Digital Marketing Plan Final Presentation

Who are we? Gateway is a boutique market research agency that integrates eye tracking with traditional quantitative and qualitative research methods (interviews & surveys) Our mission is to transform the market research industry by providing innovative, evidence-based and real world research. Elevator Pitch: “For marketers looking to get a better understanding of their customers in the real world, Gateway Research has the technology and expertise to help you accurately capture and analyze where your customers are looking and how they interact with your products or service. We have a team of experienced consultants using proprietary methods to integrate eye tracking, behaviours and traditional techniques to help you identify unique opportunities for improving overall customer experience.”

The Gateway Brand Authentic

Cutting Edge

Sophisticated

Passionate

Innovative

Customer Empathy Map David, Shopper Insights Manager 35 years old, tech savvy, likes to be seen as a progressive leader who is open to exploring new technologies to generate leading insights that can impact decision making

Think & Feel? •  •  • 

Need to keep internal stakeholders happy and well-informed about the latest research studies Wants to optimize use of research budget Want to make an impact on the business

See? • 

Hear? •  • 

Big data, reliable insights Benchmarking is the way of the future

Say & Do? •  • 

Pains •  • 

Frustrated in having to compromise the integrity of the study to fit internal hypotheses of how things ‘should be’ Obstacles include lack of budget

Openess to embrace new research methods but prefer to stick to what they know. They just need someone to initiate and take lead of such projects.

Constantly looking out for new ways of research that could make a big impact on business decision making Strong advocate for new technology /research techniques

Gains •  •  • 

Present at marketing conferences with their finding to external stakeholders Elevated internal profile as eye tracking experts Success is measured by how well the research idea / result is received by peers and seniors

Customer Personas Customers are

They say/ask

What this means

Marketing, Research and Insights teams looking for research findings to inform business decision making:

“I want to test and measure pack design A vs. B to see which is more effective at influencing purchase”

Clients are looking beyond traditional qualitative and quantitative research for answers

“What POS are most effective at driving shoppers to purchase in-store?”

Clients are looking for eye tracking expertise – being a niche area of market research that is still relatively new

—  Marketing Managers —  Research & Insights Managers —  Business Owners —  Research Partners (with their own clients)

“Is my website ad banner getting looked at properly? Is it optimally placed on the website?” “I want to integrate live eye tracking playback as part of the in-depth interview with participants”

Clients want to see real world evidence-based insights that will help inform decision making e.g. redesign website, choosing design concept B for product launch. Clients wants the ‘wow’ factor and the hard evidence to validate the participant’s self reports of their own attitudes and behaviours.

Customer Journey Need (existing/ created) Touch Points

Website, email, blogging, social media (LinkedIn)

Information Evaluate & Decision Search Compare Google Ads, SEO, Social Call, email or Call or website Search, Word website of Mouth I want to get I want to I will choose the best compare you over valued offerings from another research different research possible with agencies agency my set budget

Improve customer experience, Needs, product / website Goals, design, support Thinking sales / marketing initiatives Run email SEM, ad copy, campaigns to reach thought FAQs, tables, out to existing leadership white papers, Your customers; curate Call to discuss emails and Solution pieces for third party content content inquiry forms to pique interest distribution from prospects

Purchase

Post-Purchase

Call, email

Call, email or website

I need status updates on reporting

I need clarification on reporting

Call, email

Follow up email/call, feedback form

Business Website Objective —  Brand Awareness Build awareness of the Gateway brand, the type of service we provide and how we can help customers achieve their particular research needs

—  Thought Leadership Maintain online presence and establish ourselves as the eye tracking experts in the market research industry

—  Lead Generation Allow customers to easily get in touch via our website, discuss research scope and obtain a quote for service

Channels What are the digital channels most relevant for Gateway: Channel

Why?

Website (SEO / Design)

Online presence Testimonials / credentials Lead generation

Paid Search (SEM)

Brand awareness Lead generation

LinkedIn (Social Media)

Thought leadership Key Channel Brand awareness Referral networks / lead generation

Email Marketing

Customer engagement / retention Targeted B2B content marketing

KPIs, Strategies & Tactics Quality website content, improve paid and organic search ranking results, link building

Improve website content & design to improve SEO ranking, Use targeted keywords for SEM campaigns

Clear messaging, relevant content, strong call to action

Improve website design, extend website, use targeted keywords for SEM campaigns to maintain relevancy

Grow LinkedIn followers to 100+ by FY2015

Maintain strong social media presence on LinkedIn

Generate primary content e.g. blogging. Source third party content to maintain presence on LinkedIn feeds. Like/comment on other LinkedIn user posts

Grow email list by 20% by FY2015

Consistency, make sign up easy, regular special offers, quality content

Drive traffic to website through SEO/SEM/ LinkedIn, make sign up easy, make compelling offers to encourage sign up

Generate 10 new leads per month via website

Lower website bounce rate from 89% to 60%

Content Strategy Blogging Bite sized shareable content to generate interests in eye tracking

Case studies Showcase studies we’ve done in the past to prove our capabilities

White papers Help readers understand the value of eye tracking and behavioural research in a variety of business context

Curating third party content E.g. The Conversation – eye tracking study conducted by established institutions like universities

How will sharing be encouraged? Use of social sharing icons (LinkedIn, Email etc.) Email referral programs – discount offer on the next study piece

Testing Efforts —  Website (SEO / Design / Content) Extend current website, expand sitemap for better search rankings Multivariate testing (tweak design and content)

—  Paid Search (SEM) Test / optimize keywords (use keyword planner) Test multiple ad copies

—  LinkedIn (Social Media) Google Analytics source traffic tracking Test the effectiveness of distributing various content on LinkedIn

—  Email Marketing A/B testing of subject line / content type & copy / customer segmentation / time of day / frequency

Questions?