Digital Marketing Lecture 2016

2016 Dr. Ute Hillmer

Digital Marketing and the 360° DialogPart 1


WHO is Dr. Ute Hillmer? an expert in positioning and promoting technology

products, with a carving for innovative products that are not self-explaining.

With such products, human behavior is often outside the boundaries of rationality - despite its economic context.

Buying behavior is here typically a result of social, cognitive and emotional factors, along with the economic ones.


What did Ute do?

• 27 years of international marketing (HP, CoCreate, MFG Innovation Agency State of BW, Better Reality Marketing)• Dissertation in business administration, behavioral economics in

technology marketing: Technology Acceptance in Mechatronics•Worldwide company and product communication;

mainly 3 continents (America, Europe, Asia)• Product-, program-, channel-, partner marketing, marketing

communication, branding, positioning• Responsible for operative, strategic + corporate marketing, branding,

sales training• Experienced in large corporations, SMEs and freelance work as well as

political institutions.• Responsible for the first international website of Hewlett Packard in 1993


What’s Ute’s STORY?

I am in business to change the lives of my technology

clients by finding them hungry customers that get

them into sustainable growth!


and turn their customers into raving fans!


See it !

Hear it !

Say it !

Do it !


Agenda1. Framing Digital Marketing2. The changing Customer

Dialog3. The New Buying Process4. Customer Driven Marketing5. The Benefits of Digital

Marketing

5. Categorizing Digital Marketing

6. The Digital Toolbox7. Hands on Exploitation8. Lead Generation with

Digital Marketing9. The Trends


17-‐2

Direct, Online, Social Media, and Mobile Marketing‘The key question is not whether to deploy Internet technology –companies have no choice if they want to stay competitive – but how to deploy it.‘ Porter, M. (2001) Strategy and the Internet,

Harvard Business Review, March 2001, 62–78.


Learning Objectives

• Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies

• Identify major forms of digital marketing strategies and understand the underlying objective. Away from individual tactics to the overall plan

• Understand the sales funnel in digital marketing –Growth Hacking


The New Direct Marketing Model = A New Business Model

For many companies today, direct and digital marketing constitute a complete model for doing business.

Copyright © 2016 Pearson Education, Inc.

17-‐7


What Digital Businesses Do You Use Today?

• What complete digital B-models do you use today?

• Which additional ones do you know?


A New Area in Products and Channels

Illustration copyright of Steve Blank, „The Startup Owners Manual“


Rapid Growth of Direct and Digital MarketingDirect and digital marketing have become the fastest-growing form of marketing. • U.S. companies spent almost $133 billion on direct and digital

marketing in 2014• direct-marketing-driven sales amount to over $2 trillion

= for 35% of the U.S. economyDirect marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales. • Over the next four years, digital marketing expenditures and

digitally driven sales are expected to grow 9%/year.• 50% of total sales are influenced by online research

Source: DMA


Marketing + Sales Today: a New Buying Decision Process


Role-play to discover:“Has Marketing changed?”“Must Marketing change?”


Funnel-Metaphor for a Buying Decision

active evaluation

many brands

Grafik close to Edelman 2010

buying decision

Initial considerationTrigger

lesser and lesser brands

What brand creates the most value to me/us right now

and in the future?


Digitally supported Buying Decision

active Evaluation

Post-Sales Experience

Enlarged Evaluation

Ambassador

Loyalty Loop

Active Evaluation

Model close to Edelman 2010, p.65

Moment of Purchase

Initial Consideration

Trigger

What brand creates the most value to me/us right now

and in the future?


Information Sources Today

The 2014 B2B Buyer Behaviour Survey


2014 B2B Buyer Behavior Survey• Web search is the top source of information• B2B buyers strategically browse social media• The number of sources used to research and evaluate

purchase has increased• There is an increased awareness of purchase options• The evaluation process is longer and more satisfying

DemandGen Report Survey 2014


What Role does Social Media Play?

The 2014 B2B Buyer Behaviour Survey


The Core Consequences1. Consumers and buyers connect with brands in

fundamentally new ways – often beyond manufacturers’ or dealers' control.

2. They evaluate a shifting array of options during the evaluation process and remain engaged with the brand after purchase.

3. Customers can have as much information and knowledge, as vendors do. Its no longer about “information” it’s about creating and capturing CUSTOMER VALUE!

You need a customer driven marketing strategy!


Customer Driven Marketing –What does that mean?


From Product- Focus to Customer Focus

Product

Price

Place

Promotion

Customer Needs

Customer Cost

Convenience / Access

CommunicationMcCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993


From Product- Focus to Customer Focus

• Making a sale• Abundance of products in

the nearby shopping centers

• Television, magazine, and direct-mail ads

• Satisfying customer needs• Imaginative Web sites and

mobile phone apps, blogs, online videos, and social media

• Reach customers directly, personally, and interactively

Traditional View Contemporary View

Kotler, Armstrong 2014


The

Basicsto get started


The Customer Dialog is changing


Dialog MarketingIs nothing new:

customer visitstelephone callsdiscussionsemailbusiness lunchesmailtrade shows…


But Dialog Marketing had to change …

Customer Dialog is emancipated

Sender Receiver


Changing Communication to a Dialog

Sender

Receiver


Communication Models for Traditional and New Media

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013


The Degree of Individualization for Traditional and New Media


(a) traditional media: same message

(b) new media = often unique messages and more information exchange between customers


Chances + Risks of a Customer Dialogcompetitive advantage

When companies look at their products and services from a customer point of view, they can gain huge competitive advantages.


Chances + Risks of a Customer Dialog enhance customer loyaltyEngagement of the customer

+Interest and appreciationby the selling company enhances customer loyalty


Chances + Risks of a Customer Dialog truly understand customer needs and enhance products

It’s more than online information gathering.Customers exchange their needs, their preferences and their interests online.


Chances + Risks of a Customer Dialog win customers

Happy customers develop the need to let other customers know that they found a product or service that works for them:

Word of mouth + growth hacking


3 Key Points of any (Online) Dialog

1. Build trust by helping your customer to make the right decision. Show them a win-win

2. Learn about the needs and problems of your customers

3. Build an infrastructure so customers can refer to you


Consequences: The Brand changes

The customer fundamentally influences the brand – beyond any marketing control


Consequences: Support changes

Customers exchange experiences and insights. They can often help each other timely and with a lot of detailed knowledge


Consequences: The Dialog changes

Customers can do more than buy –satisfied customers are the best sales team


Benefitsof Digital Marketing


Task:What are Benefits of Digital Marketing to Buyers and to Sellers?

Pin them on the wall


Benefits of Direct and Digital Marketing to Buyers• Convenience• Ready access to many products• Access to comparative information about

companies, products, and competitors• Interactive and immediate

17-‐9


The Power of Recommendations:„I‘ll Have What She is Having“


Benefits, Online Buyers see

• Low Prices (38%)• Shopping Convenience

(35.1%)• Easy To Compare

(33.1%)• Free Shipping (31.5%)• Time Saving (30.8%)• Easy To Buy (29.2%)• Range of Products

(17.4%)

Infographic by Invesp (sources data from eMarketer and Internetretailer.com)

Don’t take these things at face value, because not everything is as it seems. Ask your customers or test it


Benefit: Low Prices + Price Comparison• Price

transparency• Easy price

comparison• Comparison

Shopping Engines

Source Will Web Browse for Food: Wall Street Journal


Benefit: Customer ServiceA survey by A Forrester survey asked 4,600 US consumers across 12 industries which they thought was more important, “great customer service” or “low prices.” Customer service won across the board.

Source: https://experiencematters.wordpress.com/2009/05/17/customer-service-trumps-price/http://conversionxl.com/


Benefit: Shopping Convenience

Shoppers order when and where it’s most convenient for them.

Mobile devices are changing eCommerce

Every year, mobile e-commerce sees significant growth and is redefining how we shop online.

Source: http://www.ibtimes.com/mobile-devices-are-changing-ecommerce-heres-how-1297265 http://conversionxl.com/


Benefit: Easy to Compare• People always

compare• The average

consumer will visit 3 websites before making a purchase

• He/she will likely spend more money with sites they visit more frequently.

http://conversionxl.com/


Benefit: Free Shipping

For whatever reason, a free shipping offer that saves a customer €5 is more appealing to many than a discount that cuts the purchase price by €8.



Benefit: Time Saving/ Easy to BuyWe want ways to get our products faster. #1 having stuff buy regularly delivered to where you need it on a subscription basis.


Benefit: Time Saving/ Easy to Buy

#2 through product recommendation engines



Benefit: Range of Products

Selection matters:You should have enough inventory to satisfy your customers demands.

Torrid:“we have good looking stuff, probably in your size” which for the plus size market, is important.



Benefit: Peer Exchange – Community Building

Lean from others, exchange experience and have a sense of community



Benefits of Direct and Digital Marketing to Sellers

• Tool to build customer relationships• Low-cost, efficient, fast alternative to reach markets• Flexible• Access to buyers not reachable through other channels• Cost reductions from:– reduced time in customer service – online sales– reduced printing and distribution costs of mktg. material

• Measurability of Marketing Effectiveness 17-‐10


Benefits of digital marketing –The 5Ss

The 5 Ss of Internet marketing


Sell more

Serve extra benefits

Speak 2 way

Save on Marketing

Sizzle


How can we categorize Digital Marketing?GoalsControllabilityTechnology


Goals to be achieved in Marketing

Information Goals

Image Goals

EconomicGoals

Improved customer insightPresentation as a market

leaderAwareness, visits,

registrations, sales…

Improved productinsight

Presentation as innovation leader

Customer loyalty and-penetration

Generation of ideasPresentation as a Good

Citizen Sales and recommendations

… …Cost reduction


Key Online Media Types by Controllability



Key Online Media Types by Digital Architecture

Source: modified after Storymaker

WEB-SITE

Micro-Site

Online-PR

PUSH/PULL

News-letter

Custom

er

WEB-SITE

Communication Channel

Corporate Hosting


Applications of Digital Marketing• Transactional e-

commerce site• Services-

oriented/relationship building

• Brand Building site• Portal or media site• Social network or media

site• Freemium service sites

Note that these types overlap!


Applications of Digital Marketing• An advertising medium • A direct-response medium • A platform for sales transactions • A lead-generation method • A distribution channel • A customer service mechanism • A relationship-building medium


Channels require an Integrated Digital Marketing Strategy

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice


Task:What Components and Forms of Digital Marketing do you know? Collect them

and Circle where you have personal experience


Forms and Components of „Digital Marketing“Company WebsiteGoogle AdwordsPPC AdvertisingPress ReleasesSearch Engine MarketingSearch Engine OptimizationKeyword ResearchLanding PagesBloggingContent MarketingLead Capture FormsSocial Media Marketing

FacebookTwitterGoogle+LinkedInInstagramPinterestWhatsAppSnapchatCopywritingeCommerceWebDesignMobile ResponsiveAffiliate Marketing

AutorespondersEMail-MarketingVideo-MarketingCRM SystemsDisplay AdsBanner AdsPodcastingGraphics designText Message MarketingRetargetingSite Programming…


The

Digital Toolbox


How to use Digital Media in Marketing


The Social Media Toolbox

Slide by Solis + Thomas

Choose your channels wisely!


Types of Social Media Interactionby Source

Existing Social Media(Facebook, Xing, Twitter,

Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums,

branded / unbranded Social Networks, etc.)

Customer-facingemployee

Monitoring / Data Mining

Market-triggered social interactions

Business-triggered social interactions

Social Marketing

SocialSales

Social Service

Questions &complaints

MarketInformation

CustomerPreferences

(outside-to-outside)

(inside-to-outsideinside-to-inside)

Market

Marketing Sales Service

Socially-enabledMarketing

Socially-enabledSales

Socially-enabledService

F&E

Socially-enabledF&E

based on Cipriani 2009

WEB-SITE

Micro-Site


Types of Social Media Interactionby Purpose

Marketing Sales Service/Support

Social MarketingInsight

Social SalesInsight

Social Support Insight

Innovation

Social InnovationInsight

Rapid SocialMarketing Response

Rapid Social Sales Response

Rapid Social Support Response

CrowedsourcedF&E

Social EventManagement

Socially-enabledService

Social Campaign Tracking

Sales Referal

Proactive LeadGenerierung


The Corporate Website: „Center Stage“


The Corporate Webseite: Vendors


The Corporate Website: „Center Stage“


The Corporate Website

• Company controls the content and the design• Company can backlink all media channels to the

site• One stop overview, monitor and archive• Low cost professional site with Open Source tools

like Wordpress und Joomla, templates, plug-ins und RSS feeds.


The Corporate Website

• Company must manage and maintain the site including its layout and design, content, tech. support and its URL(s)

• Corporate Websites are usually seen as push marketing

• Cost and time intensive


The Corporate Blog todayblog.daimler.de


The Corporate Blog yesterdayblog.daimler.de


Dell Blogs Blogs, Forums


TechCenter Blog, Chat, Community


Dell Shares Investor Relations


Types of Social Media Interactionby Purpose



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E


Socially-‐enabledService


Sales Referal


CRM = Customer Relationship Management


The Corporate BlogTypes of Social Media Interaction



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E


Sales Referal Socially-‐enabledService




The Corporate Blog• You can show that you know a lot about a topic• You are easily found by search engines (search engines follow

backlinks; a good article easily generates 10-50 backlinks in a few days)

• It is free for the customer and free media for you as a vendor

• You can segment your target market nicely• It can be the starting point for new content, hosts

conversations, can provide context for news• It can be a starting point for personal brands• Small companies can get to the top of search engine

rankings


The Corporate Blog

• Frequency is a must è time consuming• You are not credible in a “controlled” bog• You don’t control what is said in an open employee

blog• Generating relevant and interesting content on a

frequent basis is not easy


The Corporate BlogMake some rules.

http://www.ibm.com/blogs/zz/en/guidelines.html

Empower all employees… they are the brand.

• Behave professionally and ethically.• Take personal responsibility.• Include a disclaimer: your opinions are yours, not IBM’s.• Don’t pick fights.

“Use social media as a means to expose IBM’s experts—and expertise—to the world.”

Adam ChristensenManager, Social Media Communications


Social Networks


How Social Networks workThink of Social Networks as a sports club!


How Social Networks work 2• Voluntary active or passive membership• Special areas of interests• One communicates where one has something to say (or

not), has an opinion, answers questions, asks questions, …• If one is open, friendly and nice, friendships will develop

that value ones expertise and opinion• Once one has built a reputation, it will be accepted, even

appreciated if one recommends and hints one ones products and services, online shop, other products…


How Social Networks work 3Friends are easily found, one links up, meets, networks, …and own expertise distributes …


Dell on Facebook Community


Dell on Facebook Ratings


Dell on Google +


Festool on Facebook


Festools: Brandscouts


Festools: Brandscouts gesteuert


Dialog MarketingFrage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?


Dialog MarketingUser Support


Dialog MarketingComplaints


Dialog MarketingProduct Comparison

28 Kommentare später …


Service CommunicationDialog Marketing


PrideDialog Marketing


Festool on Facebook Development of Fans

Mär 10

Apr 1

0Mai 10

Jun 10

Jul 10

Aug 1

0Sep 10

Okt 1

0No

v 10

Dez 1

0Jan 11

Feb 11

Mär 11

Apr 1

1Mai 11

Jun 11

Jul 11

Aug 1

1Sep 11

Okt 1

1No

v 11

Dez 1

1Jan 12

Feb 12

Mär 12

Apr 1

2Mai 12

Jun 12

Entwicklung Facebook Fans

curtsey of Klaus Danner, Manager Customer Communications


Social Networks

• Direct customer communication• Largest social Network • Many forms of interaction• Entertainment• Full display of many media

formats (pictures, movies, games, ...)

• Cool ideas result in huge reach• Personal reputation

management• Facebook statistics

• Efficient marketing tool• Gives companies “a face”

or “faces”• Connectable with twitter,

Google+, linkedin…• Mobile app• Location updates• Many apps enlarge

functionality


Social Networks

• Uncontrolled environment for employees

• Time-consuming• Less exciting products

can have a hard time gaining recognition

• Requires high frequency of relevant content generation

• Privacy problems– Like button (documenting all

activity on the website)– Open FB tab in Browser– Apps can result in spam

• Hard to separate private and business

• FB can change the rules as they like (free service)

Practice


Business Oriented Social Networks• More serious environments,

no personal content• Suitable for personal business

profile pages• Customer + recruiter research• Personal reputation

management• Business oriented groups• Business contact initiation and

management

• Increasingly commercial + spam

• Time consuming• Not all audiences are in

these networks• Often regional


Enterprise Networks (ESN)

• an internal workplace that streamlines communication among co-workers (Mashable)

• Enterprise social networks will become the primary communication channels for noticing, deciding or acting on information relevant to carrying out work. (Gartner)

• Offer a variety of communication functionalities and media forms


Enterprise Social Networks

• Community approach• One place for (almost) all

communication• give employees a sense of

online community• help forge connections between

departments, especially within larger corporations

• Multimedia repository

• Increasingly commercial + spam

• Time consuming• Not all audiences are in

these networks• Often regional


Content Sharing Platforms

• Online Communities for archiving and sharing content such as:– Photographs and images– Videos– Audios– Presentations


Supplemented by a Digital Architecture

WEB-SITE

Micro-Site

Online-PR

ONLINEPR

PUSH/PULL

Source: Storymaker

News-letter

Communication Channel Corporate Hosting


Dell on YouTube


Festtool on Youtube


Content Sharing Platforms§ Easy way to display,

archive and share§ No need for own

infrastructure and storage

§ Possible real time reporting of events

§ Products / content is ranked by audience

• Copyright problems• Free data upload or

information spread is limited

• No quality control of content and material


Crowd Sourcing / Open Innovation


IdeaStorm Open Innovation Platform

19.12.2011


Dell Shop eCommerce with Social Content


Festool – Dealer Partnerships


Recommendation Platforms

• bad products are exposed

• Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve..

• Products are ranked by audience

• credibility• good products are usually

ranked positively


Microblogging


Twitter

Microblogging is a form of blogging that allows users to send brief text updates (or micromediasuch as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging, instant messaging, E-mail, digital audio or the web. (Wikipedia)


Dell on Twitter


DellOutlet Twitter as an Outletstore


DellOutlet Germany Twitter as an Outlet store


DellOutlet China Twitter as an Outletstore


Werkzeuge für höchste AnsprücheFestool on Twitter

curtsey of Klaus Danner, Manager Customer Communications


Werkzeuge für höchste AnsprücheFestool on Twitter twitter.com/festool

2.854 Follower 7/15978 Follower 7/12


DellCares Twitter as a Support Channel


Tools for the toughest demandsFesttool on Twitter ausgewählte Follower

curtsey of Klaus Danne, Manager Customer Communications


Twitter• Mobile• real time• fast• cheap• real-time market research• advertising allowed• direct customer contact• great monitoring tool (alternative

clients, e.g. tritterdeck)• interest based, not friendship

based• global• multimedia

• only short messages (Twitter 140 characters)

• short lifetime of tweets• a lot of meaningless information

in twitter sphere• difficult to measure• spam / unpleasant followers

possible• fast media for fast + easy

mistakes


Mobile Messaging• WhatsApp: a cross-platform instant messaging application

that allows users to exchange text, image, video and audio messages for free. It is especially popular with end users to do international text messaging and phone calls. In addition to basic messaging, it provides group chat, phone service + location sharing options. Recently, first business information messages get distributed, e.g. trading & currency information.

• Snapchat: add captions, drawings and filters to photos and videos (also known as "snaps"). Unlike other messaging apps, you can view snaps for a maximum of 10 seconds, and then it's gone for good. Anything shared through the service self-destructs, leaving no evidence that it existed.


Types of Social Media Interactionby Source

Existing Social Media(Facebook, Xing, Twitter,

Linkedin, etc.)

Corporate Social ContentCorporate Blogs, Forums,

branded / unbranded Social Networks, etc.)

Customer-‐facingemployee

Monitoring / Data Mining

Market-‐triggered social

interactions

Business-‐triggered social

interactions

Social Marketing

SocialSales

Social Service

Questions &complaints

MarketInformation

CustomerPreferences

(outside-‐to-‐outside)

(inside-‐to-‐outsideinside-‐to-‐inside)

Market

Marketing Sales Service

Socially-‐enabledMarketing

Socially-‐enabledSales


F&E

Socially-‐enabledF&E

based on Cipriani 2009

WEB-SITE

Micro-Site


Areas of Action in Social CRM



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E




based on Altimeter Group 2010

Sales Referal



Starting point for Social Customer Relationship Management



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E




based on Altimeter Group 2010

Sales Referal



Social Media Monitoring Remember: They talk about you!• They do it with or without you … you should steer the

direction best you can!• Dell Hell was a showcase starting point in 2005

19.12.2011


Why Social Media Monitoring? Customer Service and Support, CRM

Identify and address core customer needsSales adviceSetup / integration supportRuntime support

Customers help customersIdentify and bond with advocatesIdentify and utilize star experts Reduce support cost

19.12.2011


Social Media MonitoringIssue Management

What expectations do different stakeholders hold?

Identify areas with potential for conflict early and address them proactively (before the broader public gets aware)

Identify, monitor and construct actions to manage/reduce/neutralize stakeholder discrepancy of expectations.Develop an “early warning system”

19.12.2011


Evolution in CRMTransaction- and process orientedTechnology enabled customer processes in order to support and organize sales-, marketing and support activities (Shaw)

Eigenes Unternehmen

KonkurrenzSupplier / Partner

Kunde Kunde

KundeKunde

Kunde Kunde

Kunde

CRM 1.0

Eigenes Unternehmen

KonkurrenzSupplier / Partner

Kunde Kunde

KundeKunde

Kunde Kunde

Kunde

Kunde Kunde

Kunde Kunde

Kunde Kunde

CRM 2.0

Conversation- and process orientedInvolving customers for better customer insight, trust building, building brand loyalty, problem recognition and customer segmentation.

More customer insight through his network connections and communities.


Dell „Social Media Listening Command Center“Objective§ Inform: customer feedback in real time§ Listen and act: recognize alarm signals

early and act upon them§ Ensure effective + appropriate

customer interaction§ Support: Information + support for the

influencers and communities with influence online

Target§ all relevant departments§ customers and prospects§ communities / influencer

SM Strategy§ control center

Check out:Google Analytics, Klout Score; Hotsuite


Hands on


Task:Discover Online Marketing Strategies and their DifferencesDiscuss how companies use direct, online, social media and mobile marketing to reach their desired outcome

17-‐4


Investigate Digital Marketing Strategies (Team Size 4)

Investigate two example of this list:• Transactional e-commerce site

– Amazon, Dell, Mymuesly.com, Apo-rot.de, e-bay, Audible

• Services-oriented/relationship building– Daimler Trucks, Festools.de, Accenture, British Gas, Salesforce, IBM, Bosch, Zeiss Camera Lenses,

Sage.com, Krones.de, Dell.com, Avira, your company

• Brand Building site– Nestle, Guinness, Coca-Cola, Litago.no, Tango, your favourite brand? …

Investigate one example of this list:• Portal or media site

– Yahoo!, Bing, Silicon.com, wall street journal, …

• Social network or media site– Xing, LinkedIn, Facebook, Twitter, …

• Freemium service sites– Evernote, Spotify, Feedly,

Teams of 4, 60 Minutes, investigate

and in 5 Min: 1. explain in a few

words what the focus of their strategy is2. show us 2 best practices you liked


Hands on Exploitation (Team Size 4)

What comes across as their Value Proposition?Who seems to be their Ideal Customer?In what channels are they present?

• Why are they there? What is their goal?• Who is their ideal customer in this activity? (their #1 target)• What media channels do they use? Explain why you think they use

them.• Do they do cross media activities? a 360° approach• Evaluate: Do they achieve their goal? What do they do well, what

should be improved?• Show us an examples of what they do especially good or really bad

(“teach us”)

we’ll discuss Digital Media while you work and present

Teams of 4, 60 Minutes, investigate

and in 5 Min: 1. explain in a few

words what the focus of their strategy is2. show us 2 best practices you liked


Lead Generation Online: The Digital Launch Process


Key Campaign Planning Issues• The Goal– which specific goals should be set for online campaigns

and how do we measure success?

• The Reach– How to get traffic

• The Response– What response mechanisms will be most effective?


Campaigns are Not New


Digital Campaign Communication Flow

• One-to-one• One-to-manywith and without the Internet



Product / Project Launch Campaign

Source: Myrco Thum


Product Launch Formula

http://productlaunchformula.com/sideways-video/


Mental Triggers

• Community• Anticipation • Authority• Reciprocity• Social Proof• Scarcity• Conversation

• Trust• Events/Rituals• Likability• Commitment


The

TrendsImage by Conversion XL


Figure 1.12 Evolution of web technologiesSource: Adapted from Spivack (2007)


A Starting Point: Intelligent Personal Agents Nov. 2015

TNW News Nov 3, 2015


Campaign Characteristics Offline-Online



Dankeschön!

Digital Marketing Lecture 2016

Marketing

Transcript of Digital Marketing Lecture 2016