digital marketing for export growth

EFESO © 2015

DIGITAL MARKETING FOR EXPORT GROWTHDR. HESHAM O. DINANA

2EFESO © 2015EFESO Instructions for templates

28Digital Marketing Case Studies4

23The Don'ts and Challenges in Digital Marketing3

15The Digital Marketing Process2

3Why Digital Marketing?1

Contents




15Digital Marketing Process2

3Why Digital Marketing?1

Contents


to e or not to ethat is the question?


V U C A


Volatility, Uncertainty, Complexity & Ambiguity

Your Business Needs Leaders who are prepared for EVERY NOW & WHEN


WHY Digital Marketing?

Affordability

ExposureEngagement

• Digital marketing is more affordablethan traditional marketing

• Same message can be transmittedthrough emails or social media forless than TV or newspapers

• Customers are not only exposed towhat companies are trying to saybut to friends, relatives, media andothers are saying about you

• Consumers are more likelyinfluenced by what others say aboutyou

• Enables real time customer service

• There are more than 3 billion globalinternet users

• Digital Marketing provides you withthe ability to reach new customersvirtually anywhere

• More than 69% of B2B companiesacross the globe are in the processof stopping their print catalogueswithin the next 5 years

• Reduction in costs for early marketexploration

Cost Reduction

Ability to Analyze

• Easier to track results• Analyze digital marketing

campaigns• Use results to improve future

campaigns• Understand how customers behave


Alternative Market-Entry Strategies


Digital and Social Media Statistics 2015

7.210 Billion

Urbanization:53%

3.010 Billion

Penetration:42%

3.649 Billion

vs. Population:51%

2.078 Billion

Penetration:29%

TotalPopulation

ActiveInternetUsers

Mobileconnections

Active SocialMedia

Accounts

1,135 Million

Urbanization:40%

298 Million

Penetration:26%

900 Million

vs. Population:79%

103 Million

Penetration:9%

TotalPopulation

ActiveInternetUsers

Mobileconnections

Active SocialMedia

Accounts

238 Million

Urbanization:67%

87 Million

Penetration:36%

294 Million

vs. Population:124%

41 Million

Penetration:17%

TotalPopulation

ActiveInternetUsers

Mobileconnections

Active SocialMedia

Accounts

AfricaGlobal

Middle East

87.8 Million

Urbanization:44%

46.2 Million

Penetration:53%

98.8 Million

vs. Population:113%

22 Million

Penetration:19%

TotalPopulation

ActiveInternetUsers

Mobileconnections

Active SocialMedia

Accounts

Egypt


“Maslow’s Hierarchy of Needs” with a twist- A new reality!


A New Reality

According to UN statistics

B2C E-commerce amounts to

1.2 Trillion USDB2B E-commerce amounts to

15 Trillion USD

204 Billion USD

In 2014

626 Billion USD

In 2018

Worldwide Consumer Spendingvia Mobile


Digital Marketing Statistics

61%

Attitude towards a non-mobilefriendly sites

StayLeave

Costs 62% less

Generated 3 times asmany leads as

traditional marketing

Content Marketing in 2015

66%

Time spent on E-commerce sitesis done across:

Mobile DeviceOthers

Increases market exposureBy 60%

Use of Social Media Marketing Growth in Online Retail Sales

It is expanding rapidlyat around 15% annually wellbeyond the traditional retail

increase• Source: http://www.strategyand.pwc.com/perspectives/2015-retail-trends

Email Campaigns for Leads

65% of leads are inclinedto purchase based on

well planned email campaign

Online retail amountsto 16%

17% of total leadsin B2B are created

through social media





3Benefits of Digital Marketing1

Contents


https://www.youtube.com/watch?v=PU-mTNxmtiU


Digital Marketing Process

• Identify yourshort and longterm goals

• Identify thechallenges

• Identify yourideal customersand their needs

• ContentMarketing

DevelopStrategy Create Platform Generate

TrafficConvert Traffic

to LeadsConvert

Leads to Sales

1 2 3 4 5

MeasureEverything

6

• Simple tonavigate (userfriendly)

• Professionalappearance

• Responsivedesign (mobilefriendly)

• Easy to update• Coding for

Search EngineOptimization(SEO)

• Blogs• Social Media• SEO• Pay per Click

campaigns

• Define trafficconversion intoleads

• Engagementstrategies

• Targetedexposure

• Efficient salesprocess

• CRM software• Lead intelligence• Leads

segmentation• Lead nurturing• Digital marketing

activities (Emailmarketing)

• Analytics• Measure traffic,

lead and salesgeneration

• Take necessaryactions

Statistics:• Blog can

increase trafficby 55%

• Social media canincrease marketexposure by60%

• Source: http://www.emarkable.ie/

Statistics:• 1-3% buy on

their first websitevisit.

• 65% inclined topurchase basedon well plannedemail campaign


FAITH POPCORN… 17 LIFESTYLE TRENDS

19EFESO © 2015EFESO Instructions for templates23/02/2016 192/23/2016 192/23/2016 192/23/2016 19

AGENDA

CHANGINGLIFESTAGES

CONNECTIVITY

CONVENIENCE

ETHICS

EXPERIENCE &ENJOYMENT

HEALTH &WELLNESS

INDIVIDUALITY

TRUST

VALUE

Understand consumer trends in order to develop competitiveadvantages

Canadean’s Consumer Trend framework

Appendix

20EFESO © 2015EFESO Instructions for templates23/02/2016 202/23/2016 202/23/2016 202/23/2016 20

Canadean has identified nine mega-trends that drive consumers andthese can be broken down into 20 sub-trends

Aspiration

Beauty

Better Value

Busy Lives

Changing Age Structures

Changing Lifestages

Connection

Experience Seeking

Fun & Enjoyment

Individualism

IndulgenceMedia

Technology

Trust

Urbanization &Migration

New GenderBehaviors

Personal Space & Time

Quality Seeking

Health

Ethics

MEGA-TRENDS:

CHANGINGLIFESTAGES

CONNECTIVITY

CONVENIENCE

ETHICS

EXPERIENCE &ENJOYMENT

HEALTH &WELLNESS

INDIVIDUALITY

TRUST

VALUE


BUSINESS TRENDS






Contents


https://www.youtube.com/watch?v=l_Ei7CxXwuo


The Don’ts in Digital Marketing

Use of free online translation

DigitalMarketingMistakes

Failure to analyze results

Ignoring responsive designs(smart phone friendly)

Ignoring traditional marketing

Putting tools before strategyAttracting traffic but failure to manage it

One size fits all assumption(Local and Global market)Forgetting the SOCIAL aspect in social media


The don’ts in Digital Marketing

1. Forgetting the social aspect in social marketing: social media is not just a channel to push sales messages, its about engagements andconversations

2. Currencies are sometimes confusing: prices need to be set in local currency as much as you can, and need to be presented in roundingnumbers which makes a psychological difference to the customers

3. One size fits all assumption: what fits your local market does not necessarily fit the global one, do your homework and do what isappropriate to the market

4. Failure to analyze results: resulting in not knowing what really works and what is not and taking corrective actions accordingly

5. Putting tools before strategy: do not use the tools everyone uses, know your audience and locate yourself where they are

6. Seeking success with the first post: if you don’t get the results you want, analyze what’s been done and amend

7. Failure to invest properly: pay for appropriate advertising, social media should not be viewed as a free marketing tool

8. Ignoring the growth in mobile: spending via mobiles will jump from 204 billion USD in 2014 to 626 billion USD in 2018 and 66% of timespent on e-commerce sites are done through mobiles. A responsive design is a must.

9. Ignoring traditional marketing: digital marketing is not a substitute for traditional marketing they both complement each other

10. Using Google Translate: free online translation are never 100% accurate, check your online content with a translation expert

11. Attracting traffic but failing to manage it: ensure to manage and record data appropriately for future access. Create a good CRM systemfrom the beginning


The Challenges in Digital Marketing

Build or buy the capabilities of the future

Differencebetween theHaves and

Have Mores

Build new assets and revenue streams

Emphasize agility and learning overforecasting and planning

Think differently about your workforce

Redefine customer engagementTake advantage of new innovation models

Prepare for a tougher, 360- degree competitionBuilding physical and regulatory infrastructure

• Source: Digital America: A Tale of the Haves and Have Mores, McKinsey Global Institute






Contents


Digital Marketing Case Studies

• Optum is a health servicebusiness with more than80,000 employee

• Used Digital (content)marketing for the launch of anew solution

• As a result:• 23.5% lead conversion

rate• 475% increase in

website traffic• 2,500+ resource

download• 52 million USD in

contract value on newbusiness

• Less than 1 million USDinvested

• InContact is a call centersoftware company with morethan 2,000 customers, 155,000users in over 100 countries

• Used social selling throughLinkedIn and the use of anOracle Marketing AutomationSoftware , Eloqua.

• As a result:• 122% increase in

revenue from sales repsusing LinkedIn

• 157% increase inrevenue from sales repsusing both LinkedIn andEloqua

• Dell faced an issue withreplying to customer issuesso they went where theircustomers are, social media.

• Launched @DellCares toaddress customer questionsand issues

• As a result:• 98% of issues are

resolved without theneed of an agent

• 85% of assistedcustomers with negativeinitial opinion of Dellreported a positiveopinion

• Generated on average anadditional 265 thousandUSD weekly

• IBM’s traditional marketingwas not producing results forthe selling of web-basedservices such as: cloudcomputing

• Launched a program called“Intelligent Listening” withinsocial media to learn whatpotential users are discussing

• As a result:• Orders for the products

during the first quarterwere 4X higher thanduring the same time theyear before.

• Source: hhttp://www.businessesgrow.com/2015/05/21/b2b-digital-marketing-case-studies/


Digital Marketing Case Studies

• Goshido is a softwaresolution company based inIreland that helps peoplearound the world to worktogether and collaborate

• Were looking for funding andstarted a campaign usingLinkedIn

• As a result:• Raised around 230

thousand USD infunding in 8 days,almost 25% of theneeded capital.

• Seagate is a large 52,000+staff technology company andis the global leader in datastorage solutions

• Decided to bypass thetraditional B2B channels andmarket its products directly toend-users using webinars.

• As a result:• Attracted 1500+

attendees with zeroadvertising budget

• Doubled sales forecastwithin one week andexceeded initial salestarget by 300%

• Maersk which is a Danishshipping company aimed touse social media to increasebrand awareness.

• Created a presence on severalsocial media platforms

• As a result:• It has now more than 1

million Facebook fansout of which 15% arecustomers

• Hewlett Packard seeked tocreate advocacy for its brand,products and services

• Launched company’s page onLinkedIn and activatedrecommendation capability

• As a result:• Created 2,000+

professional brandadvocates within twoweeks.

• Source: hhttp://www.businessesgrow.com/2015/05/21/b2b-digital-marketing-case-studies/