successful digital strategy in todays multi touch world

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Successful Digital Strategy in Today's Multi-Touch World Haris Machlouzarides

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Page 1: Successful digital strategy in todays multi touch world

Successful Digital Strategy

in Today's Multi-Touch World

Haris Machlouzarides

Page 2: Successful digital strategy in todays multi touch world

Today’s Multi-touch World

Page 3: Successful digital strategy in todays multi touch world

Todays’ Consumers

Page 4: Successful digital strategy in todays multi touch world

Todays’ Consumers

Page 5: Successful digital strategy in todays multi touch world

Todays’ Consumers

Page 6: Successful digital strategy in todays multi touch world

The four segments of todays’ Consumers

Page 7: Successful digital strategy in todays multi touch world

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]

Page 8: Successful digital strategy in todays multi touch world

Bring the love back

Page 9: Successful digital strategy in todays multi touch world

Content MarketingAttending customer needs

Page 10: Successful digital strategy in todays multi touch world

Content MarketingAttending customer needs

Page 11: Successful digital strategy in todays multi touch world

Content MarketingEnable discovery & dialogue

Page 12: Successful digital strategy in todays multi touch world

Content MarketingEntertain & Educate

Page 13: Successful digital strategy in todays multi touch world

Content MarketingInspire through Influencers

Page 14: Successful digital strategy in todays multi touch world

Content MarketingConvince & Convert

Page 15: Successful digital strategy in todays multi touch world

Content MarketingSeamless Experiences

Page 16: Successful digital strategy in todays multi touch world

Content MarketingSeamless Experiences

Page 17: Successful digital strategy in todays multi touch world

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]

Page 18: Successful digital strategy in todays multi touch world

Sources of Information

Cyprus digital environment

Page 19: Successful digital strategy in todays multi touch world

Social media usage

Cyprus digital environment

Page 20: Successful digital strategy in todays multi touch world

Daily Social Media Consumption

Cyprus digital environment

Page 21: Successful digital strategy in todays multi touch world

Individual Community Size

Cyprus digital environment

Page 22: Successful digital strategy in todays multi touch world

Device consumption

Cyprus digital environment

Page 23: Successful digital strategy in todays multi touch world

Exercise 3Rank social media channels according to their

importance to your brand • Facebook

• Instagram

• Pinterest

• Twitter

• LinkedIn

• Other (please specify)

Send your ranking to: [email protected]

Page 24: Successful digital strategy in todays multi touch world

Facebook & Instagram - Cyprus

Page 25: Successful digital strategy in todays multi touch world

Optimize Marketing Communications

Page 26: Successful digital strategy in todays multi touch world

Optimize Marketing Communications

Page 27: Successful digital strategy in todays multi touch world

Optimize Marketing CommunicationsSegmentation and Targeting

Page 28: Successful digital strategy in todays multi touch world

Optimize Marketing CommunicationsSet Objectives & Evaluate Results

Page 29: Successful digital strategy in todays multi touch world

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]

Page 30: Successful digital strategy in todays multi touch world

The Customer JourneyMulti-touch Attribution

Page 31: Successful digital strategy in todays multi touch world

The Customer JourneyValue can be created at every touchpoint

Page 32: Successful digital strategy in todays multi touch world

The Customer JourneyConversion Tracking & Retention

User Tracking on Multiple Devices

Page 33: Successful digital strategy in todays multi touch world

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]

Page 34: Successful digital strategy in todays multi touch world

Marketing Strategy Planning

Page 35: Successful digital strategy in todays multi touch world

Marketing Strategy Planning

Page 36: Successful digital strategy in todays multi touch world

Marketing Strategy PlanningData Management Platforms

Page 37: Successful digital strategy in todays multi touch world

Data Management Platforms and Digital Reputation Management

Page 38: Successful digital strategy in todays multi touch world

Reputation ManagementShape Perception & Reality

Page 39: Successful digital strategy in todays multi touch world

Data Management Platforms and Digital Reputation Management

Page 40: Successful digital strategy in todays multi touch world

• 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

Page 41: Successful digital strategy in todays multi touch world

• 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

Page 42: Successful digital strategy in todays multi touch world

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]

Page 43: Successful digital strategy in todays multi touch world

Data Management Platforms

Page 44: Successful digital strategy in todays multi touch world

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

Page 45: Successful digital strategy in todays multi touch world

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]

Page 46: Successful digital strategy in todays multi touch world

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

Page 47: Successful digital strategy in todays multi touch world

Early Learning Cyprus Digital CampaignCampaign Tagline

‘Children learn best when they are having fun’

Page 48: Successful digital strategy in todays multi touch world

Early Learning Cyprus Digital CampaignCarousel ads

Page 49: Successful digital strategy in todays multi touch world

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

Page 50: Successful digital strategy in todays multi touch world

Be unique and make an impact

Page 51: Successful digital strategy in todays multi touch world

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

Page 52: Successful digital strategy in todays multi touch world

Successful Digital Strategy in Today's Multi-Touch World

Haris Machlouzarides

Thank you!