WELCOME Digital Marketing Targeted Customer Acquisition Strategies

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1 WELCOME Digital Marketing Targeted Customer Acquisition Strategies Presented by Mark Horwood-James Head of Strategy and Experience

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3 MARKETING Making digital work for you Who we are Digital Is it hard Speak soon A little background information on us A quick tour of digital Food for thought Feel free to get in touch Gruden Group 3

4 WHO WE ARE Introductions We are Our mission is In a snapshot A few clients

5 IN A SNAPSHOT YEARS DIGITAL EXPERIENCE ESTABLISHED IN MULTI DISCIPLINARY EXPERTS OFFICE LOCATIONS A full service digital agency. Gruden Group 5

6 A FEW CLIENTS & PARTNERS OUR PARTNERS MEMBERS OF Over the past 19+ years we have worked with many companies. Small & big. Agencies. Design. FMCG. Government. Media. Retail. Startups. Technology. Gruden Group 6

7 THE GRUDEN GROUP [TGG] Introducing TGG. We are an experienced, innovative, forward-thinking full service digital agency. CREATIVE DEVELOPMENT STRATEGY MARKETING MOBILE Advertising Applications Accessibility Acquisition Augmented Reality Apps, Campaigns & Games Digital Branding Digital Campaigns Ideation & Product Development Interaction Design Prototyping Quality Assurance ASP,.NET, PHP, JSP & CF HTML, CSS Responsive Web Adobe CQ & Sitecore Drupal & WordPress Managed Hosting Websites Business Analysis Content CX \ UX Digital Strategy Requirements Gathering Systems Analysis Usability Analytics Display & Mobile Marketing PPC Advertising SEO \ SEM Social Media Marketing Digital Loyalty Geo-Fencing & Proximity Mobile Commerce & Ordering Mobile Web Native Apps (Android & ios) Promotions & Campaigns

8 WHAT WE DO Our focus Core capabilities Services & technologies Our methodology Our process

9 CUSTOMER CENTRIC APPROACH All digital touch-points are interlinked and provide an omni-channel approach to understanding your customer Gruden Group 9

10 MARKETING MODEL DATABASE Bing Google Yahoo SEO Segment & profile PPC Ongoing communication DIGITAL MARKETING Drive traffic YOU +YOUR BRAND(S) AFFILIATE Facebook Foursquare Instagram LinkedIn Twitter YouTube DISPLAY SOCIAL ANALYTICS Google Analytics Facebook Insights KissMetrics Visual Website Optimizer Optimizely MARKETING Litmus CampaignMonitor Traction MailChimp PPC Marin Software Power Editor SOCIAL MEDIA Sysomos Facebook Insights Keen.io SEO Moz SEMRush Majestic SEO AHREF DISPLAY Google Display Network Criteo Benchmarketing Mobile Web PARTNERS Gruden Group 10

11 MARKETING MANTRA SOCIAL MEDIA MARKETING MARKETING SEO SEARCH ENGINE OPTIMISATION PPC PAY PER CLICK CONTENT MARKETING Customer acquisition through performance based marketing Gruden Group 11

12 SEO

13 SEO SEARCH ENGINE OPTIMISATION

14 Legitimate search Desperate Must be here somewhere Seriously: no one bothers going this far

15 KEYWORDS OFF-PAGE FACTORS ON-PAGE FACTORS SEARCH QUERIES EXTERNAL LINKS CODE / CRAWLABILITY COMPETITION SOCIAL SIGNALS CONTENT

16 SEO HAS TO BE/LOOK NATURAL

17 PPC

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19 o Target the right keywords o Check the competition o Make your ad copy relevant o Work on your landing page/s o Evaluate conversions

20 E-CRM

21 CRM

22 o Know your customers better o Customise/personalise the communication o Create loyalty o Push the potential

23 SOCIAL MEDIA

24 SOCIAL MEDIA USE FREQUENCY 24% More than 5 times a day 25% Everyday 4% Most days (4-6 days a week) 3% Less than once weekly 32% Never SOURCE: SENSIS SOCIAL MEDIA REPORT 2015 Gruden Group 24

25 SOCIAL MEDIA SITES USED IN % 28% 26% 23% 17% 17% SOURCE: SENSIS SOCIAL MEDIA REPORT 2015 Gruden Group 25

26 o Listen, analyse, compare o Choose your platforms o Research content o Be helpful o Select your metrics

27 MARKETING IS HARD (?)

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36 o o o 5,400 Likes within 5hr Well oiled internal processes and risk mitigation strategy Billboard removed on the same day

37 SOURCE: YOUTUBE

38 BE USEFUL

39 SOURCE: GOOGLE, ZERO MOMENT OF TRUTH HANDBOOK, 2012

40 SOURCES OF INFORMATION BEFORE BUYNG SOMETHING SOURCE: GOOGLE, ZERO MOMENT OF TRUTH

41 "TRUST is the filter through which all business success must pass" SOURCE: JAY BAER, YOUTILITY, 2015

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47 BE FOUND

48 GOOGLE KEYWORD PLANNER Keyword Avg. Monthly Searches Suggested bid makeup tutorial 5,400 $3.49 makeup 9,900 $3.56 makeup tips 1,300 $2.36 nail art 14,800 $0.55 nail designs 9,900 $0.80 day spa sydney 2,900 $2.13 nose piercing 6,600 $0.80 piercings 5,400 $1.16 body piercing 1,300 $0.44 laser hair removal 14,800 $8.29 tattoo removal 4,400 $9.14 aromatherapy 3,600 $2.78 eyelash extensions 8,100 $2.20 liposuction 5,400 $8.71 hairdresser sydney 1,000 $5.03 Gruden Group 48

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51 SOURCE: ANATOMY OF THE PERFECT LANDING PAGE, KISS METRICS

52 MEASURE EVERYTHING

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54 RECAP

55 1. Be relevant Research keywords & competitors use Google Keyword Planner 2. Listen always Let the audience tell you what they need \ want 3. Get personal Choose your tools wisely & customise your communication 4. Do marketing people want, not simply tolerate Provide help, don t just try to generate hype

56 5. Be useful Share your knowledge, create great content, build trust 6. Test, test, test The 1 st answer to a problem hardly is the right one 7. Be found Jump-start your marketing with AdWords, Facebook Ads, Measure everything Constantly measure and optimise your tactics

57 BETTA HOME LIVING o We have worked with Betta since 2011 with three main goals: driving foot traffic to their +200 brick-and-mortar stores, increasing their online traffic and increasing online sales o Analytics, SEO, PPC, Social Media Marketing o Conversion Rate Optimisation o Remarketing/Retargeting WEB MOBILE STRATEGY Gruden Group 57

58 300, , % +30% TRAFFIC +26% +28% % REVENUE +30% +13% +24% 200, , , % 50, Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec OTHER KEY RESULTS o Full service work since % o 4,272 Keywords on 1 st page of Google o Active Social Media audience of 72,000+ users o YOY Average Order Value +92% o +187% YOY increase in transactions o Cost Per Click -62% YOY 1 marketing, Facebook advertising, conversion rate optimisation

59 SYDNEY AIRPORT o We ve been working with them since 2005 o Analytics, data mining, A/B testing, strategy o Creative, development, ideation, product development, UI/UX, marketing, multichannel, mobile o marketing, advertising & social + social apps & campaigns WEB MOBILE STRATEGY The Gruden Group 59

60 2013 REVENUE 2014 REVENUE +29% +30% +26% +28% +29% +30% +13% Jun Jul Aug Sep Oct Nov Dec TRANSACTIONS OTHER KEY RESULTS o Full service work since % o Facebook ROI of $13 for every $1 spent o ROI of $49 for every $1 spent o A/B testing leading to +3% increase in open rate 2013 o A/B testing leading to +5% increase in CTR o Ongoing CRO aimed at further improving Conversion Rate 1 marketing, Facebook advertising, conversion rate optimisation

61 WOOLWORTHS o Social media + Risk mitigation strategy o Social media monitoring, content moderation, customer support training, processes setup o Facebook campaigns, customer engagement campaigns WEB MOBILE STRATEGY The Gruden Group 61

62 NO. 5 SOCIALLY DEVOTED AUSTRALIAN BRAND ON FACEBOOK Page moderation, risk mitigation

63 +29% 752 k +30% +26% +28% 320 min +29% 94.63% +30% +13% Likes Response time Response rate 1. Risk Analysis Risks created in the social channels or the risk that social media will amplify a particular incident 2. Risk Evaluation Asses, evaluate and prioritise risks based on potential +28% impact and likelihood they will happen 3. Risk Treatment Implement mitigation, and control efforts taking into account stakeholders and resources 4. Monitor and Review Constantly monitor and update mitigation efforts based on changing landscape Community management, page moderation, risk mitigation strategy 2

64 25,897 Engaged Users 204 Twitter Shares 53,713 Unique Visits 1,801 Facebook Stories 99,852 Social Impressions 3,606 Viral Visits 88% 3,185 Viral Engagements Males Females 21.8% 23.5% 19.8% 15.2% 0.4% 0.8% 1.3% 4.3% 3.7% 3.4% 2.6% 3.1% Customer engagement campaigns

65 SPECIAL OFFER Just for Expo attendees from Blackglass, the digital marketing arm of The Gruden Group Win a Free Digital Strategy Go to our website for your chance to win a free digital marketing strategy, worth up to $5,000! Tell us in 50 words or less how a digital marketing campaign could change your business. Visit Terms and conditions apply. The Gruden Group 65

66 SPEAK SOON US BlackglassAU GrudenDigital Blackglass Gruden