Digital Marketing Head-first - Dive in like a pro
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Digital marketing head-firstPart 1: Marketing your organisation
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Digital marketing head-firstPart 1: Marketing your organisation
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digital marketing done right
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digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
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individual problems and culture because without a custom fit, you are missing the point.
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“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
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“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
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“Big brands get to do all theadventurous stuff online. Others can barely tweet.”
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“Big brands get to do all theadventurous stuff offline. The web follows after.”
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four tactics to victory
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Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
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Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Invasion
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Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
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Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
outpost
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Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
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Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
MISSILES
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- Product Listing Ads- Click to Call Ads- Bottom of Page Ads- Mega Site Links- Social Ad Extensions-Remarketing- Map/Location Ad Extensions- Chat Ads- Email Ads
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Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
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Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
SNIPERS
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digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentcomms #PrecSem
Military strategy“Forewarned, forearmed;to be prepared is half the victory.”
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Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
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SEOSEO missions“People know us for x but not y.”“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
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Tactic 1: SEOAudience SEO missions“How do we drive more traffic to the website?”“How do we raise the profile of our podcasts on iTunes U?”
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Tactic 1: SEO
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Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
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Tactic 1: SEOAudience SEO missions“How do we drive more traffic to the website?”
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Tactic 1: SEOAudience SEO missions“How do we raise the profile of our podcasts on iTunes U?”
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Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
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Tactic 1: SEOSocial media missions“People don’t know us enough.”“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
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Tactic 1: SEOAudience Social media missions“We could provide daily advice.”“Members don’t use all the benefits.”“Members can swap advice.”“They should refer their colleagues.”
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Tactic 1: SEO
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Tactic 1: SEO
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Tactic 1: SEO
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Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERY active ambassadors
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Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERY active ambassadors
victory
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Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
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Tactic 1: SEOPPC missions“We’re about to do a launch.”“We’ve got a market to fill.”“We need aggressive SEO.”“We have a specific problem.”
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Tactic 1: SEOAudience PPC missions“How do we recruit new members?”“How do we increase our fundraising with paid advertising?”
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Tactic 1: SEO
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Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period
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Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period
victory
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Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
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Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”“There are so many thingsour customers should know!”
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Tactic 1: SEOAudience Email missions“How do we get people to renew their subscription?”“Our email CTR is really low. How do we make them more interesting?”
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Tactic 1: SEO
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Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
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Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
victory
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digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
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digital marketing can match your individual problems and culture because it’s designed to be custom fit.
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end of part 1
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Digital marketing head-firstPart 2: Creating integrated campaigns
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campaigns done right
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campaigns are the only way to market digitally because without targeting you’re just paying to spam.
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campaigns are the way to market digitally because without targeting you’re just paying to spam.
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It’s 2011 and the question is:How do you market to this?
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The landscape, audience, proposition – everything had changed.
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Cardiff University had to change
its strategy and fast, or risk the greatest losses.
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Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.
Sun Tzu, Art of War @precedentau #PrecSem
The MissionThe ClimateThe GroundThe LeadershipThe Method
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The MissionThe ClimateThe GroundThe LeadershipThe Method
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The Mission:
Who is your target and what is your objective?
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The MissionThe ClimateThe GroundThe LeadershipThe Method
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The Climate:
What’s the competitivelandscape? What’s thebehaviour of the target users?
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The MissionThe ClimateThe GroundThe LeadershipThe Method
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The Ground:
Is the territory familiar?Is it familiar to the competition?
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The MissionThe ClimateThe GroundThe LeadershipThe Method
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The Leadership:
How will it be managed?Who will plan and carry out actions?
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The MissionThe ClimateThe GroundThe LeadershipThe Method
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The Method:
What tactics will beused and why? How will you handlethe response?
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The Method:Which tactics will be used?How will they be plannedand implemented?
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The Method:Which tactics will be used?How will they be plannedand implemented?
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It’s 2012 and the question is:Did it work?
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UK-wide press coverage and celebrity endorsement.
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Over 1200 subscribers actively engaged on Facebook.
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UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)
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THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)
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The Method:Which tactics will be used?How will they be plannedand implemented?
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campaigns are the only way to market digitally because without targeting you’re just paying to spam.
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campaigns are the only way to market digitally because with targeting you can target and adapt.
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So, what is user experience (UX)?
How a person feels about using a product, system or service
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UX is not ...
Just about interface designJust about usabilityJust about your usersJust about technologyJust about content
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Visibility
Orientation
Interaction
Extension
Retention
Reputation
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what’s your next digital marketing mission?
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man your next digital marketing mission
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Invasion
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
OUTPOST
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Missile
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper?
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
80 expertsstrategy & research
branding & communicationsuser centred design
development & hostingdigital marketing
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
6 sectorsmembershipgovernment
educationhealth
not for profitdestinations
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digital marketing must match your individual problems and culture because without a custom, you are missing the point.
5 officesMelbourne
PerthLondon
EdinburghCardiff
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
22 yearsexperience
qualitystability
loyaltyresults
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
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