Digital Marketing: Perth Seminar
-
date post
17-Oct-2014 -
Category
Documents
-
view
457 -
download
1
description
Transcript of Digital Marketing: Perth Seminar
![Page 1: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/1.jpg)
Digital marketing head-first
Part 1: Marketing your organisation
@precedentau #PrecSem
![Page 2: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/2.jpg)
Digital marketing head-first
Part 1: Marketing your organisation
@precedentau #PrecSem
![Page 3: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/3.jpg)
digital marketing done right
@precedentau #PrecSem
![Page 4: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/4.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentau #PrecSem
![Page 5: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/5.jpg)
individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 6: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/6.jpg)
“Why doesn’t our site work on my new iPad? We should really make an app.”
@precedentau #PrecSem
![Page 7: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/7.jpg)
“Why doesn’t our site work on my new iPad? We should really make an app.”
@precedentau #PrecSem
![Page 8: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/8.jpg)
“Big brands get to do all the adventurous stuff online. Others can barely tweet.”
@precedentau #PrecSem
![Page 9: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/9.jpg)
“Big brands get to do all the adventurous stuff offline. The web follows after.”
@precedentau #PrecSem
![Page 10: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/10.jpg)
@precedentau #PrecSem
![Page 11: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/11.jpg)
@precedentau #PrecSem
![Page 12: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/12.jpg)
@precedentau #PrecSem
![Page 13: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/13.jpg)
four tactics to victory
@precedentau #PrecSem
![Page 14: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/14.jpg)
Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
@precedentau #PrecSem
![Page 15: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/15.jpg)
Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
@precedentau #PrecSem
![Page 16: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/16.jpg)
@precedentau #PrecSem
![Page 17: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/17.jpg)
@precedentau #PrecSem
![Page 18: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/18.jpg)
@precedentau #PrecSem
![Page 19: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/19.jpg)
Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
@precedentau #PrecSem
![Page 20: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/20.jpg)
Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
@precedentau #PrecSem
![Page 21: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/21.jpg)
@precedentau #PrecSem
![Page 22: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/22.jpg)
@precedentau #PrecSem
![Page 23: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/23.jpg)
Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
@precedentau #PrecSem
![Page 24: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/24.jpg)
Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
@precedentau #PrecSem
![Page 25: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/25.jpg)
![Page 26: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/26.jpg)
- 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
@precedentau #PrecSem
![Page 27: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/27.jpg)
Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
@precedentau #PrecSem
![Page 28: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/28.jpg)
Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
@precedentau #PrecSem
![Page 29: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/29.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentau #PrecSem
![Page 30: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/30.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 31: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/31.jpg)
Military strategy “Forewarned, forearmed; to be prepared is half the victory.”
@precedentau #PrecSem
![Page 32: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/32.jpg)
Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
@precedentau #PrecSem
![Page 33: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/33.jpg)
SEO SEO 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.”
@precedentau #PrecSem
![Page 34: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/34.jpg)
Tactic 1: SEO
Audience SEO missions
“How do we drive more traffic to the website?”
“My stakeholders always want expensive marketing buys but I just don’t have budget for online ads or SEM – what can I do that is free and will show positive returns?”
@precedentau #PrecSem
![Page 35: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/35.jpg)
Tactic 1: SEO
@precedentau #PrecSem
![Page 36: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/36.jpg)
@precedentau #PrecSem
![Page 37: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/37.jpg)
@precedentau #PrecSem
![Page 38: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/38.jpg)
@precedentau #PrecSem
![Page 39: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/39.jpg)
@precedentau #PrecSem
![Page 40: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/40.jpg)
@precedentau #PrecSem
![Page 41: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/41.jpg)
@precedentau #PrecSem
![Page 42: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/42.jpg)
Tactic 1: SEO
The results
Top search result for all top animal related key phrases
Nearly 13 million views for the cost of one email
@precedentau #PrecSem
![Page 43: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/43.jpg)
Tactic 1: SEO
Audience SEO missions
“How do we drive more traffic to
the website?”
@precedentau #PrecSem
![Page 44: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/44.jpg)
Tactic 1: SEO
Audience SEO missions
“My stakeholders always want expensive marketing buys but I just don’t have budget for online ads or SEM – what can I do that is free and will show positive returns?”
@precedentau #PrecSem
![Page 45: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/45.jpg)
Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
@precedentau #PrecSem
![Page 46: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/46.jpg)
Tactic 1: SEO
Social 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.”
@precedentau #PrecSem
![Page 47: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/47.jpg)
Tactic 1: SEO
Audience Social media missions
“How do we raise money using
digital marketing?”
@precedentau #PrecSem
![Page 48: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/48.jpg)
Tactic 1: SEO
Audience Social media missions
“We have social profiles but no strategy that integrates thinking to our site and other online activities”
@precedentau #PrecSem
![Page 49: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/49.jpg)
Tactic 1: SEO
@precedentau #PrecSem
![Page 50: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/50.jpg)
@precedentau #PrecSem
![Page 51: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/51.jpg)
Tactic 1: SEO
@precedentau #PrecSem
![Page 52: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/52.jpg)
@precedentau #PrecSem
![Page 53: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/53.jpg)
@precedentau #PrecSem
![Page 54: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/54.jpg)
@precedentau #PrecSem
![Page 55: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/55.jpg)
@precedentau #PrecSem
![Page 56: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/56.jpg)
Tactic 1: SEO
@precedentau #PrecSem
![Page 57: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/57.jpg)
@precedentau #PrecSem
![Page 58: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/58.jpg)
@precedentau #PrecSem
![Page 59: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/59.jpg)
Tactic 1: SEO
Social media result
Lloyds: Better security, customer satisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
@precedentau #PrecSem
![Page 60: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/60.jpg)
Tactic 1: SEO
Social media result
Lloyds: Better security, customer satisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
@precedentau #PrecSem
![Page 61: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/61.jpg)
Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
@precedentau #PrecSem
![Page 62: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/62.jpg)
Tactic 1: SEO
PPC missions
“We’re about to do a launch.”
“We’ve got a market to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
@precedentau #PrecSem
![Page 63: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/63.jpg)
Tactic 1: SEO
Audience PPC missions
“How do we recruit new members?”
“How do we increase our fundraising with paid advertising?”
@precedentau #PrecSem
![Page 64: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/64.jpg)
Tactic 1: SEO
@precedentau #PrecSem
![Page 65: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/65.jpg)
@precedentau #PrecSem
![Page 66: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/66.jpg)
@precedentau #PrecSem
![Page 67: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/67.jpg)
@precedentau #PrecSem
![Page 68: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/68.jpg)
@precedentau #PrecSem
![Page 69: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/69.jpg)
@precedentau #PrecSem
![Page 70: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/70.jpg)
@precedentau #PrecSem
![Page 71: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/71.jpg)
@precedentau #PrecSem
![Page 72: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/72.jpg)
Tactic 1: SEO
PPC results
415 participating sites
36 million impressions
300% increase in donations compared to same period
@precedentau #PrecSem
![Page 73: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/73.jpg)
Tactic 1: SEO
PPC results
415 participating sites
36 million impressions
300% increase in donations compared to same period
@precedentau #PrecSem
![Page 74: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/74.jpg)
Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
@precedentau #PrecSem
![Page 75: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/75.jpg)
Tactic 1: SEO
Email missions
“There are so many things our customers could be doing!”
“There are so many things our customers should know!”
@precedentau #PrecSem
![Page 76: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/76.jpg)
Tactic 1: SEO
Audience Email missions
“How do we get people to renew their subscription?”
“Digital fundraising campaigns (eg. online versions of mail appeals) – how to make them work?”
@precedentau #PrecSem
![Page 77: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/77.jpg)
Tactic 1: SEO
@precedentau #PrecSem
![Page 78: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/78.jpg)
@precedentau #PrecSem
![Page 79: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/79.jpg)
@precedentau #PrecSem
![Page 80: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/80.jpg)
@precedentau #PrecSem
![Page 81: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/81.jpg)
Tactic 1: SEO
Email results
400% increase in site visits during Alzheimer’s Awareness Month.
@precedentau #PrecSem
![Page 82: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/82.jpg)
Tactic 1: SEO
Email results
400% increase in site visits during Alzheimer’s Awareness Month.
@precedentau #PrecSem
![Page 83: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/83.jpg)
Tactic 1: SEO
Audience Digital Marketing mission
“Our member based has an older skew, but we want to attract a younger demographic. How can we use digital marketing to do so?”
@precedentau #PrecSem
![Page 84: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/84.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentau #PrecSem
![Page 85: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/85.jpg)
digital marketing can match your individual problems and culture because it’s designed to be custom fit.
@precedentau #PrecSem
![Page 86: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/86.jpg)
end of part 1
@precedentau #PrecSem
![Page 87: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/87.jpg)
![Page 88: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/88.jpg)
Digital marketing head-first
Part 2: Creating integrated campaigns
@precedentau #PrecSem
![Page 89: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/89.jpg)
campaigns done right
@precedentau #PrecSem
![Page 90: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/90.jpg)
campaigns are the only way to market digitally because without targeting you’re just paying to spam.
@precedentau #PrecSem
![Page 91: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/91.jpg)
campaigns are the way to market digitally because without targeting you’re just paying to spam.
@precedentau #PrecSem
![Page 92: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/92.jpg)
It’s 2011 and the question is: How do you market to this?
@precedentau #PrecSem
![Page 93: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/93.jpg)
@precedentcomms #PrecSem @precedentau #PrecSem
![Page 94: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/94.jpg)
@precedentcomms #PrecSem @precedentau #PrecSem
![Page 95: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/95.jpg)
The landscape, audience, proposition – everything had changed.
@precedentau #PrecSem
![Page 96: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/96.jpg)
Cardiff University had to change its strategy and fast, or risk the greatest losses.
@precedentau #PrecSem
![Page 97: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/97.jpg)
Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
Sun Tzu, Art of War
@precedentau #PrecSem
![Page 98: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/98.jpg)
The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
![Page 99: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/99.jpg)
The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
![Page 100: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/100.jpg)
The Mission:
Who is your target and what is your objective?
@precedentau #PrecSem
![Page 101: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/101.jpg)
@precedentau #PrecSem
![Page 102: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/102.jpg)
@precedentau #PrecSem
![Page 103: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/103.jpg)
The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
![Page 104: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/104.jpg)
The Climate:
What’s the competitive landscape? What’s the behaviour of the target users?
@precedentau #PrecSem
![Page 105: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/105.jpg)
@precedentau #PrecSem
![Page 106: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/106.jpg)
@precedentau #PrecSem
![Page 107: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/107.jpg)
@precedentau #PrecSem
![Page 108: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/108.jpg)
@precedentau #PrecSem
![Page 109: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/109.jpg)
@precedentau #PrecSem
![Page 110: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/110.jpg)
@precedentau #PrecSem
![Page 111: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/111.jpg)
@precedentau #PrecSem
![Page 112: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/112.jpg)
The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
![Page 113: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/113.jpg)
The Ground:
Is the territory familiar? Is it familiar to the competition?
@precedentau #PrecSem
![Page 114: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/114.jpg)
@precedentau #PrecSem
![Page 115: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/115.jpg)
@precedentau #PrecSem
![Page 116: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/116.jpg)
The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
![Page 117: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/117.jpg)
The Leadership:
How will it be managed? Who will plan and carry out actions?
@precedentau #PrecSem
![Page 118: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/118.jpg)
@precedentau #PrecSem
![Page 119: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/119.jpg)
@precedentcomms #PrecSem
![Page 120: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/120.jpg)
The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
![Page 121: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/121.jpg)
The Method:
What tactics will be used and why? How will you handle the response?
@precedentau #PrecSem
![Page 122: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/122.jpg)
The Method: Which tactics will be used? How will they be planned and implemented?
@precedentau #PrecSem
![Page 123: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/123.jpg)
The Method: Which tactics will be used? How will they be planned and implemented?
@precedentau #PrecSem
![Page 124: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/124.jpg)
@precedentau #PrecSem
![Page 125: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/125.jpg)
@precedentau #PrecSem
![Page 126: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/126.jpg)
@precedentau #PrecSem
![Page 127: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/127.jpg)
It’s 2012 and the question is: Did it work?
@precedentau #PrecSem
![Page 128: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/128.jpg)
UK-wide press coverage and celebrity endorsement.
@precedentau #PrecSem
![Page 129: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/129.jpg)
Over 1200 subscribers actively engaged on Facebook.
@precedentau #PrecSem
![Page 130: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/130.jpg)
UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)
@precedentau #PrecSem
![Page 131: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/131.jpg)
THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)
@precedentau #PrecSem
![Page 132: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/132.jpg)
The Method: Which tactics will be used? How will they be planned and implemented?
@precedentau #PrecSem
![Page 133: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/133.jpg)
@precedentau #PrecSem
![Page 134: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/134.jpg)
campaigns are the only way to market digitally because without targeting you’re just paying to spam.
@precedentau #PrecSem
![Page 135: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/135.jpg)
campaigns are the only way to market digitally because with targeting you can target and adapt.
@precedentau #PrecSem
![Page 136: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/136.jpg)
So, what is user experience (UX)?
How a person feels about using a product, system or service
@precedentau #PrecSem
![Page 137: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/137.jpg)
@precedentau #PrecSem
Visibility
Orientation
Interaction
Extension
Retention
Reputation
![Page 138: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/138.jpg)
what’s your next digital marketing mission?
@precedentau #PrecSem
![Page 139: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/139.jpg)
man/woman your digital marketing mission
@precedentau #PrecSem
![Page 140: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/140.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 141: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/141.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 142: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/142.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 143: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/143.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 144: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/144.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 145: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/145.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 146: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/146.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 147: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/147.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 148: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/148.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
![Page 149: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/149.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
80 experts strategy & research
branding & communications user centred design
development & hosting digital marketing
@precedentau #PrecSem
![Page 150: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/150.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
6 sectors
membership government
education health
not for profit destinations
@precedentau #PrecSem
![Page 151: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/151.jpg)
digital marketing must match your individual problems and culture because without a custom, you are missing the point.
5 offices Perth
Melbourne London
Edinburgh Cardiff
@precedentau #PrecSem
![Page 152: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/152.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
22 years experience
quality stability
loyalty results
@precedentau #PrecSem
![Page 153: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/153.jpg)
@precedentau #PrecSem
![Page 154: Digital Marketing: Perth Seminar](https://reader034.fdocuments.us/reader034/viewer/2022051311/544141d5b1af9fff4b8b4695/html5/thumbnails/154.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Find our Precedent group on LinkedIn to find out more about our seminars, share ideas and quiz the Precedent team.
@Precedentau for industry trends, tips, seminar info and other insider stuff and tweet today with #PrecSem.
@precedentau #PrecSem