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


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


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.


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?


http://thrive.cardiff.ac.uk/





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!)


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


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



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Digital Marketing Head-first - Dive in like a pro

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