2. Rising investment in digital media (search, display ads) £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC ‘ 98 ‘ 08 Radio Outdoor Press classified Direct Mail Internet Press-display Television
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4. Resources needed for large digital team! Source: Econsultancy (2008) Managing Digital Channel Best Practice Report, Author: Dave Chaffey
5. Agenda – Cost-effective digital marketing 10 Practical Tips SEO, Viral linkbait, PPC 1. Customer acquisition Email marketing, Right-touching 3. Customer retention & growth Usability, Trust + OVP 2. Customer conversion Watch out for… Digital Marketing Tips
7. Tip 1. Use the Google Keyword tool to perform demand-gap analysis https://adwords.google.com/select/KeywordToolExternal Google Insights for Search example: http://bit.ly/4Fufq4
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9. Tip 3. Control your brand messaging in the search results pages Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags or Snippets from page or www.dmoz.org
13. Tip 6. Monitor and improve drivers of Quality Score for paid search Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups Definitions: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term
30. Tip 10. Integrate Email + Direct mail (or phone contacts) Combined response from e-mail and direct mail is 125% better than no e-mail. Response increases, 100% for direct mail piece. Source: E-consultancy Masterclass 2005 - BCA Pre-mail, with online response Teaser e-mail. No online response Direct Mail Direct Mail
31. Test! Test! Test! “Data Trumps Intuition” Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source:
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Notes de l'éditeur
Welcome to the workshop Case courtesy of Virgin Atlantic and Glue London