bmma digital train - matthieu vercruysse - 290914 vfor participants

10 lundis pour

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digital

Digital communication in practice Earned, Owned & Paid Media

Brussels, Monday 29th of September 14

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Happy to meet you !

matthieu.vercruysse@isobar.com

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Digital Nightmares ?

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Digital Dreams ?

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Yours …

Digital Nightmares ? Digital Dreams ?

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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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#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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Digital

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Digital Marketing: convergence

http://youtu.be/4p0IJ9m07Cc

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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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Internet banners

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Right message,

Right people,

Right timing,

Right device.

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Post-digital age

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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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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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The consumer decision journey ...

Active evaluation

information gathering, shopping

Post-purchase experience Ongoing exposure

Initial consideration

set

Moment of purchase Loyalty loop

trigger

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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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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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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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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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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earned, owned & paid media

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Ecosystem

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Television Expo 58 – Dessert 58

Gare du Midi - Zuid Station

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Packaging

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Liquid content

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http://youtu.be/G1P3r2EsAos

10 lundis pour

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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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https://www.youtube.com/watch?v=G1P3r2EsAos#t=628

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The Gartner Hype Curve Model

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The Gartner Hype Curve Model

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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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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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Data

Each digital action generates at least one data

What are you doing with those datas ?

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Mutli-channel funnel

https://www.youtube.com/watch?v=Cz4yHOKE5j8

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Google analytics

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Connect Media to consumer behavior

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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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Now ?

Digital Nightmares ? Digital Dreams ?