Post on 21-May-2020
Marketing in the Digital WorldStartup Experience / Aalto Ventures ProgramJuha Frey, Netprofile 8.2.2018@juhaf @netprofile
Juha Frey @juhaf Netprofile 2018
CUSTOMER EXPERIENCE
SUCCESS
Juha Frey @juhaf Netprofile 2018
MARKETING AND PR ARE NOT ONLY ABOUT WHAT YOU SAY.
THE CORE OF BOTH IS WHAT YOU DO AND HOW YOU BEHAVE.
Juha Frey @juhaf Netprofile 2018
73 %OF COMPANIES CONSIDER
USER EXPERIENCEAS TOP PRIORITY
Source: Forrester CX Index / Forrester Research
Juha Frey @juhaf Netprofile 2018
1 %OF COMPANIES
ACTUALLY DELIVERAN EXCELLENT EXPERIENCE
Source: Forrester CX Index / Forrester Research
Juha Frey @juhaf Netprofile 2018
Juha Frey @juhaf Netprofile 2018
YOUR KEY TO SUCCESSIS THE SYSTEMYOU DESIGN.
Juha Frey @juhaf Netprofile 2018
1. NETPROFILE IN BRIEF2. FROM INTERRUPTIONS TO ADDED VALUE3. FRAMEWORK FOR MODERN MARKETING & PR4. KEY SUCCESS FACTORS
Founded Experts
142000Revenue 2017
1,6 m€International industry recognitions for Netprofile include two ICCO Global Awards for the World’s Best PR Campaign in Technology and B2B categories in 2015 and 2016, and the Sabre Gold EMEA Award in financial communications in 2013. In Finland, Netprofile is among the most successful agencies in the MTL Communications Awards, with a number of wins and shortlistings across several categories.
NETPROFILE IS FINLAND’S LEADING DIGITAL MARKETING, PUBLIC RELATIONS AND SOCIAL MEDIA CONSULTANCY WITH A FOCUS ON ICT POWERED CLIENTS.
Juha Frey @juhaf Netprofile 2018
1. NETPROFILE IN BRIEF2. FROM INTERRUPTIONS TO ADDED VALUE3. FRAMEWORK FOR MODERN MARKETING & PR4. KEY SUCCESS FACTORS
Juha Frey @juhaf Netprofile 2018
TWO MAJOR SHIFTS THAT AFFECT YOU, ME, AND EVERY ORGANIZATION.
INBOUND REVOLUTION
MEDIA TRANSFORMATION
Juha Frey @juhaf Netprofile 2018Source: McGraw-Hill advertisement, Business Week 1958
THE WORLD OF MEDIA HAS CHANGED FROM THIS…
Juha Frey @juhaf Netprofile 2018
…TO THIS: BRANDS CAN WIN OVER MEDIA IN BEING MEDIA.
Source: https://www.redbullmediahouse.com
Juha Frey @juhaf Netprofile 2018
INBOUND REVOLUTION IS NO LONGER COMING. IT ALREADY HAPPENED.
Source: https://inbound.org/discuss/finding-harmony-can-inbound-marketing-and-outbound-sales-work-together
Juha Frey @juhaf Netprofile 2018
THE CHANGE. AND THE OPPORTUNITY.
“When mass marketing dies, the future of the companies that embrace this approach dies too.”
“Every organization now has the ability to deal directly with the world. The asset (the only asset, pretty much) that can be built online is permission. The privilege of marketing to people who want to be marketed to.”
- Seth Godin in Meatball Sundae
Source: Meatball Sundae: Is Your Marketing Out of Sync? (Seth Godin 2007)
Juha Frey @juhaf Netprofile 2018
EVERY OPPORTUNITY COMES WITH A RISK.
“Organizations don’t fail because the web and the new marketing don’t work. They fail because the web and the new marketing work only when applied to the right organization.
New media makes a promise to the consumer. I f the organization is unable to keep that promise, then it fails.”
- Seth Godin in Meatball Sundae
Source: Meatball Sundae: Is Your Marketing Out of Sync? (Seth Godin 2007)
Juha Frey @juhaf Netprofile 2018
THERE ARE THREE KINDS OF MEDIA: EARNED, BOUGHT AND OWNED.
Source: http://www.spinsucks.com
Juha Frey @juhaf Netprofile 2018Source: https://marketoonist.com/
THE KEY IS ADDED VALUE: THINGS THAT MATTER TO PEOPLE THAT MATTER.
Juha Frey @juhaf Netprofile 2018
IN CONCLUSION: TRENDS SHAPING THE FUTURE OF MARKETING & PR.
MEDIA STRUGGLE: OWNED MEDIA GROWS, EARNED MEDIA GETS TOUGHER.
SOURCE CREDIBILITY: ADDED VALUE IS MORE IMPORTANT THAN MEDIA.
RELEVANCE: MARKETING & PR MUST SERVE, DELIGHT AND/OR ENTERTAIN.
Juha Frey @juhaf Netprofile 2018
1. NETPROFILE IN BRIEF2. FROM INTERRUPTIONS TO ADDED VALUE3. FRAMEWORK FOR MODERN MARKETING & PR4. KEY SUCCESS FACTORS
Juha Frey @juhaf Netprofile 2018
HOW TO SET UP A MARKETING & PR PROGRAMME THAT REALLY WORKS?
Source: https://marketoonist.com/
Juha Frey @juhaf Netprofile 2018
SOLVING THE PUZZLE, PART 1: WHO DO YOU NEED TO CONVINCE?
Role? Objectives? Needs? Pain Points?
Juha Frey @juhaf Netprofile 2018
SOLVING THE PUZZLE, PART 2: WHERE TO REACH YOUR PERSONAS?
Source: Linkedin
Juha Frey @juhaf Netprofile 2018
THE NETPROFILE FRAMEWORK FOR MODERN MARKETING & PR.
ATTRACT
Blog & PR contentMedia relations
Social media outreachOnline promotions
CONVERT
Landing pagesDownloadable content
Contact formsCalls to action -> download
CLOSE
Segmented contentTargeted newslettersNurturing campaigns
Calls to action -> contact
DELIGHT
Value-adding contentPublic recognition
VIP event invitationsCalls to action -> share
TOP OF FUNNEL FAN BASE & AFTER SALESPURCHASE DECISIONNURTURING
MARKETING ENGINE: SEGMENTS, CONTENT HOMEBASE, COORDINATED OUTREACH, METRICS
EMPLOYEE REACH: LEVERAGE PERSONAL NETWORKS THROUGH COACHING AND INCENTIVESTAR
GET
PER
SON
AS
CO
NTE
NT
& A
CTI
ON
PLA
NS
BU
SIN
ESS
OB
JEC
TIV
ES
Juha Frey @juhaf Netprofile 2018
GREAT CONTENT AND ACTIVE OUTREACHRESULT IN MORE LEADS, MORE BUSINESS.
CONTENT PRODUCTION
IN OWNED MEDIA
ORGANICOUTREACH, PAIDAMPLIFICATION
Bringing compellingcontent to reach
your target groups
Converting targetgroups to visitors,
followers and buyers
WHITE PAPERS,DOWNLOADS
BLOGPOSTS
EXPERTARTICLES
OWN & CURATEDSOCIAL CONTENT
CASESTORIES
VISUALS &INFOGRAPHICS
VIDEOS &PODCASTS
MEDIAMATERIALS
MEDIA & INDUSTRYINFLUENCER MEETINGS
SOCIAL MEDIA UPDATES & PROMOTIONS
MEDIA BLOGPLATFORMS
SOCIAL MEDIA & BLOGINFLUENCER PROGRAMS
MEDIA BYLINERPLACEMENTS
NATIVEADVERTISING
MARKETINGAUTOMATION
TARGETED RELEASEDISTRIBUTIONS
MONITORING & ANALYTICS(OUTCOME)
MONITORING & ANALYTICS(OUTPUT)
Juha Frey @juhaf Netprofile 2018
WHY IS MORE THAN HOW, WHICH IS MORE THAN WHAT.
Role in influencing, enabling and driving new value / work / life / world
WH
Y: R
EASO
NS
WH
Y TH
E EX
PER
TISE
AN
D B
ENEF
ITS
MA
TTER
Benefits for customers and customers’ customers
HO
W: B
ENEFITS EN
AB
LEDTH
RO
UG
H O
UR
EXPER
TISE
Product and servicefeatures and
specifications
WHAT: OUR EXPERTISE
Juha Frey @juhaf Netprofile 2018
FOCUS ON BENEFITS & THE WHY, UNLESS YOUR EXPERTISE IS AMAZING.
Source: https://www.useronboard.com/
Juha Frey @juhaf Netprofile 2018
IN CONCLUSION: BENEFITS OF MODERN MARKETING & PR.
HAPPY TARGET GROUPS: PERSONALIZED CONTENT IS WELCOMED AND VALUED.
RESULTS DRIVEN: WITH GOALS AND METRICS, YOU’LL KNOW WHAT WORKS.
EFFICIENT PROCESSES: BRING IN DATA THAT HELPS SALES SUCCEED.
Juha Frey @juhaf Netprofile 2018
1. NETPROFILE IN BRIEF2. FROM INTERRUPTIONS TO ADDED VALUE3. FRAMEWORK FOR MODERN MARKETING & PR4. KEY SUCCESS FACTORS
Juha Frey @juhaf Netprofile 2018
BRUTAL HONESTY: TWISTING THE TRUTH IS NO LONGER AN OPTION,BUT TRUE TRANSPARENCY CAN STILL BE A COMPETITIVE EDGE.
Source: http://www.flickr.com/photos/intersectionconsulting/4126503369/
Juha Frey @juhaf Netprofile 2018
REAL PEOPLE MATTER: THERE’S NO SINGLE VOICE THAT APPEALS TO ALL. LEVERAGE PERSONALITIES TO MULTIPLY BOTH TONE AND REACH.
Source: Oy Moomin Characters Ltd
Juha Frey @juhaf Netprofile 2018
BE CAREFUL WITH THOSE SUPER COOL GROWTH HACKS! LONG TERM THINKING REMAINS A WINNING STRATEGY.
Source: https://marketoonist.com/
Juha Frey @juhaf Netprofile 2018
IN CONCLUSION: PERSONAS + CONTENT + OUTREACH = RESULTS
TARGET GROUPS, PRIORITIZED AND ELABORATED INTO PERSONAS
MESSAGES, TOOLS & CHANNELS TIMELINE OF ACTIVITIES
STRATEGIC NARRATIVE ALIGNMENT BUSINESS ROADMAP ALIGNMENT
METRICS & FEEDBACK LOOP
TAC
TIC
SST
RA
TEG
YA
NA
LYTI
CS
Juha Frey @juhaf Netprofile 2018
GOOD MARKETING MAKES THE COMPANY LOOK SMART.GREAT MARKETING MAKES THE CUSTOMER FEEL SMART.
Source: http://www.missingcloud.com/
- Joe Chernov
Juha Frey @juhaf Netprofile 2018
Juha Frey, Managing Director+358 40 572 4674juha@netprofile.fiwww.netprofile.fi
Social media: @juhaf @juhafrey @netprofile