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 & Structure
5. Data & infrastructure
6. Integrated Customer Communications
7. Integrated Customer Experience
1 2 3 4 5
Digital
Jedi!
6 7

Aiming for digital marketing excellence
Digital
Capability
A. Strategic
Approach
B. Performance
improvement
Process
C. Management
Buy-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 roadmap
Agile strategic
approach
No KPIs
Limited
No specific skills
Limited / no
customer database
Not integrated
Website not integrated
Volume-based KPIs
No dashboards
Verbal support, but
inadequate resourcing
Core 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’ attribution
Business dashboards
Sponsorship and
increased investment
Centralised 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 CRO
Active championing
and appropriate
investment
Decentralisation and
reskilling
Integrated systems
and 360O data sources
Integrated,
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 OPTIMISED
YEAR 5
Best in class
digital marketing
YEAR 4
Competing
with digital
YEAR 3
Average
digital capability
YEAR 2
Developing
digital capability
YEAR 1
A digital
laggard

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 some
key 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
Prediction
60%
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 MARKETING
ADWORDS // LANDING PAGES

Search is not the only game in
town
YouTube
64%
Newspapers
& Magazines
55%
Facebook
56%
Pinterest
56%
Search
51
%
Retailers and
Store Visits
69%
Word of Mouth
(Friends, Family, Sharing
comments and reviews
online)
56%
How-to
videos
Product
Visualisation
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 Marketing
Where some actual design and creativity can be applied!

Content Marketing – Where to start
Low
Volume
Low ROI
High
Volume
Low ROI
High
Volume
High ROI
Low
Volume
High ROI
LINKEDIN
PROMOTED
POSTS
ADWORDS
GENERIC
FACEBOOK
CUSTOM
AUDIENCES
FACEBOOK
PROMOTED
POSTS
FACEBOOK
RETARGETING
INFLUENCED
PR
MEDIA RELATED
PR
INTEGRATED
CONTENT
CAMPAIGNS
SEO
GENERICSPONSORED
TWEETS
ADWORDS
REMARKETING
INSTAGRAM
ORGANIC
REACH
ADWORDS
TAIL
ORGANIC
REACH
ADWORDS
Product listing Ads
(PLA)
SEO
LONGTAIL
BLOG
MARKETING
ADWORDS
MOBILE
(ENHANCED
CAMPAIGNS)
ORGANIC
REACH

But I don’t have any content!
?

The Content Marketing Matrix
Entertain Inspire
CredibilityInform
EVENTS
COMPETITIONS
ARTICLES
QUIZZES
GAMES APPS CELEBRITY COMMUNITIES
FORUMS ADVERTISING
LEADERSHIP LOCAL PR
ENDORSEMENTS
TRENDS
INFOGRAPHICS
E-BOOKS
BLOGS
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-Bell
Head of Communications
Keltbray Group

Summer Competition
Announcement

…drum roll…

3rd Place Runner Ups
5 x £50 Virgin Experiences Voucher
Iain Christie – Haste Ltd
Lisa Crook – DTT
Linda Robinson – Metal Improvement Company
Jo Faithfull– Briars Dental Practice
Paul Broomham – Jones Robinson
…

2nd Place Runner Ups
2 x £100 Amazon Vouchers
Sandra Warnock-Horn – Dynasafe
Kristina 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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