Digital marketing for export growth

EFESO © 2015
DIGITAL MARKETING FOR EXPORT GROWTH
DR. HESHAM O. DINANA

2EFESO © 2015EFESO Instructions for templates
28Digital Marketing Case Studies4
23The Don'ts and Challenges in Digital Marketing3
15The Digital Marketing Process2
3Why Digital Marketing?1
Contents

15Digital Marketing Process2
3Why Digital Marketing?1
Contents

to e or not to e
that is the question?

V U C A

Volatility, Uncertainty, Complexity & Ambiguity
Your Business Needs Leaders who are prepared for EVERY NOW & WHEN

WHYDigital Marketing?
Affordability
Exposure
Engagement
• Digital marketing is more affordable
than traditional marketing
• Same message can be transmitted
through emails or social media for
less than TV or newspapers
• Customers are not only exposed to
what companies are trying to say
but to friends, relatives, media and
others are saying about you
• Consumers are more likely
influenced by what others say about
you
• Enables real time customer service
• There are more than 3 billion global
internet users
• Digital Marketing provides you with
the ability to reach new customers
virtually anywhere
• More than 69% of B2B companies
across the globe are in the process
of stopping their print catalogues
within the next 5 years
• Reduction in costs for early market
exploration
Cost Reduction
Ability to Analyze
• Easier to track results
• Analyze digital marketing
campaigns
• Use results to improve future
campaigns
• Understand how customers behave

Alternative Market-Entry Strategies

Digital and Social Media Statistics 2015
7.210 Billion
Urbanization:
53%
3.010 Billion
Penetration:
42%
3.649 Billion
vs. Population:
51%
2.078 Billion
Penetration:
29%
Total
Population
Active
Internet
Users
Mobile
connections
Active Social
Media
Accounts
1,135 Million
Urbanization:
40%
298 Million
Penetration:
26%
900 Million
vs. Population:
79%
103 Million
Penetration:
9%
Total
Population
Active
Internet
Users
Mobile
connections
Active Social
Media
Accounts
238 Million
Urbanization:
67%
87 Million
Penetration:
36%
294 Million
vs. Population:
124%
41 Million
Penetration:
17%
Total
Population
Active
Internet
Users
Mobile
connections
Active Social
Media
Accounts
AfricaGlobal
Middle East
87.8 Million
Urbanization:
44%
46.2 Million
Penetration:
53%
98.8 Million
vs. Population:
113%
22 Million
Penetration:
19%
Total
Population
Active
Internet
Users
Mobile
connections
Active Social
Media
Accounts
Egypt

“Maslow’s Hierarchy of Needs” with a twist- A new reality!

A New Reality
According to UN statistics
B2C E-commerce amounts to
1.2 Trillion USD
B2B E-commerce amounts to
15 Trillion USD
204Billion USD
In 2014
626Billion USD
In 2018
Worldwide Consumer Spending
via Mobile

Digital Marketing Statistics
61%
Attitude towards a non-mobile
friendly sites
Stay
Leave
Costs 62% less
Generated 3 times as
many leads as
traditional marketing
Content Marketing in 2015
66%
Time spent on E-commerce sites
is done across:
Mobile Device
Others
Increases market exposure
By 60%
Use of Social Media Marketing Growth in Online Retail Sales
It is expanding rapidly
at around 15% annually well
beyond the traditional retail
increase
• Source: http://www.strategyand.pwc.com/perspectives/2015-retail-trends
Email Campaigns for Leads
65% of leads are inclined
to purchase based on
well planned email campaign
Online retail amounts
to 16%
17% of total leads
in B2B are created
through social media

3Benefits of Digital Marketing1
Contents

https://www.youtube.com/watch?v=PU-mTNxmtiU

Digital Marketing Process
• Identify your
short and long
term goals
• Identify the
challenges
• Identify your
ideal customers
and their needs
• Content
Marketing
Develop
Strategy
Create Platform
Generate
Traffic
Convert Traffic
to Leads
Convert
Leads to Sales
1 2 3 4 5
Measure
Everything
6
• Simple to
navigate (user
friendly)
• Professional
appearance
• Responsive
design (mobile
friendly)
• Easy to update
• Coding for
Search Engine
Optimization
(SEO)
• Blogs
• Social Media
• SEO
• Pay per Click
campaigns
• Define traffic
conversion into
leads
• Engagement
strategies
• Targeted
exposure
• Efficient sales
process
• CRM software
• Lead intelligence
• Leads
segmentation
• Lead nurturing
• Digital marketing
activities (Email
marketing)
• Analytics
• Measure traffic,
lead and sales
generation
• Take necessary
actions
Statistics:
• Blog can
increase traffic
by 55%
• Social media can
increase market
exposure by
60%
• Source: http://www.emarkable.ie/
Statistics:
• 1-3% buy on
their first website
visit.
• 65% inclined to
purchase based
on well planned
email campaign

FAITH POPCORN… 17 LIFESTYLE TRENDS

23/02/2016 192/23/2016 19
2/23/2016 192/23/2016 19
AGENDA
CHANGING
LIFESTAGES
CONNECTIVITY
CONVENIENCE
ETHICS
EXPERIENCE &
ENJOYMENT
HEALTH &
WELLNESS
INDIVIDUALITY
TRUST
VALUE
Understand consumer trends in order to develop competitive
advantages
Canadean’s Consumer Trend framework
Appendix

23/02/2016 202/23/2016 20
2/23/2016 202/23/2016 20
Canadean has identified nine mega-trends that drive consumers and
these can be broken down into 20 sub-trends
Aspiration
Beauty
Better Value
Busy Lives
Changing Age Structures
Changing Lifestages
Connection
Experience Seeking
Fun & Enjoyment
Individualism
Indulgence
Media
Technology
Trust
Urbanization &
Migration
New Gender
Behaviors
Personal Space & Time
Quality Seeking
Health
Ethics
MEGA-TRENDS:
CHANGING
LIFESTAGES
CONNECTIVITY
CONVENIENCE
ETHICS
EXPERIENCE &
ENJOYMENT
HEALTH &
WELLNESS
INDIVIDUALITY
TRUST
VALUE

BUSINESS TRENDS

Contents

https://www.youtube.com/watch?v=l_Ei7CxXwuo

The Don’ts in Digital Marketing
Use of free online translation
Digital
Marketing
Mistakes
Failure to analyze results
Ignoring responsive designs
(smart phone friendly)
Ignoring traditional marketing
Putting tools before strategyAttracting traffic but failure to manage it
One size fits all assumption
(Local and Global market)Forgetting the SOCIAL aspect in social media

The don’ts in Digital Marketing
1. Forgetting the social aspect in social marketing: social media is not just a channel to push sales messages, its about engagements and
conversations
2. Currencies are sometimes confusing: prices need to be set in local currency as much as you can, and need to be presented in rounding
numbers which makes a psychological difference to the customers
3. One size fits all assumption: what fits your local market does not necessarily fit the global one, do your homework and do what is
appropriate to the market
4. Failure to analyze results: resulting in not knowing what really works and what is not and taking corrective actions accordingly
5. Putting tools before strategy: do not use the tools everyone uses, know your audience and locate yourself where they are
6. Seeking success with the first post: if you don’t get the results you want, analyze what’s been done and amend
7. Failure to invest properly: pay for appropriate advertising, social media should not be viewed as a free marketing tool
8. Ignoring the growth in mobile: spending via mobiles will jump from 204 billion USD in 2014 to 626 billion USD in 2018 and 66% of time
spent on e-commerce sites are done through mobiles. A responsive design is a must.
9. Ignoring traditional marketing: digital marketing is not a substitute for traditional marketing they both complement each other
10. Using Google Translate: free online translation are never 100% accurate, check your online content with a translation expert
11. Attracting traffic but failing to manage it: ensure to manage and record data appropriately for future access. Create a good CRM system
from the beginning

The Challenges in Digital Marketing
Build or buy the capabilities of the future
Difference
between the
Haves and
Have Mores
Build new assets and revenue streams
Emphasize agility and learning over
forecasting and planning
Think differently about your workforce
Redefine customer engagementTake advantage of new innovation models
Prepare for a tougher, 360- degree competitionBuilding physical and regulatory infrastructure
• Source: Digital America: A Tale of the Haves and Have Mores, McKinsey Global Institute

Contents

Digital Marketing Case Studies
• Optum is a health service
business with more than
80,000 employee
• Used Digital (content)
marketing for the launch of a
new solution
• As a result:
• 23.5% lead conversion
rate
• 475% increase in
website traffic
• 2,500+ resource
download
• 52 million USD in
contract value on new
business
• Less than 1 million USD
invested
• InContact is a call center
software company with more
than 2,000 customers, 155,000
users in over 100 countries
• Used social selling through
LinkedIn and the use of an
Oracle Marketing Automation
Software , Eloqua.
• As a result:
revenue from sales reps
using LinkedIn
revenue from sales reps
using both LinkedIn and
Eloqua
• Dell faced an issue with
replying to customer issues
so they went where their
customers are, social media.
• Launched @DellCares to
address customer questions
and issues
• As a result:
• 98% of issues are
resolved without the
need of an agent
• 85% of assisted
customers with negative
initial opinion of Dell
reported a positive
opinion
• Generated on average an
additional 265 thousand
USD weekly
• IBM’s traditional marketing
was not producing results for
the selling of web-based
services such as: cloud
computing
• Launched a program called
“Intelligent Listening” within
social media to learn what
potential users are discussing
• As a result:
• Orders for the products
during the first quarter
were 4X higher than
during the same time the
year before.
• Source: hhttp://www.businessesgrow.com/2015/05/21/b2b-digital-marketing-case-studies/

Digital Marketing Case Studies
• Goshido is a software
solution company based in
Ireland that helps people
around the world to work
together and collaborate
• Were looking for funding and
started a campaign using
LinkedIn
• As a result:
• Raised around 230
thousand USD in
funding in 8 days,
almost 25% of the
needed capital.
• Seagate is a large 52,000+
staff technology company and
is the global leader in data
storage solutions
• Decided to bypass the
traditional B2B channels and
market its products directly to
end-users using webinars.
• As a result:
• Attracted 1500+
attendees with zero
advertising budget
• Doubled sales forecast
within one week and
exceeded initial sales
target by 300%
• Maersk which is a Danish
shipping company aimed to
use social media to increase
brand awareness.
• Created a presence on several
social media platforms
• As a result:
• It has now more than 1
million Facebook fans
out of which 15% are
customers
• Hewlett Packard seeked to
create advocacy for its brand,
products and services
• Launched company’s page on
LinkedIn and activated
recommendation capability
• As a result:
• Created 2,000+
professional brand
advocates within two
weeks.
• Source: hhttp://www.businessesgrow.com/2015/05/21/b2b-digital-marketing-case-studies/

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Digital marketing for export growth

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