Elliott King was invited to be a guest speaker at an event in Parma, Italy to speak to an audience of businesses on 'Web marketing trends in the UK'. The event, based in the Press Centre of Parma FC was covered on local television.
I want to talk about the trends of online marketing in the UK.
But before I do I want to talk a little bit about the changes (some of which quite fundamental) that are not only related to online – but are related to the relationship businesses are having with their customers. Conversation bewteeen marketing professionals
The returns gained from traditional marketing techniques are diminishing.
My customer is here (little finger) .... Other consumers are all around him – but they are not my customers. I push my message – there is no intercation - and hope he bites.
The 4Ps remain important concepts .... However the need for the evolution of this model is being driven by a fundamental change in the way customers are selecting and buying their products and services. Media channels are increasing in number – the interactivity of medai channels is becoming increasingly sophisticated. New generations of Customers and consumers are choosing media that is relevant and feeding back when they have something to stay. They will no longer stand for messages being pushed in their face – they will switch off.
4 Cs model is one model of a theory that is emerging of the evolution of traditional models – that aims to define a more progressive route to marketing. It is about finding my customer here (little) finger, inviting him into a conversation, listening to him, adapting and tailoring our products and services for his needs.
Enough theory – how does this relate to online marketing? Successful businesses have adapted their existing strategy by using the ideas behind the 4 Cs model – in order to create a strategy that works online – with specific goals in mind (on slide). This pragmatic approach has meant they have been able to start online marketing safe in the knowledge that the online strategy is reflective of the real world business.
How can businesses get started? We need an Online Strategy – Ill talk about this in the next few slides. Broadly there are two ways a business can increase sales (or sales leads) that are generated from online. 1. They can improve the performance of their existing site by aligning it with the online strategy. If they do this they can convert a higher percentage of potential customers (website visitors) into real world customers. 2. They can grow the numbers of potential customers they are engaging with.
The fundamentals of an online strategy are very similar to a generic marketing strategy. Who are we selling to, what do we want to convey to them – and in the online world we need to identify very clearly how we want them to engage with us i.e. What we want them to do on the website. Once we have this information we can use it to create a website that is optimised for converting potential customers (website visitors) into real world customers.
Step 2 is all about driving an increasing number of potential customers (website visitors) to the website. These include SEO, Email Marketing, Mobile Marketing and Social.
Social Media is an an important component. It can be used to support an SEO campaign. However, it can also be used as a tool with which businesses can engage (very directly) their potential customers. However, our message to businesses who are looking to do this for the first time would be – Proceed with caution.In the UK Facebook is very popular – however it is an intensely personal place and businesses that want to use facebook to engage customers need to do so in a personal manner. Overt advertising doesn’t work.Twitter offers businesses some effective ways of growing a target audience of twitter profiles and engaging them with relevant content – the same LinkedIn works well for some consulting businesses who want to open up access to their key people. There is a danger here of potential competitors having access to important employees.There are many other social networks that will be relevant for different types of business depending on their business type, target market groups etc.
All of these channels are best used as part of an integrated campaign that would look something like this. Campaign messages remain consistent and each component would leverage value from the others via cross-linking.
Online marketing trends in the UK
Online Marketing Trends in the UK<br />How are businesses marketing their products and services online, to the UK Market?<br />
Businesses are facing a challenge<br />Why are some businesses struggling to market their products and services effectively?<br />
Traditional Marketing Techniques are Becoming less Effective<br />Cold-Calling<br />TV Advertising<br />Direct Mail<br />Newspaper Advertising<br />
The 4 Ps Model of Marketing is Becoming Less Relevant<br />Product<br />Price<br />Place<br />Promotion<br />
The Opportunity for Business<br />Progressive businesses that are able to embrace change, can alter their marketing efforts to leverage the power of the internet and increase market share.<br />
Online Marketing – what are the outcomes? <br />Increase Sales / Sales Leads<br />Improve Corporate Identity<br />Become a Recognised Authority<br />Increase Efficiency of Communications<br />Etc.<br />
How can businesses increase sales leads with Online Marketing<br />Increase visitors (potential customers) to the website<br />Increase visitor to customer conversions from the website<br />Step 1<br />Step 2<br />
Fundamentals of an Online Strategy<br /><ul><li>Target messages
Social Network Marketing (e.g. twitter, facebook, linked-in) </li></li></ul><li>Social Media as an Engagement tool<br />Facebook – the personal touch.<br />Twitter – grow the audience with totally relevant content. Resist over-promotion. <br />LinkedIn – can be used to open-up key employees.<br />Proceed with caution.<br />