Bmma digital train - matthieu vercruysse - 290914 vfor participants
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Transcript of Bmma digital train - matthieu vercruysse - 290914 vfor participants
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10 lundis pour
rattraper le train du
digital
Digital communication in practice Earned, Owned & Paid Media
Brussels, Monday 29th of September 14
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10 lundis pour
rattraper le train du
digital
Digital Nightmares ?
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10 lundis pour
rattraper le train du
digital
Digital Dreams ?
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10 lundis pour
rattraper le train du
digital
Yours …
Digital Nightmares ? Digital Dreams ?
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10 lundis pour
rattraper le train du
digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
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10 lundis pour
rattraper le train du
digital
#1. Digital is not a medium
It is part of your product … somewhere … production, sales, delivery, communication, service, feed-back, research, CRM, …
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10 lundis pour
rattraper le train du
digital
Digital
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10 lundis pour
rattraper le train du
digital
Digital Marketing: convergence
http://youtu.be/4p0IJ9m07Cc
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10 lundis pour
rattraper le train du
digital
Digital Marketing: convergence
How technology and media are convergent ?
• Separate content and information from time, place and platforms
• The content and the information is free from the platform
• Fundamentally, it’s change the way communication, advertising and branding works
• Free of formats (30 sec) • Everything connects with everything else • Much more focused on what people really want • Opportunity for the industry: really understand what people want / give you
what you want / when you want (vs. old model of marketing)
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
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digital
Internet banners
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10 lundis pour
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digital
Right message,
Right people,
Right timing,
Right device.
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10 lundis pour
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digital
Post-digital age
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10 lundis pour
rattraper le train du
digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
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10 lundis pour
rattraper le train du
digital
Many touchpoints / disciplines
• Social Media
• Performance Marketing
• Mobile
• Search
• Video
• Direct marketing
• Big Data
• Big Analytics
How do digital channels work together ?
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
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digital
The consumer decision journey ...
Active evaluation
information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
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10 lundis pour
rattraper le train du
digital
The consumer decision journey ...
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
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10 lundis pour
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digital
... applied to digital objectives
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
Reach [awareness]
Engage [consideration]
Drive [call to action]
Accompany [experience]
Word-of-Mouth [advocacy]
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10 lundis pour
rattraper le train du
digital
Digital touchpoints
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
• Display / Bannering • Impactfull formats (overlayer, splashpage, … ), • Online videos (pre-roll, video-seeding, video bannering,…)
• Content integration • Traffic to website
• E-coupons • Promos
• Digital platform • Mobile apps
• Social Media (FB page, Twitter, … )
• Social Media (Facebook page, blog seeding, … ) • Search
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10 lundis pour
rattraper le train du
digital
Digital KPI’s
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
• #impressions • #clicks •#video views
• #blog posts • #Social Media engagement rate
• #coupons printed • #online sales/leads
• #subscription • # app download
• #facebook fans • #Engagement rate • #shares and retweets
• Content views • Search
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10 lundis pour
rattraper le train du
digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
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10 lundis pour
rattraper le train du
digital
earned, owned & paid media
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
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digital
Ecosystem
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
Television Expo 58 – Dessert 58
Gare du Midi - Zuid Station
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10 lundis pour
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digital
Packaging
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
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digital
Liquid content
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
http://youtu.be/G1P3r2EsAos
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10 lundis pour
rattraper le train du
digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
https://www.youtube.com/watch?v=G1P3r2EsAos#t=628
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10 lundis pour
rattraper le train du
digital
The Gartner Hype Curve Model
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10 lundis pour
rattraper le train du
digital
The Gartner Hype Curve Model
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10 lundis pour
rattraper le train du
digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
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10 lundis pour
rattraper le train du
digital
Measurement
Let’s get back to your objectives
• Real time optimization
• Was it good or not ? Why ?
• Benchmarks
• What are the learnings
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10 lundis pour
rattraper le train du
digital
Data
Each digital action generates at least one data
What are you doing with those datas ?
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10 lundis pour
rattraper le train du
digital
Mutli-channel funnel
https://www.youtube.com/watch?v=Cz4yHOKE5j8
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10 lundis pour
rattraper le train du
digital
Google analytics
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
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digital
Connect Media to consumer behavior
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
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10 lundis pour
rattraper le train du
digital
Conclusions
• Digital is not a medium
• We are entering the Post-digital age
• How do digital channels work together ?
• First define MarCom objectives and fix KPI’s
• Ecosystem
• Liquid & Linked
• Innovation is part of the process
• Measure and optimize … always
• Real time marketing
• …
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10 lundis pour
rattraper le train du
digital
Now ?
Digital Nightmares ? Digital Dreams ?