Hello, we are

Five digital marketing ingredients for 2016

TODAYHello and who we are

Introduction to the landscape and our 5 ingredients:

- Website performance

- Search engine marketing

- Power of social

- The app economy

- Personalisation

Conclusion

Sylvain ReiterCOO

Danny BluestoneCEO

INTRODUCTION TO THE LANDSCAPE

THE SHARING ECONOMY THE APP ECONOMY THE RESPONSIVE WEB

OMNI-CHANNEL

THE CONNECTED HOME

WEARABLES

SOCIAL THE KNOWLEDGE ECONOMY

PERSONALISATION

The Landscape

91% OF SMARTPHONE USERS TURN TO THEIR PHONES FOR

IDEAS IN THE MIDDLE OF A TASK

https://www.thinkwithgoogle.com

DESIGN A CROSS-CHANNEL CONCEPT NOT A SINGLE DESTINATION

The Landscape

WEBSITE PERFORMANCE

USER CENTRED DESIGNWebsite performance

Popular xkcd.com comic

13

USE PERSONAS TO UNDERSTAND USER GOALS AND MOTIVATIONS

Website performance

15

FIND YOUR BEST CONTENT AND USE THE CORE MODEL TO PLAN INTERACTIONS

Website performance

Find the “do” Understand each persona’s use cases and get them there quickly.

Focus on your best content, don’t add content or features when not needed. Make sure everything adds value and is informed by research.

Add value to the user

Speak in a language that is understood by non-native speakers. Don’t obfuscate, by using words like obfuscate.

Be straight talking

Develop a consistent verbal, visual and interactive language including photography, icons, call actions and writing style across all channels.

Be consistent

1

2

3

4

5 Do the hard work to make complex ideas, features and content easy to use and understand.

Simplify the complex

CREATE A SET OF DESIGN PRINCIPLESWebsite performance

Website performance

WHAT APPEARS ABOVE THE FOLD INFLUENCES THE USER EXPERIENCE

SEO CO-EFFICIENTSALES

E.g. Rank on the first page for top 10 key

phrases and top 5 SERPS for long tail keywords

Get 15 major institutions signed up as clients per

quarter (with an 80% yearly retention rate)

Get 50% of our users to recommend at least 5 users each within their first month of joining

SET KPIS AND OBJECTIVESWebsite performance

Homepage to load in under 4 seconds with all other pages loading in

under 3 seconds

PERFORMANCE

Credit to: http://www.emosaic.co.uk/news/why-is-user-experience-so-important-to-your-website-seo-strategy/index.html

SEARCH ENGINE OPTIMISATION

20

YOUR SEO STRATEGY SHOULD BE ABOUT SURFACING GREAT CONTENT

Search engine optimisation

Thematic plans Content strategy Audit of content Content matrixes

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EXPAND YOUR SEO TACTICSWITH ONGOING RESEARCH

Search engine optimisation

Top influencers and brand ambassadors Social conversations

Competitor content and links Trends around your industry

Internal search insights Social media shares

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UX: Clear headers SEO: H1 page titles

UX: clear summary SEO: intro para

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UX: Content breaks SEO: H2 page titles

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UX: Rich media SEO: Search

engines favour multimedia

content

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UX: Relevant CTAs within landing page

content

UX: Rich media SEO: Search engines favour multimedia

content

UX: Avoiding a cul-de-sac

SEO: Relevant Links

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ORGANIC LINK STRATEGIES ARE HIGHLY EFFECTIVE

Search engine optimisation

Backlinks remain one of the biggest SEO ranking factors Good links are ones that are relevant and authoritative

Think about how your PR efforts can help in this respect Be careful of dodgy link strategies and toxic links

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• http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077

Common forms of schema markup include: Publisher, event, organisation, video product/ service rating, person and places.

USE SCHEMA MARKUP TO IMPROVE “SERP” CONVERSIONS

Search engine optimisation

29

• http://searchengineland.com/schema-markup-structured-data-seo-opportunities-site-type-231077

MAKE SURE YOU HAVE A TRULY ‘RESPONSIVE’ WEBSITE

Search engine optimisation

Credit to: http://www.emosaic.co.uk/news/why-is-user-experience-so-important-to-your-website-seo-strategy/index.html

SOCIAL

MORE THAN 75% OF USERS LEARN ABOUT COMMUNITY EVENTS AND

ACTIVITIES USING THEIR SMARTPHONE

Social

Source: ThinkwithGoogle.com

EXPAND YOUR COMMUNITY WITH ONLINE GROUPS

Social - Building blocks of a thriving community

NATIVE ADVERTISING

USE INFLUENCERS TO BOOST YOUR OUTREACH

Building blocks of a thriving community

APPS

BUILD A PLATFORM WITH UNIQUE CONTENT AND “SHAREABILITY”

The app economy

The app economy

GAMIFY AN EXPERIENCE USING TOUCHCreate an immersive experience An intimate way to engage Use notifications and alerts Create extra channel exposure It works offline Tie it into the web & social

ANALYSIS

Marketing Analysis

41 41

Con

vers

ions

0

125

250

375

500

Dec Jan Feb Mar Apr May July

Contact Form Newsletter Apps downloads RevenueMonthly Conversions for Q3

Contact form40

Newsletter499

App downloads 113Revenue£203k

MARKETING ANALYSIS

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ANALYSING AND PERSONALISATION CAN GO HAND IN HAND TOGETHER

Analysis

WRAPPING UP

1. Learn and understand the benefits of user centred design (UCD) including research and usability.

2. Content is about quality and not quantity, find content treasures and use the right channels.

3. Create a set of design principles and think beyond single ‘destinations’ to designing systems.

4. Set clear KPIs for your marketing and performance and undertake regular social/data research.

5. Expand your communities using digital tools and build value beyond your current proposition.

FIVE THINGS TO ‘TAKE AWAY’

THANK YOU@cyberduck_uk

info@cyber-duck.co.uk www.cyber-duck.co.uk