Digital Marketing Strategy

1. Ensuring success through Online marketing

5. We need to understand the forces driving change

8. Research Online and Purchase Offline (ROPO)

11. Many Implications ...

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14. B2B B2C
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16. We will talk about B2C to B2B and everything
in between.

17. …

18. Burberry and the Concept of Social Enterprise

19. Source:IMRG CapGemini e-Retail sales Index

23. €
€
€

24. You like it ladies!I
bought it from A&F
online lol!

25. So big opportunity but...
It aint easy

29. Poor quality Content

32. Looking to make a connection is hard ...

33. …

34. Is now..

35. Buying decisions are taking………………………longer

36. These self- empowered buyers are often near …..

37. Before we find out…

39. Meet The Millennials

41. Digital Disruption Driven By Millennials
Millennials are early adopters of new concepts!
Consumer buying habits are changing
Founded 2009 (Value 17BN USD) Founded 2008 (10BN USD)

43. …

45. Bottom Line

46. Right touching is
A multi-Channel communication channel
Customised for Individual Prospects and customers
Across a defined customer lifecycle
Which…..
Delivers the Right Message
Featuring the Right Value Proposition
with the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media/Communication channels
To achieve….
Right Balance of Value between both parties
No problem!

47. ………
Think about how the mindset,logic and principles can be applied in your own
organisational context.

48. Optimise and Build your Marketing around the Zero Moments of Truth

49. Moments of Truth
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57. Why...Because our message must be….

58. Key answers we need to find out ...
Ideal

59. What problem(s) do you solve ?

60. Do you know your customers buying journey ?

61. What information are the looking for?

62. ..

63. What do our existing customers think of us…?

64. This is critical Summary ...
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65. Do you have a competitive advantage thats relevant ?

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67. What’s your value proposition?

70. Why do we need an Online value proposition?
● Being good is a given,with time short new visitors outstanding is the aim.A
strong Online value proposition converts visitors!
● Its distinguishes a website from that of its competitors (core web design
objective) Zero Moment of Truth.
● Helps provide a focus to marketing efforts------ to be clear about the
purpose of the site.Why are you driving people to the website.
● It can provide a uniform message for all marketing collateral online and
offline.
● It can echo the wider propositions of the company or its products.
Don’t make me think

73. 2.Objectives: Where do we want to be?
6 months,1 year,3 years from now!

75. (e.g buy something or fill a form)
Micro Conversions
Macro

76. Micro Conversions
Here

79. Top Level Objectives...eg
1. Sell Products Increase Online Sales by 50%(£50,0000) over 12 months
30% of Total sales from Online in 24 months
2.Lead Generation Increase conversion/downloads by 10%
Increase number of qualified sales leads by 20 per month
3.Brand Awareness Grow reach metrics by 20% YOY (web traffic,likes ,shares)
Rework and improve online value proposition
Increase dwell time duration on site/pages by 20%

80. A marketer is like a chef in a kitchen --- a mixer of ingredients
Bartels (1963)

83. •
• If not drop the strategy!
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85. Strong Strategy and Good Tactics

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89. is like a puzzle – but not because it’s confusing. It’s a puzzle in the sense that
it’s made up of many pieces. Pieces that should not stand on their own,but when put together,
make total sense.

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94. Metrics for Tactics

95. ACTION

100. Digital Real
Estate

102. Overview

105. Your Content should serve the buyer journey..
Right
Message
Right
Person
Right
Time Success

106. Content powers everything!

108. …

112. Search is the Most Important Influence in the ZMOT (B2C)

114. Social Sharing

117. This is first priority ...Optimise for conversions

120. Leads are a product of..
L = (A&P)
A= Target audience
P = Problems that your products/services resolve for them.

122. …

123. How do you get them to convert when they land…?

124. O x ( I x E x C )
2R
● O= Offer
● I = Does it Interest them?
● E = Is it Easy to access
● C = Are you Credible? (Do they trust you)
● Then weighed against. How much Risk they perceive in accepting your
offer? ie Are you going to spam them

125. Have you a lead magnet and CTA!

127. Human Machine

131. Nurture The Lead

136. When do you make the call?

141. Role of Social Media In Digital
Brands are either part of the conversation or they’re not and as a result,
they’re either part of the decision making cycle or they’re absent from
the heart, mind and actions of the connected customer.
Solis 2011

142. Shah & Halligan 2009

143. We can now measure everything

144. …

145. Proactive Prospecting...

149. LinkedIn user base

150. 4 components of Proactive prospecting
1. Listen and Learn
2. Research and Relate
3. Engage and Impress
4. Collaborate and Close

151. Marketing Platforms

152. Marketing Platforms

154. Marketing Platforms

155. Marketing Platforms

156. Quick Recap