We need to understand the forces driving change

A strategic mindset.

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Is now..

These self- empowered buyers are often near …..

Before we find out…

Research Online and Purchase Offline (ROPO)Multi device path to purchase

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B2B B2C●●●

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We will talk about B2C to B2B and everything in between.

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Burberry and the Concept of Social Enterprise

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You like it ladies!I bought it from A&F online lol!

So big opportunity but...It aint easy

Poor quality Content

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Looking to make a connection is hard ...

This is why...

Who the hell are you?

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The art of the headline.

Why should I care? (You need speed here)

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Your prospect knows who you are and why you think he should care.

Moments of TruthT●

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Meet The Millennials

Digital Disruption Driven By MillennialsMillennials are early adopters of new concepts!

Consumer buying habits are changing

Founded 2009 (Value 17BN USD) Founded 2008 (10BN USD)

Bottom Line

We need a plan of attack!

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Think about how the mindset,logic and principles can be applied in your own organisational context.

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Why do we need insight!

Buyer persona development for Awareness stage

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Key answers we need to find out ...

Ideal

What problem(s) do you solve ?

Do you know your customers buying journey ?

Optimise and Build your Marketing around the Zero Moments of Truth

What information are the looking for?

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What do our existing customers think of us…?

This is critical Summary ...

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Do you have a competitive advantage thats relevant ?

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Content Marketing is exploiting Thought Leadership

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MAPPING TO BUYER PERSONAS AND JOURNEYS

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Attention Interest Desire Action

The best content comes from a very specific clearly defined area of expertise

Our sweet spot is………………………………………..………………………………………………………………..………………………………………………………………...

What’s your value proposition?

Why do we need an Online value proposition?

● Being good is a given,with time short new visitors outstanding is the aim.A strong Online value proposition converts visitors!

● Its distinguishes a website from that of its competitors (core web design objective) Zero Moment of Truth.

● Helps provide a focus to marketing efforts------ to be clear about the purpose of the site.Why are you driving people to the website.

● It can provide a uniform message for all marketing collateral online and offline.

● It can echo the wider propositions of the company or its products.

Don’t make me think

2.Objectives: Where do we want to be?6 months,1 year,3 years from now!

So! ……

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(e.g buy something or fill a form)

Micro Conversions

Macro

Micro Conversions

Here

A marketer is like a chef in a kitchen --- a mixer of ingredients Bartels (1963)

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• If not drop the strategy!

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Strong Strategy and Good Tactics

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Metrics for Tactics

ACTION

Digital Real Estate

Overview

Your Content should serve the buyer journey..

Right Message

Right Person

Right Time Success

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Search is the Most Important Influence in the ZMOT (B2C)

Social Sharing

This is first priority ...Optimise for conversions

Leads are a product of..

L = (A&P)

A= Target audience P = Problems that your products/services resolve for them.

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How do you get them to convert when they land…?

O x ( I x E x C ) 2R

● O= Offer● I = Does it Interest them?● E = Is it Easy to access ● C = Are you Credible? (Do they trust you)● Then weighed against. How much Risk they perceive in accepting your

offer? ie Are you going to spam them

Have you a lead magnet and CTA!

Human Machine

Nurture The Lead

When do you make the call?

Role of Social Media In Digital

Brands are either part of the conversation or they’re not and as a result,they’re either part of the decision making cycle or they’re absent from the heart, mind and actions of the connected customer.

Solis 2011

Shah & Halligan 2009

We can now measure everything

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Proactive Prospecting...

LinkedIn user base

4 components of Proactive prospecting

1. Listen and Learn 2. Research and Relate3. Engage and Impress4. Collaborate and Close

Marketing Platforms

Marketing Platforms

Marketing Platforms

Marketing Platforms

Quick Recap