why a digital strategy
TRANSCRIPT
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Turning passing traffic into paying customers.
Maeve KneafseyFounder - CEO
www.realmarketfinder.com
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Agenda1. Introductions
3. Strategy that everyone gets
2. Disruptive customers
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How has the Internet changed consumer behaviour?
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Who is the new “digital consumer” ?
What’s wrong with them?
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Smartphone activity while watching TV in 2015
Source: Attitudes and Usage Across Multiple Screens, IAB, April 2015
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Average time spent online researching and booking annual
holiday?
?2O hours!
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Most popular search term for mortgages?
9 times greater than next most popular in UK, US and IRL
MORTGAGE CALULATOR
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Control
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Engage me or…
…I’m out of here
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Who’s in the driving seat?
Digital Disruption - a “disruptive” customer
Are we engaged?
All or nothing – get personal
Do as I do, not as I say
Marketing? Sales?
Trial and error - iteration
Data anyone?
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Do as I do
Not as I say?
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When
questioned
more
consumers say
they purchase
a quality
newspaper
than actual
copies sold.
Why?
We answer
what shows us
in a good light.
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Strategy
• What does success look like?
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No strategy?So what?
• Directionless
• Online needs different thinking – you need to make time for that
• Weak value proposition
• Scatter gun
• Waste budget and time
• Can’t engage customers
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Digital Marketing StrategyA. Business
Goals
B. Target Audience
C. Needs
Motivations
D. Habits
Preferences
E. Tactics & Planning
F. Measure
Change
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•An airline – to deliver passengers to largest numbers of popular destinations in Europe at the lowest cost
•A retailer – to deliver the widest range of products to your door in the fastest time, at the lowest cost in the world
•A retailer – to deliver a brand that reflects the real craic of the Irish to your door step, wherever the Irish live
Value proposition
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How?
Ensuring every one of their passengers book their flights online successfully by providing
an outstanding and easy to use online booking experience.
Outcome = dramatic drop in passenger complaints and communications.
Result = improved brand perception and reduction in time required to manage
passenger queries
KPI and Metric = increase the number of online bookings by 15% in six months
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How?
Develop excellent customer service through social media channels
Outcome = dramatic drop in managing individual emails and phone call and negative sentiment
Result = improved cost reductions, improved response times and mass communication rather than one to
one. Customer service and user experience improvements
KPI and metric = reduce the number of emails or phone calls received by 30% in eight months
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Source: Hairybaby.com
Gap…the country was crying out for something a little less begorrah.
Solution: creating Irish
t-shirts that
Irish people 'get'.
Brand: quirky, funny, unique
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Hairy Baby Digital Goals
Goals & Objectives
• Build awareness
• Build a brand
• Grow target audience
• Expand range
• Drive profits
Channels & Tactics
⁼ Facebook 51k
⁼ Twitter 5.2k
⁼ Kids, mugs, bags
⁼ SEO
⁼ Remarketing
⁼ Personalisation,
⁼ A/B testing
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Our little black book
Search Tools:
• Google Analytics
• Google Global Market finder
• Google Trends
• Google Keyword Planner
• Google Media Planner (Display planner)
• Bing Ad Planner
• Google Alerts
• Facebook Ads (profile target audience)
• Similar web
• Hoosh
• Quicksprout
• Woorank.com
Social Tools:
• Google alerts
• Socialbakers
• Sprout social
• socialmention.com
• adictomatic.com
• howsociable.com
• twitalyzer.com
• Klout.com
Information Gathering
http://tools.seobook.com/competitive-research-tools/
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Persona profile(understand)
EngagingIndividuals
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Open worldYou don’t tell me what I want
I tell you want I want
You don’t tell me what I think
I tell you what I think
You don’t listen, we don’t connect engage, buy, tell..
Source:Fedex
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Let me find out for myself.
HighExpectations
I thought he was dead. Google it
Source:Nicolas Bry @nicobry & Oideas Gael
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Whose department is it anyway?
Marketing? Sales?IT?
Closely integrated
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> Optimise Customer Experience> Enhance Relationships> Drive Revenue Performance at Scale
Marketfinder
Turning passing traffic into paying customers