An analysis of digital marketing strategy

8th July Presented by James Wragg

What is digital marketing strategy? •Digital marketing can be

defined as ‘Digital activity that drives sales’ (Stokes, 2011)• Future of lead generation

With the rise of smart home appliances, advertising could extend to your fridge!

Why did I choose digital marketing strategy analysis as my project? • Training - Hierarchical changes at company meant a new

untrained hire, this project provides fundamental information.• Evaluation – After assisting with an online rebrand, I feel it’s my

responsibility to see what’s changed.• Relevancy – High end event marketing has moved online,

suppliers & managers should follow(Jackson, 2013)• Strongest asset for lead conversion – 78.78% of phone enquirers

found ATC online (From ansacom source lists)

What are the aims of my report? • Analysis of ATC’s current Digital Marketing Strategy, including;• Website Analysis.• Social Media Marketing.• Search Engine Marketing.

• An overview of competitor’s digital marketing strategy.• Research into the company’s internal attitudes to digital marketing.• Suggestions of future alterations / recommendations to strategy.

ATC Website Analysis• 55,979 Sessions in 2013• A session is the period of interaction across a website in a 30

minute ‘session’, as opposed to a ‘visit’ or ‘hit’ which is a single interaction. This is a more relevant way to evaluate user interaction & duration of visit (Kaushnik, 2014) • Large volume of traffic due to high SEO ranking for niche terms • Essential – majority of leads derived from website, as it also acts

as a ‘virtual showroom’ • Recently rebranded, I assisted within the redesign at ATC

ATC 2012Website Analysis

ATC 2014Website Analysis

Website AnalysisSessions – Old Vs New• Was the old website better? • No – This drop was caused due to a lack of digital marketing being deployed

at this time (few effective facebook posts / no adwords campaigns)

Source : Arabian Tent Company Analytics

Website Analysis AVG Time / Bounce Rate

Source : Arabian Tent Company Analytics

Website AnalysisPage speed Tools • Tool developed by Google to measure the speed of a website due to it

being important for user experience and SEO purposes (Google Pagespeed, 2014)

Results – Higher than sample of 5 competitors, only minor problems.

Mobile Speed Score Mobile UX Score Desktop Score AVG On Speed ScoreThe Arabian Tent Company 71 81 88 80.00Raj Tent Club 75 54 84 71.00LPM Bohemia 17 95 21 44.33Wild Rose 59 58 77 64.67Bedouin Tents 51 96 75 74.00Harem Nights 52 58 71 60.33Source : Google Pagespeed Insights

Website AnalysisRecommendations • Fix minor page speed issues to improve accessibility for

users•Utilization of ‘lists’ within Journal content – ’10 advantages

of a marquee wedding’ – SEO relevant and inclined to generate large amounts of traffic (Stelzner, 2013)•Continued maintenance of Digital Marketing strategy,

relevant domain name & local SEO is great – but traffic is generated from other sources.

Social Media Analysis Facebook• Start of 2013 - 297 • Start of 2014 - 457

• In 2013 we undertook 137 jobs, so this increase seems realistic.

BUT! Not everyone that likesour page will have been clients …Where are the other likes?

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Source : Arabian Tent Company Facebook Insights

Social Media Analysis

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Source : Arabian Tent Company Facebook Insights

Social Media Analysis Top spikes 2013/2014• 22/2/2013 – 208 - Shared Guardian PR post ‘Why renting rocks’ • 26/4/2013 – 236 – ‘Behind the scenes ‘ Asian Bride Magazine photo shoot• 10/5/2013 – 203 – Stretch tent album share• 19/6/2013 – 255 - Brighton fashion show photo post• 26/6/2013 – 248 – Brighton fashion post cont. / Wedding trend research• 17/7/2013 - 256 ‘Staycation post’ / Festival Memory competition• 13/10/2013 – 367 New logo announcement • 30/10/2013 – 328 Website announcement /Cover photo change

Social Media Analysis Facebook : Paid Vs Unpaid• Boosting allows your

selected boost to be show within the newsfeed to friends of friends• Pros; Cheap, easy to

generate ‘views’• Cons; No targeting

Consumption lacking

Date Reach Organic Paid Cost Consumptions19/09/2013 646 306 340 £0.64 4201/10/2013 1315 158 1157 £0.00 11908/10/2013 2708 2523 185 £2.66 19222/10/2013 2918 141 2777 £2.00 8205/11/2013 559 338 221 £0.40 3508/11/2013 4440 270 4170 £5.00 132

12586 3736 8850 £10.70 602

Source : Arabian Tent Company Facebook Insights

Social Media Analysis Recommendations 1 Facebook• To build upon the results already seen it would be wise to continue

developing content strategy. How?• By categorizing & reproducing posts that have performed well • Monitoring competitor Facebooks for high scoring content that can be

used to garner ideas • Include an image or short video within a post. Average shares &

engagement can be doubled due to this (Kagan, 2013)• Tagged content is also much more effective at increasing the amount of

people that see/interact with posts• Further promotions / competitions• Reposting of highly consumed content ‘#throwback posts’

Social Media Analysis Recommendations 2 Facebook• Further exposure in news feeds could also be developed by

contacting current customer base & requesting that they like our page through an email marketing campaign • Utilizing ‘boost post’ only when content is actually engaging.

Since as shown in previous slide it does not promote engagement

Search Engine Marketing AnalysisAdwords: February 2014 – June 2014• Cost Per Click (CPC) bidding for keywords, list compiled by Google

keyword planner (Google keyword planner, 2014)

Source : Arabian Tent Company Adwords

Search Engine Marketing Analysis Adwords: Converted clicks• What is goal conversion!?• Goal conversion 1 & 2 not linked properly Analytics / Adwords. Faulty

link / coding. (Google Analytics Common Issues, 2014)

Source : Arabian Tent Company Adwords

Source : Arabian Tent Company Adwords

Source : Arabian Tent Company Analytics

Search Engine Marketing AnalysisAdwords : Ad Copy• The total spent on CPC ads was £750.71. • Without reliable conversion data it’s difficult to figure out lead

generation / ROI• Future ads should be similar to below (top 3 ads over active period)

Source : Arabian Tent Company Adwords

Search Engine Marketing AnalysisPaid Directories & Blogs• In 2013 / 2014 : £1225.33 was spent on online directory and blog

advertising (Goal conversion not available as not implemented)Analytics 402 total sources Jan 1st - Dec 31st Sessions Cost Sessions / Cost

1. Stylist.co.uk 2,290 £0.00 £0.002.Festivalbrides.co.uk 1,021 £0.00 £0.003. Greenunion.co.uk 980 £83.30 £0.084. Mr&mrsunique.co.uk 743 £33.00 £0.045.Facebook.com 323 £0.00 £0.006. google.co.uk (image searches) 267 £0.00 £0.007.m.stylist.co.uk (mobile domain) 245 £0.00 £0.008. marqueehireguide.com 233 £288.00 £0.809. pinterest.com 191 £0.00 £0.0010. google.com 175 £0.00 £0.00

Source : Arabian Tent Company Analytics / Invoices

Search Engine Marketing AnalysisRecommendations • Rectify analytics / AdWords fault• Actively manage AdWords campaign, to optimize results and spend less money on

ineffective keywords • Develop advertisement structure to be effective and evaluate often• Continue pursuing collaborative styled shoots & blog posts regarding ATC – even think

about guest writing on a blog as an industry consultant, can dramatically increase traffic & increase volume of backlinks (Doherty, 2011)

• In the future use goal conversion to evaluate paid directories / adwords keywords• Use the above to figure out cost per converted visit and then renew high performers

directories annually. • Gradually remove dead & rotting directories as these damage our SEO ranking (Kaushal,

2012)

Internal Attitude Analysis•This part of research within my presentation hasn’t been completed due to recent company developments. •With the marketing manager departing from the company that they will be pursuing collaboration with the digital marketing agency ‘BOZBOZ’

Competitor Analysis Overview• Earlier in my aims I sought to provide an overview of

competitor digital marketing strategy.• It’s just too broad!• Tools used to measure online activity of un-owned

websites are notoriously untrustworthy – more estimates.• Information will be provided on a supplementary basis to

prove statements or comparison for analysis areas

Recap Recommendations• Email marketing – Largely untapped resource for leads, more direct & likely to

generate more valuable leads than social media (Devaney, 2013)• Can also be used to drive traffic to content• Direct & permission based, people more likely to click through to content they find valuable!

Web Analysis• Minor page speed code issues to rectify.• Journal content creation to improve local SEO and easily shared content.Social Media• Develop content strategy for further growth using list within previous slide.• Use boost post only on engaging content.

Recap ContinuedSearch Marketing• Pursue guest-writing• Correct Analytics / Adwords Fault• Once corrected, monitor successful keywords & advertisement design

to maximize click through ratio / spend.• Annually rank paid directories by converted clicks prior to renewing. • Fade out ineffective & poor quality ones.

References• eMarketing: The essential guide to digital marketing (Stokes ,2009) Robert Stokes, 2009. eMarketing: The Essential Guide to Online. 2nd Revised

Edition. Porcupine Press trading under DGR Writing & Resear.• Kagan, N (2013) ‘Why content goes viral: What analyzing 100 million articles taught us’ http

://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/?hvid=41eiUq [Accessed 4th July 2014[• Doherty, J (2011) ‘The power of guest blogging’ John F Doherty <http://www.johnfdoherty.com/power-guest-blogging/> [accessed 4th July 2014• Kaushal, N (2012) ‘A How to Guide on Identifying Bad Links and Pruning Them Using Google’s Disavow Tool’ Search Engine Journal <http

://www.searchenginejournal.com/how-to-guide-on-identifying-bad-links-and-pruning-them-using-googles-disavow-tool-by-navneet-kaushal/51372/> [accessed 3rd July 2014]

• Google Pagespeed (2014) Pagespeed <https://developers.google.com/speed/pagespeed/>[Accessed 4th July 2014]• Kaushnik, A (2014) ‘Excellent Analytics Tip #23: Align Hits, Sessions, Metrics, Dimensions!’ Kaushnik <

http://www.kaushik.net/avinash/hits-sessions-metrics-dimensions-web-analytics>[ Accessed 3rd July 2014]

• Jackson, N. (2013) Promoting and marketing events, 1st edition. London: Routledge• Google Keyword planner(2014), Keyword planner <https://adwords.google.com/ko/KeywordPlanner/Home?__u=3459767923&__c=6668789803

>[Accessed 4th July 2014]• Google Common Analytics issues(2014) Common Analytics Issues https://support.google.com/analytics/answer/1034383?hl=en-GB [Accessed 4th

July 2014]• Stelzner, M. (2013). Blog Growth: How to Build a Mega-Following.Available: http://www.socialmediaexaminer.com/tag/list-post/ [Last accessed July

5th 2014]• Devaney, T. (2013). Why email is still more effective than social media marketing. Available:

http://www.forbes.com/sites/capitalonespark/2013/10/01/why-email-is-still-more-effective-than-social-media-marketing/. [accessed 1st July 2014]