digital marketing: perth seminar
Post on 17-Oct-2014
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Digital marketing head-first
Part 1: Marketing your organisation
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Digital marketing head-first
Part 1: Marketing your organisation
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digital marketing done right
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digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
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individual problems and culture because without a custom fit, you are missing the point.
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“Why doesn’t our site work on my new iPad? We should really make an app.”
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“Why doesn’t our site work on my new iPad? We should really make an app.”
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“Big brands get to do all the adventurous stuff online. Others can barely tweet.”
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“Big brands get to do all the adventurous stuff offline. The web follows after.”
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four tactics to victory
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Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
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Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
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Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
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Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
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Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
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Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
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- 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
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Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
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Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
Military strategy “Forewarned, forearmed; to be prepared is half the victory.”
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Tactic 1: SEO Long-term influence and growth. Great effort with great effect.
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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.”
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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?”
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Tactic 1: SEO
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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
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Tactic 1: SEO
Audience SEO missions
“How do we drive more traffic to
the website?”
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Tactic 1: SEO
Audience SEO missions
“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?”
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Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.
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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.”
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Tactic 1: SEO
Audience Social media missions
“How do we raise money using
digital marketing?”
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Tactic 1: SEO
Audience Social media missions
“We have social profiles but no strategy that integrates thinking to our site and other online activities”
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Tactic 1: SEO
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Tactic 1: SEO
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Tactic 1: SEO
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Tactic 1: SEO
Social media result
Lloyds: Better security, customer satisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
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Tactic 1: SEO
Social media result
Lloyds: Better security, customer satisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
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Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.
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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.”
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Tactic 1: SEO
Audience PPC missions
“How do we recruit new members?”
“How do we increase our fundraising with paid advertising?”
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Tactic 1: SEO
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Tactic 1: SEO
PPC results
415 participating sites
36 million impressions
300% increase in donations compared to same period
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Tactic 1: SEO
PPC results
415 participating sites
36 million impressions
300% increase in donations compared to same period
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Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.
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Tactic 1: SEO
Email missions
“There are so many things our customers could be doing!”
“There are so many things our customers should know!”
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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?”
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Tactic 1: SEO
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Tactic 1: SEO
Email results
400% increase in site visits during Alzheimer’s Awareness Month.
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Tactic 1: SEO
Email results
400% increase in site visits during Alzheimer’s Awareness Month.
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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?”
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digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
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digital marketing can match your individual problems and culture because it’s designed to be custom fit.
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end of part 1
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Digital marketing head-first
Part 2: Creating integrated campaigns
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campaigns done right
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campaigns are the only way to market digitally because without targeting you’re just paying to spam.
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campaigns are the way to market digitally because without targeting you’re just paying to spam.
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It’s 2011 and the question is: How do you market to this?
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The landscape, audience, proposition – everything had changed.
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Cardiff University had to change its strategy and fast, or risk the greatest losses.
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Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
Sun Tzu, Art of War
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The Mission
The Climate
The Ground
The Leadership
The Method
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The Mission
The Climate
The Ground
The Leadership
The Method
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The Mission:
Who is your target and what is your objective?
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The Mission
The Climate
The Ground
The Leadership
The Method
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The Climate:
What’s the competitive landscape? What’s the behaviour of the target users?
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The Mission
The Climate
The Ground
The Leadership
The Method
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The Ground:
Is the territory familiar? Is it familiar to the competition?
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The Mission
The Climate
The Ground
The Leadership
The Method
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The Leadership:
How will it be managed? Who will plan and carry out actions?
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The Mission
The Climate
The Ground
The Leadership
The Method
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The Method:
What tactics will be used and why? How will you handle the response?
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The Method: Which tactics will be used? How will they be planned and implemented?
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The Method: Which tactics will be used? How will they be planned and implemented?
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It’s 2012 and the question is: Did it work?
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UK-wide press coverage and celebrity endorsement.
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Over 1200 subscribers actively engaged on Facebook.
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UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)
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THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)
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The Method: Which tactics will be used? How will they be planned and implemented?
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campaigns are the only way to market digitally because without targeting you’re just paying to spam.
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campaigns are the only way to market digitally because with targeting you can target and adapt.
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So, what is user experience (UX)?
How a person feels about using a product, system or service
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Visibility
Orientation
Interaction
Extension
Retention
Reputation
what’s your next digital marketing mission?
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man/woman your digital marketing mission
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
@precedentau #PrecSem
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
80 experts strategy & research
branding & communications user centred design
development & hosting digital marketing
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
6 sectors
membership government
education health
not for profit destinations
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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
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
22 years experience
quality stability
loyalty results
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digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
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