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2016 Dr. Ute Hillmer
Digital Marketing
and the 360° Dialog
Part 1
2016 Dr. Ute Hillmer
WHO is Dr. Ute
Hillmer? anexpertinpositioning andpromoting technology
products, withacarvingforinnovativeproducts that
arenotself-explaining.
Withsuchproducts,humanbehavior isoftenoutsidethe
boundaries ofrationality -despiteitseconomiccontext.
Buyingbehaviorisheretypicallyaresult ofsocial,cognitive
andemotionalfactors, alongwiththeeconomicones.
2016 Dr. Ute Hillmer
What did Ute do?
• 27 years of international marketing (HP, CoCreate, MFG Innovation
Agency State of BW, Better Reality Marketing)
• Dissertation in business administration, behavioral economicsin
technology marketing: TechnologyAcceptancein Mechatronics
• Worldwide company and product communication;
mainly 3 continents (America, Europe,Asia)
• Product-, program-, channel-, partnermarketing, marketing
communication, branding, positioning
• Responsible for operative, strategic + corporate marketing, branding,
sales training
• Experienced in large corporations, SMEs and freelance work as well as
political institutions.
• Responsible for the first international website of Hewlett Packard in 1993
2016 Dr. Ute Hillmer
What’s Ute’s
STORY?Iam in business to change
the lives of my technology
clients by finding them
hungry customers that get
them into sustainable growth!
2016 Dr. Ute Hillmer
and turn their customers into raving fans!
2016 Dr. Ute Hillmer
See it!
Hear it !
Say it !
Do it !
2016 Dr. Ute Hillmer
Agenda1. Framing Digital Marketing
2. The changing Customer
Dialog
3. The New Buying Process
4. Customer Driven Marketing
5. The Benefits of Digital
Marketing
5. Categorizing Digital
Marketing
6. The Digital Toolbox
7. Hands on Exploitation
8. Lead Generation with
Digital Marketing
9. The Trends
2016 Dr. Ute Hillmer
17-­‐2
Direct, Online, SocialMedia, andMobile
Marketing
‘The key question
is not whether to
deploy Internet
technology –
companies have
no choice if they
want to stay
competitive – but
how to deploy it.‘
Porter, M. (2001) Strategy and the Internet,
Harvard Business Review, March 2001, 62–78.
2016 Dr. Ute Hillmer
Learning Objectives
• Define direct and digital marketing and discuss their
rapid growth and benefits to customers and
companies
• Identify major forms of digital marketing strategies
and understand the underlying objective. Away from
individual tactics to the overall plan
• Understand the sales funnel in digital marketing –
Growth Hacking
2016 Dr. Ute Hillmer
TheNew Direct Marketing Model
=ANew BusinessModel
For many companies
today, direct and
digital marketing
constitute a complete
model for doing
business.
Copyright © 2016 Pearson Education,Inc.
17-­‐7
2016 Dr. Ute Hillmer
What Digital BusinessesDoYouUseToday?
• What complete digital B-models do you use
today?
• Which additional ones do you know?
2016 Dr. Ute Hillmer
ANew Area in Products and Channels
Illustration copyright of Steve Blank, „The Startup OwnersManual“
2016 Dr. Ute Hillmer
Rapid Growth ofDirect andDigital Marketing
Direct and digital marketing have become the fastest-growing
form of marketing.
• U.S. companies spent almost $133 billion on direct and digital
marketing in 2014
• direct-marketing-driven sales amount to over $2 trillion
= for 35% of the U.S. economy
Direct marketing continues to become more Internet-based,
and digital direct marketing is claiming a surging share of
marketing spending and sales.
• Over the next four years, digital marketing expenditures and
digitally driven sales are expected to grow 9%/year.
• 50% of total sales are influenced by online research
Source: DMA
2016 Dr. Ute Hillmer
Marketing + Sales
Today:
a New Buying
Decision Process
2016 Dr. Ute Hillmer
Role-play to discover:
“Has Marketing changed?”
“Must Marketing change?”
2016 Dr. Ute Hillmer
Funnel-Metaphor for a Buying Decision
active evaluation
many brands
Grafik close to Edelman 2010
buying decision
Initial
considerationTrigger
lesser and lesser brands
What brand creates
the most value to
me/us right now
and in the future?
2016 Dr. Ute Hillmer
Digitally supported Buying Decision
active
Evaluation
Post-Sales
Experience
Enlarged
Evaluation
Ambassador
Loyalty Loop
Active
Evaluation
Model close to Edelman 2010, p.65
Moment of Purchase
Initial
Consideration
Trigger
What brand creates
the most value to
me/us right now
and in the future?
2016 Dr. Ute Hillmer
Information Sources Today
The 2014B2B Buyer BehaviourSurvey
2016 Dr. Ute Hillmer
2014 B2B Buyer Behavior Survey
• Web search is the top source of information
• B2B buyers strategically browse social media
• The number of sources used to research and evaluate
purchase has increased
• There is an increased awareness of purchase options
• The evaluation process is longer and more satisfying
DemandGenReport Survey 2014
2016 Dr. Ute Hillmer
What Role does Social Media Play?
The 2014B2B Buyer BehaviourSurvey
2016 Dr. Ute Hillmer
The Core Consequences
1. Consumers and buyers connect with brands in
fundamentally new ways – often beyond manufacturers’
or dealers' control.
2. They evaluate a shifting array of options during the
evaluation process and remain engagedwith the brand
after purchase.
3. Customers can have as much information and
knowledge, as vendors do.
Its no longerabout “information”it’s about creating and
capturing CUSTOMER VALUE!
You need a customer driven marketing strategy!
2016 Dr. Ute Hillmer
Customer Driven
Marketing –
What does that
mean?
2016 Dr. Ute Hillmer
From Product- Focus to Customer Focus
Product
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
Communication
McCarthy: Basic Marketing:A managerial approach, 1960
Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
2016 Dr. Ute Hillmer
From Product- Focus to Customer Focus
• Making a sale
• Abundance of products in
the nearby shopping
centers
• Television, magazine, and
direct-mail ads
• Satisfying customer needs
• Imaginative Web sites and
mobile phone apps, blogs,
online videos, and social
media
• Reach customers directly,
personally, and
interactively
Traditional View Contemporary View
Kotler, Armstrong 2014
2016 Dr. Ute Hillmer
The
Basics
to get started
2016 Dr. Ute Hillmer
The Customer
Dialog is
changing
2016 Dr. Ute Hillmer
Dialog Marketing
Is nothing new:
customer visits
telephone calls
discussions
email
business lunches
mail
trade shows
…
2016 Dr. Ute Hillmer
But Dialog Marketing had to change …
Customer Dialog is emancipated
Sender Receiver
2016 Dr. Ute Hillmer
Changing Communication to a Dialog
Sender
Receiver
2016 Dr. Ute Hillmer
Communication Models for
TraditionalandNew Media
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
2016 Dr. Ute Hillmer
TheDegreeofIndividualization
forTraditionalandNew Media
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
(a) traditional  
media:  same  
message
(b) new  media  =  
often  unique  
messages  and  
more  
information  
exchange  
between  
customers
2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
competitive advantage
When companies look at their
products and services from a
customer point of view, they can gain
huge competitive advantages.
2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
enhance customer loyalty
Engagement of the
customer
+
Interest and appreciation
by the selling company
enhances customer
loyalty
2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog truly
understand customer needsand enhanceproducts
It’s more than online information
gathering.
Customers exchange their needs, their
preferences and their interests online.
2016 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
wincustomers
Happy customers develop the need to
let other customers know that they
found a product or service that works
for them:
Word of mouth + growth hacking
2016 Dr. Ute Hillmer
3 Key Points of any (Online) Dialog
1. Build trust by helping your customer to
make the right decision. Show them a win-
win
2. Learn about the needs and problems of
your customers
3. Build an infrastructure so customers can
refer to you
2016 Dr. Ute Hillmer
Consequences: The Brand changes
The customer
fundamentally
influences the brand
– beyond any
marketing control
2016 Dr. Ute Hillmer
Consequences: Support changes
Customers exchange
experiences and
insights. They can
often help each other
timely and with a lot of
detailed knowledge
2016 Dr. Ute Hillmer
Consequences: The Dialog changes
Customers can do
more than buy –
satisfied customers
are the best sales
team
2016 Dr. Ute Hillmer
Benefits
of Digital Marketing
2016 Dr. Ute Hillmer
Task:
What are Benefits of Digital
Marketing to Buyers and to
Sellers? Pin	
  them	
  on	
  the	
  
wall
2016 Dr. Ute Hillmer
BenefitsofDirect andDigital Marketing to
Buyers
• Convenience
• Ready access to many products
• Access to comparative information about
companies, products, and competitors
• Interactive and immediate
17-­‐9
2016 Dr. Ute Hillmer
ThePowerofRecommendations:
„I‘ll HaveWhat SheisHaving“
2016 Dr. Ute Hillmer
Benefits, Online Buyers see
• Low Prices(38%)
• Shopping Convenience
(35.1%)
• Easy To Compare
(33.1%)
• Free Shipping (31.5%)
• Time Saving (30.8%)
• Easy To Buy (29.2%)
• Range of Products
(17.4%)
Infographic	
  by	
  Invesp (sources	
  data	
  from	
  eMarketer and	
  Internetretailer.com)
Don’t take these things at face value, because not everything
is as it seems. Ask your customers or test it
2016 Dr. Ute Hillmer
Benefit: Low Prices + Price Comparison
• Price
transparency
• Easy price
comparison
• Comparison
Shopping
Engines
Source Will Web Browse for Food: Wall Street Journal
2016 Dr. Ute Hillmer
Benefit: Customer Service
A survey by A Forrester
survey asked 4,600 US
consumers across 12
industries which they
thought was more
important, “great
customer service” or
“low prices.” Customer
service won across the
board.
Source: https://experiencematters.wordpress.com/2009/05/17/customer-service-trumps-price/http://conversionxl.com/
2016 Dr. Ute Hillmer
Benefit: Shopping Convenience
Shoppers order when
and where it’s most
convenient for them.
Mobile devices are
changing eCommerce
Every year, mobile e-
commerce sees
significant growth and
is redefining how we
shop online.
Source: http://www.ibtimes.com/mobile-devices-are-changing-ecommerce-
heres-how-1297265 http://conversionxl.com/
2016 Dr. Ute Hillmer
Benefit: Easy to Compare
• People always
compare
• The average
consumer will
visit 3 websites
before making a
purchase
• He/she will likely
spend more
money with sites
they visit more
frequently.
http://conversionxl.com/
2016 Dr. Ute Hillmer
Benefit: Free Shipping
For whatever reason,
a free shipping offer
that saves a
customer €5 is more
appealing to many
than a discount that
cuts the purchase
price by €8.
http://conversionxl.com/
2016 Dr. Ute Hillmer
Benefit: Time Saving/ Easy to Buy
We want ways
to get our
products faster.
#1 having stuff
buy regularly
delivered to
where you need
it on a
subscription
basis.
2016 Dr. Ute Hillmer
Benefit: Time Saving/ Easy to Buy
#2 through product
recommendation
engines
http://conversionxl.com/
2016 Dr. Ute Hillmer
Benefit: Range of Products
Selection matters:
You should have enough inventory
to satisfy your customers demands.
Torrid:
“we have good looking stuff,
probably in your size” which for the
plus size market, is important.
http://conversionxl.com/
2016 Dr. Ute Hillmer
Benefit:PeerExchange–Community Building
Lean from others,
exchange
experience and
have a sense of
community
http://conversionxl.com/
2016 Dr. Ute Hillmer
BenefitsofDirect andDigital Marketing to
Sellers
• Tool to build customer relationships
• Low-cost, efficient, fast alternative to reach markets
• Flexible
• Access to buyers not reachable through other channels
• Cost reductions from:
– reduced time in customer service
– online sales
– reduced printing and distribution costs of mktg. material
• Measurability of Marketing Effectiveness 17-­‐10
2016 Dr. Ute Hillmer
Benefits ofdigital marketing –The 5Ss
The  5  Ss of  Internet  marketing
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
Sell more
Serve extra benefits
Speak 2 way
Save on Marketing
Sizzle
2016 Dr. Ute Hillmer
How can we
categorize Digital
Marketing?Goals
Controllability
Technology
2016 Dr. Ute Hillmer
Goals to be achieved in Marketing
Information
Goals
Image
Goals
Economic
Goals
Improved customer insight
Presentation as a market
leader
Awareness, visits,
registrations, sales…
Improved product
insight
Presentation as innovation
leader
Customer loyalty and
-penetration
Generation of ideas
Presentation as a Good
Citizen Sales and recommendations
… …
Cost reduction
2016 Dr. Ute Hillmer
Key Online Media Types by Controllability
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
2016 Dr. Ute Hillmer
Key Online Media Types
by Digital Architecture
Source: modified after Storymaker
WEB-
SITE
Micro-
Site
Online-
PR
PUSH/PULL
News-
letter
Customer
WEB-
SITE
Communication	
  
Channel
Corporate Hosting
2016 Dr. Ute Hillmer
Applications of Digital Marketing
• Transactional e-
commerce site
• Services-
oriented/relationship
building
• Brand Building site
• Portal or media site
• Social network or media
site
• Freemium service sites
Note that these types overlap!
2016 Dr. Ute Hillmer
Applications of Digital Marketing
• An advertising medium
• A direct-response medium
• A platform for sales transactions
• A lead-generation method
• A distribution channel
• A customer service mechanism
• A relationship-building medium
2016 Dr. Ute Hillmer
Channelsrequirean
IntegratedDigital Marketing Strategy
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
2016 Dr. Ute Hillmer
Task:
What Components and
Forms of Digital Marketing
do you know? Collect	
  them	
  
and	
  Circle	
  where	
  
you	
  have	
  
personal	
  
experience
2016 Dr. Ute Hillmer
FormsandComponents of „Digital Marketing“
Company Website
Google Adwords
PPC Advertising
Press Releases
Search Engine Marketing
Search Engine Optimization
Keyword Research
Landing Pages
Blogging
Content Marketing
Lead Capture Forms
Social Media Marketing
Facebook
Twitter
Google+
LinkedIn
Instagram
Pinterest
WhatsApp
Snapchat
Copywriting
eCommerce
WebDesign
Mobile Responsive
Affiliate Marketing
Autoresponders
EMail-Marketing
Video-Marketing
CRM Systems
Display Ads
Banner Ads
Podcasting
Graphics design
Text Message Marketing
Retargeting
Site Programming
…
2016 Dr. Ute Hillmer
The
Digital Toolbox
2016 Dr. Ute Hillmer
How to use Digital Media in Marketing
2016 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your
channels
wisely!
2016 Dr. Ute Hillmer
TypesofSocialMedia Interaction
by Source
Existing Social Media
(Facebook, Xing, Twitter,
Linkedin, etc.)
Corporate Social Content
Corporate Blogs, Forums,
branded / unbranded Social
Networks, etc.)
Customer-facing
employee
Monitoring /
Data Mining
Market-triggered
social interactions
Business-triggered
social interactions
Social
Marketing
Social
Sales
Social
Service
Questions &
complaints
Market
Information
Customer
Preferences
(outside-to-outside)
(inside-to-outside
inside-to-inside)
Market
Marketing Sales Service
Socially-enabled
Marketing
Socially-enabled
Sales
Socially-enabled
Service
F&E
Socially-enabled
F&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
2016 Dr. Ute Hillmer
TypesofSocialMedia Interaction
byPurpose
Marketing Sales Service/Support
Social Marketing
Insight
Social Sales
Insight
Social Support
Insight
Innovation
Social Innovation
Insight
Rapid Social
Marketing Response
Rapid Social
Sales Response
Rapid Social
Support Response
Crowedsourced
F&E
Social Event
Management
Socially-enabled
Service
Social Campaign
Tracking
Sales Referal
Proactive Lead
Generierung
2016 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
2016 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
2016 Dr. Ute Hillmer
The Corporate Webseite: Vendors
2016 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
2016 Dr. Ute Hillmer
The Corporate Website
• Company controls the content and the design
• Company can backlink all media channels to the
site
• One stop overview, monitor and archive
• Low cost professional site with Open Source tools
like Wordpress und Joomla, templates, plug-ins und
RSS feeds.
2016 Dr. Ute Hillmer
The Corporate Website
• Company must manage and maintain the site
including its layout and design, content, tech.
support and its URL(s)
• Corporate Websites are usually seen as push
marketing
• Cost and time intensive
2016 Dr. Ute Hillmer
TheCorporateBlog today
blog.daimler.de
2016 Dr. Ute Hillmer
TheCorporateBlogyesterday
blog.daimler.de
2016 Dr. Ute Hillmer
Dell Blogs Blogs,Forums
2016 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
2016 Dr. Ute Hillmer
Dell Shares Investor Relations
2016 Dr. Ute Hillmer
TypesofSocialMedia Interaction
byPurpose
Marketing Sales Service/Support
Social  Marketing
Insight
Social  Sales
Insight
Social  Support  
Insight
Innovation
Social  Innovation
Insight
Rapid  Social
Marketing  Response
Rapid  Social  
Sales  Response
Rapid  Social  
Support  Response
Crowedsourced
F&E
Social  Event
Management
Socially-­‐enabled
Service
Social  Campaign  
Tracking
Sales  Referal
Proactive  Lead
Generierung
CRM  =  Customer  Relationship  Management
2016 Dr. Ute Hillmer
TheCorporateBlog
TypesofSocialMedia Interaction
Marketing Sales Service/Support
Social  Marketing
Insight
Social  Sales
Insight
Social  Support  
Insight
Innovation
Social  Innovation
Insight
Rapid  Social
Marketing  Response
Rapid  Social  
Sales  Response
Rapid  Social  
Support  Response
Crowedsourced
F&E
Social  Event
Management
Sales  Referal
Socially-­‐enabled
Service
Social  Campaign  
Tracking
Proactive  Lead
Generierung
2016 Dr. Ute Hillmer
The Corporate Blog
• You can show that you know a lot about a topic
• You are easily found by search engines (search engines follow
backlinks; a good article easily generates 10-50 backlinks in a few days)
• It is free for the customer and free media for you as a
vendor
• You can segment your target market nicely
• It can be the starting point for new content, hosts
conversations, can provide context for news
• It can be a starting point for personal brands
• Small companies can get to the top of search engine
rankings
2016 Dr. Ute Hillmer
The Corporate Blog
• Frequency is a must è time consuming
• You are not credible in a “controlled” bog
• You don’t control what is said in an open employee
blog
• Generating relevant and interesting content on a
frequent basis is not easy
2016 Dr. Ute Hillmer
TheCorporateBlog
Make somerules.
http://www.ibm.com/blogs/zz/en/guidelines.html
Empower	
  all	
  employees…	
  they	
  are	
  the	
  brand.
• Behave	
  professionally	
  and	
  ethically.
• Take	
  personal	
  responsibility.
• Include	
  a	
  disclaimer:	
  your	
  opinions	
  are	
  yours,	
  
not	
  IBM’s.
• Don’t	
  pick	
  fights.
“Use	
  social	
  media	
  as	
  a	
  means	
  to	
  expose	
  IBM’s	
  
experts—and	
  expertise—to	
  the	
  world.”
Adam	
  Christensen
Manager,	
  Social	
  Media	
  Communications
2016 Dr. Ute Hillmer
Social Networks
2016 Dr. Ute Hillmer
How Social Networks work
Think of Social Networks as a
sports club!
2016 Dr. Ute Hillmer
How Social Networks work 2
• Voluntary active or passive membership
• Special areas of interests
• One communicates where one has something to say (or
not), has an opinion, answers questions, asks questions, …
• If one is open, friendly and nice, friendships will develop
that value ones expertise and opinion
• Once one has built a reputation, it will be accepted, even
appreciated if one recommends and hints one ones
products and services, online shop, other products…
2016 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and own expertise distributes …
2016 Dr. Ute Hillmer
Dell on Facebook Community
2016 Dr. Ute Hillmer
Dell on Facebook Ratings
2016 Dr. Ute Hillmer
Dell on Google +
2016 Dr. Ute Hillmer
Festool on Facebook
2016 Dr. Ute Hillmer
Festools: Brandscouts
2016 Dr. Ute Hillmer
Festools: Brandscouts gesteuert
2016 Dr. Ute Hillmer
Dialog Marketing
Frage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?
2016 Dr. Ute Hillmer
Dialog Marketing
User Support
2016 Dr. Ute Hillmer
Dialog Marketing
Complaints
2016 Dr. Ute Hillmer
Dialog Marketing
Product Comparison
28	
  Kommentare	
  später	
  …
2016 Dr. Ute Hillmer
Service Communication
Dialog Marketing
2016 Dr. Ute Hillmer
Pride
Dialog Marketing
2016 Dr. Ute Hillmer
Festool on Facebook Development ofFans
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Entwicklung	
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curtsey of Klaus Danner, Manager Customer Communications
2016 Dr. Ute Hillmer
Social Networks
• Direct customer communication
• Largest social Network
• Many forms of interaction
• Entertainment
• Full display of many media
formats (pictures, movies, games, ...)
• Cool ideas result in huge reach
• Personal reputation
management
• Facebook statistics
• Efficient marketing tool
• Gives companies “a face”
or “faces”
• Connectable with twitter,
Google+, linkedin…
• Mobile app
• Location updates
• Many apps enlarge
functionality
2016 Dr. Ute Hillmer
Social Networks
• Uncontrolled environment
for employees
• Time-consuming
• Less exciting products
can have a hard time
gaining recognition
• Requires high frequency
of relevant content
generation
• Privacy problems
– Like button (documenting all
activity on the website)
– Open FB tab in Browser
– Apps can result in spam
• Hard to separate private and
business
• FB can change the rules as
they like (free service)
Practice
2016 Dr. Ute Hillmer
Business Oriented Social Networks
• More serious environments,
no personal content
• Suitable for personal business
profile pages
• Customer + recruiter research
• Personal reputation
management
• Business oriented groups
• Business contact initiation and
management
• Increasingly commercial +
spam
• Time consuming
• Not all audiences are in
these networks
• Often regional
2016 Dr. Ute Hillmer
Enterprise Networks (ESN)
• an internal workplace that
streamlines communication among
co-workers (Mashable)
• Enterprise social networks will
become the primary communication
channels for noticing, deciding or
acting on information relevant to
carrying out work. (Gartner)
• Offer a variety of communication
functionalities and media forms
2016 Dr. Ute Hillmer
Enterprise Social Networks
• Community approach
• One place for (almost) all
communication
• give employees a sense of
online community
• help forge connections between
departments, especially within
larger corporations
• Multimedia repository
• Increasingly commercial +
spam
• Time consuming
• Not all audiences are in
these networks
• Often regional
2016 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– Photographs and images
– Videos
– Audios
– Presentations
2016 Dr. Ute Hillmer
Supplemented by a Digital Architecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
PR
PUSH/PULL
Source: Storymaker
News-
letter
Communication	
  
Channel Corporate Hosting
2016 Dr. Ute Hillmer
Dell on YouTube
2016 Dr. Ute Hillmer
Festtool on Youtube
2016 Dr. Ute Hillmer
Content Sharing Platforms
§ Easy way to display,
archive and share
§ No need for own
infrastructure and
storage
§ Possible real time
reporting of events
§ Products / content is
ranked by audience
• Copyright problems
• Free data upload or
information spread is
limited
• No quality control of
content and material
2016 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
2016 Dr. Ute Hillmer
IdeaStorm OpenInnovationPlatform
19.12.2011
2016 Dr. Ute Hillmer
Dell Shop eCommerce with Social Content
2016 Dr. Ute Hillmer
Festool – Dealer Partnerships
2016 Dr. Ute Hillmer
Recommendation Platforms
• bad products are exposed
• Here users share
experiences, perceptions
and recommendations
about products, services
and organizations .
Sometimes detailed
discussions can evolve..
• Products are ranked by
audience
• credibility
• good products are usually
ranked positively
2016 Dr. Ute Hillmer
Microblogging
2016 Dr. Ute Hillmer
Twitter
Microblogging is a form of blogging that allows
users to send brief text updates (or micromedia
such as photos or audio clips) and publish them.
These messages can be submitted by a variety of
means like text messaging, instant messaging, E-
mail, digital audio or the web. (Wikipedia)
2016 Dr. Ute Hillmer
Dell on Twitter
2016 Dr. Ute Hillmer
DellOutlet Twitter as anOutletstore
2016 Dr. Ute Hillmer
DellOutlet Germany Twitter as anOutlet store
2016 Dr. Ute Hillmer
DellOutlet China Twitter as anOutletstore
2016 Dr. Ute Hillmer
Werkzeuge	
   für	
   höchste	
  AnsprücheFestool on Twitter
curtsey of Klaus Danner, Manager Customer Communications
2016 Dr. Ute Hillmer
Werkzeuge	
   für	
   höchste	
  AnsprücheFestool on Twitter
twitter.com/festool
2.854	
  Follower	
  	
  7/15
978	
  Follower	
  	
  7/12
2016 Dr. Ute Hillmer
DellCares Twitter as aSupport Channel
2016 Dr. Ute Hillmer
Tools for the toughest demandsFesttool on Twitter ausgewählte Follower
curtsey of Klaus Danne, Manager Customer Communications
2016 Dr. Ute Hillmer
Twitter
• Mobile
• real time
• fast
• cheap
• real-time market research
• advertising allowed
• direct customercontact
• great monitoring tool (alternative
clients, e.g. tritterdeck)
• interest based, not friendship
based
• global
• multimedia
• only short messages (Twitter 140
characters)
• short lifetime of tweets
• a lot of meaningless information
in twitter sphere
• difficult to measure
• spam / unpleasant followers
possible
• fast media for fast + easy
mistakes
2016 Dr. Ute Hillmer
Mobile Messaging
• WhatsApp: a cross-platform instant messaging application
that allows users to exchange text, image, video and audio messages for
free. It is especially popular with end users to do international text
messaging and phone calls.In addition to basic messaging, it provides
group chat, phone service+ location sharing options. Recently, first
business information messages get distributed, e.g. trading & currency
information.
• Snapchat: add captions, drawings and filters to photos and
videos (also known as "snaps"). Unlike other messaging apps, you can view
snaps for a maximum of 10 seconds, and then it's gone for good. Anything
shared through the service self-destructs, leaving no evidence that it
existed.
2016 Dr. Ute Hillmer
TypesofSocialMedia Interaction
by Source
Existing	
  Social	
  Media
(Facebook,	
  Xing,	
  Twitter,	
  
Linkedin,	
  etc.)
Corporate	
  Social	
  Content
Corporate	
  Blogs,	
  Forums,	
  
branded	
  /	
  unbranded	
  Social	
  
Networks,	
  etc.)
Customer-­‐facing
employee
Monitoring  /  
Data  Mining
Market-­‐
triggered  social  
interactions
Business-­‐
triggered  social  
interactions
Social	
  
Marketing
Social
Sales
Social	
  
Service
Questions	
  &
complaints
Market
Information
Customer
Preferences
(outside-­‐to-­‐outside)
(inside-­‐to-­‐outside
inside-­‐to-­‐inside)
Market
Marketing Sales Service
Socially-­‐enabled
Marketing
Socially-­‐enabled
Sales
Socially-­‐enabled
Service
F&E
Socially-­‐enabled
F&E
based on Cipriani 2009
WEB-
SITE
Micro-
Site
2016 Dr. Ute Hillmer
Areas ofAction in Social CRM
Marketing Sales Service/Support
Social  Marketing
Insight
Social  Sales
Insight
Social  Support  
Insight
Innovation
Social  Innovation
Insight
Rapid  Social
Marketing  Response
Rapid  Social  
Sales  Response
Rapid  Social  
Support  Response
Crowedsourced
F&E
Social  Event
Management
Socially-­‐enabled
Service
Social  Campaign  
Tracking
based on Altimeter Group 2010
Sales  Referal
Proactive  Lead
Generierung
2016 Dr. Ute Hillmer
Startingpointfor SocialCustomer Relationship
Management
Marketing Sales Service/Support
Social  Marketing
Insight
Social  Sales
Insight
Social  Support  
Insight
Innovation
Social  Innovation
Insight
Rapid  Social
Marketing  Response
Rapid  Social  
Sales  Response
Rapid  Social  
Support  Response
Crowedsourced
F&E
Social  Event
Management
Socially-­‐enabled
Service
Social  Campaign  
Tracking
based on Altimeter Group 2010
Sales  Referal
Proactive  Lead
Generierung
2016 Dr. Ute Hillmer
SocialMedia Monitoring
Remember: Theytalkaboutyou!
• They do it with or without you … you should steer the
direction best you can!
• Dell Hell was a showcase starting point in 2005
19.12.2011
2016 Dr. Ute Hillmer
Why Social Media Monitoring?
Customer Service andSupport, CRM
Identify and address core customer needs
Sales advice
Setup / integration support
Runtime support
Customers help customers
Identify and bond with advocates
Identify and utilize star experts
Reduce support cost
19.12.201
1
2016 Dr. Ute Hillmer
Social Media Monitoring
Issue Management
What expectations do different stakeholders
hold?
Identify areas with potential for conflict early and
address them proactively (before the broader public gets
aware)
Identify, monitor and construct actions to
manage/reduce/neutralizestakeholder
discrepancy of expectations.
Develop an “early warning system”
19.12.201
1
2016 Dr. Ute Hillmer
Evolution in CRM
Transaction- and processoriented
Technology enabled customer processes in order to
support and organize sales-, marketing and support
activities (Shaw)
Eigenes  
Unternehmen
KonkurrenzSupplier  /  Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
CRM	
  1.0
Eigenes  
Unternehmen
KonkurrenzSupplier  /  Partner
Kunde Kunde
KundeKunde
Kunde Kunde
Kunde
Kunde Kunde
Kunde Kunde
Kunde Kunde
CRM	
  2.0
Conversation- and process oriented
Involving customers for better customer insight,
trust building, building brand loyalty, problem
recognition and customer segmentation.
More customer insight through his network
connections and communities.
2016 Dr. Ute Hillmer
Dell „SocialMedia ListeningCommand Center“
Objective
§ Inform: customer feedback in real time
§ Listen and act: recognize alarm signals
early and act upon them
§ Ensure effective + appropriate
customer interaction
§ Support: Information + support for the
influencers and communities with
influence online
Target
§ all relevant departments
§ customers and prospects
§ communities / influencer
SM Strategy
§ control center
Check out:
GoogleAnalytics, Klout Score; Hotsuite
2016 Dr. Ute Hillmer
Hands
on
2016 Dr. Ute Hillmer
Task:
Discover Online Marketing
Strategies and their
Differences
Discuss how companies use direct, online,
social media and mobile marketing to reach
their desired outcome 17-­‐4
2016 Dr. Ute Hillmer
Investigate Digital Marketing Strategies
(TeamSize 4)
Investigate twoexample ofthis list:
• Transactional e-commerce site
– Amazon, Dell, Mymuesly.com,Apo-rot.de, e-bay, Audible
• Services-oriented/relationship building
– Daimler Trucks,Festools.de,Accenture, British Gas, Salesforce, IBM, Bosch, Zeiss Camera Lenses,
Sage.com, Krones.de,Dell.com, Avira, yourcompany
• Brand Building site
– Nestle, Guinness,Coca-Cola, Litago.no, Tango,your favourite brand? …
Investigate oneexample ofthislist:
• Portal or media site
– Yahoo!, Bing, Silicon.com, wall street journal, …
• Social network or media site
– Xing, LinkedIn, Facebook,Twitter, …
• Freemium service sites
– Evernote, Spotify, Feedly,
Teams	
  of	
  4,	
  60	
  
Minutes,	
  investigate	
  
and	
  in	
  5	
  Min:	
  
1.	
  explain	
  in	
  a	
  few	
  
words	
  what	
  the	
  focus	
  
of	
  their	
  strategy	
  is
2.	
  show	
  us	
  2	
  best	
  
practices	
  you	
  liked
2016 Dr. Ute Hillmer
Hands on Exploitation
(TeamSize 4)
What comes across as their Value Proposition?
Who seems to be their Ideal Customer?
In what channels are they present?
• Why are they there? What is their goal?
• Who is their ideal customer in this activity? (their #1 target)
• What media channels do they use? Explain why you think they use
them.
• Do they do cross media activities? a 360° approach
• Evaluate: Do they achieve their goal? What do they do well, what
should be improved?
• Show us an examples of what they do especially good or really bad
(“teach us”)
we’ll discuss Digital Media while you work and present
Teams	
  of	
  4,	
  60	
  
Minutes,	
  investigate	
  
and	
  in	
  5	
  Min:	
  
1.	
  explain	
  in	
  a	
  few	
  
words	
  what	
  the	
  focus	
  
of	
  their	
  strategy	
  is
2.	
  show	
  us	
  2	
  best	
  
practices	
  you	
  liked
2016 Dr. Ute Hillmer
Lead Generation
Online: The Digital
Launch Process
2016 Dr. Ute Hillmer
Key Campaign Planning Issues
• The Goal
– which specific goals should be set for online campaigns
and how do we measure success?
• The Reach
– How to get traffic
• The Response
– What response mechanisms will be most effective?
2016 Dr. Ute Hillmer
Campaigns are Not New
2016 Dr. Ute Hillmer
Digital Campaign Communication Flow
• One-to-one
• One-to-many
with and without the
Internet
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
2016 Dr. Ute Hillmer
Product / Project Launch Campaign
Source:  Myrco Thum
2016 Dr. Ute Hillmer
Product Launch Formula
http://productlaunchformula.com/sideways-video/
2016 Dr. Ute Hillmer
Mental Triggers
• Community
• Anticipation
• Authority
• Reciprocity
• Social Proof
• Scarcity
• Conversation
• Trust
• Events/Rituals
• Likability
• Commitment
2016 Dr. Ute Hillmer
The
Trends
Image by Conversion XL
2016 Dr. Ute Hillmer
Figure  1.12 Evolution  of  web  technologies
Source:  Adapted  from  Spivack  (2007)
2016 Dr. Ute Hillmer
AStartingPoint:
Intelligent PersonalAgentsNov. 2015
TNWNewsNov 3, 2015
2016 Dr. Ute Hillmer
Campaign Characteristics Offline-Online
Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
2016 Dr. Ute Hillmer
2016 Dr. Ute Hillmer
Dankeschön!

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Digital Marketing Lecture 2016

  • 1. 2016 Dr. Ute Hillmer Digital Marketing and the 360° Dialog Part 1
  • 2. 2016 Dr. Ute Hillmer WHO is Dr. Ute Hillmer? anexpertinpositioning andpromoting technology products, withacarvingforinnovativeproducts that arenotself-explaining. Withsuchproducts,humanbehavior isoftenoutsidethe boundaries ofrationality -despiteitseconomiccontext. Buyingbehaviorisheretypicallyaresult ofsocial,cognitive andemotionalfactors, alongwiththeeconomicones.
  • 3. 2016 Dr. Ute Hillmer What did Ute do? • 27 years of international marketing (HP, CoCreate, MFG Innovation Agency State of BW, Better Reality Marketing) • Dissertation in business administration, behavioral economicsin technology marketing: TechnologyAcceptancein Mechatronics • Worldwide company and product communication; mainly 3 continents (America, Europe,Asia) • Product-, program-, channel-, partnermarketing, marketing communication, branding, positioning • Responsible for operative, strategic + corporate marketing, branding, sales training • Experienced in large corporations, SMEs and freelance work as well as political institutions. • Responsible for the first international website of Hewlett Packard in 1993
  • 4. 2016 Dr. Ute Hillmer What’s Ute’s STORY?Iam in business to change the lives of my technology clients by finding them hungry customers that get them into sustainable growth!
  • 5. 2016 Dr. Ute Hillmer and turn their customers into raving fans!
  • 6. 2016 Dr. Ute Hillmer See it! Hear it ! Say it ! Do it !
  • 7. 2016 Dr. Ute Hillmer Agenda1. Framing Digital Marketing 2. The changing Customer Dialog 3. The New Buying Process 4. Customer Driven Marketing 5. The Benefits of Digital Marketing 5. Categorizing Digital Marketing 6. The Digital Toolbox 7. Hands on Exploitation 8. Lead Generation with Digital Marketing 9. The Trends
  • 8. 2016 Dr. Ute Hillmer 17-­‐2 Direct, Online, SocialMedia, andMobile Marketing ‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.‘ Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 62–78.
  • 9. 2016 Dr. Ute Hillmer Learning Objectives • Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies • Identify major forms of digital marketing strategies and understand the underlying objective. Away from individual tactics to the overall plan • Understand the sales funnel in digital marketing – Growth Hacking
  • 10. 2016 Dr. Ute Hillmer TheNew Direct Marketing Model =ANew BusinessModel For many companies today, direct and digital marketing constitute a complete model for doing business. Copyright © 2016 Pearson Education,Inc. 17-­‐7
  • 11. 2016 Dr. Ute Hillmer What Digital BusinessesDoYouUseToday? • What complete digital B-models do you use today? • Which additional ones do you know?
  • 12. 2016 Dr. Ute Hillmer ANew Area in Products and Channels Illustration copyright of Steve Blank, „The Startup OwnersManual“
  • 13. 2016 Dr. Ute Hillmer Rapid Growth ofDirect andDigital Marketing Direct and digital marketing have become the fastest-growing form of marketing. • U.S. companies spent almost $133 billion on direct and digital marketing in 2014 • direct-marketing-driven sales amount to over $2 trillion = for 35% of the U.S. economy Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales. • Over the next four years, digital marketing expenditures and digitally driven sales are expected to grow 9%/year. • 50% of total sales are influenced by online research Source: DMA
  • 14. 2016 Dr. Ute Hillmer Marketing + Sales Today: a New Buying Decision Process
  • 15. 2016 Dr. Ute Hillmer Role-play to discover: “Has Marketing changed?” “Must Marketing change?”
  • 16. 2016 Dr. Ute Hillmer Funnel-Metaphor for a Buying Decision active evaluation many brands Grafik close to Edelman 2010 buying decision Initial considerationTrigger lesser and lesser brands What brand creates the most value to me/us right now and in the future?
  • 17. 2016 Dr. Ute Hillmer Digitally supported Buying Decision active Evaluation Post-Sales Experience Enlarged Evaluation Ambassador Loyalty Loop Active Evaluation Model close to Edelman 2010, p.65 Moment of Purchase Initial Consideration Trigger What brand creates the most value to me/us right now and in the future?
  • 18. 2016 Dr. Ute Hillmer Information Sources Today The 2014B2B Buyer BehaviourSurvey
  • 19. 2016 Dr. Ute Hillmer 2014 B2B Buyer Behavior Survey • Web search is the top source of information • B2B buyers strategically browse social media • The number of sources used to research and evaluate purchase has increased • There is an increased awareness of purchase options • The evaluation process is longer and more satisfying DemandGenReport Survey 2014
  • 20. 2016 Dr. Ute Hillmer What Role does Social Media Play? The 2014B2B Buyer BehaviourSurvey
  • 21. 2016 Dr. Ute Hillmer The Core Consequences 1. Consumers and buyers connect with brands in fundamentally new ways – often beyond manufacturers’ or dealers' control. 2. They evaluate a shifting array of options during the evaluation process and remain engagedwith the brand after purchase. 3. Customers can have as much information and knowledge, as vendors do. Its no longerabout “information”it’s about creating and capturing CUSTOMER VALUE! You need a customer driven marketing strategy!
  • 22. 2016 Dr. Ute Hillmer Customer Driven Marketing – What does that mean?
  • 23. 2016 Dr. Ute Hillmer From Product- Focus to Customer Focus Product Price Place Promotion Customer Needs Customer Cost Convenience / Access Communication McCarthy: Basic Marketing:A managerial approach, 1960 Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
  • 24. 2016 Dr. Ute Hillmer From Product- Focus to Customer Focus • Making a sale • Abundance of products in the nearby shopping centers • Television, magazine, and direct-mail ads • Satisfying customer needs • Imaginative Web sites and mobile phone apps, blogs, online videos, and social media • Reach customers directly, personally, and interactively Traditional View Contemporary View Kotler, Armstrong 2014
  • 25. 2016 Dr. Ute Hillmer The Basics to get started
  • 26. 2016 Dr. Ute Hillmer The Customer Dialog is changing
  • 27. 2016 Dr. Ute Hillmer Dialog Marketing Is nothing new: customer visits telephone calls discussions email business lunches mail trade shows …
  • 28. 2016 Dr. Ute Hillmer But Dialog Marketing had to change … Customer Dialog is emancipated Sender Receiver
  • 29. 2016 Dr. Ute Hillmer Changing Communication to a Dialog Sender Receiver
  • 30. 2016 Dr. Ute Hillmer Communication Models for TraditionalandNew Media Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
  • 31. 2016 Dr. Ute Hillmer TheDegreeofIndividualization forTraditionalandNew Media Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013 (a) traditional   media:  same   message (b) new  media  =   often  unique   messages  and   more   information   exchange   between   customers
  • 32. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog competitive advantage When companies look at their products and services from a customer point of view, they can gain huge competitive advantages.
  • 33. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog enhance customer loyalty Engagement of the customer + Interest and appreciation by the selling company enhances customer loyalty
  • 34. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog truly understand customer needsand enhanceproducts It’s more than online information gathering. Customers exchange their needs, their preferences and their interests online.
  • 35. 2016 Dr. Ute Hillmer Chances + Risks of a Customer Dialog wincustomers Happy customers develop the need to let other customers know that they found a product or service that works for them: Word of mouth + growth hacking
  • 36. 2016 Dr. Ute Hillmer 3 Key Points of any (Online) Dialog 1. Build trust by helping your customer to make the right decision. Show them a win- win 2. Learn about the needs and problems of your customers 3. Build an infrastructure so customers can refer to you
  • 37. 2016 Dr. Ute Hillmer Consequences: The Brand changes The customer fundamentally influences the brand – beyond any marketing control
  • 38. 2016 Dr. Ute Hillmer Consequences: Support changes Customers exchange experiences and insights. They can often help each other timely and with a lot of detailed knowledge
  • 39. 2016 Dr. Ute Hillmer Consequences: The Dialog changes Customers can do more than buy – satisfied customers are the best sales team
  • 40. 2016 Dr. Ute Hillmer Benefits of Digital Marketing
  • 41. 2016 Dr. Ute Hillmer Task: What are Benefits of Digital Marketing to Buyers and to Sellers? Pin  them  on  the   wall
  • 42. 2016 Dr. Ute Hillmer BenefitsofDirect andDigital Marketing to Buyers • Convenience • Ready access to many products • Access to comparative information about companies, products, and competitors • Interactive and immediate 17-­‐9
  • 43. 2016 Dr. Ute Hillmer ThePowerofRecommendations: „I‘ll HaveWhat SheisHaving“
  • 44. 2016 Dr. Ute Hillmer Benefits, Online Buyers see • Low Prices(38%) • Shopping Convenience (35.1%) • Easy To Compare (33.1%) • Free Shipping (31.5%) • Time Saving (30.8%) • Easy To Buy (29.2%) • Range of Products (17.4%) Infographic  by  Invesp (sources  data  from  eMarketer and  Internetretailer.com) Don’t take these things at face value, because not everything is as it seems. Ask your customers or test it
  • 45. 2016 Dr. Ute Hillmer Benefit: Low Prices + Price Comparison • Price transparency • Easy price comparison • Comparison Shopping Engines Source Will Web Browse for Food: Wall Street Journal
  • 46. 2016 Dr. Ute Hillmer Benefit: Customer Service A survey by A Forrester survey asked 4,600 US consumers across 12 industries which they thought was more important, “great customer service” or “low prices.” Customer service won across the board. Source: https://experiencematters.wordpress.com/2009/05/17/customer-service-trumps-price/http://conversionxl.com/
  • 47. 2016 Dr. Ute Hillmer Benefit: Shopping Convenience Shoppers order when and where it’s most convenient for them. Mobile devices are changing eCommerce Every year, mobile e- commerce sees significant growth and is redefining how we shop online. Source: http://www.ibtimes.com/mobile-devices-are-changing-ecommerce- heres-how-1297265 http://conversionxl.com/
  • 48. 2016 Dr. Ute Hillmer Benefit: Easy to Compare • People always compare • The average consumer will visit 3 websites before making a purchase • He/she will likely spend more money with sites they visit more frequently. http://conversionxl.com/
  • 49. 2016 Dr. Ute Hillmer Benefit: Free Shipping For whatever reason, a free shipping offer that saves a customer €5 is more appealing to many than a discount that cuts the purchase price by €8. http://conversionxl.com/
  • 50. 2016 Dr. Ute Hillmer Benefit: Time Saving/ Easy to Buy We want ways to get our products faster. #1 having stuff buy regularly delivered to where you need it on a subscription basis.
  • 51. 2016 Dr. Ute Hillmer Benefit: Time Saving/ Easy to Buy #2 through product recommendation engines http://conversionxl.com/
  • 52. 2016 Dr. Ute Hillmer Benefit: Range of Products Selection matters: You should have enough inventory to satisfy your customers demands. Torrid: “we have good looking stuff, probably in your size” which for the plus size market, is important. http://conversionxl.com/
  • 53. 2016 Dr. Ute Hillmer Benefit:PeerExchange–Community Building Lean from others, exchange experience and have a sense of community http://conversionxl.com/
  • 54. 2016 Dr. Ute Hillmer BenefitsofDirect andDigital Marketing to Sellers • Tool to build customer relationships • Low-cost, efficient, fast alternative to reach markets • Flexible • Access to buyers not reachable through other channels • Cost reductions from: – reduced time in customer service – online sales – reduced printing and distribution costs of mktg. material • Measurability of Marketing Effectiveness 17-­‐10
  • 55. 2016 Dr. Ute Hillmer Benefits ofdigital marketing –The 5Ss The  5  Ss of  Internet  marketing Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013 Sell more Serve extra benefits Speak 2 way Save on Marketing Sizzle
  • 56. 2016 Dr. Ute Hillmer How can we categorize Digital Marketing?Goals Controllability Technology
  • 57. 2016 Dr. Ute Hillmer Goals to be achieved in Marketing Information Goals Image Goals Economic Goals Improved customer insight Presentation as a market leader Awareness, visits, registrations, sales… Improved product insight Presentation as innovation leader Customer loyalty and -penetration Generation of ideas Presentation as a Good Citizen Sales and recommendations … … Cost reduction
  • 58. 2016 Dr. Ute Hillmer Key Online Media Types by Controllability Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice,  5th edition  ©  Pearson  Education  Limited  2013
  • 59. 2016 Dr. Ute Hillmer Key Online Media Types by Digital Architecture Source: modified after Storymaker WEB- SITE Micro- Site Online- PR PUSH/PULL News- letter Customer WEB- SITE Communication   Channel Corporate Hosting
  • 60. 2016 Dr. Ute Hillmer Applications of Digital Marketing • Transactional e- commerce site • Services- oriented/relationship building • Brand Building site • Portal or media site • Social network or media site • Freemium service sites Note that these types overlap!
  • 61. 2016 Dr. Ute Hillmer Applications of Digital Marketing • An advertising medium • A direct-response medium • A platform for sales transactions • A lead-generation method • A distribution channel • A customer service mechanism • A relationship-building medium
  • 62. 2016 Dr. Ute Hillmer Channelsrequirean IntegratedDigital Marketing Strategy Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
  • 63. 2016 Dr. Ute Hillmer Task: What Components and Forms of Digital Marketing do you know? Collect  them   and  Circle  where   you  have   personal   experience
  • 64. 2016 Dr. Ute Hillmer FormsandComponents of „Digital Marketing“ Company Website Google Adwords PPC Advertising Press Releases Search Engine Marketing Search Engine Optimization Keyword Research Landing Pages Blogging Content Marketing Lead Capture Forms Social Media Marketing Facebook Twitter Google+ LinkedIn Instagram Pinterest WhatsApp Snapchat Copywriting eCommerce WebDesign Mobile Responsive Affiliate Marketing Autoresponders EMail-Marketing Video-Marketing CRM Systems Display Ads Banner Ads Podcasting Graphics design Text Message Marketing Retargeting Site Programming …
  • 65. 2016 Dr. Ute Hillmer The Digital Toolbox
  • 66. 2016 Dr. Ute Hillmer How to use Digital Media in Marketing
  • 67. 2016 Dr. Ute Hillmer The Social Media Toolbox Slide by Solis + Thomas Choose your channels wisely!
  • 68. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing Social Media (Facebook, Xing, Twitter, Linkedin, etc.) Corporate Social Content Corporate Blogs, Forums, branded / unbranded Social Networks, etc.) Customer-facing employee Monitoring / Data Mining Market-triggered social interactions Business-triggered social interactions Social Marketing Social Sales Social Service Questions & complaints Market Information Customer Preferences (outside-to-outside) (inside-to-outside inside-to-inside) Market Marketing Sales Service Socially-enabled Marketing Socially-enabled Sales Socially-enabled Service F&E Socially-enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  • 69. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction byPurpose Marketing Sales Service/Support Social Marketing Insight Social Sales Insight Social Support Insight Innovation Social Innovation Insight Rapid Social Marketing Response Rapid Social Sales Response Rapid Social Support Response Crowedsourced F&E Social Event Management Socially-enabled Service Social Campaign Tracking Sales Referal Proactive Lead Generierung
  • 70. 2016 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  • 71. 2016 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  • 72. 2016 Dr. Ute Hillmer The Corporate Webseite: Vendors
  • 73. 2016 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  • 74. 2016 Dr. Ute Hillmer The Corporate Website • Company controls the content and the design • Company can backlink all media channels to the site • One stop overview, monitor and archive • Low cost professional site with Open Source tools like Wordpress und Joomla, templates, plug-ins und RSS feeds.
  • 75. 2016 Dr. Ute Hillmer The Corporate Website • Company must manage and maintain the site including its layout and design, content, tech. support and its URL(s) • Corporate Websites are usually seen as push marketing • Cost and time intensive
  • 76. 2016 Dr. Ute Hillmer TheCorporateBlog today blog.daimler.de
  • 77. 2016 Dr. Ute Hillmer TheCorporateBlogyesterday blog.daimler.de
  • 78. 2016 Dr. Ute Hillmer Dell Blogs Blogs,Forums
  • 79. 2016 Dr. Ute Hillmer TechCenter Blog, Chat, Community
  • 80. 2016 Dr. Ute Hillmer Dell Shares Investor Relations
  • 81. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction byPurpose Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Socially-­‐enabled Service Social  Campaign   Tracking Sales  Referal Proactive  Lead Generierung CRM  =  Customer  Relationship  Management
  • 82. 2016 Dr. Ute Hillmer TheCorporateBlog TypesofSocialMedia Interaction Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Sales  Referal Socially-­‐enabled Service Social  Campaign   Tracking Proactive  Lead Generierung
  • 83. 2016 Dr. Ute Hillmer The Corporate Blog • You can show that you know a lot about a topic • You are easily found by search engines (search engines follow backlinks; a good article easily generates 10-50 backlinks in a few days) • It is free for the customer and free media for you as a vendor • You can segment your target market nicely • It can be the starting point for new content, hosts conversations, can provide context for news • It can be a starting point for personal brands • Small companies can get to the top of search engine rankings
  • 84. 2016 Dr. Ute Hillmer The Corporate Blog • Frequency is a must è time consuming • You are not credible in a “controlled” bog • You don’t control what is said in an open employee blog • Generating relevant and interesting content on a frequent basis is not easy
  • 85. 2016 Dr. Ute Hillmer TheCorporateBlog Make somerules. http://www.ibm.com/blogs/zz/en/guidelines.html Empower  all  employees…  they  are  the  brand. • Behave  professionally  and  ethically. • Take  personal  responsibility. • Include  a  disclaimer:  your  opinions  are  yours,   not  IBM’s. • Don’t  pick  fights. “Use  social  media  as  a  means  to  expose  IBM’s   experts—and  expertise—to  the  world.” Adam  Christensen Manager,  Social  Media  Communications
  • 86. 2016 Dr. Ute Hillmer Social Networks
  • 87. 2016 Dr. Ute Hillmer How Social Networks work Think of Social Networks as a sports club!
  • 88. 2016 Dr. Ute Hillmer How Social Networks work 2 • Voluntary active or passive membership • Special areas of interests • One communicates where one has something to say (or not), has an opinion, answers questions, asks questions, … • If one is open, friendly and nice, friendships will develop that value ones expertise and opinion • Once one has built a reputation, it will be accepted, even appreciated if one recommends and hints one ones products and services, online shop, other products…
  • 89. 2016 Dr. Ute Hillmer How Social Networks work 3 Friends are easily found, one links up, meets, networks, … and own expertise distributes …
  • 90. 2016 Dr. Ute Hillmer Dell on Facebook Community
  • 91. 2016 Dr. Ute Hillmer Dell on Facebook Ratings
  • 92. 2016 Dr. Ute Hillmer Dell on Google +
  • 93. 2016 Dr. Ute Hillmer Festool on Facebook
  • 94. 2016 Dr. Ute Hillmer Festools: Brandscouts
  • 95. 2016 Dr. Ute Hillmer Festools: Brandscouts gesteuert
  • 96. 2016 Dr. Ute Hillmer Dialog Marketing Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
  • 97. 2016 Dr. Ute Hillmer Dialog Marketing User Support
  • 98. 2016 Dr. Ute Hillmer Dialog Marketing Complaints
  • 99. 2016 Dr. Ute Hillmer Dialog Marketing Product Comparison 28  Kommentare  später  …
  • 100. 2016 Dr. Ute Hillmer Service Communication Dialog Marketing
  • 101. 2016 Dr. Ute Hillmer Pride Dialog Marketing
  • 102. 2016 Dr. Ute Hillmer Festool on Facebook Development ofFans Mär  10 Apr  10 Mai  10 Jun  10 Jul  10 Aug  10 Sep  10 Okt  10 Nov  10 Dez  10 Jan  11 Feb  11 Mär  11 Apr  11 Mai  11 Jun  11 Jul  11 Aug  11 Sep  11 Okt  11 Nov  11 Dez  11 Jan  12 Feb  12 Mär  12 Apr  12 Mai  12 Jun  12 Entwicklung  Facebook  Fans curtsey of Klaus Danner, Manager Customer Communications
  • 103. 2016 Dr. Ute Hillmer Social Networks • Direct customer communication • Largest social Network • Many forms of interaction • Entertainment • Full display of many media formats (pictures, movies, games, ...) • Cool ideas result in huge reach • Personal reputation management • Facebook statistics • Efficient marketing tool • Gives companies “a face” or “faces” • Connectable with twitter, Google+, linkedin… • Mobile app • Location updates • Many apps enlarge functionality
  • 104. 2016 Dr. Ute Hillmer Social Networks • Uncontrolled environment for employees • Time-consuming • Less exciting products can have a hard time gaining recognition • Requires high frequency of relevant content generation • Privacy problems – Like button (documenting all activity on the website) – Open FB tab in Browser – Apps can result in spam • Hard to separate private and business • FB can change the rules as they like (free service) Practice
  • 105. 2016 Dr. Ute Hillmer Business Oriented Social Networks • More serious environments, no personal content • Suitable for personal business profile pages • Customer + recruiter research • Personal reputation management • Business oriented groups • Business contact initiation and management • Increasingly commercial + spam • Time consuming • Not all audiences are in these networks • Often regional
  • 106. 2016 Dr. Ute Hillmer Enterprise Networks (ESN) • an internal workplace that streamlines communication among co-workers (Mashable) • Enterprise social networks will become the primary communication channels for noticing, deciding or acting on information relevant to carrying out work. (Gartner) • Offer a variety of communication functionalities and media forms
  • 107. 2016 Dr. Ute Hillmer Enterprise Social Networks • Community approach • One place for (almost) all communication • give employees a sense of online community • help forge connections between departments, especially within larger corporations • Multimedia repository • Increasingly commercial + spam • Time consuming • Not all audiences are in these networks • Often regional
  • 108. 2016 Dr. Ute Hillmer Content Sharing Platforms • Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations
  • 109. 2016 Dr. Ute Hillmer Supplemented by a Digital Architecture WEB- SITE Micro- Site Online- PR ONLINE PR PUSH/PULL Source: Storymaker News- letter Communication   Channel Corporate Hosting
  • 110. 2016 Dr. Ute Hillmer Dell on YouTube
  • 111. 2016 Dr. Ute Hillmer Festtool on Youtube
  • 112. 2016 Dr. Ute Hillmer Content Sharing Platforms § Easy way to display, archive and share § No need for own infrastructure and storage § Possible real time reporting of events § Products / content is ranked by audience • Copyright problems • Free data upload or information spread is limited • No quality control of content and material
  • 113. 2016 Dr. Ute Hillmer Crowd Sourcing / Open Innovation
  • 114. 2016 Dr. Ute Hillmer IdeaStorm OpenInnovationPlatform 19.12.2011
  • 115. 2016 Dr. Ute Hillmer Dell Shop eCommerce with Social Content
  • 116. 2016 Dr. Ute Hillmer Festool – Dealer Partnerships
  • 117. 2016 Dr. Ute Hillmer Recommendation Platforms • bad products are exposed • Here users share experiences, perceptions and recommendations about products, services and organizations . Sometimes detailed discussions can evolve.. • Products are ranked by audience • credibility • good products are usually ranked positively
  • 118. 2016 Dr. Ute Hillmer Microblogging
  • 119. 2016 Dr. Ute Hillmer Twitter Microblogging is a form of blogging that allows users to send brief text updates (or micromedia such as photos or audio clips) and publish them. These messages can be submitted by a variety of means like text messaging, instant messaging, E- mail, digital audio or the web. (Wikipedia)
  • 120. 2016 Dr. Ute Hillmer Dell on Twitter
  • 121. 2016 Dr. Ute Hillmer DellOutlet Twitter as anOutletstore
  • 122. 2016 Dr. Ute Hillmer DellOutlet Germany Twitter as anOutlet store
  • 123. 2016 Dr. Ute Hillmer DellOutlet China Twitter as anOutletstore
  • 124. 2016 Dr. Ute Hillmer Werkzeuge   für   höchste  AnsprücheFestool on Twitter curtsey of Klaus Danner, Manager Customer Communications
  • 125. 2016 Dr. Ute Hillmer Werkzeuge   für   höchste  AnsprücheFestool on Twitter twitter.com/festool 2.854  Follower    7/15 978  Follower    7/12
  • 126. 2016 Dr. Ute Hillmer DellCares Twitter as aSupport Channel
  • 127. 2016 Dr. Ute Hillmer Tools for the toughest demandsFesttool on Twitter ausgewählte Follower curtsey of Klaus Danne, Manager Customer Communications
  • 128. 2016 Dr. Ute Hillmer Twitter • Mobile • real time • fast • cheap • real-time market research • advertising allowed • direct customercontact • great monitoring tool (alternative clients, e.g. tritterdeck) • interest based, not friendship based • global • multimedia • only short messages (Twitter 140 characters) • short lifetime of tweets • a lot of meaningless information in twitter sphere • difficult to measure • spam / unpleasant followers possible • fast media for fast + easy mistakes
  • 129. 2016 Dr. Ute Hillmer Mobile Messaging • WhatsApp: a cross-platform instant messaging application that allows users to exchange text, image, video and audio messages for free. It is especially popular with end users to do international text messaging and phone calls.In addition to basic messaging, it provides group chat, phone service+ location sharing options. Recently, first business information messages get distributed, e.g. trading & currency information. • Snapchat: add captions, drawings and filters to photos and videos (also known as "snaps"). Unlike other messaging apps, you can view snaps for a maximum of 10 seconds, and then it's gone for good. Anything shared through the service self-destructs, leaving no evidence that it existed.
  • 130. 2016 Dr. Ute Hillmer TypesofSocialMedia Interaction by Source Existing  Social  Media (Facebook,  Xing,  Twitter,   Linkedin,  etc.) Corporate  Social  Content Corporate  Blogs,  Forums,   branded  /  unbranded  Social   Networks,  etc.) Customer-­‐facing employee Monitoring  /   Data  Mining Market-­‐ triggered  social   interactions Business-­‐ triggered  social   interactions Social   Marketing Social Sales Social   Service Questions  & complaints Market Information Customer Preferences (outside-­‐to-­‐outside) (inside-­‐to-­‐outside inside-­‐to-­‐inside) Market Marketing Sales Service Socially-­‐enabled Marketing Socially-­‐enabled Sales Socially-­‐enabled Service F&E Socially-­‐enabled F&E based on Cipriani 2009 WEB- SITE Micro- Site
  • 131. 2016 Dr. Ute Hillmer Areas ofAction in Social CRM Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Socially-­‐enabled Service Social  Campaign   Tracking based on Altimeter Group 2010 Sales  Referal Proactive  Lead Generierung
  • 132. 2016 Dr. Ute Hillmer Startingpointfor SocialCustomer Relationship Management Marketing Sales Service/Support Social  Marketing Insight Social  Sales Insight Social  Support   Insight Innovation Social  Innovation Insight Rapid  Social Marketing  Response Rapid  Social   Sales  Response Rapid  Social   Support  Response Crowedsourced F&E Social  Event Management Socially-­‐enabled Service Social  Campaign   Tracking based on Altimeter Group 2010 Sales  Referal Proactive  Lead Generierung
  • 133. 2016 Dr. Ute Hillmer SocialMedia Monitoring Remember: Theytalkaboutyou! • They do it with or without you … you should steer the direction best you can! • Dell Hell was a showcase starting point in 2005 19.12.2011
  • 134. 2016 Dr. Ute Hillmer Why Social Media Monitoring? Customer Service andSupport, CRM Identify and address core customer needs Sales advice Setup / integration support Runtime support Customers help customers Identify and bond with advocates Identify and utilize star experts Reduce support cost 19.12.201 1
  • 135. 2016 Dr. Ute Hillmer Social Media Monitoring Issue Management What expectations do different stakeholders hold? Identify areas with potential for conflict early and address them proactively (before the broader public gets aware) Identify, monitor and construct actions to manage/reduce/neutralizestakeholder discrepancy of expectations. Develop an “early warning system” 19.12.201 1
  • 136. 2016 Dr. Ute Hillmer Evolution in CRM Transaction- and processoriented Technology enabled customer processes in order to support and organize sales-, marketing and support activities (Shaw) Eigenes   Unternehmen KonkurrenzSupplier  /  Partner Kunde Kunde KundeKunde Kunde Kunde Kunde CRM  1.0 Eigenes   Unternehmen KonkurrenzSupplier  /  Partner Kunde Kunde KundeKunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde Kunde CRM  2.0 Conversation- and process oriented Involving customers for better customer insight, trust building, building brand loyalty, problem recognition and customer segmentation. More customer insight through his network connections and communities.
  • 137. 2016 Dr. Ute Hillmer Dell „SocialMedia ListeningCommand Center“ Objective § Inform: customer feedback in real time § Listen and act: recognize alarm signals early and act upon them § Ensure effective + appropriate customer interaction § Support: Information + support for the influencers and communities with influence online Target § all relevant departments § customers and prospects § communities / influencer SM Strategy § control center Check out: GoogleAnalytics, Klout Score; Hotsuite
  • 138. 2016 Dr. Ute Hillmer Hands on
  • 139. 2016 Dr. Ute Hillmer Task: Discover Online Marketing Strategies and their Differences Discuss how companies use direct, online, social media and mobile marketing to reach their desired outcome 17-­‐4
  • 140. 2016 Dr. Ute Hillmer Investigate Digital Marketing Strategies (TeamSize 4) Investigate twoexample ofthis list: • Transactional e-commerce site – Amazon, Dell, Mymuesly.com,Apo-rot.de, e-bay, Audible • Services-oriented/relationship building – Daimler Trucks,Festools.de,Accenture, British Gas, Salesforce, IBM, Bosch, Zeiss Camera Lenses, Sage.com, Krones.de,Dell.com, Avira, yourcompany • Brand Building site – Nestle, Guinness,Coca-Cola, Litago.no, Tango,your favourite brand? … Investigate oneexample ofthislist: • Portal or media site – Yahoo!, Bing, Silicon.com, wall street journal, … • Social network or media site – Xing, LinkedIn, Facebook,Twitter, … • Freemium service sites – Evernote, Spotify, Feedly, Teams  of  4,  60   Minutes,  investigate   and  in  5  Min:   1.  explain  in  a  few   words  what  the  focus   of  their  strategy  is 2.  show  us  2  best   practices  you  liked
  • 141. 2016 Dr. Ute Hillmer Hands on Exploitation (TeamSize 4) What comes across as their Value Proposition? Who seems to be their Ideal Customer? In what channels are they present? • Why are they there? What is their goal? • Who is their ideal customer in this activity? (their #1 target) • What media channels do they use? Explain why you think they use them. • Do they do cross media activities? a 360° approach • Evaluate: Do they achieve their goal? What do they do well, what should be improved? • Show us an examples of what they do especially good or really bad (“teach us”) we’ll discuss Digital Media while you work and present Teams  of  4,  60   Minutes,  investigate   and  in  5  Min:   1.  explain  in  a  few   words  what  the  focus   of  their  strategy  is 2.  show  us  2  best   practices  you  liked
  • 142. 2016 Dr. Ute Hillmer Lead Generation Online: The Digital Launch Process
  • 143. 2016 Dr. Ute Hillmer Key Campaign Planning Issues • The Goal – which specific goals should be set for online campaigns and how do we measure success? • The Reach – How to get traffic • The Response – What response mechanisms will be most effective?
  • 144. 2016 Dr. Ute Hillmer Campaigns are Not New
  • 145. 2016 Dr. Ute Hillmer Digital Campaign Communication Flow • One-to-one • One-to-many with and without the Internet Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
  • 146. 2016 Dr. Ute Hillmer Product / Project Launch Campaign Source:  Myrco Thum
  • 147. 2016 Dr. Ute Hillmer Product Launch Formula http://productlaunchformula.com/sideways-video/
  • 148. 2016 Dr. Ute Hillmer Mental Triggers • Community • Anticipation • Authority • Reciprocity • Social Proof • Scarcity • Conversation • Trust • Events/Rituals • Likability • Commitment
  • 149. 2016 Dr. Ute Hillmer The Trends Image by Conversion XL
  • 150. 2016 Dr. Ute Hillmer Figure  1.12 Evolution  of  web  technologies Source:  Adapted  from  Spivack  (2007)
  • 151. 2016 Dr. Ute Hillmer AStartingPoint: Intelligent PersonalAgentsNov. 2015 TNWNewsNov 3, 2015
  • 152. 2016 Dr. Ute Hillmer Campaign Characteristics Offline-Online Chaffey  et  al.,  Digital  Marketing:  Strategy,  Implementation  and  Practice
  • 153. 2016 Dr. Ute Hillmer
  • 154. 2016 Dr. Ute Hillmer Dankeschön!