Digital brand activation

We connect brands with people and people with brands.

Digital brand activation

LimeSquare brand improvement 02

Chris HudepohlOnline marketing / Brand activation

chris@limesquare.eu

@chudepohl

linkedin.com/in/chudepohl

1. Brand development

2. Brand implementation

3. Brand activation

4. Brand maintenance

5. Brand education

Brand improvement model

• Our key goals for today

• Where are we now?

• Understanding the online perspective

• Online VS. Offline

Digital brand activation

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2005St. Peter’s Square

2013St. Peter’s Square

Welcome to 2015

For the first time in history:

Multiple waves of key technological innovations are taking place simultaneously!

Understanding the online perspective

Online marketing

Audience

identity

story content

style products

customers dealers stakeholders

website - blog - video - webinars - products - dealers - e-commerce

advertising

(Online) Marketing

e-mail marketing

How many advertisements do we see each day?

Every day we see between 3000 - 4000 marketing messages.

Source: ucsusa.org

How do we become relevant in the digital age?

What you want to say

What your audience wants

to hear

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The customer journey

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Timing

3 factors

of relevancy

Location

Message

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What can we learn fromsocial media?

What does our audience think of us?

What does our audience like?

How can we interact with our audience?

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What can we learn fromonline advertising?

How many people will see my ad?

Does the message in the ad work?

Does the message activate the behavior of my

audience?

What is the most effective timing of my message?

What is the location for my type of message?

What is the ROI of my message?

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Metric / Medium Offline advertising Online advertising

Audience Everyone Automotive, fashion, male / female

Impressions ✔ ✔

Cost per 1000 impressions (CPM) ✔ ✔

Click through rate (CTR) x ✔

Costs per click (CPC) x ✔

Cost per action (CPA) x ✔

Cost per sale (CPS) x ✔

Online vs. offline metrics

A friendly attitude is probably the most

underestimated marketing strategy

We connect brands with people and people with brands.

Thank you for your attention!