picking the right digital marketing tools for your business
DESCRIPTION
Niall McKeown of iON - eMarketing Seminar Galway April 2011TRANSCRIPT
Website and Permission Marketing
Viral Marketing
Online Brand Management
Video/YouTube Channels
Blogging
Affiliate Marketing
Online PR
Email Marketing
Podcasting
Social Mediae-Commerce
Mobile Media
Webinars
Pay Per Click Advertising
Online Display Advertising
Search Engine Optimisation (SEO)
Offline Pushing Online
Consolidated reporting
Forums
importance
Website
Attention/Ads
Content
Engagement
ExclusiveNiche
or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Low Interest
Customer Volume
Your
Bus
ines
s (c
usto
mer
s pe
rspe
ctiv
e)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
Mass Market Mainstream
Extraordinary
Interestingor
Authority
Prime1
All Media
Industry Leader
Smooth
✓ no SEO issues✓ limited
engagement due to size
✓ task focused2
PRIME
importance
Website
Attention/Ads
Content
Engagement
PRIME
Mass Market Mainstream
Extraordinary
Interestingor
Authority
Prime1
All Media
Industry Leader
Smooth
✓ no SEO issues✓ limited
engagement due to size
✓ task focused2
ExclusiveNiche
or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Customer Volume
Your
Bus
ines
s (c
usto
mer
s pe
rspe
ctiv
e)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
Low Interest
ExclusiveNiche or limited Audience
Extraordinary
Interestingor
Authority
Authority
4Earned Media
Omnipresence
Members
3
$23.3 Billion in 2009
Member Digital Marketing Channels
ExclusiveNiche or limited Audience
Extraordinary
Interestingor
Authority
Authority
4Earned Media
Omnipresence
Members
3
www.aepona.com
Becoming the Leader: Corporate Marketing Roadmap
6Proprietary © Aepona
Vision
Executio
n
Comm
unicat
ing
the V
isio
n - B
uildin
g Though
t Le
aders
hip
Real
izin
g th
e Visio
n - V
alid
atin
g Thou
ght Le
aders
hipMarket Events / TriggersCustomer WinsSuccess Stories
Endorsements
Market-MakingCommunicating
Influencing
Building Trust & Advocacy
www.aepona.com
Executing the market roadmap 2010-2011
7Proprietary © Aepona
Executio
n
Q4 2010
Q1 2011
Q2 2011
Rogers Catalyst Launch
Navteq Partnership
USP 3.0 Launch
TNS Win
SDP Summit, London
New Website Launch & corporate look/feel refreshCTIA Fall
Telco 2.0 Americas
Open Mobile Summit, USTelco 2.0 EMEA
Telco 2.0 Webinar
Telco 2.0 Contributed Article
Mobile Cloud White Paper
Canada OneAPI full commercial launch
Canada OneAPI Progress
AT&T win
Neustar Launch
WAC Phase 1 Live
WAC SDK Launch
Nordics Cloud
Launch
Thomson Reuters Cloud
MTN Win
IBM UC Cloud
USP Advanced Call Service Launch
MWC 2011 & Awards
Telco 2.0 EMEA
Ireland Cloud
Launch
USP “Cloud Edition” LaunchCTIA Wireless
Light Reading Webinar
Open Mobile Summit
VCOMNaaSWin
+ continuous communication aligned with
corporate themes:
online/social media marketingtwice-monthly blogpodcasts/webinarscontributed articles
newsletteranalyst briefingsmedia briefings
developer forum engagementlocal PR
Vision
LR Leading Lights Award
Omnipresence
importance
Website
Attention/Ads
Content
Engagement
Omnipresence
ExclusiveNiche or limited Audience
Extraordinary
Interestingor
Authority
Authority
4Earned Media
Omnipresence
Members
3
✓ peer review inbound links
✓ third party webinars
✓ advocacy email & twitter
ExclusiveNiche
or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Customer Volume
Your
Bus
ines
s (c
usto
mer
s pe
rspe
ctiv
e)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
Low Interest
Mass Market Mainstream
MildInterest
Attention
5
6
Bought Media
Over Here
Shout Loudly Low Interest
Shout Loudly
Shout Loudly
Consumer Crash Services Strategy
Video/YouTube ChannelsFor interview for the human stories
Not as a YouTube channel but as a method to broadcast and share
BloggingHuman story used for the online PR
Guest bloggers from the car industryTheme to be decided
Online PR
Plan A
Human story from existing customersChoose sectors based around publicationsCreate CONTEXT based stories with real people
Infer Crash Services and linkLinks should be titled from the researchThis is to assist PPC with key terms
Plan BNiche players in the Car Market
Yolanda to find out who they areMake a list of the sitesWe are to come up with a plan for these guys
Email Marketing
Customers
Our affiliate newsletter is content contribution not distribution
1 per monthContent from blogTony has created messages
Own
1 per quarter
topics
Offline PR topic
Human story + photos
Incentive Competition
Who is behind the brand person interview
Products explained Take a service and explain how/why
CALL TO ACTION >>> GET A FREE PACK
Promote lookaly and iPhone app
List growth to be conducted by TMcKManagement to be iON & CRASH
Bounce backUnsubscribeDead
Email marketing analysis
The Digital Contacts are
Those that have purchased breakdown cover15,000 (NI)
Those that are insured with the brokers= 50,000 - 15,000 already accounted for
Those that have used Crash in the past40,000Email addresses of 2,000
List building from websiteCome in but no real details of who they are
People that are with the affiliates DFCDealerships
Social Media LookalyLook at free v paid listing
No to facebook and twitter for now
e-Commerce2012/13 look at selling online
For now park due maintain brand clarity
Mobile Media
Mobile site to be reviewed by GD for key tasks
Phone number to me monitored
iPhone App looks good, but where is it in the customer journey?
Pay Per Click Advertising
Campaign 1Find out how people are searching for usBy a wide range of PPC terms
NI OnlyCrash in the title
Campaign 2
Additional servicesHow do people search
Volume of search
ObjectiveHOW MANY PEOPLE ARE ACCESSING VIA DIFFERENT ANGLES
Overall Objective
Determine the content and landing pages needed for version 3.0 of the site
Budget £500 for starters
Online Display AdvertisingDo this in accordance with Online PR
Search Engine Optimisation (SEO)
Offline Pushing Online
Consolidated reporting
Online PR
Social
SearchBy brand
By generic
PPCSearch by services
Conversions these create
Minimal Display
Finance spend per conversion
ForumsLeave as a pri 2 say 1012
Mass Market Mainstream
MildInterest
Attention
5
6
Bought Media
Over Here
Shout Loudly Low Interest
Mainstream
MildInterest
Attention5
Bought Media
Over Here
Over Here
Over Here
Over Here
Over Here
Context
Content
Process
Situation
Objectives
Launch
Measure
ENGAGEMENT RATIO:0.02%
Great News!
Over Here
importance
Website
Attention/Ads
Content
Engagement
Over Here
Mass Market Mainstream
MildInterest
Attention
5
6
Bought Media
Over Here
Shout Loudly Low Interest
✓ less uniqueness higher attention costs
✓ build for the first time customer
✓ social if context
Customer VolumeExclusive
Niche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Your
Bus
ines
s (c
usto
mer
s pe
rspe
ctiv
e)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
Low Interest
ExclusiveNiche
or limited Audience
Advocacy
7
8
High 5
Owned Media
Hand Shake
MildInterest
Low Interest
ExclusiveNiche
or limited Audience
Advocacy
7
8
High 5
Owned Media
Hand Shake
MildInterest
Low Interest
High 5
High 5 Services
importance
Website
Attention/Ads
Content
Engagement
High 5
High 5 Product
ExclusiveNiche
or limited Audience
Advocacy
7
8
High 5
Owned Media
Hand Shake
MildInterest
Low Interest
Exclusive
Advocacy
Hand Shake
Low Interest
8
Exclusive
Advocacy
Hand Shake
Low Interest
8
ExclusiveNiche
or limited Audience
Advocacy
7
8
High 5
Owned Media
Hand Shake
MildInterest
Low Interest
✓ sales utility✓ reputation mgt✓ email marketing
Customer VolumeExclusive
Niche or limited Audience
Mass Market Mainstream
Extraordinary
Interestingor
Authority
MildInterest
Your
Bus
ines
s (c
usto
mer
s pe
rspe
ctiv
e)
Prime Authority
Attention Advocacy
1
2 4
75
6 8
All Media
High 5
Bought Media Owned Media
Earned Media
Over Here
Industry Leader
Smooth Omnipresence
Members
Shout Loudly Hand Shake
3
Low Interest
1.Strategy 2.Design
4.Measure 3.Content,Interface, & Launch
Now What?
