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Morning marketing on digital: focus on quality and be customer centric
Guest speakers were Thomas Bordier, SEO expert and owner of digital marketplace Exapro and Tomáš Vacek, director of content marketing agency Contexto.
A big part of today’s business is held online, especially in current situation. Morning marketing, club of the French Czech Chamber of commerce, was for the first time held online and its main topic was Digital marketing. Guest speakers were Thomas Bordier, SEO expert and owner of digital marketplace Exapro and Tomáš Vacek, director of content online marketing agency Contexto.
Wrapping up before jumping to strategy building
Each project or company must focus on quality and not quantity. Quality is composed from awareness + conversion + retention. Next step is to be « customer centric » for both current and future stakeholders. When acquiring potential clients, you must first define audiences and create personae, then align resources and platforms to finally monitor effectively, use test/learn and readjust your approach.
AIDA vs. STDC marketing models
AIDA (Awareness, Interest, Desire, Action) is the classic marketing model of acquisition of clients. STDC (See, Think, Do, Care) has a different approach and in addition, in online marketing we always go from bottom to top of funnel, so from retention (care) to awareness (see).
How to optimize online marketing
- Eliminate activity without clear business purpose
- Identify activity with clear business impact and scale them based on ROI principle (return on investment)
- Measure everything
- Found new opportunities
- Cooperate with experienced agency to avoid operational blindness and gain new ideas
- Implement ideas from easy ones with high business impact to more difficult ones
- Pilot the ideas and quickly kill that which does not work and scale the working ones
- Do not wait to start do changes. Only the ones who will be able to change quickly will survive
Morning marketing is only one of our clubs. Choose your event to discover new topics and people.
