is your 2015 digital strategy world class? 10 tips to get you started
DESCRIPTION
Lead Forensics' Marketing Director - Lisa Turner - was invited to speak at Ad:Tech London 2014 at Kensington Olympia. Lisa shares her top tips on building a world class digital marketing strategy for 2015.TRANSCRIPT
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Is your 2015 digital strategy world class?
Ten tips to get you started……………….
Lisa Turner, Lead Forensics
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1. know your customers …….and then get to know them again
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2. prioritise what you measure
3. hang out where your customer are
4. get your customers excited!
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Quantitative
• Customer Modelling / Propensity Analysis• RFM analysis• NPS surveys
Qualitative
• Call them!• Follow Me Homes• Inner Circle events
Great ways to get to know your customers:
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2. prioritise what you measure, and measure what you prioritise
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What are your core strategic goals?• customer acquisition?• + transactions per customer?
What role does your digital strategy play?
What are your core digital KPIs?• no trans per customer• AOV
What are your supporting metrics?• Open rates• impressions
Prioritise your measurements:
• + sales revenue?• customer retention?
• net new customers• churn %
• downloads• basket fills
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3. hang out where your customer are
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4. get your customers excited!
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What will make your customers engage?
Ask yourself these questions:
1. What will help them with their challenges?
2. How will they consume information?
3. What’s going to make them share with others?
4. How will I convince them I understand them?
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5. plan and prioritise
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6. always evolve
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Evolve to optimise
Time
Met
rics
Supporting
Core Digital
Strategic
Frequency of project planning and prioritisation
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7. make digital part of your culture
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Make digital part of your culture
• Reward for corporate social engagement
• Establish a digital centre of excellence
• Embed digital within all teams
• Create ‘2 pizza’ teams for collaboration and innovation
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8. map out your customer experience
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Wow your customers at every step
The Hubspot Inbound methodology
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9. dare to fail
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10. measure, measure …and measure again
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Keep measuring!
• Make decisions based on digital data insight
• Build a dashboard – keep it easy
• Focus on improving your ROI wherever possible
• Be clear on your attribution modelling
• Track your competitors watching you
• Watch your ‘dream customers’ closely
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1. Know your customers
2. Pioritise what you measure, measure
what you prioritise
3. Hang out where your customers are
4. Talk to your customers in ways that
get them excited
5. Plan and prioritise
6. Always evolve
7. Make digital part of your culture
8. Map out your customer experience
9. Dare to fail
10. Measure, measure ……and measure
again
Summary
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