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Digital Marketing Strategy 101

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Digital Marketing Strategy 101

  1. 1. D i g i t a l M a r k e t i n g S t r a t e g y W h a t D o Y o u R e a l l y K n o w ? b y D a v i d Z u c k e r m a n
  2. 2. WHO AM I? Always know who you’re dealing with. Always validate the sources of your information. Nullius in verba. 2 HELLO! I’M A MARKETING STRATEGIST, SPECIALIZING IN DIGITAL BRANDING, CONTENT, ART DIRECTION AND INTEGRATION TACTICS What does that actually mean? I have worked with some of the best and most innovative brands to connect people and projects into tools, businesses, entertainment and more. I am interdisciplinary with a background in technology, sales, apparel, entertainment and publishing. I am actively learning and searching every day to learn the daily pulse. I can make a business look fabulous. GOING DEEPER My past hires and clients include major film and television companies, top 100 web publishers, luxury fashion labels, leading tech companies and New York City’s largest health care company. I even have a television agent at Abrams Artist Agency. All of these diverse clients, interests and skills means I have a strong flexibility and understanding of the pathways from inception to execution, strategically managing business, technical and creative professionals in the pursuit of superior content for my audience. DAVID, SEEN HERE
  3. 3. YOU MIGHT KNOW HOW TO RUN A BUSINESS, BUT THIS IS A WAY OF THINKING T H E O U T L O O K DIGITAL TOOLS PROCESSCONSTANT BRANDING IT’S NEVER-ENDING Marketing is a marathon • Plan launches in succession • Watch your PR library with care • Awareness is a constant battle • Create step by step plans • Never stop learning YOU’RE ONLY LIMITED BY IMAGINATIONS A number of resources exist: Social Media Publishing Sites E-commerce tools Niche interest AND STILL THERE’S MORE The unlimited potential of the online world means you too can build the tools that mean the most for you. That’s magic. 3 BRANDING AT ALL TIMES Digital marketing requires vigilant branding. • Hire the best creative • Hire the best strategists • Your consumer expects consistency across forums.
  4. 4. CREATE A PLAN TO BOOST YOUR LEADS AND SALES FROM ONLINE MARKETING Why? With so many potential buyers actively using search engines, websites, apps and social media to decide on the best product or service, you have to be visible and provide the best experience to help them choose your brand. BE WHERE THE EYES ARE Digitally optimized businesses attract better talent for the future. Your competitors are - you’ve got to stay ahead or you may fall away. Ensure your business stability. IS MY BUSINESS RIGHT FOR THIS? Not every business initially appears that it could benefit from a better digital approach, but when it comes to building tools around efficiency, advertising, customer service, measurement, awareness, recruiting and insights - digital strategies can greatly increase profitability with minimal risk. DIGITAL STRATEGY IS TOO OFTEN THOUGHT OF AS NICHE AS IT’S KNOWLEDGE IS SPECIALIZED, YET DIGITAL OPTIMIZATION CAN VASTLY IMPROVE ANY BUSINESS, LOWERING COSTS AND INCREASING PROFITS. A I M I N G F O R E X C E L L E N C E ! 4
  5. 5. It’s reported that 46% of organizations have no defined strategy, even when already actively engaging in digital marketing. You’re not like those people Assess your capability first. Who in the office will handle this? Are they trained? What reasonably can they execute? Are you willing to give that power to a perhaps younger and savvier but more junior associate? Execution can vary in complexity, but the current trends and stereotypes show younger workers are more greatly interested and understanding of digital markets. Think ahead. Time-pressures mean that many of us are in execution-mode and don’t make the time to plan ahead. Building a calendar for your next quarter or year is a good place to start. Consider how digital might become part of your major milestones. The best use of digital is married to your overall strategies. The Excellence Checklist (on the following slide) will help you review how effectively your digital marketing is managed across seven key areas: • A. Your Strategic approach • B. Evaluation and performance improvement process • C. Management buy-in to investment in digital marketing • D. Resourcing and structure for digital including integration • E. Data and infrastructure or platforms • F. Integrated customer communications across Paid-Owned-Earned media • G. Integrated customer experiences across desktop and mobile devices Review your current capability and identify areas you must improve YOU NEED A STRATEGY OR YOU’RE JUST A PLAIN OL’ FOOL HOW CLEARLY DEFINED AND MAPPED OUT IS YOUR STRATEGY? N O P L A N I S N O G O O D 5
  6. 6. The E xcellence Che cklist
  7. 7. YO U'RE DIRECTIONLE SS CO M PE TI TO R S W IL L GA IN M AR K E T S H AR E DI GITAL D OE S N 'T H AVE EN O U G H RE S O URC E S WA STING MONE Y A N D TIME THRO U G H D UPLIC ATION WON'T KNOW YO UR ONLINE MARKE T SHARE YO U'RE NOT INTEGR ATED WA STED OPP ORTUNI TI E S T O O C O O L F O R A S T R A T E G Y ? Here are some things that go wrong for many different businesses 7 YO U D ON'T HAVE A P OWERFUL ONLINE VALUE PROP OSITION D ON 'T K NOW YO U R ON L IN E CU STO ME R S W EL L E NO U GH NOT AGILE ENO U GH TO C ATCHUP OR STAY AHE AD YO U'RE NOT OP TIM IS IN G
  8. 8. T H E M U LT I D E V I C E PA T H T O P U R C H A S E
  9. 9. 9 IT’S A SYMPHONY OF SEDUCTION, BUT SOCIAL MEDIA IS A HUGE MESS YOU CAN USE TO YOUR ADVANTAGE AND EVEN LEARN SOMETHING S O C I A L M E D I A I S C O N F U S I N G T H E PA T H T O P U R C H A S E INSTAGRAM (THIS IS YOUR NEW MESSIAH. MAKE ALL THE FRIENDS. REFINE THE AESTHETIC. CONNECT YOUR E-COMM HERE) YOUTUBE (REPOST CONTENT HERE. BEFRIEND REVIEWERS.) SNAPCHAT (UNASPIRATIONAL, BUT VERY PERSONAL) VINE (FOR CHILDREN) TWITTER (JUST FOR YOUR COMMS TEAM) FACEBOOK (DON’T BOTHER) Apps and in-app linking to ecommerce means that you can advertise for free to captive audiences. The fewer clicks, the more views. Finally you have your own TV channel and boutique. F a c t : P e o p l e t r u s t s o c i a l m e d i a m o r e t h a n b r a n d w e b s i t e s o r a d s
  10. 10. GO O GLE ANALY TICS 10 DON’T BE TOO INTIMIDATED. Step 1 - Install Google Analy tics. Step 2 - Obser ve YOU CAN DO THIS It’s in Google’s best interest to make this easy. If you can buy and sell stocks on Etrade, you can use Analytics. WHY? G.A. essentially function like a doctor's checkup for a website and will teach you about how your site is performing. Knowing where your site stands is the first step in creating a goal, finding ‘white spaces’ or learn what you’re doing right. This is about DATA, impossible to argue against Key Performance Indicators NOTICE ANYTHING? Very quickly you’ll see that you have predominate sources of visitors. All of the criteria can be improved. Set a baseline for your website, and work to improve it in relevant areas—i.e., something other than a blog or news section. BOUNCE RATES Most websites will see bounce rates fall somewhere between 26% and 70%. Anything under 40% is excellent, and indicative of a well built, professionally designed website that is meeting its users’ needs. MOBILE BOUNCE RATES Take devices into consideration. Mobile users are more likely to bounce across the board, so it should reasonably follow that any website with a large, growing percentage of mobile traffic will see a higher bounce rate.
  11. 11. LIKE HOW, WHEN, WHERE AND WHY PEOPLE ARE HEADED TO YOUR WEBSITE? KNOWLEDGE IS POWER. D O Y O U E V E R W O N D E R ? REVERSE WALK THE GOOGLE ANALYTICS DATA Put yourself in the shoes of your visitors. It’s like being a detective, or a stalker. So mysterious, but probably obvious. Answers to the questions below should point in the direction to self-improvement. What search term brought a visitor to me? Which sites linked traffic to me? What was the visitor really looking for? Did they find it? Are there other things the visitor was searching for? COMMUNICATION FLOWS IN A CIRCLE Your viewers can provide unending information about their experience with you and your business. Engage them and you might find that more and more visitors come. “If you build it they will come.” Engaged consumers spend more, are more loyal and spend more often! 11
  12. 12. MARKET TRENDS FOLLOW HUMAN TRENDS. HUMAN TRENDS LEAVE MONEY IN THEIR WAKE. W H A T D O B O Y S A N D G I R L S L I K E ? KNOWING THE MARKETPLACE IS EVERYTHING You are in this business for a reason. Knowing the concerns of your consumers or potential consumers will give you an idea of how to best engage them. Optimize. Employe A/B testing to figure out which strategies work the best. Heat maps can show where a cursor flows. Any extra click through is a barrier to purchase or information. Control the dialogue, employ smart scrolling sites. Are there terms, debates, practices, concerns, etc which occupy your consumer? Change your strategies to pull them in. Investigate the thought leaders for any trend. Who wore what when? MARKETING THAT PEOPLE WANT I am sure you have some ideas, but remember that in the end, the consumer owns you. The consumer is always right, even when they’re wrong. The abundance of the marketplace means you’ll lose a consumer faster than you’ll gain one. Everything you do should be remarkable, attention getting, sharable and with an aim. 12
  13. 13. YOU’VE GLOBALIZED, BUT HAVE YOU LOCALIZED? CAN YOU RETARGET YOUR ONLINE VISITORS? HOW STRONG IS YOUR CUSTOMER SERVICE? E C O M M E R C E 2 . 0 ECOMMERCE IS A BIG DEAL While in person spending might account for >90% of consumer spending, your work on ecom is well invested. Shopify is nice, but Magento Pro allows absolutely and total integration of inventory and marketing tools! Be mobile friendly. Don’t argue. People in China can read your website, even buy, but is the site even translated?? Customer service online must be prompt. Anticipate questions, save yourself leg work. Amazon will eat your lunch if you don’t list with them. SEAMLESS SOCIAL COMMERCE So cial to shop ping is e asier than ever. H ave you lo oke d into Fou rSi x t y or Like2Buy? Instagram followers do me an money a nd ca n b e li nke d to you e- commerce site. Consumption star t s w it h t h e c orne a a nd th e n MAYB E moves to ou r wallet s. Inte gration of all site s is key to c aptu re th e buyers w ho t re ad toward Ch e ckout. Any b arrier mu st b e rem ove d. 13
  14. 14. Let us tell your story. Brand partnerships should be truly collaborative experiences. Understand your challenge and work to develop a unique, innovative solution — and a compelling narrative — that will engage our valuable audience and convert them to customers. Be editorially relevant. The hallmarks of success are : inspiration, usefulness, authoritative information, a conversational voice, beautiful imagery, and storytelling that reflects our singular connection with our audience. A brand message is most effective when it fits organically within this trusted context. Push boundaries. The over sought consumer responds to newness and creativity. A feeling of discovery and the unexpected gets attention. Let us put brands where it has never been before, and get noticed. Let authenticity be your guide. Millennials don’t like being on the end of a hard sell and won’t stand for forced product placement. Respect our intelligence, prioritize transparency, and let us ensure that your voice and aesthetic deliver on what readers expect. Brands that offer real value for consumers, and bring meaningful experiences that enhance their lives, will inspire the most positive response. Leverage real-time insights. We know the audience better than anyone else, and we’re constantly in conversation with them. Let us use those best-in-class editorial audience insights to develop a nimble programming strategy that evolves over time. Champion next-level talent. Carefully calibrated to your audience’ needs, and social clout is just a single piece of that formula. Each individual you feature is an authoritative voice in their space, able to contribute unique advice and ideas that inspire our audience to lead more stylish and creative lives. Trust the total user journey. Understand how readers are arriving at your content, and target your message accordingly. We connect with our reader consumers not just through our homepage but also on our social channels, via email, in our comments, and with real-life experiences. Continue the conversation. Engage with our audience in the comments and on our social channels — and share your part of the male fashion ecosystem on your brand channels for a cohesive dialogue that lives on your site and your life. THE 8 SIMPLE RULES OF BRANDED CONTENT 14
  15. 15. ST YLE IS IN EVERY THING There is always more than meets the eye to a website, email marketing material, social media post, PR piece or brand experience. You’re yourself and all of your associations. C O L L E C T R E L A T I O N S H I P S Style is the unspoken language of images which affect the viewer emotionally, personally, intellectually, rationally and irrationally. A business is not a brand until it can exist in the greater subconscious. Consider how the WAY you deliver information with a relationship affects your branding. HOW DOES THIS EVER WORK? Much how two animals in the wild may work together in a symbiotic or parasitic manner, individual businesses often have something another business wants. Reach out. You only get what you ask for. Only pick the best partners. WHY REL ATIONSHIPS While a majority of your web traffic might come from a search engine, referrals via other sites, social media accounts and partner businesses provide a pathway of discovery that might not otherwise be open for an individual to reach your business. 15

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