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

2009

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http://www.damonsegal.co.uk


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




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.

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


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




This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050


http://www.agi.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





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.


http://www.isoc.org

http://www.isoc.org



THE WEB TODAY




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

on the web at once!





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

2008

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Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC





Television21.7%


2008

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Television21.7%

Press - Display19.3%


2008

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Television21.7%


Internet18.7%


2008

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Television21.7%


Internet18.7%

Classifieds14.6%


2008

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Television21.7%


Internet18.7%

Classifieds14.6%

Direct Mail11.2%


2008

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Television21.7%


Internet18.7%

Classifieds14.6%

Direct Mail11.2%

5.1%


2008

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Television21.7%


Internet18.7%

Classifieds14.6%

Direct Mail11.2%

5.1%

5.1%


2008

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Year on year growth for Jan-Jun 2008

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

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-8%

0%

8%

15%

23%

30%

-9.9%

-5.87%-4.21% -3.96%

-2.38% -1.41%-0.09%

11.9%

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

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Top 10 Digital Marketing Tactics




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





2. Google Adwords (PPC)






3. Usability (WOM)






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






October

August






October

August

?


0

1250

2500

3750

5000

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



0

1250

2500

3750

5000


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




0

1250

2500

3750

5000


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






?

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



• 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 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

G E T

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



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



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


http://www.google.co.uk

http://www.google.co.uk

http://siteanalytics.compete.com




http://www.alexa.com

http://www.alexa.com

http://www.google.co.uk/blogsearch?hl=en

http://www.google.co.uk/blogsearch?hl=en

http://www.google.co.uk/news?ned=uk

http://www.google.co.uk/news?ned=uk

Big Brother


Marketing Success Pyramid



Unaware



Unaware

Aware



Unaware

Aware

Want



Unaware

Aware

Want

Got



Unaware

Aware

Want

Got

Advocate



Unaware

Aware

Want

Got

Advocate

Identifymarket



Unaware

Aware

Want

Got

Advocate

Identifymarket

Points of Parity and Difference



Unaware

Aware

Want

Got

Advocate

Identifymarket


Value Proposition



Unaware

Aware

Want

Got

Advocate

Identifymarket


Value Proposition

Positive Reactions



Unaware

Aware

Want

Got

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



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...




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




Be SpecificBe TargetedBe Found

Believe




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