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Turning passing traffic into paying customers.
Maeve KneafseyFounder - CEO
www.realmarketfinder.com
Agenda1. Introductions
3. Strategy that everyone gets
2. Disruptive customers
How has the Internet changed consumer behaviour?
Who is the new “digital consumer” ?
What’s wrong with them?
Smartphone activity while watching TV in 2015
Source: Attitudes and Usage Across Multiple Screens, IAB, April 2015
Average time spent online researching and booking annual
holiday?
?2O hours!
Most popular search term for mortgages?
9 times greater than next most popular in UK, US and IRL
MORTGAGE CALULATOR
Control
Engage me or…
…I’m out of here
Who’s in the driving seat?
Digital Disruption - a “disruptive” customer
Are we engaged?
All or nothing – get personal
Do as I do, not as I say
Marketing? Sales?
Trial and error - iteration
Data anyone?
Do as I do
Not as I say?
When
questioned
more
consumers say
they purchase
a quality
newspaper
than actual
copies sold.
Why?
We answer
what shows us
in a good light.
Strategy
• What does success look like?
No strategy?So what?
• Directionless
• Online needs different thinking – you need to make time for that
• Weak value proposition
• Scatter gun
• Waste budget and time
• Can’t engage customers
Digital Marketing StrategyA. Business
Goals
B. Target Audience
C. Needs
Motivations
D. Habits
Preferences
E. Tactics & Planning
F. Measure
Change
•An airline – to deliver passengers to largest numbers of popular destinations in Europe at the lowest cost
•A retailer – to deliver the widest range of products to your door in the fastest time, at the lowest cost in the world
•A retailer – to deliver a brand that reflects the real craic of the Irish to your door step, wherever the Irish live
Value proposition
How?
Ensuring every one of their passengers book their flights online successfully by providing
an outstanding and easy to use online booking experience.
Outcome = dramatic drop in passenger complaints and communications.
Result = improved brand perception and reduction in time required to manage
passenger queries
KPI and Metric = increase the number of online bookings by 15% in six months
How?
Develop excellent customer service through social media channels
Outcome = dramatic drop in managing individual emails and phone call and negative sentiment
Result = improved cost reductions, improved response times and mass communication rather than one to
one. Customer service and user experience improvements
KPI and metric = reduce the number of emails or phone calls received by 30% in eight months
Source: Hairybaby.com
Gap…the country was crying out for something a little less begorrah.
Solution: creating Irish
t-shirts that
Irish people 'get'.
Brand: quirky, funny, unique
Hairy Baby Digital Goals
Goals & Objectives
• Build awareness
• Build a brand
• Grow target audience
• Expand range
• Drive profits
Channels & Tactics
⁼ Facebook 51k
⁼ Twitter 5.2k
⁼ Kids, mugs, bags
⁼ SEO
⁼ Remarketing
⁼ Personalisation,
⁼ A/B testing
Our little black book
Search Tools:
• Google Analytics
• Google Global Market finder
• Google Trends
• Google Keyword Planner
• Google Media Planner (Display planner)
• Bing Ad Planner
• Google Alerts
• Facebook Ads (profile target audience)
• Similar web
• Hoosh
• Quicksprout
• Woorank.com
Social Tools:
• Google alerts
• Socialbakers
• Sprout social
• socialmention.com
• adictomatic.com
• howsociable.com
• twitalyzer.com
• Klout.com
Information Gathering
http://tools.seobook.com/competitive-research-tools/
Persona profile(understand)
EngagingIndividuals
Open worldYou don’t tell me what I want
I tell you want I want
You don’t tell me what I think
I tell you what I think
You don’t listen, we don’t connect engage, buy, tell..
Source:Fedex
Let me find out for myself.
HighExpectations
I thought he was dead. Google it
Source:Nicolas Bry @nicobry & Oideas Gael
Whose department is it anyway?
Marketing? Sales?IT?
Closely integrated
> Optimise Customer Experience> Enhance Relationships> Drive Revenue Performance at Scale
Marketfinder
Turning passing traffic into paying customers
