#fiwarepamplona - training day - tips for an efficient marketing strategy

OgilvyOne Worldwide S.A.

Pamplona, March, 2nd 2016

Tips for an efficient Marketing Strategy

93% of marketers believe they need to reinvent their

brand building strategy as a result of digital innovations

like social media, social PR and mobile

Forrester’s 2012 Marketing Leadership Online Survey of 99 marketing leaders

92% say that social media has fundamentally changed

how consumers engage with brands

86% believe social media is fundamentally changing

how brands are being built in the 21st century

61% say they must reduce their reliance on traditional

media and traditional PR to build their brand in the 21st

century

1. Brand Consistency

2. Focus on growth

3. Social Skills

How do big brands build themselves?

Who they serve

An enduring idea

How they are primarily experienced

What differentiates them

Coca-Cola

“Happiness in a bottle”

The optimists

Social interactions

Iconic Product

“The best way for uplifting and enhancing your everday moments of

happyness”

Nike

Competition

The athlete in all of us

Aspirational Advertising

Performance

“If you have a body, you are an athlete”

Apple

“Thinking differently”

The contrarian

The design of its products Steve Job’s ethos

“Complexity is simple so everyone can be part of the future”

5 QUESTIONS

1. Who is your target customer?

2. In which category does your business exist?

3. What is your unique benefit?

5. How are you clearly different from your competitors?

4. Who is your real competition?

“My company name is the leading category for

target customers that provides unique benefit.

Unlike competitors, my company does unique

differentiator (benefit)”

“For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection”.

“FRUITWATCHER is the leading device monitor for fruit

distributors, food chains and transportation companies that

provides traceability of the best conditions of fruits and fresh

vegetables in transport. Unlike traditional systems,

FRUITWATCHER ensures real time information about condition of

the good and the possibility to address problems before the

delivery”.

“METEO4ENERGY is a meteorological web service for

companies that depend on the energy and the weather

in their production that provides a visual, innovative and

technological way to see the forecasted weather. Unlike

traditional systems that usually requires explanations of

an expert to understand what is really happening,

METEO4ENERGY makes visualization of weather

information simple and intuitive”.

1. Brand Consistency

2. Focus on growth

3. Social Skills

FIND YOUR

FIRST

USERS

PRODUCT

FIT

Mapping the market

1. Brand Consistency

2. Focus on growth

3. Social Skills

… GET OUT OF

THE BOX AND TALK

What are you waiting for?

SHARING

Paid Owned Earned

Reddit, Meneame, forums, Facebook, Twitter, LinkedIn, blogs, web..

Influences network Amplify

emergent dialogue

SEO

New highways are search engines providing a path to digital

businesses. Those who master SEO are being seen by

everyone who drives by digitally.

Web, Blog, Forums, Communities, press, collaborations, video

Ads, SEM, Spotlight tags, Content sindication…

FANS CUSTOMERS PROSPECTS CONVERSION

Self created User generated Collaboration

What about marketing?

Customer engagement

INB

OU

ND

•Any marketing tactic that relies on earning people’s interest instead of buying it

• Interactive two-way communication

•Customers come to you (via search engines, referrals, SM

•Marketers provide value

•Marketer seeks to entertain and/or educate

OU

TBO

UN

D

•Any marketing that pushes products or services on customers

•One-way communication

•Customers are sought out (vía print, TV, radio, banner ads, cold calls

•Marketer provides little to no added value

•Marketer rarely seeks to entertain or educate

Awareness

Consideration

Preference

Action

Loyalty

Advocacy

OLD

TV, radio, outdoor

DM, Brochure

Product test, comparison

In-store purchase

Reward Points

NEW

Search, buzz, blogs

Online research, user reviews

SNetworks, YouTube, local search

Group discounts, purchase online/instore/mobile

Reviews, links, likes, social buzz

Attract traffic. In a coordinated way. Blogs, podcast, webinars, videos, whitepapers, forums, SEO… Design a good strategy.

… IN BOUND MARKETING METODOLOGY

Conversion and profiling

… IN BOUND MARKETING METODOLOGY

Someone Joe Data Base

Marketing automation, lead scoring (quality of leads), lead nurturing (show your customer different options, benefits…)

… IN BOUND MARKETING METODOLOGY

Loyalty… Take care of your clients.

… IN BOUND MARKETING METODOLOGY

And don’t forget sincronization. Inbound cycle is complex.

… IN BOUND MARKETING METODOLOGY

Don’t be afraid…

“You have to be a programmer to be a marketer”

“You don’t have to be a marketer to be a programmer”

Thanks!