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Digital Marketing for the Technology sectorDecember 2015
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Who are Barracuda?· Dedicated digital marketing agency
· Recognised by our peers for expertise and innovation
· Blend of best in class and proprietary technology, including our own Panguin SEO algorithm analysis tool
· Collaborative working model
· 23 strong agency
· Wide range of clients, including technology sector
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Some of our Clients…
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Agenda for today· Introductions…
· The digital landscape today
· How customers behave
· The channels
· Opportunities and actionable insights
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THEN AND NOW – THE DIGITAL CUSTOMER JOURNEY
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Inspiration &
Discovery
Seek Advice Online
Compare Choices Online
Engage – Register &
Buy
Moments that
Matter
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Users are now Multi-Screen· 90% of tasks start on 1 screen and end on another.· Modern consumers check their Mobile devices 150 times
a day.
We need a more reliable host
Best practice in web hosting article
“web hosting”
Various tech publications
“Enterprise cloud hosting”
ISP website to request a call
Tech video
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Media Planning is not enough……
Media Planning
Creative with Impact
Campaign Manageme
nt
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Campaign reflects the Intent journey as well as X - Device
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SO, WHAT ARE THE CHOICES ?
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There’s a simple way to think about this…
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Across the whole web….
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On all devices, at all times of day
Midnight
3am
6am 9am 12pm 3pm 6pm 9pm
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HOW WE DO THAT ? PAID MEDIA
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1. Paid Search
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Best practice ads
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Further Advanced Options· Remarketing Lists for Search
· Customer Match
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Paid Search – Pro’s and con’s
Pro’s Con’sInstant Won’t target majority of
search engine traffic100% performance related
Capacity for wastage if improperly managed
Trackable Not ideal for brand building
Focused on the conversion
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2. Consider and Test YouTube
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Leveraging Value from
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YouTube – Pro’s and con’s
Pro’s Con’sPotential for cross device video exposure
Less conversion focused than other channels
No view, no pay on video adverts
Potential production costs
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3. Display Advertising. First some history…
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The History of Display
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The History of Display
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Layered Targeting delivers performance & ROI
Geographic
Demographic
Temporal
Geographic – UK weighted against performance
Technological – Browser, Device, ISP, connection
Demographic – Audience Look-a-likes, Age, Gender, Profession & Interest
Temporal – Month, Week, Day, Hour
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Media Placements by Target· Inspiration & Discovery Placement Samples – Industry Press
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Display advertising – Pro’s and con’s
Pro’s Con’sWide reach Can be more focused on
earlier in customer journey than on conversion
Can be bought on impressions or clicks
Can be expensive if not managed properly
Can support brand activity
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Generate Awareness & Buzz Product Information & Research
Drive Conversions Post Sales & Support
4. Social Advertising
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Social Advertising Platforms
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Social advertising – Pro’s and con’s
Pro’s Con’sBrand building Brand, not conversion
focusedCan be relatively cheapCan support wider social activity
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EARNED / OWNED MEDIA
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Local
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Google Street View – See Inside
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SEO (Search Engine Optimisation)
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Site Level (Technical) Optimisation · The foundation of SEO
· Underpinned by our Brightedge and Botify technology
· Issue identification and audit delivery
· Collaborative implementation with your web development team
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ResonanceRelevance
What youwant to say
What they’reinterested in
MAGIC
Adds value, is different
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24 Rules of Content
4 Rules of
ContentRelevant / brand Resonant Different Adds
value
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AS AN EXAMPLE – CREATION AND DISTRIBUTION
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An example - Musement film map
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An example - Musement film map
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An example - Musement film map
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And…
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And…
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Content Distribution
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SEO and Content – Pro’s and Con’s
Pro’s Con’s“Free” traffic Requires upfront
investmentLonglife Takes timeContributes to all parts of the journey
Risk
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REPORT ON EVERYTHING…
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Reporting
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SO, THE TAKEAWAYS…
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· Its about more than the desktop. Whatever the vertical…
· The conventional channels and funnel are gone
· Its about moments – this requires omnipresence
· Content is the glue that holds this all together
· Measure everything !