Digital Marketing At Speed - Anthony Klokkou

Digital Marketing at Speed

@AnthonyKlokkou

Please Stand Up!

Sit down when you think you would of picked a site to click

Sit down when you think you would of left the site to find another

Sit down when you think you would of left the video to find another

Take Aways

Consumers have less time and tolerance, they want in now Understanding your customers’ need in the moment is key to successSearch and Social can be utilised to meet the customer need

Take Aways

2.5bnUsers of Google Search

100bnSearch queries conducted every month

6,000Search queries every second that Google

has never, ever seen before

Confidential & Proprietary2015 2016 201720142013

MOBILEEXCEEDS

THE DESKTOP

2015WELCOME TO

Confidential & Proprietary

74% of UK consumers have a smartphone

Source: Mintel Digital Trends (Winter) - UK - December 2014

Confidential & Proprietary

BY 202090%

source: Mobile Report, Nielsen IBOPE – entre usuários de smartphones- agosto de 2014 –

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 17

Awareness

Golden Triangle - 2005

80% looked at the knowledge graph

44% clicked on it

Awareness

‘Near Me’ - Searches

Convenience wins

Awareness

Take Aways

More Complex Journey

Consumer Path to Purchase Now

Shopper

Retailer Websites

Search

Social Networks

Price check

Mass Media

Vloggers

Store Visits

Family & Friends

Store Purchase

Purchase Online

Access to information has changed our purchase process…

Consumer consults an average of

10.4 sources before purchasing 2X

the number consulted just

one year before

Purchasing funnel Consumers take a multi-device path to purchase

Awareness

• What are our audience’s needs

• Their concerns, interests & motivations

• Their lifestyle limitations/opportunities

Understanding our audience

Awareness

• Sports Supplements

http://answerthepublic.com/

Demographic, Geographic and Interest Data

Google Keyword & Display PlannerGender Age

Parental Status

Awareness• Not confident with their physical appearance

• Looking for outlets for stress

• January is a peak period for search

• High % Mobile & Tablet usage

Take Aways

Meet Tom…

Awareness

Meet the “Sports Shop”

Awareness

Give Tom what he wants… when he wants it

What might Tom be interested in?

• Marathon training with limited time?

• What should I be eating?

• Is running at night safe?

• Can I run on an empty stomach?

• Running routes around Kent

What are the situational considerations

• Limited time for training

• Lunch time training

• Lunch time researcher

• Limited research time

• High mobile dependancy

• Research during commuting

Who are his influencers

• Mens Health

• Runners World

• Running bloggers

• Training enthusiasts

Awareness

Route guides

Diet planning

Training plans

Give him what he wants… when he needs

Awareness

Consideration

Purchase

Loyalty

See Think DO Care

Awareness

• Researching & Consideration

• Generate useful Q&A based content

• Ensure it is accessible on mobile (AMP)

• Target key times and devices

• Engage with Tom’s influencers

• Answer Tom’s questions

• Make yourself an influencer

Awareness

Consideration

Purchase

Loyalty

See Think DO Care

Awareness

People visit your site

Visitors areadded to yourremarketing list

Show them your adswhile they browse

the web

Make the most of visitors and capture them for later!

Awareness

• Deliver relevant content:

1) Insert image selling running shoes for Marathon

2) Insert second images of ‘top ten content’

Running amarathon?

Awareness

• Deliver relevant content:

1) Insert image selling running shoes for Marathon

2) Insert second images of ‘top ten content’

Top 10 training tipsfor marathon runners

Awareness

Consideration

Purchase

Loyalty

See Think DO Care

Awareness

• Respond to buying signals:

Awareness

Consideration

Purchase

Loyalty

See Think DO Care

Take Aways

Digital Marketing At Speed - Anthony Klokkou

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