The document discusses trends in digital marketing and provides advice for businesses. It notes that the internet now carries over 97% of telecommunicated information. Key areas that will see online purchasing growth are large purchases like cars and houses. Younger generations like Gen Z have shorter attention spans but are better at multi-tasking and research purchases online. There is also a talent gap in digital marketing skills. The document provides tips on developing strategies, understanding audiences, optimizing conversions, and engaging on social media and search to help businesses adapt and improve their digital presence.

1. #OPTIXDIGITALTRENDS

6. It is estimated that in 1993 the Internet carried only
1% of the information flowing through two-way
telecommunication
by 2000 this figure had grown to 51%
by 2007 more than 97% of all telecommunicated
information was carried over the Internet.

10. AND NOW…

14. Key Areas
Forbes predicts high value items being bought by phone - car /house
Modern consumers are better at performing research to make buying decisions.

17. WHAT WILL THE FUTURE HOLD…

22. BUT A WORD TO THE WARNING…

24. OUR JOURNEY TODAY
• Mind The Gap (S)
• Setting the Stratgey
• Creating Customer Lifecycles
• Personal Branding & Thought Leadership
• Conversion Rate Optimisation
• Search
• Social Media
• Tools

25. MIND THE GAP(S)

26. 50.3 - AVERAGE AGE OF A BUSINESS OWNER
Source: Experian

28. cake?

31. THE RISE OF GEN Z
• Less focused - Shorter attention spans but better at
multi-tasking
• Not as driven by deals - 67% of millennials would use
coupons, only 46% of Gen Z would do the same
• Less likely to click Ads - 71% of Millennials would
follow and ad before making a purchase, only 59% of
Gen Z
• More likely to take it upon themselves to learn
through online courses
• More entrepreneurial - Millennials lived through
recession
• Expect business, brands and retailers to be loyal to
them - if not, they move on
• 92% of Gen Z has a digital footprint - they are driven
by being unique
• Gen Z cannot delineate between TV, YouTube Etc

32. BUT…NOT JUST A GENERATIONAL GAP
ALSO A TALENT GAP

33. “The talent gap in digital marketing is the root cause of
unsuccessful campaigns. It results in inappropriate
budgets, misinterpretation of data and ad spending on
techniques that no longer work.”“The talent gap has been rising over the past 10 years.”
Source: Forbes
Definition: A substantial difference between
what employers value and what talent is available
to them
TALENT GAP

34. Specialisms Personality
Digital Strategist Strategic and creative. Able to prioritise
Search Engine Optimiser Detailed, analytical and focused
Paid Advertising Specialist Analytical, structured, scientific
Social Media / Community Manager Outgoing, considered, enthusiastic
Email Marketeer Creative, outgoing and data focused
Outreach Specialist
Methodical, detailed and good at relationship
building
Usability (UX) Specialist Scientific, and empathetic
Content Creator Creative and user-focused
Campaign Manager? Organised with great communication skills

35. ACTIONS
• UNDERSTAND THAT MILLENNIALS / GEN Z DO THINGS DIFFERENTLY - ADAPT YOUR
BUSINESS PROCESSES/MARKETING METHODS.
• IF RECRUITING FOR DIGITAL TALENT - LOOK FOR SPECIALISTS OR OUTSOURCE.
• RECOGNISE THAT ONE PERSON CAN’T BE AN EXPERT IN ALL AREAS OF DIGITAL.
• REMEMBER THAT A STRATEGIST IS OFTEN NOT A DOER.

36. START WITH STRATEGY

37. KNOW WHAT, SO WHAT, NOW WHAT
I stole this from Phil Husbands at Saltare!

38. KNOW WHAT

40. SO WHAT

42. NOW WHAT

43. KPIS
• People like our information resources
• How can we increase that content?
• What type of content would work best?
• What is the Objective? Drive
Awareness/Conversions/Leads
• What tactics can we use to amplify this?
Optimisation / Social / Outreach
• What KPIS define success? Increase visits /
Increased leads
• How do we measure these? Visit Numbers to
Site / Visit Numbers to Section / Conversion
measured by Analytics Goals / Leads in our
CRM
Key Performance Indicators

45. QUICK TIP
Don’t let Digital Marketing be an afterthought!

48. ACTIONS
• WORK OUT WHICH DIGITAL TRENDS ARE IMPORTANT TO YOU AND YOUR AUDIENCE
• START BY CREATING YOUR STRATEGY
• WHAT ARE YOUR OBJECTIVES
• WHO ARE YOUR AUDIENCE
• WHAT ARE YOUR KPIS (HOW DO YOU MEASURE SUCCESS)
• AUDIT WHERE YOU ARE NOW AND WORK OUT WHERE YOU NEED TO GET
• ANALYSE YOUR COMPETITION
• BUILD A PLAN TO CLOSE ANY GAPS
• WORK OUT WHAT RESOURCE YOU NEED

49. KNOW YOUR AUDIENCE

50. BOB
LUCY
• BUSINESS OWNER
• 2 MILLION +
• DOMINANT / DEMANDING
• DRIVEN BY ROI
• DRIVES A NICE CAR
• WEARS A NICE WATCH
• ON FACEBOOK TO KEEP UP WITH THEIR KIDS/GRANDKIDS
• ON LINKEDIN BUT NOT SURE ABOUT HOW TO USE IT
• RARELY ON TWITTER
• DOESN’T EVEN KNOW WHAT INSTAGRAM OR SNAPCHAT
ARE!
• MARKETING MANAGER / ASSISTANT
• 2ND / 3RD ROLE IN CAREER
• WORKS FOR BOB’S COMPANY
• ON THEIR WAY UPTO MARKETING DIRECTOR
• WANTS THE SAME AS BOB BUT WANTS TO UNDERSTAND
MECHANICS
• ENJOYS AN ALE/PROSECCO AT THE WEEKEND WITH
FRIENDS
• READS MARKETING WEEK
• ON MOST OF THE DIGITAL CHANNELS (PROBABLY NOT
SNAPCHAT)

52. Customer Lifecycle Marketing = Creating a
managed communications or contact strategy to
prioritise and integrate the full range of marketing
communications channels and experiences to
support prospects and customers on their path-to-
purchase
“
”

55. ACTIONS
• DEFINE YOUR PERSONAS
• CLEARLY DEFINE THEIR CHALLENGES & PAINS AND HOW YOU CAN HELP THEM
WITH THESE
• CREATE A BASIC CUSTOMER MAP FOR EACH PERSONA AND MAP DIGITAL
TOUCH POINTS TO THAT
• PLAN FOR WHEN THINGS GO WRONG :)

56. WHO ARE YOUR THOUGHT-LEADERS?

57. Wouldn’t it be nice to have a professional
reputation which means you are sought after for
what you do?
That’s what building a strong personal brand
can do.
“
”Seth Price

58. WHAT IS PERSONAL BRAND?

60. Dont build your brand on rented land

61. BE USEFUL, BE ENGAGING, BE DIFFERENT

65. ACTIONS
• WORK OUT WHO THE KEY THOUGHT LEADERS IN YOUR BUSINESS ARE
• CREATE A PLATFORM FOR THEM
• HELP THEM TO UNDERSTAND WHAT CONTENT WILL HELP THE BUSINESS
• YOU MIGHT NEED TO CREATE FOR THEM
• DON’T JUST FOCUS ON YOUR OWN SPACE - CONSIDER OTHER OPPORTUNITIES

66. CONVERSIONS ARE JUST AS
IMPORTANT AS TRAFFIC

67. Conversion rate optimisation (CRO) is the systematic
process of increasing the percentage of website
visitors who take a desired action
MOZ
“
”

68. A/B SPLIT TESTING

69. source: https://fakecrow.com/ecommerce-conversion-optimization-case-study/

72. UX IMPROVEMENTS

73. 24% of visitors on this page didn’t
see the availability search.

76. YEAR ON YEAR ONLINE BOOKINGS INCREASE - APPROX 72%
CONTRIBUTES TO OVERALL BOOKINGS INCREASE OF 27%

77. ACTIONS
• WHEN WAS THE LAST TIME YOU REVIEWED YOUR WEBSITE DESIGN & STRUCTURE?
• CREATE A COUPLE OF TEST EXPERIMENTS
• TEST OVER A MONTH OR TWO
• MAKE IMPROVEMENTS AND MOVE ON
• TAKE EXPERT ADVICE ON UX JOURNEYS

78. CAN PEOPLE FIND YOU?

81. NEW SEARCH CONSOLE

84. MOBILE FIRST INDEXING

86. source: https://www.searchenginejournal.com

87. VOICE - A GAME-CHANGER

92. ACTION SLIDES
• DEFINE YOUR MICRO-MOMENTS
• CREATE CONTENT WHICH ASSISTS YOUR USERS WITH THESE
• IF YOU’VE NOT GONE MOBILE YET THEN …. SERIOUSLY?
• ENSURE YOU HAVE SEARCH CONSOLE SETUP AND START TO MINE THE DATA
• START TO CONSIDER VOICE AND HOW THAT MIGHT AFFECT YOUR AUDIENCE

93. QUICK FIRE NEWS IN SOCIAL MEDIA

94. INSTAGRAM

97. SNAPCHAT

100. FACEBOOK

102. TWITTER

104. PAID SOCIAL REMAINS COMPETITIVE

105. GOAL:
Encourage more people to get swimming in
South Somerset
Swim Local Campaign with LED.
CASE STUDY

108. 69k people in the South Somerset are
reached in the last 4 months.
2.25k people
clicking through to the website to learn more.
RESULTS (SO FAR)

109. CASE STUDY
Candidate Attraction Campaign for DPT
GOAL:
Attract candidates to Devon Partnership Trust
as Mental Health Nurses and Consultant Psychiatrists
CASE STUDY

113. In the first week - reached 23k people for not much
more than £150 generating over 500 visits to the DPT
website on Facebook alone.
Circa 30ppc
RESULTS (SO FAR)

114. ACTION SLIDES
• DEFINE IN YOUR STRATEGY YOUR REQUIREMENTS PER CHANNEL
• REMEMBER NOT EVERY PLATFORM WILL BE RIGHT FOR YOU
• VIDEO IN PARTICULAR CONTINUES TO DOMINATE (82% OF INTERNET BY 2021)
• CREATE PAID SOCIAL CAMPAIGNS - TEST & EVALUATE THEM
• COULD INFLUENCERS BE IMPORTANT? START RESEARCHING - LOOK TO MICRO-INFLUENCERS

115. LET’S STOP TALKING ABOUT MARKETING

116. What makes someone this committed?

117. Potential Value of a Customer
Initial sale
3x more spending
90% more frequency
4x more advocacy
5x more loyal
6x more likely to try new
products
Marketing
Engagement
Promotion
Rosetta, EEA, CLC, Gallup

118. Marketing can lead a
horse to water.
Engagement is what
makes the horse drink,
and drink again,
and again,
and again,
and again.

119. 25%
90%
of leaders have a
engagement plan or
strategy
say engagement
impacts on business
success
Only
Even though
ACCOR

122. ACTION SLIDES
• WORK OUT WHO ITS VALUABLE FOR YOU TO BE ENGAGING WITH
>> THINK CUSTOMERS, PROSPECTS, THOUGHT LEADERS, INFLUENCERS
• CARVE TIME OUT IN YOUR DIARIES WHICH ISN’T ABOUT MARKETING
• MAKE IT ‘OK’ FOR YOUR TEAMS TO SPEND TIME DOING THIS - CULTURE SHIFT

123. BANKSY6’S 6 TOP RESOURCES

124. 1). MYSSI.CO.UK

125. 2). CONTENT CAL

126. 3). UXPRESSIA.COM

127. 4). CANVA.COM

128. 5). FEEDLY.COM

129. 6). GETLIGHTHOUSE.COM

130. ACTIONS FROM THIS SESSION
• WHAT DOES THE MAKEUP OF YOUR ORGANISATION LOOK LIKE?
DO YOU HAVE THE RIGHT TALENT/BUY IN FROM THE TOP?
• SET OUT YOUR STRATEGY (BEFORE YOU DO ANYTHING ELSE)
• PUT TOGETHER YOUR CUSTOMER PERSONAS AND MAPS
• WHO ARE YOUR THOUGHT LEADERS? HOW CAN YOU GET THEM OUT THERE?
• FOCUS ON CONVERSIONS NOT JUST TRAFFIC - PUT IN PLACE A PLAN
• START TO THINK ABOUT VOICE AND HOW THAT COULD BE AN OPPORTUNITY
• AND FINALLY….START TO ENGAGE WITH OTHERS - DON’T JUST POST

131. GET IN TOUCH
If you need help, don’t be afraid to ask
www.iambanksy.co.uk
www.youtube.com/alastairbanks
@banksy6
uk.linkedin.com/in/alastairbanks
www.instagram.com/banksy6
Optix Solutions
01392 667766
info@optixsolutions.co.uk