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Digital Marketing for the Motor Trade

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Navigate Consulting Ltd
Navigate Consulting Ltd

A one hour presentation I did for marketers in the motor trade on digital marketing

MotorTecnologíaEmpresariales
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Digital Marketing The Future (or the present?) Nick Baggott FCIM FIDM [email_address] Twitter @njbaggott nickbaggott.typepad.com
Introduction: ,[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
How the world is changing... “ The same rules still apply: We are just working on a broader canvas with a richer set of colours” Mohan Sawhney Kellogg School of Management OLD RULES – NEW TOOLS
Web 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Semantic / Personalised Web
Implications for brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trends & Stats
Mobile is coming fast.................
eConsultancy Social Media Global Stats *1 in 12 people in the world! http://econsultancy.com/uk/blog/7334-social-media-statistics-one-year-later Statistic March 2011 March 2010 Sept 2010 Facebook active users 640m* 350m 250m Facebook daily users % 50% 50% Facebook mobile users 200m 65m Facebook content (links, stories, posts...) 7bn 3.5bn Twitter registered users 175m 75m 10m Tweets per day 95m 27m LinkedIn 100m 50m 49m Flickr (number of images hosted) 5bn 4bn Wikipedia articles 17m 14m
However – what about the early adopters?
Planning a Digital Campaign
ATL PR Search Online Ads etc. Facebook Twitter YouTube Email etc. Awareness and Acquisition Reach, Targeting, CTR Engagement and Advocacy Repeat visits, dwell time, referrals
4 th Annual Online Customer Engagement Survey 2010 (cScape) http://issuu.com/richardsedley/docs/customer-engagement-report2010
4 th Annual Online Customer Engagement Survey 2010 (cScape) http://issuu.com/richardsedley/docs/customer-engagement-report2010
Navigate Behavioural CRM Framework ACQUIRE PARTICIPATE SHARE ENGAGE Copyright: Navigate Consulting Ltd 2011
Digital media choices... STAGE CHANNELS Share Viral, Retweets, social media sharing Engage Webinars, events, crowd sourcing, podcasts, Twitter, YouTube channel, wikis, forums Participate Blog, web site design, web surveys, quick video testimonials, landing pages Acquire Search, thought leadership, digital PR, online advertising, influencing blogs
Acquisition Channels Search & Display
 
Contextual Advertising
Behavioural Targeting
Linked In Ad Planning
Recognise the Leads......
Engage - Social Media in B2B
YouTwitFace……
Facebook – Reach, Targeting & Engagement ,[object Object]
Facebook’s value proposition Create Involvement Connect with people that identify with your brand Trusted Referrals Give a person reasons to share your brand Go Viral Watch your message spread person to person
Engage with the ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Getting Seen on Facebook Recency Edge Weight Affinity
Moonfruit Twitter # ,[object Object],[object Object],[object Object],[object Object],[object Object],http://www.imediaconnection.com/printpage/printpage.aspx?id=25697
Trust / Reputation Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Digital PR / Reputation management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Nestle & Greenpeace & Palm Oil ,[object Object],[object Object],[object Object]
 
Share...
Any Questions?

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Digital Marketing for the Motor Trade

  • 1. Digital Marketing The Future (or the present?) Nick Baggott FCIM FIDM [email_address] Twitter @njbaggott nickbaggott.typepad.com
  • 2.
  • 3.
  • 4. How the world is changing... “ The same rules still apply: We are just working on a broader canvas with a richer set of colours” Mohan Sawhney Kellogg School of Management OLD RULES – NEW TOOLS
  • 5.
  • 7.
  • 9. Mobile is coming fast.................
  • 10. eConsultancy Social Media Global Stats *1 in 12 people in the world! http://econsultancy.com/uk/blog/7334-social-media-statistics-one-year-later Statistic March 2011 March 2010 Sept 2010 Facebook active users 640m* 350m 250m Facebook daily users % 50% 50% Facebook mobile users 200m 65m Facebook content (links, stories, posts...) 7bn 3.5bn Twitter registered users 175m 75m 10m Tweets per day 95m 27m LinkedIn 100m 50m 49m Flickr (number of images hosted) 5bn 4bn Wikipedia articles 17m 14m
  • 11. However – what about the early adopters?
  • 12. Planning a Digital Campaign
  • 13. ATL PR Search Online Ads etc. Facebook Twitter YouTube Email etc. Awareness and Acquisition Reach, Targeting, CTR Engagement and Advocacy Repeat visits, dwell time, referrals
  • 14. 4 th Annual Online Customer Engagement Survey 2010 (cScape) http://issuu.com/richardsedley/docs/customer-engagement-report2010
  • 15. 4 th Annual Online Customer Engagement Survey 2010 (cScape) http://issuu.com/richardsedley/docs/customer-engagement-report2010
  • 16. Navigate Behavioural CRM Framework ACQUIRE PARTICIPATE SHARE ENGAGE Copyright: Navigate Consulting Ltd 2011
  • 17. Digital media choices... STAGE CHANNELS Share Viral, Retweets, social media sharing Engage Webinars, events, crowd sourcing, podcasts, Twitter, YouTube channel, wikis, forums Participate Blog, web site design, web surveys, quick video testimonials, landing pages Acquire Search, thought leadership, digital PR, online advertising, influencing blogs
  • 19.  
  • 22. Linked In Ad Planning
  • 24. Engage - Social Media in B2B
  • 26.
  • 27. Facebook’s value proposition Create Involvement Connect with people that identify with your brand Trusted Referrals Give a person reasons to share your brand Go Viral Watch your message spread person to person
  • 28.
  • 29. Getting Seen on Facebook Recency Edge Weight Affinity
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.  

Notas del editor

  1. September 5, 2011 HP Confidential
  2. Discuss language and translation issues – words mean diff things in diff cultures....