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Digital Marketing - budgets, design principles and conversion

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Digital Marketing - budgets, design principles and conversion

  1. 1. DIGITAL MARKETING<br />Stuart Riddle<br />Digital Director<br />stuart@workhouseadvertising.com.au<br />Mob: 0402 578 570<br />
  2. 2. THE BOTTOM LINE<br />WA People Who Intend in the next 12 Months to<br />Buy vacant land OR<br />Buy an established house OR<br />Buy a new house OR<br />Build a new house OR<br />Buy an established flat / apartment / unit OR<br />Build an established flat / apartment / unit <br />= A potential audience of 203,000(11% of the total WA population)<br />
  3. 3. THE OLD WAY<br />EYEBALLS<br />BUYERS<br />
  4. 4.
  5. 5. THE NEW WAY<br />Competitive alternatives<br />Peer Reviews<br />BUYERS<br />EYEBALLS<br />CONTRIBUTORS<br />Recommendations from friends<br />User – generated content<br />
  6. 6. PRINCIPLES TO KEEP IN MIND<br />Traffic is everything, and so is Relevancy. …put yourself in the shoes of the customer<br />
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  8. 8.
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  10. 10. PRINCIPLES TO KEEP IN MIND<br />You are not (always) right. Neither is your designer. <br />The numbers don’t lie.<br />Results<br />
  11. 11. PRINCIPLES TO KEEP IN MIND<br />Different people interact differently. Browser? Questor? Blow-In? Socialite?*<br />Don’t make me think<br />Track your referrers and brand mentions… …and act on trends<br />* Thanks Matt Balara<br />
  12. 12. CONTENT ANYWHERE / ANYTIME<br />
  13. 13. 10.25% IS SIGNIFICANT<br />
  14. 14. BUDGETS + RESOURCING<br />Digital media = branding + performance. It’s measurable (if you have someone to measure it).<br />If it doesn’t work, change it or pull it offline.<br />30% of marketing spend.<br />Allocateongoing resourcesto your website and SM.<br />
  15. 15. THANK YOU<br />Stuart Riddle<br />Digital Director<br />stuart@workhouseadvertising.com.au<br />Mob: 0402 578 570<br />

Notas do Editor

  • The old conversion funnel was very linear and was based on a foundation that your customers believed you.
  • The new conversion funnel shows us there is plenty of other influence on our buyer. The good news is we have more paths to take our customer down and more opportunity to create influence. But the path is a lot less linear.
  • This principle works with online advertising, banners etc. It works with Adwords – I did a search for ‘luxury homes in perth’ today and these guys came up – webpage felt very non luxury, and the language was all about saving money – wrong language for that audience. Emotive, pampered etc.

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