How to Win in a Digital Economy

“How to Win in a Digital Economy”How to Build and Optimize your Online Assets andPromote them to a Global Audience with Multi-ChannelMarketing

Digital World Creates Impact and Disruption• Mobile• Web• Social Networks• Online stores

The Black Swan Events

3 Attributes of a Black Swan Event1. It is unexpected2. It has major impact3. In hindsight it was predictable

Examples of Black Swan Events1. Penicillin – Positive Effect2. September 11 Attacks – Negative Effect

3 Black Swan Events that Define the Digital Economy1. The personal computer2. The Internet3. The social web

Challenge 1: In a Fast World, Humans are Slow to ChangeTo reach 50 million users – Radio took 38 years – TV took 13 years – Internet took 4 years – iPod took 3 years – Facebook added over 200 million users in less than 12 months!

Challenge 2: We still think Local not Global

Challenge 3: It Creates Disruption

Companies that don’t adapt to the disruption are becoming extinctas companies that adapt grow and thrive!

How does your Business stand out in a Crowded DigitalOcean of 500 million plus websites?

How do get found when there are over 200 billion digitaldisplay banner ads every 90 days?

How does your business and brand cut through in an era of “Big Data”? “Every two days we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 (CEO of Google)

The Key Elements for Winning in a Digital World• Step 1 – Designing, Building and Branding Your Digital Assets Website Blog Social Networks Mobile Platforms

Designing and Building your Digital Assets• What are Digital Assets? Any online web properties that you have your name and brand on. – Website – Blog – Online Store – Social Networks – Mobile apps

Designing and Building your Digital Assets• Website: Do you think your website in 2012 is like the one you built 4 or 5 years ago? – Static – never changed – Text Based – Needed to be programmed by the developer – One way communication – Optional

Designing and Building your Digital Assets• What is essential for a business website? – Intuitive visual design – Built on a robust technology platform

Designing and Building your Digital Assets• For a great business website! – It needs great “Liquid” and “Linked” content People can create more conversations about your brand online than you can ever hope to achieve

Designing and Building your Digital Assets• For a great business website! – It requires compelling “Multimedia” Content

Designing and Building your Digital Assets• For a great business website! – Tap into the power of the “Visual Social Web”

Designing and Building your Digital Assets• For a great business website! – It needs to be “Integrated” with your business • CRM • Accounting • Databases • Email

Designing and Building your Digital Assets• For a great business website! – It should be “Social”

Designing and Building your Digital Assets• Designing and Building a successful ecommerce website

Designing and Building your Digital Assets• What is essential in a successful ecommerce website – Make it easy for people to buy – Managed and editable without programming knowledge – Trusted – Offer a range of payment methods – Provide discounts and incentives – Personalize it – Embrace “Omni-Commerce” – Make it social – Optimise it for search

Designing and Building your Digital Assets• The Rise of “Omni Channel Retailing” – The seamless approach to the consumer experience through all available shopping channels. Think of the whole world as a store! Buy anything, anytime, anywhere • Mobile devices • Computers • Bricks and Mortar The decentralized shopping experience!

Designing and Building your Digital Assets• Mobile

Designing and Building your Digital Assets• Mobile – The Numbers • 5.9 Billion people use mobile phones • 1.2 Billion internet connected smart phones • Smart phone sales were up 63% in 2011 to 489 million new phones • 300,000 apps downloaded 10.9 billion times • 40 million tablets sold in 2011 • 106 million tablets forecast to be sold in 2012

Designing and Building your Digital Assets• Mobile – How do people use their mobile devices? • 81% for browsing • 77% for search • 71% Search on their phones because of ad exposure • Almost 25% of people have bought using their mobile • More than half of the US smart phone users performed retail research while in the store • Smart phones now outselling PC’s • 50% of all US phone users now have smart phones These are all indicators that we have reached a “Mobile Tipping Point!”

The Key Elements for Winning in a Digital World• Mobile – Mobile Showrooming

Designing and Building your Digital Assets• Mobile – How to win with Mobile • Accept the fact that the world is going “Mobile” • Build a Mobile optimised website • Build apps that make it easy to buy from a mobile device

The Key Elements for Winning in a Digital World• Step 3 – Social

You Have Designed and Built Your Online Assets• You have: – Created a great website – Built an online store – Developed it for mobile platforms – Established your social networks. They look great! Sit back and wait for customers and prospects to find you and the money to roll in? You are not done…Your work has only begun! You need to be “found” and attract traffic so you can sell

Marketing Your Digital Assets to Win• Create a Digital Marketing Strategy 1. Create a clear vision 2. Know who your audience is 3. Know what your goals are 4. Create content to engage with your target audience 5. Create tactics to achieve those goals 6. Measure, manage and modify

Key Elements for Winning in a Digital Economy Multi-Channel Marketing Social Networks Mobile Paid Digital Marketing Digital Assets Hub Search Engine Optimised Email Marketing

Marketing Your Digital Assets to Win• Channel 1 – Search

Marketing Your Digital Assets to Win• Channel 1 - Search – Up to 90% of purchasing decisions start with an online search. – Organic online clicks account for 75% of all click throughs to websites – 25% of all clicks are paid eg Google Adwords.

Marketing Your Digital Assets to Win• Channel 1 – Search – How important is it to be at the top of Google’s search results? • Ranking first on Google gets over 40% of all clicks • Ranking second receives just over 11% - coming second has distinct disadvantages – only ¼ of all clicks compared to first ranking • 90% of all clicks occur from first page of search results.

Marketing Your Digital Assets to Win• Channel 1 – Search – 2 Keys for Optimizing your Websites for Search Engines 1. Onsite Search Engine Optimisation 2. Offsite Search Engine Optimisation

Marketing Your Digital Assets to Win• Channel 2 - Paid Online Marketing – Why Paid Online Marketing? • It acts as a catalyst to be found online and accelerates the “velocity”, discovery and sharing of your brand

Marketing Your Digital Assets to Win• Channel 2 - Paid Online Marketing – Internet Advertising vs Print

Marketing Your Digital Assets to Win• Channel 2 - Paid Online Marketing – The Rise of Social Network Advertising

Marketing Your Digital Assets to Win• Channel 2 - Paid Online Marketing – Examples of Paid Online Marketing • Google AdWords • Facebook Ads • LinkedIn • Banner Ads on websites where your customers hang out

Marketing Your Digital Assets to Win• Channel 3 - Email Marketing

Marketing Your Digital Assets to Win• Channel 3 - Email Marketing – Most used channel for personal communications - 45% – Checked daily by more users (91%) – The preferred channel for permission marketing - 77% – The channel that influences the most purchases - 66% – Preferred for financial (52%) and travel (43%) alerts – Preferred even by teens over all other direct channels for permission-based, marketing communications - 66%

Marketing Your Digital Assets to Win• Channel 3 - Email Marketing – 2 Tips 1. Make it easy 2. Provide incentives for prospects to opt-in to your email list eg a free ebook

Marketing Your Digital Assets to Win• Channel 4 - Social Media Marketing

Marketing Your Digital Assets to Win• Channel 4 - Social Media Marketing – Turkey and Social Media • Facebook is the most visited site with 28.8 % of all time spent online • Nearly 90% of the Turkish population consumed online video watching 144 videos and spending 14.8 hours per month • 16.6 % of adults in Turkey use Twitter

Marketing Your Digital Assets to Win• Publish and Promote to multiple social networks

Marketing Your Digital Assets to Win• Publish a Variety of Multi-Media Content

Why Social Media?• Social Media Amplifies your Content

Why Social Media?• Accelerates the Spread of your Brand

Why Social Media?• Makes you Stand out from the Crowd

Why Social Media?• Networking on Steroids

Why Social Media?• It can Position You and Your Business as an Expert

Why Social Media?• Your Business Can Self-Publish

Why Social Media?• Enlists the Power of Global Word of Mouth

Why Social Media?• Facilitates Trust – Edelman Trust Barometer

Marketing your Digital Assets to Win• What social networks should you market on? – Where your target market hangs out!

Marketing your Digital Assets to Win8 Keys to being successful with social media 1. Treat your social networks as an extension of your websites 2. Build your networks 3. Optimise social networks for search 4. Engage with your audience 5. Publish multimedia content regularly 6. Create content for your audience that educates, informs, entertains and inspires 7. Share and subscribe buttons everywhere 8. Drive traffic to your website and “call to action” landing pages

Marketing your Digital Assets to Win• Top tips for your Social Media Marketing 1. Create Liquid and Linked Multimedia content to be seen and shared “everywhere” 2. Grow your networks 3. Engage with your customers 4. Drive traffic to your website

Takeaways1. Build and maintain your online assets2. Market your online assets relentlessly, everywhere3. Don’t ignore the growth of mobile4. Optimise for search engines5. Don’t underestimate the value of email6. Create Multimedia “Liquid” content7. Publish and promote your content on social networks

Be Persistent! “Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence and determination alone are omnipotent” Calvin Coolidge - US President

Twitter: @JeffBullas

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How to Win in a Digital Economy

by Jeff Bullas

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