The document summarizes key topics from a digital marketing summit, including that SEO remains important despite claims of its death. Social media can be effective for hesitant businesses if used properly. The ideal digital marketing toolbox includes tools for SEO/SEM, analytics, UX, social media, email/apps. Outsourcing digital work is best for side projects not requiring urgency or when lacking internal staff, while keeping strategy in-house. Effective global pricing requires considering factors like brand strength, product customization, and presence across languages and channels.

1. Acquisition: challenges
and opportunities in 2018
Global Digital Marketing Summit
2017
Paolo Margari

2. Paolo Margari
Core expertise:
▫ Search Marketing
(Google Partner)
▫ Social Media Marketing
▫ Web Analytics
▫ UX design
(nn/G certified)
▫ Lead Generation/CRM
2
PhD Economic Geography.
Working experience in Italy,
UK, Belgium.
Previous roles:
▫ Digital Marketing
Manager EU at British
Council
▫ Head of Digital in equity
crowdfunding
▫ Consultant at
ManpowerGroup
Current:
Digital entrepreneur,
consultant and trainer with
Oltre.Digital.
paolo@oltredigital.com
or LinkedIn

3. Today’s programme
1. SEO in 2018: dead or alive?
2. Social Media Marketing for
the hesitants
3. What should be in your
digital marketing toolbox
4. Outsourcing or not
outsourcing?
5. Pricing issues on a global
market
3

4. “
The consumer is not a
moron; she is your wife*.
David Ogilvy
4

5. SEO in 2018: dead or alive?
For years some experts claim that SEO is dead,
but the industry is growing as usual.
5

6. Dead
Keyword-based SEO
Over optimisation
Low-quality link-building
SEO in 2018
Alive
AI
More mature audiences
More mature spyders
More mature competitors
6

7. ▫ Speed: Google penalizes slow websites
▫ Mobile: are we still questioning it?
▫ Relevance: topics and intentions rather than
keywords. RankBrain is the 3rd most
important ranking factor.
▫ Voice search: half internet users use it and
it’s growing.
▫ Authority: mentions rather than backlinks +
quality
▫ Structured data: extra information
▫ Rich snippets: more informative results
▫ Content: long form, original, trusted, proven
SEO ranking factors in 2018
7

8. Is SEO still relevant? YES!
8

9. Social Media for the hesitants
Some businesses (still) don’t believe that social media can be an
effective selling tool. Sometimes they are right.
9

10. Shall I invest in social media?
YES
▫ Everyone is there
▫ Competitors are doing so
▫ I want to give it a try
NO
▫ My clients don’t use it
▫ I don’t look serious
▫ I don’t know how to do it
10

11. Shall I invest in social media?
YES
▫ Everyone is there
▫ Competitors are doing so
▫ I want to give it a try
NO
▫ My clients don’t use it
▫ I don’t look serious
▫ I don’t know how to do it
11
Are you sure?
Look at some best practices
Outsource!

12. Social networks can be crucial acquisition & retention channels for
everyone, but…
● Don’t open a channel if you can’t control it
● Don’t expect a conversation one-to-many, rather engage with your
audience
● Don’t assume that results are fast, be patient, test, analyze
● Don’t improvise: either internalise our outsource (well)
● Don’t ignore what’s going on, but listen to it
12

13. What should be in your digital
marketing toolbox?
An non-exhaustive list of essential tools
13

14. Your digital marketing
toolbox
SEM
(SEO/SEA)
Social
Analytics
14
UX
Five big families
Email/Apps

15. 15
SEM (SEO & SEA)
● Google Search
Console
● SEMRush
● GTMetrix
● Screaming Frog
● Adwords
Keyword Tool
● ...
UX
● HotJar
● MouseFlow
● Google Optimize
● ...
Analytics
● Google Analytics
● Yandex Analytics
● ...
Social
● FanPageKarma
● FollowerWonk
● FB Insights
● Klout
● Social Mention
● Hootsuite
● ...
Your (minimum viable) digital marketing toolbox *
* Free or freemium tools
+Marketplaces
● Fiverr
● Upwork
● ...
Email
● Mailchimp
● ...
+Others
● Integrations (Zapier, etc)
● Reporting/Dashboards
● Google Tag Manager
● CRM
● ...

16. Outsourcing
or not outsourcing?
A classic dilemma that you will face at some point
16

17. 17
● Digital is a side project, a
test, a temp project
● I want to test one/more
new channel(s)
● I want to add extra traffic,
not fundamental
● I am not in a rush
● I do not have staff
● Digital is crucial (eg. only
ecommerce)
● I need to work on my most
popular channel
● I desperately need traffic
● I am in a rush
● I have staff that can work on
it, also after some training
Outsourcing ?
YES NO

18. Pricing on a global market
One pricing model fits all?
18

19. One price fits all?
19
Probably not.

20. 20
● Strong brand (eg Apple)
● Cheap product (fits all
markets)
● Standardised product
● Monolingual website
● Single presence (website/
social)
● In-house (fixed costs to
cover)
● Weak brand, focus on the
product/features (eg new
brand, not relevant)
● Expensive product, there’s
margin in pricing (eg service)
● Taylor-made product (eg
service)
● Multilingual presence
(website/social)
● Outsource (more flexibility
on costs)
Pricing on a global scale
ONE PRICE PRICE DISCRIMINATION

21. Let’s review some concepts
Search
Be visible, relevant, updated,
useful.
Social
Be present, talkative, friendly,
assertive, consistent and identify
your tone of voice.
Outsource
Do it when not in a rush (eg a
side project). Avoid when digital
is understaffed, urgent, crucial.
Keep planning and strategy
internally.
Pricing
In a global market, diversify your
offer to maximise your profit.
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Questions?
Find me at
@paolomargari
paolo@oltredigital.com
or Linkedin
Thanks!