Creating a trusted brand for the digital age Ian Laverty Director, Intelligent Mobile.
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Transcript of Creating a trusted brand for the digital age Ian Laverty Director, Intelligent Mobile.
![Page 1: Creating a trusted brand for the digital age Ian Laverty Director, Intelligent Mobile.](https://reader036.fdocuments.us/reader036/viewer/2022062518/56649e9d5503460f94b9dad9/html5/thumbnails/1.jpg)
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Creating a trusted brandfor the digital age Ian LavertyDirector, Intelligent Mobile
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What is marketing about?
“Marketing is the whole business looked at from the viewpoint of the customer.”
(Druker)
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What is a brand?
A brand is the essence or promise that a product, service or company will deliver or be experienced by a
customer...
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What is a value proposition?
"An organisation’s value proposition is a reflection of its brand promise,
and answers the question “Why should I buy your product?” It identifies the tangible value
customers can expect to receive...”
("What’s Your Value Proposition?" by Michael L. Perla)
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Your BrandWhat is your business’ unique value proposition?
Company Name
What’s unique?
Why your customers buy?
+ +
• USP? Doesn’t exist…
• What do you do that’s different and better than your competitors, rivals and substitutes? What does your brand stand for?
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Your Brand
ProfessionalProfessional
Qualified Qualified
Knowledgeable Knowledgeable
Expert
Ethical
DiligentDiligent
CharteredChartered
PersonalPersonal
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Make it credible…
British Airways Re-branding Some examples of the new tail-fins!
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Make it credible…
Captain Birdseye
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What does digital mean?
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Smartphones
“69% of internet users did so using a mobile
device…”(Accenture, Mobile Web Watch, October 2012)
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Tablets
“Tablet devices will generate
more web traffic than smartphones
by 2013”(Adobe Digital Index Report, May 2012)
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Communication - e.g. Text
“95% of people who receive a text message
read it within 15 minutes”*
“98% of all text messages are read” *
“It takes on average 90 minutes to respond to
an email and only 90 seconds to
respond to a text”**
• Text in response marketing
• Text out marketing messages
• Set up alerts for special offers or events
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Digital – e.g. QR
QR Scans by device
Source: Scanlife Mobile Barcode Q4 2011 Trend Report
“5.3m people in the UK scanned a QR code in
June 2012”Scanlife.com Aug 2012
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Digital – e.g. Facebook
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Twitter users desperately need content to share: you are the authorities in your fields!
Techcrunch not a massive journal (10M unique viewers per month, compared to 37M for the Guardian) but due to its appeal to Tweeters desperate for content, it is the most ‘retweeted’ journal
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Be where your audience is:
Your Online Presence
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A digital brand…?
It’s not about the technology you use in your organisation….
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Marketing Evaluation
• How do you evaluate marketing?
• Google Analytics
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Google Analytics: is it all paying off?
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Marketing evaluation
How do you evaluate marketing?
• Google Analytics
• Collection of lead data
• Where did you hear about us?
• Customer surveys
• Brand profile
• Willingness to buy
• Customer satisfaction
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Summary
• Branding is more than a colour, a font and a logo;
• Digital is more than your website;
• You have no USPs…. Think ‘Different & Better’;
• It’s about your clients’ technology, not yours…
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Ian Laverty Director
Intelligent Mobile Ltd
Text ‘info’ to 84840 0870 760 7030
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