How to Increase your Competitiveness on Digital Channels

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Information about How to Increase your Competitiveness on Digital Channels

Published on September 28, 2015

Author: HectorHernandez8

Source: slideshare.net

1. COMPETITIVENESS HOW TO ASSESS AND CLOSE THE COMPETITIVE GAP INCREASE YOUR By   Hector   Hernandez   ON DIGITAL CHANNELS

2. About me I am an Online Demand Generation and Marketing Strategist Helping Companies Maximize Their Competitiveness On Digital Channels.‬ About Ocho Ocho Digital is a full service digital marketing agency located in Miami, that designs and implement digital strategies for Online Demand Generation. Not a product but an innovative thinking that offers a unique approach, causing Business Growth and Brand Transformation. by Hector Hernandez B. Managing Director www.OchoDigital.com  |  @OchoDigital  |  hector@ochodigital.com  

3. 1. WHAT WE DO 2. HOW WE DO IT 3. SAMPLE REPORT www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

4. 1. WHAT WE DO 2. HOW WE DO IT 3. SAMPLE REPORT www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

5. WE  DEVELOP  DIGITAL   STRATEGIES  TO  HELP     OUR  CLIENTS   OUTPERFORM     THEIR  COMPETITORS   www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

6. 1. WHAT WE DO 2. HOW WE DO IT 3. SAMPLE REPORT www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

7. I.  WE  SCAN  THE  COMPETITIVE  LANDSCAPE  TO  IDENTIFY  TOP   PERFORMING  PLAYERS  AND  WINNING  STRATEGIES  FOR   EACH  ONLINE  CHANNEL   II.  WE  RANK  AND  COMPARE  FINDINGS  AGAINST  OUR   CLIENT’S  ONLINE  PRESENCE  TO  ASSESS  THE  COMPETITIVE   GAP   III.  WE  PRESENT  A  ROADMAP  AND  RECOMMENDATIONS  TO   CLOSE  THE  GAP  ACCORDING  TO  POTENTIAL  IMPACT  AND   AVAILABLE  BUDGET   IV.  BASED  ON  HISTORIC  DATA/FACTS  WE  SET  BENCHMARKS  IN   TERMS  OF  EXPECTED  RESULTS  FROM  EXECUTING  OUR   RECOMMENDATIONS   www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

8. I.  WE  SCAN  THE  COMPETITIVE  LANDSCAPE  TO  IDENTIFY  TOP   PERFORMING  PLAYERS  AND  WINNING  STRATEGIES  FOR   EACH  ONLINE  CHANNEL   Yes,  we  have  research  tool  that  give  us  access  to  everything   that’s  going  on  in  the  backend  of  the  digital  operaVon  for  any   compeVtor’s  website  or  mobile  app:     •  Traffic  Volumes  &  Sources   •  Online  Media  Budget,   •  SEO  &  PPC  Keyword  Strategy   •  Text  Ads   •  Referring  Sites   •  Top  Performing  Content  on  Social  Media   •  Conversion  Rates   www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com With  this  informaVon,  we   can  forecast     •  Cost-­‐per-­‐acquisi.on   •  Online  ROI  by  channel  

9. II.  WE  RANK  AND  COMPARE  FINDINGS  AGAINST  OUR  CLIENT   ONLINE  PRESENCE  TO  ASSESS  THE  COMPETITIVE  GAP   Based  on  the  industry’s  best  pracVces  the  compeVVve  gap  is   determined  by  a  given  score  of  0  to  4…  we  assess  each  player   and  channel  individually   INDUSTRY AVERAGE (2) BEST PRACTICES (3) BEST IN CLASS (4) NOT PRESENT (0) COMPETITIVE LEVEL UNDERDEVELOPED (1) The  “COMPETITIVE  LEVEL”  by   channel  is  determined  by  a   database  of  online  capabiliVes   for  15  channels  that  we’ve  been   building  and  maintaining  for  the   past  2  years   www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

10. III.  WE  PRESENT  A  ROADMAP  AND  RECOMMENDATIONS  TO   CLOSE  THE  GAP  ACCORDING  TO  POTENTIAL  IMPACT  AND   AVAILABLE  BUDGET   •  Outbound   •  Inbound   •  People’s  Network   •  Influencers   Demand  CreaVon  Strategy   •  Exclusive/Original   Content   •  7  days  free  trial   •  Live  Streaming  &  VOD   Unique  Value  ProposiVon   •  Mobile  MarkeVng   •  Social  Media   •  PPC   •  SEO   Demand  CreaVon  Vehicles   •  Simplicity   •  Exclusive   •  Easy  CancelaVon   Messages   •  Mobile  MarkeVng   •  Social  Media   •  PPC   •  SEO   Demand  CreaVon  Vehicles   www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

11. IV.  BASED  ON  HISTORIC  DATA/FACTS  WE  SET  BENCHMARKS  IN   TERMS  OF  EXPECTED  RESULTS  FROM  EXECUTING  OUR   RECOMMENDATIONS   www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

12. 1. WHAT WE DO 2. HOW WE DO IT 3. SAMPLE REPORT www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

13. 1.  IDENTIFY  TRUE  COMPETITORS   Since 66% of all online shoppers start at Google. The first step is to discover who’s SEO and PPC efforts overlap your keyword strategy and how. www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

14. 2.  ANALIZE  THEIR  EFFECTIVENESS   Assess your benchmarks’ strategy for traffic generation, by source. Understand what competitive practices are redeemable for/by you. The same drilldown process is applied to the rest of the channels www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

15. 3.  CALCULATE  THE  COMPETITIVE  GAP  (1/2)   Note: The effectiveness by channel is assessed based on a database of digital capabilities that we’ve been building and maintaining for the last 2 years Based on the performance evidence found in the previous step, we assign a score for each channel and player. Now you can see the gaps. www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

16. 3.  CALCULATE  THE  COMPETITIVE  GAP  (2/2)   3.65   3.30   3.00   2.99   2.95   2.90   2.85   2.65   2.10   Using a weighted average of the score by channel, we rank your company against your competitive landscape on overall online effectiveness (1) The Digital Business Readiness Index (DBR) is a proprietary methodology developed by Ocho Digital to assess the online sophistication and competitiveness of a given company versus its industry landscape Average DBR1: 2.93 Category Sophistication Level : High www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

17. Opportunity 3.3M Visits/Month Gap: 2.55 DBR points To close the gap: $250,000 ROADMAP Initiatives KPIs Timeline 4.  DEFINE  A  ROADMAP  TO  CLOSE  THE  GAP   Cross referencing the *DBR Index with an online performance metric (traffic in this case) you can estimate the impact of closing the gap would have and the potential ROI. Priority 1 Priority 2 Priority 3 www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com *The  Digital  Business  Readiness  Index  (DBR)    

18. 1.3M Monthly Searches 13% Branded 40% “Get a quote” 55% Mobile 87% Unbranded 20% “Cheap…” 14% “Cheapest…” 11% “Companies…” 12% “Compare…” 4% “Buy Online” 44% “Instant…” 2.5% “Best…” 22.5% “Auto Insurance…” “Auto Insurance” www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com 5.  SEGMENT  THE  IN-­‐MARKET  SHOPPERS  

19. 5.  ALLOCATE  BUDGET  AND  SET  KPIs   With a target Cost-per-acquisition, set benchmarks for KPIs, support and align the customer journey with your online marketing budget. www.OchoDigital.com | @OchoDigital | Hector@OchoDigitial.com

20. hector@ochodigital.com   2030  South  Douglas  Road.  Coral  Gables,  FL  33134.   +1  (786)217-­‐0091  

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