Digital MarketingFrom Dark Art to Illuminated Science
Communications and Sales Management Institute of Marketing and ManagementUniversity of Bern
Guest Lecture by Deepak Mathews
Wednesday, November 25th, 2015
Agenda
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Introduction • Evolution of the online channels
• Website• Banners• Search• Email• Social • Mobile
• The Modern Marketer • Campaigns (USM)• Current Trends
Break (13:15 – 13.30)
• Questions
This talk will aim to chart how the relatively new field of digital marketing
has evolved from it’s beginning as niche questionable practice into a mainstream business function
Introduction
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Vancouver
Dallas
MontrealSwitzerland
Kerala
Hong Kong
Deepak Mathews
Web and Graphic Designer2005-2008
Founder and Principal Consultant2008-2013
Digital Marketing Manager2013 – Present
Experience
Education
B.Com in Marketing2005-2009
What is Digital?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Digital Marketing makes use of electronic devices such as personal computers, laptops, smartphones, tablets and screens to engage with customers and stakeholders during and after the consumer journey
Changing Media Landscape
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Source: Gartner Research
Exponential growth in sales of devices
Changing Media Landscape
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
84% increase in time spent on the internet
Meanwhile, the print medium is dying out
Source: ZenithOptimedia
What does this mean?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• In the traditional linear funnel assumes consumers start with a set of potential brands and methodically reduce that number to make a purchase.
• This model is losing relevance because rise of social, mobile and analytics has created new avenues/ multiple touch points where brands can influence the decision journey
Source: Adapted from McKinsey Quarterly
Old model of the consumer journey
What does this mean?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
New model of the consumer journey
• Information available to consumers has vastly increased
• The decision-making process is now a circular journey with four phases
• Brands can influence or awe consumers at any moment during the process and come back into the consideration set
• Brand is selected at moment of purchase
Source: Adapted from McKinsey Quarterly
What makes digital different? Data
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
What makes digital different? Feedback
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Past Present
What makes digital different? Channels
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Digital MarketingEvolution of the different channels
WebsiteBanners/AdsSearch EnginesEmailSocial MediaMobile
Website
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
First website from 1990s
1980s | 1990s | 2000s | 2010s
• WWW invented in CERN• Web browsers only
supported text• Blue links – basis of the
world wide web
Website
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• By the mid-1990s most of the major brands realized the marketing potential of having a website
• HTML and CSS started to become standardized• Website design was based on table layout
Early websites…
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Early websites were ugly and paid no attention to user experience or design• Websites looked like promotional flyers• They were usually damaging the company’s brand equity
Craigslist Web Design
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
USM Website 1997
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
USM Website 2007
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
USM Website 2013
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Responsive Web Design
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
An approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
• Came about in the mid-2000s due to the exponential rise in mobile users
• Combined three existing concepts— @media queries, flexible widths and flexible images
State of the web today
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Web design is billion dollar industry – taken very seriously by marketers• Responsive web design and adoption of best practices means most websites look similar
Hamburger Menu Card Layout
State of the web today
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Product presentations have now extremely good – e.g. customization
USM configurator
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• USM will be launching our own state of the art configurator in 2016
First banner ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• First banner ad was by AT&T on hotwired in 1994• It had a 44% CTR (average today is around 0.06%)
• Web banners peaked during the 1990s .com boom• No standard sizes • Visually the designs were quite aweful • Ads were mostly designed by programmers
USM Ads in 1997
Pop up ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Pop up and pop under ads were used extensively in the 1990s • One of the most annoying online features but was effective• In the 1990s, no one in online marketing cared about user experience
1980s | 1990s | 2000s | 2010s
The bust - 2001
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• The .com bubble was partly fuelled by $10 billon banner ad industry
• Ads become expensive but low CTR• Advertisers started shifting budget back to
traditional advertising• In 2001, the NASDAQ came crashing down
wiping out entire companies
1980s | 1990s | 2000s | 2010s
The goal was simply to catch people’s attention
The revival - 2004
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Standard sizes were established by IAB• Technology had improved – more interactivity
• Flash, Javascript • In banner games• Videos, animations • Social media feeds
• Retargeting was invented • Advertisers can follow users around the internet• Ads could be shown based on user behaviour
1980s | 1990s | 2000s | 2010s
Ad blockers
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• In 2006/2007, the first ad blockers were released• An extension that works with your browser (e.g. adblock plus) • Could potentially destroy the ad revenue business model• Apple recently made it possible to block ads in iOS• Telephone carriers are pre-installing ad block software
Exponentional Growth in users
Retargeting vs. Adblockers?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Some in the industry have pointed to retargeting as reason for ad blockers• Could be but correlation does not equal causation
Banner ads Native ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Brands are now using native advertising
• Ads disguised as content• Cannot be blocked• More relevant to users• Better brand experience
• More expensive, more effective
Search Engine
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• First search engines were launched in the mid-1990s – looked at keywords and metadata
The Webcrawler
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• The web crawler scours the world wide web indexing pages, images, links and metadata into storage
• Depending on the importance of the website, it may index the website anywhere from once a month to every minute
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• You cannot talk about search engines without talking about Google• Google is consistently ranked as one of the world’s most valuable brand and become a verb• Has came to single handily dominated global search after the mid-2000s (over 10 years)
• Except in China (Baidu) and Russia (Yandex) due to heavy government interference • Most people who work in the industry don’t even bother optimizing other search engines – it is
assumed that everyone else will follow what Google does
Google’s PageRank
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Google revolutionized search with it’s "BackRub" algorithm.• In addition to the relevancy signals other search engines used - a quality signal was factored in• That quality signal, known as PageRank after Larry Page, measured how many hyperlinks are
pointing to a page and the authority of each of the links pointing to that page
Which hat will you hear?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Early Search Engine Optimization (SEO) was in the realm of hackers in the late 1990s• Marketers started to use SEO techniques as a way to increase website visits in early 2000s. • Terminology used in the industry is also associated with hacking
• White Hat – follows rules and policies set out by the search engines (ethical SEO)• Grey Hat – follows some rules but takes advantage of grey areas where policies are not clear• Black Hat - use of aggressive SEO strategies, techniques and tactics, does not follow rules
White Hat SEO Model
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Backlink Building
Content Development
Keyword Optimization
Website Optimization
Effectiveness SomewhatEffective
FairlyEffective
Very Effective
Extremely Effective
Difficulty SomewhatDifficult
FairlyDifficult
Very Difficult
Extremely Difficult
• Generally to increase SEO of a website you follow a four stage process in order of difficulty• Website optimization includes site structure, internal links, removing obstacles for bots• Keyword optimization includes research, on page optimization of titles and content• Content development includes creating relevant, unique and engaging contest for users • Backlink building includes obtaining qualitative links from high authority websites
Dark ages of SEO - website
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• In mid 1990s – websites started using variety of on site techniques to fool search engine bots• Metatag stuffing was the earliest form of black hat SEO but these tags quickly lost relevance• Cloaking is using one website for search engine bots and a different website for humans
Metatag stuffing Cloaking
Blackhat SEO - keywords
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• In late 1990s to mid 2000s - “anything goes policy”. Only rule in SEO was don’t get caught• Search Engine AI was no match for the innovative hacker techniques – cat and mouse game
Keyword stuffing Hidden keywords
Black hat SEO - content
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Doorway pages Article Spinning
• As search engines got clever at recognizing keyword tricks the front lines moved to content• Doorway pages are poor quality webpages focused on funneling users to a particular website• Article spinning is when you take one article and create several ones by replacing synonyms
Blackhat SEO - Links
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Link Farms Link Exchanges
• To counter content spam, Google changed their algorithm several times in the late 2000s • Link farms consisted of many website linking to each other and providing authority links • Link exchanges let you “stealthy” exchange links with other relevant websites
Google Bomb
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Google bomb is an example of link manipulation, particularly using “anchor text” links• In 2004, thousands of websites linked the phrase “miserable failure” to George W. Bush biography• The other famous example of a google bomb is for the phrase “French military victories”
Negative SEO
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Search Engine Optimization is a zero sum game – winner take all mentality• Destroy your competition by using “black hat” techniques on their website (very unethical)• In the early days, it was notoriously difficult to detect, then get Google to un-penalize your site • You could (probably still can) buy hacker services on the “dark web” – Russians, Chinese, etc • Google has released many tools such as the “disavow”
During an attack you will see big increase in the backlinks
Private Blog Networks
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Private blog networks (PBN) – considered “last man standing” of the black hat SEO techniques • A vast network of websites of different servers (that look and feel like actual websites)• The PBNs will link to each other and then to a “money site” which benefits from these links
State of SEO today
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Almost none of the black-hat techniques work today – even if they do, they are very short term• Google released a series of animal themed updates that wiped out the black-hat SEO industry• Most SEO techniques focus on creating relevant content and obtaining authority links through PR
If you want results, you must do proper marketing!
SEO Analytics
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Information about links, keywords, referring domains are now widely available to marketers• SEO has become more focused on data analysis and grounded in science
Volume
AuthorityAnchor Text
Velocity
USM
Ideal
Link Profile Analysis - VAVA Technique
SEO techniques today
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Local ListingsSocial Signals
Guest BloggingPress Release Optimization
Links from Partners/Suppliers
Content Marketing
Editorials (PR out reach)
Links from media partners
Image OptimizationCompetitor Analysis
Google Adwords Timeline
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Google has added every ad extension possible
Google Shopping
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Google Adwords ROI
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
CHF 10,000
100,000 readership
?
CHF 10,000
CHF 1 per click1% CTR10,000 clicks1,000,000 impressions
1% Conversion10 units bought1000 x 50 = CHF 50,000Cost Per Sale: CHF 50ROI: 50%
Assumptions:Price of Unit: CHF 1000Optimized E-commerce Website
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• First came about in the mid-1960s and took off in the 1980s • Early adaptors were academics or computer scientists (mainframe computers)• Email is far and way the most abused digital channel by spammers• First spam email was in 1978 by the Digital Equipment Corporation (now HP)
S.P.A.M
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Irrelevant or unsolicited messages sent over the Internet, typically to large numbers of users, for the purposes of advertising, phishing or spreading malware
Obtaining emails
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• How do spammers get your email?• Generate them • Automated bots• Capture from websites• Hack websites
Top spam categories
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
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Spam has been generally decreasing
Nigerian Email scam
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Known as an “Advanced fee scam”• One of the most successful scams executed via email
• Fooled thousands of people
Phishing
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Phishing is the attempt to acquire sensitive information such as usernames, passwords, and credit card details by masquerading as a trustworthy source
Fake landing pages • Bank Page• Forms• Login page
“Official” Email
Spam filters
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• In the early-mid 2000s spam filters started to become quite effective • Several layers, use of blacklists and virus checkers started being used
CAN SPAM act of 2003
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
The United States establishes standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions
• By mid - late 2000s opt-in lists became standard practice for all major brands• Reputation and list maintenance are now priority for email marketers• Some countries, like Germany, went as far as requiring double opt-in
Permission marketing
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• The term was first coined by Seth Godin – precursor to “inbound marketing”• In mid-2000s marketers realized - people listened if you got their permission
Engagement Metrics
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• In 2010s email marketers embraced analytics, automation and good design • Email marketing saw a revival in fact has become very cost effective
Email Design
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Responsive email design has become fundamental part of email marketing
USM Newsletters
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Social Media
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Social Media adoption over the past 10 years has been incredible – almost 2 billion users total
• For marketer’s it is today’s “word of mouth”• Social media companies are trying to cash in on
their user base by becoming advertising platforms
Social Media Hacks
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• As email filters got better the spammers moved to social media networks• A huge industry sprung around selling fake things • Marketer’s started to focus on number of “likes”, “followers” and “comments”
• They started to buy fakes fans to boost their numbers • There are two main methods of deceiving social media platforms
• Sophisticated bots – complex algorithms that can act like human users• Click farms – “Sweat shops” in countries like Bangladesh and Philippines
Social Media Bots
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Social media bots are algorithms that can simulate humans behavior• Like whatever you post• Post links to your website• Comment on your posts • Participate in conversations
• Studies show that 30-40% users are deceived by bots
Fake accounts
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Around 15-20% of social media accounts are fake
• Fake accounts are used to “like” or “follow” pages in exchange for money
• Until recently it was very difficult to detect these fake accounts
Click farms
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Facebook purge
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
1. YouTube: -5,796,122 (7.2% of likes) 2. Coca-Cola: -5,000,475 (5.6% of likes) 3. MTV: -4,064,977 (8.5% of likes) 4. Texas HoldEm Poker: -3,719,075 (5.5% of likes) 5. Disney: -3,467,508 (7.4% of likes) 6. Converse: -3,207,291 (8.5% of likes) 7. Red Bull: -3,197,328 (7.5% of likes) 8. Oreo: -2,621,539 (6.6% of likes) 9. Starbucks: -2,489,603 (7.0% of likes) 10. Skype: -2,430,956 (8.0% of likes)
Source: Business Insider
• Facebook is fighting back and deleting millions of fake accounts • Here are the top losers that were buying millions of “likes”
Facebook fightback
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Facebook selling “likes”• Actual humans?
• Highly targeted based on • Interests• Location• Age• Job Title• Gender• Life events
• Personal experience: • Worked well in Japan• Not so much in Italy• Users accidently click “like”• Fans not very engaged
Instapurge
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Source: Business Insider
• Instagram also deleted millions of “fake” accounts
• The accounts who suffered biggest drops were celebrities, mostly hip hop artists
• Major brands that were hit include Nike, National Geographic and Forever21
Fans Community
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• In early 2010s brands have realized that number of fans don’t lead to sales• The main focus is now on building an engaged community• Social media is now used to provide customer service, public relations, etc• One of the most engaged communities belongs to Donald trump
• Has over 10 million + fans/followers on his accounts• Uses it for PR, attack opponents/media, provide counter arguments, etc
1980s | 1990s | 2000s | 2010s
Social analytics
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Social media platforms provide extensive information on your fans and posts
State of social today
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Source: Statistica
One word: Mobile
Attracting big brands
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Social media networks are vying for a piece of the big marketing budgets• Offer vast variety of advertising, content and sponsoring opportunities• Facebook still dominates but Instagram and Snapchat are rising fast
New types of social ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Social media has become the best way to target mobile users (holy grail) • There are now infinite possibilities for advertising on social media
• Mobile ads, videos ads, carousel ads, self destruct ads, sponsored ads, etc • Conversely, mobile advertising has seen exponential growth
Mobile
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
Over 4 billion feature phones currently
By 2016 - 1.6 billion smartphones
Mobile
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Past 15 years - Mobile phones have completely revolutionized our lives• Marketer’s have been trying to figure out how exploit this medium
SMS spam
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Unlike emails, SMS cost money but there is still significant spam• Not a big issue in Europe but a massive problem in developing countries
• In India I get at least 20-30 spam sms a day• Automated advertising calls from seemingly real numbers
Fake Apps
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Mostly on Windows, Android and Nokia• Apple app store strict approval process prevented this on the iOS
Industry consolidation
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Apple and Google together have 96%+ of market share in smartphones • In most countries a few big carriers have an oligopoly of mobile market• Fighting spam and fake apps have become much easier
• Easier to report SMS spammers • Fake apps and their developers get banned
Source: Strategy Analytics, comcom data
State of Mobile Today
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• Brands are using their apps to provide additional value to customers • Starbucks app is a great example
• Make payment• Gift cards
L’oreal genius app
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• L’oreal genius aims to “awe” people during their consumer journey• Let’s users try on make up virtually – gives personal response/experience
• The app photographs a customer’s face, analyzes more than 60 characteristics, and then displays images showing how various products and shade mixes achieve different looks
• Instantly order the right products online or pick them up in a store• Share looks and advice with your friends creates loyalty and community
Coming revolution…
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
1980s | 1990s | 2000s | 2010s
• We are just at the tip of the ice berg – lots of innovations to come• Mobile has revolutionized banking system in sub-saharan Africa• M-pesa has made some countries in Africa cashless societies
Digital MarketingThe Backbone (Support Systems)
Customer Relationship ManagementContent Management SystemMarketing AutomationWeb AnalyticsBusiness IntelligenceMarketing Cloud
Customer Relationship Management
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Customer relationship management (CRM) is an approach to managing a company's interaction with current and future customers.
Leading CRM Platforms
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Marketing Automation
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Marketing automation refers to software platforms designed to effectively market on multiple channels online (email, social media, websites, mobile, etc.) and automate repetitive tasks.
Business Intelligence
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
The process of linking internal digital assets together to create systems that allow a company to gather, store, access and analyze corporate data to aid in decision-making.
Business Intelligence
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Dynamics(CRM)
clic
kdim
ensi
ons
USM Website
Social Media
Virtual.USM(PIM)
LN(ERP)
Business Intelligence
Web Analytics
Attempt to create a digital ecosystem
Unfinished masterpiece
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Marketing Automation Example
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Content Management Systems
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
CMS allows separation of content and web design
Users with no technical knowledge can edit website
Internal processes and workflows for approvals
Top 3 – “easy to use” CMS
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
More than 75% of websites are made with one of three open source CMS
My old website – Joomla was king in 2009
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Enterprise CMS – “web experience”
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Source: Forrester Wave: Web Content Management Systems 2015
• Enterprise CMS allows large companies to provide unique web experiences to their website visitors
• Extremely expensive licenses and requires large software development teams to implement
• Usually works in conjunction with proprietary marketing clouds and analytics software
Marketing cloud
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Marketing cloud integrates all the digital marketing support systems together
Deepak’s marketing cloud
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Hundreds of companies make extremely good software for very specific purposes• A custom marketing cloud can be built based on needs and requirements of the organization • For my needs, my cloud is far superior to any of the out of the box solutions (e.g. Adobe, IBM)• Very low cost but integrating everything together requires deep technical knowledge and time
Content Search Analytics Campaign Social
Digital MarketingThe Modern Marketer
Digital TransformationNew Marketing RealityRoles in DigitalSkills for DigitalBrand vs. AgencyInteractive agencies
Digital transformation
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Digital transformation refers to the changes associated with the application of digital technology in all aspects of a company
Source: Altimeter Group
New marketing reality
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
2010s1990s
• Consumers have far more information about products/services that in the past
• Rise of new touch points have given rise to heavy media fragmentation
• Marketers have to provide consistent brand experience across all channels and platforms
• Vast amounts of consumer data is now available
• Digital channels means incumbent business models are constantly being challenged
• Netflix, Amazon, Uber, AirBnB, Fintech
Few touchpoints Many touchpoints
Skills needed to succeed in digital
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Become the Renaissance
manTechnical skillsPresentation skills
Design expertise
Quick learner Entrepreneurial spirit
Copy writingCreativity
Data Analysis
Team player Curiosity
Career in Digital?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Learn by doing – try to obtain positions that will provide maximum exposure
• Focus on developing a broad range of skill set• Communication (Written and Oral)• Graphic Design (Photoshop, Illustrator) • Web technologies (HTML/CSS, CMS) • Data analysis (Analytics, Statistics) • Software (Google, Adobe, Salesforce)
• Don’t need to be the best at anything but you need to be good at everything
• Don’t bother with general digital marketing courses (SMI, CREA, Migros) – what you learn will be out of date by the time you finish
• Employers like software certifications – Salesforce, AdWords, Google analytics, etc
Roles
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
• Design• Strategy• Account Management
• Copy writing• Campaign Management
• Monitoring• Technical roles
Doesn’t matter where you start
In-house vs. Agency
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Types of agencies
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
IT services Advertising agencies
Traditionally, IT firms and ad agencies specialized in providing two very distinctive services with little overlap – one highly technical and one highly creative.
Technical
Characteristics:• Focus on technology consulting
• CRM, ERP, CMS• Website programming• Little or no design capabilities • Core employees are technical -
engineers or programmers
Creative
Characteristics:• Focus on creative services
• Campaigns, branding• Website design• Little or no technical capabilities • Core employees are creative –
designers or copy writers
Types of agencies
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
IT services Advertising agencies
The rise to digital has forced agencies to change their business models. Clients are now looking for a full service creative digital agencies that can also become their technology partner.
Technical
Creative
Hybrid
The big consulting firms have aggressively moved into this space by building internal ad agencies
Traditional advertising agencies are building their technical capabilities
IT solutions providers are building their design capabilities offering more creative services
The “interactive agencies”
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
IT services Advertising agencies
The new breed of digital agencies help brands build the necessary internal technology infrastructure as well as conceive and execute omnichannel campaigns
Technical Characteristics:
• Provide high level digital strategy• Focus on both technology and creative• Website design and programming• Full design and technical capabilities • Core employees are technical and creative-
designers and programmers
Creative
Interactive agency
Digital MarketingIntegrated marketing communications
USM Campaigns • Personalities• Project50• Make it yours
project50 – the usm anniversary initiative
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
External Websites USM Websites Newsletters Social Media
Media partnersArchitect platformsDesign blogs
USM WebsiteProject50 platformSalone web plaform
USM NewslettersExternal newsletters
FacebookInstagramPinterestYoutubeTwitter
Celebrate 50th Anniversary of USM
Haller
Target group: new generation of young
creatives
project50 – content timeline
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
December 2014 January 2015 February 2014 March 2015 April 2014
May 2015 June 2014 July 2015
50 years of Modularity Masterclasses Boisbuchet rethink the modular - projects The Experiment Exhibition Milano
project50 - Local design fairs
rethink the modular – Showroom exhibitions
project50 - New campaign visuals
August 2015
project50 local intatives – dealers and showrooms
September 2015
project50 local events – dealers and showrooms
project50 – new visuals
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – new visuals
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – new visuals
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – #throwbackthursdays
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – #throwbackthursdays
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – the experiment
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – the experiement
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
The Experiment – Trailer
Watch Video:https://youtu.be/7jm0rocqfGo
project50 – the experiment
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – campaign hub
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – campaign newsletters
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – facebook
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – pinterest
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – banner ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – banner ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – banner ads (take over)
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – online press coverage
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – bespoke content
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – bespoke content
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Installation representing the 50th anniversary of the USM Haller by famous art director Sarah Illenberger
project50 – workshops
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – exhibition (milan design week)
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
project50 – exhibitions (local)
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Personalities campaign (2014)
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Target groups and actions
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
End Users Prescribers Press Sales Partners
Showroom ConceptB2C NewsletterChatter box (showrooms)Social Media PostsSocial Media Contest
Architect NewsletterChatterbox Mailing Social Media PostsPinterest BoardsSamples Colour Fan
Press NewsletterPress Release Press Kit (Salone)Exclusive PR Photos
Exhibition ConceptVEP Newsletter SamplesColour Fan
www.usm.com(campaign platform)
Personalities campaign website
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Personalities campaign - visuals
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Personalities campaign contest
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Personalities campaign contest
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
winner
winner
Personalities campaign – social media
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Personalities campaign - showrooms
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
personalities campaign - mailing
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
personalities blog
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
personalities campaign – colour fans
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
personalities book
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Digital MarketingCurrent Industry Trends
Inbound MarketingContent MarketingUser ExperienceAgile DevelopmentReal Time BiddingVideo Ads
Inbound Marketing
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Interruption vs.
Attraction
Inbound Marketing Methodology
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Inbound marketing methodology was developed by the software company Hubspot
Content marketing is not new…
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
The Michelin Restaurant Guide, 1900 Jell-O recipes book, 1904John Deere Magazine, 1895
Companies were using content marketing long before the invention of mass media and modern marketing
Why content is so important for digital?
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Create Great Content
Search Website Email Social
Slide showsPodcasts Articles
VideosImages
Blog posts
Mobile
Games Animations
Advertisers Publishers
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Focus on user experience design
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Agile Development
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Borrowed from software development
Build quickly and then contantly adpat
Increase in efficiency
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Video Ads
Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
Something I made for USMWatch Video Ad