Catalogue to content and digital

07/09/2016 Dustin Group

DATAFÖRENINGEN

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Dustin in a historical view – catalogue to all customers

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8 steps to change budgets, mindsets and marketing

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Step 1-8

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Step 1

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Segment your customer base

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Segment your customer base

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Segment your customer base

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Step 2

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73%

29%

18%

76%

39%

29%

Q2 2013 Q4 2014 Q2 2013 Q4 2014 Q2 2013 Q4 2014

Marketing situation will effect ROI

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Step 3

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Step 4

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Establish a Multi-channel marketing platform

TV, print and outdoor Occasional campaigns to

increase brand awareness together with suppliers

TV and print mainly used to add services and solutions to Dustin’s brand promise

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Direct mail Drive traffic to campaigns

through emails and referrals Creating demand to covert

new prospects Tailored based on marketing

automation

Direct marketing Targeted send-outs to

increase share of wallet and net promoter score

Catalogues and magazines (e.g. “Solution” in SE, NO and DK) distributed to selected B2B customers

Events and fairs ~20 events p.a. to build

awareness and customer loyalty

Dustin Expo is the largest IT fair in the Nordics

Paid traffic Optimise content for search

engine traffic Participation on price

comparison sites Increases the perception as a competitive reseller

Online display Traffic to campaigns Re-engage customers that

visited the website Push of new products and

services as well as campaigns

Multi-channelmarketing platform

New channels

Old channels

Search Engine Optimisation

Used to drive traffic to the website by matching product inventory with key words

Matched with all Nordic campaigns

PR and SoMe Positioning of Dustin in a

wider market context Reputation management Increase brand awareness

and net promoter score

Online Offline

Online Offline

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Content in marketing platform

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Re-use of content in marketing platform

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Step 5

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Increase quality in every touchpoint

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First touchpoint

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Digital marketing concept

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Digital marketing concept

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Offline marketing concept

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Testing of concepts

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Step 6

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Listen to the customer

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NPS method to collect customer insight and act on it

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Collect insights

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Collect insights

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Step 7

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Campaign ROI

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Campaign ROI

460 000

480 000

500 000

520 000

540 000

560 000

Weekday Rush Previous Week

Pageviews

2 6002 7002 8002 9003 0003 1003 2003 3003 400

WeekdayRush

PreviousWeek

Orders

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Step 8

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Do it all again – over and over again

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Do it all again – over and over again

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Thank you!

CAROLINE.RUDBECK@DUSTIN.SE070-250 52 73