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Digitale muligheder i
et nyt medielandskab
- do's and don'ts
Huset Markedsføring – 28/03/2014
#DigitasLBi
2
Per A. Knudsen
Digital Media
Strategist
Maria Eriksen
Jensen
Client Strategy
Director
#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling
#Businessstrategy
#Management
#Knitting
#Running
#Smartcar
Who we are
3
"You can't just stare
at your belly button
and think, 'My brand
is great, everyone's
going to love it’”
Agenda
The new media landscape
- Challenges and potential
Always on
- What does this mean to marketing?
Content
- How does your content get a longer lifespan across platforms?
Search & social
- How do you create synergies between your marketing channels?
5
What we already know…
The web is turning social
Mobile is important
Digital evolves at a rapid pace
Big data is out there
Digital strategy is important
The marketing
landscape has
never been more
complex
Marketing 10 years ago
Marketing today
So what does this mean to
the modern day marketeer?
10
1: Value chain
11
Digital sales channels
Digital channels
Digital ways
to drive sales
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
Brand
values
&
guidelines
2: Relation to customer
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
values
&
guidelines
14
Start on a one device
and continue on another
67%
Enable consumers to
find platforms on
multiple devices
throughout the path to
purchase.
3: Content consumption
15
Start on a
PC/Laptop25%
Start on a
smartphone
4% Continue
on tablet61%
Continue
on PC/
Laptop
5% Continue
on tablet
Start on a
tablet
Continue on
PC/Laptop
19%
Continue on
smartphone
65%
11%
10%
16
Integrating off- & online
Posters/billboards
Shop/businessTV
Magazines
58% 57%
36%48%
66%
Search on mobile
after seing an ad
66%
17
Online-
Offline
18
Outside
in
19
Do:
Become relevant to your customers
in the new media landscape
Don’t:
Think digital & the ”real” world
exclude each other
How does
‘Always On’
affect my business?
What does ‘Always on’ mean?
Prediction
Social
All night
Analytics
Processes
Planning
Posts
Videos
Shit storms
Monitoring
Real time
Content
22
Curiousness towards new opportunities
Open mindedness to your customers/
users/clients needs & whereabouts
Agile processes & be on your toes
Monitoring/analytics is for everyone
Traits to leverage ‘always on’
Time
Place
Context
THINK
FIRST
25
The business challenge with ‘Always on’
Open mindedness
Life
Business growth
Marketing risk
26
Resources
Money/internal competencies & knowledge
Classic barriers for companies
Risk
That path is too uncertain
Tools
Lack of information/access to relevant tools
Politics
Other parts of the organisation stop the progress
Technical issues
Platform limitations
It’s all
about
data
EVERY
MINUTE
680,000
content
pieces
shared on
Facebook
Being reactive is the
new proactive
30
Digital
marketing
Timely content yields increased engagement
Engagement
Timeliness
Planned
marketing
TV
Billboard
Print
ad	
  
Real-time
marketing
31
Maersk
32
#TripleE
33
#TripleE
34
#TripleE
35
Do:
Focus on resources & processes to
help your business be always on
Don’t:
Forget to react when relevant
36
Har du
ressourcerne til at
være always on? ?
?
?
Content is
the key to
utilizing the
media landscape
38
What is content?
Tweet
Whitepaper
Video
Copy
Blog post
Catalogue
Social post
Images
App
Etc.
39
The digital heart
of a business is
your website
40
The corporate
website isn’t dead,
but it must share
the spotlight
Corporate websites
1992 – 2014?
ASOS
42
Women Men
Based
on
insights
Men vs.
women
43
Kuration
(thought leadership)
Sæsonbetonede
landingssider
Relevance
44
Campaign activation of content:
Web
site
#todayis
Create content
that goes the
extra mile
Ron
Burgundy
Products Apps/games Tons of web
exclusive content
New
content
Localise
49
Do:
Creative and insight driven content
that goes beyond a specific platform
Don’t:
Forget to focus on the website
Making Search
& Social
work together
SOCIAL MEDIA HAS
A CHALLENGE…
Friends BrandsNewsfeed
53
This
creates
a lot of
noise!
Social media challenge:
The lifetime of content in newsfeeds
Content
Creation
Content
Distribution
Content
Engagement
Content
Death
How do we
successfully
extend the life
of content?
How can search
become relevant?
Search vs. Social
Discovery
Feeds
Facebook
Twitter
YouTube
Search
Google
Bing
Baidu
Social
Search
Facebook
Twitter
YouTube
News
Brands
Social Contact
Inspiration
Products
I search for…
Is the
ASOS
delivery
reliable?
ASOS
Skinny
jeans
This
seasons
spring
dresses?
Where is
ASOS
located?
What is the
latest
ASOS
collection?
Search evolved with people
Image
search
Product
search
Video
search
Standard
search
Local
search
Book
search
Blog
search
News
search
App
search
Patent
search
60
Google+
Search knows
the importance
of social
61
Paid
Shopping
(Paid)
Earned
Earned
Earned
Social is battling
for search
dominance
63
Wednesday
9
Newsfeed Timeline Graph search
Why Facebook is a great search engine
64
•  Photos of [X]
•  My Friends
•  Places near me
•  People named [X] who live in [Y]
•  Friends of [X]
•  Photos by [X]
•  Photos of my friends
•  Photos liked by me
•  Photos liked by [X]
•  People named [X]
Graph search examples…
65
66
The new way of searching…
#
68
Do:
Investigate the opportunities
for search & social synergies
Don’t:
Focus solely on the channel/discipline
– focus on the user intent
Summing up
What did we learn today
The digital
media
landscape
has
empowered
marketeers
Always on
should
reflect your
business
context
Data
Insights
Context
Content
=
Relevance
Search &
social are
aligned in
the users
mind
Q&A
@peraknudsen
? ?
?
?
Per.knudsen@digitaslbi.com
Maria.Eriksen-Jensen@digitaslbi.com

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