DIGITAL MARKETING / emailing, influencers, social media & app

STDC Framework ?

SEE : Awarness

THINK : Consideration

DO : Action

CARE : Loyalty.

its the customers who … which brands live and which brand die.

→ decide which brands live and which brand die.

Importance of mobile ?

Crucial to adapt a mobile-first strategy.

→ SM, SE, QR code, SMS, Push notifications, location-based, email,…

The influence marketing ?

global influencer mark. spend is exp. to reach $21 B

Micro and Nano influencers often have … ?

better engagement rates.

Types of influencers ?

1. MEGA (>1M)

2. MACRO (100K - 1M)

3. MICRO (10K - 100K)

4. NANO (<10K)

CPA ?

Cost per action

CPC ?

Cost per 1 click bought

CPM ?

Cost for 1000 impressions.

CPP ?

Cost per period (CPD = for 1 day, CPW = for 1 week)

CPA/CPL ?

Cost per action / per lead

Site centric ?

→ measures site, app traffic & the profile surfers
→ its carried out by the CIM but its limited to a perimeter of local publishers.

User centric ?

→ It’s in the audience of profiled individuals,
what types of consumers will I reach with my digital campaign and how will I reach them

Ad centric - campaign results ?

Impressions/clics/conversions
→ Link with the brand :
1. awareness : Spontaneous & aided
2. Consideration (& preference)
3. Purchase intention
4. Loyalty & brand recommendation

KPI’s paid ?

→ SEA, display, emailing

KPI’s owned ?

→ site, e-shop, app (average basket, users,…)

KPI’s earned ?

→ SM, influencer (followers, interactions engagement rate, comments,…)

Market place clutter ?

→ customers decide wich brand lives or die.

people want … ?

→ trustworthy brands, we need radical differenciation

Tactics ?

= digital touchpoints.
→ I must have a clear link between smart objectives and tactics, wich are the tools to apply my digital strategy.

what’s the golden rule ?

→ when everyone zigs, you zag.

How to find your zag ?

• find idea that combines good and different

• find a trend to ride, trend power is increased by rising more than one at the same time.

• think like an artist.

Models to structure objectives ?

• Race

• E-commerce objectives

• 5S

The Explorer ?

→ gathers and examines all information pertinent to an issue. (It’s the beginning of the journey into a topic)

The Artist ?

→ He use resources to make new stuff, to modify stuff or to transform one thing into another.

The Judge ?

→ He uses critical thinking and thought to make decisions.
He’s evaluating what The Artist has come up with, in light of the information gathered by The Explorer.

The Warrior ?

The Warrior makes things happen. Implements everything the other 3 characters have planned. This is all about action.

"People don't buy products, they buy … ?

→ the stories behind them".

Purpose of display advertising ?

→ Its to deliver general advertisements and brand messages to site visitors.

PESO model ?

• Paid media

• Earned media

• Shared media

• Owned media

CPV ?

→ Cost for 1 view.

The benefits of online advertising ?

→ No minimum budget and you decide how much you want to spend.

What’s an influencer ?

its an individual who through status or MEDIA exposure can influence consumption behaviours in a given universe.

KPI’s influencers ?

1. Reach
2. Engagement
3. Impressions
4. Click-Through Rate (CTR)
5. Conversions
6. Follower Growth
7. Return on Investment (ROI)
8. Sentiment

the most treated topics in the south of belgium ?

• Culinary/gastronomy
• Lifestyle
• Beauty
• Family
• Cultural
• Followed by fashion, design, city, niche-category, etc…

How do they work with brands ?

1. Sponsored Content
2. Product Reviews
3. Giveaways and Contests
4. Affiliate Marketing
5. Brand Ambassadorships
6. Event Partnerships
7. Guest Content Creation
8. Takeovers
9. Co-Creating Products

INFLUENCER POINT OF VIEW ?

its selects the brand with which he will collaborate according to the values conveyed by the brand, it’s HISTORY and DNA.
• Novelty is not enough !

the importance of experience ?

Truth
Emotion
Community
Unique

Basic principle never to be forgotten ?

→ L'envoi d'un paquet de produits sans personnalisation, c'est comme jeter une bouteille à la mer.
Sending a product package without personalization is like throwing a bobttle into the sea

The importance of a contract ?

• Advertising budget
• Channels
• Nbr of articles/posts
• Amplification of posts
• Publication deadline
• # /mention
• Backlink

influencer marketing ?

• Reach a new audience
• Exploiting word-of-mouth
• Take advantage of the trust that consumers have in influencer

Storytelling ?

The right message at the right time to the right target… with the right format

Goal of an emailing campaign ?

→ to promote a product/ service by directly touching a user via his email.

Smartphone users prefer to receive brand communications via … ?

→ email

• Opt-in active email address ?

consent from the owner, to use his address in a specific setting

Internal sources ?

• Newsletter, loyalty card, contest
• Point of sale via terminal, tablet, paper form
• Inbound marketing

External sources ?

• Free lists
• Purchase / lease of database

email marketing process ?

1. Define → Goals / Target

2. Test

3. Send

4. Measure

5. Report

Exploration/ Decision making / Purchase / Advocacy = … ?

Reach / Act / Convert / Engage

Substance ?

• From name
• Subject (max 60 ch. , personalize)
• Preheader (→ sell)
• Header
• Body (personalization)
• Footer

Mobile first BUT don’t Forget … ?

→ desktops

Pictures ?

→ vertical & horizontal formats

Pictures on : Facebook, Twitter, feed Instagram and LinkedIn ?

Horizontal.

What’s the bid type of paid ads ?

→ Impressions (CPM), clicks (CPC), Conversions(CPA)

E-Mail-marketing ?

All the marketing uses of e-mailing

Focus on a single subject that … ?

→ encourages the client to act quickly

Objective of e-mailing ?

→ trafic acquisition & conversion

Objective of the newsletter ?

→ loyalty

Opt-in active e-mail adress ?

→ can’t be a pre-checked opt-in box

Spam

unwanted and abusive message, sent by a sender who has not received an opt-in from the recipient

Geographical criteria

postal code, address

Socio-demographic criteria

full name, gender, age, date of birth, family

Psychographic segmentation

activities, interests

Behavioral segmentation

based on the buyer’s journey

The sender of the mail can be … ?

→ The name of your company

→ The name of the person who sends this email

→ A combination of the 2

Subject ?

Create an emotional response from your recipients that is strong enough to push them to open your email. Your title must be explicit while remaining intriguing

Preheader

Sentence that often follows the subject of an email & the first line of text used in the body

Body ?

• Structured, titles/subtitles or sections

• Start with the main mssg info

• Order of importance

For a paragraph in the body of a mail, Maximum … ?

→ 5 paragraphs for the same email

Sentences ?

• Short

• Accurate, with the most important infos

• ½ page A4 + image & links

• The First 1/3 is the main info of the mail.

Body/ CTA ?

• action verbs/ interest

• Not too many

• highlighted

• bright colors /clear text

• Clickable CTA for mobile

• Check the links are working

Body/ Images ?

• 40% image/ 60% text

• Better images for mobile

• Alt images

Body/ other visual elements ?

• video better than gifs

• + 6% open rates if videos used & 300% for click rates.

How to put a video in a mail ?

→ with a link to YouTube on a static image with button

Footer ?

• unsubscribe link

• Contact info: phone number/ email

• Legal notice

• Social networks

Form ?

• Email on mobile has to be optimized

• 500px wide for mobile

Test emails ?

• the CTA’s

• the displays

• A/B testing

Measure ?

• deliverability rate : nb of mails delivered/sent

• Open rates: nb of opened mails

• Clickthrough rate (CTR): nb of clicks

• Click to open rate: nb of clicks & opened emails

Report ?

• follow the results of each campaign sent to my database

• Build my own benchmarks

Trends ?

• animation/ video

• Geolocation → hyper-segmentation

• AI

• Fun → gamification

I should … ?

Be a consumer of social media.

• know them, their codes

• Be inspired

• To enlarge my networks

Content pillars ?

• define an editorial line

  → what the brand is going to tell

  → while protecting its brand territory/ identity

Content pillars/ topics ?

• 3 to 5 topics.

  → 1st is the brand, bts, employees, products, offers,…

  → 2 to 4 is related to the brand

# ?

• Attach a # to my brand

• Choose wisely the # with care → relevant, popular & specific.

• Make my # live offline → does it already exists ?

What is a brand to an influencer ?

• multinational ? Craftsman ? It doesn’t matter.

An influencer selects the brand which he’ll … ?

→ collaborate according to the values conveyed by the brand, its history & DNA. → novelty is enough !

How to find a relevant influencer ?

1. Define campaign objectives

2. Analyse the influencer’s audience

3. Assess engagement rate

4. Check credibility and content quality

5. Use influencer research tools

6. Consider nano & micro-influencers for niche campaign

7. Review past collaborations

What are the criteria for selecting an influencer ?

• Influencer’s values, common with the brand’s

• Theme already existing on the account/website, related to the brand

• Active influencer/ community

• Exclusive & quality content

• Improvement of the brand’s referencing

Methodology/ the + ?

• They are professionals, creatives

• Costs are limited, as their sector is digital

only = good ROI

• Their network is established, in their niche

• Corresponds to the brand’s values

Methodology/ The - ?

• More and more paid

• Random rates

mode of operation:

• Tailor-made work

• Transparency of payment to individuals

What’s the two essential documents in the legal framework ?

1. The Briefing : company history, project reminder, URL link,mention, hashtags, number of posts, publication dates, proofreading obligation or not, storytelling details,...

2. The Contract : includes intellectual property rights. Without signing this

   contract, no collaboration!

3 elements you need to look at for designing successfully a mobile app : Business value, excellent design and what is the last one? 

→ perfect execution

the 3 apps according to which one people spend the most on ?

1. Tiktok

2. Youtube

3. Tinder

mobile app ?

software that’s created specifically for smartphones and tablets.

Mobile applications are created to … ?

work great on mobile devices. They can easily use all the capabilities of a modern smartphone: camera, microphone, NFC, Face ID, GPS. 

The UX of mobile apps is … ?

smooth and convenient, → this influences conversions, satisfaction rates and your brand reputation.

advantages of cross platform mobile app development ?

→ The ability to build just one app for both platforms.

mobile apps/ + ?

• flexible and functionnal

• features push notifs, geolocation, cameras

• add engaging elements like gamification

• Users spend more time in and engage more with apps

• smooth UX

• more secure then website

• great performance & speed.

mobile apps/ - ?

• avoir des users est challengant

• couts de développement élevés

• beaucoup de temps nécessaire pour construire une app de qualité

A responsive website doesn’t have … ?

any preset sizes; it just responds to the screen size automatically.