Top tips to step change your digital marketing strategy A bit about - - PowerPoint PPT Presentation
Top tips to step change your digital marketing strategy A bit about me... Name : Lilia Dikova Position : Head of Digital Company : Make it Cheaper Industries : FMCG, Travel, Publishing, Utilities and Finance Biggest passion in my life : Digital
Top tips to step change your digital marketing strategy
Name: Lilia Dikova Position: Head of Digital Company: Make it Cheaper Industries: FMCG, Travel, Publishing, Utilities and Finance Biggest passion in my life: Digital Marketing Second biggest passion in my life: History
A bit about me...
A bit about this talk….
How many digital channels do businesses use on average?
Digital landscape
How many businesses put 50%-80%
Digital landscape
Search
Paid Social
Digital landscape - media costs year on year
Display
Google Algorithm updates
Social Algorithm updates
Digital landscape - algorithm updates across organic
GDPR Articles
Sections of today’s talk EXPERT ADVANCED FUNDAMENTALS
Fundamentals
Invest in a marketing tech stack or website analytics
FUNDAMENTALS STEP 1
Place business website goals. Identify the primary and secondary objectives.
A B
Avoid tech fragmentation. Leave ample time to complete a tech integration.
C D
PRO TIPS
Invest in Insights & Analytics resource
FUNDAMENTALS STEP 2
Complete a website audit Induct them into the business
A B
Campaign tracking: floodlights and pixels Website tracking: correct tagging across the website
C D
PRO TIPS
Invest time in comprehensive UTM tagging
FUNDAMENTALS STEP 3
Naming convention structure URL Builders: Source, Medium, Campaign,Term, Content
A B
Use a coding frame. Keep it consistent.
C D
PRO TIPS
Advanced
ADVANCED STEP 1
Introduce multiple paid channels
Load marketing email lists and create custom or LAL audiences Produce a plan starting from lower funnel and moving up
A B
Uplift on other channels - the halo effect (assists) Test one new channel at a time live for at least 2 months
C D
PRO TIPS
Maintain owned and earned media presence
ADVANCED STEP 2
Optimise pages, emails and publish at the right time Keep posting on your organic social channels
A B
Integrate and seed organic Complete tech SEO fixes before going wild with content
C D
PRO TIPS
Understanding what good looks like
ADVANCED STEP 3
Overlay business metrics with help from finance ROAS vs ROI and +/-
A B
Align KPIs according to the funnel Work with your sales team to convert the funnel
C D
PRO TIPS
Align KPIs according to the funnel
ADVOCACY AWARENESS FAMILIARITY CONSIDERATION PURCHASE
Primary
audiences for retargeting
leads
ORGANIC CHANNELS PAID CHANNELS
Website & SEO
Social CRM eShots
MIX
OBJECTIVES
Secondary:
Primary
leads
PPC Social Display
MIX
OBJECTIVES
Secondary:
Expert
Deploy a customer-centric audience strategy
EXPERT STEP 1
Categorise users based on behaviour, product interest and media consumption Place the customer at the heart of every single activity
A B
Deploy segments according to the appropriate media channels Create profiles based on demographics
C D
PRO TIPS
Personalise experiences for higher conversion
EXPERT STEP 2
Understand their behaviour and movement Categorise the top 5 audience segments
A B
Use dynamic adverts for better engagement and personalised journey Personalise landing pages based on these top 5 profiles
C D
PRO TIPS
High level of personalisation
A combination of multiple channels and audiences will help us create a full circle and achieve better conversions
1st party (CRM+direct website behaviour)
Understand attribution models and their +/-
EXPERT STEP 3
Apply multi touch attribution such as Markov Understand +/- of first touch and last touch attribution
A B
Give credit where credit is due Utilise machine learning
C D
PRO TIPS
Lilia Dikova Sharing is caring! Keep connecting. Keep sharing. @DikovaLilia