Addresses how to align online marketing strategies with business objectives and how to deploy tactical online marketing solutions

1. “Are tactical solutions crucial for organisations using online marketing to achieve financial success”?

2. Online Marketing solutions should be framed strategically and deployed tactically “Online marketing is a measurable cost effective strategy for driving awareness and demand, reducing customer acquisition and retentions costs and increasing sales”?

3. Business & Online Strategies Align business and online strategies E.g. Increase demand, Increase product awareness, reduce paid media spend, increase conversion rates, increase sales Understand your audience Identify Segmentation criteria for customer database Top customers/leads down to poor customers/leads Identify online behaviours and patterns Publish a metrics framework Know what you are measuring, how you will do it and what success is

4. Listen Upfront Start listening immediately Identify what the market is saying about you Know where your prospects/customers interact online Understand what your competitors are doing online Based on feedback, design your tactical solutions Well informed and focused on your identified audience Validated from a channel and platform perspective

5. Owned Media Tactics Optimised rich owned media assets e.g. corporate websites Clear calls to action, customer tested user experience, trackable conversion points Integrated SEM, SEO and Landing Page programme with analytics Content Marketing Programme Webinars, whitepapers, videos, podcasts, free ebooks Augment Lead Generation Programme – codify online lead gen process between marketing & sales Distribute content through relevant digital channels

6. Customer centric programmes Automated Lifecycle Marketing Highly optimised and personalised customer online campaigns Based on customer interactions Targeted customer-focused Email solutions Use third party solutions to help Create and track customer KPIs E.g. Cost per lead & cost per acquisition (per channel), customer lifetime value, key online traffic stats

7. Social Media Initiatives Increase earned media references and exposure Build up relationships with customers Develop a clear and prominent voice that adds value Choose channels & platforms to engage on: Blogs, Forums,Twitter, Social networks, User communities Enable social features on sites – sharing, rating, commenting, feedback loops Track metrics to measure effectiveness

8. Financial ROI Augmented owned media andlead generation solutions Increase sales & reduces media spend Optimised SEM and conversion programmes Increase relevancy for users, drive sales and demand, reduces redundant Ad spend Lifecycle marketing programmes Increases lead-prospect-sales conversions, reduces lead decay

9. Thank You