DED Retail Sector Training

1. Online and Digital Marketing
(Session 1)
The DED and TLC
Present

2. Online and Digital
Marketing (Session 1)
• Introduction to Online and Digital Marketing: the key marketing
principles, tools and techniques
• Understanding client life cycles including client lifetime value as well
as client acquisition vs client retention
• Marketing Audits including techniques and tolls
• How to set budgets, identify business objectives and sales targets
• Strategy creation and content planning including integrated
marketing techniques
• Identifying messaging
• Online marketing channels and choices
• How to implement a successful online marketing plan including the
division of labour and the role of marketing partners.

3. Creating an effective online
presence (Session 2)
• Myths, facts and stats
• The role of a website in a marketing plan
• Planning for a website
• Understanding what makes a good website including design,
usability, functionality and call to actions
• How to convert visitors into customers
• eCommerce websites and their role in promoting sales
• How to get your business onto 3rd
party websites including eBay and
Amazon
• The role of search engine optimisation and the importance of 3rd
party traffic
• How online advertising can attract web traffic
• Understanding analytics

4. Social media and content
marketing (Session 3)
• An introduction to content marketing including blogs,
videos and all rich media
• Utilising email marketing to reach customers
• What it takes to compile a database and deliver a successful
marketing campaign
• Understanding the various social media platforms, their usages and
the markets behind them including Facebook, Twitter, Google +,
LinkedIn, YouTube, Pinterest and Instagram
• Identifying the best social media platform for your business
• Using social media as a traffic driver and communication tool
• Social media best practices, trends and developments
• Why social media is working for the retail sector
• Analysing the success of you online marketing
• How the DED can help

5. Online and Digital
Marketing

6. What is marketing?
 What is marketing ?
• It is the action or business of promoting and
selling products or services, including market
research and advertising.
• It is the provision of goods or services to meet
customer or consumer needs.
• The total of activities involved in the transfer of
goods from the producer to the seller to the
consumer or buyer, including advertising,
shipping, storing and selling.

7. Marketing
Putting the right product
in the right place, at the
right price, at the right
time.

8. Online and Digital
Marketing
 Online Marketing vs. Digital Marketing?
• Online marketing refers to the techniques
available to a business to market, promote
and advertise their products, services or brand
on the World Wide Web.
• Digital Marketing is the use of digital channels
to promote or market products and services to
consumers and businesses.

9. Outbound vs Inbound
• Outbound/Push Marketing: This marketing
type pushes message to consumers via such
channels as mailing lists, cold calls or
advertising. It is often expensive.
“Outbound marketing is a marketing model that
requires a lot of marketing messages to be
pushed out through various channels in the
hope that the right message makes it to the right
person.”

10. Outbound vs Inbound
• Inbound/Pull Marketing: Inbound or pull
marketing draws customers in. This is a very
customer centric approach. Inbound marketing
often works by earning someone’s attention,
rather then buying it.
“Inbound marketers make it easy for consumers to
find them when those consumers are searching
for products or services they need, at the time
they need them.”

11. Outbound vs Inbound

12. Inbound Marketing

13. Inbound Marketing
https://www.pinterest.com/pin

14. Traditional Marketing vs
New Marketing
Traditional Marketing New Marketing
Expensive Cost effective
Often focuses on local
audience and allows little
room for market
segmentation
Enables targeted
messaging
It is often hard to measure
results
Measurable and scalable
It is static and doesn’t allow
for interaction with the
audience
It allows for two way
conversation

15. Interruption vs Permission
What is interruption marketing?
• Interruption marketing refers to any marketing activity
that “interrupts” a viewer’s attention. Essentially, the aim
of this type of marketing is to capture the attention of
anyone, and everyone, with the hope that your message
will get through to them and interest them enough to
want to learn more about your product or service. Some
of the common forms of interruption marketing include
TV/Radio Advertisements, Print advertising, E-mail
spam, Direct Mail, and Telemarketing.

16. Interruption vs Permission
What is permission marketing?
• Permission marketing refers to marketing activity
whereby you have the privilege/permission to deliver
anticipated, personalized and relevant messages to
customers. This is very different from interruption
marketing in that you have “real” permission (not
legalistic or presumed permission). For instance,
obtaining a customer email address by whatever means
doesn’t mean that you have the right or permission to
contact them. Also, if a customer doesn’t complain when
you send them unsolicited emails it doesn’t mean they
have given you permission.

17. Interruption vs Permission
Interruption Pros Interruption Cons
Quick and easy Lack of target audience
Expensive
Expiry dates apply
Low ROI
Customer perception – annoyance
Permission Pros Permission Cons
Cost effective Slow and time intensive
It produces high conversation rates
Targeted
Long term relationships
Maintains marketing reputation

18. Interruption vs Permission
The average consumer is said to come
into contact with 1 million
advertisements per year – which is
nearly 3000 per day.

19. Integrated Marketing
What is integrated marketing?
Integrated marketing is a marketing strategy that stresses
the importance of a consistent, seamless, multi-
dimensional brand experience for the consumer. This
means that each branding effort – across television,
radio, print, Internet, and in person – is presented in a
similar style that reinforces the brand’s ultimate
message.

20. Integrated Marketing
“I absolutely believe the
real integration
opportunity, and way [for]
most business owners to
blow their competition out
of the water, is the
intentional blending of
online and offline tools and
tactics around a single
marketing strategy.” –
John Jantsch

21. Integrated Marketing
An effective integrated
marketing campaign:
• Is underpinned by strategy
• Strong focus on brand image
• Consistent messaging
• A clear target market is set
• Consistent look and feel across all mediums
• Combines old and new marketing methods to compliment
one another
• The brand story is at the heart of evrything
• Flexible

22. Changing our perspective

23. Integrated Marketing
“Integration is not a dreamland of endless possibilities with
revolutionary marketing results at the end of a rainbow. It’s
an ongoing process made up of many discrete but valuable
steps, each contributing to the greater cause.” – David
Eldridge
“The most important element remains that customers want
and expect a consistent experience across all of their touch
points with companies and products.” – Dwight Griesman

24. Changing your perspective
Integration (consistency) – What Consumers Want (Ideal)
85% want an integrated shopping experience
72% want an integrated marketing approach
Integration (consistency) – What Consumers Are Getting
(Current)
50% get an integrated shopping experience
39% get an integrated marketing approach
(4th
annual MyBuys/e-tailing group Consumer Insights Survey)

25. Marketing 4Ps
The 4Ps are:
 Product (or Service).
 Place.
 Price.
 Promotion.

26. The 7Ps of Marketing
PLANNING

27. 7Ps & 7Cs
Organization Facing Customer Facing
Product Customer
Price Cost
Place Convenience
Promotion Communication
People Caring
Process Co-ordinated
Physical Evidence Confirmation

28. Why, How and What!
Why - This is the core belief of the business.
It's why the business exists.
How - This is how the business fulfills that core belief.
What - This is what the company does to fulfill that core
belief.
“Consumers don’t buy
what you do. They buy why
you do it.”

29. Client Life Cycles

30. Customer Life Cycles
Customer life cycle
management is
creating, cultivating,
and constantly
improving your
company’s
relationship with
your clients.

31. Customer Life Cycle
• Reach – All content must be properly
marketed in places where potential customers in your
market will find your information. Creating brand/product
awareness.
• Acquire – You have to understand your potential
customers wants/needs so you can provide a
product/service they will want to purchase or engage with.
Using the methods of inbound marketing convert potential
leads to paying customers.
• Develop – After they have purchased, keep in touch and
build a relationship with your customer. Ensure they are
fully satisfied with their purchase and continue to engage
with them.

32. Customer Life Cycle
• Retain – One time customers will become
repeat customers as long as you are satisfying their
needs. Continue to cultivate a relationship with them by
engaging them. Do not be afraid to ask for feedback.
They will be happy you care about their opinion and you
can use their comments to improve your
product/services. Make them feel a part of the process.
• Advocacy – If your customers are truly satisfied, they
will become brand advocates. This will spread
awareness within their social circles and the cycle will
come full cycle when you reach potential new customers
due to your existing customers.

33. Client Lifetime Value
https://www.pinterest.com/pin/175499716706849828/

34. Marketing Strategies

35. The Key Questions
• Where are you now?
• Where do you want to go?
• What are your business objectives?
• What are your sales targets?
• Do you know the ‘why’ – your businesses’ core
purpose?
• Do you know why you do what you do?
• Have you indentified your customer persona?

36. The Key Questions
• Are you focused on your customer?
• When do you need to push content?
• What seasons, events and outside factors do
you need to pay attention to?
• What is your budget?
• What channels are you going to use?
• Are you doing the ‘doing’ or is someone else?
• Is everyone on board?

37. Marketing Audit
Comprehensive – A marketing audit should cover all the
major marketing issues facing an organisation, and not only
one or a few marketing trouble spots. The latter would be
called a functional audit if it covered only the sales force, or
pricing, or some other marketing activity. Approach it
holistically.
Systematic – A marketing audit involves an orderly
sequence of diagnostic steps covering the organization’s
marketing environment, internal marketing system, and
specific marketing activities. The diagnosis is followed by a
corrective action plan involving both short term and long
term solutions.

38. Marketing Audits
Periodic – The marketing audit should normally be carried
out periodically instead of only when there is a crisis. It
promises benefits for the organization that is seemingly
successful, as well as the one that is in deep trouble. It is
all about being proactive verse reactive. However, if a crisis
point hits by all means follow these steps to identify the
issue and to compile a plan of action.

39. Marketing Audits: Tips
 Form a team or appoint someone who will be
objective
 Establish a timeframe
 Compile the information
 Examine ALL marketing efforts
 Identify industry benchmarks
 Meet offsite
 BE OBJECTIVE

40. Marketing Audits
• Put together an overview of your company,
identifying your how, what and why.
• Analyse your product or services (USPs)
• Carry out a SWOT analysis
• Carry out a competitor analysis
• Examine your internal company environment and staff
effectiveness
• Identify how your marketing team interface with other
teams, suppliers and organisations

41. Marketing Audits
• Identify how effective your marketing plan is
• Assess if the information you use when planning your
marketing activity relevant and accurate
• Describe your businesses ‘growth’ points
• Identify whether the budget is being used as plan
• Identify your marketing goals and objectives
• Describe your current customers and desired target
audience
• FINALLY collate results and share!

42. SWOT Analysis

43. The benefits:
• Reintroduction to your product or services
• Audits can provide you with a reminder of your goals and
objectives
• It allows you to assess what has worked and what hasn’t
• It allows you to adapt and be flexible
• Audits can often shine light on potential pitfalls
• It allows you to bring new life and ideas to the table
Marketing Audits

44. Marketing Audits: The
Results

45. Business Objectives vs
Sales Targets

46. Budgets
Ensure your budget is realistic and
some what flexible
Identify objectives for each spend and
decide are you interested in ROI or
exposure/brand awareness
”If you don’t diversify your online marketing approach with a
healthy mix of campaigns that drive high ROI and
campaigns that drive new customers, you can ultimately
damage your business and stunt your growth.” -
Marc Weisinger

47. Budgets
 Select a reasonable amount
 Follow the 80/20 rule
 Diversify your budget
 Evaluate regularly
 Budget more than
money

48. Marketing Plans
Clear
Quantified
Focused
Realistic
Agreed

49. Creating A Strategy
Evaluate where you are
Define your target audience
Prioritise your budget
Create a plan
Select the right tools and channels
Inform your staff
Implement

50. Marketing Plan

51. Marketing Plan
• Objective: Increase online sales

52. Integrated Marketing
Techniques
• Have a clear understanding of your
target audience
• Choose the right channels
• Have a consistent look
• Ensure your messaging is integrated
• Create content that can be repurposed on
various channels
• Make sure your team/agency/departments are
working in sync
• Track/monitor

53. One Piece of Content
Print Media
Blog Content
Social Media
Update
Email
Marketing

54. One Piece of Content
Website
Social Media
Email
Marketing
Instore

55. Integrated Marketing
Campaigns
https://www.pinterest.com/pi

56. Online Marketing Channels
 Display Advertising
 Email Marketing
 Pay-Per-Click Advertising (PPC)
 Online Public Relations
 Search Engine Optimization (SEO)
 Affiliate Marketing
 Social Media Marketing
 Content Marketing
 Blogging

57.  Video marketing
 Mobile marketing
 Imagery/Infographics
 Offer sites
 Corporate website
 Free content (eBooks, white papers)
 Online communities/forums
 Webinars
 Podcasts
Online Marketing Channels

58. Retail Trends

59. Retail Trends
https://www.vendhq.com/university/retail-trends-and-predictions-2

60. Digital Marketing Channels
for YOU
Email Marketing
SEO
Social media
Social media
advertising
eCommerce
Affiliate marketing
Retargeting

61. Implementation

62. Implementation

63. Division of Labour