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Advanced Marketing (Fach) / Key Concepts (Lektion)

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  • Characteristics of a good KPI In line with brand objective In line with context Simple Standard measures Easy to undersand and communicate Leads to action, change or prediction - (change it or adapt it) Person / Team responsible for it
  • Steps for Key Performance Indicator (metrics) Set up the brand objective Identify the right KPIs per touchpoint Measure the KPIs Correct the strategy hen need be You cannot manage what you can not measure
  • Old and New AIDAA Traditional: AIDA l Hierarchy of effect model  Today: AIDIAA Awareness, Interest shorter Desire longer Action shorter Longest Phase => Advocacy
  • Concept of consumer decision journey: 1. Initial consideration set l Some brand he might consider (more brands) 2. Active evaluation l  Find many more brands + Active information search and evaluation 3. Closure l Online Shop4. Post - purchase experience l Share the experience (positive or negative feedback)5. Trigger + Loyality loop l Buy again if liked All the actions a consumer is going to take to be informed about the brand, to evaluate the brand, to purchase, to consume and to experience  Implication: need to understand the journey so one can influence him at the right moment with the right tools 
  • KPI in Stage of Customer Decision Journey Initial Consideration => Share of voice + Top of mind (video views) Active Evaluation => Share of search + Purchase intent (blog post) Closure => Share of market + Conversion (coupons printed) Post Purchase Experience =>  Share of Buzz + Net Sentiment (shares, fans, likes, comments) Success is based on NPS (Net promoter score) = Promotoren(%) − Detraktoren(%) Sell out Growth 
  • Difficulties of digital marketing No specific objectives Unclear responsibilities Insufficient budgets Budget wasted  No good measures New online propositions Poor integration online and offline 
  • Digital Media l the 3 types Paid msn Yahoo Sponsorships theguardian Owned Media Webiste Mini website Blog Sponsorship Mobile Site App  Earned YouTube WOM, Buzz, Viral Flickr foursquare Linkedin twitter account
  • Online PR Objective is to manag the company reputation via online PR and get positive mentions on your brand / company Use bloggers, key influencers, journalists, follow content on social networks etc. 
  • Traditional digital touchpoint - Ad on radio - Tv ad - Coupon - A sample - Person on the phone (customer service) - Salesperson in a store - Banner - Facebook page - Video on Youtube - Company site - Site on product reviews
  • Definition Digital Marketing Use of digital technologies to reach a marketing objective 
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  • Digital media channel Tools : On-line communications techniques: Search Engine marketing Affiliate marketing Display advertising 
  • Off-line communication tools Traditional Advertising : TV, Promotions, PR
  • Outbound marketing Offline + Online marketing techniques that are pushed to the consumers Intrusive messages
  • Inbound marketing On-line marketing techniques that are pulling consumers towards the brand (via rich content… ) - consumers share information on social networks
  • GAFA Goole, Apple, Facebook, Amazon 
  • NATU: Netflix, Airbnb, Tesla, Uber l disruptive innovations
  • VUCA Volatility, Uncertainty, complexity, Ambiguity l difficulty that we have today
  • Key new communication concepts: Customer engagement Consumer attitude Consumer loyality Level of involvement Interaction, intimacy Influence an individual has with a brand overtime Not sufficient if he simply likeS the brand => He has to command to the brand
  • Example for touchpoints: Connected watches Awareness: Reviews, youtube, advetising, apple store => Apple watch, Google watch, Motorola  Interest: Media Markt, information, blogs, price comparison => Google, Store Desire: Store, Word of mouth, Video on youtube Action: Online Purchase Advocacy: facebook, twitter, instagram
  • 6 I's by McDonals and Wilson Interactivaty Intelligence Individualisation Integration Intermediation Independance of location  Classification based on traditional and digital Media
  • Owned, Paid, Earned media Owned media: full control but limited reach Paid media: limited control but higher reach Earned media: no control but high reach
  • Content Planning Hero Content (large scale) Hub Content (regularly scheduled) Hygiene Content (always onpush content optimized to user’s content and interest) => lots of hygiene, less hub and few hero
  • Get the Basics right Get the Basics right l The People, Your Story & The Means + look for the trojan horse The People - know them well Your Story - get it straight The Means - make it fit with the People and your Story

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