Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen

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Many businesses have an offline experience for their customers, be it a shop, a restaurant, or just offline advertising and engagement. Looking at some key industry trends and the relationship between online and offline, it is clear that all marketing activity should be sewn together through content and a good overarching strategy. It is becoming increasingly challenging for businesses to integrate offline experiences with online communications, while maintaining a consistent brand image and messaging. Matthew and Rachel will be discussing how marketing has developed in this direction.

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  • Over the past few years in marketing, we have noticed a consistent shift towards more digitally savvy marketers, which is great. However, this year, 2013, we, as digital marketers, we have also noticed a problem. Businesses aren’t moving quick enough. So, before we can talk about how to drive footfall through digital marketing, we need to first explain the trending problem we have come across, show how we can eleviate that problem, and then show how that will naturally start to increase the footfall through digital marketing, through building consumer trust.
  • Marketing should now be thought of as digital marketing, all forms of marketing, should be in some way digital, to allow it to be trackable, but also to make it the most effective and engaging form of marketing it can be for your audience. Making marketing trackable, is yes good, but making it funnell through the pipeline to the bottom line is even more important, and that’s why digital is so important. There’s no point in marketing being trackable, if it’s not engaging, and there’s no point marketing being engaging if it’s not trackable. So, digital marries these two things up amazingly well.
  • The difficulty of talking about online and offline marketing, is that marketing has developed so much over the past few years, that we no longer want to talk about these separate ‘alternating’ forms of marketing, but we want to talk about Digital. Marketing has shifted significantly over the past few years. The more traditional ways of marketing have developed into more tech-savvy activites; allowing the activity to be trackable, more traditional activity has taken a back seat, or has it? As
  • With so many new products, and new outlets, and new ways of shopping, consumer trends are constantly changing and developing. The lines between offline and online shopping are changing; showing that consumers are bringing their online behaviour into the shops, to compare prices, but also to familiarise themselves with the products before they buy. This image shows that 44% of consumers research online and buy products online 17% of consumers visit a store first and then purchase online 51% of consumers research online and visit a store to purchase 32% of consumers research online, visit a store to view a product, then return online to purchase. It might be an obvious point to make, but, consumers have to have trust in every touch point that they make in your purchase funnel with your brand, from the research stage, to online, to store, as well as all of the touchpoints in between, in order to commit to that purchase. So despite the faster paced world we live in, everyone is more cash careful, AND consumers are also taking advantage of all of the available outlets to them, in order to make the purchasing process harder for the brand. The brand has to work harder to commit that consumer to make that purchase. And that is where the marketers role is so important.
  • The shift in marketing is becoming increasingly obvious; that marketers are looking to spend more in digital in 2013, and that is the right path to follow. However….the problem we have come across, needs to be addressed, before we can approach driving footfall through digital, because really it should be driving footfall through marketing.
  • As marketing has developed over the years, businesses have acknowledged that they need to be doing print advertising, creative design to bring their marketing activity to life, and they know they need to be in the press so people are reading about them, billboard advertising so that customers can see their brand, and more recently social media, SEO, and Online advertising. Each department are working in silos, towards different KPIs, towards different objectives, when really, we need to bring them back to basics. We need to align each of the departments towards one objective, and that doesn’t mean everyone should be trying to generate sales, but each area should be using the same content, and focused towards each area of the sales funnel, with the end goal in sight. Each department needs to have a domino effect on the next, not all working in different ways, using different content; it’s ineffective and inefficient. Surely, the business has one objective; to generate more revenue, so why are all of these departments not working as one team, towards one objective, and integrating their efforts?
  • So, aligning offline and online marketing efforts, means that integrating all marketing campaigns, so they’re providing your consumers and potential consumers with relevant content, in a way they’re more likely to respond.
  • You need to give consumers a reason to come to your store. If they can take a bit of your store home with them, and you gave them an experience they can’t get online, they’ll come to your store and share their experience online.
  • Serving the right message to the right people, at the right time, at the most likely time to purchase as part of the purchase funnel, with calls to action to encourage customers to buy. by Knotice
  • 40% of consumers report that videos increase their likelihood of making a purchase on a mobile device Clear call to action within the YouTube channel to take them to the website to purchase from their Christmas range. They are also reemphasising the fact that they are ‘in-store, online and mobile’ as they do consistently across any marketing activity they implement. It’s all part of the story.
  • Twitter Party with Alice Temperley. Fashion bloggers Bringing the designer to the forefront of the brand, through social media, and provides John Lewis with PR material, and encouragement of twitter followers, as well as being a cheap way of sales for Alice Temperley clothing, through John Lewis stores, online and offline, and for Alice Temperley too. It’s this kind of innovation that is simply wonderful to the consumer because it brings that trust between designer, outlet and consumer for very little cost. And using incentives like accessories, to encourage engagement, and to encourage the use of the hashtag – pure brilliance.
  • We as marketers need to react to the way in which consumers are interacting with us as brands through both online and offline marketing channels. We need to look at the data they are giving us, and see how they want to be marketed to, when, and through which channel? If you integrate offline – make it trackable – make it digital – and you can
  • The difficulty of talking about online and offline marketing, is that marketing has developed so much over the past few years, that we no longer want to talk about these separate ‘alternating’ forms of marketing, but we want to talk about Digital. Marketing has shifted significantly over the past few years. The more traditional ways of marketing have developed into more tech-savvy activites; allowing the activity to be trackable, more traditional activity has taken a back seat, or has it? As
  • Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen

    1. 1. @4PsMarketing #4PsEDGE@MatthewPhelan & @Rachel_4Ps
    2. 2. HelloMatthew PhelanDirector & Co-Founder @ 4Ps Marketing@MatthewphelanRachel KneenCampaign Marketing Manager @ 4PsMarketing@Rachel_4Ps
    3. 3. Driving footfall through digital marketing
    4. 4. Agenda Background The Problem Integration The Solution
    5. 5. Background
    6. 6. Trackable + Engaging
    7. 7. 2013 will be the year when DigitalMarketing starts to lose the Digital bit
    8. 8. Shift in Consumer Behaviour + Trends
    9. 9. The Problem
    10. 10. Digital Budgets
    11. 11. The Current Situation Internal Integration
    12. 12. Integration | Offline & Online
    13. 13. Content
    14. 14. It All Begins With Content• Create a Campaign | Create a Story
    15. 15. Bringing Offline Online
    16. 16. In-Store Branding | Consumer Experience
    17. 17. Advertising• Billboard Advertising• PPC Advertising• Display Advertising
    18. 18. Email MarketingA recent study showedthat 27% of email is now opened on a mobile device, so companies need tomake sure they are takingadvantage of this fact.
    19. 19. TV Advertising & Video
    20. 20. Search Behaviour | SEOYear-on-year search activity has increased by 18% with over 400 millionmore visits going to search engines in January 2013 than in January 2012.
    21. 21. ‘Print’ | Online & Offline
    22. 22. Social MediaFacebookreported that680m userslogged onfrom a mobiledevice inDecember2012, a 57%increase onan annualbasis.
    23. 23. PinterestPinterestrepresents 17.4% ofsocial media revenuefor e-commerce sites
    24. 24. PR
    25. 25. So What Do We Do?
    26. 26. One Objective
    27. 27. Content Strategy
    28. 28. The 4Ps of Personalisation • Privacy • Physical • Predictive • Proactive Source; Ashley Friedlein
    29. 29. Summary
    30. 30. The Marketing Shift• Online Marketing became brilliant because it was trackable.• It’s now NOT about who can shout the loudest• It’s now about who can educate their audience about their products and services• Using marketing channels to consistently engage and re-engage• It’s about talking to your customers and prospects in the way they want to be talked to; in the right way, at the right time, with the right message.
    31. 31. Final thought “End of the digital beginning as companiesreshape and retool for life in the new normal“ (PWC outlook for 2013-2016)
    32. 32. Any Questions? @4PsMarketing #4PsEDGE@Matthewphelan & @Rachel_4Ps
    33. 33. Appendix• http://www.guardian.co.uk/media-network/media- network-blog/2013/feb/12/retail-technology-brands- ready• http://googleretail.blogspot.co.uk/2012/10/ushering-in- first-nonline-holiday.html• http://www.powerretail.com.au/multichannel/how- wearable-technology-will-revolutionise-multichannel- retail-analytics/• http://econsultancy.com/uk/blog/62140-10-interesting- digital-marketing-stats-we-ve-seen-this-week-35• http://www.pwc.com/gx/en/global-entertainment- media-outlook/index.jhtml

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