sleeping giant media digital summer series 6 of 6 - digital and traditional marketing
DESCRIPTION
In our sixth and final Digital Summer Series talk of 2014, the topic was digital and traditional marketing. The first half of the talk discussed the strengths of digital marketing, and the second half integrating digital with traditional marketing.TRANSCRIPT
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Digital and traditional marketing
-Strengths of digital marketing
-Integrating traditional and digital marketing
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Set up in 2008/9 PPC, SEO and Social Now 30 people
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
GiantSleeping
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
- Talks will start again in the new year
-Completely free
-Covering various areas around digital marketing
- Please feel free to use social throughout!
-@sleepinggiantM #gianttalks
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The Strengths of Digital Marketing
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Digital marketing
5
-Strategy
-Goals
-Knowing your audience
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Strengths?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Strengths
7
-Easily measurable
-Great for targeting & segmenting
-Good for engagement -Cost
effective -Help your exposure
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Easy to Measure/Track
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Measuring
9
-Ability to track and measure almost anything…
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Measuring
10
-Real time measurement
-Optimise more quickly
-Measure site performance
-Measure visitors behaviour
-Measure conversions
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Targeting & Segmenting
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Targeting
12
-Optimise content to fulfil audience need
- Track your audience behaviour for online and offline marketing
-Use A/B testing to refine performance
-Listen to your audience
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Engagement
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Engagement
14
-Engage on your blog through comments
- Engage via newsletter
- Engage on social
- Respond quickly to complaints
- Build trust
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Exposure
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Exposure
16
-Leverage internet devices
-Use different channels
-Ability to play amongst bigger brands
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Cost Effective
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Cost effective
18
-Fast to react / optimise
- Reach a wider audience
- Track your performance
-Ability to switch channels easily
- Easier to measure ROI
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In Summary
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Summary
-Track performance and optimise
-Know/listen/understand your audience and target it
-Use a wide range of channels
- Engage with your audience
-Make your budget more efficient
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tools
-Google Analytics (free)
-Google Webmaster Tools (free)
- Facebook Insights (free)
- Twitter Analytics (free)
- Freespee & responsetap (call tracking - paid)
-Optimizely (A/B testing - paid)
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Integrating Traditional and Digital Marketing
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Firstly
23
-We, even as a digital agency, would never tell you to ignore traditional marketing
- It is still important, as it always has been
- It is just that with digital in the mix it is now important to use and integrate both forms of marketing
-Use the strengths of each, plan and measure their effectiveness
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What’s the difference?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Traditional marketing
25
-Newspaper and magazine advertising
- TV and radio advertising
-Direct mail
- Billboards
- Traditional face-to-face events
-And more…..
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Strengths of traditional marketing
-Great for reaching a wide target audience
-Good for brand awareness
-Good at hitting people passively
-Can be used in specific markets or geographically
- Face-to-face events are a good way to put a face to a company
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Digital marketing
27
- Websites
- Pay per click (AdWords)
- Search engine optimisation
- Email marketing
- Social media
- Online advertising
- And more
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Strengths of digital
28
-Great for hitting consumers directly
-Very targeted
- Incredibly measurable
-Chance for greater engagement
- Real time results
-Not intrusive
- Can level the playing field for small businesses
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Things to consider
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Planning
30
-Think about your audience and which channels will work best for them
-Make sure your messages, branding, tone of voice and products are the same across digital and traditional media
- Plan everything upfront
-What do you want people to do at each stage
-Make sure it’s manageable
-Make sure it’s measurable
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Don’t be worried if you aren’t doing it yet
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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I looked through
- these papers
- some magazines
-billboards
- TV
-and more
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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Some ideas for integration
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Events
40
-Set up a twitter account for the event if it’s going to be regular
-Use a hashtag to allow people to have a conversation that goes on before during and after the event
#Gianttalks
#EastKentB2B
#Mueslimafia
#Crufts
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Events
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-Look for groups on LinkedIn and start conversations about the event there
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Events
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-Find people that are influencers in your market on Twitter and LinkedIn
-Advertise the event in local press, radio and get a press release out
-Mention the hashtag and social media you have created in the offline advertising
-You can run pay per click advertising to back it up
-Make sure you have relevant content on your website
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Advertising
43
-Ask people to follow you on social media in your adverts
-Give them a reason to follow you:
-Offer exclusive deals and discount codes
-Offer extra content
-Offer advice and help
-Ask for their feedback
-Get them involved in the conversation
-Use call tracking
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Lidl
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Lidl
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Direct mail or hand outs
46
- If you are targeting a specific geographical area
-You can include a QR code or social media to follow
-Use PPC with geographic targeting
- Target keywords that are in the flyer to make sure you are found when people search for more information
- For any offline advertising, set up specific landing pages with an easy url to remember. Include information and a call to action
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tu Clothing
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In Summary
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Summary
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RadioNewspaper ads
Social media
Direct mailWebsite
Measure
Marketing Balance
PPC
Consumer
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Summary
-Think about who your audience is and what media they will use
-Work out what platforms you want to use and integrate
-Make sure you plan what you want people to do at each stage
-Make sure you set up goals and tracking
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