Managed MarketingSeries

Inbound Marketing – What is it?

Why should I take digital marketing

seriously?

• The Paradigm Shift

• Advent of the Customer Journey

• Business implications

Whether you’re ready or not,marketing has already

Changed.

People’s behaviours have changed.They’re tuning out traditional marketing tactics.

The Paradigm ShiftThen

• In 1920 there was 1 radio station

• In 1946 America had 12 TV stations

• In 1998 the average consumer saw or

heard almost 3,000 marketing messages

per day

Now

• By 2011 there were 14,700 radio stations

• By 2011, there were over 1,700 TV stations

• By 2014 over 1,500 stories were generated in Facebook news feeds at any given moment!

• Over 50% of internet traffic is made by mobile devices.

• Technology empowered the consumer - more consultative, endorsements and referrals

The old marketing methods are

Not getting the results.

THIS ISWHERE

DIGITAL MARKETING COMES IN.

WHAT IS DIGITAL MARKETING?Instead of buying ads, buying email

lists, or cold calling, digital

marketing focuses on creating

educational content that pulls

people toward your website where

they can learn more about what you

sell on their own accord.

When you use digital marketing,

Customers come to you!

The Customer Journey

Awareness

Press, campaign, trade show,

advert, Google search

Fact Finding

Website, blog, referral, social

media

Initial contact

Landing pages, forms,

downloads, attend event

Sales Process

Collateral, pitch, tender, nurture,

webcasts

New Customer

Welcome pack, CRM, social

media, newsletters

After sales

Testimonial, referral,

webinars, endorsement,

NPS

THINK ABOUT IT.

PRE-INTERNET.

• Buyer: Relatively

uninformed.

• Buyer Journey: Linear.

• Marketing Playbook:

Interrupt (cold calls and

advertising).

TODAY.

• Buyer: Well-informed.

• Buyer Journey: Fluid and

random. Starts with Google.

• Marketing Playbook:

Thought leadership through

content creation.

Digital Marketing is About Content…

… and ContextBy publishing the right content in the right place at the right time,Your marketing becomes relevant and helpful to your customers,

Not interruptive.

Content

TimePlace

Now that’s marketing people can love.

Business Implications• Increase return on investment (ROI)

• Flexible, agile and robust solutions

• Control costs

• Campaigns managed, monitored and modified

• Full reporting and analytics

• Access to the latest, state-of-the-art technology without have reinvest/upgrade

Marketing in the 21st centuryInbound

• Website traffic analytics

• Response to advert

• Sign-up to newsletter

• Engage with social media

• Comment on blog

• Download knowledge pieces

• SEO

Outbound• Webinars• Print• Emails• Lead generation• Appointment setting• Event Management• Tradeshows and

Networking• Press• Campaign Management

Aligning the customer journey with the marketing process

Analyse the success of your marketing campaigns, and determine which areas need further optimisation or personalisation for future success.

Create blog content, search engine optimise (SEO) that content, and promote it on social media sites.

Place calls – to – action throughout your website, blog, and email to drive visitors to landing pages with forms.

Send leads targeted, automated emails to drive them through your buying cycle. Provide your sales with lead intelligence for more effective sales calls

The key to unlocking digital marketing is…

Content!

The Good#ALSIceBucketChallenge – August 2014

Most importantly though, it significantly raised not only awareness of ALS but also donations to ALS charities. According to the BBC over 2.4 million challenge videos were uploaded to Facebook with $98.2m made in donations to the ALS Association (US) and £2.7m to the MND Association (UK).

The ALS Ice Bucket Challenge got every celebrity worth talking about involved and all of the public around the world.

The BadMcDonald's planned a social media campaign that would hopeful inspire people to visit memory lane.

Aiming for the sentimental side of their customers, McDonalds, followed by half a million user on twitter launched #McDStoriesencouraging McDonalds fans to share stories of their lives when the brand’s food was featured somehow.

The BadThe popular hashtag ended up thrashing the food giant so awfully that the whole thing turned into a self-destructive campaign or, as Forbes put it “when a hashtag becomes a bashtag”.

To make matters worse, McDonald's couldn't remove the Twitter page and now has permanent brand-damaging information on its account.

The UglyPaddy Power faced Twitter backlash after likening Newcastle United defeats to US cop brutality against unarmed black men.

The UglyThe intended satirical comment, while receiving 1,377 retweets, was seen as insensitive by many commentators.

7 Knockout TakeawaysFor Digital Content

#1 Video is Hot… in any format!

#2 Visual Content Drives Traffic

#3 Consistency is More Important than Frequency

#4 Organic Reach is Alive and Well on Facebook

#5 Pinterest is the new Google

#6 Post Like a Fan, Not a Marketer

#7 Hug Your Haters

Digital Marketing is where Ascesis Comes In

Types of service • One-off projects

• Fully retained service

• Advice and consultancy

• Training and DIY Workshops

Unique to Ascesis• Partner with print house to lower costs• In-house team for flexibility and increased efficiency• Access to rich media pool• Strong technological team• Strong and thoroughbred on-boarding and off-boarding

process• In-house innovation laboratory

If you wish to know how we can, increase your efficiency, reduce your costs and increase your

profitsPlease get in touch and lets create your future!

Free DigitalPerformanceHealth Check

Worth£250

http://ascesismedia.com/healthcheck

Focused Areas• SEO• Website Performance and

Lead Generation• Social Media Marketing• Brand• Messaging

Unit 4, 262 Ringwood Road, Poole, BH14 0RSTelephone - 01202 978 222Email – info@ascesismedia.comWebsite: www.ascesismedia.com