always on -marketing - nordic morning breakfast seminar
DESCRIPTION
KliKKi's presentation about Always On -Marketing. Why continuous visibility is crucial for success in today's marketing.TRANSCRIPT
(c) Copyright KliKKi AB 2014. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at [email protected]
Always On Marketing
5.11.2014 / Heikki Kokkonen Nordic Morning Breakfast Seminar
Feedback, comments, questions on Twitter: @klikkicom
(c) Copyright KliKKi AB 2014. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at [email protected]
Agenda
Speaker introduction 1
Nordic Morning and KliKKi 2
Industry and Customer Behavior Transformation 3
Always On Marketing 4
Summary 5
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1. Speaker introduction
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About me WORK EXPERIENCE
EDUCATION ORGANIZATIONS
Happy to connect with you: Email: [email protected] Twitter: @hkokkonen LinkedIn: fi.linkedin.com/in/heikkikokkonen/
Marketing club board member
Loving All Things Digital, Marketing, Media
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2. Nordic Morning & KliKKi
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Nordic Morning
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Innovative communication Nordic Morning is the leading communications group in the Nordic region. We are about 800 communications experts working in 14 companies in Finland, Sweden, Denmark, Norway, Ukraine and India.
We create innovative solutions in a rapidly changing business environment – from strategic content to efficient implementation.
Customer's success is always our target. That is why we have been at the forefront of our industry for more than 150 years.
Key figures 2013
▪ Net revenue was EUR 121.3 million
▪ Operating profit without one-time items was EUR 4.0 million
▪ Profit was EUR 4.0 million (including one-time items)
▪ Cash at the end of the year was EUR 10.1 million
Enjoy the change
Visibility
Service
Content
Visibility Strategic visibility planning, digital media mix, SEO and SEM, analytics, conversion optimization.
Service Strategic advisory, service design, interaction based access solutions, UX, device-independency.
Content Content strategy and strategic content, content driven marketing and communication, learning, information services, own, social and paid channels.
Campaigns Direct marketing, data driven personalization, marketing automation, cross media, print production and print management.
Campaigns
Service
Visibility
Content
Enjoy the change
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Falun
Sweden
Norway
Finland
Ukraine
Denmark
India
Västerås Stockholm Oslo
Piteå
Gothenburg
Copenhagen Malmö
Lahti Helsinki
Kharkov
Bangalore
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KliKKi
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About KliKKi • Founded in 2002
• Digital Consultancy and Market Leader within digital optimization in the Nordic area
• Revenue of 23,8 million € (2013) and over 70 employees in our offices in Stockholm, Piteå, Helsinki, Copenhagen and Oslo. 15 languages handled in-house.
• Services – Paid Media Optimization (SEM, Programmatic Display, Social, Video), Owned Media Optimization (SEO, CRO) Analytics and Insights
• Deloitte Technology Fast 500 listed in 2010-2013, with a total growth of 471%
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3. Industry and customer behavior
transformation
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Online vs traditional media
SOURCE: http://blog.globalwebindex.net/media-consumption-time
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Mobile and multiple paths to conversion
SOURCE: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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Always On first, Campaigns second
SOURCE: http://www.marketo.com/lead-generation/
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Content is hotter than ever
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To sum up ▪ In a digital world, what you sell isn’t always the only thing you Market ▪ All marketing initiatives and measurement need to be Always On ▪ Mobile has to be in the core ▪ Relevant content is crucial throughout the customer journey ▪ You must manage, analyze and act on Data ▪ A modern marketing strategy is based on solid Technology Platforms
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4. Always On Marketing
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OOH
TV
Radio
Online
€
Own stores
Resellers
Own webshop
Telesales
outbound Competitor X
Purchase Process and Always On
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The challenge…
Buy, buy, buy… But what if you are not ready yet?
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See, Think, Do -Framework
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See, Think, Do
See All people who could use my products
Think All people who could use my products and think they need some more
Do All people who could use my products and think they need some more now
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User experience
strategy
Content, User experience, Media and Measurement strategies are core pillars in a purchase process
Content
Strategy
Media
Strategy
Measurem
ent S
trategy
Content
Strategy
See All people who could use my products
Think All people who could use my products and think they need some more
Do All people who could use my products and think they need some more now
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Content strategy, See 1(2)
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Content strategy, See 2(2)
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Content strategy, Think 1(2)
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Content strategy, Think 2(2)
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Content strategy, Do 1(2)
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Content strategy, Do 2(2)
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Case: Recipe website (Organic traffic)
0
200000
400000
600000
800000
1000000
1200000
1400000
tam hel maa huh tou kes hei elo syy lok mar jou
2011
2012
2013
97% More visits in two years …by focusing on search behavior and content strategy (what content needed to be changed, duplicate content issues, what content needed to be created)
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User experience strategy Consideration stage Service design aspects to consider
SEE • Video channels (YouTube, Vimeo, etc.) • Social media channels • Apps
THINK • Apps • Landing pages • Comparison functionality • Wish-lists • Reviews • Recommendations
DO • Landing pages • Call-to-actions • Purchase process
User experience honeycomb
PICTURE: http://semanticstudios.com/user_experience_design/
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Media strategy Consideration stage Medias to consider
SEE • Social • Video • Display (prospecting) • PPC (upper funnel) • SEO
THINK • Social • Video • Display (remarketing) • PPC (mid funnel) • CRO • SEO
DO • Display (dynamic remarketing) • PPC (lower funnel) • CRO • SEO
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Measurement strategy Consideration stage Measures to consider
SEE • #interactions • %new visits
THINK • Click-thru rate (CTR) • Per visit goal value • Assisted conversions
DO • Visitor loyalty • Checkout abandonment rate • Conversion rate • ROI
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Attribution modeling, example 1(2) Number of interactions to conversion
1 2 3 4 5 6 7 8 9
10 11 12 13 14 15 16 17 18 19
Num
ber o
f interac9o
ns 9ll Co
nversio
n
Leads (Standard) (%) Sales (Standard) (%)
Time to conversion 0 -‐ 1 h
6 -‐ 12 h
18 -‐ 24 h
5 -‐ 10 days
15 -‐ 20 days
25 -‐ 30 days
35 -‐ 40 days
50 -‐ 60 days
70 -‐ 80 days
90 -‐ 100 days
110 -‐ 120 days
130 -‐ 140 days
150 -‐ 160 days
Time 9ll Con
version
Leads (Standard) (%) Sales (Standard) (%)
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Attribution modeling, example 2(2)
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
Direct Display Natural Search PPC Social Media RTB Referrer
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User experience
strategy
See, Think, Do …and…
Content
Strategy
Media
Strategy
Measurem
ent S
trategy
See All people who could use my products
Think All people who could use my products and think they need some more
Do All people who could use my products and think they need some more now
Nurture All people who have purchased more than twice
Nurture
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5. Summary
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Summary
Always On before campaigns 1
Understand how your customers behave NOW 2
Do not just focus on Do-stage, remember See & Think 3
Optimize owned & paid media on an on-going basis 4
Attribution modeling! 5
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