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1104 digital marketing group

by Ged Carroll on Apr 28, 2011

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Currently falls between digital marketing, customer services, SEO and PR for most organisations
Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social
Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social
Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social
Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social

1104 digital marketing group — Presentation Transcript

Digital Marketing Group talk
Ged Carroll: director, digital strategies
Who On Earth Am I?
Or alternatively…
The world’s most pointless question
PR’schallenges
Portumna
Intent driven
Content driven
Controlled message
Open conversation
Public Relations
Social Media
Advertising
User querydriven by
needdesirepassionwhimcuriosity
Content-drivenvia intermediary
newstrendsinformationeducationentertainment
Push Messaging driven by
agegenderraceincomegeography
Intent is the new demographic
Understand the intent
Here’s some research we did earlier…
intentindex.com
Intent into interaction
Intent into interaction
Intent into interaction
Intent into interaction
http://rfistudios.com| http://renaissancechambara.jp | @r_c
Thank you for listening

1104 digital marketing group

by Ged Carroll on Apr 28, 2011

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1104 digital marketing group — Presentation Transcript