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Workshop on create slides 17.07.14.pptx (2)

  1. 1. Connecting Rural Enterprise for a Transitional Economy Workshop 10/09/2014 GuildHall Conor Boyce earlytoe.com
  2. 2. Who am I? • Conor Boyce • Partner in Earlytoe • D & O Seafoods • Donegal Parian China • Marine Harvest Ireland • Marketing Consultant (MAP Programme,Acumen) • Google Analytics Certification • Inbound Marketing Certified • Diploma Digital Marketing • B.Comm • MBA
  3. 3. Workshop Components • Internet/Connected Economy in numbers • The Connected World and the Digital consumer. • Tools/Strategies to Develop and Online Marketing Plan Questions and debate is welcomed throughout!
  4. 4. Broadband • Governments around the world increasingly view Broadband and connectivity as the “fourth” utility along with water, heat and electricity!
  5. 5. Key Question and Outcome How we can best deploy our Business resources to grow and empower our organisations to grasp the opportunities offered by high speed connectivity and the connected world?
  6. 6. The Migration of Individuals and Businesses to a Digital World is relentless.
  7. 7. In the Online world Money follows the Eyeballs
  8. 8. Digital is All about Marketing We are fast approaching 1 Billion websites Technology and the Social web are becoming an extension of both our business and personal brands. Instead of going to bricks and mortar stores more and more people are now researching and shopping online. Question is no longer …. Why should we be “Digitised” but how to make it work. Challenges… • Where do you start? • How much do you invest in Time and resources? • Where should you be focusing?
  9. 9. Value of Digital Economy €5.9 BN Online consumer spending 2014 (€8.26BN NI incl) €12.7BN projected online spend by 2020 (€17.82BN NI) 21.1BN Projected value of Ireland Digital Economy 2020 (€29.54Bn.NI incl)
  10. 10. The Telegraph May 2013
  11. 11. Digital Consumer • 59% of Irish adults shop online at least once per month. • 8 in 10 adults say they use a laptop, tablet or smartphone when watching TV = Digital Disruption • 6 in 10 Irish adults have interacted with Govt. department online. • 4.7 = no. of internet enabled devices in Ire home( Ger 2.6) • 2.7 =average no. of users connected in home at one time.
  12. 12. Internet by Numbers Value of “Digital Economy” • 8.4BN in 2014 = 5% of Irish GDP • 21.1BN in 2020 =10% of Irish GDP (Target) • Currently 8% of UK GDP from Internet economy (2,400BN USD) • Online consumer spending is single largest sector 6BN per annum • 60% of this spending is overseas • 24% of Irish businesses use internet for sales via E Commerce (CSO) EU av 17%
  13. 13. • Online Sales in the UK will rise by 17% in 2014 to £107BN despite already growing by 16% in 2013 to £91BN • This accounted for 21% of Total retail sales in UK in 2013. • Online sales in December 2013 grew 18% YOY to £11BN • 2013 was year of the Mobile with retail sales via mobile increasing by 138%. • In December 2013 27% of all retail sales were from Mobile Device • 25% of Online orders were click and click ie Buy from brand but collect in-store. • Mobile and tablets account for 4 in 10 visits to e commerce sites Source:IMRG CapGemini e-Retail sales Index
  14. 14. Cloud Computing
  15. 15. Software as a Service • Software As a Service is a software licensing and delivery model in which software is licensed on a subscription and is centrally hosted on the cloud by independent software vendors or application providers
  16. 16. $22BN Global Market 2015
  17. 17. So what? • Cross device compatibility = SAAS applications can be accessed from any internet enabled device. • Accessible from any location = From any location with an internet • Applications can be customised and white labelled = Altered to suit the needs and requirements of a particular client
  18. 18. Key trends driving change for all Businesses ● The internet has made the worlds information and media available to everyone at the click of a button. ● Mobile devices have helped connect nearly everyone around the world 24 hours a day,7 days a week. ● Cloud computing has provided us with infinite computing power and its cheap.
  19. 19. So What? • No additional Hardware costs = Processing power supplied by cloud provider. • No initial set up costs = Applications ready to use once the user subscribes • Pay for what you use = Monthly subscription • Usage and capacity is scalable = Accessed on demand No requirement for new servers • Updates are automated = Deployed automatically often FOC
  20. 20. Internet of Things!
  21. 21. Research Online and Purchase Offline (ROPO)
  22. 22. Meet the Millennials • Millennials influence the present and are the future. Pay close attention to them as their usage of media influences other demographic groups and they literally represent the world to come. Jerry Yang Founder Yahoo
  23. 23. Meet the Millennials • Born between 1982-2000 • Biggest generation of Consumers ever • 100Million in US =36% of population • Don’t care about the Internet. Like electricity! • Major Customer service/experience expectations • Don’t engage with traditional media. • As a business How do we connect with them?
  24. 24. Modern Digital Consumers • Have Higher expectations • Talk To each other (social media) • Are connected 24/7 • Need instant gratification • Rely on recommendations • Share experiences
  25. 25. Over 3 Billion people Online. (40% of World's Population) === Global Opportunity I bought it from A&F online lol!
  26. 26. Modern Marketing Facts
  27. 27. Digital Disruption Driven By Millennials Millennials are early adopters of new concepts! Consumer buying habits are changing Founded 2008 10BN USD Founded 2009 17BN USB
  28. 28. Hassle.com
  29. 29. Our Blades are F….king Great! Dollar Shave club
  30. 30. Market Value of Top Internet Companies Apple $560Billion USD Google $377Billion USD Facebook $157Billion USD Amazon $144Billion USD Tencent $132Billion USD EBAY $66Billion USD Priceline $63Billion USD Baidu $59Billion USD Yahoo $35Billion USD Salesforce $33Billion USD JD.com $29Billion USD Netflix $24Billion USD
  31. 31. The Connected World meansSavvy Digital Marketers can deliver an integrated touch or contact strategy 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!
  32. 32. Burberry and the Concept of Social Enterprise
  33. 33. Key point ……….. Forget about the size of the business. Think about how the mindset and logic can be applied in your own organisational context.
  34. 34. Optimise and Build your Marketing around the Zero Moments of Truth
  35. 35. Zero Moment of Truth The concept is built around: ● the 70% of Americans who look at product reviews before making a purchase, ● the 79% who use a smartphone to help with shopping, ● and the 83% of moms who do online research after seeing TV commercials. ● These are not shocking numbers, but they do frame what Google calls the Zero Moment of Truth.
  36. 36. Considering all of these factors the Key Question is? How Important is Online Marketing to the future success of your business? low 1--------------------------------------------10 High So!
  37. 37. There’s no point in rowing harder if you are rowing in the wrong direction
  38. 38. Digital Marketing Planning Steps 1. Situational Analysis - Where are we know? 2. Objectives - Where do we want to be? 3. Strategy - How do we get there? 4. Tactics - Which tactical tools do we use to implement our strategy? 5. Actions - Which actions plans are required implement our strategy? 6. Control - How do we manage the strategy process SOSTAC MODEL
  39. 39. 1. Understanding your Online Marketplace is the starting point! Where are we now?
  40. 40. What do we need to think about? Situational analysis Demand Analysis Competitor Analysis Site Analysis SWOT Pest Factors Intermediary Analysis Market Research Resource Analysis Situational analysis Demand Analysis Competitor Analysis Site Analysis SWOT Pest Factors Intermediary Analysis Market Research Resource Analysis What do we need to think about?
  41. 41. Classic Marketing Environment Model
  42. 42. What should we look at? Important Key Performance Indicators (KPIs) • Enquiries or sales leads • Historical sales performance • Market share • Return on Marketing Investment • Online revenue or service contribution (Balance between online /offline) • Unique visitors ie Number of separate,individual visitors who visit your site (typically for a month) • Conversion rates for different goals ie % of visitors becoming customers or subscribers • Total number of sessions or visits to your website. • Repeat visits ie Average number of visits per individual.Total number of sessions divided by number of unique visitors. • Duration ie Average length of time visitors spend on your site • Most popular pages or products • Click Through rates • Social media engagement and ROI
  43. 43. This is critical! Define your customer personas-----Can be Multiple ● Who is your Ideal Customer? ● Why do they buy (or not buy) from me? ● What information are they looking for? ● What do our existing customers think of us? ● How do they buy? ● What is their buying journey/process? ● Do you have a distinct competitive advantage relevant to them ?
  44. 44. Can you identify what is your “Distinct Competitive Advantage” vis a vis your competitors. What is the sweet spot in your company attributes that separates you from your competitors in a positive and meaningful way in the eyes of your prospects. ~Is there a specific reason. Is it related to any of these? ● Technically better ● More product functions ● Aesthetically more pleasing ● More reliable/Last longer ● Better price ● Faster response ● Better customer service ● More mobile ● Quicker delivery ● Other reasons
  45. 45. Don’t forget to ask yourself Have we the resources available to make our plan realistic to achieve? Money People Time
  46. 46. Analyse your organization's environment to understand your organization's capabilities,customers and business environment
  47. 47. 2.Objectives: Where do we want to be? 1. Why do you want to go online 2. What are the objectives? 3. What advantages and/or benefits are expected?
  48. 48. What is the Purpose of My web strategy? Where do you want to go?
  49. 49. Think about the 97% and Micro Conversions
  50. 50. What the Macro/Micro Conversions on my Website or in my strategy Micro Conversions Here
  51. 51. Common Micro Conversions • Share content via social media • Subscribe to newsletter • Watch video • Play games • Use calculators • Payment estimators • Live Chat • Add product to cart • View special content • Store locator • Property search
  52. 52. Traffic Sources Goals Conversions
  53. 53. Do you have a leaky funnel ?
  54. 54. What are Key Performance Indicators (KPI’s) for your Digital Objectives
  55. 55. For Example Objectives 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%
  56. 56. A marketer is like a chef in a kitchen --- a mixer of ingredients Bartels (1963)
  57. 57. Step 3----------------- How do we get there? Linking Strategy to Objectives • Strategy summarises how your objectives will be achieved.It delivers against the goals we have set earlier. • Strategy should exploit your distinctive competitive advantage and play to your strengths! • What goes into Digital strategy : “ Whatever it takes within your resources to achieve your objectives”
  58. 58. Components of Strategy: STOP and SATIS • Segments: What segments are we going to target Online.How do we break the market into segments? • Target Markets: Who or what is the target market? • Objectives:Keep asking “Will this strategy achieve the basic objective that we are trying to achieve. • If not drop the strategy! • Positioning: What is the customer proposition or OVP (Online Value proposition).How do you want to be perceived in the minds of your target audience? What exactly is the product offering,its price and perceived value in the marketplace? Can it be summarised into a strong proposition?
  59. 59. Components of Strategy: STOP and SATIS Sequence: There must be a sequence of tools.Which comes first eg Building awareness or trying to convert customers.What are the stages of your web evolution. Acquisition or retention: Is the emphasis on acquiring new customers or keeping existing ones happy? Growing lifetime customers and increasing share of wallet? Tactical Tools : The choice and emphasis of tactical tools are driven by strategy.What combination of channels/mediums do we use. Integration: Are the website processes and databases integrated regardless of how the prospects arrives at our site? Can Online activities be integrated with Offline? Social Media :Developing a content strategy,.Determining what topics will be published in which media on what platforms.
  60. 60. Summary Strategy guides the choice of target markets, positioning and propositions which in turn guide the optimum online mix i.e the choice of E tools, service levels and stages of development.
  61. 61. Step 4:Tactics Tactics are the details of strategy. You need to list all the tools you plan to use and the sequence or stages guided by the strategy (couldn’t resist!)
  62. 62. Tactics tend to be short term and flexible whereas strategy is more long term and enduring.Tactics must be developed only after the strategy is agreed. You don’t plan the journey until you decide where to go!
  63. 63. Tactics require an understanding of what tools can or cannot do Examples Website Email Blogs Landing Pages Calls To Action Analytics Social Media platforms Paid Ads Banner/Display Ads Webinars • Digital Tactics 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.
  64. 64. The are four primary objectives for Digital Marketing Tactics RACE 1. Reach: Build awareness offline and online to drive traffic to website and Digital assets 2. Act : Persuading site visitors or prospects to take the next step on their online journey when they initially reach your website or social media presence.Its about engaging your audience through relevant compelling content and clear navigation pathways so they do not hit the back button.(Majority of bounce rates > 50%) 3. Convert : Conversion is about where the visitor commits to forming a relationship which will generate commercial value for the business.(Think Macro/Micro conversions) 4. Engage : Building deeper customer relationships over time to achieve retention and repeat purchase goals.Encouraging positive advocacy and recommendations through word of mouth is fundamental to engagement.
  65. 65. Tactics needs Action : What,When ,Who, and How much Gantt Chart Tactics Actions
  66. 66. New Reality of Marketing Tactics
  67. 67. Two types of Marketing Outbound=Interrupt Inbound=Attract
  68. 68. What is Inbound marketing? Inbound Marketing is a Marketing Strategy where businesses implement tactics to “get found” by customers
  69. 69. Inbound Marketing involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and overall ‘pulling’ the customer toward you
  70. 70. Website is the online Marketing HUB It is your Online Office/Factory/Shop/Nerve Centre Digital Real estate
  71. 71. Campaign Tagging in Analytics Campaign Tracking
  72. 72. Content gives the Momentum to Online Activities What is Content Marketing? It is a marketing technique of creating and distributing relevant and valuable content(information) to attract ,acquire and engage a clearly defined and understood target audience----with the objective of driving profitable customer action” Content Marketing Institute It provides the Fuel to power your Digital marketing efforts
  73. 73. Content Marketing
  74. 74. Overview
  75. 75. Inbound Marketing Funnel
  76. 76. How to attract visitors and build your reach 94% click on organic vs 6% paid
  77. 77. Organic search results
  78. 78. Great SEO Tools • Keywordtool.io • Google Trends • moz.com • Hittail.com • Google webmaster • Google keyword planner • google.com incognito • quicksprout web analyzer
  79. 79. Search is the Most Important Influence in the ZMOT
  80. 80. SEO is about….. • Google algorithm • On page 20% Off-page 80% • Creating remarkable content • Long Tail Keywords • Optimize the content for social sharing • Visible on all devices=responsive • Google+ • Google places
  81. 81. Google+ and Lead Generation Our Google+ posts are the digital breadcrumbs that draw our audience down a trail toward a much more substantial piece of content they can download after filling out a form. We use Google + to drive traffic to landing pages where we can convert them to leads Eloqua
  82. 82. Google + and SEO
  83. 83. Landing Page
  84. 84. How to get found? • Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. • Blogging is not the answer to lazy man’s dreams
  85. 85. Why blogging?
  86. 86. Why blogging?
  87. 87. Social Sharing Embed share buttons on your blog Internal Hyperlink
  88. 88. Social Media Success in Social media is not so much about your different social networks or your tools but your strategy for how to use them as part of your Inbound Marketing efforts. Shah & Halligan 2009
  89. 89. 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
  90. 90. Building Your Online Value Proposition Online Branding is about engaging your audience on how the Brand can add value to their lives . Explain your Online Value Proposition (OVP) • Tell a story ---Engage • Build your community and reach • Help me do my job/Live my life • Make me look good/Cool • Entertain me make me laugh • Help me select/use products • Make me popular
  91. 91. The Value Proposition is a promise of value to be delivered and a belief from the customer that value will be experienced.
  92. 92. What happens to website traffic? Conversion points Tactics
  93. 93. For every £100 spent on website design (i.e attraction) £1 is spent on Conversion • On average only 3% of website visitors ready to do what you want? • What about the 97%? • Micro Conversions
  94. 94. Always ask What do we want our visitors to do ? Conversions Macro Micro • Buy a product • Give email contact details • Stay on site (5 mins) • Click on an add • Fill in a form • Download a whitepaper • Click a button • Sign up for webinar • Registrations • Watch a video.
  95. 95. How does traffic convert into leads? • Leads are generated by making top level content offers and landing pages. • Turning leads into customers requires targeted content! • Define your personas
  96. 96. Lead Nurturing
  97. 97. Mobile • 50% of all local searches are performed on mobile devices • Consumers spend on average 15hrs per week searching on mobile • Location proximity is critical to mobile searchers (69% expect business to be within 5 miles or less) • Over half of consumers want to make a purchase within an hour of searching on their mobile. • 93% of people who use mobile to research go on to make a purchase of a good or service. Majority of purchase take place in-store
  98. 98. Mobile
  99. 99. CLOSE Everyone who downloads needs to be followed up by either Human Machine
  100. 100. Nurture the lead
  101. 101. Lead Nurturing In Practice
  102. 102. Can You recognise ?
  103. 103. Quick Recap 1. Where are we know? 2. Where do we want to be? 3. How do we get there? 4. Which tactical tools do we use to implement our strategy? 5. Which actions plans are required implement our strategy? 6. How do we manage the strategy process
  104. 104. Marketing Platforms
  105. 105. Marketing Platforms
  106. 106. Marketing Platforms
  107. 107. Marketing Platforms
  108. 108. Marketing Platforms
  109. 109. Key Takeaways • Digital takes time,effort and resources. • Define your objectives and Target audience clearly • Take time to build the correct Digital architecture. • Content creation is at the core of Digital Marketing. • Implement your plan and automate to scale up your activity level • Growth will always be the primary metric. • Measure,analyse, test, repeat • Invest in and grow your Digital assets • The future is Digital. • The future is now!