Cairo Digital Marketing Seminar Keynote Presentation
Candy for thought
(c) Michael Leander Nielsen, 2009 2
My keynote contents
A few facts to get us started
Future scenario just around the corner
7 things you should consider to become a successful
1. Customer experience
2. Innovation and differentiation
3. Permission marketing
4. Mobile marketing: SPECIAL GUEST
5. Usability and websites
6. Return on Marketing Investment
7. Understanding your target audience
1.7 billion people have internet access
That is 25,6% of the global population
Emerging markets quickly catching up
Email, searching, shopping, online banking,
socializing, contributing, “being”
Having digital conversations is the key driver
today and in foreseeable future
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Valeria – 10 years old Anne-Grethe – 62 years old
• Chat with friends • Chat with friends and family
• Meet new figure skating friends • Stay in touch with family/friends
• Comments, playing games, watch TV • Comments
• Upload pictures and videos • Upload pictures
• Create (weird) art-work and share • Search interests
• Search interests • Online banking/investments
• Find things to buy • Does taxes online 5
• Spends 15-20 hours online/week incl. • Spends 10-15 hours online /week
mobile internet usage
SMG anno 1995 and what I learned
• Largest IT distributor in Scandinavia
• Revenue in excess of 900 mill USD (1996)
Size • Internet penetration around 15%
• Margins under pressure
• Loads of very small IT reseller customers (Fax/phone orders)
Challenge • Risk of manufacturers selling direct
• Invest in internet presence/e-commerce
Solution • Add value: convenience, self-serviced pricing, support
• USD 35 mill revenue within first 12 months
• Improved margins, freed time to VIP customers, increased loyalty in all segments
Result • Outperformed competition in all vital areas
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Imagine different internet growth and user
adaption scenarios and plan accordingly
• 10% growth adds 1,2 mill. new
internet users in Egypt each
• Increase in penetration will
nurture increased usage (time
spent online pr. week)
• Government initiatives may
stimulate a more rapid growth
• Remember the
Ketchup effect – be
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A guide to approach your internet
marketing presence – some key questions
• What are you trying to accomplish?
Objective • Long term and short term
• Your target audience?
Research • What do you need to take into consideration?
• Which sort of digital presence?
Presence • Why?
• How are you going to drive traffic to your online
• How are you going to get business online?
Convert/serve • How can you serve your customers online?
• When you are successful – how can you expand
Expand your presence and why?
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Consumers are exposed to 3.000 to
6.000 marketing messages every day
mobile marketing user generated content email
marketing Enterprise 2.0 customer experience
RSS feeds marketing web 2.0 permission
marketing communities conversations TV
COMMUNICATION OVERLOAD The Moment of
truth push/pull web 3.0 Word of Mouth
RELEVANCE FREQUENCY RECENCY
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Michael Leander Nielsen
10 years on the business side
- CEO, midsize companies, IT software
- VP sales/marketing, 2 * public companies
- VP sales/marketing, 1* midsize
10 years on the agency/consulting side
- Advertising agency, consultant
- CEO, marketing consulting + ESP
7 things you must consider
to become a successful
(digital) marketer – a high
Your job just got harder
The simplified digital ecosystem
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The customer experience matters much
more than you think
Food for thought about the customer
• A survey, In Customers Are People, shows, that 70% of the customers
buying decision are based on how they feel they are being treated
• Another survey shows, that 69% of the customers say, that emotions count
for more than half of the total buying experience
• A good customer experience is told to 8 people
• A bad customer experience is told to 22 people
• It takes 10 good experiences to make up for one bad
• Your web presence is very much part of
1 the customer experience
(c) Michael Leander Nielsen, 2009
Survey: Does Companies Provide an
Excellent Customer experience?
We are motivated to share by experience
Not motivating Very motivating
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Even sharing customer experiences via
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Create a customer vision/strategy
Knowledge of Customers
How do we collect knowledge of our customers
Customer Experience In which touch points?
How do we ensure that customers get the How do we use this knowledge?
same experience across all touch points? How can we enrich and increase our own knowledge
On which level must the experience be Knowledge
consistent across all channels?
Which customers have which value?
How do we measure it?
Customer Customer Which customers will we attract,
retain or develop?
Which service will we provide the
How do we share knowledge of our
How do we plan and implement
customer activities across the
How close do we want to
integrate ourselves with Customer
customers and partners?
Balanced effort Balanced
How do we balance our efforts in relation to the When are the customer in touch with us and why?
customers value? Which expectations do they have and how do we
What effect does that have in our activities? How far live up to them?
will we go? How do we communicate with the customers?
How do we focus on loyalty, retention, additional and What impact does customer satisfaction have on
cross sales? revenue and profit?
Engaging customers and prospects
through innovation and differentiation
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Bil vask, baby
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• Out of the box thinking can get you ahead of competition
and closer to the hearts of your customers
• Spend time contemplating, brainstorming – look at other
successful (online) players to seek inspiration
• And remember: If you can dream it, you can do it
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The concept of permission marketing
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What is permission marketing?
• Traditionally referred to for electronic marketing through
email, SMS etc.
• Getting an active and volunteered consent to receive
communication via the specified channel from you
• Marketers must accept the consumer´ prerogative to opt-
out of communication anytime
• When a consumer opts-out, no communication can take
place in that particular channel until a new opt-in is
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Permission marketing in a multi-channel
Permission to any channel
• Direct mail
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Let the consumer decide – if you want
I don’t want your
emails – I only want
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Special guest: Con O´Donnell, Sarmady
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Websites and Usability out of the box
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اإلنسان بالتفكير وهللا بالتدبير
Your nose is a part of you even if it
was cut (or ugly).
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Really new ways: Will this influence?
The sales funnel when building web sites
Can a different approach
turn more visitors into
Benefits of ”reinventing and innovating” –
• THINK: Sales funnel first
• Increase traffic to web properties
• Increase Word of Mouth
• Increase key web metrics
• A different perception of your company / brand
• A different perception of your image / identity
• Acknowledgement amongst your peers
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ROMI – Return on Marketing Investment
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What do you want to achieve?
Have 100.000 ppl. Attract 20.000
watch my video newsletter
Sell for € 1 mill
Get 50000 people
to talk about
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Meeting Return on Marketing Investment goals
makes it more fun to be a marketer
Understand Customer Lifetime Value
Set clear, measurable tangible goals for monetary actions
• Cost per sale
• Cost per repeat sale
• Referral value of customers
Set clear, measurable goals for non monetary actions
• Acquiring a permission
• Increasing the quality of your database
• Switching recipients from direct mail to email permission
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As a multi-channel direct marketer you must have the ability to
differentiate your approach depending on
• Status of permission and channels
• Value of customer
• Potential value of prospect (f.ex. unaddressed
• Gross profit (or revenue) you can achieve
• Timing, relevancy and ease and speed of buying
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Understand how to utilize social networks
and social media
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and social media
is here to stay
How are you going
to tap into these
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Most people can recall at least 2 social
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New applications add
social networking capabilities
by default, examples;
- Photo sharing sites
- Professional online media
- TV stations etc.
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• Egypt: 2.170.000 profiles – that’s nearly 20% of the
internet population in Egypt
How to engage – if you want to engage?
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Engage through a profile (not)
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And what about Twitter?
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Launching a product utilizing the
Can you keep a
chat with PM
PR 4 in 5 days
1 mill. + hits on page
in ”no time”
Aligning experience to product benefits
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Understanding your audience and
anticipating their needs
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The ultimate customer experience –
How can I deliver a great
wherever I interact with
How can I utilize all customer
touch points for maximum benefit
to me and my customers?
How do I align that with my
ROMI and other objectives?
First: Understand and know you target audience
1. Think: How can I deliver a good-to-great customer
experience in digital/online channels?
2. Think: How can I stand out? What can I do to make
me unique and attractive?
3. Think: How do I implement a relevant permission
marketing program in various channels?
4. Think: How can I become part of the conversation
taking place online?
5. Think: How do I tie new channels in with my existing
If none of this works:
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