Digital marketing health & beauty expo web version

transcript

WELCOMEDigital Marketing – Targeted Customer Acquisition Strategies

Presented by

Mark Horwood-James

Head of Strategy and Experience

3|© Gruden Group

MARKETING Making digital work for you

1 2 3 4Who we are Digital Is it hard Speak soon

A little background information on us

A quick tour of digital Food for thoughtFeel free to get in touch…

WHOWE ARE

Introductions

We are …

Our mission is

In a snapshot

A few clients

5|© Gruden Group

IN A SNAPSHOT

A full service digital agency.

95ESTABLISHED

IN 1995

50+MULTI

DISCIPLINARY

EXPERTS3OFFICE

LOCATIONS

20YEARS DIGITAL

EXPERIENCE

6|© Gruden GroupOver the past 19+ years we have worked with many companies. Small & big. Agencies. Design. FMCG. Government. Media. Retail. Startups. Technology.

A FEW CLIENTS & PARTNERS

OUR PARTNERS MEMBERS OF

THE GRUDEN GROUP [TGG]

Introducing TGG. We are an experienced, innovative, forward-thinking full service digital agency.

CREATIVE

Advertising

Apps, Campaigns

& Games

Digital Branding

Digital Campaigns

Ideation & Product

Development

Interaction

Design

Prototyping

Quality

Assurance

DEVELOPMENT

Applications

ASP, .NET, PHP,

JSP & CF

HTML, CSS

Responsive Web

Adobe CQ &

Sitecore

Drupal &

WordPress

Managed

Hosting

Websites

STRATEGY

Accessibility

Business Analysis

Content

CX \ UX

Digital Strategy

Requirements

Gathering

Systems

Analysis

Usability

MARKETING

Acquisition

Analytics

Display

Email & Mobile

Marketing

PPC Advertising

SEO \ SEM

Social Media Marketing

MOBILE

Augmented Reality

Digital Loyalty

Geo-Fencing

& Proximity

Mobile Commerce

& Ordering

Mobile Web

Native Apps

(Android & iOS)

Promotions

& Campaigns

WHAT WE DO

Our focus

Core capabilities

Services & technologies

Our methodology

Our process

9|© Gruden Group

CUSTOMER CENTRIC APPROACH

All digital touch-points are interlinked and provide an omni-channel approach to understanding your customer

10|© Gruden Group

MARKETINGMODEL

AFFILIATE

SOCIAL

DISPLAY

PARTNERS

SEO YOU+YOUR BRAND(S)

DATABASE

Segment& profile

DIGITALMARKETING

Google

Facebook

Foursquare

Instagram

Twitter

YouTube

Ongoingcommunication

Drive traffic

Mobile

◉ ANALYTICS

Google Analytics

Facebook Insights

KissMetrics

Visual Website Optimizer

Optimizely

◉ EMAIL MARKETING

Litmus

CampaignMonitor

Traction

MailChimp

◉ PPC

Marin Software

Power Editor

◉ SOCIAL MEDIA

Sysomos

Facebook Insights

Keen.io

◉ SEO

SEMRush

Majestic SEO

◉ DISPLAY

Google Display Network

Criteo

Benchmarketing

11|© Gruden Group

MARKETING MANTRA

SEOSEARCH ENGINE

OPTIMISATION

SOCIALMEDIA

MARKETING

PPCPAY PER

EMAILMARKETING

CONTENTMARKETING

Customer acquisition throughperformance based marketing

SEO SEARCH ENGINE OPTIMISATION

Legitimatesearch

Must be here somewhere

Desperate

Seriously: no one bothers going this far

KEYWORDS

SEARCH QUERIES

COMPETITION

OFF-PAGE FACTORS

EXTERNAL LINKS

SOCIAL SIGNALS

ON-PAGE FACTORS

CODE / CRAWLABILITY

CONTENT

SEO HAS TO BE/LOOKNATURAL

oTarget the right keywords

oCheck the competition

oMake your ad copy relevant

oWork on your landing page/s

oEvaluate conversions

oKnow your customers better

oCustomise/personalise the communication

oCreate loyalty

oPush the potential

SOCIAL MEDIA

24|© Gruden Group

SOCIAL MEDIA USE FREQUENCY

24% More than 5 times a day

25% Everyday

4% Most days (4-6 days a week)

32% Never

3% Less than once weekly

SOURCE: SENSIS SOCIAL MEDIA REPORT 2015

25|© Gruden Group

SOCIAL MEDIA SITES USED IN 2015

SOURCE: SENSIS SOCIAL MEDIA REPORT 2015

93% 28% 26%

23% 17% 17%

oListen, analyse, compare

oChoose your platforms

oResearch content

oBe helpful

oSelect your metrics

MARKETING IS HARD (?)

o 5,400 Likes within 5hr

o Well oiled internal processes and risk mitigation strategy

o Billboard removed on the same day

SOURCE: YOUTUBE

BE USEFUL

SOURCE: GOOGLE, ZERO MOMENT OF TRUTH HANDBOOK, 2012

SOURCE: GOOGLE, ZERO MOMENT OF TRUTH

2010 2011

SOURCES OF INFORMATION BEFORE BUYNG SOMETHING

SOURCE: JAY BAER, YOUTILITY, 2015

"TRUST is the filter through which all business success must pass"

BE FOUND

48|© Gruden Group

GOOGLE KEYWORD PLANNER

KeywordAvg. Monthly

SearchesSuggested bid

makeup tutorial 5,400 $3.49

makeup 9,900 $3.56

makeup tips 1,300 $2.36

nail art 14,800 $0.55

nail designs 9,900 $0.80

day spa sydney 2,900 $2.13

nose piercing 6,600 $0.80

piercings 5,400 $1.16

body piercing 1,300 $0.44

laser hair removal 14,800 $8.29

tattoo removal 4,400 $9.14

aromatherapy 3,600 $2.78

eyelash extensions 8,100 $2.20

liposuction 5,400 $8.71

hairdresser sydney 1,000 $5.03

SOURCE: ANATOMY OF THE PERFECT LANDING PAGE, KISS METRICS

MEASURE EVERYTHING

1. Be relevantResearch keywords & competitors use Google Keyword Planner

2. Listen alwaysLet the audience tell you what they need \ want

3. Get personalChoose your tools wisely & customise your communication

4. Do marketing people want, not simply tolerateProvide help, don’t just try to generate hype

5. Be usefulShare your knowledge, create great content, build trust

6. Test, test, testThe 1st answer to a problem hardly is the right one

7. Be foundJump-start your marketing with AdWords, Facebook Ads, ...

8. Measure everythingConstantly measure and optimise your tactics

BETTA HOME LIVING

STRATEGYMOBILE

o We have worked with Betta since 2011 with three main goals: driving foot traffic to their +200 brick-and-mortar stores, increasing their online traffic and increasing online sales

o Analytics, SEO, PPC, Social Media Marketing

o Conversion Rate Optimisation

o Remarketing/Retargeting

Email marketing, Facebook advertising,

conversion rate optimisation

+29% +30% +26%

+28% +29%+30%

50,000

100,000

150,000

200,000

250,000

300,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TRAFFIC

REVENUE

OTHER KEY RESULTS

o Full service work since 2011

o Active Social Media audience of 72,000+ users

o +187% YOY increase in transactions

o 4,272 Keywords on 1st page of Google

o YOY Average Order Value +92%

o Cost Per Click -62% YOY

SYDNEY AIRPORT

STRATEGYMOBILE

o We’ve been working with them since 2005

o Analytics, data mining, A/B testing, strategy

o Creative, development, ideation, product development, UI/UX, marketing, multi-channel, mobile

o Email marketing, advertising & social + social apps & campaigns

Email marketing, Facebook advertising,

conversion rate optimisation

TRANSACTIONS OTHER KEY RESULTS

o Full service work since 2005

o Facebook ROI of $13 for every $1 spent

o Email ROI of $49 for every $1 spent

o Email A/B testing leading to +3% increase in open rate

o Email A/B testing leading to +5% increase in CTR

o Ongoing CRO aimed at further improving Conversion Rate

Jun Jul Aug Sep Oct Nov Dec

2013 REVENUE 2014 REVENUE

+29% +30% +26%

+28% +29%+30%

WOOLWORTHS

STRATEGYMOBILE

o Social media + Risk mitigation strategy

o Social media monitoring, content moderation, customer support training, processes setup

o Facebook campaigns, customer engagement campaigns

Page moderation, risk mitigation

NO. 5SOCIALLY DEVOTED

AUSTRALIAN BRAND

ON FACEBOOK 2014

Community management, page moderation,

risk mitigation strategy

+29% +30% +26%

+28% +29%+30%

320 min

Response time

94.63%

Response rate

1. Risk AnalysisRisks created in the social channels or the risk that social media will amplify a particular incident

2. Risk EvaluationAsses, evaluate and prioritise risks based on potential impact and likelihood they will happen

3. Risk TreatmentImplement mitigation, and control efforts taking into account stakeholders and resources

4. Monitor and Review Constantly monitor and update mitigation efforts based on changing landscape

Customer engagement campaigns

53,713Unique Visits

25,897Engaged Users

99,852Social Impressions

1,801Facebook Stories

204Twitter Shares

3,606Viral Visits

3,185Viral

Engagements

0.4% 1.3%

3.7% 3.4% 2.6% 3.1%0.8%

21.8%23.5%

13-17 18-24 25-34 35-44 45-54 55+

Males Females

SPECIAL OFFER Just for Expo attendeesfrom Blackglass, the

digital marketing arm of The Gruden Group

Win a Free Digital Strategy

Go to our website for your chance to win a free digital marketing strategy,

worth up to $5,000!

Tell us in 50 words or less how a digital marketing campaign could change your

business.

Visit www.blackglass.com.au/beautyexpo

Terms and conditions apply.

www.blackglass.com.au

www.gruden.com

@BlackglassAU

@GrudenDigital

BlackglassAU

GrudenDigital

Blackglass

Gruden

SPEAK SOON