marketing in a digital age - workshop part 1

Kathryn Woolf | Made Open

Marketing in a Digital Age Tuesday 14th April

#airdigital

Kathryn Woolf |Made Open

10am – Welcome and Introductions 10.15 - The Digital Landscape •  Our digital lives •  How is digital changing consumer behaviour? •  What are the opportunities for businesses? 11.30 – Tea break! 11.45 – Digital Business Innovation •  How are businesses embracing digital for service / product innovation? •  Case studies & discussion 12.30 – Lunch break

Agenda

Agenda


1.15 – Digital in Your Business •  Where are you now? •  How to maximise your strengths •  What are the opportunities for digital in your business?

3pm – Afternoon tea 3.15 – Your Action Checklist •  A checklist for digital in the marketing age

Section title

Agenda


The internet has changed…everything!

The Digital Landscape This map shows the average Internet usage of the observed nodes over a 24-‐hour period.


We live in a world where people have information at their fingertips. Information about anything, from anywhere, at anytime.

The Digital Landscape


20 billion Google searches each day



644 million Active websites on the Internet



4 billion You Tube views per day



1.35 billion monthly active

Facebook users.



500 million tweets sent per day



Task 1. Mapping Our digital lives



How is the internet changing customer behaviour?



Whether we're shopping for clothes, a holiday or paying a council tax bill - the Internet has changed how we decide

what to buy and interact with services?



We have more choice



We are less loyal



We no longer compare companies only with

competitors



We are less tolerant



We are more informed



We have more influences




We are all becoming multichannel users


Task 2. What are the Opportunities

for your Business?



To stay ahead, we have to change the way we think, the way we’re wired, the way we’re organised.



Learn Digital interactions can help us understand how people think about our service or product. Understand consumer behaviour



.

The Digital Landscape Example: Sainsburys – the power of customer reviews


Connect If you are there, more people can connect with your brand.


Save money

Example: Frugi – the power of social media


Improve Learning helps us to improve. Huge opportunity to create platforms to engage customers and exchange information.



Innovate Learning and interacting in this way drives us to improve our service and do things differently.


Mastercard – Social Media Command Center


Everything is integrated now. We now have to organise our business around ‘channels’ to ensure messages are consistent. Successful businesses will be the ones who can respond quickly and answer customer questions well.


Save money


Important to measure results, understand customer touch points and track behaviour.



WARNING! It doesn’t matter how visable you are online……If you’re not delivering a great service, if you’re not responding quickly to service or product failures, you’re going to get killed out there!


Example: United Airlines broke my guitar

Play video


How do we turn negativity into opportunity? While changing customer requirements present challenges, including complaints that threaten to ‘go viral’, there are also opportunities to engage, change and innovate.

Digital Business Innovation


Digital shouldn’t be something you do in addition to doing business. It should be how you do business.



But! Its not easy... Marketing in a digital world also means having the systems, technologies, and operations in place to enable on-the-fly communication.



Tea break!



Case studies The majority of companies that are marketing in a digital world are the ones that were born online.


Airbnb

2.1 million registered users,


Which businesess are innovating with digital?



Digital Business Innovation Example: Gatwick airport


Digital Business Innovation Example: Fit Bit


Task 3. Can you think of other examples of business that provide excellent service via digital?



Remember, tradiLonal markeLng methods are not dead. You just need to think about creaLng a markeLng plan fit for the modern world.

Marketing in a Digital Age


Task 4. Your Business -‐ Strengths, Weaknesses, OpportunLes & Threats Your product and service Your customers Your competitors Your people Money Access to technology

Your Digital Business

Kathryn Woolf |Made Open Kathryn Woolf | Made Open

[email protected]

01323 259986

madeopen.co.uk

@madeopenltd

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Kathryn Woolf | Made Open

Thank you Until next time….

marketing in a digital age - workshop part 1

Marketing

kathryn woolf

digital landscape example

digital age

digital lives

digital interactions

open marketing

open task

digital business innovation