Marketing must be consistent in everything you do. Advertising spend online is outstripping offline spend for the first time ever. It’s because that is where people are. And offline / traditional marketing does still work, but the difference with digital marketing is that you can be much more intelligent about it. You can target your customers by what they’re talking about, where they’re saying it and the sentiment attached. By age, social situation, their interests, what brands they like, where they’ve been on their holidays, or where they want to go, or what they want to do when they’re there!! Twitter stat: 52% brand sentiment comments are positive. 31% negative. Tripadvisor effect is no more… Pan am, atari,
In answer to where are they: they’re online, they’re on their mobiles. They’re tweeting, they’re researching. They’re canvassing opinion. Does everyone know what Twitter is? Who isn’t sure? It’s a way of writing down what you think. Your opinion on what’s going on right now. A way to research. A way of getting answers. Increasingly, it’s a way of aligning yourself with like minds. For informational and discursive reasons… What’s on in Suffolk? I’m looking for a sausage casserole recipe. Where can I take my kids on a rainy day in Leicester? Where can I watch the rugby near London Bridge? The way people behave is changing. Fewer people have caused a much bigger impact. Facebook has become more like Twitter but with the added bonus of dwell time – ad space. Ipod bike. Pedal power as social media is human
Essentially, they’re waving their hands in the air saying ‘this is me, these topics are what I want to be associated with.’ Aspirational behaviour is helping your customers to categorize themselves. People choose how they consume, you can still determine what they consume. It’s less about the platform: Twitter / Facebook et al…more about the apps. People manage their own news and product feeds, this is also dictated by their friends. We’ve moved on from the ‘world wide web’, now it’s about connecting with people or businesses who are highly relevant, and local. And location can make you relevant. Being there at the point of relevance.
Introduction to e-Marketing: Push Digital on Social Media & Online Marketing for small businesses- Choose Suffolk Tourism Roadshow
A Presentation By Push Digital What is e-marketing? How can I use it to drive my business? Tom Griffiths Head of Business Development
An introduction Where design meets digital marketing & communications From London to Local: Hammersmith, Southwold & Woodbridge 30 designers, digital marketers, developers Design, build, branding, search, social media, email, PR
An introduction to e-marketing Electronic marketing. How very Bladerunner… e-marketing redefined? Engagement marketing Marketing is: engaging your customers via the most effective means. So who are they? Where are they? What are they talking about? How are they talking about it?
‘ The changing landscape’ We know the landscape’s changing, the big difference is how fast… Social Media development is powered by the customers Facebook: 300m active users 65m accessing via mobiles Twitter 1m at end of 2008 now 50m Over 70% of purchases come via friend-recommendations
Power to the people Consumers are taking control. But they are becoming easier to manipulate…I mean target. They are tailoring their digital social life and refining how we interact. Groups & Twitter lists are enhancing this sense of ‘belonging’ to a community / brand / interest / location / lifestyle ‘ Local’ is the new global. World wide web is a local narrow network. Content management, in its truest form, means your customer is self-selecting. They ‘opt-in’ and look to exchange relevant content with like minds.
Let your customers choose the channel Heaven’s Game Marketing Consultancy Social Media Strategy Design Copywriting Advertising Video Production SEO
So how can you get a slice of the digital pie? 3 words you will hear a lot: Word of mouth…or WOM. So say something (but not too much). Advise, comment, have an opinion, steal someone else’s!! (by agreeing with them) You don’t have to be a big brand to be trusted! You just need to be relevant If it is relevant, it will get talked about: recommended/ favourited / forwarded / retweeted Relevance breeds trust. It also generates links to your site! Content will kill all your digital birds with one, targeted stone. … or rather feed them, so they come back for more…!
Social media – so what? Be where your customers are, talking about what they want to talk about… Conversion through conversation. Branding and sales. CRM to ‘opted-in’ fans / followers. Social Media Advertising. Crucially, think before you tweet…
Be found. Get on Twitter to drive brand awareness, brand engagement, traffic, bookings, referrals, recommendations, more bookings... It is not scary. It does not take a lot of time. It is powerful. Find relevant ‘lists’ and you will find relevant people – I’m on ‘realpeople’ and ‘allroundgoodeggs’, also ‘online-marketing’ and ‘rugby’. Don’t get on there and start shouting. Listen, engage, advise, be ‘honest’ and be ‘real’. It is free (for now), it’s searchable by Google, and it is targeted. If nothing else, use it as a free research tool to better understand your customers! And focus on intelligent, engagement marketing.
Contact Thank you Tom Griffiths [email_address] 07760 209 403 www.twitter.com/TomGriffola
Search engine optimisation SEO – natural search engine optimisation Search is intent-based. Engaging the user at the point of relevance. Appear in the search engines for the right search term, with the right message. Content Links Relevance Links Relevance Content Links Relevance