Digitale muligheder i et nyt medielandskab - do's and don'ts

Huset Markedsføring – 28/03/2014

#DigitasLBi

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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

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"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?

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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?

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1: Value chain

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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

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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

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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%

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Integrating off- & online

Posters/billboards

Shop/business TV

Magazines

58% 57%

36% 48%

66%

Search on mobile after seing an ad

66%

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Online- Offline

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Outside in

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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

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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

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The business challenge with ‘Always on’

Open mindedness

Life

Business growth

Marketing risk

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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

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Digital marketing

Timely content yields increased engagement

Engagement

Tim

elin

ess

Planned marketing

TV

Billboard Print ad  

Real-time marketing

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Maersk

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#TripleE

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#TripleE

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#TripleE

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Do: Focus on resources & processes to help your business be always on

Don’t: Forget to react when relevant

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Har du ressourcerne til at

være always on? ???

Content is the key to utilizing the media landscape

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What is content?

Tweet Whitepaper

Video Copy

Blog post Catalogue

Social post Images

App Etc.

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The digital heart of a business is

your website

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The corporate website isn’t dead,

but it must share the spotlight

Corporate websites

1992 – 2014?

ASOS

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Women Men

Based on

insights

Men vs. women

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Kuration (thought leadership)

Sæsonbetonede landingssider

Relevance

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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

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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

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•  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

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This creates a lot of noise!

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•  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

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•  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

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Google+ Search knows the importance of social

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Paid Shopping

(Paid)

Earned

Earned

Earned

Social is battling for search dominance

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Wednesday

9 Newsfeed Timeline Graph search

Why Facebook is a great search engine

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•  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…

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The new way of searching…

#

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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

Q&A

@peraknudsen

? ? ? ?

Per.knudsen@digitaslbi.com

Maria.Eriksen-Jensen@digitaslbi.com