Digital Marketing Strategy - Presented at Sheffield Hallam Univesity
•Download as PPTX, PDF•
2 likes•577 views
This document outlines a digital marketing strategy for roadside services. The objectives are to drive footfall, increase visitors, build loyalty, increase spend, and reinforce the brand. The strategy involves reaching audiences through search marketing, social media, affiliates, email marketing, and optimizing the website and mobile experience. It also focuses on converting visitors and engaging customers through CRM, email marketing, and social media.
Recommended
More Related Content
Similar to Digital Marketing Strategy - Presented at Sheffield Hallam Univesity
Similar to Digital Marketing Strategy - Presented at Sheffield Hallam Univesity (20)
Recently uploaded
Recently uploaded (20)
Digital Marketing Strategy - Presented at Sheffield Hallam Univesity
- 2. Introduction David Sealey dsealey@quba.co.uk www.linkedin.com/in/davesealey twitter.com/sealeyd
- 9. Situation
- 14. Main reasons to stop at roadside services, April 2010
- 15. Roadside services that consumers use, April 2010
- 16. Attitudes towards roadside catering facilities, April 2010
- 17. Objectives
- 18. Drive footfall Increase visitors Build loyalty Increase spend Reinforce brand Communicate effectively Encourage interaction
- 19. Strategy
- 21. Reach – Search Marketing
- 22. Keyword Theme Universe Brand keyword themes ‘little chef restaurants’ Generic keyword themes ‘roadside services’ Route planning themes ‘route planner’ Peripheral themes ‘family day out’
- 24. Keyword Universe Applied to Key Audiences
- 25. PPC to Promote Specific Messages at Key Time
- 27. Onsite SEO: Relevance Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
- 28. Onsite SEO: Accessibility
- 30. Offsite SEO
- 31. Offsite SEO – Links This is text about Little Chef restaurants <a href=“http://www.littlechef.co.uk/” rel=“external” target=“_blank” title=“Visit Little Chef website”>Little Chef</a>
- 35. Offsite SEO –Building Links
- 36. Offsite SEO – Building Links
- 48. Reach – Affiliates & Partners
- 49. Payment
- 57. Act & Convert – Website
- 74. Act & Convert – Mobile
- 79. Engage – CRM
- 81. Engagement – Email Marketing
- 86. Engagement – Social Media
- 99. Budget
- 102. Contact Details David Sealey dsealey@quba.co.uk www.linkedin.com/in/davesealey twitter.com/sealeyd
Editor's Notes
- Facebook paid ads based on 0.025% click through and 50% conversion – see table for details of budget and increase in fansAds targeted to friends of fans convert much higher
- Custom landing tab which incentivises fans to ‘like’ – also include newsletter sign up and custom tabs
- Refer a friend application – exponential growth, weekly incentives. Dominos now at almost 120,000 fans
- Blogger outreach – target each demographic niche with key influencers
- These days it’s not just the professional food critics people listen to for advice. Vibrant foodie blogger community with thousands of readers
- Twitter competition – increase in followers for moonfruit from around 400 to 30,000 – competition needs seeding
- Update game to release vouchers/offers and capture info for email sign up
- Seeding games – service that offers 30,000 unique UK plays
- Again we can target sites by niche demographic
- Social vouchers like groupon encourage sharing and control over offer
- 18-35 demographic
- Families
- In a recent study by econsultancyemail marketing was rated as providing ‘excellent’ or ‘good’ ROI by 78% of respondents
- Optimising sign up on siteEmail sign up in multiple places, upper right, main nav and footerDon’t ask for too much info at first – first name last name and email addressIncentive for sign up give a hook to spread
- Buy in data Demographic and location based data to target messagesInclude strong offerEncourage sign ups test for success in Q1 then roll out campaign in remaining quarters
- Pre order app? – move to mobile section
- What do you use email for in your organisation
- Triggered emails – sign ups, birthdays,Advanced to contact lapsed customers, triggered on action such as voucher download (reminder in 3 days)
- Regular newsletters – based on template to keep costs down - mixture of sales and engagement messagesA/B testing to refine templateCustom landing pages for offers – easy to create with Qubamail
- Use progressive profiling and segmentation to add information to the customer profile to give a better picture of the customers.For example you can use welcome emails to add to the profile by recording interest or intent by monitoring clickthrough or inviting clickthrough to a landing page to disclose preferences ie survey
- Manage updates and interactions - Combine sales and engagement messagesContent strategy (poss tie to SEO for keywords)If possible include behind the scenes updates
- Answer queries and manage customer service issues in a timely manner – negative can be turned to positive
- Social competitions through Facebook and…
- UGC competitions for larger prize – later phase
- Your biggest fans love your brand or product -- so you should love them back. Help organise a foodie “tweet up”, invite fans to special events or parties at Little Chef, take photos and videos, post about it
- Resources – central base of travel tips for families, business etcInclude Roald Dahl assets?
- Social objects – things for people to talk about and share
- Social objects
- Social objects
- Reputation management and monitoring – benchmark against existing position to measure success
- Channels we control can be tracked by other metrics, fans, likes etc.