Embed Size (px)
Citation preview
Digitale muligheder i et nyt medielandskab - do's and don'ts
Huset Markedsføring – 28/03/2014
#DigitasLBi
2
Per A. Knudsen Digital Media Strategist
Maria Eriksen Jensen Client Strategy Director
#Digitalmedia #Search #Digitalstrategy #Design #Roadcycling
#Businessstrategy #Management #Knitting #Running #Smartcar
Who we are
3
"You can't just stare at your belly button and think, 'My brand is great, everyone's
going to love it’”
Agenda The new media landscape
- Challenges and potential
Always on
- What does this mean to marketing?
Content - How does your content get a longer lifespan across platforms?
Search & social - How do you create synergies between your marketing channels?
5
What we already know…
The web is turning social
Mobile is important
Digital evolves at a rapid pace
Big data is out there
Digital strategy is important
The marketing landscape has never been more complex
Marketing 10 years ago
Marketing today
So what does this mean to the modern day marketeer?
10
1: Value chain
11
Digital sales channels
Digital channels
Digital ways to drive sales
I LOVE
HATE THINK BELIEVE FEEL WISH
Brand
Brand values
& guidelines
2: Relation to customer
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
Brand values
& guidelines
14
Start on a one device and continue on another 67%
Enable consumers to find platforms on multiple devices
throughout the path to purchase.
3: Content consumption
15
Start on a PC/Laptop 25%
Start on a smartphone
4% Continue on tablet 61%
Continue on PC/Laptop
5% Continue on tablet
Start on a tablet
Continue on PC/Laptop
19% Continue on smartphone
65%
11% 10%
16
Integrating off- & online
Posters/billboards
Shop/business TV
Magazines
58% 57%
36% 48%
66%
Search on mobile after seing an ad
66%
17
Online- Offline
18
Outside in
19
Do: Become relevant to your customers in the new media landscape
Don’t: Think digital & the ”real” world exclude each other
How does ‘Always On’ affect my business?
What does ‘Always on’ mean?
Prediction
Social All night
Analytics
Processes
Planning Posts
Videos Shit storms
Monitoring
Real time
Content
22
Curiousness towards new opportunities Open mindedness to your customers/ users/clients needs & whereabouts Agile processes & be on your toes Monitoring/analytics is for everyone
Traits to leverage ‘always on’
Time Place Context
THINK
FIRST
25
The business challenge with ‘Always on’
Open mindedness
Life
Business growth
Marketing risk
26
Resources Money/internal competencies & knowledge
Classic barriers for companies
Risk That path is too uncertain Tools Lack of information/access to relevant tools Politics Other parts of the organisation stop the progress Technical issues Platform limitations
It’s all about
data
EVERY MINUTE
680,000 content
pieces shared on Facebook
Being reactive is the new proactive
30
Digital marketing
Timely content yields increased engagement
Engagement
Tim
elin
ess
Planned marketing
TV
Billboard Print ad
Real-time marketing
31
Maersk
32
#TripleE
33
#TripleE
34
#TripleE
35
Do: Focus on resources & processes to help your business be always on
Don’t: Forget to react when relevant
36
Har du ressourcerne til at
være always on? ???
Content is the key to utilizing the media landscape
38
What is content?
Tweet Whitepaper
Video Copy
Blog post Catalogue
Social post Images
App Etc.
39
The digital heart of a business is
your website
40
The corporate website isn’t dead,
but it must share the spotlight
Corporate websites
1992 – 2014?
ASOS
42
Women Men
Based on
insights
Men vs. women
43
Kuration (thought leadership)
Sæsonbetonede landingssider
Relevance
44
Campaign activation of content:
Website
#todayis
Create content that goes the
extra mile
Ron Burgundy
Products Apps/games Tons of web exclusive content
New content
Localise
49
Do: Creative and insight driven content that goes beyond a specific platform
Don’t: Forget to focus on the website
Making Search & Social work together
SOCIAL MEDIA HAS A CHALLENGE…
Friends
52
• Click distribution research from GroupM UK & Nielsen in eConsultancy:
http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
Brands Newsfeed
53
This creates a lot of noise!
54
• Click distribution research from GroupM UK & Nielsen in eConsultancy:
http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
Social media challenge: The lifetime of content in newsfeeds
Content Creation
Content Distribution
Content Engagement
Content Death
How do we successfully
extend the life of content?
How can search become relevant?
Search vs. Social
Discovery
Feeds Facebook
Twitter YouTube
Search Google
Bing Baidu
Social Search Facebook
Twitter YouTube
News
Brands
Social Contact
Inspiration
Products
I search for…
Is the ASOS
delivery reliable?
ASOS
Skinny jeans
This seasons spring
dresses?
Where is ASOS
located?
What is the latest ASOS
collection?
Search evolved with people
59
• Click distribution research from GroupM UK & Nielsen in eConsultancy:
http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
Image search
Product search
Video search
Standard search
Local search
Book search
Blog search
News search
App search
Patent search
60
Google+ Search knows the importance of social
61
Paid Shopping
(Paid)
Earned
Earned
Earned
Social is battling for search dominance
63
Wednesday
9 Newsfeed Timeline Graph search
Why Facebook is a great search engine
64
• Photos of [X]
• My Friends
• Places near me
• People named [X] who live in [Y]
• Friends of [X]
• Photos by [X]
• Photos of my friends
• Photos liked by me
• Photos liked by [X]
• People named [X]
Graph search examples…
65
66
The new way of searching…
#
68
Do: Investigate the opportunities for search & social synergies
Don’t: Focus solely on the channel/discipline – focus on the user intent
Summing up
What did we learn today
The digital media
landscape has
empowered marketeers
Always on should
reflect your business context
Data
Insights
Context
Content =
Relevance
Search & social are aligned in the users
mind
