WELCOME Digital Marketing Targeted Customer Acquisition Strategies Presented by Mark Horwood-James Head of Strategy and Experience
MARKETING Making digital work for you Who we are Digital Is it hard Speak soon 1 2 3 4 A little background information on us A quick tour of digital Food for thought Feel free to get in touch Gruden Group 3
WHO WE ARE Introductions We are Our mission is In a snapshot A few clients
IN A SNAPSHOT 20 95 YEARS DIGITAL EXPERIENCE ESTABLISHED IN 1995 50+ 3 MULTI DISCIPLINARY EXPERTS OFFICE LOCATIONS A full service digital agency. Gruden Group 5
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
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 Email & 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
WHAT WE DO Our focus Core capabilities Services & technologies Our methodology Our process
CUSTOMER CENTRIC APPROACH All digital touch-points are interlinked and provide an omni-channel approach to understanding your customer Gruden Group 9
MARKETING MODEL DATABASE Bing Google Yahoo SEO Segment & profile PPC Ongoing communication DIGITAL MARKETING Drive traffic EMAIL YOU +YOUR BRAND(S) AFFILIATE Facebook Foursquare Instagram LinkedIn Twitter YouTube DISPLAY SOCIAL ANALYTICS Google Analytics Facebook Insights KissMetrics Visual Website Optimizer Optimizely EMAIL 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 Email Mobile Web PARTNERS Gruden Group 10
MARKETING MANTRA SOCIAL MEDIA MARKETING EMAIL MARKETING SEO SEARCH ENGINE OPTIMISATION PPC PAY PER CLICK CONTENT MARKETING Customer acquisition through performance based marketing Gruden Group 11
SEO
SEO SEARCH ENGINE OPTIMISATION
Legitimate search Desperate Must be here somewhere Seriously: no one bothers going this far
KEYWORDS OFF-PAGE FACTORS ON-PAGE FACTORS SEARCH QUERIES EXTERNAL LINKS CODE / CRAWLABILITY COMPETITION SOCIAL SIGNALS CONTENT
SEO HAS TO BE/LOOK NATURAL
PPC
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
E-CRM
CRM
o Know your customers better o Customise/personalise the communication o Create loyalty o Push the potential
SOCIAL MEDIA
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
SOCIAL MEDIA SITES USED IN 2015 93% 28% 26% 23% 17% 17% SOURCE: SENSIS SOCIAL MEDIA REPORT 2015 Gruden Group 25
o Listen, analyse, compare o Choose your platforms o Research content o Be helpful o Select your metrics
MARKETING IS HARD (?)
o o o 5,400 Likes within 5hr Well oiled internal processes and risk mitigation strategy Billboard removed on the same day
SOURCE: YOUTUBE
BE USEFUL
SOURCE: GOOGLE, ZERO MOMENT OF TRUTH HANDBOOK, 2012
SOURCES OF INFORMATION BEFORE BUYNG SOMETHING 10 10 8 6 5 4 2 0 2010 2011 SOURCE: GOOGLE, ZERO MOMENT OF TRUTH
"TRUST is the filter through which all business success must pass" SOURCE: JAY BAER, YOUTILITY, 2015
BE FOUND
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
SOURCE: ANATOMY OF THE PERFECT LANDING PAGE, KISS METRICS
MEASURE EVERYTHING
RECAP
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
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,... 8. Measure everything Constantly measure and optimise your tactics
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
300,000 250,000 +29% +30% TRAFFIC +26% +28% 2014 +29% 201 4 REVENUE +30% +13% +24% 200,000 150,000 100,000 2013 2012 201 3 +47% 50,000 201 2 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec OTHER KEY RESULTS o Full service work since 2011 +28% 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 Email marketing, Facebook advertising, conversion rate optimisation
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 Email marketing, advertising & social + social apps & campaigns WEB MOBILE STRATEGY The Gruden Group 59
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 2005 2014 +28% o Facebook ROI of $13 for every $1 spent o Email ROI of $49 for every $1 spent o Email A/B testing leading to +3% increase in open rate 2013 o Email A/B testing leading to +5% increase in CTR o Ongoing CRO aimed at further improving Conversion Rate 1 Email marketing, Facebook advertising, conversion rate optimisation
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
NO. 5 SOCIALLY DEVOTED AUSTRALIAN BRAND ON FACEBOOK 2014 1 Page moderation, risk mitigation
+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
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% 13-17 18-24 25-34 35-44 45-54 55+ 3 Customer engagement campaigns
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 www.blackglass.com.au/beautyexpo Terms and conditions apply. The Gruden Group 65
SPEAK SOON US www.blackglass.com.au www.gruden.com @BlackglassAU @GrudenDigital BlackglassAU GrudenDigital Blackglass Gruden