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How to Build an Integrated
Digital Marketing Campaign
Kevin Gibbons
BlueGlass
Managing Director
www.blueglass.co.uk

Londo...
Why Integrated?

London | 10–13 February 2014 | #SESLON |

@kevgibbo
Biggest Mistakes of Marketing Campaigns
= Starting With the Wrong Questions

London | 10–13 February 2014 | #SESLON |

@ke...
If You’re Chasing the Google Algorithm
Something is Wrong!

London | 10–13 February 2014 | #SESLON |

@kevgibbo
“Your brand is the single most important
investment you can make in your business”
Steve Forbes

London | 10–13 February 2...
Every Campaign Should Start With Goals

London | 10–13 February 2014 | #SESLON |

@kevgibbo
But It Needs to be Aligned & Measuring
the Right Goals

•
•
•
•

Total Revenue?
Net Profit?
Volume of Sales?
Average Order...
Marketing Should be Driven by Brand
Strategy, Not Channel-Specific Tactics
SEO

PPC
Brand
Strategy

Marketing
Strategy

Di...
The Whole Should be Greater than the
Sum of All Parts

London | 10–13 February 2014 | #SESLON |

@kevgibbo
Build Your Strategy Around Audience

Understanding
Your Audience

Monitoring Your
Audience

Marketing to Your
Audience

Co...
Focus on Customer Opportunities
• How does your audience interact with your website?
• What do prospects need before they ...
How Are Brands Integrating?

London | 10–13 February 2014 | #SESLON |

@kevgibbo
Vertical Search is Much More than
Organic & Paid

London | 10–13 February 2014 | #SESLON |

@kevgibbo
Be the Vertical Market Leader –
Don’t Rely on Google, Build an Audience

London | 10–13 February 2014 | #SESLON |

@kevgib...
You Want Users to Come Back Directly Get them to Subscribe, Follow & Download…

London | 10–13 February 2014 | #SESLON |

...
Ditch Silos & Get Buy-In From Full Team
Maximise Synergies & Speed Up Process

London | 10–13 February 2014 | #SESLON |

@...
Make Content Central

London | 10–13 February 2014 | #SESLON |

@kevgibbo
Tactics Get Oversaturated
Biggest Mistake is Content Made by SEOs for SEOs

(It’s not about sharing content with your mate...
Make Content Consumer-Led to Resonate &
Tell Your Brands Story to an Audience

London | 10–13 February 2014 | #SESLON |

@...
Every Story Needs an Audience…
Data Driven = More Newsworthy & Shareable

London | 10–13 February 2014 | #SESLON |

@kevgi...
Leverage Organic Search from Overall Strategy

Promoted business card
content:
- Generated links/shares from
authority env...
Biddable Media Integration
Keyword
Strategy

Branding

Biddable Platform

Audience
Targeting

Insights

Ads
London | 10–13...
Promote to Social Influencers &
Authority Authors

London | 10–13 February 2014 | #SESLON |

@kevgibbo
Making sure the affiliates work for you
What affiliates would contribute to the overall multi-touch profile
for your brand...
Capture & Retarget Potential Customers
Again & again (via multiple channels)

London | 10–13 February 2014 | #SESLON |

@k...
Key Takeaways

London | 10–13 February 2014 | #SESLON |

@kevgibbo
1 Single Digital Marketing Budget
= Huge Benefits
• Flexibility cross channels
• Ditch channel specific silos
• No interna...
Diversify your Marketing
Short, Mid & Long-Term Multi-Channel Strategy

Q1 - Stabilise
• Analytics
Auditing
• SEO Auditing...
Focus on Brand & Audience Building
Consider the Risk of Relying Too Heavily on Google

London | 10–13 February 2014 | #SES...
Kevin Gibbons
e: kgibbons@blueglass.co.uk
t: @kevgibbo
w: www.blueglass.co.uk

London | 10–13 February 2014 | #SESLON |

@...
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Why You Need an Integrated Digital Marketing Strategy

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Presentation from SES London 2014 by Kevin Gibbons, on how to integrate your digital marketing strategy.

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Transcript of "Why You Need an Integrated Digital Marketing Strategy"

  1. 1. How to Build an Integrated Digital Marketing Campaign Kevin Gibbons BlueGlass Managing Director www.blueglass.co.uk London • 10–13 February 2014 • #SESLON @KevGibbo
  2. 2. Why Integrated? London | 10–13 February 2014 | #SESLON | @kevgibbo
  3. 3. Biggest Mistakes of Marketing Campaigns = Starting With the Wrong Questions London | 10–13 February 2014 | #SESLON | @kevgibbo
  4. 4. If You’re Chasing the Google Algorithm Something is Wrong! London | 10–13 February 2014 | #SESLON | @kevgibbo
  5. 5. “Your brand is the single most important investment you can make in your business” Steve Forbes London | 10–13 February 2014 | #SESLON | @kevgibbo
  6. 6. Every Campaign Should Start With Goals London | 10–13 February 2014 | #SESLON | @kevgibbo
  7. 7. But It Needs to be Aligned & Measuring the Right Goals • • • • Total Revenue? Net Profit? Volume of Sales? Average Order Value? • Profit per Customer? • Number of Customers? • Market Share? London | 10–13 February 2014 | #SESLON | @kevgibbo
  8. 8. Marketing Should be Driven by Brand Strategy, Not Channel-Specific Tactics SEO PPC Brand Strategy Marketing Strategy Digital Strategy Social Media Digital PR Affiliate London | 10–13 February 2014 | #SESLON | @kevgibbo
  9. 9. The Whole Should be Greater than the Sum of All Parts London | 10–13 February 2014 | #SESLON | @kevgibbo
  10. 10. Build Your Strategy Around Audience Understanding Your Audience Monitoring Your Audience Marketing to Your Audience Converting Your Audience Targeting Your Audience London | 10–13 February 2014 | #SESLON | @kevgibbo
  11. 11. Focus on Customer Opportunities • How does your audience interact with your website? • What do prospects need before they purchase? • Is your tone of voice consistent across all channels? • How many channels do customers typically come from? • Do returning customers have a different behaviour to new visitors? • Can you tailor the experience to multiple personas? • What is the lifetime value of a new customer? London | 10–13 February 2014 | #SESLON | @kevgibbo
  12. 12. How Are Brands Integrating? London | 10–13 February 2014 | #SESLON | @kevgibbo
  13. 13. Vertical Search is Much More than Organic & Paid London | 10–13 February 2014 | #SESLON | @kevgibbo
  14. 14. Be the Vertical Market Leader – Don’t Rely on Google, Build an Audience London | 10–13 February 2014 | #SESLON | @kevgibbo
  15. 15. You Want Users to Come Back Directly Get them to Subscribe, Follow & Download… London | 10–13 February 2014 | #SESLON | @kevgibbo
  16. 16. Ditch Silos & Get Buy-In From Full Team Maximise Synergies & Speed Up Process London | 10–13 February 2014 | #SESLON | @kevgibbo
  17. 17. Make Content Central London | 10–13 February 2014 | #SESLON | @kevgibbo
  18. 18. Tactics Get Oversaturated Biggest Mistake is Content Made by SEOs for SEOs (It’s not about sharing content with your mates) London | 10–13 February 2014 | #SESLON | @kevgibbo
  19. 19. Make Content Consumer-Led to Resonate & Tell Your Brands Story to an Audience London | 10–13 February 2014 | #SESLON | @kevgibbo
  20. 20. Every Story Needs an Audience… Data Driven = More Newsworthy & Shareable London | 10–13 February 2014 | #SESLON | @kevgibbo
  21. 21. Leverage Organic Search from Overall Strategy Promoted business card content: - Generated links/shares from authority environmental blogs - Increased ranking for “business cards” from #3 to #1 in Google! London | 10–13 February 2014 | #SESLON | @kevgibbo
  22. 22. Biddable Media Integration Keyword Strategy Branding Biddable Platform Audience Targeting Insights Ads London | 10–13 February 2014 | #SESLON | @kevgibbo
  23. 23. Promote to Social Influencers & Authority Authors London | 10–13 February 2014 | #SESLON | @kevgibbo
  24. 24. Making sure the affiliates work for you What affiliates would contribute to the overall multi-touch profile for your brand Do the affiliates your working match your brand values? (cash back affiliates might not go with high value e-coms products) Are all affiliates updated with the latest offers and opportunities? Does your affiliate programme prioritise end of funnel activity or are you incorrectly benefiting affiliates in driving “research” activity? London | 10–13 February 2014 | #SESLON | @kevgibbo
  25. 25. Capture & Retarget Potential Customers Again & again (via multiple channels) London | 10–13 February 2014 | #SESLON | @kevgibbo
  26. 26. Key Takeaways London | 10–13 February 2014 | #SESLON | @kevgibbo
  27. 27. 1 Single Digital Marketing Budget = Huge Benefits • Flexibility cross channels • Ditch channel specific silos • No internal budget fighting • Greater team transparency • Higher agility & better ideas • More efficient & effective use of time • Focus on real-world results London | 10–13 February 2014 | #SESLON | @kevgibbo
  28. 28. Diversify your Marketing Short, Mid & Long-Term Multi-Channel Strategy Q1 - Stabilise • Analytics Auditing • SEO Auditing • Content Strategy • PPC Review & Retargeting Plan Q2 - Formalise • CRO Testing Plan • Grow Affiliate & Display Opportunity • Upscale PPC Q3 - Energise • Social Media Marketing & Promotions • Email Marketing – Customer Relationship Management London | 10–13 February 2014 | #SESLON | @kevgibbo
  29. 29. Focus on Brand & Audience Building Consider the Risk of Relying Too Heavily on Google London | 10–13 February 2014 | #SESLON | @kevgibbo
  30. 30. Kevin Gibbons e: kgibbons@blueglass.co.uk t: @kevgibbo w: www.blueglass.co.uk London | 10–13 February 2014 | #SESLON | @kevgibbo
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