An Overview to Digital Marketing

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  • 1. Digital Marketing Strategy
    Has the web changed? Again?
  • 2. About F3
    Fully integrated, full service marketing and creative agency
    Established in 1996 by three founding directors
    Cheltenham based. Fully independent
    Member of the Institute of Practitioners in Advertising
    Broad base of clients and experience
    Strong strategic partnerships in PR and Direct Marketing
    £2 million annual turnover
    16 members of staff
    Head of Digital appointed February 2010
  • 3. F3 Services
    Brand strategy and design
    Design for print
    Direct mail
    Point of sale
  • 4. F3 Clients
  • 5. Welcome :-)
  • 6. Today’s Topics
    The value in ‘digital’
    A new approach to web
    Latest technologies
    Viral marketing
    Email marketing
    Social media
    Search vs display advertising
  • 7. Steve Lauder – Head of Digital
    Worked in IT for 15 years, Network administration, IT management, Web development
    Ran digital agency for over 5 years, quickly went from coding to strategy
    Helped sites increase traffic by 300%, conversions by 110%, Sales by units 150%
    Worked with, and work with leading developers, email, search and social media specialists
    Factor 3 since March. My job to stay on top of where the web is going, ensure clients get the best from technology
  • 8. The Value in ‘digital’
  • 9. Not The Next Big Thing
    This seminar isn’t about the latest technology
    This doesn’t mean we aren’t able to provide the latest technology… the question is WHY to apply technology?
    Next big thing is being able to evaluate the value of ‘the next big thing’
    Digital world rapidly & constantly evolving
  • 10. Technology Changes Usage, Changes Technology
    Greater security
    Connection speeds
    Web 2.0
    Growth of online shopping
    Video content, grander design
    Greater collaboration, engagement, social
    Integration with ‘real world’
    Slide ‹#› 20:07:2010 Presentation Title
  • 11. Marketing Channels 80’s
    Slide ‹#› 20:07:2010 Presentation Title
  • 12. Marketing Channels Today
    Slide ‹#› 20:07:2010 Presentation Title
  • 13. The Recession
    Companies increased digital spend, overtaking TV spend for first time ever*
    Companies more ‘choosy’ about digital spend*
    Who they spend with
    What they spend on
    Increased resistance to untried and tested methods
    Increased demand for measurable ROI from marketing campaigns
    * Source: Mintel
    Slide ‹#› 20:07:2010 Presentation Title
  • 14. The Revolution
    Companies moving away from ‘Digital’ agencies:
    Maturity – availability of necessary tools – CMS, CRM, Opensource
    Offline/online campaigns blurred – integrated cross-channel strategies more common
    Technologists are not marketeers
    Realisation ‘digital’ provides a PLATFORM, not a marketing solution
    Specialist niche agencies working in tunnel vision – traditional integrated agencies best placed for cohesion
    Slide ‹#› 20:07:2010 Presentation Title
  • 15. The Paradox
    Utilisation of digital infinitely complex, ever changing, wheel constantly reinvented. Strategy becoming ever less ‘generic’ for businesses
    Digital ‘Just a channel’, and a mature one – increasingly being seen in this way
    Larger agencies integrating ‘digital’ skills, ‘digital agencies’ not integrating traditional skills
    Greater demand for truly integrated campaigns
    Integrated, traditional agencies best placed to deliver ‘success’
    Slide ‹#› 20:07:2010 Presentation Title
  • 16. New Approach to Web...
    “It’s not about having a digital strategy; it’s about having a strategy that incorporates a digital world.”
  • 17. What Are Your Objectives?
    Brand awareness
    Product/service awareness
    Customer empowerment
    Increase trade/direct sales
    Harvest customer/audience data
    Collaborative working
    Information Delivery
    Creating engagement
    Build relationships
    None of these only achievable via the web. Most require MORE THAN technology to stimulate the desired result.
    Slide ‹#› 20:07:2010 Presentation Title
  • 18. How Will You Measure Success?
    • If non-sales objectives, what action would you like to compel?
    • 19. Desired actions = conversions
    • 20. Conversion goals best measures of success
    • 21. Anticipate the customer journey
    • 22. Put your conversion goals into your stats packages/systems
    • 23. Compelling response takes more than technology, hence web ‘just a channel’
    Slide ‹#› 20:07:2010 Presentation Title
  • 24. The importance of brand
  • 25. Brand Planning model
    Slide ‹#› 20:07:2010 Presentation Title
  • 26. Marmite website
  • 27. Marmite website
  • 28. UPS Website
  • 29. Role/Importance of Website
    Cornerstone of all online marketing activity
    Success of all other online campaigns hangs on strength of web presence
    Strength = how well the website ‘sells’ the company/product/service, compelling ‘conversion’
    Increasingly, majority of campaigns refer back to a website/micro site
    Sites need to be a lot more adaptable, easier to update
    Slide ‹#› 20:07:2010 Presentation Title
  • 30. Website as Cornerstone?
    Increasingly polarising position, especially with SMEs
    Some companies ill advised, lacked ROI
    Some had great advice, great strategy, ever increasing ROI
    Most owners of failed websites/digital strategies don’t understand why they failed
    Slide ‹#› 20:07:2010 Presentation Title
  • 31. Old Approach to Web
    Website as an event...
    Office concurs the website looks ‘a bit dated’
    Internal team discusses what could be done better
    Brief written, put out to tender... company engaged
    Website launched, initial fanfare, stats viewed eagerly
    Enthusiasm slows, website stops ‘working’ for the company
    Three years later, office concurs the website ‘looks a bit dated’
    If you build it, they won’t come
    Slide ‹#› 20:07:2010 Presentation Title
  • 32.
  • 33. Iterations
    First rotation – phase one critical, in terms of goals, strategy, benchmarking and consulting
    Second rotation – Phase one again critical, reviewing stats, ‘tweaking’ content (split testing?)
    Third rotation – Investment moves to phase seven activity
    Fourth rotation – adopted business practice – website now integral with all other marketing activity
    Slide ‹#› 20:07:2010 Presentation Title
  • 34. Evolving Through the Iterations
    Each rotation, hold up proposals against brand strategy, and ‘success’ parameters
    Do the suggested changes support or detract?
    Evaluate the value of any new development/content in these terms
    Slide ‹#› 20:07:2010 Presentation Title
  • 35. Implications
    House built on good foundation
    Maximises the value of all other digital spend
    Maximises the value of much offline activity
    Reduces the need for ‘big hit’ investments
    Website harmonious with the business and its current position
    Data will help a business keep pace with audience trends/demands
    Website constantly updated & evolving – many benefits
    Slide ‹#› 20:07:2010 Presentation Title
  • 36. Realistic expectations
    Many businesses have made sustained investments in online
    Overnight success no longer realistic expectation in most instances (without big budget, of course)
    Longer term strategies therefore essential
    Consistency with brand values and business objectives therefore priority
    Slide ‹#› 20:07:2010 Presentation Title
  • 37. The Story So Far
    Strategy for a digital world – not a digital strategy
    Technology is again just technology – not synonymous with ‘marketing’
    Technology needs to be understood in its own terms
    Greater collaboration between marketing and IT departments
    Slide ‹#› 20:07:2010 Presentation Title
  • 38. Latest Technology Considerations
  • 39. Latest Technical Considerations
    Mobile biggest revolution in ‘digital’ since web 2.0
    Web no longer chained to a desk – more integrated with the ‘real world’
    Web apps being replicated by phone apps – ebay, facebook, amazon, argos etc.
    Augmented reality & location based web services next revolution – already started
    Websites need to be more accommodating of mobile internet browsers
    61% Phones now smart phones
    Slide ‹#› 20:07:2010 Presentation Title
  • 40. Smartphone Facts
    Slide ‹#› 20:07:2010 Presentation Title
  • 41. Smartphone Facts
    Slide ‹#› 20:07:2010 Presentation Title
  • 42. Mobile Preparation Cost Effective?
    More cost effective than you may think
    Possible to detect a phone user, same as detecting flash
    Alternative site templates can be employed on page load:
    Less zooming/scrolling
    Better natural font sizes
    Optimising on page images for less cumbersome use
    Mobile menus for alternative navigation styles
    If running CMS sites, mobile-specific page templates can be implemented without re-developing your entire site. We can do this for you ;-)
    Slide ‹#› 20:07:2010 Presentation Title
  • 43. Site or App?
    App store – a microcosm of early internet growth
    An app in its own right needs yet further budget to raise awareness and encourage usage
    70% of mature users (25+) prefer mobile optimised sites to apps * (source: Orange/TNS)
    Will the app provide a tangible benefit to the user? i.e.
    Make life easier?
    Make life more fun?
    Provide convenient self service?
    Help a remote worker do their job?
    Are people really likely to download it? Will it be ‘sticky’?
    Slide ‹#› 20:07:2010 Presentation Title
  • 44. Do You Need to Implement This?
    Burning question again… ‘WHY’?
    How much of your audience rely on mobile internet?
    Could you open a new audience by utilising mobile?
    Will it help you with your objectives for ‘success’?
    If not, then ignore this ‘next big thing’
    Slide ‹#› 20:07:2010 Presentation Title
  • 45. Optimising Digital Presence
    How can my company best utilise:
    Viral marketing?
    Email marketing?
    Social media?
    Search engine/display advertising?
    Some golden rules, but application ever more specific
    Slide ‹#› 20:07:2010 Presentation Title
  • 46. Viral marketing
  • 47. Viral Marketing – Shocking facts
    Two years ago, virals ‘peaked’ in interest and effectiveness
    Today, even large brands struggle to get traction for more than 7 days
    24 hours video content uploaded to YouTube every hour
    Success determined by ‘shares’ in social media. Social currently best mechanism for viral spread
    Some still get massive attention, but not always as intended…
    Slide ‹#› 20:07:2010 Presentation Title
  • 48. Recent Example: 10:10 Campaign
    Slide ‹#› 20:07:2010 Presentation Title
  • 49. Impact
    Defended as ‘tongue in cheek’
    HUGE amounts of global coverage… All negative. No comments from 10:10 in any media coverage – PR disaster
    Corporate backers of the initiative (including Sony) distanced themselves from the organisation, as have other CO2 reduction organisations/charities
    Concept created/executed in a bubble
    Slide ‹#› 20:07:2010 Presentation Title
  • 50. When It Goes Well...
    Slide ‹#› 20:07:2010 Presentation Title
  • 51. Why Did It Work?
    20m+ Views… Why?
    Principles mirrored from other successful ads (Reebok’s Terry Tate)
    Huge number of ‘shares’ from Facebook fans
    Sheer numbers pushed video into prominence on first day… “Catch fire”
    As with Social Media, difficult to capture ‘principles’ for replicating success with viral
    Slide ‹#› 20:07:2010 Presentation Title
  • 52. Email Marketing
  • 53. Email Marketing
    People don’t want to be marketed ‘too’, they want to be communicated ‘with’
    The more personal the setting, the more targeted communications need to be. Email should be dynamic, seemingly personal to be most effective
    Email – many companies have adopted it, not many have adopted it well
    Poor unsolicited communications led to greater resistance to email signups
    Slide ‹#› 20:07:2010 Presentation Title
  • 54. Email Facts
    Slide ‹#› 20:07:2010 Presentation Title
  • 55. Email Facts
    Slide ‹#› 20:07:2010 Presentation Title
  • 56. Email Facts
    Slide ‹#› 20:07:2010 Presentation Title
  • 57. How We Got You Here
    Slide ‹#› 20:07:2010 Presentation Title
  • 58. How We Got You Here
    Slide ‹#› 20:07:2010 Presentation Title
  • 59. Social media
  • 60. Social Media
    Not just Facebook/Twitter
    Message boards
    News websites
    Social bookmarking
    Social Media ‘most trendy’, least understood
    Surge in ‘Social Agencies’ & PR agencies offering social strategies. Hyping benefits in unison with Facebook/Twitter spokespeople
    Important to differentiate between industry hype and real-world effectiveness
    Slide ‹#› 20:07:2010 Presentation Title
  • 61. Social Media
    Slide ‹#› 20:07:2010 Presentation Title
  • 62. Social Media
    Core social media objectives:
    Raise brand awareness
    Increasing customer acquisition & sales
    Increasing no. of links from quality websites
    Search engine ranking boost
    Good social strategy consists of:
    Slide ‹#› 20:07:2010 Presentation Title
  • 63. Social Media – Dissemination
    Dissemination the absolute core – carried out via:
    Corporate blog
    Twitter profile
    Optimised press releases/online syndication
    Social bookmarking
    Sharing video content
    Regardless of all else, performing the above will have big impact on search engine position
    Slide ‹#› 20:07:2010 Presentation Title
  • 64. Social Media – Engagement
    Engagement revolves around proactively communicating with people and getting them excited about your organisation
    Simply telling people about the thing which you are doing is not engagement – it is dissemination
    Engagement works as a direct result of understanding what your audience is interested in and then engaging them accordingly around those things
    This can also be further supplemented by creating interesting collateral for them, i.e. videos, widgets, games, iPhoneapps… absorbing their attention to convey your messages
    Slide ‹#› 20:07:2010 Presentation Title
  • 65. Social Media – Participation
    Participation is very much focused upon getting social media influencers/consumers/ stakeholders actively involved within your activity
    This can take a variety of formats:
    Involving stakeholders in something brand related, handing them a certain degree of responsibility
    Creating specific social media focused events
    Inviting them along to attend ads being shot
    Inviting them to premiers or launches
    Getting people involved in competitions, to create UGC
    Slide ‹#› 20:07:2010 Presentation Title
  • 66. Social Media – how?
    Know your audience! Demographic, interests, social status etc.
    Monitor trends: Social Mention, Technorati, Blog Pulse, Tweepz, Twello
    The heart of all successful social strategies is creativity, simplicity, instant appeal
    The more public your profile, the greater the opportunity for successful campaigns
    Slide ‹#› 20:07:2010 Presentation Title
  • 67. Social Media Spend
    Slide ‹#› 20:07:2010 Presentation Title
  • 68. Search vs Display Advertising
  • 69. Search and Display Advertising
    SEO not as ‘sexy’ as once was
    Organic SEO listings are still the most important place to be found online for long term success
    A comprehensive SEO strategy brings other tangible benefits, specifically from referring traffic
    PPC becoming more expensive, minimising ROI
    Combined with display advertising for specific campaigns and optimised landing pages, very powerful
    Slide ‹#› 20:07:2010 Presentation Title
  • 70. Search and Display Advertising
    Slide ‹#› 20:07:2010 Presentation Title
  • 71. Display Advertising
    Slide ‹#› 20:07:2010 Presentation Title
  • 72. Display Advertising
    Slide ‹#› 20:07:2010 Presentation Title
  • 73. Conclusion
  • 74. To Conclude
    General trends will give you an idea of what platforms/channels are generating responses
    This information needs to be balanced against what your own stats, stakeholders and audience are telling you… You need to gather and rely on this information
    The message and the way it is delivered are most important aspects of any campaign, ‘Digital’ is no different
    Slide ‹#› 20:07:2010 Presentation Title
  • 75. To Conclude
    Success is not driven by technology – technology supports potential for success. Innovation drives both
    Consistency and congruity with brand/communications strategy is paramount
    Better to have a marketing strategy that includes digital rather than isolate the two
    Integrated agencies best placed to deliver ‘success’ in a digital world
    Slide ‹#› 20:07:2010 Presentation Title
  • 76. To Conclude
    Digital marketing needs to be a part of, not separate from, your normal every day business/marketing processes
    Hardly used any jargon or technical terms throughout this presentation
    We have the best systems – CMS, eCommerce etc.We would love to demonstrate them!
    Slide ‹#› 20:07:2010 Presentation Title
  • 77. Thank you for listening
    Any questions?