An Approach to Digital Marketing
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This is a presentation we developed in collaboration with one of our creative partners.
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An Approach to Digital Marketing
- 1. Digital Marketing 12 Steps to Flight
- 2. The Creative Business Ideas approach combines strategy and creativity in new ways to unlock your businesses potential. Creative Business Ideas is more than promotion and communications. It is a business strategy. The results are innovation, breakthrough solutions, and industry firsts that maximize the relationship between consumers and brands. It’s about allowing your potential to take Flight Our Promise
- 3. Resulting in a design that is truly ready for FLIGHT. Our Philosophy. At Origami we feel that the best way to begin a project is with a blank piece of paper. It represents the purest form of potential: freedom. Through a process where we engage our Clients, understand their Customers and clarify their goals and aspirations, folds in the paper are created that ultimately result in a creation that represents a true collaboration in development.
- 4. Our Journey begins with the first fold. What Does It Mean? Flight is a journey in which an object moves either through or beyond an atmosphere.
- 10. Understand Their Experience Website Product Print Ad Support Services Event Print Ad Website Event Product Support Services Flight Path I Flight Path II
- 11. Create Catalysts
- 13. Build Engagement
- 14. Uncover Stories
- 15. Uncover Stories Moments In Time
- 16. Elevate Advocates Passionate Social Media Leader Lives in San Diego, California Born on August 12 Favourite Quotations "The most important relationship in the world is the one you have with yourself; everything and everyone is a direct reflection of the quality of that relationship." "You cannot be lonely if you like the person you're alone with." ~Wayne W. Dyer Passionate Social Media Leader Lives in San Diego, California Born on August 12 Favourite Quotations "The most important relationship in the world is the one you have with yourself; everything and everyone is a direct reflection of the quality of that relationship." "You cannot be lonely if you like the person you're alone with." ~Wayne W. Dyer
- 17. Learn and Refine
- 18. Origami Group Flight is in your reach, begin your Journey today.
Editor's Notes
- Good day everyone. Thank you for your time <introduce yourselves>. We would like to take you through the following presentation which will give you an overview of our organization, and an understanding of the process which our company employs to create FLIGHT for our Clients and the opportunities they have in front of them.
- We have a simple promise. We will use strategy and creativity to unlock your businesses potential. This is done by utilizing a combination of the traditional toolsets, but also employing new trends and tactics to achieve your goals and create results in new and innovative ways.
- Our philosophy is simple too. We start with a blank piece of paper, in this case Origami paper. The blank page represents the freedom of creating new and wonderful things that are designed to engage your Customers and allow you to achieve your aspirations and goals. The creations once the folds are completed represent a true collaborative development.
- Simply put, to achieve FLIGHT you need to think lofty because only then do you aspire to more and differentiate yourself from your competitors. A true Journey from the first fold to the last.
- Goal setting is very difficult for most organizations. At Origami we understand this dilemma and try to manage through the ambiguity using a facilitation process and a toolset that employs the overarching S-M-A-R-T theme. This allows us to achieve more than a typical creative or strategic brief session. We begin understanding organizational environments both internal and external which provides team cohesion and SUCCESS. This process includes asking probing questions: What do you want that you don't have? (Achieve) What do you want that you already have? (Preserve) What don't you have that you don't want? (Avoid) What do you have now that you don't want? (Eliminate)
- The questions and process continue until we are able to, pardon the cliché, but “peel back the proverbial onion” to understand the true measures of success.
- Identifying Key Performance Indicators is an important element of the success of the project and/or campaign. In this example we use a hypothetical scenario where a company through its website wants to own the consumer share of mind. We have segregated the Elements of the campaign into three categories: Creating Awareness, Lead Generation, and Social engagement. As you can see we then drilled down on each element to understand what the underlying performance indicator would be. This provides us with another element that will add to our blueprint for success.
- We must identify your product and services pyramid. It allows us to categorize your products and services into their good, better best offerings. It also shows how the products and services are interrelated and forces the team to think on how we can move customers to other areas of your product or services pyramid. We must also be respectful of the consumer as some are quite comfortable with the offering they currently purchase, so employing proper Lifecycle management tools will ensure that any tactic, program or plan doesn’t create negative ramifications for your brand and sales.
- When we look at the marketspaces clear demographic delineations no longer exist. Individuals that like a certain apparel, car, soft drink appear from different walks of life and the psychographics and behaviours of Customers are much more relevant than factors like where they live and their HHI (HouseHold Income). Understanding the common bonds between these individuals allows marketers to develop plans that evoke interest within the new segments that are uncovered.
- Customers enter your brand experience through different means. It is this complexity of experience that makes many brands not reach their full potential. By understanding the Customer touch points and creating consistency of message through and personalization of experience you gain one-to-one insight on how Customers behave towards your brand. Digital Marketing allows you to improve, enhance and reach many more individuals, and is a real catalyst in elevating your brand experience. However, it must be tempered with the traditional mix so that your online and offline content is consistent and reinforced across all media.
- Careful understanding of the insights gained from the one-to-one experiences through digital marketing allows you to unlock the Power of One and identify the opinion leaders that exist in the social spaces. This must be done in a genuine and transparent manner, otherwise the brand risks being viewed as contrived and erosion of the brand can occur as quickly as elevation of the brand.
- We must understand that the variety of tools at our disposal allows us to improve our aim and create more opportunities for engagement, but once realized creates consistency of engagement. Both Mass and one-to-one communications need to be employed as the SOV (share of voice) will improve SOM (share of market) , which will ultimately improve brand equity and drive improved Customer loyalty.
- Engagement will lead to conversion (successful sale of product or service) when the dialogue you have with your customer is done in a repeatable and relevant manner, meaning that your online media integrates with your offline, providing an added dimension and layer of dialog to your engagement, which is reinforced further with your experiential marketing efforts.
- The Social landscape provides us with many platforms and tools to engage, interact, and develop dialogue with Customers. It allows a previously impossible reach to be developed and a true one-to-one relationship to be formed. It also continues to fracture the way marketers need to manage their media mix, and social must be understood as just an additional tool within our marketing mix. When managed successfully, marketers must traverse the barrage of fads to leverage the few platforms that will add longevity to the relationship. Here is a diagram the depicts the many platforms that exist today. Social Networks: Facebook, Linkedin, Myspace, Hi5, Ning Microblogging: Twitter, Pownce, Plurk, Plazes, Tweetpeek Virtual Worlds: Second Life, Habbo, Build-a-Bear Ville, WeeWorld, LPSO, MoshiMonsters, Club Penguin Social Games: Three Rings, Doof, happy Town, Farm Town, Yo ville, Cityville MMO: World of Warcraft, Happy Farm Shareware: YouTube, Flikr, Photobucket, Slideshare, Crowdstorm Collaboration: Netmeeting, Skype, Phpbb, google Talk, Yahoo Messenger Citizen Journalism: Yahoo Live, Justin.tv, LiveCast, Kyte, Ustream.tv We must ensure that any solutions that are chosen will align with the overall organizational objectives and ultimately provide an attractive ROI to the organization.
- Understand that the fractured market exists and leveraging tools that allow us to identify genuine stories of our Customers will allow us to showcase these Moments in Time to develop Opinion Leaders. These leaders will take many shapes and sizes, but what is consistent with them all is that they are viewed as credible sources of product, service and brand information.
- This allows them significant reach within their respective networks. They truly represent the new age of celebrities that when leveraged allow brands to diffuse more effectively within the selected market spaces.
- Ultimately, much of what we do is still not done in a vacuum and we understand the market is truly dynamic. If we go in with “eyes wide open” and expect this eventuality, we can ensure that our plans and programs are flexible enough to take the feedback and glean the insights that will allow us to modify and continuously refine our go-to-market approach. This will increase our success and ensure everything we do is responsible and sustainable. Action – VAS begins handing out pieces of Origami paper (Orange/white) to all attendees.
- Question: Everyone received a piece of paper. Great, thank you for your time and the opportunity to present to your organization today. We look forward to your decision, and remember “Flight is in your reach, begin your Journey today.”