HELLO. HOW ARE YOU?Antti Leino

Planning and creative director / Avaus DialogAuthor of “Dialogi Aika. Markkinoinnin ja viestinnän mahdollisuudet” & .net.Verkkoviestinnnän käsikirja (Infor)Digital marketing advisor / lowreality digital marketing

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antti@lowreality.com

http://lowreality.blogspot.com

2

How to run digital marketing (for hospitality business)

http://www.youtube.com/watch?v=Naf0jxDd-R0

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• Rich user experience: versatile user interfaces, interactive ways to communicate

• User-generated content: blogs, podcasts, videos, opinions lists, Facebook -groups

• Social networking: platforms to network (strong, waek, temporary ties)

• Communities: users and participate and influence

• Networks of services and mashups: users can use different services multiple ways, services could be created by merging other services

Technological change came and won!

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When technology becomes everyday, it will be important communications perspective

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Search Engine Optimization

Mash -ups

Newspaper andMagazines Online

eCommerce

Local Classifieds

Auction Sites

IM/ChatSMS

Mobile PhotoMessaging

Mobile VideoMessaging

GPS Advertising

Bluecasting

Mobile TVBlogs

Moblogs Vlogs

RSS

RSS Readers

PodcastsMetablogs

Social Networking

Social News

Media Sharing

Wikis

Wikitorials

Streaming Video

Webcasts

VOD

RadioOn-demand

Broadband TVNetworksIPTV

Communities

Paid MusicDownloads

Paid Video Downloads

Ringtones

Peer -to-Peer

Consumer -generated Video

Consumer -generated Audio

Casual Gaming

Online Gambling Gaming Subscriptions

MassivelyMultiplayer Gaming

MMPG Marketplaces Gaming Network

Head -to-HeadOnline Gaming

Metasearch Shopping Search

Video SearchVoice SearchPaid SearchSMS Search

Local Search

Metatagging

Social Bookmarking

Social Search

Blog SearchGamingPublishing

Corporate Webprise

Email

Streaming Content

Newsgroups

P2P File Sharing

Personal Web Pages

Search Engines

ERP

CRM

E-tail

Exhibit II – Digital Opportunities

The Internet

Search Engine Optimization

Mash -ups

Newspaper andMagazines Online

eCommerce

Local Classifieds

Auction Sites

IM/ChatSMS

Mobile PhotoMessaging

Mobile VideoMessaging

GPS Advertising

Bluecasting

Mobile TVBlogs

Moblogs Vlogs

RSS

RSS Readers

PodcastsMetablogs

Social Networking

Social News

Media Sharing

Wikis

Wikitorials

Streaming Video

Webcasts

VOD

RadioOn-demand

Broadband TVNetworksIPTV

Communities

Paid MusicDownloads

Paid Video Downloads

Ringtones

Peer -to-Peer

Consumer -generated Video

Consumer -generated Audio

Casual Gaming

Online Gambling Gaming Subscriptions

MassivelyMultiplayer Gaming

MMPG Marketplaces Gaming Network

Head -to-HeadOnline Gaming

Metasearch Shopping Search

Video SearchVoice SearchPaid SearchSMS Search

Local Search

Metatagging

Social Bookmarking

Social Search

Blog SearchGamingPublishing

Corporate Webprise

Email

Streaming Content

Newsgroups

P2P File Sharing

Personal Web Pages

Search Engines

ERP

CRM

E-tail

Exhibit II – Digital Opportunities

The Internet

Map of possibilities

Digital marketing objectives

•Save

•Sell

•Serve

•Speak

•Sizzle

Digital communication objectivesExample: e-mail newsletter

1. Sell - Grow sales - the e-newsletter often acts as both a customer retention tool and loyalty building tool.

2. Serve - Add value and give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector.

3. Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking which content are people most interested in.

4. Save - Save costs, of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with.

5. “Sizzle” - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values.

Task of the marketing is to translate customers´ ever changing needs to profitable possibilities.

The most important task of the corporations is to create customers.

The most important task of the corporations is to create customers. Customers how then creates new customers.

The most important task of the corporations is to create customers. Customers how then creates new customers.. Who then create new customers…

Taustakuva: springm

Now we have both willingness and tools…

Now we have both willingness and tools…

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..and the audience...and the audience.

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Everyone is interested in USER-GENERATED CONTENT

but also scared about it

1

50duncan davidson

10000

If you challenge people to create, do it right.

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We live in participation society!

Social media

Crowd-producing and -sharing

Crow-sourcing

Virtual commodities

Collective place (not just channel)

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“Beauty is.”

Viral effect requires Viral effect requires minimun 1000 fansminimun 1000 fans

If four of your connections If four of your connections “like” something close-enough “like” something close-enough interesting, on average, You interesting, on average, You have to check that issue.have to check that issue.

BRING THE LOVE BACK

TRADITIONAL ADVERTISING

MESSA-GE

TV

Printti

Radio

STORE

TRADITIONAL WEB ADVERTISING

WEB SITE

sisältö-yhteisty ö

hakusana -mainonta

mainonta

STORE

IT´S NOT LINEAR!

BannerBanner Web siteWeb siteMediaMedia

InterestInterest DesireDesireAwarenessAwareness ActionAction

When is your customers´ shoping shoping window window open?

Internet is not a Internet is not a medium. It’s a medium. It’s a platform.platform.On which any brand On which any brand should build should build long-term, long-term, non-linear marketing non-linear marketing ecosystem.ecosystem.

Yritys-jatuotesivut

24/7ECOSYSTEM

Embeddable content

Widgets and Applications

verkostoi-tumis-

palvelut

Social networks

displaymainonta

displaymainonta

displaymainonta

Display advertising

RSS-feeds

Social bookmarking

kampanjasivut

displaymainonta

Campaign sites

THREE MEDIA TO TACKLE

PAIDMEDIAPAID

MEDIAEARNEDMEDIA

EARNEDMEDIA

OWN MEDIAOWN MEDIA

Earned media drives communication tendencies and trustworthiness

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Source:New priorities of today´s spa consumers, Coyle Hospitality Group May 2010

Marketing is Marketing is based on based on earned earned media media optimized optimized bitsbits

“let´s tweet”

SOCIAL MEDIA KILLS TRADITIONAL EMAIL ?

HEY, WE STILL NEED TO ADVERTISE TO BUILD BRAND IDENTITY AND DRIVE SALES

“See More Side Effects”Reversa Anti-Ageing Skincarewww.seemoresideeffects.ca

Microsite: http://www.neverinneutral.com/reversa_engl/microsite/

Banners: http://www.neverinneutral.com/reversa_engl/banner/banRev_1_en.html

Print: http://www.neverinneutral.com/reversa_engl/html/print.html

Viral: http://www.neverinneutral.com/reversa_engl/html/ebay.html

Internet is young!26

mill

ion

1 bi

llion

1 tr

illio

n

http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.htmlhttp://googleblog.blogspot.com/2005/09/we-wanted-something-special-for-our.htmlhttp://googleblog.blogspot.com/2004/11/googles-index-nearly-doubles.html

Everything is available online

Be available when shopping window is going to open

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CPCCPC

Technology is no longer obstacle for eCommerce

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35€/month!

35€/month!

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Internet is really mobile.

Are you?

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INFORM ACTI

VATEENGAGE

“Life as a game”

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We will interact with advertising where once we only watched it.

Interesting stories are culturally relevant.

Stories get passed on from person to person.

Today, You alone are not telling the story. Customers, partners, friends, people will continue your story.

REQUIREMENTSFOR MARKETING TODAY

1 Be there where your customers are = distribute2 Be findable = accessibility3 Participate and engage = dialogue4 Openness5 Enable information sharing6 Build platform to meet = services!7 Charm!8 Be a subject = dialogue is the only way to differentiate!

Digital marketer rule no 1

• Content is a king

• Contact is even more king

• Response is a message

Antti Leino

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antti@lowreality.com

http://lowreality.blogspot.com

WHAT I CAN DO FOR YOUR BUSINESS?

Digital marketing objectives

•Save

•Sell

•Serve

•Speak

•Sizzle

Digital marketing benefits

•Speed

•24/7

•Reach

•Targeting

•Interactive

•Measurable