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Five Digital Marketing ingredients for 2016
The document outlines five key digital marketing ingredients for 2016, emphasizing website performance, search engine marketing, social media engagement, the app economy, and personalization. It highlights the importance of user-centered design, effective content strategies, and responsive web practices to enhance user experience and marketing effectiveness. Additionally, it provides actionable insights and metrics for measuring performance and driving community engagement through digital tools.
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Five Digital Marketing ingredients for 2016
- 1. Hello, we are Fivedigital marketing ingredients for 2016
- 2. TODAY Hello and whowe are Introduction to the landscape and our 5 ingredients: - Website performance - Search engine marketing - Power of social - The app economy - Personalisation Conclusion
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- 4. INTRODUCTION TO THELANDSCAPE
- 5. THE SHARING ECONOMYTHE APP ECONOMY THE RESPONSIVE WEB OMNI-CHANNEL THE CONNECTED HOME WEARABLES SOCIAL THE KNOWLEDGE ECONOMY PERSONALISATION
- 7. The Landscape 91% OFSMARTPHONE USERS TURN TO THEIR PHONES FOR IDEAS IN THE MIDDLE OF A TASK https://www.thinkwithgoogle.com
- 9. DESIGN A CROSS-CHANNELCONCEPT NOT A SINGLE DESTINATION The Landscape
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- 12. USER CENTRED DESIGN Websiteperformance Popular xkcd.com comic
- 13. 13 USE PERSONAS TOUNDERSTAND USER GOALS AND MOTIVATIONS Website performance
- 15. 15 FIND YOUR BESTCONTENT AND USE THE CORE MODEL TO PLAN INTERACTIONS Website performance
- 16. 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
- 17. Website performance WHAT APPEARSABOVE THE FOLD INFLUENCES THE USER EXPERIENCE
- 18. SEOCO-EFFICIENTSALES E.g. Rank onthe 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
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- 20. 20 YOUR SEO STRATEGYSHOULD BE ABOUT SURFACING GREAT CONTENT Search engine optimisation Thematic plans Content strategy Audit of content Content matrixes
- 21. 21 EXPAND YOUR SEOTACTICS 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
- 23. 23 UX: Clear headers SEO:H1 page titles UX: clear summary SEO: intro para
- 24. 24 UX: Content breaks SEO:H2 page titles
- 25. 25 UX: Rich media SEO:Search engines favour multimedia content
- 26. 26 UX: Relevant CTAs withinlanding page content UX: Rich media SEO: Search engines favour multimedia content UX: Avoiding a cul- de-sac SEO: Relevant Links
- 27. 27 ORGANIC LINK STRATEGIES AREHIGHLY 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
- 28. 28 • http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077 Common formsof schema markup include: Publisher, event, organisation, video product/ service rating, person and places. USE SCHEMA MARKUP TO IMPROVE “SERP” CONVERSIONS Search engine optimisation
- 29. 29 • http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077 MAKE SUREYOU HAVE A TRULY ‘RESPONSIVE’ WEBSITE Search engine optimisation
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- 31. MORE THAN 75%OF USERS LEARN ABOUT COMMUNITY EVENTS AND ACTIVITIES USING THEIR SMARTPHONE Social Source: ThinkwithGoogle.com
- 33. EXPAND YOUR COMMUNITY WITH ONLINE GROUPS Social - Building blocks of a thriving community
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- 35. USE INFLUENCERS TOBOOST YOUR OUTREACH Building blocks of a thriving community
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- 38. BUILD A PLATFORMWITH UNIQUE CONTENT AND “SHAREABILITY” The app economy
- 39. The app economy GAMIFYAN 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
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- 41. Marketing Analysis 41 41 Conversions 0 125 250 375 500 Dec JanFeb 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
- 42. 42 ANALYSING AND PERSONALISATION CANGO HAND IN HAND TOGETHER Analysis
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- 44. 1. Learn andunderstand 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’
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