THoM'STER Class - 'Digital marketing'

Digital marketing as a stand-alone? You’re crazy!

Brussels,

November 19, 2014

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“How to attract new customers by using today’s existing

and new digital interactive channels?”

- The key take-aways

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How to approach it?

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(Digital) Marketing starts with great insights...

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Every marketer should have a deep

understanding of the Consumer Decision Journey

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Source: McKinsey

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We should break down the (digital)

marketing silos and organize around the

consumers

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And you should act a a growth hacker

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Bu

sin

ess

Ob

jec

tive

s

Price Premium

Market Share

Marketing Value

Bu

sin

ess

Re

sults

Customer Equity

Intention

Awareness

Perception &

Reputation

Preference

Acquisition

Engine

Retention

Commitment

Recommen-

dation

Behaviour

Environmental and Competitive Scan

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

Deep Channel & Customer Insights

Digital should be an integral part of the overall

marketing plan

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Once you know your strategy you can choose the most

optimal channels and tools to engage with customers

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Impact of digital revolution on the profession of a

marketer

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Digital marketing requires digital specialists

as well as marketing architects

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General experts /

Marketing architects Digital experts

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The rise of big data and marketing technology require

some new roles

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Chief technology officer as the

link between the CMO and CTO

Data analyst as the most sexiest

job of the 21st century

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But it is even more important to have

entrepreneurs on board

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Thank you for your attention! (and now it’s time for a drink...)