Ghent, November 23, 2016

“Digital Marketing as a standalone?You’re crazy!”

Filip Vandegehuchte, Thomas Peeters & Eline Van Hollebeke

1. Introduction 5’

2. THoM’ster class 60’Digital Marketing as a stand alone? You’re crazy!

3. Applying for and working at THoM 15’

4. Internship at The House of Marketing 5’

Welcome to our 2nd THoM’ster class!

The House of Marketing as proud member of Quanteus Group

The House of Marketing as proud member of Quanteus Group

Our team projects combine a mix of competences with

varying involvement in function of the

project stage

We work on exciting client projects – in team or individual placement set-up

Our individual placements are supported by the THoM

organizational structure

Tailored mix of:Strategic marketingProject management

Domain expertiseConsultant support

Core team set-upYOU

Counselor &

mentor

All other consultants

Knowledge base of The House of Marketing

ICT & Media

Utilities & Resources

Health Care & Public Sector

We have clients from many different sectors

Consumer Goods &

Retail

Finance, Insurance &

Other services

Transport & Logistics

3 Master Classes on 3 different marketing topicsGuiding you through the complete customer life cycle

Incl. real life cases from our THoM consultants

THoMers share a passion for marketing, and now it’s time to share some of it with you

1. Introduction 5’

2. THoM’ster class 60’Digital Marketing as a stand alone? You’re crazy!

3. Applying for and working at THoM 15’

4. Internship at The House of Marketing 5’

Welcome to our 2nd THoM’ster class!

9

Why Digital?

10

BACK TO THE START… Why are we all talking about digital & digital transformations?!

11

Remember the industrial revolution ?

12

What happened in 2011?

13

DIGITAL. It’s not about technology. It’s about changed behaviour.

14

This is your life

Our behaviour changed. Induced by technology, we changed our way of living.

Today, informationis always, anywhere and frictionless available.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

BRANDING CONTENT MARKETING

BRANDING

PUSH PULL

Which changes the way consumers interactwith brands…

The research phase became bigger!

BEFORE AFTER

The use becomes more important

because sharing has become more important too

…and puts the emphasis on every

step of the funnel.

Well euh... So what do I do

now?

Everyone is “going digital”, but what does that mean?

Digital isn’t an objective, it’s a strategy (towards an objective)

22

WHY is digital such a complex strategy?

There is a confusingly big amount of players, that continuously change their confusing proposition...

Digital has the power to bullshit

Digital plans are often targeted to specific audiences – and therefore less visible or tangible for the broad audience

Digital changes so fast ... That you sometimes need to let go of proven ROI

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There are 6 important commandements

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1. Marketing starts with great insights...

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2. As it has become an intrinsic part of marketing you could say that ‘digital marketing’ is dead

30Source: McKinsey

3. Every marketer should have a deep understanding of the Consumer Decision Journey

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CONSIDER

CLOSE CONTINUE

Awareness Perception

Recruitment

Loyalty & Advocacy

PURCHASE

Trial & Promo

Customer

Journey

Aim

Channels

CATCH

4. And know which channels can be used in which phase of the journey.

5. Measurement is key!

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6. And you should act as a growth hacker

34

Where to start building your strategy?

When defining relevant themes, don’t just think about your brand, think about your audience in the first place.

• What are their interests and passions?

• What are their problems and worries?

• What kind of person do they want to be?

• In which topics are they interested?

• Where does your brand stand for?• What are the key messages that

you want to bring from a product & brand perspective?

Relevant

Content Themes

• Baby Care

• Tips & Tricks

• Baby education

• Budget Management

• Health

• Perfect mom

• Mom’s friend

• High Quality at a fair price

Mom’s life hacks

How to…Education

topicsEmotional

Topics

EXAMPLE

When defining relevant themes, don’t just think about your brand, think about your audience in the first place.

Determine how you will generate value and define your core messages and tone of voice

Inspire

Inspire the audience with emotional and relevant

stories

Educate/ Inform Entertain

Educate the audience with useful information

Entertain the audience by surprising them, making them laugh or sharing spectacular

content

There are 3 main ways to add value via content

Surveys, interactive game, virals, quizzes and even

branded videos

how-to articles, e-books, podcasts or even

infographicsForums, reviews, influencers

and testimonials

Determine how you will generate value and define your core messages and tone of voice

This will help you define your core messages and tone of voice• Define your core messages• Decide who you are: friendly, direct, confident, vibrant.... It should feel natural to your brand and organization.• Use your tone of voice to differentiate: you can stand out based on how you say what you say. • Tune your tone of voice for each audience. How you talk on Facebook vs. an eBook will be different. You should go

for consistent variety

Determine how you will generate content: create, collaborate and/or curate

Create Collaborate Curate

Select and discuss content from others instead of creating the content yourself.

Set-up your own team to create content. This job is typically done in close cooperation with your social agency.

Work together with agencies, consumers or bloggers to create content.

Determine how you will generate content: create, collaborate and/or curate

CreateSet-up your own team to create content. This job is typically done in close cooperation with your social agency.

Determine how you will generate content: create, collaborate and/or curate

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Collaborate Work together with agencies, consumers or bloggers to create content.

TRIANGL: Not using any paid media

Samsung: user & influencer generated content

Determine how you will generate content: create, collaborate and/or curate

Curate Select and discuss content from others instead of creating the content yourself.

Microsoft News Pro: Customize your newsfeed with business articles from different sources and agencies

HERO

HUB

HYGIENE

What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year.PUSH

Regularly scheduled ‘push’ content designed for your prime prospect, to give a fresh perspective on your target’s passion points.PUSH

What is your audience actively searching for regarding your brand or industry?Ex.: Product tuto’s, how-to-video’s, ... Answers to questions.Always on – PULL

Define the mix between Hygiene, Hero and Hub content

Define the mix between Hygiene, Hero and Hub content

Role Mix

Hero: major advertising initiatives that reach a wide audience

Hub: regularly released videos tailored to customers’ passions and interests

Hygiene: consisting of the “always on” videos optimized to address potential consumer interests

Recap: how to start building a digital strategy?

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• Collect data on target group from research

• Fill-out the 5 Ws of your target group

• Describe a typical day of your target group

• Describe the target group from a user and context perspective

• Determine digital advertising, activation and content strategy

• Select most relevant channels

• Define key KPIs and targets

• Brief your creative and media agency to challenge your overall strategy and to translate it into a detailed plan

• Monitor the KPIs• Monitor the

performance of your agency

• Adapt plan

Describe digital target group &

determine connection moments

Develop digitalstrategy

Create detailed planning

Monitor and improve

432Recap your jobs

to be done

1 5

• Recap the strategic jobs to be done & outline the key activities / objectives that you have determined in your brand planning process

Case

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Key questions

Company: Activade is a latecomer to the energy-drink market, it has caught up nicely with the segment in the mid 2000’s.

Positioning: Activade management staff tried to differentiate its products in the professional sports segment, only to find itself out-marketed by larger competitors with deeper pockets who had invested decades worth of brand dollars in traditional media.

Challenge: Activade Pure is new positioned as a daily drink for women, and management hopes this will lead to higher sales .

Context

Your objective is to launch the product with a full-blownconvergent yet digital-first campaign

Activade is reviewing its digital strategy and needs support from The House of Marketing

Recap your jobs to be done & target audience

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Recap your jobs to be done

1 • Launch Activate Pure in your core markets • Use a digital-first campaign • Lift overall brand awareness within target audience • Management expects a halo effect for the other brands

Describe digital target

group

2 • Lucrative female 25-44 audience• For those who want to be ‘mentally & physically active with

a zest for life’• The modern, urban-active explorer• Light and social sports• Positioned as a daily drink to complement a healthy diet

(as increasing usage frequency is key)• Keep yourself ‘topped’ up throughout the day with

everything you need to feel at your best

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About the product family

ACTIVADE ORIGINAL • Launched mid 2000´s• Energy drink targeting 16-24 year olds• “An energy boost when you need it”• Clean-cut image (popular with sporty teens)• No.3 in the energy drink market, but in decline• Seen as not differentiated enough vs. rivals & trailing in top-of

mind awareness• Usage irregular (e.g. before/after sports, going out to meet friends)

ACTIVADE PRO • Launched 2010, focused on pro-athletes to build credibility• “The science of energy & nutrition”• Very niche following (mainly in sports not heavily targeted by either

the Powerade or Lucozade offerings)• Big in pro hockey & pro netball• Remains just 2% sales• However, this product has had a halo effect on perception of some

Activade brand attributes +30% increase in “used by sports people”• +20% increase in “has healthy, nutritious ingredients”

1. Introduction 5’

2. THoM’ster class 60’Digital Marketing as a stand alone? You’re crazy!

3. Applying for and working at THoM 15’

4. Internship at The House of Marketing 5’

Welcome to our 2nd THoM’ster class!

We are looking for (digital) Marketers

Analytical&

Creative

Down-to-earth

Discipline&

GutBusiness driven&Passionate about Marketing

Generalist

&Curious

about

specializatio

n

Master degree

Trilingual (FR/NL/EN)

Driving license

In line with THoM

values

Tech savvy

Lucas is working as a Junior Project Managerfor a retail bank

Lise is working as aJunior Brand Managerfor a FMCG brand

Laetitia is working as aBrand Managerfor a beverage company

Inge is working as aConsultant on

Marketing Automation

for a large retail bank

Maxime is working as aSocial Media Managerfor a utilities company

Niels is working as aDigital Marketer

In the automotive sector

Chloé is working as aProject Manager travel

retailfor a luxury brand

Karel is working as a

Retail Marketer

for a telco company

No two assignments are the same at The House of Marketing

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Mission statement of The House of Marketing

@ the office

Sport @ THoM

Internal trainings

Immersion camp

Teambuilding THoM - Ski

What does it look like, working at The House of Marketing

Nurturing environment Continuous development program (trainings and coaching)Challenging internal and external projects in a consulting firm

with an outstanding reputation in the marketing community Engaging and reliable colleagues

Competitive salary Company car, fuel card Laptop, comprehensive phone plan Group & hospitalization insurance 20+6 holidays

What can you expect from The House of Marketing?

STEP 3STEP 2STEP 1

From graduate to… marketing consultant?

21th of February 2016 September 2016

1. CV 2. Cover letter 3. One-page

paper

Case day! Start your career at THoM

Guidelines:

1-pager In English KPIs: Structure – Creativity – To the point – Marketing savv

Show us how passionate you are about marketing in your POV!

Want to be part of the 2017 prom?

You? You? You?

Yes!Great! Find out more about our recruitment process in our booklet

I’m not sure yet…Don’t hesitate to ask all your questions to the THoMers

1. Introduction 5’

2. THoM’ster class 60’Digital Marketing as a stand alone? You’re crazy!

3. Applying for and working at THoM 15’

4. Internship at The House of Marketing 5’

Welcome to our 2nd THoM’ster class!

The House of Marketing has the internship for you!

For a creative multitasker with a go-getter attitude

For a (digital) content freak with a soft spot for branding &

communication

For an equilibrist; in touch with his geeky analyst side as well as

with his inner storyteller

MARKETING GENIUS 2017 YEARLY MARKETING SURVEY 2017

CONTENT MARKETING, AUTOMATION & REBRANDING

For a conceptualist that enjoys a ride on the full customer journey

OMNI-CHANNEL & E-COMMERCE SERVICE LINE

From day one I got immersed in the marketing world and challenging projects! The amount of responsibility combined with

a vibrant environment where all colleagues breathe & eat marketing is very inspiring and encourages to give your best every

day. I had the chance to contribute to client projects in different sectors, co-organize a marketing event and meet lots of interesting

people.

This internship was the perfect bridge between my studies and my professional career. And lucky for me I could stick around since I

started as a Junior Consultant afterwards!

Lucas De Dycker

Why should you go for an internship according to Lucas

Interested? Go to thehouseofmarketing.be/join-us and apply

Thank you for your attention! (and now it’s time for a drink...)