Digital Marketing

Advantages

● Effective communication of marketing mix● Personalized customer relationships● Global presence – new markets● Customer self-service → lower costs● Market research is cheaper & quicker● Consumer interaction enables feedback● Long tails become profitable

Long Tails

Current Approaches

● SEO – search engine optimization● Pay-per-click keyword advertising● Social media buzz – brand marketing● SMS gateways integrated with CRM● Mobile advertising● Group-buying deal sites● Niche social networks

Suunto Sports Community

● Value add-on:

http://www.movescount.com/

● Users track, share and discuss their activity, heart rate and location

Converse on Facebook

● > 20 million fans– 4x Nike (parent co)

– 8x Adidas

– 20x Reebok

● Q&A with Geoff Cottrill, CMO– http://mashable.com/2011/05/04/converse-facebook/

● “act like a good party guest: bring something to the table, and listen more than you talk”

● “let go and trust your consumers”

Social Media Planning

● Pick the appropriate channels for your target market, to achieve objectives

● Focus on your customers' interests● Drive loyalty using exclusive offers● Keep the conversation interesting and fun● Commit enough time to engage for the

longer term, or else hire help● Use social analytics to evaluate impact

Negative Conversation

● Prepare risk management plan in advance● Be transparent about your business and

what you’re doing online● Respond to negative feedback as soon as

possible● Don't delete negative comments – your

response is an opportunity to engage customers and change their opinions

Group Discussion

● Split up into 4 groups and discuss the impact of online communication and digital marketing on:

– Sport spectators– Professional athletes– Coaches– Consumers of sport goods