Welcome toDigital EDGEucation 2015

#4PsEDGE

@4PsMarketing

Agenda

Morning Break:

11.00 – 11.15

Lunch:

12.45 – 13.30

Afternoon Break:

15.00 – 15.15

Finish:

17.00

Drinks!

#4PsEDGE

Understanding Modern Day Search

A BRIEF HISTORY OF SEARCH

IN THE BEGINNING…

IN THE BEGINNING…

KEYWORD

KEYWORD

2000 2020

Questions behind the search term

Natural language processing

seo agency

Understand Your Target Audience

Understand Their Buying Journey

Age 25 - 35

University educated

Owns between 4-6 devices

Works in the city / commuter

Highly mobile

Lives with partner / No Kids

Highly social

laptops

Best laptops

light laptops

ultrabooks

fast laptops

best

ultrabooks

Asus

ultrabooks

AWARENESS

laptops

CONSIDERATION

light laptops

CONVERSION

Google beliefs

Focus on the user and all else will follow.

Fast is better than slow.

You don’t need to be at your desk to need an answer.

R=QA²

R=QA²

Questions

Building Brand Awareness with Paid Search

Driving Brand Awareness with Generic keywords

Defending your Brand with Keywords

People Targeting

Google Display Network

Questions

Introduction

Demographic Targeting in Search

advertising[ad-ver-tahy-zing]

The Practice of Calling Public Attention to one's

Product or Service, and to get More Customers

marketing[mɑːkɪtɪŋ]

‘The Action or Business of Promoting and SellingProducts or Services’

Customer Acquisition

Customer Acquisition

Search Engine Optimisation

(SEO)Display Banner

Ads

PPC - Generic Search Ads

Social Media Advertising

Video Advertising

Email Marketing

Word of Mouth

Merchandising

Events & Sponsorships

Traditional Print

Mass Media Outdoor, Radio

& TV Ads

Public Relations

Customer Acquisition

Search Engine Optimisation

(SEO)Display Banner

Ads

PPC - Generic Search Ads

Social Media Advertising

Video Advertising

Email Marketing

Word of Mouth

Merchandising

Events & Sponsorships

Traditional Print

Mass Media Outdoor, Radio

& TV Ads

Public Relations

Why Paid Advertising?

Cost per 1000 impressions Cost per 1000 impressions Cost per 1000 impressions Cost per 1000 impressions Cost per 1000 impressions

£4.25 £3.49 £16.68 £1.00£3.11

Why Paid Advertising?

Cars = 4

Credit Cards = 2

Poker & Bingo = 3

Health Insurance = 2

Window Glazing = 1

Is Paid Advertising Right For My Business?

Customer Acquisition

ConversionCustomer Retention

SEO SocialDirect

Email

Paid

Advertising

Display Advertising

Generic PPC

Video Advertising

Customer journey to online purchase

Paid search fundamentals focus on clicks and conversion

Buy relevant brand

and category trafficBe relevant to that

traffic!

Integrate your

messaging with other

channels

Clicks &

Conversions

Brand awareness benefits are often overlooked

80% lift in top-of-mind

awareness for brands that

appear at the top of

Google results

A missed click is not always

a missed conversion

Important to consider those on the path to purchase

Time Lag in Days % of Revenue

0 61%

1 2%

2 3%

3 3%

4 2%

5 1%

6 2%

7 6%

8 9%

9 1%

10 1%

11 1%

12 - 30 8%

39% / £221krevenue after first visit

Q4 2014 Data

61% / £348krevenue on day of first visit

8.8% vs 3.3%conv. rate of returning users

Driving Brand Awareness with Generic keywords

Defending your Brand with Keywords

People Targeting

Google Display Network

Questions

Demographic Targeting in Search

Case Study 1: Objectives

Grow New Customer Acquisition

Grow PPC Revenue

Grow overall Website Revenue

Case Study 1: Strategy

Target relevant Awareness & Consideration Keywords

to introduce to customer to the Brand

Integrated PPC & SEO Strategy PPC

focussing in particular on Priority KWS that appear

below the fold in natural search

Segmenting PPC Keywords by Type and Objective:

Awareness -> Consideration -> Conversion

Case Study 1: Results

Case Study 2: Awareness from generics impacted brand searches

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Brand Advent Calendar Generic Advent Calendar

Generating

awareness

Uplift in brand

searches

Defending your Brand with Keywords

People Targeting

Google Display Network

Questions

Demographic Targeting in Search

Defending your brand with keywords

Defend your territory

and stop competitors

appearing in top results

Target conversion

keywords so your brand

is seen at the key time

Be present on more

of the results page

real estate

Use ad copy to mirror

wider marketing channels

for maximum impact

Brand PPC

Real estate for competitors

10% overlap rate

People Targeting

Google Display Network

Questions

Demographic Targeting in Search

Your Customer Are Human Beings!

Do Your Research!!!

‘A potential customer using lipstick on a regular basis, is NOT ONLY interested in beauty’

What Interests Should You Be Targeting?

25-34 55-64 45-54 35-44 65+ 18-24

13.58%

16.71% 16.78%

15.45%

18.00%

12.42%

CVR BY AGE DEMOGRAPHIC

What Demographics Should You Be Targeting?

female male

3.42%

5.26%

CVR BY GENDER

ScotlandWales

Northern IrelandIsle of Man

Traffic by Regions

England Scotland Wales Northern Ireland Isle of Man

Where Should You Be Focusing Your Investment?

What Should

We Do With

This ???

Google Display Network

Questions

Demographic Targeting in Search

Driving awareness to new users across the web

Place image ads

against relevant

content across

the web

Reach your

audience without

them actively

searching for you

Drive awareness

to new customers

only by excluding

existing ones

Use remarketing

to reach users

who have been

to your site before

New Products – Google Engagement Display Ads

Case Study: Google Display Network Awareness

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Search Clicks Linear (Search Clicks)

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Search Clicks Display Clicks Linear (Search Clicks) Linear (Display Clicks)

Questions

Demographic Targeting in Search

Demographic Search Targeting

Position your brand to the demographics that matter to you

Tailor the message based on who is seeing your ad

Research shows up to 30% increase in click through rate

Example: Beauty Industry

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Women CVR Men CVR

Moving towards ‘people targeting’

The rise in persona based targeting options points to a move away from

traditional keyword based targeting

And progress for the strength of paid

search in building brand awareness

Questions

How to Make the Most of the Knowledge Graph

What is the Knowledge Graph?

• A knowledge base used by Google to enhance its search engine's search

results

• Attempts to understand information on the web in order to identify and

connect facts about people, places and things

• Uses semantic search information gathered from a variety of sources to

connect entities

• Rolled out in May 2012 with half a billion entities

• In 2013 it covered 570 million entities and 18 billion facts and connections

Semantic Search & the Knowledge GraphScience of meaning in language.

• User intent

• Contextual meaning of terms

• Location

• Synonyms

• Concept matching

Google Hummingbird Algorithm

• Shift in interpretation of search queries

• Intent behind the search

• Connection between words

How Will We Search in the Future?

The Evolution of the SERP

How do we get on the Knowledge Graph?

A closer look at Schema.Org

• Search engines can serve more relevant results to users with a universal set of language

• Schema is an example of text or mark-up on your page used in the knowledge graph

• Tells the search engines what your data means, not just what it says…

A closer look at Freebase

• Freebase is a central database system

• Freebase is becoming read only on the 31st March 2015

A Vision Of Future Devices?

How To Reduce Your Cost Of Sale

1. YOTEL Brand Introduction

2. What is the client’s target?

3. What do we want to achieve for the brand?

4. PPC Campaign Structure

5. What are the Results?

6. Conclusion

Agenda

OUR BRAND DNA

WE ARE A UNIQUE, GLOBAL, DIGITAL BRAND

THAT DELIVERS AN EXTRAORDINARY, INNOVATIVE

EXPERIENCE WITH EXCEPTIONAL SERVICE.

UNCOMPROMISINGLY LOCATED AND DESIGNED

AROUND OUR GUESTS, OUR SMART SPACES

DELIVER OUTSTANDING VALUE. RELAX, WORK

AND PLAY …

2013

• Gerard Greene joins Simon

Woodroffe, the founder of YO!

Sushi

• YOTEL is incorporated

20022002

2005• IFA HR invest in YOTEL

• YOTEL signs leases for LHR/LGW

2007

• YOTEL LHR & LGW airports open

• HMA for New York is signed

2008

• YOTEL opens Amsterdam

Schiphol

• Construction starts in New York

2011• Opening of 669-key New York

hotel to industry acclaim

YOTEL IS ON A GROWTH CURVE

• 8 new projects totalling

more than 2,500 rooms

under development

across the globe

• Target 40+ YOTELS by 2020

• Moving from an

owner/operator model to

an asset light model

• Continual development of

design cabin and public spaces

following guest and operational feedback.

2014 –

2020

THEN… NOW…

TARGET CUSTOMER PROFILE

85

Trend shapers & spotters

Busy

Playful

Adventurous

Connected

Spontaneous

Exploring

Urban

Health conscious Conscious

Democratic not exclusive

CUSTOMER PROFILE

0

5

10

15

20

25

30

35

40

45

18-24 25-34 34-44 45-54 55-64 65+

Heathrow Gatwick New York

Male51%

Female49%

NEW YORK

Male Female

Male47%Female

53%

AIRPORTS

Male Female

Business18%

Leisure73%

Both9%

NEW YORK

Business Leisure Both

Business17%

Leisure72%

Both11%

AIRPORTS

Business Leisure Both

“AFFORDABLE LUXURY

Pricing LevelLow High

Luxu

ry L

ev

el

Low

Hig

hNew in 2014

COMPETITIVE LANDSCAPE

‘Affordable Luxury’ which YOTEL invented, is finally a true category

What is the client’s target?

Reduce Cost and Increase Revenue

ACHIEVE 10% COST OF SALE

What do we want to achieve for the brand?

North America

EuropeAsia

AfricaOceania

Central America

South America

How can we achieve both things at the same time?

Treat each hotel as an individual product

Ireland France USA CanadaSpain Australia

Analyse the potential countries to be targeted

KOK

Campaign 1

Exact Match

Campaign 2

Phrase Match

Campaign 3

Broad Match

KOK

Campaign 1

Exact Match

Campaign 2

Phrase Match

Campaign 3

Broad Match

One country – Three Campaigns

KOK

Campaign 1

Exact Match

Campaign 2

Phrase Match

Campaign 3

Broad Match

Keyword ExamplesExact keyword: [yotel New York]

Phrase keyword: “yotel New York”

Broad keyword: +yotel +New +York

KOK

Campaign 1

Exact Match

Campaign 2

Phrase Match

Campaign 3

Broad Match

Add Phrase Keywords as

Negative in Broad

Campaigns

By adding phrase match keywords as negative in the broad

campaigns we will avoid having two terms bidding in the same

auction

Negative Keywords

Ad Copies

The Ad Copy will

have all the KeyInformation in the ad to avoid low quality traffic to the

site

Landing Page in Specific Country

Language

What are the results?

… month on month Cost decreased while Revenue continue increasing

Cost decreased by 52.28% Revenue improved by 173.80%

August September October November June July August September October November

… as a result of efficiently reaching our targets, we were able to use the extra spend on creating more

campaigns - increasing our ad coverage

Target

Campaigns below target

New campaigns 63% of YOTEL campaigns performing better than target

0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

0.40

0.45

0.50

0.55

0.60

In Conclusion…

By spending 52.28% less on paid search, but on

better targeted campaigns, YOTEL target was

achieved with a 9% Cost of Sale

… Highly Commended Best SEO and Website marketing at Hotel Marketing Awards 2014

Questions

BREAK

WELCOME BACK

Data Led Content Strategy

What does it mean?

Data Led Content Strategy

DATA LED CONTENT STRATEGY

Research Production

Analytics

AdWordsTrends

KPI

ACC

Seasons

Content

Planning

What is the purpose??

Data Driven Content Strategy

BRAND AWARENESS

Exposure

Influence

Engagement

Action

Brand

Awareness

We think…We understand...

We believe...We know.

CHANGE THE WAY WE CREATE CONTENT

Where do we start

Data Driven Editorial Strategies

Exposure

Influence

Christmas

New Year

Easter

Valentine’s

Day

CONTENT - BUSINESS KPI’S AND SEASONAL OBJECTIVES

Product Launch

Radio Show

TV

January December

Brand Collab

How Can We Identify The Needs of our Audience?

Data Driven Editorial Strategies

Include Keyword Matching RegExp Where|how|when|why|what

SEGMENTATION & REGEX

WHAT USERS WANT TO KNOW

(not provided)

How long

does

meringue

last?

What to substitute

wine when cooking

What can I

make with

lots of

vegetables?

What’s a knob

of butter?

Where can I buy

Semolina flower in

the UK?

What to

serve with

lamb?

Exposure

Influence

Christmas

New Year

Easter

Valentine’s

Day

CONTENT PLANNING - SEMANTIC SEARCH

Product Launch

Radio ShowTV

January December

Brand Collab

Health

Baking

StewsLamb Flavour profile

Flour Types

Wine Substitutes

SEARCH TRENDS

“Healthy Recipes”

“Salad Recipes”

“Baking Recipes”

“Gluten Free Recipes”

EDITORIAL THEMES

“Vegan Recipes”

Exposure

Influence

Christmas

New Year

Easter

Valentine’s

Day

CONTENT PLANNING - SEARCH TRENDS & THEMES

Product Launch

Radio ShowTV

January December

Brand Collab

Health

Chinese

New Year

Salads

Baking

StewsLamb Flavour profile

Flour Types

Wine Substitutes

KEYWORD RESEARCH

“How To Poach an egg”18,100 Avg. UK Searches

Jan Mar May Jul Sep Nov

Jan Mar May Jul Sep Nov

“Apple Pie Recipe”18,100 Avg. UK Searches

Exposure

Influence

Christmas

New Year

Easter

Valentine’s

Day

CONTENT PLAN

Product Launch

Radio ShowTV

January December

Brand Collab

Health

Chinese

New Year

Salads

Baking

Stews

Poached Eggs

Brunch Apple PieWinter PuddingsMeringue Caesar Salad

Gluten Free Muffins

Lamb Flavour profile

Flour Types

Wine Substitutes

CONTENT CREATION

CONTENT DISTRIBUTION

SUSTAINABLE DATA LED STRATEGY

SEASONAL

THEMES

TRENDS

Questions

How To Do A Successful Website Relaunch

When?

How?

Who?

Why?

What?

What Next?

Questions

Why launch a new site?

Platform

restrictions

Dated

design

Custom CMS

Re-Brand

Enhanced

functionality

International

expansion

Business

change

Improved User

Experience

Site Launch

Why launch a new site with SEO support?

Retain authority

Search engine friendly platform

Retain existing traffic and revenue

Minimise impact on business

Growth

When?

How?

Who?

What?

What Next?

Questions

Who could be involved in the Project?

DEVELOPER

SEO

AGENCY

UX

DESIGNER

ADVERTISING

AGENCY

BRAND

MANAGER

MARKETING

TEAM

How?

Who?

What Next?

Questions

The Story…

“My current platform is small, bespoke and unable to support the international expansion we are planning...”

International

setup?

GAP Analysis?

New market?

Search engines?

Multi lingual platforms?

User engagement?

Local currency?

Discovery…

Features?

What converts well?

Server Setup considerations?

New products?

Impacts?

Jenn, Marketing Manager

Functional and

on-brand...

Minimal impact

on the business…

Increase

engagement…

Stand out against

competitors…

Reposition the

business within

the marketplace

Great User

Experience on

all devices…

A platform that can

grow with the business

Launch in next

6 weeks…

Rob, Developer

I want to build a website

for my client that is clean

and easy to update…I have thousands of lines of

code to write in just a few

weeks… it has to be character-

perfect for it to work properly

I have to work fast to

ensure we meet our

deadlines

I want to build a

website that is

functional for the user

Quinton, SEO

Must be friendly for

search engines…

Collaborative effort

between developer,

client and I…

Must retain all our

clients’ hard work…

International

expansion

capabilities…

Domain strategy &

multi lingual

approaches…

Seamless transition as

not to impact on my

client’s business…

What content needs

to be migrated?

When?

How?

Who?

What Next?

Questions

When?

x

xx

When?

January February March April May June July August September October November December

Traffic Revenue

When?

When?

x

xx

How?

What Next?

Questions

Plan, Test, Learn

Understand Priorities

Architecture

Taxonomy 404 Setup

URL Structure Canonical Tags

Meta Data Trailing slash recommendations

H1, H2, H3 Structure Robots.txt

XML / HTML Sitemap Product stock page handling

Alts / Image data / Video Page Load Speed

Microdata / Rich Snippets CMS SEO Setup

Content

Content GAP Analysis

Identifying and cleaning up old pages

Redirect Strategy

Mapping 301 Re-Directs

Rules and regex where required

Cleaning up old redirect chains

Testing

Staging environment

Live environment

Test, test, then test again…

International

Hreflang Recommendations Domain Strategy

Multi-Lingual? Server/ Content Setup

Analytics and Tracking

Measurement Planning Goals / Interaction Tracking

Analytics Profile setup/ amends UX / Conversion Optimisation

Understand Impacts

PPC

EMAIL

AFFILIATES TRADING

PRESS

Brilliant Basics

Measurement

Maintain and

refine

Implement

Create implementation plan

Document

technical

infrastructure

Define measurement

plan

3 2 1… LAUNCH

What Next?

Questions

Phase 2… 3…4…

Plan

Develop

Implement

Measure

Grow

Questions

How User Experience and SEO work together

The last year I was living in KL - Malaysia 18

Rented a flat in Menara Bukit Ceylon, on top of Changkat 17

On a daily basis I would cross Changkat Bukit Bintang Street

No go zone

No go zone

16

Competitive environment = aggressive tactics

No go zone

15

Promoters were constant interruptions

No go zone

No go zone

14

All except one with people lining up in front of it

No go zone

No go zone

13

What made a tapas bar stand out, is it organic? 12

Let’s take a look at the dining out experience:

Promoters Building

Location

Service

Menu

Price Quality of

food

Returning

Costumer

Pre decision Post decision

Experience

Decoration

Name Music Payment

Methods

Reviews

11

And how does this compare to our digital experience?

Experience

Promoters Building

Location

Service

Menu

PriceQuality of

food

Returning

Costumer

Decoration

Name MusicPayment

Methods Reviews

Paid Ads Design

/ Tech

Rankings

Customer

Service

Product

Selection

Price Quality of

Products

Branding Interaction

Design

Payment

Methods

Reviews

/ Links

/ Social

Media

Content

10

What did we consider ranking factors?

Experience

Design

/ Tech

Rankings Product

Selection

Reviews

/ Links

/ Social

Media

Content

9

What is the role

of User

Experience in all of this?

8

User Experience is a Mind Set to create value

to helpto make a difference

7

Simplifying our doubts

6

We optimised for bots…

…and created content for users

5

Exploring opportunities

What about users not

just reading our content

but completing a

task?

The Internet is a user sensitive world

Transforming a linear experience into a holistic experience 3Paid Ads

Rankings

Design

/ Tech

Branding

Content

Product

SelectionPrice

Interaction

Design

Quality of

Products

Payment

Methods

Customer

Service

Reviews

/ Links

/ Social Media

Returning

Customer User Experience

Brand

2

Understanding Users

Ensuring task completion

Better conversion rate

More salesHigher revenue

Retention / Active user

Experience

1

0Thank God

Questions

LUNCH BREAK

WELCOME BACK

Harnessing the Power of Visual Marketing for Search

How does it work for search marketing?

Great examples…

Social media and visual marketing

Visit Britain case study

Why use visual marketing as part of your strategy?

What is visual marketing and where to use it?

Defining your goals and ROI

Know your audience

Technology

2015 and beyond…

CONTENT IS AN

EXPERIENCE, NOT JUST WORDS

What is

Visual Marketing?

Product

pages

Where to

use it?

Social

Media

Ebooks

& white

papers

Emails &

newsletters

Website

/blog

Online and

offline

advertising

How does it

work for

Search

Marketing?CONVERSION

Thought leadership

and useful resources

LOYALTY +

ADVOCACY

A healthy mix

65% increased

engagement when photos and videos added.

300% visuals

increase monthly

unique visitors

94% blog posts

with images

viewed more 150% tweets with

images, get

more retweets

Viewers are 85% more likely to

purchase

46 % gauge

credibility of a

company by

website design

Infographics

increase web

traffic by an

average of 12%

Content with visuals/videos

attracts 3X more

inbound links

Which platforms

?

60 million users

117 million users

200 million users

70 million users

26 million users

40 million users

2006 2007 2010 2011 2012

Budget

Goals

Needs

Audience

connects with

Millennials and

Generation Xers

80% female

15 million impressions

More than 200,000 engagements in three weeks

76% of paid engagements on Tumblr were likes,

reblogs, or follows.

Organic engagements with VisitBritain’s content

doubled, and blog impressions tripled

No point doing visual marketing just for the sake of it.

What is the true picture?

It’s a collaborative effort to

score

What does the goal look like?

What are your aims?

Leaning back vs. leaning in.

Engaging your online audience

The platform dictates the format and style

Brand Focused or Customer Focused

Understand the sets of eyes

THE FLEXIBILITY OF VIDEO

How should you measure your ROI in visual marketing?

• Objectives

• Time on Page/Completion Rate

• Audience Acquisition

DEFINE YOUR OBJECTIVES…

2005 2007 2010 2014

TECHNOLOGY ENABLES USERSTO CREATE RICHER CONTENT…

Instead of more… think better

As well as text… think simple drawings, infographs and video

Instead of product-centric… think insights and value

Instead of vendor-developed… think 3rd party credibility

2015 AND BEYOND…

Questions

How to use Analytics to Inform Your Whole Business

@4PsMarketing

@ehaslam

#4PsEdge

Background

Interactive section

Summary

My Tips

Introduction – setting the scene

Questions

Setting The Scene

Does your business have other teams as well as Marketing and Advertising?

Do these teams also contribute to your ability to meet your customers’ needs?

Are you using any analytics to track their performance / contribution?

Background

Interactive section

Summary

My Tips

Questions

Planning

1

2

3

4

5

What is a Measurement Plan?

The 5 Steps of your Measurement Plan:

1. Set your business objectives

2. Strategies and tactics

3. Choose KPIs

4. Segments

5. Targets

Measurement Plan + Em’s Step

1. Define who all your stakeholders areI. All the different teams you have in your business

II. The various levels in those teams

III. All the systems you’re using

2. Set your business objectives

3. Identify strategies and tactics

4. Choose KPIs

5. Segments

6. Targets

Interactive section

Summary

My Tips

Questions

Audience Participation Time – Part 1

Your Different Teams

Your Different Teams

IT

PR

FULFILMENT

FINANCIALCONTENT

SALES

CUSTOMER

SERVICE

IN SHOP /

BRANCH

Audience Participation Time – Part 2

Your Different Levels

Your Different Levels

JUNIOR

EXEC

MANAGER

SHAREHOLDER /

INVESTOR

SENIOR EXEC

DIRECTORCEO

APPRENTICE

GRADUATE

SCHEME

Audience Participation Time – Part 3

Your Different Tools / Systems

Your Different Tools / Systems

WEB

ANALYTICSCRM

PHONE

TRACKING

IN-STORE

TILLS

SALESFORCE

ON-SITE

SURVEYS

KIOSKS

LOAD TESTING

SYSTEMS

Summary

My Tips

Questions

Back to the Analytics Wheel

1

24

5

3

My Tips

Questions

My Tips

Planning is crucial

Think of your business as a whole

Think of all the systems you have in place across the whole customer journey

This process is never finished

Talk to each other

Questions

Wildlife Session – Google Safari

Itinerary

• Welcome to the Jungle

• Dangerous Beasts: The Panda

• Dangerous Beasts: The Penguin

• Approach With Caution: Pigeon

• Approach With Caution: Hummingbird

• Potential New Species

Welcome To The Jungle

Dangerous Beasts

The Panda

The Panda

• Attacks onsite organic search issues

• Provoked by thin content and poor structure

• Chows down on duplicated content

• Sinks teeth into spammy over-optimisation

• Placated by a good user experience

• Soothed to calm by value-adding content

The Panda

The Penguin

The Penguin

• Attacks offsite organic search issues

• Enraged by too much rich inbound anchor text

• Pecks furiously at inbound links from spam sites

• Divebombs at high velocity link acquisition

• Appeased by brand based, value-add links

• Pacified with co-citation and link earning

The Penguin

Approach With Caution

The Pigeon

The Pigeon

• Greatly modifies results for local search

• Pokes at Maps, Mobile and main Web search

• Not a fan of local SEO over-optimisation

• Likes a flutter on local directories as well as sites

• Loves an accurate Maps experience

• Likes to perch on traditional web rank signals

The Pigeon

The Hummingbird

The Hummingbird

• Rewards user-centric search marketing

• Gets in a flap over keyword-focused strategies

• Isn’t keen on sites ignoring semantic signals

• Hates sites with no associated brand presence

• Loves the taste of topical, informative content

• Is best friends with strong brands and semantics

The Hummingbird

Potential New Species

Squirrel – Mobile UX

Sloth – Easy Indexing

Platypus – Multimedia Use

Tardigrade – Resilient UX

Q & A

BREAK

WELCOME BACK

Ensuring an Internal and External Partnership

Think Digital

Taking Offline Online

The Power of Positivity

Where Next?

Brand Power

Why us and not them?

Think Digital

Taking Offline Online

The Power of Positivity

Where Next?

Digital is

Taking Offline Online

The Power of Positivity

Where Next?

Create amazing customer experiences

… on every platform

are defined by what we buy

OUR CHOICES

not where we buy it

The Power of Positivity

Where Next?

Getting buy in

How can we help?

Getting buy in

How can we help?

What can Digital Marketing + 4Ps do for the Vivienne Westwood business?

Getting buy in

How can we help?

Where Next?

Questions

The Future of Technology in Search

….. With a splash of Analytics

The Now…

Classic Analytics

3 Sessions

3 Users

And Offline?

?

?

Universal Analytics

Universal Analytics – Cross Device

What if you have a newsletter signup? Can you track a user if

they open the newsletter on their mobile?

Universal Analytics - Cross Device

Universal Analytics - Offline

User-Id http://www.google-analytics.com/collect?payload_data&z=123456

Universal Analytics - Cross Device

Universal Analytics – Cross Device

The Now…

Universal Analytics

Universal Analytics – Custom Dimensions

Author

Article Length

CategoryDate Published

Liz and Sally

Universal Analytics – The Extreme

Universal Analytics – Measurement Planning

AVINASH – Is next on my list…

The Now…Estimated Ad to In Store Conversions

The Future…

Augmented Reality – Bringing Digital to Us

Augmented Reality:

"a technology that superimposes a

computer-generated image on a

user's view of the real world,

thus providing a composite view."

Wearable Tech – Learning our Behaviour

Digital PAs – Potentially Changing a SERP

Digital PAs – Immersing Content

Summary

Digital PAs – Immersing Content

• Evolve your Analytics

- Think Users, not Sessions

• As Search is getting clever and understanding data, so to should our measurement

- Measure things in your language (Dimensions / Metrics)

• Measurement Plan

- Tracking tools are getting better, plan and understand how they can help your

business.

• New Technology is exciting

- Think beyond the screen, as technology changes so to does behaviour. Be

excited, be creative, be inspired!

Questions

Search is Dead

Is Search Dead?

THANK YOU

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