(c) 2012, Maurice Mulvenna
Innovative MarketingMaurice Mulvenna
School of Computing & Mathematics
(c) 2012, Maurice Mulvenna
Outline
Digital marketing
Local
(c) 2012, Maurice Mulvenna
Digital marketing
(c) 2012, Maurice Mulvenna
Digital marketing
Conversion
Optimisation
Advertising
Social
Measurement
(c) 2012, Maurice Mulvenna h"p://www.websiteop.miza.on.com
(c) 2012, Maurice Mulvenna Source: Jim Sterne
(c) 2012, Maurice Mulvenna
Funnel fodder• Iden.fying key phrases• Key phrases for paid search and ‘natural’ or organic search
Source: h"ps://adwords.google.co.uk/select/KeywordToolExternal
(c) 2012, Maurice Mulvenna
Content Tags
Links Ads
(c) 2012, Maurice Mulvenna
Content
(c) 2012, Maurice Mulvenna
Tags
h"p://www.hallam.biz/blog/2011/04/seo
-‐on-‐page-‐fa
ctors-‐crea.n
g-‐great-‐pages.html
(c) 2012, Maurice Mulvenna
Tags• On page op.misa.on:
• <.tle> tag = 4.9/5 (< 65 chars)• Keyword frequency and density = 3.7/5• Keyword in headings = <h1> = 3.1, <h2> = 2.8/5• Keyword in document name = 2.8/5• Meta name descrip.on = 2/5 (< 150 chars)• Meta name keywords = 1/5
Source: h"p://www.seomoz.org/ar.cle/search-‐ranking-‐factors
(c) 2012, Maurice Mulvenna
IrishTimes.com<meta name="descrip.on" content="Find the Latest Local and Interna.onal News including Sports, Analysis, Business, Weather and more from the Defini.ve Brand of Quality News in Ireland." />
<.tle>The Irish Times -‐ Breaking Local and Interna.onal News from Ireland</.tle>
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
Content/Tags
Be"er content
Be"er tags
(c) 2012, Maurice Mulvenna
Links
(c) 2012, Maurice Mulvenna
Ads
(c) 2012, Maurice Mulvenna
Content Tags
Links Ads
(c) 2012, Maurice Mulvenna
Content Tags
Links AdsOrganic SEO
(c) 2012, Maurice Mulvenna
Content Tags
Links AdsPaid SEO (PPC)
(c) 2012, Maurice Mulvenna
Content Tags
Links AdsOff-Site SEO
(c) 2012, Maurice Mulvenna
Content Tags
Links AdsOn-Site SEO
(c) 2012, Maurice Mulvenna
Social
• ‘Should I be using it?’
• ‘How to sell with it?’
• It’s social, have a conversation
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
Measurement
(c) 2012, Maurice Mulvenna
Analytics
• Bounce rate, segmentation, key words
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
Campaign Name Status£25.00Lifetime
Budget08/12/2011 1:00am – 08/26/2011 11:45pmDuration (London Time)
Audience Response
Clicks Connections
Select rows to edit Full Report
Campaign Reach
11,256Frequency
15.6Social Reach
0Connections
0Clicks
20CTR
0.011%Spent
£25.00
Ad Preview
Digital Marketing Degreeulster.ac.uk
Get an OnlineMarketing Degree fromUniversity of Ulster -Apply today for ourPostgraduateCertificate in DigitalMedia Communication
View on Profile · Create a Similar Ad
Targeting
This ad targets 24,860 users:
who live in the United Kingdomwho live in Belfastexactly between the ages of 21 and 30 inclusivewho graduated from college
Calculating suggested bid
Performance
Name Status Reach Freq. Social Reach Connections Clicks
11,256 15.6 0 0 20 0.011%
DMC Facebook Ad Completed
?
TargetedReachSocial Reach
?
?
?
08/05 08/08 08/11 08/14 08/17 08/200
1
2
3
Last 28 Days All Except Deleted
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? ? ? ? ? ?
Digital Marketing Degree
Edit Edit
CTR
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
Local
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
(c) 2012, Maurice Mulvenna
Postgraduate Certificate Digital Media Communication
ulster.ac.uk/dmc
(c) 2012, Maurice Mulvenna
Blend of expertise from
School of Communication academics
School of Computing & Mathematics academics
External visiting lecturers from industry
(c) 2012, Maurice Mulvenna
External academic validation
“developing innovative, postgraduate level workers who are life-long learners and leaders in their field”
(c) 2012, Maurice Mulvenna
External company validation
“‘Working with the DMC students on the Google Challenge has been a fantastic experience. Having such a professional, knowledgeable and enthusiastic team to help run a Pay Per Click campaign means so much to a new business”
(c) 2012, Maurice Mulvenna
Student validation
“The Postgraduate Certificate in Digital Media Communication gave me the skills, knowledge, and importantly, confidence to start applying for Digital and Social Media roles”
“The course was very well structured, reactive to student needs and always two-way”
(c) 2012, Maurice Mulvenna
Innovative marketing
Strategy
Capability of tools and techniques
Build your network of know-how
Upskill yourself (ulster.ac.uk/dmc)
(c) 2012, Maurice Mulvenna
Thank you for listening
@mauricemulvennamd.mulvenna at ulster.ac.uk
ulster.ac.uk/dmc