Digital Marketing Specialist
Acquisio’s EMEA & Asia
Laurent is the Digital Marketing Specialist leading Acquisio’s EMEA & Asia team, delivering support and strategic guidance about the company’s performance media platform. Boninfante was previously Director of New Business and Strategic Accounts for Kenshoo Europe, Head of Search for OMD Digital UK and Head of Account Management at 24/7 RealMedia UK.
Search Marketing Manager, International
Head up the search marketing program at Hilton Worldwide, leading the International strategy, managing various projects and driving all search revenue into over 300 International hotels across EMEA and Asia Pacific. Prior to Hilton, James headed up the global search marketing program at British Airways.
Hilton face many ongoing challenges. With Forward 3D (PPC), Acquisio (Action Layer) and DC Storm (Data Intelligence), Hilton now have a “360” control of any online campaign in any language.
Without context, data is useless (quote from Shari Thurow). Connecting the data between all agencies real intelligence can be seen from all campaigns. DC Storm aggregates this data to something more digestible. Forward 3D then use this aggregated data into their PPC campaign management.
No single platform meets your requirement so ensure you don’t inflate costs too much. The data that matters to you is disconnected. Thorough standard platforms and services, you reached a Productivity Plateau preventing further growth.
To do the 10% that adds value to your business, you need the 90% that doesn’t.
The reward is great though. Make sure you have a perfect business fit with any partner. Build a strong foundation with robust infrastructures and ensure you keep strong relationships.
Social Media Lead for EMEA
Margo Smale is the social media lead for EMEA Commercial at Dell. She is responsible for strategy and building presence in social media for Dell in EMEA. Margo works closely with both teams and individuals to incorporate social for listening and connecting with customers. Whether it’s events, product launches or announcements, she ensures social media is part of the mix to build Dell’s online presence. She has introduced such programmes as Social Subject Matter Experts and #DellLove in EMEA.
The key of Dell’s ethos is to have the most engaging, honest and direct conversations with customers and stakeholders. Dell is often quoted about their social media activity but essentially it can be applied for all businesses. Get people to believe in your company.
Back in 2006 Michael Dell asked how Dell could get to interact more with technical bloggers – and started from there. Dell were the first big brand using Google+ for specific campaigns including Google Hangouts.
Listen, Engage and Act.
Dell has 25,000 mentions on Twitter per day, and that’s just the English language. There’s a dedicated team of people who help to manage this. People such as Ondrej Bacina only interacts with enterprise consumers in the Czech Republic and really stick to their brand principles. They even opened up a SMaC University:
The questions for your company are:
What do you want your employees to do?
Where is your organisation in terms of social media reach?
Ajit Sivadasan, Global head of Lenovo.com
Marketing’s biggest challenge is “showing me the money”.
Unstructured data is driving a significant portion of the overall data. It requires sophisticated and clever data analysts. Real-time decision making is the ultimate goal. Data is central to each and every interaction and will drive higher accountability and efficiency – but why is this important for brands?
Ajit thinks brands are really in trouble as the Internet is changing the way brands interact with consumers. 73% of people could live without brands and there’s no real loyalty as 92% of people said they wouldn’t really miss a brand if it disappeared. The demographic of people based on a survey found that 46% of people use their smartphones to check prices online whilst still in a shop.
Lenovo’s approach involves leveraging of data to drive higher accountablity (and is extremely difficult). This includes all of the following:
- Explicit Segmentation
- Implicit segmentation
- All Digital
- Crowd Sourcing, failure rate analysis, supply chain optimisation
Predictive segmentation is also going to become more important. Build a predictive model based on demographics. Only give an offer to someone who needs it and rely on brand presence for the rest of the demographic. Using someone such as Ashton Kutcher to design a Lenovo device really helps to connect with people who are in the majority of people who just need brand recognition. But even now, analytical data is at the forefront of our lives, so much so that Hollywood movies are being made at a faster pace, such as this one starring Johnny Depp:
So, data is central to everything we’re doing. No argument. Not all data is useful. Marketing that is digital/mobile/social drives measurability. You need to change the culture of your organisation and it’s hard for people to understand. Companies have to change on all levels, not just some team in a corner. Marketers in future will drive measureable creativity (C).
That’s my story and I’m sticking to it :)
Paul Daniel Tholen
Social Media Manager
Paul Tholen heads up social media for Heineken Netherlands. This consists of both strategic and tactical planning on how to build up (and maintain!) an effective social/digital presence for HNL’s beer and cider brands. Paul’s mission is to make all marketing communication better through the learnings that social media generate. Prior to his work at Heineken, Paul worked for Oxyme, an online research company that generates actionable insights from social media.
Heineken make a LOT of content. Some work, some doesn’t. Event-based content works great for them, such as Holland Heineken House sent to Sochi:
Holland Heineken House Spin Awards submission from Boomerang Create on Vimeo.
As well as this, using time-limited content can also work wonders for a brand such as this ad for 11/11/11:
The question is how do you become a “Power Brand”? Content isn’t the only thing you can produce to do this. Attention to the consumer, understanding how to be clever to interact with people, stop disrupting and start enriching regardless of medium. What makes content great? Stop using the term “brand values” as this is confusing. Instead, define a Brand Promise which is more bout the substance of the produced content. Make sure it’s:
Content that travels proves the brand role and therefore will help you to become a power brand.
Chris Schaumann, Nokia, VP of Digital Marketing & CRM
All Media will be Digital. On any given day, you’re shown 5,000 ads. Global device sales have a huge increase and has been year-on-year since 2009. Now, you have to think about a “digital first” campaign which has taken too long to happen. Now we’re at the stage of mobile-first. Rich mobile ads are now becoming popular and is great for mobile-first marketing. Microsoft was the first large brand who took a mobile-first design, with Nokia following shortly after.
There are huge video ad opportunities. TV has 25% ad-time, but Internet has 1.5% which is great still, as it’s a good way to get a PPC campaign in order to provide lower cost but higher converting ads in rich media. This is also changing the way video ads are delivered to the consumer and growth over 2 years on video ads has doubled year-on-year.
The way people consume media has evolved and interesting thing is that social networks provide news to you rather than you looking for it. Nokia actually received the most retweets by a brand (40k+) due to a tongue-in-cheek tweet to Apple:
Our challenge is that the way we ingest data is ever-changing and makes it harder not just for marketers but for society in general. TThe winners of the 21st century aren’t going to be people who read and write but instead who learn. So how does a company get more into digital? Nokia created a program to help their team focus, and use data which is now the “new oil”. Create a KPI framework and use data to back it up and be able to use it to your advantage in your next campaign.
More info can be found on Chris’ blog.