Digital brand activation

We connect brands with people

and people with brands.
 Chris Hudepohl
Online marketing / Brand activation
chris@limesquare.eu

@chudepohl

linkedin.com/in/chudepohl

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Brand improvement model

1. Brand development

2. Brand implementation

3. Brand activation

4. Brand maintenance

5. Brand education
 Digital brand activation
Our key goals for today
Where are we now?
Understanding the online perspective
Online VS. Offline

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2005
St. Peters Square
2013
St. Peters Square
Welcome to 2015
 For the first time in history:
Multiple waves of key technological innovations are taking place
simultaneously!
 Online marketing
Understanding the online perspective
 story content

identity

style products

(Online) Marketing

website
- blog
- video
advertising - webinars
- products
- dealers
e-mail marketing - e-commerce

Audience

customers dealers stakeholders

How many advertisements
do we see each day?
Every day we see between 3000 -
4000 marketing messages.

Source: ucsusa.org
How do we become relevant
in the digital age?

What your
What you
audience wants
want to say
to hear
 The customer journey

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 Location

3 factors

of relevancy

Message Timing

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 What can we learn from
social media?
What does our audience think of us?

What does our audience like?

How can we interact with our audience?

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 What can we learn from
online advertising?
How many people will see my ad?

Does the message in the ad work?

Does the message activate the behavior of my

audience?

What is the most effective timing of my message?

What is the location for my type of message?

What is the ROI of my message?

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 Online vs. offline metrics
Metric / Medium Offline advertising Online advertising

Audience Everyone Automotive, fashion, male / female

Impressions

Cost per 1000 impressions (CPM)

Click through rate (CTR) x

Costs per click (CPC) x

Cost per action (CPA) x

Cost per sale (CPS) x

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 A friendly attitude is
probably the most
underestimated marketing
strategy
Thank you for your attention!
We connect brands with people
and people with brands.