Executive Diploma
in Digital Marketing
Final Lecture
May 2017
Colin Lewis
Agenda: Change your perspective
•
•
•
•
The Models that Matter
‘The Future Isn’t What It Used To Be’
The 7 things that Matter for Your Career
Guest Speaker
Noel
Toolan
Is this what you are thinking?
What to do??
Let’s look at the
models that matter.
# 1 What is
marketing?
Marketing is Persuasion
Marketing is psychology
• Marketing is about attracting
prospects to your product
• Prospects respond to emotional
desires and stimuli
– rarely rational
• As a marketer, you want to enter
a conversation that already exists
in the prospect’s mind.
Marketing is an insight.
An insight to your
customers situation that
changes how they think
and feel about your product
or service – forever.
# 2 Positioning &
USP
Positioning: Definition
Definition
‘The act of designing a brand’s image and
value offer so that the segments’ customers
understand and appreciate what the brand
stands for in relation to its competitors’
‘Positioning’ means that by
the time prospects arrive,
they are:
•
•
•
•
pre-disposed
pre-interested
pre-motivated
pre-qualified
Best example ever
Best example ever #2
USP
This is one of the best questions to get the answer to ‘what is my USP?’
Why should I, your
prospective
customer, choose
you
versus
any & every other
alternative available
to me?
A USP should:
•Differentiate from all competition
•Emphasise a positive, desirable benefit
•Be easily understood
Model #3.
Maturity
Where are you? Digital Maturity Stages
22
Situation Analysis: Internal Capabilities
•
Rating
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics
Basic
yourknowledge
current
Limited
Practical
Experiencefrom 1 to
Skills
capabilities
5:
Advanced
Application
Expert
Practitioner
Model #4
My R-A-C-E-R Framework
Colin Lewis: R-A-C-E-R Framework ©
Customer Action
Brand need
Objective
Tools
Reach
Get Awareness,
convey features +
benefits
Reach & Impact
Social Media,
Content, Display
Search, buzz, blogs,
metasearch
Acquire
Get in Funnel
Capture data
Response / Action
SEO, PPC ->
CTA
Search / Meta /
User reviews
Convert
Get the Sale
Generate response,
Revenue / Sales
User Journey,
UX/CX Pricing
Purchase instore,
eCommerce / IM /
mobile
Engage
Get Engaged
Create Intent,
Improve Perception
Engagement, &
Education
UX/CX
Content, Video,
Storytelling
Youtube, Twitter,
Likes, IM
Retain
Keep the Customer
Brand loyalty,
WOM, Buzz
Reward +
Communicate
UX/CX
CRM – Email /
Retargetting
FB / Twitter / Email /
Writing Reviews
Stage 1: Reach – Get Awareness
‘Get Awareness’
•
•
•
Reach
Retain
Engage
Acquire
Convert
•
•
•
•
Target Market
Personas
Social Media:
• Video / Instagram
Digital Display
Social Media Advertising
Email
Offline e.g. PR
Stage 2: Acquire – Get in the Funnel
Retain
Reach
Acquire
Engage
Convert
‘Get in the funnel’
• Search Engine Marketing
• Email
• Digital Display
• Partnerships
• Social Media Advertising
• Email
Stage 3: Convert -> Get the Sale
Retain
Reach
Engage
‘Get the Sale’
• UX
• Copywriting
• Promotions
• Personalisation
• Retargetting
• Payment options
• Onsite search
• Ratings and Review
• Choice & Convenience
Acquire
Convert
Stage 4: Engage
Retain
‘Get Engaged’
• Influencer
• Content
• Social Sharing
• Events
• Webinars
• Customer Service
• Social CRM
• Social Media Listening
• Social Customer Service
Reach
Engage
Acquire
Convert
Stage 5: Retain – Keep the Customer
Keep the Customer
• Customer Service
• Email
• Loyalty Programmes
• Personalisation
• Referrals
Retain
Reach
Engage
Acquire
Convert
Colin Lewis: R-A-C-E-R Framework ©
Customer Action
Brand need
Objective
Tools
Reach
Get Awareness,
convey features +
benefits
Reach & Impact
Social Media,
Content, Display
Search, buzz, blogs,
metasearch
Acquire
Get in Funnel
Capture data
Response / Action
SEO, PPC ->
CTA
Search / Meta /
User reviews
Convert
Get the Sale
Generate response,
Revenue / Sales
User Journey,
UX/CX Pricing
Purchase instore,
eCommerce / IM /
mobile
Engage
Get Engaged
Create Intent,
Improve Perception
Engagement, &
Education
UX/CX
Content, Video,
Storytelling
Youtube, Twitter,
Likes, IM
Retain
Keep the Customer
Brand loyalty,
WOM, Buzz
Reward +
Communicate
UX/CX
CRM – Email /
Retargetting
FB / Twitter / Email /
Writing Reviews
Model # 5
Putting the ‘Fun’ in Funnels
The decision making process
Awareness
Familiarity (Brand Perception/ knowledge)
In-market/ Active evaluation
Purchase
Loyalty /
Advocacy
What is your brand's need at every step?
Awareness
Familiarity
In-market
Purchase
Loyalty /
Advocacy
• Build brand awareness
• Maintain share of voice
• Convey brand features & benefits
• Generate response / leads
• Capture consumer data
• Improve brand perception / credibility
• Improve brand favourability
• Improve purchase intent
• Stimulate direct / indirect sales
• Improve brand loyalty & advocacy
• Build brand word-of-mouth buzz
What works at each stage?
Objectives
Awareness
Reach &
Impact
Consideration / Familiarity
Active evaluation/
Preference
Action / Purchase
Loyalty / Advocacy
Engagement, Freq &
Education
Direct Response:
Sales
Service
Web experience
Reward &
communicate
Media Type
Social Media, Content
Digital Display
e.g. You Tube Pre-Roll
Content, Advertorials,
Video, Radio
Niche sites
PPC
SEO
User-Journey &
Pricing
CRM – Email & Social
Retargeting
Or from a customer perspective..?
Awareness
Consideration / Familiarity
Active evaluation/
Preference
Action / Purchase
Loyalty / Advocacy
Search, buzz, blogs, metasearch
Online research, user reviews, meta
Social networks, Youtube, Search
Purchase instore, eCommerce /
We Chat - IM / instore / mobile
FB / Twitter / Email / Writing Reviews, Likes,
Buzz
Defining Measurement Objectives
Awareness
Consideration / Familiarity
Active evaluation/
Preference
Action / Purchase
Loyalty / Advocacy
• Build brand awareness
• Maintain share of voice
• Convey brand features & benefits
• Generate response / leads
• Capture consumer data
• Improve brand perception / credibility
• Improve brand favourability
• Improve purchase intent
• Stimulate direct / indirect sales
• Improve brand loyalty & advocacy
• Build brand word-of-mouth buzz
What
tomeasure?
measure?
How to
Awareness
Consideration / Familiarity
Active evaluation/
Preference
Action / Purchase
Loyalty / Advocacy
• Ad impressions • Frequency
• Unique users
• Video views
• % Reach
• Ad awareness
• Clicks
• CTR
• Conversions
• Ad Interactions
• Page interactions
• Time spent
• Impressions /
Views
• Visitors / Visits
• Conversions
• Uploads / downloads
• Buzz / sentiment
• Online sale
• Offline sales
• Repeat visits /
• Buzz volume
views
• Buzz sentiment
• Content distribution • Influencers / fans
• Brand
ecommendation
Model # 6
Conversion
New jargon term
Conversion Rate Optimisation
• Click to edit Master text styles
• Second level
• Third level
• Structured and systematic approach to improving the
• Fourth level
performance of
your website
• Fifth level
• Informed by insights: analytics and user feedback
• Defined by your website’s unique objectives and KPIs
OR
• Taking the traffic you already have & making the most of it.
Conversion: which work best?
• Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
Calls to action e.g. scarcity
Model #7 Friction & Reward
Customer can go where
its easy or brilliant.
The choice is theirs.
Friction ‘list’
• Travel distance
• Site layouts
• User name /
passwords
• Trust
• Discovery
• Delivery
• Payment
• Clarity of
communication
• Time needed to
complete a task
• Product Knowledge
• Processes specific to
the scenario
Nobody has to to a
supermaret, park, get
a trolley, push it
around, lug it to their
car, and bring it
home.
Reward ‘list’
•
•
•
•
•
• Tribal identification
Price
• Experiential
Service Quality
elements
Brand Halo
• Thrill of specialism
Fun
• Product Knowledge
Promotional Impact • Rewards specific to
the scenario
Mobile has forced ‘Design Thinking’
Make people
want things
Digital Marketing
Make things
people want
Designing digital services &
products
Customer Experience Revolution
Commoditisation
means you can only
differentiate on
brand experience
+ customer experience
+user experience
#BX + #CX + #UX
The Future is already here
Who is this guy?
“Why would anybody want to
look at their pictures on an
electronic screen?”
The new Kodak Moment……
1996
Market Cap:
$28b
Employees:
140,000
2012
Bankrupt
Employees:
17,000
2012
Market Cap: $1b
Employees:
23
From ‘I’ve got an idea’
to $1bn company
54
Case Study: digital camera.
• Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
1976
2014
1st Digital Camera
0.01 MP / 3.75 lbs / $10K
Digital Camera
>10 MP / 0.03 lbs / $10
Case Study: GPS Receivers
• Click to edit Master text styles
• Second level
• Third level
• Fourth level
• Fifth level
1st commercial GPS Receiver in 1981
Weight: 53 lbs; Cost: $119,900
Single Chip GPS Receiver 2010; <$5
each
Case Study:
Mobike
Visit us at openjawtech.com
•The App that became a bike
•Founded in December 2015 in Shanghai, Mobike is
the world’s first station-less bike share service
•Mobike has 72% of the market in China with 3.13
million Monthly Active Users
•Has 100,000 bikes in each of its top cities: Beijing,
Shanghai, Guanzhou and Shenzhen
•In January 2017, Mobikes signed an exclusive
partnership with Foxconn to double bicycle
production to 10 million units
How does Mobike Work?
• Each bike is equipped with GPS
• Users locate nearby Mobikes by using the Mobike app
• Scanning the QR Code activates internet controlled rear wheel lock
When finished with the Mobike, leave bike in an accessible area and
manually close the lock!
What’s driving all this?
Where is it all going?
TODAY.
ALL INFORMATION-BASED
TECHNOLOGIES ARE ON EXPONENTIAL GROWTH
CURVES
DOUBLING IN POWER AND HALVING IN PRICE
EVERY 12 TO 24 MONTHS.
Networks, sensors, cloud computing, 3D printing,
genetics, AI, robotics……
Here’s why.
A new framework to use.
Here’s Why: Moore’s Law
1965: Transistors shrinking so fast that every
year twice as many could fit onto a chip.
Gordon Moore, Co-founder of Intel
Here’s what’s going to happen
#1 Digitised
Anything that can be digitised enters exponential growth; photos,
music, genomics, manufacturing,
finance, sensors…
#2 Deceptive
#3 Dematerialised
The 1980s
30 years on,
all these
gadgets now fit
in your pocket
67
3 Dematerialised
#
Cost of distribution, startups, scaling = zero.
#5
Democratised
69
Another 3 billon web users – on mobile
Global
Population
Internet
Users
8.0
7.0
6.0
66%
5.0
3bn
New
Mind
s
4.0
3.0
23%
2.0
1.0
6%
2000
2010
2020
Who cares?
This is not going to affect me.
It means that marketing
as a career
is even more in demand.
Lets talk about
your career.
Marketing is now a
Technology
Powered Discipline
Customer engagement thru’ tech
Software is how marketing
“sees” and “touches”
customers in a digital world.
Marketing Technology 25 years ago
Marketing Technology 2016
77
This is just the advertising bit
This is just Marketing Automation
79
#martech: the new 4 P’s
• Products, platforms, solutions, suites, stacks for the
software and services power marketing
• Understand how these tools can work for you and
your customer.
• You need to develop technical capabilities and talent.
Career planning = career limiting.
You can’t plan your career because
you have no idea what’s going to
happen in the future.
81
You’ll change, industries will
change, the world will change.
82
Instead of planning your
career, focus on
developing skills and
pursuing opportunities.
Opportunities that present themselves
are about being in the right place at
the right time.
“Career planning #1”
Be alert to opportunities that present
themselves when you happen to be in
the right place at the right time.
“Career planning #2”
Opportunities you seek out and create.
Don’t coast.
Don’t be one of those people.
Seek it out.
‘Seize any opportunity, or anything
that looks like opportunity. They are
rare, much rarer than you think…
Many people do not realise they are
getting a lucky break in life when
they get it.
If a big publisher (or a big art dealer
or a movie executive or a hotshot
banker or a big thinker) suggests an
appointment, cancel anything you
have planned: you may not see such
a window open up again.’
“Career planning #3”
Developing
skills
• Click to editconcrete
Master text
stylesthat are useful in the
real• world
Second level
• Third level
• Fourth level
• Fifth level
• Technical + Soft Skills
• ‘Rare & valuable’.
http://dilbertblog.typepad.com/the_dilbert_blog/2007/07/career-advice.html
• Click to edit Master text styles
#4 What have
you already
mastered?
• Second level
• Third level
• Fourth level
• Fifth level
Become Pi Shaped
Or rather T-Shaped
Career planning #5”
What is the biggest leverage?
You + your
relationships.
So work harder on yourself
than your career.
Spend money on your education.
Your own money.
Learn how to learn
1. Read, watch and analyse: Read everything. Read all the time. Start with the
experts. Watch their videos, their interviews. Do you agree with them? Why?
2. Talk to people: Once you’re done reading, actually talk to real human beings.
3. Focus on your strengths
4. Full Immersion - surround yourself with.
5. Learn than by doing: Join a start-up doing what you love – it's much cheaper than
paying an expensive tuition, and a hell of a lot more useful.
6. Don’t skip the fundamentals –dive into the very basic underlying principles
governing the skill you want to acquire.
7. Digital Tools; in the past -> textbooks, teachers and professors.
#6
Metatrends.io
Colin Lewis
#7 Read.
Top 20 digital and tech tools
•
•
•
•
•
•
•
•
•
•
BuiltWith.com: BuiltWith analyses websites and displays a list of the technologies used.
Import.io: Import.io is a free tool for scraping content from websites.For example, if you wanted to grab a
group of Twitter addresses, instead of typing them in, you can use Import.io to grab them as a CSV.
AdEspresso.com: If you want a more advanced tool for Facebook ads, AdEspresso allows you to do very
advanced multivariate testing and automated design.
MonitorBacklink.com: If you are doing link-building campaigns to help with ranking on Google, you’ll need
to monitor the status of backlinks — for example, new backlinks you gained, what you lost, which ones are
good/bad and so on.
BuzzSumo.com: When you’re creating content based on a topic, you can research to find similar content
based around the same theme. You can find the most shared content related to that topic and use this
information to help you produce the best content, headlines and so on.
Hotjar: a website-tracking tool that can track activity such as heatmaps, individual session recordings,
funnel and exit tracking, form analytics and polls and surveys
UserTesting.com: UserTesting provides a community of people willing to test out your software based on
your instruction, creating an independent view from someone who has never seen your product.
Unbounce: Unbounce is a tool for quickly creating landing pages. You select a template, customise it and
publish and get into A/B testing immediately.
Kickbox.io: Drag your list of emails into Kickbox, and it validates whether your emails are going to be
actually received by the email address. By sending approved emails, you’ll improve open rates, reduce
bounce rates, have fewer chances of getting blocked and experience many other benefits.
Mail-tester.com: Send Mail-tester.com a copy of your email, and they’ll let you know if it’s likely to get
flagged as spam and will provide recommendations to improve.
Top 20 digital and tech tools (cont.)
•
•
•
•
•
•
•
•
•
•
http://nerdydata.com: Searches only on the text of a web page - not the code it is built with. NerdyData
names the code the site is built on & finds all sites managed with the same Google Analytics account
Sessioncam.com: Records customers using a website to identify usability issues, improve conversion. You
can see mouse movements, clicks, form inputs. It includes mobile devices to see pinch, zoom, tap, double tap.
It also instantly generate website heatmaps for mouse movement, clicks and page scrolling.
Mautic.org: open source marketing automation that includes Social Media Marketing, Lead Management,
Email Marketing, website forms, campaigns and reporting tools.
Trackmaven.com: Gain insight into the impact that content is having with your audience and benchmark your
content vs your competitors based on detailed metrics for all digital marketing channels.
http://rivaliq.com: Searches the web, gathers data and content from multiple social channels, websites and
SEO ranking systems. Also has a Facebook Insights integration to identify audience demographics & what
content works best with them. 1-click reports can be created as a PowerPoint, PDF, Excel
http://socedo.com Socedo finds Twitter prospects that match your custom and engages automatically to
generate leads
http://www.getlittlebird.com Uses social graph analysis to identify influencers by their ability to impact the
perception of other leaders by working out the strength of influencer relationships.
Curata.com : Content marketing platform and curation software that track the leads and opportunities
generated by content. Use it to understand what worked, what didn't and why and find the most relevant
content for your audience delivered automatically.
Trendspottr.com : Predicts emerging trends, viral content and key influencers in real-time to detect
accelerating trends with viral potential from Twitter before they have become "popular" and reached
mainstream awareness.
vwo.com: An A/B testing tool that creates different versions of a sites and landing pages using a point-andclick editor with no HTML knowledge needed – in other words, you don’t need your IT team.
Great sites to learn further.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
www.marketingdive.com
www.chiefmartec.com
http://marketingland.com/library/channel/martech
www.kaushik.net/
www.econsultancy.com
www.smartinsights.com
www.techcrunch.com
http://thebrandbuilder.wordpress.com/
http://moz.com/blog
http://www.smashingmagazine.com/
http://www.uxbooth.com/
www.andrewchen.no
http://okdork.com
Find any email address: https://www.voilanorbert.com/#
http://anewstip.com/: find what a journalist has been tweeting about
100
Like to
meet for a
cup of tea?