Mastering Digital Marketing
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Presentation given by Daniel Rowles on the 10th July at the PRIME event in the City of London.
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Mastering Digital Marketing
- 1. Website & Social Media Masterclass @danielrowles
- 2. Daniel Rowles MD of TargetInternet.com CIM Course Director Author: Mobile Marketing & Digital Branding Lecturer Imperial College Cranfield School of Management @danielrowles
- 3. Agenda Digital in Perspective Objectives Websites & Mobile Social Search Optimisation Email Marketing Measuring Success @danielrowles
- 4. Digital in Perspective @danielrowles
- 5. Show of Hands • Website • Responsive website • Facebook • Twitter • Google+ • Snapchat
- 7. Data Volume
- 8. How Much Do You Know! • 20 years of video are uploaded to YouTube every day • • 1 in 4 Starbucks payments are made on a mobile device in North America • Mobile accounts for about 10% of ecommerce worldwide • Google+ had 600 Million members in Jun 2013 • There are approximately 500 Million tweets a day 8 ? ? ? ? ? 8 hours, 20, 200 minutes, 20%, 20, 1 in 4, 10%, 1 in 3, 25%, 1 in 10, 50%, 48 hours, 107 trillion, 1 in 5,10, 45%, 150 Billion, 9 Years, 50 Trillion, $500 Billion, 4 Billion, 90 Million, 10 Billion, $50 Billion, 600, $200 Milion, 30%, 90, 92%, 19%, 10%, 500 Million, 1 in 4, 20 years
- 13. #cimdigital @danielrowles Channels in Practice
- 14. Objectives • Generate Leads • Generate Sales • Generate awareness and engagement – What does this look like
- 15. Setting objectives What The Brand Wants To Tell People What Shoppers Want To Engage With Bridging The Gap With Understanding Driven Strategy
- 16. We help people achieve their athle;c poten;al Mo;va;on Training Programs Training Data Advice We make great shoes and apparel Strategic Positioning and Objectives
- 17. Insights
- 18. Websites and Mobile • Wordpress • Themeforest.net • Responsive Design
- 20. Search Optimisation • How Google Works • Keywords • Optimising • Links
- 23. There are two factors which are vital to a successful SEO campaign: – On page optimisation – Link building – Social Signals Which factors are important
- 24. • Read HTML from left to right • Follow links on your page • Place different emphasis on keyword placement How do Spiders work?
- 25. Spider issues • Flash • Text in Graphics • PDF, Word, RTF, Excel etc • Keyword Duplicates • Redirection (301 redirect)
- 26. Search Engine User Black hat vs. White hat hDp://www.maDcuDs.com/blog/ramping-‐up-‐on-‐interna;onal-‐webspam/
- 28. The Long Tail
- 29. Google Trends
- 31. • Page Titles • URL • Headings <H1> • Body Content • Text Links • ALT Tags 31 Keyword Placement 31
- 32. Page title • Highly important • Need to be unique • Use primary keyphrases • Given greatest weight in SE’s • Match the page content • 60 characters or less • Keep important words at the front
- 33. Search Engine Results Page (SERPs)
- 34. Exercise • Split into groups • Critique the following page from an SEO perspective • What changes would you make?
- 36. OpenSiteExplorer
- 37. Social in Practice • Key Tools • Channel Insights – Twitter – Facebook – LinkedIn
- 38. 21,335 What’s your objective?
- 39. Repeat and Engaged Audience www.bbc.co.uk www.steve.pavlina.com
- 40. Klout
- 41. Social and online PR Share Content Build Relationships Listen
- 42. Staying Up To Date @danielrowles
- 45. Exercise • Five minutes • One social media question • Basic is fine
- 46. Email Marketing
- 47. Measurement
- 48. Final Thoughts
- 49. SME Advantage Custom Dashboards SEO Email Display CRM PPC Social Media Web Analy;cs @danielrowles
- 53. • Understand user journey • Provide value • Measure against objectives • Monitor, test and learn Conclusions @danielrowles