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- 1. © WAA 2013. All rights reserved HELLO
- 4. THE MEDIA LANDSCAPE Paid Owned Earned
- 14. Improve Traffic Metrics Browse rate, bounce rate, time on site etc. SEO 100 Other Things That wouldn’t fit on this diagram Incentivise User-Generated Content contributes to SEO / social signals + long tail Improve Accessibility no errors, good redirects, load speed etc. Grow Brand Awareness PR, press, source diversity, social mentions Add + Improve Content virality, sharing, topic relevance, keyword targeting etc. Compete in Vertical Results Local/maps, video, blogs, news, images etc. Diversify Link/Traffic Sources high competition, low competition, strong ROI Target the Right Keywords high competition, low competition, strong ROI Optimise Social Signals increase followers/friends, tweets/shares/votes, engagement on social platforms
- 15. Improve Traffic Metrics Browse rate, bounce rate, time on site etc. SEO 100 Other Things That wouldn’t fit on this diagram Incentivise User-Generated Content contributes to SEO / social signals + long tail Improve Accessibility no errors, good redirects, load speed etc. Grow Brand Awareness PR, press, source diversity, social mentions Add + Improve Content virality, sharing, topic relevance, keyword targeting etc. Compete in Vertical Results Local/maps, video, blogs, news, images etc. Diversify Link/Traffic Sources high competition, low competition, strong ROI Target the Right Keywords high competition, low competition, strong ROI Optimise Social Signals increase followers/friends, tweets/shares/votes, engagement on social platforms
- 16. EARNED MEDIA MARKETING PR IA / UX SEO Social media Strategy Data Content
- 18. Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
- 19. Siloed interactions confuse and disrupt experiences
- 20. Unified experiences build brand equity and revenue
- 23. “It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences.” Content And Commerce: The Odd Couple Or The Power Couple? Peter Sheldon and Stephen Powers Forrester Research, Inc
- 29. STRATEGIES • Blend real-time product data with inspirational content • Establish content guidelines - brand, design, content & ToV • Creative control over layout, style and navigation • Deepen the experience with rich media • Personalise the experience with relevant content • Build community and loyalty with social media • Expand engagement and improve SEO • Incremental innovation
- 30. STRATEGIES • Hire like you’re a publisher • Invest in technologies that break content silos and disjointed experiences • Empower e-commerce and marketing professionals to incrementally transform their online stores with visually engaging experiences and immersive content • Build community and loyalty with social media
- 31. THE RESULTS 1. Increased visitor traffic and engagement 2. Greater brand awareness and consistency 3. Improved SEO and higher traffic from earned media 4. Higher conversion rates and revenue 5. Improved customer loyalty
- 32. © WAA 2013. All rights reserved THANK YOU