Seminar: Digital marketing head-first
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Seminar: Digital marketing head-first
- 1. one aldwych wifi AZTKRX Digital marketing head-first Part 1: Marketing your organisation Lindsay Herbert, Head of Digital Marketing Darren Amer, Senior Consultant @precedentcomms #PrecSem @lindzeiy
- 2. digital marketing done right
- 3. digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
- 4. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 5. “Why doesn’t our site work on my new iPad? We should really make an app.”
- 6. “Why doesn’t our site work on my new iPad? We should really make an app.”
- 7. “Big brands get to do all the adventurous stuff online. Others can barely tweet.”
- 8. “Big brands get to do all the adventurous stuff offline. The web follows after.”
- 12. four tactics to victory
- 13. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
- 14. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
- 18. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
- 19. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
- 22. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
- 23. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
- 24. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
- 25. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
- 26. digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
- 27. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 28. Military strategy “Forewarned, forearmed; to be prepared is half the victory.”
- 29. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
- 30. SEO missions Tactic 1: SEO for x but not y.” “People know us “Certain people don’t know us.” “People go to competitors.” “No one knows us. We’re so alone.”
- 31. SEO missions Tactic 1: SEO for x but not y.” “People know us “Certain people don’t know us.” “People go to competitors.” “No one knows us. We’re so alone.”
- 32. SEO missions Tactic 1: SEO for x but not y.” “People know us “Certain people don’t know us.” “People go to competitors.” “No one knows us. We’re so alone.”
- 33. SEO missions Tactic 1: SEO for x but not y.” “People know us “Certain people don’t know us.” “People go to competitors.” “No one knows us. We’re so alone.”
- 34. Tactic 1: SEO
- 35. Tactic 1: SEO
- 36. Tactic 1: SEO
- 37. Tactic 1: SEO
- 38. Tactic 1: SEO
- 39. Tactic 1: SEO
- 40. Tactic 1: SEO
- 41. Tactic 1: SEO
- 42. SEO results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email
- 43. SEO results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email
- 44. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
- 45. Social media missions Tactic 1: SEO us enough.” “People don’t know “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.”
- 46. Social media missions Tactic 1: SEO us enough.” “People don’t know “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.”
- 47. Social media missions Tactic 1: SEO us enough.” “People don’t know “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.”
- 48. Social media missions Tactic 1: SEO us enough.” “People don’t know “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.”
- 49. Tactic 1: SEO
- 50. Tactic 1: SEO
- 51. Tactic 1: SEO
- 52. Tactic 1: SEO
- 53. Tactic 1: SEO
- 54. Tactic 1: SEO
- 55. Tactic 1: SEO
- 56. Tactic 1: SEO
- 57. Tactic 1: SEO
- 58. Tactic 1: SEO
- 59. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors
- 60. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors
- 61. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
- 62. PPC missions Tactic about to do a launch.” “We’re 1: SEO “We’ve got shoulder seasons to fill.” “We need aggressive SEO.” “We have a specific problem.”
- 63. PPC missions Tactic about to do a launch.” “We’re 1: SEO “We’ve got shoulder seasons to fill.” “We need aggressive SEO.” “We have a specific problem.”
- 64. PPC missions Tactic about to do a launch.” “We’re 1: SEO “We’ve got shoulder seasons to fill.” “We need aggressive SEO.” “We have a specific problem.”
- 65. PPC missions Tactic about to do a launch.” “We’re 1: SEO “We’ve got shoulder seasons to fill.” “We need aggressive SEO.” “We have a specific problem.”
- 66. Tactic 1: SEO
- 67. Tactic 1: SEO
- 68. Tactic 1: SEO
- 69. Tactic 1: SEO
- 70. Tactic 1: SEO
- 71. Tactic 1: SEO
- 72. Tactic 1: SEO
- 73. Tactic 1: SEO
- 74. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period
- 75. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period
- 76. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
- 77. Email missions Tactic areSEO things “There 1: so many our customers could be doing!” “There are so many things our customers should know!”
- 78. Email missions Tactic areSEO things “There 1: so many our customers could be doing!” “There are so many things our customers should know!”
- 79. Tactic 1: SEO
- 80. Tactic 1: SEO
- 81. Tactic 1: SEO
- 82. Tactic 1: SEO
- 83. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.
- 84. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.
- 85. Tactic 1: SEO
- 86. digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
- 87. digital marketing can match your individual problems and culture because it’s designed to be custom fit.
- 88. end of part 1
- 89. one aldwych wifi AZTKRX Digital marketing head-first Part 2: Creating integrated campaigns Lindsay Herbert, Head of Digital Marketing Darren Amer, Senior Consultant @precedentcomms #PrecSem @lindzeiy
- 91. campaigns are the way to market digitally because without targeting you’re just paying to spam.
- 92. campaigns are the way to market digitally because without targeting you’re just paying to spam.
- 93. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
- 94. The Mission The Climate The Ground The Leadership The Method “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
- 95. The Mission: What is your objective and who is your target?
- 97. The Climate: What’s the competitive landscape? What’s the behaviour of target users?
- 100. The Ground: Is the territory familiar? Is it familiar to the competition?
- 102. The Leadership: How will it be managed? Where will responsibilities be allocated?
- 104. The Method: Which tactics will be used? How will they be planned and implemented?
- 105. The Method: Which tactics will be used? How will they be planned and implemented?
- 106. The Method: Which tactics will be used? How will they be planned and implemented?
- 107. The Method: Which tactics will be used? How will they be planned and implemented?
- 108. The Method: Which tactics will be used? How will they be planned and implemented?
- 109. campaigns are the way to market digitally because without targeting you’re just paying to spam.
- 110. campaigns are the way to market digitally because with targeting you’ll be able to track your success.
- 111. what’s your next digital marketing mission?
- 112. man your next digital marketing mission
- 113. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 114. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 115. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 116. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 117. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 118. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 119. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 120. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 121. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 122. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 123. 80 experts strategy & research branding & communications digital marketing must match your user centred design development & hosting individual problems and culture digital marketing because without a custom fit, you are missing the point.
- 124. 5 sectors third sector membership organisations digital marketing must match your financial services education individual problems and culture health because without a custom fit, you are missing the point.
- 125. 5 offices London Edinburgh digital marketing must match your Cardiff Melbourne individual problems and culture Perth because without a custom fit, you are missing the point.
- 126. 22 years experience quality digital marketing must match your stability loyalty individual problems and culture results because without a custom fit, you are missing the point.
- 127. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
- 128. Find our Precedent At @precedentcomms group on LinkedIn for a for Precedent news, chance to find out more seminar info and the digital marketing must match your about our seminars, latest on trends, stats, network, share ideas and digital technology individual problems and culture and quiz our experts. #PrecSem because without a custom fit, you are missing the point.
Hinweis der Redaktion
- Seminar is for people who know they should do more with digital marketing and want to dive in like pros
- Why is it important to do it right? Better return on the price you pay over print, direct, display – any other form of marketing. That’s because it’s instant and trackable and through those traits, proven in its effectiveness.
- The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
- Story about culture: agency gets you behind the scenes, law firm, tradional management, under resourced team, under-skilled marketing manager, knows the sector and the users but not the techniques. His problem was he didn’t know how to put together a strategy or business case and so had to deal with requests ad hoc. For example….
- The Monday following his boss’ birthday weekend
- And even though the request was ridiculous strategically speaking (that same boss had yet to approve their plan to make the site mobile accessible) he didn’t have a strategy or plan to offer instead.
- In this vein, we often encounter public sector clients who are jealous of the marketing teams in private coorporations…
- But in reality, their just as held back by head offices and management still used to thinking in old fashioned frameworks.
- We know how to expand our businesses in real life: get more buildings, more staff, and our whitest, oldest executives to hold a pair of giant scissors at the ribbon cutting ceremony.
- But how do we expand our business online where, like facebook proves, having massive influence and power over users has nothing to do with physical size?
- Welcome to the internet (as represented by Google for the web 2.0 summit). Where growing in power and influence over users requires miltary-like tactics to put yourself on the map, grow your presence, expand into new territories and fight to maintain position.
- Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
- Those are the tactics at your disposal to grow your power and effectiveness online
- – but what about customisation? Rather than try to do it all, I’ll talk you through the specific marketing problems each of the four tactics are best suited to solve.
- This section will form the first part of a digital marketing strategy that at the end of the seminar, you can go back to your offices and fill out for your own organisation and then start to action. Here, I’ll list the problems then show you how to approach them using the flipchart. And to make it more relevant – I’ll illustrate it with examples from the audience.
- Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies.
- We act with respect – for people and their communities, the environment, the rule of law and human rights. Not public facing company that had been propelled into the public eye as a result of their entrepreneurial approach and flexibility they are able to move quickly to new opportunities faster than bigger players.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- StockholmsStadsmission helps the homeless of Stockholm. They need to get their message out without media spending. To inspire blogs and sites to supply free media space, we created a collection of homeless banners in need of shelter, available on hemlosabanners.se. Once embedded, banners would display how long they had been hosted, and by whom. They also developed a warmer color the more clicks they received and the longer they were hosted. All clicks led to StockholmsStadsmission's donation page. * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- * 415 participating sites * 36 million impressions* 300% increase in donations compared to the same period last year.
- You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
- You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
- You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
- You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
- You’ve got these people in your pockets and chances are, you’re not doing much with them. It’s easier to get an existing customer to buy again and with how great the tools are now, there’s no excuse for sitting on those contact lists.
- We’ve looked at the tactics and the problems they solve but let’s get back to my client at the law firm. His culture wasn’t supporting him and he needed reinforcements.
- Seminar is for people who know they should do more with digital marketing and want to dive in like pros