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Digital Strategy - Vertical IT

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Slide from my presentation for Vertical It event on 31st October 2013

Veröffentlicht in: Business, Technologie
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Digital Strategy - Vertical IT

  1. 1. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  2. 2. INBOUND MARKETING: A CUSTOMER JOURNEY Got a question? @googledave @phcreative
  3. 3. Got a question? @googledave @phcreative
  4. 4. Got a question? @googledave @phcreative
  5. 5. Got a question? @googledave @phcreative
  6. 6. Got a question? @googledave @phcreative
  7. 7. Got a question? @googledave @phcreative
  8. 8. Got a question? @googledave @phcreative
  9. 9. Got a question? @googledave @phcreative
  10. 10. Got a question? @googledave @phcreative
  11. 11. INBOUND MARKETING BUYING CYCLE Got a question? @googledave @phcreative
  12. 12. Got a question? @googledave @phcreative
  13. 13. BUT. IT TAKES. EFFORT. Got a question? @googledave @phcreative
  14. 14. Got a question? @googledave @phcreative
  15. 15. Got a question? @googledave @phcreative
  16. 16. Got a question? @googledave @phcreative
  17. 17. Got a question? @googledave @phcreative
  18. 18. GOOGLE UDPATES HUMMINGBIRD What does it mean…. • Improved semantic and contextual understanding – pages matching meaning not just keywords • Keywords, context, location, device, experience • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? • Content must have unique value for your persona’s • You need to become an authority in your space with USP’s Got a question? @googledave @phcreative
  19. 19. GOOGLE UDPATES HUMMINGBIRD What does it mean…. • Be fit for mobile and multiple devices (mobile responsive) • Re-confirms that fast SEO is dead and you need to put effort in across all relevant digital disciplines … and so it should be • Identify intent, needs, problems and become the authority in your business area • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! • Build trust, be authentic, be sincere Got a question? @googledave @phcreative
  20. 20. Got a question? @googledave @phcreative
  21. 21. Got a question? @googledave @phcreative
  22. 22. Got a question? @googledave @phcreative
  23. 23. CONVERGANCE OF DIGITAL MARKETING Got a question? @googledave @phcreative
  24. 24. But what does it really mean…? Got a question? @googledave @phcreative
  25. 25. Optimise for humans Got a question? @googledave @phcreative
  26. 26. THROUGH SCIENCE AND ART Got a question? @googledave @phcreative
  27. 27. Got a question? @googledave @phcreative http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html
  28. 28. Got a question? @googledave @phcreative
  29. 29. Got a question? @googledave @phcreative
  30. 30. Got a question? @googledave @phcreative
  31. 31. PSYCHOLIGICAL MIND HUMAN BRAIN SIMPLIFIED Human • Logical thinking • Evidence based • Facts, figures, benefits • Rational • In context and with perspective • Shades of grey, balanced judgment • Fact, truth Got a question? @googledave @phcreative Chimp • Emotional thinking • Jumps to opinion, conclusions • Emotive, empathy, anger! • Irrational, • Catastrophic • Emotive judgment • Feelings, impressions, gut instinct http://www.chimpparadox.co.uk/
  32. 32. HUMAN EMOTIONS THAT HELP ‘IT’ GO VIRAL Key Learning's • Write compelling titles • Use strong emotional drivers to make people care and share your content • Create content the strikes the correct emotional chords with your persona’s • Tie your brand to an emotional message and tell stories that connect with emotion • Get closer and be more personal to you audience • Consider the Public Good (Dumb ways to die) Got a question? @googledave @phcreative http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-goviral/?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow
  33. 33. Got a question? @googledave @phcreative
  34. 34. Shhh… I let you into a secret Got a question? @googledave @phcreative
  35. 35. Shhh… I let you into a secret Some of us have been doing this for years! Got a question? @googledave @phcreative
  36. 36. Its just bloody good marketing Got a question? @googledave @phcreative
  37. 37. Got a question? @googledave @phcreative http://www.sethgodin.com/sg/books.asp
  38. 38. Got a question? @googledave @phcreative http://www.youtube.com/watch?v=cDJMqNC5tLc
  39. 39. Got a question? @googledave @phcreative
  40. 40. Got a question? @googledave @phcreative
  41. 41. Got a question? @googledave @phcreative
  42. 42. Got a question? @googledave @phcreative
  43. 43. Got a question? @googledave @phcreative
  44. 44. PERSONA MAPPING Got a question? @googledave @phcreative
  45. 45. Workshop s Got a question? @googledave @phcreative
  46. 46. EMPATHY MAPPING Got a question? @googledave http://www.businessdesigntools.com/2011/12/empathy-mapping/ @phcreative
  47. 47. Got a question? @googledave @phcreative
  48. 48. CONTENT PILLARS Got a question? @googledave @phcreative
  49. 49. Once you know what they look like Do your homework and find their influencers and their communities Follow me @googledave to receive this free guide Got a question? @googledave @phcreative
  50. 50. Got a question? @googledave @phcreative
  51. 51. Got a question? @googledave @phcreative
  52. 52. Got a question? @googledave @phcreative
  53. 53. Got a question? @googledave @phcreative
  54. 54. @googledave @phcreative #HDevents
  55. 55. Got a question? @googledave @phcreative
  56. 56. Got a question? @googledave In association with Mersey Maritime @phcreative
  57. 57. Got a question? @googledave @phcreative
  58. 58. Got a question? @googledave @phcreative
  59. 59. Got a question? @googledave @phcreative
  60. 60. Write or video the process to leverage the results online.
  61. 61. Got a question? @googledave @phcreative
  62. 62. Got a question? @googledave @phcreative
  63. 63. Got a question? @googledave @phcreative
  64. 64. Got a question? @googledave @phcreative
  65. 65. Got a question? @googledave @phcreative
  66. 66. Don’t ignore Second largest search engine Third largest social channel Got a question? @googledave @phcreative
  67. 67. 40% YouTube views in the UK are on a mobile Phone Pages with video are 53% more likely to appear on page1 of Google 41% higher click-through rate than plain test results in search 57% average improvement conversions Got a question? @googledave @phcreative
  68. 68. Show some passion! Got a question? @googledave @phcreative
  69. 69. PEOPLE CAN FORGET WHAT YOU SAID OR DID… Got a question? @googledave @phcreative
  70. 70. Got a question? @googledave @phcreative
  71. 71. Got a question? @googledave @phcreative
  72. 72. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE Got a question? @googledave @phcreative
  73. 73. Got a question? @googledave @phcreative
  74. 74. Got a question? @googledave @phcreative
  75. 75. Got a question? @googledave @phcreative
  76. 76. Pages Content Landing pages Copy / Message Traffic Device Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural Got a question? @googledave @phcreative
  77. 77. Got a question? @googledave @phcreative
  78. 78. SCIENCE FICTION SCIENCE FACT Got a question? @googledave @phcreative
  79. 79. Siri Voice activated computer Knight Rider Got a question? @googledave @phcreative
  80. 80. Terminator Google glass Real-Time Visuals Got a question? @googledave @phcreative
  81. 81. Transparent Touch Screens Minority report Got a question? @googledave @phcreative
  82. 82. Thought Control Devices X-Men Got a question? @googledave @phcreative Interaxon Muse
  83. 83. DIGITAL MARKETING ECO-SYSTEM Got a question? @googledave @phcreative
  84. 84. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  85. 85. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  86. 86. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  87. 87. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  88. 88. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  89. 89. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  90. 90. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  91. 91. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
  92. 92. Got a question? @googledave @phcreative
  93. 93. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a question? @googledave @phcreative

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