How to do Business in the UK
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The document discusses strategies for mobile-first marketing and localization. It recommends focusing on user experience, simplifying designs based on mobile behavior, and personalizing and contextualizing content. Examples are given of companies like Pizza Express and Ikea that have successfully adopted mobile-optimized and localized strategies. The key takeaways are to make experiences mobile-first, improve usability, and localize, personalize, and contextualize content and products.
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How to do Business in the UK
- 1. The Mobile Experience – The mobile magnifier?
- 2. Around the mobile world in 160chars • No lists of bullets – visually appealing • What’s the key message – integrating mobile or user experience? • Contents slide • Stat attack – let’s see those digits Mcommerce, retail stats – oxygen 8 etc. • Evolution of Mobile - Shazam success story – and why? - • What’s working well and why?§ Retail – Pizza Express Travel – Tony Bean? Automobile??? • Messaging as a core enabler, not the end • What’s coming? Future trends in retail Wearepopup, Viewsy – see how stores are used (as per google analytics) Dressipi and Yreceipts (aggregating retail data and coupons etc) • Some takeaways – summary – 3 points to remember
- 3. • Use images – call restaurant
- 4. Stat attack – use mobile imagery • Mobile app usage increases by 115% • Check Jcole research • M-commerce
- 5. What’s working well? • Bicester Village
- 6. Examples and why • Ikea – navigator?
- 7. • New Look • Social Sharing Mobile optimised • No reviews • Simple clear and quick to checkout
- 8. Test content Test content Test content Test content Test content Test content
- 9. Takeaways • MOBILE-FIRST • User Experience/Usability – Simplify based on behaviour • Localise • Personalise • Contextualise • Context really is vital as mobile magnifies irrelevance • Flowd example – 9 versions, crowd-built, Finnish fastidious focus on user experience • Personalisation in mobile – smart data • Integrate Reviews – as per online • Secure the purchase
- 11. Taking smart shortcuts to local growth
- 12. What’s in store… • Who, What, Why? • Embrace the difference • Localise • Personalise • Productise • Socialise • Tribalise
- 13. Who, What and Why? • Who are we? • What do we do? • WHY do we do it? • Who for? “Marketing Boost has helped us to identify and develop new business opportunities in the UK and localise our Product and Marketing offer. Their market knowledge and strong network of connections helped to shape our thinking, develop our own partner network and continue to grow our presence in the UK.” Ville Osterlund, Managing Director www.interquest.com
- 15. Make a difference • Product USP • Technology • Marketing campaign • Location & Availability
- 16. Finding the familiar fusion
- 17. Keep it familiar • Customer needs you meet • Tangible Benefits • Metaphors & spelling • Research on British buyers • Buying process insights
- 18. Growing locally…
- 19. Steps to growing locally… Localise Personalise Socialise Productise Tribalise
- 20. Futurice go local and personal
- 22. Zilta product focus on mobile and benefits
- 23. Telling their stories • Futurice - Content Marketing for B2B buyers • Zilta - Awareness and Funding • InterQuest - Awareness and prospecting
- 24. Digia – building a following around music
- 25. How others engage with us… Our Nordic clients typically request… • Marketing Strategy sessions • Marketing Coaching • Digital Marketing – Mobile, Social and Web • Customer and Market insights/research
- 26. Working together for success…
- 27. It’s time to mobilise… • Go Local • Get Personal • Offer Product • Be Social • Build Tribe • Ask for local knowledge and shortcuts
- 28. Take smart shortcuts to local growth www.marketingboost.co.uk
Editor's Notes
- LOCALISING – NO UK phone number for UK MD BUT were sitting in their customer’s premises here in the UK – local office Really care about their people and their clients. Transparent Blog, Radio show and internal data publicly available. History making - Best Place to Work in Europe for last 2 yrs. We believe that the best work is done by happy, motivated people, and it is possible to build a large, successful and sustainable company full of these people. Who are you? What do you do? (benefits) Why do you do it? Who are your ideal clients What do they need? Why do they need you?
- Blogging about each step of their progress, open, transparent and personal. Personal mission about why he launched this – so he could connect more with his Dad. Who are you? What do you do? (benefits) Why do you do it? Who are your ideal clients What do they need? Why do they need you?
- Focusing on PRODUCT, YOUR BENEFITS, CLEARLY TARGETING YOUR AUDIENCE Not just FEATURES What are you REALLY inviting people to buy? Is it convenient, easy and MOBILE? Can they try before they buy?
- What do we mean by Socialising. Telling your story in media and channels that suit your audience to get you Known. Liked and trusted. This includes creating a continuous stream of relevant, targeted and informative White Papers, Press Release, Blogging, Social Media, Email Marketing, Events, Networking. In the B2B buying process, 75% of the decision making process is now conducted online – that means that buyers only engage with sales for verification and deeper questions. LESSON – You need to be online and publicising your content. Zilta came to us wanting help with raising their Awareness and finding Funding – so we got them into App World Startup Village at Olympia next week and introduced them to BBC Click as well as funding opportunities For InterQuest that meant a PR event at the Ice Bar in London to build awareness and a mailing list Are you Content?... Marketing - Futurice content marketing plan
- Building your following of fans to help you spread the word Give them the tools to tell their friends within your products. Giving the artists the marketing tools to spread the word Artists and fans grow their tribes PARTNERING for growth Tightly targeted niche audience MBL found their artists, their partners and launch band for them Also ran successful event at Ministry of Sound, App marketing and biz dev Fans send invites Engage customers Product as Marketing Partners can help you Build Relationships Find your tribe…