Digital Destinations: Online Explosion


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The presentation made by Maureen at the first ERSC-funded Digital Destinations seminar in November 2012 at Bournemouth University

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Digital Destinations: Online Explosion

  1. 1. Workshop one Digital Destinations: On-line explosion Maureen McAllister McAllister and Co @McAllisterandCo |@PhilipAlford | @SchoolofTourism #DDBU
  2. 2. Workshop one – today’s planPart one: Background to on line marketingWhat is online marketing?How can it benefit businessWho is using it effectively / who is missing a trickPart two: Developing the strategyMarketing strategy templates and ideasCase study templatesPart three: Individual Business objectivesWhat do you currently do?What do you want to achieve?What are your two main outcomes for this learning?
  3. 3. Workshop onePart one: Background to on line marketingWhat is online marketing?How can it benefit businessWho is using it effectively / who is missing a trick
  4. 4. Background to on line marketingThe on-line explosionWhat is online marketing?How can it benefit business?Who is using it effectively?Who is missing a trick
  5. 5. Background to on line marketingNot exclusiveThe on-lineexplosion mustcomplement allother activity
  6. 6. Background to on line marketing – why does it matter?Data never sleeps. Every minute:YouTube users upload 48hrs of new videoEmail users send 204,166,667 messagesGoogle receives over 2,000,000 search queriesFacebook users share 684,478 pieces of contentConsumers spend $272,070 on web shoppingTwitter users send over 100,000 tweetsBrands and organisations on Facebook receive 34,722 likesTumblr blog owners publish 27,778 new postsInstagram users share 3,600 new photos | Flicker users add 3,125 newphotosFoursquare users perform 2,083 check-ins571 new websites are created and the mobile web receives 217 new users
  7. 7. Background to on line marketingWhat is online marketing?Online marketing enables you to use the power of the internet to reach, to get aresponse from and maintain a dialogue with, customers (and potential customers) –you may also hear it called ‘Internet marketing’ or ‘web marketing’.-The internet is a key tool for businesses: to profile a business and its offer.-Promoting a brand, product or service over the Internet and SELL their goods andservices.-Linked to public relations, customer service, customer relationship management,sales, and information management.-The most inexpensive way for them to reach millions of their target market andcompete in a global market place.-Convenient, affordable, and results can be tracked as a campaign progresses.
  8. 8. Background to on line marketingThe strategy of on line marketingMany businesses are actively using online marketing(i)without realising they’re doing it(ii)without a clear strategy behind it and(iii)without any mechanisms to monitor impact and outcome.
  9. 9. Background to on line marketingBut what is Internet marketing really?Workshops will enable to you to make sure that your effort is delivering theresults you are looking for.Looking at on-line marketing, what’s good and what’s not so good.Develop the strategy, implement it and measure its impactTemplates to develop the on-line element of your marketing strategy, theresources to focus on one or two key areas, objectives, to improve andenhance your impact and the tools to measure your impact.
  10. 10. Online marketing routesDisplay Advertising: A banner on a third-party website which drives trafficto your website or raises the profile of the organisation.
  11. 11. Online marketing routesInteractive Advertising:Using animations and other graphic techniques to create ads that engageand encourage participation.EXAMPLES:
  12. 12. Online marketing routesEmail Marketing: Promotional emails directly to customers.Reach the right customers with the right messages at the right time.The best time to send emails are when customers are reviewing their inboxes. Formaximum open and click rates choose morning and early afternoon.
  13. 13. Online marketing routesCatch attention, keep the message clearThe average email read time is 15-20 seconds.
  14. 14. Online marketing routesEmail Marketing: key factsEmail is the preferred method of commercial communication for 74% of allonline adults.Email has been used by nearly 90% of consumers since 2005.58% of consumers start their day online by reading emails.The average direct mail campaign gets a 1-2% response date while theaverage EMM campaign gets a 20-30% open rate.
  15. 15. Online marketing routesEmail Marketing: key facts36% of consumers say that email marketing has become more relevant inthe last 12 months.43% of mobile email users check email 4 or more times a day compared to29% of those who do not use mobile email.54% of respondents in a consumer survey said that they had a morefavourable opinion of the companies that send them email.
  16. 16. Online marketing routesSearch Engine Optimisation:SEO uses the unpaid and natural process of promoting content. This includeskeyword research and placement, link building and social media marketing.!Search Engine Marketing: or pay per click – promoting your businessthrough paid advertisements appearing on search engine results.
  17. 17. Online marketing routesSearch Engine Optimisation: Key facts79% of search engine users always/frequently click on the natural searchresults.80% of search engine users occasionally/rarely/never click on thesponsored search results.75% of search engine users never scroll past the first page of search results.95% of adults use search engines to find info, 78% research products andservices
  18. 18. Online marketing routesViral Marketing: Something so compelling that it encourage customers to pass alonginformation about products or services.Company websites that let visitors email interactive games or funny video clips totheir friends are an example of a viral marketing effort.
  19. 19. Online marketing routesSocial Media Marketing:Based on its name, social media marketing is the process of promoting a websitethrough various social networks like Facebook, Twitter, Google+, LinkedIn, Pinterestand more.This can also include Inbound Marketing and referral marketing.
  20. 20. Online marketing routesSocial media – simple, free and quick toolReach the right audience (mass and/or niche)Keep your audience up to dateBuild relationshipsSend out a message with a call to actionDirect traffic to your website (and other portals)Maintain your profile – highlight your expertiseStart and maintain a conversation
  21. 21. Online marketing routesSocial media: the toolsTwitterBloggingFacebookLinkedinPlus, plus, plus Google, YouTube,Flickr, Foursquare, Pinterest, Twylah,slideshare … the list is endless!
  22. 22. Online marketing routesSocial media: the toolsWho are you targeting?What do you want tosay to them?
  23. 23. An Engagement Framework c y Aw a c S u sp e c t a re o v ne d ss A Pr r e o sp nc ect In f lu e Cu te C o s to ca m vo er Ad nv st rs re te e io n In@KarlHavard
  24. 24. Eg. Consumer Centric Approach@KarlHavard
  25. 25. Online marketing routes
  26. 26. Online marketing – ability to never miss a trickModel pineapples
  27. 27. Workshop onePart two: Developing the strategyMarketing strategy templates and ideasCase study templates
  28. 28. Workshop onePart two: Developing the strategyWhy do you need a strategy?-Manage-Focus-Implement-Measure
  29. 29. Developing the strategySituation: where are we now?Objectives: where do we wantto be?Strategy: how do we get there?Tactics: how exactly do we getthere?Action: what is our plan?Control: did we get there?
  30. 30. Developing the strategy: current position and objectivesWhere are we now andwhere do we want to be?-SWOT-Competitors-Consumers-Market trends-Internal resources-Objectives
  31. 31. Developing the strategy, tactics and actionHow do we get there?-Top line thinking-The planning-The actionwhen, where, how much?- WHO?
  32. 32. Developing the strategy- WHO?
  33. 33. The Marketing Objectives ChecklistNavigate your way to an effective objectives-led marketing mindsetIdentify the biggest growth opportunities for your business... with new customers: with existing customers: speak to more get more reach more get people to get people to increase people people to try people buy more often buy more prices Seek activities Seek Seek options Seek activities Seek activities Seek ways to to drive activities to to increase to drive to fuel weight add product awareness drive trial distribution frequency of purchase value NB: segmentation simplified for the purposes of the checklistUnderstand who you need to talk to... those aware those buying those buyingthose unaware those buying those who only but not yet but not very but not very regularly buy your brand of the brand buying often loyalOutput: Our core objective is to get ........... customers who are ................... to ........................... i.e. Our core objective is to get new customers who are unaware to be aware of our brand
  34. 34. Developing the on-line strategy – important questionsWhere does this fit with your current work?Have a plan – don’t bite off more than you can chew.What do you want to say?Clear messages, fully prepared – to give and receive.Who do you want to say it to?Which channels do your customers use?When are you going to say it?Sending your message when people want to, and can, read them.
  35. 35. Developing the strategyWhere can you say it?How many can you manage and where are your consumers likely to be?How often should you do it?Be regular, but not all at once – time your messages, have breathing space betweenyour updates, blogs and discussions.What do you want customers to do once they have heard you?Make sure you have a clear call to action. Be prepared to target them directly and torespond to them directly – good or bad.
  36. 36. Developing the strategyMake your customers your championsThe importance of user generated content and ‘social media’ word of mouth.Be visible, be relevant and stay on messageMake sure you are part of the place, time and conversation.How long can you keep going?Don’t start out on the social media/marketing route if you can’t sustain it!
  37. 37. Developing the strategy: measurementHow do we know if we’vedone it?How are we monitoringimpact? Outcomes andoutputs?
  38. 38. Measurement in Context Sentiment Views Re-Tweets Visits Mentions Volume Links Search Rankings Reviews Brand Buzz Shared comments Followers Friends Sales Subscribers Downloads Connections Paid Subscriptions “Likes” Subscriptions Referrals Leads Click-Thru’s Open Rates@KarlHavard
  39. 39. Developing the case studyBackground: Background to your business and objectives in terms of on-linemarketing.Area of focus: Describe your objectives, what you needed to do and any challengesyou faced.Action: What did you do? What action did you take? What was the plan?Outcome: What was the result? The impact?Learning: What did you learn? What experiences can you share?What would you do differently in future? Or what has this made you do differently?
  40. 40. Workshop onePart three: Individual Business objectivesWhat do you currently do?What do you want to achieve?What are your two main outcomes for this learning?