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Creating a trusted brand for the digital age Ian Laverty Director, Intelligent Mobile
What is marketing about? “Marketing is the whole business looked at from the viewpoint of the customer. ” (Druker)
What is a brand? A brand is the essence or promise that a product, service or company will deliver or be experienced by a customer. . .
What is a value proposition? "An organisation’s value proposition is a reflection of its brand promise, and answers the question “Why should I buy your product? ” It identifies the tangible value customers can expect to receive. . . ” ("What’s Your Value Proposition? " by Michael L. Perla)
Your Brand What is your business’ unique value proposition? Company Name + What’s unique? + Why your customers buy? • USP? Doesn’t exist… • What do you do that’s different and better than your competitors, rivals and substitutes? What does your brand stand for?
Your Brand Professional Ethical Qualified Diligent Knowledgeable Expert Chartered Personal
Make it credible… British Airways Re -branding Some examples of the new tail-fins!
Make it credible… Captain Birdseye
What does digital mean?
Smartphones “ 69% of internet users did so using a mobile device…” (Accenture, Mobile Web Watch, October 2012)
Tablets “Tablet devices will generate more web traffic than smartphones by 2013” (Adobe Digital Index Report, May 2012)
Communication - e. g. Text • Text in response marketing • Text out marketing messages • Set up alerts for special offers or events “ 95% of people who receive a text message read it within 15 minutes”* “ 98% of all text messages are read” * “It takes on average 90 minutes to respond to an email and only 90 seconds to respond to a text”**
Digital – e. g. QR “ 5. 3 m people in the UK scanned a QR code in June 2012” Scanlife. com Aug 2012 QR Scans by device 60% 50% Andriod 40% i. Phone 30% Blackberry 20% Symbian 10% Java 0% Andriod i. Phone Blackberry Symbian Source: Scanlife Mobile Barcode Q 4 2011 Trend Report Java
Digital – e. g. Facebook
Twitter users desperately need content to share: you are the authorities in your fields! Techcrunch not a massive journal (10 M unique viewers per month, compared to 37 M for the Guardian) but due to its appeal to Tweeters desperate for content, it is the most ‘retweeted’ journal
Be where your audience is: Your Online Presence
A digital brand…? It’s not about the technology you use in your organisation….
Marketing Evaluation • How do you evaluate marketing? • Google Analytics
Google Analytics: is it all paying off?
Marketing evaluation How do you evaluate marketing? • Google Analytics • Collection of lead data • Where did you hear about us? • Customer surveys • Brand profile • Willingness to buy • Customer satisfaction
Summary • Branding is more than a colour, a font and a logo; • Digital is more than your website; • You have no USPs…. Think ‘Different & Better’; • It’s about your clients’ technology, not yours…
Ian Laverty Director Intelligent Mobile Ltd Text ‘info’ to 84840 0870 760 7030