Digital marketing a quick run through

Digital marketing a quick run through

• 1.
  Digital Marketing A quickrun through
• 2.
  Today • Drivers of digital marketing • Digital marketing channels/tools • SEO and PPC • Malthouse Engineering example • The future • Some useful stuff If you don’t understand, ask
• 3.
  When we talkabout digital marketing what are we talking about? Can you name some of the tools/ channels?
• 4.
  Email Relationships Twitter Pay Per Linked in Click Digital Interaction Marketing Affiliate Digital Measurability Display SEO ROI Social Media
• 5.
  Why has digitalmarketing become so popular – some of the key drivers • Relationship building • Measurability • Cost • Responsiveness • Targeting
• 6.
  Relationship building • Relationshipbuilding is key for long term retention • Creating value for relationship is easier • Maintaining regular communication is aided through digital methods – Amazon emails suggesting products I may like
• 7.
  Responsiveness • Campaign developmentspeeded up • No long lead times to creation (compared to TV/Print/Radio) • BP good example, very soon after oil leak they were buying up keywords to direct people to their site and their communications – Oil spill/gulf of Mexico response
• 8.
  Cost • Increasing pressurefrom senior management to reduce costs • Heightened by downturn • Use of digital channels is highly cost effective • See example
• 9.
  Example • Promoting anational art exhibition • Identified 4000 people within a 50 miles radius fitting into predefined criteria • Worked with designers to create invites • Worked with printers to print them • I then stuffed envelopes with help • Then we posted them • How many responded???? • 67 responded, 11 said they weren't coming • Why so low? • How many received invited/how many looked at invite? • How many wanted more information? • How many saw it and read and will come?
• 10.
  Costings Postage Email List of names £395 £395 Invites (design/print) £500 £0 Postage/Sending £1200 (4000x0.32) £80 (£0.02 x 4000) Cost of help £30 for 2 people @ 5 £0 per hr Total £2125 £475 Could have saved £1650
• 11.
  Measurability • Above alldigital marketing offers substantial opportunities to measure everything – Return on investment/engagement/behaviour • Website usage – now possible to understand how sites are navigated so as to better optimise it
• 13.
  Targeting • Increased opportunitiesto target different audiences down to the 10’s or 100’s • Means less wastage of cash • Greater chance of getting desired response due to targeting
• 14.
  Targeting example –using facebook ads A new website with a niche audience • Go to create a ad on facebook and select the target audience • Lets suppose I want to start a dating agency in Wolverhampton
• 15.
  Targeting example –using facebook ads • Just want to target people between 18-23 who are women
• 16.
  Targeting example –using facebook ads • Just want people who are interested in fishing
• 17.
  Targeting example –using facebook ads • Just want to target women who are interested in other women • Women who are already in relationships I now have my audience of 60 people who I can send targeted ads to
• 18.
  Tools of digitalmarketing
• 19.
  Website • A welldesigned website is the primary tool of digital marketing • Understand why you have a website – sales/leads/information/ creditability of your org • Taking note of design techniques – F zone – Usability testing – Clear layout – Short concise text • Calls to action to get people to provide your desired response – eg register for a newsletter
• 20.
  Calls to action
• 21.
  Eye tracking –f zone
• 22.
  Understand usage andmake site easier to use and more relevant
• 23.
  Email • Has sufferedin recent times due to spam – email providers are becoming more savvy to spammers and starting to black list senders • Can provide significant cost savings and provide in depth insights in to recipient responses • Great for maintaining cost effective communications and developing relationships
• 24.
  Digital display • Banners– along the top • Skyscrapers – down the side • Mid page units – in the middle • Can be specifically targeted to individual based on browsing behaviour - remarketing – james caan – http://www.hallam.biz/blog/2011/01/james-caan-is- stalking-me-remarketing-gone-scary.html • Can be based on website demographics
• 25.
  Social Media • Issocial media a fad? - http://youtu.be/sIFYPQjYhv8 • United breaks guitars – Travellers guitar broken during flight with United Airlines – They don’t offer good service and traveller wrote a song and posted it – http://www.youtube.com/watch?v=5YGc4zOqozo – 10mil views and share price dipped by 10% = $180mil • Walmart virals – http://www.youtube.com/watch?v=hsvAj6qfmFQ • Seen by over 2million people – minimal cost good WOM • Mystarbucks idea – Good for customer service and relationship building • http://mystarbucksidea.force.com/
• 26.
  Mini case • InteractiveAmy ordered a dominos which was delivered 1hr late and was the wrong pizza • Tweeted - “hardly any room for human error, but still a mistake.” • Got a reply from local store manager who promised to make it up to her and also sent a video apology • http://www.viddler.com/explore/dpzramon/videos/19/ • Organisations using social media to identify service failure – recover business and now used as a prime example of how to use these channels – all at no cost and providing greater PR • Read more at http://www.socialmediaexaminer.com/chicago-pizza-guy- creates-social-media-domino-effect/
• 27.
  A key statisticsto remember • About six in 10 (59%) online shoppers say user- generated customer product reviews have a significant or good impact on their buying behaviour. • WOM still key in influencing purchases but now its online
• 28.
  Search Engine Marketing(SEM) • When we talk about SEM we refer mainly to Google – 85% of global searches http://marketshare.hitslink.com/search-engine-market- share.aspx?qprid=4 • Googles aim since creation is to offer users sites that are relevant to what they are looking for – this underpins all developments they do • How do they do this – Your site is scanned for keywords and matched up to what has been searched for – The HTML code is scanned to find info which tells google what your sites about
• 30.
  Search Engine Optimisation •Getting to the top of the natural results • Through a number of activities such as – HTML tags – Links – quantity/quality • Split in to on page and off page factors
• 31.
  SEO on pagefactors • HTML tags – Title tags – put in your keywords – h1/h2/h3 • Images – give them “alt” names that are relevent to your content • Text – make sure it contains relevant keywords • Internal links – will help google find its way around your site
• 33.
  SEO off page •Links and lots of them – Make sure they are good quality and relevant • Ways of getting links – Use forums – Directories – Blogs – Social media – Loads of other methods • Be careful and be google legal - http://www.nytimes.com/2011/02/13/business/13sear ch.html?_r=1&src=tptw • Should ideally be from related sites – seen as a better quality link
• 34.
  Pay Per Click •Google displays your advert based on the keywords searched for and how much you pay google per click • Pay Google or other search engines on a Cost Per Click basis • CPC is worked out by Google on the amount of people bidding for a word or phrase • Adds displayed based on bid price and quality score • Quality score = CTR, Loading time of Landing Page, Landing page relevancy, relevancy of creative to keyword and natural SEO
• 36.
  Malthouse Engineering Example
• 37.
  Work done • Identifiedkeywords using Google keyword tool and other means – eg asking customers • Used google analytics to understand website usage • researched the work carried out by the competition and copied the good bits
• 38.
  Paid Search Example SteelFlame Cutting Ad Copy Steel Profiling Ad Copy
• 40.
  Results • An increasein website usage by 922% • Spend of £7500 in last 18 months • Received over £800,000 enquiries in return • Website better optimised for users and continually reviewed • Social media has been used to show facilities through youtube and engage with customers and local press through twitter – resulted in increased business
• 41.
  Mobile • Mobile phoneswill overtake PCs as the most common web-access devices worldwide by 2013 • Ties in with TV viewing, 71% learn more about a product or service having seen an ad, 68% use it to find the best price for a product. – Direct Response from TV ads • Not just young people - More than twice as many people age 55 and older visited social networks on their mobile phone in 2011 compared to Q3 2010, according to data from Nielsen’s. That’s a jump of 109% year-over-year.
• 42.
  The Future
• 43.
  The future
• 44.
  Summary • Digital marketinggrowing due to – Cost effective communications – Need to build relationships that maximises revenue through reduction in cost compared to traditional marketing – Measurability provides greater justification for use of digital over traditional channels – Superior targeting – behaviour/use
• 45.
  Useful stuff –all free • http://www.davechaffey.com/ - leading digital marketing author/academic • http://www.sitevisibility.co.uk/impodcast/ - leading uk podcast • http://www.smartinsights.com/ - useful blog articles • http://mashable.com/ - good for spotting trends • http://www.iabuk.net – internet advertising bureau – lots of interesting case studies
• 46.
  The end Questions?