Branding versus PerformanceA short journey through the newest Informations about modern (Digital-) Marketing

06.06.2013 / Thomas Schrämli / Goldbach Interactive (Switzerland) AG

>> The marketing approach

>> The environment

>> The campaign mechanism

Dialogue / NewslettersEditorial planning, creation, implementation, dispatch, reporting

Social MediaStrategy, monitoring, FB apps, community management

Entertainment AppsCampaign focus with mobile gaming, augmented reality

Utility AppsPublisher apps, B2B solutions, CRM, service apps

Media PortalsConcept, design and implementation of news portals

Campaigns Concept, creation and technical implementation

Search Engine MarketingSEO, SEA, website analysis, workshops

Mobile WebsitesMobile optimisation of existing websites, concept, design and implementation of new mobile websites

Websites & Shops Corporate websites, news portals, shops, online strategies

ATTRACT

CONVERT

RETAIN

SERVE

YOURCLIENT

Display Advertising Reach, Display Branding, Rich Media, Video, Mobile, Performance Ads

>> The campaign management and mesurement

Interaction of all the channels and the influence of the sameThe channels and the instruments of the campaign

Offsite E-Marketing

Display Ads

CPM

SEM

Permission-Marketing

Affiliate-Marketing

Media Cooperations

ClickDirect entry

CPC

Conversion-Optimisation Brand-Experience

Leads & Data PoolSearch Engine Optimisation

CPL

LeadsSales Orders

Engagement

CPX

Onsite E-Marketing

Classical Advertising

Public Relations

Direct-Marketing

TV / Radio / Print

Word-of-Mouth

Couponing

Awareness Response Involvement & Interaction Transaction / Engagement

Social-Media-Marketing

Efficiency of the channels

Search Engine

Optimisation

Search Engine

Advertising

Display Performance

& Affiliate Marketing

Media Cooperations and negotiated Media-

Deals

Display Brand

Advertising,

Promotions &

Sponsorship

Costs

Highest CPX-Value and Maximum of Conversion Volume

PULL Channels PUSH Channels

Tuning of channels to stimulate demand

Definition of the Key Performance Indicators (KPI)Measurable performance targets through tracking and campaign optimization

Impression

Click, View

Visit

Lead

Order

Transaction process / CRO-Optimization

Optimization of:

- CTR- VTR- Discontinuations Rates- Conversion Rates- Leads/Sales/Orders

Onsite tracking and special reports

Sale

Optimization of media buying and controlled modulation of the planned advertising volume

Permanent management and optimization of all placements and ads in relation of the effective performance

Channel-dependent interactions

Performance Management Multichannel Approach

Revenue Performance Management

Monitoring & Tracking

Inbound Marketing & Social Media

Lead Scoring & Nurturing

Email Marketing

Campaign Automation

Data Enrichment and Cleaning

Contact Management

Opportunity Management

Forecasting

Service Management

Campaign Management

Reporting

Lead Management Customer Relationship Management

Differentiation of the customer baseLead management by segments

Lead Generation & Marketing Automation

Client Potential

Inquiries / leads / queries

Lead nurturing /Multi Touch Campaign

Automated MarketingA. EmailB. Direct MailC. Online AdsD. Classical Media

Sales

CRM

Web

POS

CRM / ERP Tools

Sales / Orders / Leads

1 2

3

4

5

Multi-Channel or Multi-Media Campaigns

Set the targets (KPI’s) / Personalized campaign elements (LP)

Lead Qualification

• Quality• Potential• Risk

Marketing Automation

• Personalized Mails• Specific Products• Interest in order• Retargeting / Remarketing• Dynamical Ad Management• Upselling after sales

Measure, Optimize, Repeat

• Check and adapt the Key Performance Indicators

• Usage of data

Efficiency and quality

improvement

Touchpoint- Planning Influence on the channel in the individual segment

Awareness Consideration Purchase

Digital Touchpoints

Physical Touchpoints

Services

Controlled Touchpoint

Uncontrolled Touchpoint

Loyalty

PR

RadioTV

PrintOutdoor

Word of Mouth

Online Ads

Viral Email

Digital BillboardSearch

Landingpage

Blog

3rd Party Sales

Direct Mail

Store

POS

Website / Shop

Mobile

Social Media

After Sales

Blog / Social Media

Email

Newsletter

Promotion / Upselling

>> The message

Credibility as a guarantee for success…

Never too complicated…

The variety of offers…

…and don’t forget the customer experience…

>> Conclusion

GOLDBACH INTERACTIVE (SWITZERLAND) AGMattenstrasse 90, 2503 Biel/BienneSeestrasse 39, 8700 Küsnacht

www.goldbachinteractive.ch

Thomas Schrämli

Director Digital Campaigns,Member of the Group Operational Board

Direkt +41 44 914 92 33Mobile +41 79 502 48 00thomas.schraemli@goldbachinteractive.ch