Stephen Thompson discussed key principles for online marketing strategies, including focusing on data and insights, measurement, testing, technology, content, and people. He outlined the customer journey online from search and email marketing to micro-moments on mobile devices. Content should be visual, trigger emotions, and tell stories. Culture and tools that enable collaboration are important. Future trends include automation, AI, IoT, and new interfaces. Measurement across channels is also important to understand the full customer experience.

1. Online Marketing Strategy:
University of Sheffield Management School guest lecture
Stephen Thompson - Head of Digital
University of Sheffield
@ratamahattass
Nov 2016

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

3. Agenda
● Key principles
● Online customer journey
○ search & eCRM
○ micro moments
○ moments of truth
● Content
● Culture and working practices
● Future trends
● Useful tools & resources

4. Countdown Conundrum
Countdown Conundrum

5. Relevance

6. Relevant Image

7. Relevancy
Right time
Right place / location
Right person
Right context
Right information

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

9. Online / Digital
Customer
Journey

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. SEO (search engine
optimisation) is the on-going
process of improving a
websites’ presence within the
natural/organic results within
search engines.

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

13. Moz Tools
https://moz.com/tools

14. Paid Search - Search engine
marketing (SEM) involves the
promotion of websites* by
increasing their visibility in search
engine results pages (SERPs)
primarily through paid advertising

15. PPC best practices
Start broad and hone down to more exact -
budget permitting
Modified broad match as standard
Increase your quality score
Aim to show ads throughout the day
Ongoing testing of adverts and landing
pages
Source: http://www.wordstream.com/blog/ws/2013/03/22/modified-broad-match-for-beginners

16. Google adwords
and keyword
planner
https://adwords.google.com/ko/KeywordPlanner/Home?__c=9977250187&__u=2992353547&authuser=0&__o=cues#search

17. eCRM and email
marketing

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

21. BUT - Online access is mobile

22. 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

24. Mobile & Micro
Moments
Context
Intent
Immediacy
● 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 should take these into
account and attribute accordingly

25. Moments of truth

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

28. Content - Visual + Image continue to rise
Source: http://www.kpcb.com/internet-trends

29. Content and Visual Communication
Plan content to take into account the nuances and audience expectations of a
platform or device
Consider the context content will be used in eg multi-screen, strength of
connection
‘Brand’ fit and make it compelling

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

31. Culture & working
practices

32. Culture & working practices
The future of leadership is globally collaborative and inclusive –
communication, relationships and trust will be crucial
Inspiring others through our leadership will not be about our words, it will be
about our actions
We will need to carefully balance our use of technology with maintaining
human connections
Source: https://leadingincontext.com/2015/01/21/future-2/

33. Culture & working practices
T-shape: Broad knowledge but some deep speciality
Attributes: Adaptability, continuous learning, data, creative, collaborative
Common tools: Trello, Google Docs, Slack, Whatsapp, Medium, Basecamp,
Evernote, IFTTT, Hubspot

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

35. A few future trends and challenges
Automation
AI and speech
Internet of things and multiple
interfaces
Speed of progress
‘Dark’ channels - ie sharing via email
and messenger apps

36. Useful Tools & Resources
Google Planning Tools
Search: https://moz.com/tools
Social: Nuzzel for what people are talking about
Analytics competitor tracking: Ghostery plugin
Google adwords / analytics
Mary Meeker Internet Trends
Techcrunch
Clickzdaily
Econsultancy
Programatic
Seth Godin / Brian Solis

37. Final thoughts...
Data and technologies will enable more and more sophisticated ‘digital’
marketing
But the basic principles of marketing remain relevant

38. Relevance

39. Thank you and
Questions