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How will you break the cycle of Bad Marketing ?

# SASCon. How will you break the cycle of Bad Marketing ?. About Me. Head of Organic Performance – Travel & New Business. @akcamiwik linkedin.com/in/ philmackechnie plus.google.com/+ PhilMacKechnie / Hashtag: # SASCon. Have you been stuck in a rut in 2014?.

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How will you break the cycle of Bad Marketing ?

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  1. #SASCon How will you break the cycle ofBad Marketing?

  2. About Me Head of Organic Performance – Travel & New Business @akcamiwik linkedin.com/in/philmackechnie plus.google.com/+PhilMacKechnie/ Hashtag: #SASCon

  3. Have you been stuck in a rut in 2014? “People get into a rhythm that makes them resistant to change. To understand the mind-set try switching hands when you brush your teeth in the morning.” Gary Gesme, Deere & Company (John Deere Company)

  4. What is Bad Marketing/ SEO? #SASCon

  5. SPAM!!! 1

  6. SPAM is REALLY bad Marketing! • dfds Source: google.com/insidesearch/howsearchworks/fighting-spam.html

  7. SPAM….Ignores the customer!

  8. #SASCon Chasing “New” and “Big” and “Shiny”… 2

  9. A lack of imagination & good ideas 3

  10. Data driven creative thinking Ideas, ideas, ideas • Creative ideation needed to fuel campaigns and strategy • Integration with the data teams • Ideas which are accountable • BIG THINKERS

  11. Poor Measurement 4

  12. Silo’d working & team structure 5

  13. Where is search going? Silo’d working & team structure Bad #5 in 2014

  14. it gets optimised an IP address If it has So what? Why should I care?

  15. What’s the solution? in 2014

  16. #SASCon Better understanding the Customer 1

  17. What is going to be big? more personal, more engaging, more interactive  • Structured data • Make it as easy as possible for search engines to understand the “real” person behind our content • Authorship mark up and influence • Mobile optimisation • Google will always prioritise and rank sites which offers a full user experience across multiple devices • Bespoke content for device not just responsive • Semantic search • Google Hummingbird update in 2013 paths the way • Optimise for user intent not just keywordsGoogle Now

  18. Better Emphasis on site conversion Marketing Funnel Conversion Visitor 2

  19. Convert more of what you have

  20. More investment in Mobile 3

  21. Mobile search will be a priority

  22. More investment in tools for performance evaluation 4

  23. Push your data partners for bespoke requirements

  24. Restructure your team for 2014 5

  25. Agency Model

  26. In-House Model

  27. Expand the skillset of your teams

  28. A more integrated approach to SEO We must future proof our organic profile by understanding where the landscape is changing • Understand the wider role of integrated organic search marketing • Ensure that search engine algorithm updates inform our long-term strategy and direction • Invest more into UGC to drive earned links • Build a network of advocates who relate to our customers

  29. But hey….Links are still important! Driving an integrated digital marketing strategy to EARN links • Brand and consumer content not SEO content • We must create and distribute great brand content which has a value to our consumers • Links will follow naturally if the content is right • Where do we want links? • All we should care about is that someone links from a high authority website • Let people link naturally • No more exact match anchor text links into landing pages First Learn, then remove the “L”

  30. PR & Social channels more accountable Using organic performance to measure the effectiveness of PR & Social investment • Integrated teams with a common goal • How do we measure the impact of great PR coverage? • What does it mean to have x amount of Facebook and Twitter followers? • How do both channels impact our organic search profile? • Using consistent tools and data • SEO, PR, Content and Social should speak the same language • We should use the same data • Centralised toolkit for measurement and reporting

  31. Now could be the time to push your Facebook presence – Introducing… Organic Paid Social!!? • Facebook CTR is up 275% YoY • Facebook CPC is down 40% YoY • The drop in CPC’s means Facebook is cheaper and more effective

  32. Peer To Peer Validation – Earned Social • Consumers are 80% more likely to use a brand or website from a friend liking a page than they are from responding to a traditional advertisement We must optimise better for social graph • 3 billion pieces of content being shared on Facebook each month

  33. Understanding Facebook EdgeRank SEO, Social and PR teams must understand EdgeRank to create and disturbed content that reaches the maximum number of consumers • Facebook’s proprietary algorithm, EdgeRank, determines how and when content appears in a users news feed: • Likes • Shares • Comments • CTR

  34. Its not just about Facebook Creating and distributing unique content to drive a differentiation between platforms and encourage consumers to come back • To maximise reach and engagement for brand campaigns we must begin to look at our owned channels and understand the impact this can have on organic performance Our social ecosystem

  35. #SASCon THANK YOU! phil.mackechnie@MoneySuperMarket.com

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