The document proposes a marketing strategy for elevio, a customer service platform. It introduces the team behind elevio and provides an analysis of the customer service situation and expectations. The proposed strategy has three periods - growth, transition, and retention. It identifies target audiences and case studies. The marketing objectives, channels, tactics, and an initial budget for the first year are then outlined in detail with a focus on social media, research, direct marketing, and networking activities.
App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messag...Localytics
Are users being disrupted by your messages? Are you driving users to your app, or driving them away? In this presentation we take a look at some mobile app marketing best practices while examining good and not-so-good examples of app messaging.
Learn how to make your messages move your users!
IN THIS SUMMARY
In The Mobile Learning Edge, author Gary Woodill defines mobile learning as a personalized form of learning that takes place on a mobile electronic device. It allows for speedy communication, it is portable and convenient, it creates active learning experiences, and it allows for learning connectivity at any time and in any location. The content taught in mobile learning is also more likely to be retained because it is learned when the student wants to learn; because the student is actively seeking to learn, the information taught is more likely to be relevant and useful to the learner.
SUBSCRIBE TODAY
http://www.bizsum.com/summaries/mobile-learning-edge
20131021 Lavacon keynote - Who are today's and future's content professionals...Kapil Verma
The role of content professionals is shifting due to changes in business needs, technology, and consumer behavior. Businesses are demanding more efficient content development to reduce costs. In response, content professionals are adopting structured authoring and prioritizing content based on analytics to be more efficient. They are also learning new skills like web analytics, content marketing, and multimedia to engage users with shorter attention spans across multiple devices. Collaboration is becoming more important, requiring new tools and mindsets. Content professionals must make content accessible everywhere and interact more with end users through social media and user-generated content. Their role is evolving from traditional authors to curators who organize content from various sources.
This document appears to be an internship report submitted by Mr. Ameya S Kulkarni to his educational institution, Vivekanand Education Society’s Institute of Management Studies & Research. The report details his summer internship at Harbinger Knowledge Products Pvt. Ltd, where he studied the use of marketing automation tools to improve sales cycles. It includes sections on the company and industry analysis, his training and skills acquired during the internship working with the Callidus Cloud marketing automation platform, data collection, conclusions and recommendations.
The document provides an overview of best practices for using video in marketing. It discusses how B2B companies are increasingly using video to engage audiences in a quick, concise manner. It provides tips for video marketing tactics like creating value for consumers rather than plain advertisements, using keywords and captions for SEO, leveraging existing social media channels, and including calls to action and metrics to measure success. The document contains several chapters that will provide examples and strategies for storytelling, using video in different industries, and creating effective explainer videos.
App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messag...Localytics
Are users being disrupted by your messages? Are you driving users to your app, or driving them away? In this presentation we take a look at some mobile app marketing best practices while examining good and not-so-good examples of app messaging.
Learn how to make your messages move your users!
IN THIS SUMMARY
In The Mobile Learning Edge, author Gary Woodill defines mobile learning as a personalized form of learning that takes place on a mobile electronic device. It allows for speedy communication, it is portable and convenient, it creates active learning experiences, and it allows for learning connectivity at any time and in any location. The content taught in mobile learning is also more likely to be retained because it is learned when the student wants to learn; because the student is actively seeking to learn, the information taught is more likely to be relevant and useful to the learner.
SUBSCRIBE TODAY
http://www.bizsum.com/summaries/mobile-learning-edge
20131021 Lavacon keynote - Who are today's and future's content professionals...Kapil Verma
The role of content professionals is shifting due to changes in business needs, technology, and consumer behavior. Businesses are demanding more efficient content development to reduce costs. In response, content professionals are adopting structured authoring and prioritizing content based on analytics to be more efficient. They are also learning new skills like web analytics, content marketing, and multimedia to engage users with shorter attention spans across multiple devices. Collaboration is becoming more important, requiring new tools and mindsets. Content professionals must make content accessible everywhere and interact more with end users through social media and user-generated content. Their role is evolving from traditional authors to curators who organize content from various sources.
This document appears to be an internship report submitted by Mr. Ameya S Kulkarni to his educational institution, Vivekanand Education Society’s Institute of Management Studies & Research. The report details his summer internship at Harbinger Knowledge Products Pvt. Ltd, where he studied the use of marketing automation tools to improve sales cycles. It includes sections on the company and industry analysis, his training and skills acquired during the internship working with the Callidus Cloud marketing automation platform, data collection, conclusions and recommendations.
The document provides an overview of best practices for using video in marketing. It discusses how B2B companies are increasingly using video to engage audiences in a quick, concise manner. It provides tips for video marketing tactics like creating value for consumers rather than plain advertisements, using keywords and captions for SEO, leveraging existing social media channels, and including calls to action and metrics to measure success. The document contains several chapters that will provide examples and strategies for storytelling, using video in different industries, and creating effective explainer videos.
How to use video content-and marketing automationHamlet B2B
It’s probably no surprise to you that video is a preferred content medium. Just look back at how you spent your day online yesterday—chances are that you watched at least one video. How could you resist that play button? And you’re not alone: Cisco predicts that more than 84% of all internet traffic will be video by 2018.
Animated videos can be an effective marketing strategy as research shows people remember 50% of what they see and hear, versus only 10% of what they read. An animated video allows information to be presented in a visually appealing way that engages different learning styles. When creating an animated video, it is important to define the target audience and key message, develop a cohesive story, include the right visual elements like animation, and keep the video short between 1-2 minutes to maintain viewer attention. The video should include a clear call-to-action at the end to ensure viewers are prompted to engage with the brand or message.
Online Marketing Case Study - Education Institute | MeDigit SolutionsMeDigit Solutions
How an education institute created its online presence to attract potential candidates and build strong network of influencers?
Client: Entrepreneurship Development Institute of India, Ahmedabad
Product: Programme in Development Studies, 2 years full time PGDM Course.
Marketing Channels tapped: Social media, Banner ads, Education Portals, Blogs and mailers.
The document discusses the emergence of a new digital ecosystem for higher education. It notes that colleges and universities will need to operate via both physical and digital/mobile channels to stay relevant. This will create an integrated ecosystem where signs are emerging, like more consumers accessing content via mobile devices. To thrive in this new environment, schools will need to challenge existing models and become more agile, innovative digital organizations that can adapt to constant technological changes and deliver personalized online experiences.
Digital Marketing Strategy for Educational Institutes | Colleges | UniversitiesEneblurConsultingweb
The document discusses the rising importance of digital marketing for the education sector. It outlines how educational institutions can use search engine optimization (SEO) and social media platforms like Facebook and Instagram to influence student decision making and engage with current and prospective students. Digital marketing offers advantages over traditional marketing as it is more cost-effective, allows for instant feedback, and has higher conversion rates. The document also provides statistics on social media usage among students.
The document describes a career services lead nurture campaign aimed at guiding students through their career journey from initial exploration to commitment. It outlines 7 stages of a student's career journey and proposes touchpoints and messages for career services to engage with students at each stage. These include welcome emails, webinars, skill-building seminars, one-on-one meetings, career fairs, and surveys to provide career resources, education, and support to students as they progress from awareness to commitment to their career path. Suggestions are provided to deepen understanding of student needs, create more learning touchpoints, help students make connections to employer skills, and better prepare and empower students for career success.
The document outlines Xiaomi's digital marketing plan from June 1st to August 31st 2015. The plan targets young adults and teenagers in big cities who spend significant time online and on social media. The campaign objectives are to increase brand awareness and desirability while pushing sales and revenues. The message is "Cùng nhau thể hiện" which means "Show the world yourself." Tactics include viral video ads, influencer reviews, an online photo contest, and ads on Facebook, forums, and tech sites. The budget is $70,000 USD and key performance indicators include gaining 20,000 new Facebook fans and 2,000 people talking about the brand, with 15 million impressions.
500 hours of video content is uploaded to YouTube each minute. 3.25 billion hours of YouTube content is watched each month. Facebook now sees 100M hours of video watched per day by their approximately 1.79 billion users. There are over 300 other video platforms all vying for your video uploads.
Clearly, we have not seen a saturation of video content and experts’ projections continue to rise. We have an almost insatiable appetite for video partly because it’s easier to consume and because of its ability to convey messages quickly and succinctly. Video benefits the viewer and the marketer.
The future of video marketing has arrived. Many companies are producing their own videos covering topics such as product introductions, CEO messages, technical deep dives, demonstrations and various product webcasts. Marketers are also capitalizing on the wealth of videos already posted to link their sites to the most popular views on YouTube, Facebook, and other platforms. The time has come for every company to adjust their marketing programs to include a video strategy. But…
Where does a company begin to understand the complexities of this new marketing frontier where video is being combined with marketing automation?
How does a marketing team navigate this fast moving and uncharted territory of automated video marketing?
What are the platforms and who are the key vendors? What is their role in this video gold rush?
Understanding the digital video ecosystem is a start. Understanding how they fit together gets us one step closer to developing a smart and effective video marketing strategy.
This paper gives you a solid framework to move forward with greater confidence as you make plans to integrate your marketing funnel, campaigns, targeting, and competitive analysis to video.
Content Marketing Presentation to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Covers the content marketing process and goes through b2b and b2c case studies.
basic business scenario for fashion brand by CEU 2015.Cozy Mizoguchi
This document outlines a business strategy proposal for a fashion brand to smoothly enter and grow in the Japanese market. It discusses conducting online content marketing and targeting advertising to establish a unique brand status and pursue practical marketing. The proposal recommends building an active fan community and useful owned media. It also suggests forming valuable collaborations, targeting specific customer clusters, and implementing an omni-channel sales strategy using both online and offline channels. The goal is to effectively reach the target market and drive traffic and sales.
Lessons From The Explosive Growth of Online Learning During Covid-19VWO
COVID-19 has created unprecedented opportunities for online learning companies. Although traffic and new learner registrations have peaked during the lockdown, the only enduring competitive advantage for e-learning companies lies in being able to engage these learners in the long term.
Join VWO along with growth leaders at MasterClass & Springboard in a freewheeling conversation around what successful online learning companies must do to grow.
The market is changing fast, and jobs are being reinvented every 3-5 years. The problem is, we can’t go back to school every 3-5 years because it’s time consuming and expensive. Combined with people’s changing workplace expectations, we find ourselves in a new working world with a different set of employee engagement challenges.
The solution to all these challenges is to consumerize learning at work. Why? Your training solution should operate at a higher level. Your employees expect the best user experience from their favorite personal apps in their daily lives, and the technology expectation at work should be no different. People want an intuitive and engaging learning experience, so that they can acquire new skills at their moment of need. This is what consumerizing learning is able to achieve. In order to succeed at developing and retaining the best talent, organizations today must invest in consumer-first learning technology that keeps up with changes in the market, and keeps employees productive and happy.
Takeaways:
Why learning is being consumerized and what you can do to manage it
The key changes in learner behavior and the learning landscape
What it means to offer a consumer-first learning solution
Dell's Social Media Journey - econsultancy Masterclasses, November 2009Kerry Bridge
Spoke at Econsultancies Online Marketing Marterclasses - http://econsultancy.com/events/masterclasses
and shared this shortened version of Dell's social media journey.
The document discusses strategies for integrating online and offline marketing to increase enrollment. It recommends starting with enrollment goals and budget to guide marketing approaches. Interactive strategies like search engine optimization, paid search, and affiliates can generate leads at costs of $45-125 per lead. An integrated campaign using multiple channels can help meet enrollment goals in a cost-effective way while improving conversion rates. Tracking media exposure and consumer behavior across channels is important for measuring results.
LeadTeam start-up: step 9 Key activities and Key partnersClémence Lagaüzère
The document discusses developing a new business model for a university platform. It would integrate with universities and provide students an all-in-one platform for information exchange, file sharing, scheduling, and communication. Revenue would come from advertising and a premium version. Key activities would include marketing, IT development and support of the platform through social networks, universities, and app stores. Challenges include integrating with universities and providing useful features for both free and premium versions.
The document provides an overview of disruptive forces facing automotive dealerships and scenarios for their survival. It discusses 6 disruptive forces including digitization of the car sales journey, changing customer expectations, rise of mobility services, decreasing need for car ownership among younger generations, advancements in electric and autonomous vehicles, and declining dealership profitability. It then outlines 5 elements of the dealership experience that may not be disrupted like test drives, used car sales, service, human touch, and good customer experience. Finally, it proposes 10 survival scenarios for dealerships with examples including experience centers, digital showrooms, brand flagship stores, and partnerships like Maserati's with Alibaba to create smart stores.
MICROLEARNING + BIG DATA + MACHINE LEARNING: HOW TO FINALLY PROVE THE IMPACT ...Human Capital Media
Proving impact isn’t a new challenge for learning and development leaders. It’s a well-known fact that neither the data nor the technology has been capable of providing the insights required to not only demonstrate training ROI, but also determine exactly what needs to be changed to impact results.
But this is about to change.
Introducing Microlearning + Big Data + Business Data + Machine Learning!
For the first time ever, learning leaders can now use this powerful combo to understand the true impact of their efforts — at scale. The best part? No data scientists required!
Join Axonify and Bloomingdale’s VP of Loss Prevention and Risk Management, Chad McIntosh, for a webinar on May 24th from 2-3 pm EDT to learn:
What “learning attribution” means and how it will fuel the L&D digital transformation.
What big learning data you need to quantify business impact and why microlearning closes this gap.
How you can measure and understand the impact of your training program — at scale — to continuously improve the effectiveness of your training programs and empower frontline managers to take action.
How Bloomingdale’s is using microlearning, big data, business data, and machine learning to understand impact and become agile with its training programs.
English4U is an English learning mobile application that aims to improve users' vocabulary, writing skills, and speaking abilities. It offers both free and premium versions, with the premium version providing additional features. The application's key target markets are students, corporate employees, teachers, and homemakers. Its marketing strategy involves segmenting the market based on user type, highlighting unique features like offline use, and promoting through social media, emails, and advertisements to increase downloads and conversions to the premium version. Performance will be evaluated based on downloads, free to premium conversions, and user feedback.
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...Quỳnh Phương
The document outlines 10 steps for developing a brand strategy:
1. Analyze business goals and key stakeholders to identify brand requirements.
2. Develop customer segmentation based on needs, competition, and market economics to find profitable segments.
3. Two case studies demonstrate how properly identifying target segments (teenage girls in Vietnam and high-income families) led to brand success, while improper segmentation contributed to another brand's failure.
4. Developing a brand vision, promise, positioning, personality, narrative, and identity system helps translate the business strategy into an effective brand strategy that resonates with customers.
How to use video content-and marketing automationHamlet B2B
It’s probably no surprise to you that video is a preferred content medium. Just look back at how you spent your day online yesterday—chances are that you watched at least one video. How could you resist that play button? And you’re not alone: Cisco predicts that more than 84% of all internet traffic will be video by 2018.
Animated videos can be an effective marketing strategy as research shows people remember 50% of what they see and hear, versus only 10% of what they read. An animated video allows information to be presented in a visually appealing way that engages different learning styles. When creating an animated video, it is important to define the target audience and key message, develop a cohesive story, include the right visual elements like animation, and keep the video short between 1-2 minutes to maintain viewer attention. The video should include a clear call-to-action at the end to ensure viewers are prompted to engage with the brand or message.
Online Marketing Case Study - Education Institute | MeDigit SolutionsMeDigit Solutions
How an education institute created its online presence to attract potential candidates and build strong network of influencers?
Client: Entrepreneurship Development Institute of India, Ahmedabad
Product: Programme in Development Studies, 2 years full time PGDM Course.
Marketing Channels tapped: Social media, Banner ads, Education Portals, Blogs and mailers.
The document discusses the emergence of a new digital ecosystem for higher education. It notes that colleges and universities will need to operate via both physical and digital/mobile channels to stay relevant. This will create an integrated ecosystem where signs are emerging, like more consumers accessing content via mobile devices. To thrive in this new environment, schools will need to challenge existing models and become more agile, innovative digital organizations that can adapt to constant technological changes and deliver personalized online experiences.
Digital Marketing Strategy for Educational Institutes | Colleges | UniversitiesEneblurConsultingweb
The document discusses the rising importance of digital marketing for the education sector. It outlines how educational institutions can use search engine optimization (SEO) and social media platforms like Facebook and Instagram to influence student decision making and engage with current and prospective students. Digital marketing offers advantages over traditional marketing as it is more cost-effective, allows for instant feedback, and has higher conversion rates. The document also provides statistics on social media usage among students.
The document describes a career services lead nurture campaign aimed at guiding students through their career journey from initial exploration to commitment. It outlines 7 stages of a student's career journey and proposes touchpoints and messages for career services to engage with students at each stage. These include welcome emails, webinars, skill-building seminars, one-on-one meetings, career fairs, and surveys to provide career resources, education, and support to students as they progress from awareness to commitment to their career path. Suggestions are provided to deepen understanding of student needs, create more learning touchpoints, help students make connections to employer skills, and better prepare and empower students for career success.
The document outlines Xiaomi's digital marketing plan from June 1st to August 31st 2015. The plan targets young adults and teenagers in big cities who spend significant time online and on social media. The campaign objectives are to increase brand awareness and desirability while pushing sales and revenues. The message is "Cùng nhau thể hiện" which means "Show the world yourself." Tactics include viral video ads, influencer reviews, an online photo contest, and ads on Facebook, forums, and tech sites. The budget is $70,000 USD and key performance indicators include gaining 20,000 new Facebook fans and 2,000 people talking about the brand, with 15 million impressions.
500 hours of video content is uploaded to YouTube each minute. 3.25 billion hours of YouTube content is watched each month. Facebook now sees 100M hours of video watched per day by their approximately 1.79 billion users. There are over 300 other video platforms all vying for your video uploads.
Clearly, we have not seen a saturation of video content and experts’ projections continue to rise. We have an almost insatiable appetite for video partly because it’s easier to consume and because of its ability to convey messages quickly and succinctly. Video benefits the viewer and the marketer.
The future of video marketing has arrived. Many companies are producing their own videos covering topics such as product introductions, CEO messages, technical deep dives, demonstrations and various product webcasts. Marketers are also capitalizing on the wealth of videos already posted to link their sites to the most popular views on YouTube, Facebook, and other platforms. The time has come for every company to adjust their marketing programs to include a video strategy. But…
Where does a company begin to understand the complexities of this new marketing frontier where video is being combined with marketing automation?
How does a marketing team navigate this fast moving and uncharted territory of automated video marketing?
What are the platforms and who are the key vendors? What is their role in this video gold rush?
Understanding the digital video ecosystem is a start. Understanding how they fit together gets us one step closer to developing a smart and effective video marketing strategy.
This paper gives you a solid framework to move forward with greater confidence as you make plans to integrate your marketing funnel, campaigns, targeting, and competitive analysis to video.
Content Marketing Presentation to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Covers the content marketing process and goes through b2b and b2c case studies.
basic business scenario for fashion brand by CEU 2015.Cozy Mizoguchi
This document outlines a business strategy proposal for a fashion brand to smoothly enter and grow in the Japanese market. It discusses conducting online content marketing and targeting advertising to establish a unique brand status and pursue practical marketing. The proposal recommends building an active fan community and useful owned media. It also suggests forming valuable collaborations, targeting specific customer clusters, and implementing an omni-channel sales strategy using both online and offline channels. The goal is to effectively reach the target market and drive traffic and sales.
Lessons From The Explosive Growth of Online Learning During Covid-19VWO
COVID-19 has created unprecedented opportunities for online learning companies. Although traffic and new learner registrations have peaked during the lockdown, the only enduring competitive advantage for e-learning companies lies in being able to engage these learners in the long term.
Join VWO along with growth leaders at MasterClass & Springboard in a freewheeling conversation around what successful online learning companies must do to grow.
The market is changing fast, and jobs are being reinvented every 3-5 years. The problem is, we can’t go back to school every 3-5 years because it’s time consuming and expensive. Combined with people’s changing workplace expectations, we find ourselves in a new working world with a different set of employee engagement challenges.
The solution to all these challenges is to consumerize learning at work. Why? Your training solution should operate at a higher level. Your employees expect the best user experience from their favorite personal apps in their daily lives, and the technology expectation at work should be no different. People want an intuitive and engaging learning experience, so that they can acquire new skills at their moment of need. This is what consumerizing learning is able to achieve. In order to succeed at developing and retaining the best talent, organizations today must invest in consumer-first learning technology that keeps up with changes in the market, and keeps employees productive and happy.
Takeaways:
Why learning is being consumerized and what you can do to manage it
The key changes in learner behavior and the learning landscape
What it means to offer a consumer-first learning solution
Dell's Social Media Journey - econsultancy Masterclasses, November 2009Kerry Bridge
Spoke at Econsultancies Online Marketing Marterclasses - http://econsultancy.com/events/masterclasses
and shared this shortened version of Dell's social media journey.
The document discusses strategies for integrating online and offline marketing to increase enrollment. It recommends starting with enrollment goals and budget to guide marketing approaches. Interactive strategies like search engine optimization, paid search, and affiliates can generate leads at costs of $45-125 per lead. An integrated campaign using multiple channels can help meet enrollment goals in a cost-effective way while improving conversion rates. Tracking media exposure and consumer behavior across channels is important for measuring results.
LeadTeam start-up: step 9 Key activities and Key partnersClémence Lagaüzère
The document discusses developing a new business model for a university platform. It would integrate with universities and provide students an all-in-one platform for information exchange, file sharing, scheduling, and communication. Revenue would come from advertising and a premium version. Key activities would include marketing, IT development and support of the platform through social networks, universities, and app stores. Challenges include integrating with universities and providing useful features for both free and premium versions.
The document provides an overview of disruptive forces facing automotive dealerships and scenarios for their survival. It discusses 6 disruptive forces including digitization of the car sales journey, changing customer expectations, rise of mobility services, decreasing need for car ownership among younger generations, advancements in electric and autonomous vehicles, and declining dealership profitability. It then outlines 5 elements of the dealership experience that may not be disrupted like test drives, used car sales, service, human touch, and good customer experience. Finally, it proposes 10 survival scenarios for dealerships with examples including experience centers, digital showrooms, brand flagship stores, and partnerships like Maserati's with Alibaba to create smart stores.
MICROLEARNING + BIG DATA + MACHINE LEARNING: HOW TO FINALLY PROVE THE IMPACT ...Human Capital Media
Proving impact isn’t a new challenge for learning and development leaders. It’s a well-known fact that neither the data nor the technology has been capable of providing the insights required to not only demonstrate training ROI, but also determine exactly what needs to be changed to impact results.
But this is about to change.
Introducing Microlearning + Big Data + Business Data + Machine Learning!
For the first time ever, learning leaders can now use this powerful combo to understand the true impact of their efforts — at scale. The best part? No data scientists required!
Join Axonify and Bloomingdale’s VP of Loss Prevention and Risk Management, Chad McIntosh, for a webinar on May 24th from 2-3 pm EDT to learn:
What “learning attribution” means and how it will fuel the L&D digital transformation.
What big learning data you need to quantify business impact and why microlearning closes this gap.
How you can measure and understand the impact of your training program — at scale — to continuously improve the effectiveness of your training programs and empower frontline managers to take action.
How Bloomingdale’s is using microlearning, big data, business data, and machine learning to understand impact and become agile with its training programs.
English4U is an English learning mobile application that aims to improve users' vocabulary, writing skills, and speaking abilities. It offers both free and premium versions, with the premium version providing additional features. The application's key target markets are students, corporate employees, teachers, and homemakers. Its marketing strategy involves segmenting the market based on user type, highlighting unique features like offline use, and promoting through social media, emails, and advertisements to increase downloads and conversions to the premium version. Performance will be evaluated based on downloads, free to premium conversions, and user feedback.
Young Marketers Elite 4 - assignment 2.1 - quang minh -bao nhu-quynh phuong -...Quỳnh Phương
The document outlines 10 steps for developing a brand strategy:
1. Analyze business goals and key stakeholders to identify brand requirements.
2. Develop customer segmentation based on needs, competition, and market economics to find profitable segments.
3. Two case studies demonstrate how properly identifying target segments (teenage girls in Vietnam and high-income families) led to brand success, while improper segmentation contributed to another brand's failure.
4. Developing a brand vision, promise, positioning, personality, narrative, and identity system helps translate the business strategy into an effective brand strategy that resonates with customers.
This document outlines 10 steps for developing a brand strategy:
1. Extract business goals to drive brand vision
2. Conduct stakeholder analysis to identify brand requirements
3. Develop customer segmentation based on needs, competition, and economics
4. Create a brand vision aligned with corporate strategy
5. Define the brand promise
6. Determine the brand positioning
7. Establish the brand personality
8. Develop the brand narrative
9. Design the brand identity system
10. Translate the brand promise into a customer experience design
Grey Worldwide Case Analysis - Anurag KarSameer mathur
Worldwide faced decreasing growth rates and needed to improve customer relationships and retention. CRM was becoming increasingly important. Three proposals were made: 1) Implement social media marketing to engage customers; 2) Conduct online surveys to gather more customer data; 3) Increase brand value through a client club, partner coordination team, and university program. These focused on loyalty, partnerships, and developing future customers.
Worldwide faced decreasing growth rates and needed to improve customer relationships and retention. CRM was becoming increasingly important. Worldwide could adopt social media marketing and online surveys to gather customer data and better understand changing markets. Increasing brand value and loyalty through a client club, partner coordination team, and university outreach could help boost retention and acquisition.
Switch on your B2B customer experience strategyTomorrow People
B2B Marketing Leaders Gather to Share insights
NOTES- Participants at London Tech Weeks “Switch on your B2B mobile content strategy” discussed research and strategy on how to take advantage of mobile capabilities, what techniques can be used, Mobile customer experience and what is working best for B2B organisations.
Areas Covered
Why the current customer experience is broken
How mobile can be a powerful extension of your brand and marketing.
The current customer journey
The fully mobile customer journey
How to engage your audience through the customer journey
Customer experience is the new marketing
Gaining a better customer insight
Capturing critical data along the customer journey
Technology integration: API’s, Marketing automation, CRM
Success metrics (adoption, engagement and conversion)
“For marketers, mobile is the biggest opportunity of our time to give consumers the exceptional discovery, engagement and purchasing experiences they demand.” (Mobile Marketing Association, 2017)
Mobile content is both a great opportunity and a threat to many marketing professionals. How best to take advantage of a device business users check multiple times an hour, making them a real-time tool in driving brand awareness and target their prospects or channel partners to ensure their mobile marketing works effectively.
“The event hosted by strategic partnering firm Tomorrow People and Contento their mobile customer experience service took a tactical look at how to encounter the advantages of a mobile audience and how to redefine current materials for mobile usage."
This document discusses 7 new marketing trends: 1) The web is at the hub of all marketing efforts. 2) Mobile usage is growing rapidly. 3) Video is becoming more important than text. 4) Social media usage is increasing and facilitating word-of-mouth recommendations. 5) Customer experience is a key differentiator. 6) Content marketing through blogging and other methods is essential. 7) Marketing efforts must be integrated across channels rather than operating in silos. The document provides statistics and examples to illustrate how each trend is influencing modern marketing strategies.
Young marketers elite 4 -Assignment 2.1 - Quang Minh - Bảo Như - Ai Trang - Q...Minh Huỳnh
This document outlines 10 steps for developing a brand strategy:
1. Extract short and long-term business goals to drive brand vision.
2. Conduct stakeholder analysis to understand implicit brand requirements.
3. Develop customer-driven segmentation based on needs, competition, and economics.
4. Create a brand vision aligned with corporate strategy.
5. Develop a brand promise.
6. Determine brand positioning.
7. Define brand personality.
8. Craft a brand narrative.
9. Establish a brand identity system.
10. Translate brand promise into customer experience design.
The document discusses how customer engagement strategies can help online retailers. It provides examples of how Decathlon and Landmark successfully engage customers on social media through real-time responses, theme-based campaigns, useful content, and videos. The document also recommends a 4-step solution for online retailers to improve customer engagement using real-time responses, automated FAQs, analytics of customer feedback, and aggressive email marketing. It introduces muHive as a customer engagement platform that can help scale conversations and integrate with other services.
The document discusses a Fortune 500 company's strategy for integrating social media. It outlines establishing a social media mission, developing strategies to educate employees, seek influencers, integrate social platforms, research trends, measure performance, and innovate experiences. It details launching platforms like Twitter and YouTube to improve customer experience, brand perception and employee morale. Metrics show success engaging customers and building positive sentiment.
The document discusses how social media presents opportunities for call centers to better engage with customers. It provides examples of companies successfully using social media for customer service. It also offers best practices for call centers, including developing a social media strategy, monitoring conversations, training agents, and using applications that integrate social media with customer relationship management systems.
1. A unified customer success center that provides a seamless content experience across all stages of the customer journey (research, buy, succeed) can increase new customer revenue by 38%, decrease customer relationship costs by 47%, and increase renewal probability by 62%.
2. By analyzing user behavior data from content interactions, companies can gain insights to improve marketing, sales, product, and content strategies. This helps connect companies better with buyers and customers.
3. Converting documentation and other existing content into an engaging digital experience platform has significant business benefits for companies, as shown by analytics from MindTouch customers.
The way customers engage with companies is shifting from telephones and email to social and mobile applications.
A social media strategy has now become a survival tool for almost all corporates to understand consumer preferences and perceptions towards their products, services and care
Social Media has changed the way we all serve and support our customers
Optimizing Campaigns For Multiple Channels, Screens & AudiencesG3 Communications
This document promotes and provides information about an online session on optimizing marketing campaigns across multiple channels and audiences. It encourages attendees to participate in discussions on Twitter using the hashtag #LLCseries, and provides details on how to enter a prize drawing by attending sessions and tweeting. The session will feature a moderator and panelists discussing topics like content distribution, mobile engagement, and managing various aspects of digital marketing.
Persona Marketing and Lead Nurturing- Simon Morris, AdobeLinkedIn
This document discusses persona marketing and lead nurturing. It describes building personas to better understand target customers and their needs. The document provides examples of personas like Digital Marketer, Digital Analyst, and Social Marketer. It emphasizes the importance of knowing customers and their challenges in order to effectively market to different personas. Building personas involves defining who they are, their goals, pain points and preferred methods of interaction to align marketing strategies.
This document discusses how a customer-conscious C-Suite can catalyze company growth. It profiles the perspectives of different C-Suite roles such as the VP of Customer Success, CMO, CIO, CTO, and CEO. Each role is described in terms of how prioritizing customers can impact key metrics like reducing churn, improving marketing and content strategies, leveraging data analytics, enhancing user experience, and setting the right cultural priorities. The overall message is that taking an alternative leadership approach focused on customers rather than just profits can lead to increased revenue, profitability, and competitive advantage.
This document discusses how a customer-conscious C-Suite can catalyze company growth. It profiles the perspectives of different C-Suite roles such as the VP of Customer Success, CMO, CIO, CTO, and CEO. Each role is described in terms of how prioritizing customers can impact key metrics like churn rate, content marketing performance, user experience, and overall profitability. The document advocates that customer-conscious leadership should be woven into a company's culture and encourages readers to download a report on building a customer-focused C-Suite.
In this webinar, we partnered with influencer marketing and social commerce hub Gen.Video to go beyond vanity metrics and brand awareness and discuss how to drive conversions and overall brand lift with your influencer strategy.
Watch this Addressable Customer Experience webinar here: http://bit.ly/1vJ2YvZ
Addressable Customer Experience On-Demand Webinar Series For Financial Services and Insurance Marketing Leaders
Webinar 4: Overcoming the Organizational Challenge
This webinar goes into actionable details on how to put the customer experience at the center of your organization’s goals. You’ll learn how to design customer journeys, integrate channels effectively, assign responsibilities, develop culture, and measure results for incredibly successful customer relationships.
Similar to 1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne (20)
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
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What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
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The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. who are we? THE EMPTY
COFFEE CUPS.
Nicole Gonzales
Bachelor of Commerce
(Marketing and Management)
Kate Gilchrist
Bachelor of Commerce
(Marketing and Management)
Li Ting Chen
Bachelor of Commerce
(Accounting and Finance)
Amanda Tan
Bachelor of Commerce
(Finance and Marketing)
Celine Xin
Master of Management
(Finance)
4. the situation
89% of customers get frustrated because they need to repeat
their issues to multiple representatives
According to consumers, customer service agents failed to
answer their questions 50% of the time
90% of customers say they have had poor experience seeking
customer support on mobile
70% of the time, a decision to a customer query is made
before the customer even contacts the company
AUS: Locals spent 143 years waiting in vain to speak to
Centrelink in 2013-2014 and eventually hang up
US: 45% of consumers will abandon an online transaction if
their questions or concerns are not addressed quickly
CUSTOMER
SATISFACTION
& EXPERIENCE
5. the situation
51% of customers prefer to have self-service options
available on a company’s website
50% of customers think it’s important to solve product or
service issues themselves
CUSTOMER
EXPECTATIONS
6. What is elevio?
24/7 helpdesk Multi-channel helper Watchful patrol guard
Easy, quick and
convenient
Budgeting for
customer service?
Hell no!
Say goodbye to
multiple tabs
So… what does this mean?
7. elevio is the future
By 2020 a customer will manage 85% of the relationship with
an enterprise without interacting with a human (Gartner, 2011)
11. case study #1: OPTUS
As shown in the chart, Optus
consistently holds the crown
as Australia's most complained
about telco.
Their solution: "To address these
issues, we are increasing our in-
field technicians and customer
service staff, and ensuring we
educate our front line and
customers on their mobile
usage.”
12. case study #2: DHL
Problems:
• Difficult for customers to
differentiate similar services
• Staff doesn’t know how to solve
issues and keep passing the
issue back and forth to one
another
Solution:
• Elevio’s visualizer can be used
to explain the features of the
services provided
• Staff can find answers in
internal systems for customers
faster with elevio’s help
13. our marketing objectives
This then leads to:
Increase in revenue
Increase in customers
• Loyalty and advocacy
• Increase engagement rates (social media)
• Increase lead generation (website, direct marketing)
• Amplify brand awareness and reach
14. overview of our plan
Short/mid term action plan:
• Increase engagement with SME’s
• Raise awareness and gain as much exposure as possible
• Establish the brand identity and position within its field online and offline
• Begin expanding to medium to large corporations
• Attract more customers on the highest plan, or convert current plans to highest plans
• Brand and industry establishment in the global arena
Short term plan then feeds into/facilitates long term plan:
15. overall key message
SMEs: Grow your business by offering great
customer experience, minus the stress.
#1
#2
Large Enterprises: Make a customer, not a
sale.
16. timelinePERIOD1
GROWTH (SMEs)
SOCIAL
MEDIA
• Increase engagement
• Establish the situation of customer experience
RESEARCH • Inserting ourselves in the conversation
DIRECT
MARKETING
• Building our network
period 1 period 2 period 3
17. timeline period 1 period 2 period 3
PERIOD2
TRANSITION (SMEs and Large Enterprises)
SOCIAL
MEDIA
• Maintain interest of SMEs, start engaging large
enterprises
• LinkedIn Sponsored Content
• Hop on a trend to stay relevant
RESEARCH
• Start pitching success stories to the media to
establish reputation and credibility
• Emphasize on the impact of customer experience on
continued success
DIRECT
MARKETING
• Further engage our current leads
• Attract leads from larger corporations
18. timeline period 1 period 2 period 3
PERIOD3
RETENTION (Large Enterprises)
SOCIAL
MEDIA
• Targeted company updates on LinkedIn
• After-sales service reassurance
RESEARCH
• Submit informed opinion and insights on publications
to build thought leadership reputation
DIRECT
MARKETING
• Stay consistent with brand
• Leverage connections to grow credibility
20. tactics
WEB CONTENT
RESEARCH
Visual Design & Content
Video Production
Blog
LinkedIn
Facebook & Twitter
SEO
Media Relations
DIRECT MARKETING
Networking
Direct Mail
Events & Expos
Email Marketing
SOCIAL MEDIA
22. visual design and content
• 91% of buyers prefer visual and interactive content rather than traditional formats
• 42% of researchers reported using a mobile device during the B2B purchasing process
• Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device
• 89% and 88% of B2B marketers identify customer testimonials and case studies respectively as the most effective content
marketing tactics
Establish a clear
visual hierarchy
Balance text
with visuals
Minimize scrolling
Improve mobile
optimization
Add page on customer
testimonials
Link blog to
main menu
Marketing
Insights Report
23. video production
• 86% of buyers want to see info about the company's products/services on its homepage
• 62% of B2B marketers rated videos as an effective content marketing tactic in 2016
• 76% of companies say it has positively impacted marketing ROI
• Including a video on your homepage can increase conversion rates by 20% or more
• Cater to all types of
learners
• Demonstrating product
features (portfolio and
testimonials)
• Establish oneself as a
thought leader by
emphasizing on the
importance of a positive
customer experience
24. video production
How to market to catch people’s attention? Create a story, not a
manual.
The video pitch: “Elevio is incarnated as a helpful robot that goes around anticipating
Man's needs, providing him with unexpected help. The purpose is to encourage
viewers to form positive associations between the robot (mascot) and elevio.”
Character 1: Robot
Robot should look like an upgraded
version of Wall-E, who embodies values of
empathy, altruism and is well known.
Character 2: Man
A man who looks like a young
tech professional.
25. video production
Part 1: Showcase everyday
situations that demonstrate the
robot anticipating man’s needs.
Part 2: Man uses elevio on his
laptop to demonstrate the product’s
capabilities.
End sequence: Comic relief
Extended chapters: Bob speaking multiple languages - showcase
elevio's multi-lingual capability. Integration of Bob into image content.
27. Blog
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
Focus on SMEs
SMEs
Cutting costs,
reducing load
Supporting growth
through increase in
engagement rates
Build thought
leadership status
Maintain interest of
SMEs, start targeting
large enterprises
SMEs
Hop on a trend to stay
relevant
Large enterprises
Impact of customer
experience on loyalty
and sales
Sharing testimonials
Mainly focus on large
enterprises
Large enterprises
Industry-targeted web-
series showing
elevio’s relevance in
each identified
industry
After-sales service
reassurance
• Identify and interact with potential customers to build network and gain insights
• Share external relevant articles on the social media platforms
• Share any company news
• Educate businesses about evolution of customer experience
28. LinkedInA place for engagement, building connections and gaining insight
i. Fortune 500 companies most-used social media platform, 40 million B2B decision-makers
ii. 50% of LinkedIn members report they are more likely to buy from a company they engage with on LinkedIn
iii. 45% of B2B tech marketers have acquired a customer directly from LinkedIn
iv. 89% of B2B marketers say blog posts and case studies are the most effective on LinkedIn
v. Companies that blog 15 or more times per month see 5x more traffic than companies that don't blog
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
• Share ALL blog
articles on elevio’s
LinkedIn page
• Produce new content
• Various campaigns
through LinkedIn
Sponsored Content,
updated bi-weekly
• Targeted Company
Updates
29. Twitter & Facebook
• Only 30% of B2B marketers say Facebook is effective for B2B marketing
• However, the average decision-maker uses Facebook 18 days a month, compared to 13 for LinkedIn
• 1 in 4 decision makers said Facebook would be their social channel of choice
• 89% of B2B marketers say videos are most effective on Facebook
• Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership
• 366,000 start-up founders are on Twitter
• 99.9% of tech journalists use Twitter
• 43% of business decision-makers use Twitter to discover new products and solutions
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
• Share scheduled blog articles through hyperlinks with short descriptions
• Convey content through infographics and attach relevant videos
• Create a list for each industry to gain insights
Considering the difference in their tone, we should also:
• Go behind the scenes
• Share fun facts & rich media
31. search engine optimization
What do we want?
• Be part of the conversation early
on and throughout their searching.
• Responsive website with great
content
The most important question is not:
“What shows up when you search for
elevio?”
It is: “Will elevio be shown when
relevant keywords are searched?”
• 35% of B2B buyers were most likely to begin researching work-related purchases on search engines
• 71% of B2B researchers start their research with a generic search
• B2B buyers are already 57% through the decision process before they perform an action on your site
32. media relations
14 million56 million
• 87% cite traditional media as being just as important as social media in the purchasing decision making process
• 71% of the decision makers highly value earned coverage about vendors they are considering
• 50% of decision makers would like to see more impartial and independent commentary
• Over 60% of UK and US decision makers look to industry analysts as a primary source of information
20 million 85 million
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
• Exposure and growth
• Pitch to the media in
general about product
features and how it
helps SMEs grow
• Pitch insight on
customer experience
Result:
• Educating the public
about current market
situation
• Strengthen current
media relations
• Share success stories
• Emphasize on the
impact of customer
experience on
continued success
Result:
• Continue to become
more credible and
recognised
• Natural growth
• Begin writing for
important and
recognized media
outlets
Result:
• Have the authority to
speak about this topic
Driving credibility, knowledge and
education of customer service
34. networking
Purpose of networking:
1. Lead Generation 2. Conversion
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
SMEs
• Events
• Cold calling
• Email marketing post
events
• Begin building lead
base
SMEs
• Already have a lead
base
• Marketing automation
to stay relevant
• Further engage current
leads
Large Enterprises
• Attract leads from
larger corporations
Large Enterprises
• Stay consistent with
your brand
• Leverage connections
to grow credibility
• Direct mailers to
those who matter
35. direct mailers
Utilize press kits
Primary purpose of press
kits:
• Address questions from
media, investors,
potential clients etc.
• Impact on perception of
brand
• Credibility
• Average direct mail response rates (3.7%) dramatically outperform response rates for direct digital channels (0.62 %).
• B2B company example: Salesfusion saw 15-20% conversion rates from its “three-dimensional” direct mail campaigns.
36. events and expos
There are many to choose from, let us narrow down your
choices:
www.Meetup.com
• Technology
Start-ups
LinkedIn
Professional
Group
• Software &
Technology
(1.7 million
members)
• Software as a
Service
(78,000+
members)
SaaStr Annual
•International
•7-9 Feb 2018
•San Francisco,
US
•Biggest event
targeted to
SaaS - 20,000
SaaS Founders,
VCs, Execs
Technology +
Gadget Expo
(TGE)
•National
•19-20 August
2017
•Melbourne
Convention &
Exhibition
Centre
37. automated email marketing
• $1 invested in email marketing initiatives yields roughly $44.25 return for marketers
• 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant
revenue impact
• 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months
• Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads
Right audience
at the right time
How?
• Run engagement marketing
campaigns to target leads at
the right time
• Trigger emails to send based
on visitors’ behaviors
• Personalize emails
• Engage throughout customer
lifecycle
streamlining, automating, and
monitoring marketing objectives
E.g. Campaign Monitor, Autopilot
38. budget
Breakdown Costs
Video Production $0 $0
Marketing
Automation
$9-$20/month for annual plan $86-240
Direct Mailers a) Printing = $0.4
b) USB= $2
c) Customized stress ball = $2
d) Box = $1
= $5.40
$5.40 x 500 = $2,700
LinkedIn
Sponsored
Content
$2-4/click $30,000
Expos a) Pull out banner (200cmx80cm) =
$100-200
b) Exhibition display stand = $3,000 -
$7,000
c) Space (3x3ft) = $800-$2,500
$3,900 – $9,700
Networking $0-900 (two days)
*Transport costs not included
$0-900
Average Total Cost - $40,113
89% of customers get frustrated because they need to repeat their issues to multiple representatives (Accenture 2013)
According to consumers, customer service agents failed to answer their questions 50% of the time (Harris Interactive 2015)
90% of customers say they have had poor experience seeking customer support on mobile (Software Advice 2015)
70% of the time, a decision to a customer query is made before the customer even contacts the company (SSI 2013)
AUS: Locals spent 143 years waiting in vain to speak to Centrelink in 2013-2014 and eventually hang up (Canberra Times 2015)
US: 45% of consumers will abandon an online transaction if their questions or concerns are not addressed quickly (Forrester 2013)
51% of customers prefer to have self-service options available on a company’s website (Econsultancy 2013)
50% of customers think it’s important to solve product or service issues themselves (Zendesk 2013)
82% of marketers who blog see positive ROI for their inbound marketing.
83% of B2B marketers use content marketing for lead generation. (Source)
https://vtldesign.com/digital-marketing/inbound-marketing-vs-outbound-marketing/
http://mashable.com/2011/10/30/inbound-outbound-marketing/#VN4R0OBLCqq8
Before we can help others, we have to help ourselves - Great content should be supported by great design - Set a good example
91% of buyers prefer visual and interactive content rather than traditional formats (DemandGen Reports 2015)
42% of researchers reported using a mobile device during the B2B purchasing process (Google 2015)
Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device (Adobe 2015)
89% and 88% of B2B marketers identify customer testimonials and case studies respectively as the most effective content marketing tactics (Technology Marketing 2013)
Sources:
According to the 2015 Content Preferences Survey, 91% of buyers prefer visual and interactive content rather than traditional formats.
Also, in a B2B marketing study done by Google, 42% of researchers reported using a mobile device during the B2B purchasing process.
Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. (2013 B2B Content Marketing Trends Report) Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh)
Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device. — Adobe - Sure, that stat was related to consumers, but the B2B audience is made up of consumers at work
---
Reason 2: Testimonials create an emotional appeal for your branding and help convey your overall brand message:
#8: Brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally-connected brands. The same academic study also found that highly differentiated brands earn more positive word-of-mouth. (Journal of Marketing Research)
#9: 65% of your audience are visual learners. (WebDam)
If your website pops up in a search engine query, and it isn’t mobile friendly, 40% of online users will go back and choose a different result. iAcquire and SurveyMonkey.
38% of people will stop engaging with a website if the content/layout is unattractive in its layout or imagery (and when a website isn’t responsive, it can very easily become unattractive on certain screens.) Adobe.
B2B researchers are not just using mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. They're comparing prices, reading about products, comparing feature sets, and contacting retailers. They're purchasing, too; purchase rates on mobile are up 22% in the past two years. Considering the amount of time they're spending on their smartphones, it's important that you provide them with rich mobile experiences.
Getting positive testimonials from beta customers who were involved in the product development phase and presenting it to large potential clients is an excellent way to validate the product and the company.
86% of buyers want to see info about the company's products/services on its homepage (KoMarketing 2015)
62% of B2B marketers rated videos as an effective content marketing tactic in 2016 (Content Marketing Institute 2016)
76% of companies say it has positively impacted marketing ROI (Web Video Marketing Council, ReelSEO & Flimp Media 2015)
Including a video on your homepage can increase conversion rates by 20% or more (ReelSEO 2016)
Complementing the idea of encouraging self-service support, we should cater to all types of learners
Other than demonstrating product features, include portfolio and testimonials as well as establish oneself as a thought leader
Print Amanda’ story board
To support the idea of self-service support, attract different types of learners
How-to’s
Trials
Video Explanation
Put it on youtube
Our findings show a clear path for vendors looking to maximise their impact with IT and marketing decision makers. 41% of decision makers say the single biggest change vendors can make is by sharing more external opinion as part of their overall marketing strategy (hotwire)
videos increase web traffic for B2B businesses by 41%. But further, explainer videos have been shown to increase conversion rates for companies by 20%. Explainer videos help solidify your expertise while simultaneously giving a human face to your brand. They also increase the chance of virality if you share explainer videos on your website and social media pages, upping the chances that your followers can help you get some free marketing.
51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Hubspot)
Once on a company's homepage, 86% of visitors want to see information about that company's products/services. (Source: KoMarketing)
Technical brochures and specification sheets (61%) and instruction manuals and how-to documents (46%) were the most helpful forms of content, followed by video.
Videos about product features top the list, followed by how-tos and professional reviews. They're watching the videos that appear on YouTube because they find them highly useful. These videos are also helping extend the conversation: When asked what they did after watching, B2B researchers said they talked to colleagues, looked for more information, visited a brand's website/store, or shared the video. Start to finish, videos are playing an increasing role for these researchers. That means you need to be producing content that helps them learn about, compare, and research their B2B purchases.
Include portfolio and testimonials
Problem: Elevio’s content isn’t accessible to the general public. Without trialing the product, clients don’t really know what Elevio provides or how it functions. Some people aren’t willing to waste their time investigating a product that seems complicated on the surface.
Understanding different ways people learn a new concept:
-Visual (learn by seeing and watching, benefit images, illustrations, videos, colors)
-Aural (learning by hearing and listening)
-Kinesthetic (learn best by touching and doing)
Each learner needs different things to adequately conceptualize and retain the information they are given. If a visual learner is told to remember something, they most likely won't. If a kinesthetic learner watches a movie on how to do something, they might not be able to do it.
Recommendation 1: Provide an informative promo video with a general message, eg. demonstrates how it works, outlines the benefits to clients and benefits to client’s customers. Tone and visuals should be in line with brand image (e.g. cute and upbeat like Trivago , futuristic, cutting-edge) This will benefit Visual clients. While the 14 day free product trial benefits kinesthetic learners.
Recommendation 2: Short video tutorials that demonstrate the key functions of the product
(1.Content creation, 2.Inline help, 3.Contextual opens, 4.Insights & Suggestions, 5.Visualiser)
You have to make it easier for people to learn about your product before they even trial the product.
Agree!
REALITY #1: Nearly half of all B2B researchers are millennials
Over the past two years, there's been a dramatic shift in the B2B researcher demographic. Back in 2012, there was a pretty even mix across age groups. In 2014, however, 18- to 34-year-olds accounted for almost half of all researchers, an increase of 70%. - https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
https://www.weidert.com/whole_brain_marketing_blog/statistics-about-b2b-social-media-usage
Use assisted conversion in google analytics
Blogs – Company blogs are the groundwork of B2B social media. Before you can develop a Twitter, you need something to tweet about – the content posted on your blog should sustain your other social media channels. True B2B tech marketing innovation comes from frequently posted, original, shareable content that will help you acquire customers.
Fortune 500 companies most-used social media platform, 40 million B2B decision-makers (LinkedIn 2016)
50% of LinkedIn members report they are more likely to buy from a company they engage with on LinkedIn (LinkedIn 2017)
45% of B2B tech marketers have acquired a customer directly from LinkedIn (IDG Research 2017)
89% of B2B marketers say blog posts and case studies are the most effective on LinkedIn (Regalix 2016)
Companies that blog 15 or more times per month see 5x more traffic than companies that don't blog (HubSpot 2017)
https://business.linkedin.com/marketing-solutions/cx/17/02/the-sophisticated-marketers-guide-to-linkedin/3qc
Trigger a need
Social Media - Evaluate effectiveness, monitor regularly, focus on effective ones
Creating longer forms of content, such as in-depth blog posts, eBooks, video courses, etc. are great ways for a small business to boost their reputation and unique value proposition. It helps you to connect to your audience and, in turn, generate more leads. Take a deeper look at your buyer personas and listen to your customers to find out what they want and what they think is worth listening to – then create content around those needs.
https://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketer
LinkedIn – Innovative tech marketers are able to employ social media as a direct driver of leads. According to a study from IDG Research, 45% of B2B tech marketers have acquired a customer directly from LinkedIn. Establishing a LinkedIn company page where you can interact with potential customers in your industry drives the perception of your business as a thought leader and generates leads.
80% of B2B marketing leads from social media come through LinkedIn.
92% of B2B marketers use the platform over all others.
Marketers say they see a 28% lower cost per lead with LinkedIn Sponsored Content than with Google Adwords.
LinkedIn has been rated the most effective social media platform at 66% and 94% of B2B organizations use it to distribute content. If you’re looking for potential clients amongst the upper management sector, close to half of the top 25% of earners on the Internet are LinkedIn members.
82% of marketers who blog see positive ROI for their inbound marketing. (Source)
There are 15 different targeting categories, including location, company industry, job title, seniority, gender, age and years of experience – to name a few. Targeting can be very useful, but be sure to keep your audience around 300,000 for sponsored content and 60,000-400,000 for text ads
https://blog.elev.io/
http://www.socialmediaexaminer.com/how-to-get-your-linkedin-ads-to-reach-more-small-businesses/
Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership
(Content Marketing Institute 2016)
366,000 start-up founders are on Twitter (Content Marketing Institute 2016)
99.9% of tech journalists use Twitter (Content Marketing Institute 2016)
43% of business decision-makers use Twitter to discover new products and solutions (Content Marketing Institute 2016)
Over 288,000 CEOs* use Twitter to connect with customers, develop influence and show thought leadership. 366,000 start-up founders are on Twitter.* 99.9% of tech journalists use Twitter.* And 87% of B2B marketers use Twitter to distribute content.**
TRIGGER 43% of business decisionmakers use Twitter to discover new products and solutions*
RESEARCH & EVALUATE 34% of business decisionmakers use Twitter to research for an IT initiative*
PURCHASE 29% of business decisionmakers use Twitter when making a purchase decision*
AFTER PURCHASE 31% of business decisionmakers use Twitter to get support post-purchase*
Content Marketing Institute 2016 - https://cdn.cms-twdigitalassets.com/content/dam/business-twitter/resources/B2B_ebook_2016.pdf
However, although less effective, we should still not completely disregard the power of twitter and facebook
https://www.entrepreneur.com/article/253858
https://www.marketingsherpa.com/article/how-to/how-to-market-to-smallmedium
» Decision makers want the personal and this is where Facebook can become a powerful part of a B2B marketing strategy. It’s not a channel to churn out company news, but instead can become a key distribution point for our case studies, earned media coverage and third party endorsements.
Twitter – Building a Twitter presence is an important B2B tech PR tactic, as Twitter has increasingly become a forum for discussions about technology. B2B tech marketers should establish a voice in this space, tweeting multiple times daily about relevant industry news and topics without being overtly self-promotional.
Facebook – Facebook remains largely personal rather than business-focused, and consequently, a less important aspect of B2B tech marketing. Because it reaches such a broad audience, technology companies should still have a Facebook presence, sharing links to blog posts, events and major announcements.
Twitter and Facebook have gotten a bad rap when it comes to B2B. Unless you’re targeting small business owners and sole-proprietors, they’re often viewed as a throw-away networks.
Most strikingly, when asked which one channel they’d turn to for information on a purchasing decision, 1 in 4 (24%) decision makers said Facebook would be their social channel of choice. This places Facebook ahead of LinkedIn at 17% and far ahead of Twitter which, despite both marketers and IT decision makers saying they are using more than ever, would be relied upon as a sole source of information by just 6% of decision makers. Why? Because we use it more – our study reveals the average decision maker uses Facebook 18 days a month, compared to 13 for LinkedIn. Decision makers look to the channels they’re using as part of their daily routine – we don’t want to check whole new sources of information if we don’t have to. This pattern is only likely to become more obvious as time goes on – 51% of senior marketers and 39% of IT decision makers think they’ll be making more use of Facebook to help with decision making in a year’s time. a third of senior marketers will make use of social media in helping decide on which vendors to shortlist. I (Hotwire)
B2B end-user buyers worldwide were most likely to begin researching work-related purchases on search engines (35%)
90% of B2B researchers who are online use search specifically to research business purchases - https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
71% of B2B researchers start their research with a generic search
Research shows that those involved in the B2B buying process are already 57% of the way down the path to a decision before they'll actually perform an action on your site.
It's not enough just to bid on your brand terms. Influence and decision making are happening earlier on in the purchasing path, even prior to brand awareness. Identify where you can be part of the conversation early on and throughout their searching.
At the end of the day, you have no direct control over your SEO ranking, google does. So, produce great content!
35% of B2B buyers were most likely to begin researching work-related purchases on search engines (Google 2015)
71% of B2B researchers start their research with a generic search (Google 2015)
B2B buyers are already 57% through the decision process before they perform an action on your site (Google 2015)
Be part of the conversation early on and throughout their searching.
The best way to improve your SEO is to create great content. Google has prioritized responsive websites in its search engine results since April 2015.
It's not enough just to bid on your brand terms. Influence and decision making are happening earlier on in the purchasing path, even prior to brand awareness.
Although Google is a pricier option, the company currently owns 71% of the search market share.
The best way to improve your SEO and your search engine ranking positions (SERP) on Google, is to create great content.
> go to next slide
This means that only 40% of clicks are left for the second through the millionth result on google for the keyword. Securing that top spot on Google is a sure fire way to gain thousands upon thousands of visitors. SEO is certainly the tool needed to gain that top spot as well. For a small up front investment you are looking at potentially millions of sales.
87% cite traditional media as being as important as social media in the purchasing decision making process – and in particular stress its value when starting to shortlist and negotiate with individual vendors (Hotwire 2016)
71% of the decision makers highly value earned coverage about vendors they are considering (Hotwire 2016)
50% of decision makers would like to see more impartial and independent commentary (Hotwire 2016)
Over 60% of UK and US decision makers look to industry analysts as a primary source of information. (Hotwire 2016)
*mediaconnect
From blogs to infographics, content marketing is a way to gain authority in the eyes of Google – but placing content on your own website is not enough to skyrocket SEO.
Content should be placed on other news or industry-related websites.
Everyone that is, except business decision makers. 87% cite traditional media as being as important as social media in the purchasing decision making process – and in particular stress its value when starting to shortlist and negotiate with individual vendors. What this means is vendors should continue to seek earned media coverage – 71% of the decision makers we surveyed highly value earned coverage about vendors they are considering. There’s a distinct contrast here between marketing and IT decision makers.
IT decision makers in the UK and US focus on publications with heritage which have a track record in the IT sector – Forbes, Computer Weekly, Wired, etc. Marketing decision makers are more likely to engage with newer outlets which have a digital only focus – Business Insider and Huffington Post are the two most widely read publications amongst marketers and Business Insider was the most consulted publication through (Hotwire)
50% of decision makers would like to see more impartial and independent commentary being issued by vendors to assist them with the purchasing process. In particular, industry analysts continue to carry considerable weight as a trustworthy source of opinion – over 60% of UK and US decision makers look to them as a primary source of information. Being featured in analyst reports will continue to be important, as will involving analysts in events and briefings
*monthly unique visitors
Remove marketingtech?
Difficult to measure roi but establishes credibility amongst concentrated market
What’s our angle? Brand advice, how-to’s, success stories, pull ideas from the blog
Pitch your story or write your own story
If you’re on their page, you go to their social networking pages too
Examples of marketing websites (write down their reach)
B&T
AdAge
Marketing tech news
Mashable
Entrepreuner
HBR
Business Insider
Tech crunch
Inc
Forbes
http://mashable.com/advertise/ - https://admin.mashable.com/wp-content/MashableMediaKit.pdf
http://adage.com/images/bin/pdf/Ad_Age_Media_Kit.pdf
http://www.bandt.com.au/information/uploads/2014/07/BandTDigitalRatecardV2-old.pdf
http://www.marketingtechoutlook.com/magazines/MediaKit-2017/
http://media.futureus.com/wp-content/uploads/sites/136/2015/05/TechRadar-2015-Media-Kit_WEB.pdf
https://techcrunch.com/advertise/
http://mediakit.inc.com/digital-audience/
http://entrepreneurmedia.com/
http://www.forbesmedia.com/wp-content/uploads/2015/06/2017_MediaKit.pdf
https://www.wired.com/wp-content/uploads/2015/02/2015_WIRED_Media-Kit_1_15.pdf
https://www.wired.com/wired-advertising/
http://www.businessinsider.com/advertise/?r=AU&IR=T#the-reach
Networking is very general
Channels/strategy examples we will address is email marketing and direct mail. This is to facilitate networking
Lead generation – a lead is generated when communication is establihsed between two parties
Conversion is when a lead converts into a paying client
Referring to the graph, one of the most effective marketing channels are referrals and worth of mouth. Because this kind of marketing goes directly from one person to another. This is exactly what we want to achieve in a B2B marketplace. Why? B2B market especially in larger corporations is flooded with industry veterans. You’re supplying to people who live in that field. This means you need to know and thorougly understand their needs and risks and responsibilities. The BEST and most EFFECTIVE way to do this is through referrals, because the only people they will speak to are people they trust, people they believe have crediblity. And this is why you must establish connections.
75% of marketers and 71% of IT decision makers view small events like seminars and briefings as extremely important (Hotwire)
Average direct mail response rates (3.7%) dramatically outperform response rates for direct digital channels (0.62 %).
B2B company example: Salesfusion saw 15 to 20 percent conversion rates from its “three-dimensional” direct mail campaigns.
Press kit is an information package about a business or product
It primary
According to the Direct Marketing Association’s 2015 Response Rate Report, average direct mail response rates (3.7 percent) dramatically outperform response rates for direct digital channels (0.62 percent). B2B companies have proven this with their own campaigns. Salesfusion, for example, saw 15 to 20 percent conversion rates from its “three-dimensional” direct mail campaigns.
Right audience at the right time:
Marketing automation: streamlining, automating, and monitoring marketing tasks
E.g. Campaign Monitor, Autopilot
$1 invested in email marketing initiatives yields roughly $44.25 return for marketers (Experian 2013)
53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact (DemandGen 2014)
75% of companies using marketing automation see ROI within 12 months, 44% within 6 months (Focus Research 2013)
Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads (The Annuitas Group 2012)
22. 54% of B2B Marketers see producing engaging content as a top content marketing challenge. (Source)
23. 50% of B2B Marketers see producing content consistently as a top content marketing challenge. (Source)
24. 49% of B2B Marketers see measuring content effectiveness as a top content marketing challenge. (Source)