Transformative effect of digital & social media on the customer acquisition process Keith Feighery
Overview Changing landscape for marketers Conversation-based marketing programmes Developing an aligned digital strategy Case Studies Questions
Most dramatic sign of this in the shift in marketing budgets from traditional offline budgets to digital
Marketing Trends for 2010 28% of marketers are shifting marketing budgets from traditional to digital channel Two-thirds of marketers are planning to increase investments in social media even though less than one-fifth can effectively measure ROI. 56% plan to increase budgets for mobile marketing 54% plan to increase budgets for email marketing. 51% plan to increase budgets for paid search. 42% of marketers plan to keep budgets the same as 2009 and 13% plan to decrease their overall marketing budget. 41% of marketers plan to decrease spending on print and radio marketing in 2010.
Change is predicated on the changing consumption and behaviours of the customer
Changing Customer Landscape The relationship between organisations and customers has traditionally been optimised around the organisation, not the customer Companies and organisations have fallen behind in connecting with customers – they now realisethat they must find a way to participate in these Conversations Customers choose to connect and collaborate with each other without the organisations, disrupting the flow of influence.
New digital platforms are mass enablers of peer to peer conversations, sharing and interactions
Digital Strategy & Planning Source RedAnt.co.uk
Planning Define business objectives Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. Identify and communicate to key stakeholders (buy-in) Listening to what is being said about brand currently Define audience and break down into key segments Influencers, Advocates, Specific Personas Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do they reside digitally, what are their preferences, how do they consume media, what are preferred formats Aligning brand with digital strategy What is the tone, voice, perception currently presented
Goals and Audience Location Analysis Source RedAnt.co.uk
Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Email, Lead Gen etc… For B2B business map out buyer and sales cycles Align marketing and sales organisations Create internal procedures and best practices for social channels Initiate a content marketing production programme Map this out along with personas and buyer cycles Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
Mapping audience, solutions and projected ROI Source RedAnt.co.uk