Part 1 of digital marketing workshop for Tapal Tea in Karachi

2. Things that matters an awful lot

3. Your target
prospect is
exposed to
6000 advertising
messages every
single day

4. Buyers are becoming more
and more cautious
Trust is critical
Remember your trust emblems
(positive associations, testimonials etc.)

5. Short attention span, loads of intrusion
- how do you cut through the clutter?
Brain
filter
Do I know you?
Do I need you?
Can I trust
you?

6. How do you avoid being bottom of mind

7. How to get into the Mind Box?
Unique
passionate
emotional
authentic
focused
interactive
meaningful
…

8. Significant changes in
the age of discovery
Transparency & trust
Relevancy
Customer intimacy
Multichannel mix
Immediacy

9. Think about the future

10. The new shopping experience
• Often starts in search
• Increasing
percentage starts in
mobile search
• M-commerce on the
rise in Western world
• F-commerce
expected to take off

11. Words matter,
but only if you
know which,
why, when
and for how
long

12. THE OTS CHALLENGE
Message
The it’s all over phase
Action
Increase opportunity to see by 3, 5, 10
Message
Message
Pre launch phase
Message
Message
Nurture & convince phase
Message
Action
Hard selling phase

13. Match content and offers to stages –
use persona’s if relevant to your situation
Prerequisites
> Profile insights
> Content to match
> Good database &
marketing execution
system
> A clear objective
driven plan on what
you want to
accomplish

14. Match your content assets to
different needs & stages
Lead generation
Nurture specific topic
Ongoing OTS – broad or specific

15. The importance of E’s in your
marketing mix
•
•
•
•
•
Expectation
Excellence
Exciting
Experience
Emotions
(leading to
action)
• Enablement

16. New challenges,
new opportunities
Touch

17. How do most people make
buying decisions?
With logic
With emotions

19. Your market is both men and women. You
can only use one picture. Which do you choose?
Man also known as male
Woman also known as female

20. Our agenda
1. Bits and pieces about the digital marketing
landscape – to get us started
2. Details for selected communications
channels – as per your preferences

21. Interactive workshop

22. Email address: michael@michaelleander.me
@michaelleander
#michaelleander
Pictures here:
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander

23. Quick exercise
• Use Twitter, Facebook, LinkedIn – or both
• Write something people wouldn’t expect
describing your feeling about our training
today
– On Twitter mention @michaelleander
– On Facebook mention Michael Leander – or tag
me if you are connected
(facebook.com/michaelleandernielsen)
– On LinkedIn, mention Michael Leander

24. Where are we and where are we going?

25. The future is already here
— it's just not very
evenly distributed.
William Gibson, 1993

26. 30+ million Pakistanis have access to the
internet – and growing

27. 104.000.000
… and growing
7 out of 10
Pakistanis

28. 5-6 million smart
phone users in Pakistan
Expected to grow to 50 million
by 2016
(Ericsson Pakistan)
Mian Muhammad Mansh

29. Mobile internet users: 1 in 4
Facebook penetration: 1 in 4 of online population
(total 8 million)
Sources: Telenor Pakistan and Socialbakers.com

30. 18-26 year olds:
high data consumption on
feature phones

31. Models designed for feature
phone users

32. In closing
Blackberry &
•
Feature
phones
Remember there are two kinds of people

36. DIRECTION
- purpose
- strategy
- tactics
- execution
- measure
36

37. Drive towards your objectives first ,
tactics & deadlines second !
See video about being objective driven http://www.youtube.com/watch?v=4mxvy_usWz8

38. The purpose of a business
is to create a customer
who creates customers
@shivsingh http://goingsocialnow.com

39. The purpose of marketing
is to acquire, convert,
sustain and grow
customers whom then in
turn will attract other
customers through
referrals

40. Understand what consumers want
and then fulfill that want with
perfection and extraordinary focus
on the customer experience

41. Knowledge of Customers
How do we collect knowledge of our customers
In which touch points?
How do we use this knowledge?
How can we enrich and increase our own knowledge
Customer Experience
How do we ensure that customers get the
same experience across all touch points?
On which level must the experience be
consistent across all channels?
Knowledge
Customer Value
Customer
Experience
Customer
Value
Integration
How do we share knowledge of our
customers?
How do we plan and implement
customer activities across the
company?
How close do we want to
integrate ourselves with
Integration
customers and partners?
Balanced effort
How do we balance our efforts in relation to the
customers value?
What effect does that have in our activities?
How far will we go?
How do we focus on loyalty, retention and cross
sales?
Which customers have which value?
How do we measure it?
Which customers will we attract, retain
or develop?
Which service will we provide the
defined segments?
Customer
Customer
Expectation
Balanced
effort
Customer Expectations
When are the customer in touch with us and why?
Which expectations do they have and how do we live
up to them?
How do we communicate with the customers?
What impact does customer satisfaction have on
revenue and profit?

42. It is never about
channels or platforms,
but all about
understanding …
> exactly what you want to
achieve
> when you want to achieve it
> how you are going to
achieve it
> Which details you need to
pay extra attention to in order
to accomplish what you want

44. Multichannel
marketers multiply
ROMI by 5, 10, 15

45. Become a ROMI champion

46. What is the cost of interaction?
Strongest
Email Marketing
Search engine
optimization
Pay per click
Social media
networks
Public relations
TV
Online
advertising
Good
Highly
variable
Low value
Hard to
measure

47. Integrate across channels –
use launch mechanisms
Response
increases, 100%
for direct mail
piece.
Teaser e-mail.
No online
response
Direct Mail
Combined response
from e-mail and
direct mail is 125%
better than no e-mail.
Pre-mail, with
online response
Direct Mail

48. Remails & OTS
Send Tuesday
Send Friday

49. Think about what Tapal can learn from
this campaign

50. Write what you thought was the
most important take away and
why

51. The Power Of
A Name

52. Good or bad brand name?

54. Cola in Ghana - What is the problem?

55. What is the problem?
Lumia in Spanish?
Peugeot in South China
Biao zhi

56. Extra large bags in Finland
Snow in Iran

57. Reputation
Globally /
Locally
Accessible
Your
name
ONLINE
Your name
in context
Own it !
SEO
technical

58. www.namechk.com

60. Thoughts about branding and
finding your unique value proposition
1. What defines you?
2. What describes you?
• How can you link that to the overall Tapal
brand?
• What are the consequences of locking what
defines you in respect to the different markets
you address?

61. Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute
125 words per minute
The eye reads 20 times faster than the ear @michaelleander

62. Visuals stir emotions
in a heart beat

63. People talk about
pictures, share
them, LOL at
them

68. Make sure the
message is
somewhat
relevant to your
brand / offering

71. Whatever you do, make sure that
you create a [unique] feel good feeling

72. WHAT DOES
THE PICTURE
ECONOMY
MEAN FOR
YOUR
MARKETING
ACTIVITIES?

73. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

74. Challenge: from eyeballs
to reel interaction?
Make sure you
include USP’s
and/or branding
when appropriate
Stir an
emotion
Call to action:
Links and
descriptive
text needed

75. Attention
Interest
Desire
Action

76. Which picture post generated most
likes on Facebook?

77. And don’t
forget the
tactical
aspects
- most
people like
women
- cleavage

78. YOU GUYS ROCK ! BIG TIME

82. The power of
social is in the
share

83. Quality of engagements first, quantity second
Looking
for tall
male
followers
with dark
hair,
between
25-35

84. Thinking about eacb specific segment,
what could be done to improve the
“phototorial” and increase engagement
on social media as a result of that
improvement

85. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
Action is best
Like is NOT a currency, engagement is @michaelleander

86. The power of social is in the share
Call to
action
Page likes
5.000
Shared
222
Reach
23.168
Clicks
?
Likes
74

87. The Power of Paper

88. Make the onsite share easy - >
and make it count
Think about
- Images
- Shared text
- How to make
the share
convert
- How to track
your success

89. Quick Facebook tip for attracting more
people to click on a Link
Get your call to action link
inside the first 3 sentences
Track all links to be able to
measure conversions / effect

90. Pay attention to details & Don’t be
afraid to experiment, don’t be afraid of failure
Create a culture of
experimentation

91. Test your way to success
Test version A
Test version B
Main Broadcast
Send Volume: 10,000
Send Volume: 10,000
Send Volume: 180,000
Sample criteria: Random
Sample criteria: Random
Click through rate: 5.8%
Click through rate: 6.1%
Click through rate: 4.5%

92. Which color is considered most
effective for call to action boxes?

93. Orange or contrast

94. Check your web
properties for
- differentiating colors
- text, links, images
Reference:
http://www.michaelleander.me/blog/events-post/digital-marketing-workshop-lisbon-portugal/

95. Testing digital marketing materials
makes the difference between great
and mediocre results
A/B split testing is
simple and easy to do

96. Use advertising on social networks to
practice your A/B split testing skills
Simple and fun test
anyone can do
- 2 target groups
- A was men
- B was women

97. Use advertising on social networks to
practice your A/B split testing skills

98. The Danger of Band
Wagon & The
Urgency of
Mobility

100. New opportunities to interact
and get a response from your
audience using QR codes (or not)

101. Me too, me too, me too,
me too, me too, me too !

102. Drink and scan –
if you can !

104. Scan and
download
a book

105. But why
mobility
now?

106. Quick fix: Social and mobile are
intrinsically linked

107. The Urgency of Mobility &
Opportunities in 2nd Screen

108. New challenges,
new opportunities
Touch

110. Does she scroll?
• Average pixel length of
a vertical scroll?

111. Responsive web design – make sure you deliver a
good to great experience across all devices

112. Responsive websites
1
2
Laptop view
Smartphone view
Navigation (1) and Sectors (2)
Responsive design takes the Navigation
are in one format for the typical
and Sector callouts and formats it
user (laptop/desktop).
automatically to give easy access for the
mobile user).
Check your own website on your smart phone
or tablet. Are you happy now?

113. Content recommendations on
mobile (Google Plus)

114. Prioritise video in your mobile
optimised site.
Video content highly
effective for engagement &
conversion

115. Social media and mobile marketing
• Have a single goal in mind for
each channel
• Optimise each social presence for
mobile (e.g. Facebook apps)
• Time your mobile focused posts
• Favour image and location based
marketing
• Use mobile apps to manage your
account and activity

116. What is SOLOMO?

117. Community engagement – picture
economy
• The secret lives of
luxury shoes
• Photos are
submitted through
Instagram using the
hashtag #BGShoes
• Image is placed on
Bergdorf’s map of
Manhattan

118. Gamification
- adds interaction, repetition & sharing

119. … deeply personal
www.lumosity.com

120. Mobility &
nd
2
Screen

121. 2nd screen opportunities

122. Google Currents
- automated publishing
- increase readership
- experiment with
“tabletized” publishing
-opportunity to attract
a new audience
- serve existing audience
better

123. How does
mobile & relevant
”time and place
offers” tie in with
the overall
customer
experience and
your
webpresence

124. Automated campaign a
massive success ... In Turkey
• Sign-up via
qualification
• IVR
• Different Axe girl
calls every day
Think: Solves a real problem in a fun way
(service) and generates continous awarenesss

125. 7 proven senses to consider for your
digital marketing activities
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and
makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands
immediate response
• Prestige: symbols of rank and respect, which earn us status
and admiration
• Vice: rebellion against rules, which tempts us toward
“forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense

126. Which senses do this Westin
mobile add play on?

127. Mobility is everywhere and is becoming
the de facto standard for finding stuff
•
•
•
•
•
•
Think about Google Maps & Places (be there)
Think about Google Plus (Google +)
Think about Facebook & Places
Think about Foursquare
Think about Location Based Services
Think about how hard it is to find good
interactive apps about Greece in general

128. What is there to think about?
Mobile
Web
Mobile
App
 Good for engaging
new prospects
Can work well as a
client retention tool
 Cheaper and quicker
to market
 Stronger at driving
call to action through
push messaging
 Provide an additional
touch point
 Ideal for digital
coupons, special user
events and offers
(local, regional)
Mobile
Ads
Targeted
 Performance based
 Drive traffic,
downloads and
conversion of any kind

129. 5 Minute Exercise
What can you do (or what can Tepal do) to
leverage mobility
– Describe an idea or a project, which will help Tepal
attract more customers or retain/grow customers

131. Want to know more?
Here’s what to do
• Come say hi & join the fun over at my Facebook page
https://www.facebook.com/michaelleandernielsen
• Stay tuned for more content on Twitter
http://www.twitter.com/michaelleander
• Join our CMO Group on Linkedin here
http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050
• If you missed the 7 points, send me an email to
Michael@michaelleander.me