Digital Marketing Strategy

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Slides from my talk at the Smart Business Show in May 2014, where I look at the elements of a successful digital marketing strategy.

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Digital Marketing Strategy

  1. 1. DigitalMarketing Strategy Smart Business Show Barry Adams Digital Director
  2. 2. Part of
  3. 3. WhyhaveaDigital MarketingStrategy?
  4. 4. Why? The standard answers...: • We want to sell more online • We want to engage our customers • We want to build a community • We want to grow our brand
  5. 5. But these are the real why’s: • Why should people buy from you? • Why should people engage with you? • Why should they join your ‘community’? • Why should they care?
  6. 6. The Cold Hard Truth People don’t care. And you can’t make them care.
  7. 7. Customers don’t care • 0.5% of Facebook fans actually talk about the brand • Out of 200 brands studied, only 1 had a Facebook fan engagement level of over 2% • 80% of a brand’s buyers know little or nothing about the brand • 72% of Pepsi drinkers also drink Coca-Cola Sources: AdMap / Ehrenberg-BassInstitute for Marketing Science / TNS Impulse Panel (UK)
  8. 8. Sources:Perspectives on Brand Management / http://www.slideshare.net/mweigel/how-to-not-fail-16647530
  9. 9. Your Customers “Your consumers are just somebody else’s consumers who occasionally buy from you.” - Martin Weigel
  10. 10. So why all this digital malarkey? Because it works. But not how you think it works.
  11. 11. Psychology + Economics = Behavioural Economics
  12. 12. Customers are not rational • People rarely think over their purchases in detail, but do rationalise them after the fact. • Brand loyalty is an ephemeral concept – most people buy conveniently, not loyally. • Most purchasing decisions are made emotionally and intuitively – driven by our subconscious mind.
  13. 13. Tapping in to human behaviour Some behavioural economics concepts: • The Mere Exposure Effect • Social Proof & Contagion • Habituation & Defaults
  14. 14. The Mere Exposure Effect A mental bias by which consumers make purchasing decisions based on what they're familiar with. Also known as the Familiarity Principle. The more people are exposed to a brand, the more likely they are to buy it.
  15. 15. Social Proof & Contagion People copy what others do. We don’t want to be lone risk- takers, so instead we follow in other people’s footsteps. This is why we buy following others’ recommendations, and why word of mouth is such a powerful marketing force.
  16. 16. Habituation & Defaults When buying patterns are established and ingrained, it takes cognitive effort to break that habit. We don’t like spending mental energy, so we keep buying the same things from the same shops in the same way.
  17. 17. Applyingthisto DigitalStrategy
  18. 18. Our Digital Strategy Process
  19. 19. 1. Situation Analysis • Current online visibility  Website  Social media  3rd party mentions & links  Email • Existing digital assets • Impact Selling Points  What makes you different?
  20. 20. 2. Goals & Objectives • What are you trying to accomplish? • What can you realistically achieve? • How are you going to measure this? • Define KPIs:  Website traffic  Online conversions  Brand perception
  21. 21. 3. Audience, Channels & Tactics • Who are you trying to reach?  Define your audience. • Where do they hang out online?  Define your channels. • How can you get in front of them?  Define your tactics. This is where we talk about Websites, SEO, Social, Email, Ads, etc...
  22. 22. 4. Activity Plan • Preparation:  Research.  Design & Build.  Optimise.  Plan & Assign. • Execute:  Assign ownership & get things done.  Schedule in advance.  Persistence pays off.
  23. 23. 5. Measure & Control • Analyse what you’re doing:  Google Analytics  Facebook Insights  Rank trackers & brand monitoring • What impact is it having on your business?  KPI progress  Attribution modelling • Find out what works, and do more of it.
  24. 24. Whataboutall thatbehaviour economicsstuff?
  25. 25. The Mere Exposure Effect • Be where your audience is - multi-channel digital marketing;  SEO & PPC  Social Media  Email  Online Advertising Retargeting
  26. 26. Social Proof & Contagion • Send the right trust signals:  Customer testimonials  Integrated reviews from 3rd party aggregators: Reevoo / Feefo / Trustpilot / Google+  Post-purchase social sharing  ‘Recommend a friend’
  27. 27. Habituation & Defaults • Make customers change their established behaviour:  Emphasise what makes you special  Give people a reason to come to you • Once you get a visitor, convert & keep them!  Conversion Optimisation  Email Marketing  Social Media
  28. 28. TheKeyLessons
  29. 29. Digital Strategy is...  Thinking about what you want to accomplish;  Thinking about who you want to reach;  Thinking about what the customer wants (not what you want);  Thinking before acting.
  30. 30. Thankyou.

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