The document summarizes various digital marketing campaigns conducted by DUO Marketing + Communications. It discusses campaigns to attract talent for a client, generate leads through content on websites and webinars, and drive sales of products. Key lessons highlighted include having quality content at the center of campaigns, flexibility to change messages, selecting the right platforms, and ensuring buy-in from stakeholders. Digital marketing is shown to be effective at generating leads and sales when integrated with other tactics like PR and when content and technical elements are properly planned and measured.

1. DUO Marketing + Communications
Networking Breakfast
The Digital Way
22 November 2016
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2. “The future of digital is now and the
opportunities for businesses to drive leads,
attract talent, and remain connected to
customers exist, we just need to unlock
them
The DUO team
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Welcome

3. ▷ Welcome
▷ Digital marketing at DUO - Dominique Pienaar
▷ Keynote address: How digital is changing and the
impact it has on businesses as well as PR - Vera
Romano, head of online: Vox
▷ Q&A session
▷ Breakfast is served and networking
Order of events
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4. ▷ Over the last 18 months:
Conceptualised more than 15 different digital
marketing campaigns and recommendations for
existing clients, and new business prospects
Campaign ideas have ranged from sustainable
community creation and management, webinars,
lead generation for sales, lead generation for
talent scouting and recruitment, corporate brand
elevation and online sales.
Digital marketing at DUO
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5. ▷ Challenge: save recruitment agency
costs, by attracting talented developers
to apply to work on a large, new contract
that they had won
▷ Opportunity: find a better way to attract
talent, and leverage the power of the
redPanda Software brand
▷ Solution: Identify the digital platforms
where 18 - 35 year old developers spend
a significant amount of their time,
develop a multi-touch point campaign
and wait for the leads
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6. ▷ The campaign:
MyBroadband customised content
strategy, with video, native
advertising and traditional editorial
PR content strategy that drove content
to other platforms
▷ The results: more than 300 applications
were received in a span of 6 months
▷ The lesson: content was at the centre of
the campaign and was conceptualised
before any elements were rolled out. It
informed the videos, the banners and
the PR editorial. Surprisingly high quality
CVs
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7. ▷ The campaign:
Host an industry webinar at the annual
Africa Rail exhibition
Competitors were hosting global led
engagements and Huawei Enterprise
focused on African partners,
solutions and content
▷ The results: more than (insert #)
registrations were received in (insert #)
weeks
▷ The lesson: content was at the centre of
the campaign and was conceptualised
before any elements were rolled out. It
informed the videos, the banners and
the PR editorial
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8. ▷ The tactics:
Awareness and call to action driven
through social media amplification,
boosted and promoted posts,
organic content via established social
media channels
▷ The lessons: the technical aspects were
handled with ease, ensuring the right
mix of stakeholders, commentators,
clients and partners rested with the
client, and they held the content
required. Without them, and their
insight, the webinar would have been
unsuccessful.
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9. ▷ The campaign: “follow the empty spaces’
sales lead generation that targeted small
to medium businesses preparing for
office moves, to influence a shift to
cloud telephony and choosing Telviva
▷ The tactics: blitz campaign (two months)
that coupled PR with digital marketing
and social media integration
▷ The results: 344 leads over two months,
of which 10 deals were won
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10. ▷ The lessons:
flexibility and speed was critical to
change messages
context, content and platform selection
was critical
Digital can bring the leads, it is up to the
sales team to close the deal
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11. ▷ The campaign:
Amplify PR messages and grow
presence of the executive team on
LinkedIn
Leverage LinkedIn for thought
leadership placement and profile
building
▷ The tactics: create and optimise profiles
of executive team for brand
enhancement and searchability
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12. ▷ The lessons:
Each executive has a definitive style
and tone, which should be reflected
amongst the corporate approach
Consult and engage all stakeholders to
ensure alignment prior to writing
copy
Content and context are critical
success factors
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13. ▷ The campaign:
Drive traffic and sales to the Vox
website and newly created
shopping cart
800 sales target per month with
incentive attached to achieving
and exceeding targets
▷ The tactics:
Pilot campaign for Fat Pipe
promo
Integrated PR, social media and
digital marketing elements
Inclusion of tracking links, pixels
and other measurement tools
for clarity on source for sales
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14. ▷ The results:
In the one month pilot, 2 700
sales of Fat Pipe were initiated
via the website
Majority of sales were generated
off of an article written and
organically placed on
MyBroadband with a unique
tracking link
Outcomes included an
understanding of when people
generally make purchases and/
or engage with content
▷The lessons:
Involve internal and external
stakeholders
Ensure that content is 14

15. ▷ The lessons:
Involve internal and external
stakeholders
Ensure that content is
compelling, catchy and
relevant. Give context to the
content.
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16. ▷ What we’ve learnt
Digital isn’t a one size fits all solution to lead
generation or sales
Content is critical, but so are the technical
enablers
Buy-in from all stakeholders is required
Content planning, message alignment and a
strong brand voice are essential
There is more to digital than boosted posts on
Facebook, twitter or LinkedIn.
Digital marketing at DUO
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17. “If you want your marketing to be great, you
must optimise, socialise and integrate
Lee Oden
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Closing thought