The art and science of digital marketing This presentation will show the benefits of an integrated online strategy for digital media (search, display, social media, mobile). Nick will explore the extra value that can be generated when optimising the entire online customer journey.

1. Optimising the customer journey

2. Contents
 Marketing Touchpoints what consumers are exposed to
 The Average UK consumer sophisticated and informed
 Online Purchasing Behaviour
 Search, Social, Display, Conversion how to optimise your
digital strategy
 Multi Channel Attribution beating beating last click wins

4. Sophisticated
Well informed
Opinion seeker

5. 21.3m
people now shop online in the UK
32 m
By the end of 2011 will be shopping
online

6. 80%
of purchase decisions made
outside of store

7. Why the shift?
 Value for
Money
 Price
Comparison
 Opinion and
Review seeker
 A bigger range
of products
 Convenience

8. Key Digital Areas for 2011

9. awareness

10. Offline integration

11. Online display
RSPCA Website
Immediate:
8% of Donations
Post click:
64% of Donations

12. consideration

13. Paid Natural Social

14. Search Optimisation
Deliver more bookings
and higher revenue
within the cost per
acquisition limit

15. Search Optimisation
•Increase natural search visibility
• Increase points of entry to all three
Radisson Edwardian sites
• Identify and adapt to new trends

16. Search Optimisation
Google Places

17. Taking a Converged Approach
 Paid search identifies keyword opportunities
 Natural search enhances quality score for landing
pages
 Natural search increases social profile popularity
 Social media provides link equity, activity and
improves authority
 Take a holistic view when reporting results

18. Social and Search

19. Importance of W O M

20. The like button

21. Dynamic retargeting
1 2
Their behaviour
User Visits Your
on site is
Website Browsing information
on paid and natural recorded
search
3
User exits and
5 browses the
Targeted ad
based on internet
behavioural data
links back to site
4
User is identified by
cookie data

22. purchase

23. Making it easy for your customer

24. 66% Improvement
‘Free’ added
Email address
field removed
Stress benefits rather Button made larger and
than action required emphasis put on competition

25. 15% Improvement
Before After

26. Customer Service

27. Using Social to facilitate Customer
Service

28. Flexioffices mobile success story

30. Social Integration

31. Measurement

32. Cross Channel Attribution
Generic
Search
£
£
£

33. Summary
 Last click wins is yesterday’s news
 Every channel needs to support one another
 Converged approach is crucial – invest in
understanding how each channel plays a
part in the bigger picture
 Go where consumers are going
 Optimise the WHOLE customer journey

34. Questions?