Digital Marketing At Speed - Anthony Klokkou
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The document discusses digital marketing strategies for meeting customer needs quickly. It notes that consumers have less time and tolerance today and want information immediately. Understanding customer needs in the moment is important for success. Search engines and social media can be used to provide customers with the information they seek in real-time to meet their needs. The document uses an example of a customer named Tom who is training for a marathon to illustrate how digital tools could be used to understand his needs and provide relevant information when and where he searches.
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Digital Marketing At Speed - Anthony Klokkou
- 1. Digital Marketing at Speed @AnthonyKlokkou
- 3. Sit down when you think you would of picked a site to click
- 5. Sit down when you think you would of left the site to find another
- 7. Sit down when you think you would of left the video to find another
- 10. Take Aways Consumers have less time and tolerance, they want in now Understanding your customers’ need in the moment is key to success Search and Social can be utilised to meet the customer need
- 11. Take Aways Consumers have less time and tolerance, they want in now Understanding your customers’ need in the moment is key to success Search and Social can be utilised to meet the customer need
- 12. 2.5bn Users of Google Search 100bn Search queries conducted every month
- 13. 6,000 Search queries every second that Google has never, ever seen before
- 14. Confidential & Proprietary2015 2016 2012014013 MOBILE EXCEEDS THE DESKTOP 2015 WELCOME TO
- 15. Confidential & Proprietary 74% of UK consumers have a smartphone Source: Mintel Digital Trends (Winter) - UK - December 2014
- 16. Confidential & Proprietary BY 2020 90% source: Mobile Report, Nielsen IBOPE – entre usuários de smartphones- agosto de 2014 –
- 17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 17 Awareness Golden Triangle - 2005 80% looked at the knowledge graph 44% clicked on it
- 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 18 Awareness ‘Near Me’ - Searches
- 19. Convenience wins
- 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 20 Awareness
- 21. Take Aways Consumers have less time and tolerance, they want in now Understanding your customers’ need in the moment is key to success Search and Social can be utilised to meet the customer need
- 22. More Complex Journey Consumer Path to Purchase Now Shopper Retailer Websites Search Social Networks Ideas Price check Mass Media Vloggers Store Visits Family & Friends Store Purchase Purchase Online
- 23. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 23 Access to information has changed our purchase process… Consumer consults an average of 10.4 sources before purchasing 2X the number consulted just one year before
- 24. Purchasing funnel Consumers take a multi-device path to purchase
- 25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 25 Awareness • What are our audience’s needs • Their concerns, interests & motivations • Their lifestyle limitations/opportunities Understanding our audience
- 26. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 26 Awareness • Sports Supplements Understanding our audience
- 28. Demographic, Geographic and Interest Data Google Keyword & Display Planner Gender Age Parental Status
- 31. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 31 Awareness • Not confident with their physical appearance • Looking for outlets for stress • January is a peak period for search • High % Mobile & Tablet usage Understanding our audience
- 32. Take Aways Consumers have less time and tolerance, they want in now Understanding your customers’ need in the moment is key to success Search and Social can be utilised to meet the customer need
- 33. Meet Tom…
- 34. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 34 Awareness
- 36. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 36 Awareness
- 37. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 37 Awareness
- 38. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 38 Awareness
- 39. Meet the “Sports Shop”
- 40. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 40 Awareness
- 41. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 41 Awareness
- 42. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 42 Awareness
- 43. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 43 Awareness
- 44. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 44 Awareness
- 45. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 45 Awareness Give Tom what he wants… when he wants it
- 46. What might Tom be interested in?
- 47. • Marathon training with limited time? • What should I be eating? • Is running at night safe? • Can I run on an empty stomach? • Running routes around Kent
- 48. What are the situational considerations
- 49. • Limited time for training • Lunch time training • Lunch time researcher • Limited research time • High mobile dependancy • Research during commuting
- 50. Who are his influencers
- 51. • Mens Health • Runners World • Running bloggers • Training enthusiasts
- 53. Give him what he wants… when he needs it
- 54. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 54 Awareness Consideration Purchase Loyalty See Think DO Care
- 55. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 55 Awareness
- 56. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 56 Awareness • Researching & Consideration • Generate useful Q&A based content • Ensure it is accessible on mobile (AMP) • Target key times and devices • Engage with Tom’s influencers • Answer Tom’s questions • Make yourself an influencer
- 57. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 57 Awareness Consideration Purchase Loyalty See Think DO Care
- 58. Awareness
- 59. + People visit your site Visitors are added to your remarketing list Show them your ads while they browse the web Make the most of visitors and capture them for later!
- 60. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 60 Awareness • Deliver relevant content: 1) Insert image selling running shoes for Marathon 2) Insert second images of ‘top ten content’ Running a marathon?
- 61. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 61 Awareness • Deliver relevant content: 1) Insert image selling running shoes for Marathon 2) Insert second images of ‘top ten content’ Top 10 training tips for marathon runners
- 63. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 63 Awareness • Respond to buying signals:
- 64. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 64 Awareness Consideration Purchase Loyalty See Think DO Care
- 65. Take Aways Consumers have less time and tolerance, they want in now Understanding your customers’ need in the moment is key to success Search and Social can be utilised to meet the customer need