Digital Destinations: Online Explosion

transcript

Workshop one

Digital Destinations: On-line explosion

Maureen McAllisterMcAllister and Co

www.pinterest.com/digitaldest ddp@bournemouth.ac.uk

@McAllisterandCo |@PhilipAlford | @SchoolofTourism#DDBU

Workshop one – today’s plan

Part one: Background to on line marketingWhat is online marketing?How can it benefit businessWho is using it effectively / who is missing a trick

Part two: Developing the strategyMarketing strategy templates and ideasCase study templates

Part three: Individual Business objectivesWhat do you currently do?What do you want to achieve?What are your two main outcomes for this learning?

Workshop one

Part one: Background to on line marketing

What is online marketing?How can it benefit businessWho is using it effectively / who is missing a trick

Background to on line marketing

The on-line explosion

What is online marketing?How can it benefit business?Who is using it effectively?Who is missing a trick

Not exclusive

The on-lineexplosion mustcomplement allother activity

Background to on line marketing – why does it matter?

Data never sleeps. Every minute:YouTube users upload 48hrs of new videoEmail users send 204,166,667 messagesGoogle receives over 2,000,000 search queriesFacebook users share 684,478 pieces of contentConsumers spend $272,070 on web shoppingTwitter users send over 100,000 tweetsBrands and organisations on Facebook receive 34,722 likesTumblr blog owners publish 27,778 new postsInstagram users share 3,600 new photos | Flicker users add 3,125 new photosFoursquare users perform 2,083 check-ins571 new websites are created and the mobile web receives 217 new users

What is online marketing?

Online marketing enables you to use the power of the internet to reach, to get a response from and maintain a dialogue with, customers (and potential customers) – you may also hear it called ‘Internet marketing’ or ‘web marketing’.

-The internet is a key tool for businesses: to profile a business and its offer.-Promoting a brand, product or service over the Internet and SELL their goods and services. -Linked to public relations, customer service, customer relationship management, sales, and information management. -The most inexpensive way for them to reach millions of their target market and compete in a global market place.-Convenient, affordable, and results can be tracked as a campaign progresses.

The strategy of on line marketing

Many businesses are actively using online marketing

(i)without realising they’re doing it (ii)without a clear strategy behind it and (iii)without any mechanisms to monitor impact and outcome.

But what is Internet marketing really?

Workshops will enable to you to make sure that your effort is delivering the results you are looking for.

Looking at on-line marketing, what’s good and what’s not so good.

Develop the strategy, implement it and measure its impact

Templates to develop the on-line element of your marketing strategy, the resources to focus on one or two key areas, objectives, to improve and enhance your impact and the tools to measure your impact.

Online marketing routes

Display Advertising: A banner on a third-party website which drives traffic to your website or raises the profile of the organisation.

http://www.weworkweekendsforbrands.com/stride/2011-2/brll-banner-case-study/

Interactive Advertising:

Using animations and other graphic techniques to create ads that engage and encourage participation.

EXAMPLES: http://www.interactiveentries.com/skittlestouchcampaign/

Email Marketing: Promotional emails directly to customers.Reach the right customers with the right messages at the right time.

The best time to send emails are when customers are reviewing their inboxes. For maximum open and click rates choose morning and early afternoon.

Catch attention, keep the message clearThe average email read time is 15-20 seconds.

Email Marketing: key facts

Email is the preferred method of commercial communication for 74% of all online adults.

Email has been used by nearly 90% of consumers since 2005. 58% of consumers start their day online by reading emails.

The average direct mail campaign gets a 1-2% response date while the average EMM campaign gets a 20-30% open rate.

Email Marketing: key facts

36% of consumers say that email marketing has become more relevant in the last 12 months.

43% of mobile email users check email 4 or more times a day compared to

29% of those who do not use mobile email. 54% of respondents in a consumer survey said that they had a more favourable opinion of the companies that send them email.

Search Engine Optimisation:SEO uses the unpaid and natural process of promoting content. This includes keyword research and placement, link building and social media marketing.

http://www.youtube.com/watch?v=6AmRg3p79pM&feature=player_embedded#!

Search Engine Marketing: or pay per click – promoting your business through paid advertisements appearing on search engine results.

Search Engine Optimisation: Key facts 79% of search engine users always/frequently click on the natural search results. 80% of search engine users occasionally/rarely/never click on the sponsored search results. 75% of search engine users never scroll past the first page of search results.

95% of adults use search engines to find info, 78% research products and services

Viral Marketing: Something so compelling that it encourage customers to pass along information about products or services.

Company websites that let visitors email interactive games or funny video clips to their friends are an example of a viral marketing effort.

http://www.visiblemeasures.com/adage

http://www.youtube.com/muddybootsfoods

Social Media Marketing:

Based on its name, social media marketing is the process of promoting a website through various social networks like Facebook, Twitter, Google+, LinkedIn, Pinterest and more.

This can also include Inbound Marketing and referral marketing.

Social media – simple, free and quick tool

Reach the right audience (mass and/or niche)Keep your audience up to dateBuild relationshipsSend out a message with a call to actionDirect traffic to your website (and other portals)Maintain your profile – highlight your expertiseStart and maintain a conversation

Social media: the tools

TwitterBloggingFacebookLinkedin

Plus, plus, plus Google, YouTube, Flickr, Foursquare, Pinterest, Twylah, slideshare … the list is endless!

Social media: the tools

Who are you targeting? What do you want to say to them?

Online marketing – ability to never miss a trick

Model pineappleshttp://www.thisissouthdevon.co.uk/Torquay-palm-tree-arrives-waste-money/story-17100353-detail/story.html

http://www.thisissouthdevon.co.uk/Babbacombe-Model-Village-Mayor-unveils-Torquay/story-17125672-detail/story.html

Workshop one

Part two: Developing the strategy

Marketing strategy templates and ideasCase study templates

Workshop one

Part two: Developing the strategy

Why do you need a strategy?

-Manage -Focus-Implement -Measure

Developing the strategy

Situation: where are we now?

Objectives: where do we want to be?

Strategy: how do we get there?

Tactics: how exactly do we get there?

Action: what is our plan?

Control: did we get there?

Developing the strategy: current position and objectives

Where are we now andwhere do we want to be?

-SWOT-Competitors-Consumers -Market trends-Internal resources-Objectives

Developing the strategy, tactics and action

How do we get there?

-Top line thinking-The planning-The actionwhen, where, how much?

- WHO?

The Marketing Objectives ChecklistNavigate your way to an effective objectives-led marketing mindset

Understand who you need to talk to...

Identify the biggest growth opportunities for your business...

get people to buy more often

get people to buy more

increase prices

those unaware of the brand

with new customers:

speak to more people

with existing customers:

NB: segmentation simplified for the purposes of the checklist

Seek options to increase distribution

Seek activities to drive

awareness

Seek activities to drive trial

Seek activities to drive

frequency

Seek activities to fuel weight of purchase

Seek ways to add product

Our core objective is to get ........... customers who are ................... to ...........................i.e. Our core objective is to get new customers who are unaware to be aware of our brand

Output:

reach more people

get more people to try

those aware but not yet

buying

those buying but not very

those buying regularly

those who only buy your brand

Developing the on-line strategy – important questions

Where does this fit with your current work? Have a plan – don’t bite off more than you can chew.

What do you want to say? Clear messages, fully prepared – to give and receive.

Who do you want to say it to? Which channels do your customers use?

When are you going to say it? Sending your message when people want to, and can, read them.

Where can you say it? How many can you manage and where are your consumers likely to be?

How often should you do it? Be regular, but not all at once – time your messages, have breathing space between your updates, blogs and discussions.

What do you want customers to do once they have heard you? Make sure you have a clear call to action. Be prepared to target them directly and to respond to them directly – good or bad.

Make your customers your championsThe importance of user generated content and ‘social media’ word of mouth. Be visible, be relevant and stay on messageMake sure you are part of the place, time and conversation.

How long can you keep going? Don’t start out on the social media/marketing route if you can’t sustain it!

Developing the strategy: measurement

How do we know if we’vedone it?

How are we monitoring impact? Outcomes and outputs?

Developing the case study

Background: Background to your business and objectives in terms of on-line marketing.

Area of focus: Describe your objectives, what you needed to do and any challenges you faced.

Action: What did you do? What action did you take? What was the plan?

Outcome: What was the result? The impact?

Learning: What did you learn? What experiences can you share? What would you do differently in future? Or what has this made you do differently?

Workshop one

Part three: Individual Business objectives

What do you currently do?What do you want to achieve?What are your two main outcomes for this learning?

Digital Destinations: Online Explosion

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