Last month our Managing Director Renae presented at Tourism WA’s Digital Marketing Workshop. The interactive session took place on Thursday October 18 and was attended by 60+ business executives and marketing leaders in the Western Australian events industry.Using the attendees' own feedback to guide the presentation, the day was a great success and shed a lot of light on how digital marketing can play an important role on the road to conversion. Here’s a little bit more info on Renae’s workshop and how you can use digital marketing in your own campaign, no matter what industry!
While many have a working knowledge of what digital is, most don’t actually know how it all fits together in the broader scheme of things and how the customer journey process works. The customer journey is the route your customer takes to complete your desired conversion action. Think of it as the complete sum of experiences the customer goes through when interacting with your brand. Instead of looking at just part of the experience, the customer journey documents the full experience of being a customer - from the first interaction to every interaction thereafter.Renae discussed the digital touchpoints a persona might travel through on their customer journey to buy tickets and/or attend the event. To give you an idea, here’s a visual representation of the customer journey:
Then along the way, digital and physical touchpoints weave in and out during that journey. Each digital activity plays a vital part in guiding people down the pathway to conversion and can happen at any of the 5 stages to conversion:
A prospect might interact with a digital touchpoint a lot earlier in the process than you might normally plan for - so you need to be ready for it by getting your digital activities together beforehand. Some of these activities that were included in the presentation might include:
When it comes to planning out your digital activities before, during and after the campaign period, marketing automation can play a vital part. Marketing automation refers to the software that exists with the goal of automating marketing tasks.It can be used to automate repetitive tasks such as emails, social media and other website actions, so you can focus your time where it will provide most value. When it comes to marketing automation, always start with the basics. Here’s a few notes on some popular marketing automation tools out there:
While the customer journey should be front and centre, you can’t forget about the behind the scenes work that goes into a campaign, including a digital plan, budgets and analysis.A digital plan sets out all the aims and goals of your digital initiatives throughout the campaign period so you can track the milestones. Some of the main benefits of digital planning include:
When it comes to planning your campaigns and setting out these goals, make sure they’re SMART. By that we mean:
You also need to understand what you’re prepared the pay per acquisition for your marketing activity. You can do this by setting up some benchmarks for your campaign and assessing the budget you need.Finally, you need to make sure you’re constantly tracking and reporting on your campaign results. Luckily, there’s some fantastic FREE tools out there that can help you, including:
Overall, the workshop was a great success and not only did the attendees get something out of it but we did too. We got to put together an insightful presentation that taught us more about digital marketing for events - and we even got to make our own event in the process!
But the most rewarding part of the day was hearing all the wonderful feedback from the attendees. Here’s what one of them had to say:
“Had a lecture from Renae Lunjevich from Bang Digital on Digital Marketing and was really impressed with how much I was able to learn in such a short space of time. Ranae had lots of great tips that I have been able to put into practise for Digital Marketing monitoring, which has been really helpful to myself and workplace. Ranae also introduced me to Consumer Journey Mapping (CJM) and gave specific examples to show how to monitor CJM and how to take effective action to improve it.” - Lola Faulkner
Give your campaign the best chance of success with a well thought out digital strategy. Have a chat to Bang Digital today about planning out your own customer journey and digital activities.
