Cleverwood's 58th Friday Session aimed to share knowledge with our network consultants. Strategist Derek D'Ursel covering the basics of online multi-channel marketing.

2. Shake up your multi-
channel strategy tchin-tchin !
DEREK D’URSEL

3. Little intro

4. I define myself as:
 The rigor of a management engineering
 The craziness of an entrepreneur
 The spirit of a marketer
What I am doing since 4 years:
creating leads websites with little budget
Let’s define together:
How to create a strategic plan and use proposed tools

5. Appetizer

6. So keep yourself
up to date !
All this is only
relationship mgmt !
# 1 # 2

7. (2)
Acquisition
(3)
Retention
(4)
Conversion
(1)
Reach
The e-marketing wheel:

8. The channels
 E-mail marketing
 Online marketing
 Affiliate marketing
 Search engine marketing
 PPC advertising
 Social media marketing
 Viral marketing
 Online reputation mgmt
 Web PR marketing
 Mobile Marketing
 …

9. Main dishBon appétit !

10. 0. Know your product
Is it a product
service
advertisement
… all of them
What do you sell?

11. 1. Define the objectives
Should be task specific (what is to be accomplished),
measurable (how much), time specific (by when) and
realistically attainable
Ex: rise brand awareness
rise number of inscriptions
rise number of sales
What do you want to achieve?
Define KPI you’ll use (you’ll need them!)
0. Product (s)?

12. 0. Product (s)?
1. Objective (s) and KPI (s)?
2. Identify your target groups
First step: list their needs
Second step: understand how they consume digital medias
Who is your customer ?
Use personae technique

13. First tool : personae
Will help you define groups and use case of media usage

14. 0. Product (s)?
1. Objective (s) and KPI (s)?
2. Target group (s)?
3. Define your unique values
First step: eliminate values that cannot be seen as an
answer to one need of your target group
Second step: be aware of values that are not unique
regarding competition. (oups… huge topic!)
What value do you bring ?

15. Second tool : GA hack
Will help you test your values toward your target groups
Value 1 Value 2 Value 3
Argument1
Argument2
Argument3
…
Argument1
Argument2
Argument3
…
Argument1
Argument2
Argument3
…
20€ + 80€ free google account
Landing page
promoting
value1
Landing page
promoting
value2
Landing page
promoting
value3
Conversion Conversion Conversion
Googleanalytics

16. 0. Product (s)?
1. Objective (s) and KPI (s)?
2. Target group (s)?
3. Value (s) ?
4. Scheme your buying process
Ex: a. identification of need
b. search of information offline
c. search of information online
d. . . .
What is doing your client at each step?

17. You have
it all ! En route !

18. Third tool : The recap matrix
Will help you identify what actions to be taken where
Reach Acquire Convert . . .
Step 1
How do I
reach him in
step 1 ?
- - …
Step 2
How do I
reach him in
step 2 ?
How do I
acquire him
in step 2 ?
- …
Step 3
How do I
reach him in
step 3 ?
How do I
acquire him
in step 3 ?
How do I
convert him
in step 3 ?
…
… … … … …
E-marketing wheel
BuyingprocessstepsTARGET GROUP 1

19. To meet your objectives,
for each target group,
on each step of the e-marketing circle
and at each step of the buying process
you now know:
what Action to do on what
Channel to promote which Value

20. And don’t
forget

21. “
”
Data is King !
Trial and error is Keen !
… and Gin is Jack !
So keep calm and relax. All this is great fun ;-)