digital tactics workshop belfast17 11-14
TRANSCRIPT
Ensuring success through Online marketing
We need to understand the forces driving change
Research Online and Purchase Offline (ROPO)
Many Implications ...
●
●
●
B2B B2C●●●
●
●
●
●●●●
●
●
We will talk about B2C to B2B and everything in between.
…
Source:IMRG CapGemini e-Retail sales Index
€
€
€
You like it ladies!I bought it from A&F online lol!
So big opportunity but...It aint easy
Poor quality Content
Looking to make a connection is hard ...
…
Is now..
Buying decisions are taking………………………longer
These self- empowered buyers are often near …..
Before we find out…
Meet The Millennials
Digital Disruption Driven By MillennialsMillennials are early adopters of new concepts!
Consumer buying habits are changing
Founded 2009 (Value 17BN USD) Founded 2008 (10BN USD)
Bottom Line
Right touching is
A multi-Channel communication channel
Customised for Individual Prospects and customersAcross a defined customer lifecycle Which…..Delivers the Right MessageFeaturing the Right Value Propositionwith the Right ToneAt the Right TimeWith the Right Frequency and IntervalUsing the Right Media/Communication channelsTo achieve….Right Balance of Value between both parties
No problem!
………
Think about how the mindset,logic and principles can be applied in your own organisational context.
Optimise and Build your Marketing around the Zero Moments of Truth
Moments of TruthT●
●
●
●
Why...Because our message must be….
Key answers we need to find out ...
Ideal
What problem(s) do you solve ?
Do you know your customers buying journey ?
What information are the looking for?
..
What do our existing customers think of us…?
This is critical Summary ...
●●●●
●●●
Do you have a competitive advantage thats relevant ?
●●●●●●●●●●
What’s your value proposition?
Why do we need an Online value proposition?
● Being good is a given,with time short new visitors outstanding is the aim.A strong Online value proposition converts visitors!
● Its distinguishes a website from that of its competitors (core web design objective) Zero Moment of Truth.
● Helps provide a focus to marketing efforts------ to be clear about the purpose of the site.Why are you driving people to the website.
● It can provide a uniform message for all marketing collateral online and offline.
● It can echo the wider propositions of the company or its products.
Don’t make me think
2.Objectives: Where do we want to be?6 months,1 year,3 years from now!
(e.g buy something or fill a form)
Micro Conversions
Macro
Micro Conversions
Here
Top Level Objectives...eg1. Sell Products Increase Online Sales by 50%(£50,0000) over 12 months
30% of Total sales from Online in 24 months
2.Lead Generation Increase conversion/downloads by 10% Increase number of qualified sales leads by 20 per month
3.Brand Awareness Grow reach metrics by 20% YOY (web traffic,likes ,shares) Rework and improve online value proposition Increase dwell time duration on site/pages by 20%
A marketer is like a chef in a kitchen --- a mixer of ingredients Bartels (1963)
•
• If not drop the strategy!
•
●
●
●
●
●
Strong Strategy and Good Tactics
●●●●●●●●●●
is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that it’s made up of many pieces. Pieces that should not stand on their own,but when put together, make total sense.
:
●●●●●
●●●●●●
●●●●●●
Metrics for Tactics
ACTION
Digital Real Estate
Overview
Your Content should serve the buyer journey..
Right Message
Right Person
Right Time Success
Content powers everything!
…
Search is the Most Important Influence in the ZMOT (B2C)
Social Sharing
This is first priority ...Optimise for conversions
Leads are a product of..
L = (A&P)
A= Target audience P = Problems that your products/services resolve for them.
…
How do you get them to convert when they land…?
O x ( I x E x C ) 2R
● O= Offer● I = Does it Interest them?● E = Is it Easy to access ● C = Are you Credible? (Do they trust you)● Then weighed against. How much Risk they perceive in accepting your
offer? ie Are you going to spam them
Have you a lead magnet and CTA!
Human Machine
Nurture The Lead
When do you make the call?
Role of Social Media In Digital
Brands are either part of the conversation or they’re not and as a result,they’re either part of the decision making cycle or they’re absent from the heart, mind and actions of the connected customer.
Solis 2011
Shah & Halligan 2009
We can now measure everything
…
Proactive Prospecting...
LinkedIn user base
4 components of Proactive prospecting
1. Listen and Learn 2. Research and Relate3. Engage and Impress4. Collaborate and Close
Marketing Platforms
Marketing Platforms
Marketing Platforms
Marketing Platforms
Quick Recap
