Aligning Online Marketing Strategies with Business Objectvies


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Addresses how to align online marketing strategies with business objectives and how to deploy tactical online marketing solutions

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Aligning Online Marketing Strategies with Business Objectvies

  1. 1. “Are tactical solutions crucial for organisations using online marketing to achieve financial success”?<br />
  2. 2. Online Marketing solutions should be framed strategically and deployed tactically<br />“Online marketing is a measurable cost effective strategy for driving awareness and demand, reducing customer acquisition and retentions costs and increasing sales”? <br />
  3. 3. Business & Online Strategies<br />Align business and online strategies<br />E.g. Increase demand, Increase product awareness, reduce paid media spend, increase conversion rates, increase sales<br />Understand your audience<br />Identify Segmentation criteria for customer database<br />Top customers/leads down to poor customers/leads<br />Identify online behaviours and patterns<br />Publish a metrics framework<br />Know what you are measuring, how you will do it and what success is<br />
  4. 4. Listen Upfront<br />Start listening immediately<br />Identify what the market is saying about you<br />Know where your prospects/customers interact online<br />Understand what your competitors are doing online<br />Based on feedback, design your tactical solutions<br />Well informed and focused on your identified audience<br />Validated from a channel and platform perspective<br />
  5. 5. Owned Media Tactics<br />Optimised rich owned media assets e.g. corporate websites <br />Clear calls to action, customer tested user experience, trackable conversion points<br />Integrated SEM, SEO and Landing Page programme with analytics<br />Content Marketing Programme<br />Webinars, whitepapers, videos, podcasts, free ebooks<br />Augment Lead Generation Programme – codify online lead gen process between marketing & sales<br />Distribute content through relevant digital channels<br />
  6. 6. Customer centric programmes<br />Automated Lifecycle Marketing <br />Highly optimised and personalised customer online campaigns <br />Based on customer interactions<br />Targeted customer-focused Email solutions<br />Use third party solutions to help<br />Create and track customer KPIs<br />E.g. Cost per lead & cost per acquisition (per channel), customer lifetime value, key online traffic stats <br />
  7. 7. Social Media Initiatives<br />Increase earned media references and exposure<br />Build up relationships with customers<br />Develop a clear and prominent voice that adds value<br />Choose channels & platforms to engage on:<br />Blogs, Forums,Twitter, Social networks, User communities<br />Enable social features on sites – sharing, rating, commenting, feedback loops<br />Track metrics to measure effectiveness<br />
  8. 8. Financial ROI<br />Augmented owned media andlead generation solutions<br />Increase sales & reduces media spend<br />Optimised SEM and conversion programmes<br />Increase relevancy for users, drive sales and demand, reduces redundant Ad spend<br />Lifecycle marketing programmes<br />Increases lead-prospect-sales conversions, reduces lead decay<br />
  9. 9. Thank You<br />