HEC Digital Business. Digital Marketing

Digital Business
2015-2016
Digital Marketing (complete version)
1st Master HEC-Ulg
André Blavier
1

1. Introduction to the course.
Tools for your technology watch.
2. Introduction to the digital transformation.
Data, Cloud, Social, mobile, GAFA, NATU, Giga economy, …
3. The digital platform.
Web standards, API, apps, cloud based, (big) (open) data, …
4. E-business & digital marketing.
SEM & content, permission, social, mobile, …
5. Digital business.
Your company facing the digital disruption, …
6. Perspectives from the algorithmic world.
Focus on the media sector and the industry 4.0, …
2
Table of content (subject to changes …)

3
Agenda
Mobile Marketing.
Cross-channel, contextual
marketing, SoLoMo, apps et
Webapps, QR, NFC, ...
Digital Marketing. More
devices + more platforms +
empowered consumers =
more complexity
Content marketing &
search engines. SEM/SEO,
video, inbound, writing for
the Web, storytelling,
analytics, ...
Social Media Marketing.
Social networks, community management,
e-reputation, crowdsourcing, ...
Permission marketing. Newsletters,
e-mail marketing , fidelity programs...
Digital display et advertising.
SEA, adWords, campagnes,
Rich Media, ...
New trends.
[Big] [Smart] Data driven
marketing, real time, 3D,
quantified self, beacons, ...

The key trend in digital business & marketing.
A seamless and optimized integration
of all digital and physical marketing channels,
within a strategy based primarily on content.
6

7
Digital Marketing. Achieving marketing objectives through
applying digital technologies. More and more, Digital Marketing
and traditional marketing are converging into a global
multichannel approach.
Adapted from “Digital Marketing” (Chaffey & Chadwick, Pearson)
Multichannel marketing. Customer communications and products
distribution are supported by a combination of digital and
traditional channels at different points in the buying cycle.

8
Digital media. Communications are facilitated through content
and interactive services delivered by digital technologies platforms
through the Internet (websites, social networks, e-mail, mobile,
interactive TV, …).
Online company presence. Different forms of online media
controlled by a company including their website, blogs,
newsletters, social networks, apps, content indexation, …).

9
Paid
Media
Owned
Media
Earned
Media
Advertising
Paid search / SEA. Display ads.
Affiliate marketing. Digital signage
Digital properties
Website / SEO.
Blog. Mobile Apps.
Social networks.
Connected shop.
Partner networks
Publisher editorial.
Influencers.
Word-of-Mouth.
Social Networks.
Diffusion of
content into ads.
Paid
placement.
Conversations through
APIs and widgets.

10
Paid Media. Also know as bought media. A direct payment occurs
to a site/platform/network owner when they serve an ad, a
sponsorship or a pay for a click, lead or sale generated.
Earned media. The audience is reached through editorial,
comments and sharing online.
Owned media. Different forms of online media controlled by a
company including their website, blogs, e-mail list and social
presence.

11
Permission
marketing
Content
marketing
Management of content published to engage
customers and prospects to meet business
goals (Web, apps, social media, …).
Repeated
interactions that
strengthen the
emotional,
psychological or
physical investment
a customer has in
a brand.
Customer agree
(opt-in) to be
involved in an
organization’s
marketing activities
(newsletters,
forms, …).
Co-creation.
Crowdsourcing.
Syndication.
Followers.
Customer’s digital
channels.
Customer
engagement

12
Valentine’s day on Quatuor.be
Taking advantage of
special occasions, like
Valentine's Day, to
propose specific
products or to give
advice to buy the right
product.

13
Inbound marketing. The consumer is proactive in actively seeking
out information for their needs and interactions with brands are
attracted through content, search and social media marketing.

1. [Company] Plan. Relevant content = permission to sell.
Content is the fuel that drives the inbound effect from partner
sites and outposts. It is also the best conversation starter and a
great problem solver in social media. And of course, a great
content is the only way to develop a strong presence in search
engines.
2. [Company] Reach / [Customer] Exploration. Publish and
promote the content, allow sharing to other outposts, networks
and syndicate. Draw people to the content hub of the company.
KPIs : fans, followers, visitors, pages viewed, inbound links, …
14
Inbound marketing funnel [1]

15
GG magazine as influencer
GQ is a great influencer in the
fashion/lifestyle business. A
publication on their Website is
a great way to drive traffic to
your Website, directly, through
SEO and social networks.

4. [Company] Act / [Customer] Decision making. Be worth finding.
The content hub needs to be relevant, inspirational, useful,
problem solving, so that the company “gets” the permission
to sell in the future.
KPIs : time on site, shares, comments, likes, retweets, leads, …
5. [Company] Convert / [Customer] Purchase. Capitalize on
marketing investment, develop re-marketing and e-mail
automation to ensure relevance et customer stage and drive
repeat sale.
KPIs : orders, revenue, average order value, …
6. [Company] Engage / [Customer] Advocacy. Thrilled customers are
key to social media marketing, social proof, repeat sales and
referral. Start your “real marketing”.
KPIs : repeat purchase, referral, …
16
Inbound marketing funnel [2]

17
A USER visits a blog dedicated to
high-tech and reads a content
about a brand X flatscreen TV.
Later, he clicks on a
related advertising
or AdWords.
Redirected to the
e-commerce site
www.bestTV.com.
He is now a VISITOR.
He knows that the X
flatscreen TV is
available there and
at what price. He
does not buy, but
will think about it.
2 days later, he compares different products available. He performs
a search on a price comparison website. Various products proposed
by www.bestTV.com appear in the results at a competitive price.
So he clicks and
visits again
www.bestTV.com
and consults 8
pages. He becomes
a LOOKER. During
another visit, he
puts a product in his
shopping card, but
finally does not buy.
He is now a
SHOPPER.
3 days later, he is
exposed to a retargeting
banner pointing to some
products seen when he
visited www.bestTV.com.
He clicks and finally buys the flat screen
on www.bestTV.com. He is now a BUYER.

18
Agenda
Mobile Marketing.
more complexity
Content marketing &
analytics, ...
Rich Media, ...
New trends.

19
Search Engine Marketing (SEM). Promotion of websites by
increasing their visibility in search engine results pages (SERPs)
through optimization and advertising. SEM may use Search Engine
Optimization (SEO) and Pay Per Click (PPC) / Search Engine
Advertising (SEA). Refers sometimes to SEA.
Search Engine Optimization (SEO). All the techniques used to
improve the ranking of a website or a web page in search engines
"natural" or "organic" search results. Position and frequency in the
search results pages influence deeply the number of visitors a site.
In French, SEO = “référencement (naturel)”
Search Engine Advertising (SEA). Essentially “AdWords” by Google.
In French, SEA = “référencement payant”. Refers sometimes to
SEM, sometimes to PPC.

1. Content
2. Structure
3. Navigation
4. Sitemap
5. Meta tags
6. Links
7. Mobile
8. Promote
9. Monitor
10. … and reboot !
20
SEO : 10 rules

• Make your content unique, organized on topics and very
engaging.
• Focus On User Intent. Google now considers context and user
intent. It means that your content should contain conversational
keyword phrases that prospects are likely to use when searching
for your services, as well as broader, semantic terms.
• Keywords !
• Images. Search engines can’t (yet) read images. Use “alt”
attribute to describe your image. It will be treated the same as an
anchor text by search engines.
• Use different channels to publish.
21
1. Content

22
quatuor.be
Search on “décoration
design”
(very competitive
keywords)

23
Keyword. A word that a user enters in search. Each web page
should be optimized with the goal of drawing in visitors who have
searched specific keywords (meta tags, content, links, catalog, …).
Keyword density. Proportional measurement of keywords in a
page’s content. High keyword density focuses the page’s subject in
a way that a search engine’s bot understands. If keyword density is
too high, it can be interpreted as a bad practice.
Alt (Attribute or Tag). The description of an image in (X)HTML. The
alternate text that will be displayed by a browser when an image
can’t be found or loaded. Search engines rely heavily on Alt Tags.
Always add ALT text to images.

• A clear hierarchy. At the top of it a good domain name, related to
your brand / products / company’s name, …
• Think of it as going from the general page to pages with more
specific content.
• Plan your website’s structure to make it more accessible for
search engines.
• Every page is a homepage and must be able to stand alone.
Every web page should be connected with at least one text link.
• Use the possibilities offered by (X)HTML(5) (titles from <h1> to
<h3>, links, tables, strong, bulled of numbered lists, media,
alternate texts, …).
24
2. Structure

• A website is for … users, not for the search engines. Optimize
the website to be more friendly for search engines, but the key
point is to make it easier to navigate for users.
• The quicker users find the content they want, the better the
overall user experience will be.
• Improve Your URL Structure. Try to match the navigation path
with the URLs. Use URL rewriting to get clear and meaningful
URLs. Don’t use to complicated dynamic URLs (long ID numbers,
“=”, “&”, …) difficult to crawl.
• Avoid 404 errors. Use 301 errors to create redirections.
25
3. Navigation

26
URL = navigation path !
navigation path = URL
URL rewriting

• If a site has a lot of content, it is more difficult for users to find
the right information. It is a good idea to provide a sitemap. It
not only makes finding useful content much easier for your users,
but also makes it easier for search engines to get coverage of
your site.
• Provide a XML sitemap file(s) for search engines.
• Provide a robots.txt file for search engines. It specifies which
directories can and can’t be visited by search engine crawlers. It
can also prevent spam, like irrelevant posts or comments, to be
indexed in search engine databases.
27
4. Sitemap(s)

• Use unique and accurate titles for your webpages. Your title will
be the first piece of text which your potential visitors will see on
the search engine’s results page.
• <h1>My title</h1> must match the <title>My title</title>.
• Add a description of your page in a meta tag. Search engines
might use the description from the meta tag instead of the
relevant content of your page. The best way to do this is to briefly
summarize your page’s content.
28
5. Meta tags

29
etilux.be
Search on “étiquettes”
is too large.
So they choose a better
keywords combination
with
“étiquettes A4”
or
“étiquettes planche A4”.

• Build fewer but better Links. Inbound links have always been a
Google ranking signal. A few links from trusted authority sites are
better than hundreds of links from mediocre sites.
• Google is rewarding quality over quantity. That means that you
have to create quality inbound links. Describe links. Links and site
structure should be relevant to your content. Placing links on text
content is always good.
• Consider HTTPS. Google announced that HTTPS (Hyper Text
Transfer Protocol Secure) had become a ranking signal and that
encrypted websites would have a minor ranking advantage going
forward.
30
6. Links

31
Anchor (Link) Text. Text that is linked to a web page. Anchor text
helps search engines understand what the destination page is
about. It describes what you will see if you click through.
Broken Link. Hyperlink not functioning or that does not lead to
the expected content. Broken links indicate a poor content
management and cause search engines to rank a page or a site as
being less relevant. Google’s tools help to identify broken links.
Back Link. A link to a website from another site. The number and
quality of “backlinks” have a big impact on the search engine
ranking. Related to “Inbound Link” (link pointing to “your” site).

32
Referrer. Another website with a link to your website that
delivered a visitor to you. Referrer strings gather information on
where they came from previously, which helps webmasters
understand how users are finding their website.
Directory. Website that provides a structured listing of registered
websites in different categories. They are similar to an electronic
version of “Yellow pages”. Yahoo! was the best known example at
the beginning of the Web. Being indexed by a “qualified”
directories (a professional federation for example) is a useful SEO
strategy.

• Google’s Mobileggedon ! Google has made it clear that they
prefer responsive and mobile-optimized websites. They’ve even
started including “mobile-friendly” labels in mobile search
results.
• Mobile is becoming the leading digital platform. Internet usage
on mobile devices now exceeds desktop usage.
• Local. Google My Business (www.google.be/business).
33Adapted from www.business2community.com
7. Mobile

• Promote your efforts with Social Media, topic related
communities, AdWords, newsletters, blogs, …
• Define Your Social Presence. Social medias are a powerful
marketing tool and customer service channel. Prospects expect to
be engaged actively and personally. Search engines take the social
presence in account. Focus on 2 or 3 platforms and be very
active.
• ROPO (Research Online Purchase Offline).
• Local (SoLoMo).
34Adapted from positionly.com & www.business2community.com
8. Promote

• Track and measure your results. Monitoring SEO activities
provides the data to make smarter decisions and improve
positions in results (click-through rates, inbound links, bounce
rate, duration on page and more, …).
• Speed. Website speed affects user experience and can increase
or decrease conversions drastically. In the longer term, it can have
an impact on search rankings and traffic (ranking factor in
Google’s algorithm).
• Avoid bugs !
• Technology watch (including competitors).
• Don’t try to fool Google ! Avoid spamming on other sites or any
other tricks, like “Black hat” positioning techniques.
35
9. Monitor

www.google.com/analytics.
www.google.com/webmasters.
See what Google sees.
Speak with Google.
Don’t forget Bing and Yahoo!
36

39
Agenda
Mobile Marketing.
more complexity
Content marketing &
analytics, ...
Rich Media, ...
New trends.

40
Natural // paid results
AdWords. Google decides which ads will
appear above the natural results (SEA)
AdWords (SEA)
displayed by
Google
following a
“quality score”.
“Images SEO”
is important !
Results from non-profit or public
sites have often a better position
in the natural results (SEO).
Search
Engine
Advertising

41
Google is not
the only
platform for
ads …

1. The advertiser is not paying for the ad to be displayed.
2. Ads are highly targeted. The relevant ad with a link to the
landing page is only displayed when a user types a specific
keyword or phrase.
3. Good accountability. The ROI for individual keyword cans be
calculated.
4. Predictable. Traffic, rankings and results are generally stable
and predictable in comparison with SEO.
43Adapted from “Digital Marketing” (Chaffey & Chadwick, Pearson)
AdWords advantages (1)

5. Technically simpler than SEO (even if it needs a real technical
watch to follow all the new features introduced by Google).
6. Retargeting. Google offers retargeting through cookies placed
on the searchers computer to display ads on the content
network after someone has clicked on a paid search ad as a
reminder to act.
7. Speed. PPC listings get posted quickly. Very useful during the
sales period or for a specific campaign.
8. Branding. Tests have shown that there is a branding effect with
PCC, even if users do not click on the ad.
AdWords advantages (2)

45Source : blog.hittail.com/wp-content/uploads/2013/01/hidden-value-of-long-tail-seo-1000.png
Long tail SEM

• Banners … in various formats. A bit “old-fashioned” because of
the emergence of rich media (animation, different formats,
games, etc..) … and of course because of AdWords.
• Limited efficiency ... click rate often less than 1%. But it seems to
influence SEO. People search more for brands they have seen
advertising online.
• Cost depends on the chosen site (unique visitors, pages viewed,
and number of clicks, …).
• Rich Media. Breaks the usual scope of advertising through
interactivity and sequencing of actions (gifts, purchases, data
collection, etc.).
46
Online advertising / displays

1. Completes branding circle. With its billions of users around
the world, Internet has huge potentials to open new
opportunities for businesses to grow and expand. Tri-media
advertising (print, TV, radio) alone cannot reach every market
particularly to build brands.
2. Cost. Online display advertising can be … short. It costs less
and can also give the opportunity to control and make changes
in your campaign based on the performance of the ads.
3. Remarketing/retargeting. Great way to remind customers of a
product/service that offers a solution to their needs or
problems.
48Adapted from linkedin.com/pulse/20140714112756-14877412-top-10-benefits-to-online-display-advertising
Display ads advantages (1)

4. Trust. Acting as a big player (rich media ads, …) can carry a
connotation of credibility and reliability.
5. Captivate target’s interests. Use the knowledge of your
customers to design your display ads to entice and grab their
attention.
6. Relevant sites. Including the websites that your customers
usually visit can increase the chances to be noticed and
clicked.
7. Brand awareness / halo effect. Repeated exposure to ads
online, particularly in association with other media, can
increase brand awereness and purchase intent.
49Adapted from linkedin.com/pulse/20140714112756-14877412-top-10-benefits-to-online-display-advertising
Display ads advantages (2)

50
(Google) AdWords. Online advertising service that places
advertising copy above or beside the list of search results Google
displays for a particular search query (or it displays it on their
partner websites). The choice and placement of the ads is based in
part on a proprietary determination of the relevance of the search
query to the advertising copy. AdWords is Google's main source of
revenue.
http://en.wikipedia.org/wiki/AdWords
Display (or content) network. Sponsored links are displayed by
search engine on third-party sites such as online publishers, socials
networks, … Ads can be paid on a CPC, CPM or CPA basis. There are
also options for graphical or video ads.

51
Quality score. Variable used by Google, Yahoo! (Quality Index) and
Bing that influences both the rank and cost per click (CPC) of ads.
To determine the order in which ads are listed, each ad has the
following formula run against it : bid * Quality Score. Ads are then
listed in descending order based on the result of that equation.
The exact weight of Quality Score versus bid has not been revealed
by the major search engines. They also stated that they reserve the
right to continually adjust their ranking methodologies.
http://en.wikipedia.org/wiki/Quality_Score
PPC (Pay Per Click). Advertising method in which an advertiser
puts an ad in an online advertising venue and pays that venue each
time a visitor clicks on his ad. Google AdWords is the classic
example of this.

52Adapted from thefinancialbrand.com/28623/search-engine-optimization-glossary
CTR (Click Through Rate). The percentage of those clicking on a
link out of the total number who see the link. If a site appears 10
times in separate results and get clicked 3 times, CTR = 30%.
Conversion Rate. Percentage of visitors who performed a specific
desired action after landing on a page of a Website. If 100 visitors
land on a Web page offering a newsletter subscription and 1
person signs up, Conversion Rate = 1%.
CPC (Cost Per Click). Calculated by taking the cost of an online
campaign and dividing by the total number of clicks it generates.
Also the amount charged by a search engine for each click they
send to your website as part of a paid search promotion (SEA).

53
Click-through rate (CTR). The way of measuring the success of an
online advertising campaign for a particular website as well as the
effectiveness of an email campaign by the number of users that
clicked on a specific link.
http://en.wikipedia.org/wiki/Click-through_rate
Cost Per Thousand (CPM). The cost of placing an ad viewed by
1000 people.
Page & ads impressions. One page impression occurs when an
Internet user views a Web page. One ad impression occurs when a
user views an advertisement placed on the Web page.

54Source : www.chango.com
Retargeting

55
Ads through a display
network. Retargeting.

56
Retargeting. Targeting an audience audience based on the
previous searches or visits they conduct on websites. Ads are the
shown to the users on an affiliate content network.
Cookie. Small piece of data sent from a website and stored in a
user's web browser while the user is browsing that website. Every
time the user loads the website, the browser sends the cookie
back to the server to notify the website of the user's previous
activity. Cookies were designed to be a reliable mechanism for
websites to remember stateful information (items in a shopping
cart, preferences, …) or to record the user's browsing activity
(clicking particular buttons, logging in, which pages were visited by
the user as far back as months or years ago).
http://en.wikipedia.org/wiki/HTTP_cookie

• SEO visibility. Gain more visibility in the paid and natural
listings. Also enables to reach customers through generic
phrases at a relatively low cost if affiliates have better positions
in natural listings.
• Different audiences. Different affiliates to target different
audiences, products and related phrases.
• Awareness. Generate awareness of brand or products for which
the company is not well known.
• Diversity risk. Reduces the risk caused by problems with
SEA/SEO management.
• Pay-per-performance. The costs of acquisition can be
controlled.
57Source : linkedin.com/pulse/20140714112756-14877412-top-10-benefits-to-online-display-advertising
Affiliate marketing

58
Media broker. A company that places ads for companies whishing
to advertise by contacting a media broker.
Affiliate marketing. A commission-based arrangement where
referring sites (publishers) receive a commission on sles or leads by
merchants (retailers). Commission is usually based on a percentage
of product sale price, a fixed amount for each sale (CPA or Cost per
Acquisition) or a PPC basis.

Viral / Buzz marketing.
The process of getting customers to pass along
a company’s marketing message
to friends, family and colleagues.
59

• Video (real scenario, opportunities for interactivity, …).
• Specific site or blog (the final target …).
• Contests (involve users).
• Web 2.0 & social networks (to federate people).
• Event marketing (link to the real life).
• Traditional media (still important and even “hype” because
everything is now electronic).
• Online and/or traditional advertising (combined : a classic
street advertising with a strange web address, …).
• Mobile (because it captures your life in real time).
60
Buzz marketing techniques

61
Crowdsourced buzz
campaign by Douwe Egberts

Mobile Marketing.
Le Web hier, aujourd’hui et
demain. Standards Web et
modèles e-business. (B2C,
B2B, C2C, …).
Content marketing et
moteurs de recherche.
SEM/SEO, video, inbound,
écriture Web et
storytelling, analytics, ...
Rich Media, ...
Nouvelles tendances.
Agenda

Permission marketing.
Marketing strategy in which companies obtain permission
from customers before sending them information
or promotional messages.
63

• Emotionally affects the user (receiving mail). Good (but ...) click
rates.
• Push (>< Pull). It pushes information to the user.
• Beware of spam. Many mail servers are very restrictive.
• Puts the user on a “technology watch” mode on a specific
subject, without special effort.
• The rhythm of publication creates a feeling of confidence and
encourages loyalty.
• Topics presented in a summarized way, referring to the website
for details.
• Customization and “VIP” advantages (gifts, pre-filled, …).
64
Newsletter

1. Applies to consumer marketing using e-mail or SMS text
messages. Individual subscribers (consumers), but B2B
marketers should follow the same rules.
2. Opt-in regime. The idea is to reduce SPAM. The recipient must
have previously notified the sender that he consents or has
proactively agreed to receiving commercial e-mail. Opt-in can
be achieved online or offline.
3. Requires an opt-out option in all communications. An opt-out
method or method of unsubscribing is required so that the
recipient does not receive future communications.
Europe E-mail marketing law (1)

4. Does not apply to existing customers when marketing similar
products. Opt-in is not required if the contact details were
obtained during the course of the sale or negotiations for the
sale of a product or service. This is sometimes known as “soft
(or implied) opt-in”.
5. Contact details must be provided. It is not sufficient to send
an e-mail with a simple sign-off from “the marketing team”
with no further contact details.
The law requires a name, address or phone number.
6. Clear “from” identification of the sender. The identity
of the person who sends the communications must be clear. A
valid address to send a request should be provided.

7. Applies to direct marketing communications. The
communications that the legislation refers to are for “direct
marketing”. So, other communications (customer service, …)
are not covered. But it is always a good practice to be as
cautious as possible.
8. Restricts the use of cookies. Some privacy campaigners
consider that the user’s privacy is invaded by planting cookies
or electronic tags on the user’s computer.
Europe is not the world … Check on www.spamlaws.com !

Opt-in. A customer proactively agrees to receive further marketing
information from a company.
Opt-out. A customer declines the offer to receive further
marketing information from a company.
Outbound e-mail marketing. E-mails are sent to customers and
prospects from a company or organisation.
Inbound e-mail marketing. Management of e-mails from
customers by an organisation or company.

69
That’s how a newsletter
looks like without
images … Default
configuration of a tool
like Outlook.

70
Great example. Clear.
Short summary with
links. Every Friday
afternoon … because you
have time to read ;-)

71
Clear separation between
content and ads. Very
complete explanation about
“who”, “why”, “how”, …

72
I want to unsubscribe !
Why do I have to
“uncheck” ?

73
The way outlook renders
AdN’s newsletter on a PC
or laptop.
All mandatory
information are provided,
plus a link to a “web
version” of the
newsletter in case you
can’t see it correctly.

74
The same newsletter
seen through the e-mail
application on iPhone.
Responsive design is now
also for newsletters !

75
The company must
absolutely know the key
performance indicators of
a newsletter or an e-mail
marketing campaign.

76Adapted from writtent.com/blog/10-metrics-to-track-your-newsletter-content-success
Click-Through Rate. Already seen in the SEM/SEA part.
Forward / sharing Rate. This metric is essential to growing a list.
How many people are getting the content forwarded to them.
Open Rate. The percentage of total email contacts who open your
e-mail communications, as opposed to deleting the message or
banishing it to the depths of their inbox.
Conversions. Besides measuring what people are clicking on
emails, you should know what they do after the click. Do they
convert on the landing page form? Sign up for the event you
advertised?

77Adapted from writtent.com/blog/10-metrics-to-track-your-newsletter-content-success
Unsubscribe Rate. Percentage of people who received your
communications who chose to opt out of receiving newsletter
content from you in the future.
List Growth Rate. The measure of new subscribers who opt in to
your communications over time. Generally, you’ll need positive
growth of 25% annually just to maintain the same number of
subscribers, due to opt-outs, and abandoned email addresses.

1. Creative. This assesses the design of the e-mail including its
layout, the use of colours and images, and its structure (copy).
2. Relevant. Does the offer and creative of the e-mail meet the
needs of the recipients? This is dependent on the list quality
and targeting variables used.
3. Incentive (offer). WIFM (“What’s in in for me?”). What benefit
does the recipient gain from clicking on the links provided in
the e-mail ?
4. Timing. When the e-mail is received (day, time, …). Does it
relate to any particular event or occasion ?
78Adapted from “Digital Marketing” (Chaffey & Chadwick, Pearson) and blog.hubspot.com
E-mail marketing rules (1)

5. Integration. Are the e-mails part of an integrated marketing
strategy or global campaign ?
6. Copywriting (structure). This refers to the structure, style and
explanation of the offer together with the locations of
hyperlinks in the e-mail.
7. Attributes. Subject line, from address, to address, date/time of
receipt, format (HTML/Text), …
8. Landing page / microsite. Page reached after the recipient
clicks on a link in the e-mail. The quality of the landing page
has a crucial importance.
79Adapted from “Digital Marketing” (Chaffey & Chadwick, Pearson) and blog.hubspot.com
E-mail marketing rules (1)

80
Classic sales + specific code
to get some extra reduction
+ a whish list that you can
complete before the sales
begin to get information
only on the products that
interest you.
Personalized email by Paul Smith

81
Agenda
Mobile Marketing.
more complexity
Content marketing &
analytics, ...
E-mail marketing et affiliation. Newsletter,
e-mailing, permission marketing, ...
Rich Media, ...
New trends.

• IT Consumerization. Technology developments are dictated by
the consumer market (social networks, interfaces, searching,
mobile, etc.). It’s the experience of ICT residential customer that
will structure the expectations of employees in the professional
world.
• The rise of the “Digital Natives”. In the professional world, they
have a more and more deep impact on patterns of organization
structures (businesses, public sector), particularly in terms of
collaborative processes.
82
Web 2.0

Web 2.0. A collection of Web services that facilitate interaction of
Web users with a site / company to create user generated content
and encouraging certain behaviors online such as community or
social network participation, mashups, content rating, use of
widgets, tagging, … Web 2.0 = dialogue.
Social Media Marketing (SMM). Monitoring and facilitating
“…2C2C2B2B2C2…” or peer-to-peer interaction and participation
throughout the Web to encourage positive engagement with a
company and its brands. Interactions may occur on a company site,
socials networks and third-party sites.

84
Social Network. A site that facilitates peer-to-peer
communications within a group or between individuals through
providing facilities to develop user-generated content (UGC) and to
exchange messages and comments between users.
Social Media. Social media are computer-mediated tools that
allow people to create, share or exchange information, ideas, and
pictures/videos in virtual communities and networks. A set of
services for developing conversations and social interactions
on the Internet or on the move.
Adapted from Wikipedia : http://en.wikipedia.org/wiki/Social_media

85
Blog. Personal online diary news source compiled by one person /
company (internal team and/or guest authors). Postings are usually
in different categories. Typically comments can be added to each
blog posting to help create interactivity and feedback.
Podcasts / Videocasts. Individuals and organisations post online
media (audio / video) which can be viewed in the appropriate
players. The latest podcasts updates can be automatically
delivered by RSS (Really Simple Syndication).
Web radio / TV. Using the Internet to stream live or registered
broadcasts. In the beginning essentially powered by Flash. Now
part of the HTML5 technology.

Blogs are still a great watch
and marketing tool.
Blogs are still a great watch and marketing tool.
Identify influential blogs in your sector
and try to build a relationship. You can also publish your
own blog to become an influencer.
87

88
When blogging
becomes a job :-)

89
On its blog, Quatuor
publishes general
information about
furniture, lifestyle, …
without necessarily
pushing customers to
buy something

• Crowd + outsourcing. Users create the content, answer the
questions or participate in the design and development of a
Website.
• The most important trend in Web 2.0 ?
• Resources and expertise of the visitors are pooled to provide
products and services at low costs.
90
Crowdsourcing

91
Accor on Tripadvisor
Accor asks you to
become an advertiser
for their hotels on Trip
Advisor … Of course
there is a risk, but they
play the game honestly.

92
Visual media
Source : fr.slideshare.net/marketo/visual-content-marketing-capture-and-engage-your-audience

Companies can transfer marketing budgets to social media
marketing :
• manage the reputation of the company and its brands ;
• develop brand awareness and improve the image of the brand
with customers / partners ;
• get closer to customers, understand their needs and discuss with
them ;
• find new approaches and ideas ;
• develop cheaper support customer ;
• measure the performance of the company.
93Adapted from www.marketo.com
Social Media Marketing

1. Don’t take yourself too seriously. It should be obvious, but
social marketing is about being social, and that means you need
a good personality to make your brand likable.
2. Inbound is not enough. If a business wants to benefit fully from
the different digital marketing tactics, they should be combined
with outbound marketing. Never underestimate what a bit of
paid promotion can do for your business.
3. You must have good content and solid offers. Without well-
produced, engaging content, any and all tactics you employ will
most likely fail.
SMM’s golden rules (1)

4. You will need a strong call to action. Be clear about what you
want your audience to do after consuming your content or
engaging with your brand.
5. Always add value. Without providing some sort of value to
prospects and customers, you are not doing your job and social
media will never work for you.
6. Never forget that social is a two-way street. Yes, broadcast
your message, but remember to keep the lines of
communication open in both directions. When contacted,
always respond quickly and sincerely.
7. Peer-to-peer sharing is the best way to get your message
heard.
SMM’s golden rules (2)

1. Don’t dive into social marketing unless you’re ready. You
need objectives, goals and ways to measure success and
accountability.
2. Don’t be a big brag. Know the difference between
becoming a thought leader and endless self-promotion.
3. Don’t be afraid to try social marketing because it doesn’t
rely on the traditional metrics you’re used to.
4. Don't be afraid of social media because the ROI will be
challenging. There are ways to measure impact if you have a
baseline to start with. Additionally, the branding and
visibility you can achieve through it will definitely impact
your bottom line.
96Source : www.marketo.com
Pitfalls to avoid in SMM (1)

5. Don’t use social media sites as advertising opportunities
alone. Keep your brand human on social media sites and
save your ad-speak for real advertising or when you have a
more significant presence on social sites.
6. Don’t assume every social media site is good for your
business. Research which social media sites your customers
frequent and how they prefer to consume content.
7. Don’t merely create social pages and think you are done.
Instead, dig deeper and create a social presence that
resonates with your target audience and promotes
relationship building and sharing.
Pitfalls to avoid in SMM (2)

98
Social Media
Source : leveragenewagemedia.com

Digital identity … not so simple.
Companies must define
who says what to whom.
99

Now a critical issue in the perspective of a progressive move of
the center of gravity of our lives to an online world :
• personal details and certificates : digital ways to reach,
identify, locate or authenticate a person ;
• published and shared content : website, blog, podcasts,
videocasts, forums, photos, videos, music, links ;
• knowledge : encyclopedias, collaborative portals, news, etc..
• profile : private and public social networks or professional
recruitment sites, etc. ;
• consumer: purchases, opinions on products, services,
payment and procurement platforms ;
• and also : reputation, online games, virtual worlds, etc.
• Facebook and Google are trying to be THE identity platform.
Manage our digital identity

Companies are increasingly seduced by the “social technologies” or
“social tools”. These technologies include “enterprise social
networking” (Yammer, …), blogs or microblogging (tools like Twitter).
ESNs have the potential to unlock a new level of collaborative
behavior and to change how a business operates. They make
possible 3 major advantages :
• improved communication,
• collaborative work and knowledge management,
• Innovation,
• efficient time management.
101Source : Adapted from Bluekiwi. ESN
Manage our digital identity

Me ><
Ownership ><
Global ><
Centralized ><
Competition ><
Enterprise ><
Ads & marketing ><
Credit ><
Money ><
B2B & B2A ><
(Hyper) Consumption ><
Us
Access and service
Local
Distributed
Collaboration
People
Community
Reputation
Value
P2P
Collaborative Consumption
Adapted from www.euro-freelancers.eu 102
Digital Marketing // sharing economy

Shift from “distribution” to “flow”.
Manage the digital relationship with consumers
through sharing and “superdistribution” (OTT).
103

104
Agenda
Mobile Marketing.
more complexity
Content marketing &
analytics, ...
Rich Media, ...
New trends.

Mobile rules the world …
Traditional PCs will remain important Internet tools,
but the action has shifted to the mobile platform. The primary
platform for digital business and marketing
will also change to a mobile platform.
105

1. Movement. Escaping the fixed place. Always carried.
2. Moment. Expanding the concept of time. Permanently
connected. Captures social context of consumption.
3. Me. Expressing oneself and personalising the phone.
Available at creative impulse.
4. Multiuser. Extending one's self to one's community. First
personal mass medium. Has most accurate audience info.
5. Money. Expending financial resources. Built-in payment
channel.
6. Machines. Wearables. Empowering devices, gadgets and
automation. Enables augmented reality.
106Source : Tomi T Ahonen & communities-dominate.blogs.com
The 6 M’s

107Source : www.webdam.com/2014-mobile-marketing-infographic

1. Mobile security rises up the agenda. With some very high
profile hacks this year security is going to be at the forefront in
the minds of consumers and developers alike. Expect passwords
to continue to be replaced (or at least used in conjunction with)
other forms of security like biometric identification.
2. 4,9 billion connected devices by the end of 2015. We enter a
new world of interconnected devices and massive data. Cars,
white goods, wearables, children’s toys, …will change the way
we live and connect, as well as opening up huge new
opportunities for ever more targeted marketing as third parties
begin to collect more and more data about our daily habits.
108Adapted from www.jeffbullas.com
Mobile marketing trends (1)

3. Wearables to take-off. As mobile technology and infrastructure
improves, so to do the opportunities these devices present
begin to diversify. Ever more detailed health and fitness stats
will help us to constantly monitor our own heart rates, blood
pressure, skin temperature and breathing rate, or perhaps more
importantly those of elderly or infirm loved ones who are living
on their own.
4. Mobile payments could begin to gain traction. Expect to see a
sharp boost in mobile payment from digital wallet services.
Apple Play may well succeed where Google Wallet failed, due in
part to the fact that so many of its customers already have their
credit card details stored on their iTunes accounts. Example : by
removing frictions in the payment process, the mobile
Bancontact app is also used in the classic e-commerce context.

5. Proximity technology and smartphones as bridges to
omni-channel marketing. The use of proximity technologies
(beacons, NFC, …) could see mobile marketing campaigns
become more intimate and personalized than ever before. As
marketers become able to follow consumers around the world
and understand more about their purchasing habits, so they can
target advertising at them in more effective ways.
6. Mobile marketing and advertising spend increases. The UK is
expected to be the first country in the world where advertising
spend on digital tops 50% and 29% of this will be on mobile.
7. Non mobile optimised sites will be at a disadvantage.
Unresponsive or mobile unfriendly websites could therefore
start to lose out to their mobile friendly rivals in the near future,
forcing more and more companies to invest in mobile website
optimization.

111Source : cdn2.business2community.com

1. A QR code (or 2D code or matrix code) is a two-
dimensional bar code that takes the form of a symbol
composed of squares. It's a graphic representation of data.
2. The content of a QR code can be decoded using a mobile
phone with a built-in photo camera and a dedicated
application. It can also be read via a webcam and a specific
application.
3. A QR code can be printed, published, projected … so it can
appears on any physical surface (including a monitor) and its
size can be from 1,7 cm by 1,7 cm up to several meters
square.
115
QR code

• Provide added-value with content that converts.
• Offer optimal mobile-optimized experience after the scan.
• Include call-to-action and instructions for higher
engagement.
• Create smart campaign with design, targeted and dynamic
QR codes.
• Test all your QR codes on multiple devices and readers.
• Track, measure and optimize your campaigns in real time.
116Source : blog.unitag.io
QR code

Mobile tags show us the future …
It is interesting to examine the uses associated
with tags mobile, as they will be taken up
and further developed with NFC,
apps, augmented reality, beacons, ….
117

118
Quick Response (QR) code. Type of matrix barcode first designed
for the automotive industry in Japan. A barcode is a machine-
readable optical label that contains information about the item to
which it is attached. Applications include product tracking, item
identification, time tracking, document management, and general
marketing.
http://en.wikipedia.org/wiki/QR_code
Near Field Communication (NFC). Enables data exchange through
wireless connections between two devices in close proximity to
each other. Use of NFC enabled smartphones can facilitate
contactless payments.

SoLoMo (Social / Local / Mobile).
Intelligence added to location
will dictate consumer experiences
on mobile. Contextual use of time
and social profile will help
prioritize [mobile] services.
119

Go omnichannel …
Macy's found that customers who shop
across channels are 8X more valuable
than those who shop in a single channel.
120

• Native Apps. Standalone softwares downloaded and installed
on the smartphone. They are available on “app stores”
(Google Play, Windows Store, App Store, …). Developed for a
single platform in a native programming language (Objective
C for Apple iOS, Java for Android or C# for Windows Phone).
An app developed for a smartphone needs to be adapted for
a tablet …
• WebApps / Web Apps. In fact … Websites optimized for
mobile, used through a mobile Web browser. They are
developed using web standards (HTML5, JavaScript, CSS). One
version will (normally) work across multiple platforms.
• Hybrid Apps. They combine features of native apps and web
apps, trying to offer the best of both worlds.
121Adapted from www.signalinc.com/choosing-the-right-technology-for-your-mobile-app-strategy
Native App, WebApp or Hybrid App?

• Ideal to receive a visit form "on the go" users (search).
• Provide first true mobile experience.
• Always updated and no validation platform.
• Technologies are there (including HTML5).
• Dominant model in the future ("always on")?
• Less "woaw effect" than an App.
• Disparity of terminals ... global validation impossible.
122
WebApp (Mobile Web site) ?

• Stronger relationship with the user.
• Maximum use of the device’s features (GPS, gyroscope, etc.).
• Validation platform (especially Apple). Optimized. Automatic
uptades.
• Usage rate?
• Obligation to work with 3 platforms. Disparity of Android.
123
Application ?

124
Agenda
Mobile Marketing.
Omnichannel, contextual
more complexity
Content marketing &
analytics, ...
Rich Media, ...
New trends.

125
Great example of a
campaign mixing real and
virtual worlds through
mobile and Shazam.

126Source : www.regentstreetonline.com/Feature-Articles/New-Regent-Street-App-Launches.aspx
The Regent Street app uses the
beacon technology which allows
shoppers to receive alerts from the
stores they pass via their Bluetooth
connection. Beacons have been
installed along the street at
participating stores so when shoppers
visit Regent Street they receive
tailored content about everything
from brand new in-store promotions,
upcoming events and exclusive offers
only available for visitors to the street
on that day.

127
Beacon. Trademark for an indoor positioning system (Apple). The
technology enables a smart phone or other device to perform
actions when in close proximity to an iBeacon. With the help of an
iBeacon, a smartphone's software can approximately find its
relative location to an iBeacon in a store.
Adapted from http://en.wikipedia.org/wiki/IBeacon

• Making information more transparent. Making data more
accessible will significantly reduce searching and processing time.
• Segmenting target audiences to customize the offer. Data
volumes allow more segmentation and tailored services matching
the most specific needs of customers.
• Better decision making with algorithms. Significantly improve
decision making. Minimize risk-taking. Identify information with
high added value.
• New business models. Using data from crowdsourcing to improve
product development and to create innovative services.
128
Smart / Big Data challenges

129
Big Data. Collection of data sets so large and complex that it
becomes difficult to process using on-hand database management
tools or traditional data processing applications. The challenges
include capture, curation, storage, search, sharing, transfer,
analysis and visualization.
http://en.wikipedia.org/wiki/Big_data
Analytics. Discovery and communication of meaningful patterns in
data. Especially valuable in areas rich with recorded information,
analytics relies on the simultaneous application of statistics,
computer programming and operations research to quantify
performance. Analytics often favors data visualization to
communicate insight.
http://en.wikipedia.org/wiki/Analytics

1. Organize audience insights. Be relevant in the moments that
matter by organizing audience insights, owning customer data
and appealing to what the audience wants. Consumers will
respond with their purchases, loyalty and brand advocacy.
2. Design compelling creative. Get creativity and technology
working together so that audience insights inform creative in
real-time, ads render across screens and programmatic
technologies deliver relevant, engaging ads.
3. Execute with integrated technology. Use integrated technology
to evaluate, purchase, activate and measure media on a global
scale in real time. It considerably enhances the value of
audience insights and creative ads by efficiently and effectively
delivering brand messaging to audiences across channels and
screens.
130Source : Think with Google
Programmatic marketing checklist (1)

4. Reach audiences across screens. Use programmatic buying to
engage audiences, wherever they may be at any given moment,
on any screen, or on any channel.
5. Measure the impact. Adopt user-first, open and actionable
brand measurement and attribution capabilities to make sure
consumers see ads, understand how ads impact consumer
perception and measure what consumers do after ad exposure.
131Source : Think with Google
Programmatic marketing checklist (2)

@ Home
andre.blavier@gmail.com
www.andreblavier.be … needs
to be updated :-(
@ School ;-)
Affiliate Professor
andre.blavier@ulg.ac.be
@ Work
Web & Communication Manager
andre.blavier@aei.be
www.digitalwallonia.be linkedin.com/in/andreblavier
facebook.com/unpeudeblabla
@unpeudeblabla
andre.blavier
unpeudeblabla.tumblr.com
slideshare.net/unpeudeblabla
scoop.it/t/unpeudeblabla

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