KEDGE Inbound Marketing Session 4 PDF

Bienvenue ! Marketing digital Session 4 : Inbound Marketing Axel Partouche Chapter 1 Context Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context 1 New consumer needs...

Bienvenue ! Marketing digital Session 4 : Inbound Marketing Axel Partouche Chapter 1 Context Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context 1 New consumer needs and behaviors Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context From Outbound Marketing to Inbound Marketing Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context 2 Definitions Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context Definition of Inbound Marketing Inbound marketing is a set of techniques consisting of attracting qualified visitors, generating leads, converting them into customers of your solution and building their loyalty Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context Definition of Content Marketing Content marketing is a marketing technique consisting of creating and sharing relevant media content aimed at a previously defined target audience in order to attract and retain customers. Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context 3 Key figures and status report Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context On the consumer side 84 % Internet users trust information found on professional blogs 78 % Consumers find that companies that produce content for them are sincerely trying to build a good relationship 61 % of consumers have already purchased after reading a blog post Source : Not Another State of Marketing Report by HubSpot, 2020 ; SEMrush, 2020 ; Meaningful Brands, 2020 ; Plezi ; Dolist ; Idea Agency Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context On the Marketers side 92 % of companies that use inbound see an increase in traffic and lead generation rate 78 % claim that email personalization has contributed to increased performance 65 % companies publish 2 articles / month Source : Not Another State of Marketing Report by HubSpot, 2020 ; SEMrush, 2020 ; Meaningful Brands, 2020 ; Plezi ; Dolist ; Idea Agency Axel Partouche Session 4 : Inbound Marketing Chapter 1 : Context Results obtained for companies + 220 % of prospects on average 26 % increased traffic Source : Not Another State of Marketing Report by HubSpot, 2020 ; SEMrush, 2020 ; Meaningful Brands, 2020 ; Plezi ; Dolist ; Idea Agency Axel Partouche  Chapter 2 Successful examples Axel Partouche Session 4 : Inbound Marketing Chapter 2 : Successful examples Doctisimo, from forum to blog « health reference for the French » Every month, nearly 15 million users arrive on this site and 140 million pages are viewed. Axel Partouche Session 4 : Inbound Marketing Chapter 2 : Successful examples Doctissimo’s new strategy - The establishment in September 2020 of a committee of experts, composed of around thirty doctors and patients. Objective: to offer sourced content on many pathologies - New graphic charter and new logo in 2020: the site offers clearer navigation to Internet users by providing positive medical information. - Positioning: Doctissimo aims to be the key health partner of the French by providing them with precise and easy-to-find information, particularly on mobile. Axel Partouche Séance 4 : Inbound Marketing Chapitre 1 : Le contexte Axel Partouche Session 4 : Inbound Marketing Chapter 2 : Successful examples Axel Partouche Session 4 : Inbound Marketing Chapter 2 : Successful examples Axel Partouche Chapter 3 Strategy Axel Partouche Session 4 : Inbound Marketing Chapter 3 : Strategy A) Global Strategy (Inbound Marketing) - Where will I communicate? - When (frequency)? - On what themes? - With what media/formats? - What will be the different buyer journeys and possible global conversion processes? Axel Partouche Session 4 : Inbound Marketing Chapter 3 : Strategy B) Specific Strategy for Content Marketing - The tone - The length - The depth - The format (video, articles etc) - Where to communicate? - Importance of the feeling of belonging >>> draw from it an editorial line that can be applied in omnichannel Axel Partouche  Chapter 4 To go further Axel Partouche Session 4 : Inbound Marketing Chapter 4 : To go further Marketing automation, nurturing, lead scoring Axel Partouche