10 lundis pour
rattraper le train du
digital
Digital communication in practice Earned, Owned & Paid Media
Brussels, Monday 29th of September 14
10 lundis pour
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digital
Digital Nightmares ?
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Digital Dreams ?
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Yours …
Digital Nightmares ? Digital Dreams ?
10 lundis pour
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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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#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
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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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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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digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
10 lundis pour
rattraper le train du
digital
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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10 lundis pour
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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
10 lundis pour
rattraper le train du
digital
The consumer decision journey ...
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
10 lundis pour
rattraper le train du
digital
... applied to digital objectives
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
trigger
Reach [awareness]
Engage [consideration]
Drive [call to action]
Accompany [experience]
Word-of-Mouth [advocacy]
10 lundis pour
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Digital touchpoints
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
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 KPI’s
Active evaluation information gathering, shopping
Post-purchase experience Ongoing exposure
Initial consideration
set
Moment of purchase Loyalty loop
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
10 lundis pour
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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
10 lundis pour
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digital
earned, owned & paid media
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Ecosystem
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10 lundis pour
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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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http://youtu.be/G1P3r2EsAos
10 lundis pour
rattraper le train du
digital
Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
10 lundis pour
rattraper le train du
digital
10 lundis pour
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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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The Gartner Hype Curve Model
10 lundis pour
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Agenda
#1. Intro: Digital is not a medium
#2. MarCom Objectives
#3. Earned, Owned and Paid Media
#4. Innovation
#5. Measurement
10 lundis pour
rattraper le train du
digital
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
• …
10 lundis pour
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digital
Now ?
Digital Nightmares ? Digital Dreams ?