Digital Marketing strategy is more than

1. Why Digital Matters
A rationale for holistic Digital Marketing

2. The Statistics: Digital is Massive
2 billion GOOGLE searches per day
10.8 million Aussies on Facebook
* 90% of Australians research online
before purchasing. This includes
review sites, forums, Social Media
* 80% of first brand interactions
happen in the search box. PPC &
SEO pushes your brand

3. New Normal: Local, Social, Mobile
Business as usual has changed. Customers
interact with brands across multiple channels,
on multiple screens 24/7. Are you catering to
these segmented audiences? Does the user
come first

4. Marketing Changed: Niche First
From Broadcasting to NICHE-CASTING
From TV Networks to SOCIAL NETWORKs
Products are now SOCIAL OBJECTS. They
must be "remarkable".

5. Rethink Digital: Focus on Overlaps
Digital Marketing is more than the sum of its
parts. A comprehensive strategy exploits the
overlaps between your digital channels, and
explores their unique
advantages. Engage
each stage in the
"interest" cycle.
Eg. Remarketing

6. Discover: Demand-based Marketing
Gone are the days of PUSH marketing.
Digital listens to what your customers are
demanding & giving it to them. The "discover"
mode captures high-intent search with a
combination of SEO and PPC presence

7. Persuade: leverage social influence
Some customers take time to convert.
"Persuade" with SEO & Social to ensure
omnipresence in the minds of future
customers. Help customers "internalise" your
brand image.

8. Audiences as Participants
Listen, interact and engage. Create a
feedback loop between your online presence,
and your customers. Are they active in your
vertical? Give them a reason to take action,
refine your message to prompt conversions.
Give customers everything they need to ACT
NOW!

9. SEO is the combination of three main factors:
links, your site and words. Your goal is to
create a seamless experience from the
search box to the shopping cart. Sync the
words used by customers, in the links you
build, and in the content on your site.

10. Links: Varied, Reputable, Natural
Not all links are created equal, nor does
quantity equal quality. A linkbuilding
campaign should attract links that are natural
varied and from reputable sources.

11. Site: Content & Calls to Action
Content should be created & curated with the
user in mind. This will usually involve multiple
personas, of varying informational needs.
Make it simple for your customers to find the
information they need to take action

12. Words: Relevant & User-Driven
Every SEO campaign starts first with
language: what are your customers searching
when they could be finding you. SEO
connects the language people use, with the
products you sell. Longer search phrases are
usually closest to conversion. Think beyond
rankings.

13. Combined SEO: Putting it Together
With holistic SEO we see strong
synchronicity has great results:
Site + Links = increased Authority
Links + Words = higher Rankings
Words + Site = greater Relevance

14. Pay Per Click advertising focuses on using
your Budget to promote Quality campaigns
that encourage users to Interact. Your Ads
should be visible, match your customers
intent and should prompt action (clicks).

15. Budget: Competitive & Sustainable
No matter how great your product or ad copy
is, if your competitors outspend you and
outlast you your conversions suffer. Be
strategic, but be realistic, you need a certain
spend to play & sometimes ranking lower has
better ROI.

16. Quality: Match Ad, Site & Keywords
Your Ads should have engaging copy that
matches relevant searches, and delivers
users to pages relevant to their needs.
Reduce friction between users taking interest
and taking action. Bids become cheaper &
quality score & conversions improve.

17. Interact: Clicks to Conversions
Interaction turns impressions, into clicks, and
clicks into conversions whilst improving your
quality score. Engagement is key, read: great
Ad copy, rich display network ads, and
retargeting. Make your Ads tailored to each
persona, and give them a reason to act.

18. PPC Combined: Putting it Together
Sufficient budgets targeting users actively
seeking the products you're trusted for:
Budget + Interact = increased Authority
Quality + Budget = higher Rankings
Interact + Quality = greater Relevance

19. Social Media is an opportunity to help users
build narratives about their lives, using your
products to solidify their own identity. Nurture
influencers & recruit "fans" by listening,
sharing with & engaging audiences

20. Share: Social Media is Reciprocal
Brands let people tell a story about who they
are, not who we want them to be. Arm your
advocates with content they love & empower
those that repurpose your product into
something more personal. Share the results.
Vs

21. Listen: Put Down the Megaphone
Stop: carpet bombing a mass audience.
Start: cultivating niches. Imagine having a real-
time focus group that uses and promotes
your brand. Stop telling them why to like your
products, and start listening to why they do.

22. Engage: Find, Nurture & Grow
Social Media should be social. It’s interactive,
so actively engage with your audience and
build a community around your brand. Clue:
talk to your Fans, RT your followers, they're
people not just customers.

23. Social: Putting it Together
Users ruse your brand identity to meet their
own sense of self, done well you increase:
Share + Engage = grow Influence
Listen + Share = encourage Elasticity
Engage + Listen = build Brand Affinity

24. Why AWD for Holistic Digital?
Transparency: We talk you through the process
from presale, intake to recurring
Accountability: The buck stops with our inhouse
team of design & marketing pros
Measurability: Our reporting actively shows you
what we're doing, and the ROI