How do we communicate with our audience in the digital age?

1. We connect brands with people
and people with brands.
Digital brand activation

2. LimeSquare brand improvement 02
Chris Hudepohl
Online marketing / Brand activation
chris@limesquare.eu
@chudepohl
linkedin.com/in/chudepohl

3. 1. Brand development
2. Brand implementation
3. Brand activation
4. Brand maintenance
5. Brand education
Brand improvement model

4. • Our key goals for today
• Where are we now?
• Understanding the online perspective
• Online VS. Offline
Digital brand activation
04LimeSquare brand improvement

5. 2005
St. Peter’s Square

6. 2013
St. Peter’s Square

7. Welcome to 2015

8. For the first time in history:
Multiple waves of key technological innovations are taking place
simultaneously!

12. Understanding the online perspective
Online marketing

13. Audience
identity
story content
style products
customers dealers stakeholders
website
- blog
- video
- webinars
- products
- dealers
- e-commerce
advertising
(Online) Marketing
e-mail marketing

16. How many advertisements
do we see each day?
Every day we see between 3000 -
4000 marketing messages.
Source: ucsusa.org

17. How do we become relevant
in the digital age?
What you
want to say
What your
audience wants
to hear

18. LimeSquare brand improvement 18
The customer journey

19. 19LimeSquare brand improvement
Timing
3 factors
of relevancy
Location
Message

20. 20LimeSquare brand improvement
What can we learn from
social media?
What does our audience think of us?
What does our audience like?
How can we interact with our audience?

22. 23LimeSquare brand improvement
What can we learn from
online advertising?
How many people will see my ad?
Does the message in the ad work?
Does the message activate the behavior of my
audience?
What is the most effective timing of my message?
What is the location for my type of message?
What is the ROI of my message?

23. 24LimeSquare brand improvement
Metric / Medium Offline advertising Online advertising
Audience Everyone Automotive, fashion, male / female
Impressions ✔ ✔
Cost per 1000 impressions (CPM) ✔ ✔
Click through rate (CTR) x ✔
Costs per click (CPC) x ✔
Cost per action (CPA) x ✔
Cost per sale (CPS) x ✔
Online vs. offline metrics

24. A friendly attitude is
probably the most
underestimated marketing
strategy

25. We connect brands with people
and people with brands.
Thank you for your attention!