Welcome to The Road to Digital Excellence

October 1st 2015

Happy National Black Dog Day!!

The Agenda

• An introduction to The Road to Digital Excellence• The Digital Marketing Landscape• Digital Marketing Must Haves 2015 • Tea and Coffee• Case Study

• Digital Marketing Transformation in Progress

• Summer Competition Announcement • Questions

Past Seminars Titles

• What is SEO? - 2008 • Online PR – Should we be blogging? – 2008• Social Media – Do you really need to have a presence? -

2009 • The importance of building an online footprint – 2010• Social Media – The Silver Bullet – 2012• How does your online and offline strategy work together

best? – 2011

In 2011…

“The distinction between traditional marketing/PR and digital marketing is closing by the day….

…It’s just not about Digital, it is about how you use all of the channels available to speak to your clients… The PRs black book is safe!”.

Mike Robinson – Generate UK

We all know that Marketing has changed

• Knowledge – it’s a generation thing….or is it?

• Measurability

• It’s become very complex

• The ability to target and reach an audience

• The ability to interact with your customer• Big brands are taking full advantage of this!

• It’s certainly become more competitive!• Customers are wiser and more discerning about the information

they consume

• Therefore, the user experience has become imperative

• Digital has effected every single facet of an organisation

• Not just the way products are brought and sold, also the way services are delivered and consumed!• Customer Service, Market Research, HR,

Accountancy Procurement etc.

• “2016 to be the year global mobile advertising overtakes newspapers” – The Drum

We all know that Marketing has changed

Our Approach• We often work with companies who are on completely

different spectrums of the digital sphere• One of our most important jobs is to find out where

companies believe they are and where they actually are!

• Key information:1. What is their value proposition?2. Is there a vision?3. Do they have a core message?4. What does their typical client look like?5. What are their competitors saying?6. Do they have targets?7. How much is a typical customer acquisition worth?8. Do they have a strategy?9. How do they collect data?

We see it all the time!• Often, a business can get lost in detail and have a

lack of direction• Sometimes you need to get back to basics!• What’s important to the business?

• Analysis of where you are• Gaining focus • Developing a strategy which is going to improve your

business• Putting some targets and KPIs in place

A customers view…Q. What are the key lessons you have learnt through the transformation of Curtiss- Wright, and what advice would you give to other companies in a similar position?

A. It always comes back to understanding the core message of the business and what its future strategy and priorities are. This may change as the company continues to evolve (for instance, the ‘One Curtiss-Wright’ strategy).

My role is always to try and fulfil this strategy, obviously in my case from a marketing point of view.

I need to understand who my customers are, what we can offer them and why they should choose us.

Using a variety of methods to communicate with our customers has always been key and digital marketing has and continues to increase how this happens.

I also think that in any industry, flexibility is key, especially as digital trends change and technology continues to develop.

Linda Robinson - Marketing Manager

So what does Digital Excellence look like?

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The Digital Marketing Landscape

It’s complicated…

It’s actually quite difficult...

We have a habit of making it more complex than it needs to

be....

This is why we advocate a back to

basics approach

Define where your business is

1. Strategic Approach (there is actually a strategy)2. Performance Improvement Process (KPIs)3. Management Buy-in (CEO/CFO/IT etc)4. Resourcing & Structure5. Data & infrastructure6. Integrated Customer Communications7. Integrated Customer Experience

(Be Honest)

1 2 3 4 5Digital

Jedi!

6 7

Aiming for digital marketing excellence

DigitalCapability

A. StrategicApproach

B. Performance improvement Process

C. ManagementBuy-In

D. Resourcing and Structure

E. Data and Infrastructure

F. Integrated Customer Communications

G. Integrated Customer Experience

No Strategy Priorities marketing activities

Defined vision and strategy

Business aligned strategy and

roadmapAgile strategic

approach

No KPIs

Limited

No specific skills

Limited / no customer database

Not integrated

Website not integrated

Volume-based KPIsNo dashboards

Verbal support, but inadequate resourcingCore skills

centralised or agencies

Separate data, tools and IT services

Core push activities synchronised

Desktop and mobile support, not personalised

Quality based KPIs‘Last click’ attributionBusiness dashboards

Sponsorship and increased

investmentCentralised hub and

spoke, dedicated resources

Partially integrated systems and data

Integrated inbound approach

Partially personalised desktop and mobile

experience

Value-based KPIs weighted attribution

Ad Hoc CROActive championing

and appropriate investment

Decentralisation and reskilling

Integrated systems and 360O data

sourcesIntegrated,

personalised, Paid-Owned-Earned media

Integrated, personalised, web, mobile, email and

social media

Lifetime-value KPIs, Continuous CRO

Integral part of strategy

development

Balancing blend to optimise resources

Flexible approach to optimise resources

Media optimised for ROI and to maximise

customer lifetime value

Full contextual personalised experience and recommendations

Initial Managed Defined Quantified Optimised

“Laggard” “Developing capability”

“Competent average capability”

“Above sector average capability”

“Market leading capability”

Plan your journey to digital transformation

INITIAL MANAGED DEFINED QUANTIFIED OPTIMISEDYEAR 5

Best in classdigital

marketing

YEAR 4Competingwith digital

YEAR 3Average

digital capability

YEAR 2Developing

digital capability

YEAR 1A digitallaggard

Looking at core capabilities will

help you to understand where on

the journey you are

Marketing Funnel

1. Plan

2. Reach

3. Act

4. Convert

5. Engage

BUYER STAGE // EXPLORATION

BUYER STAGE // DECISION MAKING

BUYER STAGE // PURCHASE

BUYER STAGE // ADVOCACY

Content is the marketing department’s last opportunity for creativity

Digital Marketing Must Haves 2015

Let’s explore somekey trends

Mobile, Mobile, Mobile…

45.1m 36.6m 19.2m

Stat supplied by

Search queries by device

Desktop

Mobile

Tablet

Jan 2013 Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec

Prediction60%

50%

40%

30%

20%

10%

Split Testing is cool…

No one ever has time for it!

You need to find some.

Can be applied to :WEBSITE // EMAIL MARKETINGADWORDS // LANDING PAGES

Search is not the only game in town

YouTube64%

Newspapers & Magazines

55% Facebook

56%

Pinterest56%

Search

51%

Retailers and

Store Visits

69%

Word of Mouth(Friends, Family, Sharing comments and reviews

online)

56%

How-tovideos

ProductVisualisatio

n

Entertainment

Source: Think with Google https://www.thinkwithgoogle.com/articles/the-path-to-purpose.html

But SEO is not dead!

It’s just changed

SEO Now…Over time, SEO is improving and developing further and only websites which are optimised for users will be rewarded.

Take note of webmaster tools

Content MarketingWhere some actual design and creativity can be applied!

Content Marketing – Where to start

Low VolumeLow ROI

High VolumeLow ROI

High VolumeHigh ROI

Low VolumeHigh ROI

LINKEDIN PROMOTED

POSTS

ADWORDSGENERIC

FACEBOOK CUSTOM

AUDIENCES

FACEBOOK PROMOTED

POSTS FACEBOOKRETARGETING

INFLUENCEDPR

MEDIA RELATEDPR

INTEGRATED CONTENT

CAMPAIGNS

SEOGENERICSPONSORED

TWEETS

ADWORDSREMARKETING

INSTAGRAM

ORGANICREACH

ADWORDSTAIL

ORGANICREACH

ADWORDSProduct listing

Ads (PLA)

SEOLONGTAIL

BLOGMARKETING

ADWORDS MOBILE

(ENHANCED CAMPAIGNS)

ORGANICREACH

But I don’t have any content!

?

The Content Marketing MatrixEntertain Inspire

CredibilityInform

EVENTS

COMPETITIONS

ARTICLES

QUIZZESGAMES APPS CELEBRITY COMMUNITIES

FORUMS ADVERTISINGLEADERSHIP LOCAL PR

ENDORSEMENTS

TRENDS

INFOGRAPHICSE-BOOKSBLOGS

WHITEPAPERS

AWARDS CASE STUDIES

REVIEWS TESTIMONIALS

DATASHEETS

Conversion Optimisation

More traffic or higher conversions?

Increasing Conversion

Trends• You need to have a flexible approach to your

website• Mobile CRO is important• Measure – Orders / Revenues /Average Order

Value

MEASURE, MEASURE, MEASURE

is the mindset

In Summary

Focus on :• Where your business is on the journey• Have a strategy• Start with mobile• Make time for split testing• SEO still has a place• Content marketing, aligned to the strategy• Technology is there to support, not hinder

Tea & Coffee Break

Digital Marketing Transformation in

Progress

Marit Meyer-BellHead of Communications

Keltbray Group

Summer Competition Announcement

…drum roll…

3rd Place Runner Ups

5 x £50 Virgin Experiences VoucherIain Christie – Haste LtdLisa Crook – DTTLinda Robinson – Metal Improvement CompanyJo Faithfull– Briars Dental PracticePaul Broomham – Jones Robinson

…

2nd Place Runner Ups

2 x £100 Amazon Vouchers

Sandra Warnock-Horn – DynasafeKristina Tikhonova – Kerridge Commercial Systems

SUMMER COMPETITION WINNER• Website design• Website build on modern Content Management

System• Mobile friendly Up to a value of £15,000

THE WINNER IS...

Martin Layer – Smiths Bletchington

A website designed and built worth up to a value of £15,000

Questions

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