Digital Marketing Academy Session 1: Bootcamp Phil Blything – Glow New Media.
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Transcript of Digital Marketing Academy Session 1: Bootcamp Phil Blything – Glow New Media.
Welcome
• Intro & Domestic Brief• Case study discussion – Chatham house rule• Timings for today
– 09:30 – 12:00 Part 1– 10:30 - 11:00 Lunch– 12:30 – 14:00 Part 2
Principles of Digital Marketing
• So what is Marketing anyway?
Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. [Wikipedia]
The Rise of Digital
• Phenomenal growth of digital channels• Ubiquitous broadband• Entry of Gen X & Y into decision making roles• Measurability & Accountability• Rapid R.O.I.• Google vs. Channel 4
The Holy Grail of marketing – Measurable R.O.I.
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
John Wanamaker
The promise of Digital
• EVERYTHING IS MEASURABLE
• So measure everything• Including R.O.I. and Conversion• Find out what works• Do more of what works• Stop doing what doesn’t!
Pull vs. Push
• Search: The empowered customer• Digital: Direct marketing is far from dead
Pull Methods Push Methods
Websites Direct Email Marketing
Blogs RSS Feeds
Pay Per Click SMS / Text Messages
Search Engine Optimisation Social Media (most…)
Bluetooth Marketing
Viral Marketing
Search Marketing (SEO, SEM)
Summary: “Nice work if you can get it, but everybody else wants to be No.1 too…”
Pros Cons
Huge potential Often underperforms
Low ongoing cost Complex and difficult
Residual effect Long lead times
Highly targeted Time intensive
Easy to view competitors strategy
Competitors can see your strategy
Search Marketing (SEO, SEM)
On Site Factors (Google uses over 200 factors…)
Positive Factors Negative Factors
Keyword presence Text in graphics
Keyword location: location (Title, URL, Tags, H1, H2, H3, Links)
“Keyword stuffing”
Keyword Density Linking out to “link farms”
Keyword Proximity Use of “Meta Refresh”
Site Structure FLASH
Accessibility & Build Quality Single Pixel Links
Age of Page Doorway Pages
Freshness of page Duplicate Content
Site Size
Search Marketing (SEO, SEM)
Off Site Factors Positive Factors Negative Factors
Pagerank* Zero / low inbound links
Inbound links Link buying
Anchor text of inbound link* Cloaking
Keyword density of referrer Content theft
DMOZ listing*
Site age*
Page selection rate
Time spent on page
Search Marketing (SEO, SEM)
General Advice
• Know what you want to achieve and focus on it• Write down your keywords – an imaginary list is no good• Put some time in the diary (even an hour a month)• Create useful content• Good for humans = good for search engines• Long tail keywords are ripe for the taking• Google local
Paid Search or Pay Per Click
Summary: “…Google doesn’t make 24 billion dollars a year for nothing…”
Pros Cons
Instant Increasingly competitive
Controllable Complex
Pay only for clicks “Click fraud”
Easy to be average Difficult to be good
Reach user when they are interested
Passive
Paid Search or Pay Per Click
Providers• Google Adwords (Market Leader)• Yahoo Search Marketing (formerly Overture)• Microsoft adCenter
Paid Search or Pay Per Click
General Advice
• Paid search is not for everybody• Approach with caution• Start small• Do set daily limits and regional targeting if appropriate• Always, Always use analytics with paid search• Do your keyword research – Google get paid whatever• Long tail keywords / Buyer keyword sets
Metrics & Analytics
Summary: “…In the land of the blind, the one eyed man can have some serious fun…”
Pros Cons
Cheap Er…
Effective
Market intelligence
Identify what’s working
..and what's not
Metrics & Analytics
Google Analytics• De facto standard analytics package• http://analytics.google.com
Metrics & Analytics
Summary & Tips• Use analytics• If you have goals, measure them• You can measure actual cash• “Network Location” - pre-empt opportunity• Spot trends and capitalise on them
Email Marketing
Summary: “…unrivalled success if done right, disastrous if done wrong…”
Pros Cons
Instant results Needs some level of skill
Highly targeted Stringent legal requirements
Rapid R.O.I. Many pitfalls
Direct response Possible –ve brand impact
Measurable
Market intelligence
High volume broadcast
Email Marketing
Case Study: Liverpool Chamber of Commerce• Exemplar of best practise• Membership organisation• 6000+ Email List• Relationship building• Valuable content• Personality• Positive brand reinforcement• Measure, Improve, Measure, Improve
Email Marketing
Since upgrading:• Doubled click-through rate (from 19% - 50%)• Created revenue stream from advertising• Reduced print and mailing costs• Gained info about which events are popular• Achieved R.O.I.• Modernised and built on an established brand• Bookings for adverts 3 months in advance
Process & Conversion Optimisation
Summary: “…all the prospects in the world won’t help you unless you can actually sell…”
Process & Conversion Optimisation
Pros & Cons
Pros Cons
Big payoff Difficult to get right
Residual benefit Painstaking A/B Testing
Increased turnover
Increased profit
Process & Conversion Optimisation
What can be optimised?• Contact forms• Order forms• Press releases• Navigation• Automated emails & sms• Newsfeeds & RSS• Layouts• Website copy• Offline copy
Process & Conversion Optimisation
How can it be optimised?• Contact forms – required fields only, pre populate• Order forms – required fields only, pre populate• Press releases – calls to action, links, keyword rich copy• Navigation – pay attention to how users use your site. Modify accordingly.• Automated emails & sms – calls to action, links• Newsfeeds & RSS - calls to action, links• Layouts – split test, usability testing• Website copy – keywords, calls to action, links• Offline copy – keywords, calls to action
Social Media
Pros & Cons
Pros Cons
Free / Cheap Can be a Time Sink
Manage a wide social network Not very measurable
“Narrowcast” PR
Social Media
Types Facebook Great for managing and growing a large contact list, keeping up with business gossip and organising events.
Twitter Immediate, good for disseminating short, time sensitive snips of info.
LinkedIN Good for looking up specific contacts you might need and finding people who can introduce you.
Flickr Very busy, source of traffic for anyone with good images.
YouTube Great for “narrowcasting” presentations
MySpace Good for Bands / Musos / Clubs
Social Media
General Advice• Social media isn’t evil...• …but it can be a time sink• Focus your efforts• Use social media wisely• Consider two profiles• Use the right tool for the job
Mobile Marketing
Summary: “…an inbox in your pocket – Mobile marketing should be approached with caution…”
Pros Cons
Wide reach Limited
Personal Invasive
Gets attention -ve brand impact
Immediate Low trackability
Can be offensive
Expensive
Viral Marketing
Summary: “…wouldn’t it be great if… our customers all told their friends about us!...”
Pros Cons
Can be amazingly successful But rarely is
Grow contacts list Needs seeding
“Link bait” Risky
Reach audiences otherwise not accessible
Guerrilla Tactics
Six things you can do today• Use an email signature, for all staff in every email. Link to your site VISIBLY• Add a call to action into your email sig: Offer / Promo / Download• Get analytics. If you have it, find the last three customers who visited• Write a short article about one of your products / services• Make a list of key metrics. Are you measuring them? What are they telling
you?• Find conversion points for your site. Could they be more effective? Fix
them.
Glow New Mediawww.glow-internet.com
Phil: [email protected]: http://uk.linkedin.com/in/blything Twitter: @phildrus