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DESCRIPTION
Bsc Agency - Customer Journey
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© WAA 2013. All rights reserved
HELLO
EarnedOwnedPaid
THE MEDIA LANDSCAPE
SEO
Incentivise User-Generated Contentcontributes to SEO / social signals + long tail
Improve Accessibilityno errors, good redirects, load speed etc.
Grow Brand AwarenessPR, press, source diversity, social mentions
Add + Improve Contentvirality, sharing, topic relevance, keyword targeting etc.
Optimise Social Signalsincrease followers/friends, tweets/shares/votes, engagement on social platforms
Target the Right Keywordshigh competition, low competition, strong ROI
Diversify Link/Traffic Sourceshigh competition, low competition, strong ROI
Compete in Vertical ResultsLocal/maps, video, blogs, news, images etc.
Improve Traffic MetricsBrowse rate, bounce rate, time on site etc.
100 Other ThingsThat wouldn’t fit on this diagram
SEO
Incentivise User-Generated Contentcontributes to SEO / social signals + long tail
Improve Accessibilityno errors, good redirects, load speed etc.
Grow Brand AwarenessPR, press, source diversity, social mentions
Add + Improve Contentvirality, sharing, topic relevance, keyword targeting etc.
Optimise Social Signalsincrease followers/friends, tweets/shares/votes, engagement on social platforms
Target the Right Keywordshigh competition, low competition, strong ROI
Diversify Link/Traffic Sourceshigh competition, low competition, strong ROI
Compete in Vertical ResultsLocal/maps, video, blogs, news, images etc.
Improve Traffic MetricsBrowse rate, bounce rate, time on site etc.
100 Other ThingsThat wouldn’t fit on this diagram
EARNED MEDIA MARKETING
Social media
Strategy
Data
Content
SEO
IA / U
X
PR
Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
Siloed interactions confuse and disrupt experiences
Unified experiences build brand equity and revenue
“It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences.” Content And Commerce: The Odd Couple Or The Power Couple? Peter Sheldon and Stephen Powers Forrester Research, Inc
STRATEGIES
• Blend real-time product data with inspirational content
• Establish content guidelines - brand, design, content & ToV
• Creative control over layout, style and navigation
• Deepen the experience with rich media
• Personalise the experience with relevant content
• Build community and loyalty with social media
• Expand engagement and improve SEO
• Incremental innovation
STRATEGIES
• Hire like you’re a publisher
• Invest in technologies that break content silos and disjointed experiences
• Empower e-commerce and marketing professionals to incrementally transform their online stores with visually engaging experiences and immersive content
• Build community and loyalty with social media
THE RESULTS
1. Increased visitor traffic and engagement
2. Greater brand awareness and consistency
3. Improved SEO and higher traffic from earned media
4. Higher conversion rates and revenue
5. Improved customer loyalty
© WAA 2013. All rights reserved
THANK YOU
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