Presentation at Education Session of Digital Marketing at Beauty Expo Australia 2015 by Mark Horwood-James; Head of Strategy & Experience at Blackglass/The Gruden Group

1. WELCOME
Digital Marketing – Targeted Customer Acquisition Strategies
Presented by
Mark Horwood-James
Head of Strategy and Experience

3. 3|© Gruden Group
MARKETING Making digital work for you
1 2 3 4
Who we are Digital Is it hard Speak soon
Alittlebackground
informationon us
Aquick tourof digital Food for thought
Feelfreeto get in touch
…

4. WHO
WE ARE
Introductions
Weare …
Ourmissionis
In a snapshot
Afew clients

5. 5|© Gruden Group
INASNAPSHOT
A full service digital agency.
95ESTABLISHED
IN 1995
50+MULTI
DISCIPLINARY
EXPERTS
3OFFICE
LOCATIONS
20YEARS DIGITAL
EXPERIENCE

6. 6|© Gruden GroupOver the past 19+ years we have worked with many companies. Small & big. Agencies. Design. FMCG. Government. Media. Retail. Startups. Technology.
AFEW CLIENTS & PARTNERS
OUR PARTNERS MEMBERS OF

7. THE GRUDEN
GROUP [TGG]
Introducing TGG. We are an experienced, innovative,
forward-thinking full service digital agency.
CREATIVE
Advertising
Apps, Campaigns
& Games
Digital Branding
Digital Campaigns
Ideation & Product
Development
Interaction
Design
Prototyping
Quality
Assurance
DEVELOPMENT
Applications
ASP, .NET, PHP,
JSP & CF
HTML, CSS
Responsive Web
Adobe CQ &
Sitecore
Drupal &
WordPress
Managed
Hosting
Websites
STRATEGY
Accessibility
Business Analysis
Content
CX UX
Digital Strategy
Requirements
Gathering
Systems
Analysis
Usability
MARKETING
Acquisition
Analytics
Display
Email & Mobile
Marketing
PPC Advertising
SEO SEM
Social Media Marketing
MOBILE
Augmented Reality
Digital Loyalty
Geo-Fencing
& Proximity
Mobile Commerce
& Ordering
Mobile Web
Native Apps
(Android & iOS)
Promotions
& Campaigns

8. WHAT
WE DO
Ourfocus
Core capabilities
Services& technologies
Ourmethodology
Ourprocess

9. 9|© Gruden Group
CUSTOMER
CENTRIC
APPROACH
All digital touch-points are interlinked and provide an
omni-channel approach to understanding your customer

10. 10|© Gruden Group
MARKETING
MODEL
AFFILIATE
SOCIAL
DISPLAY
PARTNERS
PPC
SEO
YOU
+YOUR BRAND(S)
EMAIL
DATABASE
Segment
& profile
DIGITAL
MARKETING
Bing
Google
Yahoo
Facebook
Foursquare
Instagram
LinkedIn
Twitter
YouTube
Ongoing
communication
Drive traffic
Email
Mobile
Web
◉ANALYTICS
Google Analytics
Facebook Insights
KissMetrics
Visual Website Optimizer
Optimizely
◉EMAIL MARKETING
Litmus
CampaignMonitor
Traction
MailChimp
◉PPC
Marin Software
Power Editor
◉SOCIAL MEDIA
Sysomos
Facebook Insights
Keen.io
◉SEO
Moz
SEMRush
Majestic SEO
AHREF
◉DISPLAY
Google Display Network
Criteo
Benchmarketing

11. 11|© Gruden Group
MARKETING MANTRA
SEO
SEARCH ENGINE
OPTIMISATION
SOCIAL
MEDIA
MARKETING
PPC
PAY PER
CLICK
EMAIL
MARKETING
CONTENT
MARKETING
Customer acquisition through
performance based marketing

12. SEO

13. SEOSEARCHENGINEOPTIMISATION

14. Legitimate
search
Mustbehere
somewhere
Desperate
Seriously:noonebothers
goingthisfar

15. KEYWORDS
SEARCH QUERIES
COMPETITION
OFF-PAGE FACTORS
EXTERNAL LINKS
SOCIAL SIGNALS
ON-PAGE FACTORS
CODE / CRAWLABILITY
CONTENT

16. SEO
HAS TO BE/LOOK
NATURAL

17. PPC

19. o Target the right keywords
o Check the competition
o Make your ad copy relevant
o Work on your landing page/s
o Evaluate conversions

20. E-CRM

21. CRM

22. oKnow your customers better
oCustomise/personalise the
communication
oCreate loyalty
oPush the potential

23. SOCIAL
MEDIA

24. 24|© Gruden Group
SOCIALMEDIAUSE
FREQUENCY
24% More than 5 times a day
25% Everyday
4% Most days (4-6 days a week)
32% Never
3% Less than once weekly
SOURCE: SENSIS SOCIAL MEDIA REPORT 2015

25. 25|© Gruden Group
SOCIALMEDIA
SITES USED IN 2015
SOURCE: SENSIS SOCIAL MEDIA REPORT 2015
93% 28% 26%
23% 17% 17%

26. oListen, analyse, compare
oChoose your platforms
oResearch content
oBe helpful
oSelect your metrics

27. MARKETING
IS HARD (?)

36. o 5,400 Likes within 5hr
o Well oiled internal processes
and risk mitigation strategy
o Billboard removed on the
same day

37. SOURCE: YOUTUBE

38. BE USEFUL

39. SOURCE: GOOGLE, ZERO MOMENT OF TRUTH HANDBOOK, 2012

40. SOURCE: GOOGLE, ZERO MOMENT OF TRUTH
5
10
0
2
4
6
8
10
2010 2011
SOURCES OF INFORMATION BEFORE BUYNG SOMETHING

41. SOURCE: JAY BAER, YOUTILITY, 2015
"TRUST is the filter through which all
business success must pass"

47. BE FOUND

48. 48|© Gruden Group
GOOGLE KEYWORD
PLANNER
Keyword
Avg. Monthly
Searches
Suggested bid
makeup tutorial 5,400 $3.49
makeup 9,900 $3.56
makeup tips 1,300 $2.36
nail art 14,800 $0.55
nail designs 9,900 $0.80
day spa sydney 2,900 $2.13
nose piercing 6,600 $0.80
piercings 5,400 $1.16
body piercing 1,300 $0.44
laser hair removal 14,800 $8.29
tattoo removal 4,400 $9.14
aromatherapy 3,600 $2.78
eyelash extensions 8,100 $2.20
liposuction 5,400 $8.71
hairdresser sydney 1,000 $5.03

51. SOURCE: ANATOMY OF THE PERFECT LANDING PAGE, KISS METRICS

52. MEASURE
EVERYTHING

54. RECAP

55. 1. Be relevant
Research keywords & competitors use Google Keyword
Planner
2. Listen always
Let the audience tell you what they need want
3. Get personal
Choose your tools wisely & customise your
communication
4. Do marketing people want, not simply tolerate
Provide help, don’t just try to generate hype

56. 5. Be useful
Share your knowledge, create great content, build trust
6. Test, test, test
The 1st answer to a problem hardly is the right one
7. Be found
Jump-start your marketing with AdWords, Facebook
Ads, ...
8. Measure everything
Constantly measure and optimise your tactics

57. 57|© Gruden Group
BETTAHOME
LIVING
WEB
STRATEGYMOBILE
o We have worked with Betta since 2011 with
three main goals: driving foot traffic to their
+200 brick-and-mortar stores, increasing their
online traffic and increasing online sales
o Analytics, SEO, PPC, Social Media Marketing
o Conversion Rate Optimisation
o Remarketing/Retargeting

58. Email marketing, Facebook advertising,
conversion rate optimisation
+29% +30% +26%
+28% +29%
+30%
+13%
+28%
1
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TRAFFIC
2012
2013
2014
201
2
201
3
201
4
REVENUE
+24%
+47%
OTHER KEY RESULTS
o Full service work since 2011
o Active Social Media audience of 72,000+ users
o +187% YOY increase in transactions
o 4,272 Keywords on 1st page of Google
o YOY Average Order Value +92%
o Cost Per Click -62% YOY

59. 59|© The Gruden Group
SYDNEYAIRPORT
WEB
STRATEGYMOBILE
o We’ve been working with them since 2005
o Analytics, data mining, A/B testing, strategy
o Creative, development, ideation, product
development, UI/UX, marketing, multi-
channel, mobile
o Email marketing, advertising & social + social
apps & campaigns

60. Email marketing, Facebook advertising,
conversion rate optimisation
2013
2014
TRANSACTIONS OTHER KEY RESULTS
o Full service work since 2005
o Facebook ROI of $13 for every $1 spent
o Email ROI of $49 for every $1 spent
o Email A/B testing leading to +3% increase in open rate
o Email A/B testing leading to +5% increase in CTR
o Ongoing CRO aimed at further improving Conversion Rate
Jun Jul Aug Sep Oct Nov Dec
2013 REVENUE 2014 REVENUE
+29% +30% +26%
+28% +29%
+30%
+13%
+28%
1

61. 61|© The Gruden Group
WOOLWORTHS
WEB
STRATEGYMOBILE
o Social media + Risk mitigation strategy
o Social media monitoring, content moderation,
customer support training, processes setup
o Facebook campaigns, customer engagement
campaigns

62. Page moderation, risk mitigation
NO. 5
SOCIALLY DEVOTED
AUSTRALIAN BRAND
ON FACEBOOK 2014
1

63. Community management, page moderation,
risk mitigation strategy
+29% +30% +26%
+28% +29%
+30%
+13%
+28%
2
752 k
Likes
320 min
Response
time
94.63%
Response
rate
1. Risk Analysis
Risks created in the social channels or the risk that social media will amplify a particular incident
2. Risk Evaluation
Asses, evaluate and prioritise risks based on potential impact and likelihood they will happen
3. Risk Treatment
Implement mitigation, and control efforts taking into account stakeholders and resources
4. Monitor and Review
Constantly monitor and update mitigation efforts based on changing landscape

64. 3
Customer engagement campaigns
53,713
Unique Visits
25,897
Engaged Users
99,852
Social Impressions
1,801
Facebook Stories
204
Twitter Shares
3,606
Viral Visits
3,185
Viral
Engagements
88%
0.4% 1.3%
3.7% 3.4% 2.6% 3.1%
0.8%
4.3%
21.8%
23.5%
19.8%
15.2%
13-17 18-24 25-34 35-44 45-54 55+
Males Females

65. 65|© The Gruden Group
SPECIALOFFER Just for Expo attendees
from Blackglass, the
digital marketing arm of The Gruden Group
Win a Free Digital Strategy
Go to our website for your chance to win a free digital marketing strategy,
worth up to $5,000!
Tell us in 50 words or less how a digital marketing campaign could change your
business.
Visit www.blackglass.com.au/beautyexpo
Terms and conditions apply.

66. www.blackglass.com.au
www.gruden.com
@BlackglassAU
@GrudenDigital
BlackglassAU
GrudenDigital
Blackglass
Gruden
US
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