The Telegraph's hub-and-spokes newsroom has drawn the attention of newspapers worldwide. Department heads sit in the middle of the open floor newsroom. Each of the news sections (business, sports, international…) is lined up on a different ‘spoke’. Adjacent spokes are actually positioned in ‘curves’ of people in charge of either content, or design, production... “Those curves are quite important to us, they kind of work as internal triangles,” said Rhidian Wynn-Davies, consulting editor of the Telegraph. To the sides of the open floor are all the content-producing teams (supplements, magazines, featury content) that are less dependent on news, but also production rooms for video and audio. Upstairs, set apart, sit all commercial and corporate operations.
Transcript of "Digital Marketing Trends 2012 - Dave Chaffey"
12 Digital Marketing trends for 2012<br />Dave Chaffey<br /> Presented for The IDM at:<br />AdTech London, 21-09-2011 <br />www.smartinsights.com<br />
About Dave Chaffey<br />Analytics <br />advice, software <br />& consulting <br />www.smartinsights.com/<br />Search &<br />conversion<br />consulting<br />www.clickthrough-marketing.com<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />
An engagement strategyis essential to cut-through<br />“The importance of developing an engaging, shareable brand increases each day : algorithms and people FAVOUR THE MOST ENGAGING BRANDS”<br />
“Every business needs to be a multi-channel publisher now”<br />
Opportunities to engage in 2012<br />http://www.smartinsights.com/digital-marketing-strategy-alerts/new-media-options/<br />
Search engine optimisation<br />Tactic 1 INBOUND MARKETING<br />What percentage of SEO site visitors enter through your home page?<br />
What is deep SEO?<br />Improving SEO that is non home page related. Most important for retailers… Reminder that <br />Multiple home pages matter (category/subcat)<br />Deeplinks matter<br />Duplicate content, so unique copy matters<br />Link equity flow through internal links matter<br />SMO matters<br />Example…<br />
Deep SEO example<br />http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/<br />
Social media optimisation (SMO)<br />Tactic 2 INBOUND MARKETING<br />“A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”<br />
What is SMO?<br />Two views:<br />Narrow: Using social activities to support SEO <br />Broad: Improving effectiveness of all social media marketing <br />Optimising this process – from central hub: <br />http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/<br />