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Digital Marketing for Entrepreneurs

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Digital Marketing for Entrepreneurs

  1. 1. Digital Marketing International Entrepreneurship Conference ‘Baltic Spark’ April 17, 2010 - Riga, Latvia Delfin Vassallo Your gateway to international markets
  2. 2. Business going international <ul><li>“ The Global Village” </li></ul><ul><li>10 years ago: </li></ul><ul><ul><li>You had to travel to the target country </li></ul></ul><ul><ul><li>Research the market, opportunities, competitors </li></ul></ul><ul><ul><li>Get local contacts, advice, get a distributor or representative </li></ul></ul><ul><ul><li>Do local promotion </li></ul></ul><ul><li>Nowadays you can do all these directly from your office / home. All this globalization story made it possible, with Internet as the main tool </li></ul>
  3. 3. Success stories? <ul><li>85-95% CEE entrepreneurs fail to offer any product / service different from competitors </li></ul><ul><li>67% retailers are failing in going outside home market </li></ul><ul><li>Western world companies are failing in going abroad </li></ul><ul><li>They are still living in BG times </li></ul>
  4. 4. Traditional Marketing vs. Digital Marketing And how does it fit on my business?
  5. 5. Traditional Marketing Brand Marketing Direct Marketing Mainstream Media
  6. 6. Marketing in the Internet era Brand Marketing Direct Marketing Mainstream Media
  7. 7. Your opportunity “… if your consumers trust their friends more than big brands, you have to become more like their friends to earn their trust.” Shiv Singh VP & Global Social Media Lead, Razorfish “ Consumers are tired of engaging with large, impersonal brands and often turn against them in the web… The economic downturn is accelerating the use of social media because people are placing more value in the recommendations of their friends than they are in big business.” The Economist & 2009 Edelman Trust Barometer
  8. 8. Traditional Marketing Campaign Development Evaluating Executing Planning Creating
  9. 9. Digital Marketing Defining strategies Company personality Business development input Developing concepts Choosing tools Effectiveness Objectives achieved Evaluation parameters Benchmark parameters Adjust performance Implementing CRM Influencing Engaging Evaluating Involving Planning Creating Measuring
  10. 10. Digital Marketing is different Example from
  11. 11. Digital Marketing is based on: *More info www. HubSpot .com **Razorfish TM www. razorfish .com Inbound Marketing* Social Influence Marketing** <ul><li>Nothing new on business networking process, just as you do offline: </li></ul><ul><li>Meeting people </li></ul><ul><li>Building relationships </li></ul><ul><li>Asking questions </li></ul><ul><li>Answering questions </li></ul><ul><li>Building trust </li></ul><ul><li>Building a reputation </li></ul>
  12. 12. From where do I start? And where to continue?
  13. 13. Do your strategy Where are we? > Where we want to be? > How do we get there?
  14. 14. Where is your market? Research by country: Internet use Popular sites Local niches
  15. 15. Doing your strategy <ul><li>Track every KPI relating it with your business objectives </li></ul><ul><li>Traffic generated by SEO </li></ul><ul><li>Leads by source: inbound web, seminars, tradeshows </li></ul><ul><li>Compare metrics with your increase in leads & sales </li></ul><ul><li>Every effort should focus on how to influence final consumer </li></ul><ul><li>Commit your team members to take initiative on conversations </li></ul><ul><li>How the target can share or discuss with others your content </li></ul><ul><li>Very specific </li></ul><ul><li>Where the activity will develop </li></ul><ul><li>Whom you are targeting </li></ul><ul><li>How it synchronizes with offline activities </li></ul><ul><li>Define KPI’s and how will be measured </li></ul><ul><li>How they will work together </li></ul><ul><li>Who will implement and manage them </li></ul><ul><li>Measurement process </li></ul>Define your objectives Choose your tactics & tools Execute for engagement Track the results
  16. 16. Choose your tactics & tools <ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>eNewsletter / podcasts / webinars </li></ul><ul><li>eMail Marketing / eCRM </li></ul><ul><li>Pay Per Click Advertising </li></ul><ul><li>Social Media Marketing </li></ul>Photo by Skene
  17. 17. Website developing dimensions Business dimension: How website fits on Marketing strategy? Define KPIs & its measurement Technical dimension: Programming Hosting Maintenance Website effectiveness Visual dimension: Web design Look & feel Corporate identity
  18. 18. Questions to do before creating a website Source: Seth Godin’s blog: http: //sethgodin . typepad .com/ <ul><li>What is the goal of the site? (when it works great, what specific result will come?) </li></ul><ul><li>How many people on your team have to be involved? At what level? </li></ul><ul><li>Which is our target market? </li></ul><ul><li>What are the sites that this group has demonstrated they enjoy interacting with? </li></ul><ul><li>Are we telling a story? Or are we trying to close sales? </li></ul><ul><li>Are we hoping that people will watch or learn? </li></ul><ul><li>Do we need people to spread the word using various social media tools? </li></ul><ul><li>Are we building a community where people will use to connect with each other? </li></ul><ul><li>Is there ongoing news and updates that need to be presented to people? </li></ul><ul><li>Do we want people to call us? </li></ul><ul><li>How many times a month would we like people to come by? For how long? </li></ul><ul><li>Who will update this site? How often? </li></ul><ul><li>Does showing up in the search engines matter? If yes, in which terms? At what cost? Will we be willing to compromise any of the things above in order to achieve this goal? </li></ul><ul><li>Will the site need to be universally accessible? </li></ul><ul><li>Any issues of connection speed or language or browser? </li></ul><ul><li>How much money do we have to spend? How much time? </li></ul>
  19. 19. Types of websites: online brochure
  20. 20. Types of websites: corporate
  21. 21. Types of websites: online store
  22. 22. Types of websites: online services
  23. 23. Types of websites: SaaS
  24. 24. Create your webhub <ul><li>Not a destination but a crossroad </li></ul><ul><li>Keep always in mind what your customers like / want </li></ul><ul><li>Create buzzing content** </li></ul><ul><li>Make something different (Only 16% of European companies have something else than corporate web / online brochure*) </li></ul><ul><li>Ask for external help when needed, don’t wait until it’s too late </li></ul><ul><li>Have fun! </li></ul>* European Interactive Advertising Association: http://www. eiaa .net/ ** Writing engaging content: http://www. conversationagent .com/2009/06/writing-engaging-content.html 50 Content ideas that create buzz: http://www. conversationagent .com/2009/04/50-content-ideas-the-create-buzz.html
  25. 25. Worth to read Digital Marketing insights Going Social Now by Shiv Singh http://www. goingsocialnow .com/ Jeremiah Owyang Valeria Maltoni Hub Spot blog Duct Tape Marketing Online Marketing blog Marketing Sherpa (thoughtful research) Enterprise 2.0 50+ Enterprise 2.0 case studies: http://www. jmorganmarketing .com/collection-enterprise-2-0-case-studies-examples/
  26. 26. Keep in touch <ul><li>Delfin Vassallo </li></ul><ul><li>Digital Villager </li></ul><ul><li>Helsinki, Finland </li></ul><ul><li>@DJVassallo </li></ul><ul><li>[email_address] </li></ul><ul><li>www. djvassallo .com </li></ul>

Editor's Notes

  • Arturs Lindemanis - Head of entrepreneurship Department at Riga International School of Economics
  • To let you visualize clearly the processes
  • How many have already a web? How is it performing? You have ROI?