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WELCOME Digital Marketing – Targeted Customer Acquisition Strategies Presented by Mark Horwood-James Head of Strategy and Experience
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Transcript of Digital marketing health & beauty expo web version
WELCOMEDigital Marketing – Targeted Customer Acquisition Strategies
Presented by
Mark Horwood-James
Head of Strategy and Experience
3|© Gruden Group
MARKETING Making digital work for you
1 2 3 4Who we are Digital Is it hard Speak soon
A little background information on us
A quick tour of digital Food for thoughtFeel free to get in touch…
WHOWE ARE
Introductions
We are …
Our mission is
In a snapshot
A few clients
5|© Gruden Group
IN A SNAPSHOT
A full service digital agency.
95ESTABLISHED
IN 1995
50+MULTI
DISCIPLINARY
EXPERTS3OFFICE
LOCATIONS
20YEARS DIGITAL
EXPERIENCE
6|© Gruden GroupOver the past 19+ years we have worked with many companies. Small & big. Agencies. Design. FMCG. Government. Media. Retail. Startups. Technology.
A FEW CLIENTS & PARTNERS
OUR PARTNERS MEMBERS OF
THE GRUDEN GROUP [TGG]
Introducing TGG. We are an experienced, innovative, forward-thinking full service digital agency.
CREATIVE
Advertising
Apps, Campaigns
& Games
Digital Branding
Digital Campaigns
Ideation & Product
Development
Interaction
Design
Prototyping
Quality
Assurance
DEVELOPMENT
Applications
ASP, .NET, PHP,
JSP & CF
HTML, CSS
Responsive Web
Adobe CQ &
Sitecore
Drupal &
WordPress
Managed
Hosting
Websites
STRATEGY
Accessibility
Business Analysis
Content
CX \ UX
Digital Strategy
Requirements
Gathering
Systems
Analysis
Usability
MARKETING
Acquisition
Analytics
Display
Email & Mobile
Marketing
PPC Advertising
SEO \ SEM
Social Media Marketing
MOBILE
Augmented Reality
Digital Loyalty
Geo-Fencing
& Proximity
Mobile Commerce
& Ordering
Mobile Web
Native Apps
(Android & iOS)
Promotions
& Campaigns
WHAT WE DO
Our focus
Core capabilities
Services & technologies
Our methodology
Our process
9|© Gruden Group
CUSTOMER CENTRIC APPROACH
All digital touch-points are interlinked and provide an omni-channel approach to understanding your customer
10|© Gruden Group
MARKETINGMODEL
AFFILIATE
SOCIAL
DISPLAY
PARTNERS
PPC
SEO YOU+YOUR BRAND(S)
DATABASE
Segment& profile
DIGITALMARKETING
Bing
Yahoo
Foursquare
YouTube
Ongoingcommunication
Drive traffic
Mobile
Web
◉ ANALYTICS
Google Analytics
Facebook Insights
KissMetrics
Visual Website Optimizer
Optimizely
◉ EMAIL MARKETING
Litmus
CampaignMonitor
Traction
MailChimp
◉ PPC
Marin Software
Power Editor
◉ SOCIAL MEDIA
Sysomos
Facebook Insights
Keen.io
◉ SEO
Moz
SEMRush
Majestic SEO
AHREF
◉ DISPLAY
Google Display Network
Criteo
Benchmarketing
11|© Gruden Group
MARKETING MANTRA
SEOSEARCH ENGINE
OPTIMISATION
SOCIALMEDIA
MARKETING
PPCPAY PER
CLICK
EMAILMARKETING
CONTENTMARKETING
Customer acquisition throughperformance based marketing
SEO
SEO SEARCH ENGINE OPTIMISATION
Legitimatesearch
Must be here somewhere
Desperate
Seriously: no one bothers going this far
KEYWORDS
SEARCH QUERIES
COMPETITION
OFF-PAGE FACTORS
EXTERNAL LINKS
SOCIAL SIGNALS
ON-PAGE FACTORS
CODE / CRAWLABILITY
CONTENT
SEO HAS TO BE/LOOKNATURAL
PPC
oTarget the right keywords
oCheck the competition
oMake your ad copy relevant
oWork on your landing page/s
oEvaluate conversions
E-CRM
CRM
oKnow your customers better
oCustomise/personalise the communication
oCreate loyalty
oPush the potential
SOCIAL MEDIA
24|© Gruden Group
SOCIAL MEDIA USE FREQUENCY
24% More than 5 times a day
25% Everyday
4% Most days (4-6 days a week)
32% Never
3% Less than once weekly
SOURCE: SENSIS SOCIAL MEDIA REPORT 2015
25|© Gruden Group
SOCIAL MEDIA SITES USED IN 2015
SOURCE: SENSIS SOCIAL MEDIA REPORT 2015
93% 28% 26%
23% 17% 17%
oListen, analyse, compare
oChoose your platforms
oResearch content
oBe helpful
oSelect your metrics
MARKETING IS HARD (?)
o 5,400 Likes within 5hr
o Well oiled internal processes and risk mitigation strategy
o Billboard removed on the same day
SOURCE: YOUTUBE
BE USEFUL
SOURCE: GOOGLE, ZERO MOMENT OF TRUTH HANDBOOK, 2012
SOURCE: GOOGLE, ZERO MOMENT OF TRUTH
5
10
0
2
4
6
8
10
2010 2011
SOURCES OF INFORMATION BEFORE BUYNG SOMETHING
SOURCE: JAY BAER, YOUTILITY, 2015
"TRUST is the filter through which all business success must pass"
BE FOUND
48|© Gruden Group
GOOGLE KEYWORD PLANNER
KeywordAvg. Monthly
SearchesSuggested bid
makeup tutorial 5,400 $3.49
makeup 9,900 $3.56
makeup tips 1,300 $2.36
nail art 14,800 $0.55
nail designs 9,900 $0.80
day spa sydney 2,900 $2.13
nose piercing 6,600 $0.80
piercings 5,400 $1.16
body piercing 1,300 $0.44
laser hair removal 14,800 $8.29
tattoo removal 4,400 $9.14
aromatherapy 3,600 $2.78
eyelash extensions 8,100 $2.20
liposuction 5,400 $8.71
hairdresser sydney 1,000 $5.03
SOURCE: ANATOMY OF THE PERFECT LANDING PAGE, KISS METRICS
MEASURE EVERYTHING
RECAP
1. Be relevantResearch keywords & competitors use Google Keyword Planner
2. Listen alwaysLet the audience tell you what they need \ want
3. Get personalChoose your tools wisely & customise your communication
4. Do marketing people want, not simply tolerateProvide help, don’t just try to generate hype
5. Be usefulShare your knowledge, create great content, build trust
6. Test, test, testThe 1st answer to a problem hardly is the right one
7. Be foundJump-start your marketing with AdWords, Facebook Ads, ...
8. Measure everythingConstantly measure and optimise your tactics
57|© Gruden Group
BETTA HOME LIVING
WEB
STRATEGYMOBILE
o We have worked with Betta since 2011 with three main goals: driving foot traffic to their +200 brick-and-mortar stores, increasing their online traffic and increasing online sales
o Analytics, SEO, PPC, Social Media Marketing
o Conversion Rate Optimisation
o Remarketing/Retargeting
Email marketing, Facebook advertising,
conversion rate optimisation
+29% +30% +26%
+28% +29%+30%
+13%
+28%
1
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TRAFFIC
2012
2013
2014
2012
2013
2014
REVENUE
+24%
+47%
OTHER KEY RESULTS
o Full service work since 2011
o Active Social Media audience of 72,000+ users
o +187% YOY increase in transactions
o 4,272 Keywords on 1st page of Google
o YOY Average Order Value +92%
o Cost Per Click -62% YOY
59|© The Gruden Group
SYDNEY AIRPORT
WEB
STRATEGYMOBILE
o We’ve been working with them since 2005
o Analytics, data mining, A/B testing, strategy
o Creative, development, ideation, product development, UI/UX, marketing, multi-channel, mobile
o Email marketing, advertising & social + social apps & campaigns
Email marketing, Facebook advertising,
conversion rate optimisation
2013
2014
TRANSACTIONS OTHER KEY RESULTS
o Full service work since 2005
o Facebook ROI of $13 for every $1 spent
o Email ROI of $49 for every $1 spent
o Email A/B testing leading to +3% increase in open rate
o Email A/B testing leading to +5% increase in CTR
o Ongoing CRO aimed at further improving Conversion Rate
Jun Jul Aug Sep Oct Nov Dec
2013 REVENUE 2014 REVENUE
+29% +30% +26%
+28% +29%+30%
+13%
+28%
1
61|© The Gruden Group
WOOLWORTHS
WEB
STRATEGYMOBILE
o Social media + Risk mitigation strategy
o Social media monitoring, content moderation, customer support training, processes setup
o Facebook campaigns, customer engagement campaigns
Page moderation, risk mitigation
NO. 5SOCIALLY DEVOTED
AUSTRALIAN BRAND
ON FACEBOOK 2014
1
Community management, page moderation,
risk mitigation strategy
+29% +30% +26%
+28% +29%+30%
+13%
+28%
2
752 k
Likes
320 min
Response time
94.63%
Response rate
1. Risk AnalysisRisks created in the social channels or the risk that social media will amplify a particular incident
2. Risk EvaluationAsses, evaluate and prioritise risks based on potential impact and likelihood they will happen
3. Risk TreatmentImplement mitigation, and control efforts taking into account stakeholders and resources
4. Monitor and Review Constantly monitor and update mitigation efforts based on changing landscape
3
Customer engagement campaigns
53,713Unique Visits
25,897Engaged Users
99,852Social Impressions
1,801Facebook Stories
204Twitter Shares
3,606Viral Visits
3,185Viral
Engagements
88%
0.4% 1.3%
3.7% 3.4% 2.6% 3.1%0.8%
4.3%
21.8%23.5%
19.8%
15.2%
13-17 18-24 25-34 35-44 45-54 55+
Males Females
65|© The Gruden Group
SPECIAL OFFER Just for Expo attendeesfrom Blackglass, the
digital marketing arm of The Gruden Group
Win a Free Digital Strategy
Go to our website for your chance to win a free digital marketing strategy,
worth up to $5,000!
Tell us in 50 words or less how a digital marketing campaign could change your
business.
Visit www.blackglass.com.au/beautyexpo
Terms and conditions apply.
www.blackglass.com.au
www.gruden.com
@BlackglassAU
@GrudenDigital
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