driving offline footfall through online marketing – matt phelan & rachel kneen

@4PsMarketing #4PsEDGE@MatthewPhelan & @Rachel_4Ps

Hello

Matthew Phelan Director & Co-Founder @ 4Ps Marketing@Matthewphelan

Rachel Kneen Campaign Marketing Manager @ 4Ps Marketing@Rachel_4Ps

Driving footfall through digital marketing

Agenda

Background

The Problem

Integration

The Solution

Background

Trackable + Engaging

2013 will be the year when Digital Marketing starts to lose the Digital

bit

Shift in Consumer Behaviour + Trends

The Problem

Digital Budgets

The Current Situation Internal Integration

Integration | Offline & Online

Content

It All Begins With Content

• Create a Campaign | Create a Story

Bringing Offline Online

In-Store Branding | Consumer Experience

Advertising

• Billboard Advertising • PPC Advertising• Display Advertising

Email Marketing

A recent study showed that 27% of email is now opened on a mobile device, so companies need to make sure they are taking advantage of this fact.

TV Advertising & Video

Search Behaviour | SEO Year-on-year search activity has increased by 18% with over 400 million more visits going to search engines in January 2013 than in January 2012.

‘Print’ | Online & Offline

Social Media

Facebook reported that 680m users logged on from a mobile device in December 2012, a 57% increase on an annual basis.

Pinterest

Pinterest represents 17.4% of social media revenue for e-commerce sites

PR

So What Do We Do?

One Objective

Content Strategy

The 4Ps of Personalisation

• Privacy

• Physical

• Predictive

• Proactive

Source; Ashley Friedlein

Summary

The Marketing Shift

• Online Marketing became brilliant because it was trackable.

• It’s now NOT about who can shout the loudest • It’s now about who can educate their audience

about their products and services • Using marketing channels to consistently engage

and re-engage• It’s about talking to your customers and prospects

in the way they want to be talked to; in the right way, at the right time, with the right message.

“End of the digital beginning as companies reshape and retool for life in the new normal“

(PWC outlook for 2013-2016)

Final thought

Any Questions?

@4PsMarketing #4PsEDGE@Matthewphelan & @Rachel_4Ps

Appendix

• http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/12/retail-technology-brands-ready

• http://googleretail.blogspot.co.uk/2012/10/ushering-in-first-nonline-holiday.html

• http://www.powerretail.com.au/multichannel/how-wearable-technology-will-revolutionise-multichannel-retail-analytics/

• http://econsultancy.com/uk/blog/62140-10-interesting-digital-marketing-stats-we-ve-seen-this-week-35

• http://www.pwc.com/gx/en/global-entertainment-media-outlook/index.jhtml