Business Exchange Digital Marketing Presentation Glow Creative & Virtuoso
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Grow Your Business with Digital Marketing Presented by: Maureen Storey – Virtuoso Digital Marketing & Sarah Weightman – Glow Creative Marketing
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Digital Marketing presentation delivered by Glow Creative Marketing & Virtuoso Digital Marketing at the Sage Gateshead as part of the Business Exchange North East show 2011.
Transcript of Business Exchange Digital Marketing Presentation Glow Creative & Virtuoso
Grow Your Business with Digital Marketing
Presented by:
Maureen Storey – Virtuoso Digital Marketing & Sarah Weightman – Glow Creative Marketing
Introduction
Maureen Storey
Virtuoso Digital Marketing
Sarah Weightman
Glow Creative Marketing
A blend of creativity, expertise & experience
Overview of Seminar
• Digital evolution• What is digital marketing?• The new rules of engagement• Where to start • Overview of main channels• Key benefits for YOUR business
Where it all began, Tim-Berners-Lee invents the World Wide Web.
1989
1st Generation of the Web - Web 1.0
Digital Evolution
The 90s are here and the Internet really takes off!
It took only 4 years for the internet to reach 50
million users.
1990s
1st Generation of the Web - Web 1.0
Digital Evolution
1995
1st Generation of the Web - Web 1.0
Digital Evolution
Microsoft Internet Explorer is launched and Search Engine Optimisation comes into use
Nokia produce the first phone with Internet connectivity the Nokia 9000
1996
1st Generation of the Web - Web 1.0
Digital Evolution
Sergey M. Brin and Lawrence E. Page suspended their Ph.D studies to start up
Google in a rented garage
1998
1st Generation of the Web - Web 1.0
Digital Evolution
Research In Motion launches a mobile phone email system for the BlackBerry (US)
2001
1st Generation of the Web - Web 1.0
Digital Evolution
The 2nd Generation of the Web is underwayand the term ‘Web 2.0’ is created
USER-GENERATED CONTENT TAKES OFF
2002
2nd Generation of the Web begins – Web 2.0
Digital Evolution
Three former PayPal employees create YouTube - now the second largest search engine
Facebook and Google Analytics are launched
2005
2nd Generation of the Web – Web 2.0
Digital Evolution
The number of Internet users in the world surpasses 1 billion!
Google buys YouTube
Twitter is launched
2006
2nd Generation of the Web – Web 2.0
Digital Evolution
Google launches Google Checkout in the UK
Microsoft buys shares in Facebook, becoming its sole advertising partner
2007
2nd Generation of the Web – Web 2.0
Digital Evolution
Mobile access to the Internet exceeded desktop computer access for the first time
2008
2nd Generation of the Web – Web 2.0
Digital Evolution
The Internet turns 20!
2009
2nd Generation of the Web – Web 2.0
Digital Evolution
First Twitter update from space: “Launch was awesome! I am feeling great, working hard & enjoying the magnificent views, the adventure of a
lifetime has begun!”.
Facebook places is launchedFacebook becomes the 3rd largest web company in the US just behind Google and Amazon
2010
2nd Generation of the Web – Web 2.0
Digital Evolution
2011 Snapshot
• Two thirds of the world’s Internet population now visit a social network site or blog weekly
• 220+ million people visit the top 25 social networks each month
• Time spent visiting Social Media sites now exceeds time spent emailing
• In 2009, 23% of UK mobile web users (2M people) visited social networks through their handsets
What is Digital Marketing?
Range of digital channels that share all or one of the following characteristics:
• PARTICIPATION• TRANSPARENCY• SHARING• CONVERSATION• COMMUNITY• CONNECTIONS
Case Study: Facebook (Porsche)
Grow Client BaseSell more products
and services
Engage (Get Close To Customers)Understand behaviour, create 2 way dialogue
Build Trust & confidence in your brand
InstantMore responsive
Add ValueGive customers extra
benefits online
Measure SuccessTrack the success of
digital campaigns
HUBCompany Website
Business Blogging
Social Media
Email Marketing
Search Engine Marketing
Digital Marketing Benefits
Greater FlexibilityEasy to change,
update & test content
The New Rules of EngagementEngage like your going to be married!
Integrated Marketing
• Consider your marketing mix• Don’t use one technique in isolation• Unify a range of methods to enforce your
brand
• Link your website to social networks• Enable email sign-up
BT
Take old principles & apply to new channels
STRATEGY• What are your objectives?• Who and where are your customers?• Which channels are right for them?• How should you communicate your message?• How can you make an impact?• How will we measure success?
Volvo Case Study
Planning Your Campaign
• Consistent Brand• Creative• Innovative• Impactful• Well designed• Good copywriting• Integrated approach
Case Study: VideoCorning (Gorilla Glass)
Case Study: VideoCorning (Gorilla Glass)
Where to start …
• Facebook(for business page)
• LinkedIn(personal & business)
• Twitter Profile• Business Blog
(internal to website) Mashable Small Business Social Media Use Infographic,
2011
Facebook ideas
• Have a complete profile (builds trust)• Enable e-newsletter subscription• Post business updates• Share useful articles & links• Link to your blog posts• Post discounts and package deals• Share survey / research data• Signpost to clients & colleagues
Case Study: Facebook (Ikea)
Local Business Case StudyTrampas – The Mens Room
Use a Business Blog to …
• Share passion, insight & experience• Answer common customer queries• Link to interesting posts/articles/web pages• Share industry information• Post videos/slides• Show the human side of your business• Publish case studies & testimonials• Influence purchasing decisions• Enhance your SEO
Case Study: Blogging
www.quantum-controls.co.uk/blog
Use Twitter to …
• Build brand reputation• Provide customer service that “delights”• Ask questions & test new ideas• Notify customers• Keep an eye on competitors• Share the human side of your company• Connect with new people
Other important digital channels
• Email Marketing• Search Engine Marketing• Video Marketing
and up and coming
• Mobile marketing
Use Video Marketing to …
• Build your brand• Put a face & voice to your message• Build trust
– Business overview– Video testimonials– Product demos– Case Studies– Product reviews– Education
Video Marketing Case StudyPOROTHERM
Email Marketing Benefits
• Added value (extra benefitsonline)
• Reduced costs (compared to post)• Gets you closer to customers (tracking)• Wider distribution, promotion & sales• Extends brand reputation online
Types of Email Campaigns …
• e-Newsletters• Catalog Emails (showcase products)• Email Press Releases• Surveys / Polls• Promotional Emails• Invitations• Special occasions: customer birthdays,
anniversaries
Followers
Connections Subscribers
SubscriberseNewsletter
Likes
YourWebsit
e
Blog
Your website is the hub …make it interactive
Case Study: Flow Learning
www.flowlearning.co.uk
Key Benefits of Digital Marketing• Easy to Share – build customer trust &
confidence• Adds Value – to products & services, maintain
customer loyalty• Grows your clients base – interaction &
engagement• Connects with customers – ensure customer
“delight”• Builds Your Reputation Online
Grows Your Business!
Thank You
Any questions?
