marketing strategy - skills build lecture
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Marketing Strategy:University of Sheffield Skill BuildMarch 2017
Stephen Thompson - Head of Digital, University of Sheffield@ratamahattass
About meStart up, growth and large companies
Client and agency side
Account handling and strategy
Retail, Travel, Publishing and Education
Channel specific and integrated campaigns
AgendaKey principles
Customer journey
Content
Culture and working practices
Future trends
Useful tools & resources
Countdown Conundrum
Right time
Right place / location
Right person
Right context
Right information
Right price / promotion
Key ingredients
Data and insight
Measurement
Testing and failing fast
Technology
Content
People
Customer Journey (Digital)
Customer Journey to online purchase
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search
Technical Onsite (content) Offsite (votes of confidence)
PPC best practices
Source: http://www.wordstream.com/blog/ws/2013/03/22/modified-broad-match-for-beginners
Source: http://www.emailaudience.com/customer-lifecycle-communication-maximise-the-lifetime-value-of-your-customers/
BUT - People are mobile
Micro-momentsThanks to mobile, micro-moments can happen at any time, anywhere...
In those moments, consumers expect brands to address their needs with real-time relevance
Mobile & Micro Moments
Context Intent Immediacy
Mobile & Micro MomentsBe There
• Anticipate the micro-moments for your users and then commit to helping those moments occur
Be Useful
• Be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for
Be Quick
• Mobile users want to know, go, and buy swiftly.
• Mobile experience should be fast and frictionless
Connect the dots
• Measurement across devices, channels and screens.
• Planning and measurement take these into account and attribute accordingly
Moments of truth
Source: Brian Solis, 2013: http://www.briansolis.com/2013/11/the-ultimate-moment-of-truth-and-the-art-of-engagement/
Image source:https://www.flickr.com/photos/briansolis/10784586894/sizes/l
Content: Visual + Image march on
Source: http://www.kpcb.com/internet-trends
Content and Visual CommunicationTake into account the nuances and audience expectations of a platform or device
Consider the viewing context eg multi-screen, strength of connection
‘Brand’ fit and make it compelling
The 6 STEPPs of Contagious Content
Source: Criteria from Jonah Lehrer's book 'Contagious' on why certain pieces of content do so well.... The Six STEPPS of Contagious Content
Social currencyTriggersEmotionPublicPractical ValueStories
Culture & working practices
Source: https://www.distilled.net/blog/seo/building-a-t-shaped-skill-set/
Culture & working practicesAttributes: Adaptability, continuous learning, data, creative, collaborative
Common tools & resources: Trello, Google Docs, Slack, Whatsapp, Medium, Basecamp, IFTTT, Hubspot
Leadership Leadership that’s globally collaborative and inclusive – communication,
relationships and trust
Inspiring others not be about our words, about our actions
Carefully balance our use of technology with maintaining human connections
Source: https://leadingincontext.com/2015/01/21/future-2/
Future trends and challenges
Automation
AI and speech
Internet of things and multiple interfaces
Speed of progress
‘Dark’ channels
Content production
Useful Tools & Resources• Google Planning Tools• Search: https://moz.com/tools• Social: Nuzzel, followerwonk,
buffer• Analytics competitor tracking:
Ghostery plugin• Free images such as pixabay
• Mary Meeker Internet Trends• Techcrunch, Clickzdaily,
Econsultancy• Google adwords / analytics,
Programmatic• Seth Godin / Brian Solis
Final thoughts...
Data & technologies enable more sophisticated marketing as we move to a segment of one
But the basic principles of marketing remain relevant
Thank you and Questions
Stephen Thompson - Head of Digital, University of Sheffield
@ratamahattass
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