10X Digital Marketing

Agenda

● Marketing world and key drivers● Framework for delivering 10X marketing● Passing ownership back to clients● Maximising your marketing ROI

Introducing Stuart Ross

● I can carry a sword in public and drive my sheep over London Bridge

● 18 years retail, 8 years scale up○ Brought Wok to the UK○ Launched created the number UK 1

retail website○ Introduced the meal deal○ Received marketer of the year award in

Japan● Worked directly with >400 high growth

organisations● Hallam Managing Director

4

To help businesses and brands thrive in a world where success has a digital pulse

Our mission

Most recommended digital agency 2018Winners of The Drum Grand PrixBest Overall National Agency 2018 - 40-99 staff

Best forSearch

Best forUsability

Best forClient service

Best forDigital full service

The marketing environment is changing….

On average, each person is exposed to 5,000 advertising messages per day

Importance of branding is increasing in a sea of marketing complexity

We expect assistance in every moment

ImpatientDemandingCurious

Our research process has changed fundamentally...

1999

2019

Research Purchase

Online Research Offline Research

Online Research Offline Research

Source: Google Consumer Barometer

This inherent digital naturehas evolved to complex consumer journeys

Full Customer Journey

MarketingAutomation Personalisation

2019 Marketing Drivers

A clear framework is needed….

A ‘future proofed’ framework that integrates online and offline marketing

Brand

Why

It start with the why

Why?

How?

What?

Source: Simon Sinek

It starts with the brand...

Characteristics

Benefits

Values

Personality

Promise

What values does this bring to the brand

What are the benefits to your business?

What is distinctive?

What type of personality does this give your brand

What statement summarises your brand vision/your reason why?

Understand your customers

Strategy

Vision

Where are we competing?

How are we competing?

Implementation agenda

There are only 5 Ways to Compete Strategically

Product LeaderIt costs more but it is worth it

Cost LeaderI can’t believe the value

Convenience LeaderIt’s all so hassle free

Service LeaderThey offer such great advice and support

Solutions LeaderIt’s exactly the solution I was after

Gain clear strategic focus

Develop a digital strategy that gives you the ‘edge’

Create

Source: Nielsen Catalina Research via the Advertising Research Foundation May 2017

REACHING THE RIGHT AUDIENCE

THE CREATIVE50-80%

Create great content...

Be found

Nurture

Managing every touchpoint is becoming more time consuming and complex

Move to an ‘always on’ Marcoms strategy

Research Shows Share of Voice Drives Share of Market

Convert

Engage

A ‘future proofed’ framework that integrates online and offline marketing

Sequence of passing back to company and creating a Martech stack

Company Outsource Strategy Skills Technology

QuestionsWhat works?

What is the objective?

What technology is already in place?

What skills are in place?

What is your budget?

How will you measure success?

A phased implementation approach from the outside….

Company

Agency

Ultimately any marketing activity must deliver for your business

Created an unlimited marketing budget

Acquisition cost

Lifetime value

Metrics that look good in a report don’t always affect organisational goals

Report Goals

CPC

CTR

CPA

Mismatched metrics

Business Goals

Lifetime Value

Revenue

Profitability

Calculate your Customer Lifetime Value

Avg. # of Transactions

Avg. Order

z

Gross Profit Margin

Lifetime Value

Marketing Investment

£Avg. Net PROFIT

Per customer

Operating Costs

%

Leading marketers are 1.5x more likely to use a consumer-centric metric,

like CLV, to measure success.

Conclusion

Thank Youstuart.ross@hallam.co.uk

hallam.co/get-stacked

AdWords Customer Match

Facebook Custom Audiences

> 70% of consumers turn to search, maps and YouTube when shopping or browsing

Agency 2018 Channel Gains Are Consistent With Marketer Spending Focus Areas

SEARCH DISPLAY VIDEO

Source: Emarketer- Digital Ad Spending UK, March 2018

11.6% 13.9% 29.9%

Use of Chatbots

Tailor content

Gamification