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Digital Marketing - From Dark Art to Illuminated Science (Guest Lecture)

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Slides from the guest lecture by Deepak Mathews, Digital Marketing Expert at the University of Bern - November 25th, 2015

Communications and Sales Management (M.Sc), Institute of Marketing and Management, University of Bern.

The talk aims to chart how the relatively new field of digital marketing has evolved from it’s obscure beginnings as a niche practice into a mainstream business function adopted by almost all organizations globally.

Publicada em: Marketing
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Digital Marketing - From Dark Art to Illuminated Science (Guest Lecture)

  1. 1. Digital Marketing From Dark Art to Illuminated Science Communications and Sales Management Institute of Marketing and Management University of Bern Guest Lecture by Deepak Mathews Wednesday, November 25th, 2015
  2. 2. 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
  3. 3. Introduction Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Vancouver Dallas Montreal Switzerland Kerala Hong Kong Deepak Mathews Web and Graphic Designer 2005-2008 Founder and Principal Consultant 2008-2013 Digital Marketing Manager 2013 – Present Experience Education B.Com in Marketing 2005-2009
  4. 4. 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
  5. 5. Changing Media Landscape Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Source: Gartner Research Exponential growth in sales of devices
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. What makes digital different? Data Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  10. 10. What makes digital different? Feedback Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Past Present
  11. 11. What makes digital different? Channels Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  12. 12. Digital Marketing Evolution of the different channels Website Banners/Ads Search Engines Email Social Media Mobile
  13. 13. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Website
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. But not all… Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  18. 18. Craigslist Web Design Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  19. 19. USM Website 1997 Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s
  20. 20. USM Website 2007 Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s
  21. 21. USM Website 2013 Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Wed Ads
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Search
  35. 35. 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
  36. 36. 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
  37. 37. Google 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
  38. 38. 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
  39. 39. 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
  40. 40. 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 Somewhat Effective Fairly Effective Very Effective Extremely Effective Difficulty Somewhat Difficult Fairly Difficult 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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”
  46. 46. 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
  47. 47. 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
  48. 48. 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!
  49. 49. 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
  50. 50. SEO techniques today Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s Local ListingsSocial Signals Guest Blogging Press Release Optimization Links from Partners/Suppliers Content Marketing Editorials (PR out reach) Links from media partners Image OptimizationCompetitor Analysis
  51. 51. 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
  52. 52. Google Shopping Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s
  53. 53. 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 click 1% CTR 10,000 clicks 1,000,000 impressions 1% Conversion 10 units bought 1000 x 50 = CHF 50,000 Cost Per Sale: CHF 50 ROI: 50% Assumptions: Price of Unit: CHF 1000 Optimized E-commerce Website
  54. 54. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Email
  55. 55. Email 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)
  56. 56. 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
  57. 57. 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
  58. 58. Top spam categories Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s Spam has been generally decreasing
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. USM Newsletters Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s
  67. 67. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Social Media
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. Click farms Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s
  73. 73. 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”
  74. 74. 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
  75. 75. 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
  76. 76. 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
  77. 77. 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
  78. 78. State of social today Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 1980s | 1990s | 2000s | 2010s Source: Statistica One word: Mobile
  79. 79. 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
  80. 80. 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
  81. 81. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Mobile
  82. 82. 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
  83. 83. 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
  84. 84. 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
  85. 85. 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
  86. 86. 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
  87. 87. 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
  88. 88. 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
  89. 89. 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
  90. 90. Digital Marketing The Backbone (Support Systems) Customer Relationship Management Content Management System Marketing Automation Web Analytics Business Intelligence Marketing Cloud
  91. 91. 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.
  92. 92. Leading CRM Platforms Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  93. 93. 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.
  94. 94. Web Analytics Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  95. 95. 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.
  96. 96. Business Intelligence Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Dynamics (CRM) clickdimensions USM Website Social Media Virtual.USM (PIM) LN (ERP) Business Intelligence Web Analytics Attempt to create a digital ecosystem
  97. 97. Unfinished masterpiece Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  98. 98. Marketing Automation Example Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  99. 99. 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
  100. 100. 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
  101. 101. My old website – Joomla was king in 2009 Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  102. 102. 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
  103. 103. Marketing cloud Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Marketing cloud integrates all the digital marketing support systems together
  104. 104. 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
  105. 105. Digital Marketing The Modern Marketer Digital Transformation New Marketing Reality Roles in Digital Skills for Digital Brand vs. Agency Interactive agencies
  106. 106. 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
  107. 107. 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
  108. 108. Skills needed to succeed in digital Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Become the Renaissance man Technical skillsPresentation skills Design expertise Quick learner Entrepreneurial spirit Copy writingCreativity Data Analysis Team player Curiosity
  109. 109. 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
  110. 110. 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
  111. 111. In-house vs. Agency Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. Digital Marketing Integrated marketing communications USM Campaigns • Personalities • Project50 • Make it yours
  116. 116. project50 – the usm anniversary initiative Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 External Websites USM Websites Newsletters Social Media Media partners Architect platforms Design blogs USM Website Project50 platform Salone web plaform USM Newsletters External newsletters Facebook Instagram Pinterest Youtube Twitter Celebrate 50th Anniversary of USM Haller Target group: new generation of young creatives
  117. 117. 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
  118. 118. project50 – new visuals Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  119. 119. project50 – new visuals Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  120. 120. project50 – new visuals Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  121. 121. project50 – #throwbackthursdays Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  122. 122. project50 – #throwbackthursdays Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  123. 123. project50 – the experiment Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  124. 124. project50 – the experiement Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 The Experiment – Trailer Watch Video: https://youtu.be/7jm0rocqfGo
  125. 125. project50 – the experiment Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  126. 126. project50 – campaign hub Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  127. 127. project50 – campaign newsletters Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  128. 128. project50 – facebook Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  129. 129. project50 – pinterest Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  130. 130. project50 – banner ads Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  131. 131. project50 – banner ads Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  132. 132. project50 – banner ads (take over) Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  133. 133. project50 – online press coverage Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  134. 134. project50 – bespoke content Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  135. 135. 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
  136. 136. project50 – workshops Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  137. 137. project50 – exhibition (milan design week) Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  138. 138. project50 – exhibitions (local) Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  139. 139. Personalities campaign (2014) Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  140. 140. Target groups and actions Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 End Users Prescribers Press Sales Partners Showroom Concept B2C Newsletter Chatter box (showrooms) Social Media Posts Social Media Contest Architect Newsletter Chatterbox Mailing Social Media Posts Pinterest Boards Samples Colour Fan Press Newsletter Press Release Press Kit (Salone) Exclusive PR Photos Exhibition Concept VEP Newsletter Samples Colour Fan www.usm.com (campaign platform)
  141. 141. Personalities campaign website Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  142. 142. Personalities campaign - visuals Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  143. 143. Personalities campaign contest Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  144. 144. Personalities campaign contest Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  145. 145. Personalities campaign – social media Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  146. 146. Personalities campaign - showrooms Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  147. 147. personalities campaign - mailing Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  148. 148. personalities blog Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  149. 149. personalities campaign – colour fans Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  150. 150. personalities book Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  151. 151. Digital Marketing Current Industry Trends Inbound Marketing Content Marketing User Experience Agile Development Real Time Bidding Video Ads
  152. 152. Inbound Marketing Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Interruption vs. Attraction
  153. 153. Inbound Marketing Methodology Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Inbound marketing methodology was developed by the software company Hubspot
  154. 154. Content Marketing Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  155. 155. 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
  156. 156. 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
  157. 157. Advertisers  Publishers Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  158. 158. Focus on user experience design Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  159. 159. Agile Development Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Borrowed from software development Build quickly and then contantly adpat
  160. 160. Real time bidding Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  161. 161. Real time bidding Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  162. 162. Increase in efficiency Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015
  163. 163. Video Ads Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Something I made for USM Watch Video Ad
  164. 164. Guest Lecture by Deepak Mathews Communications and Sales Management – Autumn 2015 Questions?

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