Marketing to the World in the Digital Age

Tuesday, June 21, 2016 CONFIDENTIAL 2
Agenda
DIGITAL STRATEGY DEVELOPMENT
DIGITAL TOOLS & TACTICS
OVERVIEW

Across all industries and verticals, statistics show
that traditional marketing is broken
18%Of TV advertising
campaigns generate
a positive ROI
54¢
Is the average return in
sales for every $1 spent
on outbound marketing
7%Of companies have achieved
leading edge performance with
digital marketing
79%Of marketing leads are never
converted into sales due to poor
lead nurturing
The old ways of marketing just aren’t working anymore, and many are ill prepared to
capitalize on newer, more targeted marketing tactics
Sources: Connected Marketing (Kirby & Marsden), Turbulence for the CMO (Accenture),
MarketingSherpa, MarketingProfs.com
9%Of marketers describe offline direct
marketing as providing an “excellent”
ROI
11%Of emails are optimized for mobile, yet
48% of emails are opened on
mobile devices first

Statistics are clearly showing increases in digital
marketing spend
33%Of businesses that are planning on
Introducing a digital transformation
program, 33% already have
78%Of companies now have
dedicated Social Media teams
71%Of companies planed to increase
their digital marketing budgets
In 2015
73%Of B2B marketers are now using
digital video in their content
Marketing strategy
The benefits of digital marketing both domestically and globally are driving this change
Sources: SmartInsights “Digital Marketing Stats: 2015, The Good, The Bad, and The Intriguing”
60%Of a marketer’s time, on average, is
dedicated to Digital Marketing
28%Of marketers have decreased their
advertising budget to spend
more on digital marketing

Global connectivity is on the rise, in response
digital marketing is becoming more necessary
Top 5Countries with the highest percentage of
their population purchasing online
(in order):
UK, Germany, South Korea, USA, Australia
46%Of China’s 642 Million internet
users are active on Social media
37%Of 642 Million internet users in
China were using the internet to
purchase products and services
In Jan 2015
#2Social Media is the 2nd most trusted
source of information (behind the press) in
Brazil
Globalization and technological advancements are giving the world access to the
internet
Sources: Eurostat, “Individual Internet Users,” OfCom “The Communications Market 2015,” Sampi “China’s Digital Social Mobile
Trends, 2015,” Folha de S.Paulo
50%Between the age of 16 and 74 in
the EU reported ordering goods
and services over the Internet in 2015
2.2bnPeople are active on social media
accounts globally

Companies are increasingly going digital to drive
more top-line growth in a global setting
Marketers are
increasingly
prioritizing
mobile and
social over
traditional ad
channels. There
is also increased
focus on owned
and earned
media over paid.
Booz Allen Hamilton Strategy& 2013, “Reimagining shopper marketing.”

In a global marketplace, traditional marketing
techniques are often not practical
Face-To-Face Sales
Traditional Media Outlets
On a global scale, expenditure on flights
and employee time, coupled with the cost
of generating these leads make face-to-
face sales extremely expensive
The cost and regulations of television,
print, and radio ads in markets vary, and
they are difficult to attribute a direct ROI

Given this background, what should a company
that wants enter new markets do?
Maintain the status quo Leverage digital tools and channels
Continue to market using a traditional
approach that will seldom work when
breaking into unchartered new markets
Develop a robust digital plan that establishes a
solid and actionable foundation for your
growth objectives. Conduct research, solidify
marketplace positioning, select appropriate
tactics, and chart out a detailed
implementation plan

Agenda
OVERVIEW

Website
Search Engine
Marketing
Website Tracking
Social Media
Online Marketplaces
3rd Party Website
Advertising
Content and Design in web development
Affinity, Digital Media Buys, Remarketing &
Affiliate Marketing
Paid Search, and SEO
Marketing Automation and Lead Nurturing
eBay, Amazon & Alibaba
LinkedIn and Facebook
Email
Google Analytics and LeadLander
A large number of digital channels exist to market
your company to the world

Your website is your primary asset to market
your company on the global stage
C:UsersRoDesktopTVSE
M.png
Most of your digital advertising channels will
direct customers back to your website to
convert new business
Social Media
Brand Website
Email
3rd Party SitesSEM

In a global environment, both language and
content should be adjusted for targeted countries
TribalVision US TribalVision Korea
Besides language, masthead images and video testimonials are different between TribalVision
US and TribalVision Korea

Company websites need to address logistical
concerns when selling directly in a new market
1. Will you ship internationally or
domestically within your market?
2. What are the shipping policies/providers
in your market
3. How does a return policy get factored
in?
4. How will taxes effect final sale price?

Mobile Website Responsive Website
“70% of mobile searches for products or services will result in a
sale in the near future.”
http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-
important-for-entrepreneurs/
Statistics show that mobile design is equally
important in web development

Depending on the market, OS market share
should dictate where you focus design
If the market you’re entering is dominated by
Android devices, time and attention needs to
be spent on optimizing design for that OS
Sources:Webenza.com

Track visitors on Google Analytics to learn what
part of the world they are coming from
Analyze which pages they visit,
in what order, and for how long.
Analyze sources of
web traffic,
including the
quality of leads
they deliver.
Integrating GA into your website will let you map the customer journey, and fix the
rough spots. Great indicators are return visitors, pages per session, and visit duration.

Ensuring your website adheres to best practices
will optimize it for lead generation
5
Make sure contact CTAs are clearly labeled
Leverage video on your site wherever you can
Provide forms for leads to input their information
Update it with new content on a consistent basis
Include customer testimonials to legitimize your
offer
4
3
2
1

SEO efforts can help you maintain high visibility
in searches without requiring ad spend
SEO efforts such as content
generation, social media,
optimizing page tags, and
more will help return your
website at the top of organic
search results
Note that SEO is an ongoing
effort and requires extensive
maintenance, as well as a
ramp-up period to generate
credibility in the eyes of
Google

A properly managed paid search campaign can
drive global traffic to your brand
Step 1: Target the countries you would like your
Paid Search campaigns to show-up on
Step 2: Set your ads to show up on your
target markets browser
You will need to draft copy and keywords in your target market’s native language

Social media channels can also drive sales on a
global stage
Hubspot, The Ultimate List of Marketing Statistics, ContentMarketingInstitute.com
43% of B2B and 77% of
B2C companies have
acquired customers from
Facebook.
43% of all marketers
have found a customer
via LinkedIn in 2013.
83% of marketers indicate that social media is important for their business for lead
generation, but the social media channel of greatest importance varies greatly
depending on the audience.

LinkedIn premium accounts increase the tools at
your disposal to create connections across the
world
• 3 InMails per month
• 15 Introductions
• 300 Profiles per search
• Up to 4 advanced search filters for leads
• 500 profiles per search
• 700 profiles per search
Business
$19.95
Business Plus
$49.95
Executive
$99.95
A LinkedIn premium account can help you research and contact more leads, with a
higher count of InMails and access to more advanced search filters and results

LinkedIn’s powerful search tools provide
opportunities to find new global contacts
Use LinkedIn’s advanced people search
to research relevant leads for your
business. You can also ask for
introductions from mutual contacts to
improve response rates
Step 1: Contact existing connections from
events, business associations, alumni groups
and more using InMails
Step 2: Identify appropriate criteria to
research new leads, targeting by industry,
company size, job title, location and more

LinkedIn provides advanced targeting parameters
to ensure ads are delivered to your audience,
globally
1. Geography
(domestic and
global)
2. Industry
3. Number of
employees
4. Job Titles and
Seniority

LinkedIn helps you generate new business
through Sponsored Updates and/or Text Ads
Text Ads: Paid Ads that are static and show
up on the right hand rail of LinkedIn:
(Advantage = Static Placements)
Sponsored Updates: Paid ads that
show up in relevant news feeds
(Advantage = Dynamic Placements;
Large Images)

Sponsored updates and text ads should provide
a call to action back to your website

Facebook also provides opportunities to advertise
in both B2B and B2C industries, globally
A new Facebook ad option allows advertisers to
collect emails and other information from
interested Facebook users
These ad options direct people to take
actions on your website

Advertisements are presented on FB newsfeeds
and right hand rails
Ad Placement: Newsfeed, Right Hand Rail

Facebook also allows brands to reach customers
on their mobile app
Ad Placement: Mobile Newsfeed
Ensuring that
you are visible
via Facebook’s
web browser
and mobile
application will
maximize your
reach with your
intended
audience

Facebook’s advanced targeting parameters allow
brands to target specific audiences globally
Create & target look-a-like audiences
Facebook will use your page likes or web visitors to build a look-a-
like model brands can target ads to.
.
Custom targeting
Similar to LinkedIn, Facebook allows provides advanced targeting.
• Geography (Domestic and International)
• Interests
• Income Level
• Age
• Gender
• Spoken Languages

An eBay Store allows you to directly sell your
products through eBay’s interface
eBay Stores offer many benefits, including reduced final value fees, marketing tools, and the ability
to create numerous customer offers and coupons to boost sales.
Customers can sign up for your newsletter,
which brands can create and customize in
eBay and send to targeted email
marketing lists.
Sale Event Offers are a visual way to boost
sales. They are displayed anywhere your
listings typically appear.

Amazon.com allows you to do the same with the
added benefit of handling logistics worldwide
Vendors on Amazon have the opportunity to further advertise their products within
Amazon’s network through Sponsored Products keyword-targeted advertising (similar to
Paid Search Ads). They will also pack and ship your products to customers for you.
You can provide your products to Amazon, they will store them in their warehouse and ship
them both domestically and globally for you.

On a global scale, Alibaba is the largest online
market place in the world
• Sell products to
companies all over
the world
• 407 million active
users
• 4.3 BILLION UPS
shipments
worldwide from
Alibaba

Free membership options are available to sellers
with options to upgrade at later dates
Gold Membership
Benefits
1. Higher rankings on
site
2. Direct contact to
buyers
3. Product showcases
(maximize your
product’s visibility
on site)

Affinity Targeting methods
Affinity- audience with demonstrated,
qualified interest in your offerings
In-market- people searching for offerings
similar to yours
Look-a-like- Upload your email database and
Google will build a model of your audience
to target
Affinity targeting through Google Display Network
will allow you to reach new audiences globally
On the campaign level, you can target
by specific country, state, or city

Leverage your geographic acquisition data from
Google Analytics for more strategic digital buys
Google Analytics will break down site traffic by country and
cities within those countries

3rd party website ads appear as banners on popular
websites across the world
Banner ads appear on thousands of websites
in over 100 countries globally. They appear at
either the top/bottom or right/left side of
content on a website

Leverage your geographic acquisition data from
Google Analytics for more strategic digital buys

Remarketing can help keep your name in front of
buyers across the globe who’ve visited your site
Visit to NYT.com as a non-
subscriber
Remarketing ad served that encourages
subscription

Create remarketing campaigns to target past visitors
Within Google Analytics, under
Admin, you have the ability to
create Remarketing lists.
Or you can target these
audiences directly from your
AdWords account.
Either option will slightly change the cookie left on visitors’ computers. Once in place,
this code will allow you to target these past visitors with specific AdWords campaigns.
You won’t pay any extra – it will operate just like any Ad group.

Using all three of these methods together builds a
digital funnel designed to prospect and convert
global leads
Utilize Google’s intelligence to find new prospects
to visit your website
Buy ad space wherever your audience consumes
industry news
Affinity Display - GDN
Digital Media Buys – News
Outlets
Remarket your message to website visitors to
increase your customer base
Remarketing – AdRoll or
Criteo
Your Target Audience
Audience members that
come to your website
Potential
Customers
Conversion
PROSPECTS
VISITORS
LEADS
Purchasers

Affiliate marketing is a more straight forward
way of advertising on 3rd party websites
A company looking to
place ads online in order to
sell product will look for
the right publisher(s)
based off demographics
and page visits
An organization that owns
ad space on popular retail
websites will explain
demographic and page
visits in order to receive
advertisers
A published ad will be clicked
on by a consumer, and if they
purchase, commissions will
be paid to publisher by
advertiser

Commission Junction is a globally operated
network that connects advertisers and publishers
Commission Junction operates globally and serves a variety of sectors in both B2B and B2C
marketplaces

Advertisers can select publishers to work with
based on many factors including geography
Rate Publishers On:
1. Geography
2. Total website
sessions
3. Conversion Rates
4. Positioning
5. Branding
6. Ad Placement
7. Forecasted revenue

Your Target Audience
Audience members that
come to your website
Potential
Customers
Conversion
PROSPECTS
VISITORS
LEADS
Purchasers
Affiliate marketing coupled with remarketing
tactics is another way to create a global funnel
A straightforward 3rd party web marketing tactic
that is designed to drive prospects all the way
through conversion
Affiliate Marketing - CJA
If you have remarketing enabled, you will continue
to reach people who have visited your site from
Affiliate Marketing 3rd party websites
Remarketing – AdRoll or
Criteo

Brands should leverage tools to get them on 3rd
party websites
Easy to use, CPC model, and powerful affinity,
in-market, and look-a-like targeting
CPM model and the largest ad exchange
network. Useful for remarketing on websites
and Facebook
Ad exchange that is located in Boston and offers
superior customer service as well as a CPC
model
One of the worlds largest affiliate marketing
networks serving a variety of industries

Using lead gen partners can enhance your email
marketing outreach both domestically and
globally
A B2B lead information provider that operates
on a global scale with over 42 Million contacts
Global database with over 80 Million
companies stored in their directory
Intelligence tool used to gather contact
information from LinkedIn and other internet
sources
The regulations around emailing to a list of acquired leads varies from country to country

Coupling Lead Generation Partners with an
automated drip campaign will help nurture your
global leads to conversion
A Drip Campaign is a series of automated emails
that get delivered based off of previous
engagement or some other pre-defined action.
They are designed to nurture leads until they are
ready to purchase. They do this by providing value-
adds and compelling content in each email
delivered to the recipient.

Below is an example drip template that sheds
light on how drip campaigns work
Timeline: 2 hours after
action
Purpose: Introduction
Content: Introduce Brand
Timeline: 2 Days after
open
Purpose: Provide
additional information
Content: Key
Differentiators X, Y & Z
Timeline: 3 Days after
open
Purpose: Provide a more
direct CTA
Content: Opportunity to
contact sales
Action
Email 1 Email 2 Email 3
If
opened
If
opened
How leads
enter the
drip
First
touchpoint
Action
required for
next
touchpoint
Second
touchpoint
Action
required for
next
touchpoint
Third
touchpoint
Lead takes action on your website,
or marketer manually sends leads
to a predefined list
Conditional logic like “If Opened,” will ensure that
only the engaged leads are receiving content

Brands can employ tools to help them set-up
drip campaigns for their outreach
A very powerful Marketing Automation
platform with advanced tracking, better for
industries with a large amount of contacts
Also a very powerful Marketing Automation
platform with advanced tracking, pricing is
more flexible
A email marketing platform used for direct
blasts, and can be leveraged for more manual
lead nurturing
An email marketing platform that has some
automation services available. Great for
companies with a smaller amount of contacts

Tools like LeadLander can be leveraged to collect
more specific intelligence on your site visitors
Identify businesses and individuals that have been on your website
Understand how specific individuals and companies are getting to your
website to help identify your most successful channels
Track each individuals flow through your website and identify what
pages they visited and links they clicked on
Integrates with many CRMs for an automatic upload to Sales Team
dashboards

LeadLander is easy to use and provides
accessible dashboards for your sales teams

Agenda
OVERVIEW

Developing a digital plan can be broken down
into six steps
Research1
Messaging & Positioning2
Tactical Deep Dive3
Asset Development4
Metrics Dashboard5
Tactical Implementation6

Step 1: Execute in-depth research to direct your
digital strategy
Detailed audit and
discovery
In-depth strategic
market research
Conduct an in-depth discovery of your business. Talk to internal employees, key
stakeholders, current customers and past customers. Deep dive into past and
current marketing campaigns, analyze your existing assets and identify your core
competencies for entering specific global markets.
Audit key players and competitors in your industry and targeted market.
identify opportunities and threats along with key points of differentiation.
Understand your competitors market share within your target market
Competitor
research
Gather and process secondary data from free and paid industry research
reports and online research to develop a clear understanding of market
segments, partnership opportunities and market sizing of various global
markets.
Rigorous research enables you to have a much clearer understanding of your market
positioning and the short and long-term opportunities that you find most attractive to
pursue.

Step 2: Define your messaging and positioning
based on your market research
Market Research
Competitive Advantage 1 Competitive Advantage 2 Competitive Advantage 3
Upon the completion of research, arrive at a value proposition that defines the primary
reason(s) why a customer should buy from you.
Value Proposition

Segment your message by market or audience
Messaging created for specific audiences can be featured in group-specific assets, such
as websites, emails, and digital marketing campaigns
Segmented messaging will appeal to different types of prospects.
Audience in Market B (US)Audience in Market A (China)
Specific messaging for Market BSpecific messaging for Market A

Step 3: Identify and narrow the list of marketing
channels you will pursue upfront
Once you’ve
defined the
message and value
of your product,
you will need to
outline how you
will communicate
this using different
marketing tactics,
and how you will
distribute your
product over
multiple channels
across targeted
markets.
Deep dive into a comprehensive
list of marketing channels you
could implement.
Explore strategic partnerships to
achieve online and global scale.
Don’t forget about exploring
online properties, not just tactics
or partnerships
Google Ads, SEO, Email, Social
Media, Paid Search, Online
Display, Digital Content Marketing
Amazon, eBay,
Alibaba
Omni-brand vs. multi-
brand, affiliate vs.
direct

Make sure that you define specific goals for
each of your channels and partnerships
Website
Optimization
Social Media
Marketing
Online Display
Tactics How will Company X increase leads?
- Content production & sharing
- Search Engine Optimization
- Profiles optimization
- Platform advertisements
- Remarketing
- Affinity and in-market targeting
What’s in it for Company X ?
- Higher web traffic
- More relevant web traffic
- Company X brand boost
- Automated lead generation
- Stay top-of-mind with customers
- Increase brand awarness
Paid Search
- Develop targeted campaigns
- Optimize spend for best results
- Increase high-quality traffic to
your website
Amazon,
Alibaba, eBay
- Strategic partnership
- Access to global space
- Increase in sales both in domestic
and global markets
By setting goals per channel, you will be able to track and benchmark your success
while staying on track (as other marketing opportunities will inevitably come up).

Step 4: Develop assets with your new message to
support your marketing channels
Website &
Messaging
Improving design and incorporating new messaging to transform your company’s current site into
a dynamic platform for fresh content and a lead generation tool
Videos Leverage client testimonial and overview videos to strengthen relevancy and prospect conversion
Case studies &
white papers
Build out white papers and case studies to position your company as a thought leader
Email Templates
Sales pitch decks
Design and build out modular sales deck within each of your targeted markets and their related
audiences
LinkedIn
Build out custom email templates to strengthen e-newsletter credibility and any client touch point
Build out LinkedIn company page with associated service offerings and company information

High quality, specific assets will be needed as a
foundation for each channel

You can’t always judge the ROI of your assets, but
that shouldn’t stop you from investing
59% According to Forbes, 59% of executives would rather watch
video than read text
69% According to Cisco, Internet video traffic will comprise 69% of
all global consumer Internet traffic in 2017
1200% Videos are shared 1,200% more times than links and text
combined (Orion 21 Reports)
Videos may be some of your most expensive assets, but they drive engagement and
are quickly becoming one of the most important marketing tools.

Step 5: Develop key metrics to track and measure
the impact of your marketing initiatives
# of Marketing Generated Leads from
SEO
Number of conversions by Global
Market
Ecommerce Conversion Rate
# of Generated Leads from Social
Media
Email open rates
Click through rates Percentage of people who clicked links on your emails
Percentage of contacts that opened your email content
Number of leads acquired from your social media profiles
Number of transactions over the number of visitors on your online store
Number of conversions from various global markets
Number of acquired leads generated from organic website traffic
Without KPI’s that are set ahead of time and continuously monitored, marketing
campaigns will fall short.
KPI Description

Step 6: Create a detailed implementation plan to
ensure execution takes place
Without setting a detailed timeline for your growth plan, you may have grand ideas
that are never implemented.

Creating a unified marketing calendar for your
team will help ensure proper project management
30 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 1 2 3 4
EXAMPLE – June 2015
Product
Feature Email
= Email
= Event
= Social Media
Networking Event
Calendars were
developed for all
major marketing
activities to tie
activities to deadlines
and launch dates,
ensure the
organization is on the
same page for all lead
generation projects
TBT
Product
Feature Email
TBT
TBT
TBT Networking Event
Facebook
post
Facebook
post

Marketing to the World in the Digital Age

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