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(c) Michael Leander Nielsen, 2009 2
Inspiration
Innovation
Candy for thought
Internet/
Business
Marketing
candy store
My keynote contents
A few facts to get us started
Future scenario just around the corner
7 things you should consider to become a successful
digital marketer
1. Customer experience
2. Innovation and differentiation
3. Permission marketing
4. Mobile marketing: SPECIAL GUEST
5. Usability and websites
6. Return on Marketing Investment
7. Understanding your target audience
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Quick facts
(c) Michael Leander Nielsen, 2009 4
1.7 billion people have internet access
That is 25,6% of the global population
Emerging markets quickly catching up
Email, searching, shopping, online banking, socializing, contributing, “being”
Having digital conversations is the key driver today and in foreseeable future
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Valeria – 10 years old Anne-Grethe – 62 years old
• Chat with friends
• Meet new figure skating friends
• Comments, playing games, watch TV
• Upload pictures and videos
• Create (weird) art-work and share
• Search interests
• Find things to buy
• Spends 15-20 hours online/week incl.
mobile internet usage
• Chat with friends and family
• Stay in touch with family/friends
• Comments
• Upload pictures
• Search interests
• Online banking/investments
• Does taxes online
• Spends 10-15 hours online /week
Quick
stats
(c) Michael Leander Nielsen, 2009 6
Cyprus: 30,9%
Sweden: 89,2%
SMG anno 1995 and what I learned
Size
• Largest IT distributor in Scandinavia
• Revenue in excess of 900 mill USD (1996)
• Internet penetration around 15%
Challenge
• Margins under pressure
• Loads of very small IT reseller customers (Fax/phone orders)
• Risk of manufacturers selling direct
Solution
• Invest in internet presence/e-commerce
• Add value: convenience, self-serviced pricing, support
Result
• USD 35 mill revenue within first 12 months
• Improved margins, freed time to VIP customers, increased loyalty in all segments
• Outperformed competition in all vital areas
(c) Michael Leander Nielsen, 2009 7
Imagine different internet growth and user
adaption scenarios and plan accordingly
• 10% growth adds 1,2 mill. new
internet users in Egypt each
year
• Increase in penetration will
nurture increased usage (time
spent online pr. week)
• Government initiatives may
stimulate a more rapid growth
• Remember the
Ketchup effect – be
ready
(c) Michael Leander Nielsen, 2009 8
A guide to approach your internet
marketing presence – some key questions
• What are you trying to accomplish?
• Long term and short termObjective
• Your target audience?
• What do you need to take into consideration?Research
• Which sort of digital presence?
• Why?Presence
• How are you going to drive traffic to your online presence?Traffic
• How are you going to get business online?
• How can you serve your customers online?Convert/serve
• When you are successful – how can you expand your presence and why?Expand
(c) Michael Leander Nielsen, 2009 9
(c) Michael Leander Nielsen, 2008 11
Consumers are exposed to 3.000 to
6.000 marketing messages every daymobile marketing user generated content email
marketing Enterprise 2.0 customer experience
RSS feeds marketing web 2.0 permission
marketing communities conversations TV
COMMUNICATION OVERLOAD The Moment of
truth push/pull web 3.0 Word of Mouth RELEVANCE FREQUENCY RECENCY
S OC IA L NETW ORK IN G
Michael Leander Nielsen
10 years on the business side- CEO, midsize companies, IT software- VP sales/marketing, 2 * public companies- VP sales/marketing, 1* midsize
10 years on the agency/consulting side- Advertising agency, consultant- CEO, marketing consulting + ESP
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7 things you must consider
to become a successful
(digital) marketer – a high
level introduction
13
Your job just got harder
The simplified digital ecosystem
(c) Michael Leander Nielsen, 2009 14
The customer experience matters much
more than you think
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(c) Michael Leander Nielsen, 2009 17
Food for thought about the customer
experience
(c) Michael Leander Nielsen, 2009
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1
• A survey, In Customers Are People, shows, that 70% of the customers buying decision are based on how they feel they are being treated
• Another survey shows, that 69% of the customers say, that emotions count for more than half of the total buying experience
• A good customer experience is told to 8 people
• A bad customer experience is told to 22 people
• It takes 10 good experiences to make up for one bad
• Your web presence is very much part of
the customer experience
Survey: Does Companies Provide an
Excellent Customer experience?
(c) Michael Leander Nielsen, 2008 20
We are motivated to share by experience
(c) Michael Leander Nielsen, 2008 21
Very motivatingNot motivating
Even sharing customer experiences via
video
(c) Michael Leander Nielsen, 2009 22
Create a customer vision/strategy
Customer
Knowledge
Customer Value
Customer Expectation
Balanced effort
Integration
CustomerExperience
Customer ExperienceHow do we ensure that customers get the
same experience across all touch points?
On which level must the experience be
consistent across all channels?
IntegrationHow do we share knowledge of our
customers?
How do we plan and implement
customer activities across the
company?
How close do we want to
integrate ourselves with
customers and partners?
Balanced effortHow do we balance our efforts in relation to the
customers value?
What effect does that have in our activities? How far
will we go?
How do we focus on loyalty, retention, additional and
cross sales?
Customer ExpectationsWhen are the customer in touch with us and why?
Which expectations do they have and how do we
live up to them?
How do we communicate with the customers?
What impact does customer satisfaction have on
revenue and profit?
Customer ValueWhich customers have which value?
How do we measure it?
Which customers will we attract,
retain or develop?
Which service will we provide the
defined segments?
Knowledge of CustomersHow do we collect knowledge of our customers
In which touch points?
How do we use this knowledge?
How can we enrich and increase our own knowledge
Engaging customers and prospects
through innovation and differentiation
(c) Michael Leander Nielsen, 2009 24
Bil vask, baby
(c) Michael Leander Nielsen, 2008 25
Take away
• Out of the box thinking can get you ahead of competition
and closer to the hearts of your customers
• Spend time contemplating, brainstorming – look at other
successful (online) players to seek inspiration
• And remember: If you can dream it, you can do it
(c) Michael Leander Nielsen, 2009 27
The concept of permission marketing
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What is permission marketing?
• Traditionally referred to for electronic marketing through
email, SMS etc.
• Getting an active and volunteered consent to receive
communication via the specified channel from you
• Marketers must accept the consumer´ prerogative to opt-
out of communication anytime
• When a consumer opts-out, no communication can take
place in that particular channel until a new opt-in is
acquired(c) Michael Leander Nielsen, 2009 29
Permission marketing in a multi-channel
world
Permission to any channel
of communication
• Direct mail
• SMS/MMS
• Telemarketing
• Etc.
(c) Michael Leander Nielsen, 2009 30
Let the consumer decide – if you want
(c) Michael Leander Nielsen, 2009 31
I don’t want your
emails – I only want
your printed
catalogue
Mobile marketing
Special guest: Con O´Donnell, Sarmady
Inc.
(c) Michael Leander Nielsen, 2009 32
Sarmady
Websites and Usability out of the box
(c) Michael Leander Nielsen, 2009 33
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اإلنسان بالتفكير وهللا بالتدبير
Your nose is a part of you even if it
was cut (or ugly).
(c) Michael Leander Nielsen, 2009 35
Really new ways: Will this influence?
http://www.greatpockets.com/index.php
The sales funnel when building web sites
Can a different approach
turn more visitors into
customers?
Benefits of ”reinventing and innovating” –
take aways
• THINK: Sales funnel first
• Increase traffic to web properties
• Increase Word of Mouth
• Increase key web metrics
• A different perception of your company / brand
• A different perception of your image / identity
• Acknowledgement amongst your peers
(c) Michael Leander Nielsen, 2009 40
ROMI – Return on Marketing Investment
(c) Michael Leander Nielsen, 2009 41
What do you want to achieve?
(c) Michael Leander Nielsen, 2009 42
Attract 20.000
newsletter
subscribers
Get 50000 people
to talk about
my product
Customer fan
club
Sell for € 1 mill
by Friday
Have 100.000 ppl.
watch my video
Understand Customer Lifetime Value
Set clear, measurable tangible goals for monetary actions
• Cost per sale
• Cost per repeat sale
• Referral value of customers
Set clear, measurable goals for non monetary actions
• Acquiring a permission
• Increasing the quality of your database
• Switching recipients from direct mail to email permission
Meeting Return on Marketing Investment goals
makes it more fun to be a marketer
(c) Michael Leander Nielsen, 2009 43
Take aways
As a multi-channel direct marketer you must have the ability to
differentiate your approach depending on
• Status of permission and channels
• Value of customer
• Potential value of prospect (f.ex. unaddressed
communication)
• Gross profit (or revenue) you can achieve
• Timing, relevancy and ease and speed of buying
(c) Michael Leander Nielsen, 2009 44
Understand how to utilize social networks
and social media
(c) Michael Leander Nielsen, 2009 45
Social networking
and social media
is here to stay
How are you going
to tap into these
new channels?
(c) Michael Leander Nielsen, 2009 46
Most people can recall at least 2 social
networks …
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(c) Michael Leander Nielsen, 2009 48
New applications add
social networking capabilities
by default, examples;
- Event-sites
- Photo sharing sites
- Blogs
- Professional online media
- TV stations etc.
Facebook numbers
• Egypt: 2.170.000 profiles – that’s nearly 20% of the
internet population in Egypt
How to engage – if you want to engage?
(c) Michael Leander Nielsen, 2009 49
Engage through a profile (not)
(c) Michael Leander Nielsen, 2009 50
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70.500
fans
Promotions
And what about Twitter?
(c) Michael Leander Nielsen, 2009 52
Launching a product utilizing the
community
BeoSound 3
Can you keep a
secret ?
400 ambassadors
chat with PM
Results amazing
PR 4 in 5 days
1 mill. + hits on page
in ”no time”
Aligning experience to product benefits
(c) Michael Leander Nielsen, 2008 54
Understanding your audience and
anticipating their needs
(c) Michael Leander Nielsen, 2009 55
The ultimate customer experience –
think automationAsk:
How can I deliver a great
customer experience
wherever I interact with
customers?
How can I utilize all customer
touch points for maximum benefit
to me and my customers?
How do I align that with my
ROMI and other objectives?
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Summary
First: Understand and know you target audience1. Think: How can I deliver a good-to-great customer
experience in digital/online channels?
2. Think: How can I stand out? What can I do to make
me unique and attractive?
3. Think: How do I implement a relevant permission
marketing program in various channels?
4. Think: How can I become part of the conversation
taking place online?
5. Think: How do I tie new channels in with my existing
marketing mix?
(c) Michael Leander Nielsen, 2009 58
If none of this works:
Consider more
drastic means