In a digital universe of 500 million plus websites, 150 million blogs and 200 billion display ads every 90 days, the challenge for any business is to cut through all the clutter and noise. So how do we change our thinking, adapt, be found online and play to win in a digital and increasingly global economy?
Introduction“Every two days we create as much information as we did from the dawn of civilization up until 2003”- Eric Schmidt, 2010 (CEO of Google)
IntroductionAmongst this noise and clutter, what are the steps to successonline in a digital economy?
The Steps to SuccessStep One: Create a StrategyThis includes • Establish a clear vision • Define your target audience • Outline your goals • Plan and implement the marketing tactics to achieve those goals where your audience is • Monitor, measure and modify • Persist with what works
The Steps to SuccessStep Two: Take Multiple Channel Action Social Networks Mobile Paid Digital Marketing Digital Assets Hub Search Engine Optimised Email Marketing
The Steps to SuccessStep Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” asorganic word of mouth marketing takes time. SEO takes time • Search - eg Google AdWords ($50 Billion US per annum) • Social – Facebook Ads, LinkedIn Ads ($3 Billion US per annum)
The Steps to SuccessStep Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO) • Onsite SEO – Optimise content and website • Offsite SEO – 6 - 12 month program of link building. Google values your site based on who you link to. It includes, research, implementing, modifying and patience
The Steps to SuccessStep Two: Take Multiple Channel ActionChannel Three: Social Media MarketingThe goal is to attract and engage your customers and prospects • Using liquid and linked content • On multiple social media channels • Using multimedia
The Steps to SuccessStep Two: Take Multiple Channel ActionChannel Four: Email marketingYou own it, you have control and it is an asset you can buildover time. Opt-in lists have highest open rates • Select a Platform (eg Exact Target, Mail Chimp) • Design and Build an email template that is editable • Email clients regularlyNote: Guide to high engagement, use 80% educational and 20%sales calls to action. Socialize and link to blog content
The Steps to SuccessStep Two: Take Multiple Channel ActionChannel Five: MobileThe smart phone is transforming communication andpublishing. 5.9 billion phones, 1.2 billion smart phones, 490million smart phones sold in 2011.The implications? • Optimise your website for mobile • Design and develop an app for your online storeThe concept – Think of the whole world as a store!Buy anything, anytime, anywhere. Think global not local.
The Steps to SuccessStep Three: Monitor, Measure, Modify and PersistDigital marketing can be measured, it can be easilymodified, it takes away the guesswork. It is whereyour audience researches, finds entertainment andincreasingly buys.
The Steps to Success“Nothing in the world can take the place of persistence.Talent will not,…Genius will not, Education will not; theworld is full of educated derelicts…… Persistence anddetermination alone are omnipotent”-- Calvin Coolidge - US President