FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
INBOUND MARKETING:
A CUSTOMER JOURNEY

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@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
INBOUND MARKETING BUYING CYCLE

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@googledave
@phcreative
Got a question?
@googledave
@phcreative
BUT.
IT TAKES.
EFFORT.
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@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
GOOGLE UDPATES HUMMINGBIRD
What does it mean….
• Improved semantic and contextual understanding – pages
matching meaning n...
GOOGLE UDPATES HUMMINGBIRD
What does it mean….
• Be fit for mobile and multiple devices (mobile responsive)
• Re-confirms ...
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
CONVERGANCE OF DIGITAL MARKETING

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@googledave
@phcreative
But what does
it really mean…?

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@googledave
@phcreative
Optimise
for humans

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@googledave
@phcreative
THROUGH
SCIENCE AND ART

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@googledave
@phcreative
Got a question?
@googledave
@phcreative

http://www.ted.com/talks/simon_sinek_how_great_leade
rs_inspire_action.html
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
PSYCHOLIGICAL MIND HUMAN BRAIN SIMPLIFIED

Human
• Logical thinking
• Evidence based
• Facts, figures, benefits
• Rational...
HUMAN EMOTIONS THAT HELP ‘IT’ GO VIRAL
Key Learning's
• Write compelling titles
• Use strong emotional drivers to make
peo...
Got a question?
@googledave
@phcreative
Shhh…
I let you into a secret

Got a question?
@googledave
@phcreative
Shhh…
I let you into a secret
Some of us have
been doing this for
years!

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@googledave
@phcreative
Its just bloody
good marketing

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@googledave
@phcreative
Got a question?
@googledave
@phcreative

http://www.sethgodin.com/sg/books.asp
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@googledave
@phcreative

http://www.youtube.com/watch?v=cDJMqNC5tLc
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
PERSONA MAPPING

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@googledave
@phcreative
Workshop
s

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@googledave
@phcreative
EMPATHY MAPPING

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@googledave
http://www.businessdesigntools.com/2011/12/empathy-mapping/

@phcreative
Got a question?
@googledave
@phcreative
CONTENT PILLARS

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@googledave
@phcreative
Once you know what they look like

Do your homework and find
their influencers and their
communities

Follow me @googledav...
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
@googledave
@phcreative
#HDevents
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@googledave
@phcreative
Got a question?
@googledave
In association with Mersey Maritime
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Write or video the process
to leverage the results
online.
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Don’t ignore

Second largest search engine
Third largest social channel

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@googledave
@phcreative
40% YouTube views in the UK are on a mobile
Phone
Pages with video are 53% more likely to
appear on page1 of Google
41% hi...
Show some
passion!

Got a question?
@googledave
@phcreative
PEOPLE CAN FORGET
WHAT YOU SAID OR DID…

Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE

Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Pages

Content

Landing pages Copy / Message

Traffic

Device

Organic

Desktop

Data Capture

Call to action

PPC

Tablet...
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@googledave
@phcreative
SCIENCE FICTION
SCIENCE FACT

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@googledave
@phcreative
Siri

Voice activated
computer
Knight Rider

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@googledave
@phcreative
Terminator

Google glass

Real-Time Visuals

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@googledave
@phcreative
Transparent Touch Screens

Minority report

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@googledave
@phcreative
Thought Control Devices
X-Men

Got a question?
@googledave
@phcreative

Interaxon
Muse
DIGITAL MARKETING ECO-SYSTEM

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
FUTURE PROOFING YOUR DIGITAL STRATEGY

Got a question?
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Thanks for listening and keep in touch

@GoogleDave
email: googledave@ph-creative.com
tel:
01512275549

Got a question?
@g...
Digital Strategy - Vertical IT
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Digital Strategy - Vertical IT

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Slide from my presentation for Vertical It event on 31st October 2013

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  • Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
  • Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
  • Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
  • Sir Richard…. Would you mind
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • Nationwide LinkedIn Story
  • Digital Strategy - Vertical IT

    1. 1. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    2. 2. INBOUND MARKETING: A CUSTOMER JOURNEY Got a question? @googledave @phcreative
    3. 3. Got a question? @googledave @phcreative
    4. 4. Got a question? @googledave @phcreative
    5. 5. Got a question? @googledave @phcreative
    6. 6. Got a question? @googledave @phcreative
    7. 7. Got a question? @googledave @phcreative
    8. 8. Got a question? @googledave @phcreative
    9. 9. Got a question? @googledave @phcreative
    10. 10. Got a question? @googledave @phcreative
    11. 11. INBOUND MARKETING BUYING CYCLE Got a question? @googledave @phcreative
    12. 12. Got a question? @googledave @phcreative
    13. 13. BUT. IT TAKES. EFFORT. Got a question? @googledave @phcreative
    14. 14. Got a question? @googledave @phcreative
    15. 15. Got a question? @googledave @phcreative
    16. 16. Got a question? @googledave @phcreative
    17. 17. Got a question? @googledave @phcreative
    18. 18. GOOGLE UDPATES HUMMINGBIRD What does it mean…. • Improved semantic and contextual understanding – pages matching meaning not just keywords • Keywords, context, location, device, experience • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? • Content must have unique value for your persona’s • You need to become an authority in your space with USP’s Got a question? @googledave @phcreative
    19. 19. GOOGLE UDPATES HUMMINGBIRD What does it mean…. • Be fit for mobile and multiple devices (mobile responsive) • Re-confirms that fast SEO is dead and you need to put effort in across all relevant digital disciplines … and so it should be • Identify intent, needs, problems and become the authority in your business area • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! • Build trust, be authentic, be sincere Got a question? @googledave @phcreative
    20. 20. Got a question? @googledave @phcreative
    21. 21. Got a question? @googledave @phcreative
    22. 22. Got a question? @googledave @phcreative
    23. 23. CONVERGANCE OF DIGITAL MARKETING Got a question? @googledave @phcreative
    24. 24. But what does it really mean…? Got a question? @googledave @phcreative
    25. 25. Optimise for humans Got a question? @googledave @phcreative
    26. 26. THROUGH SCIENCE AND ART Got a question? @googledave @phcreative
    27. 27. Got a question? @googledave @phcreative http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html
    28. 28. Got a question? @googledave @phcreative
    29. 29. Got a question? @googledave @phcreative
    30. 30. Got a question? @googledave @phcreative
    31. 31. PSYCHOLIGICAL MIND HUMAN BRAIN SIMPLIFIED Human • Logical thinking • Evidence based • Facts, figures, benefits • Rational • In context and with perspective • Shades of grey, balanced judgment • Fact, truth Got a question? @googledave @phcreative Chimp • Emotional thinking • Jumps to opinion, conclusions • Emotive, empathy, anger! • Irrational, • Catastrophic • Emotive judgment • Feelings, impressions, gut instinct http://www.chimpparadox.co.uk/
    32. 32. HUMAN EMOTIONS THAT HELP ‘IT’ GO VIRAL Key Learning's • Write compelling titles • Use strong emotional drivers to make people care and share your content • Create content the strikes the correct emotional chords with your persona’s • Tie your brand to an emotional message and tell stories that connect with emotion • Get closer and be more personal to you audience • Consider the Public Good (Dumb ways to die) Got a question? @googledave @phcreative http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-goviral/?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow
    33. 33. Got a question? @googledave @phcreative
    34. 34. Shhh… I let you into a secret Got a question? @googledave @phcreative
    35. 35. Shhh… I let you into a secret Some of us have been doing this for years! Got a question? @googledave @phcreative
    36. 36. Its just bloody good marketing Got a question? @googledave @phcreative
    37. 37. Got a question? @googledave @phcreative http://www.sethgodin.com/sg/books.asp
    38. 38. Got a question? @googledave @phcreative http://www.youtube.com/watch?v=cDJMqNC5tLc
    39. 39. Got a question? @googledave @phcreative
    40. 40. Got a question? @googledave @phcreative
    41. 41. Got a question? @googledave @phcreative
    42. 42. Got a question? @googledave @phcreative
    43. 43. Got a question? @googledave @phcreative
    44. 44. PERSONA MAPPING Got a question? @googledave @phcreative
    45. 45. Workshop s Got a question? @googledave @phcreative
    46. 46. EMPATHY MAPPING Got a question? @googledave http://www.businessdesigntools.com/2011/12/empathy-mapping/ @phcreative
    47. 47. Got a question? @googledave @phcreative
    48. 48. CONTENT PILLARS Got a question? @googledave @phcreative
    49. 49. Once you know what they look like Do your homework and find their influencers and their communities Follow me @googledave to receive this free guide Got a question? @googledave @phcreative
    50. 50. Got a question? @googledave @phcreative
    51. 51. Got a question? @googledave @phcreative
    52. 52. Got a question? @googledave @phcreative
    53. 53. Got a question? @googledave @phcreative
    54. 54. @googledave @phcreative #HDevents
    55. 55. Got a question? @googledave @phcreative
    56. 56. Got a question? @googledave In association with Mersey Maritime @phcreative
    57. 57. Got a question? @googledave @phcreative
    58. 58. Got a question? @googledave @phcreative
    59. 59. Got a question? @googledave @phcreative
    60. 60. Write or video the process to leverage the results online.
    61. 61. Got a question? @googledave @phcreative
    62. 62. Got a question? @googledave @phcreative
    63. 63. Got a question? @googledave @phcreative
    64. 64. Got a question? @googledave @phcreative
    65. 65. Got a question? @googledave @phcreative
    66. 66. Don’t ignore Second largest search engine Third largest social channel Got a question? @googledave @phcreative
    67. 67. 40% YouTube views in the UK are on a mobile Phone Pages with video are 53% more likely to appear on page1 of Google 41% higher click-through rate than plain test results in search 57% average improvement conversions Got a question? @googledave @phcreative
    68. 68. Show some passion! Got a question? @googledave @phcreative
    69. 69. PEOPLE CAN FORGET WHAT YOU SAID OR DID… Got a question? @googledave @phcreative
    70. 70. Got a question? @googledave @phcreative
    71. 71. Got a question? @googledave @phcreative
    72. 72. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE Got a question? @googledave @phcreative
    73. 73. Got a question? @googledave @phcreative
    74. 74. Got a question? @googledave @phcreative
    75. 75. Got a question? @googledave @phcreative
    76. 76. Pages Content Landing pages Copy / Message Traffic Device Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural Got a question? @googledave @phcreative
    77. 77. Got a question? @googledave @phcreative
    78. 78. SCIENCE FICTION SCIENCE FACT Got a question? @googledave @phcreative
    79. 79. Siri Voice activated computer Knight Rider Got a question? @googledave @phcreative
    80. 80. Terminator Google glass Real-Time Visuals Got a question? @googledave @phcreative
    81. 81. Transparent Touch Screens Minority report Got a question? @googledave @phcreative
    82. 82. Thought Control Devices X-Men Got a question? @googledave @phcreative Interaxon Muse
    83. 83. DIGITAL MARKETING ECO-SYSTEM Got a question? @googledave @phcreative
    84. 84. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    85. 85. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    86. 86. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    87. 87. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    88. 88. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    89. 89. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    90. 90. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    91. 91. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
    92. 92. Got a question? @googledave @phcreative
    93. 93. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a question? @googledave @phcreative
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