Digital Strategy - A Guide

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Digital Marketing - Getting the Balance Right Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - Our Digital Environment Search, social media, blogs, sponsored content, mobile, email and gaming all offer opportunities for innovation and differentiation online. Online media is increasingly gaining the trust of Asian consumers with a recent survey revealing that of the top 25 of most trusted media, 14 of these were online. A truly interactive model of engagement with customers has developed which enables our brand to engage directly with prospects and consumers. Users are ahead of advertisers in terms of adoption of new media. Users are ahead of advertisers in terms of adoption of new media We need to be on sites where our customers are and not expect them to always come to us

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - Our Digital Environment The majority of the world’s internet users live in Asia – 41% of the globe’s online population since the beginning of 2009 431 million online visitors come from Asia with some saying the figure is even higher (531 million – Digital Economy Fact book, 2008/09 ) In the Philippines 74+% of online users participate in social networking We need to join and lead the online conversations. If we don’t build our online reputation, others will do it for us Digital engagement. We already have 23,000 people who have opted in to our East Asia social networks

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - Our Digital Environment Mobile continues to make big inroads – text, voice call and increasingly, internet access g There are 97.6 million online gamers in our region (excluding Japan) and 50% of these are in China The Philippines has 60% mobile penetration and send the highest number of SMS messages per subscriber in the world By 2013 more than 50% of the world s 5.63 billion By 2013 more than 50% of the world’s 5 63 billion mobile connections will come from the Asia Pacific region

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - Demographics What is the internet connectivity like in your key markets? If you are planning to use rich media applications, is the If you are planning to use rich media applications is the broadband uptake sufficient to justify this approach? Want them to download files? What download speed does your market have? What are the education levels in your country? You can tell a lot about a person from their internet connection. E.g. Australian postgraduates are 83% more likely to have broadband g p g 3 y

What is the wealth demographic of your country’s Internet audience? E.g. In several countries indigenous populations are a lot less likely to have broadband

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - User Behaviour Is online media consumption high in your market? Is there are gender or age difference and if so what does this mean for your target market/s? f k / ? Is your market using the Net to make voice calls? E.g. Voice over Internet protocol (VOIP) take up could present an opportunity for you

What is the adoption of social networking in your country / market? Is the Net the preferred medium for leisure & entertainment? H d it k How does it rank against other media such as TV or radio? i t th di h TV di ?

Is gaming a big activity in your market ? If so how might you capitalise upon this? How blog‐aware is your market? What percentage accesses them? What percentage actively contributes to them? Roger Smith ‐ thedigitalconsultant@gmail.com


Build your Digital Networks – Opt-In Engagement

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - User Behaviour What is the use of Instant Messaging for connecting with friends? Wh i h f What is the preference for email in your target market? f il i k ? Will video work in your market? Are there any government controls on online media that will yg impact upon your digital marketing strategy? E.g. is certain media or sites banned / moderated?

Does your market prefer to use ‘home‐grown’ sites to universal platforms? l l f ? E.g. In China the QZone social network has 50 million more users than Facebook. User preference changes. What was ‘hot’ two years ago is not necessarily so now – demise of Friendster. Rise of Twitter

Wh t k What key words do they search for? d d th h f ? Will these be prominent in your campaign? What SEO tools are you using to discover these – Wordtracker? Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - Online Advertising Is online advertising spend increasing in your country? What is the current trend of advertising segmentation? Online displa ad erts search and director classifieds? What can e learn from this? Online display adverts, search and directory, classifieds? What can we learn from this?

What is the sentiment of your target market when it comes to ad‐supported content? E.g. Would they watch your video‐ad? Or would they avoid it because they dislike advertising?

There is a trend towards less tolerance of advertising on social media sites. Does this apply in your case? Member community sites ( Blogs and social networks) are growing in their reach Are they a better bet for you than placement on ‘traditional’ web sites?

If you do decide on Pay Per Click or other advertising online: y y g Craft your adverts very carefully, don’t believe the agency pitch & conduct user surveys post campaign to gauge actual advertising influence on decision making Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - E-Commerce Is it a significant activity in your country / market? Does your market prefer to use standard credit cards or a third party provider for payment? id f ? E.g. Paypal is a preferred method in many countries

What does your market shop online for? E.g. Is there relevance in this trend for you? If you want to sell books, does this match the online prefrence of your market?

Who is the market leader in online retailing in your country? What can you learn from them? Is there a commercial partnership opportunity? Selling resources on EBay?

Are there any significant security concerns in your market? h f k ? Or does your target market perce3ive there to be?

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Digital Marketing Facts Of Life - Online Reputation What are people saying about us online? Are we credible in the eyes of the online community? Is there an online PR campaign that needs to go alongside our marketing campaign?

How are we measuring this? We have a number of online tools available but who is monitoring this? What are the opportunities & threats?

What is our plan to join and influence these conversations? E.g. What are the most influential blogs in our target market? Should we commission our own bloggers?

What is the level of influence of these conversations? E.g. Trackur algorithm

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy gy Resources

Trendsmap – Realtime local twitter trends

Twittercounter - Map twitter trends

Mentionmap – Viral communicationa

Yearbook – Join them

Conduct User Surveys - Example SEO Digger - track your site & your keywords

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Business and Marketing Objectives What is the likely supply and demand for your product / offer? What evidence do you have to prove the above? What is your pricing strategy? What company brand projection will you have? What partnerships have been identified? What are your principal competitors doing in the digital space you wish to utilise and who are they? What digital channels will best suit your market and this project? How will you measure success?

Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy Investment & Infrastructure What direct alignment is there with our corporate and regional business objectives / targets? What is your budget? What is the ‘whole of life cost’ of this proposed project? What processes are in place to manage this project over its lifespan? What infrastructure is in place & what needs to be in place? Who do you need to commission or contract?

Roger Smith ‐ thedigitalconsultant@gmail.com


Where is the Match? Between your business aspirations and your audience? Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy We have to be where our market is We have to be smarter about our online delivery We need to build “word of mouth” credibility e eed to bu d o d o out c ed b ty using online networking tools We need to measure our success and be prepared to adapt our business model to take p p p advantage of opportunities We need to integrate of online offering – , , p y g, web, mobile, third party social networking, own network, email ‐ all focussed on the business deliverables We cannot afford to wait

Roger Smith ‐ thedigitalconsultant@gmail.com )


Strategy The LADLE Principle

Listen to our target markets What are they saying? What are the opportunities? What are the threats? What are the trends?

Attract new membership and audiences Grow our networks Opt‐in engagement is what we want

Deepen our relationship with our existing markets l h h k & converts Add value to existing relationships Promote offerings to the converted

Lead the conversation our chosen areas of activity Empower our audience to promote us Viral engagement Word of Mouth Enlightened advocacy and endorsement Roger Smith ‐ thedigitalconsultant@gmail.com


Strategy The 4 B’s of Social Media Marketing

Be Interesting It’s all about content

Be Accessible A ibl Deploy and test as many channels as possible Multiple channel deployment of content

Be Findable Search friendly – content & deployment Use click stream analysis – e.g. CrazyEgg Key words, metadata, tags Affiliate with relevant authorities Become a vocal advocate of you community

Be Accountable Relate activity to business deliverables Optimise channel selection Use Omniture test and target Track conversations and influence Roger Smith ‐ thedigitalconsultant@gmail.com


Questions?

Roger Smith ‐ thedigitalconsultant@gmail.com


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