DIGITAL MARKETING 101
INTRO
MY FOCUS • Marketing strategy • Design and User experience • Business analytics • Conversion
MY CLIENTS • Record labels, Creative agencies, Talent management • Airports, Airlines • Telcos, Tech companies • Financial organisations • Auction houses
EXAMPLES
WHAT IS DIGITAL MARKETING?
WHAT IS DIGITAL MARKETING? • Website • Advertising • Campaigns • Social Media
WHY SHOULD I CARE?
WHY SHOULD I CARE? • Customer expectations • Lost opportunities • Cost and ROI • Measurability • Flexibility • Sophisticated segmentation
COMMON PROBLEMS
COMMON PROBLEMS • Low attention spans • Lack of relevance • Lack of trust
US Digital Market FY2014 100 31.6B 31.6B 90 80 70 60 50 40 30 20 10 11.8 0 2014 Mobile Desktop http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-MCommerce-Gap-Why-Dollars-Continue-to-Lag-Shopping-Behavior-on-Mobile
US Digital Market Q1 2015 100 11.1B 11.1B 90 80 70 60 50 40 30 20 10 15.4 0 Q1 2015 Mobile Desktop http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/The-MCommerce-Gap-Why-Dollars-Continue-to-Lag-Shopping-Behavior-on-Mobile
AREAS TO FOCUS ON
AREAS TO FOCUS ON • Connecting with customers • Customer centric design • Mobile • UX design • Online Video • Conversion optimisation
DIGITAL STRATEGY
DIGITAL STRATEGY • Identify customer needs • Define your goals • Identify your current state • Identify your strengths and weaknesses
DIGITAL STRATEGY • Conduct competitive analysis • Define your strategy • Get to market fast! • Measure/Review/Revise
QUESTIONS?
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