ICCA; International Congress and Convention Association, Iberian Chapter, EPIC SANA Algarve, Portugal. How digital can support the activity of companies of congress and conventions Iberian chapter

1. The importance of digital marketing
for meeting industry
by Franceso Berrettini
ICCA, Iberian Chapter, Albufeira, 16 Abril 2015, Epic Sana
Algarve, Portugal
The information contained in this presentation is confidential and proprietary to Inesting - Marketing Tecnológico, SA. the recipient of this
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2. Teams

4. • Introduction
• B2B vs B2C
• Marketshare
• The AIDA model
– The Aida matrix
• Channels with AIDA
• Conclusion
Agenda

5. In 2015, chinese speaking people using internet will be more than that
of english speaking people.
Currently China internet users are 640,000,000 (46% of population)

6. In 2009, online travel bookings declined less dramatically than total travel
bookings. The number has grown to such an extent that 65% of all travel
reservations are now made online.
The annual online travel sales rose from $94 billion in 2007 to over $150
billions in 2014. From this, 60% are business trips
Meeting overseers and planners now manage a wide range of functions
online, not just travel-related components. Online tools are widely used
for attendee registration, F&B management and off-site events and tours.
By PhoCusWright Inc.
Some Stats...

7. An integrated Digital Marketing strategy

8. Evolution of Digital Marketing
Source: Emarketer, March 2014 (doesn’t include mobile advertising).

9. • Introduction
• B2B vs B2C
• Marketshare
• The AIDA model
– The Aida matrix
• Channels with AIDA
• Conclusion
Agenda

10. 10
Meeting Industry has 2 segments, among others: Companies and
Participants.
Companies: the meeting organizer has to atract companies
interested in preparing a venue using the services of the
meeting organizer.
Participants: People interested in the subject (meeting) that
should be informed.
Digital can be useful for both segments, but we should be aware of some
factors, to be descbribed next.
B2B vs B2C

11. • Introduction
• B2B vs B2C
• Marketshare
• The AIDA model
– The Aida matrix
• Channels with AIDA
• Conclusion
Agenda

12. Challenge B2B and B2C
Search Engine
Advertising
Advertising in
affiliate sites
Advertising in
Social Media
…
Creating virtual
communities
Direct marketing
actions (SMS,
email)
Interesting content
marketing creation
…
New customers Same customers
Market Share

14. • Introduction
• B2B vs B2C
• Marketshare
• The AIDA model
– The Aida matrix
• Channels with AIDA
• Conclusion
Agenda

15. (B2C) Marketing Digital and AIDA model (by Kotler)
Different channels have different ways of responding to the potential target and to build a
relationship with it.
Digital channel Atention Interest Desire Action
SEA X X
Display X X
SEO X X X
Mobile Marketing X X X
Email Marketing X X
Social Media X X X

16. • Introduction
• B2B vs B2C
• Marketshare
• The AIDA model
– The Aida matrix
• Channels with AIDA
• Conclusion
Agenda

17. Quais são os canais digitais?
• xxxxxxxxxxxxxx

18. More than knowing how many sales were achieved within a channel.
- How much did it cost to close a sale using digital marketing?
- How much did it cost to close a sale using traditional marketing (offline)?
If a company can not answer those questions it fails to understand if the investment
used is of any interest:
ROI = Return on Investment = Profitable Sales
The key question in digital marketing is:

19. Strategy
Strategy

20. Brand
Increase
Sales
Increase
Awareness
Increase
visits to site
Promotion
Site
Paid
Advertising -
Search
Paid
Advertising -
Contents
Social
Network
Email
Mobile
Other
channels
Media
Goals
Control Model for digital strategy

21. • Introduction
• B2B vs B2C
• Marketshare
• The AIDA model
– The Aida matrix
• Channels with AIDA
• Conclusion
Agenda

22. Digital Marketing

23. Digital Marketing:
Search Engine Marketing

24. Traditional Approach Model
Decision
Winning the Zero Moment of Trouth, by Jim Lecinski

25. “Zero Moment of Truth” Model
The digital intents to influence the actions that the consumer performs from the original
stimulus until the contact with the company.
Decision
Winning the Zero Moment of Trouth, by Jim Lecinski

26. How to find a website?

27. For a strong presence online it is essential to be well placed within seacrh
engines as these represent the largest traffic source.
Google is the most important search engine worldwide and that reason
must be considered when a site is optimized.
Marketeers understand the importance of search engines, this being
where a great part of marketing budget will be spent.
Digital Marketing:
Search Engine Marketing

29. 32MARKETING DIGITAL
Paid Search
Results
Organic Search
Results

30. Search Engine Results Page (SERP)
Organic Search Results
The impressions are managed by a Google Algorhytm.
Inserting links in the page is not charged by Google.
Paid Search Results
The impressions are managed by Google AdWords.
Inserting links in this area is paid to Google.
Digital Marketing:
Search Engine Marketing

31. Search like Support in promoting events
Planning Phase
During the
Event
After the Event
Search adv
Digital
Marketing 1
Search Organic
Digital
Marketing 2
Search
competitive
Digital
Marketing 1

32. Digital Marketing

33. Digital Marketing:
Social Media Marketing

34. Fonte: : Global WebIndex (2013)
Digital Marketing:
Social Media Marketing

35. Social Media like Support
Channel Planning Phase
During the
Event
After the Event
Facebook
Digital
Marketing 1
Twitter
Digital
Marketing 2
Digital
Marketing 5
Xing
Google +
Digital
Marketing 3
Pinterest
4 Square
Digital
Marketing 4
You Tube

36. 40

38. 3. Locate
2. Learn
1. Listen
Create value
Produce interesting contents.
Understand
Define the target
Understand
Define target
segments
4. Lead
Acquire
Awareness &
loyalty
Social Media Strategy
• Influenciers
• Opinion leaders
• Brand embassadors

39. Social Media Marketing

40. Social Media Mix

41. Social Media Mix

42. Social Media Mix

43. Social Media Mix

47. Digital Marketing

51. Digital Marketing

52. 145 billions of sent emails daily!
3,3 billions of email users!
Source: Brandspeak (2013)
Note: another 87 billions SPAM emails are sent daily...
Digital Marketing:
Email Marketing

53. Digital Marketing:
Email Advertising
Marketing Directo
Permission Marketing (renting DB)

56. Digital Marketing:
Mobile Marketing
Voz / IVR
SMS
MMS
Bluetooth
Mobile
Internet
Advertising
WAP
Push
Site
Mobile
Vídeo
Chamada

57. World mobile advertising evolution(Milns $USD)
Fonte: eMarketeer, 2014
Digital Marketing:
Mobile Marketing

58. Digital Marketing

59. Data Analysis
* KPIs *
Consumer
Behaviour

60. Control & Monitoring
What?
How much?
Why?
What else?
GOLD!

61. Companies may now view meetings and events as a productivity tool, a
means to build community, or even as an alternative to advertising
spend.
Virtual technology has changed the definition of a meeting so that travel
and a hotel stay are no longer a necessary component.
Lastly, new Web technologies and services ushered in through social
networking and mobile applications are changing the nature of activities
that occur at meetings.
Future ?

62. Digital Marketing Agency, with offices located in Faro and
Lisbon (Portugal) and in São Paulo (Brazil), as well as
partnerships in Angola and Mozambique.
With vast online experience it has the skills and experience in
digital marketing channels, such as Search Engine Advertising,
Social Media Advertising, Display Advertising, Email Advertising
or Mobile Advertising. It also has a strong part in the training
market, through a dedicated company (Inesting Training) and
a partnership for Portugal with Digital Marketing Institute
(Dublin).
It is a Google Certified Partner and also part of the COTEC
Innovation Network.
The investment in R&D is part of the DNA of Inesting, a
company that looks for innovation and has introduced a
number of novelties in differents areas of digital marketing.

63. Blog MarketingTecnológico - it has been developped and it is kept and updated by Inesting
team. There you can find the latest informations and news from digital marketing and read
articles on several related themes.

64. Digital Marketing
Strategy
Creativities Intelligence
TrainingMobile
Marketing
Social Media SearchEmail Marketing
Media Planning
INESTING
15 YEARS OF DIGITAL MARKETING

65. Some of the companies we have been working in the digital marketing .

68. LISBOA
Palácio Dulcineia,
Largo de Andaluz,nº15 – 2ºD,
1050-004 Lisboa - Portugal
Tel (+351) 213 876 414
francesco@inesting.com
Lisboa
São Paulo
+351 917211915 | francesco@inesting.com | vcard
Francesco Berrettini
CEO