Building a Digital Strategy in 2016/17 A step by step guide - The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. This session covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers.

1. BUILDING A DIGITAL STRATEGY IN 2016
Simon Kingsnorth
Global Head of Digital Marketing and Digital Marketing Author
@thekingsnorth
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2. CREATING AN INTEGRATED STRATEGY
Technology
Content
Social
Experience
Mobile
Search

3. WHERE IS TECHNOLOGY HEADED?
Implants will enter the retail space by 2020
Ambient user experience
Advanced machine learning
Autonomy
Internet of things ecosystem

4. THIS WILL CHANGE BEHAVIOURS
Driving a car or van
61%
Underground, metro, light rail, tram Train
Bus, minibus or coach Taxi
Motorcycle, scooter or moped Driving a car or van
Passenger in a car or van Bicycle
On foot Other method of travel to work
Commute trends in England & Wales
ONS 2011

5. HOW DEEP IS YOUR CONTENT STRATEGY?
24 percent of organizations now devote 50 percent or more of
their budget to content.
Content requires resource and global content may require 24/7
regional support – you can’t do this well without resource
But you need a consistent voice – consider your brand and
writing style together
How much value is your content really creating?
Look for trends you can capitalise on but be authentic – Euro
2016, Brexit, Trump
Proactive and Reactive methods
Consider SEO
Content purpose – fun, informative or action-based

6. SOCIAL OPPORTUNITIES IN 2016
Don’t write off Instagram, Pinterest and Snapchat
Social is not advertising – don’t shout - watch, listen and
respond. 70% of users want a response and 53% want it within
an hour
Live streaming video thanks to Periscope and Meerkat
Social ecommerce is expanding all the time – keep up to speed
Data is key. Social signals impact search. Understand your
analytics and ensure your social listening tools are in place

7. EXPERIENCE
Experience is increasingly becoming the differentiator and is
where many start-ups are winning. Are you client centric?
Big data and micro data are both key to understanding
customers and creating a personalised experience
Human-centred design. ‘Best practise’ is irrelevant. Human
nature is what matters
Getting retargeting right will give it a resurgence

8. WHERE IS MOBILE HEADED
Video on mobile (and elsewhere) continues to grow and become
better integrated. Consider vertical video
Augmented reality will begin to become more widespread, especially
on mobile devices
Will VR change web experiences again. Could this mean spherical
browsing?
Interaction has moved from type to click to touch. We are slowly
moving into voice, and gesture is coming up fast. Will thought be far
away?
App streaming may begin to change the way apps and devices function

9. SEARCH
Mobile searches overtook desktop in 2015
Optimise apps for search
Time to make sure your structured data markup is right
Content and engagement remains hugely important
Links remain key – volume and quality – give people a reason to
link to you

10. SEARCHMETRICS RANKING FACTORS

11. ALIGN AND INTEGRATE YOUR STRATEGY
Digital Marketing HRPR ValuesBrand Strategy
Content
Messaging
Design
Social
SEO
Spend
Resource
Technology
Mobile
UX
Analytics

12. KNOW YOUR ENEMY
Understanding decision making

13. PRESENTING YOUR STRATEGY
• 6S Framework TM
– Synopsis: Exec summary
– Scene setting: Background, goals
– Story: What are we doing?
– Sums: Financials
– Steps: Action plan with timescales
– Surprise: Be prepared

14. Thanks for listening
Simon Kingsnorth
@thekingsnorth
SHAMELESS
PROMOTION