The Digital Toolkit
Andrew Lloyd Gordon

The digital marketing toolkit
Why you need a
strategy
Lay the foundations
Use the tools

Why you need a
Digital Strategy

Missed opportunities: lost
business
World online travel
industry: $80 billion
UK households with
higher than average
income
(2007 data – econsultancy)

Your customers want to buy
online
Most popular products :
music, books, DVDs
and holidays
47% UK internet users
booked a holiday online
(2007 data – econsultancy)

Market to the world

Market to the individual

From Mass Marketing to
1 to 1 Marketing
Complexity
of Marketing 1 to 1
Marketing
Segmented
Marketing
Mass
Marketing Level of
Targeting
Required
Source Reference: Sean Kelly, Comhra Ltd
10

Lay the foundations

Two key questions….
1. Are my Europe: 382
customers million
online?
World: 1.5 billion
2. Is my Travel industry
business accounts for
suited to digital 24% of all online
marketing? advertising

Know your business

?
Know what
you want to
achieve

Watch your competition
What are they doing?

Know your customers

The digital consumer
Comfortable with the
medium
They’re in control
They’re fickle

They’re vocal

Know how well you’re
doing

You don’t have to be a
geek

Use the tools

The top 8 online activities
90
80
70
Ratings
60 Watch video
Radio
50 Music
40 IM
Social Media
30 Email
Search
20
10
0

A little bit of history
Search Engine Optimisation

Search Engine
Optimisation

Pay to be listed (PPC)
Paid Search PPC= 30%
SEO= 70% PPC

Maintain a blog

Welcome to the Blogosphere
50 million blogs
175,000 blogs created every day
Blogging activity doubling in size every
200 days

Choose your blogging platform

Make it search engine friendly

Encourage comments
Leave a comment or else!

Use other media

Make it sticky

Blogging guidelines
Be open, honest
Explain your intentions and who you are
Be accurate, spell check
Be honest about mistakes

“Wanna know a secret?”
Google loves
frequently
updated blogs!

Give it legs

Give it legs

Email marketing

Affiliate marketing

Online PR

Online PR

Social Media in the UK
Rank Social Network % share
1 Facebook 45.29
2 BeBo 25.04
3 MySpace 14.75
4 Windows Live 1.59
Spaces
5 Friends Reunited 1.55
6 Club Penguin 0.83
7 Yahoo Groups 0.81
8 Nasza Klasa Hitwise Intelligence June 08
Source:
0.75
9 Faceparty 0.74
10 Tagged 0.72

Social Media in the US
Rank Social Media UV Apr 08
1 YouTube 11.6
2 Facebook 10.2
3 Wikipedia 8.9
4 Blogger 5.2
5 MySpace 4.7
6 BeBo 4.5
7 Yahoo Answers 3.5
8 Slide 2.7
9 Windows Live Nielsen Online Apr 08
Source: 2.5
10 Tagged 2.0

Social Media

The size of Social Media
Facebook – 150m Unique Users May 08
MySpace – 200m Unique Users June 08
Source: Comscore June 08

Cyprus groups on
Facebook

Keep your eyes on the prize!

The digital marketing toolkit
Why you need a
strategy
Lay the foundations
Use the tools

Andrew Lloyd Gordon
The Digital Toolkit