successful digital strategy in todays multi touch world
TRANSCRIPT
Successful Digital Strategy
in Today's Multi-Touch World
Haris Machlouzarides
Today’s Multi-touch World
Todays’ Consumers
Todays’ Consumers
Todays’ Consumers
The four segments of todays’ Consumers
Exercise 1Assign a percentage of your customers
belonging to each segment
1. Online Champions; live online.
2. Social Animals; use online entertainment but shop offline.
3. Transactionals; do specific online tasks like shopping.
4. Bricks, no clicks; spend little time online & shop offline.
Send your responses to: [email protected]
Bring the love back
Content MarketingAttending customer needs
Content MarketingAttending customer needs
Content MarketingEnable discovery & dialogue
Content MarketingEntertain & Educate
Content MarketingInspire through Influencers
Content MarketingConvince & Convert
Content MarketingSeamless Experiences
Content MarketingSeamless Experiences
Exercise 2Rank the factors that guide your marketing
communications according to their importance
• Marketing Objectives
• Customer Behaviour
• Budget Availability
• Channel Characteristics
• Other (please specify)
Send your ranking to: [email protected]
Sources of Information
Cyprus digital environment
Social media usage
Cyprus digital environment
Daily Social Media Consumption
Cyprus digital environment
Individual Community Size
Cyprus digital environment
Device consumption
Cyprus digital environment
Exercise 3Rank social media channels according to their
importance to your brand • Facebook
• Other (please specify)
Send your ranking to: [email protected]
Facebook & Instagram - Cyprus
Optimize Marketing Communications
Optimize Marketing Communications
Optimize Marketing CommunicationsSegmentation and Targeting
Optimize Marketing CommunicationsSet Objectives & Evaluate Results
Exercise 4:
What metrics do you use to track digital marketing activities?
1. Traffic Oriented; Click Through Rate, Traffic Sources, etc.
2. Conversion Oriented; Cost Per Click, Cost Per Lead, etc.
3. Revenue Oriented; Sales Value, Return On Investment, etc.
4. Other; Please specify.
Send your responses to: [email protected]
The Customer JourneyMulti-touch Attribution
The Customer JourneyValue can be created at every touchpoint
The Customer JourneyConversion Tracking & Retention
User Tracking on Multiple Devices
Exercise 5When planning your marketing strategy what
is the importance of these factors? • Growth of sales leads
• Understanding Customer Behaviour
• Reduction of customer acquisition costs
• Improved advertising efficiencies
• Channel coverage maximization
• Maximise ROI
• Other (please specify)
Send your ranking to: [email protected]
Marketing Strategy Planning
Marketing Strategy Planning
Marketing Strategy PlanningData Management Platforms
Data Management Platforms and Digital Reputation Management
Reputation ManagementShape Perception & Reality
Data Management Platforms and Digital Reputation Management
• Talkwalker
• Tweetchup
• TweetDeck
• Twitter Search
• Unruly Analytics
• Viralwoot
• Omgili
Free Digital Reputation Management Tools
• Facebook Insights
• LinkedIn Analytics
• Meltwater IceRocket
• Mentionmap
• NexaMe (Nexalogy)
• Google Alerts
• Social Mention
• Netvibes • NodeXL• Quintly• Simply Measured • Social Searcher • Tagboard• Talkwalker• TO THE NEW Social • Twingly• Zuum Social
Free & Paid Data Management Platforms• AgoraPulse• Cyfe• Buzzmonitor / E.Life• Hashtags • Hootsuite • HowSociable• IBM AlchemyLanguage• Klout• Kred (PeopleBrowsr) • Mediatoolkit• NetBase LIVE Pulse
Exercise 6What is the importance of DMPs towards
achieving the following objectives• Growth of sales leads
• Understanding Customer Behaviour
• Reduction of customer acquisition costs
• Improved advertising efficiencies
• Channel coverage maximization
• Maximise ROI
• Other (please specify)
Send your ranking to: [email protected]
Data Management Platforms
Digital Strategy Framework
Map Customer Journey
Understand Customer
Expectations
Redesign Customer
Interactions
Analyze the impact of digital on the
industry
Identifydigital
readiness
Develop digitization action plan
Business Objectives
Marketing Objectives
DIG
ITAL
TR
ANSF
OR
MAT
ION
DATA MANAGEMENT PLATFORMS
Exercise 7
1. Find a Digital Marketing best practice.
2. Note down the following information:
– Brand Name:
– Link to Best Practice:
– Short description of Best Practice:
Send your responses to [email protected]
Early Learning Cyprus Digital Campaign
1. Increase awareness of the ELC brand and buying consideration and intent
2. Drive traffic to the newly re-launched ELC Website
3. Drive traffic to the Christmas Competition mini-site
4. Increase Facebook fan base and engagement
5. Increase email database
Objectives
Early Learning Cyprus Digital CampaignCampaign Tagline
‘Children learn best when they are having fun’
Early Learning Cyprus Digital CampaignCarousel ads
Early Learning Cyprus Digital Campaign
1. 1,370 persons logged in with Facebook and
participated in the competition
2. 1,155 videos were created
3. 867 organic Shares by Facebook accounts
4. The Facebook fan base increased by 72%,
having in total 9,311 Page Likes
5. 1,232 opt-in emails were collected
Results
Be unique and make an impact
The recipe for success
1. Set clear Objectives
2. Focus on ROI through a systematic plan
3. Optimize customer journey with management tools
4. Communicate core brand values in creative ways
5. Establish a human connection with target audiences
6. Amplify results with relevant and engaging content
7. Foster relationships to encourage loyalty
8. Monitor every point of contact with customers
Successful Digital Strategy in Today's Multi-Touch World
Haris Machlouzarides
Thank you!