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P lay the Game: Marketing & Selling Onlinewith Jessica Norby, Business Development Executive

How do you engage with media?

#DigitalFacts #MicroD

MARKETING & SELLING ONLINE

Shoppers Examples

OVERVIEW

Five generations define our society

each with their own buying cycle

The biggest & best know their

brand. Learn how they do it right.

Trends ActionTech trends

change. Get the details for 2017.

Move beyond talk. Take action!

Who is your customer?SILENT GENERATIONBefore 1945

BABY BOOMER1946-1965

GENERATION X1966-1980

MILLENNIAL1981-1995

GENERATION ZAfter 1996

BOOMER BUYERS & GENX POWER

BOOMERS

GEN X

• Accountfornearly50%ofretailsales

• 85%researchonline

• 27millionBoomersusesocialnetworking

• 75%morelikelytopurchasewithcouponorloyaltydiscount

• Only25%ofUSpopulation,butclaims31%oftotalincomedollars

• Emailreignsasoneofthemostimportantchannelsforthisgeneration

• 78.7% preferdigitalvideooversocialnetworking

• 7in10GenXerswillmakeadigitalpurchasethisyear• 65%boughtatleastonceamonthfromstoreswithloyaltyprograms

C ommunicate. Be Transparent. Be Relevant. Care.

MILLENNIALS

• 90%ofMillennialsresearchproductsonline

• 247%morelikelytobeinfluencedbyblogsorsocialnetworkingsites

• 68%areinfluencedbyfriends’socialmediapostswhenmakingabuyingdecision

• 84%sayuser-generatedcontenthassomeinfluenceonwhattheybuy

• Millennialsgrewupduringanageoftransparency– theydon’ttrustads

Communicate.

• Millennialsknowyouseetheircomments,messages,andphotoposts.

• Theyknowyoucanseewhenyou’retagged,mentioned,orliked.

• Taketheopportunitytointeract,engage,andcommunicatewithyouraudience.

Be Transparent.

• Millennialsautomaticallydistrustadvertisementsbecausewethinkthey’reall“spin”.

• Openyourbusinessupalittle.Showwhat’shappeningbehindthescenes.

• Transparencybuildstrust.

Be Relevant.

• Producecontentthatlinesupwiththeirneeds,theirwants,andtheirgoals

• Rememberwhoyou’respeakingto,talktothemasequalsbutsteerclearofusingcurrenttrendylingo.

Care.

• Provethatyou’remoreconcernedwithprovidingsomethingofvalueinsteadoftryingtomakeaquickbuck.

• Ifyou’regoingtotellpeoplethatyourproductwilltrulymaketheirlivesbetter,thenyouneedtobelievethataswell,andthenshowthemyoubelieveit.

Who is doing it wel l?

TOMS SOCIAL RESPONSIBILITY & NETFLIX EVOLVES

BOOMER

• Establishesaculturewherephilanthropyandprofitcanco-exist• Encouragescustomerinteraction• Customerssharestories,experiences,andphotosasawaytoraiseawareness

Whattheydidright:AllowedMillennialstolivethestoryandalignthemselveswithabrandthathasacause.

• SocialsettingsandfeaturesthatconnectNetflixandFacebookaccounts• Exclusivecontent,ease-of-use,andconstantlyupgradedapplications

Whattheydidright:RecognizedtheevolvinglifestylesofMillennialsandchangedwiththem.

What is trending?

POPUP DOOMSDAY & SSL CERTIFICATES

POP-UPS

SSL

• Ifyourwebsitecontainsanunsolicitedpop-upthattakesupmostoftheuser’sscreen,Googlewillloweryourpagerank.

• Googlewilldirectfewerpeopletothesitesthatbreakthisnewrule.• Encouragecustomerinvolvementbeforepresentingthepop-uptobe

compliantwithGoogle’snewapproach.

• Googlewantstocreditwebsitesthatareprofessionallymaintained• Encouragewebsiteownerstouseencryptionforsecurityorsafetyreasons• Prevents"eavesdropping"and"phishing"viaawifi connection• SetsthefoundationforfutureeCommerce initiativesforsitesnotyet

sellingonline• Blogarticle:“NewGoogleChangesyouneedtoKnow”

Action P lan1

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3

Identify your “Authenticity” & “WOW factor”

Implement in the online environment• What is your value statement• Website, Social Media

Identify your Target Audience• Market to that audience

What companies do you follow online?• Will they work for your business? Try it.

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5

Stay current with Google web trends

Get in touch.

800.964.3876|www.microdinc.com|@microdinc