Digital Marketing: Perth Seminar

Digital marketing head-first

Part 1: Marketing your organisation

@precedentau #PrecSem


Part 1: Marketing your organisation


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 work on my new iPad? We should really make an app.”


“Why doesn’t our site work on my new iPad? We should really make an app.”


“Big brands get to do all the adventurous stuff online. Others can barely tweet.”


“Big brands get to do all the adventurous stuff offline. The web follows after.”





four tactics to victory


Tactic 1: SEO Long-term influence and growth. Great effort with great effect.







Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.






Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.




- 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 marketing Squeeze existing users. So targeted you can see the whites of their eyes.






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.”




SEO SEO 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: SEO

Audience SEO missions

“How do we drive more traffic to the website?”

“My stakeholders always want expensive marketing buys but I just don’t have budget for online ads or SEM – what can I do that is free and will show positive returns?”


Tactic 1: SEO








Tactic 1: SEO

The results

Top search result for all top animal related key phrases

Nearly 13 million views for the cost of one email


Tactic 1: SEO


“How do we drive more traffic to

the website?”


Tactic 1: SEO


“My stakeholders always want expensive marketing buys but I just don’t have budget for online ads or SEM – what can I do that is free and will show positive returns?”




Tactic 1: SEO

Social 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: SEO

Audience Social media missions

“How do we raise money using

digital marketing?”


Tactic 1: SEO

Audience Social media missions

“We have social profiles but no strategy that integrates thinking to our site and other online activities”


Tactic 1: SEO



Tactic 1: SEO






Tactic 1: SEO




Tactic 1: SEO

Social media result

Lloyds: Better security, customer satisfaction & efficiency

ASOS: 1.7 million VERY active ambassadors


Tactic 1: SEO

Social media result

Lloyds: Better security, customer satisfaction & efficiency

ASOS: 1.7 million VERY active ambassadors




Tactic 1: SEO

PPC 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: SEO

Audience PPC missions

“How do we recruit new members?”

“How do we increase our fundraising with paid advertising?”


Tactic 1: SEO









Tactic 1: SEO

PPC results

415 participating sites

36 million impressions

300% increase in donations compared to same period


Tactic 1: SEO

PPC results

415 participating sites

36 million impressions

300% increase in donations compared to same period




Tactic 1: SEO

Email missions

“There are so many things our customers could be doing!”

“There are so many things our customers should know!”


Tactic 1: SEO

Audience Email missions

“How do we get people to renew their subscription?”

“Digital fundraising campaigns (eg. online versions of mail appeals) – how to make them work?”


Tactic 1: SEO





Tactic 1: SEO

Email results

400% increase in site visits during Alzheimer’s Awareness Month.


Tactic 1: SEO

Email results

400% increase in site visits during Alzheimer’s Awareness Month.


Tactic 1: SEO

Audience Digital Marketing mission

“Our member based has an older skew, but we want to attract a younger demographic. How can we use digital marketing to do so?”




digital marketing can match your individual problems and culture because it’s designed to be custom fit.


end of part 1



Part 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

@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 is the slowest route to victory.

Tactics without strategy is the noise before defeat.

Sun Tzu, Art of War


The Mission

The Climate

The Ground

The Leadership

The Method


The Mission

The Climate

The Ground

The Leadership

The Method


The Mission:

Who is your target and what is your objective?




The Mission

The Climate

The Ground

The Leadership

The Method


The Climate:

What’s the competitive landscape? What’s the behaviour of the target users?









The Mission

The Climate

The Ground

The Leadership

The Method


The Ground:

Is the territory familiar? Is it familiar to the competition?




The Mission

The Climate

The Ground

The Leadership

The Method


The Leadership:

How will it be managed? Who will plan and carry out actions?



@precedentcomms #PrecSem

The Mission

The Climate

The Ground

The Leadership

The Method


The Method:

What tactics will be used and why? How will you handle the response?


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


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



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!)





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



Visibility

Orientation

Interaction

Extension

Retention

Reputation

what’s your next digital marketing mission?


man/woman your digital marketing mission





















80 experts strategy & research

branding & communications user centred design

development & hosting digital marketing



6 sectors

membership government

education health

not for profit destinations


digital marketing must match your individual problems and culture because without a custom, you are missing the point.

5 offices Perth

Melbourne London

Edinburgh Cardiff



22 years experience

quality stability

loyalty results




Find our Precedent group on LinkedIn to find out more about our seminars, share ideas and quiz the Precedent team.

@Precedentau for industry trends, tips, seminar info and other insider stuff and tweet today with #PrecSem.


Digital Marketing: Perth Seminar

Documents

alzheimers

show positive

social media

customer satisfaction

ppc advertising

expensive

short lived

digital marketing