Emarketing: We're entering a new dimension

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  • Don’t worry if you don’t know what some of these mean. I will explain a bit more about each one later.
  • Hopefully you will realise why by the time I have finished my presentation.
  • I am going to throw some headline stats at you…
  • Unsurprisingly Google is number 1
  • Unsurprisingly Google is number 1
  • UK Population is only 62 Million – many people have more than 1 mobile phone
  • And this is a website where the content is almost entirely user generated.
  • In the marketing industry we like to give things names. The way people use the web has changed. We like to call it…
  • Very basically it is a marker in the sand indicating the change in the way people use the web. Websites used to just PUSH information at you. You views a website and it was static – there was text and images on a page, but now users are able to generate there own content. Think of TripAdvisor and the BBC website
  • Show of hands ‘news in print’ Vs ‘news online’ experiment
  • When we get the people who use our websites to register and give us information, and generate there own content, and make the home page look they way they want it to look they are giving us valuable information about them, and what they want, and best of all you are able to use it – to market to them. So the internet can help us understand our customers better.
  • I’m not a massive fan of social networking, but a lot of people are, and lots and lots of people use it everyday. Social networking is very basically an on-line community. A few examples of social networking sites are: Facebook, Twitter, Bebo, MySpace and LinkedIn. Twitter describes itself as ‘without a doubt the best way to share and discover what is happening right now’. 140 characters to answer one question ‘what are you doing today?’
  • Another quick fact for you, which links social networking with my next topic mobile phone marketing.
  • I love my mobile. I have an iPhone. It’s great. It is my best friend, and I am never without it.
  • Check out the Lonely Planet app.
  • Use Jorvic Museum example here…
  • I talked about web 2.0, social networking and mobile marketing, and the great opportunities that they give you to gather loads of insightful, fascinating and relevant information about your customers and what they do, and how they communicate, and how they want to be communicated with. So we have this great data. What do we do with it?
  • I talked about web 2.0, social networking and mobile marketing, and the great opportunities that they give you to gather loads of insightful, fascinating and relevant information about your customers and what they do, and how they communicate, and how they want to be communicated with. So we have this great data. What do we do with it?
  • Customer relationship management is how you put all this data to good use. When people registered on your website, you asked them would they like to receive e-mails from you? Or SMS? What products they wanted to know about? Then when they were on your website they changed the home page to look a certain way – giving some information more importantance than others, then they booked tickets to your attraction on a certain day at a certain time, or booked a night in your hotel maybe for a special occasion. And you kept all this information about each individual. NOW YOU CAN COMMUNICATE WITH EACH INDIVIDUAL WITH RELEVANT INFORMATION, THAT THEY WANT – IT IS SPECIFIC TO THEM. IT IS PERSONAL – IT IS A ONE TO ONE RELATIONSHIP. Aren’t you clever.
  • Emarketing: We're entering a new dimension

    1. 2. HELLO! I’M WILL WRIGHT ACCOUNT DIRECTOR WHITE SPACE DESIGN
    2. 3. AN INTRODUCTION TO WHITE SPACE DESIGN
    3. 4. <ul><li>FULL SERVICE DESIGN & </li></ul><ul><li>MARKETING AGENCY </li></ul><ul><li>BASED IN IPSWICH </li></ul><ul><li>WORK WITH CHOOSE SUFFOLK, </li></ul><ul><li>EAST OF ENGLAND TOURISM </li></ul><ul><li>& IPSWICH CENTRAL (AMONGST OTHERS) </li></ul><ul><li>IN-HOUSE DIGITAL CAPABILITIES </li></ul>
    4. 5. <ul><li>SO WHAT IS E-MARKETING? </li></ul><ul><li>WEBSITES </li></ul><ul><li>E-MAILS </li></ul><ul><li>MOBILE PHONES </li></ul><ul><li>SOCIAL NETWORKING </li></ul><ul><li>(TWITTER, FACEBOOK, BEBO ETC.) </li></ul><ul><li>AND… </li></ul>
    5. 6. THE GREATEST OPPORTUNITY YOU WILL EVER GET TO FIND OUT MORE ABOUT YOUR CUSTOMERS.
    6. 7. “ SOCIAL NETWORKING AND FORUMS ACCOUNTED FOR 11.16% OF UK WEB TRAFFIC DURING OCTOBER ” EXPERIAN HITWISE
    7. 8. “ FACEBOOK IS THE MOST VISITED SITE IN THE UK ” EXPERIAN HITWISE 2 ND
    8. 10. “ THERE ARE 64 MILLION OF WHICH ACCESS THE INTERNET FROM THEIR MOBILE ” TEXT4EVER MOBILE PHONE USERS IN THE UK 50%
    9. 11. “ TRIP ADVISOR IS THE MOST VISITED ‘ TRAVEL SPECIFIC’ WEBSITE PRIOR TO PEOPLE BOOKING A HOLIDAY ONLINE ” EXPERIAN HITWISE MARCH 2009
    10. 12. … SO HOW WE COMMUNICATE IS CHANGING. ARE YOU?
    11. 13. WEB 2.0
    12. 14. WEB 2.0 WHAT’S THIS?
    13. 15. THE BEST WEBSITES ARE ‘ INTERACTIVE’ , NOT ‘ INACTIVE’ !
    14. 16. THE INTERNET NEVER SLEEPS. THE WORLD’S ONLINE 24/7.
    15. 17. ONLINE MEDIA IS NOW A BIGGER REVENUE EARNER THAN PRINT. FACT!
    16. 18. DO YOU REALLY KNOW WHAT YOUR CUSTOMERS WANT? THE INTERNET DOES!
    17. 19. INFORMATION DELIVERED TO CONSUMERS HOW THEY WANT AND WHEN THEY WANT
    18. 20. WE CALL THIS WEB 2.0. IT’S CLEVER. ARE YOU?
    19. 21. SOCIAL NETWORKING. WE’RE NOT FRIENDS. BUT YOU MIGHT BE.
    20. 23. WEB 2.0 AND SOCIAL NETWORKING MEAN…
    21. 24. THE INTERNET IS NOW A PLACE WHERE BRAND AND CONSUMER MEET
    22. 25. THE INTERNET IS NOW A PLACE WHERE BRAND AND CONSUMER MEET. SCARY?
    23. 26. NOT AT ALL. IT’S THE GREATEST OPPORTUNITY YOU WILL EVER GET.
    24. 27. DID YOU KNOW? <ul><li>20% </li></ul><ul><li>OF SOCIAL NETWORKING UPDATES ARE DONE VIA A MOBILE PHONE? </li></ul><ul><li>INSTANT INTERACTION BETWEEN TWO MEDIA </li></ul>
    25. 28. MY MOBILE IS MY BEST FRIEND. DELOITTE
    26. 29. WHY MOBILE? <ul><li>1. 84% PENETRATION </li></ul><ul><li>2. IMMEDIATE </li></ul><ul><li>3. EFFECTIVE </li></ul><ul><li>4. CAPTIVE </li></ul><ul><li>5. INTERACTIVE </li></ul>DELOITTE
    27. 30. MOBILE CHANNELS <ul><li>WAP </li></ul>SMS BLUETOOTH BARCODES APPS
    28. 31. SMS <ul><li>78.9 BILLION TXT MSG SENT IN 2008 </li></ul><ul><li>85.6% MOBILE SUBSCRIBERS SEND SMS </li></ul><ul><li>3.7% AVERAGE RESPONSE RATE </li></ul><ul><li>REDEFINING LANGUAGE – TXT SPK, LOL, MWAH </li></ul>MOBILE BUSINESS (M:METRICS)
    29. 32. WAP – MOBILE INTERNET <ul><li>68% </li></ul>HAVE 3G OVER 28.5M INTERNET PAGES DOWNLOADED PER DAY WAP 2.0 OPENS OPPORTUNITIES BEYOND TEXT ZDNET
    30. 33. APPS <ul><li>SMARTPHONES GROWN 27% IN 2 ND QUARTER ‘09 </li></ul><ul><li>APPS GROWING IN POPULARITY </li></ul>M:METRICS
    31. 34. BLUETOOTH FAST DATA TRANSFER INSTANT ANYWHERE YOU LIKE
    32. 35. BARCODE <ul><li>PHOTOGRAPH IMAGE WHICH OPENS WAP PAGE </li></ul>
    33. 36. LET’S MEET UP ONLINE. DATA GATHERING
    34. 37. OK. NOW WE’RE GETTING TO KNOW EACH OTHER BUT WHERE DO WE GO FROM HERE?
    35. 38. BRINGING IT ALL TOGETHER <ul><li>CRM </li></ul>(THAT MEANS ‘CUSTOMER RELATIONSHIP MANAGEMENT’ TO YOU AND I)
    36. 39. BRINGING IT ALL TOGETHER <ul><li>CRM </li></ul>2.0 (THAT MEANS ‘CUSTOMER RELATIONSHIP MANAGEMENT 2.0’ TO YOU AND I!)
    37. 40. CUSTOMER AT THE HEART <ul><li>IT IS NO LONGER ABOUT WHAT YOU WANT TO SAY </li></ul><ul><li>IT IS ABOUT WHAT YOUR CUSTOMERS WANT TO KNOW </li></ul>M:METRICS
    38. 41. AND AN EXAMPLE TO SHOW THAT IT WORKS…
    39. 44. LETS NOT FORGET THE ENVIRONMENTAL BENEFITS… LESS PRINTED MATERIAL COST SAVING POSITIVE CONSUMER MESSAGE THE FEEL GOOD FACTOR
    40. 45. THE GREATEST BENEFIT OF ALL GREATER CUSTOMER INSIGHT UNDERSTAND YOUR CUSTOMERS BETTER COMMUNICATE WITH THEM IN THE WAY THEY WANT RESULT: GREATER TRUST AND BETTER RELATIONSHIP = MORE SALES

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