What makes a social business:
External and Internal social aspects – outward and inward looking with social
- External social = community management, customer service, campaigns etc
- Internal social = training, transparency, being connected, knowledge sharing
Five of the most interesting areas of Digital Marketing:
- Internet of Things
- Collaborative Economy
- Content Curation
- The Unboxing of TV
It’s like a Mix-tape, i.e takes different content from different contexts and puts it in a place that’s relevant to you (or the customer ) –i.e. companies can use blogs to show posts about relevant news, stories and curate content as well as create its own.
Sometimes a brand doesn’t have the time to create content but they can give customers news on what’s going on while they’re busy. Can also put a twitter feed with relevant #hashtags
Content curation means a community doesn’t have to go anywhere else to find the information they want. Use it to support your own content, keep content fresh, have everything in one place and present you brand as an authority.
Regular fresh content will improve your SEO – it takes less time and money than content creation. Have someone as an editor who picks up a couple of stories each day ‘MUST ADD YOUR OWN CONTEXT AROUND IT’ and re-use it.
Examples – Pinterest is just a content curation site.
How do you credit properly stories/content you use? Should the content not be achieved to avoid duplicate content? Would just a shortened, contextualised version be enough to avoid that?
Why do we test?
- To optimise
- To improve
- To learn
- To increase ROI
- To see what customers want (not the client/director)
- To challenge assumptions
- To find real-time feedback
Testing makes things more reliable, quicker, easier to execute. Testing means we’re not relying on guess-work, assumptions on customer behaviour.
Thomas Johnson – ‘Testing is a good countermeasure against delusion’
Testing shows you where you actually stand when it comes to performance
What can we test?
- Pricing info
- Calls to action
- Subject lines
- Pixels, font size,
- Different channels
- Customer journey
- In digital, it’s very rare not to be able to TEST ANYTHING!
Assignment handed in last month – now on to Module 3 “Think Like a Brand”
In basic terms there are three different customer journeys:
- IMPULSE purchase
- HABITUAL purchase
- RESEARCHED purchase (usually higher ticket price items)
- Quick Service Restaurants and Apparal are industries with roughly 40%/40% HABITUAL/IMPULSE split.
- Home electronics are 68% a RESEARCHED purchase
- Grocery is 66% HABITUAL purchase
There are 5 drivers in a customer journey
Customer journeys are less like a funnel now, and look morre like flight path due to digital re-shaping and more tech tools available to the consumer. Now, it’s all about multi-channel journeys. (Image Source http://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdf)
See more about multi-channel journeys here: http://www.fitch.com/think-article/dreaming-exploring-locating-understanding-the-new-customer-journey/
There are now blurred lines between offline an don line shopping experiences – with many brands encouraging online research with an instore purchase/pick-up, i.e.
- John Lewis
- Next/New Look
The customer journey now includes a new moment of truth – the ZERO MOMENT OF TRUTH
This new moment shows that we need to put the right info at the right time in the right place during the research phrase – aka the Zero Moment of Truth.
What would a client’s purpose behind mobile be?
- Reaching new markets
- Brand awareness
What makes a good mobile website?
- Finger friendly buttons
- One click to call the business
- Easy to see search bar
- Fits the screen proportions
- Click to non-mobile site version
- One direction scrolling
What is Responsive Design?
Creating one website to work on screens of all different sizes. But will the mobile site be serving a different purpose to the main site – would a one site (re)sizes to fit all design work?
What should be removed for a mobile site?
- Remove superfluous user journeys
- Focus on just 2-3 user journeys
- i.e. daily deals, offers, availability, immediate answers and info
How to differentiate between a mobile site and an app?
Ocado example – can’t buy on the mobile site, but can browse. Links to ‘Download App to Shop’ and shopping is available only through app. Are mobile sites better for browsing and apps better for purchasing? Or is it the other way around? (Downloading an app might deter one-time users but would be useful for repeat customers – who do you envisage using the app vs. mobile site?)
95% smartphone uers use mobile search to find local information and then to call the business (i.e. has a different purpose to an app)
Mobile search is location-centric. Local business (coffe shops/fast food chains/supermarkets/department stores) can all get involved in mobile search with directions/reviews/offers/availability/stock
Where does it stop?
Wearable tech – how will ‘mobile’ search evolve away from smartphones?
Wozer – intense seminar for me! My strategy and business knowledge has hit a steep learning curve. Managed to get my head around most of it but think I’ll need to delve into the background reading. But most of all – make sure it’s applied in the Millions project!
What is strategy?
Planning for a business to expand, grow and succeed.
4 areas that impact business strategy: Political, Economical, Social-cultural, Technological
SWOT is an analysis of your findings from your PEST
What to think about in your group work:
- Benchmark your competitors (finding the loose brick (Amazon/Waterstones, iTunes/HMV)
- Understanding your customers
- The USP (or the Online Value Promise)
- Perform a SWOT analysis: Strengthsfair- the of great halls, underground chambers, antique weapons andthern shore of Geneva, Chillion Castle is a brillian, weaknesses, opportunities, threats – a swot analysis encourages making goals, inspiration
- Perform a PEST analysis:
- Create SMART objectives (use for pitching your idea) Smart, measurable, attainable, relevant, time-based (for example I need 10 new suppliers for my shop by the end of the year).
- By implementing a SMART objective with clients, it’s easier to measure and reflect upon, then just looking at the end results
- KPI’s – define your achievement, your goals, your reflection. Their what clients and bosses want to see. METRICS DEFINE KPIs – KPIs defined by metrics
- PPPP –
– Integrated pitch proposal – support the rest of the team.
Most Importantly: WHICH FEATURES OF MY PRODUCT WILL HELP PENNY?MARK?JOHN? ACHIEVE THEIR GOALS?
Some notes I made from the first seminar…
My understanding of what the course wants from me:
- To drive the use of new technology.
(This really resonated with me because it echoes what Brian Solis said about Digital Darwinism and not keeping up with the new trends. The constant changes and new developments in technology really scares me, will I be able to keep up!?)
- Understand the benefits of new technology and become a catalyst for change
- Challenge your assumptions! (Don’t shut down with knowledge about areas I don’t ‘work’ in, instead work out how they can integrate with my work – EVERYTHING CONNECTS)
What I want from the course:
I’m excited for all the actual ‘real-life’ practices. It’s all good spouting clichés and speaking in general terms, but getting to the nitty-gritty and putting into actual practice is going to be really rewarding.
More definitions of Digital Marketing:
- Bev’s: ‘Marketing is no longer monologue but dialogue’ i.e. engagement
- ‘shaping brand awareness’
- ‘oh yeah…ROI’
Then -> Brands carefully craft and control their brand image over years
Now -> Brands are made by what other people say and share about your company