Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
Transcript of Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito
![Page 1: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/1.jpg)
Branding versus PerformanceA short journey through the newest Informations about modern (Digital-) Marketing
06.06.2013 / Thomas Schrämli / Goldbach Interactive (Switzerland) AG
![Page 2: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/2.jpg)
>> The marketing approach
![Page 3: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/3.jpg)
![Page 4: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/4.jpg)
![Page 5: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/5.jpg)
>> The environment
![Page 6: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/6.jpg)
![Page 7: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/7.jpg)
![Page 8: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/8.jpg)
![Page 9: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/9.jpg)
![Page 10: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/10.jpg)
>> The campaign mechanism
![Page 11: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/11.jpg)
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
![Page 12: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/12.jpg)
![Page 13: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/13.jpg)
![Page 14: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/14.jpg)
![Page 15: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/15.jpg)
>> The campaign management and mesurement
![Page 16: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/16.jpg)
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
![Page 17: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/17.jpg)
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
![Page 18: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/18.jpg)
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
![Page 19: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/19.jpg)
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
![Page 20: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/20.jpg)
Differentiation of the customer baseLead management by segments
![Page 21: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/21.jpg)
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
![Page 22: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/22.jpg)
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
Newsletter
Promotion / Upselling
![Page 23: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/23.jpg)
![Page 24: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/24.jpg)
>> The message
![Page 25: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/25.jpg)
Credibility as a guarantee for success…
![Page 26: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/26.jpg)
Never too complicated…
![Page 27: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/27.jpg)
The variety of offers…
![Page 28: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/28.jpg)
…and don’t forget the customer experience…
![Page 29: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/29.jpg)
>> Conclusion
![Page 30: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/30.jpg)
![Page 31: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/31.jpg)
![Page 32: Thomas Schrämli (Goldbach Interactive): Digitalni marketing – ko znamčenje postane učinkovito](https://reader035.fdocuments.net/reader035/viewer/2022062905/5551c8a9b4c905c2388b4723/html5/thumbnails/32.jpg)
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 [email protected]