digital marketing head-first - dive in like a pro
Post on 17-Sep-2014
258 views
DESCRIPTION
Precedent Seminar Melbourne, Victoria 18/10/2012TRANSCRIPT
![Page 1: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/1.jpg)
Digital marketing head-firstPart 1: Marketing your organisation
@precedentau #PrecSem
![Page 2: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/2.jpg)
Digital marketing head-firstPart 1: Marketing your organisation
@precedentcomms #PrecSem
![Page 3: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/3.jpg)
digital marketing done right
@precedentcomms #PrecSem
![Page 4: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/4.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentcomms #PrecSem
![Page 5: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/5.jpg)
individual problems and culture because without a custom fit, you are missing the point.
@precedentcomms #PrecSem
![Page 6: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/6.jpg)
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
@precedentcomms #PrecSem
![Page 7: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/7.jpg)
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
@precedentcomms #PrecSem
![Page 8: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/8.jpg)
“Big brands get to do all theadventurous stuff online. Others can barely tweet.”
@precedentcomms #PrecSem
![Page 9: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/9.jpg)
“Big brands get to do all theadventurous stuff offline. The web follows after.”
@precedentcomms #PrecSem
![Page 10: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/10.jpg)
@precedentcomms #PrecSem
![Page 11: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/11.jpg)
@precedentcomms #PrecSem
![Page 12: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/12.jpg)
@precedentcomms #PrecSem
![Page 13: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/13.jpg)
four tactics to victory
@precedentcomms #PrecSem
![Page 14: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/14.jpg)
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
@precedentcomms #PrecSem
![Page 15: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/15.jpg)
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Invasion
@precedentcomms #PrecSem
![Page 16: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/16.jpg)
@precedentcomms #PrecSem
![Page 17: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/17.jpg)
@precedentcomms #PrecSem
![Page 18: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/18.jpg)
@precedentcomms #PrecSem
![Page 19: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/19.jpg)
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
@precedentcomms #PrecSem
![Page 20: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/20.jpg)
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
outpost
@precedentcomms #PrecSem
![Page 21: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/21.jpg)
@precedentcomms #PrecSem
![Page 22: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/22.jpg)
@precedentcomms #PrecSem
![Page 23: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/23.jpg)
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
@precedentcomms #PrecSem
![Page 24: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/24.jpg)
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
MISSILES
@precedentcomms #PrecSem
![Page 25: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/25.jpg)
@precedentcomms #PrecSem
![Page 26: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/26.jpg)
- 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
@precedentcomms #PrecSem
![Page 27: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/27.jpg)
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
@precedentcomms #PrecSem
![Page 28: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/28.jpg)
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
SNIPERS
@precedentcomms #PrecSem
![Page 29: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/29.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentcomms #PrecSem
![Page 30: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/30.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentcomms #PrecSem
![Page 31: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/31.jpg)
Military strategy“Forewarned, forearmed;to be prepared is half the victory.”
@precedentcomms #PrecSem
![Page 32: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/32.jpg)
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
@precedentcomms #PrecSem
![Page 33: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/33.jpg)
SEOSEO 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.”
@precedentcomms #PrecSem
![Page 34: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/34.jpg)
Tactic 1: SEOAudience SEO missions“How do we drive more traffic to the website?”“How do we raise the profile of our podcasts on iTunes U?”
@precedentcomms #PrecSem
![Page 35: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/35.jpg)
Tactic 1: SEO
@precedentcomms #PrecSem
![Page 36: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/36.jpg)
@precedentcomms #PrecSem
![Page 37: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/37.jpg)
@precedentcomms #PrecSem
![Page 38: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/38.jpg)
@precedentcomms #PrecSem
![Page 39: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/39.jpg)
@precedentcomms #PrecSem
![Page 40: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/40.jpg)
@precedentcomms #PrecSem
![Page 41: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/41.jpg)
@precedentcomms #PrecSem
![Page 42: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/42.jpg)
Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
@precedentcomms #PrecSem
![Page 43: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/43.jpg)
Tactic 1: SEOAudience SEO missions“How do we drive more traffic to the website?”
@precedentcomms #PrecSem
![Page 44: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/44.jpg)
Tactic 1: SEOAudience SEO missions“How do we raise the profile of our podcasts on iTunes U?”
@precedentcomms #PrecSem
![Page 45: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/45.jpg)
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
@precedentcomms #PrecSem
![Page 46: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/46.jpg)
Tactic 1: SEOSocial 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.”
@precedentcomms #PrecSem
![Page 47: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/47.jpg)
Tactic 1: SEOAudience Social media missions“We could provide daily advice.”“Members don’t use all the benefits.”“Members can swap advice.”“They should refer their colleagues.”
@precedentcomms #PrecSem
![Page 48: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/48.jpg)
Tactic 1: SEO
@precedentcomms #PrecSem
![Page 49: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/49.jpg)
@precedentcomms #PrecSem
![Page 50: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/50.jpg)
Tactic 1: SEO
@precedentcomms #PrecSem
![Page 51: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/51.jpg)
@precedentcomms #PrecSem
![Page 52: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/52.jpg)
@precedentcomms #PrecSem
![Page 53: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/53.jpg)
@precedentcomms #PrecSem
![Page 54: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/54.jpg)
@precedentcomms #PrecSem
![Page 55: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/55.jpg)
Tactic 1: SEO
@precedentcomms #PrecSem
![Page 56: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/56.jpg)
@precedentcomms #PrecSem
![Page 57: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/57.jpg)
@precedentcomms #PrecSem
![Page 58: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/58.jpg)
Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERY active ambassadors
@precedentcomms #PrecSem
![Page 59: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/59.jpg)
Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiencyASOS: 1.7 million VERY active ambassadors
victory
@precedentcomms #PrecSem
![Page 60: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/60.jpg)
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
@precedentcomms #PrecSem
![Page 61: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/61.jpg)
Tactic 1: SEOPPC missions“We’re about to do a launch.”“We’ve got a market to fill.”“We need aggressive SEO.”“We have a specific problem.”
@precedentcomms #PrecSem
![Page 62: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/62.jpg)
Tactic 1: SEOAudience PPC missions“How do we recruit new members?”“How do we increase our fundraising with paid advertising?”
@precedentcomms #PrecSem
![Page 63: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/63.jpg)
Tactic 1: SEO
@precedentcomms #PrecSem
![Page 64: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/64.jpg)
@precedentcomms #PrecSem
![Page 65: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/65.jpg)
@precedentcomms #PrecSem
![Page 66: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/66.jpg)
@precedentcomms #PrecSem
![Page 67: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/67.jpg)
@precedentcomms #PrecSem
![Page 68: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/68.jpg)
@precedentcomms #PrecSem
![Page 69: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/69.jpg)
@precedentcomms #PrecSem
![Page 70: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/70.jpg)
@precedentcomms #PrecSem
![Page 71: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/71.jpg)
Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period
@precedentcomms #PrecSem
![Page 72: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/72.jpg)
Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period
victory
@precedentcomms #PrecSem
![Page 73: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/73.jpg)
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
@precedentcomms #PrecSem
![Page 74: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/74.jpg)
Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”“There are so many thingsour customers should know!”
@precedentcomms #PrecSem
![Page 75: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/75.jpg)
Tactic 1: SEOAudience Email missions“How do we get people to renew their subscription?”“Our email CTR is really low. How do we make them more interesting?”
@precedentcomms #PrecSem
![Page 76: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/76.jpg)
Tactic 1: SEO
@precedentcomms #PrecSem
![Page 77: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/77.jpg)
@precedentcomms #PrecSem
![Page 78: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/78.jpg)
@precedentcomms #PrecSem
![Page 79: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/79.jpg)
@precedentcomms #PrecSem
![Page 80: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/80.jpg)
Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
@precedentcomms #PrecSem
![Page 81: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/81.jpg)
Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
victory
@precedentcomms #PrecSem
![Page 82: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/82.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentcomms #PrecSem
![Page 83: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/83.jpg)
digital marketing can match your individual problems and culture because it’s designed to be custom fit.
@precedentcomms #PrecSem
![Page 84: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/84.jpg)
end of part 1
@precedentcomms #PrecSem
![Page 85: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/85.jpg)
Digital marketing head-firstPart 2: Creating integrated campaigns
@precedentau #PrecSem
![Page 86: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/86.jpg)
campaigns done right
@precedentau #PrecSem
![Page 87: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/87.jpg)
campaigns are the only way to market digitally because without targeting you’re just paying to spam.
@precedentau #PrecSem
![Page 88: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/88.jpg)
campaigns are the way to market digitally because without targeting you’re just paying to spam.
@precedentau #PrecSem
![Page 89: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/89.jpg)
It’s 2011 and the question is:How do you market to this?
@precedentau #PrecSem
![Page 90: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/90.jpg)
@precedentcomms #PrecSem @precedentau #PrecSem
![Page 91: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/91.jpg)
@precedentcomms #PrecSem @precedentau #PrecSem
![Page 92: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/92.jpg)
The landscape, audience, proposition – everything had changed.
@precedentau #PrecSem
![Page 93: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/93.jpg)
Cardiff University had to change
its strategy and fast, or risk the greatest losses.
@precedentau #PrecSem
![Page 94: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/94.jpg)
Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.
Sun Tzu, Art of War @precedentau #PrecSem
![Page 95: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/95.jpg)
The MissionThe ClimateThe GroundThe LeadershipThe Method
@precedentau #PrecSem
![Page 96: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/96.jpg)
The MissionThe ClimateThe GroundThe LeadershipThe Method
@precedentau #PrecSem
![Page 97: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/97.jpg)
The Mission:
Who is your target and what is your objective?
@precedentau #PrecSem
![Page 98: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/98.jpg)
@precedentau #PrecSem
![Page 99: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/99.jpg)
@precedentau #PrecSem
![Page 100: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/100.jpg)
The MissionThe ClimateThe GroundThe LeadershipThe Method
@precedentau #PrecSem
![Page 101: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/101.jpg)
The Climate:
What’s the competitivelandscape? What’s thebehaviour of the target users?
@precedentau #PrecSem
![Page 102: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/102.jpg)
@precedentau #PrecSem
![Page 103: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/103.jpg)
@precedentau #PrecSem
![Page 104: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/104.jpg)
@precedentau #PrecSem
![Page 105: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/105.jpg)
@precedentau #PrecSem
![Page 106: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/106.jpg)
@precedentau #PrecSem
![Page 107: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/107.jpg)
@precedentau #PrecSem
![Page 108: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/108.jpg)
@precedentau #PrecSem
![Page 109: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/109.jpg)
The MissionThe ClimateThe GroundThe LeadershipThe Method
@precedentau #PrecSem
![Page 110: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/110.jpg)
The Ground:
Is the territory familiar?Is it familiar to the competition?
@precedentau #PrecSem
![Page 111: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/111.jpg)
@precedentau #PrecSem
![Page 112: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/112.jpg)
@precedentau #PrecSem
![Page 113: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/113.jpg)
The MissionThe ClimateThe GroundThe LeadershipThe Method
@precedentau #PrecSem
![Page 114: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/114.jpg)
The Leadership:
How will it be managed?Who will plan and carry out actions?
@precedentau #PrecSem
![Page 115: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/115.jpg)
@precedentcomms #PrecSem
![Page 116: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/116.jpg)
@precedentcomms #PrecSem
![Page 117: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/117.jpg)
The MissionThe ClimateThe GroundThe LeadershipThe Method
@precedentcomms #PrecSem
![Page 118: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/118.jpg)
The Method:
What tactics will beused and why? How will you handlethe response?
@precedentcomms #PrecSem
![Page 119: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/119.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
@precedentcomms #PrecSem
![Page 120: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/120.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
@precedentcomms #PrecSem
![Page 121: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/121.jpg)
@precedentau #PrecSem
![Page 122: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/122.jpg)
@precedentau #PrecSem
![Page 123: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/123.jpg)
@precedentau #PrecSem
![Page 124: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/124.jpg)
It’s 2012 and the question is:Did it work?
@precedentau #PrecSem
![Page 125: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/125.jpg)
UK-wide press coverage and celebrity endorsement.
@precedentau #PrecSem
![Page 126: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/126.jpg)
Over 1200 subscribers actively engaged on Facebook.
@precedentau #PrecSem
![Page 127: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/127.jpg)
UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)
@precedentau #PrecSem
![Page 128: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/128.jpg)
THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)
@precedentau #PrecSem
![Page 129: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/129.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
@precedentau #PrecSem
![Page 130: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/130.jpg)
@precedentau #PrecSem
![Page 131: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/131.jpg)
campaigns are the only way to market digitally because without targeting you’re just paying to spam.
@precedentau #PrecSem
![Page 132: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/132.jpg)
campaigns are the only way to market digitally because with targeting you can target and adapt.
@precedentau #PrecSem
![Page 133: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/133.jpg)
So, what is user experience (UX)?
How a person feels about using a product, system or service
@precedentau #PrecSem
![Page 134: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/134.jpg)
UX is not ...
Just about interface designJust about usabilityJust about your usersJust about technologyJust about content
@precedentau #PrecSem
![Page 135: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/135.jpg)
Visibility
Orientation
Interaction
Extension
Retention
Reputation
@precedentau #PrecSem
![Page 136: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/136.jpg)
what’s your next digital marketing mission?
@precedentcomms #PrecSem
![Page 137: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/137.jpg)
man your next digital marketing mission
@precedentcomms #PrecSem
![Page 138: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/138.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
![Page 139: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/139.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Invasion
@precedentau #PrecSem
![Page 140: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/140.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
![Page 141: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/141.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
OUTPOST
@precedentau #PrecSem
![Page 142: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/142.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
![Page 143: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/143.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Missile
@precedentau #PrecSem
![Page 144: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/144.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper
@precedentau #PrecSem
![Page 145: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/145.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper?
@precedentau #PrecSem
![Page 146: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/146.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
![Page 147: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/147.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
80 expertsstrategy & research
branding & communicationsuser centred design
development & hostingdigital marketing
@precedentau #PrecSem
![Page 148: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/148.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
6 sectorsmembershipgovernment
educationhealth
not for profitdestinations
@precedentau #PrecSem
![Page 149: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/149.jpg)
digital marketing must match your individual problems and culture because without a custom, you are missing the point.
5 officesMelbourne
PerthLondon
EdinburghCardiff
@precedentau #PrecSem
![Page 150: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/150.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
22 yearsexperience
qualitystability
loyaltyresults
@precedentau #PrecSem
![Page 151: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/151.jpg)
@precedentau #PrecSem
![Page 152: Digital Marketing Head-first - Dive in like a pro](https://reader037.vdocuments.mx/reader037/viewer/2022103109/5418a21d7bef0a48248b4ccf/html5/thumbnails/152.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
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.
@precedentau #PrecSem