five digital marketing ingredients for 2016
TRANSCRIPT
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Hello, we are
Five digital marketing ingredients for 2016
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TODAYHello and who we are
Introduction to the landscape and our 5 ingredients:
- Website performance
- Search engine marketing
- Power of social
- The app economy
- Personalisation
Conclusion
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Sylvain ReiterCOO
Danny BluestoneCEO
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INTRODUCTION TO THE LANDSCAPE
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THE SHARING ECONOMY THE APP ECONOMY THE RESPONSIVE WEB
OMNI-CHANNEL
THE CONNECTED HOME
WEARABLES
SOCIAL THE KNOWLEDGE ECONOMY
PERSONALISATION
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The Landscape
91% OF SMARTPHONE USERS TURN TO THEIR PHONES FOR
IDEAS IN THE MIDDLE OF A TASK
https://www.thinkwithgoogle.com
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DESIGN A CROSS-CHANNEL CONCEPT NOT A SINGLE DESTINATION
The Landscape
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WEBSITE PERFORMANCE
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USE PERSONAS TO UNDERSTAND USER GOALS AND MOTIVATIONS
Website performance
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FIND YOUR BEST CONTENT AND USE THE CORE MODEL TO PLAN INTERACTIONS
Website performance
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Find the “do” Understand each persona’s use cases and get them there quickly.
Focus on your best content, don’t add content or features when not needed. Make sure everything adds value and is informed by research.
Add value to the user
Speak in a language that is understood by non-native speakers. Don’t obfuscate, by using words like obfuscate.
Be straight talking
Develop a consistent verbal, visual and interactive language including photography, icons, call actions and writing style across all channels.
Be consistent
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5 Do the hard work to make complex ideas, features and content easy to use and understand.
Simplify the complex
CREATE A SET OF DESIGN PRINCIPLESWebsite performance
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Website performance
WHAT APPEARS ABOVE THE FOLD INFLUENCES THE USER EXPERIENCE
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SEO CO-EFFICIENTSALES
E.g. Rank on the first page for top 10 key
phrases and top 5 SERPS for long tail keywords
Get 15 major institutions signed up as clients per
quarter (with an 80% yearly retention rate)
Get 50% of our users to recommend at least 5 users each within their first month of joining
SET KPIS AND OBJECTIVESWebsite performance
Homepage to load in under 4 seconds with all other pages loading in
under 3 seconds
PERFORMANCE
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Credit to: http://www.emosaic.co.uk/news/why-is-user-experience-so-important-to-your-website-seo-strategy/index.html
SEARCH ENGINE OPTIMISATION
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YOUR SEO STRATEGY SHOULD BE ABOUT SURFACING GREAT CONTENT
Search engine optimisation
Thematic plans Content strategy Audit of content Content matrixes
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EXPAND YOUR SEO TACTICSWITH ONGOING RESEARCH
Search engine optimisation
Top influencers and brand ambassadors Social conversations
Competitor content and links Trends around your industry
Internal search insights Social media shares
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UX: Clear headers SEO: H1 page titles
UX: clear summary SEO: intro para
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UX: Content breaks SEO: H2 page titles
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UX: Rich media SEO: Search
engines favour multimedia
content
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UX: Relevant CTAs within landing page
content
UX: Rich media SEO: Search engines favour multimedia
content
UX: Avoiding a cul-de-sac
SEO: Relevant Links
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ORGANIC LINK STRATEGIES ARE HIGHLY EFFECTIVE
Search engine optimisation
Backlinks remain one of the biggest SEO ranking factors Good links are ones that are relevant and authoritative
Think about how your PR efforts can help in this respect Be careful of dodgy link strategies and toxic links
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• http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077
Common forms of schema markup include: Publisher, event, organisation, video product/ service rating, person and places.
USE SCHEMA MARKUP TO IMPROVE “SERP” CONVERSIONS
Search engine optimisation
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• http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077
MAKE SURE YOU HAVE A TRULY ‘RESPONSIVE’ WEBSITE
Search engine optimisation
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Credit to: http://www.emosaic.co.uk/news/why-is-user-experience-so-important-to-your-website-seo-strategy/index.html
SOCIAL
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MORE THAN 75% OF USERS LEARN ABOUT COMMUNITY EVENTS AND
ACTIVITIES USING THEIR SMARTPHONE
Social
Source: ThinkwithGoogle.com
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EXPAND YOUR COMMUNITY WITH ONLINE GROUPS
Social - Building blocks of a thriving community
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NATIVE ADVERTISING
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USE INFLUENCERS TO BOOST YOUR OUTREACH
Building blocks of a thriving community
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APPS
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BUILD A PLATFORM WITH UNIQUE CONTENT AND “SHAREABILITY”
The app economy
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The app economy
GAMIFY AN EXPERIENCE USING TOUCHCreate an immersive experience An intimate way to engage Use notifications and alerts Create extra channel exposure It works offline Tie it into the web & social
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ANALYSIS
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Marketing Analysis
41 41
Con
vers
ions
0
125
250
375
500
Dec Jan Feb Mar Apr May July
Contact Form Newsletter Apps downloads RevenueMonthly Conversions for Q3
Contact form40
Newsletter499
App downloads 113Revenue£203k
MARKETING ANALYSIS
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ANALYSING AND PERSONALISATION CAN GO HAND IN HAND TOGETHER
Analysis
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WRAPPING UP
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1. Learn and understand the benefits of user centred design (UCD) including research and usability.
2. Content is about quality and not quantity, find content treasures and use the right channels.
3. Create a set of design principles and think beyond single ‘destinations’ to designing systems.
4. Set clear KPIs for your marketing and performance and undertake regular social/data research.
5. Expand your communities using digital tools and build value beyond your current proposition.
FIVE THINGS TO ‘TAKE AWAY’