Digital Marketing Strategies Rob Hudson – National Digital Director, George Patterson Y&R Sally Davies – Digital Capability Manager - Mobile, Sensis Stuart McKeown – Product Director Search Marketing, Experian Hitwise Moderated by Small Business Commentator Valerie Khoo
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Digital Marketing Strategies
Rob Hudson – National Digital Director, George Patterson Y&R
Sally Davies – Digital Capability Manager - Mobile, Sensis
Stuart McKeown – Product Director Search Marketing, Experian Hitwise
Moderated by Small Business Commentator Valerie Khoo
‘Restaurants’ ranks 1st in searches and calls to advertisers
‘Floor Sanding and Polishing’ & ‘Trophies’ have the highest
ratio of search to call delivering 98% conversion
6 in 10 people who search for a ‘Florist’ make a call as do
those searching for ‘Tyres’, it’s 8 in 10 for ‘Locksmiths’
Saturday lunchtime is our peak hour
The most popular location is Melbourne followed by
Brisbane and then Sydney
* Source: Omniture Reporting
Mobile Advertising is:
Display/ banner ads APP banner ads
Ticketin
g
Mobile codes Mobile
payments
Bluetoot
h
complex
Text 2 Vote
Send2Mobile
SMS
Broadcast
Text 2 Win
Example Mobile Sites
SMS “DEMO” to 0415 268 766 or alternatively, scan the Telstra Mobile Code.
From impressions to engagement
Case Study: Camera Action
It’s all about a call to action
Print ad with SMS keyword and mobile
code
Text Message with link to mobile site
Advertiser mobile page
And keeping it simple…
Fast loading
Relevant – to mobile and your customers
Simple to browse
Quick to consume
Olives Tree
How do I Go Mobile?
1. Is your business right for mobile?
2. Who are you customers?
3. How can you get them to engage with you? Choose your call to action
4. Choose your level of investment
5. Integrate with the rest of your business
6. Measure success
You don’t have to be cutting edge
2000: High TechA concept product from Panasonic combines a game machine with a detachable hand unit which serves as a mobile phone and game control device.
But you do have to be on target
Digital Marketing Strategies
Rob Hudson – National Digital Director, George Patterson Y&R
Sally Davies – Digital Capability Manager - Mobile, Sensis
Stuart McKeown – Product Director Search Marketing,Stuart McKeown – Product Director Search Marketing,Experian Hitwise Experian Hitwise
Moderated by Small Business Commentator Valerie Khoo
Run a cost analysis on the Return on Investment (ROI) you need from SEO, remember it pays back over multiple years not just one. Calculate your budget from this.
It makes no sense to allocate $10k to SEO and expect a $200k return. Be realistic.
SME’s benefit the most from outsourcing due to lack of internal resources to complete a project.
Agencies often approach projects from an impartial viewpoint.
In both cases you must remember to allocate the resources to implement changes (whether you have an in-house team or outsourced web development).
Be careful of Web Development agencies that ‘throw in’ SEO - are they experts?
•Once i’m in Position 1, I can relax and reap the rewards.
•This company is promising me Page 1 Rankings in a few days.
•We’re already Page Rank 4, we don’t need SEO.
This statement is partially true, however many SME spend significant money on SEO efforts. The ROI on this spend is high.
Position 1 is just the beginning, never underestimate that your competitors are ‘not’ doing SEO.
SEO is a slow moving dinosaur, it takes time to get rankings. Be wary of companies offering to get you overnight ranking results.
Page rank does not directly correlate with SEO Rankings. However, if your website is optimised for the right keywords, your Page Rank is likely to increase.
Use Yahoo Site Explorer to look at your competitors backlinks (Remember Adobe example – backlinks are important). How many of these links can you potentially ask for?