agile digital marketing

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Agile Digital Marketing … … thoughts and a recent Barclays case study Oct 25 th 2012 Julian Brewer

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This is a presentation that was recently delivered to a small but knowledgable group of clients who were interested in recent Digital Marketing practice. The presentation and its case study highlights the growing influence of insight driven agile web experience development.

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Page 1: Agile digital marketing

Agile Digital Marketing …

… thoughts and a recent Barclays case study

Oct 25th 2012

Julian Brewer

Page 2: Agile digital marketing

Agile digital marketing approach

How can we create a rigid marketing plan for 12 or 24 months when things change so quickly? In launch and ‘start up’ mode we require an ‘agile marketing plan’:

•A short living document less than 4 pages long (ideally less)

•Looks no more than a six month into the future, one to three months if appropriate

•Clearly articulates target markets and customers

•States specific, measurable goals

•When planning to acquire customers, focuses on our unique buyer’s needs and their journey not on our ‘sales funnel’

•Allocates a majority of the budget to proven programs (if and when we know them)

•Invests some resources to testing new, speculative media

•Acts and reacts real-time in the digital space

•Is based on learning’s as it progresses, outcomes driven (i.e. testing, optimisation programs, analytics & B.I.)

Page 3: Agile digital marketing

“But if you have no objective, then any measurement will do … “

Page 4: Agile digital marketing

Agile Digital marketing continuous improvement

Page 5: Agile digital marketing

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Marketer & machine need to be a team

Page 6: Agile digital marketing

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Barclays 2011/12 ISA case study….

Page 7: Agile digital marketing

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Web marketers now look at converting their existing web traffic through better contextual

targeting and engaging UX. The

website itself becomes the agile listening post &

persuasive marketing tool.

Page 8: Agile digital marketing

The front door … is a major listening post

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Page 9: Agile digital marketing

Deep linking builds more knowledge …

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Page 10: Agile digital marketing

Building the picture …

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Page 11: Agile digital marketing

Feeding the model …

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Page 12: Agile digital marketing

Know your customer …

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Page 13: Agile digital marketing

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Proportion of visitor base we hold data for

Pre

dict

ive

qual

ity o

f dat

a

Automated

Rules based

Page 14: Agile digital marketing

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Page 15: Agile digital marketing

The use of time based data changes everything … agile imperative

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Data around

the eventAfterBefore

Page 16: Agile digital marketing

Feeding the rules through analysis …

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Page 17: Agile digital marketing

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Think about great sales people and what do they do that’s so

magical. Firstly they listen and then treat each of their

customer’s as individuals and cater to their

unique and changing needs

Page 18: Agile digital marketing

Highly engaged ISA customers who visited the homepage

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Page 19: Agile digital marketing

Personal home page – carousel lock targeted audience

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Page 20: Agile digital marketing

Optimising the full journey (including offline)

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“Barclays Mortgages”

Page 21: Agile digital marketing

Feeding insight both ways …

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Page 22: Agile digital marketing

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If you’ve enjoyed listening or would like to get in

touch ..

07598 261665

01732 454014

[email protected]