Digital Marketing Plan Final Presentation

Who are we? Gateway is a boutique market research agency that integrates eye tracking with traditional quantitative and qualitative research methods (interviews & surveys)

Our mission is to transform the market research industry by providing innovative, evidence-based and real world research.

Elevator Pitch: “For marketers looking to get a better understanding of their customers in the real world, Gateway Research has the technology and expertise to help you accurately capture and analyze where your customers are looking and how they interact with your products or service. We have a team of experienced consultants using proprietary methods to integrate eye tracking, behaviours and traditional techniques to help you identify unique opportunities for improving overall customer experience.”

The Gateway Brand

Authentic

Passionate Sophisticated

Innovative

Cutting Edge

Customer Empathy Map

Think & Feel?

•  Need to keep internal stakeholders happy and well-informed about the latest research studies

•  Wants to optimize use of research budget •  Want to make an impact on the business

See?

•  Openess to embrace new research methods but prefer to stick to what they know. They just need someone to initiate and take lead of such projects.

Hear? •  Big data, reliable insights •  Benchmarking is the way of the future

Say & Do?

•  Constantly looking out for new ways of research that could make a big impact on business decision making

•  Strong advocate for new technology /research techniques

Pains

•  Frustrated in having to compromise the integrity of the study to fit internal hypotheses of how things ‘should be’

•  Obstacles include lack of budget

Gains

•  Present at marketing conferences with their finding to external stakeholders

•  Elevated internal profile as eye tracking experts •  Success is measured by how well the research

idea / result is received by peers and seniors

David, Shopper Insights Manager 35 years old, tech savvy, likes to be seen as a progressive leader who is open to exploring new technologies to generate leading insights that can impact decision making

Customer Personas They say/ask

“I want to test and measure pack design A vs. B to see which is more effective at influencing purchase”

“What POS are most effective at driving shoppers to purchase in-store?”

“Is my website ad banner getting looked at properly? Is it optimally placed on the website?”

“I want to integrate live eye tracking playback as part of the in-depth interview with participants”

Customers are

Marketing, Research and Insights teams looking for research findings to inform business decision making:

�  Marketing Managers

�  Research & Insights Managers

�  Business Owners

�  Research Partners (with their own clients)

What this means

Clients are looking beyond traditional qualitative and quantitative research for answers

Clients are looking for eye tracking expertise – being a niche area of market research that is still relatively new

Clients want to see real world evidence-based insights that will help inform decision making e.g. redesign website, choosing design concept B for product launch.

Clients wants the ‘wow’ factor and the hard evidence to validate the participant’s self reports of their own attitudes and behaviours.

Customer Journey Need (existing/

created) Information

Search Evaluate & Compare Decision Purchase Post-Purchase

Touch Points

Website, email, blogging, social media (LinkedIn)

Google Ads, SEO, Social

Search, Word of Mouth

Call or website Call, email or website Call, email Call, email or

website

Needs, Goals,

Thinking

Improve customer experience,

product / website design, support

sales / marketing initiatives

I want to compare

offerings from different agencies

I want to get the best valued

research possible with

my set budget

I will choose you over another research agency

I need status updates on

reporting

I need clarification on reporting

Your Solution

Run email campaigns to reach

out to existing customers; curate third party content

to pique interest from prospects

SEM, ad copy, thought

leadership pieces for content

distribution

FAQs, tables, white papers,

emails and inquiry forms

Call to discuss Call, email Follow up email/call, feedback

form

Business Website Objective �  Brand Awareness

Build awareness of the Gateway brand, the type of service we provide and how we can help customers achieve their particular research needs

�  Thought Leadership Maintain online presence and establish ourselves as the eye tracking experts in the market research industry

�  Lead Generation Allow customers to easily get in touch via our website, discuss research scope and obtain a quote for service

Channels What are the digital channels most relevant for Gateway:

Channel Why?

Website (SEO / Design) Online presence Testimonials / credentials Lead generation

Paid Search (SEM) Brand awareness Lead generation

LinkedIn (Social Media) Thought leadership Brand awareness Referral networks / lead generation

Email Marketing Customer engagement / retention Targeted B2B content marketing

Key Channel

KPIs, Strategies & Tactics Generate 10 new

leads per month via website

Quality website content, improve paid and organic

search ranking results, link building

Improve website content & design to

improve SEO ranking, Use targeted

keywords for SEM campaigns

Lower website bounce rate from 89% to 60%

Clear messaging, relevant content,

strong call to action

Improve website design, extend

website, use targeted keywords for SEM

campaigns to maintain relevancy

Grow LinkedIn followers to 100+ by

FY2015

Maintain strong social media presence on

LinkedIn

Generate primary content e.g. blogging.

Source third party content to maintain

presence on LinkedIn feeds. Like/comment on other LinkedIn user

posts

Grow email list by 20% by FY2015

Consistency, make sign up easy, regular

special offers, quality content

Drive traffic to website through SEO/SEM/

LinkedIn, make sign up easy, make compelling

offers to encourage sign up

Content Strategy Blogging Bite sized shareable content to generate interests in eye tracking

Case studies Showcase studies we’ve done in the past to prove our capabilities White papers Help readers understand the value of eye tracking and behavioural research in a variety of business context

Curating third party content E.g. The Conversation – eye tracking study conducted by established institutions like universities

How will sharing be encouraged? Use of social sharing icons (LinkedIn, Email etc.) Email referral programs – discount offer on the next study piece

Testing Efforts �  Website (SEO / Design / Content)

Extend current website, expand sitemap for better search rankings

Multivariate testing (tweak design and content)

�  Paid Search (SEM) Test / optimize keywords (use keyword planner)

Test multiple ad copies

�  LinkedIn (Social Media) Google Analytics source traffic tracking

Test the effectiveness of distributing various content on LinkedIn

�  Email Marketing A/B testing of subject line / content type & copy / customer segmentation / time of day / frequency

Questions?