1. Short Evening Courses – Digital Marketing

2. Who am i?
http://www.linkedin.com/in
/martinmcandrew
http://www.linkedin.com/
company/blue-thirst
@MartinMcAndrew
gplus.is/MartinMcAndrew
@BlueThirst
gplus.is/BlueThirst

3. Where did it all start

4. What I have done since

5. What I am doing now

6. Who it with

7. Who are you?
What is your name?
My current level of digital knowledge is:
1.
2.
3.
4.
5.
Digi-what?
I know my adwords from my adcenter
I digital most days
I know who Matt Cutts is
I taught Matt Cutts everything he knows
Why did you choose this course?
What do you want to achieve by the end of this
course?
How do you plan to use this knowledge in the future?

8. The Plan
Week no.
week 1
week 2
week 3
week 4
week 5
week 6
week 7
week 8
week 9
week 10
Topic
Intro to digital marketing
Search Marketing - SEO
Search Marketing - PPC
Research
Analytics
Social
GCN, Retargeting, Youtbue & Paid Social Marketing
CRM & Email Marketing
Mobile
Building Multi Channel Marketing Stratergy / Working with agencies

9. Search Engine Optimisation
About Web Analytics
• How Google Crawls & Indexes sites
• How modern web analytics works
• Introduction to Cookies
Onsite SEO
• Site Structures
• Page Code
• Content
Offsite SEO
• What is offsite SEO
• How this has changed
• How to do good SEO work
The Future of SEO
• Google Updates Penguin & Panda
• Google Update Humming Bird
• Future of SEO

10. Search Engine Pay per Click Advertising
What is PPC
•
•
What is pay per click advertising
Google Adwords vs Bing Search
Managing a campaign
•
•
•
The Adwords Interface
How to tell if a campaign is running well
How to ensure a campaign will be profitable
Advanced PPC
•
•
•
•
Introduction to bid management
Google Shopping ads
Ad Extensions
Multi Click Attribution

11. Research
Understand your Customers
•
•
•
•
Understand who your customers are, their buying habits and their life cycle.
Understand the profitability, value and life cycle of your customers.
Identify how your website and digital marketing is performing and how it
could be improved.
Understand your market
•
•
•
•
Identify new customer groups.
Develop new products or services.
Create new potential routes to market and pricing structures
Monitor known competitor marketing activity.
What changes are needed
•
•
•
•
Assist in creating business cases for future investment.
Identify new products or services.
Identify new routes to market and pricing structures.
ensure that your marketing strategy is complete.

12. Web Analytics
About Web Analytics
• History of analytics
• How modern web analytics works
• Introduction to Cookies
Google Analytics
• Google Analytics – Benefits
• Google Analytics – Disadvantages
• User levels
Standard Reports
• Standard Reports
• Advanced Segments
• Custom Reports
• Custom Dashboards
Advanced Features
• Regex
• Goals
• Ecommerce

13. Break

14. Social Marketing
About Social
• Social Channels
• Which social channels should be invested in
Managing a campaign
• Goals
• Content
• Competitions
• Rules and Regulations
Advanced Social
• Reporting
• Some bad examples
• Some Good Examples

15. Paid Digital (that isn't Google AdWords)
GCN
• What is the Google Content Network
• How the GCN works
• How to waste a lot of money on the GCN
Retargeting
• What is retargeting
• How does it work
• How to build retargeting campaigns that return
Paid Social Marketing
• Facebook
• Twitter
• Linkedin
• YouTube

16. Email Marketing & CRM
CRM
• What is customer relationship management
• How does it work?
• CRM data
Types of Emails
• System emails
• Marketing emails
• Behaviour based emails
Email Strategy
• Email Content
• Email Lists & Unsubscribes
• Tracking and data

17. Putting it all together
PPC
SEO
Social media
Online PR
Customer acquisition
Competitor
research
Conversation rate
optimisation
Landing page
optimisation
Statistical analysis
and reporting
Customer data
acquisition
Email
Marketing
Call to action
improvement
A/B multivariate
testing
Design / navigation
improvements
Remarketing
Repeat customer
generation
Database
research
traffic
conversion rate basket value no of purchases revenue
100
5%
10
1 £ 50.00
200
10%
20
2 £ 800.00
16 x increase in revenue!

18. Integrating Mobile
Mobile Site
• Do you need it
• How to calculate the business case for it
• Responsive Design
Mobile Advertising
• Google mobile ads
• Mobile Email
• Mobile SEO

19. Working with Agencies
How to pick an agency
• What to look for
• What to avoid
How to ensure you get that you want.
• Setting expectations
• Setting goals
• Writing specs
How to ensure the relationship works
• What agencies want
• What the staff in agencies want
• How to get that little bit extra.

20. Questions