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digital marketing strategy - what happened to top of the pops?
The document summarizes changes in technology and customer behavior that are impacting businesses. It notes that established companies need to move from passive to active engagement online to better connect with customers. Customers now expect choice, convenience, and social interaction versus interruptive marketing of the past. The rise of digital natives and new media like Facebook requires companies to rethink their online strategies and presence to build relationships with customers.
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digital marketing strategy - what happened to top of the pops?
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- 2. What happened toTOP OF THE POPS? Date: August 2011
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- 6. Established “brand.” Regulartimeslot. Route to market for “musicians”. “ Sit back” technology. Passive mode. Unable to change quick enough. Cant respond to customer needs. Top of the Pops – delivery channel
- 7. Route to market.Customisable. “ lean forward” technology. Social Interaction. Calls to action. Convenience. Community. Choice. Todays delivery channel
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- 9. Companies that don’t understand digital communities will die…. Source:hagel
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- 11. Your customershave changed Source:the economist
- 12. 70 50 3020 10 45-66 Baby Boomers ’ 46-’66 66-45 Baby Boomers ’ 46-’65 45-33 Gen X ’ 66-’76 33-16 Gen Y ’ 77-’94 15-0 Gen Z ’ 95-’2012 Age in 2010 Natives Immigrants “ millennials”
- 13. Digital Natives Hyperconnected. Instant access. Digital technology at core. Multi tasking information junkies. Do you recognise anyone?
- 14. Digital Immigrants AvoidersReluctant adopters. Eager adopters. Do you recognise anyone?
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- 16. The Old Wayis Static – The New Way is Dynamic
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- 18. Social is relationshipmarketing
- 19. And relationships needto be worked at.
- 20. People are notdemographics anymore To connect to them, you need to understand them and social is relationship building
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- 23. Everyone has acircle of trust People whose opinion they listen to and respect…
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- 25. Consumers arenot listening anymore….. Interruptive marketing has seen its day…
- 26. Relationship marketing andthe rise of the “prosumer”
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- 28. A shift in culture, communication and values
- 29. And companies arebecoming transparent
- 30. Conversations willhappen without you initiating them
- 31. Best tobe part of these conversations.
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- 34. There are over 500 million facebook users worldwide. If Facebook was a country it would have the 3 rd largest population in the world.
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- 36. Your Online ValueProposition Tempt customers by offering channel choice and something they cant get elsewhere. Use the 6 C’s to define your OVP Content Customization Community Convenience Choice Cost reduction
- 37. Facebook Brand/customer engagement/prosumer. Twitter Communications/customer service/offers. Linkedin Networking/ WOM/ referrals Blogging Content/customer engagement/seo Youtube Viral/media rich content/ seo So What Works?
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- 39. New Business Models- 1 Manufacturers website customer Search for product Retail website Retail website Retail website Retail website Retail website postcode Increase in stock holding. Transparency of order Increase sales
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- 43. Customer Centric DesignYour website should be providing customer service. 90% service ; Help them buy something they need. Help them find information. Help them save money and time. Help them talk to the organisation. Help them enjoy a positive experience!! Take your customers on a journey.
- 44. The next 10Years Augmented reality Intelligent personal agents. The semantic web The rise in virtual environments Internet everything
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- 46. What Can YouDo? Quick Wins Look at your online content through your customers eyes. Try Google Alert for your company / sector / products. Review your analytics for mobile browser use. Improve your Linkedin profile. Keyword research
- 47. What Can YouDo? Forward Strategy Build your customers journey. Match experience to design. Invest in digital presence. Improve digital skills. Measure and Tweak.
- 48. What We CanDo with You. Campaign insight – review your SEO, PPC, Analytics and improve them. Social insight – review your competitors social presence. Skills insight – assess your digital skills and competencies in house. Book a FREE digital marketing appraisal.
- 49. [email_address] [email_address] www.sharpmonkeys.co.uk www.twitter.com/sharpmonkeys skype – john.chacks phone – 01684 575255 / 07962188183 Contact: