driving offline footfall through online marketing – matt phelan & rachel kneen
DESCRIPTION
Many businesses have an offline experience for their customers, be it a shop, a restaurant, or just offline advertising and engagement. Looking at some key industry trends and the relationship between online and offline, it is clear that all marketing activity should be sewn together through content and a good overarching strategy. It is becoming increasingly challenging for businesses to integrate offline experiences with online communications, while maintaining a consistent brand image and messaging. Matthew and Rachel will be discussing how marketing has developed in this direction.TRANSCRIPT
![Page 1: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/1.jpg)
@4PsMarketing #4PsEDGE@MatthewPhelan & @Rachel_4Ps
![Page 2: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/2.jpg)
Hello
Matthew Phelan Director & Co-Founder @ 4Ps Marketing@Matthewphelan
Rachel Kneen Campaign Marketing Manager @ 4Ps Marketing@Rachel_4Ps
![Page 3: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/3.jpg)
Driving footfall through digital marketing
![Page 4: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/4.jpg)
Agenda
Background
The Problem
Integration
The Solution
![Page 5: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/5.jpg)
Background
![Page 6: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/6.jpg)
Trackable + Engaging
![Page 7: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/7.jpg)
2013 will be the year when Digital Marketing starts to lose the Digital
bit
![Page 8: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/8.jpg)
Shift in Consumer Behaviour + Trends
![Page 9: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/9.jpg)
The Problem
![Page 10: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/10.jpg)
Digital Budgets
![Page 11: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/11.jpg)
The Current Situation Internal Integration
![Page 12: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/12.jpg)
Integration | Offline & Online
![Page 13: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/13.jpg)
Content
![Page 14: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/14.jpg)
It All Begins With Content
• Create a Campaign | Create a Story
![Page 15: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/15.jpg)
Bringing Offline Online
![Page 16: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/16.jpg)
In-Store Branding | Consumer Experience
![Page 17: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/17.jpg)
Advertising
• Billboard Advertising • PPC Advertising• Display Advertising
![Page 18: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/18.jpg)
Email Marketing
A recent study showed that 27% of email is now opened on a mobile device, so companies need to make sure they are taking advantage of this fact.
![Page 19: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/19.jpg)
TV Advertising & Video
![Page 20: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/20.jpg)
Search Behaviour | SEO Year-on-year search activity has increased by 18% with over 400 million more visits going to search engines in January 2013 than in January 2012.
![Page 21: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/21.jpg)
‘Print’ | Online & Offline
![Page 22: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/22.jpg)
Social Media
Facebook reported that 680m users logged on from a mobile device in December 2012, a 57% increase on an annual basis.
![Page 23: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/23.jpg)
Pinterest represents 17.4% of social media revenue for e-commerce sites
![Page 24: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/24.jpg)
PR
![Page 25: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/25.jpg)
So What Do We Do?
![Page 26: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/26.jpg)
One Objective
![Page 27: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/27.jpg)
Content Strategy
![Page 28: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/28.jpg)
The 4Ps of Personalisation
• Privacy
• Physical
• Predictive
• Proactive
Source; Ashley Friedlein
![Page 29: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/29.jpg)
Summary
![Page 30: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/30.jpg)
The Marketing Shift
• Online Marketing became brilliant because it was trackable.
• It’s now NOT about who can shout the loudest • It’s now about who can educate their audience
about their products and services • Using marketing channels to consistently engage
and re-engage• It’s about talking to your customers and prospects
in the way they want to be talked to; in the right way, at the right time, with the right message.
![Page 31: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/31.jpg)
“End of the digital beginning as companies reshape and retool for life in the new normal“
(PWC outlook for 2013-2016)
Final thought
![Page 32: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/32.jpg)
Any Questions?
@4PsMarketing #4PsEDGE@Matthewphelan & @Rachel_4Ps
![Page 33: Driving Offline Footfall through Online Marketing – Matt Phelan & Rachel Kneen](https://reader036.vdocument.in/reader036/viewer/2022070304/54c198734a7959fe7c8b4575/html5/thumbnails/33.jpg)
Appendix
• http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/12/retail-technology-brands-ready
• http://googleretail.blogspot.co.uk/2012/10/ushering-in-first-nonline-holiday.html
• http://www.powerretail.com.au/multichannel/how-wearable-technology-will-revolutionise-multichannel-retail-analytics/
• http://econsultancy.com/uk/blog/62140-10-interesting-digital-marketing-stats-we-ve-seen-this-week-35
• http://www.pwc.com/gx/en/global-entertainment-media-outlook/index.jhtml