Marketing in a digital age - workshop part 1

Kathryn Woolf | Made Open
Marketing in a Digital Age
Tuesday 14th April
#airdigital

Kathryn Woolf |Made Open
10am – Welcome and Introductions
10.15 - The Digital Landscape
• Our digital lives
• How is digital changing consumer behaviour?
• What are the opportunities for businesses?
11.30 – Tea break!
11.45 – Digital Business Innovation
• How are businesses embracing digital for service / product innovation?
• Case studies & discussion
12.30 – Lunch break
Agenda
Agenda

1.15 – Digital in Your Business
• Where are you now?
• How to maximise your strengths
• What are the opportunities for digital in your business?
3pm – Afternoon tea
3.15 – Your Action Checklist
• A checklist for digital in the marketing age
Section title
Agenda

The internet has changed…everything!
The Digital Landscape This
map
shows
the
average
Internet
usage
of
the
observed
nodes
over
a
24-‐hour
period.

We live in a world where
people have information at
their ﬁngertips.
Information about anything,
from anywhere, at anytime.
The Digital Landscape

20 billion
Google searches each day

644 million
Active websites on the Internet

4 billion
You Tube views per day


1.35 billion monthly active
Facebook users.

500 million tweets sent
per day

Task 1.
Mapping Our digital lives

How is the internet changing
customer behaviour?


Whether we're shopping for
clothes, a holiday or paying a
council tax bill - the Internet
has changed how we decide
what to buy and interact
with services?


We have more choice

We are less loyal

We no longer compare
companies only with
competitors

We are less tolerant

We are more informed

We have more inﬂuences

We are all becoming
multichannel users

Task 2.
What are the Opportunities
for your Business?

To stay ahead, we have to
change the way we think, the
way we’re wired, the way
we’re organised.

Learn
Digital interactions can help us
understand how people think
about our service or product.
Understand consumer behaviour


.
Example:
Sainsburys
–
the
power
of
customer
reviews

Connect
If you are there, more people can
connect with your brand.

Save
money

Example:
Frugi
–
the
power
of
social
media

Improve
Learning helps us to improve.
Huge opportunity to create
platforms to engage
customers and exchange
information.

Innovate
Learning and interacting in this
way drives us to improve our
service and do things
diﬀerently.

Mastercard
–
Social
Media
Command
Center

Everything is integrated now.
We now have to organise our
business around ‘channels’ to
ensure messages are consistent.
Successful businesses will be the
ones who can respond quickly
and answer customer
questions well.

Important to measure results,
understand customer touch
points and track behaviour.

WARNING!
It doesn’t matter how visable you
are online……If you’re not
delivering a great service, if you’re
not responding quickly to service
or product failures, you’re going to
get killed out there!

Example:
United
Airlines
broke
my
guitar

Play
video


How do we turn negativity
into opportunity?
While changing customer
requirements present challenges,
including complaints that threaten
to ‘go viral’, there are also
opportunities to engage, change
and innovate.

Digital Business Innovation


Digital shouldn’t be something
you do in addition to doing
business. It should be how you
do business.


But! Its not easy...
Marketing in a digital world
also means having the
systems, technologies, and
operations in place to enable
on-the-ﬂy communication.


Tea break!



Case studies
The majority of companies that
are marketing in a digital world
are the ones that were born
online.
Digital Business
Innovation

2.1
million
registered
users,


Which businesess are
innovating with digital?

Example:
Gatwick
airport

Example:
Fit
Bit


Task
3.

Can you think of other examples
of business that provide
excellent service via digital?


Remember,
tradiLonal
markeLng

methods
are
not
dead.
You
just

need
to
think
about
creaLng
a

markeLng
plan
ﬁt
for
the
modern

world.
Marketing in a Digital Age


Task
4.

Your
Business
-‐
Strengths,

Weaknesses,
OpportunLes
&
Threats

Your product and service
Your customers
Your competitors
Your people
Money
Access to technology
Your Digital Business

Kathryn Woolf |Made OpenKathryn Woolf | Made Open
Kathryn
@madeopen.co.uk
01323 259986
madeopen.co.uk
@madeopenltd
Kathryn Woolf | Made Open
Thank you
Until next time….

Marketing in a digital age - workshop part 1

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