The document provides an agenda and materials for a digital marketing class hosted by The House of Marketing (THoM). The class discusses why digital marketing is important, how to approach digital marketing, trends to be aware of, and the impact of digital transformation on the marketing profession. It then presents a case study on developing an e-commerce strategy for a pet store chain. Students are encouraged to apply the lean startup methodology and test solutions with customers. The document promotes open recruitment for THoM and invites students to the next class.
At The House of Marketing, we like to do things as efficiently and effectively as possible, and that's no different when it comes to your application as a Junior Consultant. We have 3 exciting and challenging rounds all within one month. By mid-March you’ll know if you can join our team of THoMers!
At The House of Marketing, we like to do things as efficiently and effectively as possible, and that's no different when it comes to your application as a Junior Consultant. We have 3 exciting and challenging rounds all within one month. By mid-March you’ll know if you can join our team of THoMers!
TrinityP3 Marketing Management Webinars
http://www.trinityp3.com/product-category/webinars/
Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners.
Topic: Transforming Production for the 21st Century
Date: Wednesday September 23
Time: 13:00 – 14:00 AEST
Presenter: Christopher Sewell
Description: The explosion of digital channels has completely changed the landscape of advertising communications. But while the language around multi-channel content creation has evolved the old approaches to production management and creation has not necessarily kept up. Find out how to transform your approach to marketing production spend without being blindsided by vested interests.
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.
Achieving Sales Mastery through Virtual Sales Training & ReinforcementMike Kunkle
This was the deck we used recently for a panel/webinar with Tim Riesterer from Corporate Visions and I, moderated by Richard Harris of Sales Hacker.
Register to watch the recording here: http://bit.ly/MKwebinarVirtualTrainCoach
Pursuit of World-Class Performance (Miller Heiman)SAVO
Watch this presentation for an analysis of the 2014 Miller Heiman Sales Best Practice Study and highlight the strategic issues facing sales leaders. Learn the three core behaviors and 12 sales activities that drive world-class sales performance.
The Sales & Marketing Loop explores how to make use of big data to drive revenue growth through: (1) Aligning sales and marketing teams, (2) Hyper-personalisation and automation of marketing, (3) Monitoring leads and (4) Converting leads. Sponsored by Forfront, CANDDi and Miller Heiman.
Top 12 tips for driving consistent sales growthIBG-World
Simon has over 25 years’ proven international management, sales, business development and strategy experience with particular emphasis on new business start up, growth and acquisition
If you want to master the basics of Solution Selling - dive into this book. In 60 minutes you will learn how to get the fundamentals right: Pain, Power, Vision, Value, Control and how to deal with competition.
A special section will give you insight in the3 secrets of executive selling, social selling and salesmanagement.
Many people read this book over and over, to make sales right from start.
I wrote this book after 18 years of selling and sales training.
It is inspired of Solution Selling, tardemark of SPI Inc.
Sales best practice study 2010 customized for sfdc atl user group briefingSalesXecution
A briefing given to the Atlanta Salesforce.com User group meeting July 28th 2010 - on Miller Heiman's 2010 Sales Performance Study - How to be successful in any economy.
What impact does Customer Management have on Business PerformanceDoug Leather
We know intuitively that managing the customer portfolio well leads to improved business performance. This slide deck shares important insights into what makes customer management work and how to measure it. This is based on research done by QCi (the main players now with The Customer Framework Ltd) and although I put this deck together 6 years ago I was astounded as to how relevant the thinking still is. The sad reality is that Customer Management capability hasn't improved very much over the years (in the majority of cases, hence we are still subject to inconsistent and poor customer experience) yet it remains a topic that is spoken about and focussed upon by many organisations. The difference that I find today versus 7 or 8 years ago is that MORE people talk about customer management than previously, however I don't se much improvement in the understanding of what it involves or much improved capability in operationalizing customer centric business.(this is a generalised statement)
Salesmakeover - how to create a solution driven sales culture? ISBN978 91-980...Jens Edgren
More leads! More leads! More leads! (this is the voice of the sales force)
How to create leads? How to make customers come back again and again?
The answer is to create a solution driven sales culture - where every one in the organisation plays a part.
Read and get inspired on how to do that in the 4 phases of the lifecycle of an organisation.
And beware: you could find things scary in this book. But there are remedies - outside your comfort zone.
This is a teaser. Order at www.salesamkeover.tictail.com
It took me 15 years to come to a point of no return: Sales training alone can not fix a slakes problem, And it took another 3 years to write this piece of art. I think it is a great read with good examples and true doable advices.
If you want to try in your organisation; call me first:+467007998800 /jens@salesmakeover.se
Three Principles For Selling In A Virtual SettingSarah Dougherty
Here, we look at three principles behind effective virtual selling as a means for continuing to drive momentum and converting opportunities into revenue.
How To Quickly Attract High Value Clients And Create A Group Coaching ProgramKenny Goodman
In this presentation Kenny Goodman reveals his Client Accelerator Formula so you can attract high value clients and leverage your service delivery so you can create more freedom from your business.
We walk through ten of the most common mistakes made by sales reps when managing a complex sale. No one is immune from mistakes as deals cycles are long, solutions are more complex, buying processes are convoluted, and the number of people involved in a deal has expanded. If you avoid these common mistakes though, you can shift the competitive advantage and increase the likelihood of closing the deal.
Inge of The House of Marketing attended Social Media Day 2016 concerning Social Monitoring and Social ROI. Here are 7 learnings to remember from #smdayBE
TrinityP3 Marketing Management Webinars
http://www.trinityp3.com/product-category/webinars/
Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners.
Topic: Transforming Production for the 21st Century
Date: Wednesday September 23
Time: 13:00 – 14:00 AEST
Presenter: Christopher Sewell
Description: The explosion of digital channels has completely changed the landscape of advertising communications. But while the language around multi-channel content creation has evolved the old approaches to production management and creation has not necessarily kept up. Find out how to transform your approach to marketing production spend without being blindsided by vested interests.
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.
Achieving Sales Mastery through Virtual Sales Training & ReinforcementMike Kunkle
This was the deck we used recently for a panel/webinar with Tim Riesterer from Corporate Visions and I, moderated by Richard Harris of Sales Hacker.
Register to watch the recording here: http://bit.ly/MKwebinarVirtualTrainCoach
Pursuit of World-Class Performance (Miller Heiman)SAVO
Watch this presentation for an analysis of the 2014 Miller Heiman Sales Best Practice Study and highlight the strategic issues facing sales leaders. Learn the three core behaviors and 12 sales activities that drive world-class sales performance.
The Sales & Marketing Loop explores how to make use of big data to drive revenue growth through: (1) Aligning sales and marketing teams, (2) Hyper-personalisation and automation of marketing, (3) Monitoring leads and (4) Converting leads. Sponsored by Forfront, CANDDi and Miller Heiman.
Top 12 tips for driving consistent sales growthIBG-World
Simon has over 25 years’ proven international management, sales, business development and strategy experience with particular emphasis on new business start up, growth and acquisition
If you want to master the basics of Solution Selling - dive into this book. In 60 minutes you will learn how to get the fundamentals right: Pain, Power, Vision, Value, Control and how to deal with competition.
A special section will give you insight in the3 secrets of executive selling, social selling and salesmanagement.
Many people read this book over and over, to make sales right from start.
I wrote this book after 18 years of selling and sales training.
It is inspired of Solution Selling, tardemark of SPI Inc.
Sales best practice study 2010 customized for sfdc atl user group briefingSalesXecution
A briefing given to the Atlanta Salesforce.com User group meeting July 28th 2010 - on Miller Heiman's 2010 Sales Performance Study - How to be successful in any economy.
What impact does Customer Management have on Business PerformanceDoug Leather
We know intuitively that managing the customer portfolio well leads to improved business performance. This slide deck shares important insights into what makes customer management work and how to measure it. This is based on research done by QCi (the main players now with The Customer Framework Ltd) and although I put this deck together 6 years ago I was astounded as to how relevant the thinking still is. The sad reality is that Customer Management capability hasn't improved very much over the years (in the majority of cases, hence we are still subject to inconsistent and poor customer experience) yet it remains a topic that is spoken about and focussed upon by many organisations. The difference that I find today versus 7 or 8 years ago is that MORE people talk about customer management than previously, however I don't se much improvement in the understanding of what it involves or much improved capability in operationalizing customer centric business.(this is a generalised statement)
Salesmakeover - how to create a solution driven sales culture? ISBN978 91-980...Jens Edgren
More leads! More leads! More leads! (this is the voice of the sales force)
How to create leads? How to make customers come back again and again?
The answer is to create a solution driven sales culture - where every one in the organisation plays a part.
Read and get inspired on how to do that in the 4 phases of the lifecycle of an organisation.
And beware: you could find things scary in this book. But there are remedies - outside your comfort zone.
This is a teaser. Order at www.salesamkeover.tictail.com
It took me 15 years to come to a point of no return: Sales training alone can not fix a slakes problem, And it took another 3 years to write this piece of art. I think it is a great read with good examples and true doable advices.
If you want to try in your organisation; call me first:+467007998800 /jens@salesmakeover.se
Three Principles For Selling In A Virtual SettingSarah Dougherty
Here, we look at three principles behind effective virtual selling as a means for continuing to drive momentum and converting opportunities into revenue.
How To Quickly Attract High Value Clients And Create A Group Coaching ProgramKenny Goodman
In this presentation Kenny Goodman reveals his Client Accelerator Formula so you can attract high value clients and leverage your service delivery so you can create more freedom from your business.
We walk through ten of the most common mistakes made by sales reps when managing a complex sale. No one is immune from mistakes as deals cycles are long, solutions are more complex, buying processes are convoluted, and the number of people involved in a deal has expanded. If you avoid these common mistakes though, you can shift the competitive advantage and increase the likelihood of closing the deal.
Inge of The House of Marketing attended Social Media Day 2016 concerning Social Monitoring and Social ROI. Here are 7 learnings to remember from #smdayBE
Our THoM'ers got inspired at the Web Summit in Dublin last week.
Make sure to discover the 12 most inspirational quotes from the Web Summit!
Interested ? Don't hesitate to contact us for further insights.
CMO Solution Guide to Leveraging New Technology and Marketing PlatformsErin Holman
Presented by The CMO Club and Oracle Marketing Cloud.
The biggest marketing buzzwords- big data, omnichannel, customer experience- are meaningless without clear definitions, an integrated platform and sustainable practices that move the needle.
Marketing Automation - Why, What, How
Marketing Automation is a hot topic, but why? What is it? How to select the right system/platform for your business?
An overview of marketing automation today and what to consider when making an investment in this new technology. Includes top tips from leading marketers as well as highlighting common issues to be overcome
Modern Marketing Model (M3) - 1 year onEconsultancy
A 12-month timeline of Econsultancy's Modern Marketing Model (M3) which fuses digital and classic marketing into one future-facing framework. M3 informs marketing’s remit, the required competencies and organisational design to define marketing in the digital age
Challenges and solution to innovation management. Framework for a) understanding the state of your innovation efforts, b) determine where to focus to improve - to find the "choke point", and c) examples of new tools to enable best practices to align work to what customers value, fast
Outperform Webinar Series: How to Capture Your Customers at the Top of the Fu...Optimizely
How to Capture Your Customers at the Top of the Funnel
Website metrics, like purchases and form submissions, are top of mind for marketers—but how can you impact those key metrics if users leave as soon as they land on your website?
Join Optimizely’s lead strategy consultant, Alek Toumert, to learn how to engage visitors the moment they arrive at your site through experimentation.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
- Background & state of marketing automation
- Obstacles and challenges with current systems
- What’s everyone looking for?
- Sales managers
- Sales reps
- Local businesses
- New strategies and tips for true automation
- Case study
- Q&A
THoMer Kristien zooms in on the challenges our world is facing today and the sustainable answers businesses have come up with. How purpose-driven is your company?
How to get your innovation engine started? THoMer Stefan built the ultimate innovation guide: he collected insights, processes and templates to help you prepare for take-off.
Which tools do you use for project management, design, market analysis and conversion optimization? THoMer Eva opens our digital toolkit and shares 8 instruments we apply on a daily basis.
A personal approach is key to success in today's marketing landscape. Discover the why, how and what of marketing automation, the tool that helps you pull off your highly relevant one-on-one communication.
Wondering where you as marketer should spend your budgets, time and resources in the upcoming year? THoMer Audrey listed the top 10 trends to watch out for in 2018!
THoMers Dennis, Inge, Laetitia, Pieter and Thomas attended Web Summit, the largest tech conference in the world, hosted in Lisbon, Portugal. Web Summit equals 22 conferences connecting different industries, from AutoTech and MoneyConf to SaaS Monster and Talk Robot. The keyword across all conferences? Artificial Intelligence!
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. 2
Nice to meet you!
Anne-Sophie
Lesceu
Junior
Consultant
Nathalie de
Biolley
Junior
Consultant
3. 1. Introduction 5’
2. THoM’ster class 60’
Digital marketing as a standalone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
3
Welcome to our 2nd THoM’ster class!
4. The House of Marketing as proud member of
the Quanteus Group
6. Our team projects combine a mix of
competences with varying involvement
in function of the
project stage
We work on exciting client projects –
in team or individual placement set-up
Our individual placements are
supported by the THoM organizational
structure
Tailored mix of:
Strategic marketing
Project management
Domain expertise
Consultant support
Core team set-up
YOU
Counselor
&
mentor
All other consultants
Knowledge base of The
House of Marketing
7. No two assignments are the same at The House of Marketing
Elise is working as an
Online Content Manager
for a leading automotive brand
Thomas is working as a
Project Leader
for a media company
Lise is working as a
Junior Project Manager
for a FMCG brand
Laetitia is working as a
Cash Management Marketer
for a leading bank
Inge is working as a
Consultant on
brand positioning
for a pharmaceutical provider
Maxime is working as an
Innovation Manager
for a premium chocolate brand
Dennis Peeters is working as a
Digital Project Manager
for a leading bank
Caroline is working as a
MarCom Project Leader
for a human resources company
8. 3 Master Classes on 3 different marketing topics
Guiding you through the complete customer life cycle
Incl. real life cases from our THoM consultants
THoMers share a passion for marketing, and now it’s time to
share some of it with you
9. 1. Introduction 5’
2. THoM’ster class 60’
Digital marketing as a standalone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
9
Welcome to our 2nd THoM’ster class!
10. “How to attract new customers by using today’s existing
and new digital interactive channels?”
Introduction
Why using digital marketing?
How to approach (digital) marketing?
Some trends
Impact of digital marketing on the profession of a marketer
Case
10
1
2
3
4
5
6
11. What is digital marketing?
11
Digital marketing is the use of digital technologies in any (or all) steps
in marketing
BusinessObjectives
Price Premium
Market Share
Marketing Value
BusinessResults
Customer Equity
Intention
Awareness
Perception &
Reputation
Preference
Acquisition
Engine
Retention
Commitment
Recommen-
dation
Behaviour
Tangible Action Plans
Marketing Drivers
Products / Technology
Services
Communication
Purchase Process &
Experience
Relationship
Building
Channel
Management
Price Positioning
Segmentation &
Targeting
Positioning
Scope
Marketing Strategy
Business Paradigms
Value proposition Value creation Value capturing
Share of wallet
1 2 3 4 5 6
13. 13
1 2 3 4
Indicate that you are
participating
Login with
“thom2015534” as
joining password
Click “JOIN” Start answering our
questions real-time!
Download the
POLL EVERYWHERE
application to your
smartphone!
Connect to WiFi
Join the discussion via the
POLL EVERYWHERE application!
1 2 3 4 5 6
21. For many marketers it is not clear why to use
digital marketing
21
1 2 3 4 5 6
22. IKEA:
“Make small spaces Big”
22
Audi:
“Be creative, design your
Audi A1 and win!”
Burberry: “Innovative lip detection technology lets users
capture and send a digital kiss”
From a focus on transactions to a focus on building
personalized relationships
Digital makes it possible to create
engagement
1 2 3 4 5 6
28. Brief explanation about the channel
Channel SWOT analysis
Customer journey mapping
1
2
3
4 Targeting possibilities & formats
5 Tips & tricks & best-in-class example
1 2 3 4 5 6
The digital marketing compass treats each
channel in the same logic
37. 37
Marketing automation is software and tactics that allow companies to sell like
Amazon.
The right message to the right person on the right time.
1 2 3 4 5 6
From attraction to delight, automation can
help!
38. 38
OK
1 2 3 4 5 6
Virtual reality – A new level of engagement
possibilities
39. 39
Impact on Marketing
• Better customer insights
• Improved customer
communication (value rather than
mass media)
• It is on you to decide
1 2 3 4 5 6
Internet of things – Yes, all the things
40. 40
Impact
• Improved customer experience
• More mobile devices than
computers connected
1 2 3 4 5 6
Mobile Payments – From the I don’t buy
anything on the Internet to I buy things with
my phone
41. 41
• Increase in usage predicted in 2016
• Big consequences for big & small businesses
• The solution could be to look at the reason why people hate ads
1 2 3 4 5 6
Ad blockers – Bad ads, good ads
43. 43
General experts /
Marketing architects
Digital experts
1 2 3 4 5 6
Digital marketing requires digital specialists
as well as marketing architects
44. 44
The Chief Marketing Technologist.
The link between
the CMO & the CTO
Data analyst as the most sexiest
job of the 21st century
1 2 3 4 5 6
The rise of big data and marketing
technology require some new roles
45. 45
1 2 3 4 5 6
But it is even more important to have
entrepreneurs on board
47. Tom&Co
Tom&Co has assigned THoM to develop of a new, effective e-commerce marketing
strategy for the Tom&Co shops.
What would you recommend?
• What steps would you take to develop this plan?
• Which communication channels are you using? And how is each channel contributing to
the overall desired customer experience?
47
1 2 3 4 5 6
48. 48
Key questions
Company: Tom&Co is Belgium’s n°1 specialized retailer for
premium pet food & accessories.
Positioning: They differentiate from other shops on 3 levels:
expertise, ‘fun & emotion’ and services.
Challenge: They want to enter the digital market. First steps
have been taken with the introduction of an e-catalogue, but
further development is required.
Context
1 2 3 4 5 6
What solution would you offer to Tom&Co?
Which approach will you use to develop your Marketing Plan?
Tom&Co is reviewing its digital strategy and
needs support from The House of Marketing
50. 50
Great idea Work hard
developing the
perfect product
Committing lot of
time, resources and
efforts
To find out you’ve
built something
nobody wants
How product/service development typically
happens…
1 2 3 4 5 6
51. 51
1. Define
problem from
the customer’s
perspective
2. Define the
solution
3. Validate
qualitatively
(with minimum
viable product)
4. Growth/
scaling (verify
quantitatively)
5. Plan that
works
1 2 3 4 5 6
A different approach: the Lean Startup
method
52. 52
:1. CUSTOMER
PROBLEM
Existing alternatives:
4. SOLUTION: 3. UNIQUE VALUE
PROPOSITION:
2. CUSTOMER
SEGMENTS:
Potential early
adopters:8. GROWTH
METRICS:
9. COMPETITIVE
EDGE
5. CHANNELS
7. COST STRUCTURE: 6. REVENUE STREAMS:
BREAK EVEN POINT:
1 2 3 4 5 6
The Lean Start Up Methodology Framework
53. 53
Customer
Problem
Customer
Segment
Problem Interview
How do
customers rank
your problems?
Do you have a
problem worth
solving?
Is this a
viable
customer
segment?
1 2 3 4 5 6
Step 1:
Talk to a variety of potential customers to understand what
is their problems and identify which problem are worth
solving
56. 1. Introduction 5’
2. THoM’ster class 60’
DIGITAL, Marketing as a stand-alone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
56
Our 2nd THoM’ster class!
57. 57
Key
questions
Company: Tom&Co is Belgium’s n°1 specialized retailer for
premium pet food & accessories.
Positioning: They differentiate from other shops on 3 levels:
expertise, ‘fun & emotion’ and services.
Challenge: They want to enter the digital market. First steps
have been taken with the introduction of an e-catalogue, but
further development is required.
Context
1 2 3 4 5 6
What solution would you offer to Tom&Co?
Which approach will you use to develop your Marketing Plan?
Tom&Co is reviewing its digital strategy and
needs support from The House of Marketing
58. 1. Introduction 5’
2. THoM’ster class 60’
DIGITAL, Marketing as a stand-alone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
58
Our 2nd THoM’ster class!
59. 59
Don’t miss the next THoM’ster Class!
(there are still a few seats left)
60. 60
We are looking for (digital) Marketers
Down-to-earth
Discipline
&
Gut
Master
degree
Trilingual
(FR/NL/EN)
Driving
license
Computer
literate
(MS Office)
In line with
the THoM
values
61. STEP 3STEP 2STEP 1
61
From graduate to… marketing consultant?
Deadline: 07/02/2016 26th of February 2016 September 2016
CV
Cover letter
One-page paper
Case day! Start your career
at THoM
62. 62
Want to be part of the 2016 prom?
You? You?
You?
Yes!
Great! Find out more about our
recruitment process in our brochure
I’m not sure
Don’t hesitate to ask all your questions
to the THoMers
63. Thank you for your attention!
(and now it’s time for a drink...)