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5 Thesen, wie man Digital Leader in Marketing und Kommunikation wird

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Vortrag von Christopher Rohs auf der AllFacebook Marketing Conference 2016 in München.

Mehr Informationen:
http://conference.allfacebook.de/session/fuehrung-reloaded/

Publicado en: Marketing
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5 Thesen, wie man Digital Leader in Marketing und Kommunikation wird

  1. 1. ALLFACEBOOK MARKETING CONFERENCE 17. MÄRZ 2016 DIGITAL LEADERSHIP 5 THESEN
  2. 2. WER SPRICHT? CHRISTOPHER ROHS Geschäftsführer Strategie elbdudler GmbH @crohs
  3. 3. WE CREATE DIGITAL LEADERS.
  4. 4. 5 THESEN, WIE MAN DIGITAL LEADER WIRD. AUF GEHT’S!
  5. 5. NUTZER ERREICHEN NUTZER- ERWARTUNGEN ERFÜLLEN NUTZER- ERWARTUNGEN ÜBERTREFFEN Gezieltes Targeting und hohe Reichweite Kanalexzellenz ist selbstverständlich Heros und First Moves für begründeten Führungsanspruch DIGITAL LEADERDIGITAL MARKETEER 1 32 DER WEG ZUM DIGITAL LEADER
  6. 6. DIGITAL LEADER SEHEN WERBUNG ALS SERVICE. THESE 01
  7. 7. HOHE AD EXPOSURE *SJ Insights, LLC, 2014 DURCHSCHNITTLICHE AD EXPOSURE PRO PERSON UND TAG*
  8. 8. DER AUFSTIEG VON AD-BLOCKERN ANTEIL DER INTERNETNUTZER, DIE ADBLOCKER NUTZEN* *Pagefair 2015
  9. 9. STUDIE: MOBILE WERBEFORMATE 16-34 WÜNSCHEN SICH MEHR KREATIVITÄT BEI WERBEFORMATEN AUF SMARTPHONES.51% 47% 54% 80% WÜNSCHEN SICH MEHR RELEVANZ BEI WERBEFORMATEN AUF SMARTPHONES. GEBEN AN, DASS SICH MOBILE KAMPAGNEN, DIE ALS NICHT RELEVANT EINGESTUFT WERDEN, NEGATIV AUF DIE MARKENWAHRNEHMUNG AUSWIRKEN. HABEN BEREITS BEI EINEM ANBIETER AUFGRUND VON MOBILER WERBUNG EINGEKAUFT. *Mobile + Me, Quantcast 2016
  10. 10. RELEVANTE INHALTE SIND WICHTIGER DENN JE.
  11. 11. RELEVANTER CONTENT SCHAFFT MEHRWERTE FÜR KONSUMENTEN IM AKTUELLEN NUTZUNGSKONTEXT. BRAND VALUES KANAL- SPEZIFIKA NUTZER- ERWARTUNG
  12. 12. DAS RSRS-PRINZIP
  13. 13. R E L A T E A B L E
  14. 14. S H A R E A B L E
  15. 15. R E M A R K A B L E
  16. 16. S U I T A B L E
  17. 17. RELATEABLE ✓ SHAREABLE ✓ REMARKABLE ✓ SUITABLE ✓
  18. 18. ABER GUTE INHALTE REICHEN NICHT.
  19. 19. BEDÜRFNISSE ENTLANG DER CUSTOMER JOURNEY AWARENESS CONSIDERATION PURCHASE POST-PURCHASE INSPIRATION INFORMATION COMPARISON PURCHASE USE EVALUATION ES GEHT UM DEN RICHTIGEN INHALT FÜR DIE RICHTIGE PERSON IM RICHTIGEN MOMENT.
  20. 20. DIGITAL LEADER BRINGEN KREATION UND PERFORMANCE MARKETING ZUSAMMEN. THESE 02
  21. 21. KREATIVE EXZELLENZ TRIFFT EFFIZIENTE PERFORMANCE
  22. 22. PEOPLE BASED TARGETING Kürzlich umgezogen Lebt in BuxtehudeInteresse an: Haus & Garten, Gartenmöbel, Grünpflanzen, Interior Design, Scandinavian Design, Babykleidung, Beauty, Kosmetik Verheiratet, Mutter (Kind 0-3 Jahre) War kürzlich bei Habitat und Ikea
  23. 23. A B CANVAS AD LINK AD SET AWARENESS CONSIDERATION LEADS BEISPIEL: FACEBOOK FULL FUNNEL MARKETING VIDEO AD
  24. 24. DIGITAL LEADER LERNEN TÄGLICH DAZU. THESE 03
  25. 25. A LEARNINGS AUF KREATIONSEBENE B WELCHE MOTIVE ODER TEXTE FUNKTIONIEREN INNERHALB EINER BESTIMMTEN (TEIL-) ZIELGRUPPE BESSER?
  26. 26. LEARNINGS AUF ZIELGRUPPENEBENE A B CLUSTER 20-24 cpm: 4 € cpc: 0,3 € CLUSTER 25-30 cpm: 6 € cpc: 0,63 € LEARNING: DIE MOTIVE AKTIVIEREN DIE ÄLTERE ZIELGRUPPE SCHLECHTER. DAS CLUSTER BRAUCHT EINE ANDERE VISUELLE ANSPRACHE.
  27. 27. LEARNINGS AUF MARKENEBENE FAIR FASHION LIMITED EDITION BESTE QUALITÄT WELCHE MEINER MARKENWERTE KOMMEN BEI WELCHEM ZIELGRUPPENCLUSTER BESONDERS GUT AN? A B C
  28. 28. DIGITAL LEADER DENKEN ÜBER CASES HINAUS. THESE 04
  29. 29. KONTINUIERLICHER REICHWEITENAUFBAU CAMPAIGN 1-2 Hero-Aktionen mit viralem Potenzial, Buzz- und PR-Effekt. ALWAYS ON Kontinuierliche Awareness auf den relevanten Social Media Kanälen. Täglicher Kundendialog und regelmäßiger digitaler Content. ALWAYS ON VS. CAMPAIGN BUZZ BUZZ März April Mai Juni Juli
  30. 30. ECOSYSTEM OF ENGAGEMENT ALWAYS ON Reichweite Branding/Image Drive-to/Leads Beratung/Dialog Umsatz
  31. 31. ECOSYSTEM OF ENGAGEMENT CAMPAIGN Reichweite Branding/Image Drive-to/Leads Beratung/Dialog Umsatz
  32. 32. DIGITAL LEADER SIND FLEXIBEL. THESE 05
  33. 33. JAN FEB MAR APR MAI JUNI Facebook Campaign Website Activation TVC Instagram Campaign YouTube TrueView Activation PLÄNE SIND GUT
  34. 34. JAN FEB MAR APR MAI JUNI Facebook Campaign Website Activation TVC Instagram Campaign YouTube TrueView Activation AGILITÄT IST BESSER.
  35. 35. DIE LÖSUNG: INNOVATIONSTÖPFE ODER DIE BEREITSCHAFT, BUDGETS ZU SHIFTEN.
  36. 36. ROUNDUP WERBUNG ALS SERVICE SEHEN 1 KREATION & PERFORMANCE VEREINEN 2 TÄGLICH LERNEN 3 FLEXIBEL BLEIBEN 5 ÜBER CASES HINAUS DENKEN 4
  37. 37. VIELEN DANK! rohs@elbdudler.de

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