digital marketing essentials
Published on Nov 18, 2015
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PRESENTATION OUTLINE
digital marketing essentials
14/10/14
A number of factors in marketing that can help you get maximum exposure for your brand...
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Marketing tools
use them. planning is key.
KPIs help measure
SOSTAC framework - in the marketplace
SOSTAC framework - in the marketplace
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driving success
- Marketing is meeting customers needs profitably
- KPIs must be metric based and clearly understood
- SOSTAC Planning system (PR Smith, 2011)
KPIs must be metric based and clearly understood to drive success..
- Push for SMART tactics and monitor progress, each stage is key to driving success.
SOSTAC =http://bit.ly/1CHMCTu
Situation analysis
Objectives
Specific
Tactics
Actions
Control
- Push for SMART tactics and monitor progress, each stage is key to driving success.
SOSTAC =http://bit.ly/1CHMCTu
Situation analysis
Objectives
Specific
Tactics
Actions
Control
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SO YES WE WANT TO SELL CARS..
- Book a test drive
- Download an e-brochure
- Call me back
Overall goal = MB want to sell more cars..
and yes these are the KPIs they set clearly......
BUT
and yes these are the KPIs they set clearly......
BUT
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BUT IT'S ABOUT ROI
- Understand which channels drive a response
- Increase leads
- Add value as a brand
ROI = Revenue - spend
It's not just about driving sales, it's even more important to add value
It's not just about driving sales, it's even more important to add value
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adding value
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Untitled Slide
Sept 2014
- planning
- being there 7 minutes after announcement from palace.
- cleverly piggy-backed off the back of the #royalbaby
- planning
- being there 7 minutes after announcement from palace.
- cleverly piggy-backed off the back of the #royalbaby
Starbucks personal touch
- Starbucks names on cups campaign
- about creating a more personal experience / adding value without pushing sales
- Now coca-cola do something similar
So there are other methods of adding value without selling cars.
- about creating a more personal experience / adding value without pushing sales
- Now coca-cola do something similar
So there are other methods of adding value without selling cars.
CONTROLLED BY GOOGLE
- Keyword planner
- PPC - mainly based on your google ranking
- RANK =£BID X QUALITY SCORE (GOOGLE)
- Quality score considers: speed, UX, landing page quality, content
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BRANDS THAT GOT IT WRONG..
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Interflora
- Paid newspapers to create stories linking to their site
- Google blacklisted for failing to comply with SEO regulation
- They were ranking again within 11 days of the incident
In prep for valentines day, Interflora paid newspapers to create stories inbound linking to their website in order to increase rankings.
Google penalised
For failing to comply with SEO regulations removed from google search
returned 11 days later
Google penalised
For failing to comply with SEO regulations removed from google search
returned 11 days later
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BMW (Germany)
- Pages filled with keywords for crawlers to find
- Users were then redirected to appropriate page
- BMW (DE) removed from google as penalty
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In-app display ads
think mobile first
key Takeaways
- Planning is key, take a look at SOSTAC: http://bit.ly/1CHMCTu
- Matt Cutts takes SEO violation seriously: http://bit.ly/1oiqdD5
- Display advertising will disruptive mobile display take over?
- Always on era has arrived, will that change the title online advertising?
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