tech workshop dec15

Digital Marketing for the Technology sectorDecember 2015

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Who are Barracuda?· Dedicated digital marketing agency

· Recognised by our peers for expertise and innovation

· Blend of best in class and proprietary technology, including our own Panguin SEO algorithm analysis tool

· Collaborative working model

· 23 strong agency

· Wide range of clients, including technology sector

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Some of our Clients…

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Agenda for today· Introductions…

· The digital landscape today

· How customers behave

· The channels

· Opportunities and actionable insights

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THEN AND NOW – THE DIGITAL CUSTOMER JOURNEY

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Inspiration &

Discovery

Seek Advice Online

Compare Choices Online

Engage – Register &

Buy

Moments that

Matter

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Users are now Multi-Screen· 90% of tasks start on 1 screen and end on another.· Modern consumers check their Mobile devices 150 times

a day.

We need a more reliable host

Best practice in web hosting article

“web hosting”

Various tech publications

“Enterprise cloud hosting”

ISP website to request a call

Tech video

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Media Planning is not enough……

Media Planning

Creative with Impact

Campaign Manageme

nt

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Campaign reflects the Intent journey as well as X - Device

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SO, WHAT ARE THE CHOICES ?

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There’s a simple way to think about this…

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Across the whole web….

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On all devices, at all times of day

Midnight

3am

6am 9am 12pm 3pm 6pm 9pm

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HOW WE DO THAT ? PAID MEDIA

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1. Paid Search

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Best practice ads

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Further Advanced Options· Remarketing Lists for Search

· Customer Match

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Paid Search – Pro’s and con’s

Pro’s Con’sInstant Won’t target majority of

search engine traffic100% performance related

Capacity for wastage if improperly managed

Trackable Not ideal for brand building

Focused on the conversion

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2. Consider and Test YouTube

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Leveraging Value from

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YouTube – Pro’s and con’s

Pro’s Con’sPotential for cross device video exposure

Less conversion focused than other channels

No view, no pay on video adverts

Potential production costs

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3. Display Advertising. First some history…

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The History of Display

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The History of Display

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Layered Targeting delivers performance & ROI

Geographic

Demographic

Temporal

Geographic – UK weighted against performance

Technological – Browser, Device, ISP, connection

Demographic – Audience Look-a-likes, Age, Gender, Profession & Interest

Temporal – Month, Week, Day, Hour

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Media Placements by Target· Inspiration & Discovery Placement Samples – Industry Press

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Display advertising – Pro’s and con’s

Pro’s Con’sWide reach Can be more focused on

earlier in customer journey than on conversion

Can be bought on impressions or clicks

Can be expensive if not managed properly

Can support brand activity

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Generate Awareness & Buzz Product Information & Research

Drive Conversions Post Sales & Support

4. Social Advertising

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Social Advertising Platforms

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Social advertising – Pro’s and con’s

Pro’s Con’sBrand building Brand, not conversion

focusedCan be relatively cheapCan support wider social activity

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EARNED / OWNED MEDIA

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Local

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Google Street View – See Inside

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SEO (Search Engine Optimisation)

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Site Level (Technical) Optimisation · The foundation of SEO

· Underpinned by our Brightedge and Botify technology

· Issue identification and audit delivery

· Collaborative implementation with your web development team

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ResonanceRelevance

What youwant to say

What they’reinterested in

MAGIC

Adds value, is different

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24 Rules of Content

4 Rules of

ContentRelevant / brand Resonant Different Adds

value

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AS AN EXAMPLE – CREATION AND DISTRIBUTION

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An example - Musement film map

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An example - Musement film map

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An example - Musement film map

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And…

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And…

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Content Distribution

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SEO and Content – Pro’s and Con’s

Pro’s Con’s“Free” traffic Requires upfront

investmentLonglife Takes timeContributes to all parts of the journey

Risk

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REPORT ON EVERYTHING…

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Reporting

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SO, THE TAKEAWAYS…

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· Its about more than the desktop. Whatever the vertical…

· The conventional channels and funnel are gone

· Its about moments – this requires omnipresence

· Content is the glue that holds this all together

· Measure everything !