Connecting Rural Enterprise for a Transitional EconomyWorkshop LYIT 17/07/14Conor Boyce earlytoe.com

Workshop Components

• Internet/Connected Economy in numbers• Business Benefits of Connectivity• Tools/Strategies to Develop and Online Marketing Plan

Broadband

• Governments around the world increasingly view Broadband as the “fourth” utility along with water, heat and electricity!

Broad Band Definition

Generally understood to be a service that enables high speed transfer of Data, Voice

and Video over the Internet

Key Question and Outcome

How we can best deploy our Digital resources to grow and empower our companies to grasp the opportunity offered by high speed connectivity

Internet by numbers€5.9BN Online consumer spending 2014

€12.7BN projected onine spend by 2020

21.1BN Projected value of Ireland Digital Economy 2020

150,000 New jobs Direct/Indirect by Digital Economy by 2020

IRE

Internet by NumbersValue of “Digital Economy”

• 8.4BN in 2014 = 5% of Irish GDP• 21.1BN in 2020 =10% of Irish GDP (Target)• Currently 8% of UK GDP from Internet economy/Ire equivalent 12BN• Online consumer spending is single largest sector 6BN per annum• 60% of this spending is overseas• 24% of Irish businesses use internet for sales via E Commerce (CSO) EU

av 17%

Internet by Numbers

• 48% of Irish companies with 10 or more employees use Social media (EU av is 30%)

• 47,000 Irish SME’s do not have web presence

Connectivity Business benefits/drivers!

• Need to be more responsive• Need to reduce costs• More flexibility• Increase Staff motivation and retention• Disaster recovery

Digital Consumer• 59% of Irish adults shop online at least once per month.• 30% of Ireland pop have speeds > 30mbps• 8 in 10 adults say they use a laptop, tablet or smartphone

when watching TV = Digital Disruption• 6 in 10 Irish adults have interacted with Govt. department

online.• 4.7 = no. of internet enabled devices in Ire home( Ger 2.6)• 2.7 =average no. of users connected in home at one time.

Cloud Computing

Software as a Service

• Software As a Service is a software licensing and delivery model in which software is licensed on a subscription and is centrally hosted on the cloud by independent software vendors or application providers

$22BN Global Market 2015

So What?• No additional Hardware costs = Processing power supplied

by cloud provider.• No initial set up costs = Applications ready to use once the

user subscribes• Pay for what you use = Monthly subscription• Usage and capacity is scalable = Accessed on demand No

requirement for new servers• Updates are automated = Deployed automatically often FOC

So what?• Cross device compatibility = SAAS applications can be

accessed from any internet enabled device.• Accessible from any location = From any location with an

internet • Applications can be customised and white labelled =

Altered to suit the needs and requirements of a particular client

Connectivity = Global Opportunity

60% of consumers research online before purchase. McKinsey

Our Blades are F….king Great!Dollar Shave club

Digital DisruptionConsumer buying habits are changing

Hassle.com

Meet the Millennials• Millennials influence the present and are the future. Pay

close attention to them as their usage of media influences other demographic groups and they literally represent the world to come.

Jerry Yang Founder Yahoo

Meet the Millennials

• Born between 1982-2000• Biggest generation of Consumers ever• 100Million in US =36% of population• Don’t care about the Internet. Like electricity!• Major Customer service/experience expectations• Don’t engage with traditional media.• As a business How do we connect with them?

Modern Digital Consumers• Have Higher expectations• Talk To each other (social media)• Are connected 24/7• Need instant gratification• Rely on recommendations• Share experiences

Modern Marketing Facts

“If you always do what you always did, you always get what you always got! Henry Ford

How Important is Online Marketing to the future success of your business?

low 1--------------------------------------------10 High

What is the Purpose of My web strategy?

Think about the 97% and Micro Conversions

This is value here.These actions lead to our future website conversions.

Common Micro Conversions

• Share content via social media• Subscribe to newsletter• Watch video• Play games• Use calculators• Payment estimators

• Live Chat• Add product to cart• View special content• Store locator• Property search

What the Macro/Micro Conversions on my Website or in my strategy

Micro Conversions

Here

DEFINE YOUR GOALS AND THE KPI,S

New Reality

Two types of MarketingInbound=AttractOutbound=Interrupt

What is Inbound marketing?Inbound Marketing is a Marketing Strategy where businesses implement tactics

to “get found” by customers

Inbound Marketing involves creating and providing valuable content for your customers, promoting your remarkable content, building customer relationships,

and overall ‘pulling’ the customer toward you

What is Content Marketing•It is a marketing technique of creating and distributing relevant and valuable content(information) to attract ,acquire and engage a clearly defined and understood target audience----with the objective of driving profitable customer action”

Content Marketing Institute

It provides the Fuel to power your Digital marketing efforts

Overview

Inbound Marketing Funnel

Where do we start and How do we attract prospects?Define your customer personas-----Can be Multiple

• Who is your Ideal Customer?

• What information are they looking for?

• Do you have a distinct competitive advantage

Website is the online Marketing HUB

How to attract visitors and build your reach94% click on organic vs 6% paid

Organic search results

SEO is about…..• Google algorithm• On page 20% Off-page

80%• Creating remarkable

content• Optimize the content

for social sharing• Visible on all

devices=responsive

How to get found?•  Inbound marketing starts with

blogging. A blog is the single best way to attract new visitors to your website.

• Blogging is not the answer to lazy man’s dreams

Why blogging?

Why blogging?

For every €100 spent on website design (i.e attraction) 1€ is spent on Conversion

• On average only 3% of website visitors ready to do what you want?

• What about the 97%?• Micro Conversions

What do we want our visitors to do?Conversions,

• Buy a product• Give email contact details• Stay on site (5 mins)• Click on an add• Fill in a form

Macro Micro• Download a whitepaper• Click a button• Sign up for webinar• Registrations• Watch a video.

What happens to website traffic?

Conversion point Tactics

How does traffic convert into leads?• Leads are generated by

making top level content offers and landing pages.

• Turning leads into customers requires targeted content!

• Define your personas

BRANDING-Develop your Online Value Proposition

Branding Tactics

Online Branding is about engaging your audience on how the Brand can add value to their lives

• Tell a story ---Engage• Build your community and reach• Help me do my job/Live my life• Make me look good/Cool• Entertain me make me laugh• Help me select/use products• Make me popular

Mobile

Mobile• 50% of all local searches are performed on mobile devices• Consumers spend on average 15hrs per week searching on

mobile• Location proximity is critical to mobile searchers (69% expect

business to be within 5 miles or less)• Over half of consumers want to make a purchase within an

hour of searching on their mobile.• 93% of people who use mobile to research go on to make a

purchase of a good or service. Majority of purchase take place in-store

CLOSEEveryone who downloads needs to be followed

up by either Human Machine

Lead Nurturing

Nurture the lead

Content Marketing

Marketing Platforms

Marketing Platforms

Marketing Platforms

Marketing Platforms

Marketing Platforms

Key Takeaways

• Digital takes time,effort and resources.• Define your objectives and Target audience clearly• Develop your plan and automate to scale up your

activity level• Measure,analyse, test, repeat• Build the right Infrastructure and grow your Digital

assets• Enhance your company value