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Digital Marketing Strategy

Digital Marketing Strategy






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    Digital Marketing Strategy Digital Marketing Strategy Presentation Transcript

    • DigitalMarketing Strategy Barry Adams 01 May 2014
    • Vulgar self-promotional slide Barry Adams is…  Digital Director at multi-award winning digital agency The Tomorrow Lab in Belfast (formerly known as Pierce Communications)  Dutch (yes, really)  Twitter ranter @badams  Editor & blogger for award-winning blog StateofDigital.com  Also blogs at award-nominated BarryAdams.co.uk
    • Part of
    • WhyhaveaDigital MarketingStrategy?
    • Why? The standard answers...: • We want to sell more online • We want to engage our customers • We want to build a community • We want to grow our brand
    • But these are the real why’s: • Why should people buy from you? • Why should people engage with you? • Why should they join your ‘community’? • Why should they care?
    • The Cold Hard Truth People don’t care. And you can’t make them care.
    • Customers don’t care • 0.5% of Facebook fans actually talk about the brand • Out of 200 brands studied, only 1 had a Facebook fan engagement level of over 2% • 80% of a brand’s buyers know little or nothing about the brand • 72% of Pepsi drinkers also drink Coca-Cola Sources: AdMap / Ehrenberg-BassInstitute for Marketing Science / TNS Impulse Panel (UK)
    • Sources:Perspectives on Brand Management / http://www.slideshare.net/mweigel/how-to-not-fail-16647530
    • Your Customers “Your consumers are just somebody else’s consumers who occasionally buy from you.” - Martin Weigel
    • So why all this digital malarkey? Because it works. But not how you think it works.
    • Psychology + Economics = Behavioural Economics
    • Customers are not rational • People rarely think over their purchases in detail, but do rationalise them after the fact. • Brand loyalty is an ephemeral concept – most people buy conveniently, not loyally. • Most purchasing decisions are made emotionally and intuitively – driven by our subconscious mind.
    • Tapping in to human behaviour Some behavioural economics concepts: • The Mere Exposure Effect • Social Proof & Contagion • Habituation & Defaults
    • The Mere Exposure Effect A mental bias by which consumers make purchasing decisions based on what they're familiar with. Also known as the Familiarity Principle. The more people are exposed to a brand, the more likely they are to buy it.
    • Social Proof & Contagion People copy what others do. We don’t want to be lone risk- takers, so instead we follow in other people’s footsteps. This is why we buy following others’ recommendations, and why word of mouth is such a powerful marketing force.
    • Habituation & Defaults When buying patterns are established and ingrained, it takes cognitive effort to break that habit. We don’t like spending mental energy, so we keep buying the same things from the same shops in the same way.
    • Applyingthisto DigitalStrategy
    • Our Digital Strategy Process
    • 1. Situation Analysis • Current online visibility  Website  Social media  3rd party mentions & links  Email • Existing digital assets • Impact Selling Points  What makes you different?
    • 2. Goals & Objectives • What are you trying to accomplish? • What can you realistically achieve? • How are you going to measure this? • Define KPIs:  Website traffic  Online conversions  Brand perception
    • 3. Audience, Channels & Tactics • Who are you trying to reach?  Define your audience. • Where do they hang out online?  Define your channels. • How can you get in front of them?  Define your tactics. This is where we talk about Websites, SEO, Social, Email, Ads, etc...
    • 4. Activity Plan • Preparation:  Research.  Design & Build.  Optimise.  Plan & Assign. • Execute:  Assign ownership & get things done.  Schedule in advance.  Persistence pays off.
    • 5. Measure & Control • Analyse what you’re doing:  Google Analytics  Facebook Insights  Rank trackers & brand monitoring • What impact is it having on your business?  KPI progress  Attribution modelling • Find out what works, and do more of it.
    • Whataboutall thatbehaviour economicsstuff?
    • The Mere Exposure Effect • Be where your audience is - multi-channel digital marketing;  SEO & PPC  Social Media  Email  Online Advertising Retargeting
    • Social Proof & Contagion • Send the right trust signals:  Customer testimonials  Integrated reviews from 3rd party aggregators: Reevoo / Feefo / Trustpilot / Google+  Post-purchase social sharing  ‘Recommend a friend’
    • Habituation & Defaults • Make customers change their established behaviour:  Emphasise what makes you special  Give people a reason to come to you • Once you get a visitor, convert & keep them!  Conversion Optimisation  Email Marketing  Social Media
    • CaseStudy
    • DigitalPrinting.co.uk • New website launched in August 2013 • Situation Analysis:  Entirely new brand & site, no history, no brand awareness  Competitive industry: online on-demand print solutions • Goals & Objectives:  1000 organic search visits/month after 6 months  2.5% conversion rate = 25 transactions/month
    • The Strategy • Audience, Channels & Tactics:  B2B, print & design decision makers  SEO focused + email marketing for repeat sales • Activity Calendar  Content Marketing: daily blog content + promotion  Outreach to build links & brand awareness • Measurement & Control  Daily search engine visibility tracking  Monthly web analytics reviews
    • SEO - Content Marketing • 100 blog posts published in 8 months • Examples of titles:  “5 tips for designing a roll up banner stand”  “How to survive your first ever exhibition or trade show”  “Top 10 things to remember when designing an A4 poster”  “Using printed brochures to tell a story and share your message”  “From design to print: how your leaflets are made”
    • Infographics to supplement the text content
    • Outreach with content to build links & citations
    • The Results • Visitors from organic traffic increased from 400 to 3700+ per month • Transactions from organic traffic doubled every two months • Revenue from organic traffic increased 8-fold • Conversion rate from organic traffic increased 74% from 1.44% to 2.5% • Average organic visitor is spending almost 4 minutes on the site • Top 10 ranking on Google.co.uk for 5 targeted keywords including 1st for“digital printing UK” and 2nd for “Digital Printing” (behind wikipedia)
    • TheKeyLessons
    • Digital Strategy is...  Thinking about what you want to accomplish;  Thinking about who you want to reach;  Thinking about what the customer wants (not what you want);  Thinking before acting.
    • Thankyou. barry@barryadams.co.uk twitter.com/badams