Digital marketing head-firstPART 1: Marketing your organisationLindsay Herbert, Head of Digital Marketing@precedentcomms  ...
digital marketing done right
digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
“Big brands get to do all theadventurous stuff online.Others can barely tweet.”
“Big brands get to do all theadventurous stuff offline.The web follows after.”
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
Military strategy“Forewarned, forearmed;to be prepared is halfthe victory.”
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No on...
SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No on...
Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”...
Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”...
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
PPC missionsTactic 1: to sell more X.”“We need SEO“We need people to know Y.”“We need aggressive SEO.”“We don’t have time ...
PPC missionsTactic 1: to sell more X.”“We need SEO“We need people to know Y.”“We need aggressive SEO.”“We don’t have time ...
Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
Email missionsTactic areSEO things“There 1: so manyour customers could be doing!”“There are so many thingsour customers sh...
Email missionsTactic areSEO things“There 1: so manyour customers could be doing!”“There are so many thingsour customers sh...
digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
digital marketing can match yourindividual problems and culturebecause it’s designed to be custom fit.
end of part 1
Digital marketing head-firstPART 2: Creating integrated campaignsLindsay Herbert, Head of Digital Marketing@precedentcomms...
campaigns done right
campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
The MissionThe ClimateThe GroundThe LeadershipThe Method“Strategy without tactics isthe slowest route to victory.Tactics w...
The Mission:What is your objective andwho is your target?
The Climate:What’s the competitivelandscape? What’s thebehaviour of target users?
The Ground:Is the territory familiar?Is it familiar to thecompetition?
The Leadership:How will it be managed?Where will responsibilitiesbe allocated?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
campaigns are the way to marketdigitally because with targetingyou’ll be able to track your success.
what’s your next digital marketingmission?
80 experts            strategy & research    branding & communications            user centred design         development ...
5 sectors                third sector   membership organisations          financial services                  education   ...
5 offices         London      Edinburgh         Cardiff      Melbourne           Perth
22 years     experience        quality       stability        loyalty         results
meaningful ideasintelligently delivered
Find our Precedent        At @precedentcommsgroup on LinkedIn for a   for Precedent news,chance to find out more   seminar...
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Precedent Digital Marketing Seminar Birmingham 29 March 2012
Upcoming SlideShare
Loading in...5
×

Precedent Digital Marketing Seminar Birmingham 29 March 2012

386

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
386
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Precedent Digital Marketing Seminar Birmingham 29 March 2012

  1. 1. Digital marketing head-firstPART 1: Marketing your organisationLindsay Herbert, Head of Digital Marketing@precedentcomms #PrecSem @lindzeiy
  2. 2. digital marketing done right
  3. 3. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
  4. 4. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  5. 5. “Why doesn’t our site workon my new iPad? We shouldreally make an app.”
  6. 6. “Why doesn’t our site workon my new iPad? We shouldreally make an app.”
  7. 7. “Big brands get to do all theadventurous stuff online.Others can barely tweet.”
  8. 8. “Big brands get to do all theadventurous stuff offline.The web follows after.”
  9. 9. Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
  10. 10. Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
  11. 11. Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
  12. 12. Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
  13. 13. Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
  14. 14. Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
  15. 15. Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
  16. 16. Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
  17. 17. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
  18. 18. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  19. 19. Military strategy“Forewarned, forearmed;to be prepared is halfthe victory.”
  20. 20. Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
  21. 21. SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
  22. 22. SEO missionsTactic 1: SEO for x but not y.”“People know us“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
  23. 23. Tactic 2: Social MediaWin hearts and minds.Small effort for shortlived effects.
  24. 24. Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
  25. 25. Social media missionsTactic 1: SEO us enough.”“People don’t know“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
  26. 26. Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted forfocused, short-term wins.
  27. 27. PPC missionsTactic 1: to sell more X.”“We need SEO“We need people to know Y.”“We need aggressive SEO.”“We don’t have time to wait.”
  28. 28. PPC missionsTactic 1: to sell more X.”“We need SEO“We need people to know Y.”“We need aggressive SEO.”“We don’t have time to wait.”
  29. 29. Tactic 4: Email marketingSqueeze existing users.So targeted you can seethe whites of their eyes.
  30. 30. Email missionsTactic areSEO things“There 1: so manyour customers could be doing!”“There are so many thingsour customers should know!”
  31. 31. Email missionsTactic areSEO things“There 1: so manyour customers could be doing!”“There are so many thingsour customers should know!”
  32. 32. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
  33. 33. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  34. 34. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  35. 35. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  36. 36. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  37. 37. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  38. 38. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  39. 39. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  40. 40. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  41. 41. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  42. 42. digital marketing must match yourindividual problems and culturebecause without a custom fit, you aremissing the point.
  43. 43. digital marketing must match yourindividual problems and culturebecause without a custom fit, you’remissing the point.
  44. 44. digital marketing can match yourindividual problems and culturebecause it’s designed to be custom fit.
  45. 45. end of part 1
  46. 46. Digital marketing head-firstPART 2: Creating integrated campaignsLindsay Herbert, Head of Digital Marketing@precedentcomms #PrecSem @lindzeiy
  47. 47. campaigns done right
  48. 48. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
  49. 49. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
  50. 50. “Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
  51. 51. The MissionThe ClimateThe GroundThe LeadershipThe Method“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
  52. 52. The Mission:What is your objective andwho is your target?
  53. 53. The Climate:What’s the competitivelandscape? What’s thebehaviour of target users?
  54. 54. The Ground:Is the territory familiar?Is it familiar to thecompetition?
  55. 55. The Leadership:How will it be managed?Where will responsibilitiesbe allocated?
  56. 56. The Method:Which tactics will be used?How will they be plannedand implemented?
  57. 57. The Method:Which tactics will be used?How will they be plannedand implemented?
  58. 58. The Method:Which tactics will be used?How will they be plannedand implemented?
  59. 59. The Method:Which tactics will be used?How will they be plannedand implemented?
  60. 60. The Method:Which tactics will be used?How will they be plannedand implemented?
  61. 61. campaigns are the way to marketdigitally because without targetingyou’re just paying to spam.
  62. 62. campaigns are the way to marketdigitally because with targetingyou’ll be able to track your success.
  63. 63. what’s your next digital marketingmission?
  64. 64. 80 experts strategy & research branding & communications user centred design development & hosting digital marketing
  65. 65. 5 sectors third sector membership organisations financial services education health
  66. 66. 5 offices London Edinburgh Cardiff Melbourne Perth
  67. 67. 22 years experience quality stability loyalty results
  68. 68. meaningful ideasintelligently delivered
  69. 69. Find our Precedent At @precedentcommsgroup on LinkedIn for a for Precedent news,chance to find out more seminar info and theabout our seminars, latest on trends, stats,network, share ideas and digital technologyand quiz our experts. #PrecSem
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×