Threesides CollabIT  - Digital Marketing Lifestages
 

Threesides CollabIT - Digital Marketing Lifestages

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The presentation challenges people to think about where their organisation sits on the digital marketing life stages path and then asks are the people in your organisation and your customers – all ...

The presentation challenges people to think about where their organisation sits on the digital marketing life stages path and then asks are the people in your organisation and your customers – all at the same maturity level?

From pre-school into primary (elementary), through to high school, university and sometimes through to the nursing home or retirement village - every organisation grows through these stages and come sometimes even revert to a different age based on their management, resources, market forces, plans or vision.

This slide deck supported a keynote talk made by Todd Wright from Threesides Marketing at the Collabit ACT November 2013 members breakfast held at the Microsoft Offices in Canberra.

Even an obscure cricketing reference to Ian Chappell made it in somehow – see if you can pick it.

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Threesides CollabIT  - Digital Marketing Lifestages Threesides CollabIT - Digital Marketing Lifestages Presentation Transcript

  • Lifestages of Digital Marketing – What stage are you at? Todd Wright – Threesides Marketing
  • This slide deck supported a keynote talk made by Todd Wright from Threesides Marketing at the Collabit ACT November 2013 members breakfast held at the Microsoft Offices in Canberra. The presentation challenged people to think about where their organisation sat on the digital marketing life stages path and then asked are the people in your organisation and your customers – all at the same maturity level? Even an obscure cricketing reference to Ian Chappell made it in somehow – see if you can pick it.
  • “Let’s go back to school”
  • AndreaBuentipo.blogspot.com
  • Pre-Schoolers • • • • • • It’s all about play Discovering new toys Not making decisions No consequences of your actions All about fun Don’t hang onto friends – there will always be more! • Kids will play with anyone You live in a state of blissful ignorance
  • DIGITAL Pre-Schooler • Turn up online without a plan • ‘Hand me down’ website • Haven’t developed your own digital identity • Customers are anyone who will play with you • Don’t retain facts / data • Chasing the next flashy object • Too busy playing – when’s lunch?
  • “Cute – but not taken seriously”
  • Primary Schooler • • • • • • • • Starting to learn Your world is still small Your toys take AA batteries Your friends are important – but interchangeable Getting in trouble starts to matter You have started making pocket money It’s still all about fun You are developing self awareness
  • Digital Primary Schooler • Starting to become tactical • Your website captures data • You have a good idea of who your customers are but not their online behaviours • Direct email is magical • You have started experimenting in other areas such as social media, adwords, Landing pages and content • You still waste money on fads (roller blades, blackberrys…) • You think online is generating leads but you aren’t quite sure
  • “Growing up - awkwardly”
  • High Schooler • School is starting to get serious • People want to know what you are doing with your life • You start experimenting… • You start becoming self conscious of your appearance • Your digital devices get more face time than your family • You strive to be fashionable and fit in • You start getting into serious short term relationships • You think you understand culture and trends
  • Digital High Schoolers • You are completely tactical and occasionally see the bigger picture • You build better stories, have ways to promote them but still don’t listen enough • You care what your customers think and now you collect their details • You explore multi-channel and new platforms and occasionally talk back • You are comfortable in social, email is integrated and mobile is important • You are willing to spend your cash but don’t seek value or clear return
  • “Wow – Haven’t you changed!”
  • Uni students • It’s business time • You have learnt to think and analyse information • Your writing is intelligent and you are developing influence and understanding • You work and party hard but can recover in the morning • Relationships matter – you’re even talking long term now • The future excites and scares you • You are becoming entrepreneurial
  • Digital Uni student • You are strategic and have clear measurable goals • You have cross channel integration for marketing, sales and customer service • You use analytics to improve decision making • You know where and when your customers are interacting with you in real time • You leverage skills internally and externally • You eat automation and conversion rates for breakfast • Personalisation is the key in your customer centric organisation – two way is the only way.
  • “Digital Disco Stu.”
  • Old Age Pensioner • The years have wearied you • You reminisce fondly about the old days • You had a secretary back in the department to pen your letters • You enjoy the days that your joints don’t hurt • You are a valuable font of cultural and historical knowledge • You have a supportive family that ‘looks after you’ • Once you are gone – you will take many secrets with you
  • Digital OAP • You are old and wise – but maybe not in the digital marketing space • You struggle to find relevance in new channels such as social media • Mobile is what your hips use to be • Your customers knew you by name – before they died. You still have all their details though. • Your website is all you need to be on the world wide web • You didn’t keep up with the times and they passed you by – there’s still time to call your uni student grandson though…
  • “What do kids know anyway?”
  • http://www.marketingtechnologyinsights.com/2013/01/digital-maturity-first-you-must-crawl.html
  • Some questions to ask yourself #1 – Do you really understand your digital consumer #2 – How often have you started with the tactics rather than the strategy? #3 – Do you simply turn up or do you actually participate in digital? #4 – Is cross channel marketing integration a pipe dream or a reality? #5 – Are you using data to predict the future? #6 – Are you being honest about your internal skills and organisational capabilties? #7 – Can you really do everything?
  • “Every organisation should be investing in having closer conversations with their customers.”
  • Credits Awkward Family Photos – www.awkwardfamuilyphotos.com – truly awkward. Buy their calendar – I did! Digital maturity model diagram – www.arke.com / http://www.marketingtechnologyinsights.com/2013/01/digital-maturityfirst-you-must-crawl.html Obscure Ian Chappell reference – Rob Miller – Collabit. Ageist stereotypes and generalisations – All our own – purely for storytelling purposes. We love our grandparents…
  • www.threesides.com.au www.facebook.com/threesides www.twitter.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides www.pinterest.com/threesidespins