More Related Content

Marketing to the World in the Digital Age

  1. Marketing to the World in the Digital Age
  3. Tuesday, June 21, 2016 CONFIDENTIAL 3 Across all industries and verticals, statistics show that traditional marketing is broken 18%Of TV advertising campaigns generate a positive ROI 54¢ Is the average return in sales for every $1 spent on outbound marketing 7%Of companies have achieved leading edge performance with digital marketing 79%Of marketing leads are never converted into sales due to poor lead nurturing The old ways of marketing just aren’t working anymore, and many are ill prepared to capitalize on newer, more targeted marketing tactics Sources: Connected Marketing (Kirby & Marsden), Turbulence for the CMO (Accenture), MarketingSherpa, 9%Of marketers describe offline direct marketing as providing an “excellent” ROI 11%Of emails are optimized for mobile, yet 48% of emails are opened on mobile devices first
  4. Tuesday, June 21, 2016 CONFIDENTIAL 4 Statistics are clearly showing increases in digital marketing spend 33%Of businesses that are planning on Introducing a digital transformation program, 33% already have 78%Of companies now have dedicated Social Media teams 71%Of companies planed to increase their digital marketing budgets In 2015 73%Of B2B marketers are now using digital video in their content Marketing strategy The benefits of digital marketing both domestically and globally are driving this change Sources: SmartInsights “Digital Marketing Stats: 2015, The Good, The Bad, and The Intriguing” 60%Of a marketer’s time, on average, is dedicated to Digital Marketing 28%Of marketers have decreased their advertising budget to spend more on digital marketing
  5. Tuesday, June 21, 2016 CONFIDENTIAL 5 Global connectivity is on the rise, in response digital marketing is becoming more necessary Top 5Countries with the highest percentage of their population purchasing online (in order): UK, Germany, South Korea, USA, Australia 46%Of China’s 642 Million internet users are active on Social media 37%Of 642 Million internet users in China were using the internet to purchase products and services In Jan 2015 #2Social Media is the 2nd most trusted source of information (behind the press) in Brazil Globalization and technological advancements are giving the world access to the internet Sources: Eurostat, “Individual Internet Users,” OfCom “The Communications Market 2015,” Sampi “China’s Digital Social Mobile Trends, 2015,” Folha de S.Paulo 50%Between the age of 16 and 74 in the EU reported ordering goods and services over the Internet in 2015 2.2bnPeople are active on social media accounts globally
  6. Tuesday, June 21, 2016 CONFIDENTIAL 6 Companies are increasingly going digital to drive more top-line growth in a global setting Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid. Booz Allen Hamilton Strategy& 2013, “Reimagining shopper marketing.”
  7. Tuesday, June 21, 2016 CONFIDENTIAL 7 In a global marketplace, traditional marketing techniques are often not practical Face-To-Face Sales Traditional Media Outlets On a global scale, expenditure on flights and employee time, coupled with the cost of generating these leads make face-to- face sales extremely expensive The cost and regulations of television, print, and radio ads in markets vary, and they are difficult to attribute a direct ROI
  8. Tuesday, June 21, 2016 CONFIDENTIAL 8 Given this background, what should a company that wants enter new markets do? Maintain the status quo Leverage digital tools and channels Continue to market using a traditional approach that will seldom work when breaking into unchartered new markets Develop a robust digital plan that establishes a solid and actionable foundation for your growth objectives. Conduct research, solidify marketplace positioning, select appropriate tactics, and chart out a detailed implementation plan
  10. Tuesday, June 21, 2016 CONFIDENTIAL 10 Website Search Engine Marketing Website Tracking Social Media Online Marketplaces 3rd Party Website Advertising Content and Design in web development Affinity, Digital Media Buys, Remarketing & Affiliate Marketing Paid Search, and SEO Marketing Automation and Lead Nurturing eBay, Amazon & Alibaba LinkedIn and Facebook Email Google Analytics and LeadLander A large number of digital channels exist to market your company to the world
  11. Tuesday, June 21, 2016 CONFIDENTIAL 11 Your website is your primary asset to market your company on the global stage C:UsersRoDesktopTVSE M.png Most of your digital advertising channels will direct customers back to your website to convert new business Social Media Brand Website Email 3rd Party SitesSEM
  12. Tuesday, June 21, 2016 CONFIDENTIAL 12 In a global environment, both language and content should be adjusted for targeted countries TribalVision US TribalVision Korea Besides language, masthead images and video testimonials are different between TribalVision US and TribalVision Korea
  13. Tuesday, June 21, 2016 CONFIDENTIAL 13 Company websites need to address logistical concerns when selling directly in a new market 1. Will you ship internationally or domestically within your market? 2. What are the shipping policies/providers in your market 3. How does a return policy get factored in? 4. How will taxes effect final sale price?
  14. Tuesday, June 21, 2016 CONFIDENTIAL 14 Mobile Website Responsive Website “70% of mobile searches for products or services will result in a sale in the near future.” important-for-entrepreneurs/ Statistics show that mobile design is equally important in web development
  15. Tuesday, June 21, 2016 CONFIDENTIAL 15 Depending on the market, OS market share should dictate where you focus design If the market you’re entering is dominated by Android devices, time and attention needs to be spent on optimizing design for that OS
  16. Tuesday, June 21, 2016 CONFIDENTIAL 16 Track visitors on Google Analytics to learn what part of the world they are coming from Analyze which pages they visit, in what order, and for how long. Analyze sources of web traffic, including the quality of leads they deliver. Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration.
  17. Tuesday, June 21, 2016 CONFIDENTIAL 17 Ensuring your website adheres to best practices will optimize it for lead generation 5 Make sure contact CTAs are clearly labeled Leverage video on your site wherever you can Provide forms for leads to input their information Update it with new content on a consistent basis Include customer testimonials to legitimize your offer 4 3 2 1
  18. Tuesday, June 21, 2016 CONFIDENTIAL 18 SEO efforts can help you maintain high visibility in searches without requiring ad spend SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google
  19. Tuesday, June 21, 2016 CONFIDENTIAL 19 A properly managed paid search campaign can drive global traffic to your brand Step 1: Target the countries you would like your Paid Search campaigns to show-up on Step 2: Set your ads to show up on your target markets browser You will need to draft copy and keywords in your target market’s native language
  20. Tuesday, June 21, 2016 CONFIDENTIAL 20 Social media channels can also drive sales on a global stage Hubspot, The Ultimate List of Marketing Statistics, 43% of B2B and 77% of B2C companies have acquired customers from Facebook. 43% of all marketers have found a customer via LinkedIn in 2013. 83% of marketers indicate that social media is important for their business for lead generation, but the social media channel of greatest importance varies greatly depending on the audience.
  21. Tuesday, June 21, 2016 CONFIDENTIAL 21 LinkedIn premium accounts increase the tools at your disposal to create connections across the world • 3 InMails per month • 15 Introductions • 300 Profiles per search • Up to 4 advanced search filters for leads • 10 InMails per month • 25 Introductions • 500 profiles per search • Up to 4 advanced search filters for leads • 25 InMails per month • 35 Introductions • 700 profiles per search • Up to 8 advanced search filters for leads Business $19.95 Business Plus $49.95 Executive $99.95 A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results
  22. Tuesday, June 21, 2016 CONFIDENTIAL 22 LinkedIn’s powerful search tools provide opportunities to find new global contacts Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more
  23. Tuesday, June 21, 2016 CONFIDENTIAL 23 LinkedIn provides advanced targeting parameters to ensure ads are delivered to your audience, globally 1. Geography (domestic and global) 2. Industry 3. Number of employees 4. Job Titles and Seniority
  24. Tuesday, June 21, 2016 CONFIDENTIAL 24 LinkedIn helps you generate new business through Sponsored Updates and/or Text Ads Text Ads: Paid Ads that are static and show up on the right hand rail of LinkedIn: (Advantage = Static Placements) Sponsored Updates: Paid ads that show up in relevant news feeds (Advantage = Dynamic Placements; Large Images)
  25. Tuesday, June 21, 2016 CONFIDENTIAL 25 Sponsored updates and text ads should provide a call to action back to your website
  26. Tuesday, June 21, 2016 CONFIDENTIAL 26 Facebook also provides opportunities to advertise in both B2B and B2C industries, globally A new Facebook ad option allows advertisers to collect emails and other information from interested Facebook users These ad options direct people to take actions on your website
  27. Tuesday, June 21, 2016 CONFIDENTIAL 27 Advertisements are presented on FB newsfeeds and right hand rails Ad Placement: Newsfeed, Right Hand Rail
  28. Tuesday, June 21, 2016 CONFIDENTIAL 28 Facebook also allows brands to reach customers on their mobile app Ad Placement: Mobile Newsfeed Ensuring that you are visible via Facebook’s web browser and mobile application will maximize your reach with your intended audience
  29. Tuesday, June 21, 2016 CONFIDENTIAL 29 Facebook’s advanced targeting parameters allow brands to target specific audiences globally Create & target look-a-like audiences Facebook will use your page likes or web visitors to build a look-a- like model brands can target ads to. . Custom targeting Similar to LinkedIn, Facebook allows provides advanced targeting. • Geography (Domestic and International) • Interests • Income Level • Age • Gender • Spoken Languages
  30. Tuesday, June 21, 2016 CONFIDENTIAL 30 An eBay Store allows you to directly sell your products through eBay’s interface eBay Stores offer many benefits, including reduced final value fees, marketing tools, and the ability to create numerous customer offers and coupons to boost sales. Customers can sign up for your newsletter, which brands can create and customize in eBay and send to targeted email marketing lists. Sale Event Offers are a visual way to boost sales. They are displayed anywhere your listings typically appear.
  31. Tuesday, June 21, 2016 CONFIDENTIAL 31 allows you to do the same with the added benefit of handling logistics worldwide Vendors on Amazon have the opportunity to further advertise their products within Amazon’s network through Sponsored Products keyword-targeted advertising (similar to Paid Search Ads). They will also pack and ship your products to customers for you. You can provide your products to Amazon, they will store them in their warehouse and ship them both domestically and globally for you.
  32. Tuesday, June 21, 2016 CONFIDENTIAL 32 On a global scale, Alibaba is the largest online market place in the world • Sell products to companies all over the world • 407 million active users • 4.3 BILLION UPS shipments worldwide from Alibaba
  33. Tuesday, June 21, 2016 CONFIDENTIAL 33 Free membership options are available to sellers with options to upgrade at later dates Gold Membership Benefits 1. Higher rankings on site 2. Direct contact to buyers 3. Product showcases (maximize your product’s visibility on site)
  34. Tuesday, June 21, 2016 CONFIDENTIAL 34 Affinity Targeting methods Affinity- audience with demonstrated, qualified interest in your offerings In-market- people searching for offerings similar to yours Look-a-like- Upload your email database and Google will build a model of your audience to target Affinity targeting through Google Display Network will allow you to reach new audiences globally On the campaign level, you can target by specific country, state, or city
  35. Tuesday, June 21, 2016 CONFIDENTIAL 35 Leverage your geographic acquisition data from Google Analytics for more strategic digital buys Google Analytics will break down site traffic by country and cities within those countries
  36. Tuesday, June 21, 2016 CONFIDENTIAL 36 3rd party website ads appear as banners on popular websites across the world Banner ads appear on thousands of websites in over 100 countries globally. They appear at either the top/bottom or right/left side of content on a website
  37. Tuesday, June 21, 2016 CONFIDENTIAL 37 Leverage your geographic acquisition data from Google Analytics for more strategic digital buys
  38. Tuesday, June 21, 2016 CONFIDENTIAL 38 Remarketing can help keep your name in front of buyers across the globe who’ve visited your site Visit to as a non- subscriber Remarketing ad served that encourages subscription
  39. Tuesday, June 21, 2016 CONFIDENTIAL 39 Create remarketing campaigns to target past visitors Within Google Analytics, under Admin, you have the ability to create Remarketing lists. Or you can target these audiences directly from your AdWords account. Either option will slightly change the cookie left on visitors’ computers. Once in place, this code will allow you to target these past visitors with specific AdWords campaigns. You won’t pay any extra – it will operate just like any Ad group.
  40. Tuesday, June 21, 2016 CONFIDENTIAL 40 Using all three of these methods together builds a digital funnel designed to prospect and convert global leads Utilize Google’s intelligence to find new prospects to visit your website Buy ad space wherever your audience consumes industry news Affinity Display - GDN Digital Media Buys – News Outlets Remarket your message to website visitors to increase your customer base Remarketing – AdRoll or Criteo Your Target Audience Audience members that come to your website Potential Customers Conversion PROSPECTS VISITORS LEADS Purchasers
  41. Tuesday, June 21, 2016 CONFIDENTIAL 41 Affiliate marketing is a more straight forward way of advertising on 3rd party websites A company looking to place ads online in order to sell product will look for the right publisher(s) based off demographics and page visits An organization that owns ad space on popular retail websites will explain demographic and page visits in order to receive advertisers A published ad will be clicked on by a consumer, and if they purchase, commissions will be paid to publisher by advertiser
  42. Tuesday, June 21, 2016 CONFIDENTIAL 42 Commission Junction is a globally operated network that connects advertisers and publishers Commission Junction operates globally and serves a variety of sectors in both B2B and B2C marketplaces
  43. Tuesday, June 21, 2016 CONFIDENTIAL 43 Advertisers can select publishers to work with based on many factors including geography Rate Publishers On: 1. Geography 2. Total website sessions 3. Conversion Rates 4. Positioning 5. Branding 6. Ad Placement 7. Forecasted revenue
  44. Tuesday, June 21, 2016 CONFIDENTIAL 44 Your Target Audience Audience members that come to your website Potential Customers Conversion PROSPECTS VISITORS LEADS Purchasers Affiliate marketing coupled with remarketing tactics is another way to create a global funnel A straightforward 3rd party web marketing tactic that is designed to drive prospects all the way through conversion Affiliate Marketing - CJA If you have remarketing enabled, you will continue to reach people who have visited your site from Affiliate Marketing 3rd party websites Remarketing – AdRoll or Criteo
  45. Tuesday, June 21, 2016 CONFIDENTIAL 45 Brands should leverage tools to get them on 3rd party websites Easy to use, CPC model, and powerful affinity, in-market, and look-a-like targeting CPM model and the largest ad exchange network. Useful for remarketing on websites and Facebook Ad exchange that is located in Boston and offers superior customer service as well as a CPC model One of the worlds largest affiliate marketing networks serving a variety of industries
  46. Tuesday, June 21, 2016 CONFIDENTIAL 46 Using lead gen partners can enhance your email marketing outreach both domestically and globally A B2B lead information provider that operates on a global scale with over 42 Million contacts Global database with over 80 Million companies stored in their directory Intelligence tool used to gather contact information from LinkedIn and other internet sources The regulations around emailing to a list of acquired leads varies from country to country
  47. Tuesday, June 21, 2016 CONFIDENTIAL 47 Coupling Lead Generation Partners with an automated drip campaign will help nurture your global leads to conversion A Drip Campaign is a series of automated emails that get delivered based off of previous engagement or some other pre-defined action. They are designed to nurture leads until they are ready to purchase. They do this by providing value- adds and compelling content in each email delivered to the recipient.
  48. Tuesday, June 21, 2016 CONFIDENTIAL 48 Below is an example drip template that sheds light on how drip campaigns work Timeline: 2 hours after action Purpose: Introduction Content: Introduce Brand Timeline: 2 Days after open Purpose: Provide additional information Content: Key Differentiators X, Y & Z Timeline: 3 Days after open Purpose: Provide a more direct CTA Content: Opportunity to contact sales Action Email 1 Email 2 Email 3 If opened If opened How leads enter the drip First touchpoint Action required for next touchpoint Second touchpoint Action required for next touchpoint Third touchpoint Lead takes action on your website, or marketer manually sends leads to a predefined list Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content
  49. Tuesday, June 21, 2016 CONFIDENTIAL 49 Brands can employ tools to help them set-up drip campaigns for their outreach A very powerful Marketing Automation platform with advanced tracking, better for industries with a large amount of contacts Also a very powerful Marketing Automation platform with advanced tracking, pricing is more flexible A email marketing platform used for direct blasts, and can be leveraged for more manual lead nurturing An email marketing platform that has some automation services available. Great for companies with a smaller amount of contacts
  50. Tuesday, June 21, 2016 CONFIDENTIAL 50 Tools like LeadLander can be leveraged to collect more specific intelligence on your site visitors Identify businesses and individuals that have been on your website Understand how specific individuals and companies are getting to your website to help identify your most successful channels Track each individuals flow through your website and identify what pages they visited and links they clicked on Integrates with many CRMs for an automatic upload to Sales Team dashboards
  51. Tuesday, June 21, 2016 CONFIDENTIAL 51 LeadLander is easy to use and provides accessible dashboards for your sales teams
  53. Tuesday, June 21, 2016 CONFIDENTIAL 53 Developing a digital plan can be broken down into six steps Research1 Messaging & Positioning2 Tactical Deep Dive3 Asset Development4 Metrics Dashboard5 Tactical Implementation6
  54. Tuesday, June 21, 2016 CONFIDENTIAL 54 Step 1: Execute in-depth research to direct your digital strategy Detailed audit and discovery In-depth strategic market research Conduct an in-depth discovery of your business. Talk to internal employees, key stakeholders, current customers and past customers. Deep dive into past and current marketing campaigns, analyze your existing assets and identify your core competencies for entering specific global markets. Audit key players and competitors in your industry and targeted market. identify opportunities and threats along with key points of differentiation. Understand your competitors market share within your target market Competitor research Gather and process secondary data from free and paid industry research reports and online research to develop a clear understanding of market segments, partnership opportunities and market sizing of various global markets. Rigorous research enables you to have a much clearer understanding of your market positioning and the short and long-term opportunities that you find most attractive to pursue.
  55. Tuesday, June 21, 2016 CONFIDENTIAL 55 Step 2: Define your messaging and positioning based on your market research Market Research Competitive Advantage 1 Competitive Advantage 2 Competitive Advantage 3 Upon the completion of research, arrive at a value proposition that defines the primary reason(s) why a customer should buy from you. Value Proposition
  56. Tuesday, June 21, 2016 CONFIDENTIAL 56 Segment your message by market or audience Messaging created for specific audiences can be featured in group-specific assets, such as websites, emails, and digital marketing campaigns Segmented messaging will appeal to different types of prospects. Audience in Market B (US)Audience in Market A (China) Specific messaging for Market BSpecific messaging for Market A
  57. Tuesday, June 21, 2016 CONFIDENTIAL 57 Step 3: Identify and narrow the list of marketing channels you will pursue upfront Once you’ve defined the message and value of your product, you will need to outline how you will communicate this using different marketing tactics, and how you will distribute your product over multiple channels across targeted markets. Deep dive into a comprehensive list of marketing channels you could implement. Explore strategic partnerships to achieve online and global scale. Don’t forget about exploring online properties, not just tactics or partnerships Google Ads, SEO, Email, Social Media, Paid Search, Online Display, Digital Content Marketing Amazon, eBay, Alibaba Omni-brand vs. multi- brand, affiliate vs. direct
  58. Tuesday, June 21, 2016 CONFIDENTIAL 58 Make sure that you define specific goals for each of your channels and partnerships Website Optimization Social Media Marketing Online Display Tactics How will Company X increase leads? - Content production & sharing - Search Engine Optimization - Profiles optimization - Platform advertisements - Remarketing - Affinity and in-market targeting What’s in it for Company X ? - Higher web traffic - More relevant web traffic - Company X brand boost - Automated lead generation - Stay top-of-mind with customers - Increase brand awarness Paid Search - Develop targeted campaigns - Optimize spend for best results - Increase high-quality traffic to your website Amazon, Alibaba, eBay - Strategic partnership - Access to global space - Increase in sales both in domestic and global markets By setting goals per channel, you will be able to track and benchmark your success while staying on track (as other marketing opportunities will inevitably come up).
  59. Tuesday, June 21, 2016 CONFIDENTIAL 59 Step 4: Develop assets with your new message to support your marketing channels Website & Messaging Improving design and incorporating new messaging to transform your company’s current site into a dynamic platform for fresh content and a lead generation tool Videos Leverage client testimonial and overview videos to strengthen relevancy and prospect conversion Case studies & white papers Build out white papers and case studies to position your company as a thought leader Email Templates Sales pitch decks Design and build out modular sales deck within each of your targeted markets and their related audiences LinkedIn Build out custom email templates to strengthen e-newsletter credibility and any client touch point Build out LinkedIn company page with associated service offerings and company information
  60. Tuesday, June 21, 2016 CONFIDENTIAL 60 High quality, specific assets will be needed as a foundation for each channel
  61. Tuesday, June 21, 2016 CONFIDENTIAL 61 You can’t always judge the ROI of your assets, but that shouldn’t stop you from investing 59% According to Forbes, 59% of executives would rather watch video than read text 69% According to Cisco, Internet video traffic will comprise 69% of all global consumer Internet traffic in 2017 1200% Videos are shared 1,200% more times than links and text combined (Orion 21 Reports) Videos may be some of your most expensive assets, but they drive engagement and are quickly becoming one of the most important marketing tools.
  62. Tuesday, June 21, 2016 CONFIDENTIAL 62 Step 5: Develop key metrics to track and measure the impact of your marketing initiatives # of Marketing Generated Leads from SEO Number of conversions by Global Market Ecommerce Conversion Rate # of Generated Leads from Social Media Email open rates Click through rates Percentage of people who clicked links on your emails Percentage of contacts that opened your email content Number of leads acquired from your social media profiles Number of transactions over the number of visitors on your online store Number of conversions from various global markets Number of acquired leads generated from organic website traffic Without KPI’s that are set ahead of time and continuously monitored, marketing campaigns will fall short. KPI Description
  63. Tuesday, June 21, 2016 CONFIDENTIAL 63 Step 6: Create a detailed implementation plan to ensure execution takes place Without setting a detailed timeline for your growth plan, you may have grand ideas that are never implemented.
  64. Tuesday, June 21, 2016 CONFIDENTIAL 64 Creating a unified marketing calendar for your team will help ensure proper project management 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 EXAMPLE – June 2015 Product Feature Email = Email = Event = Social Media Networking Event Calendars were developed for all major marketing activities to tie activities to deadlines and launch dates, ensure the organization is on the same page for all lead generation projects TBT Product Feature Email TBT TBT TBT Networking Event Facebook post Facebook post
  65. Thank You