Embed Size (px)
Citation preview
Grow Your Business with Digital Marketing
Overview of Seminar
• Digital evolution
• What is digital marketing?
• The new rules of engagement
• Where to start
• Overview of main channels
• Key benefits for YOUR business
Where it all began, Tim-Berners-Lee
invents the World Wide Web.
1989
1st Generation of the Web - Web 1.0
Digital Evolution
The 90s are here and the
Internet really takes off!
It took only 4 years for the
internet to reach 50
million users.
1990s
1st Generation of the Web - Web 1.0
Digital Evolution
1995
1st Generation of the Web - Web 1.0
Digital Evolution
Microsoft Internet Explorer is
launched and Search Engine
Optimisation comes into use
Nokia produce the
first phone with
Internet
connectivity the
Nokia 9000
1996
1st Generation of the Web - Web 1.0
Digital Evolution
Sergey M. Brin and Lawrence E. Page
suspended their Ph.D studies to start up
Google in a rented garage
1998
1st Generation of the Web - Web 1.0
Digital Evolution
Research In Motion launches a mobile
phone email system for the BlackBerry (US)
2001
1st Generation of the Web - Web 1.0
Digital Evolution
The 2nd Generation of the Web is underway
and the term „Web 2.0‟ is created
USER-GENERATED CONTENT TAKES OFF
2002
2nd Generation of the Web begins – Web 2.0
Digital Evolution
Three former PayPal employees create
YouTube - now the second largest
search engine
Facebook and Google Analytics are
launched
2005
2nd Generation of the Web – Web 2.0
Digital Evolution
The number of Internet users in the world surpasses 1 billion!
Google buys YouTube
Twitter is launched
2006
2nd Generation of the Web – Web 2.0
Digital Evolution
Google launches Google Checkout in the UK
Microsoft buys shares in Facebook,
becoming its sole advertising partner
2007
2nd Generation of the Web – Web 2.0
Digital Evolution
Mobile access to the Internet exceeded
desktop computer access for the first time
2008
2nd Generation of the Web – Web 2.0
Digital Evolution
The Internet turns 20!
2009
2nd Generation of the Web – Web 2.0
Digital Evolution
First Twitter update from space: “Launch was awesome! I am feeling great, working hard
& enjoying the magnificent views, the adventure of a
lifetime has begun!”.
Facebook places is launched
Facebook becomes the 3rd largest web
company in the US just behind
Google and Amazon
2010
2nd Generation of the Web – Web 2.0
Digital Evolution
2011 Snapshot
• Two thirds of the world‟s Internet population now
visit a social network site or blog weekly
• 220+ million people visit the top 25 social
networks each month
• Time spent visiting Social Media sites now
exceeds time spent emailing
• In 2009, 23% of UK mobile web users (2M
people) visited social networks through their
handsets
What is Digital Marketing?
Range of digital channels that share all or
one of the following characteristics:
• PARTICIPATION
• TRANSPARENCY
• CONVERSATION
• COMMUNITY
• CONNECTIONS
Grow Client BaseSell more products
and services
Engage(Get Close To Customers)
Understand behaviour,
create 2 way dialogue
Build Trust & confidence in your brand
InstantMore responsive
Add ValueGive customers extra
benefits online
Measure SuccessTrack the success of
digital campaigns
HUBCompany
Website
Business Blogging
Social Media
Email Marketing
Search Engine Marketing
Digital Marketing Benefits
Greater FlexibilityEasy to change,
update & test content
The New Rules of EngagementEngage like your going to be married!
Take old principles &
apply to new channels
STRATEGY
• What are your objectives?
• Who and where are your customers?
• Which channels are right for them?
• Ensure a consistent message?
• How will we measure success?
Planning Your Campaign
• Consistent Brand
• Well designed
• Good copywriting
• Creative
• Innovative
• Impactful
• Integrated approach
Where to start …
(for business page)
(personal & business)
• Twitter Profile
• Business Blog
(internal to website)
Mashable Small Business Social Media Use Infographic, 2011
Facebook ideas
• Have a complete profile (builds trust)
• Enable e-newsletter subscription
• Post business updates
• Share useful articles & links
• Link to your blog posts
• Post discounts and package deals
• Share survey / research data
• Signpost to clients & colleagues
Use a Business Blog to …
• Share passion, insight & experience
• Answer common customer queries
• Link to interesting posts/articles/web pages
• Share industry information
• Post videos/slides
• Show the human side of your business
• Publish case studies & testimonials
• Influence purchasing decisions
• Enhance your SEO
Use Twitter to …
• Build brand reputation
• Provide customer service that “delights”
• Ask questions & test new ideas
• Notify customers
• Keep an eye on competitors
• Share the human side of your company
• Connect with new people
Other important digital channels
• Email Marketing
• Search Engine Marketing
• Video Marketing
and up and coming
• Mobile marketing
Email Marketing Benefits
• Added value (extra benefits
online)
• Reduced costs (compared to post)
• Gets you closer to customers (tracking)
• Wider distribution, promotion & sales
• Extends brand reputation online
Types of Email Campaigns …
• e-Newsletters
• Catalog Emails (showcase products)
• Email Press Releases
• Surveys / Polls
• Promotional Emails
• Invitations
• Special occasions: customer birthdays,
anniversaries
Followers
Connections Subscribers
SubscriberseNewsletter
Likes
Your
Website
Blog
Your website is the hub …
make it interactive
Key Benefits of Digital Marketing
• Easy to Share – build customer trust & confidence
• Adds Value – to products & services, maintain customer loyalty
• Grows your clients base – interaction & engagement
• Connects with customers – ensure customer “delight”
• Builds Your Reputation Online
Grows Your Business!
