1. Ghent, November 18th 2015
Digital Marketing as a standalone?
You’re crazy!

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

5. 5
Mission statement of The House of Marketing

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

12. 12
1 2 3 4 5 6
What is digital marketing?

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

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15. 15
We asked your colleagues of last year the
same question…
1 2 3 4 5 6

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And what did your colleagues of 2014 think?
1 2 3 4 5 6

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These were the predictions for 2015:
1 2 3 4 5 6

20. 20
Why using digital marketing?
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

23. 23
Pizza.be Netflix.com
Digital makes it possible to create a smooth
end-2-end experience
1 2 3 4 5 6

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1 2 3 4 5 6
Digital makes it even possible to disrupt
complete markets

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How to approach (digital) marketing?
1 2 3 4 5 6

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1 2 3 4 5 6
Once you know your strategy you can choose
the most optimal channels and tools to
engage with customers

27. DIGITAL
MARKETIN
G
COMPASS
27
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

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There are 5 important commandements

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1 2 3 4 5 6
1. (Digital) Marketing starts with great
insights...

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1 2 3 4 5 6
2. As it has become an intrinsic part of
marketing you could say that ‘digital
marketing’ is dead

32. 32
Source: McKinsey
1 2 3 4 5 6
3. Every marketer should have a deep
understanding of the Consumer Decision
Journey

33. 1 2 3 4 5 6
4. Measurement is key!

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1 2 3 4 5 6
5. And you should act as a growth hacker

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Some trends
1 2 3 4 5 6

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Marketing Automation
Virtual reality
Internet of things
Mobile Payments
Ad Blockers
1 2 3 4 5 6
Some trends you should keep an eye on

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

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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

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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

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• 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

42. 42
Impact of digital revolution on the profession of
a marketer
1 2 3 4 5 6

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General experts /
Marketing architects
Digital experts
1 2 3 4 5 6
Digital marketing requires digital specialists
as well as marketing architects

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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

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1 2 3 4 5 6
But it is even more important to have
entrepreneurs on board

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Case
1 2 3 4 5 6

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

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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

49. 49
Which approach will you use to develop your
Marketing Plan?
1 2 3 4 5 6

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

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: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

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Customer
Problem
Existing
Alternatives
Solution
Solution Interview
Define minimum
feature set
(minimum
viable
product)
1 2 3 4 5 6
Step 2:
Test the riskiest part of your vision and
secure early customer commitment

55. 55
Solution Unique Value
Proposition
Customer
Segment
Early
adopters
Channels
Revenues streams
Growth/ scaling (verify quantitatively)
Develop
scalable
inbound
channels
1 2 3 4 5 6
Step 3:
Accelerating to a scalable business and
use early customer validation to get additional resources

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...)