This is a presentation I gave to a group of governance trainees, to help them grasp the basics and implications of the new era of digital marketing.

3. Defining Digital Marketing
•Definitions
•Activities
•Objectives
•Facts
•Hype Cycle

4. Digital Marketing Definitions
An umbrella term for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach and convert leads
into customers.
The process of building and maintaining customer relationships through
online activities to facilitate the exchange of ideas, products and services that
satisfy the goals of both parties.
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5. Digital Marketing Activities
Affiliate Marketing Content Automation E-commerce
Display Advertising Behavioral Targeting Blogging, RSS & News Feeds
Email Marketing SMS Marketing Viral Marketing
Search Engine Marketing Online Reputation Management Video Based Marketing
Pay Per Click Community Marketing Re-targeting/re-marketing
Social Marketing Influencer Marketing TV- Radio Advertising
Content Marketing Mobile Marketing App-vertising
Content Optimization Blogging, RSS & News Feed Webdesign (UX)
Compare: inbound vs. outbound.

6. Digital Marketing Objectives
• To increase website traffic
• To reach out to the right audience
• To engage (in a meaningful way) with your audience
• To increase brand awareness
• To acquire a trustworthy reputation
• To drive sales and/or leads
SMART (Specific, Measurable, Actionable, Relevant, Time-bound)
Return on investment (ROI) vs. Return on attention (ROA)

7. Digital Marketing Objectives
Samples of SMART Objectives (by SmartInsights):
Acquisition objective
Acquire 50,000 new online customers this financial year at an average cost per acquisition
(CPA) of 30 € with an average profitability of 5 €.
Conversion objective
Increase the average order value of online sales to 42 € per customer.
Engagement objective
Increase active customers purchasing at least once a quarter to 300,000 in a market.

8. Digital Marketing Facts
• Inbound marketing delivers 54% more leads than outbound
• Videos on landing pages increase conversion by 85%
• Customer testimonials increase the effectiveness of content by 89%
• B2B companies with an active blog gain 67% more leads
• 75% of search users don’t go past the first page of search results
• Organic search produces 35% higher conversion rates than paid search

9. Digital Marketing Facts
• 20% of all searches are related to location
• 95% of mobile phone users use their browser for local search
• 84% of offline shoppers (88% vs. 12%) are influenced online
• 1% more traffic online equals 0,25% more revenue offline

10. Digital Trends: Mobile First (Only)

22. Source: Intel

23. Disrupt or be disrupted
•Peter Drucker
•Dynamics: The Long Tail
•Threats (or opportunities)
•Challenges
•PR Smith SOSTAC + CEL

24. Peter Drucker
“Because the purpose of business is to create a customer, the
business enterprise has two – and only two – basic functions:
marketing and innovation.
Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique
function of the business.”
Source: Forbes

25. Dynamics: The Long Tail

26. Threats (or opportunities)
• Tech savvy competitors, entering your market (Google/Apple)
• Top video bloggers with immense influence on buying behaviour
• Reputational damage due to negative reviews/posts
• Price optimization by dominant, aggregating marketplaces
• Disruption by product or businessmodel innovation
• 3D printing, opensource, freemium-model, mobile, culture, ad blockers

27. Reputation: Bodyform

28. Case: Volkswagen
• The number of negative tweets involving Volkswagen jumped to 16,070
between Sept. 18-21, compared with just 766 negative tweets in the four days
before Sept. 18, according to Amobee Brand Intelligence, a global marketing
technology company that monitors digital content across more than 600,000
sites.
Source: AdvertisingAge

29. Audi?
• The emissions issue affects the Volkswagen-owned Audi A3 vehicle. But
consumers appear to be giving the Audi brand a pass so far on social
media, according to Amobee.
• Audi's negative tweet sentiment was 8% negative Sept. 18-21, compared with 9% negative Sept. 14-17. Even though
some Audi vehicles use the technology in question, the issue is "primarily being associated by the digital audience with
the parent company," according to Amobee.

30. Case: Volkswagen - Ad

33. Case: Volkswagen Lessons
• How do we need to react? Silence? Pro-active? Refrain? ..
• Who’s in the lead? PR? Communications? Board? Joint?
• How long will it take to pass? Volkswagen -/- 40% stockvalue!
• How can we contain the damage? Remove stuff? Repent?
• What about the long tail -the long term- effects?

34. Challenges
• How do I track and respond to intent? The funnel is blown to bits
• How do you meet customers on their terms? CRM is dead
• How do I use data to drive engagement? Big data
• How do I rise above the noise? Big content
• How do I deliver extraordinary branded moments? The Experience Economy
Seth Godin, ‘Purple Cow’: Be remarkable – Be worth talking about!

35. Engagement: KLM Surprise

36. Engagement: Skyfall 007

37. Experience: Heineken Ignite

38. Experience: Samsung

39. Brand aware: EVO / Sprint

41. Source: PR Smith Source: Tenfore

42. PR Smith SOSTAC®
A framework for digital marketing, based on 6 basic elements:
• Situation Analysis: Where are we now?
• Objectives: Where do we want to be?
• Strategy: How do we get there?
• Tactics: How exactly do we get there?
• Actions: Detailed tactics and who does what and when?
• Control: How do we monitor performance?

43. SOSTAC –Write the perfect plan

44. Where to listen?
• Listen to customer service
• Listen to customer feedback: Reevoo, Feefo and Trust Pilot
• Listen to customer communities: GetSatisfaction (nu Sprinklr), UserVoice and UserEcho
• Listen to local chatter: Twitter, Advanced Twitter search, mentions and messages, via
TweetDeck, Hootsuite, SocialBro, TweetReach, Tweriod and Twilert

45. Where to listen?
• Listen to multiple websites (feed readers)
• Listen to influencers: Newsle.com alerts you when your LinkedIn connections are in the
press. Followerwonk identifies demographics and influence location, language, and gender
of your Twitter followers and also helps measure yourself against competitors and track
followers; Google Alerts, CrowdVu, UberVu and Mention.net

46. Where to listen?
• Listen to the market
• Sentiment analysis
• Social mentions (blogs, comments, bookmarks, events, news, videos)
• BoardReader (forums and boards)
• Google Blog Search
• WhosTalkin.com (mostly free)
• And other mostly paid tools to drill down into a single sentiment, like Radian6, SM2 (was Alterian),
SysomosMAP and Brandwatch.
Source: PRSmith – Social Listening Skills

50. Let’s wrap it up!
• Old marketing techniques fail to reach your audience
• Digital is and will be omnipresent
• Social is our common language with 2 billion native speakers
• Without digital, social would have remained local
• Technology is disrupting every marketplace, sooner or later
• Internet of Things: pretime is near

51. Let’s wrap it up!
• It is not about technology, but about people
• Create remarkable experiences worth sharing (talking about)
• Experiences are all about emotions
• Listen, Learn, Engage, Measure & Adapt
• Data is the new gold
• Beware of your reputation!

52. Let’s wrap it up!
• Become tech savvy: disrupt or be disrupted!
• We’re all unique, talk to us as individuals
• Listen beyond the facade: uncover our desires and wants
• Innovate and bring it to market – permanent beta
• Delight your customers and turn them into loyalist and advocates

53. Cybercrime SME < 250 fte
1. Hacking (40% ~ 520.000)
2. E-fraud (36% ~ 468.000)
3. Computervirus (28% ~ 364.000)
91% of the 1.3 miljoen Dutch SME companies are not
insured against cybercrime.
Bron: ING Economisch Bureau

54. “Social selling is essentially
a transfer of feelings.”
Zig Ziglar
†2012

55. It is not about what your customers need, it is
about what they want.
And what they want is not always logical or rational. Or even good for us.

56. NeedsWants

57. To understand what your customers want, you
need to listen and ask different questions.
Wants are emotions we find hard to talk about. So dig deeper for the emotions
behind the obvious answers.

58. Old Spice: The Man Your Man Could Smell Like.

59. The Sun: The Woman you had love your ..

60. NIKE: Find your greatness

61. Just watch ..