Friday Session #58: Shake up your multi-channel strategy

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Cleverwood's 58th Friday Session aimed to share knowledge with our network consultants. Strategist Derek D'Ursel covering the basics of online multi-channel marketing.

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  • Situation: offre pré-existe, pas dans une stratégie mass-acquisition, objectif=rentabilité
  • Situation: offre pré-existe, pas dans une stratégie mass-acquisition, objectif=rentabilité
  • Friday Session #58: Shake up your multi-channel strategy

    1. 1. Shake up your multi- channel strategy tchin-tchin ! DEREK D’URSEL
    2. 2. Little intro
    3. 3. I define myself as:  The rigor of a management engineering  The craziness of an entrepreneur  The spirit of a marketer What I am doing since 4 years: creating leads websites with little budget Let’s define together: How to create a strategic plan and use proposed tools
    4. 4. Appetizer
    5. 5. So keep yourself up to date ! All this is only relationship mgmt ! # 1 # 2
    6. 6. (2) Acquisition (3) Retention (4) Conversion (1) Reach The e-marketing wheel:
    7. 7. The channels  E-mail marketing  Online marketing  Affiliate marketing  Search engine marketing  PPC advertising  Social media marketing  Viral marketing  Online reputation mgmt  Web PR marketing  Mobile Marketing  …
    8. 8. Main dishBon appétit !
    9. 9. 0. Know your product Is it a product service advertisement … all of them What do you sell?
    10. 10. 1. Define the objectives Should be task specific (what is to be accomplished), measurable (how much), time specific (by when) and realistically attainable Ex: rise brand awareness rise number of inscriptions rise number of sales What do you want to achieve? Define KPI you’ll use (you’ll need them!) 0. Product (s)?
    11. 11. 0. Product (s)? 1. Objective (s) and KPI (s)? 2. Identify your target groups First step: list their needs Second step: understand how they consume digital medias Who is your customer ? Use personae technique
    12. 12. First tool : personae Will help you define groups and use case of media usage
    13. 13. 0. Product (s)? 1. Objective (s) and KPI (s)? 2. Target group (s)? 3. Define your unique values First step: eliminate values that cannot be seen as an answer to one need of your target group Second step: be aware of values that are not unique regarding competition. (oups… huge topic!) What value do you bring ?
    14. 14. Second tool : GA hack Will help you test your values toward your target groups Value 1 Value 2 Value 3 Argument1 Argument2 Argument3 … Argument1 Argument2 Argument3 … Argument1 Argument2 Argument3 … 20€ + 80€ free google account Landing page promoting value1 Landing page promoting value2 Landing page promoting value3 Conversion Conversion Conversion Googleanalytics
    15. 15. 0. Product (s)? 1. Objective (s) and KPI (s)? 2. Target group (s)? 3. Value (s) ? 4. Scheme your buying process Ex: a. identification of need b. search of information offline c. search of information online d. . . . What is doing your client at each step?
    16. 16. You have it all ! En route !
    17. 17. Third tool : The recap matrix Will help you identify what actions to be taken where Reach Acquire Convert . . . Step 1 How do I reach him in step 1 ? - - … Step 2 How do I reach him in step 2 ? How do I acquire him in step 2 ? - … Step 3 How do I reach him in step 3 ? How do I acquire him in step 3 ? How do I convert him in step 3 ? … … … … … … E-marketing wheel BuyingprocessstepsTARGET GROUP 1
    18. 18. To meet your objectives, for each target group, on each step of the e-marketing circle and at each step of the buying process you now know: what Action to do on what Channel to promote which Value
    19. 19. And don’t forget
    20. 20. “ ” Data is King ! Trial and error is Keen ! … and Gin is Jack ! So keep calm and relax. All this is great fun ;-)

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