In our sixth and final Digital Summer Series talk of 2014, the topic was digital and traditional marketing. The first half of the talk discussed the strengths of digital marketing, and the second half integrating digital with traditional marketing.

1. Digital and traditional
marketing
-Strengths of digital marketing
-Integrating traditional and digital
marketing
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2. SleepingGiant
Set up in 2008/9
PPC, SEO and Social
Now 30 people
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3. 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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4. The Strengths of Digital
Marketing

5. Digital marketing
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-Strategy
-Goals
-Knowing your audience

6. Strengths?

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Strengths
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-Easily
measurable -Great for targeting
& segmenting
-Good for
engagement -Cost
effective -Help your exposure

8. Easy to Measure/Track

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Measuring
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-Ability to track and measure almost anything…

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Measuring
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-Real time measurement
-Optimise more quickly
-Measure site performance
-Measure visitors behaviour
-Measure conversions

11. 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

13. 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

15. Exposure

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Exposure
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-Leverage internet devices
-Use different channels
-Ability to play amongst bigger brands

17. Cost Effective

18. 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

19. 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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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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22. 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

24. What’s the difference?

25. Traditional marketing
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-Newspaper and magazine advertising
-TV and radio advertising
-Direct mail
-Billboards
-Traditional face-to-face events
-And more…..

26. 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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27. Digital marketing
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- Websites
- Pay per click (AdWords)
- Search engine optimisation
- Email marketing
- Social media
- Online advertising
- And more

28. 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

29. 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

31. Don’t be worried if you aren’t
doing it yet

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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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Examples
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Examples
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Examples
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Examples
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Examples
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39. Some ideas for integration

40. #Crufts
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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

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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

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Lidl
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Lidl
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46. 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

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Examples
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Examples
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Examples
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Tu Clothing
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51. In Summary

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Summary
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Newspaper Radio
ads
Social
media
Direct mail
Website
Measure
Marketing Balance
PPC
Consumer

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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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54. Thanks for listening, any questions?
!
!
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