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OPC Business xChange - Marketing - Understanding Marketing In Today's Digital Environment


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In this presentation, Daniel Oyston, OPC's Marketing Specialist, helps you understand marketing in today's digital environment.

To view a video of this presentation, including slides, visit

OPC proudly hosts the Goulburn Business xChange, a regular event established for local businesses to hear from a range of speakers who deliver short presentations and provide practical advice on a range of useful key areas of business including Technology, Marketing, Website development, Finance, Legal and HR.

The event is free and open to all business people in the Goulburn and surrounding region. If you would like to attend then please visit or call 1300 788 616.

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OPC Business xChange - Marketing - Understanding Marketing In Today's Digital Environment

  1. 1. MARKETING Understanding Marketing In Today’s Digital Environment
  2. 2. The Jargon – Oh Dear!
  3. 3. Fundamentals
  4. 4. 21/07/2014 Goulburn Business XChange
  5. 5. The Process Is Common awareness research evaluation decision purchase post-evaluation
  6. 6. Today’s Environment – 4 Key Stats 87% Search 13% Mum?
  7. 7. Today’s Environment – 4 Key Stats BUYER DECISION PROCESS
  8. 8. Today’s Environment – 4 Key Stats 10.4 pieces of information are consumed in the decision making process.
  9. 9. Today’s Environment – 4 Key Stats Good content affects behaviour, and gets shared, 4 x more powerfully than advertising.
  10. 10. You IT’S HOW YOU BEHAVE WHEN YOU BUY THINGS Don’t expect your own customers to act any differently
  11. 11. What That Means For You 1. AdWords 2. Reviews 3. Places
  12. 12. How Do You Build Trust? Content Marketing Content marketing is an umbrella term for any marketing that involves the creation and sharing of media and publishing content in order to acquire customers. The basic premise is to provide some valuable information or entertainment (content) that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.
  13. 13. Why Is It Important? > make money > own the channels > traditional less effective > build trust > brand awareness > demonstrate expertise > always accessible > enhances SEO and Adwords > build an audience (not rent) > cost effective
  15. 15. What Do Those Look Like? Blogs eBooks Whitepapers Slidepacks Podcasts Webinars Fact Sheets Images Video Case Study Infographics
  16. 16. Getting It Front Of People • Website – Hub • Email database • Other sites • Social Media
  17. 17. It Takes Time
  18. 18. Quotes Writing a regular blog with content that holds the attention of the reader has helped me position myself as an expert in my field. This in turn translates into a growth in my business as I am now winning new clients who come to me as a direct result of the blog output. They feel confident to instruct me as I have already connected with them through the blog so my competitors remain faceless strangers to them who lurk in the shadows whilst I take centre stage with the spotlight firmly fixed on Ellis and Co.’ James Ryan Ellis and Co
  19. 19. Quotes Content marketing allows me to start the conversation way before the client signs up, and perhaps even before they have decided to take action. That means that when the time comes for them to take action, anyone who has been conversing with them will have a distinct advantage, going in as a warm lead, not a cold one. It's the best thing I ever did though, and it's responsible for around 80% of all my leads. Samantha Ashdown
  20. 20. Key Takeaways • Make sure people can find you easily – Adwords, Advertising, Search etc • Build your own audience – don’t rent • Create great content for each step of the BDP • Focus on what people need • Think about how you will distribute content • Focus on weakest or easiest point in BDP (for quick wins)
  21. 21. CONTENT IS THE GLUE that binds all your offline and online activities together in today’s digital environment.
  22. 22. Questions