PowerPoint Presentation
How to create a digital marketing plan2016
About meSamuel Tenhunen Digital Director at Zeeland
Familytwitter: @stenhune
Short history1975 Birth80s: Computer Games90s: Learning HTML and
Flash2000: Schools over01-06: Working with branding and
digital07-12: Couple of roles in digital agencies13-14: Digital
planning at Nokia15-now: I lead the digital team at Zeeland
Family2www.zeelandfamily.fi
www.zeelandfamily.fi3So, WHATs HAPPENING in digital
marketing?
www.zeelandfamily.fi4Media landscape is fragmented
Source: HubSpot
www.zeelandfamily.fi5Our media usage is becoming mobile
Data on USA:sta5
www.zeelandfamily.fi6Digital advertising is increasingly
difficult
Source: Smart Insights
(http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/)
Alkuaikoina bannerilla saattoi saada yli 40% klikkausprosentin.
Nykyn 0,5% on jo hyv luku.Jotta digipanostuksista saa tehoja, on
kytettv kohdennusta, uudelleen markkinointia ja kanavia
oikeinVarmista, ett mainonta ohjaa oikeaan paikkaan, ja tuottaa
mitattavia tuloksia
6
www.zeelandfamily.fi7Ad-blocking is becoming more common
www.zeelandfamily.fi8Search is becoming increasingly social
Global Web Index 30.11.2015
Hakukoneiden rooli tuotetiedon haussa on pitkn ollut isossa
roolissa
Sosiaalisen median rooli on kasvanut nuoremmissa kohderyhmiss
huomattavaksi
8
www.zeelandfamily.fi9
Advertising has challengesSource: Nielsen Global trust in
advertising 2015
www.zeelandfamily.fi10
Branded content is trustedSource: Nielsen Global trust in
advertising 2015
www.zeelandfamily.fi11How to build a successful digital
marketing strategy?
www.zeelandfamily.fi12Know your
customerGOALSCHALLENGESWORRIESDELIGHTSQUESTIONSDEMOGRAPHICS
Image by: freepik.com
Pains goals, demographics12
www.zeelandfamily.fi13
CONTENTGo inboundATTRACTCONVERT
YOURTARGETAUDIENCEwww.zeelandfamily.fi14Own the
customerjourneyADVOCATECUSTOMERCONTACTINTERESTED
ATTRACT
DELIGHT
CLOSE
CONVERTPROMOTE
www.zeelandfamily.fi15Set targetsand
measureYOURTARGETAUDIENCEADVOCATECUSTOMERCONTACTINTERESTED
ATTRACT
DELIGHT
CLOSE
CONVERTPROMOTEVIEWSVISITSLEADSSALESSHARES
www.zeelandfamily.fi16Use data, personalize,optimize and
automate
www.zeelandfamily.fi17Case Protein world
www.zeelandfamily.fi18
www.zeelandfamily.fi19
www.zeelandfamily.fi20
www.zeelandfamily.fi21Protein World spent 250,000 on the
campaign.The Campaign got banned in UK
But they got: a 5,000-20,000 follower-jump on their Facebook,
Instagram and Twitter profiles.20,000 new customers anda 1,000,000
revenue.
Today, Protein World has made it to a whopping 70,000 followers
and close to 18,000 mentions on Twitter and counting.
RESULTS
www.zeelandfamily.fi22You dont need to please everyone
Know your audience and stay true to your brand
TAKEAWAY
www.zeelandfamily.fi23CASE #LIKEAGIRL
www.zeelandfamily.fi24
www.zeelandfamily.fi25We explored different factors that
influence girls during the vulnerable time of puberty. During this
exploration, someone taped a piece of paper to the board that read
like a girl.
www.zeelandfamily.fi26Over 80million views in Youtube
Always brand equity showed a strong double digit percentage
increase during the course of the campaign while most of its
competitors saw slight declines.
The story continues
RESULTS
www.zeelandfamily.fi27TAKEWAYStrong idea can take you far
www.zeelandfamily.fi28CASE: LOREAL VIDEOS ADVERTISING for
DIFFERENT AUDIENCES
www.zeelandfamily.fi29
The Glam (branded ad 30sec)The Show (blogger tutorial 2:54)The
Tell (UGC How-to
1:11sec)https://www.thinkwithgoogle.com/articles/how-demographics-storytelling-style-affect-video-ad-effectiveness.html
www.zeelandfamily.fi30
Source: Think with Google
www.zeelandfamily.fi31
Source: Think with Google
www.zeelandfamily.fi32
Source: Think with Google
www.zeelandfamily.fi33TAKEAWAYExperiment
Deploy different content for different audiences
34Thank you
