Location Evaluation Do not just assume that the locations of your audience in the UK are the same in Europe, Asia, US, etc… each region/country reacts differently and you need to research each individually for each of the aims that you are focusing on.
<ul><li>You need to establish 4 key stages to have a successful campaign: </li></ul><ul><li>Objectives are the top-level aims of the brand </li></ul><ul><li>Goals are measurable KPI’s that monitor the success of a campaign </li></ul><ul><li>Strategies are specific long-term plans implemented to achieve goals </li></ul><ul><li>Tactics are the actions required to execute the strategies </li></ul>
Where you could build strategies Blogging Campaign monitoring Twitter feeds Email marketing SEO & PPC Display advertising Geo-locational messaging Viral Affiliates Interactive TV Facebook Persona maintenance Reciprocal linking Social media E-Commerce Flash & video Microsites Games Mobile applications Design & build Bookmarking/tagging Forums SMS/MMS/RFID Bluetooth Augmented reality QR codes eCRM
Source: Global Web Index, Pilot Survey, UK Data, June 2009 How Opinions are Formed...
Engagement Path <ul><li>Awareness = audience being aware of the campaign/brand </li></ul><ul><li>Evaluation = dipping your toe into the water with limited exposure </li></ul><ul><li>Use = user interaction without high barriers to conversion </li></ul><ul><li>Conversion = meets the short term aim of the strategy </li></ul><ul><li>Engagement = enter a long-term relationship to encourage brand loyalty </li></ul>