BUILDING A DIGITAL STRATEGY IN 2016Simon Kingsnorth

Global Head of Digital Marketing and Digital Marketing Author

@thekingsnorth

OUT NOW

CREATING AN INTEGRATED STRATEGY

Technology

Content

Social

Experience

Mobile

Search

WHERE IS TECHNOLOGY HEADED?

Implants will enter the retail space by 2020

Ambient user experience

Advanced machine learning

Autonomy

Internet of things ecosystem

THIS WILL CHANGE BEHAVIOURS

Driving a car or van61%

Underground, metro, light rail, tram Train

Bus, minibus or coach Taxi

Motorcycle, scooter or moped Driving a car or van

Passenger in a car or van Bicycle

On foot Other method of travel to work

Commute trends in England & WalesONS 2011

HOW DEEP IS YOUR CONTENT STRATEGY?

24 percent of organizations now devote 50 percent or more of their budget to content.

Content requires resource and global content may require 24/7 regional support – you can’t do this well without resource

But you need a consistent voice – consider your brand and writing style together

How much value is your content really creating?

Look for trends you can capitalise on but be authentic – Euro 2016, Brexit, Trump

Proactive and Reactive methods

Consider SEO

Content purpose – fun, informative or action-based

SOCIAL OPPORTUNITIES IN 2016

Don’t write off Instagram, Pinterest and Snapchat

Social is not advertising – don’t shout - watch, listen and respond. 70% of users want a response and 53% want it within an hour

Live streaming video thanks to Periscope and Meerkat

Social ecommerce is expanding all the time – keep up to speed

Data is key. Social signals impact search. Understand your analytics and ensure your social listening tools are in place

EXPERIENCE

Experience is increasingly becoming the differentiator and is where many start-ups are winning. Are you client centric?

Big data and micro data are both key to understanding customers and creating a personalised experience

Human-centred design. ‘Best practise’ is irrelevant. Human nature is what matters

Getting retargeting right will give it a resurgence

WHERE IS MOBILE HEADED

Video on mobile (and elsewhere) continues to grow and become better integrated. Consider vertical video

Augmented reality will begin to become more widespread, especially on mobile devices

Will VR change web experiences again. Could this mean spherical browsing?

Interaction has moved from type to click to touch. We are slowly moving into voice, and gesture is coming up fast. Will thought be far away?

App streaming may begin to change the way apps and devices function

SEARCH

Mobile searches overtook desktop in 2015

Optimise apps for search

Time to make sure your structured data markup is right

Content and engagement remains hugely important

Links remain key – volume and quality – give people a reason to link to you

SEARCHMETRICS RANKING FACTORS

ALIGN AND INTEGRATE YOUR STRATEGY

Digital Marketing HRPR ValuesBrand Strategy

Content

Messaging

Design

Social

SEOSpend

Resource

Technology

Mobile

UX

Analytics

KNOW YOUR ENEMY

Understanding decision making

PRESENTING YOUR STRATEGY

• 6S Framework TM

– Synopsis: Exec summary

– Scene setting: Background, goals

– Story: What are we doing?

– Sums: Financials

– Steps: Action plan with timescales

– Surprise: Be prepared

Thanks for listening

Simon Kingsnorth

@thekingsnorth

SHAMELESS PROMOTION