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Presentation by Neil Wilkins from Viper Marketing DigitalBristol - January 2012
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Boosting Business OnlineHarnessing the power of digital communication to market
your products and services
Harnessing Digital Chaos
Website
Blog
eNewsletters
Social Media
Mobile
SEO
AdvertisingLocation Based Services
Internet Directories
Chat Forum
electronic Customer Relationship Management
Pay per Click
Affiliate Marketing
eCommerce
Web Analytics
ResearchSMS
Television
Apps
Your Digital Hub
Website
Blog
eNewsletters
Social Media
Mobile
SEO
AdvertisingLocation Based Services
Internet Directories
Chat Forumelectronic Customer Relationship Management
Pay per Click
Affiliate Marketing
eCommerce
Web AnalyticsResearch
SMS
Television
Apps
Your Digital Hub
Website
Blog
eNewsletters
Social MediaMobile
SEO
AdvertisingLocation Based Services
Internet Directories
Chat Forumelectronic Customer Relationship Management
Pay per Click
Affiliate Marketing
eCommerce
Web AnalyticsResearch
SMS
Television
Apps
Much To Think About
People - Place - Personalisation - Production - Product - Price - Promotions - Prioritisation - Perseverance - Planning
PeopleDo you have the experience or will you need others to help you plan and deliver digital and social networking activity?
Do you have to develop variants of your products and services to satisfy local needs of those who you are targeting? Not only products and services but your website and digital marketing activity too
Product
ProductionCustomer service where you have no real presence? Do your online promises match your customers’ real world experience?
Place
You are open 24/7 365. How do you serve and earn revenue whilst you sleep? Not all weeks are Monday to Friday
Is your online pricing strategy relevant to the countries you are targeting? How will online legislation, regulations and tax affect your approach to markets?
Price
Taking Your First Strategic Steps
Build a Strategy
Create a Digital Hub
Awareness, Acquisition, Retention
Understand Customers
Deliver a Consistent Customers’ Journey
Create a Digital Dashboard
What You’ll Be Able To Do Next
Optimise your Websites
Words and Images in Different Markets
Harness Social Media
Take Next Steps... Step by Step
Prioritisation
How will you decide which countries and market sectors are most attractive to prioritise first? How will you balance short term financial objectives to longer term strategic goals?
Planning
How will you know when you have achieved your goals? An effective digital and social media plan will ensure you are measuring the right things to both grow your business through online marketing and provide the highest level of service to your customers
Plan your Strategy
Awareness, Acquisition, Retention
Link with your sales and marketing
Plan to help deliver business goals
Focus on 3-5 years out by SOSTAC
Be passionate about measurement
One Size Won’t Fit All
Understanding Your Customers
Customers’ Journey
Understanding the Customers
• Prioritise your segments by market
• “Long Tail” digital content
• Segments become your filter for everything you do and say
• Beyond digital to products, services, sales and customer service
Creating a Digital Dashboard
• No vanity metrics allowed
• Turn information into intelligence
• Balance financials with soft measures
• Measure the length of the journey
• Continually fine tune everything
Digital Dashboard
Personalisation
Are Facebook, Twitter and Linkedin the right social networks?
Do you have the back office capability to serve customers on their terms, in their timescales and in their language?
Promotions
• Search Engine Optimisation
• Customer Optimisation by Content
• Internationalisation
• Blogging
Magic Rule of Thirds
One Third About YOUOne Third FREE StuffOne Third Overt SALE
Perseverance Slow burn or fast-track, short term gain?
Next Steps
•Plot customer journeys for priority customer segments•Plan Your SOSTAC Strategy•Balance awareness, acquisition and retention across all marketing•Start writing great content•Measure and fine tune