Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital marketing ua


Published on

Published in: Business, News & Politics
  • Be the first to comment

Digital marketing ua

  1. 1. Digital marketing introduction 21 November 2013 UA
  2. 2. Digital marketing is dead. It’s just marketing Presentation1 2
  3. 3. Consumers don’t make a distinction between on- and offline. They just want a consistent brand experience. Always. Everywhere. During my bus trip I check my smartphone... I’m waiting for my bus while... Presentation1 3
  4. 4. Companies like P&G seem to understand this ―Brand building in a digital world is about having a great idea, an idea that originates from a deep human insight, an simple recognition and a direct emotional connection.‖ Marc Pritchard 1 2 Leverage digital to make them bigger and engage with people like never before Focus on creating the great ideas that move people and build great brands Presentation1 4
  5. 5. We should break down the (digital) marketing silos Digital marketing is dead. It’s just marketing Presentation1 5
  6. 6. 1) It is about the consumer Every marketer should have a deep understanding of his consumers and their Consumer Decision Journey (CDJ) Source: McKinsey Presentation1 6
  7. 7. 2) It’s about leveraging digital Social media Online reviews Google advertising Website Mobile Affiliate marketing Real-time Bidding This is not for experts only. Every generalist should have a good understanding of it Presentation1 7
  8. 8. Today we will cover the consumer and some of the digital media and tactics more in detail Consumer Changing consumer Consumer insights and the Consumer Decision Journey Digital media and tactics Online reviews Affiliate marketing Google advertising and SEO Real-time Bidding(if time left) Topics like Social media and website redesign will not be covered in this training as there is already much info available about it Presentation1 8
  9. 9. Changing consumer Presentation1 9
  10. 10. Question What is the internet prenetration in Belgium? Presentation1 10
  11. 11. Internet penetration in Belgium is about 80% Individuals who used the internet at least once a week, 2012 (% of individuals) 77% Source: Eurostat 2012 Presentation1 11
  12. 12. There are still a lot of older people that have never used the internet Individuals who never used the internet per age category, 2012 (% of individuals) 16-24 80% 25-34 35-44 45-54 55-64 65-74 70% 60% 65-74 years: 50,6% 50% 40% 30% 20% 10% 0% 2007 2008 2009 2010 2011 2012 Source: ICT-enquête huishoudens en individuen (2012), FOD Economie – AD Statistiek en Economische informatie Presentation1 12 16-24 years: 2,4%
  13. 13. In Belgium only 5% of total media budget is invested in Online (display) SOV (investments) of different media in Belgium 2012 40% TV Dailies Radio Outdoor Magazines Online* Free sheets Cinema 21% 13% 5% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% Source:CIM MDB en Mediaxim * Only online display Presentation1 13
  14. 14. Belgian marketers invest 7 times more in TV than in Online Split between TV and Internet Ad spend 2012 TV 88% Ad spend Internet 12% 0% 20% 40% 60% Source: IAB Mediascope Presentation1 14 80% 100%
  15. 15. Question Do you think this is logical? Presentation1 15
  16. 16. It isn’t logical if we look at how our customers spend their time Split between TV and Internet Ad spend and Time consumption, 2012 88% TV 54% Ad spend Time 12% Internet 46% 0% 20% 40% 60% Source: IAB Mediascope Presentation1 16 80% 100%
  17. 17. We spend most time on TV, internet and radio but internet is the only one that is increasing Source:IAB Mediascope 2012 Presentation1 17
  18. 18. CIM studies show that many other media still have a higher reach so don’t forget them Total reach Average daily reach Source:CIM PMPA Presentation1 18
  19. 19. Traditional media impact online behavior: e.g. TV ads boost search queries Source: Research by Google, VAR, RMB Presentation1 19
  20. 20. Most people are online while watching TV 54% of Belgians are online while watching TV (EU 48%) 63% of Belgians are online during the primetime TV evening slot (EU: 52%) Source:Mediascope Presentation1 20
  21. 21. Question Do you have an idea of smartphone penetration in Belgium? Presentation1 21
  22. 22. Smartphone penetration is rising and people are using their device everywhere Places where smartphone is used 34% of Belgian people have a smartphone 20% On-the go (e.g. While commuting, walking) 86% In a store 77% Work 76% Cafe or coffee shop 75% 34% 40% 30% 96% Home 22% 10% 0% 2012 2013 71% Restaurant 0% Source: Google, Our Mobile Planet Belgium, 2013 Presentation1 22 20% 40% 60% 80% 100%
  23. 23. Most brands are not ready for the mobile revolution Share of optimized sites 40% BE 37% NL 20% UK 0% 20% 40% 60% 80% 100% Source: IAB Belgium, November 2012 Presentation1 23
  24. 24. Smartphone users are multi-taskers TV and smartphones are a powerful combination that marketers need to explore Source: Google, Our Mobile Planet Belgium, 2013 Presentation1 24
  25. 25. Research on smartphones is playing an important part in the evaluation phase of the Consumer Decision Journey People do research on their smartphone before they make a purchase… …But most research is done at home Place research 44% At home On-the-go 19% At work 19% 0% Source: Google, Our Mobile Planet Belgium, 2013 Presentation1 25 20% 40% 60%
  26. 26. Question Do you have an idea of social media penetration? Presentation1 26
  27. 27. 73% of all Belgian Internet users have used a personal or professional Social Media website Social media usage Use Daily use Internet users 73% 36% Smartphone users 80% 46% Smartphone users are heavy social media users Source: Comscore; Google, Our Mobile Planet Belgium, 2013 Presentation1 27
  28. 28. Peer recommendations are well trusted Source: Nielsen report on Global Trust in Advertising and Brand Messages 2012 28 Presentation1
  29. 29. Question What do you remember from all those figures and how should marketers act on it Presentation1 29
  30. 30. Summary: Marketers need to act on those trends Changing consumer and media landscape What marketers need to do Internet penetration is around 80% and we spend more than 13 hours online per week Marketing investments should follow Social is penetration is above 70% and people trust their peers Offer engaging content and stimulate customers to make recommendations Mobile penetration is rising fast: 22% in 2012, 34% in 2013 Integrate mobile within your strategy and create and optimized site We are using multiple screens and the line between online and offline is blurring A multi-channel strategy is needed to engage consumers across the multiple paths to purchase Presentation1 30
  31. 31. The world is changing fast But marketers should be aware that not all people are equal Presentation1 31
  32. 32. Not all Millenials are social media addicts Source: Boston consulting group Presentation1 32
  33. 33. Even Gen Z is still watching TV Source: JWT, Gen Z: Digital in their DNA Presentation1 33
  34. 34. So TV and radio are still very important to create impact Presentation1 34
  35. 35. And some things will never change ―Real motivations are the result of nature’s programming of our genes. The proper study of the communicator is the unchanging man‖ Bill Bernbach Presentation1 35
  36. 36. Customer insights and the Consumer Decision Journey Presentation1 36
  37. 37. Marketing starts with great insights An insight is a fundamental truth about consumers’ needs and motivations which connects with your target audience and leads to a competitive advantage An insight is not the same as an observation: An INSIGHT is something thought (WHY the customer does/thinks the above) An OBSERVATION is something found (WHAT the customer does/thinks) Presentation1 37
  38. 38. Great insights lead to poweful engagement. An example of Dove Insight: Need Women want to feel beautiful Insight: Dilemma BUT women are their own worst beauty critics Presentation1 38
  39. 39. You also need a good understanding of the Consumer Decision Journey if you want to create a cross-media campaign Source: McKinsey Presentation1 39
  40. 40. Telenet is using social media to find people who deserve a perfect TV moment Consider phase Presentation1 40
  41. 41. Online has become very important for retailers like Fnac Evaluate phase Case Fnac Spain 52% of in-store TV purchasers researched products online before buying Offline shoppers who research online spend 33% more than those who don’t research Wanting to see the physical product is the principal barrier to online transaction Source: Google, Presentation1 41
  42. 42. Nike uses mobile in the experience and bond phases Experience and bond phase Presentation1 42
  43. 43. Vandenborre encourages people to talk about their products Advocate phase Presentation1 43
  44. 44. Google is also talking about ZMOT Question What is ZMOT? Presentation1 44
  45. 45. Answer ZMOT stands for Zero Moment of Truth and is used to describe the online decision-making moment that is now part of most Consumer Decision Journeys Presentation1 45
  46. 46. Marketing used to be about 3 steps ―The best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn’t‖ A.G. Lafley in his foreword to Kevin Roberts’ remarkable book Lovemarks Source: Google, Winning the zero momenth of truth Presentation1 46
  47. 47. Now you also have to win at the Zero Moment of Truth It is used by 84% of customers and is as important as stimulus and FMOT Source: Google, Winning the zero momenth of truth Presentation1 47
  48. 48. Answer Can you think of some actions consumers do at ZMOT? Presentation1 48
  49. 49. ZMOT compromises different actions 50% Searched online 49% Talked with friends/family 38% Did comparison shopping online 36% Visited brand website 31% Read reviews Read comments following an article 22% Visited retailer site 22% 18% Liked a brand 0% 10% 20% 30% 40% 50% 60% Source: Google, Winning the zero momenth of truth Presentation1 49
  50. 50. The Consumer Pathway is another way to look at the customer journey Awareness Make your target aware of your offer Communicate your benefit and reason to believe Presentation1 Involvement Increase emotional engagement before purchase Active consideration Shift up the order of consideration by facilitating favorable comparison Purchase Consumption Convert intent into action at point of purchase Improve the user experience 50 Relationship building Make your customer feel special to improve loyalty and Advocacy Encourage recommendations
  51. 51. Digital marketing introduction Online reviews
  52. 52. There are two main types of online reviews Professional reviews from journalists and fulltime bloggers Consumer reviews Understanding how online reviews affect consumers’ purchase decisions is vitally important to companies that rely on online word-of-mouth to disseminate information about their products Presentation1 52
  53. 53. Consumer opinions posted online generate trust Confidence in consumer opinions posted online is high and grew over 15% compared to four years ago Source: Nielsen report on Global Trust in Advertising and Brand Messages 2012 53 Presentation1
  54. 54. Consumer reviews increase conversions A restaurant rating improved by just half a star (scale 1-5) is very much more likely to be full at peak dining times: number of bookings increased from 30 to 49% Example: Source: Economic Journal (2012) Presentation1 54
  55. 55. 5 elements that determine the credibility of an online review Number of reviews Reference groups Relevant/Detailed content Authenticity Independent platform Presentation1 55
  56. 56. Online reviews have a higher impact when one or more of the conditions below are true High involvement experience goods Niche product Credibility is key Focus on product quality Internet experience of your target group Presentation1 56
  57. 57. Stimulate people to write a review Example of a cashback promotion where you could win a tablet when you left a review about the refrigerator you just bought. Result of this action: more than 600 reviews, split over 35 refrigerator models. Source: Assignment THoM Presentation1 57
  58. 58. Don’t be scared about negative reviews. A mix of positive and negative reviews helps to improve consumer trust in the opinions they read Consumers trust reviews more when they see both good and bad scores Consumers suspect censorship or faked reviews when they don’t see any negative opinions on the page It depends on the type of product on offer. A book, game or film will often divide opinion, but reviews of electrical products which highlight flaws will be more likely to deter others Presentation1 58
  59. 59. Question Do you think that reviews will still be important in 5 years? Will consumers still trust them? Presentation1 59
  60. 60. Digital marketing introduction Affiliate marketing
  61. 61. Affiliate Marketing is mainly useful to stimulate purchase at a controlled cost Awareness Make your target aware of your offer Communicate your benefit and reason to believe Involvement Increase emotional engagement before purchase Active consideration Shift up the order of consideration by facilitating favorable comparison Purchase Consumption Convert intent into action at point of purchase Improve the user experience Affiliate Marketing is only rewarding publishers that are driving traffic, leads or sales Presentation1 61 Relationship building Make your customer feel special to improve loyalty Advocacy Stimulate recommendations
  62. 62. Affiliate Marketing is performance-based marketing Affiliate Marketing Presentation1 Marketing done by others to promote a company’s products and services The affiliate only gets paid when he is driving traffic, leads or sales 62
  63. 63. Affiliate Marketing has 3 core players 1 2 3 Merchant Network Publisher The advertiser The network connects merchants with publishers and takes care of negotiation communication, tracki ng and payments The affiliate that promotes the products of the merchant E.g. Thomas Cook E.g. Zanox and Affiliate window E.g. A blog about city trips Presentation1 63
  64. 64. There are different types of affiliates Presentation1 64
  65. 65. Comparison sites Most comparison sites are mainly focused on price so it’s only interesting if you have a price competitive offer Presentation1 65
  66. 66. Coupon code sites Coupon code sites are popular for certain product categories According to Flipit the most popular product categories are fashion (33%), electronics (19%), recreation and leasure (11%) and books and DVDs (9%) Source: Flipit Presentation1 66
  67. 67. Coupon code sites Of course as a marketer you should decide if promotions are a good tactic for your brand Voucher codes can serve different objectives But don’t use them too much as they can… • Increase visibility • Damage your brand equity as customers use price points to determine quality • Generate trial • Boost volume per occasion • Create certain expectations and postpone buying behavior • Raise frequency Presentation1 67
  68. 68. Cashback sites cashback sites reward their members if they use their site to access a retailer's online Presentation1 68
  69. 69. Email Some publishers also have large email databases Presentation1 69
  70. 70. There are different ways to reward affiliates Cost Per Click (CPC) Cost Per Lead (CPL) Cost per Sale (CPS) Presentation1 70
  71. 71. CPS and CPL can be used seperately or in combination. Each form has its pros and cons Only CPS - You are certain about the ROI - Affiliates get insight into your sales conversion rate CPS + CPL - Still quite safe but more stimulating for affiliates to start with your program - More stimulating for affiliates to start with your program - Affiliates get insight into your sales conversion rate - Less certain if the leads will also convert in sales. This can only be evaluated afterwards - Less stimulating to start with your program Presentation1 Only CPL - Affiliates don’t get insight into your sales conversion rate. If your rate is better than that of competitors, it could be less expensive to reward leads - More risk for fraud 71
  72. 72. Affiliate Marketing is very appropriate if some of the conditions below are true Demand for immediate ROI Limited budget for awareness building Focus on customer acquisition Limited product portfolio Promotion of certain types of products Strong affiliates Presentation1 72
  73. 73. Affiliate Marketing is mainly used by financial servcies, Telecom, Travel, Fashion and Retail Source: IAB report on online Ad spend, The Netherlands 2012 Presentation1 73
  74. 74. There are some risks but most of them can be mitigated if managed well Possible brand damage Not everyone wants to work on a CPS basis Risk of fraud Sales volume could be too small to be worth the effort Presentation1 74
  75. 75. Question Would you make use of affiliate marketing if you would be the ecommerce manager of Timberland? Explain why Presentation1 75
  76. 76. Digital marketing introduction Google advertising
  77. 77. Search advertising is useful to reach people with a certain intent. The Googe Display network can also be used to create awareness Awareness Make your target aware of your offer Communicate your benefit and reason to believe Involvement Increase emotional engagement before purchase Display network can help to create awareness Presentation1 Active consideration Shift up the order of consideration by facilitating favorable comparison Purchase Consumption Convert intent into action at point of purchase Improve the user experience Search advertising is more appropriate to influence consideration and purchase 77 Relationship building Make your customer feel special to improve loyalty Advocacy Stimulate recommendations
  78. 78. Google offers 2 ways to advertise Via content (the Google Display Network) Via search Google search and partners like Skynet Presentation1 Google websites and services and partner websites 78
  79. 79. Let’s explore search Presentation1 79
  80. 80. Question Over the years Google also launched a lot of new features within search advertising. Do you know which ones? Presentation1 80
  81. 81. Answer • Ad extensions. We will only discuss some of them • Product Listing Ads • Enhanced campaigns Presentation1 81
  82. 82. Sitelink extensions allow you to promote additional landing pages below your standard ad text Presentation1 82
  83. 83. Call extentions allow you to incorporate your phone number in your text ads Presentation1 83
  84. 84. Google automatically applies seller ratings if you meet their criteria • Ratings are taken from Google Shopping • At least 30 reviews within last 12 last months and a score of 3,5 stars • At least 10 reviews in the customer’s language Presentation1 84
  85. 85. Product Listing Ads allow you to include specific product information like an image, title, price, promotional message, and your store or business name Presentation1 85
  86. 86. Google launched enhanced campaigns earlier this year, one of the biggest changes in history "We want to provide the best search results for users regardless of where they are and what device they are using.― Susan Wojcicki, SVP Advertising of Google Presentation1 86
  87. 87. It enables advertisers to target people at the right time, in the right place, with the right advert and call-to-action Presentation1 87
  88. 88. Targeting is done by adjusting bids To allow advertisers to optimize mobile activity separately to desktop activity, there will be multiple bid adjustments available at keyword level -100% Bid adjustment Device Location Time Presentation1 88 +300%
  89. 89. Question A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. How should they adjust their bids? Presentation1 89
  90. 90. Answer: they could adjust their bids as follows Device Location Time Presentation1 50% higher for searches on smartphones 25% higher for people searching 500 meters away 20% lower for searches after 11am 90
  91. 91. It will no longer be possible to have separate Adwords campaigns for mobile Advertisers need to get more insights in the customer journey and multi-screen behavior of their customers Sites need to responsive Presentation1 91
  92. 92. Let’s explore the display network Presentation1 92
  93. 93. You can choose between 2 bidding options Goal: Direct response Choose for CPC Presentation1 Goal: Branding Also consider CPM 93
  94. 94. Question We marketers love to segment and target. Do you know which kind of targeting is available within the Google Display Network? Presentation1 94
  95. 95. Answer: GDN allows 7 ways of targeting Keywords Content Managed placements Pages with content that matches your keywords Websites you have selected Topics Websites that include content about specific topics Interest Users with specific interests based on websites they visit Google Presentation1 Remarketing Users who previously visited your website Demographics (beta) User Users based on inferred gender and age Auto optimization (DCO) Google automatically optimizes your targeting to find additional conversions 95
  96. 96. Digital marketing introduction SEO
  97. 97. Google is 15 years and a lot happend during that short period Presentation1 97
  98. 98. An example of the knowledge graph Presentation1 98
  99. 99. Question Can you think of some basic SEO tricks? Presentation1 99
  100. 100. Some basic tricks are On-site optimization Promote your site Smart website migration Presentation1 • • • • Focus on one or 2 keywords per page Avoid duplicate content Use descriptive, readable and short URLs Enter descriptive keywords in the alt attribute of images • Linkbuilding and linkbaiting • Create engaging content and faciliate sharing • Use 301 redirects when you launch a new website 100
  101. 101. Today we will quickly discuss the impact of the latest algorythm updates on SEO, especially the last one Presentation1 101
  102. 102. The panda update punished low quality content Q1 2011 What is it about? Lowered the ranking of low quality website How does it judge quality Focus on human quality indicators like time on site Presentation1 102
  103. 103. The penguin update punished low quality linking Q2 2012 What is it about? How does it judge quality Presentation1 Punished the sites who didn’t respect the Google guidelines Diversity of links 103
  104. 104. So do not over optimize Tip 1: good content Create good content instead over optimizing your website for keywords Tip 2: healthy linking strategy Make sure that you have a healthy linking strategy • Not too much run of site links • Different types of links • A good mix of link authority or pagerank • Evenly spread over time Presentation1 104
  105. 105. Meanwhile our world is changing fast Presentation1 105
  106. 106. The hummingbird algorythm is about better understanding your search queries Q3 2013 What is it about? Makes sense of conversational (voice) searches and understand the relationship between searches Presentation1 106
  107. 107. Google will not just look at keywords but will also understand the intent of the searcher Best restaurants BA Where to eat at BA in terminal A Website page: Best restaurants at BA Terminal A … Terminal B … Presentation1 107
  108. 108. Google stopped showing the organic keywords that drive traffic to your site. They are forcing you to look at content, not keywords Presentation1 108
  109. 109. Google is now able to understand the relationship between searches Presentation1 109
  110. 110. As a marketer you should focus on good content Conversational search Connected search Users will make longer search queries and use voice activated search more frequently Users will stop typing certain keywords as Google relates search queries to each other Less focus on keywords, more focus on content and make sure that content is accesible on multiple devices Presentation1 110
  111. 111. Remember ―The future is about things, not [keyword] strings.‖ Matt Cutts, Head of Web Spam at Google Presentation1 111
  112. 112. Digital marketing introduction RTB
  113. 113. RTB (buying via automated trading) is about buying impression per impression Presentation1 113
  114. 114. The process happens within milliseconds Presentation1 114
  115. 115. It offers some advantages You can buy impression per impression and are able to identify the right media for your audiences It’s plug and play. No time-consuming site-by-site negotiations You can optimize along the way Presentation1 115
  116. 116. There are different parties involved Presentation1 116
  117. 117. Here is the list of players active in BE You can identify both independent and agency Trading Desks Presentation1
  118. 118. About 7 Billion impressions available in Belgium • 8th in the Adform European Ranking: +7 billion impressions per month • Demand from advertisers emerging Source: Adform quarterly reports Presentation1 118
  119. 119. Facebook offers great opportunities Only 9% of the 500 biggest American companies use FBX FBX offers 3.5x MORE bidding opportunities than GDN Source: From Triggit computer graphic September 2013 Presentation1 119
  120. 120. Facebook is also the most important domain in Belgium Top 20 Domains in Belgium Presentation1 120
  121. 121. There are also different targeting possibilities • Website topics or categories • Whitelisting (placements) • Location • Language Your consumer • Device • Time of day • Remarketing Presentation1 121
  122. 122. It offers great creative possibilities like Dynamic creative optimization Presentation1 122
  123. 123. Display campaigns can be synchronized with TV commercials to increase the reach and share of voice Presentation1 123
  124. 124. Join us at our Meet & Greet! Grand Café Modeste – Wapenstraat 18 Antwerpen 03/12/2012 – 19h00 Subscribe Hope to see you there – Campus Recruitment Team Antwerp (Céline & Valérie)