Digital Marketing Head-first - Dive in like a pro

Digital marketing head-firstPart 1: Marketing your organisation

@precedentau #PrecSem

Digital marketing head-firstPart 1: Marketing your organisation

@precedentcomms #PrecSem

digital marketing done right

digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.

individual problems and culture because without a custom fit, you are missing the point.

“Why doesn’t our site workon my new iPad? We shouldreally make an app.”

“Big brands get to do all theadventurous stuff online. Others can barely tweet.”

“Big brands get to do all theadventurous stuff offline. The web follows after.”

four tactics to victory

Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.

Invasion

Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.

outpost

Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.

MISSILES

- Product Listing Ads- Click to Call Ads- Bottom of Page Ads- Mega Site Links- Social Ad Extensions-Remarketing- Map/Location Ad Extensions- Chat Ads- Email Ads

Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.

SNIPERS

digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.

Military strategy“Forewarned, forearmed;to be prepared is half the victory.”

SEOSEO missions“People know us for x but not y.”“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”

Tactic 1: SEOAudience SEO missions“How do we drive more traffic to the website?”“How do we raise the profile of our podcasts on iTunes U?”

Tactic 1: SEO

Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases

Nearly 13 million views for the cost of one email

Tactic 1: SEOAudience SEO missions“How do we drive more traffic to the website?”

Tactic 1: SEOAudience SEO missions“How do we raise the profile of our podcasts on iTunes U?”

Tactic 1: SEOSocial media missions“People don’t know us enough.”“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”

Tactic 1: SEOAudience Social media missions“We could provide daily advice.”“Members don’t use all the benefits.”“Members can swap advice.”“They should refer their colleagues.”

Tactic 1: SEO

Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERY active ambassadors

victory

Tactic 1: SEOPPC missions“We’re about to do a launch.”“We’ve got a market to fill.”“We need aggressive SEO.”“We have a specific problem.”

Tactic 1: SEOAudience PPC missions“How do we recruit new members?”“How do we increase our fundraising with paid advertising?”

Tactic 1: SEO

Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period

victory

Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”“There are so many thingsour customers should know!”

Tactic 1: SEOAudience Email missions“How do we get people to renew their subscription?”“Our email CTR is really low. How do we make them more interesting?”

Tactic 1: SEO

Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.

victory

digital marketing can match your individual problems and culture because it’s designed to be custom fit.

end of part 1

Digital marketing head-firstPart 2: Creating integrated campaigns

campaigns done right

campaigns are the only way to market digitally because without targeting you’re just paying to spam.

campaigns are the way to market digitally because without targeting you’re just paying to spam.

It’s 2011 and the question is:How do you market to this?

@precedentcomms #PrecSem @precedentau #PrecSem

The landscape, audience, proposition – everything had changed.

Cardiff University had to change

its strategy and fast, or risk the greatest losses.

Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.

Sun Tzu, Art of War @precedentau #PrecSem

The MissionThe ClimateThe GroundThe LeadershipThe Method

The Mission:

Who is your target and what is your objective?

The Climate:

What’s the competitivelandscape? What’s thebehaviour of the target users?

The Ground:

Is the territory familiar?Is it familiar to the competition?

The Leadership:

How will it be managed?Who will plan and carry out actions?

The Method:

What tactics will beused and why? How will you handlethe response?

The Method:Which tactics will be used?How will they be plannedand implemented?

It’s 2012 and the question is:Did it work?

UK-wide press coverage and celebrity endorsement.

Over 1200 subscribers actively engaged on Facebook.

UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)

THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)

campaigns are the only way to market digitally because without targeting you’re just paying to spam.

campaigns are the only way to market digitally because with targeting you can target and adapt.

So, what is user experience (UX)?

How a person feels about using a product, system or service

UX is not ...

Just about interface designJust about usabilityJust about your usersJust about technologyJust about content

Visibility

Orientation

Interaction

Extension

Retention

Reputation

what’s your next digital marketing mission?

man your next digital marketing mission

digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem

Invasion

OUTPOST

Missile

Sniper

Sniper?

80 expertsstrategy & research

branding & communicationsuser centred design

development & hostingdigital marketing

6 sectorsmembershipgovernment

educationhealth

not for profitdestinations

digital marketing must match your individual problems and culture because without a custom, you are missing the point.

5 officesMelbourne

PerthLondon

EdinburghCardiff

22 yearsexperience

qualitystability

loyaltyresults

Find our Precedent group on LinkedIn to find out more about our seminars, share ideas and quiz the Precedent team.

@Precedentau for industry trends, tips, seminar info and other insider stuff and tweet today with #PrecSem.

Digital Marketing Head-first - Dive in like a pro

Business

Transcript of Digital Marketing Head-first - Dive in like a pro

Dive Master Pro Diver

Mini Pro Series - Coastal Facility · Professional Series Metal Tray Section Sheet Metal Screws Slotted Pan Head .....43 Phillips Pan Head .....43,44

Brand new Corum Bubble Dive Bomber – Shark Head … fileBrand new Corum Bubble Dive Bomber – Shark Head Chronograph This special edition is a salute to the flying tigers, the most

DIVE CLUB FURAVERI PRICE LIST · 2017. 12. 14. · DIVE CLUB FURAVERI DIVE CLUB FURAVERI PRICE LIST DIVING -TANK & WEIGHTS ONLY USD Orientation Dive/Housereef 60.00 Single Dive 81.00

Recreaction Activity Booklet · 2019. 11. 16. · Orientation dive Per dive from the first dive USD 90 Night dive supplement Per dive in addition to the diving rate USD 10 EXTRA GUIDING

2009 DIVE BORNEO - proteaviaggi.it · PADI Dive Training & Education Program Boat dive schedule: 1st boat dive - 0800am 2nd boat dive - 1100am 3rd boat dive - 1500pm † 3 boat dive

PRO-10 Operators Guide - Tallinn Universityrajaleid/manuals/Vinten_Pro10_3809_8_EN.pdfThe protouch Pro-10 system from Vinten comprises a Pro-10 pan and tilt head, a Pozi-Loc two-stage

Decompression, Dive Tables, and Dive Computers Unit 5: Decompression n Nitrogen and Diving. n Dive Table Overview. n Dive Table Organization. n Dive Planning.

Divers to Dive #3 · 2020-04-19 · Divers to Dive #3 3 Sufi master, privately, what had been happening during my meditations, he went pale, shook his head, said oh dear several times,

PRO DIVE MEXICO · the clear, mystic waters of an ancient Mayan cenote. Professional underwater video services are available to document your dive vacation of a lifetime. Take your

DISTRICT PLANNING AMR - APARD Hyderabad Pro. R. Suryanarayana Reddy Centre Head, CDP&A.

PRO PLUS 3 - Oceanic Worldwide · pro plus 3 operating manual © 2002 design, 2012 doc. no. 12-5332-r01 (11/19/12) pro plus 3 dive computer operating manual. 2 pro plus 3 operating

Head Modules proAT Head & Tongue Actuator · 2019. 10. 12. · Datasheet Head Modules. pro. AT Head & Tongue Actuator. pro. AT Head & Tongue Actuator. Dimensional Drawing. Images

Model Name Status Manufacturer - The Adventurous Boomer...Chill Pass Head Extreme Elite Pass HEAD Extreme Lite Pass HEAD Extreme Pro Pass HEAD Extreme Pro L Pass HEAD Extreme Tour

Crowdfund like a PRO! 10 questions to dive into the minds of 3 crowdfunding gurus!

Wakatobi Resort and Pelagian Dive Yacht€¦ · of special services that include private dive and snorkel guides, private boat charters and on staff pro-level imaging support. In

2020-10 Pumpkin dive fun...Alberta Adventure Divers Oct. 3, 2020 newsletter 2020 Mystery Dive & Pumpkin Dive Incredible fun at our pumpkin dive. Winter dive store hours. This is a

Aladin Pro Dive Computer - BitsOfMyMind

Geo Pro Inc Head Loss Tables

Predix Deep Dive - General Electric€¦ · Predix Deep Dive Vince Campisi, Chief Information Officer (CIO), GE Digital Himagiri Mukkamala, Head of Engineering, GE Digital David Farrell,