This document discusses modern digital marketing strategies. It notes that marketing is now fast, adaptive, and trackable due to analytics and tools like retargeting ads. It recommends focusing on video content, retargeting website visitors, putting a monetary value on different customer journey stages, and using selective advertising tailored to specific audiences. Key platforms discussed are Facebook, Instagram, and Snapchat, with tips on using features like Facebook Live, custom audiences for retargeting, and prioritizing an entertaining, educational style over straight sales messaging.

1. Modern day marketing: fast,
adaptive & trackable.
Peter Watson, Chatty Imp

2. Peter Watson
Built car audio store from ground up
7,000 hits per day from YouTube
Marketing manager at football scouting
agency: PPC, email, outdoor ads
Founded Chatty Imp, specialist Social
Media agency
Invested in Reverse Agency: PPC
specialists

3. Chatty Imp
Founded in 2015
Team of 6
On top of the latest trends in
Social Media
Acts as an extension of marketing
departments in companies

4. Modern day marketing: fast,
adaptive & trackable.

5. Old vs new

6. Old vs. New

7. Old vs. New

8. Old vs. New

9. Why new isn’t adopted

11. CEO
OperationsFinance
£
Marketing
The great unknown

13. Trends

16. Not everyone is the same!

17. Male + female
26 - 50 years old
Has at least one Credit Card
“Considered replacing leased car in
the next 12 months”
Car Leasing Company

18. Male + female
16 years old
Birthday in
next 2 weeks
Driving School
Female
36-55 years old
Parents of children
aged 13-18

19. Old vs new
• Analytics image

20. Previously made
a purchase
Visited website
or specific page
Watched a
video

25. Sequencing

26. WATCHED 10% OF VIDEO
Not interested
(Cold lead)
Breaking down
barriers advert
Remaining part of
1st video
Download free eBook ad
(Provide value)
Call To Action
WATCHED 30% OF VIDEO
Partially interested
(Warm lead)
Download free eBook ad
(Provide value)
Call to Action
WATCHED 70%+ OF VIDEO
Very interested
(Hot lead)
Call to Action
advert

27. Solicitors Example

28. Visitors to website
PPC
Email marketing Events
Organic search
Offline marketing
Leads lost to explore competitors
How do we get these people back?!
Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download

29. Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download
Visitors to website
CLICK

30. Advert 1
Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download

31. Advert 2
Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download

32. Advert 3
Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download

33. Advert 4
Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download

34. Advert 5
Visitors to website
Video showing benefits over
competitors: team,
experience etc.
Providing value
Property law tip 1 (Video)
Providing value
General law tip 2 (Video)
Call to Action
Join us for a meeting
Property law eBook/freebie
download

35. Is Twitter dead?

40. How do we build
relationships now?!

42. What is the platform
in 2017?

43. Instagram!

44. Snapchat: Stories
Facebook Ads: Integrated
Live Video: New feature on Instagram
Visual platform: Images/videos only!

49. Top tips for
2017

50. 1. Put a monetary value on each stage of the
customer journey
2. Selective Advertising Works
3. Facebook Advertising, how to optimise
4. Be creative; it will set you apart
5. Start Remarketing NOW!

51. “But I don’t sell online?”

52. Put a value on each stage
of the customer journey

53. Enquiry
~£750
Consultation
~£3,750
Client Won
~£7,500
1/5 1/2

54. Selective Advertising

55. Remember: Social Advertising
is Interruption Advertising

56. Entice the audience, and then sell.
Want to just sell? PPC may be better…

57. Educate/Entertain, then sell

58. Custom Audiences
(purchased, website visitor, video watcher, etc.)
Unique messages

59. Example
Homeys Slippers

60. Competition
Engagement
Remarketing
Sell
Amplify

65. 100s sold as a result!
Why?
They know the brand
Already received something
They know the brand cares
More brand LOVE!

66. >£1.00
CPC
<£1.00
CPC
= Incorrect ad targeting
+ no conversion
= fix landing page!

67. 2,069,811 impressions
369,143 video views
934,115 engagements
4,166 comments per minute
69 comments per second

68. Facebook s Facebook Live

69. </>
Create video for
Facebook
Set-up remarketing
adverts
Install Facebook
Pixel

70. If you do nothing with
Social Media in 2017,
you will only lose

71. It may take time…

72. …but believe in your strategy!

73. chattyimp.com/bizexpo
peter@chattyimp.com
01522 71 61 71