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Digital Marketing Summit in Dhaka, Bangladesh keynote presentation delivered by keynote speaker Michael Leander. The talk is about digital marketing and covers a number of relevant tips and insights on digital marketing.
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7 elements for a successful digital presence
Digital Marke6ng Summit in Dhaka,
Bangladesh
Keynote speaker Michael Leander
www.michaelleander.me
These slides were presented at The Digital Marke3ng Summit in Dhaka on
20 September 2014
The conference was organized by Bangladesh Brand Forum
You can handle the truth, right?
In modern marke6ng misconcep6ons, bad advice, poor decisions and wishful thinking
prevails.
Stay true to your core brand, your marke6ng founda6on and be realis6c about what, why and – especially in
an emerging market – when !
The purpose of marke6ng is to acquire, convert, sustain and grow
customers whom then in turn will a0ract other customers through
referrals
Drive towards your objec:ves first , deadlines second !
See video about being objec:ve driven h0p://www.youtube.com/watch?v=4mxvy_usWz8
If 95% of you
r effort is here
, you are wron
g !
Which presenta:on?
A – With fun
B – Without fun
Walks like a duck, talks like a duck ….
Why are we so busy reinven6ng the wheel, when we haven’t fixed the basics yet?
Can the future help you make digital work tomorrow?
The answer is
NO !
Be where your customers are and an:cipate where they will be in the future
Basics are boring ! Tell me how to create
a viral campaign
Proven formula for viral
marke5ng – learn how to
start spreading the news
15
What you need to know to create a viral campaign
How to create a viral video
See the Jennifer Aniston and Smartwater viral movie here hNp://www.marke3ngtelly.com/Jennifer-‐Aniston-‐s-‐Sex-‐Tape-‐Smartwater-‐viral-‐campaign_v194.html
The Danger of Band Wagon & The Urgency of New
New opportuni:es to interact and get a response from your
audience using QR codes (or not)
Fad out and think about fric:on and audience behavior
People are not like you – they are different
Meet: Leave me alone Larry & Hold my hand Harry
Meet Hold My Hand Harry
• Not digitally savvy, connected on ad hoc basis
• Needs to have most things explained
• Needs to talk to a real person
Meet Leave me Alone Larry
• Digitally savvy • 100% self-‐serviced • Rarely talks to real person • Expects you to respond within 3 minutes and 14 seconds in any channel
• “Lazy and therefore loyal”
When will this be a reality?
To get a link to view the Digital Na3ves video send an email to michael@leander.me
Your audience is exposed to 3-‐6000
adver:sing messages every
single day
Key trends changing buying behavior
• Tradi3onal buying behavior = easy to map
Key trends changing buying behavior
Short a0en:on span, loads of intrusion -‐ how do you cut through the clu0er?
Brain filter
Do I know you? Do I need you? Can I trust
you?
How to get into the Mind Box?
Unique passionate emo:onal authen:c focused
interac:ve meaningful…
3 step approach to a winning omni-‐channel centric marke:ng strategy 1) Know where your customers are and what their media preferences are in each step of the buying cycle
2) Incorporate digital (mobility) channels into your marke3ng, sales, delivery and reten3on process
3) Have technology and skills in place for “real-‐3me marke3ng”, “customiza3on”, “self service” and measurement
Easier said than done. Scarcity: Time & Competence, but an
abundance of opportuni3es too, for example:
Get 10 Facebook friends to vouch for you to get your
quick loan
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
Quote: Eye reads 20 3mes faster than the ear @michaelleander
Pictures drives engagement – videos too
Let’s set a new world record • Take a picture of the person sibng next to you (have a chocolate)
• Pass the camera around quickly – we only have 45 minutes
• Don’t want your pic on Facebook – cover your face
Trondheim, Norway
Sydney, Australia
Visuals s:r emo:ons in a heart beat
Make image(s) sell ! Photos travel if
they are fun
Include USP’s and URL’s if possible
S3r an emo3on
Find a picture-‐editorial style that works in all channels
Hero shots telling stories
Consistency with a superb content concept
Use humor and demonstrate the benefit of your product
Digital Marke6ng Summit Hashtag #DMS2014
My handle
@michaelleander www.twiNer.com/michaelleander
How to approach social media for
immediate Return on Marke:ng Investment?
48
Listen to the conversa:on
& react
1
2
Reac:ng to men:ons
• Monitor across all plalorms • Have tool for managing • Have tool for reac3ng
Try search.twiNer.com
My Foursquare message
Unexpected reply
Relevant, 6mely interac6on with customers and prospects on a 1-‐to-‐1 basis. One person at a 6me
So – what about words?
Words ma0er a lot more than you think,
but only if you know which, why, when and for how
long
Which last step call to ac:on (CTA) bu0on is more effec:ve?
Get my thing Get your thing
Wins 9 out of 10 :mes
The Power of Words
See the power of words video here • hNp://www.marke3ngtelly.com/The-‐Power-‐of-‐Words-‐A-‐very-‐inspira3onal-‐video_v294.html
Landing page #1 Landing page #2
Which landing page generated most conversions in this A/B split test?
275 conversions 110 conversions
Pay a0en:on to details & don’t be afraid to experiment, don’t be afraid of failure
Create a culture of experimenta:on
70% of people make purchasing decisions to
solve problems. 30% make decisions to gain
something. Source: Impact Communica3ons
Meet Good ‘ol AIDA A = ANen3on (Awareness) I = Interest D = Desire
A = Ac3on
R =
Recommen
da3o
n /
Share
Meet the new AIDA A = ANen3on (Awareness) I = Interest D = Desire
E = Engagement
A = Ac3on
Engage me
New AIDEA Example • Oreo • USA / Global • 100 days of
trending stories
• Facebook, Pinterest, TwiNer, microsite etc.
Oreo Daily Twist – see video here
Tweet: @michaelleander invent, integrate, interact is key
• The Oreo Daily Twist campaign can be seen here hNp://www.marke3ngtelly.com/Oreo-‐Daily-‐Twist-‐Award-‐Winning-‐Social-‐Media-‐Marke3ng-‐Campaign_v327.html
ABOA
A0ribute Benefit Objec:on Answer
64
ABOA exercise for lead genera6on campaigns
# Agribute (feature or characteris6cs)
Benefit (to the customer)
Objec6on (why isn’t the customer interested)
Answer (to objec6on)
1
2
3
A lead genera3on campaign is a campaign, which leverages a combina3on of channels to acquire qualified leads. The measurement is typically based on Cost Per Lead or the beNer Cost Per New Customer or Cost Per Order
Let’s talk basics! ACID TESTING
Which of these three elements do you consider to be the most important?
A) Crea3vity
B) Proposi3on (message)
C) Target audience
55%
30%
15%
Investment distribu:on in most businesses
Matching your message with the right target audience is very important
10% Crea:vity
30% Proposi:on (message)
60% Target audience
Invest more in improving access to your target audience and knowledge about your target audience for improving results immediately
Don’t count the customers you reach – Reach those who count
See this funny film by click on the link below
hNp://www.marke3ngtelly.com/Catherine-‐Tate-‐the-‐offensive-‐translator_v265.html
Content in context = Higher conversion
Connec6ng content to the buying process
What really decides consumers to buy or not to buy is the content of your adver:sing, not its form.
David Ogilvy
Using humor is fine, but make sure you connect to your core value proposi:on
Find the Berlitz TV commercial that went viral here hgp://www.marke6ngtelly.com/Berlitz-‐viral-‐tv-‐commercial-‐the-‐coast-‐guard_v325.html
Wow’in is not enough. You must know how to a0ract monetary value from your ac:vi:es wherever they take place
5 Easy ROMI Tips • Set specific and 3me limited objec3ves • Understand interdependencies, i.e. if your banner ad doesn’t work, maybe the problem is your landing page, not the traffic generated
• Content: Beware of Winners & Fillers • Break it down! Life3me value > acquisi3on costs > nurturing costs > data capture costs
• Track everything and store in campaign system linked to CRM (1 data repository)
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good ac:on counts
Like is NOT a currency, engagements conver5ng to ac5ons are @michaelleander
Likes
Clicks Shares
Ac6ons
Digital cannot fix all problems
To connect on Linkedin use Michael@michaelleander.me
• See the French viral video here • hNp://www.marke3ngtelly.com/Incredible-‐viral-‐marke3ng-‐campaign-‐with-‐a-‐powerful-‐punchline-‐share-‐if-‐you-‐care_v324.html
Understand what is relevant to measure and why it ma0ers to your success
How to structure a website for maximum response and
success?
Focus on conversion path and usability
The 8 second test
What did you see?
Ø Create a clear path for naviga3on targe3ng different audience types (personas)
Ø Make it easy to understand where to go next Ø Think about a funnel
No more one size fits all – no more pretending
Personalize and/or customize the online experience
Dumb sta6c approach: Homepage
Sta:c approach insight driven: What does your visitor want to do next?
Model for content, customiza6on and personaliza6on planning
Can your visitors FURDIC ?
– Find – Understand – Relate – Do – Interact – Complete (transac3on)
FIND, Serve, Convert Dynamic
Entry page
Campaign
Social
Am I in the right place ?
Looks for signals
Finds signal quickly
No signals found
Good experience
Use commonsense > increase your conversion rates Banner adver3sement
Landing page
In Summary: Own the Experience > An3cipate customer needs > Provide 3mely service > Differen3ate communica3on > Personalize communica3on > Understand preferences
CALL ME +45 27 28 29 53 EMAIL ME Michael@michaelleander.me TWEET ME @michaelleander
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