Top tips to step change your digital marketing strategy A bit about - PowerPoint PPT Presentation

Top tips to step change your digital marketing strategy

A bit about me... Name : Lilia Dikova Position : Head of Digital Company : Make it Cheaper Industries : FMCG, Travel, Publishing, Utilities and Finance Biggest passion in my life : Digital Marketing Second biggest passion in my life : History

A bit about this talk…. ● Who is this talk targeting? ● What is the objective of this talk? ● What is the current digital landscape? ● How to make a giant leap in your digital strategy? ● Connect on LinkedIn to receive the slides

Digital landscape How many digital channels do businesses use on average? X

Digital landscape How many businesses put 50%-80% of their online spend in one digital channel? X

Digital landscape - media costs year on year 23% 36% 38% Search Paid Social Display

Digital landscape - algorithm updates across organic 3,234 101 99 Google Algorithm Social Algorithm GDPR updates updates Articles

Sections of today’s talk FUNDAMENTALS ADVANCED EXPERT

Fundamentals

FUNDAMENTALS STEP 1 Invest in a marketing tech stack or website analytics PRO TIPS Identify the primary Place business website A B and secondary objectives. goals. Leave ample time to C D Avoid tech fragmentation. complete a tech integration.

FUNDAMENTALS STEP 2 Invest in Insights & Analytics resource PRO TIPS Induct them into the Complete a website audit A B business Website tracking: correct Campaign tracking: C D tagging across the website floodlights and pixels

FUNDAMENTALS STEP 3 Invest time in comprehensive UTM tagging PRO TIPS URL Builders: Source, Naming convention structure A B Medium, Campaign,Term, Content C D Keep it consistent. Use a coding frame .

Advanced

ADVANCED STEP 1 Introduce multiple paid channels PRO TIPS Produce a plan starting from Load marketing email lists A B lower funnel and moving up and create custom or LAL audiences Test one new channel at a Uplift on other channels - the C D time live for at least 2 halo effect (assists) months

ADVANCED STEP 2 Maintain owned and earned media presence PRO TIPS Keep posting on your organic Optimise pages, emails and A B social channels publish at the right time Complete tech SEO fixes C D Integrate and seed organic before going wild with content

ADVANCED STEP 3 Understanding what good looks like PRO TIPS Overlay business metrics A B ROAS vs ROI and +/- with help from finance Work with your sales team to C D Align KPIs according to the convert the funnel funnel

Align KPIs according to the funnel ORGANIC CHANNELS PAID CHANNELS MIX MIX AWARENESS CRM Website Social PPC Social Display & SEO eShots FAMILIARITY OBJECTIVES OBJECTIVES CONSIDERATION Primary Secondary : Primary Secondary : • Traffic • Conversion • Conversion • Supporting PURCHASE • Building • Audience size • Retargeting organic posts audiences for • Generating retargeting leads ADVOCACY • Generating leads

Expert

EXPERT STEP 1 Deploy a customer-centric audience strategy PRO TIPS Place the customer at the Categorise users based on A B heart of every single activity behaviour, product interest and media consumption Deploy segments according Create profiles based on C D to the appropriate media demographics channels

EXPERT STEP 2 Personalise experiences for higher conversion PRO TIPS Categorise the top 5 Understand their behaviour A B audience segments and movement Use dynamic adverts Personalise landing pages C D for better engagement based on these top 5 profiles and personalised journey

A combination of multiple channels and audiences will help us create a full circle and achieve better conversions PPC 1st party Final advert after intent has Programmatic (CRM+direct website been created Prospecting behaviour) High level of personalisation Facebook Ad Paid Native We retarget user with a Contextual targeting vertical specific ad based on content

EXPERT STEP 3 Understand attribution models and their +/- PRO TIPS Understand +/- of first touch Apply multi touch attribution A B and last touch attribution such as Markov Give credit where credit is C D Utilise machine learning due

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