electrical industry update: 2014 online marketing-trends-dach
DESCRIPTION
Update on the Electrical Industry: Trends in the Online Marketing 2013TRANSCRIPT
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Was kommt: Online Marketing Trends 2014
Sasbach, 5./6.November 2013 | © Voltimum GmbH
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Top 5 Marketing Trends 2014
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Top 5 Marketing Trends 2014
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Top 5 Marketing Trends 2014
1. Inbound Marketing2. Mobile Marketing3. Communities/Social Media 4. Video-Communication 5. Conversion Marketing
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1. Inbound Marketing
4
Social Media
ContentMarketing
Story-Telling
MobileApp-
ification
■ Auf unseren vergangenen Treffen hatten wir diese Marketing-Megatrends in der Tiefe beleuchtet
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1. Inbound Marketing
5
Social Media
ContentMarketing
MobileApp-
ificationStory-Telling
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1. Inbound Marketing
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Locken
- Interaktiv- Kompetent- Wertig- Infotainment
Suchen
- Einbahn- Laut- Werbend- Autoritär
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1. Inbound Marketing
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■ Erfolg als Marketing-Mix aus Inbound und Outbound
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2. Mobile Marketing
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Zeitgeist- Jederzeit- Überall- Spontan - Kommunizieren- Informieren- Liken- Weitersagen- Kaufen
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2. Mobile Marketing
Mobile Marketing Themen heute
■ Responsive Design
■ Online-Offline Vernetzung via QR-Codes
■ Mobiler Preisvergleich (B2C)
Mobile Marketing Themen morgen
■ Second Screen Inhalte
■ Location-based Services
■ Geo-targeting / Geo-couponing
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3. Communities / Social Media
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■ Nutzer suchen Teilhabe an Gemeinschaften
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3. Communities / Social Media
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■ Social Media bleibt Trendthema und erobert insbesondere kleine und mittlere Unternehmen
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3. Communities / Social Media
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■ Akzeptanz im Management steigt weiter
■ Hands-on Ansatz die Regel
Quelle: Social Media Delphi Studie 2012, Uni Leipzig
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3. Communities / Social Media
13Quelle: Social Media Delphi Studie 2012, Uni Leipzig
■ Social-Media-Budgets und Ressourcen steigen
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3. Communities / Social Media
14Quelle: Social Media Delphi Studie 2012, Uni Leipzig
■ Budgetfokus sind Inhalte, Konzeption und strategische Entwicklung
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4. Video-Kommunikation
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■ Erfolgsfaktoren Video-Kommunikation und Video-Werbung■ Schneller geteilt
■ Spannender
■ Überzeugender
■ Flexibler und lehrreicher
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4. Video-Kommunikation
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■ Marktführer You Tube, aber auch neue Formate wie Vine (6 sec Videos) boomen
■ Ein eigener You Tube Kanal wird zum zentralen Content Marketing Tool
■ Ergänzend dazu Chancen der Video-Werbung
■ Kosten erst bei vollständiger Betrachtung
■ Cost-per-View, Cost-per-Day oder Auktion
■ Targeting: Keywords, Lokal, Demografie, Themen
■ Einschränkungen: Budget, Maximalanzeige
■ You Tube Werbeformate
■ In-Search / In-Display (Video-Anzeige im Suchblock)
■ In-Stream (Vorgeschaltete-Spots, Abbruch nach 5 sec möglich)
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5. Conversion Marketing
Customer
- Monitoring- Optimierung- Fokussierung
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5. Conversion Marketing
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LeadManagement
VernetzteMarketing
+ Sales
Touchpoints
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5. Conversion Marketing
CustomerLifetime
Valuestatt
Cost-per-Click oder
Cost-per-Mille
Konversionvom
Walk-inzum
Promoter
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Die Digitalisierung geht weiter …
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Vielen Dank!
Voltimum GmbHKurfürstenanlage 369115 Heidelbergwww.voltimum.de
Volker Klein Marketing Manager
Deutschland/Österreich/[email protected]
Fon: +49 6221 58987-50Fax: +49 6221 58987-11
November2013 © Voltimum GmbH