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Advanced Marketing (Subject) / Theme 3 Communicate in the digital landscape (Lesson)

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• Communication tools Classical tools Advertising ( Tv, Billboards, newspapers, magazines, radio) Promotion (Coupons) Sponsoring Trade fairs Event Marketing Direct marketing (letters..)  Digital tools On-line advertising Web sites Company blogs Social Media Marketing Mobile Marketing Search Engine Optimization
• Choice of the communication tools Choice of the target market Most effective tool to reach the target Nedd often to be offline and online
• Advantages of digital advertising Measurable Immediate interaction Conversation instead of Communication Extensive product information Very narrowly defines target group  Low costs Target a limited number of potential users Viral power Direct communication with users Instant feedback Access to a community Test ideas with consumers/ identify ambassadors 
• Pro's and Con's of Social Media Advantages Very low costs Target a limited number of potential users (but reach a lot of people) Viral power Direct communication with users Immediate feedback Test ideas with consumers and engage to convince them Identify ambassadors of the brand Disadvantages Other rules of communiations Not too commercial (other approach) Control and community management on accurate community Update on a regular basis and fuel with new infro Create page that are useful, innovating and diverting Need to be very transparent Not only listen but answer to consumers
• Criteria of success of social network management Creation of database integrating the content of the conversation of internet users on social networks Use of tools to analyse these conversations and Ability to intervene on social networks in a subtle way Creation of "Community managers"
• Use of social networks Reactive Way: Defend negative information that was communicated on their brands Proactive Way: Communicate with their users
• How ti make social networks work? 1. Animate Consumers 2. Opinion leaders can play an important role 3. Share the brand values 4. Share experience
• Social Networks in Belgium Facebook 5.8 Mio users (Average Nr. of Fans for TOP 20 Brands) Youtube 3.45 Mio users LinkedIn 2.4 Mio users (B2B Marketing, Headhunters) Twitter 1 Mio users Top 5 Facebook Brands in Belgium Nutella Coca-Cola M&M  Lidl Belgium Vans
• How to develop a viral campaign? The viral agent (creative idea) The seeding - identidy the sites, vlogs and persons to whom the viral agent should be sent The follow up - evaluation of the ciral campaign and ROI ! No negative feedback, no negative campaign, Storytelling
• The explosion of mobile marketing - only of webistes are responsive on mobile devices. Limited amount of money -> rather invest on mobile website Individualistic needs Social need e.g. Google maps game, apps downloading  Reasons for app downloading Word of mouth l friends Sounded interesting / fun Familiarity with company / brand Total Number of apps 1. Goole Play 2. IOS App store 3. amazon app-store
• Advertisement
• Types of social networks Social. Networks – Facebook, LinkedIn, Twitter.. Streaming – Photos, videos, Podcasting Search – social search engines Knowlegde – Wikis, Q&A, niche communities Blogging – Company blogs, Mobile Apps 6. Social customer service – Customer support - Forums or sites like Getsatisfaction News: Newspapers and magazines blogs, niche sites..  Bookmarking –Reddit, Digg ... 
• Disadvantages of social networks Other rules of communications  Not too commercial  Update on a regular basis and fuel with new info  Create page that are useful, innovating and diverting  Need to be very transparent  Not only listen but answer to consumers   ... 
• Rules in Community Management 90/9/1 Rule in community management § 90% of members read the posts 9% of members participate on an occasional basis 1% participate frequently => You need to identify the key contributors and encourage them to be active 
• Risks of using communities Disappoint your clients (leave the brand) Power taken by the community Negative word of mouth Dilution of the brand equity => A community management is anyway better as you can try to organise the conversations 
• Evaluate the success of community management The number of community members are not enough, nor the number of fans The engagement level is more important (like, share and comment) 
• Difficulties of viral marketing High risk technique as you don’t know if it will work  There is a need of strong investment in the viral agent  Difficult via social networks when people want to socialise with their friends  Negative viral marketing can also be spread 
• Buzz Marketing - An event/activity - generates publicity, excitement, information to the consumer 
• Word of Mouth Marketing Word of Mouth Marketing (WOMM) is the sharing of an opinion about a product or service between two or more consumers.  People become natural brand advocates.  The key to its success: it should be honest and natural. 
• Mobile marketing - combine social and individualisation needs - Mobile = top priority for companies in their digital development - too many companies do not offer mobile responsive websites. How? - not only develop a responsive design  - Content should be adapted (lighter) with other functionalities => must be useful - Geolocalisation offers huge opportunities (if permission)
• Why do we uninstall Apps? § Only 11% of installed apps stay longer than a year on a smartphone § 36% of apps don’t stay even a month 
• Steps to Always-On-Marketing 1.Agile Marketing l Organize the foundation for more fluid planning and development approach that moves away from campaign planning to agile teams that can react and launch marketing programs (Example: Paris attacks weekend) 2. Align with the journey l Align to the consumer lifecycle and deliver the right content in the right place, at the right time, to the right person  3. Invest in Brand Storytelling l Invest in creation of teams that act like a newsroom to source and curate brand stories that are relevant to the audience  4. Automate l Build systems to integrate real-time social graph data with traditional segmentation to better understand consumer media usage and personalize content
• Video Marketing Autoplay, Videos on platforms like Facebook, Instagram and Twitter 80% of brand content on facebook  will be video Network will be more effective than TV  Richer communication format for storytelling Increased distribution and consumption for video Higher prices for video ads Facebook as discovery platform for trending news and entertainment Repurpose TV video assets as Facebook video ads Muted videos place heavier burden for brands to be more visually compelling
• Native advertising Native ad is a form of paid media that positions the ad as a continuation of the user experience respective to the platform it is placed within. It should meet the following principles to be considered as quality native advertising - Telling an interesting story - Be entertaining - Be in line with the interests and expectations of users - Be integrated into the page that hosts it and not interfere with the user experience - Be clearly mentioned as « sponsored »  1. In-Feed/Social 2. Recommended content 3. Paid inclusion 
• Advantages of native advertising Provides visibility of advertising at the heart of the editorial and increase impact Provides wider space for expression. Deliver better and longer engagement 
• Remarketing Technique that allows to recontact the person via an ad (on the web, on mobile App or in google search) who has visited your website and did not buy something.  Campaigns: Prospect -> Visit your site -> Prospect is tracked -> Prospect leaves site -> Ad on another site -> Prodspect returns to site
• Types of native ads In-Feed/Social : When Google decided with their AdWords program to place the ads above the organic search on the left (GMail, google, youtube) Recommended content : Ads that are integrated into the main body of the publisher’s page. They commonly contain sponsor identification, and third party identification, such as “Recommended by Outbrain” or “Sponsored by Taboola”.  Paid inclusion :  When a company pays the search engines to speed up the process of their site being included or listed in the search index It’s a common practice seen on newspaper websites nowadays (Newspapers) To summarize, native advertising doesn’t disrupt the user experience and offers helpful information in a format similar to the other content on the site so users engage with it more than they would with, say, a banner ad. 
• The Communication Strategy §  What is the target? §  What are the objectives? §  What is the message to communicate? §  What are the communication tools (media)? §  What is the budget? §  What are the expected results? §  What are the KPI’s 
• Defintion Viral Marketing Viral Marketing is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers. Design a message to be passed to others exponentially Today, this often comes in the form of an email message or video 
• Summary Marketers (good in data analysis, strategic thinking, creative)Consumers much more demandingGather all the data about consumersDevelop program that are going better to fulfill their needsEngaging the consumer new way creating the relationshipMarketing strategy -> understand the market, segment, target, position; totally different tools to use

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