Digital Marketing

A quick run through

Today

• Drivers of digital marketing

• Digital marketing channels/tools

• SEO and PPC

• Malthouse Engineering example

• The future

• Some useful stuff

If you don’t understand, ask

When we talk about digital marketing

what are we talking about?

Can you name some of the tools/ channels?

Digital

Marketing

Email

Twitter

Pay Per Click

Affiliate

Measurability

ROISocial Media

SEO

Digital Display

Interaction

Linked in

Relationships

Why has digital marketing become so popular – some of the key drivers

• Relationship building

• Measurability

• Cost

• Responsiveness

• Targeting

Relationship building

• Relationship building is key for longterm retention

• Creating value for relationship is easier

• Maintaining regular communication is aided through digital methods– Amazon emails suggesting products I may like

Responsiveness

• Campaign development speeded up

• No long lead times to creation (compared to TV/Print/Radio)

• BP good example, very soon after oil leak they were buying up keywords to direct people to their site and their communications– Oil spill/gulf of Mexico response

Cost

• Increasing pressure from senior management to reduce costs

• Heightened by downturn

• Use of digital channels is highly cost effective

• See example

Example• Promoting a national art exhibition• Identified 4000 people within a 50 miles radius fitting into

predefined criteria• Worked with designers to create invites• Worked with printers to print them• I then stuffed envelopes with help• Then we posted them

• How many responded????• 67 responded, 11 said they weren't coming

• Why so low?• How many received invited/how many

looked at invite?• How many wanted more information?• How many saw it and read and will come?

CostingsPostage Email

List of names

Invites (design/print)

Postage/Sending

Cost of help

Total

£395

£500

£1200 (4000x0.32)

£30 for 2 people @ 5 per hr

£2125

£395

£0

£80 (£0.02 x 4000)

£0

£475

Could have saved £1650

Measurability

• Above all digital marketing offers substantial opportunities to measure everything

– Return on investment/engagement/behaviour

• Website usage – now possible to understand how sites are navigated so as to better optimise it

Targeting

• Increased opportunities to targetdifferent audiences down to the 10’s or 100’s

• Means less wastage of cash

• Greater chance of getting desired response due to targeting

Targeting example – using facebook adsA new website with a niche audience

• Go to create a ad on facebook and select the target audience

• Lets suppose I want to start a dating agency in Wolverhampton

Targeting example – using facebook ads

• Just want to target people between 18-23 who are women

Targeting example – using facebook ads

• Just want people who are interested in fishing

Targeting example – using facebook ads

• Just want to target women who are interested in other women

• Women who are already in relationships

I now have my audience of 60 people who I can send targeted ads to

Tools of digital marketing

Website• A well designed website is the primary tool of

digital marketing

• Understand why you have a website –sales/leads/information/ creditability of your org

• Taking note of design techniques– F zone

– Usability testing

– Clear layout

– Short concise text

• Calls to action to get people to provide your desired response – eg register for a newsletter

Calls to action

Eye tracking – f zone

Understand usage and make site easier to use and more relevant

Email

• Has suffered in recent times due to spam – email providers are becoming more savvy to spammers and starting to blacklist senders

• Can provide significant cost savings and provide in depth insights in to recipient responses

• Great for maintaining cost effective communications and developing relationships

Digital display

• Banners – along the top

• Skyscrapers – down the side

• Mid page units – in the middle

• Can be specifically targeted to individual based on browsing behaviour - remarketing – james caan

– http://www.hallam.biz/blog/2011/01/james-caan-is-stalking-me-remarketing-gone-scary.html

• Can be based on website demographics

Social Media• Is social media a fad? - http://youtu.be/sIFYPQjYhv8

• United breaks guitars– Travellers guitar broken during flight with United Airlines– They don’t offer good service and traveller wrote a song and

posted it– http://www.youtube.com/watch?v=5YGc4zOqozo– 10mil views and share price dipped by 10% = $180mil

• Walmart virals– http://www.youtube.com/watch?v=hsvAj6qfmFQ

• Seen by over 2million people – minimal cost good WOM

• Mystarbucks idea– Good for customer service and relationship building

• http://mystarbucksidea.force.com/

Mini case

• Interactive Amy ordered a dominos which was delivered 1hr late and was the wrong pizza

• Tweeted - “hardly any room for human error, but still a mistake.”

• Got a reply from local store manager who promised to make it up to her and also sent a video apology

• http://www.viddler.com/explore/dpzramon/videos/19/

• Organisations using social media to identify service failure – recover business and now used as a prime example of how to use these channels –all at no cost and providing greater PR

• Read more at http://www.socialmediaexaminer.com/chicago-pizza-guy-creates-social-media-domino-effect/

A key statistics to remember

• About six in 10 (59%) online shoppers say user-generated customer product reviews have a significant or good impact on their buying behaviour.

• WOM still key in influencing purchases but now its online

Search Engine Marketing (SEM)

• When we talk about SEM we refer mainly to Google

– 85% of global searches http://marketshare.hitslink.com/search-engine-market-share.aspx?qprid=4

• Googles aim since creation is to offer users sites that are relevant to what they are looking for – this underpins all developments they do

• How do they do this

– Your site is scanned for keywords and matched up to what has been searched for

– The HTML code is scanned to find info which tells googlewhat your sites about

Search Engine Optimisation

• Getting to the top of the natural results

• Through a number of activities such as

– HTML tags

– Links – quantity/quality

• Split in to on page and off page factors

SEO on page factors

• HTML tags

– Title tags – put in your keywords

– h1/h2/h3

• Images – give them “alt” names that are relevent to your content

• Text – make sure it contains relevant keywords

• Internal links – will help google find its way around your site

SEO off page• Links and lots of them

– Make sure they are good quality and relevant

• Ways of getting links– Use forums

– Directories

– Blogs

– Social media

– Loads of other methods

• Be careful and be google legal -http://www.nytimes.com/2011/02/13/business/13search.html?_r=1&src=tptw

• Should ideally be from related sites – seen as a better quality link

Pay Per Click

• Google displays your advert based on the keywords searched for and how much you pay google per click

• Pay Google or other search engines on a Cost Per Click basis

• CPC is worked out by Google on the amount of people bidding for a word or phrase

• Adds displayed based on bid price and quality score

• Quality score = CTR, Loading time of Landing Page, Landing page relevancy, relevancy of creative to keyword and natural SEO

Malthouse Engineering Example

Work done

• Identified keywords using Google keyword tool and other means – eg asking customers

• Used google analytics to understand website usage

• researched the work carried out by the competition and copied the good bits

Paid Search Example

Steel Profiling Ad Copy

Steel Flame Cutting Ad Copy

Results• An increase in website usage by 922%

• Spend of £7500 in last 18 months

• Received over £800,000 enquiries in return

• Website better optimised for users and continually reviewed

• Social media has been used to show facilities through youtube and engage with customers and local press through twitter – resulted in increased business

Mobile

• Mobile phones will overtake PCs as the most common web-access devices worldwide by 2013

• Ties in with TV viewing, 71% learn more about a product or service having seen an ad, 68% use it to find the best price for a product. – Direct Response from TV ads

• Not just young people - More than twice as many people age 55 and older visited social networks on their mobile phone in 2011 compared to Q3 2010, according to data from Nielsen’s. That’s a jump of 109% year-over-year.

The Future

The future

Summary

• Digital marketing growing due to

– Cost effective communications

– Need to build relationships that maximises revenue through reduction in cost compared to traditional marketing

– Measurability provides greater justification for use of digital over traditional channels

– Superior targeting – behaviour/use

Useful stuff – all free

• http://www.davechaffey.com/ - leading digital marketing author/academic

• http://www.sitevisibility.co.uk/impodcast/ - leading ukpodcast

• http://www.smartinsights.com/ - useful blog articles

• http://mashable.com/ - good for spotting trends

• http://www.iabuk.net – internet advertising bureau –lots of interesting case studies

The end

Questions?