Integrated Digital Marketing

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Presentation by Kevin Gibbons - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

Presentation by Kevin Gibbons - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

More in: Marketing , Business , Travel
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  • 1. London • 10–13 February 2014 • #SESLON @KevGibbo Integrated Digital Marketing e: kgibbons@blueglass.co.uk t: @kevgibbo w: www.blueglass.co.uk
  • 2. London | 10–13 February 2014 | #SESLON | @kevgibbo Why Integrated?
  • 3. London | 10–13 February 2014 | #SESLON | @kevgibbo Biggest Mistakes of Marketing Campaigns = Starting With the Wrong Questions
  • 4. London | 10–13 February 2014 | #SESLON | @kevgibbo If You’re Chasing the Google Algorithm Something is Wrong!
  • 5. London | 10–13 February 2014 | #SESLON | @kevgibbo “Your brand is the single most important investment you can make in your business” Steve Forbes
  • 6. London | 10–13 February 2014 | #SESLON | @kevgibbo Every Campaign Should Start With Goals
  • 7. London | 10–13 February 2014 | #SESLON | @kevgibbo • Profit per Customer? • Number of Customers? • Market Share? • Total Revenue? • Net Profit? • Volume of Sales? • Average Order Value? But It Needs to be Aligned & Measuring the Right Goals
  • 8. London | 10–13 February 2014 | #SESLON | @kevgibbo d Strategy, Not Channel-Specific Tactics Brand Strategy SEO PPC Social Media Digital PR Marketing Strategy Digital Strategy Affiliate
  • 9. London | 10–13 February 2014 | #SESLON | @kevgibbo The Whole Should be Greater than the Sum of its Parts
  • 10. London | 10–13 February 2014 | #SESLON | @kevgibbo g Your AudienceMonitoring Your AudienceConverting Your Audience Targeting Your AudienceMarketing to Your Audience y Around Audience
  • 11. London | 10–13 February 2014 | #SESLON | @kevgibbo • How does your audience interact with your website? • What do prospects need before they purchase? • Is your tone of voice consistent across all channels? • How many channels do customers typically come from? • Do returning customers have a different behaviour to new visitors? • Can you tailor the experience to multiple personas? • What is the lifetime value of a new customer? Focus on Consumers
  • 12. London | 10–13 February 2014 | #SESLON | @kevgibbo How Are Brands Integrating?
  • 13. London | 10–13 February 2014 | #SESLON | @kevgibbo Vertical Search is Much More than Organic & Paid
  • 14. London | 10–13 February 2014 | #SESLON | @kevgibbo Be the Vertical Market Leader – Don’t Rely on Google, Build an Audience
  • 15. London | 10–13 February 2014 | #SESLON | @kevgibbo You Want Users to Come Back Directly - Get them to Subscribe, Follow & Download…
  • 16. London | 10–13 February 2014 | #SESLON | @kevgibbo Ditch Silos & Get Buy-In From Full Team Maximise Synergies & Speed Up Process
  • 17. London | 10–13 February 2014 | #SESLON | @kevgibbo Make Content Central
  • 18. London | 10–13 February 2014 | #SESLON | @kevgibbo Tactics Get Oversaturated Biggest Mistake is Content Made by SEOs for SEOs (It’s not about sharing content with your mates)
  • 19. London | 10–13 February 2014 | #SESLON | @kevgibbo It’s Not Just About Creating a Buzz
  • 20. London | 10–13 February 2014 | #SESLON | @kevgibbo Not Everything Is Going to Be a Winner
  • 21. London | 10–13 February 2014 | #SESLON | @kevgibbo Successful campaigns require a sustained content strategy (not 1 infographic!)
  • 22. London | 10–13 February 2014 | #SESLON | @kevgibbo Learn What Works & Scale Quality Content
  • 23. London | 10–13 February 2014 | #SESLON | @kevgibbo Great Content Isn’t Produced in a Silo
  • 24. London | 10–13 February 2014 | #SESLON | @kevgibbo Make Content Consumer-Led to Resonate & Tell Your Brands Story to an Audience
  • 25. London | 10–13 February 2014 | #SESLON | @kevgibbo Every Story Needs an Audience… If you haven’t got one, leverage someone else’s!
  • 26. London | 10–13 February 2014 | #SESLON | @kevgibbo Carefully Craft Content Specifically For Them Data Driven = More Newsworthy & Shareable
  • 27. London | 10–13 February 2014 | #SESLON | @kevgibbo Then Promote It From All Angles
  • 28. London | 10–13 February 2014 | #SESLON | @kevgibbo We’re on the Same Team!
  • 29. London | 10–13 February 2014 | #SESLON | @kevgibbo Promoted business card content: - Generated links/shares from authority environmental blogs - Increased ranking for “business cards” from #3 to #1 in Google! Leverage Organic Search from Overall Strategy
  • 30. London | 10–13 February 2014 | #SESLON | @kevgibbo dia Integration word StrategyBrandingAudience Targeting ble Platform Insights Ads
  • 31. London | 10–13 February 2014 | #SESLON | @kevgibbo Promote to Social Influencers & Authority Authors
  • 32. London | 10–13 February 2014 | #SESLON | @kevgibbo Capture & Retarget Potential Customers Again & again (via multiple channels)
  • 33. London | 10–13 February 2014 | #SESLON | @kevgibbo Key Takeaways
  • 34. London | 10–13 February 2014 | #SESLON | @kevgibbo 1 Single Digital Marketing Budget = Huge Benefits • Flexibility cross channels • Ditch channel specific silos • No internal budget fighting • Greater team transparency • Higher agility & better ideas • More efficient & effective use of time • Focus on real-world results
  • 35. London | 10–13 February 2014 | #SESLON | @kevgibbo Q1 - Stabilise • Analytics Auditing • SEO Auditing • Content Strategy • PPC Review & Retargeting Plan Q2 - Formalise • CRO Testing Plan • Grow Affiliate & Display Opportunity • Upscale PPC Q3 - Energise • Social Media Marketing & Promotions • Email Marketing – Customer Relationship Management Diversify your Marketing Short, Mid & Long-Term Multi-Channel Strategy
  • 36. London | 10–13 February 2014 | #SESLON | @kevgibbo Focus on Brand & Audience Building Consider the Risk of Relying Too Heavily on Google
  • 37. London | 10–13 February 2014 | #SESLON | @kevgibbo Kevin Gibbons e: kgibbons@blueglass.co.uk t: @kevgibbo w: www.blueglass.co.uk