Sales, Digital and Direct Marketing Strategies outlines strategies for personal selling, digital marketing, and direct marketing. It discusses determining the role of personal selling in promotional strategies and designing sales organizations. It also covers recruiting, training, and managing salespeople, as well as evaluating performance and making adjustments. The document introduces strategies for digital marketing, including identifying opportunities online and developing a vision for how digital assets can meet business and stakeholder needs. It also discusses objectives and value opportunities and risks of internet marketing.
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Sales promotion is a vital bridge or a connecting link between personal selling and advertising. It increase sales by publicity through the media which are complementary to press and poster advertising. sales promotion help for introduce new products, attract new customers, meet competition from others effectively. it also prompt existing customers to buy more.
DIGITAL MARKETING STRATEGY FOR REAL ESTATE !!!
When clients need a branding, a website or a Digital Marketing Strategy, it requires a clear design process. A client who understands the basics of this process will appreciate what happens at each step.
DIGITAL MARKETING STRATEGY FOR REAL ESTATE !!!
When clients need a branding, a website or a Digital Marketing Strategy, it requires a clear design process. A client who understands the basics of this process will appreciate what happens at each step.
DIGITAL MARKETING STRATEGY FOR REAL ESTATE !!!
When clients need a branding, a website or a Digital Marketing Strategy, it requires a clear design process. A client who understands the basics of this process will appreciate what happens at each step.
01.Create Landing Page or Webpage
Relevant Infographic or Media
Mobile Friendly or Responsive Interface
CTA Button (Call to Action)
Lead Generation Form
2.Increase Organic Visibility (SEO) Or Search Engine Optimization
Search Engine Optimization Process...
Search Relevant Keywords
Keyword research is one of the most important, valuable, and high return activities in the search marketing field.
Optimize Webpage (Onpage SEO)
Onpage SEO is a backbone of SEO. Onpage Seo refers to all those activity which are done within the boundaries of your website.
Create Backlinks (Offpage SEO)
Backlinks are one of the most important aspects of SEO.The right links can drive traffic to your site which can convert into leads.
H-CARDS (Google Maps )
3. Increase Inorganic Visibility (SEM)
Create Campaign with Your Goals , Audience & Info-graphic
Use SERP & Display Network Platform For Campaign
Use Pay Per Click Technique
Generate Leads / Sales
4. Increase Social Visibility (SMM)
Create Campaign with Your Goals , Audience & Info-graphic
Use Page Like , Post Boost , Website Click Advertising For Campaign
Use Pay Per Lead Technique
Generate Leads / Sales
5. Manage Lead with Email Marketing & Automation
Email marketing is economical and highly effective.
Create Campaign
Push Mail to Leads
Use Automation
Digital Optimization Network
15 , D Block , Malviya Nagar Delhi –India
Email: satish@digon.in Web: www.digon.in
Contact : +91-78796-79328
Created by : Satish Vishwakarma
Follow @satishdigon
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Sales promotion is a vital bridge or a connecting link between personal selling and advertising. It increase sales by publicity through the media which are complementary to press and poster advertising. sales promotion help for introduce new products, attract new customers, meet competition from others effectively. it also prompt existing customers to buy more.
DIGITAL MARKETING STRATEGY FOR REAL ESTATE !!!
When clients need a branding, a website or a Digital Marketing Strategy, it requires a clear design process. A client who understands the basics of this process will appreciate what happens at each step.
DIGITAL MARKETING STRATEGY FOR REAL ESTATE !!!
When clients need a branding, a website or a Digital Marketing Strategy, it requires a clear design process. A client who understands the basics of this process will appreciate what happens at each step.
DIGITAL MARKETING STRATEGY FOR REAL ESTATE !!!
When clients need a branding, a website or a Digital Marketing Strategy, it requires a clear design process. A client who understands the basics of this process will appreciate what happens at each step.
01.Create Landing Page or Webpage
Relevant Infographic or Media
Mobile Friendly or Responsive Interface
CTA Button (Call to Action)
Lead Generation Form
2.Increase Organic Visibility (SEO) Or Search Engine Optimization
Search Engine Optimization Process...
Search Relevant Keywords
Keyword research is one of the most important, valuable, and high return activities in the search marketing field.
Optimize Webpage (Onpage SEO)
Onpage SEO is a backbone of SEO. Onpage Seo refers to all those activity which are done within the boundaries of your website.
Create Backlinks (Offpage SEO)
Backlinks are one of the most important aspects of SEO.The right links can drive traffic to your site which can convert into leads.
H-CARDS (Google Maps )
3. Increase Inorganic Visibility (SEM)
Create Campaign with Your Goals , Audience & Info-graphic
Use SERP & Display Network Platform For Campaign
Use Pay Per Click Technique
Generate Leads / Sales
4. Increase Social Visibility (SMM)
Create Campaign with Your Goals , Audience & Info-graphic
Use Page Like , Post Boost , Website Click Advertising For Campaign
Use Pay Per Lead Technique
Generate Leads / Sales
5. Manage Lead with Email Marketing & Automation
Email marketing is economical and highly effective.
Create Campaign
Push Mail to Leads
Use Automation
Digital Optimization Network
15 , D Block , Malviya Nagar Delhi –India
Email: satish@digon.in Web: www.digon.in
Contact : +91-78796-79328
Created by : Satish Vishwakarma
Follow @satishdigon
Digital Marketing Plan for Real Estate BusinessGaurav Tripathi
Its a complete step by step digital marketing plan and strategy for real estate business. Follow these actionable steps to increase your business online reputation, sales, leads and ranking. Wanna know how you can increase leads for your real estate business? Check this detailed Digital Marketing Plan
Eight lessons shared on using digital marketing for real estate brokers. As shared by Maita Siquijor, a full-time, licensed broker of Architerra Manila Properties, digital marketer, and advocate of using IT to professionalize the Philippine real estate service industry.
Digital Marketing Plan For Real Estate.
Running a business is hard with lots of moving parts, Technologies and demands on your time. One important task is marketing, especially digital marketing For Branding & Lead generation. Mostly business's & clients require only two things from the digital marketing-Brand awareness & Business Leads.
How to Conversion Rate Optimize Like There's No TomorrowMichael Stricker
CRO Conversion Rate Optimization can be life and death for your web revenue. Learn 4 essential approaches to win competitively, bring targeted new prospects, diagnose sickly performance, and win with PageSpeed.
The Art of Visual Content and the Science That Makes it Convert Uberflip
From infographics to presentations to eBooks, visual content can present complex ideas in a format that’s easy to digest and hard to ignore.
These highly engaging content assets not only generate awareness for your company in a crowded internet, but when delivered in the right content experience, can also transform that engagement into conversions.
In this presentation, we explore:
- Key characteristics of highly compelling visual content.
- How to create killer infographics, presentations and more.
- Visual content creation tips for both small businesses and large organizations.
- How to optimize the content experience to generate leads from your visual content.
FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
How to Get Data Driven WITH YOUR CONTENT MARKETING
KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY If no one is looking for your content, then no one will read your content.
GET KEYWORD IDEAS
USE THESE IDEAS TO CREATE BLOG TOPICS
JUST DON’T USE THE TYPOS
GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it.
Content Marketing is Worthless if it Doesn’t Move the Needle
AGENCY
CLIENT
Grow traffic, generate leads, and increase revenue . . .
Improve Current Process and Content
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy to Attract New Customers
CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
App re-skinners were ruining the site and causing havoc in the app store
APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
CONDUCT KEYWORD AND SEARCH RESEARCH
BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
BUILD LANDING PAGES
LOTS OF THEM
MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
CREATE CONTENT CALENDAR
Launch Posts and Distribute Like a Mofo
DISTRIBUTION PROCESS FOR EVERY POST
NETWORK AND LINK
BUILD AN OUTREACH LIST
LINKEDIN IS AMAZING
AGGREGATORS HELP!
TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS
696 LEADS IN 3 MONTHS
44% CONVERSION RATE
Has Leads, Will Nurture 3.4
NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!
Choosing easier. How businesses can improve the experience of choosing.TED Talks
Less is more. One of the biggest problems in today's world is choice overload. We all want customized experiences and products — but when faced with 700 options, consumers freeze up. Sheena Iyengar demonstrates how businesses (and others) can improve the experience of choosing.
Communication and presentation tips for do-gooders, created by Dr. Carmen Simon and Bruce Kasanoff. Learn more at http://www.memzy.com/ and http://kasanoff.com/
Using Analytics To Solve The Right ProblemsHiten Shah
The challenge for designers is how to measure their design work to ensure that it’s solving the right problems—before the designs are implemented. Analytics are a powerful tool. But if you don’t understand the “why” behind the data, it’s not going to do you any good. This presentation is a crash course in how to measure the success of your work. You’ll learn how to think like a scientist, using a hypothesis-driven approach to design, and creating successful tests to help you improve your work through focused iteration.
In these slides Gianluca Fiorelli presents how to create Buyer Personas, what tools and methods to follow for collecting qualitative and quantitative data, how to create an editorial calendar and project campaigns that can effectively target the Buyer Personas we individuated.
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Razvan Gavrilas
Since the latest Real-time Google Penguin 4.0 everyone is wondering how to move forward with their link building strategy.
In this presentation, I'm sharing unique tips, creative strategies and case studies on how to Organically Build Links in a Post-Penguin Era.
Applying the SEO Tips and Strategies presented here will increase your Google Rankings - Safe and Fast!
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
A marketing assignment help research is primarily a systematic process of obtaining, documenting, and analyzing qualitative and quantitative data regarding topics pertaining to the marketing of goods and services. The objective is to figure out and evaluate how different aspects of the marketing mix affect customer behavior. This include defining the data needed to solve these challenges, as well as developing the data gathering technique, organizing, and implementing the data collection process.
Introductory workshop aimed at sales and marketing teams - Build personas, understand channel option and collect relevant metrics linked to improved business performance and overall corporate goals.
A marketing plan is a document that contains information with the direct impact on the firm's marketing strategy that facilitates the alignment of decision makers.
Sales & Distribution Management Module 1.pdfJayanti Pande
SALES & DISTRIBUTION MANAGEMENT MODULE 1| INTRODUCTION TO SALES MANAGEMENT| MARKETING PAPER 1 MBA SEM 3| RTMNU NAGPUR UNIVERSITY| BY JAYANTI R PANDE
MBA Notes by Jayanti Pande
#JayantiPande
#MBA
#MBAnotes
#MarketingNotes
Marketing agencies in Chandigarh | Creative MonkCreative Monk
Creative Monk is a dynamic marketing agency in Chandigarh, infusing creativity into every project with a dedicated team of experts. Specializing in innovative strategies, they craft compelling campaigns tailored to each client's unique needs, propelling brands to new heights in the competitive market. With a blend of strategic thinking and artistic flair, Creative Monk delivers results-driven solutions that resonate with target audiences, fostering meaningful connections and driving business growth. From digital marketing to branding, their holistic approach ensures comprehensive coverage across various platforms, maximizing brand visibility and engagement. Trust Creative Monk to transform visions into impactful marketing endeavors, setting businesses apart in Chandigarh's bustling market scene.
Evaluation and Control of Sales Performance
Sales Performance
Methods of Supervision and Control of Sales force
Sales Performance Evaluation Criteria
Sales Performance Review
Sales Management Audit
B. Measuring Distribution Channel Performance
Evaluating Channels
Control of Channel
C. Ethics in Sales Management
D. New Trends in Sales and Distribution Management
MEANING
• In simple terms, Sales Management means management of selling activities of an organization. • According to the American Marketing association, sales management is ,” the planning, direction, and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising paying and motivating as these tasks apply to the personal sales force.”
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Sales digital and direct marketing strategies presentation
1. Sales, Digital and Direct
Marketing Strategies
Presented By: Janet and Christine
2. INTRODUCTION
• Today’s competitive environment demands that companies take on a
radically different approach to their sales functions. Sales people are
moving away from administrative and transaction based roles which
are now handled by the internet to building relationships that are
more focused on collaborative and consultative roles.
• Management can now use personal selling, the internet and direct
marketing to interact with customers
3. Sales Force Strategy
• Sales force strategy is concerned with deciding how to use personal
selling to contact customers, generate sales and develop customer
relationships. Personal selling activities will vary based on a
companies positioning and promotional strategy.
Step 1
• Determine the role of salesforce in a promotion strategy
• Selling process must be determined
Step 2
• Sales channel must be determined (How will the internet and direct marketing contribute to sales)
• Design of the sales organization must be determined
Step 3
• Sales people must be recruited, trained and managed
• Results of the sales strategy are evaluated and corrected
4. 1. Determine the Role of Selling in
Promotional Strategy
• Management must decide the role and objectives of the Sales Force in the
marketing program.
• Several factors guide the role of selling;
- Target market
- Product characteristics
- Distribution and Pricing policies
- Pricing policies
Objectives for the salesforce is often tied to sale quotas which are incentive
based
The important issue is deciding how much direct contact is needed by the
buyer with the sales person.
5. Types of Sales Jobs
New Business
Selling
• Involves obtaining sales
from new buyers
• Example: Online sales
Trade Selling
• Provides assistance and support
to value chain members rather
than selling.
• Support includes merchandising,
building relationships, product
info
Consultative
Technical Selling
Sell to an existing
customer base and provide
technical and application
support.
This is used in complex
equipment or services
Missionary Selling
• A producer’s sales people works with channels to
convince customers to purchase
• e.g. Commercial airlines salespeople
6. 2. Define the selling process
• Many activities are involved from identifying a buyer’s needs to closing
the sale to managing the post sale relationships. The selling process
include;
Prospecting
for buyer
Opening the
relationships
Qualifying the
prospect
Presenting the
sale
Closing the
sale
Serving the
account
7. Cont.
The selling process is normally managed by the sales person however
many companies are moving that function to customer relationship
management teams or account managers.
The role of management is to provide guidelines for the selling process
and set targets for the teams in line with the strategy.
The selling process provides guidelines for recruiting, training,
allocation of effort, organizational design and the use of selling support
activities
Understanding the selling process is essential in coordinating all
aspects of the marketing program.
8. 3. Decide on Sales Channels
Part of the personal selling strategy is deciding the channels you will use
to get to customers. Management must decide;
1. Which channels to use in contacting end users
2. How telemarketing, Internet and Direct marketing will support the
field salesforce
3.Direct face-to-face contact with salespeople is very expensive and the
need for this resource should be evaluated in terms of benefits vs costs
• The choice of channel used is influenced by the buying power of the
customer and sales volume threshold
9. 4. Design the sales organization
• Designing the sales organization includes selecting an organizational
structure and deciding the number of sales people to deploy across
geographical areas and to customers/prospects.
• An organizational design should support the salesforce strategy
• Organizational design is influenced by the requirements of the
customer base, products and geographical location of buyers
10. Questions to ask
• What is the selling job? What activities are to be performed by sales
people?
• Is specialization of selling activities necessary?
• Are channels of distribution relationships important in the
organizational design?
• How many sales management levels are necessary to provide
supervision?
• If sales teams are to be used, what will be their composition?
• How and to what extent will sales channels be used to support the
salesforce
11. Types Of Organizational Design
Market Driven Design
(Heavily influenced by
the customer base)
Product/Market driven
design
Geography driven
design (Where
customer base is widely
distributed)
Product driven design
Simple product
offering
Complex
products
Customer needs are
different
12. Cont.
• Sales unit design has a strong impact on sales unit performance
• There are many factors influencing the performance of the sales
person. These include;
1. Market potential
2. Number and location of customers
3. Intensity of competition
4. Market/Brand position
13. 5. Recruit, train and manage salespeople
• The management of the sales force involves the following activities;
• Selecting salespersons
• Providing training
• Measuring performance
• Motivating them with the aid of monetary and non-monetary
incentives.
If performance measurement shows significant deviations from the
performance standards set, then corrective actions have to be initiated.
14. What makes a good sales person?
• Being customer-driven and highly motivated for the job
• Accepting direction and co-operating as a team player
• Being motivated by peers, financial incentives etc.
The characteristics that a sales persons need to possess are often
dependent on the type of selling situation and the selling strategy
being employed.
15. Training Sales People
• Training can either be formal/informal
• Factors that affect the duration and type of training include; sales job,
product complexity, experience of new sales people and
management’s commitment to training.
• Companies seek to achieve the following through training;
- Increase productivity
-Improve customer relations
-Enable better management of time and territory
16. Evaluate performance and make adjustments
where necessary
• Sales management means continually working to improve the
productivity of the selling efforts in order to achieve high
performance.
• Performance of sales force considers results, costs, customer
satisfaction
Where to focus the analysis?
• Evaluation often extends beyond the sales person to include the
organization unit i.e. districts and branches, product performance
across geographical areas
17. Performance & Measures
• Sales Mangers must use both behavior and outcome measure to
effectively measure performance of a sales person.
• Areas to measure include; sales planning, presentation, expense
control, technical knowledge, information feedback and sales results.
• One of the challenges of evaluating performance is accounting for
factors beyond the sales person control(competition, market
potential, poor supervision)
• In evaluating the organizations selling strategy, management may
identify areas where corrective action is required. A good information
system helps in the diagnosis of performance and guides in corrective
action where necessary.
18. Intro to Digital Strategy
• Internet has fundamentally changed the marketing function,
causing the greatest shift in the field since the invention of the
television.
19. Cont.
• No longer can we rely on print, publicity and a media buyer to distribute our catchy
ad campaign.
• We need to invest in IT resources and an understanding of internet tools to
effectively (and profitably) connect with our market busier people, who have
shorter attention spans, and often suffer from information overload.
20. • A plan to accomplish something with the benefit of digital/internet
tools.
• It is the process of specifying an organization's vision, goals,
opportunities and related activities in order to maximize the business
benefits of digital initiatives to the organization.
21. Approaches to creating a digital strategy
• Identifying the opportunities and/or challenges in a business where online assets
can provide a solution. E.g. stakeholder interview, competitor and financial
analysis, etc.
• Identifying the unmet needs and goals of the external stakeholders that most
closely align with those key business opportunities and/or challenges. E.g.
External stakeholder interviews, using web analytics, etc.
22. • Developing a vision around how the online assets will fulfill those business and
external stakeholder needs, goals, opportunities and challenges. E.g. Business
plan or case, online media plan, technical assessment, measurement plan, etc.
• Prioritizing a set of online initiatives which can deliver on this vision. E.g.
Campaigns etc.
Approaches to creating a digital strategy
26. Internet value opportunities
• Targeted marketing is possible online.
• Messages can be designed to address specific needs and preferences of the audience.
• The web offers an opportunity for interaction and feedback.
• The internet offers access to a wide range of information.
• Sales potential offered online is substantial.
• It offers a great opportunity for communication innovation.
• Exposure opportunities online are significant, enabling companies to attain cost-
effective access to customers and prospects.
• Speed of response is impressive.
27. Internet value risks
• Changes in audience preferences.
• Difficulties in finding ways of measuring effective of using the internet for your
business.
• Response delays.
• Potential for deception/fraud.
• Users may be aware of online advertisers and end up change their behavior to
avoid it, e.g. change from one social media to another.
• Costs may end up being higher than expected.
28. • Promoting brands using all forms of online advertising channels to
reach customers.
30. Some common digital marketing tools
• Email Marketing
• SEO and SEM
• Online Advertising
• Social Media Marketing
31. Email Marketing
• Email Marketing is promoting
products through use of email.
• 2 main ingredients to an
effective email marketing
campaign:
– Build to a large list of people
you can write to (Database).
– Emails should be packed
with free value and should
move people to buy what
you’re trying to sell.
32. SEO/SEM
• This is about gaining visibility
on search engines when users
search for terms that relate to
your business.
– Organic search (SEO):
– Paid search (SEM):
33. • In search marketing, companies focus on driving
more traffic to targeted areas of their website. They
use search to:
– Generate new leads
– Sell products
– Build their brand
– Divert traffic from their competitors
SEO/SEM
34. • This is an internet advertising model used to direct traffic to
websites, in which advertisers pay the publisher (typically a
website owner) when the ad is clicked. It is defined simply as
“the amount spent to get an advertisement clicked.”
35.
36. Social Media Marketing
• Category of websites that allow
people to connect,
communicate and share
information in real-time on the
internet.
37. Why? – Build brand awareness
– Interact directly with customers and the
market
– Launch promotions
– Distribute news
– Generate leads
– Monitor competitors
– Build links
– Connect with thought-leaders
– Find out how the market perceives you
– Establish thought-leadership
– Gather market research
– Facilitate sales
38. Advantages of Digital Marketing
Keeps companies at par with
competitors.
Companies can be
available 24/7
Helps build relationships
Global reach
39. Advantages of Digital Marketing
Cost Effective
Cater to specific needs/interests.
Real-time Marketing
and Customer Service
Accountability
40. Advantages of Digital Marketing
Can help small businesses
compete with large corporations
Measuring statistics is easy
42. May not be appropriate
for your product.
Disadvantages of Digital Marketing
There’s too much
competition online
43. Digital Marketing Challenges in Kenya
• Lack of governance, laws and
regulations.
• Cultural issues.
• Lack of technical infrastructure.
• Online shopping worries.
– Fear factor
– Unreliable delivery mechanisms
– Fraud
44. Examples of Local Companies that are successfully using Digital Marketing
45. Examples of Global Companies that are successfully using Digital Marketing
B2B B2C
46. Direct Marketing
Direct marketing is a form of advertising that specifically
targets a person or company to generate new business, raise
the profile of an organization or product, or make a sale.
Direct marketing trades on the greatest of all sales advantages
- the opportunity to communicate directly with your customer
to build a personal relationship. It allows you to reach your
target audience with direct messages, without using
traditional, costly advertising methods such as TV, newspapers
and radio advertising.
Objective: To make direct contact with end-user customers
through alternative media.
47.
48. Direct Marketing Methods
Direct mail
• Direct mail is posted mail that advertises your business and its products and services. There are several
different types of direct mail (e.g. catalogues, postcards, envelope mailers).
Telemarketing
• Telemarketing involves contacting potential customers over the phone to sell products or services. It is
capable of generating new customer prospects in large volumes and is also a useful tool for following up on
direct marketing campaigns.
Email marketing
• Email marketing is a simple, cost-effective and measurable way of reaching your customers. It can include
e-newsletters, promotional emails to generate new leads or offers for existing customers, or ads that can
appear in other business's emails.
Text (SMS) marketing (Ads on mobile devices)
• Text messaging allows businesses to reach individual customers and send messages to large groups of
people at a low cost. You could use short message service (SMS) messaging to send customers sales alerts,
links to website updates, appointment or delivery reminders, or personalized messaging.
Social media marketing
• Social media can be used effectively as a marketing tool for business as it gives you the opportunity to
interact directly with your customers and regularly share relevant product or service information.
49. Reasons for using Direct Marketing Methods
• Socioeconomic Trends – buyers can shop at home, save time (convenience); for
working spouses, it imposes less constraint on household duties.
• Low access costs – it is much lower compared to one-on-one sales contact, i.e.
investing in a physical shop, etc.
• Database Management – collecting customer information and using this to
market to them directly.
• Value – convenience, reduced shopping time, rapid response, competitive
prices.
50. Direct
Marketing
• Segmentation capability
• Flexibility
• Timing
• Selective Reach
• Personalization
• Measurement of effectiveness
Direct
Marketing
• Limited reach
• Customer rejection - Customers
resent intrusive communication
• Difficult to acquire data necessary
for preparing customer database
• Environment and Law
51. The End
If people like you, they will listen, but if they
trust you, they will do business with you.