Digital marketing tools
17 May 2011•0 j'aime•2,259 vues
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Presentation used to support a training session run at BCF Technology to embrace digital marketing technologies tools BCF technology is a worldwide provider of animal and veterinary diagnostic imaging solutions.
AngelGuiradoSuivre
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Digital marketing tools
- 1. Digital Marketing Session 2 6 th May 2010
- 2.
- 3. Customer cycle 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 1. Target 2. Target 3. Target, communicate 4. Target, communicate 5. Target, communicate 6. Communicate PROCESSES AND PEOPLE COMPETITIVE ADVANTAGE CUSTOMER SATISFACTION ADDING VALUE CUSTOMER NEEDS COMMS MIX 6. ENGAGEMENT … 7. LOYALTY 7. Communicate 8. Communicate 9. Communicate 1 2 3 4 6 5 1. Recap
- 4. 7 1. Recap Corporate Mission Corporate Objectives Marketing Objectives Marketing Strategy Marketing Communication Objectives Digital Marketing Objectives
- 5.
- 6. 2. Introduction
- 7. Brand equity High price Low price High quality Low quality AWARENESS (TOP OF MIND) BRAND ASSOCIATIONS
- 8.
- 9.
- 10.
- 11.
- 12. Internet Source: http://www.forrester.com
- 13. Visit this tool 3. Understanding your customers Source: http://www.forrester.com
- 14. Internet 4. Understanding the media
- 15. 4. Understanding the media
- 16.
- 17.
- 18.
- 19. 4. Understanding the media
- 20. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION ADDING VALUE 6. ENGAGEMENT … 7. LOYALTY 4. Understanding the media
- 21. Easy, fast, visually, clear what to do
- 22. No Relevant, no transparent, wasted my time!
- 23. Not easy, not fast, poor design, what am I supposed to do?
- 24. Now, where would you hire a cruise from?
- 25.
- 26. 4. Understanding the media Website roles Transactional Informational Social Engagement
- 27. T I S E 4. Understanding the media Website roles
- 28. T I S E 4. Understanding the media Website roles
- 29. T I S E 4. Understanding the media Website roles
- 30.
- 31. SEO PPC Content Organic Paid Paid Long term Immediate Immediate Relevant Relevant Intrusive Measurement Measurement Measurement Market learning Market learning Market learning Highly targeted Highly targeted Targeted 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS 5. Tools SEM – Search Engine Marketing SEO PPC - Content Time Performance
- 32. SEO PPC M A R K E T S1 S2 Youtube Blog Website Ad Ad Ad Ad Ad Landing page Landing page Landing page Results (Objectives) Result (Objective) Measurement, control, learning
- 33. Affiliate Marketing Independent Intermediary Direct Short term and immediate Short term and immediate Intrusive Intrusive Measurement Measurement Market learning Market learning Banners, egames Banners, egames Strong branding Strong branding Targeted Targeted 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS 5. Tools Display advertising Time Performance
- 34.
- 35.
- 36.
- 37. Example
- 38. Example
- 39. Example
- 40.
- 41.
- 42.
- 43. 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 6. ENGAGEMENT 7. LOYALTY CUSTOMER NEEDS PROCESSES 5. Tools Social Media
- 44.
- 45.
- 46.
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- 53. 8. Questions
- 54.
- 55.
Notes de l'éditeur
- This session is for you. You can ask questions anytime and also should you want to get more information in any of the areas, please let me know and I will expand further in future sessions or will provide you with relevant literature. It is very comprised and therefore it is just a very generic approach to the different tools and best practices. Tried to prepare something relevant with practical examples. I have left some links tools which you can visit in your own time.
- Sessions agenda
- Recap: Digital marketing is a tool which can help in achieving the company long term goals by: Listening to what matters to customers which is the most important and basic way to address business development and change. The company doesn’t define what is value, the customer does. Helping in bringing new customers Establishing a two way comms with customers to increase engagement and loyalty Improving processes to meet customer needs The right balance among all this elements have to be defined and remember that the company resources are limited. Digital marketing is just one part of the story Increase customer satisfaction and competitive advantage
- All these can only be achieved if there is an a strong integrated strategic direction based in proactive planning, not reactive activity as a way to address change. Remember that strategy is long term and tactics is short term.
- http://www.very.co.uk/chain-handle-bag/718316698.prd?browseToken=%2fb%2f1591%2fo%2f3&prdToken=/p/prod2930043-sku4160454 Can you guess the price of this handbag?
- Two main ideas: 1. Marketing comms has to be understood as an investment, not an expenditure. You invest in the brand equity which from a customer perspective is the strength of a brand in generating revenue due to the combination between awareness and brand associations, with live in customer minds. 2. Mrk comms promise something which needs to be backed up by the rest of company resources: quality product, strong quality control processes, manufacturing, people, distribution… When this happens, you are rising the brand equity and generating TRUST Internet and WOM comes as a strong player here and punish those which don’t Integrate comms (the promise) and the ability to satisfy customer needs (the response to the promise) If for instance your positioning is having the fastest delivery in the marketing, the company resources must be organized to optimise delivery. Toyota Coke Nike. CEO – If I had to start again I would only keep the brand. You can take machines, money, everything. I keep only the brand and I still win.
- http://www.webcollage.com/howitworks/contentprocessing.jsp http://www.webcollage.com/documents/casestudies/webcollage_chanel_case_study.pdf
- The brand equity has to be understood and managed within a context. In our context trust is key to address the risk associated to a high price product and a mainly rational purchase behavior.
- The starting point is understanding your customer needs. Here you have some tips (some you already know) on how you can use digital marketing to research the market and understand your customers http://farmingforum.co.uk/forums/showthread.php?t=7777
- http://www.webcollage.com/challenge/purchasedecision.jsp http://www.amazon.co.uk/ http://www.halfords.com/webapp/wcs/stores/servlet/categorydisplay_storeId_10001_catalogId_10151_categoryId_165655_langId_-1
- http://www.forrester.com
- http://www.forrester.com/Groundswell/profile_tool.html
- People approach to internet is proactive. It is an investment of time and therefore companies must understand that the communication has to follow certain rules which are completely different to traditional comms channels.
- It is therefore not surprising that the back button is the most popular. Users decide what it is relevant for them. People decide to stay or leave your website in just 3 seconds
- The expected internet today is not the same as 10-15 years ago. If you don’t deliver the expected, you are taking the risk of not being relevant. If you are capable to deliver augmented digital marketing within your context, your are generating a completive advantage.
- http://www.dominos.co.uk/
- Keep your promises. Otherwise, you are wasting my time and damaging my confidence in your brand.
- A correct website proposition must have the correct balance of these 3 elements taking into account your objectives and your context. This is easy to say, however it is extremely difficult to achieve.
- Most of websites follow these 4 roles or a combination of them. Depending on your objectives, you have to find the right balance.
- http://www.dominos.co.uk/
- http://www.bbc.co.uk/
- http://www.youtube.com/watch?v=5jElSTy2gl8
- You tube video 2:40 - 6:05 http://www.youtube.com/watch?v=erdEZvOq6wo
- I will send you more tools as I go along.
- http://www.solostocks.com/comprar/olla-programable-electrica-erika-modelo-2009-2010-regalo-ecobola-para-lavadora/oferta_3388020.html
- The main purpose of these exercise is to realize of the importance of: Setting SMART objectives which relate back to all other objectives above within the context of the company strategy. Tools will then be used to achieve those objectives and control methods will be applied to monitor performance to achieve the objectives.
- Thank you