bmma digital train - matthieu vercruysse - 290914 vfor participants

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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digital

Happy to meet you !

[email protected]

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digital

Digital Nightmares ?

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digital

Digital Dreams ?

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digital

Yours …

Digital Nightmares ? Digital Dreams ?

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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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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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digital

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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digital

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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




#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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digital

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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

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digital

The consumer decision journey ...

Active evaluation information gathering, shopping



set


trigger

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digital

... applied to digital objectives




set


trigger

Reach [awareness]

Engage [consideration]

Drive [call to action]

Accompany [experience]

Word-of-Mouth [advocacy]

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digital

Digital touchpoints




set


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

Digital KPI’s




set


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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digital

Agenda




#4. Innovation

#5. Measurement

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earned, owned & paid media

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digital

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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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digital

http://youtu.be/G1P3r2EsAos



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Agenda




#4. Innovation

#5. Measurement

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digital

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digital

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



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The Gartner Hype Curve Model

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Agenda




#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 ?