The document discusses trends in digital marketing and strategies for businesses to attract relevant visitors and create leads through content marketing. It notes that mobile use is increasing and will continue to do so, and strategies should be mobile-first. Other trends mentioned include the internet of things, user-generated content, and growth in China. The presentation recommends defining goals and focusing on where target groups are located online in order to create a strategy and attract the right visitors through relevant content.

1. “Hur förhålla sig till den digitala revolutionen med appar, sociala medier o.s.v. –Hur skapa flera affärer”
VästsvenskaHandelskammaren2014-09-10
Erik Ekholm, SkapaAB

2. Innehåll
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Några trender
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Strategier
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Innehållsmarknadsföring
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Rätt besökare blir leads
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Diskussion

3. Presentation –Erik Ekholm
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CEO at Skapa
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Master of Science and Naval Architect at Chalmers University of Technology
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Previously at Stena AB, Volvo Trucks, Rosemount Tank Radar
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Founded Skapain 1996
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Lecturer in online marketing at IHM Business School, Stockholm School of Economics, West Sweden Chamber of Commerce and University of Borås.

4. Skapa–smart online communication
Communication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content –regardless if it’s published on blogs, social media or websites.
Web, technology and developmentWe build advanced and easy-to-use apps, extranets, blogs and websites that supply the data at to the right person at the right moment!

5. Skapa–Committed to our customers…

6. A fewtrends…

7. Mobile usewillincreaseevenmore!
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Mobile usersreachfor theirphone150 timesper day– thatsthe equivalentofabouteverysixminutesall the timewhenawake. In average!
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Think webmobile first!

8. Mobile data +65% from 2013 to 2014
http://www.akamai.com/stateoftheinternet/
Q1, 2013
Q1, 2014

9. Utilitiesand productivitymorethan doubled
http://mashable.com/2014/01/14/mobile-app-use-2013/

10. Mobile drives the increase of web traffic
-40,0%
-20,0%
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
140,0%
Customer 1
Customer 2
Customer 4
Customer 5
Increase from Aug -13 to Aug -14 of visitors from desktop, smartphones and tablets.
Desktop
Smartphone
Tablet
Source: Google Analytics from four of Skapa’scustomers
25 %
Phones & tablets
19,3 %
Phones & tablets
18 %
Phones & tablets
48%
Phones & tablets
Phone+TabletAugust 2014

13. The Internet ofThings

14. “Internet ofThings/Everything”
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Google + Nest (3,2 billion USD)
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GE + Intel (cooperation)
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AT&T + Cisco (cooperation)
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IoEworth19.000 billion USD thiscoming ten yearsaccordingto Cisco’sCEO
•Rolls-Royce engines
transmitteddata for fourhoursafterairplanewaslost
Baby watchers, lamps, TV, music equipment, locks, cars, health &fitness, more…

15. Wearableand connecteddevices:
Galaxy Gear Fit
Ring
Google Glass
Jawbone
Pebble

16. Usergeneratedcontentand behavior
Waze
(Acquired by
Google for USD
1 billion)
WhatsApp
(Acquired by Facebook for USD 19 billion)
AirBnB
(500,000 listings in 33,000 cities)

18. Chinese ahead in many fields
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China –iOS+ Android userssurpassedUSA, Q1 2013
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55% oftotal media consumptiontimeon mobile and Internet vs 38% in USA
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Alibaba –Gross MerchandiseVolumeSurpassedAmazon.com AND eBay, Q4:12. Valued at 155 billion USD.
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Sina Weibo 新浪微博(like Twitter+Facebook) has 530 million usersand 600 million USD in revenue
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Chinesemobile and social media services areadvancingfast and willsoonbe successfulalsoin the western world

19. Strategies

21. EDITORIAL CALENDAR
SEARCH OPTMIZATION
POLICIES & GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY & TONE
STRATEGIES
METRICS
RISKS
BRAND
TACTICS & PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION & TARGET
WORK PROCESSES
ORGANIZATION
CONTENT
GOVERNANCE
NEEDS & CHALLENGES
TARGET GROUPS

22. What's the ultimate goal of your online communication to achieve business results? Is it (for example) to:
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Increase brand awareness?
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Improve client engagement? Build confidence/trust?
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Decrease customer support inquiries?
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Attract and retain key staff members
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Support sales with valuable leads
Anything that does not support your goal/goals, has no place in your strategy!
Strategy–defineyourgoals

23. “Our main goal is to get closer to the customers”

24. ”Creating valuable local dialogues”

25. Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
Ensure top management support and engage (inform & motivate) staff to make sure your strategies are successfully implemented
True engagement and motivation is needed

26. Where are your target groups?

28. Strategiesto attractthe mostrelevant visitors

29. Content Marketing

30. Your audience is your present and future customers – give them what they are searching for!

31. ABB: zonedata robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1

32. Inspire new business and develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers’ everyday needs, challenges, and questions.
Content marketing

33. Website
YouTube
Mobile
Flickr
Twitter
E-mail
LinkedIn
Facebook
Google
Blog
Pinterest

34. YouTube
Mobile
Flickr
Twitter
E-mail
LinkedIn
Facebook
Google
Website
Blog
Pinterest

35. Tripnet–local expertise
Google: lastbalansering

36. LantmännenBozitacare about your pet!
http://blogg.bozita.se/allergitest-pa-hund-och-katt/
Google: allergitest påhund

37. Relevant visitors become leads

38. Attractleadswithrelevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services

39. Contentmarketing
Tid
Campaigns
Content
Marketing value

40. •
Görenstrategi
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Planeraförinnehållsskapandet
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TänkpåGoogle
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Organiseraförsocialamedier
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Mobile first
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Verksamhetsnäraapparmed kundnytta
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Vågagöradet!
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Varuthållig!
Sammanfattning

41. Diskussion

42. Vad kan Skapa göra för er?
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Strategisk rådgivning för smart online- kommunikation
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Webbplatser och bloggar i ett ekosystem av sociala medier
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Innehållsmarknadsföring som skapar framgång
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Systemutveckling av webbaserade lösningar och apparför effektivare verksamhet

43. Kontakta mig gärna för ett möte:
Erik Ekholm,
Skapa.se
Tel 031 3011151
erik.ekholm@skapa.se
twitter.com/erikekholm
facebook.com/erikekholm
se.linkedin.com/in/erikekholm
youtube.com/erikekholm
pinterest.com/erikekholm
flickr.com/photos/erikekholm