4ps marketing digital edgeucation 2015
Post on 17-Jul-2015
819 Views
Preview:
TRANSCRIPT
Agenda
Morning Break:
11.00 – 11.15
Lunch:
12.45 – 13.30
Afternoon Break:
15.00 – 15.15
Finish:
17.00
Drinks!
#4PsEDGE
Age 25 - 35
University educated
Owns between 4-6 devices
Works in the city / commuter
Highly mobile
Lives with partner / No Kids
Highly social
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.
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
Paid
Advertising
Display Advertising
Generic PPC
Video Advertising
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 2: Awareness from generics impacted brand searches
0
20000
40000
60000
80000
100000
120000
140000
0
1000
2000
3000
4000
5000
6000
7000
8000
10
/1/2
014
10
/3/2
014
10
/5/2
014
10
/7/2
014
10
/9/2
014
10
/11
/20
14
10
/13
/20
14
10
/15
/20
14
10
/17
/20
14
10
/19
/20
14
10
/21
/20
14
10
/23
/20
14
10
/25
/20
14
10
/27
/20
14
10
/29
/20
14
10
/31
/20
14
11
/2/2
014
11
/4/2
014
11
/6/2
014
11
/8/2
014
11
/10
/20
14
11
/12
/20
14
11
/14
/20
14
11
/16
/20
14
11
/18
/20
14
11
/20
/20
14
11
/22
/20
14
11
/24
/20
14
11
/26
/20
14
11
/28
/20
14
11
/30
/20
14
12
/2/2
014
12
/4/2
014
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
Do Your Research!!!
‘A potential customer using lipstick on a regular basis, is NOT ONLY interested in beauty’
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?
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
Case Study: Google Display Network Awareness
0
50
100
150
200
250
300
350
400
450
Search Clicks Linear (Search Clicks)
0
50
100
150
200
250
300
350
400
0
10
20
30
40
50
60
70
80
90
Search Clicks Display Clicks Linear (Search Clicks) Linear (Display Clicks)
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
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
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
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
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
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
… 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
By spending 52.28% less on paid search, but on
better targeted campaigns, YOTEL target was
achieved with a 9% Cost of Sale
DATA LED CONTENT STRATEGY
Research Production
Analytics
AdWordsTrends
KPI
ACC
Seasons
Content
Planning
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
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
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
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
Who could be involved in the Project?
DEVELOPER
SEO
AGENCY
UX
DESIGNER
ADVERTISING
AGENCY
BRAND
MANAGER
MARKETING
TEAM
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?
January February March April May June July August September October November December
Traffic Revenue
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
Measurement
Maintain and
refine
Implement
Create implementation plan
Document
technical
infrastructure
Define measurement
plan
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
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
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…
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
How should you measure your ROI in visual marketing?
• Objectives
• Time on Page/Completion Rate
• Audience Acquisition
DEFINE YOUR OBJECTIVES…
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…
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?
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
Your Different Levels
JUNIOR
EXEC
MANAGER
SHAREHOLDER /
INVESTOR
SENIOR EXEC
DIRECTORCEO
APPRENTICE
GRADUATE
SCHEME
Your Different Tools / Systems
WEB
ANALYTICSCRM
PHONE
TRACKING
IN-STORE
TILLS
SALESFORCE
ON-SITE
SURVEYS
KIOSKS
LOAD TESTING
SYSTEMS
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
Itinerary
• Welcome to the Jungle
• Dangerous Beasts: The Panda
• Dangerous Beasts: The Penguin
• Approach With Caution: Pigeon
• Approach With Caution: Hummingbird
• Potential New Species
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 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 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 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
Getting buy in
How can we help?
What can Digital Marketing + 4Ps do for the Vivienne Westwood business?
Universal Analytics – Cross Device
What if you have a newsletter signup? Can you track a user if
they open the newsletter on their mobile?
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."
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!
top related