digital marketing lecture 2015

July 2015 Dr. Ute Hillmer

Understand,

Engage,

EmbraceYour Customers

Dr. Ute Hillmer

Better Reality Marketing

Stuttgart, 1.8.2015


See it !

Hear it !

Say it !

Do it !


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’s Ute’s

STORY?I am in business to change

the lives of my technology

clients by giving purpose to

their work!


and turn their customers into raving fans!


To take the most

out of this lecture

… be in

STATE!


AgendaPre-frame

Role play

The Customer Dialog

Who is Social / Digital Marketing for?

Marketing Today

The Dell Story

The Digital Marketing Basics

Hands-on Work Session 1

The Digital Toolbox

Hands-on Work Session 2


Roleplay

about

the larger Context


How did you buy yesterday?

How do you buy today?

How will you buy tomorrow?


The Customer

Dialog


Dialog Marketing

Is nothing new:

customer visits

telephone calls

discussions

email

business lunches

mail

trade shows

…


But Dialog Marketing had to change …

Customer Dialog is emancipated

Sender Receiver


Changing Communication to a Dialog

Sender

Receiver


The Brand changes

The customer

fundamentally

influences the brand

– beyond any

marketing control


Support changes

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


The Dialog changes

Customers can do

more than buy –

satisfied customers

are the best sales

team


Chances


Chances + Risks of Dialog Marketingcompetitive advantage

When companies look at their

products and services from a

customer point of view, they can gain

huge competitive advantages.


Chances + Risks of Dialog Marketingenhance customer loyalty

Engagement of the

customer

+Interest and appreciation

by the selling company

enhances customer

loyalty


Chances + Risks of Dialog Marketingtruly 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 Dialog Marketingwin 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


Goals to be achieved in Dialog Marketing

Information Goals

Image Goals

EconomicGoals

Improved customer insight

Presentation as a market leader

Awareness, visits, registrations,…

Improved productinsight

Presentation as innovation leader

Customer loyalty and-penetration

Generation of ideasPresentation as a Good

CitizenSales and

recommendations

… …Cost reduction


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


From Product- to Customer Focus

Product

Price

Place

Promotion

Customer Needs

Customer Cost

Convenience / Access

Communication

McCarthy: Basic Marketing: A managerial approach, 1960

Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993


The Power of Recommendations:

„I‘ll Have What She is Having“


Yes, but


Who must go with the

change?


Warum sind Sie in Sozialen Netzen(Europea Data)

...to get to know things about

(new) products / brands

...to come in contact with brands /

companies

...to stimulate my career

...to find other users of a certain

brand / product

...to find promotions of a certain

brand / product

...to become a famous person

...to become an opinion leader

Source: Social Media Around the World 2011, InSites Consulting

The Web 2.0 Generation is Online


Who is Social /

Digital Marketing

for ?


The Nerd is Online


B2B Decision Makers might not be online

– but their assistants may

• Digital Marketing is impacting

how B2B decisions are being

made.

– Background research

– Learning + Expertise

– Search results impact


The B2B buyers are no shoppers,

they are researchers!

37% of B2B

Buyers use

Social to help

them make

purchasing

decisions

(IDC)


Social Media and the Buying ProcessPost-sales

user-experience reports

support + help

complains, learning, upgrading

Sales

looking for the best deal

Decision Making

learning about the topic,

selecting and weighting evaluation criteria

evaluating options,

Pre-sales

looking for information


Social Media and the Buying Process

Source: BVDW


Marketing Today:

the New Buying

Decision Process


The Aim of Marketing

Marketing aims to influence the buyer and

buying center at the moment and place

when they are most open to influences

towards a brand choice and buying

decision.


Funnel-Metaphor for a Buying Decision

active evaluation

many brands

Grafik close to Edelman 2010, p.65

buying decision

Initial

considerationTrigger

lesser and lesser brands


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


The Core Changes

1. 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


2014 B2B Buyer Behaviour 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


Key Information Sources

The 2014 B2B Buyer Behaviour Survey


What Role does Social Media Play?

The 2014 B2B Buyer Behaviour Survey


Customers + Web 2.0 Technologies


Who is Online?


For How Long?


How Effective ist Social Media?

Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs


The core ingredients

to influence a

consumer or buyer

are ?


The Dell Story


If you think…

your Company does not have to be Online,

Think again…


The Dell Hell Case Lesson

People talk about your company - with or without you

… don’t you want to steer the direction best you can?

Dell Hell: starting point in 2005


Dell Hell


Dell Hell 2

“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” Michael Dell, 2006


Dell

2006:“Obviously a lot of people are in the blogosphere talking about

their issues with Dell products, why aren’t we doing anything about

it?” Michael Dell, 2006

2011: Dell named “most social brand

of 100 top brands”


The

to get started


How to get started with Digital Marketing1. Stay Focused on your Objective

• Which channel, which medium,

which platform will help me reach

my target?

• Define marketing goal

• Define target markets

Be where your customers are!!


How to get started with Digital Marketing?

2. What do you intent to achieve?

• Win additional customers

• Gain a new customer base

• Increase sales

• Increase awareness

• Enter new markets

• Increase communication with

customers

• Increase website traffic

• Increase image

• Change image

• Increase online reputation

As with traditional marketing: set yourself realistic goals!


How to get started with Digital Marketing

3. Where are your customers having their conversations?

“Let's spend a day in your customers

media mix and learn to understand

what they experience, how they feel,

and most of all, how they

communicate and interact. “ Kevin Colleran, Facebooks #1 Sales Rep

LISTEN!!

talk

energize

support

Integrate

BOND


How to get started with Digital Marketing 4. don’t get confused, think of Customer Touch Points

instead…

Source: Wave 7


Classic Touchpoints

Journals and Magazines

Bill board advertisement

Trade shows

Offline- Word of Mouth

Often individually

pushed, seldom

orchestrated

Sales-team and Partners

Source: Storymaker


Supplemented by a Digital Architecture

WEB-

SITE

Micro-

Site

Online-

PR

PUSH/PULL

Source: modified after Storymaker

News-

letter

Cu

sto

me

r

WEB-

SITE

Communication Channel Corporate Hosting


… and increasingly Mobile

Source: Mashable August 05, 2013


Even more Mobile


How to get

People to your

Website


Facebook


Twitter


Instagram


Gmail


Digital Touchpoints

XING & LINKEDIN

• Business Networks

• geschäftliche Kontakte

• Inhalte mit Geschäftspartnern teilen

• Unternehmens-sichtbarkeit auf persönlicher Ebene

• Mitarbeiter als Unternehmens-botschafter

TWITTERFACEBOOKGOOGLE

• 200 Mio. aktive Nutzer

• 2,5 Mio. in D

• 200 Follower/Nutzer

• Wichtigster Microblogging-Dienst

• Multiplikations-freudige Nutzer

• Ideal für Inhaltsteaser

• Themenmonitoring!

• > 1 Mrd. Nutzer

• > 25 Mio. in D

• Wichtigstes soziales Netzwerk

• Firmenaccounts Fanpages

• Sehr visuell geprägt

• Starke Multiplikationseffekte erhöhen Sichtbarkeit

• Größte Suchmaschine

• 97% Marktanteil in Deutschland

• 50 Mio. Personen suchen jeden Monat in Deutschland

• Wer bei Google nicht gefunden wird, existiert im Web nicht

Source: Storymaker


Digital Touchpoints

YOUTUBE FLICKR

• 4 Mrd. Stunden Videomaterial pro Monat

• zweitgrößte Such-maschine

• gehört zu Google

• wirkt sich positiv auf die Auffindbarkeit in der Suche aus

• „YouTube für Fotos“

• 5 Mrd. Fotos, zus. 3 Mio. pro Tag

• eigene Kanäle, Gruppen und Fotosets

• Flickr-Alben auf Websites und Blog einbinden

• praktisches Einbinden bei Twitter

• zentraler Ort für Bildcontent

• „YouTube für Slides“

• Sichtbarkeit für Präsentationen erhöhen

• leicht einbettbar

• positiv für SEO

SLIDESHARE

Source: Storymaker


Digital Touchpoints

PINTEREST BLOG

• längere Texte

• multimedial anreichern

• dynamischer als Websites

• Kommentarsystem

• leicht anpassbar

• 70 Mio. Nutzer

• ca. 0,5 Mio. in D

• stark wachsend

• Bilder aus dem Web auf themenorientierte Pinnwände pinnen

• Pins beinhalten Backlink auf Quellseite

• „YouTube für Print“

• erhöht Sichtbarkeit für Broschüren etc.

• durchblätterbar

• leicht einbettbar

• positiv für SEO

ISSUU

Source: Storymaker


Digital Marketing

“The Cluetrain Manifesto (2001)”

95 Theses Excerpt

1. Markets are conversations.

12. There are no secrets. The networked market knows more than companies do about

their own products. And whether the news is good or bad, they tell everyone.

17. Companies that assume online markets are the same markets that used to watch their

ads on television are kidding themselves.

18. Companies that don't realize their markets are now networked person-to-person, getting

smarter as a result and deeply joined in conversation are missing their best opportunity.

19. Companies can now communicate with their markets directly. If they blow it, it could be

their last chance.

21. Companies need to lighten up and take themselves less seriously. They need to get a

sense of humor.


Recap

The Basics to get started

• What was most important?

• What was new?

• What is unclear?


but


on


Hands-On Exploitation (Team Size about 5-6)

Investigate the digital marketing activities of one of the following companies:• Datev

• Festools.de

• Dell.com

• Krones.de

• Zeiss Camera Lenses

• Salesforce.com

• Mymuesli.com (Online Composition and Retail)

• Litago.no (Customer Experience)

• Bosch (one division only)

• Mercedes Trucks

• IBM.com

• Sage.com

• Your own


Hands on Exploitation (Team Size about 5-6)

In what channels are they present?

What seems to be their goal and for what market segment(s)?

What do they do there? (present us some real highlight-details!)

Why do you think they selected these channels?

What is well done?

What could be improved?

Do they link media or channels (cross media activities)?

We’ll discuss Digital Media while you present

Take notes, prepare a presentation,

you have 60 min preparation time

10 Minutes presentation time


The

Digital

Toolbox


How to use Digital Media in Marketing


The Social Media Toolbox

Slide by Solis + Thomas

Choose your channels wisely!


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

the “Sun of the Solar Content System”

http://www.youtube.com/watch_popup?v=NN2I1pWXjXI&pop_ads=null

http://www.youtube.com/watch_popup?v=NN2I1pWXjXI&pop_ads=null


The Corporate Blog today

blog.daimler.de

http://blog.daimler.de/

http://blog.daimler.de/


The Corporate Blog yesterday

blog.daimler.de


TechCenter Blog, Chat, Community


Dell Shares Investor Relations


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 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 Blog

Make 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

http://www-05.ibm.com/de/blueblog/

http://www-05.ibm.com/de/blueblog/


Social Networks


Social Networks 2

Social networks are network communities on the

internet. Users can add friends or followers and

send them messages or notify them about updates

concerning themselves.

http://www.youtube.com/watch_popup?v=6a_KF7TYKVc

http://www.youtube.com/watch_popup?v=6a_KF7TYKVc


Build and Maintain Networks

Followers

Individuals, professionals and companies look for suitable

networks and clusters

Within a network, they look for suitable groups and joint them

http://www.youtube.com/watch_popup?v=Htyt7yu0NKU


How Social Networks work

Think 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 3

Friends are easily found,

one links up, meets, networks, …

and own expertise distributes …


Dell on Facebook Community

http://www.facebook.com/dell

http://www.facebook.com/dell


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 Marketing

User Support


Dialog Marketing

Complaints


Dialog MarketingProduct Comparison

28 Kommentare später …


Service Communication

Dialog Marketing


Pride

Dialog Marketing


Types of Social Media Interaction

by 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


Areas of Action in Social CRM

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

Crowedsourced

F&E

Social EventManagement


Social Campaign Tracking

Sales Referal

Proactive LeadGenerierung


Starting point for Social Customer Relationship

Management



Social SalesInsight


Innovation

Social Innovation

Insight



Rapid Social

Support Response

Crowedsourced

F&E


Sales ReferalSocially-enabled

Service




Social Networks

• Direct customer communication

• Largest social Network

• Many forms of interaction

• Entertainment

• Full display of many mediaformats (pictures, movies, games, ...)

• Cool ideas result in huge reach

• Personal reputationmanagement

• 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


Content Sharing Platforms

• Online Communities for archiving and sharing

content such as:

– Photographs and images

– Videos

– Audios

– Presentations

http://www.youtube.com/watch_popup?v=-dnL00TdmLY

http://www.youtube.com/watch_popup?v=-dnL00TdmLY


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


Open Innovation through Social Media


Turning the R&D Processes Upside Down!

R&D

Market Demand: Product Lifecycle

outbound Marketing

inbound Marketing

Cash flow over time



by Source


Linkedin, etc.)






interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





F&E

Socially-enabledF&E


WEB-

SITE

Micro-

Site





Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E




based on Altimeter Group 2010

Sales Referal




Management

19.12.2011Dr. Ute Hillmer, Better Reality Marketing



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E



Service





Dell Shop eCommercewith 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



by Source


Linkedin, etc.)






interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





F&E

Socially-enabledF&E


WEB-

SITE

Micro-

Site





Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E





Sales Referal




Management



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E



Service





Microblogging

http://www.youtube.com/watch_popup?v=ddO9idmax0o&pop_ads=null



Twitter

Microblogging is a form of blogging that allows

users to send brief text updates (or micromedia

such 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


Twitter

fast

cheap

real-time communication

real-time market research

advertising allowed

direct customer

great monitoring tool (alternative clients, e.g. tritterdeck)

interest based, not friendship based

global

mobile

• 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





by Source


Linkedin, etc.)






interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





F&E

Socially-enabledF&E


WEB-

SITE

Micro-

Site





Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E




Sales Referal




Management



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E




Sales Referal



DellCares Twitter as a Support Channel



by Source


Linkedin, etc.)






interactions


interactions

Social Marketing

SocialSales

Social Service


MarketInformation

CustomerPreferences



Market





F&E

Socially-enabledF&E


WEB-

SITE

Micro-

Site





Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E





Sales Referal




Management



Social SalesInsight


Innovation




Rapid Social

Support Response

Crowedsourced

F&E





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 needs

Sales advice

Setup / integration support

Runtime support

Customers help customers

Identify and bond with advocates

Identify and utilize star experts

Reduce support cost19.12.2011


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


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


Recap Social Media Toolbox

• What was most important?

• What was new?

• What is unclear?


Bringing Marketing

into the Digital Era


Capabilities to support Digital Marketing

McKinsey & Co., Edelmann, Heller, 7/15


1. Truly understand your customer!

• Tracking, analyzing+ interpreting customer behavior and attitudes should be ongoing.

• Helps targeting + shaping relevant content + experiences and it helps optimizing how they’re delivered

• Map detailed customer decision journeys for most valuable segments

• Automate processes: personalizing web pages, delivering e-mail, generating dashboards to track customer behavior,…

• Establish “war rooms” to monitor and react to social-media conversations but also integrate and make sense of all sources of customer insights!


2. Deliver a superior experience!

• Meeting customer expectations calls for mapping out each of the steps that define the entire customer experience

• Customers that have a bad experience don’t come back

• Marketing, sales, support, service, operations, order fulfillment, management, create the customer journeys, but also customer segment specific technologies and processes

• Track customer behavior, make it a 2way flow of information (re-allocate budget during campaign)


3. Select the right marketing technology

• Combine ongoing marketing-operations (“the

standard”) with point solutions for marketing

innovations

• Make sure new solutions integrate with “legacy

systems”


4. Implementing processes and

governance

• “Technology enables the customer experience, but

it requires people, processes, and governance to

ensure technology does what it’s supposed to do”

• Formalized responsibility and clear briefings

• Be a strong orchestrator and make agencies and

freelancers to stick to their defined roles


Use metrics to drive success

• Use metrics that focus on customer activity

• Make sure metrics can be easily understood, so

action can be taken quickly

• Make sure your metrics are forward looking and

identify future opportunity


Hands-On 2 (Team Size 5-6)

Built the ideal Online/Offline Marketing Mix for the company of your choice. (focus on Digital!)

After 30 minutes, present in 5 minutes:• What is it you try to achieve

• Who is your target customer

• What digital channels you use

• Why do you use these channels

• How do you mix different channels and media?

You have 30 min,

we want a mini presentation in any format you choose

digital marketing lecture 2015

Education