Successfully reported this slideshow.

Search for Integration: How leading UK brands have delivered Success

1,444 views

Published on

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.

  • Be the first to comment

  • Be the first to like this

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>

×