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Integrated Digital Marketing
1. London • 10–13 February 2014 • #SESLON @KevGibbo
Integrated Digital Marketing
e: kgibbons@blueglass.co.uk
t: @kevgibbo
w: www.blueglass.co.uk
2. London | 10–13 February 2014 | #SESLON | @kevgibbo
Why Integrated?
3. London | 10–13 February 2014 | #SESLON | @kevgibbo
Biggest Mistakes of Marketing Campaigns
= Starting With the Wrong Questions
4. London | 10–13 February 2014 | #SESLON | @kevgibbo
If You’re Chasing the Google Algorithm
Something is Wrong!
5. London | 10–13 February 2014 | #SESLON | @kevgibbo
“Your brand is the single most important
investment you can make in your business”
Steve Forbes
6. London | 10–13 February 2014 | #SESLON | @kevgibbo
Every Campaign Should Start With Goals
7. 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
8. London | 10–13 February 2014 | #SESLON | @kevgibbo
d Strategy, Not Channel-Specific Tactics
Brand
Strategy
SEO
PPC
Social
Media
Digital
PR
Marketing
Strategy
Digital
Strategy
Affiliate
9. London | 10–13 February 2014 | #SESLON | @kevgibbo
The Whole Should be Greater than the
Sum of its Parts
10. London | 10–13 February 2014 | #SESLON | @kevgibbo
g Your AudienceMonitoring Your AudienceConverting Your Audience
Targeting Your AudienceMarketing to Your Audience
y Around Audience
11. 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
12. London | 10–13 February 2014 | #SESLON | @kevgibbo
How Are Brands Integrating?
13. London | 10–13 February 2014 | #SESLON | @kevgibbo
Vertical Search is Much More than
Organic & Paid
14. London | 10–13 February 2014 | #SESLON | @kevgibbo
Be the Vertical Market Leader –
Don’t Rely on Google, Build an Audience
15. London | 10–13 February 2014 | #SESLON | @kevgibbo
You Want Users to Come Back Directly -
Get them to Subscribe, Follow & Download…
16. London | 10–13 February 2014 | #SESLON | @kevgibbo
Ditch Silos & Get Buy-In From Full Team
Maximise Synergies & Speed Up Process
17. London | 10–13 February 2014 | #SESLON | @kevgibbo
Make Content Central
18. London | 10–13 February 2014 | #SESLON | @kevgibbo
Tactics Get Oversaturated
Biggest Mistake is Content Made by SEOs for SEOs
(It’s not about sharing content with your mates)
19. London | 10–13 February 2014 | #SESLON | @kevgibbo
It’s Not Just About Creating a Buzz
20. London | 10–13 February 2014 | #SESLON | @kevgibbo
Not Everything Is Going to Be a Winner
21. London | 10–13 February 2014 | #SESLON | @kevgibbo
Successful campaigns require a sustained
content strategy (not 1 infographic!)
22. London | 10–13 February 2014 | #SESLON | @kevgibbo
Learn What Works & Scale Quality Content
23. London | 10–13 February 2014 | #SESLON | @kevgibbo
Great Content Isn’t Produced in a Silo
24. London | 10–13 February 2014 | #SESLON | @kevgibbo
Make Content Consumer-Led to Resonate &
Tell Your Brands Story to an Audience
25. London | 10–13 February 2014 | #SESLON | @kevgibbo
Every Story Needs an Audience…
If you haven’t got one, leverage someone else’s!
26. London | 10–13 February 2014 | #SESLON | @kevgibbo
Carefully Craft Content Specifically For Them
Data Driven = More Newsworthy & Shareable
27. London | 10–13 February 2014 | #SESLON | @kevgibbo
Then Promote It From All Angles
28. London | 10–13 February 2014 | #SESLON | @kevgibbo
We’re on the Same Team!
29. 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
30. London | 10–13 February 2014 | #SESLON | @kevgibbo
dia Integration
word StrategyBrandingAudience Targeting
ble Platform Insights
Ads
31. London | 10–13 February 2014 | #SESLON | @kevgibbo
Promote to Social Influencers &
Authority Authors
32. London | 10–13 February 2014 | #SESLON | @kevgibbo
Capture & Retarget Potential Customers
Again & again (via multiple channels)
33. London | 10–13 February 2014 | #SESLON | @kevgibbo
Key Takeaways
34. 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
35. 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
36. London | 10–13 February 2014 | #SESLON | @kevgibbo
Focus on Brand & Audience Building
Consider the Risk of Relying Too Heavily on Google
37. London | 10–13 February 2014 | #SESLON | @kevgibbo
Kevin Gibbons
e: kgibbons@blueglass.co.uk
t: @kevgibbo
w: www.blueglass.co.uk