Search for Integration: How leading UK brands have delivered Success
•Als PPTX, PDF herunterladen•
0 gefällt mir•1,092 views
Nick Jones of I Spy discusses the importance of optimising the entire customer journey, giving examples from leading UK brands, expressing the importance of planning and measuring these journeys concluding in addressing how the face of search is changing.
![Today’s presentation ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (12)
Ähnlich wie Search for Integration: How leading UK brands have delivered Success
Ähnlich wie Search for Integration: How leading UK brands have delivered Success (20)
Mehr von I Spy Marketing
Mehr von I Spy Marketing (8)
Search for Integration: How leading UK brands have delivered Success
- 1. Search for Integration: How leading UK brands have delivered success
- 3. Optimising the entire customer journey – Jobsite success story
- 4. Multi Channel Marketing – Links of London success story
- 7. Optimising the entire customer journey
- 9. Look, feel, call to action and tone reflected across all media on and offline
- 10. Digital budgets aligned with offline campaign timings
- 11. “lateral keywords” bought in support of TV campaign
- 12. Massive push to achieve #1 position in natural search for “Jobs”
- 13. Sophisticated retargeting used to support search
- 15. Jobsite Integrated Marketing Social Display & Retargeting Search Facebook Advertising Mobile
- 17. Jobsite can increase their search engine visibility by 138% during TV activity
- 20. Ensure seamless communication across all channels
- 21. Drive online sales... but also...
- 22. Drive online customers in store
- 23. Encourage consumers to order online if out of stock
- 24. Collect email addresses in-store
- 25. Make the brand more accessible (iPhone apps)
- 26. Utilise social media as a customer service channel
- 30. Make the friendship bracelet an icon
- 32. Gave away 100’s of bracelets to people who followed clues to find gnomes
- 34. Facebook & Twitter to give clues
- 35. Comical content of gnomes at work on Youtube
- 36. The blog to increase content available about the hunt
- 38. What happened in the online hunts? Blog Twitter
- 39. The bigger picture
- 41. Social channels are invaluable
- 42. Sale of Friendships have continued to grow and exceed sales expectations
- 44. Giving search the X Factor Campaign Launch
- 45. EMEA Retail Jewellery Sales By Week
- 47. Schedule search activity to amplify the effect of all other activity and “close the loop”
- 48. Think laterally for opportunities in paid search
- 49. Optimise social media to amplify the effectiveness of natural search and offline channels
- 50. Understand how different devices work together
Hinweis der Redaktion
- A very strong background in not only Retail but luxury retail
- Brand interaction is becoming ever more complex. Brand messaging and identity must remain consistentsocial media and search creates demand and drives engagement, but it is very likely your customer will convert through another channel at a later date. Eg. Natural or Paid Search. Without tracking all touch points on the way to conversion brands won’t be correctly attributing value to channels that are making all the difference. This type of analysis is particularly important for websites selling more expensive products, with longer consideration periods. For example holiday makers booking their annual holiday.
- Jobsite paid search relays the same messaging and enforces Jobsites strong offline brand identityMax Beesley has renewed his Jobsite contract, the look, feel, call to actions and tone has been reflected in the paid search and display creative'sDigital budgets are aligned with offline campaign timings to help raise awareness and capture increased search demandPaid search is now seen as core activity, embedded into 360° media planning
- Jobsite paid search relays the same messaging and enforces Jobsites strong offline brand identityMax Beesley has renewed his Jobsite contract, the look, feel, call to actions and tone has been reflected in the paid search and display creative'sDigital budgets are aligned with offline campaign timings to help raise awareness and capture increased search demandPaid search is now seen as core activity, embedded into 360° media planning
- Jobsite paid search relays the same messaging and enforces Jobsites strong offline brand identityMax Beesley has renewed his Jobsite contract, the look, feel, call to actions and tone has been reflected in the paid search and display creative'sDigital budgets are aligned with offline campaign timings to help raise awareness and capture increased search demandPaid search is now seen as core activity, embedded into 360° media planning
- 3. Promotions that drive online customers instore4. Provide apps with full product catalogue and charm bracelet designer5. Customer service - who support all customers for all channelsand gaining feedback.6. Order online if they are out of stock7. Collect data in store and encourage people to sign up for emails8. Support events and exclusives though Social channels9. Staff to follow or be a fan so they are aware of all activity within the social arena.
- Launch with a multi channel campaignA campaign with a point of difference
- Campaign centred around a treasure hunt using the British icon – the garden gnomeAround the UKThree stages of clues leading to a public placenear the store where the gnome was hiding for 2hours on the day of the huntCampaign travelled across all channels. Starting by encouraging email database to follow clues on Facebook and Twitter for each hunt.50 bracelets were given away at each huntOne online hunt with 250 bracelets given away
- Email database to recruit and communicate informationFB + Twitter give clues for hunts and communicate directly to ‘gnome hunters’ – the gnomes were also tweetingYoutubechannel. This kept interest and momentum of the campaignBranded the website to build a ‘buzz’ around each huntShopping and local websites - to reach new customers and drive their interest and participation.
- Fans were helping each other to find the gnomeConstant communication with Links & other gnome huntersFans increased by 5000 in the run up to the huntLongevity of interaction lead to a demand for another gnome huntOnline content creation
- Campaign had gained momentum and hundreds of people were waiting for the gnomeLongevity of interaction on FacebookOffline to offline – one approachLots and lots of PR..
- Links very dedicated fans are very involved with the brand and the amazing advocatesSocial channels are an invaluable marketing tool for brandsManage the negative and turn it into a positive – being aware that Facebook always needs to be monitored and prepare to respond quicklySale of friendship bracelets have continued to grow and exceed sales expectationsFacebook fans have continued to grow and has now reached 37,000 fansSomething different works
- Friendship bracelet awarenessPaid ads bidding on X Factor contestants namesDay parting to maximise impression opportunityApproximately 30% increase in impressionsRebecca Ferguson – best CTRAiden Grimshaw – most clicks
- Paid Search ROI 12.50From 4% less media spend in 2009 (non I Spy), in 2010 (I Spy) we generated 298% more revenue and a 85% decrease in CPA – campaign running much more efficientlyX Factor campaign generated excellent brand awarenessFriendship bracelet awarenessPaid ads bidding on X Factor contestant namesDay parting to maximise impression opportunity