Always On Marketing Seminar Insights

Always On
Marketing
5.11.2014 / Heikki Kokkonen
Nordic Morning Breakfast Seminar
Feedback, comments, questions on Twitter: @klikkicom
(c) Copyright KliKKi AB 2014. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com

Agenda
1 Speaker introduction
2 Nordic Morning and KliKKi
3 Industry and Customer Behavior Transformation
4 Always On Marketing
5 Summary

1. Speaker
introduction

About me
WORK EXPERIENCE
EDUCATION
ORGANIZATIONS
Happy to connect with you:
Email: heikki.kokkonen@klikki.com
Twitter: @hkokkonen
LinkedIn: fi.linkedin.com/in/heikkikokkonen/
Marketing club board member
Loving All
Things Digital,
Marketing,
Media

2. Nordic Morning &
KliKKi

Nordic Morning

Innovative communication
Nordic Morning is the leading communications group in the Nordic region.
We are about 800 communications experts working in 14 companies in Finland, Sweden,
Denmark, Norway, Ukraine and India.
We create innovative solutions in a rapidly changing business environment – from strategic
content to efficient implementation.
Customer's success is always our target. That is why we have been at the forefront of our industry
for more than 150 years.
Key figures 2013
▪ Net revenue was EUR 121.3 million
▪ Operating profit without one-time items was EUR 4.0 million
▪ Profit was EUR 4.0 million (including one-time items)
▪ Cash at the end of the year was EUR 10.1 million

Enjoy the change
Visibility
Service
Visibility
Content
Visibility
Strategic visibility planning,
digital media mix, SEO and
SEM, analytics, conversion
optimization.
Service
Strategic advisory, service
design, interaction based
access solutions, UX, device-independency.
Content
Content strategy and strategic
content, content driven marketing
and communication, learning,
information services, own, social
and paid channels.
Campaigns
Direct marketing, data driven
personalization, marketing
automation, cross media, print
production and print
management.
Campaigns
Service
Content
Enjoy the change

Falun
Sweden
Norway
Finland
Ukraine
Piteå
Oslo Stockholm
Gothenburg
Copenhagen Malmö
Denmark
Kharkov
India
Västerås
Lahti
Helsinki
Bangalore

KliKKi

About KliKKi
• Founded in 2002
• Digital Consultancy and Market Leader within digital optimization in the Nordic area
• Revenue of 23,8 million € (2013) and over 70 employees in our offices in Stockholm, Piteå, Helsinki,
Copenhagen and Oslo. 15 languages handled in-house.
• Services – Paid Media Optimization (SEM, Programmatic Display, Social, Video), Owned Media
Optimization (SEO, CRO) Analytics and Insights
• Deloitte Technology Fast 500 listed in 2010-2013, with a total growth of 471%

3. Industry and
customer behavior
transformation

Online vs traditional media
SOURCE: http://blog.globalwebindex.net/media-consumption-time

Mobile and multiple paths to conversion
SOURCE: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf

Always On first, Campaigns second
SOURCE: http://www.marketo.com/lead-generation/

Content is hotter than ever

To sum up
▪ In a digital world, what you sell isn’t always the only thing you Market
▪ All marketing initiatives and measurement need to be Always On
▪ Mobile has to be in the core
▪ Relevant content is crucial throughout the customer journey
▪ You must manage, analyze and act on Data
▪ A modern marketing strategy is based on solid Technology Platforms

4. Always On
Marketing

Purchase Process and Always On
OOH
TV
Radio
Print
Online
€
Own stores
Resellers
Own webshop
Telesales
Competitor X outbound

The challenge…
Buy, buy, buy…
But what if you are not ready yet?

See, Think, Do
-Framework

See, Think, Do
See All people who could use my products
Think All people who could use my products
and think they need some more
Do All people who could use my
products and think they need some more now

Content, User experience, Media and Measurement
strategies are core pillars in a purchase process
User experience
strategy
Content
Strategy
Media
Strategy
Measurement
Strategy

Content strategy, See 1(2)

Content strategy, See 2(2)

Content strategy, Think 1(2)

Content strategy, Think 2(2)

Content strategy, Do 1(2)

Content strategy, Do 2(2)

Case: Recipe website (Organic traffic)
1400000
1200000
1000000
800000
600000
400000
200000
0
tam hel maa huh tou kes hei elo syy lok mar jou
2011
2012
2013
97%
More
visits in
two years
…by focusing on search behavior
and content strategy (what
content needed to be changed,
duplicate content issues, what
content needed to be created)

User experience strategy
Consideration stage Service design aspects to consider
SEE • Video channels (YouTube, Vimeo, etc.)
• Social media channels
• Apps
THINK • Apps
• Landing pages
• Comparison functionality
• Wish-lists
• Reviews
• Recommendations
DO • Landing pages
• Call-to-actions
• Purchase process
User experience honeycomb
PICTURE: http://semanticstudios.com/user_experience_design/

Media strategy
Consideration stage Medias to consider
SEE • Social
• Video
• Display (prospecting)
• PPC (upper funnel)
• SEO
THINK • Social
• Video
• Display (remarketing)
• PPC (mid funnel)
• CRO
• SEO
DO • Display (dynamic remarketing)
• PPC (lower funnel)
• CRO
• SEO

Measurement strategy
Consideration stage Measures to consider
SEE • #interactions
• %new visits
THINK • Click-thru rate (CTR)
• Per visit goal value
• Assisted conversions
DO • Visitor loyalty
• Checkout abandonment rate
• Conversion rate
• ROI

Attribution modeling, example 1(2)
Number of interactions to conversion
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Number
of
interac9ons
9ll
Conversion
Leads
(Standard)
(%)
Sales
(Standard)
(%)
Time to conversion
0
-‐
1
h
6
-‐
12
h
18
-‐
24
h
5
-‐
10
days
15
-‐
20
days
25
-‐
30
days
35
-‐
40
days
50
-‐
60
days
70
-‐
80
days
90
-‐
100
days
110
-‐
120
days
130
-‐
140
days
150
-‐
160
days
Time
9ll
Conversion
Leads
(Standard)
(%)
Sales
(Standard)
(%)

Attribution modeling, example 2(2)
100
%
90
%
80
%
70
%
60
%
50
%
40
%
30
%
20
%
10
%
0
%
Direct
Display
Natural
Search
PPC
Social
Media
RTB
Referrer

See, Think, Do …and…
User experience
strategy
Content
Strategy
Media
Strategy
Measurement
Strategy
Nurture All people who have purchased more
than twice
Nurture

5. Summary

Summary
Always 1 On before campaigns
2 Understand how your customers behave NOW
3 Do not just focus on Do-stage, remember See & Think
4 Optimize owned & paid media on an on-going basis
5 Attribution modeling!

Always On Marketing Seminar Insights

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