This document provides an overview of digital marketing and how businesses can grow using digital channels. It discusses the evolution of digital technology and the internet from the 1980s to present day. It then defines digital marketing and highlights key digital channels like social media, blogs, video, and email marketing. Case studies are presented to illustrate how different companies have successfully used these channels. The benefits of digital marketing for businesses are outlined as measuring success, building trust, engagement, growing client base, and building reputation online. Businesses are advised to integrate different digital channels and apply traditional marketing principles to the new digital space.

1. Grow Your Business with Digital MarketingPresented by:Maureen Storey – Virtuoso Digital Marketing & Sarah Weightman – Glow Creative Marketing

2. Introduction Maureen Storey Virtuoso Digital Marketing Sarah Weightman Glow Creative Marketing A blend of creativity, expertise & experience

3. Overview of Seminar Digital evolution What is digital marketing? The new rules of engagement Where to start Overview of main channels Key benefits for YOUR business

4. 1989 Where it all began, Tim-Berners-Lee invents the World Wide Web. 1st Generation of the Web - Web 1.0 Digital Evolution

5. 1990s The 90s are here and the Internet really takes off! It took only 4 years for the internet to reach 50 million users. 1st Generation of the Web - Web 1.0 Digital Evolution

6. 1995 Microsoft Internet Explorer is launched and Search Engine Optimisation comes into use 1st Generation of the Web - Web 1.0 Digital Evolution

7. 1996 Nokia produce the first phone with Internet connectivity the Nokia 9000 1st Generation of the Web - Web 1.0 Digital Evolution

8. 1998 Sergey M. Brin and Lawrence E. Page suspended their Ph.D studies to start up Google in a rented garage 1st Generation of the Web - Web 1.0 Digital Evolution

9. 2001 Research In Motion launches a mobile phone email system for the BlackBerry (US) 1st Generation of the Web - Web 1.0 Digital Evolution

10. 2002 The 2nd Generation of the Web is underway and the term ‘Web 2.0’ is created USER-GENERATED CONTENT TAKES OFF 2nd Generation of the Web begins – Web 2.0 Digital Evolution

11. 2005 Three former PayPal employees create YouTube - now the second largest search engine Facebook and Google Analytics are launched 2nd Generation of the Web – Web 2.0 Digital Evolution

12. 2006 The number of Internet users in the world surpasses 1 billion! Google buys YouTube Twitter is launched 2nd Generation of the Web – Web 2.0 Digital Evolution

13. 2007 Google launches Google Checkout in the UK Microsoft buys shares in Facebook, becoming its sole advertising partner 2nd Generation of the Web – Web 2.0 Digital Evolution

14. 2008 Mobile access to the Internet exceeded desktop computer access for the first time 2nd Generation of the Web – Web 2.0 Digital Evolution

15. 2009 The Internet turns 20! 2nd Generation of the Web – Web 2.0 Digital Evolution

16. 2010 First Twitter update from space: “Launch was awesome! I am feeling great, working hard & enjoying the magnificent views, the adventure of a lifetime has begun!”. Facebook places is launchedFacebook becomes the 3rd largest web company in the US just behind Google and Amazon 2nd Generation of the Web – Web 2.0 Digital Evolution

17. 2011 Snapshot Two thirds of the world’s Internet population now visit a social network site or blog weekly 220+ million people visit the top 25 social networks each month Time spent visiting Social Media sites now exceeds time spent emailing In 2009, 23% of UK mobile web users (2M people) visited social networks through their handsets

19. TRANSPARENCY

20. SHARING

21. CONVERSATION

22. COMMUNITY

24. Digital Marketing Benefits Measure SuccessTrack the success of digital campaigns Build Trust & confidence in your brand Search Engine Marketing Business Blogging HUB Company Website Greater FlexibilityEasy to change, update & test content Grow Client BaseSell more products and services Email Marketing Social Media InstantMore responsive Add ValueGive customers extra benefits online Engage(Get Close To Customers)Understand behaviour, create 2 way dialogue

25. The New Rules of EngagementEngage like your going to be married!

26. Integrated Marketing Consider your marketing mix Don’t use one technique in isolation Unify a range of methods to enforce your brand Link your website to social networks Enable email sign-up

27. BT

28. Take old principles & apply to new channels STRATEGY What are your objectives? Who and where are your customers? Which channels are right for them? How should you communicate your message? How can you make an impact? How will we measure success?

29. Volvo Case Study

30. Planning Your Campaign Consistent Brand Creative Innovative Impactful Well designed Good copywriting Integrated approach

31. Case Study: VideoCorning (Gorilla Glass)

32. Case Study: VideoCorning (Gorilla Glass)

33. Where to start … Facebook(for business page) LinkedIn(personal & business) Twitter Profile Business Blog(internal to website) Mashable Small Business Social Media Use Infographic, 2011

34. Facebook ideas Have a complete profile (builds trust) Enable e-newsletter subscription Post business updates Share useful articles & links Link to your blog posts Post discounts and package deals Share survey / research data Signpost to clients & colleagues

35. Case Study: Facebook (Ikea)

36. Local Business Case StudyTrampas – The Mens Room

37. Use a Business Blog to … Share passion, insight & experience Answer common customer queries Link to interesting posts/articles/web pages Share industry information Post videos/slides Show the human side of your business Publish case studies & testimonials Influence purchasing decisions Enhance your SEO

38. Case Study: Blogging www.quantum-controls.co.uk/blog

39. Use Twitter to … Build brand reputation Provide customer service that “delights” Ask questions & test new ideas Notify customers Keep an eye on competitors Share the human side of your company Connect with new people

40. Other important digital channels Email Marketing Search Engine Marketing Video Marketingand up and coming Mobile marketing

41. Use Video Marketing to … Build your brand Put a face & voice to your message Build trust Business overview Video testimonials Product demos Case Studies Product reviews Education

42. Video Marketing Case StudyPOROTHERM

43. Email Marketing Benefits Added value (extra benefitsonline) Reduced costs (compared to post) Gets you closer to customers (tracking) Wider distribution, promotion & sales Extends brand reputation online

44. Types of Email Campaigns … e-Newsletters Catalog Emails (showcase products) Email Press Releases Surveys / Polls Promotional Emails Invitations Special occasions: customer birthdays, anniversaries

45. Your website is the hub …make it interactive Likes YourWebsite eNewsletter Followers Subscribers Connections Subscribers Blog

46. Case Study: Flow Learning www.flowlearning.co.uk

47. Key Benefits of Digital Marketing Easy to Share – build customer trust & confidence Adds Value – to products & services, maintain customer loyalty Grows your clients base – interaction & engagement Connects with customers – ensure customer “delight” Builds Your Reputation Online Grows Your Business!

48. Thank You Any questions?