Digital Strategy - Vertical IT
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Slide from my presentation for Vertical It event on 31st October 2013
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Digital Strategy - Vertical IT
- 1. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 2. INBOUND MARKETING: A CUSTOMER JOURNEY Got a question? @googledave @phcreative
- 11. INBOUND MARKETING BUYING CYCLE Got a question? @googledave @phcreative
- 13. BUT. IT TAKES. EFFORT. Got a question? @googledave @phcreative
- 18. GOOGLE UDPATES HUMMINGBIRD What does it mean…. • Improved semantic and contextual understanding – pages matching meaning not just keywords • Keywords, context, location, device, experience • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? • Content must have unique value for your persona’s • You need to become an authority in your space with USP’s Got a question? @googledave @phcreative
- 19. GOOGLE UDPATES HUMMINGBIRD What does it mean…. • Be fit for mobile and multiple devices (mobile responsive) • Re-confirms that fast SEO is dead and you need to put effort in across all relevant digital disciplines … and so it should be • Identify intent, needs, problems and become the authority in your business area • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! • Build trust, be authentic, be sincere Got a question? @googledave @phcreative
- 23. CONVERGANCE OF DIGITAL MARKETING Got a question? @googledave @phcreative
- 24. But what does it really mean…? Got a question? @googledave @phcreative
- 25. Optimise for humans Got a question? @googledave @phcreative
- 26. THROUGH SCIENCE AND ART Got a question? @googledave @phcreative
- 31. PSYCHOLIGICAL MIND HUMAN BRAIN SIMPLIFIED Human • Logical thinking • Evidence based • Facts, figures, benefits • Rational • In context and with perspective • Shades of grey, balanced judgment • Fact, truth Got a question? @googledave @phcreative Chimp • Emotional thinking • Jumps to opinion, conclusions • Emotive, empathy, anger! • Irrational, • Catastrophic • Emotive judgment • Feelings, impressions, gut instinct http://www.chimpparadox.co.uk/
- 32. HUMAN EMOTIONS THAT HELP ‘IT’ GO VIRAL Key Learning's • Write compelling titles • Use strong emotional drivers to make people care and share your content • Create content the strikes the correct emotional chords with your persona’s • Tie your brand to an emotional message and tell stories that connect with emotion • Get closer and be more personal to you audience • Consider the Public Good (Dumb ways to die) Got a question? @googledave @phcreative http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-goviral/?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow
- 34. Shhh… I let you into a secret Got a question? @googledave @phcreative
- 35. Shhh… I let you into a secret Some of us have been doing this for years! Got a question? @googledave @phcreative
- 36. Its just bloody good marketing Got a question? @googledave @phcreative
- 44. PERSONA MAPPING Got a question? @googledave @phcreative
- 46. EMPATHY MAPPING Got a question? @googledave http://www.businessdesigntools.com/2011/12/empathy-mapping/ @phcreative
- 48. CONTENT PILLARS Got a question? @googledave @phcreative
- 49. Once you know what they look like Do your homework and find their influencers and their communities Follow me @googledave to receive this free guide Got a question? @googledave @phcreative
- 56. Got a question? @googledave In association with Mersey Maritime @phcreative
- 60. Write or video the process to leverage the results online.
- 66. Don’t ignore Second largest search engine Third largest social channel Got a question? @googledave @phcreative
- 67. 40% YouTube views in the UK are on a mobile Phone Pages with video are 53% more likely to appear on page1 of Google 41% higher click-through rate than plain test results in search 57% average improvement conversions Got a question? @googledave @phcreative
- 68. Show some passion! Got a question? @googledave @phcreative
- 69. PEOPLE CAN FORGET WHAT YOU SAID OR DID… Got a question? @googledave @phcreative
- 72. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE Got a question? @googledave @phcreative
- 76. Pages Content Landing pages Copy / Message Traffic Device Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural Got a question? @googledave @phcreative
- 78. SCIENCE FICTION SCIENCE FACT Got a question? @googledave @phcreative
- 79. Siri Voice activated computer Knight Rider Got a question? @googledave @phcreative
- 80. Terminator Google glass Real-Time Visuals Got a question? @googledave @phcreative
- 81. Transparent Touch Screens Minority report Got a question? @googledave @phcreative
- 82. Thought Control Devices X-Men Got a question? @googledave @phcreative Interaxon Muse
- 83. DIGITAL MARKETING ECO-SYSTEM Got a question? @googledave @phcreative
- 84. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 85. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 86. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 87. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 88. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 89. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 90. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 91. FUTURE PROOFING YOUR DIGITAL STRATEGY Got a question? @googledave @phcreative
- 94. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a question? @googledave @phcreative
Editor's Notes
- Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
- Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
- Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
- Sir Richard…. Would you mind
- DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
- DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
- Nationwide LinkedIn Story