Search for Integration: How leading UK brands have delivered Success

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Nick Jones of I Spy discusses the importance of optimising the entire customer journey, giving examples from leading UK brands, expressing the importance of planning and measuring these journeys concluding in addressing how the face of search is changing.

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  • A very strong background in not only Retail but luxury retail
  • Brand interaction is becoming ever more complex. Brand messaging and identity must remain consistentsocial media and search creates demand and drives engagement, but it is very likely your customer will convert through another channel at a later date. Eg. Natural or Paid Search. Without tracking all touch points on the way to conversion brands won’t be correctly attributing value to channels that are making all the difference. This type of analysis is particularly important for websites selling more expensive products, with longer consideration periods. For example holiday makers booking their annual holiday.
  • Jobsite paid search relays the same messaging and enforces Jobsites strong offline brand identityMax Beesley has renewed his Jobsite contract, the look, feel, call to actions and tone has been reflected in the paid search and display creative'sDigital budgets are aligned with offline campaign timings to help raise awareness and capture increased search demandPaid search is now seen as core activity, embedded into 360° media planning
  • Jobsite paid search relays the same messaging and enforces Jobsites strong offline brand identityMax Beesley has renewed his Jobsite contract, the look, feel, call to actions and tone has been reflected in the paid search and display creative'sDigital budgets are aligned with offline campaign timings to help raise awareness and capture increased search demandPaid search is now seen as core activity, embedded into 360° media planning
  • Jobsite paid search relays the same messaging and enforces Jobsites strong offline brand identityMax Beesley has renewed his Jobsite contract, the look, feel, call to actions and tone has been reflected in the paid search and display creative'sDigital budgets are aligned with offline campaign timings to help raise awareness and capture increased search demandPaid search is now seen as core activity, embedded into 360° media planning
  • 3. Promotions that drive online customers instore4. Provide apps with full product catalogue and charm bracelet designer5. Customer service - who support all customers for all channelsand gaining feedback.6. Order online if they are out of stock7. Collect data in store and encourage people to sign up for emails8. Support events and exclusives though Social channels9. Staff to follow or be a fan so they are aware of all activity within the social arena.
  • Launch with a multi channel campaignA campaign with a point of difference
  • Campaign centred around a treasure hunt using the British icon – the garden gnomeAround the UKThree stages of clues leading to a public placenear the store where the gnome was hiding for 2hours on the day of the huntCampaign travelled across all channels. Starting by encouraging email database to follow clues on Facebook and Twitter for each hunt.50 bracelets were given away at each huntOne online hunt with 250 bracelets given away
  • Email database to recruit and communicate informationFB + Twitter give clues for hunts and communicate directly to ‘gnome hunters’ – the gnomes were also tweetingYoutubechannel. This kept interest and momentum of the campaignBranded the website to build a ‘buzz’ around each huntShopping and local websites - to reach new customers and drive their interest and participation.
  • Fans were helping each other to find the gnomeConstant communication with Links & other gnome huntersFans increased by 5000 in the run up to the huntLongevity of interaction lead to a demand for another gnome huntOnline content creation
  • Campaign had gained momentum and hundreds of people were waiting for the gnomeLongevity of interaction on FacebookOffline to offline – one approachLots and lots of PR..
  • Links very dedicated fans are very involved with the brand and the amazing advocatesSocial channels are an invaluable marketing tool for brandsManage the negative and turn it into a positive – being aware that Facebook always needs to be monitored and prepare to respond quicklySale of friendship bracelets have continued to grow and exceed sales expectationsFacebook fans have continued to grow and has now reached 37,000 fansSomething different works
  • Friendship bracelet awarenessPaid ads bidding on X Factor contestants namesDay parting to maximise impression opportunityApproximately 30% increase in impressionsRebecca Ferguson – best CTRAiden Grimshaw – most clicks
  • Paid Search ROI 12.50From 4% less media spend in 2009 (non I Spy), in 2010 (I Spy) we generated 298% more revenue and a 85% decrease in CPA – campaign running much more efficientlyX Factor campaign generated excellent brand awarenessFriendship bracelet awarenessPaid ads bidding on X Factor contestant namesDay parting to maximise impression opportunity
  • Search for Integration: How leading UK brands have delivered Success

    1. 1. Search for Integration: How leading UK brands have delivered success<br />
    2. 2. Today’s presentation<br /><ul><li>Introduction to I Spy
    3. 3. Optimising the entire customer journey – Jobsite success story
    4. 4. Multi Channel Marketing – Links of London success story
    5. 5. Conclusion</li></li></ul><li>Clients<br />
    6. 6.
    7. 7. Optimising the entire customer journey<br />
    8. 8. Jobsite Integrated Marketing<br /><ul><li>Search seen as core activity, embedded into 360° media planning
    9. 9. Look, feel, call to action and tone reflected across all media on and offline
    10. 10. Digital budgets aligned with offline campaign timings
    11. 11. “lateral keywords” bought in support of TV campaign
    12. 12. Massive push to achieve #1 position in natural search for “Jobs”
    13. 13. Sophisticated retargeting used to support search
    14. 14. Conversion testing undertaken to improve website</li></li></ul><li>Jobsite Integrated Marketing<br />TV <br />Press andOutdoor<br />
    15. 15. Jobsite Integrated Marketing<br />Social<br />Display & Retargeting<br />Search<br />Facebook Advertising<br />Mobile<br />
    16. 16. Integrated Success<br /><ul><li>Cost per CV and cost per job application both 78% lower than Paid Search through Dynamically Display Retargeting
    17. 17. Jobsite can increase their search engine visibility by 138% during TV activity
    18. 18. Jobsite can expect searchable CV volume to increase 135% during TV activity </li></li></ul><li>
    19. 19. Links key objectives<br /><ul><li>Take offline messages online
    20. 20. Ensure seamless communication across all channels
    21. 21. Drive online sales... but also...
    22. 22. Drive online customers in store
    23. 23. Encourage consumers to order online if out of stock
    24. 24. Collect email addresses in-store
    25. 25. Make the brand more accessible (iPhone apps)
    26. 26. Utilise social media as a customer service channel
    27. 27. Support events and exclusives through search and social</li></li></ul><li>Converged approach<br />
    28. 28.
    29. 29. Friendship Blitz objectives<br /><ul><li>‘friendship’ theme to encourage a buzz
    30. 30. Make the friendship bracelet an icon
    31. 31. Increase sales of friendship bracelets</li></li></ul><li>What Links of London did<br /><ul><li>Eight gnome hunts in the UK over 4 months
    32. 32. Gave away 100’s of bracelets to people who followed clues to find gnomes
    33. 33. Three stages of clues leading to a public place</li></li></ul><li>Marketing Channels Links of London used<br /><ul><li>Email database to recruit ‘gnome hunters’
    34. 34. Facebook & Twitter to give clues
    35. 35. Comical content of gnomes at work on Youtube
    36. 36. The blog to increase content available about the hunt
    37. 37. Paid search</li></li></ul><li>Links of London Mail Shots<br />
    38. 38. What happened in the online hunts?<br />Blog<br />Twitter<br />
    39. 39. The bigger picture<br />
    40. 40. Learning from the Gnome Hunt<br /><ul><li>Online absolutely drives footfall in-store and vice versa
    41. 41. Social channels are invaluable
    42. 42. Sale of Friendships have continued to grow and exceed sales expectations
    43. 43. Facebook fans have continued to grow and are now 37,000+</li></li></ul><li>Giving search the X Factor<br />
    44. 44. Giving search the X Factor<br />Campaign<br />Launch<br />
    45. 45. EMEA Retail Jewellery Sales By Week<br />
    46. 46. Conclusion<br /><ul><li>Use consistent, unified messages across all channels
    47. 47. Schedule search activity to amplify the effect of all other activity and “close the loop”
    48. 48. Think laterally for opportunities in paid search
    49. 49. Optimise social media to amplify the effectiveness of natural search and offline channels
    50. 50. Understand how different devices work together
    51. 51. Ensure you have the analytics and tracking in place to understand how the channels fit together</li></li></ul><li>

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