BXNE Digital Marketing Presentation Day 1


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Glow Creative & Virtuoso Digital Marketing Presentation delivered on Day 1 of the exhibition.

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BXNE Digital Marketing Presentation Day 1

  1. 1. Grow Your Business with Digital MarketingPresented by:Maureen Storey – Virtuoso Digital Marketing & Sarah Weightman – Glow Creative Marketing<br />
  2. 2. Introduction<br />Maureen Storey<br />Virtuoso Digital Marketing<br />Sarah Weightman<br />Glow Creative Marketing<br />A blend of creativity, expertise & experience<br />
  3. 3. Overview of Seminar<br />Digital evolution<br />What is digital marketing?<br />The new rules of engagement<br />Where to start <br />Overview of main channels<br />Key benefits for YOUR business<br />
  4. 4. 1989<br />Where it all began, Tim-Berners-Lee invents the World Wide Web.<br />1st Generation of the Web - Web 1.0<br />Digital Evolution<br />
  5. 5. 1990s<br />The 90s are here and the Internet really takes off!<br />It took only 4 years for the internet to reach 50 million users. <br />1st Generation of the Web - Web 1.0<br />Digital Evolution<br />
  6. 6. 1995<br />Microsoft Internet Explorer is launched and Search Engine Optimisation comes into use<br />1st Generation of the Web - Web 1.0<br />Digital Evolution<br />
  7. 7. 1996<br />Nokia produce the first phone with Internet connectivity the Nokia 9000<br />1st Generation of the Web - Web 1.0<br />Digital Evolution<br />
  8. 8. 1998<br />Sergey M. Brin and Lawrence E. Page suspended their Ph.D studies to start up Google in a rented garage <br />1st Generation of the Web - Web 1.0<br />Digital Evolution<br />
  9. 9. 2001<br />Research In Motion launches a mobile phone email system for the BlackBerry (US)<br />1st Generation of the Web - Web 1.0<br />Digital Evolution<br />
  10. 10. 2002<br />The 2nd Generation of the Web is underway<br />and the term ‘Web 2.0’ is created<br />USER-GENERATED CONTENT TAKES OFF<br />2nd Generation of the Web begins – Web 2.0<br />Digital Evolution<br />
  11. 11. 2005<br />Three former PayPal employees create YouTube - now the second largest search engine <br />Facebook and Google Analytics are launched<br />2nd Generation of the Web – Web 2.0<br />Digital Evolution<br />
  12. 12. 2006<br />The number of Internet users in the world surpasses 1 billion! <br />Google buys YouTube<br />Twitter is launched <br />2nd Generation of the Web – Web 2.0<br />Digital Evolution<br />
  13. 13. 2007<br />Google launches Google Checkout in the UK<br />Microsoft buys shares in Facebook, becoming its sole advertising partner<br />2nd Generation of the Web – Web 2.0<br />Digital Evolution<br />
  14. 14. 2008<br />Mobile access to the Internet exceeded desktop computer access for the first time<br />2nd Generation of the Web – Web 2.0<br />Digital Evolution<br />
  15. 15. 2009<br />The Internet turns 20! <br />2nd Generation of the Web – Web 2.0<br />Digital Evolution<br />
  16. 16. 2010<br />First Twitter update from space: “Launch was awesome! I am feeling great, working hard & enjoying the magnificent views, the adventure of a lifetime has begun!”.<br />Facebook places is launchedFacebook becomes the 3rd largest web company in the US just behind <br />Google and Amazon<br />2nd Generation of the Web – Web 2.0<br />Digital Evolution<br />
  17. 17. 2011 Snapshot<br />Two thirds of the world’s Internet population now visit a social network site or blog weekly<br />220+ million people visit the top 25 social networks each month<br />Time spent visiting Social Media sites now exceeds time spent emailing<br />In 2009, 23% of UK mobile web users (2M people) visited social networks through their handsets<br />
  18. 18. What is Digital Marketing?<br />Range of digital channels that share all or one of the following characteristics:<br /><ul><li>PARTICIPATION
  20. 20. SHARING
  22. 22. COMMUNITY
  23. 23. CONNECTIONS</li></li></ul><li>Case Study: Facebook (Porsche) <br />
  24. 24. Digital Marketing Benefits<br />Measure SuccessTrack the success of<br /> digital campaigns<br />Build Trust & confidence in your brand<br />Search Engine <br />Marketing<br />Business <br />Blogging<br />HUB<br />Company <br />Website<br />Greater FlexibilityEasy to change, <br />update & test content<br />Grow Client BaseSell more products <br />and services<br />Email <br />Marketing<br />Social <br />Media<br />InstantMore responsive<br />Add ValueGive customers extra <br />benefits online<br />Engage(Get Close To Customers)Understand behaviour, <br />create 2 way dialogue<br />
  25. 25. The New Rules of EngagementEngage like your going to be married!<br />
  26. 26. Integrated Marketing<br />Consider your marketing mix<br />Don’t use one technique in isolation<br />Unify a range of methods to enforce your brand<br />Link your website to social networks<br />Enable email sign-up<br />
  27. 27. BT<br />
  28. 28. Take old principles & apply to new channels <br />STRATEGY<br />What are your objectives?<br />Who and where are your customers?<br />Which channels are right for them?<br />How should you communicate your message?<br />How can you make an impact?<br />How will we measure success?<br />
  29. 29. Volvo Case Study<br />
  30. 30. Planning Your Campaign<br />Consistent Brand<br />Creative<br />Innovative<br />Impactful<br />Well designed<br />Good copywriting<br />Integrated approach<br />
  31. 31. Case Study: VideoCorning (Gorilla Glass) <br />
  32. 32. Case Study: VideoCorning (Gorilla Glass) <br />
  33. 33. Where to start …<br />Facebook(for business page)<br />LinkedIn(personal & business)<br />Twitter Profile<br />Business Blog(internal to website)<br /> Mashable Small Business Social Media Use Infographic, 2011<br />
  34. 34. Facebook ideas<br />Have a complete profile (builds trust)<br />Enable e-newsletter subscription<br />Post business updates<br />Share useful articles & links<br />Link to your blog posts<br />Post discounts and package deals<br />Share survey / research data<br />Signpost to clients & colleagues<br />
  35. 35. Case Study: Facebook (Ikea) <br />
  36. 36. Local Business Case StudyTrampas – The Mens Room<br />
  37. 37. Use a Business Blog to …<br />Share passion, insight & experience<br />Answer common customer queries<br />Link to interesting posts/articles/web pages<br />Share industry information<br />Post videos/slides<br />Show the human side of your business<br />Publish case studies & testimonials<br />Influence purchasing decisions<br />Enhance your SEO<br />
  38. 38. Case Study: Blogging<br />www.quantum-controls.co.uk/blog<br />
  39. 39. Use Twitter to …<br />Build brand reputation<br />Provide customer service that “delights”<br />Ask questions & test new ideas<br />Notify customers<br />Keep an eye on competitors<br />Share the human side of your company<br />Connect with new people<br />
  40. 40. Other important digital channels<br />Email Marketing<br />Search Engine Marketing<br />Video Marketingand up and coming<br />Mobile marketing<br />
  41. 41. Use Video Marketing to …<br />Build your brand<br />Put a face & voice to your message<br />Build trust<br />Business overview<br />Video testimonials<br />Product demos<br />Case Studies<br />Product reviews<br />Education<br />
  42. 42. Video Marketing Case StudyPOROTHERM<br />
  43. 43. Email Marketing Benefits<br />Added value (extra benefitsonline)<br />Reduced costs (compared to post)<br />Gets you closer to customers (tracking)<br />Wider distribution, promotion & sales<br />Extends brand reputation online<br />
  44. 44. Types of Email Campaigns …<br />e-Newsletters<br />Catalog Emails (showcase products)<br />Email Press Releases<br />Surveys / Polls<br />Promotional Emails<br />Invitations<br />Special occasions: customer birthdays, anniversaries<br />
  45. 45. Your website is the hub …make it interactive<br />Likes<br />YourWebsite<br />eNewsletter<br />Followers<br />Subscribers<br />Connections<br />Subscribers<br />Blog<br />
  46. 46. Case Study: Flow Learning <br />www.flowlearning.co.uk<br />
  47. 47. Key Benefits of Digital Marketing<br />Easy to Share – build customer trust & confidence<br />Adds Value – to products & services, maintain customer loyalty<br />Grows your clients base – interaction & engagement<br />Connects with customers – ensure customer “delight”<br />Builds Your Reputation Online<br />Grows Your Business!<br />
  48. 48. Thank You<br />Any questions?<br />