Chris Phillips from tmwi Digital Marketing Introduction

Agenda

Chris Phillips – Conference Introduction

Kirsty Hulse – When Our Affair With Content Means We Cheat On Customer

Experience

Dave Oldacre – Thinking “SEO First”

11:45am (ish) Break

Gareth Phillips – Creative Led Programmatic: Combining Targeted Automated

Advertising With Quality Aligned Messaging

Jono Alderson – Digital Marketing by Numbers – Objectives, Goals & KPIs

1pm: Lunch

David Brown – Crawl Efficiency & Fixing Common Crawl Issues

Gary Taylor – Data Analytics In An Ecommerce Environment

3pm (ish) After Drinks At Resorts World Sponsored by DeepCrawl

Chris Phillips, MD – tmwi Ltd.

Alignment & Integration of media and creative across all channels online and…. offline

Importance of KPI’s at key points of the customer journey

Crawl into some deep tech. DATA and measures,

Underlined by Importance of organic search within overall media mix

Main points of today

“How search and all digital teams canachieve significantly greater success

by working together”

Integrating silos of expertise is key tosuccessful campaign planning

Paid search only 2nd to TV in overall investment…yy growth.

H1 2015 £M H2 2014 £M YoY Share

Grand Total 9,084 8,507 7%

TV 2,481 2,265 10% 27%

Search ~ 2,073 1,916 8% 23%

Digital Display* 1,308 1,024 28% 14%

Press 1,085 1,251 -13% 12%

Direct Mail 696 665 5% 8%

Classified 547 521 5% 6%

Radio 354 330 7% 4%

Outdoor 347 335 3% 4%

47%

30%

4% 4%

14%

1%

30%32%

20%

10%

5%3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Internet TV Outdoor Radio Press CinemaShare of Media Time Spent (Adults)

Average hrs spent per day

Cinema 00:21

Internet 03:15

Outdoor 02:09

Press 00:36

Radio 01:06

TV 03:33

Source: Time Spent = Touchpoints 5 £ : NMR 2015) re-profiled to exclude Direct Mail @ 8%Internet includes Paid Search, Display, Classified and Other

Investment compared to time spent consuming

SH Slide 3 – Facebook/GoogleAlign, integrate, fluid

Planning, Integration & Alignment

Sowing Harvesting

Optimise KPI’s & ROI

Optimum-balanced media budget

The customer journey

Your consumers are ‘Always on’ connected and

more demanding than ever before. Customer

journey is more complex than ever before.

We need to identify understand our customers

their behaviours how they look how they act,

Reach them at the right point in journey with the

relevant message to time and touchpoint.

Alignment and integration across all channels

has never been more complex and so

important

TV ad viewed

Jane see’s a TV ad that

catches her interest…….

She’s in market

Online search

Jane goes online to look for the brand or a

specific product….SERP.

Copy and terms alignment TV poster UTD

prospecting with organic paid search ads

value. Integrating ATL media weight and

timing is VITAL

Integration and alignment across channelsis now vital.

The effect of getting it wrong adds to media cost and lost conversions to KPI.

Advertiser Grand Total Share of £ Yrly Brand Searches Monthly Brand Searches Share of Search % Efficiency Factor

Compare the market £44,531,620 22% 17,307,310 1,442,276 30% 138

Direct Line Ins Plc £37,105,207 18% 4,517,020 376,418 8% 43

Moneysupermarket £27,964,060 14% 10,953,900 912,825 19% 139

Confused £24,126,120 12% 3,877,690 323,141 7% 57

Gocompare Com £23,741,339 12% 11,768,860 980,738 21% 176

Aviva Plc £21,155,445 10% 6,465,010 538,751 11% 109

Swinton Insurance Group Ltd £15,541,017 8% 1,347,320 112,277 2% 31

NFU Mutual Insurance £4,891,929 2% 650,310 54,193 1% 47

Hiscox Plc £4,342,410 2% 283,040 23,587 0% 23

Grand Total £203,399,147 100% 57,170,460 4,764,205 100% 100

Share of advertising vs brand share of BS(alignment of offline achieve online KPI 1)

The big KPI is set strategy and measure for optimal increase brand search (IMPROVE)

We are experiencing some

slowing of our overall revenue

growth which we believe is due in

part to changes that Google

made in its natural search engine

algorithms, to which we are

responding.

Overstock

Overstock’s Q3 2015 financial report

showed a significant earnings drop,

leading to an 18-percent stock price

decline this morning. Overstock has

blamed the bad quarter in part

on Google ranking changes that

happened earlier this year.

Poor SEO Costs!Overstock said they had an 18%

increase in sales and marketing

expenses While we work to adapt to

Google’s changes, we are increasing

our emphasis on other marketing

channels, such as sponsored search

and display ad marketing, which are

generating revenue growth but with

higher associated marketing

expenses than natural search.

REDUCED CAPITALISATION REDUCED PROFITS

Media 2014 Spend Media Spend % 2015 Spend Media Spend %

TV £1,229,000 72 £1,235,000 70

Outdoor £117,000 7 - 0

Radio £241,000 14 £170,000 10

PPC £55,000 3 £200,000 11

SEO £000 £45,000 3

Programmatic £58,000 3 £105,000 6

Total 1,700,000 100 1,755,000 100

Mature ATL Advertiser – Effect of media Alignment and balance

+1313++=+13

Web ticket sales UPOVERALL PARK

VISITORS

+13

in PPC budget delivered

Web to TV ratio

Branded Searches UP

Visits

Value of alignment and integrationThe results 2015 vs 2014.

112

1m < 1.6m!

+34%

Doubled

x3 10x

Clothing retail – first TV campaign

KPI website visits PRE TV

220DURING TV

420INDEX

190

Bad integration + Low Organic Coverage

0

1000

2000

3000

4000

5000

6000

7000

Pay Per Click Organic Direct

New Users

Pre TV Post TV

New

Users % Increase

2130 60

-880 -30

3600 120

4850 +52

Conversion Rate Pre & Post TV Activity

Pre TV Post TV Change

Channel Conversion Rate Conversion Rate Conversion Rate

Pay Per Click 2.8% 3.6% +22%

Organic 2.3% 4.6% +50%

Direct 2.9% 4.8% +40%0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

Pay Per Click Organic Direct

Conversion Rate

Pre TV Post TV

New visitors and conversion.

Channel New Users Conversion Rate

Pay Per Click +6% 22%

Organic -54% 50%

Direct +45% 40%

Inefficient SEO PPC cover and integration reduced overall visits

overall conversion and significantly, increased costs.

Importance of optimising organic

And an integrated multichannel(back up) strategy couldn’t be clearer.

Aligning campaign creative and promotional messaging from TV to SERP to CRM adds

credibility…. effectiveness… and ROI

Right Place

Right Message

Right time(1 week late)

Integrate media into planning groups (with violence if needed) Ie SEO dept

Align and balance online / offline ie awareness and harvesting chanels timing and weights

Align creative and all messaging to be brand and campaign consistent. TV to CRM.

Align promotion delivery with all messaging and optimise relevancy at each touchpoint or micro moment

Actions

4 steps to break down the walls

In order to correct silo problems, there is no need to re-organize the entire company.

Here are 4 steps that can help break down walls and allow “cross-pollination” —

• Encourage cross-BU and cross-functional teams to work on company-wide problems. Employees

get to know each other, gain exposure to other areas of the company and perhaps even accept

assignments in other BUs or functional areas

• Eliminate formality in the company and the need to go through chain of command before engaging

leaders and decision makers

• Establish common platforms and systems across the company and give people access to

the same data and information. This discourages information hoarding

• Design comfortable space in each building or on each floor where cross-functional teams can come

together in a relaxed setting to brainstorm and work cross-functionally to create solutions.

Campaigns will be plain sailing