Digital marketing for Future Focused Businesses

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DIGITAL MARKETING
for Future Focused Businesses

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From humble beginnings
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To a fully
fledged search
specialist

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2019 & beyond...

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What’s coming up
The Automation Challenge:
Assessing Your Options
LIAM WADE
HEAD OF PPC, IMPRESSION
Creating Strategies for
Incremental Gains
PETAR JOVETIC
HEAD OF SEO, IMPRESSION
The Technologies Influencing
Search Success
EDD WILSON
SEO STRATEGIST, IMPRESSION

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What’s coming up
Your YouTube
Opportunity
KELSEY BOWERS
GOOGLE
The Recipe for Profitable
Customer Journeys: Personas,
Experiences and Attribution
JOHN ROWLEY
DMM - FERRERO / THORNTONS

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A quick show of hands

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Newspapers (1850s)

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Radio & TV (1920s)

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The Internet (1990s)

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In just a few short years

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As a result

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Accelerating
Growth in
Technology
(condensed)
Printing Press Telescope Steam Engine
Telegraph
Lightbulb
Telephone
Car
Man on Moon
Microprocessor
Wordprecessor
MS-DOS
Apple Macintosh
Windows
WWW
Cell Phones
DVDs
Hybrid Cars
Google
YouTube
Facebook
iPad
Google Driverless Car
3D Movies
First 3D Chip
1400 1450 1500 1550 1600 1650 1700 1750 1800 1850 1900 1950 2000 2050

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What we need to
be conscious of
Attribution, Technology,
Incremental Gains & Omni
Channel Marketing
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The automation challenge:
assessing your options
by Liam Wade
H E A D O F P P C
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Reporting
EASY
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What should you be automating?
1 3

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Leave Excel Behind
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Data Studio
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Immediate
Adaptable
Useful

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Supermetrics can help (and other tools)
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Blend data for multi-channel insights
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“So What?”
Automate the data -
focus on the why
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Reporting
EASY
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1
Ad Copy
HARD
3

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Which ad is best?
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Variation Impressions Clicks CTR
Advert 1 2,000 200 10%
Advert 2 3,000 240 8%

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Ad performance variables
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Impressions Clicks CTR
Advert 1 2,000 200 10%
Instagram 1,000 180 18%
Facebook 1,000 20 2%
Advert 2 3,000 240 8%
Instagram 1,000 220 22%

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Averages lie.
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Ad performance variables
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Advert 1 2,000 200 10%
Instagram 1,000 180 18%
Advert 2 3,000 270 9%
Instagram 1,000 220 22%
Facebook 2,000 50 2.5%

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Trust in a platform’s ad rotation setting...
Why would Google or Facebook want
you to have fewer clicks?
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“Debunking Ad Testing”
- Martin Roettgerding
Still using statistical significance to
evaluate your ad testing?
If you want to test, use experiments

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Ads by Google
Automatic opt-in - why not?
Stick with it, if you have enough time to review additions
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Ads for the user - customisers
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IF statements
(audience/device)
Customizers
(details/prices/offers)
Countdowns
(creates urgency)
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Perfect Balance of Technology And Design. Special Offer: £79.99 - Order Online!

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Automate testing
to free up time for creativity
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Bidding
MEDIUM
Reporting
EASY
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1 2
Ad Copy
HARD
3

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Which keyword is performing best?
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Keyword Clicks Cost Conversions Conv. rate Cost / conv.
bean bag 42843 £21,408.70 642.08 1.50% £33.34
bean bag sofa 28169 £9,704.35 671.39 2.38% £14.45
2 Bidding Signals2 x Keywords

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Bidding signals
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Keyword Device Clicks Cost Conversions Conv. rate Cost / conv.
bean bag
Desktop 16952 £11,049.16 322.91 1.90% £34.22
Tablet 6917 £3,770.43 154.42 2.23% £24.42
Mobile 18974 £6,589.11 164.75 0.87% £39.99
bean bag sofa
Desktop 8079 £3,761.48 304.87 3.77% £12.34
Tablet 3974 £1,632.69 168.1 4.23% £9.71
Mobile 16116 £4,310.18 198.42 1.23% £21.72
6 Bidding Signals
2 x Keywords
3 x Devices

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Bidding signals
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42 Bidding Signals
2 x Keywords
3 x Devices
7 x Days

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Bidding signals
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21 Bidding Decisions
Keyword
Device
Day of Week
Signals Added Total Bidding Decisions
Signals
Added
Total
Bidding
Decisions

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Bidding signals
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504 Bidding Decisions
Keyword
Device
Day of Week
Hour of Day
Signals
Added
Total
Bidding
Decisions

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Bidding signals
42
1,008 Bidding Decisions
Keyword
Device
Day of Week
Hour of Day
Location (London or Other)
Signals
Added
Total
Bidding
Decisions

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Bidding signals
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Keyword
Device
Day of Week
Hour of Day
Gender
Age
Parental Status
Signals
Added
Total
Bidding
Decisions

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Bidding signals
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Keyword
Device
Day of Week
Hour of Day
Gender
Age
Parental Status
Audiences
Signals
Added
Total
Bidding
Decisions

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Modifiers
X%+ increase on mobile…
X%+ increase in London…
Even if we have the time
How do we deal with these signals now?
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2,000 200 10%
1,000 180 18%
1,000 20 2%
3,000 270 9%
1,000 220 22%
2,000 50 2.5%

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Automated bid strategies
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Smart Bidding Playbook by Google
Target CPA
Target ROAS
Maximise Conversion
Real-time bidding

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Testing smart bidding
Lauren vs The Machine
8 Week Trial
eCommerce client
Split Product Range in 2
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Lauren The Machine
Can make mistakes (rarely)
Product knowledge
Ability to use context
Has a life outside of work
Mathematically accurate
Maintains consistency
Ability to calculate infinite
bidding signals
Runs 24/7

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Weeks 1-4
We won…
48
52%
higher revenue
27%
higher ROAS
∞%
more management time
at what cost?

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Weeks 1-4
We won…
49
52%
higher revenue
27%
higher ROAS
∞%
for how long?
Weeks 5-8
28%
higher revenue
15%
higher ROAS
∞%

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Semi-automated bidding
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Context-Driven Influence
Scripts flag detailed reports
and make bid recommendations
Experienced account managers
approve select decisions
Target ROI Driven Human Approach
Scripts are authorised to make bid changes on
low performance & high performance targets
Automated bid strategies are used on
“tried & tested” product ranges, or high-volume catalogues.
Automation
+
80% of our bidding is automated, and we’d rather it be 100%

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“Could we do it better manually?”
is the wrong question
Automate for efficiency
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Which campaign is performing better?
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Cost Revenue ROAS
Campaign 1 £5,447.25 £152,515.02 28.00
Campaign 2 £19,710.91 £134,132.33 6.80

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Which campaign is performing better?
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Attribution Cost Revenue ROAS
Campaign 1 Last Click
£5,447.25
£152,515.02 28.00
First Click £25,728.89 4.72
Campaign 2 Last Click
£19,710.91
£134,132.33 6.80
First Click £177,924.07 9.03
Brand
Category

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Automated Bidding
& Attribution

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I’m about to run the London Marathon
Why did I sign up?
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50% 40% 10%

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Attribution models
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Data-Driven Attribution Playbook by Google
Default
Useful
Better
Less considered
purchase
More considered
purchase

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Using automation with attribution
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Channel Traffic Last Click First Click Data-Driven
Search
Brand Y
Non-Brand Y
Shopping
Brand Y
Non-Brand Y
Use Search Ads 360 to tailor your
automated bidding strategy to a
specified campaign goal
Continue to report on multiple models,
but have a “target model” per
campaign goal
For within channel reporting, continue
to use Data-Driven (or Position / Time-
Based)

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● The amount of data points within paid media are consistently increasing
● To deal with this vastness of data, humans like dealing with averages - and averages lie
● Automate the areas of your marketing campaigns that do not need human intervention -
machines are very good at logic, not so good as strategic thinking
● The need for automation isn’t higher marketing performance, it’s business efficiency.
● Attribution will add an extra layer of difficulty, but doesn’t have to slow automation down
Key Takeaways
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Thank you
Liam Wade
@Digital_Liam
liam@impression.co.uk
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Creating strategies
for incremental gains
by Petar Jovetic
H E A D O F S E O
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Web Search
Where are we?

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The dark ages
1
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The dark ages The content marketing
movement
1 2
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We’ll build
something over
here To provide value
Over here
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It’s expensive

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US$Billion
Content marketing spending Content marketing growth
$0
$100
$200
$300
$400
%Growth
0%
5%
10%
15%
20%
Source: PQ Media *Includes amount brands spending in-house & contractors for content marketing
The growth of content marketing
$87.22
$144.81
$313.42
2009 10 11 12 13 14 15 16 17 18 2019
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Increasingly difficult to measure

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Oct 2018
Strength of correlation:
Domain authority & rankings
0.260
0.070
0.023
Source: Tom Capper @ Distilled
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May 2015 Feb 2017

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Stories and videos
Published per day
The Washington Post
The New York Times
The Wall Street Journal
Buzzfeed
500
230
240
222
Source: The Atlantic
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movement
1 2
Saturation
point
3
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movement
The renaissance
period
1 2 4
Saturation
point
3
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The fundamentals
How web search works
Source: State of Digital
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The fundamentals
The 3-pillar approach
Source: State of Digital
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Source: Search Engine Land
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“For big SEO results, start small...
It might sound simple, but focusing on
small, incremental changes to a website’s
overall SEO strategy really can produce
noticeable gains over time.”
T H I N K W I T H G O O G L E
https://www.thinkwithgoogle.com/advertising-channels/search/google-website-seo/
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“I really wish SEOs went back to the basics
(i.e. MAKE THAT DAMN SITE CRAWLABLE)
instead of focusing on silly updates and
made up terms by the rank trackers, and
that they talked more with the developers
of the website once done with the first part
of this sentence.”
G A R Y I L L Y E S, W E B M A S T E R T R E N D S A N A L Y S T
https://www.reddit.com/r/TechSEO/comments/ao3fmk/i_am_gary_illyes_googles_chief_of_sunshine_and/
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Source: @CyrusShepard
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Source: @iqseo
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Source: @EddJTW
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Source: @justinbriggs
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What large businesses
should be focusing on
The two-tiered SERP
What it means for content strategy
Source: Will Critchlow / Whiteboard Friday
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Incrementality is the interplay
between treading new ground with
proactive strategy while refining
what’s already there with reactive
strategy.
D E F I N I T I O N
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It demands a thorough and holistic
approach to web search that takes
into account all aspects of SEO and
user experience.
D E F I N I T I O N
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Case Study
The power of incrementality

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● Jamjar is a car buying comparison site
● Domain previously owned by RBS
● Impression was tasked to build their web search
presence with a £30K budget over a period of 10 months
C A S E S T U D Y
Jamjar
https://www.jamjar.com/
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● Conducted a monthly round of disavow
● Expanded on Wikipedia article
● Improved site speed
● Redirected 404s w/backlinks to live pages, inc.
those from the BBC
S T E P # 1
Leveraging
what’s there
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Why aren’t Argos doing this?
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should i sell my car • when should i sell my car • should i trade in my car or sell it • should i sell my car
or keep it • should i sell or donate my car • should i fix my car or sell it • should i sell my car and buy a
cheaper one
can i sell my car if its on finance • should i remove my license plate when i sell my car • can i sell my
car without logbook • sell my mot failure car • what documents do i need to sell my car
how to sell my car • where to sell my car • best car dealers • car buying comparison • car buying
comparison sites • car buying service comparison • car valuation • value my car • how much is my car
worth
sell my car • sell my [car manufacturer] • sell my car [location]
S T E P # 2
Researching the
conversion funnel
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Something Currys are heavily investing in
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S T E P # 3
Establishing the
information architecture
● Which content will be present in the
sitemap?
● How will we internally link up and across
the structure?
● How will the URL structures support the
information hierarchy, if at all?
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Read this...
https://www.impression.co.uk/blog/3083/website-architecture-seo/
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● Each piece of content was carefully crafted
over the period of 10-months with each of
the following items being considered;
○ Keyword and supplementary keyword
targeting
○ Header hierarchy
S T E P # 4
Gradual content
creation & launch
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Read this...
https://moz.com/blog/7-advanced-seo-concepts
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● Once each piece of content was “let out
into the wild”, we conducted competitor
SERP analysis.
● What were ranking competitors still doing
that we weren’t?
○ Looked at streamlining content
○ Keyword intent
○ Internal linking
○ Utilising TF*IDF
S T E P # 5
Launch and refine
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Ryte
TF*IDF
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S T E P # 6
Audit, audit, audit
● Throughout the process, we continually
audited the site ensuring no crawl
waste was occurring, be that on the site
or XML sitemap
○ 3XX redirects
○ 4XX errors
○ 200 pages
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Completed and
uploaded content
strategy
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*non-brand only

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Completed and
uploaded content
strategy
Launch of Wikipedia
Auditing
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*non-brand only

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Completed and
uploaded content
strategy
Content
improvements
Launch of Wikipedia
Auditing
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*non-brand only

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Completed and
uploaded content
strategy
Content
improvements
Launch of Wikipedia
Auditing
Content
improvements
Auditing
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*non-brand only

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Completed and
uploaded content
strategy
Content
improvements
Launch of Wikipedia
Auditing
SEO campaign
stopped
Content
improvements
Auditing
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*non-brand only

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Clicks
PER DAY
1 → 200
Impressions
PER DAY
124 → 9,350
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*non-brand only

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S U M M A R Y
Rounding it up
● Never disregard the fundamentals; incrementality is proven to work
time and time again
● Content marketing is no longer the only go-to
● Requires businesses to be agile - that’s the challenge
● Methodology is scalable; consider working in silos for larger sites
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Thank you
Pete Jovetic
@petejov
pete.jovetic@impression.co.uk
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Technologies
influencing organic search
by Edd Wilson
SEO Strategist
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What are we seeing?
1. Mobile First Index
1. Performance focused websites
1. The rise of Javascript
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Mobile First Index - 1 year anniversary
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Googlebot Smartphone
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Currys adapted to mobile first
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[Headphones] - Number 1
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Currys - Organic traffic growth
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Currys - Organic keyword performance
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Page speed performance
User focused Googlebot
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AutoTrader
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AutoTrader - Organic Landing Pages
Minimal use of imagery
Seperate CSS
Compression
Content Delivery Network
Strict image sizes
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Websites using Javascript in 2019
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2014
“..sometimes things don't go perfectly
during rendering, which may
negatively impact search results for
your site.”
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2016
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Hulu saw a 4 million organic
visitor drop off

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How does Javascript impact
search?

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Three Factors
Crawlability
Rendering
Crawl Budget
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hello@impression.co.uk
Crawling HTML
1. Googlebot downloads an HTML
1. Googlebot extracts the links from the source code
1. Googlebot downloads the CSS Files
1. Googlebot sends all the downloaded resources to the
indexer
1. The indexer then indexes the page

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hello@impression.co.uk
Crawling JS vs HTML
1. Googlebot downloads the HTML
1. Googlebot downloads the CSS and Javascript.
1. Googlebot uses their Web Rendering Service to parse, compile and
execute Javascript code.
1. The WRS fetches data from external APIs
1. The Indexer can now index the content
1. Google can discover new links and add it to Googlebot’s crawling
queue

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Two waves of Indexing
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This process highlights how
time consuming it is for
Google
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Our experiences with Javascript & SEO
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One of the UK’s largest online
tool suppliers were just seeing
a quarter of their 200,000
pages being indexed by
Google
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Their website was built on
React and it was nearly
impossible to crawl and render
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Organic Traffic - 40k organic monthly
visitors lost!
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Organic Keywords: 1,866 keywords in
position 1-3 dropped
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Internal links & pagination
injected through Javascript
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Major page elements &
canonical tags injected
through Javascript
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Results - Organic Traffic
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Weekly Organic Revenue - £10,240 to
£31,774 - 210% increase
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A global search platform for
venues & events built on a
single page application saw a
decline in organic
performance
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Initial Index Coverage
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1
Initial tasks
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1
Initial Tasks
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A change in the environment
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3
Back on track
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Recent Index Coverage
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First page performance
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What can you do?
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Resources
● Rendering on the web - Google
● Guide to Javascript SEO - Elephate
● View Rendered Source - Tool
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Thank you
Edd Wilson
@eddng
edd.wilson@impression.co.uk
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YouTube: Turning
Intent into Action
Kelsey Bowers, YouTube Activation Lead

2007 2010 2013 2017
Desktop Mobile Living
Room
200M 500M 1B 1.5B# of users
Multi-
platform
Evolution of the world of digital video
2M 4M 8M 30M# of creators
4M 12M 26M 100M# of uploads
07 10 13 1608 09 11 12 14 1505 06 17 18 19

By 2021
we expect video to make up
82%
of all consumer Internet traffic
Source: Cisco

Source: Cisco
By 2021
5 million years
Of video watched online every month

...And a lot of them are on YouTube
1.9B monthly
logged-in viewers
watching over 1 hr per day
on mobile alone
:30/:15

Introducing YouTube for Action
Reach people based on their intent
with signals from Google Search and more
Make it easy for them to take action
with new YouTube video ad formats
Prove it works & optimize to actions
with cross device & in-store measurement
+ conversion bidding
BUY NOW

What if you could reach audiences on YouTube
that just searched Google for what you offer?
Source: Google/Magid Advisors, "The Role of Digital
Video in People’s Lives”, Global (US, CA, BR, UK, DE,
FR, JP, IN, KR, AU), August 2018, n=20,000, A18-64
general online population.
55%
of people search for
a product on Google,
and then learn more
by going to YouTube
before they buy it
[your keywords]
MORE THAN

searches for your
product/service
clicks to
your website
assumin
g 20%
CVR
conversions
on your website
unconverted
site visitors
assumin
g 10%
CTR
untapped
in-market
consumers
Even strong Search campaigns miss undecided
shoppers

Betterment
betterment.com
Skip ad
LEARN MORE
Purple Mattress
onpurple.com
BUY NOW
Marley Spoon
marleyspoon.com
TRY NOW
Skip ad Skip ad
With a video ad that explains and shows off your business...
AND gives viewers a way to TAKE ACTION

On a platform where people
are really paying attention
3X
2X
95%
more likely to pay attention to
online video ads vs. TV2
more likely to pay attention to ads
on YouTube vs. social media1
of ads on YouTube are viewable, and
95% are watched with sound on³
Attention drives results: +150% YoY growth of conversions
generated by YouTube ads in the past 12 months
1. Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions)
2. Nielsen Consumer Neuroscience: U.S., Video Ad Cross-Platform Research Commissioned by Google
3. Google and DoubleClick advertising platforms data, Global, May 2017; Google Internal Data, Global, August 2016 (when volume is at least 10%)
Google Internal Data, Global, 6/1/16 - 5/1/17 vs. 6/1/17 - 5/1/18

Convert INTENT into ACTION on YouTube
Reach people based on their intent
with intent signals directly from Google
Make it easy for them to take action
with new ad formats that drive viewers to take action
Prove it works and optimize to a target CPA
with cross-device and in-store measurement + tCPA bidding
Tailor your creative to work for direct-response
with new guidelines for direct-response video
BUY NOW

First, reach only the audiences that are
most likely to do business with you
with real-time intent signals
from Google Search
and the rest
of Google

We’ve built new and improved audiences
based on intents and interests
Existing affinity and in-
market audiences are
more accurate and reach
+15% more people now
that we’ve added signals
from Google Search,
Maps, and Play
Stronger Affinity and
In-Market Segments
Reach audiences on
YouTube who have
recently searched for
your keywords on Google
[New] Custom Intent
Audiences
Reach people during
major life milestones like
getting married, moving,
or graduating college
[New] Life Events
Audiences
Reach frequent grocery,
big box, department,
convenience store
shoppers, frequent
restaurant goers, and
more
[New] Consumer
Patterns Audiences
On average, TrueView for action campaigns that use custom intent audiences generate 30% higher
conversion rates compared to TrueView for action campaigns that use other targeting.
YouTube Internal Data, Global, June 2018 - July 2018
+30%
than other audiences*
greater
conversion rate

Video can drive big results
when you reach a high-intent audience
Leveraged custom-
intent audiences and
in-market targeting to
generate sales revenue
VAVAVOOM
10:1
ROAS Goal
1409%
ROAS

Video ad formats &
extensions are built to
drive action directly from
video views
drive custom site
conversions
acquire leads
acquire leads
(beta)
Introduce your
business AND
drive action

Flexibility to measure
what matters most to you
All Conversion Types
Including Cross
Device
Offline Store Visits Brand Lift

Capture the full value of TrueView for action
Conversions
from video
Conversions
from search
Brand
impact
Store Visits
online offline
-40%
CPA
+200%
CTR
+8%
Search Conversions
+3%
Search Conversion
rate
-4%
Search CPAs
+30%
Lift in
consideration
+40%
Lift in purchase
intent
+70%
of YouTube
campaigns drove
a significant lift
on offline sales
Brand impact of ads served with
intent signals vs. demo signals
Impact of YouTube on
Search
vs. standard TrueView

Customized calls to action drive sales
and find new customers
Increase sales by shortening the
purchasing path.
Drive phone calls from users
who click through from the
video.
Find potential new customers
and suggest a simple call to
action.
Pullmantur
4x
Conversion
Rate
+50%
Click-Through
Rate

Source: Nielsen Catalina Research via the
Advertising Research Foundation May 2017
REACHING
THE RIGHT
AUDIENCE
THE
CREATIVE
50-80%

We can help with video creation & optimization
I have existing assets I’m starting from scratch
Use our new directory at YouTube.com/Ads
to contact YouTube-approved video
production partners that can create the
right video ad for you.
We can help recut and edit your existing
footage to work as a direct response ad on
YouTube. We can also make ads out of
static assets like images and logos.

Wrapping it up
● The majority of time on the Internet will be spent on online video -
Will you be there?
● YouTube for Action was created for performance oriented
businesses
● We have support in place including free video creation to help
you get started with YouTube now!

.The recipe for profitable customer journeys.
.Personas, Experiences and Attribution.
More at JohnAlexanderRowley.com/playbook
JohnAlexanderRowley
@JohnARowley

JohnAlexanderRowley
@JohnARowley

.Jack’s lightbulb moment.
Google TV Social Store Affiliate
JohnAlexanderRowley
@JohnARowley

Better customer experiences.
.Better customer loyalty.
.Better revenue growth.
JohnAlexanderRowley
@JohnARowley

.Profitable.
Performance
analysis
.Customer.
Persona
marketing
.Journeys.
Creating lasting
moments
JohnAlexanderRowley
@JohnARowley
.Marketing spend should deliver....

.Part one.
.Marketing to people.
JohnAlexanderRowley
@JohnARowley

.Ann Summers know their audience.
JohnAlexanderRowley
@JohnARowley

.Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”
JohnAlexanderRowley
@JohnARowley

.Chloe.
for nights out
on before I buy”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
“Modern technology
confuses me”
JohnAlexanderRowley
@JohnARowley

.Chloe.
for nights out
on before I buy”
.Keith.
Highly political, taxi driver
Regularly researches car
parts on forums
“I’m not giving my
data to the devil”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
confuses me”
JohnAlexanderRowley
@JohnARowley

.Chloe.
on before I buy”
28-day payment terms
Returns policy adverts
.Keith.
“I’m not giving my
data to the devil”
On-site security guarantee
Guest checkout
.Sandra.
confuses me”
Simple checkout
Guided selling chatbot
JohnAlexanderRowley
@JohnARowley

35 - 40yr old females
shown lipstick range
.Segmented.
Purchased a snack.
Would you like a drink?
.Behavioural.
“Hey John, Your BMW is
ready for collection”
.Individual.
.Three levels of personalisation.
JohnAlexanderRowley
@JohnARowley

.1-to-1 experiences with AI.
JohnAlexanderRowley
@JohnARowley

.Part two.
.Moments that leave an impression.
JohnAlexanderRowley
@JohnARowley

.Introducing ‘Micro-moments’.
JohnAlexanderRowley
@JohnARowley

"People don't
buy what
you do, but
why you do
it"
Simon Sinek
.Consideration.
9/10customers rate
free delivery as
the #1 incentive
.Purchase.
63%more likely to
purchase when
reviews present
.Retention.
CUSTOMER JOURNEY
1/3purchase from a
competitor if
you’re not there
.Awareness.
.Be there.
JohnAlexanderRowley
@JohnARowley

.Page speed. + .Time to find solution.
= .Speed of experience.
.Be quick.
JohnAlexanderRowley
@JohnARowley

.Be useful.
.1.
Unlock your
phone
.2.
Locate your
top left app
.3.
Useful? Put
phone away
JohnAlexanderRowley
@JohnARowley

.Context: What time is it?.
JohnAlexanderRowley
@JohnARowley

.Multi-channel moments.
Google Store
Store Affiliate
JohnAlexanderRowley
@JohnARowley

.Part three.
.Data-driven profitability.
JohnAlexanderRowley
@JohnARowley

.£100.
.Social executive. .Media buyer. .Search agency. .Store manager. .Affiliate partner.
Facebook
made £100
The TV ad
generated
£100
£50 spend
returned
200% ROAS
I sold a £100
lightbulb
I want the
£100 sale
commission
JohnAlexanderRowley
@JohnARowley

TV Store Affiliate
£100
Last click
Google Social
£0 £0 £0 £0 £100
JohnAlexanderRowley
@JohnARowley

TV Store Affiliate
£100
Last click
First click
Google Social
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
JohnAlexanderRowley
@JohnARowley

TV Store Affiliate
£100
Last click
First click
Time
Google Social
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
JohnAlexanderRowley
@JohnARowley

TV Store Affiliate
£100
Last click
First click
Time
Position
Google Social
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£40 £6.66 £6.66 £6.66 £40
JohnAlexanderRowley
@JohnARowley

TV Store Affiliate
£100
Last click
First click
Time
Position
Google Social
£40 £4 £6 £10 £40Custom
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£40 £6.66 £6.66 £6.66 £40
JohnAlexanderRowley
@JohnARowley

TV Store Affiliate
£100
Last click
First click
Time
Position
Google Social
£40 £4 £6 £10 £40Custom
£0 £0 £0 £0 £100
£100 £0 £0 £0 £0
£5 £10 £15 £20 £50
£40 £6.66 £6.66 £6.66 £40
£12 £18 £3 £65 £2Data
JohnAlexanderRowley
@JohnARowley

.Data-driven transparency.
JohnAlexanderRowley
@JohnARowley

.Multi-channel attribution.
Google Store
Store Affiliate
JohnAlexanderRowley
@JohnARowley

Time
2017
Spend
2017
Time
2018
Spend
2018
Time
2019
Spend
2019
Digital 50% 64% 51% 66% 52% 68%
TV 32% 22% 31% 21% 30% 21%
Radio 15% 2% 15% 2% 15% 2%
Print 3% 12% 3% 11% 3% 9%
.Investment intelligence.
.Increasing.
.Decreasing.
.Stable.
.Decreasing.
JohnAlexanderRowley
@JohnARowley

.Data.
.= Continuous learning.
.= Evolution.
JohnAlexanderRowley
@JohnARowley

.Conclusion.
.Profitable Customer Journeys.
JohnAlexanderRowley
@JohnARowley

.Profitable.
Attribution
Data-driven
Smart investments
JohnAlexanderRowley
@JohnARowley

.Customer..Profitable.
Attribution
Data-driven
Smart investments
Personas
Solutions
Personalisation
JohnAlexanderRowley
@JohnARowley

.Customer. .Journeys..Profitable.
Attribution
Data-driven
Smart investments
Personas
Solutions
Personalisation
Micro-moments
There, Quick, Useful
Omni-channel
JohnAlexanderRowley
@JohnARowley

.One more thing....
JohnAlexanderRowley
@JohnARowley

.Who defines digital transformation?.
.Customer. .Company.
.
.Tech provider.
.
.Subject expert.
.
JohnAlexanderRowley
@JohnARowley

.Customer.
.To transform.
.requires demand.
.Company. .Tech provider. .Subject expert.
JohnAlexanderRowley
@JohnARowley

.Customer.
.To transform.
.requires demand.
.Company.
.To transform.
.requires objective.
.Tech provider. .Subject expert.
JohnAlexanderRowley
@JohnARowley

.Customer.
.To transform.
.requires demand.
.Company.
.To transform.
.Tech provider.
.To transform.
.requires platforms.
.Subject expert.
JohnAlexanderRowley
@JohnARowley

.Customer.
.To transform.
.requires demand.
.Company.
.To transform.
.Tech provider.
.To transform.
.requires platforms.
.Subject expert.
.To transform.
.requires vision.
JohnAlexanderRowley
@JohnARowley

.Download the Digital Marketing Strategy Playbook.
.JohnAlexanderRowley.com/Playbook.
.Tweet @JohnARowley.
.or connect on LinkedIn.
JohnAlexanderRowley
@JohnARowley

Digital marketing for Future Focused Businesses

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