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We connect brands with people and people with brands.
Digital brand activation
LimeSquare brand improvement 02
Chris HudepohlOnline marketing / Brand activation
@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
04LimeSquare brand improvement
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
LimeSquare brand improvement 18
The customer journey
19LimeSquare brand improvement
Timing
3 factors
of relevancy
Location
Message
20LimeSquare brand improvement
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?
23LimeSquare brand improvement
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?
24LimeSquare brand improvement
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!
