Digital Marketing: Perth Seminar

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Digital Marketing: Perth Seminar

  1. 1. Digital marketinghead-firstPart 1: Marketing your organisation@precedentau #PrecSem
  2. 2. Digital marketinghead-firstPart 1: Marketing your organisation@precedentau #PrecSem
  3. 3. digital marketing done right@precedentau #PrecSem
  4. 4. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentau #PrecSem
  5. 5. individual problems and culturebecause without a custom fit, you aremissing the point.@precedentau #PrecSem
  6. 6. “Why doesn’t our site work on my new iPad? We should really make an app.”@precedentau #PrecSem
  7. 7. “Why doesn’t our site work on my new iPad? We should really make an app.”@precedentau #PrecSem
  8. 8. “Big brands get to do all the adventurous stuff online. Others can barely tweet.”@precedentau #PrecSem
  9. 9. “Big brands get to do all the adventurous stuff offline. The web follows after.”@precedentau #PrecSem
  10. 10. @precedentau #PrecSem
  11. 11. @precedentau #PrecSem
  12. 12. @precedentau #PrecSem
  13. 13. four tactics to victory@precedentau #PrecSem
  14. 14. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentau #PrecSem
  15. 15. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentau #PrecSem
  16. 16. @precedentau #PrecSem
  17. 17. @precedentau #PrecSem
  18. 18. @precedentau #PrecSem
  19. 19. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentau #PrecSem
  20. 20. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentau #PrecSem
  21. 21. @precedentau #PrecSem
  22. 22. @precedentau #PrecSem
  23. 23. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentau #PrecSem
  24. 24. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentau #PrecSem
  25. 25. - 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@precedentau #PrecSem
  26. 26. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentau #PrecSem
  27. 27. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentau #PrecSem
  28. 28. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentau #PrecSem
  29. 29. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.@precedentau #PrecSem
  30. 30. Military strategy “Forewarned, forearmed; to be prepared is half the victory.”@precedentau #PrecSem
  31. 31. Tactic 1: SEO Long-term influence and growth. Great effort with great effect.@precedentau #PrecSem
  32. 32. 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.”@precedentau #PrecSem
  33. 33. Audience SEO missions “How do we drive more traffic to the website?” “My stakeholders always want expensive marketing buys but I just don’t Tactic 1: SEO online ads or SEM have budget for – what can I do that is free and will show positive returns?”@precedentau #PrecSem
  34. 34. Tactic 1: SEO@precedentau #PrecSem
  35. 35. @precedentau #PrecSem
  36. 36. @precedentau #PrecSem
  37. 37. @precedentau #PrecSem
  38. 38. @precedentau #PrecSem
  39. 39. @precedentau #PrecSem
  40. 40. @precedentau #PrecSem
  41. 41. The results Tactic 1: SEO for all top Top search result animal related key phrases Nearly 13 million views for the cost of one email@precedentau #PrecSem
  42. 42. Audience SEO missions Tactic 1:we drive more traffic to “How do SEO the website?”@precedentau #PrecSem
  43. 43. Audience SEO missions “My stakeholders always want expensive marketing buys but I just don’t have budget for online ads or SEM – Tacticcan SEO is free what 1: I do that and will show positive returns?”@precedentau #PrecSem
  44. 44. Tactic 2: Social Media Win hearts and minds. Small effort for short lived effects.@precedentau #PrecSem
  45. 45. Social media missions “People don’t know us enough.” Tactic 1: SEO “People don’t use us enough.” “Our audiences need to meet.” “Our audience don’t work for us.”@precedentau #PrecSem
  46. 46. Audience Social media missions Tactic 1:we raise money using “How do SEO digital marketing?”@precedentau #PrecSem
  47. 47. Audience Social media missions “We have social profiles but no strategy that integrates thinking Tactic 1: SEO to our site and other online activities”@precedentau #PrecSem
  48. 48. Tactic 1: SEO@precedentau #PrecSem
  49. 49. @precedentau #PrecSem
  50. 50. Tactic 1: SEO@precedentau #PrecSem
  51. 51. @precedentau #PrecSem
  52. 52. @precedentau #PrecSem
  53. 53. @precedentau #PrecSem
  54. 54. @precedentau #PrecSem
  55. 55. Tactic 1: SEO@precedentau #PrecSem
  56. 56. @precedentau #PrecSem
  57. 57. @precedentau #PrecSem
  58. 58. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors@precedentau #PrecSem
  59. 59. Social media result Tactic 1: SEO Lloyds: Better security, customer satisfaction & efficiency ASOS: 1.7 million VERY active ambassadors@precedentau #PrecSem
  60. 60. Tactic 3: PPC advertising Needed for aggressive SEO invasions. Targeted for focused, short-term wins.@precedentau #PrecSem
  61. 61. PPC missions “We’re about to do a launch.” Tactic 1: SEO “We’ve got a market to fill.” “We need aggressive SEO.” “We have a specific problem.”@precedentau #PrecSem
  62. 62. Audience PPC missions “How do we recruit new members?” Tactic 1:we “How do SEO increase our fundraising with paid advertising?”@precedentau #PrecSem
  63. 63. Tactic 1: SEO@precedentau #PrecSem
  64. 64. @precedentau #PrecSem
  65. 65. @precedentau #PrecSem
  66. 66. @precedentau #PrecSem
  67. 67. @precedentau #PrecSem
  68. 68. @precedentau #PrecSem
  69. 69. @precedentau #PrecSem
  70. 70. @precedentau #PrecSem
  71. 71. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period@precedentau #PrecSem
  72. 72. PPC results Tactic 1: SEO sites 415 participating 36 million impressions 300% increase in donations compared to same period@precedentau #PrecSem
  73. 73. Tactic 4: Email marketing Squeeze existing users. So targeted you can see the whites of their eyes.@precedentau #PrecSem
  74. 74. Email missions “There are so many things Tactic 1: SEO our customers could be doing!” “There are so many things our customers should know!”@precedentau #PrecSem
  75. 75. Audience Email missions “How do we get people to renew their subscription?” Tactic 1: SEO “Digital fundraising campaigns (eg. online versions of mail appeals) – how to make them work?”@precedentau #PrecSem
  76. 76. Tactic 1: SEO@precedentau #PrecSem
  77. 77. @precedentau #PrecSem
  78. 78. @precedentau #PrecSem
  79. 79. @precedentau #PrecSem
  80. 80. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.@precedentau #PrecSem
  81. 81. Email results Tacticincrease in site 400% 1: SEO visits during Alzheimer’s Awareness Month.@precedentau #PrecSem
  82. 82. Audience Digital Marketing mission “Our member based has an older skew, but we want to attract a younger demographic. Tactic 1:we use How can SEO digital marketing to do so?”@precedentau #PrecSem
  83. 83. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.@precedentau #PrecSem
  84. 84. digital marketing can match yourindividual problems and culturebecause it’s designed to be custom fit.@precedentau #PrecSem
  85. 85. end of part 1@precedentau #PrecSem
  86. 86. Digital marketing head-firstPart 2: Creating integrated campaigns@precedentau #PrecSem
  87. 87. campaigns done right@precedentau #PrecSem
  88. 88. campaigns are the only way to marketdigitally because without targetingyou’re just paying to spam.@precedentau #PrecSem
  89. 89. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.@precedentau #PrecSem
  90. 90. It’s 2011 and the question is: How do you market to this?@precedentau #PrecSem
  91. 91. @precedentau #PrecSem@precedentcomms #PrecSem
  92. 92. @precedentau #PrecSem@precedentcomms #PrecSem
  93. 93. The landscape, audience, proposition – everything had changed.@precedentau #PrecSem
  94. 94. Cardiff University had to change its strategy and fast, or risk the greatest losses.@precedentau #PrecSem
  95. 95. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, Art of War@precedentau #PrecSem
  96. 96. The Mission The Climate The Ground The Leadership The Method@precedentau #PrecSem
  97. 97. The Mission The Climate The Ground The Leadership The Method@precedentau #PrecSem
  98. 98. The Mission: Who is your target and what is your objective?@precedentau #PrecSem
  99. 99. @precedentau #PrecSem
  100. 100. @precedentau #PrecSem
  101. 101. The Mission The Climate The Ground The Leadership The Method@precedentau #PrecSem
  102. 102. The Climate: What’s the competitive landscape? What’s the behaviour of the target users?@precedentau #PrecSem
  103. 103. @precedentau #PrecSem
  104. 104. @precedentau #PrecSem
  105. 105. @precedentau #PrecSem
  106. 106. @precedentau #PrecSem
  107. 107. @precedentau #PrecSem
  108. 108. @precedentau #PrecSem
  109. 109. @precedentau #PrecSem
  110. 110. The Mission The Climate The Ground The Leadership The Method@precedentau #PrecSem
  111. 111. The Ground: Is the territory familiar? Is it familiar to the competition?@precedentau #PrecSem
  112. 112. @precedentau #PrecSem
  113. 113. @precedentau #PrecSem
  114. 114. The Mission The Climate The Ground The Leadership The Method@precedentau #PrecSem
  115. 115. The Leadership: How will it be managed? Who will plan and carry out actions?@precedentau #PrecSem
  116. 116. @precedentau #PrecSem
  117. 117. @precedentcomms #PrecSem
  118. 118. The Mission The Climate The Ground The Leadership The Method@precedentau #PrecSem
  119. 119. The Method: What tactics will be used and why? How will you handle the response?@precedentau #PrecSem
  120. 120. The Method: Which tactics will be used? How will they be planned and implemented?@precedentau #PrecSem
  121. 121. The Method: Which tactics will be used? How will they be planned and implemented?@precedentau #PrecSem
  122. 122. @precedentau #PrecSem
  123. 123. @precedentau #PrecSem
  124. 124. @precedentau #PrecSem
  125. 125. It’s 2012 and the question is: Did it work?@precedentau #PrecSem
  126. 126. UK-wide press coverage and celebrity endorsement.@precedentau #PrecSem
  127. 127. Over 1200 subscribers actively engaged on Facebook.@precedentau #PrecSem
  128. 128. UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)@precedentau #PrecSem
  129. 129. THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)@precedentau #PrecSem
  130. 130. The Method: Which tactics will be used? How will they be planned and implemented?@precedentau #PrecSem
  131. 131. @precedentau #PrecSem
  132. 132. campaigns are the only way to marketdigitally because without targetingyou’re just paying to spam.@precedentau #PrecSem
  133. 133. campaigns are the only way to marketdigitally because with targeting youcan target and adapt.@precedentau #PrecSem
  134. 134. So, what is user experience (UX)? How a person feels about using a product, system or service@precedentau #PrecSem
  135. 135. Visibility Reputation Orientation Retention Interaction Extension@precedentau #PrecSem
  136. 136. what’s your next digital marketingmission?@precedentau #PrecSem
  137. 137. man/woman your digital marketingmission@precedentau #PrecSem
  138. 138. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  139. 139. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  140. 140. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  141. 141. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  142. 142. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  143. 143. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  144. 144. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  145. 145. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  146. 146. digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem
  147. 147. 80 experts strategy & research branding & communications digital marketing must match your user centred design development & hosting individual problems and culture digital marketing because without a custom fit, you are missing the point.@precedentau #PrecSem
  148. 148. 6 sectors membership digital marketing must match your government education individual problems and culture health not for profit because without a custom fit, you are destinations missing the point.@precedentau #PrecSem
  149. 149. 5 offices Perth Melbourne digital marketing must match your London Edinburgh individual problems and culture Cardiff because without a custom, you are missing the point.@precedentau #PrecSem
  150. 150. 22 years experience quality digital marketing must match your stability loyalty individual problems and culture results because without a custom fit, you are missing the point.@precedentau #PrecSem
  151. 151. @precedentau #PrecSem
  152. 152. Find our Precedent group @Precedentau for industry on LinkedIn to find out trends, tips, seminar info more about our seminars, and other insider stuff and digital marketing must match your share ideas and quiz the Precedent team. tweet today with #PrecSem. individual problems and culture because without a custom fit, you are missing the point.@precedentau #PrecSem

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