Digital marketing a quick run through
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Digital Marketing
A quick run through
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Today
• Drivers of digital marketing
• Digital marketing channels/tools
• SEO and PPC
• Malthouse Engineering example
• The future
• Some useful stuff
If you don’t understand, ask
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When we talk about digital marketing
what are we talking about?
Can you name some of the tools/ channels?
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Digital
Marketing
Pay Per Click
Affiliate
Measurability
ROISocial Media
SEO
Digital Display
Interaction
Linked in
Relationships
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Why has digital marketing become so popular – some of the key drivers
• Relationship building
• Measurability
• Cost
• Responsiveness
• Targeting
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Relationship building
• Relationship building is key for longterm retention
• Creating value for relationship is easier
• Maintaining regular communication is aided through digital methods– Amazon emails suggesting products I may like
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Responsiveness
• Campaign development speeded up
• No long lead times to creation (compared to TV/Print/Radio)
• BP good example, very soon after oil leak they were buying up keywords to direct people to their site and their communications– Oil spill/gulf of Mexico response
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Cost
• Increasing pressure from senior management to reduce costs
• Heightened by downturn
• Use of digital channels is highly cost effective
• See example
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Example• Promoting a national art exhibition• Identified 4000 people within a 50 miles radius fitting into
predefined criteria• Worked with designers to create invites• Worked with printers to print them• I then stuffed envelopes with help• Then we posted them
• How many responded????• 67 responded, 11 said they weren't coming
• Why so low?• How many received invited/how many
looked at invite?• How many wanted more information?• How many saw it and read and will come?
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CostingsPostage Email
List of names
Invites (design/print)
Postage/Sending
Cost of help
Total
£395
£500
£1200 (4000x0.32)
£30 for 2 people @ 5 per hr
£2125
£395
£0
£80 (£0.02 x 4000)
£0
£475
Could have saved £1650
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Measurability
• Above all digital marketing offers substantial opportunities to measure everything
– Return on investment/engagement/behaviour
• Website usage – now possible to understand how sites are navigated so as to better optimise it
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Targeting
• Increased opportunities to targetdifferent audiences down to the 10’s or 100’s
• Means less wastage of cash
• Greater chance of getting desired response due to targeting
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Targeting example – using facebook adsA new website with a niche audience
• Go to create a ad on facebook and select the target audience
• Lets suppose I want to start a dating agency in Wolverhampton
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Targeting example – using facebook ads
• Just want to target people between 18-23 who are women
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Targeting example – using facebook ads
• Just want people who are interested in fishing
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Targeting example – using facebook ads
• Just want to target women who are interested in other women
• Women who are already in relationships
I now have my audience of 60 people who I can send targeted ads to
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Tools of digital marketing
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Website• A well designed website is the primary tool of
digital marketing
• Understand why you have a website –sales/leads/information/ creditability of your org
• Taking note of design techniques– F zone
– Usability testing
– Clear layout
– Short concise text
• Calls to action to get people to provide your desired response – eg register for a newsletter
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Calls to action
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Eye tracking – f zone
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Understand usage and make site easier to use and more relevant
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• Has suffered in recent times due to spam – email providers are becoming more savvy to spammers and starting to blacklist senders
• Can provide significant cost savings and provide in depth insights in to recipient responses
• Great for maintaining cost effective communications and developing relationships
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Digital display
• Banners – along the top
• Skyscrapers – down the side
• Mid page units – in the middle
• Can be specifically targeted to individual based on browsing behaviour - remarketing – james caan
– http://www.hallam.biz/blog/2011/01/james-caan-is-stalking-me-remarketing-gone-scary.html
• Can be based on website demographics
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Social Media• Is social media a fad? - http://youtu.be/sIFYPQjYhv8
• United breaks guitars– Travellers guitar broken during flight with United Airlines– They don’t offer good service and traveller wrote a song and
posted it– http://www.youtube.com/watch?v=5YGc4zOqozo– 10mil views and share price dipped by 10% = $180mil
• Walmart virals– http://www.youtube.com/watch?v=hsvAj6qfmFQ
• Seen by over 2million people – minimal cost good WOM
• Mystarbucks idea– Good for customer service and relationship building
• http://mystarbucksidea.force.com/
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Mini case
• Interactive Amy ordered a dominos which was delivered 1hr late and was the wrong pizza
• Tweeted - “hardly any room for human error, but still a mistake.”
• Got a reply from local store manager who promised to make it up to her and also sent a video apology
• http://www.viddler.com/explore/dpzramon/videos/19/
• Organisations using social media to identify service failure – recover business and now used as a prime example of how to use these channels –all at no cost and providing greater PR
• Read more at http://www.socialmediaexaminer.com/chicago-pizza-guy-creates-social-media-domino-effect/
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A key statistics to remember
• About six in 10 (59%) online shoppers say user-generated customer product reviews have a significant or good impact on their buying behaviour.
• WOM still key in influencing purchases but now its online
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Search Engine Marketing (SEM)
• When we talk about SEM we refer mainly to Google
– 85% of global searches http://marketshare.hitslink.com/search-engine-market-share.aspx?qprid=4
• Googles aim since creation is to offer users sites that are relevant to what they are looking for – this underpins all developments they do
• How do they do this
– Your site is scanned for keywords and matched up to what has been searched for
– The HTML code is scanned to find info which tells googlewhat your sites about
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Search Engine Optimisation
• Getting to the top of the natural results
• Through a number of activities such as
– HTML tags
– Links – quantity/quality
• Split in to on page and off page factors
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SEO on page factors
• HTML tags
– Title tags – put in your keywords
– h1/h2/h3
• Images – give them “alt” names that are relevent to your content
• Text – make sure it contains relevant keywords
• Internal links – will help google find its way around your site
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SEO off page• Links and lots of them
– Make sure they are good quality and relevant
• Ways of getting links– Use forums
– Directories
– Blogs
– Social media
– Loads of other methods
• Be careful and be google legal -http://www.nytimes.com/2011/02/13/business/13search.html?_r=1&src=tptw
• Should ideally be from related sites – seen as a better quality link
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Pay Per Click
• Google displays your advert based on the keywords searched for and how much you pay google per click
• Pay Google or other search engines on a Cost Per Click basis
• CPC is worked out by Google on the amount of people bidding for a word or phrase
• Adds displayed based on bid price and quality score
• Quality score = CTR, Loading time of Landing Page, Landing page relevancy, relevancy of creative to keyword and natural SEO
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Malthouse Engineering Example
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Work done
• Identified keywords using Google keyword tool and other means – eg asking customers
• Used google analytics to understand website usage
• researched the work carried out by the competition and copied the good bits
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Paid Search Example
Steel Profiling Ad Copy
Steel Flame Cutting Ad Copy
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Results• An increase in website usage by 922%
• Spend of £7500 in last 18 months
• Received over £800,000 enquiries in return
• Website better optimised for users and continually reviewed
• Social media has been used to show facilities through youtube and engage with customers and local press through twitter – resulted in increased business
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Mobile
• Mobile phones will overtake PCs as the most common web-access devices worldwide by 2013
• Ties in with TV viewing, 71% learn more about a product or service having seen an ad, 68% use it to find the best price for a product. – Direct Response from TV ads
• Not just young people - More than twice as many people age 55 and older visited social networks on their mobile phone in 2011 compared to Q3 2010, according to data from Nielsen’s. That’s a jump of 109% year-over-year.
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The future
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Summary
• Digital marketing growing due to
– Cost effective communications
– Need to build relationships that maximises revenue through reduction in cost compared to traditional marketing
– Measurability provides greater justification for use of digital over traditional channels
– Superior targeting – behaviour/use
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Useful stuff – all free
• http://www.davechaffey.com/ - leading digital marketing author/academic
• http://www.sitevisibility.co.uk/impodcast/ - leading ukpodcast
• http://www.smartinsights.com/ - useful blog articles
• http://mashable.com/ - good for spotting trends
• http://www.iabuk.net – internet advertising bureau –lots of interesting case studies
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The end
Questions?