LDD Southern Summit 2013 - Adido - What's so hard about digital marketing
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Let's Do Digital Southern Summit 2013 - Andy Headington, CEO of Adido.
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LDD Southern Summit 2013 - Adido - What's so hard about digital marketing
- 1. What’s so difficult about digital marketing? Andy Headington CEO, Adido @andy_head #letsdodigital
- 2. agenda • about me • where it all started • time for change • let’s do better! • summary
- 3. about me
- 4. about me
- 5. about me
- 7. our view of digital house keeping marketing is broken
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- 11. where it started
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- 19. time for change
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- 31. summary Marketers need to understand the numbers - not swear by them Data should back up decisions - not make them We need more understanding of markets, users and the business to get best results – the why & who, not so much about the how Our marketing ideas & strategy should always be about our audience and people
- 32. let’s do better!
- 33. ways to beat the panda / penguin • Panda What’s in it for • Check your content is unique (www.dupecop.com) me? • Add new content to your site regularly • Delete / hide ‘thin’ content from the search engines • Don’t copy and paste content from other people
- 41. summary Digital marketing has changed significantly in last few years - we have to adapt our thinking
- 42. summary Digital marketing has changed significantly in last few years - we have to adapt our thinking We must think more about audiences and not algorithms - people are the future of the web, not words
- 43. summary Digital marketing has changed significantly in last few years - we have to adapt our thinking We must think more about audiences and not algorithms - people are the future of the web, not words Digital marketing should sit at the top of all businesses - the digitalisation of society will affect every business
- 44. summary Digital marketing has changed significantly in last few years - we have to adapt our thinking We must think more about audiences and not algorithms - people are the future of the web, not words Digital marketing should sit at the top of all businesses - the digitalisation of society will affect every business Creativity and ideas will get your business ahead now and in the future - put your creative hats on, get your team together and have fun!
Notas do Editor
- Break the workshop op with a 15 minute break to make the whole thing less daunting
- Break the workshop op with a 15 minute break to make the whole thing less daunting
- Break the workshop op with a 15 minute break to make the whole thing less daunting
- Break the workshop op with a 15 minute break to make the whole thing less daunting
- Why has this happened? Too many numbers, too clinical, too data driven, too many channels, too little time, too technical, too little power or influence within businessesQuick look backward
- Why has this happened? Too many numbers, too clinical, too data driven, too many channels, too little time, too technical, too little power or influence within businessesQuick look backward
- In last ten years, Google has dominated near everything digital marketing relatedSearch was the main driver for most digital budgets and its success depended on this
- Now we have billions of users on many social networks – we should be diversifying our efforts and taking a much wider view of what is possible and what success looks likeGoogle+ (along with other services they are working on) wants to put Google more into our digital social lives and sees a real threat from these services
- Now we have billions of users on many social networks – we should be diversifying our efforts and taking a much wider view of what is possible and what success looks likeGoogle+ (along with other services they are working on) wants to put Google more into our digital social lives and sees a real threat from these services
- http://en.wikipedia.org/wiki/Tim_Berners-LeeHelped create the internet while working at Image Computer Systems in Bournemouth 1980sWork went to CERN late 80s and made the ‘internet in an act of desperation’ when it became biggest node in europe for comms
- http://mashable.com/2013/08/09/first-banner-ad/AT&T – 1994 – 44% click through rateFirst time taken user somewhere else on the web – web used to be just publishing like newspapers but this was first real time it became interactiveDidn’t have good way to get around so banners were v useful in early days before search/directories
- http://www.advia.com.au/adwords/the-evolution-of-google-adwordsFirst ad went live in 2000Idea ‘borrowed’ from Inktomi – settled out of court – idea originally borrowed from Yellow pagesUsed to be set up by Google and pay monthly fee then auction model introduced and then later self serverAllowed marketers to get real data on the peformance of their work for one of first times – helped to shape decision making but marketers have now become dependent on data to make decision and whole generation of new practioners use this to make their judgement
- Coding websites was for the geeks and bedroom start ups – design creativity was only achieved through flashServers were even more complicated and required a good degree of tech knowhowGetting things done as a marketer was very hard and you had limited options The web was a technical place, internet was slow and user base was under 30s
- Search engines were primitive and content wasn’t written for users but search enginesMarketers became hooked on trying to game google and get high rankings on either SEO and PPC
- MySpace was first of generation of websites which users had control over – web2.0Sold for $580 in 2005Failed due to product investment and too technical – not friendly for younger/general users
- http://facebookdevelopment12.blogspot.co.uk/p/interface.htmlSimpler to use and targeted younger users – site all about content rather than coolUser shift for first time as more and more users went social, broadband had mass adoption and mobile internet picked up
- Frustrating that this is view, data is certainly very important but disagree as it is too clinical, numbers can only tell half the story
- Data is still fragmented – web to phone, online to closed, social to CRMIf businesses and particularly marketing depts can not understand this information then they can’t use it to business advantage
- If we trust data too much then we can’t get always get the data we want, 44% CEOs say there is too much information to use to business advantage
- Web analytics is becoming increasingly complex – not provided will probably reach nearly 100% for most businesses by the end of the yearAdditionally with more channels being used to get to websites, the link between the data and the journey users take is getting harder to understand
- We can’t always rely on the accuracy of social signals either as tweets, followers, likes, +1s, even video plays can be bought and soldWill we ever crack this? Maybe one day but there will always be a market for social manipulation
- Focussed too much on tactics and individual channels but not always linked to central strategy
- Many changes have been made to Googles home page in the last few years – we can’t rely on what they are going to do next and need to kick the google habit – who is driving your business, you or the search engine?We need a much wider view of digital marketing and we need to work more on strategy
- Missing central strategy, understanding and vision which makes the whole business hang together
- This strategy should sit at the top table of the business – digital marketing is crucial to nearly every business now and will be for every business in the coming years as we spend even more time online
- We need to think about people and understanding people – the link between data and people is where Google thinks the market is going
- Google Now is a very interesting development – through the collection of people data, Google is able to study each person in detail and serve up data before it is needed via cards – the more we use Google products, the more it knows about us and the more we are ‘locked in’ (as well as being super targeted for ads later on)Google believes the future of digital is people and is making more and more bets on it
- To make digital simpler, we have to go back to the beginning and think about the audience and business goalsIt is this vision which should drive the digital marketing strategies, not tactics or channels
- To make digital simpler, we have to go back to the beginning and think about the audienceEverything we do should be driven by meeting the needs of the people we want to engage with
- As marketers we need to think of the digital channels available like a swiss army knife – some bits can be used more often than others but it is knowing what you want to achieve which is where the value is, not necessarily how to use it. We need to keep the end goal in mind, not the current task at handWe need to be become better at knowing what we want to build, not how to use the tools
- Marketers need to know how and when to use relevant channels
- But also know the limits of what is possible with the relevant channels and when someone else is more skilled to achieve the necessary goal
- Digital marketing needs to be funWe need to use our expertise, knowledge and industry and audience insight to get ahead of the competition – NOT rely on sneaky tricks, do things just for search engines
- Digital marketing needs to stand outAs more and more time is spent online and more business is done online, we can’t play by the traditional rulesWe have to be brave with ideas and go with our guts and let numbers back up our approach