“marcom controlling in the age of digital disruption · 2017. 12. 19. · age of digital...
TRANSCRIPT
“MarCom Controlling in the Age of Digital Disruption“Lars Hanf | Sartorius | June 2017
Agenda
1 Digital Marketing Trends
Application to Business
Closing Thoughts
2
Q&A
2
3
4
Needs have changed fundamentally
3
Not being always online – makes you suspicious
4
Mobile now represents almost ~2/3 of digital time spent with smartphone APPs accounting for half of all the time
Source: “The 2016 US Cross-Platform Future in Focus“, 2016 5
Source: Search Engine Journal and Google 20166
Machines are taking over
https://www.youtube.com/watch?v=i3lEG6aRGm8 (min 12:00+)
“Machine learning is a core transformative way by which we are rethinking
everything we are doing” Sundar Pichai, CEO Google
7
Google recently added AI to its search algorithm to generate better = more intelligent search results
www.forbes.com, bloomberg.com, 20168
“Voice Control” is an emerging mega trend
10
With voice search volumes picking up
11Source: Google Trends 2017
20% of US GA search queries are performed via voice
12Source: KPCB Internet Trends 2017
Amazons’ Echo shows a strong growth trajectory
13Source: KPCB Internet Trends 2017
Is the Google search box going to be dead soon
14
Strong brands are more important than ever before
A brand provides
Safety
Information
Identification
ComplexityReduction
15Source: University of Leipzig,. 2000
They contribute to unique (organic) search results
16Source: ricardo.ch, Marketing, 2016
Agenda
1 Digital Marketing Trends
Application to Business
Closing Thoughts
17
Q&A
2
3
4
LoyaltyAwareness Image PurchaseConsideration
Mar
ketin
g 1.
0 Print Ads
Print Brochures
Events / Fairs
Conferences
Print Ads
Print Brochures
Events / Fairs
Conferences
Promotions
Direct Mail
Promotions
Direct Mail
Loyalty Schemes
Direct Mail
Mar
ketin
g 2.
0 Video Ads
Online Banner
Curated Content
Social Media
Video Ads
Online Banner
Curated Content
Social Media
Search: SEO
Search: SEA
eNewsletter
Social Media
Affiliate
Re-Targeting
eNewsletter
eNewsletter
Loyalty Schemes
Social Media
Marketing 2.0 provides powerful new tools
18
19Source: KPCB Internet Trends 2017
But advertisers remain over-indexed to “legacy media”
20
People don’t like distraction and interruption
21Source: KPCB Internet Trends 2017
~100 vendors~2‘000 vendors
Thus MarCom has become a complex tech race
22
So – what shall we do?
23
First:
24
Second: Focus!
25
Prepare the ground!
MARKETING & SALES IMPACT
Do the right things!
Understand
Design
Execute
Do things right!
Measure
Interpret
Optimize
Organization Systems People Processes
Source: Lars Hanf, House of Marketing & Sales Impact, 2016
Web-Search
26
What about our target audience?
74% of all scientists search the internet first for answers to scientific questions
Source: Aspen Brook Consulting 201627
Google has “its own way” of displaying search results
28
On your notebook and on your mobile screen you probably won’t see organic search results any more
29
Click distribution among Google search results
30
31
32
Tools for SEO
...
Social Media
33
Every mistake you make ...
34
... might immediately become public!
35
And escalate ...
36
.... quickly!
37
Thanks to the internet community ...
38
... spreading the word!
39
The results could be devastating!
40
41
At Sartorius we deployed digital tools to plan activities ...
42
... monitor sentiment, audiences and performance
43
Tools for social media listening and management
Virtual Reality
44
45
We sell complex bio-pharm production facilities
VR & AR offer great MarCom opportunities
www.connect-upstream.com/tour
Campaign approach & performance KPIs
Increase brand awareness
Differentiate from competitors
Trial of state-of-the-art technology
Technology
HTML 5 application for cardboards, smartphones and desktop
Combination of VR and 360° animation
Tracking
Counting of all clicks
Session duration
Devices and browsers
Bounce rate
Country of origin
Opportunities for the distribution of our VR App
Trade fairs and conferences
Direct sales
Small customer events and seminars
Social media
Landing page
Part of the campaign‘s giveaway boxes for high-level customers
Performance tracking via Google Analytics
www.connect-upstream.com/tour
247 Sessions(internal NL)
131 Sessions(BPI, Amsterdam)
Agenda
1 Digital Marketing Trends
Application to Business
Closing Thoughts
50
Q&A
2
3
4
Summary
51
Prepare the ground!
MARKETING & SALES IMPACT
Do the right things!
Understand
Design
Execute
Do things right!
Measure
Interpret
Optimize
Organization Systems People Processes
Do the right things!
Understand Strategy
Design Action Plan
Execute Actions
Do things right!
Measure Data
Interpret Insights
Optimize ROI
Source: Lars Hanf, House of Marketing & Sales Impact, 2016
Number 1
“TIME has become the most valuable asset of our lives”
52
Number 2
“Conversations need to provide VALUE”
53
Number 3
54
“Complexity is the enemy of EXECUTION”