Successfully reported this slideshow.

Shifting Into a Different Gear


Published on

Our next installment of this year's Top 10 Trends in Digital Marketing looks at how marketing budgets are further shifting towards online, what is a digital strategy and how can you position your budget to take advantage of the digital space.

  • Be the first to comment

  • Be the first to like this

Shifting Into a Different Gear

  1. 1. Customers and prospects are relying more and more on digital channels in the buying cycle togather information, form relationships, and make decisions. Perceptions of a brand are nowdetermined by the strength (or lack) of digital presence. If you are looking to buy a product andits online presence is weak, it immediately throws the product’s credibility.Marketing budgets are devoting larger and larger percentages of the overall pie to "digital channels.With the increased share of budget however comes an increased level of responsibility.Marketers have higher expectations of what they want their digital dollar to deliver.Digital needs to be part of a strategic approach now, not just an add on. Accountability,measurability and effectiveness are now critical components of the digital marketing plan.
  2. 2. A recent survey conducted by marketingSherpa noted a significant shift awayfrom traditional channels and into digitalchannels.Key findings:•  69% cited increased spending on social media•  60% cited increased spending on SEO & webinars•  39% of marketers cited a decrease in spending for print advertising•  30% of marketers cited a decrease in spending for tradeshows
  3. 3. The shift towards digital channels is not unique to B2C marketing.According to research conducted by Advertising Age across B2B marketers, more than 75percent said they felt their brands were at least somewhat at risk from not being as engagedwith customers as they should be.Online marketing is likely to become even more valuable to firms over the course of the nextfew years with most marketers devoting significantly larger budgets to online with somequoting as much as a 25% share.While paid search and traditional digital channels remain the focus of the spend, in an effortto boost engagement, the majority of brands plan on devoting more of their budgets tosocial media. In order to determine how and where to spend this money, organisations are devoting moreand more effort to developing a holistic digital strategy.
  4. 4. When a customer first defines a need for a product they willgo through stages from the identification of a need, thensomething will happen that will make that need more urgentand a purchase will seem more necessary, then they willstart to look at and add products to their consideration set.At this stage they may or may not know about your product.Brand awareness tactics through digital presences at tradeshows, thought leadership recognition and online articles willhelp to ensure that you are on the customer’s radar.Content and tone need to be attention grabbing, in the rightplace at the right time and as experiential as possible. Allowing customers to test and experience a product in aninteractive way such as through the use of TCO and ROItools will help to cement your product in the customer’sconsideration set and provide a sense of control andtransparency for the customer.
  5. 5. Once the decision has been made to purchasesomething, the next decision is which brand. B2Bcustomers are far more likely to research productsdue to their need to justify expenditure internally. Theyare less likely to buy on impulse or as an emotionaldecision.Content should be analytical and transparent. Yourproduct should be very easy to find through varioussearch tools and should contain all the informationthat a potential buyer might want in comparing thisproduct to the competition and understanding whyyour product is the best for the job.Educational tools such as ebooks and webinars play acrucial role at this stage in the process.
  6. 6. Online sales support tools (configurators etc) will greatlyassist customers in making the final decision. Once thatdecision to purchase has been made, online channelscan also vastly simplify and speed up the actualtransaction. Even if the actual transaction is too complex to happenonline, digital sales assistance, FAQ’s, guided helpsystems and multiple digital channels of customerservice help to ensure that the customer experiencegoes well.Post purchase support to ensure appropriate productconfiguration, can make the difference between a happycustomer and a vocal, dissatisfied one.
  7. 7. Once the product is purchased, installed and configured thebuyer starts to go through a process of evaluating theirexperience. While dissatisfied customers are far more likelyto talk about their experience, digital tools are great atenabling satisfied customers to also share.User forums and online communities that help customersget together and talk unite people around a common topicand are a good way to build a direct line of communicationwith customers.Communities also form a fantastic resource in productdevelopment and say a lot to the potential customer aboutthe company and the products it sells.Lastly, it is considerably easier to resell to an existingcustomer who is actively engaged with your brand than it isto find a totally new customer.
  8. 8. SO WHAT IS a digital strategy?
  9. 9. Digital strategy - the strategy a company takes to become a digitalcompany, where digital connotes deeper interactions with theircustomers, more customized and personalized offerings andinteractions, data driven decision making, and an organizationalmodels and processes which are more nimble and reactive to changesin the companys environment. Online strategy - the development of plans to deploy online assets tomaximize business results.
  10. 10. Layers of the strategy
  11. 11. Its very easy to let this "get overwhelming
  12. 12. Levels of digital strategyType of digital Objective Might involve Required level of Most important strategy involvement point of focus within organisationOnline Media Develop a plan for buying media in Paid Search Marketing department Test and learnstrategy online channels could be to support Online media placement Micro level a campaign or as part of an ongoing (banners etc.) optimisation digital media presenceDigital Campaign Integrated support an advertising Creative integration Marketing department Integration andsupport campaign or event through digital Channel strategy measurement channels (which may include a social Monitoring and media element) measurement solutions Multi agency procurement/ managementSocial media An ongoing social media platform Advocacy and loyalty Marketing department, Resourcing andstrategy through which to communicate with programs Product development, content existing and potential customers Content strategies Customer service Monitoring programs/toolsFull digital strategy Change the way a company Cultural change Board level Commitment and interacts internally and/or with Technological change Investment customers HR considerations
  13. 13. EVOLUTION" is about putting one small step in front of the other but walking continually forwardIf  you  need  assistance  developing  your  online  presence  using  tools  like  social  networking,  e-­‐books,  and  webinars,  or  want  to  see  some  examples  of  these  strategies  in  ac<on  contact  us  at  or  visit