Market entry BIPC - digital marketing as business development.pptx
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Entering a new market can be challenging. Learn to leverage digital marketing to target B2B and B2C customers.
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Market entry BIPC - digital marketing as business development.pptx
- 1. Entering a new market via digital marketing SIMONE CASTELLO BIPC – SEPTEMBER 2023
- 2. Entering a new market via digital marketing • Enterprise roadmap • Steps & key questions • B2B versus B2C • Frameworks: strategy & digital marketing • Mission statements & slogans • Preparing to launch & campaigns • Free tools
- 3. Enterprise roadmap Infographic: Simone Castello, all rights reserved
- 4. *International markets: cultural, administrative, economic, fiscal and legal differences, plus logistical challenges. • Goals • Market overview • Product/service development • Sales, including delivery • Marketing: where* are your customers and how can you reach them? • Sourcing: producing the product/service or buying it? • Control: entering the market solo or partnering with businesses? Market entry: steps & key questions Infographic: Simone Castello, all rights reserved
- 5. B2B versus B2C •Customer targeting B2B: niche/narrower field; B2C: funnel-focused. •Branding B2B: positioning; B2C: messaging. •Messaging B2B: use terms familiar to customers; B2C: more playful and emotional. •Customer relationships B2B: personal relationships; B2C: more transactional. •Decision-making B2B: procurement; B2C: quick and easy process.
- 6. Framework: strategy Key players & market share Difference s Competiti ve advantage Competito r analysis Market voice Views - social media listening & focus groups Trading landscape Differences Competitive advantage Market researc h Size, trend & forecast Segmentati on Drivers, risks & challenges Rules & Regulation s Market entry Capability & skills Opportuniti es Finance Go to market model: what, where & how to sell
- 7. Framework: digital marketing Infographic: Simone Castello, all rights reserved
- 10. Preparing to launch: ecosystem Infographic: Simone Castello, all rights reserved
- 11. Preparing to launch: actions Infographic: Simone Castello, all rights reserved
- 12. Audience Overview 1 Nov 2018 – 28 February 2019 Building & Implementing Use client queries/insights for content or from social media listening create product info, reports, case studies, infographics, podcasts and videos. Set up an editorial calendar and monitor reactive opportunities, including events and trends. More Activities & Follow- up PR initiatives such as product/service launches Events Communities Print & digital media outreach Strategic alliances with organisations and brands Blogs & blogger outreach Email marketing (newsletters) Measure engagement to fine-tune the campaign and assess performance. Campaign Planning Identify needs using market research data. Promote benefits more than features. Insights: get demographics to define messaging and build personas. Choose channels Facebook, LinkedIn, X, Instagram, TikTok, Threads, etc. Campaigns
- 13. https://learndigital.withgoogle.com/digitalgarage https://app.hubspot.com/signup- hubspot/academy https://www.semrush.com/academy/ Search Engine Watch, Social Media Examiner, E-consultancy, Smart Insights. Free digital marketing e-newsletters D. Cattrall, S. Castello: The Virtuous Circle of Omnichannel CRM https://www.preprints.org/manuscript/202105.0359/v1 D. Cattrall, S. Castello: Using Social Media to Build the Loyalty Loop in Omnichannel Retail https://www.preprints.org/manuscript/202206.0027/v1 https://www.slideshare.net/SimoneCastello @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ Free tools Learn digital marketing Speaker’s free resources https://blog.hubspot.com/blo g/tabid/6307/bid/29437/20- free-social-media-and-brand- monitoring-tools-that- rock.aspx Online business resources BIPC resources to help you understand your market & research your business idea: great for competitor analysis. https://www.cambridgeshire.gov.uk/residents/libraries- leisure-culture/business-intellectual-property-centre- cambridgeshire/business-resources Social media listening & monitoring
- 14. Questions? Infographic: Simone Castello, all rights reserved • Enterprise roadmap • Steps & key questions • B2B versus B2C • Frameworks: strategy & digital marketing • Mission statements & slogans • Preparing to launch & campaigns • Free tools
Editor's Notes
- Starting a business in these challenging times is not easy. At early stages entrepreneurs need to raise awareness of their product or service while converting customers. Digital marketing is an effective and relatively low-cost way to achieve these goals. In this talk I will be covering the topics listed in this slide for business to business or B2B and business to consumer B2C startups. I will also suggest free tool and resources that can leverage your marketing for business development.
- 3 transitions
- International markets: cultural, administrative, economic, fiscal and legal differences, plus logistical challenges. Define business goals; get a market overview; work out how to achieve sales and delivery, delivery can be virtual or physical, ie logistics
- Slide 10 – innovation ecosystem – would this be clarified to reflect this includes any new business ideas, from individuals who have not set up in business previously? As reflected in your summary of the event, for Eventbrite?
- 3 floats
- Build personas using data from business databases two transitions