Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?
Fresh Egg Australia - Navigating the PPC LandscapeFresh Egg UK
Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
Fresh Egg and Buzzsumo: How to create heavyweight content marketing campaignsFresh Egg UK
Fresh Egg and Buzzsumo ran a webinar on the topic of 'How to create heavyweight content marketing campaigns'.
The webinar looked at some key areas in relation to campaign planning, including:
- Different types of campaign planning
- Key campaign planning elements
- What are the different phases of campaign planning?
- Campaign planning tools
This presentation contains all of the practical information that was shared.
For more information visit www.freshegg.co.uk/blog and search for "webinar"
The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013Fresh Egg UK
A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
Engagement: The Ultimate Metric to Demonstrate Event ROIDoubleDutch
We’re in the midst of the engagement marketing era.
While digital marketing remains a key component to the lead lifecycle, one truth remains: the most crucial component to engagement marketing is the face-to-face event.
In order to succeed in this new marketing culture, you need to track your live event engagement and prove event ROI.
Check out the full webinar here: https://www.youtube.com/watch?v=I-fary1OclY
93% of organizations use social media to boost their content marketing efforts, but only 66% say it's effective. Creating and sourcing content that connects with your audiences for your social media calendar can be challenging, but paving a clear roadmap can ensure your content is accountable.
Join ScribbleLive and Sprout Social as we take a closer look at:
- How to manage content together with a social media and editorial calendar
- Scalable ways of content creation
- What KPIs you should really be tracking
How do you measure event ROI? Three in five marketers don't have an answer to this question.
Get the comprehensive guide and interactive workbook to assess your events' performance here: http://info.doubledutch.me/content-event-roi.html
This presentation will help you:
1) Measure results that are hard to measure
2) Compare performance from event to event
3) Demonstrate events are a worthwhile investment
...and more!
View our on demand webinar recording here (http://info.doubledutch.me/webinar-how-to-measure-event-roi.html), or visit doubledutch.me for more information.
Fresh Egg Australia - Navigating the PPC LandscapeFresh Egg UK
Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
Fresh Egg and Buzzsumo: How to create heavyweight content marketing campaignsFresh Egg UK
Fresh Egg and Buzzsumo ran a webinar on the topic of 'How to create heavyweight content marketing campaigns'.
The webinar looked at some key areas in relation to campaign planning, including:
- Different types of campaign planning
- Key campaign planning elements
- What are the different phases of campaign planning?
- Campaign planning tools
This presentation contains all of the practical information that was shared.
For more information visit www.freshegg.co.uk/blog and search for "webinar"
The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013Fresh Egg UK
A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
Engagement: The Ultimate Metric to Demonstrate Event ROIDoubleDutch
We’re in the midst of the engagement marketing era.
While digital marketing remains a key component to the lead lifecycle, one truth remains: the most crucial component to engagement marketing is the face-to-face event.
In order to succeed in this new marketing culture, you need to track your live event engagement and prove event ROI.
Check out the full webinar here: https://www.youtube.com/watch?v=I-fary1OclY
93% of organizations use social media to boost their content marketing efforts, but only 66% say it's effective. Creating and sourcing content that connects with your audiences for your social media calendar can be challenging, but paving a clear roadmap can ensure your content is accountable.
Join ScribbleLive and Sprout Social as we take a closer look at:
- How to manage content together with a social media and editorial calendar
- Scalable ways of content creation
- What KPIs you should really be tracking
How do you measure event ROI? Three in five marketers don't have an answer to this question.
Get the comprehensive guide and interactive workbook to assess your events' performance here: http://info.doubledutch.me/content-event-roi.html
This presentation will help you:
1) Measure results that are hard to measure
2) Compare performance from event to event
3) Demonstrate events are a worthwhile investment
...and more!
View our on demand webinar recording here (http://info.doubledutch.me/webinar-how-to-measure-event-roi.html), or visit doubledutch.me for more information.
For our latest Google Marketing Platform Sydney meetup we wanted to end the year off the right way, by talking about your Google Ads Strategy for the Holidays.
With the Australian consumer the most pessimistic in 4 years, it’s more important than ever to spend your marketing dollars wisely. We spoke to Erran Su, Growth Marketing Analyst about how to utilise Google Ads to catch the final wave of holiday shopping by targeting the right audiences to make it the best December ever for your business.
Holiday Google Ads Strategy
In this presentation, we'll discuss the big trends, key ideas and some actionable strategies that you can take away to implement on your own site. Let this serve as your springboard to effectively explore the world of SEO further.
What we'll cover:
*Holiday Google Ads Strategy
*State of Play
*Economic Climate
*More Consumers Choosing to Shop Online
*Google Ads Should Be Your Platform of Choice
*Google Ads Strategy for the Holiday Season
*Keywords
*Audience
*Demographics
*Affinity & In-Market
*Remarketing
*MECE Approach
*Bidding Strategy
*Manual, Auto & Smart Bidding
*Creative
*How to Create Killer Ad Copy for the Holidays
*IF Function
*Mobile
*Shopping Ads
*Smart Shopping
*Before You Launch Your Campaign
*Learn to Love the Machine
*Don't Forget the Humans
*How to Measure Your Success
*Go Beyond Search & Shopping
2017 Planning: Using Attention-Based Marketing to Boost ConversionMarketo
For modern marketers, attention is everything. Cat videos and Kim and Kanye are stealing it and, as a marketer, you need to earn it back and retain it. Join this webinar to learn how RES, a Gartner “Cool Vendor” for 2015, is meeting their goal of growing Sales Accepted Leads by making a simple change to how they serve up their content—without spending more on creating or promoting it. RES fights hard for the attention of their prospects, but they wanted to empower buyers to consume as much content as possible to make them more sales-ready faster. Hear how RES upgraded their nurture, content syndication, and welcome programs to deliver all the content an engaged prospect might want in a single session.
Webinar top tips for driving growth for your businessMilestone Inc
Milestone’s experts Tammie Carlisle, Head of Hospitality and Lauren Polinsky, Director of Solutions - Hospitality, discussed growth strategies and take-back key learning.
Key topics in this recap video:
• Enhancing local listings with accurate information, health and safety protocols
• Incorporate health and safety messaging onto website
• Direct bookings with paid & organic Meta search
• Use Images and offers that connect with leisure travelers
• Boost website engagement with the right features
• How new strategies help to earn more revenue
AddThis Webinar: Capturing Inbound Leads with Contributed ContentInfluence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join us as Charlie Reverte, vice president of website products at AddThis and Matt Kamp, director of strategic partnerships at Influence & Co. discuss how to optimize your marketing efforts, both on- and off-site.
Content Strategy: The Importance of Content Strategy in MarketingZest Digital
Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to develop and utilise the bigger picture in order to see the most positive effects.
Digital Marketing: How to Specify Tactics & StrategiesGeorge Yfantis
Digital Marketing Strategy:
How to Specify Tactics & Strategies
Recently I realized that most of Top-Experienced Digital Marketing Managers, Strategists and Executives, doesn’t follow a safe approach when they are going to publish a Paid Digital Marketing action. Instead, they trust their experience and their “feeling”.
George Yfantis
Digital Marketing & Strategy Manager
www.giorgosyfantis.gr
info@giorgosyfantis.gr
https://twitter.com/GiorgosYfantis
https://gr.linkedin.com/in/GiorgosYfantis
http://www.slideshare.net/GiorgosYfantis
Peter wants to reframe the discussion so it is not about attribution models but about techniques for optimising your marketing spend. He will talk about why the technique of attribution is wrong and where to invest your time/resources instead.
Digital Strategy:
How I explained my job as
Digital Strategist, to my mum
Giorgos Yfantis
Marketing & Strategy Manager
www.giorgosyfantis.gr
info@giorgosyfantis.gr
https://twitter.com/GiorgosYfantis
https://gr.linkedin.com/in/GiorgosYfantis
http://www.slideshare.net/GiorgosYfantis
How to Bridge the Physical and Digital Experiences at Live EventsDoubleDutch
In the age of mobile event apps, the physical event experience is often disconnected from the digital - even though we know the average attendee is glued to their smartphone.
The problem? We’ve adopted mobile as a component of our events, but are still not thinking about how to effectively integrate it into the event experience to influence successful business outcomes.
In this interactive session, you will learn how to bridge the gap between the physical event experience with the digital to influence and demonstrate event success in big ways — no matter your desired business outcome.
In the recent past, we have learnt that data is the lifeline of any business and it is really important to collect data, more and more of it. But no one is telling us what to do with large volumes of data.
Shailendra has successfully delivered over One Billion Dollars in incremental value and will spend 30 minutes in showcasing how many large organisations are using data to their advantage by creating value through generating incremental revenue and optimising costs using analytics techniques.
Key Takeaways:
(i) Demystify the myths of analytics
(ii) Walkthrough a step-by-step approach to delivering successful projects that created an incremental value of hundreds and millions of dollars.
(iii) Three use cases where large organisations are using analytics to their advantage by creating value by generating incremental revenue and optimising costs.
In this webinar, Hanapin experts Will Larcom and Lara Lowery will help you step out of the AdWords bubble and show you the most successful advertising alternatives for search, social and display campaigns.
Digital advertising strategies for Event Marketers Bizzabo
In the next year, $77 Billion will be spent on digital ads. It marks the first time in history where digital ad spend will outpace TV ad spend.
Savvy event marketers are already using digital ads to market an event, it's time for you to get in the game too.
Social Tables and TINT are joining forces to teach you how to avoid common event marketing mistakes and how to win big at your next event.
Jose of TINT and Laura of Social Tables will cover 7 event marketing sins you might be committing (and how to avoid them):
1) Leveraging Event Technology
2) Event Promotion: Twitter, FB, LinkedIn Groups
3) Event Hashtags
4) Platforms for Attendee Engagement
5) Sponsorships, Influencers, and Community Relationships
6) Giveaways
7) Taking Advantage of the Event Follow-up
Fresh Egg Biddable World 2014 - View Through Conversions – Not Worth The Pape...Fresh Egg UK
A confusing title for a confounding topic. There’s been a contentious issue in the world of advertising for as long as there has been advertising: what’s the value of someone seeing an ad?
Some advertisers outright refuse to acknowledge view-throughs, while others warmly embrace them.
During this presentation we’ll look at the validity of the view-through, understanding a little of the mechanics behind them and how we might go about assigning, and perhaps even forecasting, real value to the view-through effect of digital advertising.
Nate Wood, Head of International Search for Fresh Egg was one of the speakers at the Biddable World event in January 2014.
For our latest Google Marketing Platform Sydney meetup we wanted to end the year off the right way, by talking about your Google Ads Strategy for the Holidays.
With the Australian consumer the most pessimistic in 4 years, it’s more important than ever to spend your marketing dollars wisely. We spoke to Erran Su, Growth Marketing Analyst about how to utilise Google Ads to catch the final wave of holiday shopping by targeting the right audiences to make it the best December ever for your business.
Holiday Google Ads Strategy
In this presentation, we'll discuss the big trends, key ideas and some actionable strategies that you can take away to implement on your own site. Let this serve as your springboard to effectively explore the world of SEO further.
What we'll cover:
*Holiday Google Ads Strategy
*State of Play
*Economic Climate
*More Consumers Choosing to Shop Online
*Google Ads Should Be Your Platform of Choice
*Google Ads Strategy for the Holiday Season
*Keywords
*Audience
*Demographics
*Affinity & In-Market
*Remarketing
*MECE Approach
*Bidding Strategy
*Manual, Auto & Smart Bidding
*Creative
*How to Create Killer Ad Copy for the Holidays
*IF Function
*Mobile
*Shopping Ads
*Smart Shopping
*Before You Launch Your Campaign
*Learn to Love the Machine
*Don't Forget the Humans
*How to Measure Your Success
*Go Beyond Search & Shopping
2017 Planning: Using Attention-Based Marketing to Boost ConversionMarketo
For modern marketers, attention is everything. Cat videos and Kim and Kanye are stealing it and, as a marketer, you need to earn it back and retain it. Join this webinar to learn how RES, a Gartner “Cool Vendor” for 2015, is meeting their goal of growing Sales Accepted Leads by making a simple change to how they serve up their content—without spending more on creating or promoting it. RES fights hard for the attention of their prospects, but they wanted to empower buyers to consume as much content as possible to make them more sales-ready faster. Hear how RES upgraded their nurture, content syndication, and welcome programs to deliver all the content an engaged prospect might want in a single session.
Webinar top tips for driving growth for your businessMilestone Inc
Milestone’s experts Tammie Carlisle, Head of Hospitality and Lauren Polinsky, Director of Solutions - Hospitality, discussed growth strategies and take-back key learning.
Key topics in this recap video:
• Enhancing local listings with accurate information, health and safety protocols
• Incorporate health and safety messaging onto website
• Direct bookings with paid & organic Meta search
• Use Images and offers that connect with leisure travelers
• Boost website engagement with the right features
• How new strategies help to earn more revenue
AddThis Webinar: Capturing Inbound Leads with Contributed ContentInfluence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join us as Charlie Reverte, vice president of website products at AddThis and Matt Kamp, director of strategic partnerships at Influence & Co. discuss how to optimize your marketing efforts, both on- and off-site.
Content Strategy: The Importance of Content Strategy in MarketingZest Digital
Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to develop and utilise the bigger picture in order to see the most positive effects.
Digital Marketing: How to Specify Tactics & StrategiesGeorge Yfantis
Digital Marketing Strategy:
How to Specify Tactics & Strategies
Recently I realized that most of Top-Experienced Digital Marketing Managers, Strategists and Executives, doesn’t follow a safe approach when they are going to publish a Paid Digital Marketing action. Instead, they trust their experience and their “feeling”.
George Yfantis
Digital Marketing & Strategy Manager
www.giorgosyfantis.gr
info@giorgosyfantis.gr
https://twitter.com/GiorgosYfantis
https://gr.linkedin.com/in/GiorgosYfantis
http://www.slideshare.net/GiorgosYfantis
Peter wants to reframe the discussion so it is not about attribution models but about techniques for optimising your marketing spend. He will talk about why the technique of attribution is wrong and where to invest your time/resources instead.
Digital Strategy:
How I explained my job as
Digital Strategist, to my mum
Giorgos Yfantis
Marketing & Strategy Manager
www.giorgosyfantis.gr
info@giorgosyfantis.gr
https://twitter.com/GiorgosYfantis
https://gr.linkedin.com/in/GiorgosYfantis
http://www.slideshare.net/GiorgosYfantis
How to Bridge the Physical and Digital Experiences at Live EventsDoubleDutch
In the age of mobile event apps, the physical event experience is often disconnected from the digital - even though we know the average attendee is glued to their smartphone.
The problem? We’ve adopted mobile as a component of our events, but are still not thinking about how to effectively integrate it into the event experience to influence successful business outcomes.
In this interactive session, you will learn how to bridge the gap between the physical event experience with the digital to influence and demonstrate event success in big ways — no matter your desired business outcome.
In the recent past, we have learnt that data is the lifeline of any business and it is really important to collect data, more and more of it. But no one is telling us what to do with large volumes of data.
Shailendra has successfully delivered over One Billion Dollars in incremental value and will spend 30 minutes in showcasing how many large organisations are using data to their advantage by creating value through generating incremental revenue and optimising costs using analytics techniques.
Key Takeaways:
(i) Demystify the myths of analytics
(ii) Walkthrough a step-by-step approach to delivering successful projects that created an incremental value of hundreds and millions of dollars.
(iii) Three use cases where large organisations are using analytics to their advantage by creating value by generating incremental revenue and optimising costs.
In this webinar, Hanapin experts Will Larcom and Lara Lowery will help you step out of the AdWords bubble and show you the most successful advertising alternatives for search, social and display campaigns.
Digital advertising strategies for Event Marketers Bizzabo
In the next year, $77 Billion will be spent on digital ads. It marks the first time in history where digital ad spend will outpace TV ad spend.
Savvy event marketers are already using digital ads to market an event, it's time for you to get in the game too.
Social Tables and TINT are joining forces to teach you how to avoid common event marketing mistakes and how to win big at your next event.
Jose of TINT and Laura of Social Tables will cover 7 event marketing sins you might be committing (and how to avoid them):
1) Leveraging Event Technology
2) Event Promotion: Twitter, FB, LinkedIn Groups
3) Event Hashtags
4) Platforms for Attendee Engagement
5) Sponsorships, Influencers, and Community Relationships
6) Giveaways
7) Taking Advantage of the Event Follow-up
Fresh Egg Biddable World 2014 - View Through Conversions – Not Worth The Pape...Fresh Egg UK
A confusing title for a confounding topic. There’s been a contentious issue in the world of advertising for as long as there has been advertising: what’s the value of someone seeing an ad?
Some advertisers outright refuse to acknowledge view-throughs, while others warmly embrace them.
During this presentation we’ll look at the validity of the view-through, understanding a little of the mechanics behind them and how we might go about assigning, and perhaps even forecasting, real value to the view-through effect of digital advertising.
Nate Wood, Head of International Search for Fresh Egg was one of the speakers at the Biddable World event in January 2014.
Live Webinar: LinkedIn Sponsored Content - The Insider's Guide to Targeting: ...LinkedIn
In this webinar, you will learn:
- How LinkedIn targeting works: What options are available
- Persona targeting: How to find the right audience on LinkedIn
- Moment of truth: Reasons your targeting is failing
- Turning point: Expert targeting optimization tips
- Beyond the basics: Targeting features to consider
From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchenThe Media Kitchen
A presentation given to The Media Kitchen about the future of digital media buying and targeting. This presentation was given in August 2011 to the New York and Atlanta offices of TMK.
www.mediakitchen.tv // @themediakitchen
Digital Marketing Course Week 2: Introduction to Digital MarketingAyca Turhan
Second week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan
Topics covered within the presentation include:
Digital Marketing vs. Traditional Marketing
Digital Marketing Strategies
For more please visit: www.aycaturhan.com/man423
Informe de Sizmek titulado Luxury Brand Benchmark Report. En él, la firma estudió datos de comportamiento de campañas de 42 anunciantes globales de la categoría, desde enero hasta julio de 2014.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
Reporte comparativo de publicidad digital de anunciantes de marcas de lujoeMarketingHoy
El estudio realizado por Sizmek Research comparó los datos de comportamiento de campañas de 42 anunciantes globales en la categoría de lujo con los índices promedio de todos los mercados verticales desde enero a julio del 2014.
A consistent message across platforms, especially your website and Facebook business page makes all the difference in reaching potential and returning clients. There is value in creating an online strategy to accurately reflect the experience which you offer customers in your brick & mortar store. Platforms such as Google Business and other social channels will also be discussed.
Organisations that thrive are putting their customers in the driving seat, delivering greater value and ensuring an easy, delightful customer experience, leading to an expanding and loyal customer base and improved, continuous profits.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Air Force Research Laboratory Small Business Hub Collider - Small Business Ma...Billy Grill
Presented by Billy Grill, Rebel Marketing, this Collider event through the Air Force Research Laboratory Small Business Hub covers Small Business Marketing with a focus on marketing to the federal government. It covers all aspects of marketing from strategy through tactics and tools.
marketing strategy workshop - what you need to market your digital project ea...Mutaz Ghuni
- Inbound marketing
- outbound marketing
- persona
- Technologies for marketing
- Data on Saudi market
- Choosing the right metrics for your startups (the one metric that matters)
- Creating the digital marketing funnel
- Choosing the right metrics for the funnel
- Applying some of the concepts on your startups
Location has been the foundation of establishing a business since day one. With consumers gravitating away from in-person experiences in favor of online interactions, we will discuss how a business can give themselves prime real estate digitally with a few key strategies being implemented. Ultimately each business wants to "Always Be Found, Always Be Chosen, and Be Easy to Work With."
The online channel has grown and become an integral part of the vast majority of retail and wholesale
organisations, but what does the future hold? David Bowen will present his predictions for the
challenges and opportunites we will all face in the next few years.
Team Samrat Multiventure was established in 2016 with the main objective to serve their services for Training and Development, Travel & Tourism, Website Development and Digital Marketing. Team Samrat Multiventure is one of the fastest growing ventures in the field of service provider activities. We have a dedicated team of young and energetic individuals who put their heart, soul and mind in their respective fields. Our expert team and excellent work ethics has helped us in becoming favorite of our valuable clients.
7 tips to Market your Travel Offer on the Web Karine Miron
Discover 3 majors trends in travel marketing and 7 tips to market your travel offer on the Web including content marketing, local SEO, influencers marketing strategies and so on.
The Past, Present, and Future of Co-CreationChaordix
In this webinar, we explored what Co-Creation is, and how it differs from crowdsourcing and open innovation. We reviewed examples of customer participation from the past and present, like the LEGO Ideas community, and discussed how innovation experts, CX professionals, marketers, & insights specialists can use the power of customer Co-Creation to uncover consumer insights, create content, and bring new products to market.
Similar to Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #Vividideas (20)
A guide to empathy mapping (CharityComms Digital Conference 2019 Workshop)Fresh Egg UK
A guide to empathy mapping delivered by Fresh Egg strategy director David Somerville at the CharityComms Digital Conference in November 2019. This guide explains: what an empathy map is; why you should use one; when you should use one and what they look like. Find out more about empathy mapping within a CX environment at freshegg.co.uk
Using nudge theory to achieve a competitive edge with your UXFresh Egg UK
A presentation that covers the history and definition of Nudge theory, plus explains: the three key stages of implementing Nudge theory into your UX; example of nudges from the charity and private sectors; and test results of nudges Fresh Egg has implemented for some clients. To find out more about the EAST model mentioned in the presentation, search online for "Fresh Egg Resources" and download the free whitepaper
Look EAST - A behavioural insights model for improved customer experienceFresh Egg UK
A presentation by Fresh Egg strategy director David Somerville that explores how the behavioural insights model 'EAST' can be used to improve your customer experience. To download our free whitepaper on the EAST model go to: https://www.freshegg.co.uk/resources/east
Developing digital content to drive user journeysFresh Egg UK
This presentation shows how you can create a content strategy by using a customer experience process, rather than a traditional 'data first' approach. The examples used here is for charities (driving supporter engagement), however the approach is relevant to all businesses and sectors. To find out more about the NHS Good Thinking project mentioned here, visit the Resources section on www.freshegg.co.uk
27 digital marketing trends predictions 2015Fresh Egg UK
In this presentation Fresh Egg’s digital experts look back at their predictions from last year, and let you in on the key trends you should be looking out for in 2015.
Conversion Optimisation: Creating the right environment for your CRO campaignFresh Egg UK
Julian Erbsloeh presented at BrightonCRO about ensuring you're able to measure your conversion optimisation activity and the configurations you need set up in Google Analytics to support your CRO campaigns.
Split testing vs personalisation: is there a winner?Fresh Egg UK
This presentation answers questions about whether split testing and personalisation could or should be separate practices, or whether they are inherently intertwined? It assesses the current state of shift from one-to-many digital experiences, toward many-to-many experiences, and asks: is this good?
Google as Predator: The Evolution of Search by David Sewell - BrightonSEO 2014Fresh Egg UK
In his talk for BrightonSEO April 2014, Fresh Egg's SEO consultant David Sewell likens Google - and the evolution of search in general - to the evolution of the relationship between predators and prey in the animal kingdom.
Briefly, his talk covers:
• What search looked like when the internet began
• How Google changed the search landscape and continues to evolve
• How to spot a predator in the context of search
• How Google’s predatory behaviour impacts businesses and the business environment
• Seven strategies for survival
Technical SEO - Alec Bertram's Presentation from London Affiliate Conference ...Fresh Egg UK
Senior SEO Engineer at Fresh Egg, Alec Bertram's presentation on the most common and easiest to fix technical SEO issues from the London Affiliate Conference 2014
Social Media Insights Presentation - Fresh Egg UKFresh Egg UK
Getting actionable insights from better social media measurement
The presentation slides from the Social Media Insights event hosted by Fresh Egg as part of the Brighton Digital Festival. Presented by head of social media David Somerville and head of insight Dara Fitzgerald, the presentation includes tips for social media measurement and using Google Analytics to tag campaigns.
David and Dara’s talk centred on practical tips for measuring social media activity, plus ideas on planning this measurement effectively. One of the most fundamental (and surprisingly, often overlooked) aspects of better measurement is setting out clear objectives from the outset.
Next Generation Measurement with Google Analytics - Dara Fitzgerald, Fresh EggFresh Egg UK
At the 2012 summit, GA announced some of the biggest feature releases in its history. These features will help to shift the analysis view from session-centric to user-centric, allowing the ever growing number of companies using GA to optimise for people, rather than sessions.
At BrightonSEO 2013, Dara presents an outline and provides use cases for new features such as custom dimensions and metrics, customer lifetime value and universal analytics.
Fresh Egg Social Media presentation: Google+ and FriendsFresh Egg UK
A presentation from the Fresh Egg social media team titled 'Google+ and Friends'. This looks at where Google+ is right now as a social media platform and shares advice on why use it, how to create an optimised profile and the potential SEO benefits of using it.
Also it takes a look at Google+'s 'friends', including Google Authorship, Ripples and Enhanced Listings.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
7. Highly connected, digital world.
Source: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
Device usage is shifting from desktops and laptops, to
mobile devices
8. Highly connected, digital world.
In some countries, mobile device usage is as high as 75%
share of web traffic.
Source: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
9. Highly connected, digital world.
Source: http://www.slideshare.net/COMPUTEX/st-computex-lifeaugmentedgoingbeyondthesmarthomefinal
By 2020, there will be 50 billion connected devices,
an average of 6.58 devices per person in the world.
10. Highly connected, digital world.
• Smart homes
• Wearable technology
• Smart and connected cars
Soon, we will be living in a Smart World…
11. Libelium smart world.
Highly connected, digital world.
At some point in my lifetime, every device with a
chip in it will be connected.
The Internet of Things.
Source: http://webdesignsbyterri.com/the-internet-of-things-living-in-a-smart-world
13. The evolution of Google.
The PageRank algorithm created by Sergey
Brin and Larry Page was designed in 1998. It
took the current keyword-based algorithms
one step further, focussing heavily on links.
Source: http://infolab.stanford.edu/~backrub/google.html
14. The evolution of Google.
Google’s early design was minimalistic, priding
itself on its highly relevant, 10 blue links.
15. The evolution of Google.
In October 2000, Google launched AdWords,
changing the shape of online marketing, and
the future of search.
16. The evolution of Google.
Since 2003, there have been 35
noteworthy Google algorithm
updates.
Source: http://blog.hubspot.com/marketing/google-algorithm-visual-history-infographic
17. The evolution of Google.
Google’s algorithm updates aim to keep results
relevant.
Types of spam include:
• Sneaky spam
• Keyword stuffing
• Content spam
• Link spam
Source: http://www.google.com/search/about/insidesearch/howsearchworks/thestory/index.html
18. The evolution of Google.
There is a direct correlation between search engine algorithm
updates and Google’s revenue growth (AdWords), peaking at
$66.4b in 2014.
Over the past 4 years, Google’s revenue has increased by 126%,
following its biggest updates to date, including Panda & Penguin.
Source: http://www.mediavisioninteractive.com/blog/search-enginenews/looking-back-moving-forward-google-evolution/
19. The evolution of Google.
The ever-changing search landscape has pushed
marketers to build brands through inbound
marketing, and understanding your audience.
Source: http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
20. The evolution of Google.
Google Now is your personal assistant, and query-less
search engine, boasting “The right information at just the
right time”.
21. The evolution of Google.
Google App Indexing allows users to
launch deep content within apps,
directly from Google mobile search.
22. The evolution of Google.
Google ‘Now on tap’ allows immediate search
functionality for anything, at anytime, anywhere on your
phone.
24. Understanding your audience.
“Why would Google place a website on the first page of its
index, if the website in question does not cover all facets of
its industry or products, is not being spoken about in social
channels, and does not have the breadth of content to satisfy
the user journey?”
This is the essence of inbound marketing.
26. Understanding your audience.
We have to build on old-school marketing techniques,
and take them one step further, in order to answer
pertinent audience-related questions.
27. Understanding your audience.
Audience intent analysis:
• Who – the audience groups
• What they search for at different stages in the
buying cycle, and why
• Where, and how they search
29. Understanding your audience.
What makes your audience tick? What drives them to take action?
Are they likely to take action at all?
Psychographics is study of the attitudes and beliefs, needs and
interests, and motivating factors of your customers.
30. Once the motivations for action have been determined, frames can be
used to structure content and messaging, targeted to your specific
audience groups.
Understanding your audience.
31. Understanding your audience.
It is possible to influence each and every stage of the buying cycle,
so it is important to understand these, in order to optimise for your
audience.
32. Understanding your audience.
During the awareness stage, buyers are unsure which
product, service or brand they will purchase from, but
are instead looking for information and advice.
33. Understanding your audience.
Factors which may influence preference:
• Website layout and content
• Mindshare
• Social mentions from influencers
• Unique selling points
• Familiarity to brand
• Trust, gained from advice and content
• Reviews (the experience of others)
• Cost (the value proposition)
• Options, that are able to match the customer’s needs
• Rewards and incentives
34. Understanding your audience.
Conversions still may not occur, due to:
• Distractions
• Poor purchase process
• Change of heart
• Inability to make the purchase (out of stock)
35. Understanding your audience.
Your website needs to cater for audience groups other
than buyers.
• Staff
• Partners
• Advertisers
• Employment seekers
• Brand ambassadors
36. Understanding your audience.
Car insurance trigger events:
• Buying a new car
• Midlife crisis
• Car getting old
• 3rd child on the way
• Buying a used car
• Fitting an alarm
• Installing a stereo system
37. Understanding your audience.
Marketplaces for buying a new car:
• Manufacturer websites
• Carsales.com.au
• Redbook.com.au
Marketplaces for installing a new sound system:
• Local car audio sites
• Ryda.com.au
• Jbhifi.com.au
39. Live audience intent analysis.
1. Define audience groups
2. Determine trigger events
3. Stages of the customer journey and keyword
use
a) Event
b) Awareness
c) Consideration
d) Conversion
4. Analyse marketplaces
5. Test and refine
41. Personalisation.
Personalisation of your website can greatly increase
conversion rates, interaction and engagement (time
on site).
• By device
• By sex
• By geographical location
• By personal preferences & purchase history
• By product size
• By life event
Sources:
- http://blog.hubspot.com/marketing/website-personalization-examples-dynamic
- http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
Good afternoon ladies and gentleman, friends, colleagues and those of you who bought a ticket! A big thank you for you donation, well it was more of an insurance policy to make sure you showed up! We know what it’s like in the middle of winter! If, for some unknown reason, you don’t get your monies worth during the talk, you’re welcome to make up for it by drinking our free booze afterwards. I mean, you’re welcome to join us for some light refreshments and networking after the event.
Personalisation
Vastly increase conversion rates
Interaction and time on site
Can personalise by:
Device
Sex – male or female
Geographic location – is it summer in the northern hemisphere? Don’t show summer clothes to Australians as it’s winter
Personal preference
By life event
The department store, Target in the USA sent direct advertising to a customer, based on their previous purchases. Target had worked out the buying patterns of women during their pregnancy:
Unscented lotions were purchased at the beginning of their trimester
They also bought supplements such as calcium, magnesium and zinc
After heavy analysis, they identified about 25 products which pregnant women were buying, sometimes in bulk – and they could assign a pregnancy prediction score
They could also predict their delivery date to within a small window!
This allowed target to send coupons to their pregnant customers at stages during the pregnancy
Until one day an angry man arrived at a Target store demanding an explantion as to why they had sent her teenage daughter coupons for baby clothese and cribs
Target soon realised that an entire mailout personalised might be evading ones privacy and freak them out
So they started personalising, but subtly putting a coupon of a lawn mower next to the pregnancy products, so the expecting mothers didn’t think the ads were targeted.
These tactics from Target resulted in an explosion of revenue growth for the retail giant from 2002 to 2010
Just a few housekeeping items, I wanted to get out of the way now, in case you’re asleep by the end of the talk.
Thanks to Hub Australia, Vivid Ideas, Fresh Egg for the opportunity to speak in front of you today. And to Google of course. Without Google, I wouldn’t have a job.
Computer science, Mac Uni
Web analyst, logfiles
Google Analytics
AdWords – paid search
SEO – keywords, link building
Panda, penguin – changes – Inbound Marketing
Tinker with music
Volunteer my time each week at community radio station
Provide a free online community for lovers of house and techno
Which includes an electronic music podcast
And I’m an avid vinyl collector
Unfortunately this is NOT my vinyl collection…
Intro to digital:
Digital Agency - So, today we’re going to dive into the world of a digital agency
Digital marketing and technology - Specifically, how we understand digital marketing and the technology that is driving the industry forward
Device usage - And the current change that we’re seeing worldwide with regards to devices usage, and internet usage in general
Search engines:
- Search Landscape - We’ll have a brief look at the current search landscape and what has lead us to where we are today.
For example, the change in search algorithms, and the change in digital strategies that have needed to evolve throughout this process.
Then, We’ll get into the nitty gritty of audience targeting and the need for a strong inbound marketing strategy.
I’m also going to get you guys involved in the presentation and we’ll do a live audience intent anlaysis, based on one of your brands or websites.
Lastly, I’ll quickly touch on how you can personalise your website to cater for these audiences.
It’s no surprise that we live in a highly connected, digital world, where mobile and portable devices are taking over from desktop and laptop devices. We Are Social published a report in January 2015, which shows that the growth of mobile internet usage is not just a hypothesis. It’s real. Mobile web usage increase by +39% YoY, while desktop and laptop usage dropped by -13%, which is a phenomenal change. The way people access the internet, and information is changing. Innovators are designing new devices, and connecting old ones to the internet, and other devices everyday…
Depending on where you live, you may be more or less likely to use a certain device.
In 2015, with a population of 7.2 billion people, there are 25 billion devices connected to the internet – or an average of 3.47 devices per person.
That number is around 3.1 in Australia.
Over the next 5 years this figure is going to double, and there will be 50 billion connected devices.
Average 3.1 connected devices per person in Australia
Average 6.58 per person worldwide in 2020
Smart devices:
Smart TV
Smart watch
Smart fridge
Smart glasses
Smart jacket – navigate jacket
Smart thermostat
Smart and connected cars
Smart world
This is a mockup of a smart world. Let me read out a few things here, all of which will be connected to the internet:
Air pollution | Wine quality | Shipping | Radiation levels | Smart roads and parking | Waste management | Golf courses
At some point in my lifetime, every device with a chip in it will be connected.
The Internet of Things.
With regards to search and the evolution of Google, I want to quickly paint a picture of how we’ve come to where we are, and how we need to market our websites and digital content online in today’s search landcape.
It all started with a pair of Stanford Computer Science PHD students, writing a paper on “The Anatomy of a Large Scale Hypertextual Web Search Engine”
It’s goal was to improve upon the existing options available to users, for information retrieval across the web. Early options were either manual human edited directories, or search engines which were keyword based, and average at best.
Google’s original algorithm concentrated heavily on the hyperlinks pointing to a webpage or web-domain.
Google’s early design was minimalistic, returned highly relevant 10 blue links.
The only other feature was the “I’m Feeling Lucky” button, which took the user directly to the top ranked website.
There were no maps, no news, no ads. Just 10 blue links, pointing towards 10 web pages.
Early on though, these top spots within Google were easily gamed, simply by stuffing keywords on your website and buying a few links.
AdWords launch in October 2000, giving Google access to dollars, lots of dollars. This allowed Google to invest heavily in infrastructure – servers and hardware required to store all of the worlds information. It also allowed Google to invest in its spam fighting teams and programmers who would evolve its search algorithms.
Google’s revenue sits at around $17.3 billion per quarter, Q1 2015. With around 95% of all revenue earned from its advertising products.
In 2014, Google spent $9.8b on Research & Development, such as self-driving cars.
The company now sits on $65.436 billion in cash.
35 major updates since 2003.
This doesn’t include the ongoing day to day updates and tests which are always going on the background – some reports suggest there were 500-600 updates per year happening in the background, which wouldn’t be surprising.
Why so many and continual updates?
Why continual updates?
Relevance and user experience.
Money.
And SEOs.
Google wants you to find the most relevant website to your search, when type a query, to ensure you keep coming back, again and again, in order for you to click on their paid search / AdWords ads.
What where the updates?
General optimisation spam – hidden links, hidden text, keyword stuffing, low quality links.
But it wasn’t until mid-2010 and into 2011 that things started to get interesting. And since then, search has never been the same.
Google started placing more emphasis on fresh content such as blogs and articles, and they launched the Panda update, which was targeted at penalising low quality content.
They launched Penguin in 2012, which was the killer blow for SEOs who loved to build links. Entire link networks and spam blog networks were shutdown.
As well as big name brands who were gaming the system, such as JCPenney who blamed their SEO-agency for buying links after being penalised by Google. They regained top positions after cleaning up the mess.
Washington Post were penalised in 2007 for selling links, but they didn’t lose rankings themselves, but rather their PageRank took a hit, dropping from PR7 to PR5. This was Google’s way of devaluing the link selling market.
If you want a good read, Google “Confessions of a Google Spammer” – it delves into the life of a millionaire black hat SEO who had to give up the spam-game for a respectable digital marketing job… http://inbound.org/post/view/confessions-of-a-google-spammer
It’s clear from this graph, that Google’s spam fightin techniques result in more AdWords budget.
Simply put, by eliminating websites that have been SEO-spammed, this forces these brands to re-invest heavily on generating web-traffic. Usually this budget is put straight back into Google’s coffers, via paid search.
(point to graph – 2010 panda was launched)
Since 2010, Google’s revenue has increased from $29.3b to $66.4b – 126% increase.
You’ve seen the variations within Google:
Knowledge Graph
Images
Maps
News results
Related searches
Movies
Books
Comparison search
Flight status
Scientific calculator
Definitions
The evolution of search has resulted in the need for marketers to build brands through inbound marketing, and understanding your audience.
Too many brands have an over-reliance on organic search traffic, or realistically, traffic from Google.
What would happen to your business if that traffic disappeared?
Over the years Google has moved towards being a Knowledge engine, answering questions and giving you what you want without you needing to leave the search engine.
Enter Google Now…
An endless array of cards, from flights, to hotel reservations and car hire, to events and attractions nearby, the weather, breaking news, recipes, integration with your apps and emails.
Google have done away with the notion of keyword searches within google now, and everything you see, all of the information presented to you, is contained within “cards”. You’re in control, and you decide what cards you want to see.
Google App Indexing
Google Now on Tap
Google has moved away from keywords, to conversational search, via their Hummingbird algorithm. This algorithm basically means that you can ask Google a question and Google can understand the semantics… the meaning… behind the question – rather than Google simply matching keywords from the query to exact keywords in its index.
Google is now favouring content, social and inbound marketing which are used as stronger indicators of domain authority.
-------------------
IRRELEVANT
We’ve already learned that Google has evolved, and it’s made a move away from exact match keyword algorithms.
The launch of the Hummingbird algorithm was an enormous shift in this direction. The Hummingbird algorithm was Google’s move towards ‘conversational search’, where by a user can ask a question, and Google can understand the semantics of the question – rather than simply matching keywords.
And so it became less important to match keywords, as Google started to understand synonyms and user intent.
The online marketplace is diverse and its often difficult for marketers to truly understand the behaviour and attitudes of their audience.
The only way a marketer can truly understand it’s clients’ marketplace, is to immerse themselves in it. For those businesses with bricks and mortar locations, this means experiencing the customer journey from online to offline and everything else in between.
These days, we have to take marketing 101-type strategies further, in order to target our online audiences.
What are our audiences looking for?
What are their attitudes and behaviours online?
Where do they get their answers from, who and what influences them?
Where do they usually go?
How do they want to be spoken to?
How long do they have to interact with your brand, app or piece of content?
So, what are the goals of an audience intent analysis:
Who – the audience groups
What they search for at different stages in the buying cycle, and why. The search intent if you like
Where, and how they search
We should all know what type of demographic information a business needs to analyse and understand, but what are the reasons for understanding this information?
Well, an overview of demographic information….
- Knowing the needs of this audience is clearly very important to any business
- website content which will accurately steer the audience towards specific goals
Allows online marketing to be fully integrated with business marketing campaigns
If you are looking for demographic information for your community and current website user-base:
Google Analytics
Social analytics – Facebook and Twitter analytics
Psychographics
The study of the attitudes and beliefs
needs and interests
motivating factors of your customers.
What we want to do is creating messages with a deliberate cognitive bias so that they are encouraged to perform specific actions
The results of a psychographic analysis then, can direct site and content development, by framing messages appropriately for each audience, based on the motivations and needs of each audience.
However, not everyone is motivated in the same way, so we need to testing various frames
For example, (point to top right corner)
Instant gratification
Pleasure of adherence – “If you do this you’ll get a cuddly toy”
Pain of non-adherence – “If you don’t do this your children will hate you for not getting a cuddly toy”
Outcomes or possible consequences
Positive outcome – “If you do this, great things will happen”
Absence of positives - “if you don’t do this, you will miss out on lots of great things”
The negatives – “if you don’t do this it will be awful”
There are 4 major stages in the buying cycle – Trigger event, Gain awareness, Make comparison, Choose preference
In order to deliver increased confidence at each step of the cycle, your website should be optimised to:
Provide easy navigation
Quality information
Strong calls to action
show an understanding of the audience needs
Trigger events:
----------------------
What event has taken place that may drive users into your conversion funnel?
Users may not even be aware of the need at this time.
Obviously, a robust online marketing strategy must cater for each stage in the process but it is extremely important to identifying as many trigger events as possible.
Doing this will capture the audience at the start of the search journey, thereby increasing mindshare and allowing brands the opportunity to encourage the potential buyer to move on to the next stage.
Some needs that arise from trigger events, are most likely going to be best served by specialist websites. In these cases your options are partner with these websites, and/or advertise to gain brand awareness, as early on in the buying cycle as possible.
Awareness
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In this stage of the buying cycle, potential buyers do not know which product or service, nor brand they will buy it from.
They’re looking for information and advice.
And it’s often a slow process, which may be repeated several times.
Awareness is greatly influenced by social media marketing, and traditional media such as TV, radio and print.
The most important thing during the awareness stage is to ensure the brand maximises mindshare.
Consideration
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By the end of the awareness phase, buyers are a little more savvy with regards to what’s on offer.
As we get into the consideration phase,
they are likely to want to compare prices of different products, compare features, or gather more information on the options available to them before they’re ready to commit to a purchase.
NEXT SLIDE
There are a number of factors in the consideration stage which will influence a buyer’s preference
- How quickly and easily can users access content?
How effective was your subliminal messaging and branding during the awareness phase?
How have your brand ambassadors been performing?
USPs such as price, speed and ease of use/purchase
How are you promoting trust and values throughout your site?
How do you reward you loyal customers?
Once a buyer is ready to commit to a purchase, they move into the Conversion phase
Conversion stage
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Conversions may not occur if;
Becoming distracted by something else, either on or offsite
Being put off by the purchasing process on the site
Having a last minute change of heart
Not being able to make the purchase they wanted (due to lack of availability, for example)
However,
CRO & UX
Will have the biggest impact during the conversion cycle.
Content optimisations can still be made to ensure users are pushed down the conversion slide.
Audience groups.
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There’s no hard or fast rule for how to define your audience groups, as every business and website is going be different.
Let’s take a simple example. A rail network website.
What audience groups do you think you would cater for if this were your brand?
Commuters
Station masters, train drivers & staff
Shopkeepers who run kiosks on the station
Railway engineers/civil engineers
Investors engaged in civil engineering
Your website needs to cater for audience groups other than buyers.
Partners
Advertisers
Employment seekers
Brand ambassadors
For example, (unfortunately) I don’t sit within any buyer group for the Mercedes A45 hot-hatch, but I’m most likely going to be a brand ambassador for Mercedes, by sharing photos and articles and videos of the car to my social networks. Mercedes then, need to cater for people like myself, who may not ever make a purchase, but who may assist with their marketing efforts via social shares, brand mentions and citations, and links, if I were a blogger or journo.
Trigger events:
Trigger events are going to be different for each audience group.
Once again it’s best to demonstrate with an example. This is a real life example of something I’ve just been through.
Think about a car insurance website, trying to define their audiences groups.
Recently, I realised that my car was 10 years old and time to replace it
Or at least that was my excuse. I realise now that it was more like a mid-life crisis!
So the trigger events for
Buying a new car
Midlife crisis
Car getting old
3rd child on the way
Buying a used car
Fitting an alarm
Installing a stereo system
Marketplaces for buying a new car:
Manufacturer websites
Carsales.com.au
Redbook.com.au
Marketplaces for installing a new sound system:
Local car audio sites
Ryda.com.au
Jbhifi.com.au
Define audience groups
Determine trigger events
Stages of the customer journey and keyword use
Event“buy new car”
Awareness“what is the best family car”
Consideration“cheap 4wd car insurance in sydney”
Conversion (reviews are important)“brand searches”, brand reviews
Analyse marketplaces
Personalisation
Vastly increase conversion rates
Interaction and time on site
Can personalise by:
Device
Sex – male or female
Geographic location – is it summer in the northern hemisphere? Don’t show summer clothes to Australians as it’s winter
Personal preference
By life event
The department store, Target in the USA sent direct advertising to a customer, based on their previous purchases. Target had worked out the buying patterns of women during their pregnancy:
Unscented lotions were purchased at the beginning of their trimester
They also bought supplements such as calcium, magnesium and zinc
After heavy analysis, they identified about 25 products which pregnant women were buying, sometimes in bulk – and they could assign a pregnancy prediction score
They could also predict their delivery date to within a small window!
This allowed target to send coupons to their pregnant customers at stages during the pregnancy
Until one day an angry man arrived at a Target store demanding an explantion as to why they had sent her teenage daughter coupons for baby clothese and cribs
Target soon realised that an entire mailout personalised might be evading ones privacy and freak them out
So they started personalising, but subtly putting a coupon of a lawn mower next to the pregnancy products, so the expecting mothers didn’t think the ads were targeted.
These tactics from Target resulted in an explosion of revenue growth for the retail giant from 2002 to 2010
Personalisation
Vastly increase conversion rates
Interaction and time on site
Can personalise by:
Device
Sex – male or female
Geographic location – is it summer in the northern hemisphere? Don’t show summer clothes to Australians as it’s winter
Personal preference
By life event
The department store, Target in the USA sent direct advertising to a customer, based on their previous purchases. Target had worked out the buying patterns of women during their pregnancy:
Unscented lotions were purchased at the beginning of their trimester
They also bought supplements such as calcium, magnesium and zinc
After heavy analysis, they identified about 25 products which pregnant women were buying, sometimes in bulk – and they could assign a pregnancy prediction score
They could also predict their delivery date to within a small window!
This allowed target to send coupons to their pregnant customers at stages during the pregnancy
Until one day an angry man arrived at a Target store demanding an explantion as to why they had sent her teenage daughter coupons for baby clothese and cribs
Target soon realised that an entire mailout personalised might be evading ones privacy and freak them out
So they started personalising, but subtly putting a coupon of a lawn mower next to the pregnancy products, so the expecting mothers didn’t think the ads were targeted.
These tactics from Target resulted in an explosion of revenue growth for the retail giant from 2002 to 2010