marketing to the world in the digital age

Marketing to the World in the Digital Age

Tuesday, May 2, 2023 CONFIDENTIAL 2

Agenda

DIGITAL STRATEGY DEVELOPMENT

DIGITAL TOOLS & TACTICS

OVERVIEW


Across all industries and verticals, statistics show that traditional marketing is broken

18%Of TV advertising

campaigns generatea positive ROI

54¢Is the average return insales for every $1 spenton outbound marketing

7%Of companies have achieved

leading edge performance with digital marketing

79%Of marketing leads are never

converted into sales due to poor lead nurturing

The old ways of marketing just aren’t working anymore, and many are ill prepared to capitalize on newer, more targeted marketing tactics

Sources: Connected Marketing (Kirby & Marsden), Turbulence for the CMO (Accenture), MarketingSherpa, MarketingProfs.com

9%Of marketers describe offline direct

marketing as providing an “excellent” ROI

11%Of emails are optimized for mobile, yet

48% of emails are opened on mobile devices first


Statistics are clearly showing increases in digital marketing spend

33%Of businesses that are planning onIntroducing a digital transformation

program, 33% already have

78%Of companies now have

dedicated Social Media teams

71%Of companies planed to increasetheir digital marketing budgets

In 2015

73%Of B2B marketers are now using

digital video in their contentMarketing strategy

The benefits of digital marketing both domestically and globally are driving this change

Sources: SmartInsights “Digital Marketing Stats: 2015, The Good, The Bad, and The Intriguing”

60%Of a marketer’s time, on average, is

dedicated to Digital Marketing

28%Of marketers have decreased their

advertising budget to spend more on digital marketing


Global connectivity is on the rise, in response digital marketing is becoming more necessary

Top 5Countries with the highest percentage of

their population purchasing online(in order):

UK, Germany, South Korea, USA, Australia

46%Of China’s 642 Million internet

users are active on Social media

37%Of 642 Million internet users in

China were using the internet to purchase products and services

In Jan 2015

#2Social Media is the 2nd most trusted

source of information (behind the press) in Brazil

Globalization and technological advancements are giving the world access to the internet

Sources: Eurostat, “Individual Internet Users,” OfCom “The Communications Market 2015,” Sampi “China’s Digital Social Mobile Trends, 2015,” Folha de S.Paulo

50%Between the age of 16 and 74 inthe EU reported ordering goods

and services over the Internet in 2015

2.2bnPeople are active on social media

accounts globally


Companies are increasingly going digital to drive more top-line growth in a global setting

Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid.

Booz Allen Hamilton Strategy& 2013, “Reimagining shopper marketing.”


In a global marketplace, traditional marketing techniques are often not practical

Face-To-Face Sales

Traditional Media Outlets

On a global scale, expenditure on flights and employee time, coupled with the cost of generating these leads make face-to-face sales extremely expensive

The cost and regulations of television, print, and radio ads in markets vary, and they are difficult to attribute a direct ROI


Given this background, what should a company that wants enter new markets do?

Maintain the status quo Leverage digital tools and channels

Continue to market using a traditional approach that will seldom work when breaking

into unchartered new markets

Develop a robust digital plan that establishes a solid and actionable foundation for your

growth objectives. Conduct research, solidify marketplace positioning, select appropriate

tactics, and chart out a detailed implementation plan


Agenda

OVERVIEW




Website

Search Engine Marketing

Website Tracking

Social Media

Online Marketplaces

3rd Party Website Advertising

Content and Design in web development

Affinity, Digital Media Buys, Remarketing &Affiliate Marketing

Paid Search, and SEO

Marketing Automation and Lead Nurturing

eBay, Amazon & Alibaba

LinkedIn and Facebook

Email

Google Analytics and LeadLander

A large number of digital channels exist to market your company to the world


Your website is your primary asset to market your company on the global stage

C:\Users\Ro\Desktop\TV\SEM.png

Most of your digital advertising channels will direct customers back to your website to

convert new business

Social Media

Brand Website

Email

3rd Party SitesSEM


In a global environment, both language and content should be adjusted for targeted countries

TribalVision US TribalVision Korea

Besides language, masthead images and video testimonials are different between TribalVision US and TribalVision Korea


Company websites need to address logistical concerns when selling directly in a new market

1. Will you ship internationally or domestically within your market?

2. What are the shipping policies/providers in your market

3. How does a return policy get factored in?

4. How will taxes effect final sale price?


Mobile Website Responsive Website

“70% of mobile searches for products or services will result in a sale in the near future.”

http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-important-for-entrepreneurs/

Statistics show that mobile design is equally important in web development


Depending on the market, OS market share should dictate where you focus design

If the market you’re entering is dominated by Android devices, time and attention needs to be spent on optimizing design for that OS

Sources:Webenza.com


Track visitors on Google Analytics to learn what part of the world they are coming from

Analyze which pages they visit, in what order, and for how long.

Analyze sources of web traffic,

including the quality of leads

they deliver.

Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration.


Ensuring your website adheres to best practices will optimize it for lead generation

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Make sure contact CTAs are clearly labeled

Leverage video on your site wherever you can

Provide forms for leads to input their information

Update it with new content on a consistent basis

Include customer testimonials to legitimize your offer

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SEO efforts can help you maintain high visibility in searches without requiring ad spend

SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results

Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google


A properly managed paid search campaign can drive global traffic to your brand

Step 1: Target the countries you would like your Paid Search campaigns to show-up on

Step 2: Set your ads to show up on your target markets browser

You will need to draft copy and keywords in your target market’s native language


Social media channels can also drive sales on a global stage

Hubspot, The Ultimate List of Marketing Statistics, ContentMarketingInstitute.com

43% of B2B and 77% of B2C companies have acquired customers from Facebook.

43% of all marketers have found a customer via LinkedIn in 2013.

83% of marketers indicate that social media is important for their business for lead generation, but the social media channel of greatest importance varies greatly depending on the audience.


LinkedIn premium accounts increase the tools at your disposal to create connections across the world

• 3 InMails per month • 15 Introductions • 300 Profiles per search• Up to 4 advanced search filters for leads

• 10 InMails per month• 25 Introductions • 500 profiles per search • Up to 4 advanced search filters for leads

• 25 InMails per month• 35 Introductions • 700 profiles per search • Up to 8 advanced search filters for leads

Business$19.95

Business Plus$49.95

Executive$99.95

A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results


LinkedIn’s powerful search tools provide opportunities to find new global contacts

Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates

Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails

Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more


LinkedIn provides advanced targeting parameters to ensure ads are delivered to your audience, globally

1. Geography (domestic and global)

2. Industry3. Number of

employees4. Job Titles and

Seniority


LinkedIn helps you generate new business through Sponsored Updates and/or Text Ads

Text Ads: Paid Ads that are static and show up on the right hand rail of LinkedIn:(Advantage = Static Placements)

Sponsored Updates: Paid ads that show up in relevant news feeds (Advantage = Dynamic Placements; Large Images)


Sponsored updates and text ads should provide a call to action back to your website


Facebook also provides opportunities to advertise in both B2B and B2C industries, globally

A new Facebook ad option allows advertisers to collect emails and other information from interested Facebook users

These ad options direct people to take actions on your website


Advertisements are presented on FB newsfeeds and right hand rails

Ad Placement: Newsfeed, Right Hand Rail


Facebook also allows brands to reach customers on their mobile app

Ad Placement: Mobile Newsfeed

Ensuring that you are visible via Facebook’s web browser and mobile

application will maximize your

reach with your intended audience


Facebook’s advanced targeting parameters allow brands to target specific audiences globally

Create & target look-a-like audiencesFacebook will use your page likes or web visitors to build a look-a-like model brands can target ads to..

Custom targetingSimilar to LinkedIn, Facebook allows provides advanced targeting.• Geography (Domestic and International)• Interests • Income Level• Age• Gender• Spoken Languages


An eBay Store allows you to directly sell your products through eBay’s interface

eBay Stores offer many benefits, including reduced final value fees, marketing tools, and the ability to create numerous customer offers and coupons to boost sales.

Customers can sign up for your newsletter, which brands can create and customize in eBay and send to targeted email marketing lists.

Sale Event Offers are a visual way to boost sales. They are displayed anywhere your listings typically appear.


Amazon.com allows you to do the same with the added benefit of handling logistics worldwide

Vendors on Amazon have the opportunity to further advertise their products within Amazon’s network through Sponsored Products keyword-targeted advertising (similar to Paid Search Ads). They will also pack and ship your products to customers for you.

You can provide your products to Amazon, they will store them in their warehouse and ship them both domestically and globally for you.


On a global scale, Alibaba is the largest online market place in the world

• Sell products to companies all over the world

• 407 million active users

• 4.3 BILLION UPS shipments worldwide from Alibaba


Free membership options are available to sellers with options to upgrade at later dates

Gold Membership Benefits

1. Higher rankings on site

2. Direct contact to buyers

3. Product showcases (maximize your product’s visibility on site)


Affinity Targeting methods

Affinity- audience with demonstrated, qualified interest in your offerings

In-market- people searching for offerings similar to yours

Look-a-like- Upload your email database and Google will build a model of your audience to target

Affinity targeting through Google Display Network will allow you to reach new audiences globally

On the campaign level, you can target by specific country, state, or city


Leverage your geographic acquisition data from Google Analytics for more strategic digital buys

Google Analytics will break down site traffic by country and cities within those countries


3rd party website ads appear as banners on popular websites across the world

Banner ads appear on thousands of websites in over 100 countries globally. They appear at either the top/bottom or right/left side of content on a website


Leverage your geographic acquisition data from Google Analytics for more strategic digital buys


Remarketing can help keep your name in front of buyers across the globe who’ve visited your site

Visit to NYT.com as a non-subscriber

Remarketing ad served that encourages subscription


Create remarketing campaigns to target past visitors

Within Google Analytics, under Admin, you have the ability to

create Remarketing lists.

Or you can target these audiences directly from your

AdWords account.

Either option will slightly change the cookie left on visitors’ computers. Once in place, this code will allow you to target these past visitors with specific AdWords campaigns.

You won’t pay any extra – it will operate just like any Ad group.


Using all three of these methods together builds a digital funnel designed to prospect and convert global leads

Utilize Google’s intelligence to find new prospects to visit your website

Buy ad space wherever your audience consumes industry news

Affinity Display - GDN

Digital Media Buys – News Outlets

Remarket your message to website visitors to increase your customer base

Remarketing – AdRoll or Criteo

Your Target Audience

Audience members that come to your website

Potential Customers

Conversion

PROSPECTS

VISITORS

LEADS

Purchasers


Affiliate marketing is a more straight forward way of advertising on 3rd party websites

A company looking to place ads online in order to sell product will look for the

right publisher(s) based off demographics and page

visits

An organization that owns ad space on popular retail

websites will explain demographic and page visits in order to receive

advertisers

A published ad will be clicked on by a consumer, and if they purchase, commissions will

be paid to publisher by advertiser


Commission Junction is a globally operated network that connects advertisers and publishers

Commission Junction operates globally and serves a variety of sectors in both B2B and B2C marketplaces


Advertisers can select publishers to work with based on many factors including geography

Rate Publishers On:1. Geography2. Total website

sessions3. Conversion Rates4. Positioning 5. Branding6. Ad Placement7. Forecasted revenue


Your Target Audience

Audience members that come to your website

Potential Customers

Conversion

PROSPECTS

VISITORS

LEADS

Purchasers

Affiliate marketing coupled with remarketing tactics is another way to create a global funnel

A straightforward 3rd party web marketing tactic that is designed to drive prospects all the way through conversion

Affiliate Marketing - CJA

If you have remarketing enabled, you will continue to reach people who have visited your site from Affiliate Marketing 3rd party websites

Remarketing – AdRoll or Criteo


Brands should leverage tools to get them on 3rd party websites

Easy to use, CPC model, and powerful affinity, in-market, and look-a-like targeting

CPM model and the largest ad exchange network. Useful for remarketing on websites

and Facebook

Ad exchange that is located in Boston and offers superior customer service as well as a CPC

model

One of the worlds largest affiliate marketing networks serving a variety of industries


Using lead gen partners can enhance your email marketing outreach both domestically and globally

A B2B lead information provider that operates on a global scale with over 42 Million contacts

Global database with over 80 Million companies stored in their directory

Intelligence tool used to gather contact information from LinkedIn and other internet

sources

The regulations around emailing to a list of acquired leads varies from country to country


Coupling Lead Generation Partners with an automated drip campaign will help nurture your global leads to conversion

A Drip Campaign is a series of automated emails that get delivered based off of previous

engagement or some other pre-defined action.

They are designed to nurture leads until they are ready to purchase. They do this by providing value-

adds and compelling content in each email delivered to the recipient.


Below is an example drip template that sheds light on how drip campaigns work

Timeline: 2 hours after action

Purpose: Introduction

Content: Introduce Brand

Timeline: 2 Days after open

Purpose: Provide additional information

Content: Key Differentiators X, Y & Z

Timeline: 3 Days after open

Purpose: Provide a more direct CTA

Content: Opportunity to contact sales

Action

Email 1 Email 2 Email 3

If opened

If opened

How leads enter the

drip

First touchpoint

Action required for

next touchpoint

Second touchpoint

Action required for

next touchpoint

Third touchpoint

Lead takes action on your website, or marketer manually sends leads

to a predefined list

Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content


Brands can employ tools to help them set-up drip campaigns for their outreach

A very powerful Marketing Automation platform with advanced tracking, better for industries with a large amount of contacts

Also a very powerful Marketing Automation platform with advanced tracking, pricing is more flexible

A email marketing platform used for direct blasts, and can be leveraged for more manual lead nurturing

An email marketing platform that has some automation services available. Great for companies with a smaller amount of contacts


Tools like LeadLander can be leveraged to collect more specific intelligence on your site visitors

Identify businesses and individuals that have been on your website

Understand how specific individuals and companies are getting to your website to help identify your most successful channels

Track each individuals flow through your website and identify what pages they visited and links they clicked on

Integrates with many CRMs for an automatic upload to Sales Team dashboards


LeadLander is easy to use and provides accessible dashboards for your sales teams


Agenda

OVERVIEW




Developing a digital plan can be broken down into six steps

Research1

Messaging & Positioning2

Tactical Deep Dive3

Asset Development4

Metrics Dashboard5

Tactical Implementation 6


Step 1: Execute in-depth research to direct your digital strategy

Detailed audit and discovery

In-depth strategic market research

Conduct an in-depth discovery of your business. Talk to internal employees, key stakeholders, current customers and past customers. Deep dive into past and current marketing campaigns, analyze your existing assets and identify your core competencies for entering specific global markets.

Audit key players and competitors in your industry and targeted market. identify opportunities and threats along with key points of differentiation. Understand your competitors market share within your target market

Competitor research

Gather and process secondary data from free and paid industry research reports and online research to develop a clear understanding of market segments, partnership opportunities and market sizing of various global markets.

Rigorous research enables you to have a much clearer understanding of your market positioning and the short and long-term opportunities that you find most attractive to pursue.


Step 2: Define your messaging and positioning based on your market research

Market Research

Competitive Advantage 1 Competitive Advantage 2 Competitive Advantage 3

Upon the completion of research, arrive at a value proposition that defines the primary reason(s) why a customer should buy from you.

Value Proposition


Segment your message by market or audience

Messaging created for specific audiences can be featured in group-specific assets, such as websites, emails, and digital marketing campaigns

Segmented messaging will appeal to different types of prospects.

Audience in Market B (US)Audience in Market A (China)

Specific messaging for Market BSpecific messaging for Market A


Step 3: Identify and narrow the list of marketing channels you will pursue upfront

Once you’ve defined the message and value of your product, you will need to outline how you will communicate this using different marketing tactics, and how you will distribute your product over multiple channels across targeted markets.

Deep dive into a comprehensive list of marketing channels you could implement.

Explore strategic partnerships to achieve online and global scale.

Don’t forget about exploring online properties, not just tactics or partnerships

Google Ads, SEO, Email, Social Media, Paid Search, Online

Display, Digital Content Marketing

Amazon, eBay, Alibaba

Omni-brand vs. multi-brand, affiliate vs.

direct


Make sure that you define specific goals for each of your channels and partnerships

Website Optimization

Social Media Marketing

Online Display

Tactics How will Company X increase leads?

- Content production & sharing- Search Engine Optimization

- Profiles optimization- Platform advertisements

- Remarketing - Affinity and in-market targeting

What’s in it for Company X ?

- Higher web traffic- More relevant web traffic

- Company X brand boost- Automated lead generation

- Stay top-of-mind with customers- Increase brand awarness

Paid Search- Develop targeted campaigns- Optimize spend for best results

- Increase high-quality traffic to your website

Amazon, Alibaba, eBay

- Strategic partnership- Access to global space

- Increase in sales both in domestic and global markets

By setting goals per channel, you will be able to track and benchmark your success while staying on track (as other marketing opportunities will inevitably come up).


Step 4: Develop assets with your new message to support your marketing channels

Website & Messaging

Improving design and incorporating new messaging to transform your company’s current site into a dynamic platform for fresh content and a lead generation tool

Videos Leverage client testimonial and overview videos to strengthen relevancy and prospect conversion

Case studies & white papers Build out white papers and case studies to position your company as a thought leader

Email Templates

Sales pitch decks Design and build out modular sales deck within each of your targeted markets and their related audiences

LinkedIn

Build out custom email templates to strengthen e-newsletter credibility and any client touch point

Build out LinkedIn company page with associated service offerings and company information


High quality, specific assets will be needed as a foundation for each channel


You can’t always judge the ROI of your assets, but that shouldn’t stop you from investing

59% According to Forbes, 59% of executives would rather watch video than read text

69% According to Cisco, Internet video traffic will comprise 69% of all global consumer Internet traffic in 2017

1200% Videos are shared 1,200% more times than links and text combined (Orion 21 Reports)

Videos may be some of your most expensive assets, but they drive engagement and are quickly becoming one of the most important marketing tools.


Step 5: Develop key metrics to track and measure the impact of your marketing initiatives

# of Marketing Generated Leads from SEO

Number of conversions by Global Market

Ecommerce Conversion Rate

# of Generated Leads from Social Media

Email open rates

Click through rates Percentage of people who clicked links on your emails

Percentage of contacts that opened your email content

Number of leads acquired from your social media profiles

Number of transactions over the number of visitors on your online store

Number of conversions from various global markets

Number of acquired leads generated from organic website traffic

Without KPI’s that are set ahead of time and continuously monitored, marketing campaigns will fall short.

KPI Description


Step 6: Create a detailed implementation plan to ensure execution takes place

Without setting a detailed timeline for your growth plan, you may have grand ideas that are never implemented.


Creating a unified marketing calendar for your team will help ensure proper project management

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28 29 30 1 2 3 4

EXAMPLE – June 2015

Product Feature Email

= Email= Event= Social Media

Networking Event

Calendars were developed for all major marketing activities to tie

activities to deadlines and launch dates,

ensure the organization is on the same page for all lead

generation projects

TBT

Product Feature Email

TBT

TBT

TBT Networking EventFacebook post

Facebook post

Thank You