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Developing your marketing strategy

University of York
by

Andrew Crawford

on 23 June 2015

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Transcript of Developing your marketing strategy

Developing your marketing strategy

It’s not a contest between different ways to market

Customers cross easily between online & offline worlds

The challenge is to reach them & reinforce your message in both places

AND - provide differentiation


PR

Television/radio

SMS

Research

Web Analytics

Partner site links

Affiliate Marketing

Chat Forum

Internet Directories

Advertising

SEO

Mobile

Social Media

eNewsletters

Blog

eMail

Website

In the digital world, your website has to become your digital hub


Each one plays a different role in influencing how customers discover you and make their purchase decisions.

For example, a print ad. might stimulate a customer to search online for more info. about you (validate you).

And the reverse is also important.....

It is important to blend channels
Make print a social driver.

If your website is your online hub, print and other traditional marketing tools should be used to drive people to your page.
So promote your website, LinkedIn, Twitter & Facebook address on bus. cards, posters, invoices, receipts, brochures, napkins and menus.
Showcase social mentions in print.

Capture the cross-promotional power of QR codes (Quick Response Codes).

These are an ideal tool for integrating print ads with your digital presence.

But have they missed their big opportunity?
QR codes?
Create an offline promotion with an online benefit
and do the reverse
examples?
Build your own lists with bus.cards, enquiry data, survey info. or opt-in cards.

Customers are sometimes reluctant to provide an email address, so this works best if combined with a promotion.

Or when they are enjoying a product or service you’ve just provided.

But there is a caveat here...
Build engagement
Do this online and offline.
Each time you use a marketing channel, mention the other channels you are using and what you are doing there.

Your emails, direct mail promotions and directory ads should all mention how to find you on social media.

They can tell people to be on the lookout for a special offer that’s only available through a digital channel.

Remember to cross-sell and up-sell

Video - engages

Products & Services
Customer Support
Personalised Contact
Short is sweet

50% more hours of video watched per month (6 billion) by the end of 2014 compared to the start of the year.
Great new instruction @ prestigious Mount in #York. 5 Beds, Basement, off street parking www.austinbrooks.co.uk/property-for-sale/
The caveat(s)

You cannot ignore it!
Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media)

Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)

52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)

Increase your video expertise and usage. But also to promote it in your offline (traditional) advertsing - see our latest video at www.....


Use your print ads to showcase what others are saying about your business, products or services through all of your digital sites.

This helps amplify the buzz about your business and can generate (or reinforce) all-important word-of-mouth.
thanks for listening


http://uk.linkedin.com/in/accrawford
From digital to print
Extending traditional to digital
Plenty of secondary data exists:

Macro - national/regional economic data
Micro - local data - York Chamber

Market Insight

Andrew Crawford MBA



Director Amber Digital Marketing Ltd.
Associate Trainer - University of York




Develop Personas:

You think you market to businesses, but you really
market to real people with real names!

Understanding the nuances of audience profiles

How much marketing effort is spent marketing to stale contacts?

What is the bounce-back rate for campaigns?

How many emails does an average client/prospect receive per month/quarter?

Do you manage your unsubscribe policy?

How do you add new data?
How do you remove bad data?

An ounce of prevention is worth a pound of cure

Data Management

Q. Does communication between individuals rather than organisations makes us social businesses?
Video
URL Spy
Sitebeam
Traditional versus Digital Marketing ?
A free microsite?
Introductions

Session 1 - The core marketing principles revisited for the digital world

Session 2 - The Promotional Mix – blending digital & traditional

Session 3 - Segmentation and profiles (Customer Personas) – who are they?

Session 4 - The Customer Journey – new rules of customer engagement

Session 5 - Measurement and base-lining activity

Session 6 - Marketing 3.0 + review of your marketing



What is marketing?

The 4 Ps of marketing (when life was relatively straightforward)

PEST Analysis

4 reasons to use it:

It helps to spot business opportunities, and give you advanced warning of significant threats.

It reveals the direction of change within your business environment.
This helps you shape what you're doing, so that you work with change, rather than against it.

It helps you avoid starting projects that are likely to fail, for reasons beyond your control.

It can help you break free of unconscious assumptions when you enter a new market; because
it helps you develop an objective view of this new environment.

Now PESTEL


6 sheets x 6 teams

1 Pestel variable each

Relevant to your business & operating environment

5 minutes & then review

Applying to you

Discuss opportunities:
Could it help you develop new products, open up new markets, or help you make processes more efficient?

Review threats:
If a core part of your market is in demographic decline, could you open up other areas of the market? Or if technology is threatening a key service, can you master that technology and improve the service?

Take Action:
Where you have identified significant opportunities, build the actions you'll take to exploit them into your Business Plan.
Where you've identified significant risks, take appropriate action to manage or eliminate them



Applying to you

Primary research
Quantitative e.g. surveys
Qualitative e.g. focus groups

Secondary research
Macro - national/regional economic data
Micro - local data
Being totally clear about who you are and why there’s value in engaging with you.

The “what you do” comes later.

Setting an appropriate strategy & objectives

Create the customer journey:

3 stages (keep it simple)

Awareness

Acquisition

Retention

Setting an appropriate strategy & objectives

Break

Next – Customer Personas and the Customer Journey aka segmentation…













The Importance of profiling

Building Customer Profiles (personas)

Who are your customers?
- changing how you engage with them

Audience profiles – customisation

How do you identify your key customers?

Let’s see what we can reveal about you…

So who are they?

Amazon: What other customers are looking at right now? Products you might like! : It’s all about ‘customerisation’, not about you.
Be relevant + current.

Understanding the nuances of audience profiles

You could consider different owners for different customer segments (personas)


A ‘natural’ affinity or association with your customer is very powerful

How do/did you communicate with X?
Awareness
Conversion
Retention

How could that change, considering their profiling?
Awareness
Conversion
Retention

Repeat for other personas?


The (your) Customer Journey

Gaps?


Opportunities?


What works?


Lessons from the past?






Next – Insight, Baselining & measurement…


Poor product or service, good advertising & promotion?

OR,

Good product or service, bad advertising & promotion?

What is best?

e-newsletters/shots

Quality over Quantity?

it’s not just about you.
It’s what you can do for me.

Content Rule of Thirds:

personal engagement and relevant signposting as well as selling.

Optimum content and digital marketing tools

From what type of person?

How many examples of advocacy can you cite?

Advocacy

Customers
Prospects
Employees
Suppliers
Partners
Associates

= recommendations
= testimonials
= case studies
= approvals
= followers
= responders
= openers (e-mail)
= visitors (web site)
= attendees

Brand (what you say about yourself)
Reputation (what others say about you).

Producing lots of positive messages won’t of itself improve your reputation, certainly not if the underlying service experienced by your stakeholders isn’t up to the rhetoric used to describe it.


Reputation (advocacy) has to come first.
Can you think of significant changes made in B&R?



Brand vs. Reputation

Q. What is it?

Brand vs. Reputation

Skoda’s legendary “It’s a Skoda” campaign illustrates the point – the campaign was launched because the previously poor product quality had been addressed after VW took it over in the early 1990s but perceptions remained poor.


Brand vs. Reputation – a lesson

If the underlying product had still been poor, they’d have been trying to ‘blag’ their way out of a problem. Client experience would not have changed. The reputation would have remained bad, or even worsened by Skoda appearing to be in denial or dishonest - untrustworthy in either case

Brand vs. Reputation – a lesson

If the underlying product had still been poor, they’d have been trying to ‘blag’ their way out of a problem. Client experience would not have changed. The reputation would have remained bad, or even worsened by Skoda appearing to be in denial or dishonest - untrustworthy in either case

Brand vs. Reputation – a lesson

How else do you engage with prospects and clients?

HQN communications

Current marketing trends

A selective return to traditional print
Strong emphasis on Content marketing:
Relationship building
Brand advocacy
Trust
Awareness
By
E-news, video, blogs, presentations, webinars, white papers…



Current marketing trends

e.g. how popular is your website in terms of visitors per day?

It Is very hard to hide

Everything is measurable

Session 5 – Measurement and base-lining activity


P


Traffic History 90 Day Average

Worldwide Rank 6,634,597
Daily Visitors 36
Page views Per User 1

Source: www.urlspy.co.uk

ACTION: Check out competitors

CAVEAT: If you can see them, they can see you.

Hqnetwork.org.uk

What does this graph tell you?

e-shots:

HQN Training
HQN Events
800k per month?
Hits pcpm?
Open rates?
CTR’s?
Unsubscribes?


e-newsletter?


What do you measure?

Data Management

Break…

Next – review of HQN marketing











P


Session 6 – Review of HQN marketing

P

Good number of followers and tweets
Good proposition and follower engagement
Good use of links (calls to action)
? Need to use @ and # functions

Twitter

Being totally clear about who you are and why there’s value in engaging with you.

The “what you do” comes later

Setting an appropriate strategy & objectives

Setting an appropriate strategy and objectives.
Understanding the nuances of audience profiles.
Optimum content and digital marketing tools.
Consider a top level marketing plan.
Measurement and continuous learning and the future.

Open session

Your issues, Q&As, 1-1s?
AC review HQN communications?
Next steps?











P

Agenda:
Now the 7Ps
Digital = info. overload?
Digital becoming abused?
Is there a move back to
traditional print media?
Easy to rip!
Easy to get it wrong!
Session 2
Blending traditional and digital marketing
The (your) customer journey - new rules of engagement
Session 4
Advocacy

Learning?

Best practice
So what else ?


andrew@amberdigitalmarketing.com
example url spy from group
Involve the majority
Get everyone in your business involved. Virtually every employee should be trained to inform customers of your online and social media presence and to recommend they visit you.

Think of it as pure one-on-one offline marketing
Cloud Marketing
aka
Wildlife Walk. Wherever Forest. Meet at Car Park 1pm 17/09/14

or

Meet the worm that bit my brother. Nasty woodland things for your kids to tease you with. Wherever Forest. Meet at Car Park 1pm 17/09/14

Emotional content wins
Profile picture?
Where is your eye lingering?
The premise (feel free to disagree)
Sitebeam exhibit B
Sitebeam exhibit C
Sitebeam exhibit A



Easy to rip
Easy to get it wrong
is this a good example?
LinkedIn Groups
Please describe your company's marketing in just one word
Icebreaker
A selective return to traditional print

Strong emphasis on Content marketing:
Relationship building
Brand advocacy
Trust
Awareness
By:
E-news, video, blogs, presentations, webinars, white papers…

Mobile search overtaken desktop search



Current marketing trends/observations




Hits pcpm?, Open rates?, CTR’s? Unsubscribes?






Measurement & Baselining

What do you measure?
Brand (what you say about yourself)
Reputation (what others say about you).

Producing lots of positive messages won’t of itself improve your reputation, certainly not if the underlying service experienced by your stakeholders isn’t up to the rhetoric used to describe it.

Reputation (advocacy) has to come first.
Can you think of significant changes made in B&R?

Brand vs. Reputation

Q. What is it?

Brand vs. Reputation

Skoda’s legendary “It’s a Skoda” campaign illustrates the point – the campaign was launched because the previously poor product quality had been addressed after VW took it over in the early 1990s but perceptions remained poor.



Brand vs. Reputation – a lesson

If the underlying product had still been poor, they’d have been trying to ‘blag’ their way out of a problem. Client experience would not have changed. The reputation would have remained bad, or even worsened by Skoda appearing to be in denial or dishonest - untrustworthy in either case

Brand vs. Reputation – a lesson

e.g. how popular is your website in terms of visitors per day?

It Is very hard to hide


Everything is measurable

Measurement and base-lining activity
How do you engage?

Your digital branding

Marketing 1.0 - Product-centric (Industrial Age)
Objective: Sell products
Market: Mass buyers with physical needs
Key Marketing: Product Development
Marketing 2.0 - Consumer-centric (Information Age)
Objective: Satisfy & retain customers
Market: Smarter consumer with mind and heart
Key Marketing: Differentiation
Marketing 3.0 - Human-centric (Connected Age)
Objective: Make the human experience better
Market: Peer recommendation and collaboration
Key Marketing: Values
It's almost there
375 impressions, 146 clicks, 5 interactions, 40% engagement
LinkedIn analytics
LinkedIn - 'Showcase' pages?
Sitebeam - Who was who?
Let's look at some of you
LinkedIn Groups
2014 - Viral campaign of the year
Sitebeam
Also humour - if well executed
A visual identity is strong
How to do it
57.6% open rate, 12.1% CTR
LinkedIn
Don't lose sight of the customer
Fact or fiction?
Example persona
Andrew Crawford MBA



Director Amber Digital Marketing Ltd.
Associate Trainer - University of York




kent-build.co.uk
ventrolla.co.uk
yorksciencepark.co.uk
A.
B.
C.
Mobile friendly website or mobile app ?



1. The mobile app allows businesses to have their own icon and location on a customer handset or tablet. But the customer has to download it and the provider needs to ensure it is updated when appropriate, but this gives the app provider (business) greater control over their presence on a device than compared to a mobile website.

2. Even when a mobile app is closed or not active, it can still work in the background and send push notifications, as well as gather customer behaviour and preference data.

3. Mobile apps make it easy to deliver loyalty schemes and use mobile-payments using one platform.

4. It is easier to access a mobile app than a mobile website — it just takes one tap as opposed to having to open a browser and type a URL/select a favourite
And if you look good, you also need to sound good
What is the perception of your brand on the phone online or in videos?

You need to sound successful
Full transcript