EVOLVING YOUR BRAND IN 2019 - 5 ways to supercharge your digital plan - Vet Times

EVOLVING YOUR BRAND IN 2019
    5 ways to supercharge your digital plan

TODAY
•   5 ways to supercharge your digital plan next year.

•   Proven techniques.

•   Simple to implement.

•   This will be available at vettimes.co.uk/LVS2018.

1. STRATEGY OR TACTICS?
•   I’ll be discussing effective digital tactics.

•   However, they should not override the need for a sound
    marketing strategy.

•   Strategy wins because it is overarching and long-term, while a
    “total tactic” approach tends to follow the current zeitgeist.

1. STRATEGY OR TACTICS?

 “Strategy without tactics is the slowest
route to victory. Tactics without strategy is
         the noise before defeat”

                 -Sun Tzu

2. BRAND PERCEPTIONS

•   We’re not ideally suited to make decisions on our brand.

•   We're too close.

•   We need to listen and respond with no attachments.

•   In 2019, it will be easier than ever.

EXAMPLE

3. SLICES

•   Digital marketing is incredibly
    powerful when done correctly.

•   However, it is just one slice of a
    much richer tapestry.

•   Integrated campaigns will always
    be more memorable and effective.

LET’S GO.

1. VIDEO

BEFORE

•   Video saw a surge across websites, apps and social media.

•   Static yet engaging videos were enough.

•   But now, users demand more.

2019 - INTERACTIVE VIDEOS
•   Whether it’s a quiz or decider-style video, users are more engaged
    when they can influence the video itself.

•   The biggest win here comes in the form of bespoke interactive
    content using platforms like Wirewax.

•   Facebook playable ads.

•   Low overheads, but a permanent branded asset you own.

•   Entertain, educate or inform.

•   https://www.ojoo.com/solutions-video-story/

2. SOCIAL MEDIA

BEFORE

•   Organic posting reaches your audience with no strangulation.

•   Tagging and sharing was strong enough to grow a page.

•   People used to see your posts in their timeline.

2019 - SOCIAL COMMUNITIES

•   Closed groups and communities side-step the problem every
    facebook page experiences.

•   Highly engaged, verified audience who are emotionally invested.

•   99% value driven - let your audience chart the journey.

•   Amazing for lead generation.

3. PERSONALISED MESSAGING

BEFORE

•   Email marketing is the core 1-1 channel to reach an audience.

•   Open rates fluctuate, but are generally stable.

•   Email personalisation works with funnel activation software.

2019 - MESSAGING APPS

•   Messaging apps now outperform social media apps globally.

•   Facebook messenger and WhatsApp are the primary players in
    the UK.

•   A 1-1 interaction is more meaningful than a blanket email.

•   You can set up automated messages, personalise experiences
    and communicate at relevant and timely points of the day.

•   Holiday Pirates

•   Personalised messages

•   Cover WhatsApp, FB Messenger,
    Instagram Messenger or Telegram

•   Open rates north of 90%.

•   Explicit opt-in from user
    standpoint.

•   Conversational and intimate.

4. ONLINE PERSONALISATION

BEFORE

•   Personalised landing pages.

•   Colours A/B tested to generate strong engagement.

•   Heat maps used to monitor user movement.

2019 - PERSONALISED TO THE PIXEL

•   A homepage should be entirely personalised.

•   Based upon referral source, user intent, previous visits.

•   Every second a user is on-site is incredibly valuable.

•   There is a line, of course.

•   At the very least, this should be in your GoogleAds campaign.

5. CONTENT

BEFORE

•   Articles and news content held the attention of users.

•   Social media was user-focused and less content driven.

•   Facebook/Google weren’t that interested in owning the user.

2019 - IMMERSIVE CONTENT

•   Native content still works incredibly well.

•   But it needs to be wrapped in new, fun ways.

•   Games are becoming easier than ever to create.

•   Polls and quizzes are still under-utilised.

•   The article/PDF should be the springboard.

•   The barrier to entry for this is excitingly low.

EXAMPLE
•   Norbrook Moxiclear

•   Integrated campaign

    •   Print

    •   personalised URL

•   Educated and entertained.

•   A game with a simple premise

•   >300 entries within a few weeks.

IN SUMMARY

 1. Interactive Video

2. Social Communities

 3. Messaging Apps

  4. Personalisation

5. Immersive Content.

CHEATSHEET
      Tool             What does it do?

    Wirewax            Interactive video tool

     Mention            Social listening tool

     Lumen5          Engaging videos using AI

Google Data Studio    Reporting in real-time.

      Privy          Exit-intent personalisation

      Drift          Personalised chat widget.

QUESTION

What’s the greatest asset in your
      marketing arsenal?

You.

ANSWER
•   We’re constantly presented with new tools,
    tactics and information. The world is very noisy.
•   We need to ensure we look after our mental
    health and take time to celebrate small wins.
•   Amazing marketing is a blend of heart and mind-
    ours need to be working in a healthy alignment.

PARTING WORDS

•   Approach the new year with confidence and curiosity.

•   No one knows what 2019 holds. (Forget the ninjas, gurus and
    wizards)

•   Sound strategy with fluid tactics will never let a marketer down.

•   You are the greatest asset to your marketing plan.

Thank you for your time.

I wish you every success for 2019.