Future of digital marketing in Tunisia

Trends to follow for 2015

Agenda

• Introduction

• 1 picture worth more than 100 words

• Storytelling, the art of telling a story to sell

• Content is still king

• The real-time marketing, a real business opportunity

• Forget ROI, now it’s about ROE

• Native advertising, a new way of digital advertising

• Mobile first? Indeed

• So let's recap!

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Introduction

There are three kinds of marketers and how they deal with trends: Those who let it happen, those who make it happen, and those who wonder what happened. So, for smart marketers who want to fall into that second group, paying attention to what looms ahead is the wisest move they can make.

Social media is the key but a good social media strategy is the right path.

Do not forget also that this new digital generation is becoming more demanding, curious, informed and wants to live new experiences, interact and be connected with brands wherever they go. So it is essential to win the war of attention.

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Introduction

"Consider the digital a big party where your competitors are. So be prepared to face other greater temptations than you

offer, because these people will have LOLcats or Kim Kardashian more

interesting than you".

Gaël de Talhouet, Global Digital Directorat Henkel

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digital marketing is not a

It’s simple! Just follow my lead

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Reminder

1 picture worth more

than 100 words

1 picture worth more than 100 words

Photos are dominating, 90% of information transmitted to the brain is visual and the visuals are processed 60,000 times faster by the brain than text.

Visual content facilite engagement (specially compared to the texte) ans it is social media-ready, it’s easy shareable and easy palatable.

Visual stories help people identify with the brand and the organization.

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1 picture worth more than 100 words

Brands can implement promotional campaigns and publications on social media using a visual content regardless of its nature (photo, video, animated gif, infographic…).

The picture engages the community on social media and creates also a visual universe around the brand, its products and its values, makes a continuity with his campaigns, recruit fans and recruits ambassadors (long-term).

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Storytelling , the art of telling a

story to sell

Storytelling , the art of telling a story to sell

Storytelling is a communication technique which arouses the public interest and facilitate its accession to the brand message.

Telling a story is good, but stories that are told by brands should reflect its values and adjust to the consumers needs.

Storytelling will help maintain or regain the brand’s.

Feelings ans emotoions must be the heart of the storytelling. Stories reachconsumers heart and it will attract the attention of consumers and stimulate their curiosity.

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Storytelling , the art of telling a story to sell

Many marketers say that the future of storytelling is video.

3 stages of reflection to develop a good strategy storytelling: understanding consumers, creating the hero and the story then inventing the universe.

The storytelling will soon be storyshowing, storyfeeling and storyliving.

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Content is still king

Content is still king

Content is always at the center of attention. It’s relevant and timeless. Products may change but the stories remain.

Priority should be given to short content and always keep in mind that between 10% and 20% of internet content is consumed on the video.

Two fundamental pillars of a content marketing strategy: the publication and the distribution. A video that works is the content and the storytelling, but also the targeting (distribution channel) and the timing (context).

Always synchronize content to consumer’s context (weather, sports, news ...)

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Content is still king

The 5 P’s of content marketing: plan, produce, publish, promote and prove.

3 GRAND RULES for content creation: make it clean, make it contagious but most of all make it appeal to people’s inner child, make them curious: content marketing isa playground

Keep in mind also that the public trusts more the the user generated content (UGC), more than brand’s content. So brands must encourage their community to create their own content and why not help them sharing this content.

Content is king but distribution is queen. It’s essential to target its message and adopt the different platforms to be more effective.

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The real-time

marketing, a real

business opportunity

The real-time marketing, a real business opportunity

When it comes to real-time marketing, it’s not a question of tool and numbers but it’s about creativity and responsiveness. It’ also finding the right topic that are of interesting to the community on which bounce in his content strategy.

“The success of Oreo’s Super Bowl blackout tweet of 2013 had many marketers andagency talking heads predict a continued focus on real-time marketing in 2014 inorder for brands to stand out to consumers.” Brian Honigman,marketing consultant, writer and speaker

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The real-time marketing, a real business opportunity

Marketing in real-time can be a powerful approach to tying your brand into therelevant conversations of your audience, but relying too heavily on any tactic orstrategy is how businesses crash and burn online. The right approach to real-timemarketing is understanding how it works and why, then bending these rules to bestmatch your organization’s offerings and audience.

Stages of real-time marketing are: Real-time analyzing conversations on socialmedia, identifying trends and proposing instant content.

2 or 3 years ago, the real-time marketing could was about few minutes, now itcomes to a few seconds.

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Forget ROI, now it’s

about ROE

Forget ROI, now it’s about ROE

The days where we focused on the number of likes or the number of fans are gone.Now what counts are the comments, and comments related to your brand and yourproducts!

Marketers will now connect the engagement of their community members to theperception of their brand in their mind rather than counting "likes" that they cansimply but and do not reflect the reality.

Somtimes getting consumer to share is more important that making money

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Forget ROI, now it’s about ROE

Brands must be a friendly, listen, care and be supportive.

With awareness a given, marketers will link “engagement” to how well the brand isperceived versus their category’s Ideal, rather than just counting “likes” orleveraging imagery.

The différence between users and fans is that users buy your products but fans justlike them. Brands should make their fans become users.

On social media, conversation about your brand are already taken place wheheryou’re in the conversation or not so listening and following the discussion is amust.

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Native advertising, a new

way of digital advertising

Native advertising, a new way of digital advertising

The advertising native is simply presenting advertisements for articles written by journalists.

This is a form of online advertising that aims to attract the attention of consumers by providing content in the context of the user experience. The goal is to make advertising less intrusive.

The native advertising is a new form of advertising insert in the form of web content.

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Native advertising, a new way of digital advertising

The native advertising is often confused with the sponsored content.

Creating branded content is not new but the native advertising is a hybrid format between advertising and content with has a double benefit: first, they are easier to share than classic advertising, on the other hand they are more adapted to the diversity of terminals that are consumers use to connect.

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Mobile first? Indeed

Mobile first? Indeed

Two waves have transformed the media: from print to the web and the mobile web.

3 aspects should be taken into account if we think of our mobile strategy:

- The size of screens so it is now necessary to adapt its content to these screens

- Mobile changes deeply the way news are checked and how people interact on social media; we do not write the same thing in front of a keyboard sitting comfortably and walking in the

-Mobile implies the segmentation of the time of consumption and segmentation of the audiences.

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Mobile first? Indeed

Mobility in the next five years will continue to be about a consumer-drivenexperience. It’s an extension of ourselves

Mobile empowers consumers by providing access to brands and their competitors when and where they want. For the customer it is a richer relationship with the brand before, during and after the shopping experience.

However, orders and mobile payment are only at the beginning and take time to be developped.

To succeed the mobile transformation, think primarily about the user journey and experience.

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Récap

So let's recap!

So let's recap!

1 photo worth more than 100 words : Visual content facilite engagement (speciallycompared to the texte) ans it is social media-ready, it’s easy shareable and easypalatable.

Storytelling , the art of telling a story to sell : 3 stages of reflection to develop a good strategy storytelling: understanding consumers, creating the hero and the story then inventing the universe.

Content is still king: Content is always at the center of attention. It’s relevant and timeless. Products may change but the stories remain.

@Simplybahia

So let's recap!

• The real-time marketing, a real business opportunity: Marketing in real-time canbe a powerful approach to tying your brand into the relevant conversations of youraudience, but relying too heavily on any tactic or strategy is how businesses crashand burn online.

• Forget ROI, now it’s about ROE: With awareness a given, marketers will link“engagement” to how well the brand is perceived versus their category’s Ideal,rather than just counting “likes” or leveraging imagery.

• Native advertising, a new way of digital advertising: The native advertising is a new form of advertising insert in the form of web content.

• Mobile first? Indeed: Mobile empowers consumers by providing access to brands and their competitors when and where they want.

@Simplybahia

Follow the change or you’re

miss it all

Any

questions?

Don’t ask me how I did it, I’m a social media addict and alwaysonline

Otherwise contact me via

mail: bahia.nar@gmail.com

ou sur Twitter @Simplybahia

Thank you for your attention

Photo credits

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Slide 4:http://www.skunkwire.com/wp-content/uploads/2013/12/whatcha-thinking-about.jpg

Slide 5 : http://wow.blogs.com/photos/glasto/freakshow.jpg

Slide 6 : http://publigeekaire.com/wp-content/uploads/2009/10/evolution_marketing.jpg

Slide 7: http://www.wired.com/images_blogs/underwire/2014/02/Matthew-McConaughey.jpg

Slide 10 : http://www.hollywoodreporter.com/sites/default/files/imagecache/thumbnail_570x321/2012/12/girls.jpg

Slide 13: http://metrouk2.files.wordpress.com/2014/02/game-of-thrones-season-4.jpg

Slide 16 : http://www.hdwpapers.com/thumbs/homeland_wallpaper_2-t2.jpg

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Slide 32: http://images.amcnetworks.com/amctv.com/wp-content/uploads/2014/04/MM-S3-explore-980x551-clean.jpg

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