Integrated Digital Marketing in 2014

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Integrated Digital Marketing

in 2014

e: [email protected]

t: @kevgibbo

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Biggest Mistakes of Marketing Campaigns

= Starting With the Wrong Questions

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If You’re Chasing the Google Algorithm

Something is Wrong!

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“Your brand is the single most important

investment you can make in your business”

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• Profit per Customer?

• Number of

• Total Revenue?

• Net Profit?

But It Needs to be Aligned & Measuring

the Right Goals

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Marketing Should be Driven by Brand Strategy,

Not Channel-Specific Tactics

Brand

Strategy

SEO

PPC

Social

Media

Digital

PR

Marketing

Strategy

Digital

Strategy

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The Whole Should be Greater than the

Sum of All Parts

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Understanding

Your Audience

Monitoring Your

Audience

Converting Your

Audience

Targeting Your

Audience

Marketing to Your

Audience

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• How does your audience interact with your website?

• What do prospects need before they purchase?

• Is your tone of voice consistent across all channels?

• How many channels do customers typically come from?

• Do returning customers have a different behaviour to

new visitors?

• Can you tailor the experience to multiple personas?

• What is the lifetime value of a new customer?

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Vertical Search is Much More than

Organic & Paid

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Be the Vertical Market Leader

–

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You Want Users to Come Back Directly -

Get them to Subscribe, Follow & Download…

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Ditch Silos & Get Buy-In From Full Team

Maximise Synergies & Speed Up Process

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Tactics Get Oversaturated

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Successful campaigns require a sustained

content strategy (not 1 infographic!)

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Make Content Consumer-Led to Resonate &

Tell Your Brands Story to an Audience

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Every Story Needs an Audience…

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Carefully Craft Content Specifically For Them

Data Driven = More Newsworthy & Shareable

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Promoted business card

content:

- Generated links/shares from

authority environmental blogs

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Increased ranking for “business

cards” from #3 to #1 in Google!

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Biddable Media Integration

Keyword

Strategy

Branding

Audience

Targeting

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Promote to Social Influencers &

Authority Authors

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Making sure the affiliates work for you

What affiliates would contribute to the overall multi-touch profile

for your brand

Do the affiliates your working match your brand values? (cash

back affiliates might not go with high value e-coms products)

Are all affiliates updated with the latest offers and opportunities?

Does your affiliate programme prioritise end of funnel activity or

are you incorrectly benefiting affiliates in driving “research”

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Capture & Retarget Potential Customers

Again & again (via multiple channels)

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1 Single Digital Marketing Budget

= Huge Benefits

• Flexibility cross channels

• Ditch channel specific silos

• No internal budget fighting

• Greater team transparency

• Higher agility & better ideas

• More efficient & effective

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Q1 - Stabilise

• Analytics

Auditing

• SEO Auditing

• Content

Strategy

• PPC Review &

Retargeting

Plan

Q2 - Formalise

• CRO Testing

Plan

• Grow

Affiliate &

Display

Opportunity

• Upscale PPC

Q3 - Energise

• Social Media

Marketing &

Promotions

• Email

Marketing –

Customer

Relationship

Management

Diversify your Marketing

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Focus on Brand & Audience Building

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