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Iata ca a venit ziua in care Digital Marketing Forum 2012 se va desfasura. Dupa cum vam anuntat ieri, sunt blogger oficial din partea Dacia si voi incerca sa va tin la curent cu tot ce se intampla aici. Asa ca nu uitati sa dati refresh din cand in cand.
Sesiunea 1 Conferinta: Viitorul marketingului digital ce urmeaza in marketingul online si digital? The digital strategic approach - Sabrina Sozio Digital Account Director la OmnicomMedia Group Italia 1. Understand - analysis of the target, its digital fruition and its relevant touch points - active users who chose the content they want - we need to use some different resources to analyse the consumer - comprehension of the brand positioning and the online reputation by listening the net - we need to be inspired by the trends so we have to find out witch media opportunities can be exploited - to have a competitive advantage on the other players 2. Create - the integration of all digital environment is a MUST to build an image on the net - we need to create a strong digital identity and to create a solid arhitecture of our online image - traslating the communiction objectives into media obj enables to identify the mst suitable digital solutions accordingly - to increase the efficiency of the campaign by integrating a correct attribuion model and by using all the targeting techinques to avoid dispersion and maximize coverage - pay attention to socio-demo targeting, contextual targeting, geo-targeting, behavioural targeting, re-targeting 3. Activate - be social means SOLOMO SOcial + LOcal + MObile (always connected, local search, real time communication etc)
- the activation step: listen, speak, engage, moderate + find out witch are the most influencer opinion leaders + provide them relevant content 4. Evaluate - clear KPIs are essential for making sense - for each digital level / communication objective be focused on specific KPIs (branding, traffic and engagement, trading, nurture) - technology allows a correct measurement (standardized ad-serving, web analytics, ad tracking research, online survey) 5. Retain - build a Social CRM program to reward consumers giving them the opportunity to gain prizes, discounts, offers and be constantly updated - make user be your brand ambassador and make him feels as unique Examples: Barilla Case Study (their digital strategic approach 1.500.000 fans on Facebook) The Main pillars of a digital strategy: Comprehension, Insights and Ideas, Integration, Relationship and Measuring In Italy there are 2 milions people on Facebook that are online at least 1:30 hour a day Look there, where others only know how to see Henri Cartier Bresson Online+Offline=2012 Digital, creative and curious - Mihly Varga Head of International Relations CarnationGroup HQ
Trend 2012
- digital changes industries, consumer habits - if you have a smartphone you probably stop using your camera (43.3%), books (20.1%) etc - digital changes the how we consume content
De 10 ani Avon e online si se bucura de beneficiile acestui mediu: in 2002 s-a lansat site-ul oficial, in 2008 blogul Avon Space, 2010 Avon Connects, 2011 Intelligent ordering si acum au sarbatorit 10 ani de prezenta online.
Avon in online
- Avon Connects are 84.000 de conturi si se apropie de cele mai mari site-uri de femei din tara care au cam 100.000 de utilizatoare - este o retea sociala pentru femeile Avon care functioneaza pentru ca vor sa fie ascultate, sunt curioase, comenteaza reclame, comenteaza asupra preturilor si produselor, cauta joburi etc - 42.47% sunt clienti si 53.31% sunt oameni din vanzari plus 2.25% sunt prieteni - este o retea sociala bazata pe orientarea catre ceilalti si solidaritatea este extrem de importanta
- branduri telecomunicatii prezente online: Vodafone, Orange, Cosmote, Romtelecom, RDSRCS, UPC Sesiunea 2 Strategia de marketing online Desfasurarea unei campanii cu adevarat interactive How to measure your Social Media Strategy and ROI - Galvea Kelly Social Media Strategist, Brand Nua
6 Scientification Factors
- multitude of touchpoints - data driven marketing (get to the audience you want + understanding the true value) - Facebook and the - automated media buying - creativity on tech steroids (Tell me and I will forget. Show me and I may remember. Involve me and I will understand Confucius) - it gets Contagious
Five skills that you should have to excel in the digital world
- be a scients - remain an artist, be creative - be a hippie (think out of the box, keep an open mind, steel little peaces from other medias) - be an entrepreneur (take the risk) - stay hungry
Cum alegem cea mai potrivita strategie pentru un brand in social media Justin Kadima General Manager Republika Interactive Canale de Social Media social networks, blogs, microblogs, multimedia sharing, forums Dar in Romania poti propune campanii cu rezultate bune doar pe Facebook si Bloguri. Celalalte pot fi doar integrate dar nu sa sustine singure o intreaga campanie de Social media.