This is the slide deck presented by Mike Robinson (Generate UK) at the recent Kerridge Partner day. The slides cover how to benchmark your current position, why it is important to have a strategy and then explores some key digital marketing trends.

1. Latest Trends in SEO and Ecommerce
Mike Robinson // 01635 887711 // mike.robinson@generateuk.co.uk

2. Define where your business is
1. Strategic Approach (there is actually a
strategy)
2. Performance Improvement Process (KPIs)
3. Management Buy-in (CEO/CFO/IT etc)
4. Resourcing & Structure
5. Data & infrastructure
6. Integrated Customer Communications
7. Integrated Customer Experience
What is the benchmark?
1 2 3 4 5
Ecommerce
Jedi!
6 7

3. Aiming for digital marketing
excellence
Digital
Capability
A. Strategic
Approach
B. Performance
improvement
Process
C. Management
Buy-In
D. Resourcing
and Structure
E. Data and
Infrastructure
F. Integrated
Customer
Communications
G. Integrated
Customer
Experience
No Strategy
Priorities marketing
activities
Defined vision and
strategy
Business aligned
strategy and roadmap
Agile strategic
approach
No KPIs
Limited
No specific skills
Limited / no
customer database
Not integrated
Website not integrated
Volume-based KPIs
No dashboards
Verbal support, but
inadequate resourcing
Core skills centralised
or agencies
Separate data, tools
and IT services
Core push activities
synchronised
Desktop and mobile
support, not
personalised
Quality based KPIs
‘Last click’ attribution
Business dashboards
Sponsorship and
increased investment
Centralised hub and
spoke, dedicated
resources
Partially integrated
systems and data
Integrated inbound
approach
Partially personalised
desktop and mobile
experience
Value-based KPIs
weighted attribution
Ad Hoc CRO
Active championing
and appropriate
investment
Decentralisation and
reskilling
Integrated systems
and 360O data sources
Integrated,
personalised, Paid-
Owned-Earned media
Integrated,
personalised, web,
mobile, email and
social media
Lifetime-value KPIs,
Continuous CRO
Integral part of
strategy development
Balancing blend to
optimise resources
Flexible approach to
optimise resources
Media optimised for
ROI and to maximise
customer lifetime
value
Full contextual
personalised
experience and
recommendations
Initial Managed Defined Quantified Optimised
“Laggard”
“Developing
capability”
“Competent
average capability”
“Above sector
average capability”
“Market leading
capability”

4. Looking at core capabilities will
help you to understand where on
the journey you are

5. Ecommerce Funnel
1. Plan
2. Reach
3. Act
4. Convert
5. Engage
BUYER STAGE // EXPLORATION
BUYER STAGE // DECISION MAKING
BUYER STAGE // PURCHASE
BUYER STAGE // ADVOCACY
Content is the marketing departments’ last opportunity for
creativity

6. Let’s explore some
key trends

7. Mobile, Mobile, Mobile…
45.1m 36.6m 19.2m
Stat supplied by

8. Search queries by device
Desktop
Mobile
Tablet
Jan 2013 Feb Mar Apr Jun Jul Aug Sep Oct Nov Dec
Prediction
60%
50%
40%
30%
20%
10%

9. Split Testing is cool…
No one ever has time for it!
You need to find some.
Can be applied to :
WEBSITE // EMAIL MARKETING
ADWORDS // LANDING PAGES

10. Search is not the only game in
town
YouTube
64%
Newspapers
& Magazines
55%
Facebook
56%
Pinterest
56%
Search
51%
Retailers and
Store Visits
69%
Word of Mouth
(Friends, Family, Sharing
comments and reviews
online)
56%
How-to
videos
Product
Visualisation
Entertainment
Source: Think with Google https://www.thinkwithgoogle.com/articles/the-path-to-purpose.html

11. But SEO is not dead!
It’s just changed

12. SEO Now…
Over the years SEO is
improving and
developing further and
only websites which
are optimised for users
will be rewarded.

13. Take note of webmaster
tools

14. Content Marketing
Where some actual design and creativity can be applied!

15. Content Marketing – Where to start
Low
Volume
Low ROI
High
Volume
Low ROI
High
Volume
High ROI
Low
Volume
High ROI
LINKEDIN
PROMOTED
POSTS
ADWORDS
GENERIC
FACEBOOK
CUSTOM
AUDIENCES
FACEBOOK
PROMOTED
POSTS
FACEBOOK
RETARGETING
INFLUENCED
PR
MEDIA RELATED
PR
INTEGRATED
CONTENT
CAMPAIGNS
SEO
GENERICSPONSORED
TWEETS
ADWORDS
REMARKETING
INSTAGRAM
ORGANIC
REACH
ADWORDS
TAIL
ORGANIC
REACH
ADWORDS
Product listing Ads
(PLA)
SEO
LONGTAIL
BLOG
MARKETING
ADWORDS
MOBILE
(ENHANCED
CAMPAIGNS)
ORGANIC
REACH

16. But I don’t have any content!

17. The Content Marketing Matrix
Entertain Inspire
CredibilityInform
EVENTS
COMPETITIONS
ARTICLES
QUIZZES
GAMES
APPS CELEBRITY
COMMUNITIES
FORUMS
ADVERTISING
LEADERSHIP
LOCAL PR
ENDORSEMENTS
TRENDS
INFOGRAPHICS
E-BOOKSBLOGS
WHITEPAPERS
AWARDS
CASE STUDIES
REVIEWS
TESTIMONIALS
DATASHEETS

18. Conversion Optimisation
More traffic or higher
conversions?

19. Increasing Conversion
Trends
• You need to have a flexible approach to your website
• Mobile CRO is important
• Measure – Orders / Revenues /Average Order Value
MEASURE, MEASURE, MEASURE is the mindset

20. Wrapping Up

21. Plan your journey to digital
transformation
INITIAL MANAGED DEFINED QUANTIFIED OPTIMISED
YEAR 5
Best in class
digital marketing
YEAR 4
Competing
with digital
YEAR 3
Average
digital capability
YEAR 2
Developing
digital capability
YEAR 1
A digital
laggard

22. Focus on :
• Where is your business on the journey?
• Have a strategy
• Start with mobile
• Make time for split testing
• SEO still has a place
• Content marketing, aligned to the strategy
• Technology is there to support, not hinder

23. Questions