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InsI
de
thIs
Issu
e
5 necessary steps to rethinkyour marketing strategy
Global Insights Magazine
3 4 8 14Change for Synchronization Marketing
Mobility & Responsive Design
Blogs: the heart of digital strategy
The inevitable inbound marketing revolution
Issue 13 - edited by Preferendum2013
STRATEGY OF CHANGE
Today, companies are experiencing a challenging change between traditional marketing that most have mastered
and digital online marketing, which requires a whole new approach and way of thinking. With the rise of inbound
marketing, which is still relatively unknown on the old continent, a new field is opening for brands who need to
rethink their marketing from ground zero. One thing for sure is that it’s in the winds of change, and nobody can
ignore it. A close look at the shift towards online marketing proves the change.
2
It’s timeto followthe windsof change
While the balance is still towards offline, publicity and marketing investments are clearly shifting towards online
marketing with search marketing expected to be in the top 3 at the end of 2013.
Classified advertising spending per media :
TV :
€ 3.
337
bill
ion
Inte
rnet
(sea
rch)
: €
1.1
41 b
illi
on
Dir
ect M
ail :
€ 1
.352
bil
lion
Inte
rnet
(dis
play
) : €
646
mil
lion
Cin
ema
: € 1
05 m
illi
on
Pres
s : €
3.2
09 b
illi
on
Dir
ecto
ries
: €
946
mil
lion
Prin
t : €
1.1
71 b
illi
on
Dro
p m
aili
ng :
€ 63
3 m
illi
on
Mob
ile
: € 4
3 m
illi
on
4
3,5
3
2,5
2
1,5
1
+4.5%
-8.2%
-5.2%
+7.0%+5.0%
+4.8%
+0.6%
+29.0%
+0.4%
-1.7%
Staying in sync with your audienceOne of the basic rules of marketing is to be in sync with consumers. Since their consuming
attitude has evolved with the use of the internet, a company’s marketing must also evolve.
A brand needs to stay tuned in to its audience and their buying behavior in order not to be left behind.
In other words, the brand needs to live in the same world and use the media as its customers use
in order to engage them. The challenge for companies is to master the ever-changing opportunities
that the internet provides to target audiences in new ways. Companies that have integrated online
marketing strategies into their mix have a significant advantage over their competition.
the arrival of web marketing
the time for change has come Let us see in the following pages where enterprise marketing is heading and how the winds of
change force us to adapt our marketing strategies.
3
With the shift from direct marketing to e-mail
marketing, which is far more flexible and less
expensive, companies were given the opportu-
nity to communicate more frequently and effec-
tively with their target audiences.
Legislation has regulated its functionalities, but
in spite of anti-spam blockers and decreasing
click-thru rates, email still remains one of the
most efficient and well-targeted means of com-
municating with an audience, especially when
customers have opted-in to the list or newsletter.
Why else would major companies like Dell, Ama-
zon, PriceMinister etc. invest millions in e-mail-
ing if the results were not remarkable? This does
not mean that print marketing and direct mail are
dead, on the contrary, both marketing channels
have their own specific advantages.
But how many companies are currently run-
ning effective, long-term email campaigns? And
among those, how many are doing it the right
way by sending the lead to a targeted landing
page designed to increase customer engage-
ment and conversion rates ?
Online advertising has become far too intru-
sive for customers, who are turning their backs
to it, and even blocking it. The effectiveness of
any online campaign relies heavily on its rele-
vancy and execution, but also effective targeting.
Consumers today are savvy about marketing
techniques. They immediately differentiate
brand-speak from valuable information. That is
why value added content and inbound marketing
are so much more efficient. Consumers are much
more mature than they used to be. And they have
a tendency to ignore brands that do not use the
same codes and practices that they do. They
want real information about products to make
informed buying decisions.
The growing use of cell phones
to view web content has spi-
ralled with the development
of smartphones. 1.08 out of
5 billion cell phones are smart-
phones (a Go-Gulf.com study
of 2012) and another research
firm named HIS iSuppli forcasts
that more than half of mobile
phones sold in 2013 will be
smartphones. Smartphones
will continue their progression
in the years to come.
stchange1
Of course, smartphones are used to make phone calls, but there are so many different ways a smartphone is used.
4
One oncoming changeis the devices on whichpeople browse online
the overall use of smartphones, which
allows us to possess a telephone and a computer with its many applications and functionalities in one
single object, provokes a change in the way we
use a cell phone.
1 . TextingWriting is the first use of a smartphone. the study made by GO-Gulf.com in 2012 reveals that 92% of smartphone users use them to send sMs messages. 95% of all cell phone users use them to send sMs messages. 76% of smartphone users use them also to read their emails.
so, when is the last time you ran an sMs campaign? have you already launched one?
2. Play gamesAngry Birds, FarmVille, the sims... social gaming has definetely invaded Facebook. social gaming and social networking go well together. Mobile is definitely a market of the future as 64% of mobile users used their smartphone to play (also according to the 2012 study run by Go-Gulf.com).
3. Keep in touch with friendsA message, an link, a picture… Many things are shared and liked through mobile devices. 47% of people access social media with their smartphone (liGo 2013).Facebook announced in 2012 that 102 million mobile users accessed Facebook with their smartphone !
4. Music48% of mobile users listen to music on their smartphone.
5. BuyingMake a purchase from anywhere with a connected mobile device is the m-commerce promise. smartphones and tablets are becoming a major opportunity for brands. desktops are no longer the only way to buy online.
Mobiles (tablets and smartphones) are a challenging new display format to which marketers must adapt. Once again, nothing will ever be like before.
5
From the Internet to the Mobilnet
Always in touch…
More and more people prefer to connect to the internet through mobile devices (Smartphones, Tablets…).
And, mobile devices are replacing all traditional media channels (press, radio, television, PC) thanks to their connection
to the internet and their omnipresence. The fact is that with just one mobile device a mobile user has access to all
traditional media sources: article reading, news, tv on a tablet. We are entering the era of nomadic navigation.
More tablets than PCs are now sold in the worldMore tablets mean more mobile users and thus, more mobile activity. With this new
tool, the user creates, shares and comments on social media at any time from anywhere.
new opportunities for companiesMobile devices give the opportunity for advertisers to create targeted campaigns
that invite the end user to react immediately. Mobile allows advertisers to create a
more personal relationship with their audience to present themselves under a new
light. They offer a possibility to capture, but also to create loyal clients with specific
applications, services, and helpful tools. Custom-built mobile apps are a strategic way
to differentiate company's products and services and keep the brand always at the
customer's fingertips.
the Mobile advertising
world market already represents
e7 billion
Dupont de Nemours equips its salesforceAn app called "INtuitive" created for DuPont's salesforce acts as a database of knowledge on Dupont Cropscience.
AMACONNECTA mobile App designed to help regulate
an agricultural machine in the middle of the field. AMAZONE brings services
to their product's users.
6
ndchange2Responsive designturns out to be a musthave for brands aroundthe world !
Consequence no. 1 about mobilityConsulting the internet without a computer is the first consequence of mobile devices according to Mobile Web World
Watch 2012, a study undertaken by Accenture in Europe, Latin America and South Africa. 69% of questionned people
use a mobile device to connect to the internet. Smartphones are the mobile devices most used to consult the web (for
61%), followed by netbooks (37%) and tablets (22%).
this brings us to one conclusion: your website, Blog, e-commerce need to be mobile friendly.Tactile friendliness, download speed, resolution (screen size)… These are just a few of the numerous elements to be
considered when designing a site that works on a variety of web browsing devices. Apart from the necessary cost to
build several different sites for each type of device, this approach causes numerous problems and can be dangerous
to your SEO efforts. You can easily get penalized by the search engines for duplicate content issues.
thankfully, webdesigners have developed a solution called Responsive Web design to solve the problem that lets a single website adapt to each type of mobile device.By using the technical advantage of CSS3, responsive design automatically adapts the content of a website to the
device, mobile or not. The quality of information that your website contains is preserved and mobile users, especially
smartphone users do not have to zoom and move around your pages, which tends to get quickly annoying. Your web
content adapts to each device for the end user's comfort.
Last but not least, the other advantage of Responsive Design is that there is only 1 url per page on your website, and
your SEO efforts remain the same. Duplicate content issues are no longer a problem.
In the times of change from Internet use to Mobile use, having a responsive website is the solution to remain competitive
on all devices. A responsive website responds best to user experience on all types of channels and devices.
Popular CMS tools such as Wordpress, Drupal, Joomla, Prestashop and Magento allow web designers to create templates
that make use of responsive design.
7
The responsive website of Quarry Communication, our Canadian partner.
8
rdchange3 Win the ContentWar with an“SEO Friendly” Blog
Content marketing is the new focus for brands to gain visibility and customer engagement on the web
(see Global Insights Magazine - issue 10 – edited by Base One).
9
Key facts• 40% of American companies have turned their blog into the center of their marketing strategy.
• 72% of marketers think branded content is more effective than advertising in a magazine, 69% say it is superior to
Direct Mail and PR. (Custom Content Council 2011)
• 64% of B2B content marketers say their biggest challenge is producing enough content (Content marketing
Institute 2012)
• Each month, 329 million people read blogs (Blogging.org 2012)
• Blogs give sites 434% more indexed pages and 97% more indexed links. (Content+ 2013)
• Companies that blog 15+times per month get 5 times more traffic than companies that don’t blog.
• Companies with an active blog report 97% more leads.
• Content from reputable sources is most shared (UCLA 2012)
• 90% of consumers find custom content useful and 78% believe that organizations providing custom content are
interested in building good relationships with them.
A simple principleA blog drives qualified traffic and its content helps potential customers in their purchase decisions.
Produce and publish content that’s “ seO Friendly ”To be efficient, a blog has to be SEO optimized just like a website does. Its content must not only be unique, pertinent
and in phase with customers, it also must be optimized for search engines to boost your rankings.
don’t forget to share your content.Once you’ve published content to your blog, be sure to share it through different social profiles in order to develop
brand awareness and start creating communities of followers that will share your compelling content on their social
profiles. It will also give social signals to search engines which will also improve your rankings. Gaming, promotions and
applications may then also be a part of your social media strategy.
Why place a blog in the center of your digital marketing strategy?
1. Optimised blog articles reinforce your brand’s rankings in the search engines
2. Blog articles are a good way to attract fans in social networks because they provide interesting information to share.
3. Every article published has its own permanent url, whereas CPC ads disappear at the end of the budget.
4. Blog articles are great for publishing in many
different ways (articles, videos, infographics, slide-shows, e-books, white papers, docs, pdf…).
5. Blogs encourage engagement in the comment section.
6. Blog articles attract organic links, a must in SEO especially since Google Penguin.
7. Blog articles create more traffic to your website and landing pages.
10
thchange4Nobody can ignore social networks any longer
how did twitter change the relationship between a Brand and its Consumers ?Twitter is gaining more and more visibility in audiovisual and media channels, and is the main challenger for
Facebook. Whether it is used to comment on TV programs, follow news trends or connect with their favorite
artists, people turn to Twitter to do the job. 400 million Tweets are produced per day.
The main change that Twitter provides remains in the way people exchange information or complain about a
company or a brand.
11
Consumers used to call, send a letter or email a company when
they were not satisfied with a product or any other issue. And, it
often took time before they managed to get an answer or have the
product they bought fixed or changed. But today, 140 characters
on Twitter are much more powerful.
Have you ever tried a tweet when you couldn’t get satisfaction
from the company? I have. And it worked really well. I purchased
three products on Amazon and two of them were not going to be
delivered on time as promised.
I logged in to my account (only 10 minutes after making the order,
the cancel time is 30 minutes) and asked for the products to be
removed. I got a “sorry but we can no longer cancel the products
you ordered” answer. I thought I would never purchase anything
on Amazon again ! Then a lightbulb popped up in my head : “Why
not Tweet about it ? ”. And I did: I sent a Tweet (in French) saying
“Impossible to cancel an order on Amazon before the 30 minutes
delay, soon an article on the subject.” with a hashtag #amazon.
And it worked. Amazon sent me an email 5 minutes after saying
they had cancelled the 2 products from my purchase.
It means that Amazon has an effective social media survey. That is
the power of social media. Brands, whether they like it or not, have
to make a survey of their social reputation and be reactive. Some
corporations in banking, tourism and online shopping have man-
aged to seize the opportunity to effectively use Twitter to respond
to their customers by giving a solution in less than 5 minutes to
an hour. Claims that would have been left without an answer for
days, weeks and even months in some cases through traditional
methods.
Twitter has become a way to prove a brand’s engagement towards
its customers and therefore reinforce their relationship with them.
More than 1.5 billion of the 2.3 billion people on the internet are on social networks... Just as many as the number of car owners in the world.And new social networks are popping up every day, each with its own specific uses. Let’s look at just one example: Twitter.
Some interesting Twitter-user facts
• Brand follower interest on Twitter rises 17% during the weekend.
• A tweet less than 100 characters is 17% more likely to be read.
• 92% of tweets include a link, and link to an image attracts twice as much interest.
• A tweet including a hashtag (e.g, #brandname) will be found and read twice as often.
• A tweet including 1 or 2 hashtags will be 21% more read than a tweet with more than 2.
Source : A study made by Linchpin SEO from an analysis of Buddy Media (March 2013)
thchange5PR 2.0: The new field for journalists
12
For decades, press releases were the primary way companies transmitted their key
messages to target audiences through traditional media: newspapers, television,
radio, specialized magazines… Journalists were the key gatekeepers for brands.
Press releases used to be their principal source of information.
But, for several years now, traditional media have been confronted with the Internet:
losing sales and advertising budgets, the reduction of editors and writing staff,
and loss of readership to free online information sources. As of today, there are
16 million unique visitors and 600 million page views on information sites.
The landscape of press relations is no longer the same. The press relation service of the company is no longer the unique source of information and journalists are no longer the solo influencers of a targeted audience. Bloggers have become major influencers online.
13
1 – Communication has become a conversation Press releases are no longer sufficient to convince audiences of the qualities of a product by transmitting a positive
message to consumers. Journalists, bloggers and the public alike are seeking a new dialogue of exchange around the
product, company or brand.
2 – Press relations professionals need to develop a 2.0 expertiseNeedless to say the PR professional does not need to be a technician or a computer expert, as there are many
tools ready to use, but the PR professional must, on the contrary, know the different online channels of
communication and learn how to exploit their full potential. Facebook is not used in the same way as
Twitter or LinkedIn.
3 – traditional journalism has given way to citizen journalism Journalists are adapting to this new field! Lots already use social media to diffuse information.
Information needs to adapt to the new social media codes (140 characters to tweet on twitter
for example).
4 – social media amplifies influenceToday, 43% of a company’s reputation is created by external factors. Therefore it has become
a necessity to converse on social networks where there is no control over information. Social
media channels are a direct way to speak with the public, repair errors and restore truth in case
of false rumors…
“ Sometimes it takes just 5 minutes to annihilate 20 years of solid reputation. ” - Warren Buffet
To gain a competitive advantage on social media, it takes time and patience to establish a tone of
open communication that will benefit the company over the long-term. You must create a humble
conversation and inform people through dialogue and not constant horn tooting.
Although it is necessary to maintain traditional PR (offline), it has equally become necessary to do
digital online PR using social media channels. Social channels online have become very powerful
brand awareness tools! PR needs to develop a structured coherent message that is diffusible
through social media which, in turn, will diffuse information in a pyramidal manner.
Information needs frequency on social media to build a voice that people
will recognize.
Social media is another way of doing press relations, more
modern and efficient and, if done the correct way, will create
relationships with your audience and opinion leaders by
diffusing pertinent, interesting and valuable information.
2.0 has created 4 major changes in the universe of press relations
Theinevitableinboundmarketingrevolution
14
All the different changes discussed above have seen the rise of a new discipline named “ Inbound Marketing ” as opposed to
“outbound Marketing”. A new marketing approach initiated
in the USA related to Permission Marketing as opposed to
“Interruptive Marketing”, a term popularized by Seth Godin.
What is to be taken into account is that the company is situated at
a crossroad in its communication and marketing approach.
In the Inbound Marketing world, it is the consumer that heads
towards the brand, and it makes a BIG difference.
In traditional marketing, businesses use an outbound message
diffused mainly on TV, Press, Radio, Commercial
Panels… The consumer pays attention or not
while having little to no means of interaction
with the brand. Schematically speaking, it is
considered as unidirectional marketing or business
to consumer marketing. Also named “Mass Marketing”
or “Intrusive Marketing” where the consumer is “sans
cesse” solicited and interrupted.
15
The objective of Inbound Marketing is to facilitate access to the brand through these 5 steps:
1. Attract traffic2. Convert visitors to leads3. Convert leads to sales4. Turn customers into repeat
higher margin customers5. Analyze for continuous
improvement.
SEO
INBOUND MARKETING!(Find Your Audience Organically on the Web)
News
Media
PR
Blogs +
Bloggin
g
Com
men
tM
arke
ting
Onl
ine
Vid
eo
Forums
Social
Bookmarking DirectReferringLinks Type-InTraffic Q+A Sites
Podcasting
Word
of Mouth
Doc
umen
rtSh
arin
g
Social N
etworks
Infographics
ResearchW
hitePapers
Web 2.0 is what triggered the change of consumer behavior through blogs, search, social networks and forums.Now businesses need to know how to “ get found ” by the consumer before the competition if possible. Every day,
thousands of websites are launched across the world, which makes it more and more challenging for brands to stay
above the noise. Adopting the right online strategy through search marketing, content marketing and social marketing
have become crucial.
Content marketing is the key… storytelling is the way!The basics of inbound marketing are creating quality informative content that will be found online and shared. Content
is optimized to rank and be found online rather than being pushed towards the consumers through outbound marketing
techniques. Inbound marketing communication is centered towards the receiver, meaning the consumer’s needs.
This new approach is qualified as :
• Bidirectional or 2.0 (business and consumers communicate with each other).• Vertical : Consumers communicate amongst themselves• Viral : Word of mouth done at optical fiber light speed• Informative• Based on influence and engagement• Accessible to all businesses large or small
“ Inbound marketing is any kind of marketing that reaches customers when they are looking for something to buy ”Today Inbound and Outbound Marketing are opposed to each
other like below and above the line used to be 20 years ago.
(Does any type of screen connected to the internet
still exist today that is known as above or below
the fold?). Now they are both brought together
in Outbound marketing.
Times are changing and businesses
need to live in modern times or see
their brands loose exposure.
Inspired by MOZ "Do this stuff instead, it really works"
e3 n
etW
ORK
E3 networkThe E3 Agency Network is a closely integrated
coalition of independent brand strategy and
marketing communications firms from around the
world. With access to this wide pool of talent,
E3 agencies give clients a real chance to make an
impact nationally and internationally.
Find out how the E3 perspective can help you.
www.e3network.com
Administration: [email protected]
Strategy of change and development of inbound marketingAs a close network of independant agencies,
E3 network can plan and manage marketing
change inside companies, create digital
tools and develop an inbound strategy more
efficiently than any single national partner.
PreferendumThis issue of the E3 Global Insights
Magazine was published by
Preferendum. For more information,
please contact:
www.preferendum.fr
16, rue de Turbigo - 75002 Paris
Tel +33 1 55 34 77 50
Five things to take into accountin your strategy of change
Adsmith / China
Advertigo / Romania
Aloft Group / USA
Ansel & Möllers / Germany
Audacity / USA
Base One / UK
BBC / Belgium
Bernstein / Germany
BMLab / Russia
C&COM Advertising / Czech Republic
Café Design / Hungary
D. A. G. Communication / Italy
Epoka / Poland
Igriega / Spain
Kirnuaskis 2.0 / Finland
Maitri Advertising Works / India
Mandate / Singapore
Media Consulting / Portugal
Netural / Austria
Oz Branding / Israel
Preferendum / FranceQuarry / Canada
Rainfall / Romania
Recommended / Finland
Recommended / Sweden
S’P’S Marketing / Austria
SanderWerbung / Germany
Schindler Parent / Germany
TANGRAM / Liechtenstein
TANGRAM / Switzerland
Truly Deeply / Australia
Van Heertum Design / Netherlands
.1.
Think
Mobile .2. Adopt Responsive Web Design
.3.Boost your marketing
with an SEO
Friendly Blog
.4.Invest in
Social Media
.5.
Enlarge your
PR to digital
2.0 and
follow your
e-reputation
Like never before, the great marketing winds of change have begun to blow towards Search and Social Marketing Integration techniques.