Digital marketing - mBooster - Ilkka Kurkela 2014

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This document discusses digital marketing strategies. It emphasizes the importance of having an online presence to build trust with customers. A digital strategy should incorporate paid, owned, and earned media to engage customers and gain insights from feedback and recommendations. It also cautions about reputation risks, citing the example of United Airlines. The document promotes developing a digital strategy, sales, and network to succeed in today's digital business environment.

Marketing

What if it all fails?
Case United Airlines
VIDEO:
http://www.youtube.com/watch?v=5YGc4zOqozo

9
Source: Michael Brito 2013: http://www.business2community.com/content-marketing/your-content-
strategy-defining-paid-owned-and-earned-media-0533660

Digital strategy & sales
(Mattila 2010, modified with additions Kurkela 2014)
Phonecalls
Meetings
Offers
Digital marketing
Webpresense Trust
Customer
Insights /
Feedback
REFERENCES, RECOMMENDATIONS,TESTIMONIALS

14
Tärkein
oppimasi asia?
Valitse uusi pari
Keskustele parin kanssa 3 min
Käydään yhdessä läpi

Thanks. 
Questions, comments?
Ilkka Kurkela
Senior Lecturer,
Laurea University of Applied Sciences
ilkka.kurkela@laurea.fi | +358 40 661 9851
www.linkedin.com/in/ilkkakurkela
www.twitter.com/ilkkakurkela
www.ilkkakurkela.fi
Customer is King.

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Digital marketing - mBooster - Ilkka Kurkela 2014

1. www.laurea.fi Ilkka Kurkela 8.10.2014 mBooster Digital Marketing

2. 2

4. 4 Doing business in digital era?

5. 5

7. 7

8. What if it all fails? Case United Airlines VIDEO: http://www.youtube.com/watch?v=5YGc4zOqozo

9. 9 Source: Michael Brito 2013: http://www.business2community.com/content-marketing/your-content- strategy-defining-paid-owned-and-earned-media-0533660

10. 10

11. Digital strategy & sales (Mattila 2010, modified with additions Kurkela 2014) Phonecalls Meetings Offers Digital marketing Webpresense Trust Customer Insights / Feedback REFERENCES, RECOMMENDATIONS,TESTIMONIALS

12. 9.10.20 14 ESITYKSEN NIMI / TEKIJÄ 1 2

13.

14. 14 Tärkein oppimasi asia? Valitse uusi pari Keskustele parin kanssa 3 min Käydään yhdessä läpi

15. Summary 2. Media 1. Strategy 3. Network

16. Thanks.  Questions, comments? Ilkka Kurkela Senior Lecturer, Laurea University of Applied Sciences ilkka.kurkela@laurea.fi | +358 40 661 9851 www.linkedin.com/in/ilkkakurkela www.twitter.com/ilkkakurkela www.ilkkakurkela.fi Customer is King.

Digital marketing - mBooster - Ilkka Kurkela 2014

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