V90min Managing Marketing In Downturn Economy
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How to manage you marketingin a downturn economy
By Damon Segal - GMN Advisory CouncilWednesday, 17 June 2009
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How to get customers
2009
© w
ww
.dam
onse
gal.c
o.uk
Wednesday, 17 June 2009
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How to get customers
2009
© w
ww
.dam
onse
gal.c
o.uk
Wednesday, 17 June 2009
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How to get customers
2009
© w
ww
.dam
onse
gal.c
o.uk
Wednesday, 17 June 2009
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Should we stop marketing?
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Should we stop marketing?
2008 © www.damonsegal.co.uk
Steve JobsCEO Apple
Wednesday, 17 June 2009
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Should we stop marketing?
NO2008 © www.damonsegal.co.uk
Steve JobsCEO Apple
Wednesday, 17 June 2009
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Should we stop marketing?
NO2008 © www.damonsegal.co.uk
Steve JobsCEO Apple
Wednesday, 17 June 2009
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Survey carried out by MarketingSherpa of 407 US Companies asked in March 08, what they are doing with marketing budgets.
Now is the time to refocus your marketing budgets not cut them.
36% reduction in traditional marketing
83% of businesses maintained or increased their online marketing.
Why is this?
Wednesday, 17 June 2009
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Because.
Sam, age 6 can already use Google to find what he wants to buy online
Wednesday, 17 June 2009
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Because.
Sam, age 6 can already use Google to find what he wants to buy online
Wednesday, 17 June 2009
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Because.
Source: http://www.statistics.gov.uk
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population)
Source: http://www.statistics.gov.uk
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
Source: http://www.statistics.gov.uk
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
• How many 16–24 in the UK accessed the web in last 3 months
Source: http://www.statistics.gov.uk
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
• How many 16–24 in the UK accessed the web in last 3 months
Source: http://www.statistics.gov.uk
90% 16-24
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
• How many 16–24 in the UK accessed the web in last 3 months
Source: http://www.statistics.gov.uk
90% 16-2480% 25–44
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
• How many 16–24 in the UK accessed the web in last 3 months
Source: http://www.statistics.gov.uk
90% 16-2480% 25–44 75% 45–54
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
• How many 16–24 in the UK accessed the web in last 3 months
Source: http://www.statistics.gov.uk
90% 16-2480% 25–44 75% 45–54 59% 55–64
Wednesday, 17 June 2009
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Because.• In 2007, 31.8 million adults in the UK used the web
(67 per cent of the UK adult population) • 48% of Europe & 78% of North America use the web
• How many 16–24 in the UK accessed the web in last 3 months
Source: http://www.statistics.gov.uk
90% 16-2480% 25–44 75% 45–54 59% 55–64 24% 65+
Wednesday, 17 June 2009
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2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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WHO IS THIS?
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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WHO IS THIS?
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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TIM BERNERS-LEEIN 1989 HE INVENTED THE
WORLD WIDE WEB2008 © www.damonsegal.co.uk
Wednesday, 17 June 2009
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This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050
Wednesday, 17 June 2009
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INTERNET MAP
This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050
Wednesday, 17 June 2009
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Asia Pacific - RedEurope/Middle East/Central Asia/Africa - GreenNorth America - BlueLatin American and Caribbean - YellowRFC1918 IP Addresses - CyanUnknown - White
INTERNET MAP
This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050
Wednesday, 17 June 2009
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Asia Pacific - RedEurope/Middle East/Central Asia/Africa - GreenNorth America - BlueLatin American and Caribbean - YellowRFC1918 IP Addresses - CyanUnknown - White
INTERNET MAP
This Presentation is © Copyright, Action Graphic International Ltd. All Rights Reserved - www.agi.co.uk - 020 8385 5050
Wednesday, 17 June 2009
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THE INTERNET•1957 the United States formed the Advanced Research Projects Agency (ARPA) within the Department of Defense.
•1957 - 1995 see http://www.isoc.org/ the The Internet Society (ISOC)
•October 24, 1995, the Federal Networking Council (FNC) unanimously passed a resolution defining the term Internet.
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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THE WEB TODAY
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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THE WEB TODAY1 trillion (as in 1,000,000,000,000) unique URLs
on the web at once!
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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THE WEB TODAY1 trillion (as in 1,000,000,000,000) unique URLs
on the web at once!
1,574,313,184 users world wide
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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THE WEB TODAY1 trillion (as in 1,000,000,000,000) unique URLs
on the web at once!
1,574,313,184 users world wide
UK Online sales for the first six months of 2008 were up 24% to £26.5bn
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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THE WEB TODAY1 trillion (as in 1,000,000,000,000) unique URLs
on the web at once!
1,574,313,184 users world wide
UK Online sales for the first six months of 2008 were up 24% to £26.5bn
UK online advertising spend £1.6bn in first six months of 2008
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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What method of marketing willsave money and increase ROI?
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
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onse
gal.c
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Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
Classifieds14.6%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
Classifieds14.6%
Direct Mail11.2%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
Classifieds14.6%
Direct Mail11.2%
5.1%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
Classifieds14.6%
Direct Mail11.2%
5.1%
5.1%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
Classifieds14.6%
Direct Mail11.2%
5.1%
5.1%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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UK Media spend Jan-Jun 2008
Television21.7%
Press - Display19.3%
Internet18.7%
Classifieds14.6%
Direct Mail11.2%
5.1%
5.1%
TelevisionPress - DisplayInternetClassifiedsDirect MailDirectoriesOutdoorRadioCinema
2008
© w
ww
.dam
onse
gal.c
o.uk
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
Wednesday, 17 June 2009
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Year on year growth for Jan-Jun 2008
Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – offline only
2008
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ww
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onse
gal.c
o.uk
Wednesday, 17 June 2009
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-8%
0%
8%
15%
23%
30%
-9.9%
-5.87%-4.21% -3.96%
-2.38% -1.41%-0.09%
11.9%
26.09%
Classifieds Direct Mail Outdoor Directories Display Radio Television Cinema InternetH1 2008
Year on year growth for Jan-Jun 2008
Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories – offline only
2008
© w
ww
.dam
onse
gal.c
o.uk
Wednesday, 17 June 2009
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Top 10 Digital Marketing Tactics
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
6. Display Advertising
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
6. Display Advertising
7. Online PR/Articles
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
6. Display Advertising
7. Online PR/Articles
8. Affiliate Marketing
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
6. Display Advertising
7. Online PR/Articles
8. Affiliate Marketing
9. Viral Marketing
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
6. Display Advertising
7. Online PR/Articles
8. Affiliate Marketing
9. Viral Marketing
10. Email Marketing
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Top 10 Digital Marketing Tactics1. Search Engine Optimisation (SEO)
2. Google Adwords (PPC)
3. Usability (WOM)
4. Social Media Optimisation (SMO)
5. Directory Advertising
6. Display Advertising
7. Online PR/Articles
8. Affiliate Marketing
9. Viral Marketing
10. Email Marketing
2008 © www.damonsegal.co.uk
?
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget FactoryWednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
Wednesday, 17 June 2009
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Improved site design with optimisation = increased traffic and retention
2008 © www.damonsegal.co.uk Barry (MD) - The Widget Factory
October
August
?
Wednesday, 17 June 2009
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0
1250
2500
3750
5000
7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008
Clicks vs Costs
Focused/Targeted Google PPC Adwords = more traffic, less cost
2008 © www.damonsegal.co.uk
Sum of Clicks Sum of Total Cost
£4953£4795
£4339
£2055
3112 CLK
1848 CLK1715 CLK
3373 CLK
RESTRUCTURE PERIOD
Anna (CMO) - Serviced Offices InternationalWednesday, 17 June 2009
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0
1250
2500
3750
5000
7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008
Clicks vs Costs
Focused/Targeted Google PPC Adwords = more traffic, less cost
2008 © www.damonsegal.co.uk
Sum of Clicks Sum of Total Cost
£4953£4795
£4339
£2055
3112 CLK
1848 CLK1715 CLK
3373 CLK
RESTRUCTURE PERIOD
Anna (CMO) - Serviced Offices InternationalWednesday, 17 June 2009
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0
1250
2500
3750
5000
7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008
Clicks vs Costs
Focused/Targeted Google PPC Adwords = more traffic, less cost
2008 © www.damonsegal.co.uk
Sum of Clicks Sum of Total Cost
£4953£4795
£4339
£2055
3112 CLK
1848 CLK1715 CLK
3373 CLK
RESTRUCTURE PERIOD
Anna (CMO) - Serviced Offices InternationalWednesday, 17 June 2009
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0
1250
2500
3750
5000
7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008
Clicks vs Costs
Focused/Targeted Google PPC Adwords = more traffic, less cost
2008 © www.damonsegal.co.uk
Sum of Clicks Sum of Total Cost
£4953£4795
£4339
£2055
3112 CLK
1848 CLK1715 CLK
3373 CLK
RESTRUCTURE PERIOD
Anna (CMO) - Serviced Offices International
from £2.71to £1.29per click
Wednesday, 17 June 2009
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0
1250
2500
3750
5000
7 Aug 2008 7 Oct 2008 7 Dec 2008 8 Feb 2008 8 Apr 2008 8 Jun 2008 9 Sep 2008
Clicks vs Costs
Focused/Targeted Google PPC Adwords = more traffic, less cost
2008 © www.damonsegal.co.uk
Sum of Clicks Sum of Total Cost
£4953£4795
£4339
£2055
3112 CLK
1848 CLK1715 CLK
3373 CLK
RESTRUCTURE PERIOD
Anna (CMO) - Serviced Offices International
?
from £2.71to £1.29per click
Wednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.uk
Conversions on PPC enquiries
Wednesday, 17 June 2009
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Usability is not guess work.
2008 © www.damonsegal.co.uk
?
Conversions on PPC enquiries
Wednesday, 17 June 2009
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Targeted Facebook PPC Part of SMO = demographic perfection
Wednesday, 17 June 2009
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Targeted Facebook PPC Part of SMO = demographic perfection
Wednesday, 17 June 2009
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Targeted Facebook PPC Part of SMO = demographic perfection
Wednesday, 17 June 2009
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Social Media, How targeted can you be? Cobra Beer Example• I want to reach people between 21 and 60 years old in the United Kingdom who like Beer, Good Beer, drinking beer, Indian Food, or Curry.
• Facebook Audience (UK) ≈ 224,200• Facebook Audience (USA) ≈ 436,620
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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How targeted can you be? Loan Example
• I want to reach people between 25 and 45 years old in the United Kingdom who are Married With Children, like Kids, Children, on the Property Ladder.
• Facebook Audience (UK) ≈ 101,220
2008 © www.damonsegal.co.ukMartin (MD) - First Financial (UK) Wednesday, 17 June 2009
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Social Media
CEO/MD Level
Director
Executives
Secretary
0 15,000 30,000 45,000 60,000
22,440
12,280
57,680
24,840
Number of Members
Wednesday, 17 June 2009
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Social Media
CEO/MD Level
Director
Executives
Secretary
0 15,000 30,000 45,000 60,000
22,440
12,280
57,680
24,840
Number of Members
?
Wednesday, 17 June 2009
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Value Comparison
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Magazine Advertising vs SMO
Wednesday, 17 June 2009
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Magazine Advertising vs SMO• Quarter page advert £6,435 -
Circulation- 427k
Wednesday, 17 June 2009
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Magazine Advertising vs SMO• Quarter page advert £6,435 -
Circulation- 427k
• Full Social Media campaign, reaching:15 social sites, 12 forums, 2 press releases, 100 social bookmarks, posts and profile management and reporting £6,500 per month - Reach 250 million +
Wednesday, 17 June 2009
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National Press vs PPC
Wednesday, 17 June 2009
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National Press vs PPC
• Full page - firm day in The Sun £55,502, 8 million readers a day, possibly 0.1 - 0.2% traffic to site 16,000 visits = about £3.50 cpr
Wednesday, 17 June 2009
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National Press vs PPC
• Full page - firm day in The Sun £55,502, 8 million readers a day, possibly 0.1 - 0.2% traffic to site 16,000 visits = about £3.50 cpr
• £55,000, PPC at £1 per click 55,000 specific targeted visits55,000 visits = £1 cpr
Wednesday, 17 June 2009
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Direct Mail vs Direct Email
Wednesday, 17 June 2009
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Direct Mail vs Direct Email
• 100,000 postcards printed and posted approx £30k 1-2% Response Rate - £15 cpr
Wednesday, 17 June 2009
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Direct Mail vs Direct Email
• 100,000 postcards printed and posted approx £30k 1-2% Response Rate - £15 cpr
• 100,000 Direct e-mails sub £10k 2-5% Response Rate - £5 cpr - £2 cpr
Wednesday, 17 June 2009
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Bill Boards vs SEO
Wednesday, 17 June 2009
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Bill Boards vs SEO• 4 Billboards for 1
month £3200 low response and short lived
Wednesday, 17 June 2009
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Bill Boards vs SEO• 4 Billboards for 1
month £3200 low response and short lived
• £3,200 per month would fund, SEO and Link building for 1 month long term high level exposure to specific audience
Wednesday, 17 June 2009
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Think Strategy
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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DIGITAL STRATEGY - GETREALHaving your digital strategy clear is the key importance to the success of your
online presence. There are 7 steps to defining and delivering your digital strategy. I call this process GETREAL
2008 © www.damonsegal.co.uk
•Goal Setting•Every Detail•Time Frame
•Responsibility•Engagement•Action Plan•Leadership
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GOAL SETTINGWednesday, 17 June 2009
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EVERY DETAILWednesday, 17 June 2009
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TIME FRAMEWednesday, 17 June 2009
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RESPONSIBILITYWednesday, 17 June 2009
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ENGAGEMENTWednesday, 17 June 2009
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ACTION PLANWednesday, 17 June 2009
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LEADERSHIPWednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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G E T
R E A L
Wednesday, 17 June 2009
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2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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JUST BECAUSE WE THINKWE KNOW WHAT WE NEED,
IT DOESN’T MEAN THAT’S WHAT OUR CLIENTS ARE LOOKING FOR
2008 © www.damonsegal.co.ukWednesday, 17 June 2009
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Understand what your customers want
Wednesday, 17 June 2009
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Understand what your customers want
Surveys
Wednesday, 17 June 2009
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Understand what your customers want
Surveys
Testing
Wednesday, 17 June 2009
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Understand what your customers want
Surveys
Testing
Research
Wednesday, 17 June 2009
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Understand what your customers want
Surveys
Testing
Research
Market trends
Wednesday, 17 June 2009
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Understand what your customers want
Surveys
Testing
Research
Market trends
Find the pain
Wednesday, 17 June 2009
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Customers do not know what they don’t know
Wednesday, 17 June 2009
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Customers do not know what they don’t know
Innovation
Wednesday, 17 June 2009
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Customers do not know what they don’t know
Innovation
Visionaries
Wednesday, 17 June 2009
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Customers do not know what they don’t know
Innovation
Visionaries
Entrepreneurs
Wednesday, 17 June 2009
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Customers do not know what they don’t know
Innovation
Visionaries
Entrepreneurs
Technologists
Wednesday, 17 June 2009
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Customers do not know what they don’t know
Innovation
Visionaries
Entrepreneurs
Technologists
Scientists
Wednesday, 17 June 2009
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Related Google search - google.co.uk
Traffic volume check - compete.com
Link popularity - seocentro.com/tools
Site popularity - alexa.com
Blogsearch - google.co.uk/blogsearch
News Search - google.co.uk/news
CHECK YOUR COMPETITORS
Wednesday, 17 June 2009
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Big Brother
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Big Brother
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Big Brother
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Big Brother
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Big Brother
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Big Brother
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Marketing Success Pyramid
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Marketing Success Pyramid
Unaware
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Marketing Success Pyramid
Unaware
Aware
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Marketing Success Pyramid
Unaware
Aware
Want
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Marketing Success Pyramid
Unaware
Aware
Want
Got
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Marketing Success Pyramid
Unaware
Aware
Want
Got
Advocate
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Marketing Success Pyramid
Unaware
Aware
Want
Got
Advocate
Identifymarket
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Marketing Success Pyramid
Unaware
Aware
Want
Got
Advocate
Identifymarket
Points of Parity and Difference
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Marketing Success Pyramid
Unaware
Aware
Want
Got
Advocate
Identifymarket
Points of Parity and Difference
Value Proposition
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Marketing Success Pyramid
Unaware
Aware
Want
Got
Advocate
Identifymarket
Points of Parity and Difference
Value Proposition
Positive Reactions
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Marketing Success Pyramid
Unaware
Aware
Want
Got
Advocate
Identifymarket
Points of Parity and Difference
Value Proposition
Positive Reactions
WOWFactor
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Make it a good oneYou only get one chance at a
first impression
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When you get marketing wrong
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When you get marketing wrong
Hoover's free flights promotion was launched to a wide-eyed British public in August 1992
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When you get marketing wrong
Hoover's free flights promotion was launched to a wide-eyed British public in August 1992
The cases continued for six years after the promotion first started. About 220,000 people did eventually fly
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When you get your marketing right!
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When you get your marketing right!
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How do you manage your marketing in a downturn economy...
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How do you manage your marketing in a downturn economy...
2008 © www.damonsegal.co.uk
FACEWednesday, 17 June 2009
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The FACE of Digital Marketing is:-
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The FACE of Digital Marketing is:-Flexible
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The FACE of Digital Marketing is:-FlexibleAccountable
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The FACE of Digital Marketing is:-FlexibleAccountableControllable
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The FACE of Digital Marketing is:-FlexibleAccountableControllableEffective
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Be Specific
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Be SpecificBe Targeted
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Be SpecificBe TargetedBe Found
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Be SpecificBe TargetedBe Found
Believe
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