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Barclays Digital Marketing presentation

Digital Marketing - is it worth your time and money

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Digital Marketing
Is it worth your time and
money?
Shane Redding, Think Direct
A little bit about me
 30 + years in
marketing
 Consult, train and
& lecture
 Own 2 companies
and hold 3 NEDs
 Built and sold 3
marketing led
businesses
09/18/13
2
09/18/133
In 45 mins!
 Time to think!
 Focus – what is ONE thing that will
make the difference
 Keep it simple
 Shared learnings
 Questions
 Action Plan
09/18/134
Top Tips to grow your
business profitably
 Social media – a waste of time and
money or essential?
 Digital marketing for sales leads –
new tools
 Email marketing – is it working for
you and your customers?
Digital Marketing today
 Confusion
 Customers in
control
 “free” or cheap
prioritised over
effective
 New marketing
technology
09/18/135
Key trends

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Barclays Digital Marketing presentation

  • 1. Digital Marketing Is it worth your time and money? Shane Redding, Think Direct
  • 2. A little bit about me  30 + years in marketing  Consult, train and & lecture  Own 2 companies and hold 3 NEDs  Built and sold 3 marketing led businesses 09/18/13 2
  • 3. 09/18/133 In 45 mins!  Time to think!  Focus – what is ONE thing that will make the difference  Keep it simple  Shared learnings  Questions  Action Plan
  • 4. 09/18/134 Top Tips to grow your business profitably  Social media – a waste of time and money or essential?  Digital marketing for sales leads – new tools  Email marketing – is it working for you and your customers?
  • 5. Digital Marketing today  Confusion  Customers in control  “free” or cheap prioritised over effective  New marketing technology 09/18/135
  • 7. Differences between Consumer and b2b Marketing Or is it more about the similarities? What has changed?
  • 8. The Social Landscape FACEBOOK: 1.1BN MEMBERS / 33m UK TWITTER: 200M+ MEMBERS WORLDWIDE / 15m UK LINKEDIN: 200M MEMBERS WORLDWIDE / 10m UK YOUTUBE: 3BN VIDEO VIEWS PER DAY GOOGLE+: 500M MEMBERS / 135m active INSTAGRAM: 200M USERSPINTEREST: 70M MEMBERS WORLDWIDE / 3.2M UK
  • 10. How Digital, Mobile & Social are you?
  • 11. It doesn’t matter! What does matter is understanding: Where your customers are How digital marketing can help them …buy more from you! How to measure Roi Where to invest 09/18/1311
  • 12. So where to start? Look, Listen and Learn  Research – where are your customers and influencers?  Listen  What are their interests?  What is their pain?  How can you help?  How can you add value? 09/18/1312
  • 14. B2C common problems B2C Poor search results (lack of brand) Low footfall/WOM Poor customer retention  Ideas 09/18/1314
  • 15. B2B common problems Problem Lack of quality leads Poor search results Lots of content, but little engagement (no fanbase!) Ideas 09/18/1315
  • 16. 5 Top Tips 1. Find your influencers and get them to do your marketing for you! 2. Integrate your channels 3. Be consistent across your channels in look, and messages 4. Clear Call To Action – what do you want them to DO? 5. Make it EASY (for them!) 09/18/1316
  • 28. What else can Social Media do for you? 1. Generate data (leads and deeper customer insight) 2. Customer generated content (maybe more valuable than yours!) 3. Customer service: gives you feedback on what the world thinks of you 4. Crowdsource = Ask for input (e.g. new product dev, market research)
  • 29. Set Smart objectives  I want to increase my email sign ups from 1000 to 2000 by December 31st 2012  I need to create increased engagement at events, using Twitter I will gain 500 new followers and achieve a 10% increase in retweets with a 5% increase in stand visitors  I will increase website referrals from thought leaders by 8% in 6 months But be very clear on how this will convert to
  • 30. Don’t forget the Internal benefits!
  • 31. Marketing Tactics that work 09/18/1331
  • 32. The KME Group 485,000 tons € 3,000 million 13 production sites 2 industry-leading research centres Global sales network 6,250 employees 21,000 business partners
  • 33. YCT £150 million turnover 200 employees 35% market share 62 years – manufacturing in the UK
  • 34. What we did in the old days Tube talk magazine Trade press PR Direct mail Database 3k Talked to the merchants
  • 36.  Costs four times what we currently pay  Un-measureable  No proof of ROI
  • 37.  Costs four times what we currently pay  Un-measureable  No proof of ROI
  • 38.  Costs four times what we currently pay  Un-measureable  No proof of ROI
  • 39. Today Social media Video Email marketing – direct and html Website – Lead forensics Database of 40k Talk to the end user – the installer
  • 47. RESULTS • 108,961 emails • 16,039 opens • 1290 Facebook Likes • 412 Twitter Followers • 23 LinkedIn Members
  • 48. Marketing Tactics that work US DMA stats show that revenue per $1 Email $39 Search $22 Display $19 Social $12 09/18/1348
  • 49. Email marketing 1. Collect the email – doh! 2. Make it easy, relevant and compliant 3. Check: links, spam filters, rendering, spelling! 4. Test SMALL 5. Make Mobile friendly 09/18/1349
  • 50. Target using the 3 R’s 1. Right person 2. Right place 3. Right time This will give you the best return on your marketing - more than anything else! 09/18/1350
  • 51. Email marketing 1. Good data essential for TARGETING 2. Integrate – email to social and back 3. Newsletters are great, but send them “regularly” not “monthly” – only send when you have something to say 4. and what do you want them to do …… CTA? 09/18/13
  • 52. ROMI: What to measure and Tools 1. Online: Referral sites, page views, Ad ROI, Google Analytics (free) 2. E commerce: Google Checkout 3. Email: depends on esp but opens, clicks, hard bounces, soft bounces 4. Twitter use unique bitly links and # 5. Offline: Media by Unique code 6. B2b: tools like Lead Forensics 09/18/1352
  • 53. ACTION PLAN Marketing Tactics  What are you going to do differently?  How are you going to do it?  Who is going to do it?  When will it be done? 09/18/1353
  • 54. KISS 1. Focus 2. What do you do well? 3. What do you NOT do well? 4. Outsource for growth 5. Keep doing it better 09/18/1354
  • 55. Don’t forget to  Say thank you  Tell them what else you do  Ask for testimonials  Offer rewards for referrals  Keep in touch (collect their data!)  Make it personal! 09/18/1355

Editor's Notes

  1. Media access unit
  2. Obama 99 Justin bieber 92
  3. Make colour
  4. Change Trade press to Trade Press & PR and delete PR from the next line
  5. Which one?
  6. Which one?
  7. Which one?
  8. Can we change this picture as looks really corporate- could we use something modern futuristic? Which one?
  9. Can we take out the underlining on the name? Change to completed his apprenticeship
  10. Align the bullet points
  11. He doesnt look like a student Capital M on minimum
  12. Can we use up to date postings? Leave the heart on in. I don’t think the background is right – can we try white?
  13. Can we use up to date postings? Leave the heart on in. I don’t think the background is right – can we try white?
  14. Kate will supply these Still to be suppied