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The three little P's of Digital Marketing
- 1. The Three Little P’s of Digital Marketing
- 2. No one cares about your brand! Brand Loyalty Myth
- 3. • 63% of purchasers find better deals online • 75% of consumers use their mobile phone in store to search for better deals • 46% of GenX & Millennials use their mobile phone in store to request a price match • >64% of GenX & Millennials use their mobile phone in store to look up product reviews Brand Loyalty Myth
- 4. What is the most important question you need to answer when marketing a product or service? Question
- 5. Who buys your stuff? © www.whobuysyourstuff.com Answer
- 6. Woman aged 32 Surfing Drives a VW Golf The person Building your personas
- 7. Build at least two personas of people that would visit your town/shop. Exercise
- 8. What is the 2nd most important question you need to answer? Question.
- 9. Where do they hang out? (Platform or Place) Answer
- 10. For your personas list all the places that they might ‘Hang Out’ – both online AND offline Exercise
- 11. What is the 3rd most important question you need to answer? Question
- 13. For each persona create a message or an idea for them and think about where you might place that message. Exercise
- 15. Content IS King
- 16. The PESO model
- 17. Give me one other factor you need to consider when marketing any product of service. Question
- 18. Answer
- 19. Getting it right
- 20. Big vs Small
- 21. Big Data > micro audience
- 22. Design for mobile first
- 23. Mobile first……. Today! >60% of Search is mobile!!! Rises to 82% in China ^^^ >50% of online purchases in UK are mobile! ^^^^Rises even further to 90% in China for fashion and clothing!!!
- 24. Mobile first……. Today! And your web designer designs for desktop with mobile functions fitting into a three bar menu? Seriously????? WTF!!! – PMSL!!!
- 26. Mobile first……. Today! Google and Bing are global search engines that deliver LOCAL content!! On a mobile, ‘page one’ isn’t enough these days!
- 27. …..Voice for the future
- 28. 50% of Search will be voice by 2020 60% of voice searchers have started this year! 40% of adults use voice search daily! Speech = 150 words per minute Type = 40 words per minute …..Voice for the future
- 29. …..Voice for the future How is your voice strategy shaping up?
- 30. …..Voice for the future
- 31. …..Voice for the future
- 32. Thank you for your time Any Questions?
Editor's Notes
- • 63% of US-based Web buyers find better deals online • 75% of consumers use their mobile phone in store to search for better deals • 46% of GenX & Millennials use their mobile phone in store to request a price match • >64% of GenX & Millennials use their mobile phone in store to look up product reviews
- • 63% of US-based Web buyers find better deals online • 75% of consumers use their mobile phone in store to search for better deals • 46% of GenX & Millennials use their mobile phone in store to request a price match • >64% of GenX & Millennials use their mobile phone in store to look up product reviews
- PAID EARNED SHARED OWNED
- PAID EARNED SHARED OWNED
- Launched in conjunction with the film Anchorman 2 17% increase in sales
- Tracking and conversion pixels and tags Facebook Pixel LinkedIn Pixel Twitter Website Tags
- Mobile responsive or mobile compatible 80% penetration in Germany for adults with smartphone (46% tablet) 83% say constantly checking their phone and searching. Make sure your mobile site not only works but works well Design for mobile first not second. Assume they will be hitting the site via mobile. China – 82% of purchases on mobile rising to 90% for fashion
- Take out your phone – and search for something
- In Asia, with extended alphabets and languauges it’s easier to speak than to type But we use voice in a different way. We use grammatically correct syntax. We look
- Voice will continue to accelerate. Asian markets – richer, more complex alphabets We carry the keyboard round with us. The biggest restriction for technology has been the physical keyboard Remove that and we free ourselves more. Machine learning techniques will make this more accessible and more conversational Kubrik and Clarke foresaw this – in 1969 – intelligent – sentient virtual beings Asminov 3 laws of robotics
- Google Home, Chromecast and Google shopping Apple TV – Siri, Shopgate and even developers integrating Woo Commerce into Apple TV Amazon – biggest emarketplace – Alexa, Firestick Brands and corporations have spend billions on ‘tone of voice’, branding and visual representation Hands up who remembers a world where all websites were Times New Roman, or every typed document was courier? Adobe Voco enables you to ‘simulate’ any voice – you speak into it for 20 minutes and it learns your voice – then you push in your text and bingo. At the time there was uproar – especially amongst my voice over friends who thought – that’s it – the end of the world. Brands will in the future USE THIS technology – in as much as you get ‘web fonts’ and custom font kits you will see ‘voice kits’ HTML will change and voice codesets will be commonplace. Right now we are stuck with Siri, Cortana, Alexa et al in the same way that we were stuck with Times New Roman or Helvetica
- As this next level convergence increases we will be shopping more and more from the comfort of our sofa or whilst on the move. Instead of viewing pages we will receive voice descriptions or products or services We will engage with our personal assistants in the same way that we we engage with other people in our lives. Hey Siri – can you send mum a of flowers, something with Irises and tulips please for her birthday If Siri knows who Mum is, Siri know’s when mum’s birthday is, Siri knows you want Irises and Tulips, Siri know’s your mum’s address. Siri will display the bunches on your phone or watch - you use your biometric thumb print and it’s job done – you haven’t even had to stop jogging Siri – set up an appointment with Rob in accounts for Thursday afternoon regarding the invoice run Siri, I need to know ‘Who is looking to buy Rolled Steel Joists in Brazil at the moment’ Siri, I want to make my wife that Hugh Fearnley Whittingstall North African Stew recipe I bookmarked – can you order the ingredients from Sainsbury’s - I will pick them up on the way home about 6:00 Siri, I need an outfit for a job interview at a bank