Pernille andersen introduktion til digital marketing

• 1. Af Pernille Andersen, underviser @Pernilleanderse pernilleandersenfeedsfloorB2bsocialmedia.dkpernille@feedsfloor.comPernille Andersen, Lecturer pean@cphbusiness.com

2. Er digitale og online kanaler vigtige forvirksomhedens markedsfring? JA Hvordan udvikler man virksomhedens digitale strategi? ndrer digitale og online kanaler mden hvorpvirksomheden skal markedsfre sig overfor kunden? JAog NEJ Hvordan bruger man de forskellige kanaler til atmarkedsfre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com 3. Pernille Andersen, Lecturer pean@cphbusiness.com 4. Pernille Andersen, Lecturer pean@cphbusiness.com 5. Pernille Andersen, Lecturer pean@cphbusiness.com 6. How much does Facebook earn per user:5,32 USD Europe13,58 USD USAPernille Andersen, Lecturer pean@cphbusiness.com 7. http://www.statowl.com/search_engine_market_share.phpPernille Andersen, Lecturer pean@cphbusiness.com 8. http://services.google.com/fh/files/blogs/our_mobile_planet_denmark_da.pdfPernille Andersen, Lecturer pean@cphbusiness.com 9. Er digitale og online kanaler vigtige for virksomhedensmarkedsfring? JA Hvordan udvikler man virksomhedens digitalestrategi? ndrer digitale og online kanaler mden hvorpvirksomheden skal markedsfre sig overfor kunden? JAog NEJ Hvordan bruger man de forskellige kanaler til atmarkedsfre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com 10. Pernille Andersen, Lecturer pean@cphbusiness.com 11. Purpose of company Business strategyBranding strategyContent strategyOwned PaidEarnedReal time LeadBrand Generic thought Share of voice monitoring & focusbuilding leadership analysisresponse GapValue added analysis analysis 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com 12. Purpose of company Business strategyBranding strategyContent strategyOwned PaidEarnedReal time LeadBrand Generic thought Share of voice monitoring & focusbuilding leadership analysisresponse GapValue added analysis analysis 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com 13. Term def.: Content marketingis an umbrella term encompassing all marketing formats that involves the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases. Attract, acquire and engage the target audience Owned and earned media - Pull promotion Educate customers and you will become thought leader = loyaltyPernille Andersen, Lecturer pean@cphbusiness.com 14. Pernille Andersen, Lecturer pean@cphbusiness.com 15. Pernille Andersen, Lecturer pean@cphbusiness.com 16. Examples Karolines Kogebog Case Study: Content Marketing by American Express A well known success within the domain of content marketing is American Expresss launch of Openforum.com, a micro-site targeting small businesses. Here small business owners can connect, get help on various subjects and of course also access all their activities with American Express. Its all part of American Express OPENs continuing commitment to help businesses do more business. The site is quite a success with 10 million page views in 2010 and almost 200,000 unique visitors in 2012. This micro-site have made the American Express brand more accessible according to customers and created more loyal customers and thus had an great impact on the brand. Both paid and volunteer contributors are sharing content on Openforum.Pernille Andersen, Lecturer pean@cphbusiness.com 17. Term def.: paid and owned media Owned media: All the promotional activities that the company can control and the content that the company createse.g. corporate website, Facebook controlled company page, corporate mobile application etc. Paid media: Advertisinge.g. banner ad, search engine marketing, paid reviews etc.Pernille Andersen, Lecturer pean@cphbusiness.com 18. Term def.: Earned media Earned media is favorable publicity which the company has not initiated Earned media can be both positive and negative Organic positions or search results on search engines are also refered to as earned media, as the organization cannot control the ranking.Pernille Andersen, Lecturer pean@cphbusiness.com 19. Pernille Andersen, Lecturer pean@cphbusiness.com 20. Purpose of company Business strategyBranding strategyContent strategyOwned PaidEarnedReal time LeadBrand Generic thought Share of voice monitoring & focusbuilding leadership analysisresponse GapValue added analysis analysis 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com 21. Digital Brand ManagementPernille Andersen, Lecturer pean@cphbusiness.com 22. Digital Brand Management CorporateDevelopmentCommunicationImplementationStage StrategyStage Flexibility Consumption Gap Design Gap CorporateIdentity Corporate image Fit position cube Gap Consumption Zone Positioning facets StrategicMarket positionDynamics ChangeAnalysis Stage RationalValuesPernille Andersen, Lecturer pean@cphbusiness.com 23. Purpose of company Business strategyBranding strategyContent strategyOwned PaidEarnedReal time LeadBrand Generic thought Share of voice monitoring & focusbuilding leadership analysisresponse GapValue added analysis analysis 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com 24. Term def.: Thought leadership the perceived advantage an organization achieves in the minds of its stakeholders in relation to a theme or topic that is of central importance to its business. Thought leadership is a perishable perceptual grant by your stakeholders.Pernille Andersen, Lecturer pean@cphbusiness.com andylark.blogs.com/andylark/2010/04/what-is-thought-leadership.htmlSource: A company 25. Term def.: Share of Voice Share of voice is a brands or group of brands promotion weight expressed as a percentage of a defined total market or market segment in a given time period. The weight can be up of many things depending on the market; nonetheless, it is usually defined by expenditures, ratings, pages, no. of followers etc.Pernille Andersen, Lecturer pean@cphbusiness.com 26. Purpose of company Business strategyBranding strategyContent strategyOwned PaidEarnedReal time LeadBrand Generic thought Share of voice monitoring & focusbuilding leadership analysisresponse GapValue added analysis analysis 2013 Pernille AndersenPernille Andersen, Lecturer pean@cphbusiness.com 27. Term def.: Lead generation Generating data on potential customers Generating data on potential fans, followers etc. Trying to convert them to loyal followersPernille Andersen, Lecturer pean@cphbusiness.com 28. Measurements Segmentation: old time data analysis - Monthly reports strategic change (Branding) back office long term Vs. Real time data: real time response - What should you be doing right now? (Lead focus) front line short termPernille Andersen, Lecturer pean@cphbusiness.com 29. Pernille Andersen, Lecturer pean@cphbusiness.com 30. Er digitale og online kanaler vigtige for virksomhedensmarkedsfring? JA Hvordan udvikler man virksomhedens digitale strategi? ndrer digitale og online kanaler mden hvorpvirksomheden skal markedsfre sig overfor kunden? JA og NEJ Hvordan bruger man de forskellige kanaler til atmarkedsfre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com 31. The death of thecampaign the beginningof CONTENT MARKETING(UGC) & ENGAGEMENT REAL TIME The segment of ONE The competitive situationis evolving aroundSHARE-OF-VOICEPernille Andersen, Lecturer pean@cphbusiness.com 32. Seth Godin We live in a world where consumers actively resist marketing. So its imperative to stop marketing at people. The idea is to create an environment where consumers will market to each other.Pernille Andersen, Lecturer pean@cphbusiness.com 33. External analysis - CustomersBy Pernille Andersen, Lecturer pean@cphbusiness.comPernille Andersen, Lecturer pean@cphbusiness.com 34. Pernille Andersen, Lecturer pean@cphbusiness.com 35. Interest-Driven Consumer Behavior Device/Screen Segmentation Segmentation of Search TypesPernille Andersen, Lecturer pean@cphbusiness.com 36. External analysis- Customers How do customers usedigital channels? Where and how docustomers engage withyour brand /company atthe moment?Pernille Andersen, Lecturer pean@cphbusiness.com 37. One Classic Model of Buying Behaviour Engel-Kollat- Problem recognition Blackwell, 1968 Information search Evaluation of alternatives Purchase decision eBay feedback Post purchase behaviour Amazon reviews iTunes ratingsPernille Andersen, Lecturer pean@cphbusiness.com 38. What about content for purchasing roles? Initiator: The person who begins the process of considering a puchase Influencer: The person who attempts to persuade others in the group concerning the outcome of the decision also called Opinion Leader. Decider: The individual with the power and/or financial authority to make the ultimate choice regarding which products to buy Buyer: The person who conducts the transaction User:The actual consumer/user of the productPernille Andersen, Lecturer pean@cphbusiness.com 39. Buyer persona A buyer persona is a description of a specific person for whom your products and services are intended. It goes beyond statistics and demographics, and defines behaviors, motivations, likes/dislikes, traits, etc. Its intent is to help you reach your customers on a human level. http://www.b2bbloggers.com/blog/how-to-create-buyer-personas/Pernille Andersen, Lecturer pean@cphbusiness.com 40. Er digitale og online kanaler vigtige for virksomhedensmarkedsfring? JA Hvordan udvikler man virksomhedens digitale strategi? ndrer digitale og online kanaler mden hvorpvirksomheden skal markedsfre sig overfor kunden? JAog NEJ Hvordan bruger man de forskellige kanaler til atmarkedsfre virksomheden?Pernille Andersen, Lecturer pean@cphbusiness.com 41. We want Google to be the third half of your brain - Sergey Brin, Founder of GooglePernille Andersen, Lecturer pean@cphbusiness.com 42. Search engine marketing (SEM) is concerned with an organization taking actions that will drive visitors from search engines to a website important to the organization (landing page).Pernille Andersen, Lecturer pean@cphbusiness.com 43. Keyword definition: QueryA search query is the technical name forwhat people type into a search engine toget search results e.g. fashion clothes. Asearch term refers to each word in thesearch query fashion and clothes.contextual advertising click-through rate (CTR) contextual relevancy and intentPernille Andersen, Lecturer pean@cphbusiness.com 44. Pernille Andersen, Lecturer pean@cphbusiness.com 45. Context marketing Understanding future intend What is the consumer doing? Where is the consumer? Which device is the consumer using? According to Martin Lindstrm the time is ripe for the next generation of contextual branding the art of sending the right message, to the right audience, at the right time.Pernille Andersen, Lecturer pean@cphbusiness.com 46. Pernille Andersen, Lecturer pean@cphbusiness.com 47. Mobile marketing The latest discussion among marketers about what is most important content or context is especially fueld by mobile marketing which emphazises the importance of context. Extension of the handPernille Andersen, Lecturer pean@cphbusiness.com 48. Pernille Andersen, Lecturer pean@cphbusiness.com 49. Partiel attentionPernille Andersen, Lecturer pean@cphbusiness.com 50. Pernille Andersen, Lecturer pean@cphbusiness.com 51. Pernille Andersen, Lecturer pean@cphbusiness.com 52. Augmented Reality Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer- generated sensory input such as sound, video, graphics or GPS data. Pernille Andersen, Lecturer pean@cphbusiness.com 53. mPaymentPernille Andersen, Lecturer pean@cphbusiness.com 54. Location-based services Near field communicationPernille Andersen, Lecturer pean@cphbusiness.com 55. App Mobile siteWho can use Smartphone usersEverybody who can go onlineDevelopmentandroid, iPhone, windows mobilbrowserGraphics More animation possibleHTMLMarketingDownload from app shop; Android, webbrowsing iPhone, windowsUpdate Updating through app shopUpdate as websiteGaming Very good for gaming Not very good High degreeLesser degreePersonalizationCost ExpensiveCheaperPernille Andersen, Lecturer pean@cphbusiness.com 56. bored, urgent, repeditive Think tapworthy Think less is more The consumer should not think Think thumbsPernille Andersen, Lecturer pean@cphbusiness.com 57. ChannelsPernille Andersen, Lecturer pean@cphbusiness.com 58. Pernille Andersen, Lecturer pean@cphbusiness.com 59. The power of online videoPernille Andersen, Lecturer pean@cphbusiness.com 60. Pernille Andersen, Lecturer pean@cphbusiness.com 61. It is in the details Calls-to-action Share buttons User friendliness IntuitivePernille Andersen, Lecturer pean@cphbusiness.com 62. The power of online videoPernille Andersen, Lecturer pean@cphbusiness.com 63. The dontsPernille Andersen, Lecturer pean@cphbusiness.com 64. The donts Lack of a corporate social media policy Lack of real-time monitoring Not responding to customers concerns Lack of professional social media managers Too much focus on push promotion Lack of research, knowledge and understanding of the marketing law before launching social campaignPernille Andersen, Lecturer pean@cphbusiness.com 65. Successful campaignsPernille Andersen, Lecturer pean@cphbusiness.com http://www.socialmediaexaminer.com/top-10-small-business-facebook-pages-2012-winners/ 66. Successful companies on digital platforms First, successful organizations coordinate all their activities to engage the consumer throughout an increasingly digital purchase decision process.Pernille Andersen, Lecturer pean@cphbusiness.com 67. Successful companies on digital platforms Second, successful organizations harness interest in their brands by spreading content that empowers the consumer in his or hers own online identity building process and thereby acts as a brand ambassador for selfish reasons.Pernille Andersen, Lecturer pean@cphbusiness.com 68. Successful companies on digital platforms Third, successful organizations think like large-scale multimedia publishers when they create and manage a tremendous amount of content in order to support products, segments, channels and promotions.Pernille Andersen, Lecturer pean@cphbusiness.com 69. Successful companies on digital platforms Finally, successful marketers develop digital strategies and use the immense amount of data available on digital channels to optimize the strategies.Pernille Andersen, Lecturer pean@cphbusiness.com 70. Pernille Andersen, Lecturer pean@cphbusiness.com