7 elements to_start_your_train_of_thought

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7 elements to_start_your_train_of_thought

  1. 1. ASAP Digital Marketing Workshop Part 1: 7 elements to start your train of thoughtMore information here www.michaelleander.com | www.michaelleander.me
  2. 2. What mostmarketers want !
  3. 3. What mostmarketersignore orforget !
  4. 4. You web-presence plan 1. Research target group• Most challenging 8. Measure & 2. Objectives control• Resource demanding 7. Attract visitors 3. Define offering• CAUTION: Loads of “hidden traps” here 4. Create 6. Integrate content/concept 5. Implement 6
  5. 5. The funnel Exposure Activation Interest / Desire Relationship / Permission Purchase Repeat Repeat purchase
  6. 6. What mostmarketersdon’t havetime for
  7. 7. The purpose of marketing is to acquire, convert, sustain and growcustomers whom then in turn will attract other customers’ through referrals
  8. 8. Thin Which problem are you solving?
  9. 9. Marketing is facing big &small [moving]barriers - every single day
  10. 10. Tactical vs. the right plan! Where should you be and why?
  11. 11. Oh no!The MarketingIQ Test is back !
  12. 12. Which reads the mostwords per minute – the eye or the ear? 2.500 words per minute 125 words per minute
  13. 13. Picture economy Photos go viral Make sure you include USP’s Stir an emotion
  14. 14. Whom is it cheaper to sell to? New customers / leads Existing customers
  15. 15. Existing customers are sources ofcheaper income, referrals, reputation... Easier & cheaper to sell to, cheaper to serve Reviews & endorsements WOM and 1-on-1 sharing
  16. 16. Think of your customer as a marketing asset Build credibility People buy from people
  17. 17. No more preconceivedideas – let’s deal in facts!
  18. 18. Reality formost social media(marketing) activities 23
  19. 19. Fact 1: Direct mail is still highly efficientand plays on senses that digital cannotFact 2: Email marketing is growing, butbecoming increasingly difficult to handleFact 3: Gaining traction in social media isnot what most people think it would be
  20. 20. Social media has become about how to operate thevarious platforms – not theWHY, WHERE, WHEN, WHAT, HOW MUCH
  21. 21. Email is thefavoritechannel forhearingabout salesor otherpromotions
  22. 22. More people join email lists thanbecome social network fans
  23. 23. Significant changesTransparencyRelevancy8 second ruleCustomer intimacyMultichannel mix
  24. 24. 1) The playing field ischanging
  25. 25. People are beingoverwhelmed by 100,000 words and34g of information daily
  26. 26. The average time spent on a taskbefore being distracted or switching to another is only 3 minutes 11 seconds.
  27. 27. Your target prospect is exposed to6000 advertisingmessages every single day
  28. 28. Short attention span, loads of intrusion- how do you cut through the clutter? Do I know you? Do I need you? Brain Can I trust you? filter
  29. 29. Uniquepassionate emotional authentic focusedinteractivemeaningful …
  30. 30. Beware of your reputation Reputation is “the result of what you do, what you say, and what other people say about you”
  31. 31. Consumers are becoming moreand more cautiousTrust is critical
  32. 32. Permissionmarketing in allmedia channelsis increasingly important
  33. 33. The change in consumer’s absorption of multiple channels is significant!
  34. 34. 2. Digital is multichannel • It is not about your preferences, but about consumer preferences • 25% may prefer direct mail over email • Think: how do you demystify channel preferences • Think: which channel generates best ROMI – Return on Marketing Investment
  35. 35. 3. The changes in your sales funnel No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime*OTS = Opportunity to see
  36. 36. Align media preferences for maximumReturn on Marketing Investment
  37. 37. Mapping customer stage to mediaStage Because Convert to Best fit media Estimated cost of conversionAwareness Responded Consideration Email €25 newsletterReady to buy Lead scoring Make purchase Personal call €50 Lead scoring is a new way to qualify leads (and customers)
  38. 38. Are you in control oftop, middle and bottomof funnel?Can you pinpoint exactlywhere a prospect orcustomer is in herbuying process?
  39. 39. Simplified example - retail
  40. 40. Anticipate customers need
  41. 41. 4. Understand the customer journey & align• Map the customer journey• Learn what Zero Moment of communication Truth (ZMO) is• Lots of touchpoints• OTS / increases (Opportunity to See)
  42. 42. Understand where your targetsare in the buying process How do you differentiate? 50
  43. 43. Personalized with title and Targeted name relevant offer Image and copy based on life stage
  44. 44. Customer lifecycle marketing automationDifferentiated approach addresses different needs SMS/Email 6 Travel & experience Excursions Car rental 7 Comming 5 Arrival 1. Recommend home destination to friends Transactional 8 Evaluation Example 4 Departure Behavioral & Reliving Targeted Travel 3 Past Sale Insurance Pre Departure Car rental 1 2 Pre Sale Sale 9 Next Pre Sale Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before, during and after the initial sales transaction
  45. 45. Break down the terriblyinefficient silo thinking
  46. 46. Break down the silos, free your data and make it actionable
  47. 47. Knowledge of Customers How do we collect knowledge of our customers Customer Experience In which touch points? How do we ensure that customers get the How do we use this knowledge? same experience across all touch points? How can we enrich and increase our own knowledge On which level must the experience be Knowledge consistent across all channels? Customer Value Which customers have which value? How do we measure it? Customer Customer Which customers will we attract, retain Experience Value or develop?Integration Which service will we provide the defined segments?How do we share knowledge of ourcustomers?How do we plan and implement Customercustomer activities across thecompany?How close do we want tointegrate ourselves with Customercustomers and partners? Integration Expectation Balanced effort Customer Expectations How do we balance our efforts in relation to the Balanced effort When are the customer in touch with us and why? customers value? Which expectations do they have and how do we live What effect does that have in our activities? up to them? How far will we go? How do we communicate with the customers? How do we focus on loyalty, retention and cross What impact does customer satisfaction have on sales? revenue and profit?
  48. 48. What is essential for you to know aboutyour target audience? Interaction data Attitudinal data - Offer/order - Opinions - Click behavior online - Preferences - Response behavior - Needs - Referral behavior - Desires Personal data Historic data • Attributes • Orders • Characteristics • Transactions • Misc. info • Usage history • (Geo)demographics • Payment history 58
  49. 49. The 8 second testhttps://www.facebook.com/YahooEgypthttp://www.cloud-11.com/http://www.promolinks.com/http://www.i-score.com.eg/http://www.linkonline.co/http://www.braish.com/http://www.noor.nethttp://www.cb-newhomes.com/http://www.telemedint.net/http://www.mobinil.com/http://el-ansary.com/http://www.artonline.tv
  50. 50. 7
  51. 51. Where are you now? 62
  52. 52. 1. Where are we now? A proven - Goal Performance - Customer insight - Emarketing SWOT 2. Where do we want to be? methodology - Brand perception - Capabilities & resources 5 Ss objectives: - Sell – customer acquisition & retention targets 6. How do we monitor Situation - Serve – customer satisfaction targets performance? analysis - Sizzle – site stickiness & convert - Speak – trialogue; # of engaged customers - 5Ss, Webanalytics, KPI’s - Save – quantified efficiency gains - Usability testing - Customer satisfaction surveys - Site visitor profiing - Frequency of reporting Control Objectives - Process of reporting and actions Create Your5. The details of tactics, Digital Marketing Strategywho does what, when- Responsibilities and structures- Internal ressources and skills 3. How do we get there?- External agencis Actions Strategy - Segmentation, targeting and positioning - OVP (Online Value Proposition) - Sequence (Credibility before visibility) - Integration (consistent OVP) and database - Tools (web functionality, email, web TV) Tactics 4. How exactly do we get there? (The details of the strategy) - Emarketing mix, including comm-mix - Details of contact/eyeball plan - E-campaign initiative schedule 63
  53. 53. A guide to approach your internetmarketing presence – some key questions • What are you trying to accomplish? Objective • Long term and short term • Your target audience? Research • What do you need to take into consideration? • Which sort of digital presence? Presence • Why? • How are you going to drive traffic to your digital Traffic properties? • How are you going to get business online? Convert/serve • How can you serve your customers online? • When you are successful – how can you expand Expand your presence and why? 64
  54. 54. 7 important marketing tacticsto survive the future1. World is changing : What do you do to your audience in the morning?2. Customer experience – multi channel3. Relevancy and differentiation4. Culture of experimentation and testing5. Funnel principles -> structure and measure6. Silo’s breaking them down freeing data7. CMO’s and accountability
  55. 55. Bonus –A word about inbound marketing

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