Building a strong brand: an Interactive workshop
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Brand building workshop exploring the relationship between search, strategy and branding, including exercises for workshop. Presented to the Texas CEO Magazine Boot Camp Saturday, September 17, 2016.
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Building a strong brand: an Interactive workshop
- 1. Building Your Brand – An Interactive, Hands On Workshop to Market Your Company Dr. Debra Zahay Blatz, Professor of Marketing, Chair, Marketing and Entrepreneurship St. Edward’s University Texas CEO Bootcamp September 2016
- 2. Outcomes • Understand the role of search in brand-building today • Understand how digital marketing and search have impacted the B2B sales process • Evaluate a website and processes to determine what changes can be made to take advantage of these developments
- 5. Teaching Specialties • Undergraduate Marketing and Digital Marketing Minor – Internet Marketing – Social Media Marketing – Marketing Strategy • Graduate MBA – Marketing in a Digital Environment – Social Media Marketing
- 8. Starting Question: How has the internet changed B2B Buying?
- 9. Starting Question: How has the internet changed B2B Buying? One Answer: 94% of purchase decisions start with search!
- 10. 94 PERCENT OF B2B BUYERS USE ONLINE RESEARCH • 77 percent use Google search • 84.3 percent check business websites • 34 percent visit 3rd party websites • 41 percent read user reviews 2014 State of B2B Procurement, Acquity Group
- 11. Search is a > 40 Billion Dollar Industry • Growth rate has been in double digits • Job growth follows
- 14. MOBILE SEARCH OUTPACING DESKTOP • 2015: More than half of digital advertising spent on mobile devices • Facebook has 12% of the $186.8 billion global digital-advertising up from 8.6% in 2014, according to data firm eMarketer • Google’s share is projected to decline to 31% from 35% two years ago) • Facebook ad revenue Increased 57% in the first quarter 2016 • Mobile ads (higher prices) were roughly four-fifths of that revenue. http://www.wsj.com/articles/facebook- revenue-soars-on-ad-growth-1461787856
- 15. Facebook’s Mobile Ad Growth
- 17. Digital Marketing is the Responsibility of the Executive Suite • Only 8% of CMOs think their firms are digitally ready • Only 30% of CEOs use social media
- 18. No where does C-Level responsibility become more evident than in branding today
- 21. • Understanding and using context in content marketing. • Creating videos that make an impact on the video driven web. • Marketing to a mobile first audience. • Changing sales tactics for an audience that is already 85 per cent through the sales journey. • Humanizing marketing messages, ditching the jargon. • Making the most of micro-moments, as people glance at the web. • Using influencers for successful campaigns. • Reaching people who are opting out of marketing, thanks to ad-blocking. • Optimizing email marketing • Understanding Big Data http://fox.agency/w p- content/themes/fox /reports/Fox-B2B- Marketing- Challenges- Report.pdf B2B Marketing Challenges 2016
- 25. MARKETING IS VALUE CREATION AND CAPTURE: CREATING FINANCIAL OR OTHER VALUE FOR THE MARKETER AND PERCEIVED VALUE FOR THE CUSOTMER
- 26. Digital marketing can be defined as: Using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement
- 27. WHAT IS A BRAND?
- 28. A BRAND IS A PROMISE
- 29. Digital Marketing Means Engagement Beyond? Digital=Engagement Interactive=Conversation Internet=Technology Direct=Customer Response
- 30. Attract Acquire Retain Grow Value Basic Marketing Objectives Now Include Engagement/Growth
- 31. SunGuard Campaign for Cloud Computing Awareness Resulted in a 5.7% email open rate, download rate increase of 300%
- 32. DemandBase Educational Campaign for Content Technology Investment Decisions Netted $ 1 Million in New Business
- 33. The brand story trickles down to content marketing Brand Story Content Social Media Website Email Video Blog Mobile Search Communications Channels Forthcoming, Business Experts Press
- 34. Brand Image Brand Story Brand Awareness Brand Recognition Brand Equity High Search Rankings Branding Leads to Search Rankings Zahay, Digital Marketing Management
- 35. Set objectives for cross- channels Web Objectives Email Search Social Mobile
- 36. Firm Learning Customers Employees Competitors Suppliers/Partners What We Learn Through Digital Marketing Can Be Translated to Advantage for the Company Digital Marketing Technologies
- 37. Social Media Marketing Industry Report • 56% of B2B Marketers acquire new business partnerships through social media • 69% of B2B Marketers gathered industry insight social media • 78% of buyers of B2B products begin process via a search engine
- 38. Social media platforms can disseminate brand story 38 Key social media platforms Video Sharing Photo Sharing Podcasts Message Boards Blogging Micro Blogging RSS Feeds Widgets Social Networking Chat Rooms
- 39. New B2B Purchase Process
- 40. B2B Preferred Research Shows Transition of Sales Role
- 41. Transition from Selling to Nurturing and Facilitating
- 42. Age of Consumer Empowerment Much of the buying process takes place before the first interaction with the vendor Source: Marketo, Sirius Decisions, Forrester Research The Purchase Journey Today
- 43. Age of Consumer Empowerment Much of the buying process takes place before the first interaction with the vendor Source: Marketo, Sirius Decisions, Forrester Research, Fox Agency The Purchase Journey Today
- 44. The New B2B Buying Process Focuses on Search Zahay, Schultz and Kumar, Journal of Brand Strategy Vol. 3 Number 4, 2015
- 45. The Sales Funnel Has Changed Zahay, Schultz and Kumar, Journal of Brand Strategy Vol. 3 Number 4, 2015
- 46. Exercise 1. Develop a list of what makes your company unique; what value do you deliver? 2. How do your customers and prospects search for that uniqueness? Be as specific as possible and incorporate INTENT. 3. What is the brand story behind the value you create for customers? 4. Using Google Trends and the keywordtool.io, develop a list of keywords that might relate to your company and/or your brand value. 5. How will you use these words across channels to develop your brand? 6. What types of content must you create to reinforce your brand image? 7. What types of sites would you like to link to you? 8. What would be a measurable outcome of these activties?
- 47. Supplemental Exercise • Evaluate your company’s web site and mobile applications. How well do these channels convey your company’s brand image? What about search terms? Are they appropriate? What about content?
- 48. Questions? • Dr. Debra Zahay-Blatz Professor of Marketing, Chair, Marketing and Entrepreneurship St. Edward’s University 512 448 8645 (work) 630 300 8838 (cell) • @zahay • www.linkedin.com/in/drzahay
- 49. Thank you St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University