Boosting Business OnlineHarnessing the power of digital communication to market              your products and services
Harnessing Digital Chaos                                      Apps                                                 Web Ana...
Your Digital Hub                                              eNewsletters                                                ...
Your Digital Hub                                              eNewsletters                                                ...
Much To Think AboutPeople - Place - Personalisation - Production - Product - Price - Promotions -Prioritisation - Persever...
Do you have the experience or         will you need others to help youPeople   plan and deliver digital and social        ...
ProductDo you have to develop variants of your products and services to satisfy local needs of those who youare targeting?...
Customer service where you have             no real presence? Do your onlineProduction   promises match your customers’   ...
PlaceYou are open 24/7 365. How doyou serve and earn revenuewhilst you sleep? Not all weeksare Monday to Friday
PriceIs your online pricing strategyrelevant to the countries you aretargeting? How will onlinelegislation, regulations an...
Taking Your First Strategic Steps Build a Strategy Create a Digital Hub Awareness, Acquisition, Retention Understand Custo...
What You’ll Be Able To Do Next Optimise your Websites Words and Images in Different Markets Harness Social Media Take Next...
PrioritisationHow will you decide whichcountries and market sectors aremost attractive to prioritise first?How will you bal...
PlanningHow will you know when youhave achieved your goals? Aneffective digital and social mediaplan will ensure you areme...
Plan your Strategy Awareness, Acquisition, Retention Link with your sales and marketing Plan to help deliver business goal...
One Size Won’t Fit All
Understanding Your Customers
Customers’ Journey
Understanding the Customers• Prioritise your segments by market• “Long Tail” digital content• Segments become your filter f...
Creating a Digital Dashboard• No vanity metrics allowed• Turn information into intelligence• Balance financials with soft m...
Digital Dashboard
PersonalisationAre Facebook, Twitter andLinkedin the right socialnetworks?Do you have the back officecapability to serve cu...
Promotions• Search Engine Optimisation• Customer Optimisation by  Content• Internationalisation• Blogging
Magic Rule of ThirdsOne Third About YOUOne Third FREE StuffOne Third Overt SALE
Perseverance   Slow burn or fast-track, short term gain?
Next Steps•Plot customer journeys forpriority customer segments•Plan Your SOSTAC Strategy•Balance awareness, acquisitionan...
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DigitalBristol - January 2012 - Boosting Online Business via Neil Wilkins

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Presentation by Neil Wilkins from Viper Marketing

DigitalBristol - January 2012

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DigitalBristol - January 2012 - Boosting Online Business via Neil Wilkins

  1. 1. Boosting Business OnlineHarnessing the power of digital communication to market your products and services
  2. 2. Harnessing Digital Chaos Apps Web Analytics Website Chat Forum Research eNewsletters SMS SEO Blog Location Based Services Advertising Mobile eCommerce eMail Pay per Click Television Social Media Internet Directories electronic Customer Relationship Management Affiliate Marketing
  3. 3. Your Digital Hub eNewsletters Web AnalyticsSocial Media SEO Research SMS Blog Location Based Services Website AdvertisingeCommerce Mobile Internet Directories Television Pay per Click Apps eMail electronic Customer Relationship Management Chat Forum Affiliate Marketing
  4. 4. Your Digital Hub eNewsletters Web Analytics SEO Website Research SMS Blog Location Based Services Social Media AdvertisingeCommerce Mobile Internet Directories Television Pay per Click Apps eMail electronic Customer Relationship Management Chat Forum Affiliate Marketing
  5. 5. Much To Think AboutPeople - Place - Personalisation - Production - Product - Price - Promotions -Prioritisation - Perseverance - Planning
  6. 6. Do you have the experience or will you need others to help youPeople plan and deliver digital and social networking activity?
  7. 7. ProductDo you have to develop variants of your products and services to satisfy local needs of those who youare targeting? Not only products and services but your website and digital marketing activity too
  8. 8. Customer service where you have no real presence? Do your onlineProduction promises match your customers’ real world experience?
  9. 9. PlaceYou are open 24/7 365. How doyou serve and earn revenuewhilst you sleep? Not all weeksare Monday to Friday
  10. 10. PriceIs your online pricing strategyrelevant to the countries you aretargeting? How will onlinelegislation, regulations and taxaffect your approach to markets?
  11. 11. Taking Your First Strategic Steps Build a Strategy Create a Digital Hub Awareness, Acquisition, Retention Understand Customers Deliver a Consistent Customers’ Journey Create a Digital Dashboard
  12. 12. What You’ll Be Able To Do Next Optimise your Websites Words and Images in Different Markets Harness Social Media Take Next Steps... Step by Step
  13. 13. PrioritisationHow will you decide whichcountries and market sectors aremost attractive to prioritise first?How will you balance short termfinancial objectives to longer termstrategic goals?
  14. 14. PlanningHow will you know when youhave achieved your goals? Aneffective digital and social mediaplan will ensure you aremeasuring the right things to bothgrow your business throughonline marketing and provide thehighest level of service to yourcustomers
  15. 15. Plan your Strategy Awareness, Acquisition, Retention Link with your sales and marketing Plan to help deliver business goals Focus on 3-5 years out by SOSTAC Be passionate about measurement
  16. 16. One Size Won’t Fit All
  17. 17. Understanding Your Customers
  18. 18. Customers’ Journey
  19. 19. Understanding the Customers• Prioritise your segments by market• “Long Tail” digital content• Segments become your filter for everything you do and say• Beyond digital to products, services, sales and customer service
  20. 20. Creating a Digital Dashboard• No vanity metrics allowed• Turn information into intelligence• Balance financials with soft measures• Measure the length of the journey• Continually fine tune everything
  21. 21. Digital Dashboard
  22. 22. PersonalisationAre Facebook, Twitter andLinkedin the right socialnetworks?Do you have the back officecapability to serve customers ontheir terms, in their timescalesand in their language?
  23. 23. Promotions• Search Engine Optimisation• Customer Optimisation by Content• Internationalisation• Blogging
  24. 24. Magic Rule of ThirdsOne Third About YOUOne Third FREE StuffOne Third Overt SALE
  25. 25. Perseverance Slow burn or fast-track, short term gain?
  26. 26. Next Steps•Plot customer journeys forpriority customer segments•Plan Your SOSTAC Strategy•Balance awareness, acquisitionand retention across all marketing•Start writing great content•Measure and fine tune

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