digital marketing-seminar edinburgh
TRANSCRIPT
![Page 1: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/1.jpg)
Digital marketing head-firstPart 1: Marketing your organisation
Lindsay Herbert, Head of Digital Marketing
Rob van Tol, Senior Consultant
@precedentcomms #PrecSem @lindzeiy
![Page 2: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/2.jpg)
digital marketing done right
![Page 3: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/3.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
![Page 4: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/4.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 5: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/5.jpg)
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
![Page 6: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/6.jpg)
“Why doesn’t our site workon my new iPad? We shouldreally make an app.”
![Page 7: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/7.jpg)
“Big brands get to do all theadventurous stuff online. Others can barely tweet.”
![Page 8: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/8.jpg)
“Big brands get to do all theadventurous stuff offline. The web follows after.”
![Page 9: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/9.jpg)
![Page 10: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/10.jpg)
![Page 11: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/11.jpg)
![Page 12: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/12.jpg)
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
![Page 13: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/13.jpg)
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Invasion
![Page 14: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/14.jpg)
![Page 15: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/15.jpg)
![Page 16: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/16.jpg)
![Page 17: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/17.jpg)
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
![Page 18: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/18.jpg)
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
outpost
![Page 19: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/19.jpg)
![Page 20: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/20.jpg)
![Page 21: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/21.jpg)
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
![Page 22: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/22.jpg)
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
MISSILES
![Page 23: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/23.jpg)
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
![Page 24: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/24.jpg)
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
SNIPERS
![Page 25: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/25.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
![Page 26: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/26.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 27: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/27.jpg)
Military strategy“Forewarned, forearmed;to be prepared is half the victory.”
![Page 28: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/28.jpg)
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
![Page 29: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/29.jpg)
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
![Page 30: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/30.jpg)
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
![Page 31: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/31.jpg)
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
![Page 32: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/32.jpg)
Tactic 1: SEOSEO missions“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
![Page 33: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/33.jpg)
Tactic 1: SEO
![Page 34: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/34.jpg)
Tactic 1: SEO
![Page 35: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/35.jpg)
Tactic 1: SEO
![Page 36: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/36.jpg)
Tactic 1: SEO
![Page 37: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/37.jpg)
Tactic 1: SEO
![Page 38: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/38.jpg)
Tactic 1: SEO
![Page 39: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/39.jpg)
Tactic 1: SEO
![Page 40: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/40.jpg)
Tactic 1: SEO
![Page 41: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/41.jpg)
Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
![Page 42: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/42.jpg)
Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
victory
![Page 43: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/43.jpg)
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
![Page 44: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/44.jpg)
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
![Page 45: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/45.jpg)
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
![Page 46: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/46.jpg)
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
![Page 47: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/47.jpg)
Tactic 1: SEOSocial media missions“People don’t know us enough.”
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
![Page 48: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/48.jpg)
Tactic 1: SEO
![Page 49: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/49.jpg)
Tactic 1: SEO
![Page 50: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/50.jpg)
Tactic 1: SEO
![Page 51: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/51.jpg)
Tactic 1: SEO
![Page 52: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/52.jpg)
Tactic 1: SEO
![Page 53: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/53.jpg)
Tactic 1: SEO
![Page 54: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/54.jpg)
Tactic 1: SEO
![Page 55: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/55.jpg)
Tactic 1: SEO
![Page 56: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/56.jpg)
Tactic 1: SEO
![Page 57: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/57.jpg)
Tactic 1: SEO
![Page 58: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/58.jpg)
Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
![Page 59: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/59.jpg)
Tactic 1: SEOSocial media resultLloyds: Better security, customersatisfaction & efficiency
ASOS: 1.7 million VERY active ambassadors
victory
![Page 60: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/60.jpg)
Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
![Page 61: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/61.jpg)
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
![Page 62: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/62.jpg)
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
![Page 63: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/63.jpg)
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
![Page 64: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/64.jpg)
Tactic 1: SEOPPC missions“We’re about to do a launch.”
“We’ve got shoulder seasons to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
![Page 65: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/65.jpg)
Tactic 1: SEO
![Page 66: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/66.jpg)
Tactic 1: SEO
![Page 67: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/67.jpg)
Tactic 1: SEO
![Page 68: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/68.jpg)
Tactic 1: SEO
![Page 69: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/69.jpg)
Tactic 1: SEO
![Page 70: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/70.jpg)
Tactic 1: SEO
![Page 71: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/71.jpg)
Tactic 1: SEO
![Page 72: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/72.jpg)
Tactic 1: SEO
![Page 73: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/73.jpg)
Tactic 1: SEOPPC results415 participating sites
36 million impressions
300% increase in donationscompared to same period
![Page 74: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/74.jpg)
Tactic 1: SEOPPC results415 participating sites
36 million impressions
300% increase in donationscompared to same period
victory
![Page 75: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/75.jpg)
Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
![Page 76: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/76.jpg)
Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”
“There are so many thingsour customers should know!”
![Page 77: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/77.jpg)
Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”
“There are so many thingsour customers should know!”
![Page 78: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/78.jpg)
Tactic 1: SEO
![Page 79: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/79.jpg)
Tactic 1: SEO
![Page 80: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/80.jpg)
Tactic 1: SEO
![Page 81: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/81.jpg)
Tactic 1: SEO
![Page 82: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/82.jpg)
Tactic 1: SEO
![Page 83: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/83.jpg)
Tactic 1: SEO
![Page 84: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/84.jpg)
Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
![Page 85: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/85.jpg)
Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
victory
![Page 86: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/86.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
![Page 87: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/87.jpg)
digital marketing can match your individual problems and culture because it’s designed to be custom fit.
![Page 88: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/88.jpg)
end of part 1
![Page 89: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/89.jpg)
Digital marketing head-firstPart 2: Creating integrated campaigns
Lindsay Herbert, Head of Digital Marketing
Rob van Tol, Senior Consultant
@precedentcomms #PrecSem @lindzeiy
![Page 90: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/90.jpg)
campaigns done right
![Page 91: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/91.jpg)
campaigns are the way to market digitally because without targeting you’re just paying to spam.
![Page 92: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/92.jpg)
campaigns are the way to market digitally because without targeting you’re just paying to spam.
![Page 93: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/93.jpg)
“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
![Page 94: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/94.jpg)
“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
The MissionThe ClimateThe GroundThe LeadershipThe Method
![Page 95: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/95.jpg)
The Mission:What is your objective andwho is your target?
![Page 96: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/96.jpg)
![Page 97: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/97.jpg)
The Climate:What’s the competitivelandscape? What’s the behaviour of target users?
![Page 98: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/98.jpg)
![Page 99: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/99.jpg)
![Page 100: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/100.jpg)
The Ground:Is the territory familiar?Is it familiar to the competition?
![Page 101: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/101.jpg)
![Page 102: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/102.jpg)
The Leadership:How will it be managed?Where will responsibilities be allocated?
![Page 103: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/103.jpg)
![Page 104: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/104.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
![Page 105: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/105.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
![Page 106: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/106.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
![Page 107: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/107.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
![Page 108: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/108.jpg)
The Method:Which tactics will be used?How will they be plannedand implemented?
![Page 109: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/109.jpg)
campaigns are the way to market digitally because without targeting you’re just paying to spam.
![Page 110: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/110.jpg)
campaigns are the way to market digitally because with targeting you’ll be able to track your success.
![Page 111: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/111.jpg)
what’s your next digital marketing mission?
![Page 112: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/112.jpg)
man your next digital marketing mission
![Page 113: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/113.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 114: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/114.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Invasion
![Page 115: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/115.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 116: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/116.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
OUTPOST
![Page 117: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/117.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 118: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/118.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Missile
![Page 119: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/119.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 120: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/120.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper
![Page 121: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/121.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Sniper?
![Page 122: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/122.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 123: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/123.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
80 expertsstrategy & research
branding & communicationsuser centred design
development & hostingdigital marketing
![Page 124: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/124.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
5 sectorsthird sector
membership organisationsfinancial services
educationhealth
![Page 125: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/125.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
5 officesLondon
EdinburghCardiff
MelbournePerth
![Page 126: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/126.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
22 yearsexperience
qualitystability
loyaltyresults
![Page 127: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/127.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
![Page 128: Digital marketing-seminar edinburgh](https://reader036.vdocuments.us/reader036/viewer/2022062513/5556cf42d8b42abb428b563e/html5/thumbnails/128.jpg)
digital marketing must match your individual problems and culture because without a custom fit, you are missing the point.
Find our Precedent group on LinkedIn for a chance to find out more about our seminars, network, share ideas and quiz our experts.
At @precedentcomms for Precedent news, seminar info and the latest on trends, stats, and digital technology#PrecSem