3. Broadband
• Governments around the world increasingly view Broadband
as the “fourth” utility along with water, heat and electricity!
4. Broad Band Definition
Generally understood to be a service that enables
high speed transfer of Data, Voice and Video over the
Internet
5. Key Question and Outcome
How we can best deploy our Digital resources to grow
and empower our companies to grasp the opportunity
offered by high speed connectivity
6. Internet by numbers
€5.9BN Online consumer spending 2014
€12.7BN projected onine spend by 2020
21.1BN Projected value of Ireland Digital
Economy 2020
150,000 New jobs Direct/Indirect by Digital
Economy by 2020
IRE
7. Internet by Numbers
Value of “Digital Economy”
• 8.4BN in 2014 = 5% of Irish GDP
• 21.1BN in 2020 =10% of Irish GDP (Target)
• Currently 8% of UK GDP from Internet economy/Ire equivalent 12BN
• Online consumer spending is single largest sector 6BN per annum
• 60% of this spending is overseas
• 24% of Irish businesses use internet for sales via E Commerce (CSO) EU
av 17%
8. Internet by Numbers
• 48% of Irish companies with 10 or more employees use
Social media (EU av is 30%)
• 47,000 Irish SME’s do not have web presence
10. Digital Consumer
• 59% of Irish adults shop online at least once per month.
• 30% of Ireland pop have speeds > 30mbps
• 8 in 10 adults say they use a laptop, tablet or smartphone
when watching TV = Digital Disruption
• 6 in 10 Irish adults have interacted with Govt. department
online.
• 4.7 = no. of internet enabled devices in Ire home( Ger 2.6)
• 2.7 =average no. of users connected in home at one time.
12. Software as a Service
• Software As a Service is a software licensing and
delivery model in which software is licensed on a
subscription and is centrally hosted on the cloud by
independent software vendors or application
providers
14. So What?
• No additional Hardware costs = Processing power supplied
by cloud provider.
• No initial set up costs = Applications ready to use once the
user subscribes
• Pay for what you use = Monthly subscription
• Usage and capacity is scalable = Accessed on demand No
requirement for new servers
• Updates are automated = Deployed automatically often
FOC
15. So what?
• Cross device compatibility = SAAS applications can be
accessed from any internet enabled device.
• Accessible from any location = From any location with an
internet
• Applications can be customised and white labelled =
Altered to suit the needs and requirements of a particular
client
22. Meet the Millennials
• Millennials influence the present and are the future. Pay
close attention to them as their usage of media influences
other demographic groups and they literally represent the
world to come.
Jerry Yang Founder Yahoo
23. Meet the Millennials
• Born between 1982-2000
• Biggest generation of Consumers ever
• 100Million in US =36% of population
• Don’t care about the Internet. Like electricity!
• Major Customer service/experience expectations
• Don’t engage with traditional media.
• As a business How do we connect with them?
24. Modern Digital Consumers
• Have Higher expectations
• Talk To each other (social media)
• Are connected 24/7
• Need instant gratification
• Rely on recommendations
• Share experiences
29. Think about the 97% and Micro Conversions
This is value here.These actions lead to our future website
conversions.
30. Common Micro Conversions
• Share content via social media
• Subscribe to newsletter
• Watch video
• Play games
• Use calculators
• Payment estimators
• Live Chat
• Add product to cart
• View special content
• Store locator
• Property search
31. What the Macro/Micro Conversions on my Website or in my strategy
Micro Conversions
Here
34. Two types of Marketing
Inbound=AttractOutbound=Interrupt
35. What is Inbound marketing?
Inbound Marketing is a Marketing Strategy where businesses implement tactics
to “get found” by customers
36. Inbound Marketing involves creating and providing valuable content for your
customers, promoting your remarkable content, building customer relationships,
and overall ‘pulling’ the customer toward you
37. What is Content Marketing
•It is a marketing technique of
creating and distributing relevant
and valuable content(information)
to attract ,acquire and engage a
clearly defined and understood
target audience----with the
objective of driving profitable
customer action”
Content Marketing Institute
It provides the Fuel to power your
Digital marketing efforts
40. Where do we start and How do we attract prospects?
Define your customer personas-----Can be Multiple
• Who is your Ideal
Customer?
• What information are
they looking for?
• Do you have a distinct
competitive advantage
44. SEO is about…..
• Google algorithm
• On page 20% Off-page
80%
• Creating remarkable
content
• Optimize the content
for social sharing
• Visible on all
devices=responsive
45. How to get found?
• Inbound marketing starts with
blogging. A blog is the single best
way to attract new visitors to your
website.
• Blogging is not the answer to lazy
man’s dreams
48. For every €100 spent on website design
(i.e attraction) 1€ is spent on Conversion
• On average only 3% of
website visitors ready
to do what you want?
• What about the 97%?
• Micro Conversions
49. What do we want our visitors to do?
Conversions,
• Buy a product
• Give email contact details
• Stay on site (5 mins)
• Click on an add
• Fill in a form
Macro Micro
• Download a whitepaper
• Click a button
• Sign up for webinar
• Registrations
• Watch a video.
51. How does traffic convert into leads?
• Leads are generated by
making top level
content offers and
landing pages.
• Turning leads into
customers requires
targeted content!
• Define your personas
53. Branding Tactics
Online Branding is about engaging your audience on
how the Brand can add value to their lives
• Tell a story ---Engage
• Build your community and reach
• Help me do my job/Live my life
• Make me look good/Cool
• Entertain me make me laugh
• Help me select/use products
• Make me popular
55. Mobile
• 50% of all local searches are performed on mobile devices
• Consumers spend on average 15hrs per week searching on
mobile
• Location proximity is critical to mobile searchers (69%
expect business to be within 5 miles or less)
• Over half of consumers want to make a purchase within an
hour of searching on their mobile.
• 93% of people who use mobile to research go on to make a
purchase of a good or service. Majority of purchase take
place in-store
65. Key Takeaways
• Digital takes time,effort and resources.
• Define your objectives and Target audience clearly
• Develop your plan and automate to scale up your
activity level
• Measure,analyse, test, repeat
• Build the right Infrastructure and grow your Digital
assets
• Enhance your company value
