PRESENTED BY

SPONSORED BY

MANPREET SINGH

Digital Marketing Specialist & CEO of Bobble Digital

Your Presenters.

ALLAN MADAMOMBE

Digital Marketing Specialist & Director of Bobble Digital

AN AGILE DIGITAL MARKETING AGENCY

USING OUR OWN AGILE METHODOLOGY WE DEVELOP DIGITAL MARKETING STRATEGIES AND THROUGH CAREFULLY SELECTED DIGITAL CHANNELS WE ENSURE WE DELIVER RESULTS.

WE AIM TO TAKE OUR CLIENTS ON A DIGITAL JOURNEY TO SUPPORT BUSINESS GROWTH.

OUR SERVICES

AFFILIATES &

PARTNERSHIPS

EMAIL

MARKETING

DIGITAL

TV & RADIO

DIGITAL

OUT OF

HOME

PAID &

ORGANIC

SOCIAL

MEDIA

PAY PER

CLICK

(PPC)

SEARCH

ENGINE

OPTIMISATION

(SEO)

ONLINE

DISPLAY

VIDEO

CAMPAIGNS

NATIVE &

CONTENT

Our core digital marketing services include

WHAT WILL WE COVER

• What is Agile Digital Marketing

• Benefits of Agility within Digital Marketing

• How to Implement Agile Digital Marketing

• Bobble Digitals 4 Step Process to Agile Marketing • (Plan –Implement – Evaluate – Repeat) – P.I.E.R

• Agile Digital Marketing Case Study

• Short Q&A

BE ABLE TO UNDERSTAND HOW TO IMPLEMENT AGILE MARKETING WITHIN YOUR CURRENT MARKETING EFFORTS

FOCUS OF SEMINAR

What is Agile Marketing?

AGILE MARKETING IS A PROCESS

DEFINITION OF AGILE MARKETINGAGILE MARKETING IS A PROCESS OF FINDING, TESTING AND IMPLEMENTING A SERIES OF FOCUSED PROJECTS RELATED TO THE MARKETING OF AN ORGANIZATION.

PLANUNDERSTAND YOUR OBJECTIVES AND AIM OF YOUR CAMPAIGN. HOW ARE YOU GOING TO DELIVER RESULTS? WHO ARE YOU GOING TO TARGET?

DEVELOP MULTIPLE STRATEGIES TO TEST. TO ACHIEVE THE OBJECTIVES. IN THE DIGITAL WORLD THIS WOULD BE TESTING VARIOUS PLATFORMS E.G. SEARCH, SOCIAL, VIDEO ETC.

BEGIN TO IMPROVE THE CAMPAIGN RESULTS BY REVIEW THE ANALYTICS & METRICS E.G. ROI, CONVERSIONS, CONVERSION RATE, ENGAGMENT ETC.

A PROCESS:

TEST

IMPROVE

STRATEGICDIGITALGROWTH

STRATEGY IS AT THE HEART OF OUR DECISION MAKING.

DON’T SHOOT AN ARROW IN THE DARK.

RESULTS YOU CAN MEASURE.

Our Promise:

We identify your core audience and understand their digital behaviours.

This provides the basis of our channel selection and campaign targeting.

Without strategy there can be no growth.

GROWTHDIGITALSTRATEGIC

Display, Social, Google or Video which channel is right for you?

By understanding your audience we can begin to build a campaign choosing the right digital channel.

By eliminating channels with low impact we can focus your budgets on channels that deliver results and growth.

We are all about the end product which is what sets us apart.

We focus on measurable results to show the impact of our strategy & channel selection.

Growth comes in forms other than ROI. We can measure the impact of the brand through to the uplift in store visits.

Benefits of Being Agile within your Digital Marketing Activities

1. CLEAR FOCUS 2. NUANCED CAMPAIGNS3. CONSISTANT GROWTH

AGILE MARKETING OFFERS MULTIPLE BENEFITS TO COMPANIES; MANY OF WHICH MAY NOT BE CONSIDERED:

A CLEAR PROCESS

Instead of a marketing company (or in-house team) coming up with a way to spin your product, the goals will be clear. You want X to happen.

So come up with a list of marketing strategies to test over time and see which ones work best.

NUANCED CAMPAIGNS

Broad marketing isn’t effective, especially for SME’s.

Buyer behaviour and understanding the decisions of your target buyers is vital to marketing success.

Even more important is understanding which digital medium your audience is most receptive too.

Where are they consuming content, is through device, is it through video, social. Is it via searching for answers to particular questions?

CONSISTANT GROWTH

Using data-backed strategies and increasing the effort of what works, creates predictable results.

Revenue, traffic and other metrics can be forecast accurately as opposed to the risk of a broad marketing campaign.

You can understand the impact of increased budgets on key metrics e.g. CPA, CPL or conversion rates or CPC/CPM etc.

CAUTION: The digital landscape is ever changing and algorithm updates and new channels/ad formats emerge all the time.

WHAT QUESTIONS TO ASK YOURSELF WHEN USING AN AGILE APROACH?

WHAT SERVICES/PRODUCTS DRIVE BUSINESS AND DON’T DRIVE BUSINESS?

HOW CAN WE IMPROVE THAT NUMBER?

HOW WILL WE DELIVER THIS?

How to Implement Agile Digital Marketing

1. CHANNEL2. OBJECTIVE3. CREATIVE

THERE ARE 3 MAIN CONSIDERATIONS FOR IMPLEMENTING AN AGILE MARKETING APROACH:

AFFILIATES &

PARTNERSHIPS

EMAIL

MARKETING

DIGITAL

TV & RADIO

DIGITAL

OUT OF

HOME

PAID &

ORGANIC

SOCIAL

MEDIA

PAY PER

CLICK

(PPC)

SEARCH

ENGINE

OPTIMISATION

(SEO)

ONLINE

DISPLAY

VIDEO

CAMPAIGNS

NATIVE &

CONTENT

BY DIGITAL CHANNEL

REMEMBER: your data/research into audience behaviours should you help identify 3/4 channels.

BY CAMPAIGN OBJECTIVE

• Conversions

• Brand Awareness

• Reach

• Lead Generation

• Using Existing Data

• Retargeting

• Look-a-likes

• New Customers

• Drive Customers In-store

• Education

With so many different channels there are so many different creative options available.

• Video

• Image

• Content (native)

• Text ads

• Display

• Full Screen to OOH

It’s important to use channels that offer various creative options. This also allows an agile creative approach to test how receptive your audience are to different messages and creative formats.

BY CREATIVE:

Bobble Digitals 4 Step Process

P.I.E.R

PLAN – IMPLEMENT – EVALUATE - REPEAT

01Step

02Step

IMPLEMENT

PLAN

03Step

04Step

REPEAT

EVALUATE

Plan campaigns by understanding your

audience and their media consumption

Review and evaluate campaigns accurately to

identify optimization opportunities

Utilise the planning data to support the channel

selection decision making process. Start with

handful of channels and progress gradually

By now we know what works, so we can start

the process again but only now with more data

and insight making for a more streamlined

process

Case Study: yboo

yboo – You’re Better Off On

yboo is a free to download app that

compares pay monthly phones and

SIM only deals for up to 60 million UK

consumers.

We analyse data from your device to

recommend the most accurate

network deals based on calls, text, data

and signal strength where you live,

work and hang out. Essentially, we are

saving you as consumers a lot of time

and money!

• Develop and execute a digital marketing plan that would help drive app downloads

• Deliver within the KPI’s to show effectiveness of Digital Strategy.

• Explore channels to find the lowest cost point for new customer acquisition

OBJECTIVES

Planning

OUR PROCESS

DEFINE THE

OPPORTUNITY

CREATE THE

SOLUTION

UNDERSTANDING

THE CHALLENGE DELIVER THE

RESULTS

AUDIENCE PROFILING

Audience profiling is essential to ensure that we can understand which marketing channels will drive the best return on spend

Where are they consuming content, the device, is it through video, social. Is it via searching for answers to particular questions?

We are then able to split our campaigns into designated groups based on demographics such as gender, age and location

Socioeconomic group of BC1C2. They are young working professionals predominantly

based in the south of England. They have a working wage of £30,000+. Are quite tech savvy and usually buy high quality items.

James & Lucy

24 - 34

LEVERAGING 3RD PARTY DATA

We used a number of data sources including YouGov, Mintel, Google etc.

The data from these platforms helped inform the decision making process in terms of channel selection

We used 3rd party audiences as a way to prospect and extend our reach to target personas that are right fit for our clients

Platforms such as Facebook and Instagram use data from Experian so we can target users by purchase behaviour or income which is game changing

Channel Selection

Acquisition

Aw

aren

ess

Implement

Google UAC

We implemented key targeting strategies to

drive an app downloads across the Google Ads

platform :

• Geo-location – UK Targeting split into Wales,

England, Scotland and Northern Ireland with

split messaging

• Demographics – based on the audience

aforementioned audience profiles we were

able to target people based on their

demographics.

• Ad Formats – video, text ads and image ads

We utilised the ample targeting across the Facebook

and Instagram Ads platform :

• Geo-location – UK Targeting split into Wales,

England, Scotland and Northern Ireland with split

messaging

• Demographics – based on the audience

aforementioned audience profiles we were able

to target people based on their demographics.

• Interest – Savvy shoppers, Tech Savvy, Bargain

Hunters, Mobile Deals, Recently Bought a Phone

only contract, Networks & comparison sites

• Ad Formats – mixture of App Download, site

traffic for downloads

Facebook & Instagram

Twitter is great for driving our objective of app

downloads and we layered it with the following

targeting:

• Geo-location – UK Targeting split into Wales,

England, Scotland and Northern Ireland with

split messaging

• Demographics – based on the audience

aforementioned audience profiles we were able

to target people based on their demographics.

• Interest – Tech Influencers, Keywords, Phone

Brands, Topics, Networks and Comparison Sites

• Ad Formats – video app download format

Twitter

Evaluate

Analytics Tools

In-Platform DEFINE THE

OPPORTUNITY

CREATE THE

SOLUTION

We use an combination of in platform and 3rd party analytics tools so that we are able to dedupe results across the

channels and also implement attribution modelling in our reporting to better understand user journey touch points

and true channel value.

Results

The results since the launch of the pilot

campaigns in Feb 2018

As a result of our agile

approach to digital

marketing we were able to

deliver very strong results

and we continue to do so

CPI delivery was 55% below

the clients' targets

11% In app conversion 1000% increase in marketing

investment YoY

55% 75K

11% 1,000%

75,000 app downloads delivered

Repeat

1. CREATIVE/MESSAGING2. NEW CHANNELS 3. 1ST PARTY ANALYTICS

THE LAST STEP IS TO REPEAT THE PROCESS AGAIN, BUT ITS NOT AS SIMPLE AS THAT! WE HAVE MORE DATA AND INSIGHT THEREFORE WE CAN CHANGE THE FOLLOWING

• A timeline of yboo’s progression and success with our digital support

TIMELINE

2015/16yboo came to

inception

Dec 2017Bobble became

yboo’s digital

partner

Feb 2018Successful pilot

campaign leading

to 6 figure raise

June 2018Yboo secure a

£2M growth fund

June 2019Ambitious download

targets and a multimillion

pound valuation

KEY TAKEAWAYS

• Agile Marketing is a process.

• Using an Agile approach gives your business a clear focus on what to do and not to do.

• 3 simple ways to implement agile marketing by Channel, Objective & Creative.

• Use our 4 Step Process P.I.E.R as a guideline, but most importantly remember to Repeat the process with your results and learnings to improve.

• Agile works, it’s helped take yboo on a digital growth journey by focusing their efforts on the channels that deliver results.

FOR A FREE MARKETING STRATEGY & CONSULTATION

Email Us At:media@bobbledigital.com

Or Visit:www.bobbledigital.com

GET IN TOUCH.