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5 necessary steps to rethinkyour marketing strategy

Global Insights Magazine

3 4 8 14Change for Synchronization Marketing

Mobility & Responsive Design

Blogs: the heart of digital strategy

The inevitable inbound marketing revolution

Issue 13 - edited by Preferendum2013

STRATEGY OF CHANGE

Today, companies are experiencing a challenging change between traditional marketing that most have mastered

and digital online marketing, which requires a whole new approach and way of thinking. With the rise of inbound

marketing, which is still relatively unknown on the old continent, a new field is opening for brands who need to

rethink their marketing from ground zero. One thing for sure is that it’s in the winds of change, and nobody can

ignore it. A close look at the shift towards online marketing proves the change.

2

It’s timeto followthe windsof change

While the balance is still towards offline, publicity and marketing investments are clearly shifting towards online

marketing with search marketing expected to be in the top 3 at the end of 2013.

Classified advertising spending per media :

TV :

€ 3.

337

bill

ion

Inte

rnet

(sea

rch)

: €

1.1

41 b

illi

on

Dir

ect M

ail :

€ 1

.352

bil

lion

Inte

rnet

(dis

play

) : €

646

mil

lion

Cin

ema

: € 1

05 m

illi

on

Pres

s : €

3.2

09 b

illi

on

Dir

ecto

ries

: €

946

mil

lion

Prin

t : €

1.1

71 b

illi

on

Dro

p m

aili

ng :

€ 63

3 m

illi

on

Mob

ile

: € 4

3 m

illi

on

4

3,5

3

2,5

2

1,5

1

+4.5%

-8.2%

-5.2%

+7.0%+5.0%

+4.8%

+0.6%

+29.0%

+0.4%

-1.7%

Staying in sync with your audienceOne of the basic rules of marketing is to be in sync with consumers. Since their consuming

attitude has evolved with the use of the internet, a company’s marketing must also evolve.

A brand needs to stay tuned in to its audience and their buying behavior in order not to be left behind.

In other words, the brand needs to live in the same world and use the media as its customers use

in order to engage them. The challenge for companies is to master the ever-changing opportunities

that the internet provides to target audiences in new ways. Companies that have integrated online

marketing strategies into their mix have a significant advantage over their competition.

the arrival of web marketing

the time for change has come Let us see in the following pages where enterprise marketing is heading and how the winds of

change force us to adapt our marketing strategies.

3

With the shift from direct marketing to e-mail

marketing, which is far more flexible and less

expensive, companies were given the opportu-

nity to communicate more frequently and effec-

tively with their target audiences.

Legislation has regulated its functionalities, but

in spite of anti-spam blockers and decreasing

click-thru rates, email still remains one of the

most efficient and well-targeted means of com-

municating with an audience, especially when

customers have opted-in to the list or newsletter.

Why else would major companies like Dell, Ama-

zon, PriceMinister etc. invest millions in e-mail-

ing if the results were not remarkable? This does

not mean that print marketing and direct mail are

dead, on the contrary, both marketing channels

have their own specific advantages.

But how many companies are currently run-

ning effective, long-term email campaigns? And

among those, how many are doing it the right

way by sending the lead to a targeted landing

page designed to increase customer engage-

ment and conversion rates ?

Online advertising has become far too intru-

sive for customers, who are turning their backs

to it, and even blocking it. The effectiveness of

any online campaign relies heavily on its rele-

vancy and execution, but also effective targeting.

Consumers today are savvy about marketing

techniques. They immediately differentiate

brand-speak from valuable information. That is

why value added content and inbound marketing

are so much more efficient. Consumers are much

more mature than they used to be. And they have

a tendency to ignore brands that do not use the

same codes and practices that they do. They

want real information about products to make

informed buying decisions.

The growing use of cell phones

to view web content has spi-

ralled with the development

of smartphones. 1.08 out of

5  billion cell phones are smart-

phones (a Go-Gulf.com study

of 2012) and another research

firm named HIS iSuppli forcasts

that more than half of mobile

phones sold in 2013 will be

smartphones. Smartphones

will continue their progression

in the years to come.

stchange1

Of course, smartphones are used to make phone calls, but there are so many different ways a smartphone is used.

4

One oncoming changeis the devices on whichpeople browse online

the overall use of smartphones, which

allows us to possess a telephone and a computer with its many applications and functionalities in one

single object, provokes a change in the way we

use a cell phone.

1 . TextingWriting is the first use of a smartphone. the study made by GO-Gulf.com in 2012 reveals that 92% of smartphone users use them to send sMs messages. 95% of all cell phone users use them to send sMs messages. 76% of smartphone users use them also to read their emails.

so, when is the last time you ran an sMs campaign? have you already launched one?

2. Play gamesAngry Birds, FarmVille, the sims... social gaming has definetely invaded Facebook. social gaming and social networking go well together. Mobile is definitely a market of the future as 64% of mobile users used their smartphone to play (also according to the 2012 study run by Go-Gulf.com).

3. Keep in touch with friendsA message, an link, a picture… Many things are shared and liked through mobile devices. 47% of people access social media with their smartphone (liGo 2013).Facebook announced in 2012 that 102 million mobile users accessed Facebook with their smartphone !

4. Music48% of mobile users listen to music on their smartphone.

5. BuyingMake a purchase from anywhere with a connected mobile device is the m-commerce promise. smartphones and tablets are becoming a major opportunity for brands. desktops are no longer the only way to buy online.

Mobiles (tablets and smartphones) are a challenging new display format to which marketers must adapt. Once again, nothing will ever be like before.

5

From the Internet to the Mobilnet

Always in touch…

More and more people prefer to connect to the internet through mobile devices (Smartphones, Tablets…).

And, mobile devices are replacing all traditional media channels (press, radio, television, PC) thanks to their connection

to the internet and their omnipresence. The fact is that with just one mobile device a mobile user has access to all

traditional media sources: article reading, news, tv on a tablet. We are entering the era of nomadic navigation.

More tablets than PCs are now sold in the worldMore tablets mean more mobile users and thus, more mobile activity. With this new

tool, the user creates, shares and comments on social media at any time from anywhere.

new opportunities for companiesMobile devices give the opportunity for advertisers to create targeted campaigns

that invite the end user to react immediately. Mobile allows advertisers to create a

more personal relationship with their audience to present themselves under a new

light. They offer a possibility to capture, but also to create loyal clients with specific

applications, services, and helpful tools. Custom-built mobile apps are a strategic way

to differentiate company's products and services and keep the brand always at the

customer's fingertips.

the Mobile advertising

world market already represents

e7 billion

Dupont de Nemours equips its salesforceAn app called "INtuitive" created for DuPont's salesforce acts as a database of knowledge on Dupont Cropscience.

AMACONNECTA mobile App designed to help regulate

an agricultural machine in the middle of the field. AMAZONE brings services

to their product's users.

6

ndchange2Responsive designturns out to be a musthave for brands aroundthe world !

Consequence no. 1 about mobilityConsulting the internet without a computer is the first consequence of mobile devices according to Mobile Web World

Watch 2012, a study undertaken by Accenture in Europe, Latin America and South Africa. 69% of questionned people

use a mobile device to connect to the internet. Smartphones are the mobile devices most used to consult the web (for

61%), followed by netbooks (37%) and tablets (22%).

this brings us to one conclusion: your website, Blog, e-commerce need to be mobile friendly.Tactile friendliness, download speed, resolution (screen size)… These are just a few of the numerous elements to be

considered when designing a site that works on a variety of web browsing devices. Apart from the necessary cost to

build several different sites for each type of device, this approach causes numerous problems and can be dangerous

to your SEO efforts. You can easily get penalized by the search engines for duplicate content issues.

thankfully, webdesigners have developed a solution called Responsive Web design to solve the problem that lets a single website adapt to each type of mobile device.By using the technical advantage of CSS3, responsive design automatically adapts the content of a website to the

device, mobile or not. The quality of information that your website contains is preserved and mobile users, especially

smartphone users do not have to zoom and move around your pages, which tends to get quickly annoying. Your web

content adapts to each device for the end user's comfort.

Last but not least, the other advantage of Responsive Design is that there is only 1 url per page on your website, and

your SEO efforts remain the same. Duplicate content issues are no longer a problem.

In the times of change from Internet use to Mobile use, having a responsive website is the solution to remain competitive

on all devices. A responsive website responds best to user experience on all types of channels and devices.

Popular CMS tools such as Wordpress, Drupal, Joomla, Prestashop and Magento allow web designers to create templates

that make use of responsive design.

7

The responsive website of Quarry Communication, our Canadian partner.

8

rdchange3 Win the ContentWar with an“SEO Friendly” Blog

Content marketing is the new focus for brands to gain visibility and customer engagement on the web

(see Global Insights Magazine - issue 10 – edited by Base One).

9

Key facts• 40% of American companies have turned their blog into the center of their marketing strategy.

• 72% of marketers think branded content is more effective than advertising in a magazine, 69% say it is superior to

Direct Mail and PR. (Custom Content Council 2011)

• 64% of B2B content marketers say their biggest challenge is producing enough content (Content marketing

Institute 2012)

• Each month, 329 million people read blogs (Blogging.org 2012)

• Blogs give sites 434% more indexed pages and 97% more indexed links. (Content+ 2013)

• Companies that blog 15+times per month get 5 times more traffic than companies that don’t blog.

• Companies with an active blog report 97% more leads.

• Content from reputable sources is most shared (UCLA 2012)

• 90% of consumers find custom content useful and 78% believe that organizations providing custom content are

interested in building good relationships with them.

A simple principleA blog drives qualified traffic and its content helps potential customers in their purchase decisions.

Produce and publish content that’s “ seO Friendly ”To be efficient, a blog has to be SEO optimized just like a website does. Its content must not only be unique, pertinent

and in phase with customers, it also must be optimized for search engines to boost your rankings.

don’t forget to share your content.Once you’ve published content to your blog, be sure to share it through different social profiles in order to develop

brand awareness and start creating communities of followers that will share your compelling content on their social

profiles. It will also give social signals to search engines which will also improve your rankings. Gaming, promotions and

applications may then also be a part of your social media strategy.

Why place a blog in the center of your digital marketing strategy?

1. Optimised blog articles reinforce your brand’s rankings in the search engines

2. Blog articles are a good way to attract fans in social networks because they provide interesting information to share.

3. Every article published has its own permanent url, whereas CPC ads disappear at the end of the budget.

4. Blog articles are great for publishing in many

different ways (articles, videos, infographics, slide-shows, e-books, white papers, docs, pdf…).

5. Blogs encourage engagement in the comment section.

6. Blog articles attract organic links, a must in SEO especially since Google Penguin.

7. Blog articles create more traffic to your website and landing pages.

10

thchange4Nobody can ignore social networks any longer

how did twitter change the relationship between a Brand and its Consumers ?Twitter is gaining more and more visibility in audiovisual and media channels, and is the main challenger for

Facebook. Whether it is used to comment on TV programs, follow news trends or connect with their favorite

artists, people turn to Twitter to do the job. 400 million Tweets are produced per day.

The main change that Twitter provides remains in the way people exchange information or complain about a

company or a brand.

11

Consumers used to call, send a letter or email a company when

they were not satisfied with a product or any other issue. And, it

often took time before they managed to get an answer or have the

product they bought fixed or changed. But today, 140 characters

on Twitter are much more powerful.

Have you ever tried a tweet when you couldn’t get satisfaction

from the company? I have. And it worked really well. I purchased

three products on Amazon and two of them were not going to be

delivered on time as promised.

I logged in to my account (only 10 minutes after making the order,

the cancel time is 30 minutes) and asked for the products to be

removed. I got a “sorry but we can no longer cancel the products

you ordered” answer. I thought I would never purchase anything

on Amazon again ! Then a lightbulb popped up in my head : “Why

not Tweet about it ? ”. And I did: I sent a Tweet (in French) saying

“Impossible to cancel an order on Amazon before the 30 minutes

delay, soon an article on the subject.” with a hashtag #amazon.

And it worked. Amazon sent me an email 5 minutes after saying

they had cancelled the 2 products from my purchase.

It means that Amazon has an effective social media survey. That is

the power of social media. Brands, whether they like it or not, have

to make a survey of their social reputation and be reactive. Some

corporations in banking, tourism and online shopping have man-

aged to seize the opportunity to effectively use Twitter to respond

to their customers by giving a solution in less than 5 minutes to

an hour. Claims that would have been left without an answer for

days, weeks and even months in some cases through traditional

methods.

Twitter has become a way to prove a brand’s engagement towards

its customers and therefore reinforce their relationship with them.

More than 1.5 billion of the 2.3 billion people on the internet are on social networks... Just as many as the number of car owners in the world.And new social networks are popping up every day, each with its own specific uses. Let’s look at just one example: Twitter.

Some interesting Twitter-user facts

• Brand follower interest on Twitter rises 17% during the weekend.

• A tweet less than 100 characters is 17% more likely to be read.

• 92% of tweets include a link, and link to an image attracts twice as much interest.

• A tweet including a hashtag (e.g, #brandname) will be found and read twice as often.

• A tweet including 1 or 2 hashtags will be 21% more read than a tweet with more than 2.

Source : A study made by Linchpin SEO from an analysis of Buddy Media (March 2013)

thchange5PR 2.0: The new field for journalists

12

For decades, press releases were the primary way companies transmitted their key

messages to target audiences through traditional media: newspapers, television,

radio, specialized magazines… Journalists were the key gatekeepers for brands.

Press releases used to be their principal source of information.

But, for several years now, traditional media have been confronted with the Internet:

losing sales and advertising budgets, the reduction of editors and writing staff,

and loss of readership to free online information sources. As of today, there are

16   million unique visitors and 600 million page views on information sites.

The landscape of press relations is no longer the same. The press relation service of the company is no longer the unique source of information and journalists are no longer the solo influencers of a targeted audience. Bloggers have become major influencers online.

13

1 – Communication has become a conversation Press releases are no longer sufficient to convince audiences of the qualities of a product by transmitting a positive

message to consumers. Journalists, bloggers and the public alike are seeking a new dialogue of exchange around the

product, company or brand.

2 – Press relations professionals need to develop a 2.0 expertiseNeedless to say the PR professional does not need to be a technician or a computer expert, as there are many

tools ready to use, but the PR professional must, on the contrary, know the different online channels of

communication and learn how to exploit their full potential. Facebook is not used in the same way as

Twitter or LinkedIn.

3 – traditional journalism has given way to citizen journalism Journalists are adapting to this new field! Lots already use social media to diffuse information.

Information needs to adapt to the new social media codes (140 characters to tweet on twitter

for example).

4 – social media amplifies influenceToday, 43% of a company’s reputation is created by external factors. Therefore it has become

a necessity to converse on social networks where there is no control over information. Social

media channels are a direct way to speak with the public, repair errors and restore truth in case

of false rumors…

“ Sometimes it takes just 5 minutes to annihilate 20 years of solid reputation. ” - Warren Buffet

To gain a competitive advantage on social media, it takes time and patience to establish a tone of

open communication that will benefit the company over the long-term. You must create a humble

conversation and inform people through dialogue and not constant horn tooting.

Although it is necessary to maintain traditional PR (offline), it has equally become necessary to do

digital online PR using social media channels. Social channels online have become very powerful

brand awareness tools! PR needs to develop a structured coherent message that is diffusible

through social media which, in turn, will diffuse information in a pyramidal manner.

Information needs frequency on social media to build a voice that people

will recognize.

Social media is another way of doing press relations, more

modern and efficient and, if done the correct way, will create

relationships with your audience and opinion leaders by

diffusing pertinent, interesting and valuable information.

2.0 has created 4 major changes in the universe of press relations

Theinevitableinboundmarketingrevolution

14

All the different changes discussed above have seen the rise of a new discipline named “ Inbound Marketing ” as opposed to

“outbound Marketing”. A new marketing approach initiated

in the USA related to Permission Marketing as opposed to

“Interruptive Marketing”, a term popularized by Seth Godin.

What is to be taken into account is that the company is situated at

a crossroad in its communication and marketing approach.

In the Inbound Marketing world, it is the consumer that heads

towards the brand, and it makes a BIG difference.

In traditional marketing, businesses use an outbound message

diffused mainly on TV, Press, Radio, Commercial

Panels… The consumer pays attention or not

while having little to no means of interaction

with the brand. Schematically speaking, it is

considered as unidirectional marketing or business

to consumer marketing. Also named “Mass Marketing”

or “Intrusive Marketing” where the consumer is “sans

cesse” solicited and interrupted.

15

The objective of Inbound Marketing is to facilitate access to the brand through these 5 steps:

1. Attract traffic2. Convert visitors to leads3. Convert leads to sales4. Turn customers into repeat

higher margin customers5. Analyze for continuous

improvement.

SEO

INBOUND MARKETING!(Find Your Audience Organically on the Web)

News

Media

PR

Blogs +

Bloggin

g

Com

men

tM

arke

ting

Onl

ine

Vid

eo

Forums

Social

Bookmarking DirectReferringLinks Type-InTraffic Q+A Sites

Podcasting

Word

of Mouth

Doc

umen

rtSh

arin

g

Social N

etworks

Infographics

ResearchW

hitePapers

Email

Web 2.0 is what triggered the change of consumer behavior through blogs, search, social networks and forums.Now businesses need to know how to “ get found ” by the consumer before the competition if possible. Every day,

thousands of websites are launched across the world, which makes it more and more challenging for brands to stay

above the noise. Adopting the right online strategy through search marketing, content marketing and social marketing

have become crucial.

Content marketing is the key… storytelling is the way!The basics of inbound marketing are creating quality informative content that will be found online and shared. Content

is optimized to rank and be found online rather than being pushed towards the consumers through outbound marketing

techniques. Inbound marketing communication is centered towards the receiver, meaning the consumer’s needs.

This new approach is qualified as :

• Bidirectional or 2.0 (business and consumers communicate with each other).• Vertical : Consumers communicate amongst themselves• Viral : Word of mouth done at optical fiber light speed• Informative• Based on influence and engagement• Accessible to all businesses large or small

“ Inbound marketing is any kind of marketing that reaches customers when they are looking for something to buy ”Today Inbound and Outbound Marketing are opposed to each

other like below and above the line used to be 20 years ago.

(Does any type of screen connected to the internet

still exist today that is known as above or below

the fold?). Now they are both brought together

in Outbound marketing.

Times are changing and businesses

need to live in modern times or see

their brands loose exposure.

Inspired by MOZ "Do this stuff instead, it really works"

e3 n

etW

ORK

E3 networkThe E3 Agency Network is a closely integrated

coalition of independent brand strategy and

marketing communications firms from around the

world. With access to this wide pool of talent,

E3 agencies give clients a real chance to make an

impact nationally and internationally.

Find out how the E3 perspective can help you.

www.e3network.com

Administration: veerle@e3network.com

Strategy of change and development of inbound marketingAs a close network of independant agencies,

E3 network can plan and manage marketing

change inside companies, create digital

tools and develop an inbound strategy more

efficiently than any single national partner.

contentmarketing@e3network.com

PreferendumThis issue of the E3 Global Insights

Magazine was published by

Preferendum. For more information,

please contact:

www.preferendum.fr

16, rue de Turbigo - 75002 Paris

Tel +33 1 55 34 77 50

lmano@preferendum.fr or

macarrer@preferendum.fr

Five things to take into accountin your strategy of change

Adsmith / China

Advertigo / Romania

Aloft Group / USA

Ansel & Möllers / Germany

Audacity / USA

Base One / UK

BBC / Belgium

Bernstein / Germany

BMLab / Russia

C&COM Advertising / Czech Republic

Café Design / Hungary

D. A. G. Communication / Italy

Epoka / Poland

Igriega / Spain

Kirnuaskis 2.0 / Finland

Maitri Advertising Works / India

Mandate / Singapore

Media Consulting / Portugal

Netural / Austria

Oz Branding / Israel

Preferendum / FranceQuarry / Canada

Rainfall / Romania

Recommended / Finland

Recommended / Sweden

S’P’S Marketing / Austria

SanderWerbung / Germany

Schindler Parent / Germany

TANGRAM / Liechtenstein

TANGRAM / Switzerland

Truly Deeply / Australia

Van Heertum Design / Netherlands

.1.

Think

Mobile .2. Adopt Responsive Web Design

.3.Boost your marketing

with an SEO

Friendly Blog

.4.Invest in

Social Media

.5.

Enlarge your

PR to digital

2.0 and

follow your

e-reputation

Like never before, the great marketing winds of change have begun to blow towards Search and Social Marketing Integration techniques.