Marketing strategy - skills build lecture
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Marketing Strategy:University of Sheffield Skill BuildMarch 2017
Stephen Thompson - Head of Digital, University of Sheffield@ratamahattass
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About meStart up, growth and large companies
Client and agency side
Account handling and strategy
Retail, Travel, Publishing and Education
Channel specific and integrated campaigns
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AgendaKey principles
Customer journey
Content
Culture and working practices
Future trends
Useful tools & resources
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Countdown Conundrum
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Right time
Right place / location
Right person
Right context
Right information
Right price / promotion
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Key ingredients
Data and insight
Measurement
Testing and failing fast
Technology
Content
People
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Customer Journey (Digital)
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Customer Journey to online purchase
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search
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Technical Onsite (content) Offsite (votes of confidence)
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PPC best practices
Source: http://www.wordstream.com/blog/ws/2013/03/22/modified-broad-match-for-beginners
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Source: http://www.emailaudience.com/customer-lifecycle-communication-maximise-the-lifetime-value-of-your-customers/
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BUT - People are mobile
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Micro-momentsThanks to mobile, micro-moments can happen at any time, anywhere...
In those moments, consumers expect brands to address their needs with real-time relevance
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Mobile & Micro Moments
Context Intent Immediacy
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Mobile & Micro MomentsBe There
• Anticipate the micro-moments for your users and then commit to helping those moments occur
Be Useful
• Be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for
Be Quick
• Mobile users want to know, go, and buy swiftly.
• Mobile experience should be fast and frictionless
Connect the dots
• Measurement across devices, channels and screens.
• Planning and measurement take these into account and attribute accordingly
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Moments of truth
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Source: Brian Solis, 2013: http://www.briansolis.com/2013/11/the-ultimate-moment-of-truth-and-the-art-of-engagement/
Image source:https://www.flickr.com/photos/briansolis/10784586894/sizes/l
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Content: Visual + Image march on
Source: http://www.kpcb.com/internet-trends
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Content and Visual CommunicationTake into account the nuances and audience expectations of a platform or device
Consider the viewing context eg multi-screen, strength of connection
‘Brand’ fit and make it compelling
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The 6 STEPPs of Contagious Content
Source: Criteria from Jonah Lehrer's book 'Contagious' on why certain pieces of content do so well.... The Six STEPPS of Contagious Content
Social currencyTriggersEmotionPublicPractical ValueStories
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Culture & working practices
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Source: https://www.distilled.net/blog/seo/building-a-t-shaped-skill-set/
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Culture & working practicesAttributes: Adaptability, continuous learning, data, creative, collaborative
Common tools & resources: Trello, Google Docs, Slack, Whatsapp, Medium, Basecamp, IFTTT, Hubspot
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Leadership Leadership that’s globally collaborative and inclusive – communication,
relationships and trust
Inspiring others not be about our words, about our actions
Carefully balance our use of technology with maintaining human connections
Source: https://leadingincontext.com/2015/01/21/future-2/
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Future trends and challenges
Automation
AI and speech
Internet of things and multiple interfaces
Speed of progress
‘Dark’ channels
Content production
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Useful Tools & Resources• Google Planning Tools• Search: https://moz.com/tools• Social: Nuzzel, followerwonk,
buffer• Analytics competitor tracking:
Ghostery plugin• Free images such as pixabay
• Mary Meeker Internet Trends• Techcrunch, Clickzdaily,
Econsultancy• Google adwords / analytics,
Programmatic• Seth Godin / Brian Solis
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Final thoughts...
Data & technologies enable more sophisticated marketing as we move to a segment of one
But the basic principles of marketing remain relevant
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Thank you and Questions
Stephen Thompson - Head of Digital, University of Sheffield
@ratamahattass