Digital Marketing Trends How To Write The Perfect Integrated Marketing Plan. Communigator 22 Nov 2018
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1 Digital Marketing Trends 2019 & How To Write The Perfect Integrated Marketing Plan Communigator 22 Nov 2018 PRSmith 2018
2 PR Smith Marketing Books
3 PR Smith Marketing Mentoring & Consultancy
4 PR Smith Marketing Talks
5
6 Fun Social Media Platforms 6 6
7 Introduction: Why do you have a web site? What is your, SINGLE, most important reason, why you have a web site.
8 Why do you have a web site? What is the single most important reason? [ ] Yes - it s any one of these reasons: Boost Sales Communicate to Customers Create Awareness Show our Products/Services Give information [ ] No It s none of these reasons It s a completely different reason Competition has a web site
9 Why do you have an app? Take pics of themselves over a graphic of both clubs crests Stats from the group stages & stats about previous encounters
10 Why do you send s? What is your, SINGLE, most important reason, why you send s?
11 Why do you have a business? What is your, SINGLE, most important reason, why you have a business.
12 PR Smith s SOSTAC Planning Framework + 3Ms
13
14 Situation Analysis - Customer Analysis 3 Big Customer Questions: Who? Why? How? 10+ Sub Questions for each Big Question Create a culture of Customer Obsession
15 1. Who is your customer? Who are your visitors? - Google Analytics - Digital Body Language e.g. KPMG 14 different types of visitors
16 1. Who is your customer? New Ways to Profile Customers Social Listening Tools Facial Recognition
17 1. Who is your customer? New Ways to Target Customers 200 Variables Facebook The Dark Arts Of Marketing
18 1. Who is your customer? New Ways to Target Customers Lookalikes; #conversationalists; Data Bureau, Agencies, Database Owners Check GDPR!
19 1. Who is your customer? Who..are the ideal prospects/customers? When selling Train Journeys to Frequent Flyers mobile users who disappear in Heathrow & reappear in Edinburgh (in the time a flight would take).
20 Situation Analysis: Customers: 2. Why?
21 2. Why do your customers buy? What are your customers needs? Are their needs changing any trends? What content do your visitors like? Why do 98% of your visitors not convert? Why do your visitors return to some sites? Free sources for answers: SOSTAC Guide PRSmith.org/blog
22 2. Why do your customers buy? What are their aspirations? What key messages (words & images) arouse them? What are their fears, phobias & barriers? Why do Manchester United fans buy?
23 2. Why do your customers buy?
24 Situation Analysis: Customers: 3. How do your customers buy? 3.1 Physical / Digital Process 3.2 Mental Process
25 3. How do your customers buy? 3.1 physical/digital process Customer s Lifetime Journey
26 3. How do your customers buy? 3.2 mental process Shorter Attention Span Kennedy v Nixon Kennedy 1960 (42 ) Trump 2016 (< 4 )
27 3. How do your customers buy? 3.2 mental process Short Attention Time Poor Visual Distrust
28 3. How do your customers buy? 3.2 mental processes - Distrust
29 3. How do your customers buy? 3.2 mental processes - Distrust Post Truth Society - Fake Promises - Fake News - Fake Facts - Fake Photos - Fake Reviews
30 3. How do your customers buy? 3.2 Mental Process Short Attention Time Poor Visual Distrust/Post-Truth Poor Social Skills
31 Situation Analysis Customers Competitors (SW) Results/Performance Trends (PEST) (OT) - Political - Economic - Social - Technological (SW)
32 Situation Analysis: Competitors Once upon a time.. Perceived superior product/service Polished customer service advantage You could protect your business a little longer from inevitable Start-Ups, Disrupters & Hyper-Competition
33 In Your Pocket (App Wars) Situation Analysis: Hyper Competition Hyper Competition = Border-less competition Category-less competition Disruptive Digital Start-up Unexpected Entrants (Pharma/Fashion) Platform Companies (BAT)
34 Situation Analysis - Hyper Competition Alien Implant Removal Services
35 Situation Analysis: Hyper-Competition
36 Situation Analysis: Hyper-Competition
37 Situation Analysis: Hyper-Competition How does this affect you? You have to improve your performance/help customers Be More Relevant: 1. AB Testing 2. Website Personalised Landing Pages 3. Website Rules-based Promotion 4. Targeting Based on Lifecyle 5. Reactivation Campaigns 6. Progressive Profiling Are you using All 6 features? [ ] Yes [ ] No
38 Situation Analysis Customers Competitors (SW) Results/Performance Trends (PEST) (OT) - Political - Economic - Social - Technological (SW)
39 Situation Analysis: Opportunities & Threats - PEST Political Trends Political Shifts: BREXIT New Laws: GDPR Drink-Drive Limits PRSmith.org/blog
40 Situation Analysis - PEST Economic Trends - Economic Cycles - Resource Shift: Oil v Data - Data & Digital Disruption Full story f: PR Smith Marketing
41 Social Trends - Device Junkies - Attention Spans - Time Poor - Visually Driven Situation Analysis - PEST
42 Situation Analysis - PEST Technology Trends - Big Data - AI (& Bots) - IoT - VR & AR - Marketing Automation How Trump Won (using big data) Here Come The Clever-Bots IoT Is Here PRSmith.org/blog
43 Situation Analysis Customers Competitors (SW) Results/Performance Trends (PEST) (OT) - Political - Economic - Social - Technological (SW)
44 Situation Analysis If the rate of change outside the organisations is greater than the rate of change inside the organisation then it is doomed. Jack Welch
45 Those who triumph, Compute at their headquarters a great number of factors, prior to a challenge. Situation Analysis Those who are defeated, compute at their headquarters a small number of factors prior to a challenge. Much computation brings triumph. Little computation brings defeat. How much more so with no computation at all.
46 Situation Analysis
47
48 Why do you use Marketing Automation? What is the single most important reason.. [ ] Yes - it s any one of these reasons: Boost Sales Communicate to Customers Create Awareness Show our Products/Services Give information [ ] No - It s none of these reasons The No.1 Reason you use Marketing Automation is: To Help Customers Competition has a web site
49 Situation Analysis What brought us success in the past will unlikely be enough to bring us success in the future. HBR (2017) Competing In 2020: Winners & Losers in The Digital Economy
50 SOSTAC.org
51 Some SOSTAC Resources SOSTAC Video Summary (4 mins) SOSTAC Video Tutorial (60 mins) online Udemy course SOSTAC Certified Planner (20 hours) online course SOSTAC Guide to your Perfect Digital Marketing Plan SOSTAC Blog SOSTAC Groups are also on Facebook & Linkedin
52 Continue the conversation.. Blog: PRSmith.org SOSTAC.org GreatSportsmanship.org Linkedin: PR Smith Marketing SOSTAC (group) Great Sportsmanship Programme (group) Facebook: PR Smith Marketing SOSTAC Great Sportsmanship Twitter PR_Smith - GtSportsmanship Instagram PRPSmith SOSTAC GreatSportsmanship Pinterest PRPG Smith - - Youtube: PRSmith Great Sportsmanship Channel Good Luck
53 SOSTAC.org
How To Get More Customers With Better Digital Marketing. Spa Life International (UK) Conference. 15 Nov 2017
How To Get More Customers With Better Digital Marketing Spa Life International (UK) Conference 15 Nov 2017 PR Smith Marketing Books PR Smith Marketing Mentoring & Consultancy PR Smith Marketing Talks PR
Background + Bio. Brand + Mission
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