sleeping giant media digital summer series 6 of 6 - digital and traditional marketing

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Digital and traditional marketing

-Strengths of digital marketing

-Integrating traditional and digital marketing

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http://www.sleepinggiantmedia.co.uk

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Set up in 2008/9 PPC, SEO and Social Now 30 people

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

GiantSleeping



t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

The summer series

- Talks will start again in the new year

-Completely free

-Covering various areas around digital marketing

- Please feel free to use social throughout!

-@sleepinggiantM #gianttalks

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The Strengths of Digital Marketing


Digital marketing

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-Strategy

-Goals

-Knowing your audience



Strengths?


Strengths

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-Easily measurable

-Great for targeting & segmenting

-Good for engagement -Cost

effective -Help your exposure



Easy to Measure/Track


Measuring

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-Ability to track and measure almost anything…




Measuring

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-Real time measurement

-Optimise more quickly

-Measure site performance

-Measure visitors behaviour

-Measure conversions



Targeting & Segmenting


Targeting

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-Optimise content to fulfil audience need

- Track your audience behaviour for online and offline marketing

-Use A/B testing to refine performance

-Listen to your audience



Engagement


Engagement

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-Engage on your blog through comments

- Engage via newsletter

- Engage on social

- Respond quickly to complaints

- Build trust



Exposure


Exposure

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-Leverage internet devices

-Use different channels

-Ability to play amongst bigger brands



Cost Effective


Cost effective

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-Fast to react / optimise

- Reach a wider audience

- Track your performance

-Ability to switch channels easily

- Easier to measure ROI



In Summary


Summary

-Track performance and optimise

-Know/listen/understand your audience and target it

-Use a wide range of channels

- Engage with your audience

-Make your budget more efficient

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Tools

-Google Analytics (free)

-Google Webmaster Tools (free)

- Facebook Insights (free)

- Twitter Analytics (free)

- Freespee & responsetap (call tracking - paid)

-Optimizely (A/B testing - paid)

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Integrating Traditional and Digital Marketing


Firstly

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-We, even as a digital agency, would never tell you to ignore traditional marketing

- It is still important, as it always has been

- It is just that with digital in the mix it is now important to use and integrate both forms of marketing

-Use the strengths of each, plan and measure their effectiveness



What’s the difference?


Traditional marketing

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-Newspaper and magazine advertising

- TV and radio advertising

-Direct mail

- Billboards

- Traditional face-to-face events

-And more…..




Strengths of traditional marketing

-Great for reaching a wide target audience

-Good for brand awareness

-Good at hitting people passively

-Can be used in specific markets or geographically

- Face-to-face events are a good way to put a face to a company

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Digital marketing

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- Websites

- Pay per click (AdWords)

- Search engine optimisation

- Email marketing

- Social media

- Online advertising

- And more




Strengths of digital

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-Great for hitting consumers directly

-Very targeted

- Incredibly measurable

-Chance for greater engagement

- Real time results

-Not intrusive

- Can level the playing field for small businesses



Things to consider


Planning

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-Think about your audience and which channels will work best for them

-Make sure your messages, branding, tone of voice and products are the same across digital and traditional media

- Plan everything upfront

-What do you want people to do at each stage

-Make sure it’s manageable

-Make sure it’s measurable



Don’t be worried if you aren’t doing it yet


Examples

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I looked through

- these papers

- some magazines

-billboards

- TV

-and more




Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Some ideas for integration


Events

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-Set up a twitter account for the event if it’s going to be regular

-Use a hashtag to allow people to have a conversation that goes on before during and after the event

#Gianttalks

#EastKentB2B

#Mueslimafia

#Crufts




Events

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-Look for groups on LinkedIn and start conversations about the event there




Events

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-Find people that are influencers in your market on Twitter and LinkedIn

-Advertise the event in local press, radio and get a press release out

-Mention the hashtag and social media you have created in the offline advertising

-You can run pay per click advertising to back it up

-Make sure you have relevant content on your website




Advertising

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-Ask people to follow you on social media in your adverts

-Give them a reason to follow you:

-Offer exclusive deals and discount codes

-Offer extra content

-Offer advice and help

-Ask for their feedback

-Get them involved in the conversation

-Use call tracking




Lidl

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Lidl

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Direct mail or hand outs

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- If you are targeting a specific geographical area

-You can include a QR code or social media to follow

-Use PPC with geographic targeting

- Target keywords that are in the flyer to make sure you are found when people search for more information

- For any offline advertising, set up specific landing pages with an easy url to remember. Include information and a call to action




Examples

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Examples

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Examples

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Tu Clothing

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In Summary


Summary

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RadioNewspaper ads

Social media

Direct mailWebsite

Measure

Marketing Balance

PPC

Consumer




Summary

-Think about who your audience is and what media they will use

-Work out what platforms you want to use and integrate

-Make sure you plan what you want people to do at each stage

-Make sure you set up goals and tracking

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Thanks for listening, any questions? !!This presentation will be sent out to attendees