 – content timeline
December 2014 January 2015 February 2014 March 2015 April 2014
May 2015 June 2014 July 2015
50 years of Modularity Masterclasses Boisbuchet rethink the modular - projects The Experiment Exhibition Milano
project50 - Local design
fairs
rethink the modular –
Showroom exhibitions
project50 - New campaign
visuals
August 2015
project50 local intatives –
dealers and showrooms
September 2015
project50 local events –
dealers and showrooms

project50 – new visuals

project50 – #throwbackthursdays

project50 – the experiment

project50 – the experiement
The Experiment – Trailer
Watch Video:
https://youtu.be/7jm0rocqfGo

project50 – campaign hub

project50 – campaign newsletters

project50 – facebook

project50 – pinterest

project50 – banner ads

project50 – banner ads (take over)

project50 – online press coverage

project50 – bespoke content

project50 – bespoke content
Installation representing the 50th anniversary of the USM Haller by famous art director Sarah Illenberger

project50 – workshops

project50 – exhibition (milan design week)

project50 – exhibitions (local)

Personalities campaign (2014)

Target groups and actions
End Users Prescribers Press Sales Partners
Showroom Concept
B2C Newsletter
Chatter box (showrooms)
Social Media Posts
Social Media Contest
Architect Newsletter
Chatterbox Mailing
Social Media Posts
Pinterest Boards
Samples
Colour Fan
Press Newsletter
Press Release
Press Kit (Salone)
Exclusive PR Photos
Exhibition Concept
VEP Newsletter
Samples
Colour Fan
www.usm.com
(campaign platform)

Personalities campaign website

Personalities campaign - visuals

Personalities campaign contest

Personalities campaign – social media

Personalities campaign - showrooms

personalities campaign - mailing

personalities blog

personalities campaign – colour fans

personalities book

Digital Marketing
Current Industry Trends
Inbound Marketing
Content Marketing
User Experience
Agile Development
Real Time Bidding
Video Ads

Inbound Marketing
Interruption
vs.
Attraction

Inbound Marketing Methodology
Inbound marketing methodology was developed by the software company Hubspot

Content Marketing

Content marketing is not new…
The Michelin Restaurant Guide, 1900 Jell-O recipes book, 1904John Deere Magazine, 1895
Companies were using content marketing long before
the invention of mass media and modern marketing

Why content is so important for digital?
Create Great Content
Search Website Email Social
Slide showsPodcasts Articles
VideosImages
Blog posts
Mobile
Games Animations

Advertisers  Publishers

Focus on user experience design

Agile Development
Borrowed from software
development
Build quickly and then
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Digital Marketing - From Dark Art to Illuminated Science (Guest Lecture)

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