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25 oktober 2016
FJORD-NORGE
MORGENDAGENS
MARKEDSFØRER
Før…
Før…
REAL TIME ENGAGEMENT
LIVE STREAMING VIDEO
SEARCH & SEO
DATA & ANALYTICS
Sources: Google/Ipsos MediaCT, "The 2015 Traveler's Road to Decision,"
Sources: Google/Ipsos MediaCT, "The 2015 Traveler's Road to Decision,"
HVEM ER
MORGENDAGENS
MARKEDSFØRER?
SAMARBEID
PÅ TVERS
FORSTÅR TEKNOLOGI
AKSEPTERER Å
IKKE FORSTÅ ALT
LÆRER AV
GRUNDERNE
TAR EIERSKAP OVER
EGET INNHOLD
HVA NÅ?
Marianne Otterdahl Møller
Senior Strategy Consultant
91861351
marianne.moller@makingwaves.com
@marianneom
www.makingwaves.no blog.makingwaves.no facebook.com/makingwavesas instagram.com/makingwavesoslo

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Morgendagens markedsfører

Editor's Notes

  1. Hvor mange her har studert markedsføring? Faget har endret seg mye siden jeg selv studerte på starten av 2000-tallet
  2. 53% expects answer within 1 hour of contacting a company in social media 72% when it is a complaint You need social listening tools and automation tools – your competitors probably already have them http://sproutsocial.com/insights/social-media-trends/
  3. Customers want real-time access to offline events Trend initiated by Periscope and Meerkat You can show a more authentic version of your brand Periscope – owned by Twitter – 2 million viewers every day; watches 40 years worth of video EVERY DAY Expected to play a large role in this year´s US president election
  4. 33% av Googles organic search results goes to the first listed content SEO is text, films, images, … Google has deals with Twitter and FB, so you will see Tweets in your search results 88% of consumers are influenced by reviews and online comments
  5. Decisions are more data-driven now You need to rafine your strategy according to your target groups´ behavoir We´re pass guessing what works
  6. Google film om micromoments
  7. https://www.thinkwithgoogle.com/articles/travel-trends-2016-data-consumer-insights.html https://www.thinkwithgoogle.com/articles/mobile-influence-travel-decision-making-explore-moments.html
  8. Travel hacks = pakketips, diett-tips, praktiske råd rundt reisen https://www.thinkwithgoogle.com/articles/travel-trends-2016-data-consumer-insights.html
  9. Hva må man kunne? Hvordan har faget egentlig utviklet seg
  10. Hvorfor er det så lite samarbeid mellom markeds- og kommunikasjonsavdelingene? Man står egentlig for det samme? To sider av samme sak...
  11. Hva med kundeservice? Hva med IT? Hvem kan egentlig hjelpe deg i ditt arbeid? Det som kjennetegner de som har suksess, er at de samarbeider Husk også at man får igjen mer, om man slår sammen investeringene
  12. Du MÅ forstå noe Nei, du trenger ikke å kunne kode selv
  13. Ja, det er mye å forholde seg til Du må ikke vite hva alle delene er – men du må vite hvordan de kan hjelpe deg Hvordan kan du personalisere, tweake kampanjer
  14. Eksempel på hvordan teknologien gjør at man kan lage smartere kampanjer Absolut filmen 1:12
  15. Du MÅ ha en viss teknologisk kompetanse Du blir en bedre innkjøper av digitale tjenester Du kan påvirke hva teknologene lager
  16. Jobbet med digitale medier i 13 år Blir facinert når jeg ikke forstår alt
  17. Jeg er rett og slett ikke i målgruppen Men dette funker – i de nisjene de er i
  18. Bjørn Borg reklame
  19. Tydelig beskjed: skal du jobbe med Influencers, kan du ikke gi like strenge rammer for merkevareopplevelsen som du gjør i andre kanaler Det fungerer bare når de lager kampanjer på egne premisser
  20. Grunderne er de nye heltene i norsk næringslivspresse Mange er nysgjerrige på hvordan de jobber
  21. Ikke være så redd Lære av feil Starte i det små Bruke nettverket aktivt Kolonial = kombinerer forståelse for teknologi, markedsføring og kundeinnsikt
  22. Må jobbe iterativt, involvere målgruppen, teste på dem, lære Høres enkelt ut, men du må være systematisk Å jobbe med brukervennlighet er ikke en one-off; der er ikke en quick-fix. Det er en grunnleggende filosofi og arbeidsmåte.
  23. Oreo – hadde et helt team som pumpet ut mikro-kampanjer gjennom hele Superbowl 2013
  24. Alle skal bli egne mediehus Innholdsmarkedsføring er et av de største buzzordene de siste årene
  25. Lett å outsource til byråen ditt Innholdsproduksjon skremmer mange – og det er omfattende Men du kjenner innholdet ditt best, og vet hvordan det kan benyttes
  26. Film Osteriet Rendyrket redaksjonelt produkt Opplevelsesbasert tjeneste Enorm tillitt fra kunde, skjønte ikke hele tiden hva dette egentlig var Innholdsmarkedsføring i praksis
  27. MEN: mekanismene i kommunikasjonsfaget er fortsatt de samme: Dyp innsikt i målgruppenes situasjon, ønsker og behov
  28. Omfavne endringene som skjer Get your hands dirty, skaff noen erfaringer og bli bedre