Sleeping Giant Media Digital Summer Series 6 of 6 - Digital and Traditional Marketing
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Transcript of Sleeping Giant Media Digital Summer Series 6 of 6 - Digital and Traditional Marketing
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Digital and traditional marketing
-Strengths of digital marketing
-Integrating traditional and digital marketing
Set up in 2008/9 PPC, SEO and Social Now 30 people
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
GiantSleeping
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
- Talks will start again in the new year
-Completely free
-Covering various areas around digital marketing
- Please feel free to use social throughout!
-@sleepinggiantM #gianttalks
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The Strengths of Digital Marketing
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Digital marketing
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-Strategy
-Goals
-Knowing your audience
Strengths?
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Strengths
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-Easily measurable
-Great for targeting & segmenting
-Good for engagement -Cost
effective -Help your exposure
Easy to Measure/Track
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Measuring
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-Ability to track and measure almost anything…
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Measuring
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-Real time measurement
-Optimise more quickly
-Measure site performance
-Measure visitors behaviour
-Measure conversions
Targeting & Segmenting
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Targeting
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-Optimise content to fulfil audience need
- Track your audience behaviour for online and offline marketing
-Use A/B testing to refine performance
-Listen to your audience
Engagement
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Engagement
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-Engage on your blog through comments
- Engage via newsletter
- Engage on social
- Respond quickly to complaints
- Build trust
Exposure
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Exposure
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-Leverage internet devices
-Use different channels
-Ability to play amongst bigger brands
Cost Effective
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Cost effective
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-Fast to react / optimise
- Reach a wider audience
- Track your performance
-Ability to switch channels easily
- Easier to measure ROI
In Summary
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Summary
-Track performance and optimise
-Know/listen/understand your audience and target it
-Use a wide range of channels
- Engage with your audience
-Make your budget more efficient
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tools
-Google Analytics (free)
-Google Webmaster Tools (free)
- Facebook Insights (free)
- Twitter Analytics (free)
- Freespee & responsetap (call tracking - paid)
-Optimizely (A/B testing - paid)
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Integrating Traditional and Digital Marketing
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Firstly
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-We, even as a digital agency, would never tell you to ignore traditional marketing
- It is still important, as it always has been
- It is just that with digital in the mix it is now important to use and integrate both forms of marketing
-Use the strengths of each, plan and measure their effectiveness
What’s the difference?
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Traditional marketing
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-Newspaper and magazine advertising
- TV and radio advertising
-Direct mail
- Billboards
- Traditional face-to-face events
-And more…..
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Strengths of traditional marketing
-Great for reaching a wide target audience
-Good for brand awareness
-Good at hitting people passively
-Can be used in specific markets or geographically
- Face-to-face events are a good way to put a face to a company
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Digital marketing
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- Websites
- Pay per click (AdWords)
- Search engine optimisation
- Email marketing
- Social media
- Online advertising
- And more
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Strengths of digital
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-Great for hitting consumers directly
-Very targeted
- Incredibly measurable
-Chance for greater engagement
- Real time results
-Not intrusive
- Can level the playing field for small businesses
Things to consider
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Planning
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-Think about your audience and which channels will work best for them
-Make sure your messages, branding, tone of voice and products are the same across digital and traditional media
- Plan everything upfront
-What do you want people to do at each stage
-Make sure it’s manageable
-Make sure it’s measurable
Don’t be worried if you aren’t doing it yet
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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I looked through
- these papers
- some magazines
-billboards
- TV
-and more
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Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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Some ideas for integration
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Events
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-Set up a twitter account for the event if it’s going to be regular
-Use a hashtag to allow people to have a conversation that goes on before during and after the event
#Gianttalks
#EastKentB2B
#Mueslimafia
#Crufts
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Events
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-Look for groups on LinkedIn and start conversations about the event there
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Events
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-Find people that are influencers in your market on Twitter and LinkedIn
-Advertise the event in local press, radio and get a press release out
-Mention the hashtag and social media you have created in the offline advertising
-You can run pay per click advertising to back it up
-Make sure you have relevant content on your website
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Advertising
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-Ask people to follow you on social media in your adverts
-Give them a reason to follow you:
-Offer exclusive deals and discount codes
-Offer extra content
-Offer advice and help
-Ask for their feedback
-Get them involved in the conversation
-Use call tracking
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Lidl
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Lidl
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Direct mail or hand outs
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- If you are targeting a specific geographical area
-You can include a QR code or social media to follow
-Use PPC with geographic targeting
- Target keywords that are in the flyer to make sure you are found when people search for more information
- For any offline advertising, set up specific landing pages with an easy url to remember. Include information and a call to action
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tu Clothing
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In Summary
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Summary
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RadioNewspaper ads
Social media
Direct mailWebsite
Measure
Marketing Balance
PPC
Consumer
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Summary
-Think about who your audience is and what media they will use
-Work out what platforms you want to use and integrate
-Make sure you plan what you want people to do at each stage
-Make sure you set up goals and tracking
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Thanks for listening, any questions? !!This presentation will be sent out to attendees