Innovative Marketing

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Irish Times Innovation Showcase event, 19 October 2012, Belfast, Northern Ireland

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Innovative Marketing

  1. 1. (c) 2012, Maurice MulvennaInnovative MarketingMaurice MulvennaSchool of Computing & Mathematics
  2. 2. (c) 2012, Maurice MulvennaOutlineDigital marketingLocal
  3. 3. (c) 2012, Maurice MulvennaDigital marketing
  4. 4. (c) 2012, Maurice MulvennaDigital marketingConversionOptimisationAdvertisingSocialMeasurement
  5. 5. (c) 2012, Maurice Mulvenna h"p://www.websiteop.miza.on.com
  6. 6. (c) 2012, Maurice Mulvenna Source:  Jim  Sterne
  7. 7. (c) 2012, Maurice MulvennaFunnel fodder• Iden.fying  key  phrases• Key  phrases  for  paid  search  and  ‘natural’  or  organic  searchSource:    h"ps://adwords.google.co.uk/select/KeywordToolExternal
  8. 8. (c) 2012, Maurice MulvennaContent TagsLinks Ads
  9. 9. (c) 2012, Maurice MulvennaContent
  10. 10. (c) 2012, Maurice MulvennaTagsh"p://www.hallam.biz/blog/2011/04/seo-­‐on-­‐page-­‐factors-­‐crea.ng-­‐great-­‐pages.html
  11. 11. (c) 2012, Maurice MulvennaTags• On  page  op.misa.on:• <.tle>  tag  =  4.9/5  (<  65  chars)• Keyword  frequency  and  density  =  3.7/5• Keyword  in  headings  =  <h1>  =  3.1,  <h2>  =  2.8/5• Keyword  in  document  name  =  2.8/5• Meta  name  descrip.on  =  2/5  (<  150  chars)• Meta  name  keywords  =  1/5Source:  h"p://www.seomoz.org/ar.cle/search-­‐ranking-­‐factors
  12. 12. (c) 2012, Maurice MulvennaIrishTimes.com<meta  name="descrip.on"  content="Find  the  Latest  Local  and  Interna.onal  News  including  Sports,  Analysis,  Business,  Weather  and  more  from  the  Defini.ve  Brand  of  Quality  News  in  Ireland."  /><.tle>The  Irish  Times  -­‐  Breaking  Local  and  Interna.onal  News  from  Ireland</.tle>
  13. 13. (c) 2012, Maurice Mulvenna
  14. 14. (c) 2012, Maurice MulvennaContent/TagsBe"er  contentBe"er  tags
  15. 15. (c) 2012, Maurice MulvennaLinks
  16. 16. (c) 2012, Maurice MulvennaAds
  17. 17. (c) 2012, Maurice MulvennaContent TagsLinks Ads
  18. 18. (c) 2012, Maurice MulvennaContent TagsLinks AdsOrganic SEO
  19. 19. (c) 2012, Maurice MulvennaContent TagsLinks AdsPaid SEO (PPC)
  20. 20. (c) 2012, Maurice MulvennaContent TagsLinks AdsOff-Site SEO
  21. 21. (c) 2012, Maurice MulvennaContent TagsLinks AdsOn-Site SEO
  22. 22. (c) 2012, Maurice MulvennaSocial• ‘Should I be using it?’• ‘How to sell with it?’• It’s social, have a conversation
  23. 23. (c) 2012, Maurice Mulvenna
  24. 24. (c) 2012, Maurice MulvennaMeasurement
  25. 25. (c) 2012, Maurice MulvennaAnalytics• Bounce rate, segmentation, key words
  26. 26. (c) 2012, Maurice Mulvenna
  27. 27. (c) 2012, Maurice MulvennaCampaign Name Status£25.00LifetimeBudget08/12/2011 1:00am – 08/26/2011 11:45pmDuration (London Time)Audience ResponseClicks ConnectionsSelect rows to edit Full ReportCampaign Reach11,256Frequency15.6Social Reach0Connections0Clicks20CTR0.011%Spent£25.00Ad PreviewDigital Marketing Degreeulster.ac.ukGet an OnlineMarketing Degree fromUniversity of Ulster -Apply today for ourPostgraduateCertificate in DigitalMedia CommunicationView on Profile · Create a Similar AdTargetingThis ad targets 24,860 users:who live in the United Kingdomwho live in Belfastexactly between the ages of 21 and 30 inclusivewho graduated from collegeCalculating suggested bidPerformanceName Status Reach Freq. Social Reach Connections Clicks11,256 15.6 0 0 20 0.011%DMC Facebook Ad Completed?TargetedReachSocial Reach???08/05 08/08 08/11 08/14 08/17 08/200123Last 28 Days All Except Deleted? ? ? ? ? ? ?? ? ? ? ? ?Digital Marketing DegreeEdit EditCTR
  28. 28. (c) 2012, Maurice Mulvenna
  29. 29. (c) 2012, Maurice MulvennaLocal
  30. 30. (c) 2012, Maurice Mulvenna
  31. 31. (c) 2012, Maurice Mulvenna
  32. 32. (c) 2012, Maurice Mulvenna
  33. 33. (c) 2012, Maurice Mulvenna
  34. 34. (c) 2012, Maurice Mulvenna
  35. 35. (c) 2012, Maurice MulvennaPostgraduate CertificateDigital Media Communicationulster.ac.uk/dmc
  36. 36. (c) 2012, Maurice MulvennaBlend of expertise fromSchool of Communication academicsSchool of Computing & Mathematics academicsExternal visiting lecturers from industry
  37. 37. (c) 2012, Maurice MulvennaExternal academic validation“developing innovative, postgraduate level workerswho are life-long learners and leaders in their field”
  38. 38. (c) 2012, Maurice MulvennaExternal company validation“‘Working with the DMC students on the GoogleChallenge has been a fantastic experience. Havingsuch a professional, knowledgeable and enthusiasticteam to help run a Pay Per Click campaign meansso much to a new business”
  39. 39. (c) 2012, Maurice MulvennaStudent validation“The Postgraduate Certificate in Digital MediaCommunication gave me the skills, knowledge, andimportantly, confidence to start applying for Digitaland Social Media roles”“The course was very well structured, reactive tostudent needs and always two-way”
  40. 40. (c) 2012, Maurice MulvennaInnovative marketingStrategyCapability of tools and techniquesBuild your network of know-howUpskill yourself (ulster.ac.uk/dmc)
  41. 41. (c) 2012, Maurice MulvennaThank you for listening@mauricemulvennamd.mulvenna at ulster.ac.ukulster.ac.uk/dmc

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