1. Digital marketing introduction
21 November 2013
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2. Digital marketing is dead. It’s just marketing
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3. Consumers don’t make a distinction between on- and
offline. They just want a consistent brand experience.
Always. Everywhere.
During my bus trip I check my
smartphone...
I’m waiting
for my bus
while...
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4. Companies like P&G seem to understand this
―Brand building in a digital world is about having a great idea, an idea that
originates from a deep human insight, an simple recognition and a direct
emotional connection.‖
Marc Pritchard
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Leverage digital to make
them bigger and engage
with people like never
before
Focus on creating the great ideas
that move people and build great
brands
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5. We should break down the (digital) marketing silos
Digital marketing is dead. It’s just marketing
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6. 1) It is about the consumer
Every marketer should have a deep understanding of his consumers and
their Consumer Decision Journey (CDJ)
Source: McKinsey
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7. 2) It’s about leveraging digital
Social media
Online reviews
Google advertising
Website
Mobile
Affiliate marketing
Real-time Bidding
This is not for experts only. Every generalist should have a good
understanding of it
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8. Today we will cover the consumer and some of the digital
media and tactics more in detail
Consumer
Changing consumer
Consumer insights and the Consumer Decision Journey
Digital media and
tactics
Online reviews
Affiliate marketing
Google advertising and SEO
Real-time Bidding(if time left)
Topics like Social media and website redesign will not be
covered in this training as there is already much info
available about it
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9. Changing consumer
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10. Question
What is the internet prenetration in Belgium?
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11. Internet penetration in Belgium is about 80%
Individuals who used the internet at least once a week, 2012 (% of individuals)
77%
Source: Eurostat 2012
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12. There are still a lot of older people that have never used the
internet
Individuals who never used the internet per age category, 2012 (% of individuals)
16-24
80%
25-34
35-44
45-54
55-64
65-74
70%
60%
65-74 years:
50,6%
50%
40%
30%
20%
10%
0%
2007
2008
2009
2010
2011
2012
Source: ICT-enquête huishoudens en individuen (2012), FOD Economie – AD Statistiek en Economische informatie
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16-24 years:
2,4%

13. In Belgium only 5% of total media budget is invested in
Online (display)
SOV (investments) of different media in Belgium 2012
40%
TV
Dailies
Radio
Outdoor
Magazines
Online*
Free sheets
Cinema
21%
13%
5%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Source:CIM MDB en Mediaxim
* Only online display
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14. Belgian marketers invest 7 times more in TV than in Online
Split between TV and Internet Ad spend 2012
TV
88%
Ad spend
Internet
12%
0%
20%
40%
60%
Source: IAB Mediascope
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80%
100%

15. Question
Do you think this is logical?
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16. It isn’t logical if we look at how our customers spend their
time
Split between TV and Internet Ad spend and Time consumption, 2012
88%
TV
54%
Ad spend
Time
12%
Internet
46%
0%
20%
40%
60%
Source: IAB Mediascope
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80%
100%

17. We spend most time on TV, internet and radio but internet is
the only one that is increasing
Source:IAB Mediascope 2012
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18. CIM studies show that many other media still have a higher
reach so don’t forget them
Total reach
Average daily reach
Source:CIM PMPA
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19. Traditional media impact online behavior: e.g. TV ads boost
search queries
Source: Research by Google, VAR, RMB
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20. Most people are online while watching TV
54% of Belgians are online while
watching TV (EU 48%)
63% of Belgians are online during the
primetime TV evening slot (EU: 52%)
Source:Mediascope
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21. Question
Do you have an idea of smartphone penetration in Belgium?
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22. Smartphone penetration is rising and people are using their
device everywhere
Places where smartphone is used
34% of Belgian
people have a
smartphone
20%
On-the go (e.g. While
commuting, walking)
86%
In a store
77%
Work
76%
Cafe or coffee shop
75%
34%
40%
30%
96%
Home
22%
10%
0%
2012 2013
71%
Restaurant
0%
Source: Google, Our Mobile Planet Belgium, 2013
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20%
40%
60%
80% 100%

23. Most brands are not ready for the mobile revolution
Share of optimized sites
40%
BE
37%
NL
20%
UK
0%
20%
40%
60%
80%
100%
Source: IAB Belgium, November 2012
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24. Smartphone users are multi-taskers
TV and smartphones
are a powerful
combination that
marketers need to
explore
Source: Google, Our Mobile Planet Belgium, 2013
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25. Research on smartphones is playing an important part in
the evaluation phase of the Consumer Decision Journey
People do research on their smartphone
before they make a purchase…
…But most research is done at home
Place research
44%
At home
On-the-go
19%
At work
19%
0%
Source: Google, Our Mobile Planet Belgium, 2013
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20%
40%
60%

26. Question
Do you have an idea of social media penetration?
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27. 73% of all Belgian Internet users have used a personal or
professional Social Media website
Social media usage
Use
Daily use
Internet
users
73%
36%
Smartphone
users
80%
46%
Smartphone users
are heavy social
media users
Source: Comscore; Google, Our Mobile Planet Belgium, 2013
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28. Peer recommendations are well trusted
Source: Nielsen report on Global Trust in Advertising and Brand Messages 2012
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29. Question
What do you remember from all those figures and how should
marketers act on it
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30. Summary: Marketers need to act on those trends
Changing consumer and media
landscape
What marketers need to do
Internet penetration is around
80% and we spend more than 13
hours online per week
Marketing investments should follow
Social is penetration is above
70% and people trust their peers
Offer engaging content and
stimulate customers to make
recommendations
Mobile penetration is rising fast:
22% in 2012, 34% in 2013
Integrate mobile within your strategy
and create and optimized site
We are using multiple screens
and the line between online and
offline is blurring
A multi-channel strategy is needed
to engage consumers across the
multiple paths to purchase
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31. The world is changing fast
But marketers should be aware that not all people are equal
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32. Not all Millenials are social media addicts
Source: Boston consulting group
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33. Even Gen Z is still watching TV
Source: JWT, Gen Z: Digital in their DNA
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34. So TV and radio are still very important to create impact
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35. And some things will never change
―Real motivations are the result of nature’s
programming of our genes. The proper study of
the communicator is the unchanging man‖
Bill Bernbach
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36. Customer insights and the Consumer Decision Journey
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37. Marketing starts with great insights
An insight is a fundamental truth about consumers’ needs and motivations
which connects with your target audience and leads to a competitive
advantage
An insight is not the same as an observation:
An INSIGHT
is something thought
(WHY the customer does/thinks
the above)
An OBSERVATION
is something found
(WHAT the customer does/thinks)
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38. Great insights lead to poweful engagement. An example of
Dove
Insight: Need
Women want to feel beautiful
Insight: Dilemma
BUT women are their own
worst beauty critics
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39. You also need a good understanding of the Consumer
Decision Journey if you want to create a cross-media
campaign
Source: McKinsey
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40. Telenet is using social media to find people who deserve a
perfect TV moment
Consider phase
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41. Online has become very important for retailers like Fnac
Evaluate phase
Case Fnac Spain
52% of in-store TV purchasers researched
products online before buying
Offline shoppers who research online spend
33% more than those who don’t research
Wanting to see the physical product is the
principal barrier to online transaction
Source: Google,
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42. Nike uses mobile in the experience and bond phases
Experience and
bond phase
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43. Vandenborre encourages people to talk about their
products
Advocate
phase
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44. Google is also talking about ZMOT
Question
What is ZMOT?
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45. Answer
ZMOT stands for Zero Moment of Truth and is used to describe the
online decision-making moment that is now part of most Consumer
Decision Journeys
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46. Marketing used to be about 3 steps
―The best brands consistently win two moments of truth. The first
moment occurs at the store shelf, when a consumer decides whether
to buy one brand or another. The second occurs at home, when she
uses the brand — and is delighted, or isn’t‖
A.G. Lafley in his foreword to Kevin Roberts’ remarkable book
Lovemarks
Source: Google, Winning the zero momenth of truth
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47. Now you also have to win at the Zero Moment of Truth
It is used by 84% of
customers and is
as important as
stimulus and FMOT
Source: Google, Winning the zero momenth of truth
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48. Answer
Can you think of some actions consumers do at ZMOT?
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49. ZMOT compromises different actions
50%
Searched online
49%
Talked with friends/family
38%
Did comparison shopping online
36%
Visited brand website
31%
Read reviews
Read comments following an article
22%
Visited retailer site
22%
18%
Liked a brand
0% 10% 20% 30% 40% 50% 60%
Source: Google, Winning the zero momenth of truth
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50. The Consumer Pathway is another way to look at the
customer journey
Awareness
Make your
target aware of
your offer
Communicate
your benefit and
reason to
believe
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Involvement
Increase
emotional
engagement
before purchase
Active
consideration
Shift up the order
of consideration
by facilitating
favorable
comparison
Purchase
Consumption
Convert intent
into action at
point of
purchase
Improve the user
experience
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Relationship
building
Make your
customer feel
special to
improve loyalty
and
Advocacy
Encourage
recommendations

51. Digital marketing introduction
Online reviews

52. There are two main types of online reviews
Professional reviews from journalists and fulltime bloggers
Consumer reviews
Understanding how online reviews affect consumers’ purchase decisions is vitally
important to companies that rely on online word-of-mouth to disseminate
information about their products
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53. Consumer opinions posted online generate trust
Confidence in consumer opinions posted online is high and grew over 15%
compared to four years ago
Source: Nielsen report on Global Trust in Advertising and Brand Messages 2012
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54. Consumer reviews increase conversions
A restaurant rating improved by just half a star (scale 1-5) is very much more likely
to be full at peak dining times: number of bookings increased from 30 to 49%
Example: Tripadvisor.nl
Source: Economic Journal (2012)
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55. 5 elements that determine the credibility of an online
review
Number of reviews
Reference groups
Relevant/Detailed content
Authenticity
Independent platform
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56. Online reviews have a higher impact when one or more of
the conditions below are true
High involvement experience goods
Niche product
Credibility is key
Focus on product quality
Internet experience of your target group
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57. Stimulate people to write a review
Example of a cashback promotion where you could win a tablet when you left a
review about the refrigerator you just bought.
Result of this action: more than 600 reviews, split over 35 refrigerator models.
Source: Assignment THoM
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58. Don’t be scared about negative reviews. A mix of positive
and negative reviews helps to improve consumer trust in
the opinions they read
Consumers trust reviews more when they see both good and bad scores
Consumers suspect censorship or faked reviews when they don’t see any
negative opinions on the page
It depends on the type of product on offer. A book, game or film will often
divide opinion, but reviews of electrical products which highlight flaws will be
more likely to deter others
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59. Question
Do you think that reviews will still be important in 5 years? Will
consumers still trust them?
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60. Digital marketing introduction
Affiliate marketing

61. Affiliate Marketing is mainly useful to stimulate purchase at
a controlled cost
Awareness
Make your
target aware of
your offer
Communicate
your benefit and
reason to
believe
Involvement
Increase
emotional
engagement
before purchase
Active
consideration
Shift up the order
of consideration
by facilitating
favorable
comparison
Purchase
Consumption
Convert intent
into action at
point of
purchase
Improve the user
experience
Affiliate Marketing is only
rewarding publishers that
are driving traffic, leads
or sales
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Relationship
building
Make your
customer feel
special to
improve loyalty
Advocacy
Stimulate
recommendations

62. Affiliate Marketing is performance-based marketing
Affiliate
Marketing
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Marketing done by others to promote a company’s
products and services
The affiliate only gets paid when he is driving
traffic, leads or sales
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63. Affiliate Marketing has 3 core players
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2
3
Merchant
Network
Publisher
The advertiser
The network connects
merchants with
publishers and takes
care of negotiation
communication, tracki
ng and payments
The affiliate that
promotes the products
of the merchant
E.g. Thomas Cook
E.g. Zanox and Affiliate
window
E.g. A blog about city
trips
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64. There are different types of affiliates
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65. Comparison sites
Most comparison sites are mainly focused on price so it’s
only interesting if you have a price competitive offer
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66. Coupon code sites
Coupon code sites are popular for certain product
categories
According to Flipit the most popular product categories are fashion
(33%), electronics (19%), recreation and leasure (11%) and books and DVDs (9%)
Source: Flipit
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67. Coupon code sites
Of course as a marketer you should decide if promotions
are a good tactic for your brand
Voucher codes can serve different
objectives
But don’t use them too much as they
can…
• Increase visibility
• Damage your brand equity as
customers use price points to
determine quality
• Generate trial
• Boost volume per occasion
• Create certain expectations and
postpone buying behavior
• Raise frequency
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68. Cashback sites
cashback sites reward their members if they use their site to
access a retailer's online
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69. Email
Some publishers also have large email databases
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70. There are different ways to reward affiliates
Cost Per Click (CPC)
Cost Per Lead (CPL)
Cost per Sale (CPS)
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71. CPS and CPL can be used seperately or in combination.
Each form has its pros and cons
Only CPS
- You are certain about
the ROI
- Affiliates get insight into
your sales conversion
rate
CPS + CPL
- Still quite safe but more
stimulating for affiliates
to start with your
program
- More stimulating for
affiliates to start with your
program
- Affiliates get insight into
your sales conversion
rate
- Less certain if the leads
will also convert in sales.
This can only be
evaluated afterwards
- Less stimulating to start
with your program
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Only CPL
- Affiliates don’t get insight
into your sales
conversion rate. If your
rate is better than that of
competitors, it could be
less expensive to reward
leads
- More risk for fraud
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72. Affiliate Marketing is very appropriate if some of the
conditions below are true
Demand for immediate ROI
Limited budget for awareness building
Focus on customer acquisition
Limited product portfolio
Promotion of certain types of products
Strong affiliates
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73. Affiliate Marketing is mainly used by financial
servcies, Telecom, Travel, Fashion and Retail
Source: IAB report on online Ad spend, The Netherlands 2012
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74. There are some risks but most of them can be mitigated if
managed well
Possible brand damage
Not everyone wants to work on a CPS basis
Risk of fraud
Sales volume could be too small to be worth the effort
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75. Question
Would you make use of affiliate marketing if you would be the
ecommerce manager of Timberland? Explain why
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76. Digital marketing introduction
Google advertising

77. Search advertising is useful to reach people with a certain
intent. The Googe Display network can also be used to
create awareness
Awareness
Make your
target aware of
your offer
Communicate
your benefit and
reason to
believe
Involvement
Increase
emotional
engagement
before purchase
Display network
can help to
create
awareness
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Active
consideration
Shift up the order
of consideration
by facilitating
favorable
comparison
Purchase
Consumption
Convert intent
into action at
point of
purchase
Improve the user
experience
Search advertising is
more appropriate to
influence consideration
and purchase
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Relationship
building
Make your
customer feel
special to
improve loyalty
Advocacy
Stimulate
recommendations

78. Google offers 2 ways to advertise
Via content
(the Google Display Network)
Via search
Google search and partners like Skynet
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Google websites and services and
partner websites
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79. Let’s explore search
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80. Question
Over the years Google also launched a lot of new features within
search advertising. Do you know which ones?
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81. Answer
• Ad extensions. We will only discuss some of them
• Product Listing Ads
• Enhanced campaigns
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82. Sitelink extensions allow you to promote additional landing
pages below your standard ad text
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83. Call extentions allow you to incorporate your phone
number in your text ads
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84. Google automatically applies seller ratings if you meet
their criteria
• Ratings are taken from Google
Shopping
• At least 30 reviews within last
12 last months and a score of
3,5 stars
• At least 10 reviews in the
customer’s language
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85. Product Listing Ads allow you to include specific product
information like an image, title, price, promotional
message, and your store or business name
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86. Google launched enhanced campaigns earlier this
year, one of the biggest changes in history
"We want to provide the best search
results for users regardless of where they
are and what device they are using.―
Susan Wojcicki,
SVP Advertising of Google
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87. It enables advertisers to target people at the right time, in
the right place, with the right advert and call-to-action
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88. Targeting is done by adjusting bids
To allow advertisers to optimize mobile activity separately to desktop
activity, there will be multiple bid adjustments available at keyword level
-100%
Bid adjustment
Device
Location
Time
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+300%

89. Question
A breakfast cafe wants to reach people nearby searching for
"coffee" or "breakfast" on a smartphone.
How should they adjust their bids?
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90. Answer: they could adjust their bids as follows
Device
Location
Time
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50% higher for searches on smartphones
25% higher for people searching 500 meters away
20% lower for searches after 11am
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91. It will no longer be possible to have separate Adwords
campaigns for mobile
Advertisers need to get more insights in the customer journey and multi-screen
behavior of their customers
Sites need to responsive
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92. Let’s explore the display network
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93. You can choose between 2 bidding options
Goal: Direct response
Choose for CPC
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Goal: Branding
Also consider CPM
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94. Question
We marketers love to segment and target. Do you know which kind
of targeting is available within the Google Display Network?
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95. Answer: GDN allows 7 ways of targeting
Keywords
Content
Managed
placements
Pages with content that matches your
keywords
Websites you have selected
Topics
Websites that include content about specific
topics
Interest
Users with specific interests based on websites
they visit
Google
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Remarketing
Users who previously visited your website
Demographics
(beta)
User
Users based on inferred gender and age
Auto optimization
(DCO)
Google automatically optimizes your targeting
to find additional conversions
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96. Digital marketing introduction
SEO

97. Google is 15 years and a lot happend during that short
period
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98. An example of the knowledge graph
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99. Question
Can you think of some basic SEO tricks?
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100. Some basic tricks are
On-site optimization
Promote your site
Smart website
migration
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•
•
•
Focus on one or 2 keywords per page
Avoid duplicate content
Use descriptive, readable and short URLs
Enter descriptive keywords in the alt attribute of
images
• Linkbuilding and linkbaiting
• Create engaging content and faciliate sharing
• Use 301 redirects when you launch a new website
100

101. Today we will quickly discuss the impact of the latest
algorythm updates on SEO, especially the last one
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102. The panda update punished low quality content
Q1 2011
What is it about?
Lowered the ranking of low
quality website
How does it judge
quality
Focus on human quality
indicators like time on site
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103. The penguin update punished low quality linking
Q2 2012
What is it about?
How does it judge
quality
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Punished the sites who didn’t
respect the Google guidelines
Diversity of links
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104. So do not over optimize
Tip 1: good content
Create good content instead over optimizing your
website for keywords
Tip 2: healthy linking
strategy
Make sure that you have a healthy linking strategy
• Not too much run of site links
• Different types of links
• A good mix of link authority or pagerank
• Evenly spread over time
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105. Meanwhile our world is changing fast
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106. The hummingbird algorythm is about better understanding
your search queries
Q3 2013
What is it about?
Makes sense of conversational (voice)
searches and understand the
relationship between searches
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107. Google will not just look at keywords but will also
understand the intent of the searcher
Best restaurants BA
Where to eat at BA in
terminal A
Website page:
Best restaurants at BA
Terminal A
…
Terminal B
…
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108. Google stopped showing the organic keywords that drive
traffic to your site. They are forcing you to look at
content, not keywords
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109. Google is now able to understand the relationship between
searches
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110. As a marketer you should focus on good content
Conversational search
Connected search
Users will make longer search
queries and use voice activated
search more frequently
Users will stop typing certain
keywords as Google relates search
queries to each other
Less focus on keywords, more focus on content and make sure that content is
accesible on multiple devices
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111. Remember
―The future is about things, not [keyword] strings.‖
Matt Cutts, Head of Web Spam at Google
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112. Digital marketing introduction
RTB

113. RTB (buying via automated trading) is about buying
impression per impression
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114. The process happens within milliseconds
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115. It offers some advantages
You can buy impression per impression and are able to identify the right media
for your audiences
It’s plug and play. No time-consuming site-by-site negotiations
You can optimize along the way
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116. There are different parties involved
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117. Here is the list of players active
in BE
You can identify both
independent and agency
Trading Desks
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118. About 7 Billion impressions available in Belgium
• 8th in the Adform European Ranking: +7
billion impressions per month
• Demand from advertisers emerging
Source: Adform quarterly reports
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119. Facebook offers great opportunities
Only 9% of the 500 biggest American companies use FBX
FBX offers 3.5x MORE bidding opportunities than GDN
Source: From Triggit computer graphic September 2013
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120. Facebook is also the most important domain in Belgium
Top 20 Domains in Belgium
facebook.com
youtube.com
ebay.be
autoscout24.be
2dehands.be
kapaza.be
netlog.com
dailymotion.com
tagged.com
microsoftadvertisingexchange.be
skyrock.com
meteovista.be
sanomamedia.nl
skynet.be
immoweb.be
marktplaats.nl
weeronline.nl
telegraaf.nl
voetbalnieuws.be
meetic.be
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121. There are also different targeting possibilities
• Website topics or categories
• Whitelisting (placements)
• Location
• Language
Your
consumer
• Device
• Time of day
• Remarketing
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122. It offers great creative possibilities like Dynamic creative
optimization
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123. Display campaigns can be synchronized with TV
commercials to increase the reach and share of voice
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124. Join us at our Meet & Greet!
Grand Café Modeste – Wapenstraat 18 Antwerpen
03/12/2012 – 19h00
Subscribe
www.thom.be/meet-greets
Hope to see you there – Campus Recruitment Team Antwerp (Céline & Valérie)