Pre-order the future

Dear readers,

it's time for my next blog post. This blog gonna be about marketing agency TBWA and influencer marketing which represented trend of nowadays.
Last I week I had an oportunity to visit marketing agency TBWA which cooperate with big companies such as Nissan, Red Bull, Neste etc. Today I'd like to talk more about Red Bull and Neste. Red Bull start to build his own media strategy few years ago, in nowadays Red Bull has it's own internet tv channel, support moto race, sports man and has another activities which build the brand. Why Red Bull does it all? Because managers in Red Bull perceived few years ago as one of the first that on the market are lots of similar products as their energy drink. The drink not more than some kinds of vitamins, coffeine and sugar. The product is not what makes a diferents. The diferents is the marketing strategy, Red Bull sailes more support activity that a drink itself today. This company has it's own marketing department and the department itself works as a marketing and media agency. Red Bull is full of creative minds with open thinking and people from Red Bull tear down the walls of average and grey commercial which we can see everyday inn our lifes. If I could say you that Formula 1 monopost gonna ride up on the ski slope, I'm sure that you think of me that I'm dump and crazy. But this is the thing which people from Red Bull do and count it with that as a real project and part of their marketing strategy.

Let's begin with the trend of  brand building with company Neste. Neste is one of the biggest petrol companies in Finland. They don't do oil mining itself but buy and utilize oil products in their refinery in Finland. Neste start to make oil products from recycled oil products and follow the trend of sustainable development. They ask TBWA marketing agency with cooperation on marketing strategy supporting their idea. At the beggining Neste was sceptic to TBWA thoughts and managers of the company wasn't so much open for completely different type of marketing than the marketing which they know and used at that time. After some time TBWA people changed mind of Neste managers and the project start to begin. TBWA ask Prince Ea for cooperation. Prince Ea is "viral king" of nowadays. His videos hve milions of views. The idea is not tell people that they should buy a Neste products. The campaign teach people start to think differently. Think more about their future and teaching them enjoying the moment in presence. Clip down bellow is the one of the main content of the campaign.

Second part today gonna be about Digital Business tools. This topic was presented by Ikka Kurkela ex-lector in Laurea Otaniemi UAS. He is currently working as Business area director in Helsinki University. As I mentioned above his topic was about tools using in digital marketing. Ikka has plenty of work experinces in marketing, he was working for Stockmann, University of Tampere, JTO and few orher companies.
The presentation was divided into three parts. The first one was Digital Marketing and Growth Hacking. As you already know degital marketing is divided by medias into three parts.
- Paid media (general customers)
- Owned media (customers)
- Earned media (super fans)
 Create your content in every single social network you can and developt your digital strategy by using these channels. Imagine the digital marketing and sales funnel. It works like that.

Another tool is that you need to be visible in Google as show next photo.

As you can see in the picture in Google is 69% of content. So recommadation is use google little bit more! The second thing is that Google offers paid prioritize of your content or articals. If you paid for your visibility do it correctly. Tip how to do it right is down bellow in the picture.

Now I give you few tips how to developt your SEO - Search engine optimization essentials.
- Title
- Headlines (H1, H2, H3)
- Content  (Blog!) and time spent
- Metadata
- URL structure
- Links from other sites
Don't forget to optimize your videos and pictures as well.

All in all. Get the tools, Bouild your visibility and try the apps (if it's suitable for your type of business) 

Third part of my blog today will be influencer marketing. We are living in the age of youtubers and companies noticed that. One of the most efective to reach to young customers is use their favourites youtube chanels and youtubers to distribute products or support the brand name. More about this topic I heard from Rikka Nuutinen from Drum comminications agency. Hers speech had a title "The what, why and how of Influencer Marketing" . Drum was founded in 2006 and it's 6th biggest and according to Rikka 2nd best agency in Finland. You can find the agency in Kamppi, Helsinki.
At the begginng let show in quote what influncer marketing is. Lets follow the deffinition. "Influencer marketing is a type of marketing that focuses on using key opinion leaders to drive your brand's message to the larger market. I was talking about youtubers but influencer marketing has little bit longer history. Basicaly it starts with first TV commercial. Influncers was celebrities and actors. In nowadays influencer marketing going through changes as indicate at the beggining of this paragraph. The new celebrities become people from youtube.com. Youtubers are new "workers" of marketing. They can reach to bigger and bigger audince and this trend will grow in next few years. Most of young people are influence by youtubers in massive way. They for example excecise or eat in the way how their most popular youtubers do. On youtube are thousants of channels via companies can reach their potencial customers and they start to do that in nowadays acttualy. So what's benefits of influencer marketing?
- it reaches the right people
- brand presence in more channels with no strings attached

Let me show you few different ways to do influencer marketing.

- product seeding
- content creation
- long term sponsorship
- events



How does it work in practice?

The process is following:
- find the right influencers and contact them
- Plan the concept
- Agree on the details and price
- Implement
- Measure

At the end of this blog spot I'd like to tell few practical tips how to use influncers marketing better.

- Find your perfect match
- Listen to the influencer's ideas
- Make a clear agreement about  what you are going to get
- Think about metrics - in advance

The trend of nowadays is that influencer marketing is start to use in B2B service as well. We will see in the future how it will work.

This all for today, thank you for your reading!

Peace and love!

Jan