v90min managing marketing in downturn economy

How to manage you marketingin a downturn economy

By Damon Segal - GMN Advisory CouncilWednesday, 17 June 2009

How to get customers

Wednesday, 17 June 2009

Should we stop marketing?

2008 © www.damonsegal.co.ukWednesday, 17 June 2009

2008 © www.damonsegal.co.uk

Steve JobsCEO Apple

NO2008 © www.damonsegal.co.uk

Steve JobsCEO Apple

NO2008 © www.damonsegal.co.uk

Steve JobsCEO Apple

Survey carried out by MarketingSherpa of 407 US Companies asked in March 08, what they are doing with marketing budgets.

Now is the time to refocus your marketing budgets not cut them.

36% reduction in traditional marketing

83% of businesses maintained or increased their online marketing.

Why is this?

Because.

Sam, age 6 can already use Google to find what he wants to buy online

Because.

Sam, age 6 can already use Google to find what he wants to buy online

Because.

Source: http://www.statistics.gov.uk

Because.• In 2007, 31.8 million adults in the UK used the web

(67 per cent of the UK adult population)

(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web

• How many 16–24 in the UK accessed the web in last 3 months

90% 16-24

90% 16-2480% 25–44

90% 16-2480% 25–44 75% 45–54

90% 16-2480% 25–44 75% 45–54 59% 55–64

90% 16-2480% 25–44 75% 45–54 59% 55–64 24% 65+

WHO IS THIS?

TIM BERNERS-LEEIN 1989 HE INVENTED THE

WORLD WIDE WEB2008 © www.damonsegal.co.uk

INTERNET MAP

Asia Pacific - RedEurope/Middle East/Central Asia/Africa - GreenNorth America - BlueLatin American and Caribbean - YellowRFC1918 IP Addresses - CyanUnknown - White

INTERNET MAP

Asia Pacific - RedEurope/Middle East/Central Asia/Africa - GreenNorth America - BlueLatin American and Caribbean - YellowRFC1918 IP Addresses - CyanUnknown - White

INTERNET MAP

THE INTERNET•1957 the United States formed the Advanced Research Projects Agency (ARPA) within the Department of Defense.

•1957 - 1995 see http://www.isoc.org/ the The Internet Society (ISOC)

•October 24, 1995, the Federal Networking Council (FNC) unanimously passed a resolution defining the term Internet.

THE WEB TODAY

THE WEB TODAY1 trillion (as in 1,000,000,000,000) unique URLs

on the web at once!

1,574,313,184 users world wide

on the web at once!

UK Online sales for the first six months of 2008 were up 24% to £26.5bn

on the web at once!

UK Online sales for the first six months of 2008 were up 24% to £26.5bn

UK online advertising spend £1.6bn in first six months of 2008

What method of marketing willsave money and increase ROI?

UK Media spend Jan-Jun 2008

TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

Television21.7%

Press - Display19.3%

Television21.7%

Internet18.7%

Television21.7%

Internet18.7%

Classifieds14.6%

Television21.7%

Internet18.7%

Classifieds14.6%

Direct Mail11.2%

Television21.7%

Internet18.7%

Classifieds14.6%

Direct Mail11.2%

Television21.7%

Internet18.7%

Classifieds14.6%

Direct Mail11.2%

Television21.7%

Internet18.7%

Classifieds14.6%

Direct Mail11.2%

Television21.7%

Internet18.7%

Classifieds14.6%

Direct Mail11.2%

Year on year growth for Jan-Jun 2008

Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – offline only

-5.87%-4.21% -3.96%

-2.38% -1.41%-0.09%

26.09%

Classifieds Direct Mail Outdoor Directories Display Radio Television Cinema InternetH1 2008

Year on year growth for Jan-Jun 2008

Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – offline only

Top 10 Digital Marketing Tactics

Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)

2. Google Adwords (PPC)

3. Usability (WOM)

4. Social Media Optimisation (SMO)

3. Usability (WOM)

5. Directory Advertising

3. Usability (WOM)

6. Display Advertising

3. Usability (WOM)

7. Online PR/Articles

3. Usability (WOM)

8. Affiliate Marketing

3. Usability (WOM)

9. Viral Marketing

3. Usability (WOM)

9. Viral Marketing

10. Email Marketing

3. Usability (WOM)

9. Viral Marketing

10. Email Marketing

Improved site design with optimisation = increased traffic and retention

2008 © www.damonsegal.co.uk Barry (MD) - The Widget FactoryWednesday, 17 June 2009

2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory

October

August

October

August

October

August

October

August

October

August

October

August

October

August

October

August

October

August

7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008

Clicks vs Costs

Focused/Targeted Google PPC Adwords = more traffic, less cost

Sum of Clicks Sum of Total Cost

£4953£4795

£4339

£2055

3112 CLK

1848 CLK1715 CLK

3373 CLK

RESTRUCTURE PERIOD

Anna (CMO) - Serviced Offices InternationalWednesday, 17 June 2009

Clicks vs Costs

£4953£4795

£4339

£2055

3112 CLK

1848 CLK1715 CLK

3373 CLK

RESTRUCTURE PERIOD

Clicks vs Costs

£4953£4795

£4339

£2055

3112 CLK

1848 CLK1715 CLK

3373 CLK

RESTRUCTURE PERIOD

Clicks vs Costs

£4953£4795

£4339

£2055

3112 CLK

1848 CLK1715 CLK

3373 CLK

RESTRUCTURE PERIOD

Anna (CMO) - Serviced Offices International

from £2.71to £1.29per click

Clicks vs Costs

£4953£4795

£4339

£2055

3112 CLK

1848 CLK1715 CLK

3373 CLK

RESTRUCTURE PERIOD

Anna (CMO) - Serviced Offices International

from £2.71to £1.29per click

Usability is not guess work.

Conversions on PPC enquiries

Targeted Facebook PPC Part of SMO = demographic perfection

Social Media, How targeted can you be? Cobra Beer Example• I want to reach people between 21 and 60 years old in the United Kingdom who like Beer, Good Beer, drinking beer, Indian Food, or Curry.

• Facebook Audience (UK) ≈ 224,200• Facebook Audience (USA) ≈ 436,620

How targeted can you be? Loan Example

• I want to reach people between 25 and 45 years old in the United Kingdom who are Married With Children, like Kids, Children, on the Property Ladder.

• Facebook Audience (UK) ≈ 101,220

2008 © www.damonsegal.co.ukMartin (MD) - First Financial (UK) Wednesday, 17 June 2009

Social Media

CEO/MD Level

Director

Executives

Secretary

0 15,000 30,000 45,000 60,000

22,440

12,280

57,680

24,840

Number of Members

Social Media

CEO/MD Level

Director

Executives

Secretary

0 15,000 30,000 45,000 60,000

22,440

12,280

57,680

24,840

Number of Members

Value Comparison

Magazine Advertising vs SMO

Magazine Advertising vs SMO• Quarter page advert £6,435 -

Circulation- 427k

Magazine Advertising vs SMO• Quarter page advert £6,435 -

Circulation- 427k

• Full Social Media campaign, reaching:15 social sites, 12 forums, 2 press releases, 100 social bookmarks, posts and profile management and reporting £6,500 per month - Reach 250 million +

National Press vs PPC

• Full page - firm day in The Sun £55,502, 8 million readers a day, possibly 0.1 - 0.2% traffic to site 16,000 visits = about £3.50 cpr

• £55,000, PPC at £1 per click 55,000 specific targeted visits55,000 visits = £1 cpr

Direct Mail vs Direct Email

• 100,000 postcards printed and posted approx £30k 1-2% Response Rate - £15 cpr

• 100,000 Direct e-mails sub £10k 2-5% Response Rate - £5 cpr - £2 cpr

Bill Boards vs SEO

Bill Boards vs SEO• 4 Billboards for 1

month £3200 low response and short lived

Bill Boards vs SEO• 4 Billboards for 1

month £3200 low response and short lived

• £3,200 per month would fund, SEO and Link building for 1 month long term high level exposure to specific audience

Think Strategy

DIGITAL STRATEGY - GETREALHaving your digital strategy clear is the key importance to the success of your

online presence. There are 7 steps to defining and delivering your digital strategy. I call this process GETREAL

•Goal Setting•Every Detail•Time Frame

•Responsibility•Engagement•Action Plan•Leadership

GOAL SETTINGWednesday, 17 June 2009

EVERY DETAILWednesday, 17 June 2009

TIME FRAMEWednesday, 17 June 2009

RESPONSIBILITYWednesday, 17 June 2009

ENGAGEMENTWednesday, 17 June 2009

ACTION PLANWednesday, 17 June 2009

LEADERSHIPWednesday, 17 June 2009

R E A L

JUST BECAUSE WE THINKWE KNOW WHAT WE NEED,

IT DOESN’T MEAN THAT’S WHAT OUR CLIENTS ARE LOOKING FOR

Understand what your customers want

Surveys

Testing

Surveys

Testing

Research

Surveys

Testing

Research

Market trends

Surveys

Testing

Research

Market trends

Find the pain

Customers do not know what they don’t know

Innovation

Visionaries

Innovation

Visionaries

Entrepreneurs

Innovation

Visionaries

Entrepreneurs

Technologists

Innovation

Visionaries

Entrepreneurs

Technologists

Scientists

Related Google search - google.co.uk

Traffic volume check - compete.com

Link popularity - seocentro.com/tools

Site popularity - alexa.com

Blogsearch - google.co.uk/blogsearch

News Search - google.co.uk/news

CHECK YOUR COMPETITORS

Big Brother

Marketing Success Pyramid

Unaware

Advocate

Unaware

Advocate

Identifymarket

Unaware

Advocate

Identifymarket

Points of Parity and Difference

Unaware

Advocate

Identifymarket

Value Proposition

Unaware

Advocate

Identifymarket

Value Proposition

Positive Reactions

Unaware

Advocate

Identifymarket

Value Proposition

Positive Reactions

WOWFactor

Make it a good oneYou only get one chance at a

first impression

When you get marketing wrong

Hoover's free flights promotion was launched to a wide-eyed British public in August 1992

The cases continued for six years after the promotion first started. About 220,000 people did eventually fly

When you get your marketing right!

How do you manage your marketing in a downturn economy...

FACEWednesday, 17 June 2009

The FACE of Digital Marketing is:-

The FACE of Digital Marketing is:-Flexible

The FACE of Digital Marketing is:-FlexibleAccountable

The FACE of Digital Marketing is:-FlexibleAccountableControllable

The FACE of Digital Marketing is:-FlexibleAccountableControllableEffective

Be Specific

Be SpecificBe Targeted

Be SpecificBe TargetedBe Found

Believe

http://twitter.com/damonsegal

http://www.linkedin.com/in/agiltd

http://damonsegal.blogspot.com/

http://www.launchlab.co.uk/columinst/id/32

Email: d@agi.co.uk Call: 07770 381881

Any questions?

v90min managing marketing in downturn economy

Business

creating shareholder value during economy downturn with...

managing working capital to survive the downturn

runaway technology economy downturn climate change peak oil...

upturn sales strategies in a downturn economy

how intel is managing it in a downturn

strategy under stress: managing strategy under downturn -...

connected resilient economy managing critical …

managing the national economy

marketing in a down economy or downturn

strategy under stress: managing strategy under downturn

a worldwide depression chapter 15 section 2. warm up ...

making money in a downturn economy

managing your farm in an economic downturn purdue center...

managing travel costs challenging economy

managing total compensation in an economic downturn: one...

managing talent in a downturn

managing strategy in a downturn

managing the economy

positioning for success during the downturn in the ag...

beat simon, agility logistics on 'managing the downturn