eMarketingBen SaxtonDigital marketing, marketing strategy and account management

Slides and Theory document

Our marketing beliefsYour marketing is your core

Think strategically and plan but also implement as soon as possible

Create Multichannel activity

Track and measure your performance

Today we will coverAppreciating the range of options availableApplying marketing theory to real lifeBrand developmentSearch engine optimisationSocial media marketing

Two-way process!!

Digital Marketing Tactics Exercise2 teams, 5 minutesHow many different ways can we market a business onlineThe tactic and how it would be used

5 main categories

How many different ways can we market a business online?

How would the tactic be used?

It is easy to be confused by the range of optionsDave Chaffey recent article looking at 22 digital marketing techniques for 2014http://goo.gl/OUCCyQ

How to select the channelsmost suitable for my businessWhat are we trying to achieveWhat do we stand forWhat is our value proposition (USP)What markets we are inWhat position we take in that marketHow do we access that market

Marketing theoryBrand StrategyCompetitive PositioningDistribution ChannelsMarketing PlanMarketing Campaign

5 slices of our loaf

Brand StrategyA brand is more than a logoBranding isnt just a marketing exerciseFor SMEs branding may be more critical internally than externallyBrand awareness is the best form of lead generationBrand strategy helps you sell!!! ROI!

Define your brandThink of your brand as a person with a distinct personality. Describe him or her, then convey these traits in everything you do and create.Write positioning statements and a story about your brand; use them throughout your company materials.Choose visual elements that match the personality.Determine how your employees will interact with prospects and customers to convey the personality to ensure your brand lives within your company.

Define your brandYour brand lives with your vision and goalsBrand strategy (direction) needs to be clear Understood and bought into by all stakeholdersPromoted by all &Potentially damaged by some

Branding that worksHas become market leader 89% in the UKTheir brand has been built on their primary product Their brand is still true to their valuesGoogles ten things Number 1 is Focus on the user and all else will followCompare this to others eg Ask

Branding that works

Branding that works

Branding that works

Branding that works

Competitive positioningIdentify which markets we operate in OR want to move intoWhere do we position ourselves within those marketsAre we limited by location, sector, pricing, services offeredDo we develop new ideas? Are we early adopters? Are we better at delivery? Do we compete on price?

Competitive positioning

Distribution ChannelsCan be very complex eg, publishing and pharmaceuticalFor most SMEs its an exercise based on how they sell = Direct or IndirectAnd the impact of this decision on who it is they market to Who is our message for?

Distribution channels

Marketing PlanHighlight your Competitive Position, Value Proposition & Brand StrategyDetails campaigns you will runWhat you need to execute these campaigns incl people and suppliersThe goals you will set for a set period

Marketing CampaignImplementing our carefully constructed planWhat tactics do we deployHow do we track What will success look likeHow do we continue to developMay have multiple campaigns with numerous tactics