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Creating a trusted brandfor the digital age Ian LavertyDirector, 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 BrandWhat 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
ProfessionalProfessional
Qualified Qualified
Knowledgeable Knowledgeable
Expert
Ethical
DiligentDiligent
CharteredChartered
PersonalPersonal
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
“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”**
• Text in response marketing
• Text out marketing messages
• Set up alerts for special offers or events
Digital – e.g. QR
QR Scans by device
Source: Scanlife Mobile Barcode Q4 2011 Trend Report
“5.3m people in the UK scanned a QR code in
June 2012”Scanlife.com Aug 2012
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