Ambition Digital Presentation from CultureTech , Derry/ Londonderry 2012

1. Digital Marketing Dojo

2. Diagnosis & industry benchmarks – is your
site up to scratch?

3. Diagnosis & industry benchmarks – is your
site up to scratch?

4. Diagnosis & industry benchmarks – is your
site up to scratch?

5. Diagnosis & industry benchmarks – is your
site up to scratch?

6. Diagnosis & industry benchmarks – is your
site up to scratch?
Source:
http://www.imod.co.za

7. Diagnosis & industry benchmarks – is your
site up to scratch?
 If your site isn’t up to scratch – take action!
 Figure out the reasons why you aren’t reaching
average conversion rates
 Test, test, test – its the only way to find out what
works for your audience on your site
 Understand behaviours on your site
 Focus on areas you do have control to change first

8. Insight – analytics – arguably THE most
important online tool.
How else can you:
 See customer engagement
 Identify product demand (via on site search)
 View customer flow/ navigation
 Identify patterns in:
 Sales
 Goals/ other leads
 Search
 Customer base
 Behaviours
 Marketing

9. Insight – analytics – arguably THE most
important online tool.
Reduce acquisition costs by knowing your customer
segment journeys & behaviour, and where opportunities lie

10. Insight – analytics – top reports
Funnels
 How do they help?
 Google:
 How many people
 A funnel represents the continue?
path that you expect
visitors to take on their  How many leave?
way to converting to the  How many channel switch?
goal. Defining these  Where do they go?
pages allows you to see  Are there influence pages?
how frequently visitors
 Any error clusters?
abandon goals, and
where they go.  What are my pain points?

11. Insight – analytics – top reports
 In Page Analytics

12. Insight – analytics – top reports
 Visitors Flow

13. Insight – analytics – top reports
 Custom Reports

14. Insight – analytics – top reports
 Multi Channel Funnels

15. SEO for busy people
 Understand the basics – get familiar with Google
Webmaster Guidelines
 Content IS important- but so too are technical basics
 Understand where YOU can effect change
 Insist on control over your own website- its your
business!
 Understand what your customers want & how they
search for it
 Use free tools (Webmaster tools, Analytics etc)
 Stay up to date!

16. PPC for even busier people – How NOT to
waste a budget
 Understand the basics, there are plenty of help
guides & videos
 Be careful with the settings
 Google are there to help- but be clear on your goals-
sales or traffic?
 You don’t need to advertise 24 hours a day
 You can control geographic regions
 Best Tip- Relevance in keywords, ads and landing
pages
 If you don’t have a relevant page- create one

17. Online marketing strategies – how to add
2+2 and get 5
 emailmarketing messages shared
through social networking links
deliver, on average, 5 times more
forwards than an email with just a
single ‘forward to a friend’ link
 Source: Experian

18. Online marketing strategies – how to add
2+2 and get 5
Net uplift in people visiting advertiser
website (percentage point change)
The combination of search and
display advertising was 7x
more effective than the display
...and three times as
effective as search alone in
driving traffic to the
advertiser’s website
Source: MSA

19. Multi-channel
customers $1 online
marketing leads to
spend more
$6 spend in
than double
(Best Buy, John shops within 10
days (Macys)
Lewis)

20. Online marketing strategies – how to add
2+2 and get 5
 Paid search, circulars and TV succeed in
stimulating WOM conversations
 radio has …a direct effect on store traffic
 when an immediate sales boost is needed, radio
drives store traffic
 When longer-term benefits are
important, circulars stimulate brand
awareness, which has the highest long term
store traffic elasticity
 Source: Beyond Likes & Tweets, E. Craig Stacey, Koen H.
Pauwels, Andrew Lackman

21. Online marketing strategies – how to add
2+2 and get 5
 Be aware of cumulative impacts
 Different channels across online and offline work
well together
 Have a holistic approach
 Be aware that short ‘blasts’ on isolated channels
are not reflective of long term, holistic strategies

22. One to Ones
CultureTech Comp
Give a business card to a member of the
Ambition Digital team & you could win a
free 1 hour one to one session!