ASAP Digital Marketing Workshop Part 1: 7 elements to start your train of thought More information here www.michaelleander.com | www.michaelleander.me
Nov 07, 2014
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