Transformative effect of digital & social media on the customer acquisition process<br />Keith Feighery<br />
Overview<br />Changing landscape for marketers<br />Conversation-based marketing programmes<br />Developing an aligned dig...
Most dramatic sign of this in the shift in marketing budgets from traditional offline budgets to digital<br />
Marketing Trends for 2010<br />28% of marketers are shifting marketing budgets from traditional to digital channel<br />Tw...
Marketing Budgets 2010<br />
Aligned with this shift in budget, both the means and roles of marketers have changed<br />
Where is everyone?<br />
Traditional Vs Social<br />
Owned Vs Paid Vs Earned Media<br />
Change is predicated on the changing consumption and behaviours of the customer<br />
Changing Customer Landscape<br />The relationship between organisations and customers has traditionally been optimised aro...
New digital platforms are mass enablers of peer to peer conversations, sharing and interactions<br />
Social Media Landscape<br />
Marketers must understand the dynamic of communities<br />
Shift away from interrupt based marketing to a more conversational process<br />
Risks Posed<br /><ul><li>Loss of control of the conversation
Two way communication
Openly negative transmissions
Using social channel as a marketing or PR conduit
Broadcast as opposed to engagement
Can be a difficult persona for brands to adopt
Reveal a human voice of a corporate identity
What it is that voice?
Starting – and then not following through
Inevitable criticism</li></li></ul><li>Benefits of social engagement<br /><ul><li>Listening
Crucial to hear what the public is saying about you
Both positive and negative
Crowdsourcing – understand behaviours, experiences, language patterns etc..
Conversations
Once you know what is being said about you, where it is being said – you can then interact directly with customers (withou...
Community Advantage
Build long lasting relationships and trust with customers
Build real and valuable communities online and offline (Two way process)
Reduce customer acquisition costs (Media spend)
Increase customer retentions (Loyalty/Advocacy)
Instant polling and research opportunity with customers</li></li></ul><li>Brands & organisations must embrace a more socia...
Challenge now is to build engaging digital and social strategies aligned with clear business objectives<br />
Digital Strategy Process<br />
Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
Planning<br />Define business objectives<br />Increase awareness, increase reputation, create demand, educate audience, in...
Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
Creation<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solution...
Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
Case Studies<br />
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Dbs-DigitalMarketing-CustomerAcquisitionMarketingLecture

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Presentation to DBS BA students on the use of digital and social media in the acquisition process of customers

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Dbs-DigitalMarketing-CustomerAcquisitionMarketingLecture

  1. 1. Transformative effect of digital & social media on the customer acquisition process<br />Keith Feighery<br />
  2. 2. Overview<br />Changing landscape for marketers<br />Conversation-based marketing programmes<br />Developing an aligned digital strategy<br />Case Studies<br />Questions<br />
  3. 3. Most dramatic sign of this in the shift in marketing budgets from traditional offline budgets to digital<br />
  4. 4. Marketing Trends for 2010<br />28% of marketers are shifting marketing budgets from traditional to digital channel<br />Two-thirds of marketers are planning to increase investments in social media even though less than one-fifth can effectively measure ROI.<br />56% plan to increase budgets for mobile marketing<br />54% plan to increase budgets for email marketing.<br />51% plan to increase budgets for paid search.<br />42% of marketers plan to keep budgets the same as 2009 and 13% plan to decrease their overall marketing budget.<br />41% of marketers plan to decrease spending on print and radio marketing in 2010. <br />
  5. 5. Marketing Budgets 2010<br />
  6. 6. Aligned with this shift in budget, both the means and roles of marketers have changed<br />
  7. 7. Where is everyone?<br />
  8. 8. Traditional Vs Social<br />
  9. 9.
  10. 10. Owned Vs Paid Vs Earned Media<br />
  11. 11. Change is predicated on the changing consumption and behaviours of the customer<br />
  12. 12. Changing Customer Landscape<br />The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer<br />Companies and organisations have fallen behind in connecting with customers – they now realisethat they must find a way to participate in these Conversations<br />Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence. <br />
  13. 13. New digital platforms are mass enablers of peer to peer conversations, sharing and interactions<br />
  14. 14. Social Media Landscape<br />
  15. 15. Marketers must understand the dynamic of communities<br />
  16. 16. Shift away from interrupt based marketing to a more conversational process<br />
  17. 17. Risks Posed<br /><ul><li>Loss of control of the conversation
  18. 18. Two way communication
  19. 19. Openly negative transmissions
  20. 20. Using social channel as a marketing or PR conduit
  21. 21. Broadcast as opposed to engagement
  22. 22. Can be a difficult persona for brands to adopt
  23. 23. Reveal a human voice of a corporate identity
  24. 24. What it is that voice?
  25. 25. Starting – and then not following through
  26. 26. Inevitable criticism</li></li></ul><li>Benefits of social engagement<br /><ul><li>Listening
  27. 27. Crucial to hear what the public is saying about you
  28. 28. Both positive and negative
  29. 29. Crowdsourcing – understand behaviours, experiences, language patterns etc..
  30. 30. Conversations
  31. 31. Once you know what is being said about you, where it is being said – you can then interact directly with customers (without filters)
  32. 32. Community Advantage
  33. 33. Build long lasting relationships and trust with customers
  34. 34. Build real and valuable communities online and offline (Two way process)
  35. 35. Reduce customer acquisition costs (Media spend)
  36. 36. Increase customer retentions (Loyalty/Advocacy)
  37. 37. Instant polling and research opportunity with customers</li></li></ul><li>Brands & organisations must embrace a more social engagement because it is happening with or without them<br />
  38. 38. Challenge now is to build engaging digital and social strategies aligned with clear business objectives<br />
  39. 39. Digital Strategy Process<br />
  40. 40. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  41. 41. Planning<br />Define business objectives<br />Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..<br />Identify and communicate to key stakeholders (buy-in)<br />Listening to what is being said about brand currently<br />Define audience and break down into key segments<br />Influencers, Advocates, Specific Personas <br />Demographics, Psychographics, SocialGraphics etc.<br />Audience locations and value of each audience segment<br />Where do they reside digitally, what are their preferences, how do they consume media, what are preferred formats<br />Aligning brand with digital strategy<br />What is the tone, voice, perception currently presented<br />
  42. 42. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  43. 43. Creation<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solutions<br />Identify themes, channels, tone, aims for each tactical channel and initiative<br />PPC, Social Platforms, SEO, Email, Lead Gen etc…<br />For B2B business map out buyer and sales cycles<br />Align marketing and sales organisations<br />Create internal procedures and best practices for social channels<br />Initiate a content marketing production programme<br />Map this out along with personas and buyer cycles<br />Define KPIs for each programme – know upfront what success will look like (by corollary failure too)<br />
  44. 44. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  45. 45. Case Studies<br />
  46. 46. Heineken Activation<br />
  47. 47. Kogi BBQ<br />
  48. 48. Best Buy<br />
  49. 49. Hairybaby<br />
  50. 50.
  51. 51. Pat The Baker<br />
  52. 52. Zappos<br />
  53. 53. Charmin “Go” Campaign <br />
  54. 54. Digital crisis and reputation management<br />
  55. 55. United Airlines<br />
  56. 56. Domino’s<br />
  57. 57. Successful Viral & UGC Campaigns<br />
  58. 58. Upside Down Tango<br />
  59. 59. Walkers “Do us a Flavour” <br />
  60. 60. Unsuccessful Viral & UGC Campaigns<br />
  61. 61. Danish Single Mother Hoax<br />
  62. 62. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />
  63. 63. Thank You<br />
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