digital marketing strategy - what happened to top of the pops?

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Page 1: digital marketing strategy - what happened to top of the pops?
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What happened to TOP OF THE POPS?

Date: August 2011

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• Established “brand.”• Regular timeslot.• 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

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• Route to market.• Customisable.• “lean forward” technology.• Social • Interaction.• Calls to action.• Convenience.• Community.• Choice.

Todays delivery channel

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0

5

10

15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Bro

adba

nd p

enet

ratio

n (m

)

0

5

10

15

20

Onl

ine

Spen

ding

(£bn

)

Total Broadband (m) Online Spending (£bn)

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Companies that don’t understand digital

communities will die….

Source:hagel

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Your customers have changed

Source:the economist

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70

50

30

20

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”

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Digital Natives

– Hyper connected.– Instant access.– Digital technology at core.– Multi tasking information junkies.

– Do you recognise anyone?

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Digital Immigrants

– Avoiders– Reluctant adopters.– Eager adopters.

– Do you recognise anyone?

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The Old Way is Static – The New Way is Dynamic

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Interactive

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Social is relationship marketing

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And relationships need to be worked at.

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People are not demographics anymore

To connect to them, you need to understand them and social is

relationship building

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Everyone has a circle of trust

People whose opinion they listen to and respect…

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Trust?

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Consumers are not listening anymore…..

Interruptive marketing has seen its day…

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Relationship marketing and the rise of the “prosumer”

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A shift in culture, communication and values

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And companies are becoming

transparent

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Conversations will happen without you initiating them

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Best to be part of these conversations.

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Digital Experience

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There are over 500 million facebook users worldwide.

If Facebook was a country it would have the 3rd largest population in the world.

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Your Online Value Proposition• 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

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• 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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Page 39: digital marketing strategy - what happened to top of the pops?

New Business Models - 1

Manufacturerswebsite

customer

Search for product

Retail websiteRetail websiteRetail website

Retail website

Retail website

postcode

•Increase in stock holding.•Transparency of order•Increase sales

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Case Study 2

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Case Study 3

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Customer Centric Design

• Your 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.

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The next 10 Years

• Augmented reality

• Intelligent personal agents.

• The semantic web

• The rise in virtual environments

• Internet everything

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YOUR Company?

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What Can You Do?

• 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

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What Can You Do?

• Forward Strategy– Build your customers journey.– Match experience to design.– Invest in digital presence.– Improve digital skills.– Measure and Tweak.

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What We Can Do 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.

Page 49: digital marketing strategy - what happened to top of the pops?

[email protected][email protected] • www.sharpmonkeys.co.uk • www.twitter.com/sharpmonkeys• skype – john.chacks• phone – 01684 575255 / 07962188183

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