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SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
The document outlines a course on digital communication theory and its practical applications within marketing, emphasizing the importance of understanding consumer behavior and optimizing communication strategies through a structured approach (SOSTAC model). It highlights the shift from traditional marketing principles to a more integrated and meaningful digital engagement that values sustainability and purpose-driven messaging. The content includes case studies, such as a successful campaign promoting Dubai as a travel destination, demonstrating the efficacy of innovative content marketing in driving brand activation and consumer connection.
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SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
- 1. DIGITAL COMMUNICATION THEORY &CASES EXECUTIVE MASTER IN DIGITAL MARKETING SOLVAY BRUSSELS SCHOOL OF ECONOMICS HUGUES L. REY OCTOBER 2021
- 2. 5 Days –Digital Communication Tuesday 12/10 – 2021 Communication: Basics and Challenge Thursday 14/10 – Programmatic, Performance and Market Place Saturday 16/10 – Social Media and Influencer Tuesday 16/11 – Digital Infusion: CRM, Direct, TV, Radio, DOOH Thursday 18/11 – Communication in Practice / use SOSTAC model à Case Billy Bike
- 3. How to combinethe channels and content to maximize the communication effects ? PURPOSE OF THE DAY
- 4. A great cookingsuccess is about… Understanding our guests tastes Ingredient’s quality Recipe (Dosage & Timing) Quantity (How much do they need to satisfy their hunger ?) (… and, of course, some passion)
- 5. (Digital) Communication ? …is exactly the same ! Ÿ Understanding our guests tastes = Consumer’s attitude vs products & communication channels Ÿ Ingredient’s quality = Attribute of the Communication Channel Ÿ Recipe (Dosage & Timing) = Pressure & recency Ÿ Quantity (How much do they need to satisfy their hunger ?) = Effective reach
- 6. Communication Management is like tobe a nutritionist of the brands A nutritionist is a person who advises on matters of food and nutrition and their impacts on human health.
- 7. CONNECTION CONTEXT CONTENT Howwe reach the right people to catch the attention of an audience. The best environment where we know they are in the right mindset. The right formats and messages that will have the most impact. 7 (Digital) COMMUNICATION EXPERIENCE is …. about “Right” not “More”
- 10.
- 11. SOSTAC Digital PlanningManagement Process and Deliverables Situation Analysis 1. Brief 2. Past – Com Results Objectives Strategy Tactics Action Control Key Communication Objectives Connection Strategy Action-oriented statement to unify OSEP Channel Grid Attributes x Target Channel Tactics Performances + Budget Blue Print OSEP Links Strategic Opportunity SWOT Explore Consumer Company Category Culture KPI Yearly Calendar Osep + Budget +Performances Content Form + Plateform of Diffusion Data Scenario Tracking Dashboard Reporting FeedBack (Live) Optimisation
- 12. (Digital) COMMUNICATION in 2021 OSEP SAVEEE MEANINGFUL THELONG & THE SHORT MEDIA LANDSCAPE DIGITALIZATION of MEDIA
- 13.
- 14. OWNED SHARED EARNEDPAID THE POWER IS IN YOUR HANDS TOGETHER IS BETTER THAN ALONE THE AUDIENCE IS THE MEDIA YOU BUY EXPOSURE NOT ENGAGEMENT Capture value of existing assets Align like minded partners, with shared values, to win Ignite conversation & unleash the power of advocacy Pinpoint optimal investments and generate visibility Touchpoints: Touchpoints: Touchpoints: Touchpoints: Co-created, user generated content Fans and communities – via social, events, word of mouth, PR Paid media including audiovisual, print, digital display, search, radio, OOH, sponsorship Fully branded: People, Products, Places & Platforms Retail shops/POS, Websites, Social, CRM, Apps, Events, Data Partnerships with other brands, co-branded programs, co-manufactured products Music festivals, sports sponsorships, artist deals, retail opportunities
- 18. Earned Media à PaidMedia Power of Recommendation
- 21.
- 24. CONNECTION PATTERNS TOIDENTIFY THE BRAND STRENGTHS AND WEAKNESSES 1 2 3 4 5 If disconnected : What about content ? Target ? Brand appealing ? If disconnected : What about paid media planning ? Is itiIgniting opportunities of amplification ? If disconnected : How can I better compensate P with S ? If disconnected : Is it the right partnership ? If disconnected : How can I foster collaboration or co-creation to fuel both O&S ?
- 25. A close fitbetween paid/owned & earned outcomes R2 CORRELATION = 91% BRAND % SHARE OF PAID + OWNED BRAND EXPERIENCE BRAND % SHARE OF EARNED BRAND EXPERIENCE Source: ZenithOptimedia Touchpoints ROI Tracker 0 5 10 15 20 25 30 35 40 45 50 55 0 5 10 15 20 25 30 35 40 45 50
- 26.
- 27. Digital Is definitivelymoving 4P’s to S.A.V.E. in a Hyper Personalized Customer Relation Product Place Price Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) Com - Experience Engage, Entertain, Educate
- 28. “If I hadasked people what they wanted, they would have said faster horses.” – Henry Ford
- 29. OSEP to Educate A “ContentHub” to earn traffic instead of buying it To help business pros see how technology drives innovation. To reach and convert leads they would have never seen!
- 30. © 2013 SAPAG. All rights reserved. 22 @BrennerMichael Identify and Answer Customer Questions Top Customer Terms: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from …? • Who are the top vendors in…? Terms SAP Ranked For: • What is SAP? • SAP Software? • SAP HANA? • SAP ERP? • SAP Business Intelligence? • SAP Crystal Reports™? Early Stage Later Stage
- 31. Build The Business Case HOWMUCH “EARLY STAGE” SEARCH TRAFFIC DO WE GET? Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 3000x Analytics Non-Brand 1,520,761 Cloud Brand 398 1000x Cloud Non-Brand 578,460 Data Brand 28,884 17x Data Non-Brand 470,967 Mobility Brand 12,488 28x Mobility Non-Brand 345,598 BI Brand 532,486 -2x BI Non-Brand 277,156 CRM/Sales Brand 156,028 40x CRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2x ERP Non-Brand 324,595 HCM Brand 55,536 7x HCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24x Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13x TOTAL Non-Brand 13,616,715
- 32. Educate through thecontent hub
- 33.
- 34. B2B brands thatblog generate 67% more leads/month than those that don’t. Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10. 34
- 35.
- 36. Engagement marketing isthe use of strategic, resourceful content to engage people, and create meaningful interactions over time
- 37.
- 38. Positioning BNP as theexpert for local entrepreneurs. Image building in order to create Top of Mind with target group Selected trough Earned Media Boost by Paid Media OSEP Integrated Communication Campaign BNP Paribas Fortis – Boost your Business
- 39. OPPORTUNITY TO MOVEFROM “PROMOTION” TO SHOW SUPPORT à LOCAL AND CONCRETE
- 41. CASE: DUBAI TOURISM LOCATIONPLACEMENT STRATEGY
- 42. STRATEGY INCREASE AWARENESS &CONSIDERATION AS GLOBAL DESTINATION THROUGH CONTENT MARKETING AWARENESS Making Dubai a destination of choice For couples & families around the world CONSIDERATION Showing all the things Dubai is offering, With real people enjoying real Dubai experiences Media partnerships Content partnerships LOCATION PLACEMENT AS AN ALWAYS-ON ACTIVATION
- 43. MAY 2017 THE DEPARTMENTOF TOURISM AND COMMERCE MARKETING FOR DUBAI WANTED TO PROMOTE THE CITY TO A NEW GLOBAL AUDIENCE THROUGH A UNIQUE CONTENT MARKETING CAMPAIGN. THE SOLUTION Celebrating and promoting the city of Dubai through a selection of the most iconic experiences Dubai has to offer. Gameloft developed 3 Dubai fully-branded mini games. • Mobile in-app version - the Dubai-branded mini game will be displayed at moments of natural pause inside Gameloft mobile (iOS, Android) games. • Desktop & Mobile browser version – the mini games will be hosted by Gameloft and displayed via an iFrame on a dedicated DTCM website and mobile page
- 46. MAY 2017 THE SOLUTION WEDEVELOP A CONCEPT AROUND LOCATION PLACEMENT – PRODUCT PLACEMENT WHERE THE PRODUCT IS A DESTINATION – AND SHOT CREATING A MUSIC VIDEO IN DUBAI SELECTING IMAGINE DRAGONS AS THE PERFECT BAND THAT WOULD HAVE BOTH A MASS APPEAL AS WELL AS LOVE OF THE CITY. 1 MUSIC VIDEO WITH LOCATION PLACEMENT INTEGRATION 1 PIECE OF BRANDED CONTENT 1 BEHIND THE SCENES CONTENT SOCIAL MEDIA POSTS ACROSS FACEBOOK, INSTAGRAM, TWITTER TO PROMOTE EACH PIECE OF CONTENT 3 X SOCIAL MEDIAL POSTS WHILE SHOOTING THE MUSIC VIDEO – SHOWING THE BAND IN DUBAI ALL CONTENT LIVED NATIVELY ACROSS IMAGINE DRAGONS OWNED CHANNELS.
- 48. RESULTS 873Mn Total Video Views* 3Mn SocialEngagements +1020% Above social media engagement target +1600% Above View Target 20Mn Total Media Value +22% Consideration for Dubai As holiday destination August 2018
- 49.
- 50. 55% of consumersbelieve companies have a more important role than governments today in creating a better future 77% prefer to buy from companies that share their values Buying has become a political act SOURCES: PROSUMER REPORT –THE MEANINGFUL SHIFT 2018 HAVAS GROUP
- 51. Colin Kaepernick refused torise for the national anthem, in opposition to police violence in the US 2 years later, the former NFL player appears in the ’30 years’ ad of Nike Nike’s online sales jumped 31% in the 4-day period
- 52. Nike: a leader inbrand activism overnight
- 53. Case Fact Checking/ Efficiency • Target (Primary / Secondary) à Reached ? • Communication Objectives • à Product Launch – Sales activation – Branding - ….) • OSEP à Coherence ? • Quality of Content – Clarity vs Creativity ? • Long term vs Short Term • Engagement vs Education vs Entertainment
- 54. BRAND ACTIVISM WINSOVER BRAND NEUTRALITY by triggering better personal benefits The Brand ability to inspire consumers to Make the world a better place… … with the Emotional benefits provided by the Brand to consumers 84% …shows a correlation
- 55. can take manyforms Brand Activism Sustainability Health Immigration LGTB Rights Gender Equality
- 57. Do you feel“Purpose Washed” ?
- 60. Purpose should bemore than a token gesture 84% 38% think companies and brands should communicate honestly about their commitments and promises think companies and brands indeed communicate honestly about their commitments and promises
- 61. Additionally Brands Marketing Efforts FrequentlyFail is not meaningful to the consumers 58% of the content provided by brands
- 62. How to inspire moremeaningful connections?
- 63. 72% Correlation between performance onPersonal Benefits and Content Effectiveness* *CONTENT EFFECTIVENESS IS DEFINED BY CROSSING THE STRENGTH OF ASSOCIATION OF A BRAND TO CONTENT TYPES AND THE PERFORMANCE OF THE CONTENT PERFORMED BY THE BRAND Great Content drives Personal benefits
- 64. BUT we livein a world of content overload +470,000 Tweets sent +4 M Videos watched SOURCE: DOMO 2018 … every minute of the day! +49,000 Photos posted
- 65. 5000 Marketing Messages a Day 8sec Attention Span 50% 40% Ad Blockers Subscription Audiovisual Media (2020) Drowned by …
- 66. Meaningful … But (andmore than ever Subtle)
- 67. Experiences Solutions EntertainmentStories Events 90% Expect Brands to provide Content Of Consumers
- 68. Expected content roles varyby Industry Automotive #1 INSPIRE #2 HELP #3 INFORM Travel & Tourism #1 REWARD #2 HELP #3 INSPIRE Food #1 INSPIRE #2 INFORM #3 REWARD Personal Care #1 HELP #2 INSPIRE #3 REWARD Internet & Media #1 ENTERTAIN #2 INSPIRE #3 HELP Beverage #1 ENTERTAIN #2 INSPIRE #3 REWARD Electronics #1 HELP #2 INSPIRE #3 INFORM
- 69. + Most associated - + - Least associated Most expected Least expected Standard Already fulfilled Must Have Haveto be there Secondary Do not focus only here Opportunity Potential differentiation lever INSPIRE ENTERTAIN EDUCATE INFORM HELP REWARD most expected content from Apparel brands Inspiration & Reward APPA REL
- 70. by Adidas xParley For The Oceans INSPIRATION Adidas donated $1 for every km logged through its Runtastic app, to spread awareness about the ocean conservation Adidas also sold over 1 million pairs of “Parley for the Oceans” sneakers made from marine plastic
- 71. + Most associated - + - Least associated Most expected Least expected Standard Already fulfilled Must Have Haveto be there Secondary Do not focus only here Opportunity Potential differentiation lever INSPIRE ENTERTAIN EDUCATE INFORM HELP REWARD most expected content from Healthcare brands Help & Information HEALTHCARE
- 72. HELP by Otrivin, decongestingthe city Otrivin (nasal spray) provided 6.000 marathon runners with cleaner air in New Delhi, with cannons that are able to get dust, pollen & pollution out of the sky, used before & during the races
- 73. The Meaningful Ecosystem 73 meaningful content meaningful context meaningful connection Modernmedia is about more than just Reach and Frequency - it's now about The Media Experience Media investment approach must prioritize the right environments based on the ability to foster meaningful connections
- 74.
- 75. Observation 1: Sustainabilityrepresents not so much an environmental crisis, but a crisis of meaning ! Source: MediaBrands
- 76. ・Meaning (Reality): How doesthis fit into my world? ・Status/Identity (Values): Is this me? ・Emotions (Lifestyle): How does this make me feel? ・Price (Value): Does this meet my expectations of value? ・Function (Performance): Does this do what I need done? Observation 2: Significance is a balanced mix of 5 dimensions (Nathan Sheedrof - California College of the Arts)
- 77. powered by Meaningfulness could be generated by multiplefacets Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
- 78.
- 80. The Study reveal theconsiderable dangers of judging success over the short term and of assuming that it will apply to the long term: IT WILL NOT.
- 95.
- 96. Source: Life Observer2018 – 18/64 Monday - Friday of the daily time spent is dedicated to media consumption In 10 years, More TV, Radio, and Digital of course … 44% 36 38 43 44 68 107 151 184 186 535 Basic hygiene Social networks Household cores Car Eat at home Surf on internet Work Watch TV Listen to radio Sleep
- 97. Is TV Dead? Nope ! TV is reincarnated in more than one body …
- 98. TV is reincarnated… in more than one body
- 99. Disruption of video’sconsumption XGen vs Millenials à Live TV Must be meaningful Source: Video Observer 2018 – Monday – Sunday 18/24 vs 35/44 1% 4% 6% 8% 9% 11% 14% 21% 28% 1% 3% 2% 4% 5% 18% 8% 7% 54% Cinema DVD,etc. TV (Replay) Downloaded films & series Short videos on social media TV (Recording) On demand Short videos on internet TV (Live) 35-44 yo 18-24 yo
- 100. Platform fight ison Release in Europe in 2020 The new Platform of Proximus presented as a new TV experience Watch Television, find the content you ‘re interested in
- 101. Addressable TV Power ofTV + Agility of Digital
- 102. BROADCASTING PLAYERS Inventory isbuilding up Highly qualitative content Broadcasted across owned platforms Broadcasted across syndicated networks Increased audience via social sharing PURE WEB PLAYERS Very large inventory Mix of: Premium content Approved UGC content Broadcasted across platform Embedded features AGREGATED PLAYERS Large inventory Qualitative and contextual content Pushed by Media brand Online Video Advertising is Everywhere
- 103.
- 104. Audio consumption disruption Video& Platforms Source: CIM establishment survey – During the last mouths, did you listen for at least 10 minutes to…? Source: Audio Observer 2017 – Monday – Sunday – Total Belgium
- 105. Add 13% WeeklyReach to Radio Adressability through Music Genre
- 108. Nearly 60% of Belgianscombine the various media to read the newspaper NEW CIM + 3% Reach/Day (papier+digital)
- 109. Local High ValuedContent = Engagement 4 x Engagement rate + 3:30” time spent Survey + Articles + Partner zone + Native infeed
- 110.
- 111. Deliver a BetterROI à Local Partner Perception vs Reality
- 112. GAFA àTarget theright people at the right time at the right place Perception vs Reality
- 115.
- 116. SOSTAC Digital PlanningManagement Process and Deliverables Situation Analysis 1. Briefing 2. Past – Com Results Objectives Strategy Tactics Action Control Key Communication Objectives Connection Strategy Action-oriented statement to unify OSEP Channel Grid Attributes x Target Channel Tactics Performances + Budget Blue Print OSEP Links Strategic Opportunity SWOT Explore Consumer Brand Category KPI Yearly Calendar Osep + Budget +Performances Content Form + Plateform of Diffusion Data & Scenario Tracking Dashboard Reporting FeedBack (Live) Optimisation
- 117.
- 118. Situation Where are we now? How are we performing? What are our distinctive competitive (Marcom) advantages? How effective is our Marcom Mix? Are we focusing on the best segments with the right type of customer? Are we using the most appropriate channels for communication and distribution? What uncontrollable event(s) or trend(s) can impact my business?
- 119. SITUATION EQUATION STRATEGIC OPPORTUNITY PASTCOMMUNICATION OBJECTIVES & RESULTS EXPLORE CULTURE – COMPANY – CATEGORY – CONSUMER
- 120.
- 121. BRIEF + PASTANALYSIS + EXPECTATIONS BACKGROUND SUMMARY What is the product or service? PAST – DRIVERS & RESULTS What has been done to achieve the objectives ? AUDIENCE Who were we targeting? PAST - OBJECTIVES What business challenges and which communication objectives to overcome them ? - Short term, mid term, long term ? Challenges & Objectives Expected Business Results Mission Vision
- 125. Past - Campaignobjectives what are the message(s) you want to bring to the target ◦ … new(s) … launch ◦ … image, brand values ◦ … emotional or functional benefits ◦ … now (time tactical)… open doors ◦ … opportunity ex. Low price In a more formal way ◦ Launch –Re-Launch : Product/service ◦ Maintain/Raise: Awareness – Image ◦ Sustain : Events – Promotion – Direct marketing activity
- 126.
- 127.
- 128. Who is the target? Consumer Buyer Influencer Prescriptor
- 138.
- 139. EXPLORE CULTURE – CATEGORY– COMPANY – CONSUMER OUTPUT Strategic Opportunity The objective of the Explore module is to deep dive into 4 segments: in order to better understand trends in the category, the competitive landscape, target groups, the culture environement and the brand ecosystem.
- 141.
- 142.
- 143. 143 Culture can bemapped IDENTITY Taking a selfie is culture 45 million messages are sent on WhatsApp every 60secs SYMBOL Forbes calculated that the top ten fashion influencers combine d generated a reach of 23,3 million on Instagram Taking style tips from an influencer is culture ZEITGEIST RITUAL Playing the “discover” playlist on Spotify is culture 40,000 songs uploaded to Spotify everyday 200,000 photos posted to instagram while reading this Taking pictures of your food is culture
- 144. 144 Trends can bemonitored and scored based on energy (how fast they are moving), prediction (how long they will last), and reach (how many people will be exposed to them). We should be looking across Mega Trends, Macro Trends, and Micro Trends when we begin exploring client briefs When planning campaigns focusing on the shift in trends allows us to create meaningful media experiences that will ensure cultural relevancy (imapct) and sustain value over a longer period of time (efficency) Where trends become oversaturated and lose meaning Where trends gain broader acceptance Where new techniques and tastes are cultivated Where social movements begin ZEITGEIST IDENTITY SYMBOL RITUAL 4 1 2 3 SETTING THE LANGUAGE WIRING THE BEHAVIOUR SOCIAL PROPAGATION CULTURAL SATURATION PROGRESSIVE STATIC EXPRESSIVE ANALYTIC Trends can be monitored and scored based on energy (how fast they are moving), prediction (how long they will last), and reach (how many people will be exposed to them). We should be looking across Mega Trends, Macro Trends, and Micro Trends when we begin exploring client briefs
- 145. 145 To do thiswe can pull signals from many different sources zeitgeist identity symbol ritual “There are more luxuy flagship stores than the spanish armada”Forbes zeitgeist identity symbol ritual zeitgeist identity symbol ritual identity symbol ritual zeitgeist “AN LV bag is bascially a sign you just arrived into Shanghai from the country”WeChat “Fumin Road is now the only place me and my friends shop”ChinaDaily “Lane Crawford builds symbolic relevance by courting Chinese designers”WWD
- 146. JOB partially unemployed 34% aff117 homeworking 51% aff 118 AFRAID FOR THE FUTURE OR LESS OPPORTUNITIES TO SPEND MONEY ? LOCKDOWN: 4 OUT OF 10 SPEND LESS THAN USUAL 4 OUT OF 10 SPEND LESS THAN USUAL More than 1 out of 2 spent more or the same amount of money than before the lockdown. Flemish people were the most likely to spend more, followed by women and Gen Xers (32%) At the opposite, 1 out of 2 homeworkers spent less. Boomers and homeworkers were more cautious Partially unemployed people, men, French-speaking people (30%) did not changed their spending habits SPEND LESS SPEND MORE SAME + 50 y.o. 45% aff 103 men 33% aff 112 Dutch-speaking 33% aff 121 women 30% aff 110 Actually, do you have the impression to spend… ? 44% 29% 27% spend less than usual
- 147. TIME FOR OMNI-CHANNEL:PHYSICAL RETAIL IS STILL MEANINGFUL BELGIANS MISS PHYSICAL STORES… BUT NOT THEIR VISITORS 1.Do you miss going to a store or department store? 2. Do you actually feel safe while grocery shopping (in shops)? of respondents miss visiting retail stores. Women more often state they miss (window) shopping (58%) 50% 1 WOMEN MISS RETAIL STORES feel safe and in security while doing the grocery shopping. French-speaking people have more varied opinions: only 58% feel safe (vs 66% of Flemish-speaking people) 63% 2 SUPERMARKETS ARE DOING A GREAT JOB Contamination by other shoppers is the biggest fear while shopping. Women and 25-34 y.o. are the most worried (81%). Young adults (18-24 y.o.) the less (68%) 78% 3 “L’ENFER, C’EST LES AUTRES” (HELL IS OTHER PEOPLE)
- 148. AFTER THE CRISIS? Local – More Savings – Limit Waste – Conscious Buying What do you think will change in your future consumption after the lockdown 16% 28% 29% 30% 37% TOP 5 (ranked on affinity) 18-34 y.o. 35-49 y.o. + 50 y.o. 43% aff. 117 19% aff. 116 28% aff. 100 29% aff. 99 20% aff. 67 tore essential items conscious buying limit waste more savings buy more local 20% aff. 123 32% aff. 110 38% aff. 103 27% aff. 96 28% aff. 94 32% aff. 106 29% aff. 104 36% aff. 97 26% aff. 90 13% aff. 77 37% aff. 124 30% aff. 110 31% aff. 106 17% aff. 105 34% aff. 94 38% aff. 127 28% aff. 95 25% aff. 89 29% aff. 78 11% aff. 66 What do you think will change in your future consumption after the lockdown?
- 149. Cultural Truth IN THE WORLDOF TODAY, WE STRUGGLE TO IDENTIFY WHAT IS TRUE & AUTHENTIC, AS MANY THINGS ARE ARTIFICIAL OR FAKE Nationale Bank van België 2019 IMPORTANT TO GAIN TRUST FROM YOUR CUSTOMERS THROUGH AUTHENTICITY, TRANSPARENCY AND LIVING UP TO YOUR PURPOSE. Center for Food Integrity - 2018 ? OVERALL, TRUST IN BRANDS IS QUITE LOW THESE DAYS, ESPECIALLY FOR FOOD
- 150.
- 151.
- 152. CATEGORY: PURPOSE ANDOUTPUT Shifting patterns across the market across a span of time Specifically impact growth and commercial success Identify the media opportunities DRIVERS OF GROWTH COMPETITION CATEGORY INSIGHTS TRENDS
- 154. LEISURE ACTIVITIES AREAS IMPORTANT AS BASIC NEEDS AND PARENTS DIG DEEP FOR OFFSPRING’S ENTERTAINMENT Household Shopping Basket Belgium (2016) housing 30% food & drinks 13% transport 12% personal care 10% leisure & culture 8% Sources: LEFT:STATBEL, 2016. The Belgian yearly budgetary expenditure of Belgian households. RIGHT:MOUSTIQUE MAGAZINE, 07/07/2019, Votre enfant vous coûtera 500€ à la fin de l’été by Nicolas Sohy leisure is the 5th biggest area of expenditure On average, parents spend between 400€ & 500€ for each of their children during Summer holidays 56% have difficulty entertaining their kids for 9 weeks
- 156. Category convention STRONG PURPOSE-DRIVEN BRANDSAPPEAL TO STRONG EMOTIONAL CONNECTIONS “kleine traktaties, groot plezier”
- 157. Whilst trends impactall aspects of the market, drivers of growth specifically impact development and commercial success. • Consumer behaviour (Experience vs. Accumulation) • Technological innovation (Adoption curve of Snapchat) • Cultural forces (through exposure there’s a unified global culture) • Organisational structure • Market dynamics (the on demand economy is changing the relationship betweenn buyers and sellers- Uber, Air BnB, etc.) • Macro economic forces (Chinese decline, political turmoil, unemployment) DRIVERS OF GROWTH
- 159. The competitive reviewidentifies competitors and evaluates their media strategies and investments. With this assessment, one can identify media opportunities. COMPETITIVE REVIEW
- 161.
- 162.
- 163. BRAND: PURPOSE ANDCONTENT The purpose of this segment is to explore the key elements that configure the communication ecosystem of the brand by researching the following: • Brand Positioning • OSEP Analysis • Any Other Analysis
- 164. BRAND POSITIONING Positioning isa marketing mapping that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.
- 167. OSEP ANALYSIS An OSEPanalysis is crucial towards understanding how a brand markets itself across owned, shared, earned, and paid touchpoints. In doing so, one can see where the brand’s advertising strengths and weaknesses lie across all channels and identify the white space and assets to leverage.
- 170. Brand’s Best self THETASTE OF THE NATION CDO is the (shared) number one brand we trust as Belgians, and a lot of us couldn’t live without it! THE N°1 FAVOURITE CHOCOLATE BRAND OF THE BELGIANS CULTURAL HERITAGE Leader in chocolate and iconic brand in Belgium, with highest SOM 27.8% val and TOM awareness
- 171. BRAND SECTION: OUTPUT Marketingmapping that makes a brand occupy a distinct position in the consumer’s mind Meaningfulness of the brand & expectations in category benefits and in content Analysis of how a brand markets itself across OSEP channels OSEP OTHER STUDIES ASSETS TO LEVERAGE POSITIONING
- 172.
- 173.
- 174. CONSUMER: PURPOSE AND CONTENT The Consumersection aims to better understand the target audience and how to appeal to them through: • Profiling & Segmentation • Consumer Decision Journey and Touchpoint Analysis
- 175. MARKET / SEGMENTATION/ TARGETING
- 176. PROFILING The WHO, WHAT,WHY, WHERE approach is used to explore the consumer’s mind and behaviour. This is the most effective way: • To generate the most relevant ideas • To develop the most accurate content • To create segmentation for the OSEP implementation • To build a strategy
- 177. Behavioural segmentation Socio-profiling segmentation DIFFERENT DEGREESOF COMPLEXITY WHO + WHERE WHY WHAT WHY goes a step further by motivating consumer behaviour
- 178. SEGMENTATION Based on theWHO-WHAT-WHY-WHERE results, we can now create a segmentation. Segmentation divides the broader target audience into subsets of consumers based on common needs, interests, behaviours, and motivations. This division aids in designing and implementing strategies to better target them and increase ROI.
- 179. STRATEGY DAYS CORE CONVERTLATENT DEFINITELY Going to buy, engage, interact & endorse PROBABLY Going to buy, play, engage & interact POSSIBLY Going to buy, experience, engage & enjoy ANTI DEFINITELY NOT Going to buy or experience EASIER HARDER SCALE OF INFLUENCE GENERIC BEHAVIOURAL SEGMENTATION
- 180.
- 181. EXAMPLES OF BEHAVIOURALSEGMENTATION
- 183. CDJ AND TOUCHPOINTS ANALYSIS/WHERE? THE CONSUMER DECISION JOURNEY MAPS THE CONSUMER’S PURCHASE PATHWAY, FROM AWARENESS TO ADVOCACY. TRY TO HAVE AN HOLISTIC VIEW OF ALL THE TOUCH POINTS ACROSS OWNED/SHARED/EARNED/PAID CHANNELS AND SHOWS THE LEVEL OF EACH TOUCHPOINT INFLUENCE FOR CONSUMERS ACROSS CATEGORIES, BRANDS & MARKETS THIS IS THE WHERE THAT COMPLETES THE WHO/WHAT/WHY CONSUMER APPROACH
- 185.
- 186. Whether we're shopping forcorn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. This online decision-making moment is called the Zero Moment of Truth — or simply ZMOT https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
- 188. ZMOT integration ina “new” Consumer Decision Journey - Mc Kinsey
- 193. MAP the OSEPCHANNELS
- 195. Consumer Decision Journey InitialConsideration Set 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid: Publicité (On/Off) + Expériences précédentes Value + Awareness
- 197.
- 198. Consumer Decision Journey Trigger& Channels 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid : Advertising ‘Call-to-Action’/Promo Owned : Mail, e-Mail, Téléphone Earned: ‘Framily’ Shared: Databases Stimulate Needs / Attraction
- 199.
- 200. Consumer Decision Journey ActiveEvaluation 2. Consideration initiale 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid: SEA, SEM, … Owned: SoMe, Website, Advices, Bots, Youtube Channel, … Earned: Framily, Blogs, Press Content, … Info + Generate Preferences
- 203. Consumer Decision Journey Momentof Purchase 2. Initiale Consideration Set 3. Moment of purchase 1. Trigger Active Evaluation Post-Purchase Loyalty Loop Paid: Re-Targeting, Owned: Expérience Agence, www.agence.be, Bots, mobile App, AR , VR … Conversion
- 205. AWARE APPEAL ASK ACT ADVOCATE 5A = ConsumerState of Mind / Actions vs CDJ
- 206. 5A à TieBow à Volume of State of Mind / Action
- 207.
- 208. 5A à ConsumerDecision Journey Mapping + Touchpoints
- 209. 211 Consumer Decision JourneyMapping + Touchpoints & Channels
- 210.
- 211.
- 212. (Low) PAR Wrong Positioning Badmarketing execution Non Efficient Sales Process
- 213.
- 214.
- 216. CONSUMER: DELIVERABLES Identification ofthe right target group Behavioural segmentation and motivation of the consumer Assessment of influential channels WHO WHERE WHAT/WHY • Profiling à Segmentation • CDJ with Touchpoint • McKinsey Donut vs Kotler 5A
- 217. DELIVERABLE à STRATEGIC OPPORTUNITY Thestrategic opportunity is who and what you think the brand should focus on to overcome its core challenge
- 218. DEFINING THE STRATEGICOPPORTUNITY The output of Category section The output the Consumer section The output of the Brand section ASSETS TO LEVERAGE HUMAN INSIGHTS STRATEGIC OPPORTUNITY CATEGORY INSIGHTS XXX
- 219. OBJECTIVES Where do wewant to ?
- 220. Objectives Where do we wantto go ? Business Mission? Business Objectives? Marketing Objectives – Business Development? Marketing Communication Objectives? The SMART Test for Objectives • Specific (with numbers) • Measurable (monitor progress and confirm achievement) • Actionable (can we do it?) • Reasonable (realistically attainable) • Timed (incorporate deadlines)
- 221. Campaign Measurement, ROI& Values Communication Volume = Unique Visitor / Reach (%) Quality = Conversion Rate Plateform Communication Cost = Cost per Click Marketing Cost = Cost Per action Campaign ROI (%) Branding Metrics Consumer Lifetime Value
- 222.
- 223. Raceà Set-up Objectivesfitting the Consumer Decision Journey – 5A’s Ask Act Advocate Aware Appeal
- 224. RACE à Efficient Visibility àGrowth Drivers à Engagement Triggers
- 225.
- 226. Definition: Any typeof objectives leading to visibility and exposure of the brand Objectives: Awareness Top of Mind (TOM) Proximity Extensive Reach Brand image/appeal Brand perception/value GROUP #1: EFFICIENT VISIBILITY
- 227. • Awareness: Therecognition of the brand or product • Top of Mind (TOM): A top choice in terms of recognition and awareness for an extended period of time (one that extends the campaign) • Proximity: Shortening the distance of familiarity between the brand and the consumer • Extensive Reach: Broadening reach of the brand • Brand image/appeal: Interest based on brand/product attractiveness • Brand perception/value: Perspective of the brand based on brand assets EFFICIENT VISIBILITY: DEFINITIONS
- 228. KPIS FOR EFFICIENTVISIBILITY OBJECTIVES Awareness -Brand awareness -Awareness uplift -Reach & frequency -# Brand specific Google search -Improved CTR on brand ads -Website traffic -Social media mentions -Social media traffic (FB/Snapchat/ etc.) Top of Mind Proximity Extensive Reach Brand Image/Appeal Brand Perception/Value -Unaided awareness -WOM -Frequency of Purchase -Frequency of return to owned media -Familiarity -WOM -Liking/interest/ appeal/relevance scores on brand health tracking -Social sentiment -Social media content reach -Clicks on social media content -Volume on social media likes/ shares -Reach on target -# of different touchpoint contacts/ impressions -SEO keyword visibility -Search volume (brand/product/ content) -Website traffic -Social media traffic (FB/Snapchat/ etc.) -Social media follower count -Social media mentions - Volume of brand posts on social media -Visits on owned channels -Site visit bounce rate -Brand search clicks -Click through rate on branded ads -Branded searches on comparison sites -Improved CTR on brand ads -# of shared branded content -Liking/interest/ appeal/relevance scores on brand health tracking -# of recommendations to friends -% of brand video completed views -Associated words (in blogs, forums, chats, social media mentions, reviews) -Social sentiment associated with brand / product terms -Social media recruitment -E-reputation -Associated words (in blogs, forums, chats, social media mentions, reviews) -Liking/interest/ appeal/relevance scores on brand health tracking -Net score promoter -Unique visits / audience on sponsored content
- 229. Definition: Objectives thatdrive profit margins, sales and consumption patterns Objectives: Consideration Preference Purchase Intent Traffic in store Traffic online Volume / Sales / Share of market Conversion Recruitment Loyalty Frequency GROUP #2: GROWTH DRIVERS
- 230. • Consideration: Thedecision making process based on multiple variables • Preference: The decision-making process in favour of the brand • Purchase Intent: A plan to purchase the specific product • Traffic in store: Driving sales to brick and mortar stores • Traffic online: Driving sales to e-commerce related platforms • Volume/ Sales/ Share of Market: Quantifiable success (in units of volume or sales) within the market in comparison to competitors GROWTH DRIVERS: DEFINITIONS
- 231. • Conversion: Theact of converting targets into buyers • Recruitment: The act of enlisting a new customer base • Loyalty: The act of maintaining an existing customer base • Frequency: The rate at which a consumer makes a purchase GROWTH DRIVERS: DEFINITION
- 232. KPIS FOR GROWTHDRIVERS OBJECTIVES Consideration - Consideration Metric - Requests/ Questions in-store -Wishlist presence -Brand/product search within retail/ brand site -Familiarity -Search volume -Unique visits on website -# of clicks on e-retailers/pure players -# Brand specific Google search -Branded searches on comparison sites -Number of impression and visits per UU conversion -Shopping cart abandonment Preference Purchase Intent Traffic Instore Traffic Online -Preference metric -Local retailer footfall traffic, before and after campaign -Requests/questions in-store -Shopping cart presence - Familiarity -Search volume -Visits on the website -Time spent on the brand website -# visits on owned brand channels -Brand specific Google search -Branded searches on comparison sites -Clicks to brand sites from comparison / review sites -Ranking on comparison sites -Online advocacy (reviews, recommendations, associated words) -Social media subscription -Increase in purchase intention metrics -Shopping cart presence -Store traffic/website traffic -Local retailer footfall traffic, before and a fter campaign --Requests/questions in-store -# of visits on owned brand channels -# of branded searches -# of visits to product pages -Brand/product search within retail/brand site -Branded searches on comparison sites -In store visits -Local retailer footfall traffic, before and after campaign -Searches for local store addresses (owned media and search engines) -# of mobile check-ins -Sign ups for store promotions -In store coupons redeemed -Visits -Costs per visits -Engaged visitors -Website unique visits -Ecommerce site unique visits -Calls generated to call centres -Sales through e-commerce -Clicks products within eCommerc e partners -Sign ups for e-newsletter -Online coupons redeemed
- 233. KPIS FOR GROWTHDRIVERS OBJECTIVES Volume/Sales/Share of Market - Units sold - Sales of products within E-commerce partners -Penetration Conversion Recruitment Loyalty Frequency -New buyers -Time from first visit to purchase -Completion rate from basket to sold -% of abandoned baskets -CPA -New follower count/month -New customer sign-ups to newsletters/ emails -# of refer to a friend -Mailing/E-mailing -Subscriptions -Cost per subscription -Purchase frequency -Time from first visit to purchase -Repurchase rates -Sales per active customer -Online basket history -Stock replenishment in-store/online warehouse -Length of customer lifespan -Sales per active customer -Repurchase rates -Subscribers to loyalty club/scheme -Open rates for brand emails/newsletters -Downloading app -LTV
- 234. Definition: All typesof interactions that engage consumers with the brand Objectives: Experience Conversation/interaction Personalisation Subscription Amplification Endorsement Advocacy GROUP #3: ENGAGEMENT TRIGGERS
- 235. • Experience :Any contact between the brand and the consumer which allows him to test/try/live the product or brand • Conversation/Interaction: Interactive connections with consumer (online and offline) • Personalisation: Curation and customisation to specified consumer interests • Subscription: Contractual agreement made to the brand in exchange for products and services. • Amplification: The support of a brand through passive sharing • Endorsement: The support of a brand through active sharing • Advocacy: To strongly recommend a brand ENGAGEMENT TRIGGERS: DEFINITIONS
- 236. KPIS FOR ENGAGEMENTTRIGGERS OBJECTIVES Conversation/Interaction -Interaction rates -Active subscriptions -Social media likes and shares -Comments on social media posts - # of people who engage with a live brand experience -# of people who posted a live brand experience -Chat requests/connections -Chat time -Chat reviews from customers -#of conversations with sales assistants -# of emails received and replied Personalisation Subscription Amplification Endorsement Advocacy -Participants in customisation call to action -Number of specific consumer interests identified by brand -% of Paid messaging customised to audience -% of visits to Owned media featuring personalised content -# of users using stickers/filters -Mailing/E-mailing -New email list registrations -Active email list size -Subscriptions -Cost per subscriptions -Number of subscriptions to products/services -Social media (new) followers count -Share of buzz -Net sentiment increase -Audience size of branded content sharers -Impression count of article featuring brand -Clicks from online PR coverage -Positive posts -Numbers of positive posts/comments ,tweets,reviews,number of recos, number of awards/titles -Highly positive sentiment of earned social media posts featuring brand -# of shares -# of refer to a friend -Clicks from online PR coverage that result in subscriptions or sales -Social media posts mentioning brand by name -Shares on social media -Numbers of positive posts/ comments, tweets, reviews -Number of retweets of branded tweets -Clicks from shared blog posts
- 239. STRATEGY How we willmeet our objectives ?
- 240. Strategy How do weget there ? Segmentation – How do we want to divide up the market(s) ? (Covered in Situation) Targeting – Which segments of the market do we wish to focus upon ? Positioning – How do we want to be perceived in each different target segment? Connection – Which Channels and Content will succeed in the STP Process communication
- 241. Tactical Targeting: Effectiveness àProfilex Past-Data – Retargeting
- 242. Potential audience Potential > Intentional> Converted Potential audience Intentional audience Potential audience Converted audience Intentional audience
- 243. Activate CATEGORY create newusers Reach & Frequency Potential audience Converted audience Increase intentional audience Top Funnel Activity Communication à Reach = Volume
- 244. Potential audience Increase converted audience Intentional audience Increase MARKETSHARE createpreference Findability & Conversion Bottom Funnel - Convince and Convert à Behavioural (Data x Retargeting)
- 245. Targeting Multiple Segments àBehavioural / Personae
- 247. Same Socio-Demo (average) Butdifferent needs à Personae !
- 248. WHAT WHY (Why do/would theybuy the brand) Explore the reason behind the facts (What are they doing when it comes to brands and interest?) Understand their consumption patterns THE WWW DEFINITIONS WHO (Who are they ?) Identify who are our target groups • Demographics/psychographic • Geographic • Values/opinions/attitudes • Life stages • Brand consumption and frequency • Context of consumption • Need states • Lifestyle • Behaviours/Habits • Motivations • Feelings/emotions • Unconscious/subconscious rationales
- 249. 251 CF SBS-EM -Fev. 2012
- 250.
- 251. Source of Informations Insightsfrom your team (e.g. sales, customer service, and support) Customer and prospect interviews or surveys Customer social media activity and engagement Demographic data from your contact lists Search engine and social media analytics Market research and public records A closed-loop marketing software like HubSpot that can track interactions on a variety of platforms throughout the sales funnel 253 CF SBS-EM - Fev. 2012
- 252. Question / Contentto Cover (Summary) Demographics Back Story Personal Life Personality Web/purchase behavior Finance Goals, Challenges and Pain Points Product Insights / Objections to sales 254 CF SBS-EM - Fev. 2012
- 253. Strategic opportunity Connection Strategy Anaction-oriented clear, concise visionary statement to inspire and unify all OSEP implementations Activation Pillar Activation Pillar Activation Pillar DESIGNING THE CONNECTION STRATEGY Transforming the strategic opportunity into a connection strategy
- 254. THE ELEMENTS OFA CONNECTION STRATEGY CONNECTION STRATEGY PILLAR 1 DEFINITION SUGGESTED TOUCHPOINTS PILLAR 2 DEFINITION PILLAR 3 DEFINITION SUGGESTED TOUCHPOINTS SUGGESTED TOUCHPOINTS IGNITE OBJECTIVES IGNITE OBJECTIVES IGNITE OBJECTIVES
- 256.
- 257.
- 258.
- 259. Have the sameobjective in 2 pillars Have the same OSEP components under the different pillars Create a 2 pillar strategy Put Social everywhere Put the objective in the wording of the connection strategy DO’S AND DON’TS YES NO ✗ ✓ ✓ ✗ ✓ ✗
- 260.
- 261. Tactics How did we implementthe strategy Which Communication Tools are we going to use? ¨How are we going to use them? What message(s) do we wish to communicate? Are we being consistent across different tools and messages? Do we have the necessary resources/budgets?
- 262. OSEP X CDJ Grid Appeal – Aware– Ask Act Advocate Advocate Trigger Initial Consideration Set Active Evaluation Moment of Purchase Moment of Consumption Loyalty Loop Owned Website - + +++ ++ ++ +++ Mobile App - ++ +++ +++ +++ +++ Social Media Page + ++ +++ + ++ +++ Social Media Content (Instagram, Youtube, Pinterest, …) + ++ +++ + ++ +++ SEO - - +++ +++ ++ + Bots + + +++ +++ ++ +++ Newsletter +++ ++ + - +++ +++ White Paper / tutorial / … + ++ +++ + +++ +++ Shops / Dealer (Advice) + + +++ +++ ++ +++ Event (On/Off) +++ ++ +++ + - +++ CRM (On/Off) ++ ++ +++ ++ +++ ++++ Shared DataBase +++ - + +++ - - Media Space +++ ++ + ++ - - Earned Reviews + ++ +++ ++ + - Comments (Social Media) +++ + +++ ++ + PR ++ ++ +++ + - + Viral +++ +++ - + - - Celebrities Endorsement + +++ ++ - + +++ Paid Mass Media (On/Off) +++ ++ + - - - Social Paid +++ ++ ++ - - - Retargeting +++ + ++ +++ ++ ++ SEA + + +++ +++ ++ + Direct Marketing (On/off) +++ ++ + + + ++
- 263. The digital pillars ClassicDisplay Pillar1 Programmatic Pillar2 Social Media Pillar3 Search Pillar4 Affiliation Pillar5 Cost per Performance Mobile Video
- 264. Digital channels What digitalpillars should I consider? 6 Classic Display Pillar 1 Programmatic Pillar 2 Social Media Pillar 3 Search Pillar 4 Affiliation Pillar 5 Engagement - Interaction - Data - Traffic Awareness - Visibility - Data - Traffic Qualitative traffic - Performance - Data - Topics segmentations Awareness - Visibility - Context - Traffic Performance - CPA
- 265. Quantitative Qualitative Technical CoverageImage enhancing power Sampling or couponning ability Selectivity on target group Attention /Engagement Booking / Cancelation deadlines Geographic selectivity Quantity of information Data Creative Optimization (DCO) Achievable Repetition level Demonstration ability Space availability Conversion – Click Through - Engagement Ratio Seduction/emotion Programmatic Opportunities Cost/Production ratio Product identification Data Management Process Cost/Contact Impact on distribution Cross Plateform Channels Evaluation Grid
- 267.
- 268. One of thepillars should be dedicated to the content, associated to some specific objectives CONTENT, CONTENT, CONTENT ADVERTISER SPONSOR “presented by” ENABLER “as seen in” PROVIDER “available from” OWNER “created by” 270 LONG FORM SHORT FORM SOCIAL & REACTIVE EDITORIAL TVC
- 269. Content Type (B2C) Awareness vsPurchase Emotional vs Rational à Entertain à Educate à Engage (Persuade) à Convert
- 270.
- 271. PLATFORM CONTENT MEDIA Year1 Year 2 Year 3 Investments Balance
- 272. 60% 30% 10% 30%40% 30% 10% 30% 60% PLATFORM CONTENT MEDIA Year 1 Year 2 Year 3 Investments Balance
- 273. COMMUNICATION PLAN -MARCELLE & JOHN KEY MESSAGE: DRIVE THE CHANGE 1 AWARENESS KEY MESSAGE : “BILLY WHO?” 2 APP INSTALL KEY MESSAGE : “BILLY BY YOUR SIDE” 3 ENGAGEMENT KEY MESSAGE: “DRIVE BILLY, DRIVE THE CHANGE” O WEBSITE & BLOG, SOCIAL - CONTEST INSTAGRAM - CONTENT CREATION - SOCIAL: FACEBOOK, INSTAGRAM S E P PR & INFLUENCER PROGRAM - RECRUIT INFLUENCERS: POLITICIANS, ARTISTS, SPORTERS - PRESS RELEASE + KEY FACTS & STATISTICS SOCIAL, OOH - FACEBOOK CAMPAIGN - NATIVE ADVERTISING > OUTBRAIN WEBSITE & BLOG, SOCIAL - CONTENT CREATION - SOCIAL: FACEBOOK, INSTAGRAM PR INFLUENCER PROGRAM Bloggers post articles on their media APP-INSTALL COMMUNICATION -targeted at people in Brussel IN APP MESSENGES - PUSH MESSAGES (LINKED WITH LOCALISATION) PARTNER COMPANIES Internal newsletters to promote recurrent use PR INFLUENCER PROGRAM Blogger testimonials on recurrent use SOCIAL, RETARGETING Targeted Facebook campaign, Google Discplay network SOCIA-BILLY CHALLENGE “THE BRUSSELS HIPSTERS”
- 274. BluePrint Example LAUNCH 17TH SEPTEMBER FACEBOOK& INSTAGRAM CAMPAIGN PR & INFLUENCER PROGRAM GAMIFICATION INSTAGRAM CONTEST PUSH MESSAGES TO USE THE BIKE (LOCATION/AGEN DA) FACEBOOK & INSTAGRAM CAMPAIGN COLLECTING DATA & TARGETING 2018. RETARGETING FB + INSTA CAMPAIGN PROGRAMMATIC DISPLAY CAMPAIGN SEPTEMBER OCTOBER NOVEMBER DECEMBER O WEBSITE, APPLICATION & BLOG, SOCIAL MEDIA (FACEBOOK + INSTAGRAM) BRAND AWARENESS APP INSTALL APP ENGAGEMENT PR & INFLUENCER PROGRAM
- 276.
- 277.
- 278. Action Practical Deliverable What are webuying ? When are they going to do it? What is the resource allocation for the each channels / tactics ? How the key performance measurements are going to be recorded ?
- 279. 281 DIGITAL BASIC VOCABULARY Adserver Traficking Tracking Placement Technicaldata Site / Network Section / Format Impressions / SOV Clicks / CTR% Conversions Medium data CPM CPC CPA CPV Bidding system Buying data
- 280. Medium data Concretely whatdo I buy? 282 Audience Conversions Clicks Impressions Format Section Site / network Where? How? What?
- 281. MEDIUM DATA HOW TOORGANIZE ALL THOSE DATA? 283 Impact Coverage Traffic/visits Acquisition Splash HPTO Overlayer Mix classic format Mix classic format Search Digital Media Objectives Formats & Buying method Preroll Social Video Preroll Social video KPI’s: Unique impressions / duplication / Capping / views (video), TOM KPI’s: Unique impressions / OTS / reach / views / duplication / eCPM / CTR KPI’s: Traffic: Clicks / unique clicks / eCPC / CTR (to compare different network) Visits: bounce rate / #visits / Timespent / cost per visits KPI’s: Leads / conv.rate / CPL-CPA Buying Cycle Awareness Consideration Purchase Social ads Social ads Mix classic format Search Social ads CPM CPV CPM CPV CPC CPC CPC CPA
- 282. BUYING DATA WHAT BUYINGMETHODS FOR WHICH SOLUTIONS? 284 CPM (Cost per Thousand) : Fixed cost for 1000 impressions. The most common method of digital media buying. CPV (Cost per View): Fixed cost for one video view. The definition of view has various interpretation depending on the broadcaster. V i s i b i l i t y T r a f f i c / V i s i t C o n v e r s i o n CPC (Cost per Click ): Fixed cost per click. Buying method based on network presence. CPA (Cost per Action): Fixed cost per action /lead (i.e. buying product/service, subscribe newsletter, …) C l i e n t Optimization
- 283. Communication PLAN Timing /Budget / Performance
- 284. AUGMENT YOUR CONSUMERS DAILYEXPERIENCE (4M€) AWARENESS 81% - 6.4 N 78% - 6.1 S VIDEO (TV/OLV) €1,7M net client ENGAGEMENT CONVERSION 36M Imp SEPT OCT NOV DEC AUG JULY JUN MAY APR MAR FEB JAN AUDIO (RADIO/DIGITAL) €1M net client 79% - 5.3 N 76% - 5.1 S 82% - 7.1 N 80% - 6.9 S 80% - 6 N 78% - 5.8 S 79% - 18 N 73% - 17 S 79% - 18 N 73% - 17 S 79% - 18 N 73% - 17 S 79% - 18 N 73% - 17 S DIGITAL BRANDING €0.75M net client 59M Imp 59M Imp 59M Imp 59M Imp 18M IMp 21M Imp 24M Imp SOCIAL MEDIA €0.26M net client GUERILLA OLV/AUDIO (incl. In Video) PROGRAMMATIC NATIVE (incl. In Digital Branding) NEWSBRANDS NATIVE €0.15M net client 12M Imp 12M Imp 12M Imp 12M Imp DIGITAL CONVERSIONS €0.25M net client Illustration
- 285.
- 286. Control Keeping track of Progress Doaction performance measurements relate to objectives? Responsibility for measurement? Frequency of measurement? Resources for measurement? Review of measurements? Actions on variance?
- 287. TECHNICAL DATA TECHNICAL VOCABULARY 289 Placement1 Placement 2 Placement 3 Digital Plan Site/Network 1 Site/Network 2 Site/Network 3 Adserver Translation Trafficking process Campaign broadcasting Trafficking Tracking process Adserver Campaign Landing page + Funnel Click to landing page Agency process Client process
- 288. TECHNICAL DATA HOW DOESDIGITAL ADVERTISING BROADCASTED AND MEASURED? What essential information are recorded during this process? ü Impressions ü Clicks ü Conversions Why use a third party? ü All data are reported at one point. Direct and Instant access to results ü Centralization of data and analysis. So deduplication between sites ü Buying check (Impressions and clicks volumes check – cfr IAB rule) Partner/Publisher Adserver – Second party Agency Adserver – Third party Site content – First party Site 1 <HTML> Site 2 <HTML> Site 1 Adserver Site 2 Adserver Content Content Agency Adserver Content Server 1 2 3 31
- 289. TECHNICAL DATA HOW DOESDIGITAL ADVERTISING BROADCASTED AND MEASURED? Site Adserver Agency Adserver First step – first page is identified by the TAG 1 Second step – Second page is identified by the TAG 2 Third step – third page is identified by the TAG 3 Conversion Funnel <tag1> <tag2> <tag3> Click! The cookie keeps all information about surfer’s background. It’s an important source of data to analyse performance campaign and to start RTG 32
- 290.
- 294. MERCI ! [email protected] 0496 /26.06.88 @HUGUESREY X