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Iata ca a venit ziua in care “Digital Marketing Forum 2012” se va desfasura. Dupa cum v-am anuntat ieri, sunt blogger oficial din partea Dacia si voi incerca sa va tin la curent cu tot ce se intampla aici. Asa ca nu uitati sa dati refresh din cand in cand.

Sesiunea 1

Conferinta: Viitorul marketingului digital – ce urmeaza in marketingul online si digital?

The digital strategic approach – Sabrina Sozio – Digital Account Director la OmnicomMedia Group Italia

1. Understand

– analysis of the target, its digital fruition and its relevant touch points

– active users who chose the content they want

– we need to use some different resources to analyse the consumer

– comprehension of the brand positioning and the online reputation by listening the net

– we need to be inspired by the trends so we have to find out witch media opportunities can be exploited

– to have a competitive advantage on the other players

2. Create

– the integration of all digital environment is a MUST to build an image on the net

– we need to create a strong digital identity and to create a solid arhitecture of our online image

– traslating the communiction objectives into media obj enables to identify the mst suitable digital solutions accordingly

– to increase the efficiency of the campaign by integrating a correct attribuion model and by using all the targeting techinques to avoid dispersion and maximize coverage

– pay attention to socio-demo targeting, contextual targeting, geo-targeting, behavioural targeting, re-targeting

3. Activate

– be social means SOLOMO – SOcial + LOcal + MObile (always connected, local search, real time communication etc)

– the activation step: listen, speak, engage, moderate + find out witch are the most influencer opinion leaders + provide them relevant content

4. Evaluate

– clear KPIs are essential for making sense

– for each digital level / communication objective be focused on specific KPIs (branding, traffic and engagement, trading, nurture)

– technology allows a correct measurement (standardized ad-serving, web analytics, ad tracking research, online survey)

5. Retain

– build a Social CRM program to reward consumers giving them the opportunity to gain prizes, discounts, offers and be constantly updated

– make user be your brand ambassador and make him feels as unique

Examples: Barilla Case Study (their digital strategic approach – 1.500.000 fans on Facebook)

The Main pillars of a digital strategy: Comprehension, Insights and Ideas, Integration, Relationship and Measuring

In Italy there are 2 milions people on Facebook that are online at least 1:30 hour a day

“Look there, where others only know how to see” – Henri Cartier Bresson

Online+Offline=2012 – Digital, creative and curious – Mihály Varga – Head of International Relations CarnationGroup HQ

Trend 2012

– digital changes industries, consumer habits

– if you have a smartphone you probably stop using your camera (43.3%), books (20.1%) etc

– digital changes the how we consume content

What is digital and what is not?

– digital is not just a new channel

– digital is not just an other advertising way

– digital is a paralel reality

– everything is digital and we should find the way and use it

– digital can’t be handled separately (integration)

– we move from creative excellence to content excellence

Example: Coca Cola – liquid and linked http://www.youtube.com/watch?v=LerdMmWjU_E and http://www.youtube.com/watch?v=fiwIq-8GWA8&feature=related

– OOH + mobile + digital = interactive consumer experience (Smart Use of QR Code: Victoria’s Secret Sexier Than Sking campaign)

De la Avon Lady la Digital Lady – Raluca Kisescu – Marketing Manager, Avon

O campanie de acum 50 de ani spunea “Ding, dong, Avon is calling”. Iata ca acum, la 126 de ani de cand Avon exista, trecem la the digital lady.

Nevoile si asteptarile sunt diferite de la an la an. Acum femeia e diva si asta ii ocupa tot timpul

De 10 ani Avon e online si se bucura de beneficiile acestui mediu: in 2002 s-a lansat site-ul oficial, in 2008 blogul Avon Space, 2010 Avon Connects, 2011 Intelligent ordering si acum au sarbatorit 10 ani de prezenta online.

Comportamentul femeii in online

– femeile isi neglijeaza partenerul de viata pentru a citi cu atentie cele mai recente actualizari ale altora

– specificul comportamentului online al femeilor tine de informare

– interesele si nevoile lor online trebuie tratate cu rapiditate si eficienta

– sunt multitasking si deci Avon incearca se se foloseasca de aceasta calitate a lor

Avon in online

– Avon Connects are 84.000 de conturi si se apropie de cele mai mari site-uri de femei din tara care au cam 100.000 de utilizatoare

– este o retea sociala pentru femeile Avon care functioneaza pentru ca vor sa fie ascultate, sunt curioase, comenteaza reclame, comenteaza asupra preturilor si produselor, cauta job-uri etc

– 42.47% sunt clienti si 53.31% sunt oameni din vanzari plus 2.25% sunt prieteni

– este o retea sociala bazata pe orientarea catre ceilalti si solidaritatea este extrem de importanta

Sunt o Diva Digitala

– s-a pornit de la ideea ca multe femei au cursuri nefinalizate si atunci a aparut ideea de tutoriale video, scurte, facute de oamenii din vanzari si prin care femeile Avon pot sa se specializeze

– cea mai recenta campanie este “Recrutam online” – targeturi specifice, optimizare continua de doua ori pe saptamana, monitorizare lead in timp real

Prezentare studiu „Online Leading Brands” – Catalin Emilian – Manager Operatiuni Gemius Research

– este a 5a editie a acestui studiu iar datele au fost colectate in a doua jumatate a lunii ianuarie 2012

– au raspuns 2057 de utilizatori online, intre 18 si 45 de ani

– cele mai importante caracteristici ale unui brand de succes: produse de calitate superioara, sa fie cunoscut, sa aiba produse care se vand bine, se diferentiaza de alte branduri, este inovativ etc

– caracteristicile unui brand online: sa ofere online informatii despre produse si de contact, prezenta lui online trebuie sa fie updatata constant, sa comunice prin cat mai multe canale, sa aiba shopping online, sa fie promovat online intens

– branduri romanesti prezente pe internet: Dacia 26%, Borsec 11%

– branduri populare pe internet: Dacia, Borsec, Ursus, Ciocolata cu Roma

– branduri de incredere: Dacia, Borsec, Ursus, Dorna, BCR, eMag, Gerovital, ProTV

– branduri bancare prezente online: ING, BCR, BRD, Raiffeisen, Banca Transilvania

– branduri personal care prezente online: Avon, Oriflame, Gilette, Dove, Nivea, L’Oreal (a cazut de pe locul 2 pe 6), Colgate, Vichy, Rexona

– branduri auto prezente online: Mercedes-Benz, BMW, Dacia, Volkswagen, Audi, Scoda, Opel, Ford, Renault

– branduri telecomunicatii prezente online: Vodafone, Orange, Cosmote, Romtelecom, RDS-RCS, UPC

Sesiunea 2

Strategia de marketing online – Desfasurarea unei campanii cu adevarat interactive

How to measure your Social Media Strategy and ROI – Galvea Kelly – Social Media Strategist, Brand Nua

Definition of Social Media ROI

– what is the ROI of specific activities of Social Media?

– ROI is not numer of followers, number of fans, number of clicks, number of views etc

– it’s not enought to have 1 million fans on Facebook if your interactivity is zero

– 74% of CMOs believe they’ll tie social media efforts to hard ROI this year

– 96% are starting to look beyond sales goals and web metrics to identify the value of social marketing efforts

8 step process to measure social marketing strategy

– develop strategy and set goals (marketing calculator – implement data collection framework, measure campaign, measure across entire marketing mix, look at ROMi)

– identify target audiences

– developing the campaign message and monitoring the conversation

– executing social marketing campaign tactics

– defining, monitor, evaluate interim and succes metrics

– monitoring & managing the execution of campaigns

– reviewing succes or failure and reiterating

The scientification of media – Robert Pefanis – Regional Head of Sales, ThinkDigital

From Media Buying we have to take the big step to Audince Buying

6 Scientification Factors

– multitude of touchpoints

– data driven marketing (get to the audience you want + understanding the true value)

– Facebook and the

– automated media buying

– creativity on tech steroids (“Tell me and I will forget. Show me and I may remember. Involve me and I will understand” – Confucius)

– it gets Contagious

Five skills that you should have to excel in the digital world

– be a scients

– remain an artist, be creative

– be a hippie (think out of the box, keep an open mind, steel little peaces from other medias)

– be an entrepreneur (take the risk)

– stay hungry

Cum alegem cea mai potrivita strategie pentru un brand in social media – Justin Kadima – General Manager Republika Interactive

Canale de Social Media – social networks, blogs, microblogs, multimedia sharing, forums

Dar in Romania poti propune campanii cu rezultate bune doar pe Facebook si Bloguri. Celalalte pot fi doar integrate dar nu sa sustine singure o intreaga campanie de Social media.

Partea pragmatica a ROI

– aquisition – adu useri pe site prin diferite canale

– activation – userii apreciaza prima vizita

– retention – userii se intorc si viziteaza site-ul de mai multe ori

– referral – userii promoveaza si recomand produsul

– revenue – userii te duc catre vanzare

Exemplu: Nivea Facebook Fan Page – 208.233 fani din mai 2011

Secretul unei campanii de succes in Social Media: Intotdeauna sa poti raspunde la intrebarea “De ce facem asta?’ si inainte si dupa o campanie de Social Media

Din motive personale si profesionale, ma opresc aici astazi dar va invit sa urmariti continuarea pe bloggurile colegilor mei:

Andra Larisa Zaharia

Emil Dragota

Monica Tarta

Valentin Vesa

8 thoughts on “Digital Marketig Forum 2012 – live blogging

    1. Si eu am citit toate articolele de la toti colegii 🙂 Descoperi lucruri pe langa care ai trecut si ai impresia la final ca chiar stii tot ce s-a discutat :*

  1. Pingback: Link-urile săptămânii #9 - Blogul lui Bogdan | Blogul lui Bogdan

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