Presentation to Aalto University students in Masters in Global Marketing Management program. Aim to give them the basis to for the digital marketing plan they need to create as part of the program.

1. How to create a digital marketing plan
2016

2. About me
Samuel Tenhunen Digital Director at Zeeland Family
twitter: @stenhune
Short history
- 1975 – Birth
- 80’s: Computer Games
- 90’s: Learning HTML and Flash
- 2000: School’s over
- 01-06: Working with branding and digital
- 07-12: Couple of roles in digital agencies
- 13-14: Digital planning at Nokia
- 15-now: I lead the digital team at Zeeland Family
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SO, WHAT’S HAPPENING
IN DIGITAL MARKETING?

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Media
landscape is
fragmented
Source: HubSpot

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Our media usage
is becoming
mobile

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Digital advertising is
increasingly difficult
Source: Smart Insights (http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/)

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Ad-blocking is
becoming more
common

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Search is
becoming
increasingly social
Global Web Index 30.11.2015

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Advertising has challenges
Source: Nielsen Global trust in advertising 2015

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Branded content is trusted
Source: Nielsen Global trust in advertising 2015

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HOW TO BUILD A
SUCCESSFUL DIGITAL
MARKETING STRATEGY?

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Know your
customer
GOALS
CHALLENGES
WORRIES
DELIGHTS
QUESTIONS
DEMOGRAPHICS
Image by: freepik.com

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CONTEN
TGo inbound
ATTRACT
CONVER
T

14. YOUR
TARGET
AUDIENCE
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Own the
customer
journey
ADVOCATE
CUSTOMER CONTACT
INTERESTE
D
CLOSE

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Set targets
and measure
YOUR
TARGET
AUDIENCE
ADVOCATE
CUSTOMER CONTACT
INTERESTE
D
CLOSE
VIEWS
VISITS
LEADSSALES
SHARES

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Use data,
personalize,
optimize and
automate

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CASE PROTEIN WORLD

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• Protein 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 and
• a £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

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You don’t need to please everyone
Know your audience and stay true to
your brand
TAKEAWAY

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CASE #LIKEAGIRL

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“We 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’.”

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• Over 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

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TAKEWAY
Strong idea can take you far

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CASE: LOREAL VIDEOS
ADVERTISING FOR
DIFFERENT AUDIENCES

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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

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Source: Think with Google

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Source: Think with Google

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Source: Think with Google

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TAKEAWAY
Experiment
Deploy different content for different
audiences

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THANK YOU