Integrated Digital Marketing in 2014

Transcription

1 Integrated Digital Marketing in 2014 e: t: w: London February 2014

2 Why Integrated?

3 Biggest Mistakes of Marketing Campaigns = Starting With the Wrong Questions

4 If You re Chasing the Google Algorithm Something is Wrong!

5 Your brand is the single most important investment you can make in your business Steve Forbes

6 Every Campaign Should Start With Goals

7 But It Needs to be Aligned & Measuring the Right Goals Total Revenue? Net Profit? Volume of Sales? Average Order Value? Profit per Customer? Number of Customers? Market Share?

8 Marketing Should be Driven by Brand Strategy, Not Channel-Specific Tactics SEO Brand Strategy Marketing Strategy Digital Strategy PPC Social Media Digital PR Affiliate

9 The Whole Should be Greater than the Sum of All Parts

10 Build Your Strategy Around Audience Understanding Your Audience Monitoring Your Audience Converting Your Audience Marketing to Your Audience Targeting Your Audience

11 Focus on Customer Opportunities How does your audience interact with your website? What do prospects need before they purchase? Is your tone of voice consistent across all channels? How many channels do customers typically come from? Do returning customers have a different behaviour to new visitors? Can you tailor the experience to multiple personas? What is the lifetime value of a new customer?

12 How Are Brands Integrating?

13 Vertical Search is Much More than Organic & Paid

14 Be the Vertical Market Leader Don t Rely on Google, Build an Audience

15 You Want Users to Come Back Directly - Get them to Subscribe, Follow & Download

16 Ditch Silos & Get Buy-In From Full Team Maximise Synergies & Speed Up Process

17 Make Content Central

18 Tactics Get Oversaturated Biggest Mistake is Content Made by SEOs for SEOs (It s not about sharing content with your mates)

19 It s Not Just About Creating a Buzz

20 Not Everything Is Going to Be a Winner

21 Successful campaigns require a sustained content strategy (not 1 infographic!)

22 Learn What Works & Scale Quality Content

23 Great Content Isn t Produced in a Silo

24 Make Content Consumer-Led to Resonate & Tell Your Brands Story to an Audience

25 Every Story Needs an Audience If you haven t got one, leverage someone else s!

26 Carefully Craft Content Specifically For Them Data Driven = More Newsworthy & Shareable

27 Then Promote It From All Angles

28 Leverage Organic Search from Overall Strategy Promoted business card content: - Generated links/shares from authority environmental blogs - Increased ranking for business cards from #3 to #1 in Google!

29 Biddable Media Integration Keyword Strategy Branding Audience Targeting Biddable Platform Insights Ads

30 Promote to Social Influencers & Authority Authors

31 Making sure the affiliates work for you What affiliates would contribute to the overall multi-touch profile for your brand Do the affiliates your working match your brand values? (cash back affiliates might not go with high value e-coms products) Are all affiliates updated with the latest offers and opportunities? Does your affiliate programme prioritise end of funnel activity or are you incorrectly benefiting affiliates in driving research activity?

32 Capture & Retarget Potential Customers Again & again (via multiple channels)

33 Key Takeaways

34 1 Single Digital Marketing Budget = Huge Benefits Flexibility cross channels Ditch channel specific silos No internal budget fighting Greater team transparency Higher agility & better ideas More efficient & effective use of time Focus on real-world results

35 Diversify your Marketing Short, Mid & Long-Term Multi-Channel Strategy Q1 - Stabilise Analytics Auditing SEO Auditing Content Strategy PPC Review & Retargeting Plan Q2 - Formalise CRO Testing Plan Grow Affiliate & Display Opportunity Upscale PPC Q3 - Energise Social Media Marketing & Promotions Marketing Customer Relationship Management

36 Focus on Brand & Audience Building Consider the Risk of Relying Too Heavily on Google

37 Kevin Gibbons e: t: w: