How do you connect digital branding with performance marketing? How do you drive digital customer awareness and engagement with social media? In his talk Edwin will show you how TUI changed their name successfully from Arke to TUI and he will present a case study on how you connect branding activities with performance marketing.

1. savage@totalsavagetech.com
http://savagemarketingtech.com

2. Discover your smile
Driving your digital performance with
digital branding
Savage Marketing 2016
Amsterdam, 1 June 2016
Edwin Hof

4. 4
Building a new digital brand!
Group Marketing | SLT Berlin | 5th April 2016
Branded Search
Positive impact of
the Ogre campaign
Branded
Popularity
TUI quickly
became most
popular brand

5. 5

6. 6

7. Some amazing facts on digital migration
Day was needed to gain higher website
traffic than the year before
1
1
Week was needed to become most popular
brand in Google search
2
Weeks were needed to achieve higher
conversion than last year

9. 1) Marketing technology - ownership

10. 1) Marketing technology
Director of data

11. New Metrics:
 Cost per new interested visitor
 Assisting revenu
 Soft conversions (cross device drop off point)
2) Digital first KPI’s

12. 2) Focus on new interested visitors

13. 3) Digital Storytelling
Real time digital
conversations with our
customers

14. 3) Digital Storytelling

15. Our own data (1st party)
User intention
• Google search keywords
• Onsite search keywords
• Selection criteria (stars, acco, type,
facilities, area)
• Destination (Country or Region)
• Funnel exit (funnel stages)

16. Data out of branding campaigns
Users who have:
• Viewed or clicked on our mastheads
• Interacted with or viewed our videos

17. Data from partners (2nd party)

18. Exclude data
18

19. 3) Storytelling (past)

20. 3) Storytelling (now)

21. 3) Winning the moments that matter

22. 3) Storytelling in Doubleclick >
Branding to Performance
OUD
NIEUW

23. OUD
NIEUW
RESULT: +50% post click conversion improvement per 1.000 impressions
3) Storytelling in Doubleclick >
Branding to Performance

24. 3) Advanced Storytelling

25. 3) Storytelling in Doubleclick >
Branding to Performance
Orientation phase
Making
conversation
phase step 1
Decision making
phase step 2

26. 3) Storytelling in Doubleclick >
Branding to Performance

27. People / Moment Matrix
Get – To - By
 Video dedicated for
Families with young kids
 Video dedicated for
Extended families
 Video dedicated for
Families with older
children

28. Winning the moments that matter in every stage of
the customer journey based on data

29. Next step: Bridging the GAP between CRM & Digital
CRM
(online) marketing interactions
2nd party data
1st party data/Website behaviour
Shopping history
Product
Price
Last sales
channel
Age
Pax
party
NPS

30. Edwin Hof
Twitter: @edwinhof

31. savage@totalsavagetech.com
http://savagemarketingtech.com