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Principles of Marketing/ E-marketing &
E-business/ Marketing and Sales
Management
Day 2: Digital Marketing
SIBE-M...
December 2015 Dr. Ute Hillmer
Digital Marketing
and the 360° Dialog
December 2015 Dr. Ute Hillmer
Seeit!
Hear it !
Say it !
Do it !
December 2015 Dr. Ute Hillmer
Agenda1. Framing Digital Marketing
2. The changing Customer Dialog
3. The Benefits of Digita...
December 2015 Dr. Ute Hillmer
17-2
Direct,Online,SocialMedia,and Mobile
Marketing
‘The key question
is not whether to
depl...
December 2015 Dr. Ute Hillmer
Learning Objectives
• Define direct and digital marketing and discuss their
rapid growth and...
December 2015 Dr. Ute Hillmer
The NewDirectMarketingModel
=ANewBusinessModel
For many companies
today, direct and
digital ...
December 2015 Dr. Ute Hillmer
WhatDigitalBusinessesDoYouUseToday?
• What complete digital B-models do you use
today?
• Whi...
December 2015 Dr. Ute Hillmer
ANewArea in Products and Channels
Illustration copyright of Steve Blank, „The Startup Owners...
December 2015 Dr. Ute Hillmer
RapidGrowthof DirectandDigital Marketing
Direct and digital marketing have become the fastes...
December 2015 Dr. Ute Hillmer
The
to get started
December 2015 Dr. Ute Hillmer
The Customer
Dialog is
changing
December 2015 Dr. Ute Hillmer
Dialog Marketing
Is nothing new:
customer visits
telephone calls
discussions
email
business ...
December 2015 Dr. Ute Hillmer
But Dialog Marketing had to change …
Customer Dialog is emancipated
Sender Receiver
December 2015 Dr. Ute Hillmer
Changing Communication to a Dialog
Sender
Receiver
December 2015 Dr. Ute Hillmer
CommunicationModelsfor
TraditionalandNewMedia
Chaffey et al., Digital Marketing: Strategy, I...
December 2015 Dr. Ute Hillmer
TheDegreeof Individualization
forTraditionaland NewMedia
Chaffey et al., Digital Marketing: ...
December 2015 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
competitiveadvantage
When companies look at their
produ...
December 2015 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
enhancecustomerloyalty
Engagement of the
customer
+
Int...
December 2015 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog truly
understandcustomerneedsandenhanceproducts
It’s mo...
December 2015 Dr. Ute Hillmer
Chances + Risks of a Customer Dialog
wincustomers
Happy customers develop the need to
let ot...
December 2015 Dr. Ute Hillmer
3 Key Points of any (Online) Dialog
1. Build trust by helping your customer to
make the righ...
December 2015 Dr. Ute Hillmer
Consequences: The Brand changes
The customer
fundamentally
influences the brand
– beyond any...
December 2015 Dr. Ute Hillmer
Consequences: Support changes
Customers exchange
experiences and
insights. They can
often he...
December 2015 Dr. Ute Hillmer
Consequences: The Dialog changes
Customers can do
more than buy –
satisfied customers
are th...
December 2015 Dr. Ute Hillmer
Benefits
of Digital Marketing
December 2015 Dr. Ute Hillmer
Task:
What are Benefits of Digital
Marketing to Buyers and to
Sellers? Pinthem!
December 2015 Dr. Ute Hillmer
Benefitsof DirectandDigitalMarketingto
Buyers
• Convenience
• Ready access to many products
...
December 2015 Dr. Ute Hillmer
ThePowerof Recommendations:
„I‘llHaveWhatShe isHaving“
December 2015 Dr. Ute Hillmer
Benefits, Online Buyers see
• Low Prices (38%)
• Shopping Convenience
(35.1%)
• Easy To Comp...
December 2015 Dr. Ute Hillmer
Benefit: Low Prices + Price Comparison
• Price
transparency
• Easy price
comparison
• Compar...
December 2015 Dr. Ute Hillmer
Benefit: Customer Service
A survey by A Forrester
survey asked 4,600 US
consumers across 12
...
December 2015 Dr. Ute Hillmer
Benefit: Shopping Convenience
Shoppers order when
and where it’s most
convenient for them.
M...
December 2015 Dr. Ute Hillmer
Benefit: Easy to Compare
• People always
compare
• The average
consumer will
visit 3 website...
December 2015 Dr. Ute Hillmer
Benefit: Free Shipping
For whatever reason,
a free shipping offer
that saves a
customer €5 i...
December 2015 Dr. Ute Hillmer
Benefit: Time Saving/ Easy to Buy
We want ways
to get our
products faster.
#1 having stuff
b...
December 2015 Dr. Ute Hillmer
Benefit: Time Saving/ Easy to Buy
#2 through product
recommendation
engines
http://conversio...
December 2015 Dr. Ute Hillmer
Benefit: Range of Products
Selection matters:
You should have enough inventory
to satisfy yo...
December 2015 Dr. Ute Hillmer
Benefit:PeerExchange – CommunityBuilding
Lean from others,
exchange
experience and
have a se...
December 2015 Dr. Ute Hillmer
Benefitsof DirectandDigitalMarketingto
Sellers
• Tool to build customer relationships
• Low-...
December 2015 Dr. Ute Hillmer
Benefitsofdigitalmarketing–The5Ss
The 5 Ss of Internet marketing
Chaffey et al., Digital Mar...
December 2015 Dr. Ute Hillmer
Task:
What Components and
Forms of Digital Marketing
do you know?
Circle, where you have
per...
December 2015 Dr. Ute Hillmer
FormsandComponentsof „DigitalMarketing“
Company Website
Google Adwords
PPC Advertising
Press...
December 2015 Dr. Ute Hillmer
How can we
categorize Digital
Marketing?
December 2015 Dr. Ute Hillmer
Goals to be achieved in Marketing
Information
Goals
Image
Goals
Economic
Goals
Improved cust...
December 2015 Dr. Ute Hillmer
Key Online Media Types by Controllability
Chaffey et al., Digital Marketing: Strategy, Imple...
December 2015 Dr. Ute Hillmer
Key Online Media Types
by DigitalArchitecture
Source: modified after Storymaker
WEB-
SITE
Mi...
December 2015 Dr. Ute Hillmer
Applications of Digital Marketing
• Transactional e-
commerce site
• Services-
oriented/rela...
December 2015 Dr. Ute Hillmer
Applications of Digital Marketing
• An advertising medium
• A direct-response medium
• A pla...
December 2015 Dr. Ute Hillmer
Channelsrequirean
IntegratedDigitalMarketingStrategy
Chaffey et al., Digital Marketing: Stra...
December 2015 Dr. Ute Hillmer
The
Digital
Toolbox
December 2015 Dr. Ute Hillmer
How to use Digital Media in Marketing
December 2015 Dr. Ute Hillmer
The Social Media Toolbox
Slide by Solis + Thomas
Choose your
channels
wisely!
December 2015 Dr. Ute Hillmer
TypesofSocialMedia Interaction
by Source
Existing Social Media
(Facebook, Xing, Twitter,
Lin...
December 2015 Dr. Ute Hillmer
TypesofSocialMedia Interaction
by Purpose
Marketing Sales Service/Support
Social Marketing
I...
December 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
December 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
December 2015 Dr. Ute Hillmer
The Corporate Webseite: Vendors
December 2015 Dr. Ute Hillmer
The Corporate Website: „Center Stage“
December 2015 Dr. Ute Hillmer
The Corporate Website
• Company controls the content and the design
• Company can backlink a...
December 2015 Dr. Ute Hillmer
The Corporate Website
• Company must manage and maintain the site
including its layout and d...
December 2015 Dr. Ute Hillmer
TheCorporateBlog today
blog.daimler.de
December 2015 Dr. Ute Hillmer
TheCorporateBlogyesterday
blog.daimler.de
December 2015 Dr. Ute Hillmer
Dell Blogs Blogs,Forums
December 2015 Dr. Ute Hillmer
TechCenter Blog, Chat, Community
December 2015 Dr. Ute Hillmer
Dell Shares Investor Relations
December 2015 Dr. Ute Hillmer
The Corporate Blog
• You can show that you know a lot about a topic
• You are easily found b...
December 2015 Dr. Ute Hillmer
The Corporate Blog
• Frequency is a must  time consuming
• You are not credible in a “contr...
December 2015 Dr. Ute Hillmer
TheCorporateBlog
Make some rules.
http://www.ibm.com/blogs/zz/en/guidelines.html
Empower all...
December 2015 Dr. Ute Hillmer
Social Networks
December 2015 Dr. Ute Hillmer
How Social Networks work
Think of Social Networks as a
sports club!
December 2015 Dr. Ute Hillmer
How Social Networks work 2
• Voluntary active or passive membership
• Special areas of inter...
December 2015 Dr. Ute Hillmer
How Social Networks work 3
Friends are easily found,
one links up, meets, networks, …
and ow...
December 2015 Dr. Ute Hillmer
Dell on Facebook Community
December 2015 Dr. Ute Hillmer
Dell on Facebook Ratings
December 2015 Dr. Ute Hillmer
Dell on Google +
December 2015 Dr. Ute Hillmer
Festool on Facebook
December 2015 Dr. Ute Hillmer
Festools: Brandscouts
December 2015 Dr. Ute Hillmer
Festools: Brandscouts gesteuert
December 2015 Dr. Ute Hillmer
Dialog Marketing
Frage: Würdet Ihr Eure Festool Werkzeuge anderen
Personen ausleihen?
December 2015 Dr. Ute Hillmer
Dialog Marketing
User Support
December 2015 Dr. Ute Hillmer
Dialog Marketing
Complaints
December 2015 Dr. Ute Hillmer
Dialog Marketing
Product Comparison
28 Kommentare später …
December 2015 Dr. Ute Hillmer
Service Communication
Dialog Marketing
December 2015 Dr. Ute Hillmer
Pride
Dialog Marketing
December 2015 Dr. Ute Hillmer
Festool on Facebook DevelopmentofFans
Mrz10
Apr10
Mai10
Jun10
Jul10
Aug10
Sep10
Okt10
Nov10
...
December 2015 Dr. Ute Hillmer
Social Networks
• Direct customer communication
• Largest social Network
• Many forms of int...
December 2015 Dr. Ute Hillmer
Social Networks
• Uncontrolled environment
for employees
• Time-consuming
• Less exciting pr...
December 2015 Dr. Ute Hillmer
Business Oriented Social Networks
• More serious environments,
no personal content
• Suitabl...
December 2015 Dr. Ute Hillmer
Enterprise Networks (ESN)
• an internal workplace that
streamlines communication among
co-wo...
December 2015 Dr. Ute Hillmer
Enterprise Social Networks
• Community approach
• One place for (almost) all
communication
•...
December 2015 Dr. Ute Hillmer
Content Sharing Platforms
• Online Communities for archiving and sharing
content such as:
– ...
December 2015 Dr. Ute Hillmer
Supplemented by a DigitalArchitecture
WEB-
SITE
Micro-
Site
Online-
PR
ONLINE
PR
PUSH/PULL
S...
December 2015 Dr. Ute Hillmer
Dell onYouTube
December 2015 Dr. Ute Hillmer
Festtool onYoutube
December 2015 Dr. Ute Hillmer
Content Sharing Platforms
 Easy way to display,
archive and share
 No need for own
infrast...
December 2015 Dr. Ute Hillmer
Crowd Sourcing / Open Innovation
December 2015 Dr. Ute Hillmer
IdeaStorm OpenInnovationPlatform
19.12.2011
December 2015 Dr. Ute Hillmer
Dell Shop eCommercewith Social Content
December 2015 Dr. Ute Hillmer
Festool – Dealer Partnerships
December 2015 Dr. Ute Hillmer
Recommendation Platforms
• bad products are exposed
• Here users share
experiences, percepti...
December 2015 Dr. Ute Hillmer
Microblogging
December 2015 Dr. Ute Hillmer
Twitter
Microblogging is a form of blogging that allows
users to send brief text updates (or...
December 2015 Dr. Ute Hillmer
Dell onTwitter
December 2015 Dr. Ute Hillmer
DellOutlet Twitteras anOutletstore
December 2015 Dr. Ute Hillmer
DellOutlet Germany Twitteras anOutletstore
December 2015 Dr. Ute Hillmer
DellOutlet China Twitteras anOutletstore
December 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool onTwitter
curtsey of Klaus Danner, Manager Customer C...
December 2015 Dr. Ute Hillmer
Werkzeuge für höchste AnsprücheFestool onTwitter
twitter.com/festool
2.854 Follower 7/15
978...
December 2015 Dr. Ute Hillmer
DellCares Twitteras aSupportChannel
December 2015 Dr. Ute Hillmer
Tools for the toughest demandsFesttool onTwitter ausgewählteFollower
curtsey of Klaus Danne,...
December 2015 Dr. Ute Hillmer
Twitter
• Mobile
• real time
• fast
• cheap
• real-time market research
• advertising allowe...
December 2015 Dr. Ute Hillmer
Mobile Messaging
• WhatsApp: a cross-platform instant messaging application
that allows user...
December 2015 Dr. Ute Hillmer
TypesofSocialMedia Interaction
by Source
Existing Social Media
(Facebook, Xing, Twitter,
Lin...
December 2015 Dr. Ute Hillmer
Areas ofAction in Social CRM
Marketing Sales Service/Support
Social Marketing
Insight
Social...
December 2015 Dr. Ute Hillmer
Startingpointfor SocialCustomerRelationship
Management
Marketing Sales Service/Support
Socia...
December 2015 Dr. Ute Hillmer
SocialMediaMonitoring
Remember:Theytalkaboutyou!
• They do it with or without you … you shou...
December 2015 Dr. Ute Hillmer
Why Social Media Monitoring?
CustomerServiceandSupport,CRM
Identify and address core custome...
December 2015 Dr. Ute Hillmer
Social Media Monitoring
IssueManagement
What expectations do different stakeholders
hold?
Id...
December 2015 Dr. Ute Hillmer
Evolution in CRM
Transaction- and process oriented
Technology enabled customer processes in ...
December 2015 Dr. Ute Hillmer
Dell „SocialMedia ListeningCommandCenter“
Objective
 Inform: customer feedback in real time...
December 2015 Dr. Ute Hillmer
on
December 2015 Dr. Ute Hillmer
Task:
Discover Online Marketing
Strategies and their
Differences
Discuss how companies use d...
December 2015 Dr. Ute Hillmer
Investigate Digital Marketing Strategies
(TeamSize 3)
Investigatetwoexampleofthislist:
• Tra...
December 2015 Dr. Ute Hillmer
Hands on Exploitation (TeamSize3)
What comes across as their Value Proposition?
Who seems to...
December 2015 Dr. Ute Hillmer
Lead Generation
Online: The Digital
Launch Process
December 2015 Dr. Ute Hillmer
Key Campaign Planning Issues
• The Goal
– which specific goals should be set for online camp...
December 2015 Dr. Ute Hillmer
Campaigns are Not New
December 2015 Dr. Ute Hillmer
Digital Campaign Communication Flow
• One-to-one
• One-to-many
with and without the
Internet...
December 2015 Dr. Ute Hillmer
Product / Project Launch Campaign
Source: Myrco Thum
December 2015 Dr. Ute Hillmer
Product Launch Formula
http://productlaunchformula.com/sideways-video/
December 2015 Dr. Ute Hillmer
Mental Triggers
• Community
• Anticipation
• Authority
• Reciprocity
• Social Proof
• Scarci...
December 2015 Dr. Ute Hillmer
The
Trends
Image by Conversion XL
December 2015 Dr. Ute Hillmer
Figure 1.12 Evolution of web technologies
Source: Adapted from Spivack (2007)
December 2015 Dr. Ute Hillmer
AStartingPoint:
IntelligentPersonalAgentsNov.2015
TNW News Nov 3, 2015
December 2015 Dr. Ute Hillmer
Campaign Characteristics Offline-Online
Chaffey et al., Digital Marketing: Strategy, Impleme...
December 2015 Dr. Ute Hillmer
December 2015 Dr. Ute Hillmer
Dankeschön!
237 von EndSeitenzahl
HERZLICHEN DANK FÜR
IHRE AUFMERKSAMKEIT!
GIBT ES FRAGEN?
© 2015 School of International Business and...
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Digital Marketing and the Online Dialog

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Basics on Digital Marketing, the Toolbox and the new online Product Launch Process

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Digital Marketing and the Online Dialog

  1. 1. 1 von 93 Principles of Marketing/ E-marketing & E-business/ Marketing and Sales Management Day 2: Digital Marketing SIBE-Management-Master Dr. Ute Hillmer © 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer
  2. 2. December 2015 Dr. Ute Hillmer Digital Marketing and the 360° Dialog
  3. 3. December 2015 Dr. Ute Hillmer Seeit! Hear it ! Say it ! Do it !
  4. 4. December 2015 Dr. Ute Hillmer Agenda1. Framing Digital Marketing 2. The changing Customer Dialog 3. The Benefits of Digital Marketing 4. Categorizing Digital Marketing 5. The Digital Toolbox 6. Hands on Exploitation 7. Lead Generation with Digital Marketing 8. The Trends 9. Getting Started with Digital Marketing 10. Who is Digital Marketing for? (Pre-Reading: The Digital Toolbox)
  5. 5. December 2015 Dr. Ute Hillmer 17-2 Direct,Online,SocialMedia,and Mobile 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.
  6. 6. December 2015 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
  7. 7. December 2015 Dr. Ute Hillmer The NewDirectMarketingModel =ANewBusinessModel For many companies today, direct and digital marketing constitute a complete model for doing business. Copyright © 2016 Pearson Education, Inc. 17-7
  8. 8. December 2015 Dr. Ute Hillmer WhatDigitalBusinessesDoYouUseToday? • What complete digital B-models do you use today? • Which additional ones do you know?
  9. 9. December 2015 Dr. Ute Hillmer ANewArea in Products and Channels Illustration copyright of Steve Blank, „The Startup Owners Manual“
  10. 10. December 2015 Dr. Ute Hillmer RapidGrowthof DirectandDigital 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
  11. 11. December 2015 Dr. Ute Hillmer The to get started
  12. 12. December 2015 Dr. Ute Hillmer The Customer Dialog is changing
  13. 13. December 2015 Dr. Ute Hillmer Dialog Marketing Is nothing new: customer visits telephone calls discussions email business lunches mail trade shows …
  14. 14. December 2015 Dr. Ute Hillmer But Dialog Marketing had to change … Customer Dialog is emancipated Sender Receiver
  15. 15. December 2015 Dr. Ute Hillmer Changing Communication to a Dialog Sender Receiver
  16. 16. December 2015 Dr. Ute Hillmer CommunicationModelsfor TraditionalandNewMedia Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
  17. 17. December 2015 Dr. Ute Hillmer TheDegreeof Individualization forTraditionaland NewMedia 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
  18. 18. December 2015 Dr. Ute Hillmer Chances + Risks of a Customer Dialog competitiveadvantage When companies look at their products and services from a customer point of view, they can gain huge competitive advantages.
  19. 19. December 2015 Dr. Ute Hillmer Chances + Risks of a Customer Dialog enhancecustomerloyalty Engagement of the customer + Interest and appreciation by the selling company enhances customer loyalty
  20. 20. December 2015 Dr. Ute Hillmer Chances + Risks of a Customer Dialog truly understandcustomerneedsandenhanceproducts It’s more than online information gathering. Customers exchange their needs, their preferences and their interests online.
  21. 21. December 2015 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
  22. 22. December 2015 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
  23. 23. December 2015 Dr. Ute Hillmer Consequences: The Brand changes The customer fundamentally influences the brand – beyond any marketing control
  24. 24. December 2015 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
  25. 25. December 2015 Dr. Ute Hillmer Consequences: The Dialog changes Customers can do more than buy – satisfied customers are the best sales team
  26. 26. December 2015 Dr. Ute Hillmer Benefits of Digital Marketing
  27. 27. December 2015 Dr. Ute Hillmer Task: What are Benefits of Digital Marketing to Buyers and to Sellers? Pinthem!
  28. 28. December 2015 Dr. Ute Hillmer Benefitsof DirectandDigitalMarketingto Buyers • Convenience • Ready access to many products • Access to comparative information about companies, products, and competitors • Interactive and immediate 17-9
  29. 29. December 2015 Dr. Ute Hillmer ThePowerof Recommendations: „I‘llHaveWhatShe isHaving“
  30. 30. December 2015 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
  31. 31. December 2015 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
  32. 32. December 2015 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/
  33. 33. December 2015 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/
  34. 34. December 2015 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/
  35. 35. December 2015 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/
  36. 36. December 2015 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.
  37. 37. December 2015 Dr. Ute Hillmer Benefit: Time Saving/ Easy to Buy #2 through product recommendation engines http://conversionxl.com/
  38. 38. December 2015 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/
  39. 39. December 2015 Dr. Ute Hillmer Benefit:PeerExchange – CommunityBuilding Lean from others, exchange experience and have a sense of community http://conversionxl.com/
  40. 40. December 2015 Dr. Ute Hillmer Benefitsof DirectandDigitalMarketingto 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
  41. 41. December 2015 Dr. Ute Hillmer Benefitsofdigitalmarketing–The5Ss 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
  42. 42. December 2015 Dr. Ute Hillmer Task: What Components and Forms of Digital Marketing do you know? Circle, where you have personal experience
  43. 43. December 2015 Dr. Ute Hillmer FormsandComponentsof „DigitalMarketing“ 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 …
  44. 44. December 2015 Dr. Ute Hillmer How can we categorize Digital Marketing?
  45. 45. December 2015 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
  46. 46. December 2015 Dr. Ute Hillmer Key Online Media Types by Controllability Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
  47. 47. December 2015 Dr. Ute Hillmer Key Online Media Types by DigitalArchitecture Source: modified after Storymaker WEB- SITE Micro- Site Online- PR PUSH/PULL News- letter Customer WEB- SITE Communication Channel Corporate Hosting
  48. 48. December 2015 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!
  49. 49. December 2015 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
  50. 50. December 2015 Dr. Ute Hillmer Channelsrequirean IntegratedDigitalMarketingStrategy Chaffey et al., Digital Marketing: Strategy, Implementation and Practice
  51. 51. December 2015 Dr. Ute Hillmer The Digital Toolbox
  52. 52. December 2015 Dr. Ute Hillmer How to use Digital Media in Marketing
  53. 53. December 2015 Dr. Ute Hillmer The Social Media Toolbox Slide by Solis + Thomas Choose your channels wisely!
  54. 54. December 2015 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
  55. 55. December 2015 Dr. Ute Hillmer TypesofSocialMedia Interaction by Purpose 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
  56. 56. December 2015 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  57. 57. December 2015 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  58. 58. December 2015 Dr. Ute Hillmer The Corporate Webseite: Vendors
  59. 59. December 2015 Dr. Ute Hillmer The Corporate Website: „Center Stage“
  60. 60. December 2015 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.
  61. 61. December 2015 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
  62. 62. December 2015 Dr. Ute Hillmer TheCorporateBlog today blog.daimler.de
  63. 63. December 2015 Dr. Ute Hillmer TheCorporateBlogyesterday blog.daimler.de
  64. 64. December 2015 Dr. Ute Hillmer Dell Blogs Blogs,Forums
  65. 65. December 2015 Dr. Ute Hillmer TechCenter Blog, Chat, Community
  66. 66. December 2015 Dr. Ute Hillmer Dell Shares Investor Relations
  67. 67. December 2015 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
  68. 68. December 2015 Dr. Ute Hillmer The Corporate Blog • Frequency is a must  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
  69. 69. December 2015 Dr. Ute Hillmer TheCorporateBlog Make some rules. 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
  70. 70. December 2015 Dr. Ute Hillmer Social Networks
  71. 71. December 2015 Dr. Ute Hillmer How Social Networks work Think of Social Networks as a sports club!
  72. 72. December 2015 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…
  73. 73. December 2015 Dr. Ute Hillmer How Social Networks work 3 Friends are easily found, one links up, meets, networks, … and own expertise distributes …
  74. 74. December 2015 Dr. Ute Hillmer Dell on Facebook Community
  75. 75. December 2015 Dr. Ute Hillmer Dell on Facebook Ratings
  76. 76. December 2015 Dr. Ute Hillmer Dell on Google +
  77. 77. December 2015 Dr. Ute Hillmer Festool on Facebook
  78. 78. December 2015 Dr. Ute Hillmer Festools: Brandscouts
  79. 79. December 2015 Dr. Ute Hillmer Festools: Brandscouts gesteuert
  80. 80. December 2015 Dr. Ute Hillmer Dialog Marketing Frage: Würdet Ihr Eure Festool Werkzeuge anderen Personen ausleihen?
  81. 81. December 2015 Dr. Ute Hillmer Dialog Marketing User Support
  82. 82. December 2015 Dr. Ute Hillmer Dialog Marketing Complaints
  83. 83. December 2015 Dr. Ute Hillmer Dialog Marketing Product Comparison 28 Kommentare später …
  84. 84. December 2015 Dr. Ute Hillmer Service Communication Dialog Marketing
  85. 85. December 2015 Dr. Ute Hillmer Pride Dialog Marketing
  86. 86. December 2015 Dr. Ute Hillmer Festool on Facebook DevelopmentofFans Mrz10 Apr10 Mai10 Jun10 Jul10 Aug10 Sep10 Okt10 Nov10 Dez10 Jan11 Feb11 Mrz11 Apr11 Mai11 Jun11 Jul11 Aug11 Sep11 Okt11 Nov11 Dez11 Jan12 Feb12 Mrz12 Apr12 Mai12 Jun12 Entwicklung Facebook Fans curtsey of Klaus Danner, Manager Customer Communications
  87. 87. December 2015 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
  88. 88. December 2015 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
  89. 89. December 2015 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
  90. 90. December 2015 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
  91. 91. December 2015 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
  92. 92. December 2015 Dr. Ute Hillmer Content Sharing Platforms • Online Communities for archiving and sharing content such as: – Photographs and images – Videos – Audios – Presentations
  93. 93. December 2015 Dr. Ute Hillmer Supplemented by a DigitalArchitecture WEB- SITE Micro- Site Online- PR ONLINE PR PUSH/PULL Source: Storymaker News- letter Communication Channel Corporate Hosting
  94. 94. December 2015 Dr. Ute Hillmer Dell onYouTube
  95. 95. December 2015 Dr. Ute Hillmer Festtool onYoutube
  96. 96. December 2015 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
  97. 97. December 2015 Dr. Ute Hillmer Crowd Sourcing / Open Innovation
  98. 98. December 2015 Dr. Ute Hillmer IdeaStorm OpenInnovationPlatform 19.12.2011
  99. 99. December 2015 Dr. Ute Hillmer Dell Shop eCommercewith Social Content
  100. 100. December 2015 Dr. Ute Hillmer Festool – Dealer Partnerships
  101. 101. December 2015 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
  102. 102. December 2015 Dr. Ute Hillmer Microblogging
  103. 103. December 2015 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)
  104. 104. December 2015 Dr. Ute Hillmer Dell onTwitter
  105. 105. December 2015 Dr. Ute Hillmer DellOutlet Twitteras anOutletstore
  106. 106. December 2015 Dr. Ute Hillmer DellOutlet Germany Twitteras anOutletstore
  107. 107. December 2015 Dr. Ute Hillmer DellOutlet China Twitteras anOutletstore
  108. 108. December 2015 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFestool onTwitter curtsey of Klaus Danner, Manager Customer Communications
  109. 109. December 2015 Dr. Ute Hillmer Werkzeuge für höchste AnsprücheFestool onTwitter twitter.com/festool 2.854 Follower 7/15 978 Follower 7/12
  110. 110. December 2015 Dr. Ute Hillmer DellCares Twitteras aSupportChannel
  111. 111. December 2015 Dr. Ute Hillmer Tools for the toughest demandsFesttool onTwitter ausgewählteFollower curtsey of Klaus Danne, Manager Customer Communications
  112. 112. December 2015 Dr. Ute Hillmer Twitter • Mobile • real time • fast • cheap • real-time market research • advertising allowed • direct customer contact • 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
  113. 113. December 2015 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.
  114. 114. December 2015 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
  115. 115. December 2015 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
  116. 116. December 2015 Dr. Ute Hillmer Startingpointfor SocialCustomerRelationship 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
  117. 117. December 2015 Dr. Ute Hillmer SocialMediaMonitoring 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
  118. 118. December 2015 Dr. Ute Hillmer Why Social Media Monitoring? CustomerServiceandSupport,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
  119. 119. December 2015 Dr. Ute Hillmer Social Media Monitoring IssueManagement 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/neutralize stakeholder discrepancy of expectations. Develop an “early warning system” 19.12.201
  120. 120. December 2015 Dr. Ute Hillmer Evolution in CRM Transaction- and process oriented Technology enabled customer processes in order to support and organize sales-, marketing and support activities (Shaw) Eigenes Unternehmen Konkurrenz Supplier / Partner Kunde Kunde KundeKunde Kunde Kunde Kunde CRM 1.0 Eigenes Unternehmen Konkurrenz Supplier / 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.
  121. 121. December 2015 Dr. Ute Hillmer Dell „SocialMedia ListeningCommandCenter“ 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: Google Analytics, Klout Score; Hotsuite
  122. 122. December 2015 Dr. Ute Hillmer on
  123. 123. December 2015 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
  124. 124. December 2015 Dr. Ute Hillmer Investigate Digital Marketing Strategies (TeamSize 3) Investigatetwoexampleofthislist: • 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, • Brand Building site – Nestle, Guinness, Coca-Cola, Litago.no, Tango, your favourite brand? … Investigateoneexampleofthislist: • 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,
  125. 125. December 2015 Dr. Ute Hillmer Hands on Exploitation (TeamSize3) What comes across as their Value Proposition? Who seems to be their Ideal Customer? In what channels are they present? • Why are they there? (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? Their 360° approach • Do you think they achieve their goal? What do they do well, what should be improved? (your evaluation) • Show us some examples of what they do -especially really good or really bad (teach us) Take notes, prepare a presentation or demonstration that SHOWS a bit what you saw, you have 90 min preparation time 10 Minutes presentation time we’ll discuss Digital Media while you work and present
  126. 126. December 2015 Dr. Ute Hillmer Lead Generation Online: The Digital Launch Process
  127. 127. December 2015 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?
  128. 128. December 2015 Dr. Ute Hillmer Campaigns are Not New
  129. 129. December 2015 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
  130. 130. December 2015 Dr. Ute Hillmer Product / Project Launch Campaign Source: Myrco Thum
  131. 131. December 2015 Dr. Ute Hillmer Product Launch Formula http://productlaunchformula.com/sideways-video/
  132. 132. December 2015 Dr. Ute Hillmer Mental Triggers • Community • Anticipation • Authority • Reciprocity • Social Proof • Scarcity • Conversation • Trust • Events/Rituals • Likability • Commitment
  133. 133. December 2015 Dr. Ute Hillmer The Trends Image by Conversion XL
  134. 134. December 2015 Dr. Ute Hillmer Figure 1.12 Evolution of web technologies Source: Adapted from Spivack (2007)
  135. 135. December 2015 Dr. Ute Hillmer AStartingPoint: IntelligentPersonalAgentsNov.2015 TNW News Nov 3, 2015
  136. 136. December 2015 Dr. Ute Hillmer Campaign Characteristics Offline-Online Chaffey et al., Digital Marketing: Strategy, Implementation and Practice
  137. 137. December 2015 Dr. Ute Hillmer
  138. 138. December 2015 Dr. Ute Hillmer Dankeschön!
  139. 139. 237 von EndSeitenzahl HERZLICHEN DANK FÜR IHRE AUFMERKSAMKEIT! GIBT ES FRAGEN? © 2015 School of International Business and Entrepreneurship (SIBE) der Steinbeis-Hochschule Berlin I www.steinbeis-sibe.de I Dr. Ute Hillmer

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