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The 6 questions you need
to ask before you start
digital marketing
• The Tomorrow Lab
• Formerly Durham CCC &
UTV Media
• Eximo Sports Project
• Irish Tech News
• MSc Marketing
@andijarvis @thetomorrowlab
@andijarvis @thetomorrowlab
The 6 questions you need
to ask before you start
digital marketing
Deliberate v Intuitive v Emergent
What
strategy
does your
organisation
use?@andijarvis @thetomorrowlab
Deliberate
• Business schools
• Big business
• Time consuming
• Systematic
• Invest NI
@andijarvis @thetomorrowlab
Emergent
• Evolves over time
• Flexible
• Mintzberg is an advocate
• Methodical
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Intuitive
• Micro and Small Business
• Kept in your head
• Must be close to the customer
• Doesn’t scale well
• Still useful
@andijarvis @thetomorrowlab
@andijarvis @thetomorrowlab
6 Questions
@andijarvis @thetomorrowlab
A STAR
@andijarvis @thetomorrowlab
6 Questions
• Customer
• Context
• Competence
• Competition
• Content
• Capital
@andijarvis @thetomorrowlab
Customer
Who
are
your
customers?
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Customer
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@andijarvis @thetomorrowlab
@andijarvis @thetomorrowlab
Context
How is
it done
in your
industry?
@andijarvis @thetomorrowlab
Context
@andijarvis @thetomorrowlab
Context
@andijarvis @thetomorrowlab
Context
Product
Price
Place
Promotion
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Context
@andijarvis @thetomorrowlab
Context
@andijarvis @thetomorrowlab
Context
@andijarvis @thetomorrowlab
Context
@andijarvis @thetomorrowlab
Context
@andijarvis @thetomorrowlab
Context
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Context
http://thetomorrowlab.com/2016/04/how-i-reached-over-80000-people-on-facebook/
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Context
@andijarvis @thetomorrowlab
Competence
What
skills
do you
have
in-house?@andijarvis @thetomorrowlab
Graphic Design
@andijarvis @thetomorrowlab
Copywriting
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Social Media Strategy
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Competition
Who
has
your
money?
@andijarvis @thetomorrowlab
Competition
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Competition
Image: http://www.chunkofchange.com/2015/11/planning-for-growth-how-to-scale-up-using-a-swot-analysis/
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Competition
Image: http://visual.ly/porter%E2%80%99s-5-forces-model
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Competition
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Content
What
stories
can you
tell about
your business?@andijarvis @thetomorrowlab
Content
@andijarvis @thetomorrowlab
Content
Mimetic isomorphism
Copying
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Content
@andijarvis @thetomorrowlab
Content
Image: http://blog.readytomanage.com/wp-content/uploads/2014/01/business-silos.jpg
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Content
Image: http://www.gettyimages.co.uk/detail/photo/young-people-buying-hiking-shoes-royalty-free-image/532022777
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Content
Image: http://wywy.com/wp-content/uploads/2015/01/livesync-wywy-hyundai.png
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100 Ideas in 30 Minutes
• The 6-3-5 technique
• 6 people
• 3 ideas
• 5 minutes
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100 Ideas in 30 Minutes
• No idea is a bad idea
@andijarvis @thetomorrowlab
100 Ideas in 30 Minutes
• Collate your ideas
• Identify your strongest
• Research the idea and find a hook
• Now decide your content format
• Plan who will do them
• Put them in a calendar
• Put the calendar where everyone can see it
@andijarvis @thetomorrowlab
Capital
What
is this
worth
to your
business?@andijarvis @thetomorrowlab
Capital
@andijarvis @thetomorrowlab
Capital
Images: http://www.smartinsights.com/wp-content/uploads/2013/10/The-AIDA-model.pnghttp://www.ignitepeterborough.co.uk/wp-content/uploads/2015/08/AIDA-sales-promotion-powerpoint-slide.png
@andijarvis @thetomorrowlab
Capital
@andijarvis @thetomorrowlab
@andijarvis @thetomorrowlab
The Tomorrow Lab Presents
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The Tomorrow Lab Presents
• Winning with content marketing
• Discount code CITYBIZ for 50% off
• http://thetomorrowlab.com/2016/05/digita
l-marketing-event-belfast-winning-with-
content-marketing/
@andijarvis @thetomorrowlab
Build Your Digital Strategy
• Group strategy development day for small
businesses
• 10 companies
• 6 questions
• 1 day
@andijarvis @thetomorrowlab
Build Your Digital Strategy
Bargain!
Never to be repeated
Once in a lifetime offer
£200 per person
@andijarvis @thetomorrowlab
@andijarvis
@thetomorrowlab
