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DIGITAL MARKETING

Digital marketing The process

Goals & Objectives

Target Audience

Touch Points

Content Marketing

Conversing & Engaging

Team Commitment

Measure & Tweak

1.


DIGITAL MARKETING

STEP 1: Setting Goals & Objectives

These may include

Building your company Brand

• Expose the brand to new prospects

• By Reputation Management including increasing

positive brand mentions and reducing negative

mentions; but interactingwith all, irrespective

• Increasing WOM by sharing and guest reviews

• Increase engagement with the brand

• Increase reach as a ‘go to expert’ with thought

leadership

Digital Marketing Strategy


DIGITAL MARKETING


Increasing your Market Share

• By increasing bookings

• By increasing basket of prospects and leads

• By re-targeting your existing client base and

building loyalty i.e. selling on other products and

services



DIGITAL MARKETING


Gathering market information

• Improve knowledge of both prospects and

clients – cold calling is thankfully a thing of

the past!

• Improve Competitor knowledge

• Industry information including technology, guest

expectations & management

trends



DIGITAL MARKETING


Improved Return on Investment and business

efficiency

• Attract top talent to your business

• Improve internal communications and company

morale



DIGITAL MARKETING

Digital marketing The process Goals &

Objectives

Target Audience

Touch Points

Content Marketing


Team Commitment

Measure & Tweak 2.


DIGITAL MARKETING

STEP 2:Define Target

Markets


Age Group 18-24; 25-34; 35-44; 45-54; 55-64; 65+

Gender Male or remale

Geo Location Country & Town

B2C Marital StatusYoung single; Newly-wed; Full nest; Empty nest; Solitary

B2C Education Secondary; Tertiary; Post-Grad

OccupationMiddle; Management; Executive; Entrepreneur

B2B Type of Company Industry segment

Usage New, Light, Medium, Heavy

B2C Interests Sports; Hobbies

B2C Device PC; Tablet; Mobile

Benefits StatementsLocation; Purpose; Service Levels; Facilities; Pricing

Needs & WantsPrice, Quality, Service, Partnership

Preferred Quality Top-end; Middle; Budget

Booking Channel Direct, 3rd party; Online, Offline

Competitive Opportunity Strong or Weak


DIGITAL MARKETING

Digital marketing The process Goals & Objectives

Target Audience

Touch Points

Content Marketing


Team Commitment

Measure & Tweak

3.


DIGITAL MARKETING

STEP 3: Touch Points

Connection between Audience & your Services

• Online / Mobile Website

Blog

Social Media

Newsletters

AdvertisingNote:

Integrate Online and Offline for truly MODERN MARKETING



DIGITAL MARKETING


Goals & Objectives

Target Audience

Touch Points

Content Marketing


Team Commitmen

t

Measure & Tweak

4.


DIGITAL MARKETING

STEP 4: Content Marketing

BrandingConsistent and professional Branding across all platforms

Define USP

YOUR TAGLINE

Buyer readiness & The 5 Stages of Buying

Content is about “Telling Your Story”



DIGITAL MARKETING


DIGITAL MARKETING

STEP 4: Content Marketing - Plan

Who, why, What, Where, When?

**Introduce the Redmatchstick Planning Template**



DIGITAL MARKETING

STEP 4: Content Marketing

Consistent & Integrated Content across all platforms

• Website

• Blog

• Social Media

• Newsletters

• Media releases

• Online Advertising

• Offline Marketing

• Sales



DIGITAL MARKETING


Goals & Objectives

Target Audience

Touch Points

Content Marketing


Team Commitmen

t

Measure & Tweak

5.


DIGITAL MARKETING

STEP 5: Conversing & Engaging



DIGITAL MARKETING

10 reasons why your business must be

“Social”

1. Enormous growth is predicted for the internet.

2. Social networks are transforming the way your customers do business.

3. It is the new way of communicating with your customers

4. Social media lets you compete for less.

5. Increased exposure is the No. 1 benefit of social media marketing.


DIGITAL MARKETING

6. 8 out of 10 internet users are reached by social media and blogs.

7. It is a great source of new leads.

8. People like to buy from businesses they feel they “know”.

9. It increases website traffic.

10. Getting entrenched right now will still get you ahead of the pack!

10 reasons why your business must be “Social”


DIGITAL MARKETING

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DIGITAL MARKETING - SOCIAL MEDIA TIPS DIGITAL MARKETING STRATEGY

SOCIAL MEDIA


DIGITAL MARKETING

http://60secondmarketer.com/blog/wp-content/uploads/2010/04/Platforms.png

STEP 4: Social Media Strategy – what’s what?


DIGITAL MARKETING

Audience

Most common age demographic is 25 to 34.

Close to 50/50 male/female

Growing middle-aged network.

Big segment is Parents on Tablet.

NB: Teens (13-17) on Facebook dropped by 25.3% since

2012.

South Africa

9.4 million users

87% access their mobile phones

Globally

The most popular social media platform.

1.35 billion monthly active users,

worldwide


DIGITAL MARKETING

Audience

Late 20’s – 30’s

Professional males

(Business travellers; Honeymooners; Adventurous, Active)

Early Adopters!

South Africa

Google+ has remained the laggard among

social networks

466 000 not increased much over the past

year

Globally

1,6 billion total users. 540 million active

monthly users.


DIGITAL MARKETING

Audience

16-29 age group

South Africa

Exploded in use in South Africa in 2014

From below 100 000 a year ago to 680

000

Globally

300 million monthly active users;

75 million daily


DIGITAL MARKETING

Audience

For professionals, about professionals

High tech, finance and manufacturing professionals

35 years +

B2B for service providers

South Africa

2.7 million

Top industry in South Africa is

Finance Globally

3rd fastest-growing social network

+300 million members

78 million unique visits per month


DIGITAL MARKETING

Audience

Mainly affluent women

South Africa

Growth plateau ‘d over 2014

840 000 users

Globally

Pinterest quickly shot to No.3 spot

40 million active users per month

69% of the total users are female


DIGITAL MARKETING

Audience

Everyone, from individuals to the largest multinationals

Really well suited to Millennials

South Africa

Highest percentage & massive 129%

growth

2013 – 2014

5.5 million

Globally

288 million monthly users


DIGITAL MARKETING

Audience

Millennials (18 – 34 years)

Gen-Xers (35 – 50’s)

Google owns YouTube so YouTube videos do well in search

South Africa

4.7 million

videos of 2.5 minutes are the most

viewed

Globally

+1 billion users (80% is outside the US).

1/3 of all online activity is ‘watching

videos’.


DIGITAL MARKETING

Audience

Over 30 years, males dominate

Great consumers of “news”

• Google definitely prefers dynamic

websites

• Regular blogging with new, relevant

content helps you drive traffic to your

website

• Blogs are good for link-building which

makes your site more visible on search.

• 77% of internet users read Blogs

• A blog is a ‘voice’ to help manage your

online reputation


DIGITAL MARKETING

The most engaging content falls into these categories: • Emotional – happy, sad, inspirational; • Charity – Donations & causes; • Shock – surprising & surreal; • Trending News; • Animals – causes and cute

Digital Marketing StrategySTEP 5: Conversing & Engaging


DIGITAL MARKETING

Digital marketing The process Goals & Objectives

Target Audience

Touch Points

Content Marketing


Team Commitment

Measure & Tweak

6.


DIGITAL MARKETING

STEP 6: Commitment

Implementation requires Resources:• People• Content• Time• Financial



DIGITAL MARKETING

STEP 6: CommitmentPulling it all together

What? SocialEventsNewsExpertiseFacilitiesOffers

When? Calendar

Responsibility The Team



DIGITAL MARKETING

Digital marketing The process Goals &

Objectives

Target Audience

Touch Points

Content Marketing


Team Commitment

Measure & Tweak7.


DIGITAL MARKETING

STEP 7: Measure & Tweak

Monitor Insights & Analytics to see what works well; then do more of the same.

• Compare stats weekly

• Growth

• Research engagement

• Best days / time

• Monitor which links are being clicked and shared.



DIGITAL MARKETING

Need social Media Tips?

Get going fast with answers to these questions …Which Platform and why?Frequency?Best Day?Best Time?Style?Content Inspiration? Best practices

Contact us

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DIGITAL MARKETING

Digital Marketing StrategyTIPS & Best Practices

1. Social Media Tips 1 Blogging

2. Social Media Tips 2 Facebook

3. Social Media Tips 3 Google+

4. Social Media Tips 4

Instagram

5. Social Media Tips 5 LinkedIn

6. Social Media Tips 6 Pinterest

7. Social Media Tips 7 Twitter

8. Social Media Tips 8 YouTubeRegister for our Insider Newsletter to access these definitive guides

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NOTEThis material is the intellectual property of Redmatchstick© and is prepared for and distributed to Redmatchstick clients. The contents may not be shared or distributed

without prior written permission.

DISCLAIMER The report contains digital marketing information but due to the ever-changing digital

marketing environment, the information is not advice but merely a guideline and hopefully a shortcut towards better practice.

By using this report, you accept our Full Disclaimer here.

DIGITAL MARKETING

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