This was a presentation I gave to a group of MBA students about digital marketing and some of its elements and some examples.

1. Digital Marketing
A quick run through

2. Today
• Drivers of digital marketing
• Digital marketing channels/tools
• SEO and PPC
• Malthouse Engineering example
• The future
• Some useful stuff
If you don’t understand, ask

3. When we talk about digital marketing
what are we talking about?
Can you name some of the tools/
channels?

4. Email
Relationships Twitter
Pay Per
Linked in
Click
Digital
Interaction Marketing Affiliate
Digital
Measurability
Display
SEO ROI
Social
Media

5. Why has digital marketing become so
popular – some of the key drivers
• Relationship building
• Measurability
• Cost
• Responsiveness
• Targeting

6. Relationship building
• Relationship building is key for long
term retention
• Creating value for relationship is easier
• Maintaining regular communication is aided
through digital methods
– Amazon emails suggesting products I may like

7. Responsiveness
• Campaign development speeded up
• No long lead times to creation (compared to
TV/Print/Radio)
• BP good example, very soon after oil leak they
were buying up keywords to direct people to
their site and their communications
– Oil spill/gulf of Mexico response

8. Cost
• Increasing pressure from
senior management to reduce costs
• Heightened by downturn
• Use of digital channels is highly cost effective
• See example

9. Example
• Promoting a national art exhibition
• Identified 4000 people within a 50 miles radius fitting into
predefined criteria
• Worked with designers to create invites
• Worked with printers to print them
• I then stuffed envelopes with help
• Then we posted them
• How many responded????
• 67 responded, 11 said they weren't coming
• Why so low?
• How many received invited/how many
looked at invite?
• How many wanted more information?
• How many saw it and read and will come?

10. Costings
Postage Email
List of names £395 £395
Invites (design/print) £500 £0
Postage/Sending £1200 (4000x0.32) £80 (£0.02 x 4000)
Cost of help £30 for 2 people @ 5 £0
per hr
Total £2125 £475
Could have saved £1650

11. Measurability
• Above all digital marketing offers substantial
opportunities to measure everything
– Return on investment/engagement/behaviour
• Website usage – now possible to understand
how sites are navigated so as to better
optimise it

13. Targeting
• Increased opportunities to target
different audiences down to the 10’s or 100’s
• Means less wastage of cash
• Greater chance of getting desired response
due to targeting

14. Targeting example – using facebook ads
A new website with a niche audience
• Go to create a ad on facebook and select the
target audience
• Lets suppose I want to start a dating agency in
Wolverhampton

15. Targeting example – using facebook ads
• Just want to target people between 18-23
who are women

16. Targeting example – using facebook ads
• Just want people who are interested in fishing

17. Targeting example – using facebook ads
• Just want to target women who are interested
in other women
• Women who are already in relationships
I now have my audience of 60 people who I can send targeted ads to

18. Tools of digital marketing

19. Website
• A well designed website is the primary tool of
digital marketing
• Understand why you have a website –
sales/leads/information/ creditability of your org
• Taking note of design techniques
– F zone
– Usability testing
– Clear layout
– Short concise text
• Calls to action to get people to provide your
desired response – eg register for a newsletter

20. Calls to action

21. Eye tracking – f zone

22. Understand usage and make site easier to use and more relevant

23. Email
• Has suffered in recent times
due to spam – email providers
are becoming more savvy to
spammers and starting to black
list senders
• Can provide significant cost savings and provide in
depth insights in to recipient responses
• Great for maintaining cost effective
communications and developing relationships

24. Digital display
• Banners – along the top
• Skyscrapers – down the side
• Mid page units – in the middle
• Can be specifically targeted to individual based on browsing
behaviour - remarketing – james caan
– http://www.hallam.biz/blog/2011/01/james-caan-is-
stalking-me-remarketing-gone-scary.html
• Can be based on website demographics

25. Social Media
• Is social media a fad? - http://youtu.be/sIFYPQjYhv8
• United breaks guitars
– Travellers guitar broken during flight with United Airlines
– They don’t offer good service and traveller wrote a song and
posted it
– http://www.youtube.com/watch?v=5YGc4zOqozo
– 10mil views and share price dipped by 10% = $180mil
• Walmart virals
– http://www.youtube.com/watch?v=hsvAj6qfmFQ
• Seen by over 2million people – minimal cost good WOM
• Mystarbucks idea
– Good for customer service and relationship building
• http://mystarbucksidea.force.com/

26. Mini case
• Interactive Amy ordered a dominos which was delivered 1hr late and was
the wrong pizza
• Tweeted - “hardly any room for human error, but still a mistake.”
• Got a reply from local store manager who promised to make it up to her
and also sent a video apology
• http://www.viddler.com/explore/dpzramon/videos/19/
• Organisations using social media to identify service failure – recover
business and now used as a prime example of how to use these channels –
all at no cost and providing greater PR
• Read more at http://www.socialmediaexaminer.com/chicago-pizza-guy-
creates-social-media-domino-effect/

27. A key statistics to remember
• About six in 10 (59%) online shoppers say user-
generated customer product reviews have a
significant or good impact on their buying
behaviour.
• WOM still key in influencing purchases but now
its online

28. Search Engine Marketing (SEM)
• When we talk about SEM we refer mainly to Google
– 85% of global searches
http://marketshare.hitslink.com/search-engine-market-
share.aspx?qprid=4
• Googles aim since creation is to offer users sites
that are relevant to what they are looking for – this
underpins all developments they do
• How do they do this
– Your site is scanned for keywords and matched up to
what has been searched for
– The HTML code is scanned to find info which tells google
what your sites about

30. Search Engine Optimisation
• Getting to the top of the natural results
• Through a number of activities such as
– HTML tags
– Links – quantity/quality
• Split in to on page and off page factors

31. SEO on page factors
• HTML tags
– Title tags – put in your keywords
– h1/h2/h3
• Images – give them “alt” names that are
relevent to your content
• Text – make sure it contains relevant keywords
• Internal links – will help google find its way
around your site

33. SEO off page
• Links and lots of them
– Make sure they are good quality and relevant
• Ways of getting links
– Use forums
– Directories
– Blogs
– Social media
– Loads of other methods
• Be careful and be google legal -
http://www.nytimes.com/2011/02/13/business/13sear
ch.html?_r=1&src=tptw
• Should ideally be from related sites – seen as a better
quality link

34. Pay Per Click
• Google displays your advert based on the keywords searched for
and how much you pay google per click
• Pay Google or other search engines on a Cost Per Click basis
• CPC is worked out by Google on the amount of people bidding for a
word or phrase
• Adds displayed based on bid price and quality score
• Quality score = CTR, Loading time of Landing Page, Landing page
relevancy, relevancy of creative to keyword and natural SEO

36. Malthouse Engineering Example

37. Work done
• Identified keywords using Google keyword
tool and other means – eg asking customers
• Used google analytics to understand website
usage
• researched the work carried out by the
competition and copied the good bits

38. Paid Search Example
Steel Flame Cutting Ad Copy
Steel Profiling Ad Copy

40. Results
• An increase in website usage by 922%
• Spend of £7500 in last 18 months
• Received over £800,000 enquiries in return
• Website better optimised for users and continually
reviewed
• Social media has been used to show facilities through
youtube and engage with customers and local press
through twitter – resulted in increased business

41. Mobile
• Mobile phones will overtake PCs as the most common
web-access devices worldwide by 2013
• Ties in with TV viewing, 71% learn more about a
product or service having seen an ad, 68% use it to find
the best price for a product. – Direct Response from TV
ads
• Not just young people - More than twice as many
people age 55 and older visited social networks on
their mobile phone in 2011 compared to Q3 2010,
according to data from Nielsen’s. That’s a jump of 109%
year-over-year.

42. The Future

43. The future

44. Summary
• Digital marketing growing due to
– Cost effective communications
– Need to build relationships that maximises revenue
through reduction in cost compared to traditional
marketing
– Measurability provides greater justification for use of
digital over traditional channels
– Superior targeting – behaviour/use

45. Useful stuff – all free
• http://www.davechaffey.com/ - leading digital
marketing author/academic
• http://www.sitevisibility.co.uk/impodcast/ - leading uk
podcast
• http://www.smartinsights.com/ - useful blog articles
• http://mashable.com/ - good for spotting trends
• http://www.iabuk.net – internet advertising bureau –
lots of interesting case studies

46. The end
Questions?