10X Digital Marketing
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10X Digital Marketing
Agenda
● Marketing world and key drivers● Framework for delivering 10X marketing● Passing ownership back to clients● Maximising your marketing ROI
Introducing Stuart Ross
● I can carry a sword in public and drive my sheep over London Bridge
● 18 years retail, 8 years scale up○ Brought Wok to the UK○ Launched created the number UK 1
retail website○ Introduced the meal deal○ Received marketer of the year award in
Japan● Worked directly with >400 high growth
organisations● Hallam Managing Director
4
To help businesses and brands thrive in a world where success has a digital pulse
Our mission
Most recommended digital agency 2018Winners of The Drum Grand PrixBest Overall National Agency 2018 - 40-99 staff
Best forSearch
Best forUsability
Best forClient service
Best forDigital full service
The marketing environment is changing….
On average, each person is exposed to 5,000 advertising messages per day
Importance of branding is increasing in a sea of marketing complexity
We expect assistance in every moment
ImpatientDemandingCurious
Our research process has changed fundamentally...
1999
2019
Research Purchase
Online Research Offline Research
Online Research Offline Research
Source: Google Consumer Barometer
This inherent digital naturehas evolved to complex consumer journeys
Full Customer Journey
MarketingAutomation Personalisation
2019 Marketing Drivers
A clear framework is needed….
A ‘future proofed’ framework that integrates online and offline marketing
Brand
Why
It start with the why
Why?
How?
What?
Source: Simon Sinek
It starts with the brand...
Characteristics
Benefits
Values
Personality
Promise
What values does this bring to the brand
What are the benefits to your business?
What is distinctive?
What type of personality does this give your brand
What statement summarises your brand vision/your reason why?
Understand your customers
Strategy
Vision
Where are we competing?
How are we competing?
Implementation agenda
There are only 5 Ways to Compete Strategically
Product LeaderIt costs more but it is worth it
Cost LeaderI can’t believe the value
Convenience LeaderIt’s all so hassle free
Service LeaderThey offer such great advice and support
Solutions LeaderIt’s exactly the solution I was after
Gain clear strategic focus
Develop a digital strategy that gives you the ‘edge’
Create
Source: Nielsen Catalina Research via the Advertising Research Foundation May 2017
REACHING THE RIGHT AUDIENCE
THE CREATIVE50-80%
Create great content...
Be found
Nurture
Managing every touchpoint is becoming more time consuming and complex
Move to an ‘always on’ Marcoms strategy
Research Shows Share of Voice Drives Share of Market
Convert
Engage
A ‘future proofed’ framework that integrates online and offline marketing
Sequence of passing back to company and creating a Martech stack
Company Outsource Strategy Skills Technology
QuestionsWhat works?
What is the objective?
What technology is already in place?
What skills are in place?
What is your budget?
How will you measure success?
A phased implementation approach from the outside….
Company
Agency
Ultimately any marketing activity must deliver for your business
Created an unlimited marketing budget
Acquisition cost
Lifetime value
Metrics that look good in a report don’t always affect organisational goals
Report Goals
CPC
CTR
CPA
Mismatched metrics
Business Goals
Lifetime Value
Revenue
Profitability
Calculate your Customer Lifetime Value
Avg. # of Transactions
Avg. Order
z
Gross Profit Margin
Lifetime Value
Marketing Investment
£Avg. Net PROFIT
Per customer
Operating Costs
%
Leading marketers are 1.5x more likely to use a consumer-centric metric,
like CLV, to measure success.
Conclusion
AdWords Customer Match
Facebook Custom Audiences
> 70% of consumers turn to search, maps and YouTube when shopping or browsing
Agency 2018 Channel Gains Are Consistent With Marketer Spending Focus Areas
SEARCH DISPLAY VIDEO
Source: Emarketer- Digital Ad Spending UK, March 2018
11.6% 13.9% 29.9%
Use of Chatbots
Tailor content
Gamification
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