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The art and science of digital marketing This presentation will show the benefits of an integrated online strategy for digital media (search, display, social media, mobile). Nick will explore the extra value that can be generated when optimising the entire online customer journey.
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Optimising the customer journey
Contents
Marketing Touchpoints what consumers are exposed to
The Average UK consumer sophisticated and informed
Online Purchasing Behaviour
Search, Social, Display, Conversion how to optimise your digital strategy
Multi Channel Attribution beating beating last click wins
Sophisticated
Well informed
Opinion seeker
21.3m people now shop online in the UK
32 m By the end of 2011 will be shopping
online
of purchase decisions made outside of store
80%
Why the shift?
Value for Money
Price Comparison
Opinion and Review seeker
A bigger range of products
Convenience
Key Digital Areas for 2011
awareness
Offline integration
Online display
Immediate:8% of Donations
Post click:64% of Donations
RSPCA Website
consideration
Paid Natural Social
Search Optimisation
Deliver more bookings and higher revenue within the cost per
acquisition limit
Search Optimisation
•Increase natural search visibility• Increase points of entry to all three
Radisson Edwardian sites• Identify and adapt to new trends
Search Optimisation
Google Places
Paid search identifies keyword opportunities
Natural search enhances quality score for landing
pages
Natural search increases social profile popularity
Social media provides link equity, activity and
improves authority
Take a holistic view when reporting results
Taking a Converged Approach
Social and Search
Importance of W O M
The like button
Dynamic retargeting
Browsing information on paid and natural search
User Visits Your Website
1Their behaviour
on site is recorded
2
User exits and browses the
internet
3
User is identified by cookie data
4
Targeted ad based on
behavioural data links back to site
5
purchase
Making it easy for your customer
Stress benefits rather than action required
‘Free’ added
Email address field removed
Button made larger and emphasis put on competition
66% Improvement
Before After
15% Improvement
Customer Service
Using Social to facilitate Customer
Service
Social Integration
Measurement
Generic Search
Cross Channel Attribution
£
£
£
Summary
Last click wins is yesterday’s news
Every channel needs to support one another
Converged approach is crucial – invest in
understanding how each channel plays a
part in the bigger picture
Go where consumers are going
Optimise the WHOLE customer journey
Questions?
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