London • 10–13 February 2014 • #SESLON @KevGibbo

Integrated Digital Marketing

e: kgibbons@blueglass.co.ukt: @kevgibbow: www.blueglass.co.uk

London | 10–13 February 2014 | #SESLON | @kevgibbo

Why Integrated?

London | 10–13 February 2014 | #SESLON | @kevgibbo

Biggest Mistakes of Marketing Campaigns

= Starting With the Wrong Questions

London | 10–13 February 2014 | #SESLON | @kevgibbo

If You’re Chasing the Google Algorithm Something is Wrong!

London | 10–13 February 2014 | #SESLON | @kevgibbo

“Your brand is the single most important investment you can make in

your business”

Steve Forbes

London | 10–13 February 2014 | #SESLON | @kevgibbo

Every Campaign Should Start With Goals

London | 10–13 February 2014 | #SESLON | @kevgibbo

• Profit per Customer?

• Number of Customers?

• Market Share?

• Total Revenue?• Net Profit?• Volume of Sales?• Average Order Value?

But It Needs to be Aligned & Measuring the Right Goals

London | 10–13 February 2014 | #SESLON | @kevgibbo

Marketing Should be Driven by Brand Strategy, Not Channel-Specific Tactics

BrandStrategy

SEO

PPC

SocialMedia

Digital PR

MarketingStrategy

DigitalStrategy

Affiliate

London | 10–13 February 2014 | #SESLON | @kevgibbo

The Whole Should be Greater than the Sum of its Parts

London | 10–13 February 2014 | #SESLON | @kevgibbo

Understanding Your Audience

Monitoring Your Audience

Converting Your Audience

Targeting Your Audience

Marketing to Your Audience

Build Your Strategy Around Audience

London | 10–13 February 2014 | #SESLON | @kevgibbo

• 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?

Focus on Consumers

London | 10–13 February 2014 | #SESLON | @kevgibbo

How Are Brands Integrating?

London | 10–13 February 2014 | #SESLON | @kevgibbo

Vertical Search is Much More than Organic & Paid

London | 10–13 February 2014 | #SESLON | @kevgibbo

Be the Vertical Market Leader – Don’t Rely on Google, Build an Audience

London | 10–13 February 2014 | #SESLON | @kevgibbo

You Want Users to Come Back Directly -

Get them to Subscribe, Follow & Download…

London | 10–13 February 2014 | #SESLON | @kevgibbo

Ditch Silos & Get Buy-In From Full Team Maximise Synergies & Speed Up

Process

London | 10–13 February 2014 | #SESLON | @kevgibbo

Make Content Central

London | 10–13 February 2014 | #SESLON | @kevgibbo

Tactics Get OversaturatedBiggest Mistake is Content Made by SEOs for

SEOs

(It’s not about sharing content with your mates)

London | 10–13 February 2014 | #SESLON | @kevgibbo

It’s Not Just About Creating a Buzz

London | 10–13 February 2014 | #SESLON | @kevgibbo

Not Everything Is Going to Be a Winner

London | 10–13 February 2014 | #SESLON | @kevgibbo

Successful campaigns require a sustained content strategy (not 1 infographic!)

London | 10–13 February 2014 | #SESLON | @kevgibbo

Learn What Works & Scale Quality Content

London | 10–13 February 2014 | #SESLON | @kevgibbo

Great Content Isn’t Produced in a Silo

London | 10–13 February 2014 | #SESLON | @kevgibbo

Make Content Consumer-Led to Resonate & Tell Your Brands Story to an

Audience

London | 10–13 February 2014 | #SESLON | @kevgibbo

Every Story Needs an Audience… If you haven’t got one, leverage someone

else’s!

London | 10–13 February 2014 | #SESLON | @kevgibbo

Carefully Craft Content Specifically For Them

Data Driven = More Newsworthy & Shareable

London | 10–13 February 2014 | #SESLON | @kevgibbo

Then Promote It From All Angles

London | 10–13 February 2014 | #SESLON | @kevgibbo

We’re on the Same Team!

London | 10–13 February 2014 | #SESLON | @kevgibbo

Promoted business card content:- Generated links/shares from

authority environmental blogs- Increased ranking for “business

cards” from #3 to #1 in Google!

Leverage Organic Search from Overall Strategy

London | 10–13 February 2014 | #SESLON | @kevgibbo

Biddable Media Integration

Keyword Strategy Branding Audience

Targeting

Biddable Platform Insights

Ads

London | 10–13 February 2014 | #SESLON | @kevgibbo

Promote to Social Influencers & Authority Authors

London | 10–13 February 2014 | #SESLON | @kevgibbo

Capture & Retarget Potential Customers

Again & again (via multiple channels)

London | 10–13 February 2014 | #SESLON | @kevgibbo

Key Takeaways

London | 10–13 February 2014 | #SESLON | @kevgibbo

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

use of time

• Focus on real-world

results

London | 10–13 February 2014 | #SESLON | @kevgibbo

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 Short, Mid & Long-Term Multi-Channel Strategy

London | 10–13 February 2014 | #SESLON | @kevgibbo

Focus on Brand & Audience Building Consider the Risk of Relying Too Heavily on

Google

London | 10–13 February 2014 | #SESLON | @kevgibbo

Kevin Gibbonse: kgibbons@blueglass.co.ukt: @kevgibbow: www.blueglass.co.uk