bxne digital marketing presentation day 1

Grow Your Business with Digital Marketing

Presented by:

Maureen Storey – Virtuoso Digital Marketing

& Sarah Weightman – Glow Creative Marketing

Introduction

Maureen Storey

Virtuoso Digital Marketing

Sarah Weightman

Glow Creative Marketing

A blend of creativity, expertise & experience

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


Digital Evolution

1995


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


Digital Evolution

Sergey M. Brin and Lawrence E. Page

suspended their Ph.D studies to start up

Google in a rented garage

1998


Digital Evolution

Research In Motion launches a mobile

phone email system for the BlackBerry (US)

2001


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


Digital Evolution

Google launches Google Checkout in the UK

Microsoft buys shares in Facebook,

becoming its sole advertising partner

2007


Digital Evolution

Mobile access to the Internet exceeded

desktop computer access for the first time

2008


Digital Evolution

The Internet turns 20!

2009


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


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

• SHARING

• CONVERSATION

• COMMUNITY

• CONNECTIONS

Case Study: Facebook (Porsche)

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!

Integrated Marketing

• Consider your marketing mix

• Don‟t use one technique in isolation

• Unify a range of methods to enforce your

brand

• Link your website to social networks

• Enable email sign-up

Take old principles &

apply to new channels

STRATEGY

• What are your objectives?

• Who and where are your customers?

• Which channels are right for them?

• How should you communicate your message?

• How can you make an impact?

• How will we measure success?

Volvo Case Study

Planning Your Campaign

• Consistent Brand

• Creative

• Innovative

• Impactful

• Well designed

• Good copywriting

• Integrated approach

Case Study: Video

Corning (Gorilla Glass)

Where to start …

• Facebook

(for business page)

• LinkedIn

(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

Case Study: Facebook (Ikea)

Local Business Case Study

Trampas – The Mens Room

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

Case Study: Blogging

www.quantum-controls.co.uk/blog

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

Use Video Marketing to …

• Build your brand

• Put a face & voice to your message

• Build trust

– Business overview

– Video testimonials

– Product demos

– Case Studies

– Product reviews

– Education

Video Marketing Case Study

POROTHERM

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

Case Study: Flow Learning

www.flowlearning.co.uk

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!

Thank You

Any questions?