digital marketing-seminar edinburgh
TRANSCRIPT
Digital marketing head-firstPart 1: Marketing your organisation
Lindsay Herbert, Head of Digital Marketing
Rob van Tol, Senior Consultant
@precedentcomms #PrecSem @lindzeiy
digital marketing done right
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
“Big brands get to do all theadventurous stuff online. Others can barely tweet.”
“Big brands get to do all theadventurous stuff offline. The web follows after.”
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Invasion
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
outpost
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
MISSILES
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
SNIPERS
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Military strategy“Forewarned, forearmed;to be prepared is half the victory.”
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
victory
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
victory
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEOPPC results415 participating sites
36 million impressions
300% increase in donationscompared to same period
Tactic 1: SEOPPC results415 participating sites
36 million impressions
300% increase in donationscompared to same period
victory
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”
“There are so many thingsour customers should know!”
Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”
“There are so many thingsour customers should know!”
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEO
Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
victory
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
digital marketing can match your individual problems and culture because it’s designed to be custom fit.
end of part 1
Digital marketing head-firstPart 2: Creating integrated campaigns
Lindsay Herbert, Head of Digital Marketing
Rob van Tol, Senior Consultant
@precedentcomms #PrecSem @lindzeiy
campaigns done right
campaigns are the way to market digitally because without targeting you’re just paying to spam.
campaigns are the way to market digitally because without targeting you’re just paying to spam.
“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
The MissionThe ClimateThe GroundThe LeadershipThe Method
The Mission:What is your objective andwho is your target?
The Climate:What’s the competitivelandscape? What’s the behaviour of target users?
The Ground:Is the territory familiar?Is it familiar to the competition?
The Leadership:How will it be managed?Where will responsibilities be allocated?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
campaigns are the way to market digitally because without targeting you’re just paying to spam.
campaigns are the way to market digitally because with targeting you’ll be able to track your success.
what’s your next digital marketing mission?
man your next digital marketing mission
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Invasion
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
OUTPOST
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Missile
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper?
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
80 expertsstrategy & research
branding & communicationsuser centred design
development & hostingdigital marketing
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
5 sectorsthird sector
membership organisationsfinancial services
educationhealth
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
5 officesLondon
EdinburghCardiff
MelbournePerth
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
22 yearsexperience
qualitystability
loyaltyresults
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
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