Transcript Creating a trusted brand for the digital age

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
Chartered
Expert
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
“5.3m people in the UK
scanned a QR code in
June 2012”
Scanlife.com Aug 2012
QR Scans by device
60%
50%
40%
Andriod
30%
iPhone
20%
Blackberry
10%
Symbian
0%
Java
Source: Scanlife Mobile Barcode Q4 2011 Trend Report
Digital – e.g. Facebook
Twitter users desperately need content
to share: you are the authorities in your
fields!
Techcrunch not a
massive journal
(10M unique viewers
per month,
compared to 37M 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