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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
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
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. [email protected] w. www.sleepinggiantmedia.co.uk 17
Awareness
Golden Triangle - 2005
80% looked at the knowledge graph
44% clicked on it
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 18
Awareness
‘Near Me’ - Searches
Convenience wins
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
More Complex Journey
Consumer Path to Purchase Now
Shopper
Retailer Websites
Search
Social Networks
Ideas
Price check
Mass Media
Vloggers
Store Visits
Family & Friends
Store Purchase
Purchase Online
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 23
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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 25
Awareness
• What are our audience’s needs
• Their concerns, interests & motivations
• Their lifestyle limitations/opportunities
Understanding our audience
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 26
Awareness
• Sports Supplements
Understanding our audience
http://answerthepublic.com/
Demographic, Geographic and Interest Data
Google Keyword & Display PlannerGender Age
Parental Status
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 31
Awareness• Not confident with their physical appearance
• Looking for outlets for stress
• January is a peak period for search
• High % Mobile & Tablet usage
Understanding our audience
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
Meet Tom…
Meet the “Sports Shop”
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 45
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
it
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 54
Awareness
Consideration
Purchase
Loyalty
See Think DO Care
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 56
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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 57
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!
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 60
Awareness
• Deliver relevant content:
1) Insert image selling running shoes for Marathon
2) Insert second images of ‘top ten content’
Running amarathon?
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 61
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
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 63
Awareness
• Respond to buying signals:
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk 64
Awareness
Consideration
Purchase
Loyalty
See Think DO Care
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
