TTL Presents: Marketing that Matters in a Clients World
•Download as PPTX, PDF•
0 likes•354 views
As part of the #TTLPresents webinar series, our Head of Digital Strategy, Jess Orr, hosted a webinar focused on ‘Marketing that Matter’s in a Client’s World’. Check out our blog for more info.
Recommended
Recommended
More Related Content
Similar to TTL Presents: Marketing that Matters in a Clients World
Similar to TTL Presents: Marketing that Matters in a Clients World (20)
More from The Tomorrow Lab
More from The Tomorrow Lab (20)
Recently uploaded
Recently uploaded (20)
TTL Presents: Marketing that Matters in a Clients World
- 1. Hannah Nelson Digital Operations Manager | The Tomorrow Lab Responsive Social Media Marketing During “Unprecedented Times”
- 2. #TTLPresents: Marketing that Matters in a Client’s World -7 years in digital marketing -Head of Digital Strategy A bit about me… #TTLPresents@thetomorrowlab@Jessica_Orr
- 3. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 4. What we will cover… -What do clients think… -Our approach to digital strategy -How we have responded to COVID-19 in partnership with our clients -Key takeaways #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 5. What do clients think… #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 6. #TTLPresents: Marketing that Matters in a Client’s World …PRE-COVID-19…
- 7. 64% of clients believe that their business environment is more pressured than 1-2 years ago 71% of clients stated that they are unable to give as much consideration to longer-term brand building as they would like #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Source
- 8. 92% of clients believe that their particular market to be dynamic & fast moving 80% of clients believe that their organisation would benefit from a higher level of creativity #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Source
- 9. Top 3 Criticisms of agencies… 1. Lack of Commercial Understanding 2. Lack of Follow Through 3. Not Driving Things #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Source
- 10. Top 3 Expectations of their agency… 1. On time & on budget 2. Relevant creativity 3. Be a real partner #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Source
- 11. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr The same things are true today… …if not more… & will continue to be…
- 12. 71% said they would change their marketing strategy, if they had the opportunity to start 2020 again #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 13. Top 4 things they would do from a business & marketing perspective: #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 14. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab 1.Establishing remote working practices @Jessica_Orr
- 15. 2. Having a responsive social media plan #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 16. 3. Developing a digital marketing strategy to support commercial objectives #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 17. 4. Putting digital platforms in place to communicate better with staff #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 18. What is strategy… #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 19. #TTLPresents: Marketing that Matters in a Client’s World Strategy is focused on the future direction of the business… …whilst adapting to change along the way.
- 20. Decision making is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success. #TTLPresents: Marketing that Matters in a Client’s World Source #TTLPresents@thetomorrowlab@Jessica_Orr
- 21. Our Approach to Digital Strategy… #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 22. A model that works …even during COVID-19… #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 23. Circumstances change… …all the time… #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 24. …COVID-19 – a very unfortunate & unfathomable circumstance. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 25. #TTLPresents: Marketing that Matters in a Client’s World Our continuous, optimised approach has enabled us to respond in an agile way.
- 26. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 27. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Discover Research
- 28. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Discover Define Analyse & Synthesis Research
- 29. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Discover Define Develop Analyse & Synthesis Ideate & Quality Research
- 30. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Discover Define Develop Deliver Analyse & Synthesis Ideate & Quality Activate, Test & Refine Research
- 31. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Discover Define Develop Deliver Analyse & Synthesis Ideate & Quality Activate, Test & Refine Research Continuous Optimisation
- 32. Responding to COVID-19 #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 33. Understanding your customer Focused on what matters most #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 34. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 35. Understanding Customer Behaviour & Needs #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 36. Understanding Customer Behaviour & Needs…& Responding #TTLPresents: Marketing that Matters in a Client’s World
- 37. #TTLPresents: Marketing that Matters in a Client’s World Understanding Customer Behaviour & Needs…& Responding
- 38. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 39. #TTLPresents: Marketing that Matters in a Client’s World @Jessica_Orr
- 40. Remote & E-Learning… #TTLPresents@thetomorrowlab #TTLPresents: Marketing that Matters in a Client’s World @Jessica_Orr
- 41. Remote & E-Learning… #TTLPresents@thetomorrowlab #TTLPresents: Marketing that Matters in a Client’s World @Jessica_Orr
- 42. Shopping online… #TTLPresents: Marketing that Matters in a Client’s World Source #TTLPresents@thetomorrowlab@Jessica_Orr
- 43. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 44. Shopping online… #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 45. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 46. Long-term Brand Building #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 47. Understanding the Uncertain… Known Unknowns #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 49. Banana Bread! #TTLPresents@thetomorrowlab #TTLPresents: Marketing that Matters in a Client’s World @Jessica_Orr
- 50. Banana Bread? #TTLPresents@thetomorrowlabTWITTERICON@Jessica_Orr #TTLPresents: Marketing that Matters in a Client’s World Trending Shift Digital PR Social
- 51. Budgets Squeezed Impacting the bottom line #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 53. Restructuring Approach #TTLPresents@thetomorrowlab #TTLPresents: Marketing that Matters in a Client’s World • Consider priorities • Focusing on customer retention • Remarketing • Targeting already highly qualified brand aware audiences @Jessica_Orr
- 54. #TTLPresents@thetomorrowlab #TTLPresents: Marketing that Matters in a Client’s World @Jessica_Orr Approach with Caution… …DON’T kill your brand!
- 55. Adopting Digital New territory #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 56. Challenging Tradition & Overcoming Barriers #TTLPresents@thetomorrowlab #TTLPresents: Marketing that Matters in a Client’s World • Can’t get out to see customers as once would [including travelling abroad] • Events cancelled or moving online • Unwilling to invest in outdoor advertising & print • Acknowledging that more folks are spending time online @Jessica_Orr
- 57. Key Takeaways #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
- 58. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Client’s must see their agencies as an extension of their ‘team’, to allow for effective partnerships. Commercial understanding is vital, in order to action an effective response swiftly. Understand your customer. Listen to them continually. Know which consumer preferences carry the most weight.
- 59. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr Be ready to adapt & innovate. Review and revise trust-building strategies. Have the right people by your side to make it happen. Strengthen brand loyalty in an ongoing crisis. Find a way to invest in long-term brand building & you will be rewarded Stay ahead of the curve. Share insights with your internal teams and your partner agencies that may impact future decisions.
- 60. #TTLPresents: Marketing that Matters in a Client’s World #TTLPresents@thetomorrowlab@Jessica_Orr
Editor's Notes
- Hey everyone, so today I am going to talk about Marketing that Matter’s in a client’s world.
- I have been immersed in digital marketing for around 7 years Coming from a social media marketing and content background I then moved into a more client facing role in account management and now I support our clients and our wonderful team at The Tomorrow Lab in digital consultancy, strategy development, campaign planning and refinement!
- Over the years at The Tomorrow Lab I have worked with a number of fantastic global brands, such as Danone, Expedia and Santa Rita Wine Estates and local companies, such as Electric Ireland, SLA & Xtratherm
- This morning I will take you through some insights into what clients think Our approach to digital strategy and how it has stood by us through COVID-19 As well as some examples of how we have responded strategically to COVID-19 in partnership with our clients I will then leave you with some key takeaways – which will hopefully help you and your team when planning upcoming campaigns
- So, what do clients think…
- The following statistics are taken from the ‘Up to the Light’ 2019-20 report in association with the design business association – pre-covid-19
- 64% of clients believe that their business environment is more pressured than 1-2 years ago 71% of clients stated that they are unable to give as much consideration to longer-term brand building as they would like
- 92% of clients believe their particular market to be dynamic & fast moving 80% of clients believe that their organisation would benefit from a higher level of creativity
- The top 3 criticisms clients had of agencies included: Lack of Commercial Understanding Lack of Follow Through Not Driving Things
- The top 3 expectations clients had of their agency were: Delivering On time & on budget Bringing Relevant creativity to the table And being a real partner
- Although these insights are ‘pre-covid’, I am sure you can all agree that many of these still ring true to recent and current circumstances The same things are true today……if not more…& will continue to be… We completed a survey last month amongst TTLPresents delegates, on the topic of business and marketing, reflecting on COVID-19 and the year we have had so far
- 71% Of those surveyed said they would change their marketing strategy, if they had the opportunity to start 2020 again
- The Top 4 things they said they would do from a business & marketing perspective knowing what they know now included:
- Establishing remote working practices Which I am sure you have all been impacted by in some shape or form…
- Having a responsive social media plan in place
- Developing a digital marketing strategy to support commercial objectives
- And Putting digital platforms in place to communicate better with staff
- So, what is strategy…. It’s a term that gets knocked around a fair bit!
- Strategy is focused on the future direction of the business… …whilst adapting to change along the way. Strategy requires commercial understanding, it requires insight, it requires creativity and forward thinking.
- In our last webinar,our guest, Paddy Moogon, co-founder of Aira made a good point, that strategy is about decision making and getting the right folks involved to help you make those decisions and action them for your business, to increase the odds of success
- Now I will share with you our approach to digital strategy – which is ever evolving. Digital marketing is fast moving and the industry changes all the time. As a team we acknowledge the importance to stay ahead and the need to have an approach that allows us to respond to change.
- We believe our model works when it comes to change management, even when we had to respond to COVID-19 – I’m not saying we have all the answers and know what is best to do during a pandemic
- Circumstances change… …all the time… For our clients For us as an agency And How digital platforms work
- …COVID-19 – is a very unfortunate & unfathomable circumstance. Which sparked change for many.
- Our continuous, optimised approach to digital strategy has enabled us to respond in an agile way.
- Our digital strategy development and implementation process is inspired by the Double Diamond design process model. Our model is made up of 5 elements
- Meeting client expectations is about more than simply answering the brief. Sometimes there is no brief, a potential client may simply come to us with a challenge or a problem. At The Tomorrow Lab, we spend time understanding our client’s business and their commercial objectives – to discover all we need to know, to allow us to make informed recommendations. During the discovery phase we may have 1-to a series of workshops with a client
- We then go away and do further research, which may involve digital research and audits, to challenge and define the brief with our clients.
- We then move on to develop a digital strategy and campaign plan, which includes ideation and qualification of ideas rationalized by commercial objectives and data insights.
- Once agreed with the client, we activate said digital strategy or campaign, testing elements and refining our approach throughout to get the best results
- Monthly and quarterly review periods allow us to reflect on performance and make recommendations to continually optimise our approach and respond to change in circumstances.
- I will show you some examples of how we have responded to COVID-19 in partnership with clients in a strategic way, supporting their overall commercial objectives.
- When developing a digital strategy, campaign plan, social media content, content marketing or looking at digital advertising targeting, understanding the target audience and customer is vital. Since COVID-19 struck, it had various impacts on customer behaviour and needs, so we had to respond accordingly in partnership with a number of our clients.
- We work with Danone on improving their SEO in Ireland for aptaclub.ie
- At the start of lockdown, there was a spike in online searches for Aptamil in Ireland, this was correlated with parents ‘panic buying’ formula and seeking advice during lockdown.
- Globally Danone recognized the need to create supportive content for their community during CORONAVIRUS – we supported this in localizing the content and considering SEO improvements
- As well as identifying opportunities to share content with relevant and authoritative online publishers, such as rollercoaster and her.ie, to further support Aptaclub’s target audiences, which also had a positive impact on SEO
- Our client SLA provide mobile payment solutions for mobile operators and content creators and aggregators – such as gaming apps, micro insurance and video on demand services worldwide. We partnered to support them in improving qualified website traffic through organic search and digital advertising, to support their sales and marketing teams in generating qualified leads.
- Our target customer and industry led , SEO informed blog content has enabled us to achieve a number of ‘featured snippets’ in Google search.
- Since COVID-19 struck the demand and interest for remote and e-learning apps has risen from an education and professional perspective. These Google Trends graphs show spikes in searches in the UAE, one of SLA's target markets.
- In partnership with SLA, we created content in response to this COVID-19 sparked trend.
- Shopping online peaked at the start and during the initial phases of lockdown in Ireland when folks were encouraged to stay at home to save lives – this is a graph from one of Wolfgang Digital’s ‘On the money’ online economy reports Did anyone struggle to get a food shop delivery slot at the start of lock down? I remember looking and I would have been waiting 3 weeks! Customers are starting to shop less online, in-line with the recovery plan But there has been a shift in behavior where some are purchasing online more than they would have pre-COVID-19 Brandwatch’s recent global survey found that 60% of new online grocery customers said they will buy again online – which could see a massive change for food retailers, who could continue to see less footfall in store and more online custom.
- Ecommerce & technology was set to be one of the biggest global beverage trends in 2020 [& that was before COVID-19] This was Driven by demand for convenience We work with a number of wine brands under the Santa Rita Wine Estate portfolio The brands themselves don’t currently have an ecommerce platform for the Irish market Where we would would have normally focused on solely long-term brand building for our wine clients through social media and influencer marketing Which supported activations in the on and off trade and influence sales
- We shifted to support them through running a series of ads directly targeting consumers to buy wine online via retailer sites, such as supervalue.ie
- For Electric Ireland, their sponsorships form a key part of building long-term brand awareness and affinity with the local community, to support residential customer acquisition and retention Electric Ireland show their support for women's and girl’s grassroots football in Northern Ireland through the multi-award winning #GameChangersNI campaign - a campaign we have been thrilled to be a part of this past 3 years
- Instead of stopping sponsorship activity when the game couldn’t be played through lockdown As an interagency group, we pivoted our campaign to keep supporting the community at home and heroing women’s football Throughout COVID-19, it has been an opportunity for brands and organisations to respond and where necessary, change their marketing communications to make an impact and be remembered
- If there was ever a word to describe the impacts of COVID-19, it’s ‘uncertainty’
- Don’t worry, I am not going to confuse you too much with data insights. In our last webinar, Paddy talked about looking at what hasn’t changed – one of those things were ‘people are still searching’
- Who made banana bread at home during lockdown? I think I did like, 10 times! This is a Google trends graph for banana bread searches in Ireland…which is not surprising on reflection!
- Aptaclub.ie have a banana bread pregnancy recipe on their site During weekly checks we noticed a considerable jump in click-through-rate You can see the trending shift on their Google search console here during lockdown We responded to this, to extend interest, by reaching out to relevant and authoritive online publishers to feature the recipe, allowing us to acquire further links for aptaclub.ie and improve their SEO Danone then included the recipe on their social media channels supported by digital advertising This is a perfect example of how responding to data has had a positive impact to Aptamil's omnichannel digital strategy results
- COVID-19 has impacted many business' bottom line and budgets have been squeezed.
- For many marketers, budgets have been frozen or cut and we have supported many of our own clients through this in recent months.
- One of the short term solutions, is to: Consider priorities in terms of objectives – for many this is lead gen or sales - for others it is maintaining brand awareness and supporting their target customers or focusing on a particular target market Digital advertising budgets and activity can become super targeted, focused on higher intent / brand aware audiences - to encourage desired actions
- However, this is a short-term solution It is important to look at how you engage prospective customers and activate long-term brand building Reintroducing these tactics as part of a phased campaign approach when the time is right to do so Source - http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2019/06/17/how-intention-technology-and-performance-marketing-will-kill-your-brand Source - https://thegateedinburgh.com/blog/performance-marketing-killing-clients/
- For many, digital marketing is strange or new territory
- For some organisations, COVID-19 has made Business Development Difficult… Folks cant see customers or prospective customers like they once would have face-to-face Events and conferences have been cancelled, many of which were key dates in the calendar year for getting their brand OUT THERE For many marketers and sales people, this is what they have been used to Some brands are unwilling to invest in outdoor or print, some believe the coverage won’t be the same and some fear in investing in ‘handled branded goods’ Some organisations, are now acknowledging that their target customers are spending more time online, because of COVID-19 and they need to look at how they can take advantage of opportunities that come with that We have been supporting clients with this new challenge, by understanding their businesses and making recommendations on how they can innovate their marketing to leverage digital channels
- To summarise, I will leave you with some key takeaways
- 1. Understand your customer. Listen to them continually – its so important! 2. If you work with agencies - you must see them as an extension of your ‘team’, to allow for effective partnerships. 3. Commercial understanding is vital, in order to action an effective response swiftly.
- 4. Stay ahead of the curve. Share insights with your internal teams and your partner agencies that may impact future decisions. – this applies from senior management down and from those on the ground up – to encourage collaborative insight sharing. 5. Be ready to adapt & innovate. Review and revise trust-building strategies on an ongoing basis And Have the right people by your side to see those plans through. 6. Find ways to Strengthen brand loyalty in an ongoing crisis. Invest in long-term brand building & you will be rewarded in the long-term.
- That’s all from me guys! I hope you have enjoyed the talk and you are able to take 1 or 2 things back to the ‘office’ wherever that may be