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 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 Qualified Knowledgeable Expert Ethical Diligent Chartered 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) “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) “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 and only 90 seconds to respond to a text”** “It takes on average 90 minutes to respond to an 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 Q Trend Report “5.3m people in the UK scanned a QR code in June 2012” Scanlife.com Aug 2012 “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