Digital Marketing

EWP – DEFINITIONSHannover 4th - April, 2014

Who are we?

Carlos Yustees.linkedin.com/pub/carlos-yuste/5/20b/ba7

Diego Delclauxes.linkedin.com/in/diegodelclaux/

http://www.360ideas.es/

What do we do?

Core Competences

• Strategic Planning

• Marketing (Off/On – Inbound Marketing)

• Advertising

• Media Placement Earned Media and PR

• SEO/SEM

• Social Media

• Branding

• Graphic Design & UX

• Web Solutions/Web Apps.

• Content/Branded Content

• Legal Advisory

• Technology Services

• Analytics

• Information Architecture and usability

• Web design and general design

• Content management

• Mobile apps

• E-commerce

360IDEAS WORKFLOW

Strategic Information Design Content Deployment, Analytics

Planning architecture management implementation

and launch

Some of our Customers…

DIGITAL MARKETING HEALTH CHECK

Do we have a defined digital strategy to create growth?

Do we use an online marketing dashboard to track goals and KPIs?

Do we know who we're speaking to, our target audience and market?

Do we have a content strategy including a defined network of online partners and influencers?

Do we learn from competitors in a structured way?

WHAT IS DIGITAL MARKETING?1. Digital marketing is Marketing

2. You need a strategy

3. Measurement and optimisation are the foundation

4. Joined-up customer-centered marketing is essential

5. Keep communications human

6. Be agile

7. Inbound marketing trumps outbound marketing

8. ENGAGEMENT is the real challenge

9. Think Global, Act Local

10. Markets are conversations

WHAT IS INBOUND MARKETING?

THIS IS A

FUNNEL!!

ACQUIRE TRAFFIC (SEO/SEM)

GENERATE FANS (SMM)

CONVERT SUBSCRIBERS (EMAIL/LEADS)

PROSPECTS WITH POTENTIAL CLIENTS

RECURRENT CONSUMER

PARTNERS/ADVOCATES

1

3

4

5

2

Plan

Reach

Act

Convert

Engage

WHAT IS INBOUND MARKETING?

Project Framework 1: Plan

Project Framework 1: Plan

Project Framework 2: Reach

Project Framework 2: Reach

Project Framework 2: Reach

Project Framework 3: Act

Project Framework 4: Convert

Project Framework 4: Engage

HOW ARE WE GOING TO DO IT?

360º Communication Strategic Planning Formative Research & Pretesting

• Go and meet users on the internetAnswer comments left by users on multiple blogs. Read what

they say about your brand.

• Set up collaborative toolsMake sure you offer tools to customer to share with you

about your products (blogs, forums, online surveys).

• Connect with your customersBe present on social networks and create a profile for your

brand.

• You need to be uncomfortable and

apprehensive: True strategy is about placing bets and

making hard choices. The objective is not to eliminate risk

but to increase the odds of success.

• Fear and discomfort are an essential part of

strategy making. In fact, if you are entirely comfortable

with your strategy, there’s a strong chance it isn’t very

good.

• Keep strategy where it should be: outside the

comfort zone.

• Create a Plan based on Technology and Great

Content

• Make a research conducted among your

target audiences prior to conducting a mass media

campaign, to ensure that the campaign messages,

creative approaches and media vehicles you choose are

likely to be the most effective choices and to highlight

any changes necessary.

• Do Pre-testing, or piloting, of the advertisements

to check that those chosen are communicating as

intended and to predict how the audience may respond

to them.

HOW ARE WE GOING TO DO IT?

Adapt or Develop Ads Media Placement Earned Media and PR

• Relay offline campaigns on the internet and

translate to digital all materials that have worked well in

the past.

• Planning is clue! Develop a comprehensive set of

“Landing Pages” for the campaigns optimized for search

engines and segmented to match with potential clients.

• Campaigns are always on. Research and testing

during campaigns will constantly feed for real time

improvements.

• Media Planning is the critical first step in designing

effective media buys. It also establishes the specific

targets against which the media buyers will negotiate the

media rates.

• Media Buying involves the negotiating, purchase and

placement of the media plan. We will negotiate with

various media outlets for the best rates and placements

of the media plan.

• Media Analysis: Understanding how well each

element in your marketing and media plans achieves

this objective is critical to maximizing advertising ROI.

• Engage users to buzzShare and present your products to bloggers on order to

engage a viral wave.

• Trigger the conversationEngage the conversation on your blog, social media or over

chat rooms.

HOW ARE WE GOING TO MEASURE IT?

PROCESS AND OUTCOME EVALUATION: PROJECT KPIs

Appendix

Relevant figures about the

Spanish Market

Mobile units in Spain

34.7 millionsof spanish

own a

personal

mobile

13.7 millions2

2012 total

mobile

units sold

77% of the spanish

are really

interested in the

price of his next

mobile

…and is open

to sell it for

buying a new

one

are really

concerned

about the

recycling of

their phones

Devices: Market Share

Devices: Market Share

Smartphones in Spain: 80%

High Functionalities Medium Low

Market share by Brand & OS

Thanks!