Blogpost Members- Day 2nd July 2019

04 July 2019

On Tuesday 2nd July, Dagora Innovation Hub, Manno, Ticino hosted the Netcomm Suisse members day. This was the 4th in our series of 10 and would like to thank Peter Bornholdt, Senior Digital Marketing Manager, Timberland for his presentation on Digital Marketing, for sharing with our members, your knowledge and experience working across brands in the VF Group. We also had a presentation on Influencer Marketing by Mira Zawrzykraj, Senior Consultant & Head of Fashion, PRFACT. Our key takeaway from her session being to have a solid strategy and always include the plan within the overall communications strategy.

 

The afternoon session kicked off with our President Carlo Terreni welcoming our speakers and guests to the Dagora Innovation Hub. Carlo explaining this series of members-only events, a new initiative for 2019, as the association is committed to creating opportunities for our members to hear from brands sharing knowledge and experiences.

 

Our first Speaker, Peter Bornholdt presented “Digital Marketing” how Timberland’s eCommerce and Digital teams collaborate to deliver results, using a digital media mix of SEO, Paid Search, Social Media, Display, email and Affiliate marketing.

“You should always make sure that your SEO is optimised ensuring you rank highly on both Google and Bing. Know your audience - understand how they search for your products and invest in search, including your own brand name. You would be surprised at the number of consumers’ who are using Bing, thinking it’s Google!”  

 

The 3 channels that deliver the best ROI for Timberland are SEO, Search and email, not forgetting the importance of retargeting.  Interesting conversation around this topic was enjoyed as we dived into more examples with shared experiences.

"A mistake often made is to measure success against only ROI and not pay attention to how you are attributing revenue to your marketing channels.”

 

Mira Zawrzyraj, Senior Consultant & Head of Fashion presented “Influencer Marketing” highlighting the do’s and don’t’s when choosing whether to use an influencer; How best to use influencers in the B2B sector and questioned can they be as effective as an influencer doing B2C? Mira explained “Develop your strategy, understand your audience and know where they are. Use the data you have available to successfully identify and select the right channels. Be it Instagram, Facebook for B2B business, LinkedIn or bloggers. Never forgetting to give the influencers the freedom to create the own content”.

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