V90min Managing Marketing In Downturn Economy

824 views

Published on

Presentation for CEO and Exec Management on Marketing tactics

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
824
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
42
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

V90min Managing Marketing In Downturn Economy

  1. 1. How to manage you marketing in a downturn economy By Damon Segal - GMN Advisory Council Wednesday, 17 June 2009
  2. 2. How to get customers 2009 © www.damonsegal.co.uk Wednesday, 17 June 2009
  3. 3. How to get customers 2009 © www.damonsegal.co.uk Wednesday, 17 June 2009
  4. 4. How to get customers 2009 © www.damonsegal.co.uk Wednesday, 17 June 2009
  5. 5. Should we stop marketing? 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  6. 6. Should we stop marketing? Steve Jobs CEO Apple 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  7. 7. Should we stop marketing? Steve Jobs NO CEO Apple 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  8. 8. Should we stop marketing? Steve Jobs NO CEO Apple 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  9. 9. Now is the time to refocus your marketing budgets not cut them. 36% reduction in traditional marketing 83% of businesses maintained or increased their online marketing. Why is this? Survey carried out by MarketingSherpa of 407 US Companies asked in March 08, what they are doing with marketing budgets. Wednesday, 17 June 2009
  10. 10. Because. Sam, age 6 can already use Google to find what he wants to buy online Wednesday, 17 June 2009
  11. 11. Because. Sam, age 6 can already use Google to find what he wants to buy online Wednesday, 17 June 2009
  12. 12. Because. Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  13. 13. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  14. 14. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  15. 15. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web • How many 16–24 in the UK accessed the web in last 3 months Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  16. 16. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web • How many 16–24 in the UK accessed the web in last 3 months 90% 16-24 Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  17. 17. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web • How many 16–24 in the UK accessed the web in last 3 months 90% 16-24 80% 25–44 Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  18. 18. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web • How many 16–24 in the UK accessed the web in last 3 months 90% 16-24 80% 25–44 75% 45–54 Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  19. 19. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web • How many 16–24 in the UK accessed the web in last 3 months 90% 16-24 80% 25–44 75% 45–54 59% 55–64 Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  20. 20. Because. • In 2007, 31.8 million adults in the UK used the web (67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web • How many 16–24 in the UK accessed the web in last 3 months 90% 16-24 80% 25–44 75% 45–54 59% 55–64 24% 65+ Source: http://www.statistics.gov.uk Wednesday, 17 June 2009
  21. 21. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  22. 22. WHO IS THIS? 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  23. 23. WHO IS THIS? 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  24. 24. TIM BERNERS-LEE IN 1989 HE INVENTED THE WORLD WIDE WEB 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  25. 25. This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050 Wednesday, 17 June 2009
  26. 26. INTERNET MAP This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050 Wednesday, 17 June 2009
  27. 27. INTERNET MAP Asia Pacific - Red Europe/Middle East/Central Asia/Africa - Green North America - Blue Latin American and Caribbean - Yellow RFC1918 IP Addresses - Cyan Unknown - White This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050 Wednesday, 17 June 2009
  28. 28. INTERNET MAP Asia Pacific - Red Europe/Middle East/Central Asia/Africa - Green North America - Blue Latin American and Caribbean - Yellow RFC1918 IP Addresses - Cyan Unknown - White This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050 Wednesday, 17 June 2009
  29. 29. THE INTERNET • 1957 the United States formed the Advanced Research Projects Agency (ARPA) within the Department of Defense. • 1957 - 1995 see http://www.isoc.org/ the The Internet Society (ISOC) • October 24, 1995, the Federal Networking Council (FNC) unanimously passed a resolution defining the term Internet. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  30. 30. THE WEB TODAY 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  31. 31. THE WEB TODAY 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once! 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  32. 32. THE WEB TODAY 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once! 1,574,313,184 users world wide 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  33. 33. THE WEB TODAY 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once! 1,574,313,184 users world wide UK Online sales for the first six months of 2008 were up 24% to £26.5bn 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  34. 34. THE WEB TODAY 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once! 1,574,313,184 users world wide UK Online sales for the first six months of 2008 were up 24% to £26.5bn UK online advertising spend £1.6bn in first six months of 2008 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  35. 35. What method of marketing will save money and increase ROI? Wednesday, 17 June 2009
  36. 36. UK Media spend Jan-Jun 2008 Television Press - Display Internet Classifieds Direct Mail Directories Outdoor 2008 © www.damonsegal.co.uk Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  37. 37. UK Media spend Television 21.7% Jan-Jun 2008 Television Press - Display Internet Classifieds Direct Mail Directories Outdoor 2008 © www.damonsegal.co.uk Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  38. 38. UK Media spend Television 21.7% Jan-Jun 2008 Television Press - Display Press - Display 19.3% Internet Classifieds Direct Mail Directories Outdoor 2008 © www.damonsegal.co.uk Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  39. 39. UK Media spend Television 21.7% Jan-Jun 2008 Television Press - Display Press - Display 19.3% Internet Classifieds Direct Mail Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  40. 40. UK Media spend Television 21.7% Jan-Jun 2008 Television Press - Display Press - Display 19.3% Internet Classifieds Classifieds Direct Mail 14.6% Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  41. 41. UK Media spend Television 21.7% Jan-Jun 2008 Television Direct Mail Press - Display 11.2% Press - Display 19.3% Internet Classifieds Classifieds Direct Mail 14.6% Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  42. 42. UK Media spend Television 21.7% Jan-Jun 2008 5.1% Television Direct Mail Press - Display 11.2% Press - Display 19.3% Internet Classifieds Classifieds Direct Mail 14.6% Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  43. 43. UK Media spend Television 21.7% Jan-Jun 2008 5.1% 5.1% Television Direct Mail Press - Display 11.2% Press - Display 19.3% Internet Classifieds Classifieds Direct Mail 14.6% Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  44. 44. UK Media spend Television 21.7% Jan-Jun 2008 5.1% 5.1% Television Direct Mail Press - Display 11.2% Press - Display 19.3% Internet Classifieds Classifieds Direct Mail 14.6% Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  45. 45. UK Media spend Television 21.7% Jan-Jun 2008 5.1% 5.1% Television Direct Mail Press - Display 11.2% Press - Display 19.3% Internet Classifieds Classifieds Direct Mail 14.6% Directories Outdoor Internet 2008 © www.damonsegal.co.uk 18.7% Radio Cinema Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Wednesday, 17 June 2009
  46. 46. Year on year growth for Jan-Jun 2008 2008 © www.damonsegal.co.uk Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – offline only Wednesday, 17 June 2009
  47. 47. Year on year growth for Jan-Jun 2008 30% 26.09% 23% 15% 11.9% 8% 0% -0.09% 2008 © www.damonsegal.co.uk -2.38% -1.41% -4.21% -3.96% -5.87% -8% -9.9% Classifieds Direct Mail Outdoor Directories Display Radio Television Cinema H1 2008 Internet Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – offline only Wednesday, 17 June 2009
  48. 48. Top 10 Digital Marketing Tactics 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  49. 49. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  50. 50. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  51. 51. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  52. 52. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  53. 53. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  54. 54. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 6. Display Advertising 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  55. 55. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 6. Display Advertising 7. Online PR/Articles 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  56. 56. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 6. Display Advertising 7. Online PR/Articles 8. Affiliate Marketing 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  57. 57. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 6. Display Advertising 7. Online PR/Articles 8. Affiliate Marketing 9. Viral Marketing 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  58. 58. Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 6. Display Advertising 7. Online PR/Articles 8. Affiliate Marketing 9. Viral Marketing 10. Email Marketing 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  59. 59. ? Top 10 Digital Marketing Tactics 1. Search Engine Optimisation (SEO) 2. Google Adwords (PPC) 3. Usability (WOM) 4. Social Media Optimisation (SMO) 5. Directory Advertising 6. Display Advertising 7. Online PR/Articles 8. Affiliate Marketing 9. Viral Marketing 10. Email Marketing 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  60. 60. Improved site design with optimisation = increased traffic and retention 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  61. 61. Improved site design with optimisation = increased traffic and retention October 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  62. 62. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  63. 63. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  64. 64. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  65. 65. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  66. 66. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  67. 67. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  68. 68. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  69. 69. Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  70. 70. ? Improved site design with optimisation = increased traffic and retention October August 2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory Wednesday, 17 June 2009
  71. 71. Focused/Targeted Google PPC Adwords = more traffic, less cost Clicks vs Costs £4953 5000 £4795 £4339 3750 3112 CLK 3373 CLK 2500 £2055 1848 CLK 1250 1715 CLK RESTRUCTURE PERIOD 0 7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008 Sum of Clicks Sum of Total Cost 2008 © www.damonsegal.co.uk Anna (CMO) - Serviced Offices International Wednesday, 17 June 2009
  72. 72. Focused/Targeted Google PPC Adwords = more traffic, less cost Clicks vs Costs £4953 5000 £4795 £4339 3750 3112 CLK 3373 CLK 2500 £2055 1848 CLK 1250 1715 CLK RESTRUCTURE PERIOD 0 7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008 Sum of Clicks Sum of Total Cost 2008 © www.damonsegal.co.uk Anna (CMO) - Serviced Offices International Wednesday, 17 June 2009
  73. 73. Focused/Targeted Google PPC Adwords = more traffic, less cost Clicks vs Costs £4953 5000 £4795 £4339 3750 3112 CLK 3373 CLK 2500 £2055 1848 CLK 1250 1715 CLK RESTRUCTURE PERIOD 0 7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008 Sum of Clicks Sum of Total Cost 2008 © www.damonsegal.co.uk Anna (CMO) - Serviced Offices International Wednesday, 17 June 2009
  74. 74. Focused/Targeted Google PPC Adwords = more traffic, less cost Clicks vs Costs £4953 5000 £4795 £4339 3750 from £2.71 3112 CLK 3373 CLK 2500 to £1.29 per click £2055 1848 CLK 1250 1715 CLK RESTRUCTURE PERIOD 0 7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008 Sum of Clicks Sum of Total Cost 2008 © www.damonsegal.co.uk Anna (CMO) - Serviced Offices International Wednesday, 17 June 2009
  75. 75. ? Focused/Targeted Google PPC Adwords = more traffic, less cost Clicks vs Costs £4953 5000 £4795 £4339 3750 from £2.71 3112 CLK 3373 CLK 2500 to £1.29 per click £2055 1848 CLK 1250 1715 CLK RESTRUCTURE PERIOD 0 7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008 Sum of Clicks Sum of Total Cost 2008 © www.damonsegal.co.uk Anna (CMO) - Serviced Offices International Wednesday, 17 June 2009
  76. 76. Usability is not guess work. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  77. 77. Usability is not guess work. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  78. 78. Usability is not guess work. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  79. 79. Usability is not guess work. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  80. 80. Usability is not guess work. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  81. 81. Usability is not guess work. Conversions on PPC enquiries 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  82. 82. ? Usability is not guess work. Conversions on PPC enquiries 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  83. 83. Targeted Facebook PPC Part of SMO = demographic perfection Wednesday, 17 June 2009
  84. 84. Targeted Facebook PPC Part of SMO = demographic perfection Wednesday, 17 June 2009
  85. 85. Targeted Facebook PPC Part of SMO = demographic perfection Wednesday, 17 June 2009
  86. 86. Social Media, How targeted can you be? Cobra Beer Example • I want to reach people between 21 and 60 years old in the United Kingdom who like Beer, Good Beer, drinking beer, Indian Food, or Curry. • Facebook Audience (UK) ≈ 224,200 • Facebook Audience (USA) ≈ 436,620 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  87. 87. How targeted can you be? Loan Example • I want to reach people between 25 and 45 years old in the United Kingdom who are Married With Children, like Kids, Children, on the Property Ladder. • Facebook Audience (UK) ≈ 101,220 Martin (MD) - First Financial (UK) 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  88. 88. Social Media Number of Members CEO/MD Level 24,840 Director 57,680 Executives 12,280 Secretary 22,440 0 15,000 30,000 45,000 60,000 Wednesday, 17 June 2009
  89. 89. ? Social Media Number of Members CEO/MD Level 24,840 Director 57,680 Executives 12,280 Secretary 22,440 0 15,000 30,000 45,000 60,000 Wednesday, 17 June 2009
  90. 90. Value Comparison 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  91. 91. Magazine Advertising vs SMO Wednesday, 17 June 2009
  92. 92. Magazine Advertising vs SMO • Quarter page advert £6,435 - Circulation- 427k Wednesday, 17 June 2009
  93. 93. Magazine Advertising vs SMO • Quarter page advert £6,435 - Circulation- 427k • Full Social Media campaign, reaching: 15 social sites, 12 forums, 2 press releases, 100 social bookmarks, posts and profile management and reporting £6,500 per month - Reach 250 million + Wednesday, 17 June 2009
  94. 94. National Press vs PPC Wednesday, 17 June 2009
  95. 95. National Press vs PPC • Full page - firm day in The Sun £55,502, 8 million readers a day, possibly 0.1 - 0.2% traffic to site 16,000 visits = about £3.50 cpr Wednesday, 17 June 2009
  96. 96. National Press vs PPC • Full page - firm day in The Sun £55,502, 8 million readers a day, possibly 0.1 - 0.2% traffic to site 16,000 visits = about £3.50 cpr • £55,000, PPC at £1 per click 55,000 specific targeted visits 55,000 visits = £1 cpr Wednesday, 17 June 2009
  97. 97. Direct Mail vs Direct Email Wednesday, 17 June 2009
  98. 98. Direct Mail vs Direct Email • 100,000 postcards printed and posted approx £30k 1-2% Response Rate - £15 cpr Wednesday, 17 June 2009
  99. 99. Direct Mail vs Direct Email • 100,000 postcards printed and posted approx £30k 1-2% Response Rate - £15 cpr • 100,000 Direct e-mails sub £10k 2-5% Response Rate - £5 cpr - £2 cpr Wednesday, 17 June 2009
  100. 100. Bill Boards vs SEO Wednesday, 17 June 2009
  101. 101. Bill Boards vs SEO • 4 Billboards for 1 month £3200 low response and short lived Wednesday, 17 June 2009
  102. 102. Bill Boards vs SEO • 4 Billboards for 1 month £3200 low response and short lived • £3,200 per month would fund, SEO and Link building for 1 month long term high level exposure to specific audience Wednesday, 17 June 2009
  103. 103. Think Strategy 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  104. 104. DIGITAL STRATEGY - GETREAL Having your digital strategy clear is the key importance to the success of your online presence. There are 7 steps to defining and delivering your digital strategy. I call this process GETREAL •Goal Setting •Responsibility •Every Detail •Engagement •Time Frame •ActionPlan •Leadership 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  105. 105. GOAL SETTING Wednesday, 17 June 2009
  106. 106. EVERY DETAIL Wednesday, 17 June 2009
  107. 107. TIME FRAME Wednesday, 17 June 2009
  108. 108. RESPONSIBILITY Wednesday, 17 June 2009
  109. 109. ENGAGEMENT Wednesday, 17 June 2009
  110. 110. ACTION PLAN Wednesday, 17 June 2009
  111. 111. LEADERSHIP Wednesday, 17 June 2009
  112. 112. G E T R E A L Wednesday, 17 June 2009
  113. 113. G E T R E A L Wednesday, 17 June 2009
  114. 114. G E T R E A L Wednesday, 17 June 2009
  115. 115. G E T R E A L Wednesday, 17 June 2009
  116. 116. G E T R E A L Wednesday, 17 June 2009
  117. 117. G E T R E A L Wednesday, 17 June 2009
  118. 118. G E T R E A L Wednesday, 17 June 2009
  119. 119. G E T R E A L Wednesday, 17 June 2009
  120. 120. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  121. 121. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  122. 122. JUST BECAUSE WE THINK WE KNOW WHAT WE NEED, IT DOESN’T MEAN THAT’S WHAT OUR CLIENTS ARE LOOKING FOR 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  123. 123. Understand what your customers want Wednesday, 17 June 2009
  124. 124. Understand what your customers want Surveys Wednesday, 17 June 2009
  125. 125. Understand what your customers want Surveys Testing Wednesday, 17 June 2009
  126. 126. Understand what your customers want Surveys Testing Research Wednesday, 17 June 2009
  127. 127. Understand what your customers want Surveys Testing Research Market trends Wednesday, 17 June 2009
  128. 128. Understand what your customers want Surveys Testing Research Market trends Find the pain Wednesday, 17 June 2009
  129. 129. Customers do not know what they don’t know Wednesday, 17 June 2009
  130. 130. Customers do not know what they don’t know Innovation Wednesday, 17 June 2009
  131. 131. Customers do not know what they don’t know Innovation Visionaries Wednesday, 17 June 2009
  132. 132. Customers do not know what they don’t know Innovation Visionaries Entrepreneurs Wednesday, 17 June 2009
  133. 133. Customers do not know what they don’t know Innovation Visionaries Entrepreneurs Technologists Wednesday, 17 June 2009
  134. 134. Customers do not know what they don’t know Innovation Visionaries Entrepreneurs Technologists Scientists Wednesday, 17 June 2009
  135. 135. CHECK YOUR COMPETITORS Related Google search - google.co.uk Traffic volume check - compete.com Link popularity - seocentro.com/tools Site popularity - alexa.com Blogsearch - google.co.uk/blogsearch News Search - google.co.uk/news Wednesday, 17 June 2009
  136. 136. Big Brother Wednesday, 17 June 2009
  137. 137. Big Brother Wednesday, 17 June 2009
  138. 138. Big Brother Wednesday, 17 June 2009
  139. 139. Big Brother Wednesday, 17 June 2009
  140. 140. Big Brother Wednesday, 17 June 2009
  141. 141. Big Brother Wednesday, 17 June 2009
  142. 142. Marketing Success Pyramid Wednesday, 17 June 2009
  143. 143. Marketing Success Pyramid Unaware Wednesday, 17 June 2009
  144. 144. Marketing Success Pyramid Aware Unaware Wednesday, 17 June 2009
  145. 145. Marketing Success Pyramid Want Aware Unaware Wednesday, 17 June 2009
  146. 146. Marketing Success Pyramid Got Want Aware Unaware Wednesday, 17 June 2009
  147. 147. Marketing Success Pyramid Advocate Got Want Aware Unaware Wednesday, 17 June 2009
  148. 148. Marketing Success Pyramid Advocate Got Want Aware Identify market Unaware Wednesday, 17 June 2009
  149. 149. Marketing Success Pyramid Advocate Got Want Points of Parity Aware and Difference Identify market Unaware Wednesday, 17 June 2009
  150. 150. Marketing Success Pyramid Advocate Got Value Proposition Want Points of Parity Aware and Difference Identify market Unaware Wednesday, 17 June 2009
  151. 151. Marketing Success Pyramid Advocate Positive Got Reactions Value Proposition Want Points of Parity Aware and Difference Identify market Unaware Wednesday, 17 June 2009
  152. 152. Marketing Success Pyramid WOW Factor Advocate Positive Got Reactions Value Proposition Want Points of Parity Aware and Difference Identify market Unaware Wednesday, 17 June 2009
  153. 153. You only get one chance at a Make it a good one first impression Wednesday, 17 June 2009
  154. 154. When you get marketing wrong Wednesday, 17 June 2009
  155. 155. When you get marketing wrong Hoover's free flights promotion was launched to a wide-eyed British public in August 1992 Wednesday, 17 June 2009
  156. 156. When you get marketing wrong Hoover's free flights promotion was launched to a wide-eyed British public in August 1992 The cases continued for six years after the promotion first started. About 220,000 people did eventually fly Wednesday, 17 June 2009
  157. 157. When you get your marketing right! Wednesday, 17 June 2009
  158. 158. When you get your marketing right! Wednesday, 17 June 2009
  159. 159. How do you manage your marketing in a downturn economy... 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  160. 160. How do you manage your marketing in a downturn economy... FACE 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  161. 161. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  162. 162. The FACE of Digital Marketing is:- 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  163. 163. The FACE of Digital Marketing is:- Flexible 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  164. 164. The FACE of Digital Marketing is:- Flexible Accountable 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  165. 165. The FACE of Digital Marketing is:- Flexible Accountable Controllable 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  166. 166. The FACE of Digital Marketing is:- Flexible Accountable Controllable Effective 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  167. 167. 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  168. 168. Be Specific 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  169. 169. Be Specific Be Targeted 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  170. 170. Be Specific Be Targeted Be Found 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  171. 171. Be Specific Be Targeted Be Found Believe 2008 © www.damonsegal.co.uk Wednesday, 17 June 2009
  172. 172. stio ns? Any que ons egal agiltd am c o m/in/ r.c om/d edin. /twitt e //ww w.link http:/ http: com/ inst /id/32 spot. k/col u m a l.blog o.u onse g nch lab.c am w.lau h ttp://d //ww http: Email: d@agi.co.uk Call: 07770 381881 Wednesday, 17 June 2009

×