innovative marketing

(c) 2012, Maurice Mulvenna

Innovative MarketingMaurice Mulvenna

School of Computing & Mathematics

(c) 2012, Maurice Mulvenna

Outline

Digital marketing

Local

(c) 2012, Maurice Mulvenna

Digital marketing

(c) 2012, Maurice Mulvenna

Digital marketing

Conversion

Optimisation

Advertising

Social

Measurement

(c) 2012, Maurice Mulvenna h"p://www.websiteop.miza.on.com

(c) 2012, Maurice Mulvenna Source:  Jim  Sterne

(c) 2012, Maurice Mulvenna

Funnel fodder• Iden.fying  key  phrases• Key  phrases  for  paid  search  and  ‘natural’  or  organic  search

Source:    h"ps://adwords.google.co.uk/select/KeywordToolExternal

(c) 2012, Maurice Mulvenna

Content Tags

Links Ads

(c) 2012, Maurice Mulvenna

Content

(c) 2012, Maurice Mulvenna

Tags

h"p://www.hallam.biz/blog/2011/04/seo

-­‐on-­‐page-­‐fa

ctors-­‐crea.n

g-­‐great-­‐pages.html

(c) 2012, Maurice Mulvenna

Tags• On  page  op.misa.on:

• <.tle>  tag  =  4.9/5  (<  65  chars)• Keyword  frequency  and  density  =  3.7/5• Keyword  in  headings  =  <h1>  =  3.1,  <h2>  =  2.8/5• Keyword  in  document  name  =  2.8/5• Meta  name  descrip.on  =  2/5  (<  150  chars)• Meta  name  keywords  =  1/5

Source:  h"p://www.seomoz.org/ar.cle/search-­‐ranking-­‐factors

(c) 2012, Maurice Mulvenna

IrishTimes.com<meta  name="descrip.on"  content="Find  the  Latest  Local  and  Interna.onal  News  including  Sports,  Analysis,  Business,  Weather  and  more  from  the  Defini.ve  Brand  of  Quality  News  in  Ireland."  />

<.tle>The  Irish  Times  -­‐  Breaking  Local  and  Interna.onal  News  from  Ireland</.tle>

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

Content/Tags

Be"er  content

Be"er  tags

(c) 2012, Maurice Mulvenna

Links

(c) 2012, Maurice Mulvenna

Ads

(c) 2012, Maurice Mulvenna

Content Tags

Links Ads

(c) 2012, Maurice Mulvenna

Content Tags

Links AdsOrganic SEO

(c) 2012, Maurice Mulvenna

Content Tags

Links AdsPaid SEO (PPC)

(c) 2012, Maurice Mulvenna

Content Tags

Links AdsOff-Site SEO

(c) 2012, Maurice Mulvenna

Content Tags

Links AdsOn-Site SEO

(c) 2012, Maurice Mulvenna

Social

• ‘Should I be using it?’

• ‘How to sell with it?’

• It’s social, have a conversation

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

Measurement

(c) 2012, Maurice Mulvenna

Analytics

• Bounce rate, segmentation, key words

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

Campaign Name Status£25.00Lifetime

Budget08/12/2011 1:00am – 08/26/2011 11:45pmDuration (London Time)

Audience Response

Clicks Connections

Select rows to edit Full Report

Campaign Reach

11,256Frequency

15.6Social Reach

0Connections

0Clicks

20CTR

0.011%Spent

£25.00

Ad Preview

Digital Marketing Degreeulster.ac.uk

Get an OnlineMarketing Degree fromUniversity of Ulster -Apply today for ourPostgraduateCertificate in DigitalMedia Communication

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Targeting

This ad targets 24,860 users:

who live in the United Kingdomwho live in Belfastexactly between the ages of 21 and 30 inclusivewho graduated from college

Calculating suggested bid

Performance

Name Status Reach Freq. Social Reach Connections Clicks

11,256 15.6 0 0 20 0.011%

DMC Facebook Ad Completed

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TargetedReachSocial Reach

?

?

?

08/05 08/08 08/11 08/14 08/17 08/200

1

2

3

Last 28 Days All Except Deleted

? ? ? ? ? ? ?

? ? ? ? ? ?

Digital Marketing Degree

Edit Edit

CTR

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

Local

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

(c) 2012, Maurice Mulvenna

Postgraduate Certificate Digital Media Communication

ulster.ac.uk/dmc

(c) 2012, Maurice Mulvenna

Blend of expertise from

School of Communication academics

School of Computing & Mathematics academics

External visiting lecturers from industry

(c) 2012, Maurice Mulvenna

External academic validation

“developing innovative, postgraduate level workers who are life-long learners and leaders in their field”

(c) 2012, Maurice Mulvenna

External company validation

“‘Working with the DMC students on the Google Challenge has been a fantastic experience. Having such a professional, knowledgeable and enthusiastic team to help run a Pay Per Click campaign means so much to a new business”

(c) 2012, Maurice Mulvenna

Student validation

“The Postgraduate Certificate in Digital Media Communication gave me the skills, knowledge, and importantly, confidence to start applying for Digital and Social Media roles”

“The course was very well structured, reactive to student needs and always two-way”

(c) 2012, Maurice Mulvenna

Innovative marketing

Strategy

Capability of tools and techniques

Build your network of know-how

Upskill yourself (ulster.ac.uk/dmc)

(c) 2012, Maurice Mulvenna

Thank you for listening

@mauricemulvennamd.mulvenna at ulster.ac.uk

ulster.ac.uk/dmc