Implementing Successful Digital Marketing Campaigns

Date: September 2010

What We Do

• Internet Asset Management– companies buy silos of activity which are not joined

up and leaves them prone to internet asset dysfunction & loss of sales.

– We are a strategic partner who will work with you to get where you want to be and help you plan the resources money - people & skills needed.

A Bit About You

• Your job• Your experience of digital marketing.• Your objectives for today

Housekeeping

• 9.30 until 16.30pm.

• Welcome to use laptops.

• Informal relaxed environment.

• Ask questions, share experiences, practical exercises.

Research - Setting the Scene

• Established “brand.”• Regular timeslot.• Route to market for “musicians”.• “Sit back” technology.• Passive mode.• Unable to change quick enough.• Cant respond to customer needs.

Top of the Pops – delivery channel

• Route to market.• Customisable.• “lean forward” technology.• Interaction.• Calls to action.• Convenience.• Community.• Choice.

Todays delivery channel

0

5

10

15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Bro

adba

nd p

enet

ratio

n (m

)

0

5

10

15

20

Onl

ine

Spen

ding

(£bn

)

Total Broadband (m) Online Spending (£bn)

Companies that don’t understand digital communities will die….

Source:the economist

Your customers have changed

Source:the economist

70

50

30

20

10

45-66

Baby Boomers’46-’66

66-45

Baby Boomers’46-’65

45-33

Gen X’66-’76

33-16

Gen Y’77-’94

15-0

Gen Z’95-’2012

Age in 2010

Natives

Immigrants

Digital Natives

– Hyper connected.– Instant access.– Digital technology at core.– Multi tasking information junkies.

– Do you recognise anyone?

Digital Immigrants

– Avoiders– Reluctant adopters.– Eager adopters.

– Do you recognise anyone?

27% of the UK workforce was born after 1980

Source:the economist

The Old Way is Static – The New Way is Dynamic

Interactive

Social is relationship marketing

And relationships need to be worked at..…

People are not demographics anymore

To connect to them, you need to understand them and social is relationship

building

There are over 500 million facebook users worldwide.

If Facebook was a country it would have the 3rd largest population in the world.

Characteristics of Digital

Everyone has a circle of trust

People whose opinion they listen to and respect…

Trust?

Deference to Reference

• How do we feel when participating in community sites?

• Do we trust our peers?

• How about WOM social references?– Seen any good films?– Heard any good music?– What do you think of restaurant x.

Web Shoppers Trust Customer Reviews

• Online shoppers trust the online reviews of strangers more than the recommendations of their friends, new research finds. 

• shoppers buying products on the Internet are influenced both by online social networking sites and face-to-face conversations with friends.

• But when it comes to whose opinions influence the shoppers, strangers have as much if not more impact than friends.

Source: "Social Commerce: Conversations Among Consumers," report from social media services provider Ripple6

Web Shoppers Trust Customer Reviews

• 47 percent look to onsite customer reviews when making a decision.

• Sixty-five percent of respondents see value in connecting directly with other shoppers who bought similar products.

• "This research confirms that most of the things consumers find valuable are those delivered by community." 

Source: "Social Commerce: Conversations Among Consumers," report from social media services provider Ripple6

And companies are becoming transparent

Conversations will happen without you initiating them

Best to be part of these conversations.

Digital Experience

Research -SOSTAC

SOSTAC

• Using SOSTAC– Situation Analysis– Objectives– Strategy– Tactics– Actions – Control

Customer Selection

– Insight– Segmentation– Analysis– Characteristics– Behavioural patterns

• Recency, frequency, monetary value• Permission marketing• LTV

VOC

• Primary and Secondary data– Primary

• Online?• Focus groups?• Telephone

– Secondary• Sales data• Products data• analytics?

PESTE

Political– Legislation– Taxation– Foreign trade regs.– Employment law– Government stability

Sociocultural– Demographics– Income distribution– Lifestyle changes– Consumerism– Levels of education

Economic– Business cycles– GNP trends– Money supply– Inflation– Unemployment

Technology– New discoveries– Rates of obsolescence– Speed of tech. transfer

Environmental– Social pressure– Legal influences

Audit

• Software Tools– www.marketsamurai.com – www.spyfu.com– www.googlealert.com– www.socialmention.com– www.blogpulse.com– www.alexa.com

Service Sales

SearchSocial

• Thumbnail summary of the characteristics, needs, motivations and environment of “typical” customer.

• Effective to developing websites that are customer centric.

Persona’s

• A set of tasks that a particular customer wants or needs to do in order to accomplish his or her desired outcome.

• Scenarios are developed for different persona’s

Scenario’s

Give your customers a good experience

OVP

Customer Centric Design

• Your website should be providing customer service.

• 90% service ;• Help them buy something they need.• Help them find information.• Help them save money and time.• Help them talk to the organisation.• Help them enjoy a positive experience!!

• Story board and take your customers on a journey.

OVP

Case Study

• – B2B– Major provider of camera accessories.– No direct selling.– Selling through retailers.– Change their online proposition to encourage

retailers to hold more stock.– Now sell direct – order is placed with retailers,

by postcode, if they cant fulfil order processed by Manufacturer.

Exercise 1

Planning

Digital Marketing Mix

Marketing Mix

ProductDigital valueExperience brand

Price Transparency

Pricing models

Place Representation

Distribution models

PromotionOnline vs offline

integration

People Resources

Contact strat

Physical Online evidence

integration

Process Optimise through Web transaction

Partnerships

Digital Marketing Mix

Your Online Value Proposition

• Tempt customers by offering channel choice and something they cant get elsewhere.

• Use the 6 C’s to define your OVP– Content– Customization– Community– Convenience– Choice– Cost reduction

In House Skills Audit

• Strategy

• Structure

• Systems

• Staff

• Style

• Skills

• Super-ordinate Goals

Use the 5 S’s

• Sell– Grow Sales

• Serve– Add Value

• Save– Saving Costs

• Speak– Closer to Customers

• Sizzle– Extend the Brand Online

OVP

Digital Objectives

• Where you are going– And where you want to be.– Don’t forget the 5 S’s.– Objectives have to be SMART

• Specific, Measurable, Achievable, realistic and time bound.

• E.g. To generate an extra 100k worth of online sales by December 2011.

OVP

Objective Setting Framework

DigitalOffer

OVPCorp

ObjectivesCore

Product

Online Comp

Limiters

Vis

ion

USP

R2M

Structure

Innovation

Technology

Customers

On

line

Ob

jectives

Exercise Headings• Vision

– Where is the company going?– Can digital help?

• R2M– Current routes to market– Online and offline

• Structure – Internal Systems and structure?

• Innovation– How innovative is the company?– Product design?– R & D

• USP– Do competitors have USP?– Do we?

• Technology– How can we use?– Mobile/social/video?

• Customers– Do we know our online?– Do we have persona’s– Do we have scenario’s

• Online Objectives– Serve– Speak– Save– Sell– Sizzle

OVP

OVP

Exercise 2

Implementation

Hardware Tools

Software Tools

expensive

inexpensive

high ROILow ROI

cowboy premium

bargaineconomy

X

Importance of Social

• CASE STUDY• IT Hardware and Software Company

Based in West Midlands – B2G– 18 months ago, embarked on social.– Telesales operative.– Twitter.

• Sales.• Customer Service.• Recruitment.• Reputation Management.

Search Engines

Search Engines

Source: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.

Search Engines

Search Engines

CurrentSuccessfulSPECIFI C PRODUCT

Search Terms

CurrentSuccessfulSPECIFI C PRODUCT

Search Terms

CurrentSuccessfulGENERI C PRODUCT

Search Terms

CurrentSuccessfulGENERI C PRODUCT

Search Terms

CurrentSuccessful

BRANDSearch Terms

CurrentSuccessful

BRANDSearch Terms

Search Engines

– Keyphrase research• Many ways of saying the same thing.

– Womens sportswear– Women’s sportswear– Womens sports wear– Women’s sports wear– Ladies sportswear

– Generic, brand, product, market specific

Search Engines

• Keyphrase placement– Page title– Description meta– Headings <H1>– Body Content– Text Links– ALT Tags

Where is SEO Going?

http://www.seomoz.org/blog/whiteboard-friday-how-search-is-changing

Pay Per Click

• You pay for results– You control costs.– You control landing page.– You tweak.– You control countries.– Click through rates.– Cost per click.– Cost per xxxxx (purchase, email, download)

Pay Per Click

Source:Econsultancy best practice PPC guide 2010.

SEO Tools

• Very Useful Tools– http://www.google.com/sktool/ – https://

adwords.google.co.uk/select/KeywordToolExternal – http://www.google.com/insights/search/# – http://

www.youtube.com/user/GoogleWebmasterHelp – www.google.com/webmasters/tools/home?hl=en– //tools.summitmedia.co.uk/spider/

SEO Case Study

• Dog Food Supplier in May 23rd 2009 – New website launched West Midlands – B2C– Worked with them to re-design site around customers needs -

old site was developed around companies needs.

– Key dates– May 23rd 2009 – New website launched– June 2009 – PPC advertising campaign launched– August 2009 – Free samples on Money Saving Expert forum.– September 2009 –Puppy Club launched– October 1st 2009 –Breeder Club launched online– January 2010 – Blog and forums launched

Best Practice Social

• Objectives.

• Planned approach.

• Appropriate channels.

• Resources.

• Gap Analysis.

The next 10 Years

• Mashups

• Widgets

• Augmented reality

• The semantic web

• The rise in virtual environments

Web 4.0

Autonomous

• An autonomous agent is a system situated in, and part of, an environment, which senses that environment, and acts on it, over time, in pursuit of its own agenda. This agenda evolves from drives (or programmed goals). The agent acts to change the environment and influences what it senses at a later time.

Semantic

• I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize.

Source:Tim Berners-Lee (1999)

Augmented Reality

Exercise 3

Control

Monitoring

Monitoring

• Conversion Funnels– Built on SMART objectives.– Set up and built in analytics

• Track through 10 pages on “customer journey”

• Segmentation

• Filters

Monitoring

Monitoring

• A/B testing– Data trumps intuition!– Testing on different types of heading, image,

button, copywriting.

Monitoring

• Multivariate Testing– More sophisticated than a/b testing.

Monitoring

• Usability Testing– An approach to website design to enable the

completion of user tasks.– Review Jakob Neilson www.useit.com

• Levels of knowledge– Of your products– Of the internet– Of the website

Monitoring

• Applying Publication to Digital– Reports and dashboards– KPI’s– Dissemination.

Monitoring

• Reports and Dashboards– Against different objectives?– For different audiences?– Based on SMART objectives.– Strategic and tactical

Monitoring

• Tactical KPI’s– Visitor enquiry ratio.– Visitor sales ratio.– Visitors.– Churn.– Average page views/visitor– Average visit length/visitor.

Monitoring

• KPI’s– Key events– Customer arrives on site.– User viewing a page– User visiting a site– Customer fills in an online form– Customer places order– Customer leaves site.

Exercise 4

Digital Marketing Qualifications

• Diploma in Digital Marketing– Digital Marketing Essentials– Digital Marketing Planning– Marketing and Consumer Behaviour

• Diploma in Managing Digital Media– Implementing Campaigns – Integrating Campaigns– Advertising– PR

• john@sharpmonkeys.co.uk• www.twitter.com/sharpmonkeys• skype – john.chacks• phone - 07962188183

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