The document summarizes a presentation given at The House of Marketing (THoM) on developing an effective digital marketing strategy. It discusses why digital marketing is important, how to approach it using trends and customer insights. It also presents a case study on developing an e-commerce strategy for a pet store, Tom&Co. Groups were asked to identify customer problems, segments, and propose solutions using the Lean Startup methodology focusing on the minimum viable product to validate ideas quickly. The presentation concluded by discussing new marketing roles and recruiting upcoming marketers.

1. Louvan-la-Neuve, March 16th 2016
Digital Marketing as a standalone?
You’re crazy!

2. 2
Nice to meet you!
Maxime Pudzeis
Consultant

3. 1. Introduction 5’
2. THoM’ster class 60’
Digital marketing as a standalone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 5’
5. Let’s have a drink! …
3
Welcome to our 4th THoM’ster class!

4. The House of Marketing as proud member of
the Quanteus Group

5. 5
Mission statement of The House of Marketing

6. Our team projects combine a mix of
competences with varying involvement
in function of the
project stage
We work on exciting client projects –
in team or individual placement set-up
Our individual placements are
supported by the THoM organizational
structure
Tailored mix of:
Strategic marketing
Project management
Domain expertise
Consultant support
Core team set-up
YOU
Counselor
&
mentor
All other consultants
Knowledge base of
The House of Marketing

7. No two assignments are the same at The House of Marketing
Elise is working as an
CRM Manager
for a leading automotive brand
Thomas is working as a
Digital Brand Manager
for an international FMCG ^player
Lise is working as a
Junior Project Manager
for a FMCG brand
Laetitia is working as a
Trade Marketer
for a leading FMCG brand
Inge is working as a
Campaign Manager
in the financial sector
Maxime is working as an
Innovation Manager
for a premium chocolate brand
Dennis Peeters is working as a
Digital Project Manager
for a leading bank
Eline is project leader on a consulting
project aiming at boosting our client’s
online presence

8. 1. Introduction 5’
2. THoM’ster class 60’
Digital marketing as a standalone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 5’
5. Let’s have a drink! …
8
Welcome to our 4th THoM’ster class!

9. “How to attract new customers by using today’s existing
and new digital interactive channels?”
Introduction
Why using digital marketing?
How to approach (digital) marketing?
Some trends
Impact of digital marketing on the profession of a marketer
Case
9
1
2
3
4
5
6

10. What is digital marketing?
10
Digital marketing is the use of digital technologies in any (or all) steps
in marketing
BusinessObjectives
Price Premium
Market Share
Marketing Value
BusinessResults
Customer Equity
Intention
Awareness
Perception &
Reputation
Preference
Acquisition
Engine
Retention
Commitment
Recommen-
dation
Behaviour
Tangible Action Plans
Marketing Drivers
Products / Technology
Services
Communication
Purchase Process &
Experience
Relationship
Building
Channel
Management
Price Positioning
Segmentation &
Targeting
Positioning
Scope
Marketing Strategy
Business Paradigms
Value proposition Value creation Value capturing
Share of wallet
1 2 3 4 5 6

11. 11
1 2 3 4 5 6
What is digital marketing?

12. 12
1 2 3 4
Indicate that you are
participating
Login with
“thom2016755” as
joining password
Click “JOIN” Start answering our
questions real-time!
Download the
POLL EVERYWHERE
application to your
smartphone!
Connect to WiFi
Join the discussion via the
POLL EVERYWHERE application!
1 2 3 4 5 6

13. 13

14. 14
We asked your colleagues of last year the
same question…
1 2 3 4 5 6

15. 15

16. 16
And what did your colleagues of 2014 think?
1 2 3 4 5 6

17. 17

18. 18
These were the predictions for 2015:
1 2 3 4 5 6

19. 19
Why using digital marketing?
1 2 3 4 5 6

20. For many marketers it is not clear why to use
digital marketing
20
1 2 3 4 5 6

21. IKEA:
“Make small spaces BIG”
21
Audi:
“Be creative, design your
Audi A1 and win!”
Burberry: “Innovative lip detection technology lets users
capture and send a digital kiss”
From a focus on transactions to a focus on building
personalized relationships
Digital makes it possible to create
engagement
1 2 3 4 5 6

22. 22
Netflix.com
Digital makes it possible to create a smooth
end-2-end experience
1 2 3 4 5 6

23. 23
1 2 3 4 5 6
Digital makes it even possible to disrupt
complete markets

24. 24
How to approach (digital) marketing?
1 2 3 4 5 6

25. 25
1 2 3 4 5 6
Once you know your strategy you can choose
the most optimal channels and tools to
engage with customers

26. DIGITAL
MARKETIN
G
COMPASS
26
1 2 3 4 5 6

27. Brief explanation about the channel
Channel SWOT analysis
Customer journey mapping
1
2
3
4 Targeting possibilities & formats
5 Tips & tricks & best-in-class example
1 2 3 4 5 6
The digital marketing compass treats each
channel in the same logic

28. 28
There are 5 important commandements

29. 29
1 2 3 4 5 6
1. (Digital) Marketing starts with great
insights...

30. 30
1 2 3 4 5 6
2. As it has become an intrinsic part of
marketing you could say that ‘digital
marketing’ is dead

31. 31
Source: McKinsey
1 2 3 4 5 6
3. Every marketer should have a deep
understanding of the Consumer Decision
Journey

32. 1 2 3 4 5 6
4. Measurement is key!

33. 33
1 2 3 4 5 6
5. If you start a company, act as a growth
hacker
1. ATTRACT 2. CONVERT 3. VIRALITY
Attract visitors to your
website/app
Make sure the visitors
register or become
clients
Give your visitors a
reason to share your
product/service with
others

34. 34
Some trends
1 2 3 4 5 6

35. 35
Marketing Automation
Virtual reality
Internet of things
Mobile Payments
Ad Blockers
1 2 3 4 5 6
Some trends you should keep an eye on

36. 36
Marketing automation is software and tactics that allow companies to sell like
Amazon.
 The right message to the right person on the right time.
1 2 3 4 5 6
From attraction to delight, automation can
help!

37. 37
1 2 3 4 5 6
Virtual reality – A new level of engagement
possibilities

38. 38
Impact on Marketing
• Better customer insights
• Improved customer
communication (value rather than
mass media)
• It is on you to decide
1 2 3 4 5 6
Internet of things – Yes, all the things

39. 39
Impact
• Improved customer experience
• More mobile devices than
computers connected
1 2 3 4 5 6
Mobile Payments – From the I don’t buy
anything on the Internet to I buy things with
my phone

40. 40
1 2 3 4 5 6
What is special about this page?

41. 41
• Increase in usage predicted in 2016
• Big consequences for big & small businesses
• The solution could be to look at the reason why people hate ads
1 2 3 4 5 6
Ad blockers – Bad ads, good ads

43. 43
YMS 2016: Answers to the “adblockalypse”

44. 44
Impact of digital revolution on the profession of
a marketer
1 2 3 4 5 6

45. 45
General experts /
Marketing architects
Digital experts
1 2 3 4 5 6
Digital marketing requires digital specialists
as well as marketing architects

46. 46
The Chief Marketing Technologist.
The link between
the CMO & the CTO
Data analyst as the most sexiest
job of the 21st century
1 2 3 4 5 6
The rise of big data and marketing
technology require some new roles

47. 47
1 2 3 4 5 6
But it is even more important to have
entrepreneurs on board

48. 48
Case
1 2 3 4 5 6

49. 1. Introduction 5’
2. THoM’ster class 55’
DIGITAL, Marketing as a stand-alone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 5’
5. Let’s have a drink! …
49
Let’s talk about…

50. Tom&Co
Tom&Co has assigned THoM to develop of a new, effective e-commerce marketing
strategy for the Tom&Co shops.
What would you recommend?
• What steps would you take to develop this plan?
• Which communication channels are you using? And how is each channel contributing to
the overall desired customer experience?
50
1 2 3 4 5 6

51. 51
Key
questions
Company: Tom&Co is Belgium’s n°1 specialized retailer for
premium pet food & accessories.
Positioning: They differentiate from other shops on 3 levels:
expertise, ‘fun & emotion’ and services.
Challenge: They want to enter the digital market. First steps
have been taken with the introduction of an e-catalogue, but
further development is required.
Context
1 2 3 4 5 6
1. What solution would you offer to Tom&Co?
2. Which approach will you use to develop your Marketing
Plan?
Tom&Co is reviewing its digital strategy and
needs support from The House of Marketing

52. 52
Which approach will you use to develop your
Marketing Plan?
1 2 3 4 5 6

53. 53
Great idea Work hard
developing the
perfect product
Committing lot of
time, resources and
efforts
To find out you’ve
built something
nobody wants
How product/service development typically
happens…
1 2 3 4 5 6

54. 54
1. Define
problem from
the customer’s
perspective
2. Define the
solution
3. Validate
qualitatively
(with minimum
viable product)
4. Growth/
scaling (verify
quantitatively)
5. Plan that
works
1 2 3 4 5 6
A different approach: the Lean Startup
method

55. 55
:1. CUSTOMER
PROBLEM
Existing alternatives:
4. SOLUTION: 3. UNIQUE VALUE
PROPOSITION:
2. CUSTOMER
SEGMENTS:
Potential early
adopters:8. GROWTH
METRICS:
9. COMPETITIVE
EDGE
5. CHANNELS
7. COST STRUCTURE: 6. REVENUE STREAMS:
BREAK EVEN POINT:
1 2 3 4 5 6
The Lean Start Up Methodology Framework

56. 56
Customer
Problem
Customer
Segment
Problem Interview
How do
customers rank
your problems?
Do you have a
problem worth
solving?
Is this a
viable
customer
segment?
1 2 3 4 5 6
Step 1:
Talk to a variety of potential customers to understand what
is their problems and identify which problem are worth
solving

57. 57
Customer
Problem
Existing
Alternatives
Solution
Solution Interview
Define minimum
feature set
(minimum
viable
product)
1 2 3 4 5 6
Step 2:
Test the riskiest part of your vision and
secure early customer commitment

58. 58
Solution Unique Value
Proposition
Customer
Segment
Early
adopters
Channels
Revenues streams
Growth/ scaling (verify quantitatively)
Develop
scalable
inbound
channels
1 2 3 4 5 6
Step 3:
Accelerating to a scalable business and
use early customer validation to get additional resources

59. 59
Key questions
Company: Tom&Co is Belgium’s n°1 specialized retailer for
premium pet food & accessories.
Positioning: They differentiate from other shops on 3 levels:
expertise, ‘fun & emotion’ and services.
Challenge: They want to enter the digital market. First steps
have been taken with the introduction of an e-catalogue, but
further development is required.
Context
1 2 3 4 5 6
1. Put yourself in groups
Question yourself what are problems of customers online / offline
e.g. parking space
Take one problem you will elaborate on
2. For who is it a problem, segment your audience
3. Unique Value Proposition (what will you add as Tom&Co to be
different)
4. Craft your Solution
5. On which channels will you communicate your solution
Tom&Co is reviewing its digital strategy and
needs support from The House of Marketing

60. 1. Introduction 5’
2. THoM’ster class 60’
DIGITAL, Marketing as a stand-alone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 5’
5. Let’s have a drink! …
60
Next steps…

61. 61
We are looking for (digital) Marketers
Down-to-earth
Discipline
&
Gut
Master
degree
Trilingual
(FR/NL/EN)
Driving
license
Computer
literate
(MS Office)
In line with
the THoM
values

62. STEP 3STEP 2STEP 1
62
From graduate to… marketing consultant?
Deadline: 30/04/2016 May-June 2016 September 2016
CV
Cover letter Interview Start your career
at THoM

63. 63
Want to be part of the 2016 prom?
You? You?
You?
 Yes!
Great! Find out more about our
recruitment process in our brochure
 I’m not sure
Don’t hesitate to ask all your questions
to the THoMers

64. Thank you for your attention!
(and now it’s time for a drink...)

65. 1. Introduction 5’
2. THoM’ster class 60’
DIGITAL, Marketing as a stand-alone? You’re crazy!
3. Case - group discussion & presentations 30’
4. Wrap up 5’
5. Let’s have a drink! …
65
Cheers!