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Five Digital Marketing ingredients for 2016

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Our creative, technology and marketing discuss key tactics that will help digital innovation for 2016 including website performance, search engine marketing, social, apps and ongoing analysis and personalisation.

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Five Digital Marketing ingredients for 2016

  1. 1. Hello, we are Five digital marketing ingredients for 2016
  2. 2. TODAY Hello and who we are Introduction to the landscape and our 5 ingredients: - Website performance - Search engine marketing - Power of social - The app economy - Personalisation Conclusion
  3. 3. Sylvain Reiter
 COO Danny Bluestone
 CEO
  4. 4. INTRODUCTION TO THE LANDSCAPE
  5. 5. THE SHARING ECONOMY THE APP ECONOMY THE RESPONSIVE WEB OMNI-CHANNEL THE CONNECTED HOME WEARABLES SOCIAL THE KNOWLEDGE ECONOMY PERSONALISATION
  6. 6. The Landscape 91% OF SMARTPHONE USERS TURN TO THEIR PHONES FOR IDEAS IN THE MIDDLE OF A TASK https://www.thinkwithgoogle.com
  7. 7. DESIGN A CROSS-CHANNEL CONCEPT NOT A SINGLE DESTINATION The Landscape
  8. 8. WEBSITE PERFORMANCE
  9. 9. USER CENTRED DESIGN Website performance Popular xkcd.com comic
  10. 10. 13 USE PERSONAS TO UNDERSTAND USER GOALS AND MOTIVATIONS Website performance
  11. 11. 15 FIND YOUR BEST CONTENT AND USE THE CORE MODEL TO PLAN INTERACTIONS Website performance
  12. 12. Find the “do” Understand each persona’s use cases and get them there quickly. Focus on your best content, don’t add content or features when not needed. Make sure everything adds value and is informed by research. Add value to the user Speak in a language that is understood by non-native speakers. Don’t obfuscate, by using words like obfuscate. Be straight talking Develop a consistent verbal, visual and interactive language including photography, icons, call actions and writing style across all channels. Be consistent 1 2 3 4 5 Do the hard work to make complex ideas, features and content easy to use and understand. Simplify the complex CREATE A SET OF DESIGN PRINCIPLES Website performance
  13. 13. Website performance WHAT APPEARS ABOVE THE FOLD INFLUENCES THE USER EXPERIENCE
  14. 14. SEOCO-EFFICIENTSALES E.g. Rank on the first page for top 10 key phrases and top 5 SERPS for long tail keywords Get 15 major institutions signed up as clients per quarter (with an 80% yearly retention rate) Get 50% of our users to recommend at least 5 users each within their first month of joining SET KPIS AND OBJECTIVES Website performance Homepage to load in under 4 seconds with all other pages loading in under 3 seconds PERFORMANCE
  15. 15. Credit to: http://www.emosaic.co.uk/news/why-is-user-experience-so-important-to-your-website-seo-strategy/index.html SEARCH ENGINE OPTIMISATION
  16. 16. 20 YOUR SEO STRATEGY SHOULD BE ABOUT SURFACING GREAT CONTENT Search engine optimisation Thematic plans Content strategy Audit of content Content matrixes
  17. 17. 21 EXPAND YOUR SEO TACTICS
 WITH ONGOING RESEARCH Search engine optimisation Top influencers and brand ambassadors Social conversations Competitor content and links Trends around your industry Internal search insights Social media shares
  18. 18. 23 UX: Clear headers SEO: H1 page titles UX: clear summary SEO: intro para
  19. 19. 24 UX: Content breaks SEO: H2 page titles
  20. 20. 25 UX: Rich media SEO: Search engines favour multimedia content
  21. 21. 26 UX: Relevant CTAs within landing page content UX: Rich media SEO: Search engines favour multimedia content UX: Avoiding a cul- de-sac SEO: Relevant Links
  22. 22. 27 ORGANIC LINK STRATEGIES ARE HIGHLY EFFECTIVE Search engine optimisation Backlinks remain one of the biggest SEO ranking factors Good links are ones that are relevant and authoritative Think about how your PR efforts can help in this respect Be careful of dodgy link strategies and toxic links
  23. 23. 28 • http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077 Common forms of schema markup include: Publisher, event, organisation, video product/ service rating, person and places. USE SCHEMA MARKUP TO IMPROVE “SERP” CONVERSIONS Search engine optimisation
  24. 24. 29 • http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077 MAKE SURE YOU HAVE A TRULY ‘RESPONSIVE’ WEBSITE Search engine optimisation
  25. 25. Credit to: http://www.emosaic.co.uk/news/why-is-user-experience-so-important-to-your-website-seo-strategy/index.html SOCIAL
  26. 26. MORE THAN 75% OF USERS LEARN ABOUT COMMUNITY EVENTS AND ACTIVITIES USING THEIR SMARTPHONE Social Source: ThinkwithGoogle.com
  27. 27. EXPAND YOUR COMMUNITY 
 WITH ONLINE GROUPS Social - Building blocks of a thriving community
  28. 28. NATIVE ADVERTISING
  29. 29. USE INFLUENCERS TO BOOST YOUR OUTREACH Building blocks of a thriving community
  30. 30. APPS
  31. 31. BUILD A PLATFORM WITH UNIQUE CONTENT AND “SHAREABILITY” The app economy
  32. 32. The app economy GAMIFY AN EXPERIENCE USING TOUCH Create an immersive experience An intimate way to engage Use notifications and alerts Create extra channel exposure It works offline Tie it into the web & social
  33. 33. ANALYSIS
  34. 34. Marketing Analysis 41 41 Conversions 0 125 250 375 500 Dec Jan Feb Mar Apr May July Contact Form Newsletter Apps downloads Revenue Monthly Conversions for Q3 Contact form
 40 Newsletter
 499 App downloads
 113 Revenue
 £203k MARKETING ANALYSIS
  35. 35. 42 ANALYSING AND PERSONALISATION CAN GO HAND IN HAND TOGETHER Analysis
  36. 36. WRAPPING UP
  37. 37. 1. Learn and understand the benefits of user centred design (UCD) including research and usability. 2. Content is about quality and not quantity, find content treasures and use the right channels. 3. Create a set of design principles and think beyond single ‘destinations’ to designing systems. 4. Set clear KPIs for your marketing and performance and undertake regular social/data research. 5. Expand your communities using digital tools and build value beyond your current proposition. FIVE THINGS TO ‘TAKE AWAY’
  38. 38. THANK YOU @cyberduck_uk info@cyber-duck.co.uk www.cyber-duck.co.uk

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