7 elements to_start_your_train_of_thought

ASAP Digital Marketing Workshop Part 1: 7 elements to start your

train of thought

More information here www.michaelleander.com | www.michaelleander.me

What most marketers

want !

What most marketers ignore or forget !

You web-presence plan

• Most challenging

• Resource demanding

• CAUTION: Loads of “hidden traps” here

6

1. Research target group

2. Objectives

3. Define offering

4. Create content/concept

5. Implement

6. Integrate

7. Attract visitors

8. Measure & control

The funnel

Exposure

Activation

Interest / Desire

Relationship / Permission

Purchase

Repeat Repeat purchase

What most marketers don’t have time for

The purpose of marketing is to acquire, convert,

sustain and grow customers whom then in

turn will attract other customers’ through

referrals

Thin

Which problem are you solving?

Marketing is facing big &

small [moving] barriers - every

single day

Tactical vs. the right plan!

Where should you be and

why?

Oh no!

The Marketing IQ Test is back !

Which reads the most words per minute – the eye or the ear?

2.500 words per minute 125 words per minute

Picture economy Photos go

viral

Make sure you include USP’s

Stir an emotion

Whom is it cheaper to sell to?

New customers / leads Existing customers

Existing customers are sources of cheaper income, referrals, reputation...

Easier & cheaper to sell to, cheaper

to serve

Reviews & endorsements

WOM and 1-on-1 sharing

Build credibility

People buy from people

Think of your customer as a marketing asset

No more preconceived ideas – let’s deal in facts!

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Reality for most social

media (marketing)

activities

Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot

Fact 2: Email marketing is growing, but becoming increasingly difficult to handle

Fact 3: Gaining traction in social media is not what most people think it would be

Social media has become about how to operate the

various platforms – not the WHY, WHERE, WHEN, WHAT,

HOW MUCH

Email is the

favorite

channel for

hearing

about sales

or other

promotions

More people join email lists than

become social network fans

Transparency

Relevancy

Significant changes

8 second rule

Customer intimacy

Multichannel mix

1) The

playing

field is

changing

People are being overwhelmed by 100,000

words and 34g of information daily

The average time spent on a task before being distracted or switching

to another is only

3 minutes 11 seconds.

Your target prospect is exposed to

6000 advertising messages every

single day

Short attention span, loads of intrusion - how do you cut through the clutter?

Brain filter

Do I know you? Do I need you? Can I trust you?

Unique passionateemotional authentic focused

interactivemeaningful

…

Beware of your reputation Reputation is “the result of what you do, what you say,

and what other people say about you”

Consumers are becoming more and more cautious

Trust is critical

Permission marketing in all media channels is increasingly

important

The change in consumer’s absorption of multiple channels is significant!

2. Digital is multichannel

• It is not about your preferences, but about consumer preferences

• 25% may prefer direct mail over email

• Think: how do you demystify channel preferences

• Think: which channel generates best ROMI – Return on Marketing Investment

3. The changes in your sales funnel

OTS* high to get a reaction

No sex on the first

date

*OTS = Opportunity to see

Referral & recommendation

Latency increase

incubationtime

Align media preferences for maximum Return on Marketing Investment

Mapping customer stage to media

Stage Because Convert to Best fit media Estimated cost of conversion

Awareness Responded Consideration Email newsletter

€25

Ready to buy Lead scoring Make purchase Personal call €50

Lead scoring is a new way to qualify leads

(and customers)

Are you in control of top, middle and bottom of funnel? Can you pinpoint exactly where a prospect or customer is in her buying process?

Simplified example - retail

Anticipate customers need

4. Understand the customer

journey & align communication • Map the customer journey

• Learn what Zero Moment of Truth (ZMO) is

• Lots of touchpoints • OTS / increases (Opportunity

to See)

Understand where your targets

are in the buying process

50

How do you

differentiate?

Personalized with title and name

Targeted relevant offer

Image and copy based on life stage

Customer lifecycle marketing automation Differentiated approach addresses different needs

1Pre Sale

2Sale

3 Past Sale

Pre Departure

4Departure

5 Arrival 1.

destination

6 Travel &

experience

7 Comming

home

8 Evaluation

& Reliving

9 Next

Pre Sale

Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before,

during and after the initial sales transaction

Transactional Behavioral Targeted

Example Travel

SMS/Email

Insurance Car rental

Excursions Car rental

Recommend to friends

Break down the terribly inefficient silo thinking

Break down the silos, free your data and make it actionable

Customer Expectations When are the customer in touch with us and why? Which expectations do they have and how do we live up to them? How do we communicate with the customers? What impact does customer satisfaction have on revenue and profit?

Customer Value Which customers have which value?

How do we measure it? Which customers will we attract, retain

or develop? Which service will we provide the

defined segments?

Knowledge of Customers How do we collect knowledge of our customers In which touch points? How do we use this knowledge? How can we enrich and increase our own knowledge

Customer Experience How do we ensure that customers get the same experience across all touch points? On which level must the experience be consistent across all channels?

Balanced effort How do we balance our efforts in relation to the customers value? What effect does that have in our activities? How far will we go? How do we focus on loyalty, retention and cross sales?

Integration How do we share knowledge of our customers? How do we plan and implement customer activities across the company? How close do we want to integrate ourselves with customers and partners?

Customer

Knowledge

Customer Value

Customer Expectation

Balanced effort

Integration

Customer Experience

What is essential for you to know about your target audience?

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Attitudinal data - Opinions - Preferences - Needs - Desires

Interaction data - Offer/order - Click behavior online - Response behavior - Referral behavior

Historic data • Orders • Transactions • Usage history • Payment history

Personal data • Attributes • Characteristics • Misc. info • (Geo)demographics

The 8 second test

https://www.facebook.com/YahooEgypt

http://www.cloud-11.com/

http://www.promolinks.com/

http://www.i-score.com.eg/

http://www.linkonline.co/

http://www.braish.com/

http://www.noor.net

http://www.cb-newhomes.com/

http://www.telemedint.net/

http://www.mobinil.com/

http://el-ansary.com/

http://www.artonline.tv

7

62

Where are you now?

A proven methodology

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Situation analysis

Objectives

Strategy

Tactics

Actions

Control

1. Where are we now? - Goal Performance - Customer insight - Emarketing SWOT - Brand perception - Capabilities & resources

2. Where do we want to be? 5 Ss objectives: - Sell – customer acquisition & retention targets - Serve – customer satisfaction targets - Sizzle – site stickiness & convert - Speak – trialogue; # of engaged customers - Save – quantified efficiency gains

3. How do we get there? - Segmentation, targeting and positioning - OVP (Online Value Proposition) - Sequence (Credibility before visibility) - Integration (consistent OVP) and database - Tools (web functionality, email, web TV)

4. How exactly do we get there? (The details of the strategy) - Emarketing mix, including comm-mix - Details of contact/eyeball plan - E-campaign initiative schedule

5. The details of tactics, who does what, when - Responsibilities and structures - Internal ressources and skills - External agencis

6. How do we monitor performance? - 5Ss, Webanalytics, KPI’s - Usability testing - Customer satisfaction surveys - Site visitor profiing - Frequency of reporting - Process of reporting and actions

Create Your Digital Marketing Strategy

A guide to approach your internet marketing presence – some key questions

• What are you trying to accomplish?

• Long term and short term Objective

• Your target audience?

• What do you need to take into consideration? Research

• Which sort of digital presence?

• Why? Presence

• How are you going to drive traffic to your digital properties? Traffic

• How are you going to get business online?

• How can you serve your customers online? Convert/serve

• When you are successful – how can you expand your presence and why? Expand

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1. World is changing : What do you do to your audience in the morning?

2. Customer experience – multi channel

3. Relevancy and differentiation

4. Culture of experimentation and testing

5. Funnel principles -> structure and measure

6. Silo’s breaking them down freeing data

7. CMO’s and accountability

7 important marketing tactics to survive the future

Bonus – A word about inbound marketing