Digital Marketing

Digital Marketing Simon Kingsnorth Author, Digital Marketing Strategy @thekingsnorth

What is digital marketing • What it’s not: • Digital is not technology • Marketing is not advertising or branding

Social Media Content marketing Targeted advertising Beyond the networks Customer service Process Authenticity

Content Strategy Proactive planning Reactive process Content Calendar Channel differentiation

Advertising PPC & Display Programmatic Data

Automation Marketing Automation suites https://youtu.be/2VI3nEJWdeo

Search Content Links Technical Organic / natural search SEO Black Hat The SEO triangle Recent developments

Platforms Websites, apps UX Integration

Planning Important but often missed Dangers of not planning

Vision based planning • The 6 step process • Vision statement • Mission statement • Primary goals • Objectives and strategies • Action plans • Action, evaluate, evolve

Real Time Planning • Retain fluidity • Challenges • Internal communication • External evidence

Comparing the models Stage 1 - Goal - ESTABLISH OPPORTUNITY Vision-based: Research consumers and market, internal audit, resource commitment Real-time: Research consumers and market, internal audit, resource commitment Stage 2 - BEGIN DEVELOPMENT OF STRATEGY Vision-based: Structure the strategy and prepare the formal document Real-time: Begin test and learn The difference: Vision-based begins structure and research. Real-time approach begins test and learn cycle. Stage 3 - FINALISE STRATEGY Vision-based: Commit budget and finalise full 5 year plan Real-time: Plan for 1-3 years The difference: Vision-based approach agreed through collaboration and approval. Real-time process would gains fluid buy-in more casually. Stage 4 - DELIVERY Vision-based: Work to plan with very limited deviation Real-time: Continue to evolve and change direction as needed The difference: Vision-based follows very clearly laid out path with milestones. Real-time evolves with each result. Stage 5 - RESULT Vision-based: Delivered as per plan but possibly now out of date and a new strategy is needed. Real-time: Delivered in an evolved state which can continue within minimal work but at a higher cost. The difference: Vision-based approach should accomplish its end goal or fail. Real-time approach will always achieve something but may be different from original goal.

Phasing Calendar Theme Business

4Rs of Goals 4R Relevant Resonating Responsive Recognizable

Being SMART Specific Measurable Attainable Relevant Time-based

Transformation Basic – you have little to no digital capability. Perhaps you can send emails and you have a basic website but nothing more and it’s all very manual. It’s never been a priority. Maybe you don’t see the value. Unlikely to have any digital experts in the team. Amateur – you have some capability. Maybe your email system is strong, you have some social media presence and some analytics on your website. You probably know you have a way to go. Perhaps one or two digital people trying to drive change but with little power to effect it. You have some tactical plans. Moderate – you have some good digital capability but have further to go. A responsive website, analytics across all digital platforms. Maybe an app. A CRM system. Some video marketing. Not bad. You’re where most businesses are. Digital is being driven by a dedicated team. You have a digital strategy but it’s not embedded in the organisation. Strong – your digital channels are integrated. You have a marketing automation suite integrated with your CRM. You have a strong content strategy with amplification and promotion in place. You digital marketing platforms speak to each other and your data is used effectively. Digital is discussed across the organisation. A clear digital strategy and roadmap exists for the next few years. Leading – everything is omni-channel and innovation. Perhaps you have VR or AR experiences. You have an advanced marketing automation platform and sophisticated rules. Programmatic is central to your advertising. Your social media is mature and broad. Everyone in your organisation lives and breathes digital and you have a digital leader on the board. Digital is included as part of the core goals and deliverables of the business strategy.

People, Culture and Structure A voice at the top Bringing people with you Digital on the agenda Training Processes

Data, Content, Integration Data is central – cleanse, append, maintain Content is king – proactive, reactive, amplify Integration – consistency is vital

Digital Trends The smart home is already here Automation and AI Personalisation Messaging Fake news and algorithmic influence Video Data Mobile first

Experience The differentiator The Toddler Test 2016 eConsultancy and Adobe report Affects loyalty, conversion, cost to serve, lifetime value…

Experience considerations Understand your customers Create a customer vision Create an emotional connection Capture feedback in real-time AND act on it Be your customers sat nav

A quick UX example A B Learn more C D Learn more Learn more

The journey Discovery Assessment Selection Purchase Loyalty Advocacy

Personalisation Beyond salutation Right message Right person Right time Right place

Case Study Toyota USA created 100,000 different possible video adverts personalised to the viewers taste and used Facebook insight to customise the adverts for each individual “Everybody is unique, so why tell everybody the exact same thing? Personalising material is essential to creating marketing that people react to, and there’s no social platform that comprehends their customers much better than Facebook.” Chris Pierantozzi, Imaginative Director at Saachi & Saachi LA. Toyota created a campaign which used 100 interchangeable video clips; each advert was constructed from three video clips based on a Facebook user’s particular interests whilst also highlighting the RAV4 Hybrid’s product qualities, resulting in the viewer seeing one of 100,000 different possible video ads. In addition to creating personalised video content on Facebook, Toyota took into account that most of Facebook usage takes place on a mobile device, so ensured that the campaign delivery was mobile first. Here are some examples of how the content was personalised to each individual on Facebook. To bring this technology to life, Saatchi LA developed a proprietary methodology dubbed “multi-point storytelling” which takes the most unique aspects of the RAV4 Hybrid and reverse engineers them based on each individual’s likings. Results This initial video amassed 3.5 million views on YouTube over a three month period and increased all key metrics

Tips & Advice Innovate all the time – never say no, don’t be afraid Never stop learning or you get left behind Integrate – don’t work in silos Be authentic – people see through brands these days Understand your customers and use your data accordingly Build a clear strategy, get buy-in and deliver against it Don’t try and trick the systems or you will suffer Develop relationships – they make a big difference to the potential of your strategy

Digital Marketing