digital marketing strategy - presented at sheffield hallam univesity
DESCRIPTION
TRANSCRIPT
Audience & Customer Analysis
Competitor SWOT Analysis
Web Analytics Performance
Usability, Content & Structure Review
Situation Analysis: How well are we using digital marketing right now?
Mission Goals Reporting
Objective Setting: What do we want to achieve?
Audience Profiling & Targeting
Market Proposition & Brand Content Strategy
Strategy: How can we achieve our goals?
Offline Comms Strategy
Tactics: Which digital marketing activities will we do and how?
ACQUIRE CONVERT ENGAGE
Search Engine Optimisation (SEO)
Pay Per Click
Affiliate and Partner Marketing
Display Advertising
Acquisition Email Marketing
Social Media Marketing
Content & Design Effectiveness
Landing Page Design Efficacy
Sign-Up Process Ease-of-Use
Review of All Calls-to-Action
Social Media Marketing
Offer Messaging
Content Marketing
Newsletters
Event-Triggered Email Marketing
Customer Service & Support
Website Personalisation
Social Media Markerting
Tactics: Which digital marketing activities will we do and how?
ACQUIRE CONVERT ENGAGE
Search Engine Optimisation (SEO)
Pay Per Click
Affiliate and Partner Marketing
Display Advertising
Acquisition Email Marketing
Social Media Marketing
Content & Design Effectiveness
Landing Page Design Efficacy
Sign-Up Process Ease-of-Use
Review of All Calls-to-Action
Social Media Marketing
Offer Messaging
Content Marketing
Newsletters
Event-Triggered Email Marketing
Customer Service & Support
Website Personalisation
Social Media Markerting
Audience Profiling & Targeting
Market Proposition & Brand Content Strategy
Strategy: How can we achieve our goals?
Offline Comms Strategy
Mission Goals Reporting
Objective Setting: What do we want to achieve?
Audience & Customer Analysis
Competitor SWOT Analysis
Web Analytics Performance
Usability, Content & Structure Review
Situation Analysis: How well are we using digital marketing right now?
Situation
2
4
4
5
8
9
9
12
30
31
42
57
To do some shopping
To answer my phone/use my mobile
To stay overnight at the hotel (eg Travel Lodge, Travel Inn) there
To meet someone/use as a meeting point
My children were restless
I planned to stop at a specific service area during my journey
There was nowhere else to eat/buy a drink
The driver was too tired to carry on
Stopped to stretch my legs, break from driving, fresh air etc
To refuel the car
To grab a quick bite/drink
I/the passengers needed a toilet break
%
Main reasons to stop at roadside services, April 2010
Roadside services that consumers use, April 2010
1
3
5
5
6
9
17
19
27
37
38
43
82
Entertainment facilities (eg video arcade)
Accommodation
Picnic area
Table service/full-service restaurant
Children's facilities/services
Branded retail shop (eg Boots)
Cash machines
Grocery shop/convenience store
Fast food outlet
Self-service restaurant/cafeteria
Coffee shop
Petrol station
Toilets
%
Attitudes towards roadside catering facilities, April 2010
3
6
7
8
14
15
15
17
19
20
21
22
29
I may be more inclined to stop if the facilities/brands were better advertised
I would prefer to use a drive-thru facility
I’d be more likely to stop if there were better/more upmarket food (eg CaféRouge)
I’m worried about the food safety with roadside catering vans
I’d rather not stop – I just want to get from A to B
I tend to stop for the branded outlets/products eg Costa Coffee or Marks &Spencer Simply Food
I sometimes stop at them even though I hadn’t planned to
I don’t pass them/rarely take long journeys
I like to stop so I don’t get too tired at the wheel
I pack food from home
The food quality/range is poor
I use them as I like to break up my journey
I don’t stop for long
%
Objectives
1. Drive footfall2. Increase visitors3. Build loyalty4. Increase spend5. Reinforce brand6. Communicate
effectively7. Encourage interaction
Strategy
Reach – Search Marketing
Keyword Theme Universe
Brand keyword themes‘little chef restaurants’
Generic keyword themes‘roadside services’
Route planning themes‘route planner’
Peripheral themes‘family day out’
Keyword Universe Applied to
Key Audiences
PPC to Promote Specific Messages at Key Time
Onsite SEO: Relevance
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Onsite SEO: Accessibility
Onsite SEO: Considerations
Offsite SEO
Offsite SEO – Links
This is text about Little Chef restaurants
<a href=“http://www.littlechef.co.uk/” rel=“external”
target=“_blank” title=“Visit Little Chef website”>Little
Chef</a>
Offsite SEO –Building Links
Offsite SEO – Building Links
Google Business Ads
Reach –Social Media
Reach – Affiliates & Partners
Payment
Reach –Email Marketing
Act & Convert – Website
Restaurant Search
Route Planner
Menus
Restaurant Page
Promotions
Friends
News
Feedback/Service
Games
Share Ideas
Q&A
BlogsTeam Profiles
Contact
CareersShop
Offers
Staff Channel
Act & Convert – Mobile
Engage – CRM
Engagement – Email Marketing
Engagement – Social Media
Budget
Tactics: Which digital marketing activities will we do and how?
ACQUIRE CONVERT ENGAGE
Search Engine Optimisation (SEO)
Pay Per Click
Affiliate and Partner Marketing
Display Advertising
Acquisition Email Marketing
Social Media Marketing
Content & Design Effectiveness
Landing Page Design Efficacy
Sign-Up Process Ease-of-Use
Review of All Calls-to-Action
Social Media Marketing
Offer Messaging
Content Marketing
Newsletters
Event-Triggered Email Marketing
Customer Service & Support
Website Personalisation
Social Media Markerting
Audience Profiling & Targeting
Market Proposition & Brand Content Strategy
Strategy: How can we achieve our goals?
Offline Comms Strategy
Mission Goals Reporting
Objective Setting: What do we want to achieve?
Audience & Customer Analysis
Competitor SWOT Analysis
Web Analytics Performance
Usability, Content & Structure Review
Situation Analysis: How well are we using digital marketing right now?
Tactics: Which digital marketing activities will we do and how?
ACQUIRE CONVERT ENGAGE
Search Engine Optimisation (SEO)
Pay Per Click
Affiliate and Partner Marketing
Display Advertising
Acquisition Email Marketing
Social Media Marketing
Content & Design Effectiveness
Landing Page Design Efficacy
Sign-Up Process Ease-of-Use
Review of All Calls-to-Action
Social Media Marketing
Offer Messaging
Content Marketing
Newsletters
Event-Triggered Email Marketing
Customer Service & Support
Website Personalisation
Social Media Markerting
Audience Profiling & Targeting
Market Proposition & Brand Content Strategy
Strategy: How can we achieve our goals?
Offline Comms Strategy
Mission Goals Reporting
Objective Setting: What do we want to achieve?
Audience & Customer Analysis
Competitor SWOT Analysis
Web Analytics Performance
Usability, Content & Structure Review
Situation Analysis: How well are we using digital marketing right now?
