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Lewis Shields' (Touch Creative) presentation at Mumbrella's Health & Wellness Marketing Summit.

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Lewis Shields, Agency Lead at Touch Creative, presented on The Science and Strategy of Evidence-Based Content - From Making to Marketing and Measurement Impact at Mumbrella's Health & Wellness Marketing Summit.

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Lewis Shields' (Touch Creative) presentation at Mumbrella's Health & Wellness Marketing Summit.

  1. 1. Make an impact with content @lewisshields
  2. 2. We live our lives online
  3. 3. Health has a digital feedback loop
  4. 4. Our end goal Right place! Right time! Right message! Right person!
  5. 5. Trigger based testing Awareness! ! ! Interest! ! ! Desire! ! ! Action! •  Content consumption •  Brand engagement •  Key words targeting and interests •  Data matching •  E-mail opens •  Location targeting
  6. 6. Optimising Primary IVF Australian’s reached - 1,045,242 Engagements - 10,991 Clicks to website - 30,631 Conversions - 394
  7. 7. PR optimisation
  8. 8. Measurement is critical Resulting in 830 appointment enquiries = 12x campaign ROI
  9. 9. Continue to optimise •  1 in 5 online adults have used voice search on their mobile in the last month via Global Web Index •  Nearly 50% of people are now using voice search when researching products. via Social Media Today •  50% of all searches will be voice searches by 2020 according to comScore
  10. 10. Continue to optimise •  Develop content which answers a specific question – look for opportunity in your analytics •  Use conversational keywords and focus on long-form queries •  Q&A content holds out best
  11. 11. Take outs There isn’t a linear customer journey – understand the audience, develop messages specific to its intent and use data and technology to trigger the right content at the right time. Being able to measure in the moment is critical to build and track impactful campaigns. Protect your investment by continuing to optimise content for changes in technology and consumer behaviour.

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