Digital Marketing - From Dark Art to Illuminated Science (Guest Lecture)

Digital MarketingFrom Dark Art to Illuminated Science

Communications and Sales Management Institute of Marketing and ManagementUniversity of Bern

Guest Lecture by Deepak Mathews

Wednesday, November 25th, 2015

Agenda

Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015

• Introduction • Evolution of the online channels

• Website• Banners• Search• Email• Social • Mobile

• The Modern Marketer • Campaigns (USM)• Current Trends

Break (13:15 – 13.30)

• Questions

This talk will aim to chart how the relatively new field of digital marketing

has evolved from it’s beginning as niche questionable practice into a mainstream business function

Introduction


Vancouver

Dallas

MontrealSwitzerland

Kerala

Hong Kong

Deepak Mathews

Web and Graphic Designer2005-2008

Founder and Principal Consultant2008-2013

Digital Marketing Manager2013 – Present

Experience

Education

B.Com in Marketing2005-2009

What is Digital?


Digital Marketing makes use of electronic devices such as personal computers, laptops, smartphones, tablets and screens to engage with customers and stakeholders during and after the consumer journey

Changing Media Landscape


Source: Gartner Research

Exponential growth in sales of devices

Changing Media Landscape


84% increase in time spent on the internet

Meanwhile, the print medium is dying out

Source: ZenithOptimedia

What does this mean?


• In the traditional linear funnel assumes consumers start with a set of potential brands and methodically reduce that number to make a purchase.

• This model is losing relevance because rise of social, mobile and analytics has created new avenues/ multiple touch points where brands can influence the decision journey

Source: Adapted from McKinsey Quarterly

Old model of the consumer journey

What does this mean?


New model of the consumer journey

• Information available to consumers has vastly increased

• The decision-making process is now a circular journey with four phases

• Brands can influence or awe consumers at any moment during the process and come back into the consideration set

• Brand is selected at moment of purchase

Source: Adapted from McKinsey Quarterly

What makes digital different? Data


What makes digital different? Feedback


Past Present

What makes digital different? Channels


Digital MarketingEvolution of the different channels

WebsiteBanners/AdsSearch EnginesEmailSocial MediaMobile


Website

Website


First website from 1990s

1980s | 1990s | 2000s | 2010s

• WWW invented in CERN• Web browsers only

supported text• Blue links – basis of the

world wide web

Website


1980s | 1990s | 2000s | 2010s

• By the mid-1990s most of the major brands realized the marketing potential of having a website

• HTML and CSS started to become standardized• Website design was based on table layout

Early websites…


1980s | 1990s | 2000s | 2010s

• Early websites were ugly and paid no attention to user experience or design• Websites looked like promotional flyers• They were usually damaging the company’s brand equity

But not all…


Craigslist Web Design


USM Website 1997


1980s | 1990s | 2000s | 2010s

USM Website 2007


1980s | 1990s | 2000s | 2010s

USM Website 2013


1980s | 1990s | 2000s | 2010s

Responsive Web Design


1980s | 1990s | 2000s | 2010s

An approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

• Came about in the mid-2000s due to the exponential rise in mobile users

• Combined three existing concepts— @media queries, flexible widths and flexible images

State of the web today


1980s | 1990s | 2000s | 2010s

• Web design is billion dollar industry – taken very seriously by marketers• Responsive web design and adoption of best practices means most websites look similar

Hamburger Menu Card Layout

State of the web today


1980s | 1990s | 2000s | 2010s

• Product presentations have now extremely good – e.g. customization

USM configurator


1980s | 1990s | 2000s | 2010s

• USM will be launching our own state of the art configurator in 2016


Wed Ads

First banner ads


1980s | 1990s | 2000s | 2010s

• First banner ad was by AT&T on hotwired in 1994• It had a 44% CTR (average today is around 0.06%)

• Web banners peaked during the 1990s .com boom• No standard sizes • Visually the designs were quite aweful • Ads were mostly designed by programmers

USM Ads in 1997

Pop up ads


• Pop up and pop under ads were used extensively in the 1990s • One of the most annoying online features but was effective• In the 1990s, no one in online marketing cared about user experience

1980s | 1990s | 2000s | 2010s

The bust - 2001


• The .com bubble was partly fuelled by $10 billon banner ad industry

• Ads become expensive but low CTR• Advertisers started shifting budget back to

traditional advertising• In 2001, the NASDAQ came crashing down

wiping out entire companies

1980s | 1990s | 2000s | 2010s

The goal was simply to catch people’s attention

The revival - 2004


• Standard sizes were established by IAB• Technology had improved – more interactivity

• Flash, Javascript • In banner games• Videos, animations • Social media feeds

• Retargeting was invented • Advertisers can follow users around the internet• Ads could be shown based on user behaviour

1980s | 1990s | 2000s | 2010s

Ad blockers


1980s | 1990s | 2000s | 2010s

• In 2006/2007, the first ad blockers were released• An extension that works with your browser (e.g. adblock plus) • Could potentially destroy the ad revenue business model• Apple recently made it possible to block ads in iOS• Telephone carriers are pre-installing ad block software

Exponentional Growth in users

Retargeting vs. Adblockers?


1980s | 1990s | 2000s | 2010s

• Some in the industry have pointed to retargeting as reason for ad blockers• Could be but correlation does not equal causation

Banner ads Native ads


1980s | 1990s | 2000s | 2010s

• Brands are now using native advertising

• Ads disguised as content• Cannot be blocked• More relevant to users• Better brand experience

• More expensive, more effective


Search

Search Engine


1980s | 1990s | 2000s | 2010s

• First search engines were launched in the mid-1990s – looked at keywords and metadata

The Webcrawler


1980s | 1990s | 2000s | 2010s

• The web crawler scours the world wide web indexing pages, images, links and metadata into storage

• Depending on the importance of the website, it may index the website anywhere from once a month to every minute

Google


1980s | 1990s | 2000s | 2010s

• You cannot talk about search engines without talking about Google• Google is consistently ranked as one of the world’s most valuable brand and become a verb• Has came to single handily dominated global search after the mid-2000s (over 10 years)

• Except in China (Baidu) and Russia (Yandex) due to heavy government interference • Most people who work in the industry don’t even bother optimizing other search engines – it is

assumed that everyone else will follow what Google does

Google’s PageRank


1980s | 1990s | 2000s | 2010s

• Google revolutionized search with it’s "BackRub" algorithm.• In addition to the relevancy signals other search engines used - a quality signal was factored in• That quality signal, known as PageRank after Larry Page, measured how many hyperlinks are

pointing to a page and the authority of each of the links pointing to that page

Which hat will you hear?


1980s | 1990s | 2000s | 2010s

• Early Search Engine Optimization (SEO) was in the realm of hackers in the late 1990s• Marketers started to use SEO techniques as a way to increase website visits in early 2000s. • Terminology used in the industry is also associated with hacking

• White Hat – follows rules and policies set out by the search engines (ethical SEO)• Grey Hat – follows some rules but takes advantage of grey areas where policies are not clear• Black Hat - use of aggressive SEO strategies, techniques and tactics, does not follow rules

White Hat SEO Model


1980s | 1990s | 2000s | 2010s

Backlink Building

Content Development

Keyword Optimization

Website Optimization

Effectiveness SomewhatEffective

FairlyEffective

Very Effective

Extremely Effective

Difficulty SomewhatDifficult

FairlyDifficult

Very Difficult

Extremely Difficult

• Generally to increase SEO of a website you follow a four stage process in order of difficulty• Website optimization includes site structure, internal links, removing obstacles for bots• Keyword optimization includes research, on page optimization of titles and content• Content development includes creating relevant, unique and engaging contest for users • Backlink building includes obtaining qualitative links from high authority websites

Dark ages of SEO - website


1980s | 1990s | 2000s | 2010s

• In mid 1990s – websites started using variety of on site techniques to fool search engine bots• Metatag stuffing was the earliest form of black hat SEO but these tags quickly lost relevance• Cloaking is using one website for search engine bots and a different website for humans

Metatag stuffing Cloaking

Blackhat SEO - keywords


1980s | 1990s | 2000s | 2010s

• In late 1990s to mid 2000s - “anything goes policy”. Only rule in SEO was don’t get caught• Search Engine AI was no match for the innovative hacker techniques – cat and mouse game

Keyword stuffing Hidden keywords

Black hat SEO - content


1980s | 1990s | 2000s | 2010s

Doorway pages Article Spinning

• As search engines got clever at recognizing keyword tricks the front lines moved to content• Doorway pages are poor quality webpages focused on funneling users to a particular website• Article spinning is when you take one article and create several ones by replacing synonyms

Blackhat SEO - Links


1980s | 1990s | 2000s | 2010s

Link Farms Link Exchanges

• To counter content spam, Google changed their algorithm several times in the late 2000s • Link farms consisted of many website linking to each other and providing authority links • Link exchanges let you “stealthy” exchange links with other relevant websites

Google Bomb


1980s | 1990s | 2000s | 2010s

• Google bomb is an example of link manipulation, particularly using “anchor text” links• In 2004, thousands of websites linked the phrase “miserable failure” to George W. Bush biography• The other famous example of a google bomb is for the phrase “French military victories”

http://www.google.com/

Negative SEO


1980s | 1990s | 2000s | 2010s

• Search Engine Optimization is a zero sum game – winner take all mentality• Destroy your competition by using “black hat” techniques on their website (very unethical)• In the early days, it was notoriously difficult to detect, then get Google to un-penalize your site • You could (probably still can) buy hacker services on the “dark web” – Russians, Chinese, etc • Google has released many tools such as the “disavow”

During an attack you will see big increase in the backlinks

Private Blog Networks


1980s | 1990s | 2000s | 2010s

• Private blog networks (PBN) – considered “last man standing” of the black hat SEO techniques • A vast network of websites of different servers (that look and feel like actual websites)• The PBNs will link to each other and then to a “money site” which benefits from these links

State of SEO today


1980s | 1990s | 2000s | 2010s

• Almost none of the black-hat techniques work today – even if they do, they are very short term• Google released a series of animal themed updates that wiped out the black-hat SEO industry• Most SEO techniques focus on creating relevant content and obtaining authority links through PR

If you want results, you must do proper marketing!

SEO Analytics


1980s | 1990s | 2000s | 2010s

• Information about links, keywords, referring domains are now widely available to marketers• SEO has become more focused on data analysis and grounded in science

Volume

AuthorityAnchor Text

Velocity

USM

Ideal

Link Profile Analysis - VAVA Technique

SEO techniques today


1980s | 1990s | 2000s | 2010s

Local ListingsSocial Signals

Guest BloggingPress Release Optimization

Links from Partners/Suppliers

Content Marketing

Editorials (PR out reach)

Links from media partners

Image OptimizationCompetitor Analysis

Google Adwords Timeline


1980s | 1990s | 2000s | 2010s

Google has added every ad extension possible

Google Shopping


1980s | 1990s | 2000s | 2010s

Google Adwords ROI


1980s | 1990s | 2000s | 2010s

CHF 10,000

100,000 readership

?

CHF 10,000

CHF 1 per click1% CTR10,000 clicks1,000,000 impressions

1% Conversion10 units bought1000 x 50 = CHF 50,000Cost Per Sale: CHF 50ROI: 50%

Assumptions:Price of Unit: CHF 1000Optimized E-commerce Website


Email

Email


1980s | 1990s | 2000s | 2010s

• First came about in the mid-1960s and took off in the 1980s • Early adaptors were academics or computer scientists (mainframe computers)• Email is far and way the most abused digital channel by spammers• First spam email was in 1978 by the Digital Equipment Corporation (now HP)

S.P.A.M


1980s | 1990s | 2000s | 2010s

Irrelevant or unsolicited messages sent over the Internet, typically to large numbers of users, for the purposes of advertising, phishing or spreading malware

Obtaining emails


1980s | 1990s | 2000s | 2010s

• How do spammers get your email?• Generate them • Automated bots• Capture from websites• Hack websites

Top spam categories


1980s | 1990s | 2000s | 2010s

Spam has been generally decreasing

Nigerian Email scam


1980s | 1990s | 2000s | 2010s

• Known as an “Advanced fee scam”• One of the most successful scams executed via email

• Fooled thousands of people

Phishing


1980s | 1990s | 2000s | 2010s

Phishing is the attempt to acquire sensitive information such as usernames, passwords, and credit card details by masquerading as a trustworthy source

Fake landing pages • Bank Page• Forms• Login page

“Official” Email

Spam filters


1980s | 1990s | 2000s | 2010s

• In the early-mid 2000s spam filters started to become quite effective • Several layers, use of blacklists and virus checkers started being used

CAN SPAM act of 2003


1980s | 1990s | 2000s | 2010s

The United States establishes standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions

• By mid - late 2000s opt-in lists became standard practice for all major brands• Reputation and list maintenance are now priority for email marketers• Some countries, like Germany, went as far as requiring double opt-in

Permission marketing


1980s | 1990s | 2000s | 2010s

• The term was first coined by Seth Godin – precursor to “inbound marketing”• In mid-2000s marketers realized - people listened if you got their permission

Engagement Metrics


1980s | 1990s | 2000s | 2010s

• In 2010s email marketers embraced analytics, automation and good design • Email marketing saw a revival in fact has become very cost effective

Email Design


1980s | 1990s | 2000s | 2010s

• Responsive email design has become fundamental part of email marketing

USM Newsletters


1980s | 1990s | 2000s | 2010s


Social Media

Social Media


1980s | 1990s | 2000s | 2010s

• Social Media adoption over the past 10 years has been incredible – almost 2 billion users total

• For marketer’s it is today’s “word of mouth”• Social media companies are trying to cash in on

their user base by becoming advertising platforms

Social Media Hacks


1980s | 1990s | 2000s | 2010s

• As email filters got better the spammers moved to social media networks• A huge industry sprung around selling fake things • Marketer’s started to focus on number of “likes”, “followers” and “comments”

• They started to buy fakes fans to boost their numbers • There are two main methods of deceiving social media platforms

• Sophisticated bots – complex algorithms that can act like human users• Click farms – “Sweat shops” in countries like Bangladesh and Philippines

Social Media Bots


1980s | 1990s | 2000s | 2010s

• Social media bots are algorithms that can simulate humans behavior• Like whatever you post• Post links to your website• Comment on your posts • Participate in conversations

• Studies show that 30-40% users are deceived by bots

Fake accounts


1980s | 1990s | 2000s | 2010s

• Around 15-20% of social media accounts are fake

• Fake accounts are used to “like” or “follow” pages in exchange for money

• Until recently it was very difficult to detect these fake accounts

Click farms


1980s | 1990s | 2000s | 2010s

Facebook purge


1980s | 1990s | 2000s | 2010s

1. YouTube: -5,796,122 (7.2% of likes) 2. Coca-Cola: -5,000,475 (5.6% of likes) 3. MTV: -4,064,977 (8.5% of likes) 4. Texas HoldEm Poker: -3,719,075 (5.5% of likes) 5. Disney: -3,467,508 (7.4% of likes) 6. Converse: -3,207,291 (8.5% of likes) 7. Red Bull: -3,197,328 (7.5% of likes) 8. Oreo: -2,621,539 (6.6% of likes) 9. Starbucks: -2,489,603 (7.0% of likes) 10. Skype: -2,430,956 (8.0% of likes)

Source: Business Insider

• Facebook is fighting back and deleting millions of fake accounts • Here are the top losers that were buying millions of “likes”

Facebook fightback


1980s | 1990s | 2000s | 2010s

• Facebook selling “likes”• Actual humans?

• Highly targeted based on • Interests• Location• Age• Job Title• Gender• Life events

• Personal experience: • Worked well in Japan• Not so much in Italy• Users accidently click “like”• Fans not very engaged

Instapurge


1980s | 1990s | 2000s | 2010s

Source: Business Insider

• Instagram also deleted millions of “fake” accounts

• The accounts who suffered biggest drops were celebrities, mostly hip hop artists

• Major brands that were hit include Nike, National Geographic and Forever21

Fans Community


• In early 2010s brands have realized that number of fans don’t lead to sales• The main focus is now on building an engaged community• Social media is now used to provide customer service, public relations, etc• One of the most engaged communities belongs to Donald trump

• Has over 10 million + fans/followers on his accounts• Uses it for PR, attack opponents/media, provide counter arguments, etc

1980s | 1990s | 2000s | 2010s

Social analytics


1980s | 1990s | 2000s | 2010s

• Social media platforms provide extensive information on your fans and posts

State of social today


1980s | 1990s | 2000s | 2010s

Source: Statistica

One word: Mobile

Attracting big brands


1980s | 1990s | 2000s | 2010s

• Social media networks are vying for a piece of the big marketing budgets• Offer vast variety of advertising, content and sponsoring opportunities• Facebook still dominates but Instagram and Snapchat are rising fast

New types of social ads


1980s | 1990s | 2000s | 2010s

• Social media has become the best way to target mobile users (holy grail) • There are now infinite possibilities for advertising on social media

• Mobile ads, videos ads, carousel ads, self destruct ads, sponsored ads, etc • Conversely, mobile advertising has seen exponential growth


Mobile

Mobile


1980s | 1990s | 2000s | 2010s

Over 4 billion feature phones currently

By 2016 - 1.6 billion smartphones

Mobile


1980s | 1990s | 2000s | 2010s

• Past 15 years - Mobile phones have completely revolutionized our lives• Marketer’s have been trying to figure out how exploit this medium

SMS spam


1980s | 1990s | 2000s | 2010s

• Unlike emails, SMS cost money but there is still significant spam• Not a big issue in Europe but a massive problem in developing countries

• In India I get at least 20-30 spam sms a day• Automated advertising calls from seemingly real numbers

Fake Apps


1980s | 1990s | 2000s | 2010s

• Mostly on Windows, Android and Nokia• Apple app store strict approval process prevented this on the iOS

Industry consolidation


1980s | 1990s | 2000s | 2010s

• Apple and Google together have 96%+ of market share in smartphones • In most countries a few big carriers have an oligopoly of mobile market• Fighting spam and fake apps have become much easier

• Easier to report SMS spammers • Fake apps and their developers get banned

Source: Strategy Analytics, comcom data

State of Mobile Today


1980s | 1990s | 2000s | 2010s

• Brands are using their apps to provide additional value to customers • Starbucks app is a great example

• Make payment• Gift cards

L’oreal genius app


1980s | 1990s | 2000s | 2010s

• L’oreal genius aims to “awe” people during their consumer journey• Let’s users try on make up virtually – gives personal response/experience

• The app photographs a customer’s face, analyzes more than 60 characteristics, and then displays images showing how various products and shade mixes achieve different looks

• Instantly order the right products online or pick them up in a store• Share looks and advice with your friends creates loyalty and community

Coming revolution…


1980s | 1990s | 2000s | 2010s

• We are just at the tip of the ice berg – lots of innovations to come• Mobile has revolutionized banking system in sub-saharan Africa• M-pesa has made some countries in Africa cashless societies

Digital MarketingThe Backbone (Support Systems)

Customer Relationship ManagementContent Management SystemMarketing AutomationWeb AnalyticsBusiness IntelligenceMarketing Cloud

Customer Relationship Management


Customer relationship management (CRM) is an approach to managing a company's interaction with current and future customers.

Leading CRM Platforms


Marketing Automation


Marketing automation refers to software platforms designed to effectively market on multiple channels online (email, social media, websites, mobile, etc.) and automate repetitive tasks.

Web Analytics


Business Intelligence


The process of linking internal digital assets together to create systems that allow a company to gather, store, access and analyze corporate data to aid in decision-making.



Dynamics(CRM)

clic

kdim

ensi

ons

USM Website

Social Media

Virtual.USM(PIM)

LN(ERP)


Web Analytics

Attempt to create a digital ecosystem

Unfinished masterpiece


Marketing Automation Example


Content Management Systems


CMS allows separation of content and web design

Users with no technical knowledge can edit website

Internal processes and workflows for approvals

Top 3 – “easy to use” CMS


More than 75% of websites are made with one of three open source CMS

My old website – Joomla was king in 2009


Enterprise CMS – “web experience”


Source: Forrester Wave: Web Content Management Systems 2015

• Enterprise CMS allows large companies to provide unique web experiences to their website visitors

• Extremely expensive licenses and requires large software development teams to implement

• Usually works in conjunction with proprietary marketing clouds and analytics software

Marketing cloud


Marketing cloud integrates all the digital marketing support systems together

Deepak’s marketing cloud


• Hundreds of companies make extremely good software for very specific purposes• A custom marketing cloud can be built based on needs and requirements of the organization • For my needs, my cloud is far superior to any of the out of the box solutions (e.g. Adobe, IBM)• Very low cost but integrating everything together requires deep technical knowledge and time

Content Search Analytics Campaign Social

Digital MarketingThe Modern Marketer

Digital TransformationNew Marketing RealityRoles in DigitalSkills for DigitalBrand vs. AgencyInteractive agencies

Digital transformation


Digital transformation refers to the changes associated with the application of digital technology in all aspects of a company

Source: Altimeter Group

New marketing reality


2010s1990s

• Consumers have far more information about products/services that in the past

• Rise of new touch points have given rise to heavy media fragmentation

• Marketers have to provide consistent brand experience across all channels and platforms

• Vast amounts of consumer data is now available

• Digital channels means incumbent business models are constantly being challenged

• Netflix, Amazon, Uber, AirBnB, Fintech

Few touchpoints Many touchpoints

Skills needed to succeed in digital


Become the Renaissance

manTechnical skillsPresentation skills

Design expertise

Quick learner Entrepreneurial spirit

Copy writingCreativity

Data Analysis

Team player Curiosity

Career in Digital?


• Learn by doing – try to obtain positions that will provide maximum exposure

• Focus on developing a broad range of skill set• Communication (Written and Oral)• Graphic Design (Photoshop, Illustrator) • Web technologies (HTML/CSS, CMS) • Data analysis (Analytics, Statistics) • Software (Google, Adobe, Salesforce)

• Don’t need to be the best at anything but you need to be good at everything

• Don’t bother with general digital marketing courses (SMI, CREA, Migros) – what you learn will be out of date by the time you finish

• Employers like software certifications – Salesforce, AdWords, Google analytics, etc

Roles


• Design• Strategy• Account Management

• Copy writing• Campaign Management

• Monitoring• Technical roles

Doesn’t matter where you start

In-house vs. Agency


Types of agencies


IT services Advertising agencies

Traditionally, IT firms and ad agencies specialized in providing two very distinctive services with little overlap – one highly technical and one highly creative.

Technical

Characteristics:• Focus on technology consulting

• CRM, ERP, CMS• Website programming• Little or no design capabilities • Core employees are technical -

engineers or programmers

Creative

Characteristics:• Focus on creative services

• Campaigns, branding• Website design• Little or no technical capabilities • Core employees are creative –

designers or copy writers

Types of agencies



The rise to digital has forced agencies to change their business models. Clients are now looking for a full service creative digital agencies that can also become their technology partner.

Technical

Creative

Hybrid

The big consulting firms have aggressively moved into this space by building internal ad agencies

Traditional advertising agencies are building their technical capabilities

IT solutions providers are building their design capabilities offering more creative services

The “interactive agencies”



The new breed of digital agencies help brands build the necessary internal technology infrastructure as well as conceive and execute omnichannel campaigns

Technical Characteristics:

• Provide high level digital strategy• Focus on both technology and creative• Website design and programming• Full design and technical capabilities • Core employees are technical and creative-

designers and programmers

Creative

Interactive agency

Digital MarketingIntegrated marketing communications

USM Campaigns • Personalities• Project50• Make it yours

project50 – the usm anniversary initiative


External Websites USM Websites Newsletters Social Media

Media partnersArchitect platformsDesign blogs

USM WebsiteProject50 platformSalone web plaform

USM NewslettersExternal newsletters

FacebookInstagramPinterestYoutubeTwitter

Celebrate 50th Anniversary of USM

Haller

Target group: new generation of young

creatives

project50 – content timeline


December 2014 January 2015 February 2014 March 2015 April 2014

May 2015 June 2014 July 2015

50 years of Modularity Masterclasses Boisbuchet rethink the modular - projects The Experiment Exhibition Milano

project50 - Local design fairs

rethink the modular – Showroom exhibitions

project50 - New campaign visuals

August 2015

project50 local intatives – dealers and showrooms

September 2015

project50 local events – dealers and showrooms

project50 – new visuals






project50 – #throwbackthursdays


project50 – #throwbackthursdays


project50 – the experiment


project50 – the experiement


The Experiment – Trailer

Watch Video:https://youtu.be/7jm0rocqfGo

https://youtu.be/7jm0rocqfGo

project50 – the experiment


project50 – campaign hub


project50 – campaign newsletters


project50 – facebook


project50 – pinterest


project50 – banner ads


project50 – banner ads


project50 – banner ads (take over)


project50 – online press coverage


project50 – bespoke content


project50 – bespoke content


Installation representing the 50th anniversary of the USM Haller by famous art director Sarah Illenberger

project50 – workshops


project50 – exhibition (milan design week)


project50 – exhibitions (local)


Personalities campaign (2014)


Target groups and actions


End Users Prescribers Press Sales Partners

Showroom ConceptB2C NewsletterChatter box (showrooms)Social Media PostsSocial Media Contest

Architect NewsletterChatterbox Mailing Social Media PostsPinterest BoardsSamples Colour Fan

Press NewsletterPress Release Press Kit (Salone)Exclusive PR Photos

Exhibition ConceptVEP Newsletter SamplesColour Fan

www.usm.com(campaign platform)

http://www.usm.com/

Personalities campaign website


Personalities campaign - visuals


Personalities campaign contest


Personalities campaign contest


winner

winner

Personalities campaign – social media


Personalities campaign - showrooms


personalities campaign - mailing


personalities blog


personalities campaign – colour fans


personalities book


Digital MarketingCurrent Industry Trends

Inbound MarketingContent MarketingUser ExperienceAgile DevelopmentReal Time BiddingVideo Ads

Inbound Marketing


Interruption vs.

Attraction

Inbound Marketing Methodology


Inbound marketing methodology was developed by the software company Hubspot

Content Marketing


Content marketing is not new…


The Michelin Restaurant Guide, 1900 Jell-O recipes book, 1904John Deere Magazine, 1895

Companies were using content marketing long before the invention of mass media and modern marketing

Why content is so important for digital?


Create Great Content

Search Website Email Social

Slide showsPodcasts Articles

VideosImages

Blog posts

Mobile

Games Animations

Advertisers Publishers


Focus on user experience design


Agile Development


Borrowed from software development

Build quickly and then contantly adpat

Real time bidding


Real time bidding


Increase in efficiency


Video Ads


Something I made for USMWatch Video Ad

https://www.facebook.com/usmmodularfurniture/videos/458702200931206/


Questions?