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

How to Build an Integrated Digital Marketing Campaign

Kevin GibbonsBlueGlass Managing Directorwww.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 All 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 Customer Opportunities

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

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… Data Driven = More Newsworthy &

Shareable

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

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” activity?

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