innovative marketing

(c) 2012, Maurice Mulvenna

Innovative MarketingMaurice Mulvenna

School of Computing & Mathematics


Outline

Digital marketing

Local


Digital marketing


Digital marketing

Conversion

Optimisation

Advertising

Social

Measurement


Funnel fodder• Iden.fying key phrases• Key phrases for paid search and ‘natural’ or organic search

Source: h"ps://adwords.google.co.uk/select/KeywordToolExternal


Content Tags

Links Ads


Content


Tags

h"p://www.hallam.biz/blog/2011/04/seo

-‐on-‐page-‐fa

ctors-‐crea.n

g-‐great-‐pages.html


Tags• On page op.misa.on:

• <.tle> tag = 4.9/5 (< 65 chars)• Keyword frequency and density = 3.7/5• Keyword in headings = <h1> = 3.1, <h2> = 2.8/5• Keyword in document name = 2.8/5• Meta name descrip.on = 2/5 (< 150 chars)• Meta name keywords = 1/5

Source: h"p://www.seomoz.org/ar.cle/search-‐ranking-‐factors


IrishTimes.com<meta name="descrip.on" content="Find the Latest Local and Interna.onal News including Sports, Analysis, Business, Weather and more from the Defini.ve Brand of Quality News in Ireland." />

<.tle>The Irish Times -‐ Breaking Local and Interna.onal News from Ireland</.tle>


Content/Tags

Be"er content

Be"er tags


Links


Ads


Content Tags

Links Ads


Content Tags

Links AdsOrganic SEO


Content Tags

Links AdsPaid SEO (PPC)


Content Tags

Links AdsOff-Site SEO


Content Tags

Links AdsOn-Site SEO


Social

• ‘Should I be using it?’

• ‘How to sell with it?’

• It’s social, have a conversation


Measurement


Analytics

• Bounce rate, segmentation, key words


Campaign Name Status£25.00Lifetime

Budget08/12/2011 1:00am – 08/26/2011 11:45pmDuration (London Time)

Audience Response

Clicks Connections

Select rows to edit Full Report

Campaign Reach

11,256Frequency

15.6Social Reach

0Connections

0Clicks

20CTR

0.011%Spent

£25.00

Ad Preview

Digital Marketing Degreeulster.ac.uk

Get an OnlineMarketing Degree fromUniversity of Ulster -Apply today for ourPostgraduateCertificate in DigitalMedia Communication

View on Profile · Create a Similar Ad

Targeting

This ad targets 24,860 users:

who live in the United Kingdomwho live in Belfastexactly between the ages of 21 and 30 inclusivewho graduated from college

Calculating suggested bid

Performance

Name Status Reach Freq. Social Reach Connections Clicks

11,256 15.6 0 0 20 0.011%

DMC Facebook Ad Completed

?

TargetedReachSocial Reach

?

?

?

08/05 08/08 08/11 08/14 08/17 08/200

1

2

3

Last 28 Days All Except Deleted

? ? ? ? ? ? ?

? ? ? ? ? ?

Digital Marketing Degree

Edit Edit

CTR


Local


Postgraduate Certificate Digital Media Communication

ulster.ac.uk/dmc


Blend of expertise from

School of Communication academics

School of Computing & Mathematics academics

External visiting lecturers from industry


External academic validation

“developing innovative, postgraduate level workers who are life-long learners and leaders in their field”


External company validation

“‘Working with the DMC students on the Google Challenge has been a fantastic experience. Having such a professional, knowledgeable and enthusiastic team to help run a Pay Per Click campaign means so much to a new business”


Student validation

“The Postgraduate Certificate in Digital Media Communication gave me the skills, knowledge, and importantly, confidence to start applying for Digital and Social Media roles”

“The course was very well structured, reactive to student needs and always two-way”


Innovative marketing

Strategy

Capability of tools and techniques

Build your network of know-how

Upskill yourself (ulster.ac.uk/dmc)


Thank you for listening

@mauricemulvennamd.mulvenna at ulster.ac.uk

ulster.ac.uk/dmc

innovative marketing

Education