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Learning Objectives Review Your Marketing-Orientation Write the Perfect Integrated Digital Marketing Plan Get More Customers
Marketing Orientation Why do you have a web site? (what is the single most important reason?) Why do you have an app? Why do you have a Spa Hotel?
SOSTAC Planning Framework + 3Ms SOSTAC.org
Political - Shifts: BREXIT - Laws: GDPR - Regulations Situation Analysis - PEST PRSmith.org/blog
Situation Analysis - PEST Economic - Cycles - Resource Shift: Oil v Data - Digital Disruption - Shifts (China v USA) f: PR Smith Marketing Full story
Situation Analysis - PEST Social - Device Junkies - Attention Spans - Time Poor - Visually Driven - Health & Fitness - Mental Health
Situation Analysis - PEST Big Data How Trump Won PRSmith.org/blog 5 Big Tech Trends AI Here come the clever bots PRSmith.org/blog IoT IoT is here PRSmith.org/blog VR & AR Marketing Automation (digital body language)
Situation Analysis - PEST AI & Super AI (Ray Kurzweil) facial recognition - banks - insurance - iphone - apps PRSmith.org/blog
Situation Analysis Competitor Analysis Borderless Competitors + Category-less Competitors = Hyper Competition Competitors trying new ways to connect with your customers Use Facebook ads to target the fans of a competitor s Facebook page.
Situation Analysis Competitor Analysis The value sought by the customer the requirements & benefits that they seek Customer Circle Urbani & Davis 3 Circles of Competitive Analysis
Situation Analysis Competitor Analysis The value customers think your company offers to them Company Circle The value sought by the customer i.e. the requirements & benefits that they seek Customer Circle Urbani & Davis 3 Circles of Competitive Analysis
Situation Analysis Competitor Analysis 2 Non- Value 1 Positive Value 3 Unmet Need = 2 x Growth Opportunities Company Circle Customer Circle Urbani & Davis 3 Circles of Competitive Analysis
Situation Analysis Competitor Analysis Company Circle Competitive Advantage Non- Value Customer Circle Unmet Need Ask 6 of your colleagues: What is your competitive advantage? value customer sees in competitor s offering Competitor Circle PRSmith.org/blog Urbany & Davis
Situation Analysis - Customer Analysis 3 Big Customer Questions: 1 2 3 Who? Why? How? 10+ Sub Questions for each Big Question Create a culture of customer obsession
Situation Analysis - Customer Analysis Who? Who is your ideal customer? Can you categorise them by what stage of buying? Who are your followers? Who are your influential customers & followers? Who else is talking about your type of product? Who is attending a particular conference or event? Free sources for answers SOSTAC Guide PRSmith.org/blog
Situation Analysis - Customer Analysis Why? What are your customers needs? Trends? What do they really want? What do your customers like (or dislike) about you? What are your customers future needs? Why do your visitors return to some sites? Why do your visitors not convert? What content do your visitors (& influencers) like? What is being said about you locally? Free sources for answers: SOSTAC Guide PRSmith.org/blog
Situation Analysis - Customer Analysis How? How do customers buy (what is their journey)? How long & how many channels do they use? When is the best time to post content? How do customers prefer to view initial info? How do customers perceive your website? What % of view your site on a mobile? Which words & images work better? Free sources for answers: SOSTAC Guide PRSmith.org/blog
Situation Analysis SWOT Analysis Other Key Analyses Strengths & Weaknesses Internal Controllable Factors Results/ Performance Opportunities & Threats External Trends PEST Customer Analysis Distributor Analysis Competitor Analysis Ask Great Questions
Objectives
Objectives
Objectives Sales Funnel
Objectives Sales Funnel
Objectives KPIs Period 1 Period 2 Period 3 Sales - units - value Market Share - units - value Market Leader Number (in top 5) Awareness Level (offline survey) Preference Level (offline survey) Conversion Rate NPS Score (Net Promoter Score) Digital Marketing (e.g. Blog) Web Site/Blog - Unique Visitors - Average Duration
Strategy: What Went Wrong? Why Did The World s 1 st ecar Fail?
Targeting & Positioning Key Components of Strategy Strategy Drives Tactics
Strategy Strategy Components Targeting Positioning CX (& Shared CX) Sequence Data Integration
Strategy: CX (Customer Experience) What is really important that are you not providing? Is it your Portfolio of Services/CXs right? CX of Buying Process - can you simplify the buying decision? (400% impact v engagement, Gartner) How can data add value to the CX? - shift the cognitive Load - add other value e.g. weather info feed etc. Re-imagine the Lifetime CX using data/tech to add value
Customer Value $ Strategy: Develop A Lifetime CX Awareness Interest Desire Action (Purchase) Share Repurchase Loyal Advocate Repeat Purchase Loyal Customer Browser 1 st Purchase Indecisive Customer Lapsed Customer Time Adopted from Dave Chaffey s CX Journey
Strategy: Sequence Grow Life Time Value from Customer s Life Time Journey Develop Credibility before Raising Visibility Develop Awareness before Selling Choose: Customer Acquisition or Retention or Selection?
Strategy: Data Integration How can we help them with their next steps = MA Add Social Data Add 3 rd Party Data (databases) Progressive Profiling (forms) Augmenting Profiles (click behaviour) What do we know about them from the CRM system? Digital Body Language & Marketing Automation What pages / products are they most interested in? How interested are they? (click behaviour) Have they been to this site before? Any past purchases? PR Smith 2014 www.prsmith.org
Strategy: Data Integration
Tactics Marketing Mix is morphing - Product/Service + Place + Promo (IoT + VR + AR + Big D) - CRM (Marketing Auto e.g. AI / Chatbots) Select Right Tactical Tools - Matrix e.g. Remarketing/Retargeting - Acquisition e.g. Mail Shot Surprise Gift - Retention Lifetime Customer Journey Comms Plan Content Marketing Magic Marketing Formula: IRD
Tactics: Content Marketing Video Video Video 90% content shared on social media is video Smartinsights 2017 Research what your target audience likes Video may be closest you get to: a face to face conversation with your audience FB Live & Instagram Live - create new exciting content Ephemeral Content (live story telling - best engagement rate)
Tactics: Integrate Online with Offline & Be Creative Customers want intimate experiences with brands Art inst. Chicago created Van Gogh s Yellow Room Cost $31k cost & Promoted on Airbnb ( 10 per night) Generated $6m Earned Media Paid Media amplified by 950%, 200,000 visitors Highest attended exhibition in 15 years
Action How do you ensure excellence & passion in execution? Why do 50% CRM projects Fail? Why so many sloppy web sites? Why isn t Spa fully integrated with all guest-facing dept s? Internal Marketing - Motivation + Communications + Training
Action: Training 10 Ways To Convert Visitors into Customers 1. Ensure 20 Credibility Factors 2. Create Relevant Landing Pages 3. Test Multiple Landing Pages 4. Create Strong Propositions 5. Create Clear Calls To Action (CTAs) 6. Add See Try Buy options 7. Simplify the Sign-Up-Process 8. Post Recommendations & Reviews 9. Consider Price Lining 10. Run Exit Surveys
Action: Training 5 Ways To Convert Lifetime Customers 1. Listen & Be Relevant 2. Communicate ( Contact Strategy ) 3. Interact/Engage - Product Ratings & Reviews - Shared CX: Tell A Friend/ Post a comment - Collaborative & Co-Creation 4. Excite add some sizzle (surprise gifts & rewards) 5. Keep Your Promise
Action Culture eats strategy for breakfast Peter Drucker Is there a passion for excellence?
Control Your plan should include: What do you measure? How often? Who does it? What does it cost? What do you do with these metrics? e.g. Unique visitors sudden increase by 100% & conversions at 18%.
Control
PR Smith s SOSTAC Planning Framework + 3Ms
Learning Objectives Review Your Marketing-Orientation Write the Perfect Integrated Digital Marketing Plan Get More Customers
Continual Professional Development www.sostac.org
Links to PR Smith Articles/Posts Mentioned SOSTAC Plan in 4 mins (video) www.sostac.org & articles below are from www.prsmith.org/blog GDPR Opportunity to Boost CX or a Threat of Closure? (Part 1) Big Data How Trump Won - Big data & the Magic Marketing Formula AI Here come the clever bots bursting with AI (Part 1) IoT IoT (the Internet of Things) is here AI Here come the clever bots: AI & Customer Needs (Part 2) 3 Circles Beware Customers See Your Competitive Advantage Differently Customer Analysis (Who?) How to target very specific audiences on facebook Customer Analysis (Why?) Social Listening Skills (Part 1) Customer Analysis (How?) Social Listening Skills (Part 2) Choosing the Best Tactic: The Tactical Matrix The Book: SOSTAC Guide To Your Perfect Digital Marketing Plan
Continue the conversation SOSTAC Certified Planner www.sostac.org Speak at your next event www.prsmith.org Sportsmanship Ambassador www.greatsportsmanship.org e: paul@prsmith.org t: 0044 (0) 208 567 4659