An introduction to marketing strategy with a focus on relevance and digital.

1. Marketing Strategy:
University of Sheffield Skill Build
March 2017
Stephen Thompson - Head of Digital, University of Sheffield
@ratamahattass

2. About me
Start up, growth and large companies
Client and agency side
Account handling and strategy
Retail, Travel, Publishing and Education
Channel specific and integrated campaigns

3. Agenda
Key principles
Customer journey
Content
Culture and working practices
Future trends
Useful tools & resources

4. Countdown Conundrum

7. Right time
Right place / location
Right person
Right context
Right information
Right price / promotion

8. Key ingredients
Data and insight
Measurement
Testing and failing fast
Technology
Content
People

9. Customer Journey
(Digital)

10. Customer Journey to online
purchase
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search

11. Technical Onsite (content) Offsite (votes of confidence)

12. Source: http://searchengineland.com/seotable

13. PPC best practices
Source: http://www.wordstream.com/blog/ws/2013/03/22/modified-broad-match-for-beginners

14. Source: http://www.emailaudience.com/customer-lifecycle-communication-maximise-the-lifetime-value-of-your-customers/

16. BUT - People are mobile

17. Micro-moments
Thanks to mobile, micro-moments can happen at any
time, anywhere...
In those moments, consumers expect brands to address
their needs with real-time relevance

19. Mobile & Micro Moments
Context Intent Immediacy

20. Mobile & Micro Moments
Be There
• Anticipate the micro-moments for your
users and then commit to helping those
moments occur
Be Useful
• Be relevant to consumers’ needs in the
moment and connect people to the
answers they’re looking for
Be Quick
• Mobile users want to know, go, and buy
swiftly.
• Mobile experience should be fast and
frictionless
Connect the dots
• Measurement across devices, channels and
screens.
• Planning and measurement take these into
account and attribute accordingly

21. Moments of truth

22. Source: Brian Solis, 2013: http://www.briansolis.com/2013/11/the-ultimate-moment-of-truth-and-the-art-of-engagement/

23. Content: Visual + Image march on
Source: http://www.kpcb.com/internet-trends

24. Content and Visual Communication
Take into account the nuances and audience
expectations of a platform or device
Consider the viewing context eg multi-screen, strength of
connection
‘Brand’ fit and make it compelling

25. The 6 STEPPs of Contagious Content
Source: Criteria from Jonah Lehrer's book 'Contagious' on why certain pieces of content
do so well.... The Six STEPPS of Contagious Content
Social currency
Triggers
Emotion
Public
Practical Value
Stories

27. Culture & working practices

28. Source: https://www.distilled.net/blog/seo/building-a-t-shaped-skill-set/

29. Culture & working practices
Attributes: Adaptability, continuous learning, data,
creative, collaborative
Common tools & resources: Trello, Google Docs,
Slack, Whatsapp, Medium, Basecamp, IFTTT, Hubspot

30. Leadership
Leadership that’s globally collaborative and inclusive – communication,
relationships and trust
Inspiring others not be about our words, about our actions
Carefully balance our use of technology with maintaining human connections
Source: https://leadingincontext.com/2015/01/21/future-2/

31. Future trends and challenges
Automation
AI and speech
Internet of things and multiple
interfaces
Speed of progress
‘Dark’ channels
Content production

32. Useful Tools & Resources
• Google Planning Tools
• Search: https://moz.com/tools
• Social: Nuzzel, followerwonk,
buffer
• Analytics competitor tracking:
Ghostery plugin
• Free images such as pixabay
• Mary Meeker Internet Trends
• Techcrunch, Clickzdaily,
Econsultancy
• Google adwords / analytics,
Programmatic
• Seth Godin / Brian Solis

33. Final thoughts...
Data & technologies enable more sophisticated
marketing as we move to a segment of one
But the basic principles of marketing remain relevant

34. Thank you and
Questions
Stephen Thompson - Head of Digital, University of Sheffield
@ratamahattass