how to win in a digital economy

“How to Win in a Digital Economy”How to Build and Optimize your Online Assets and Promote them to a Global Audience with Multi-Channel Marketing

Digital World Creates Impact and Disruption

• Mobile• Web• Social Networks• Online stores

The Black Swan Events

3 Attributes of a Black Swan Event

1. It is unexpected

2. It has major impact

3. In hindsight it was predictable

Examples of Black Swan Events

1. Penicillin – Positive Effect

2. September 11 Attacks – Negative Effect

3 Black Swan Events that Define the Digital Economy

1. The personal computer

2. The Internet

3. The social web

Challenge 1: In a Fast World, Humans are Slow to Change

To reach 50 million users– Radio took 38 years– TV took 13 years– Internet took 4 years– iPod took 3 years– Facebook added over 200 million users in less than 12 months!

Challenge 2: We still think Local not Global

Challenge 3: It Creates Disruption

Companies that don’t adapt to the disruption are becoming extinct as companies that adapt grow and thrive!

How does your Business stand out in a Crowded Digital Ocean of 500 million plus websites?

How do get found when there are over 200 billion digitaldisplay banner ads every 90 days?

How does your business and brand cut through in an era of “Big Data”?

“Every two days we create as much information as we did from the dawn of

civilization up until 2003”Eric Schmidt, 2010 (CEO of Google)

The Key Elements for Winning in a Digital World

• Step 1– Designing, Building and Branding Your Digital Assets

Website

Blog Social Networks Mobile Platforms

Designing and Building your Digital Assets

• What are Digital Assets?

Any online web properties that you have your name and brand on.

– Website– Blog– Online Store– Social Networks– Mobile apps


• Website: Do you think your website in 2012 is like the one you built 4 or 5 years ago?

– Static – never changed– Text Based– Needed to be programmed by the developer– One way communication– Optional


• What is essential for a business website?– Intuitive visual design– Built on a robust technology platform


• For a great business website!– It needs great “Liquid” and “Linked” content

People can create more conversations about your brand online than you can ever hope to achieve


• For a great business website!– It requires compelling “Multimedia” Content


• For a great business website!– Tap into the power of the “Visual Social Web”


• For a great business website!– It needs to be “Integrated” with your business

• CRM• Accounting• Databases• Email


• For a great business website!– It should be “Social”


• Designing and Building a successful ecommerce website


• What is essential in a successful ecommerce website– Make it easy for people to buy– Managed and editable without programming knowledge– Trusted– Offer a range of payment methods– Provide discounts and incentives– Personalize it– Embrace “Omni-Commerce”– Make it social– Optimise it for search


• The Rise of “Omni Channel Retailing” – The seamless approach to the consumer experience through all

available shopping channels. Think of the whole world as a store! Buy anything, anytime, anywhere

• Mobile devices• Computers• Bricks and Mortar

The decentralized shopping experience!


• Mobile


• Mobile – The Numbers

• 5.9 Billion people use mobile phones• 1.2 Billion internet connected smart phones• Smart phone sales were up 63% in 2011 to 489 million new phones• 300,000 apps downloaded 10.9 billion times• 40 million tablets sold in 2011• 106 million tablets forecast to be sold in 2012


• Mobile– How do people use their mobile devices?

• 81% for browsing• 77% for search• 71% Search on their phones because of ad exposure• Almost 25% of people have bought using their mobile• More than half of the US smart phone users performed retail

research while in the store• Smart phones now outselling PC’s• 50% of all US phone users now have smart phones

These are all indicators that we have reached a “Mobile Tipping Point!”


• Mobile– Mobile Showrooming


• Mobile– How to win with Mobile

• Accept the fact that the world is going “Mobile”• Build a Mobile optimised website• Build apps that make it easy to buy from a mobile device


• Step 3– Social

You Have Designed and Built Your Online Assets

• You have: – Created a great website – Built an online store– Developed it for mobile platforms– Established your social networks.

They look great! Sit back and wait for customers and prospects to find you and the money to roll in?

You are not done…Your work has only begun!

You need to be “found” and attract traffic so you can sell

Marketing Your Digital Assets to Win

• Create a Digital Marketing Strategy1. Create a clear vision

2. Know who your audience is

3. Know what your goals are

4. Create content to engage with your target audience

5. Create tactics to achieve those goals

6. Measure, manage and modify

Mobile

Search Engine Optimised Email Marketing

Paid Digital Marketing

Social Networks

Digital Assets Hub

Key Elements for Winning in a Digital Economy

Multi-Channel Marketing


• Channel 1 – Search


• Channel 1 - Search– Up to 90% of purchasing decisions start with an online search. – Organic online clicks account for 75% of all click throughs to

websites– 25% of all clicks are paid eg Google Adwords.


• Channel 1 – Search– How important is it to be at the top of Google’s search results?

• Ranking first on Google gets over 40% of all clicks• Ranking second receives just over 11% - coming second has

distinct disadvantages – only ¼ of all clicks compared to first ranking

• 90% of all clicks occur from first page of search results.


• Channel 1 – Search– 2 Keys for Optimizing your Websites for Search Engines

1. Onsite Search Engine Optimisation

2. Offsite Search Engine Optimisation


• Channel 2 - Paid Online Marketing– Why Paid Online Marketing?

• It acts as a catalyst to be found online and accelerates the “velocity”, discovery and sharing of your brand


• Channel 2 - Paid Online Marketing– Internet Advertising vs Print


• Channel 2 - Paid Online Marketing– The Rise of Social Network Advertising


• Channel 2 - Paid Online Marketing– Examples of Paid Online Marketing

• Google AdWords• Facebook Ads• LinkedIn• Banner Ads on websites where your customers hang out


• Channel 3 - Email Marketing


• Channel 3 - Email Marketing– Most used channel for personal communications - 45%– Checked daily by more users (91%)– The preferred channel for permission marketing - 77%– The channel that influences the most purchases - 66%– Preferred for financial (52%) and travel (43%) alerts– Preferred even by teens over all other direct channels for

permission-based, marketing communications - 66%


• Channel 3 - Email Marketing– 2 Tips

1. Make it easy

2. Provide incentives for prospects to opt-in to your email list

eg a free ebook


• Channel 4 - Social Media Marketing


• Channel 4 - Social Media Marketing– Turkey and Social Media

• Facebook is the most visited site with 28.8 % of all time spent online• Nearly 90% of the Turkish population consumed online video

watching 144 videos and spending 14.8 hours per month• 16.6 % of adults in Turkey use Twitter


• Publish and Promote to multiple social networks


• Publish a Variety of Multi-Media Content

Why Social Media?

• Social Media Amplifies your Content

Why Social Media?

• Accelerates the Spread of your Brand

Why Social Media?

• Makes you Stand out from the Crowd

Why Social Media?

• Networking on Steroids

Why Social Media?

• It can Position You and Your Business as an Expert

Why Social Media?

• Your Business Can Self-Publish

Why Social Media?

• Enlists the Power of Global Word of Mouth

Why Social Media?

• Facilitates Trust – Edelman Trust Barometer

Marketing your Digital Assets to Win

• What social networks should you market on?– Where your target market hangs out!


8 Keys to being successful with social media1. Treat your social networks as an extension of your websites

2. Build your networks

3. Optimise social networks for search

4. Engage with your audience

5. Publish multimedia content regularly

6. Create content for your audience that educates, informs, entertains and inspires

7. Share and subscribe buttons everywhere

8. Drive traffic to your website and “call to action” landing pages


• Top tips for your Social Media Marketing1. Create Liquid and Linked Multimedia content to be seen and shared

“everywhere”2. Grow your networks 3. Engage with your customers4. Drive traffic to your website

Takeaways

1. Build and maintain your online assets

2. Market your online assets relentlessly, everywhere

3. Don’t ignore the growth of mobile

4. Optimise for search engines

5. Don’t underestimate the value of email

6. Create Multimedia “Liquid” content

7. Publish and promote your content on social networks

Be Persistent!

“Nothing in the world can take the place of persistence. Talent will not,…Genius will not,

Education will not; the world is full of educated derelicts…… Persistence and determination

alone are omnipotent”

Calvin Coolidge - US President

Twitter: @JeffBullas