Category Archives: Internet Marketing - Page 2

Roland: Developing Personas – B2C in a B2B World

Speaker:

Russell Morgan O’Sullivan
Digital Marketing Manager
Roland UK
Russell is Digital Marketing Manager for Roland UK and has over 13 years of experience within digital and online roles. As Content Strategist within one of the UK’s largest insurance comparison sites, he spearheaded both content delivery and SEO strategies within an aggressively focussed market and since moved on to work across varied FMCG companies. In the last 18 months he has joined Roland UK, (manufacturer of musical instruments) where he has developed a 3 year marketing strategy, become part of Roland’s Global Web Strategy Committee and launched a new website that is 100% customer focused.


Roland is actually a B2B company, yet their interaction has to be B2C. They had to build personas in order to reach the customer directly. Roland has 450+ products – if something can make music they’ll make it. They’re the biggest seller of electronic drumkits in the UK.

User testing is great, but extremely frustrating. Some users require the most simple of tasks but really opened their eyes on how to improve the site.

“Innovation distinguishes between a leader and a follower” – Steve Jobs.

Note: much detail is in Russell’s slides which will be available soon

MoneySuperMarket.com: A Blueprint for SEO

Speakers:

David Harling
Head of Organic Performance
MoneySuperMarket.com
David has recently been appointed Head of Organic Performance for the MoneySuperMarket Group, one of the largest price comparison websites in the UK. With over 10 years of experience across marketing and media disciplines, David’s technical background has led to his tech-driven understanding towards the emergence of search engine optimisation as an industry. He has since paved the way to industry leading strategies for some of the biggest brands in UK.
Matt Roberts
Co-founder
Linkdex
Matt began his marketing career in big brand direct marketing agencies 20 years ago. Having experienced life as a Media Planner, Advertising Exec, Dot Com entrepreneur, and Digital Agency Director & Practitioner. Matt spends most of his time working closely with leading brands and agencies to gather perspectives on where the digital marketing industry is moving, advise on strategy and plan how best to leverage data and technology in marketing campaigns.


Organic search is the most trusted medium, with also search is involved in the entire buying cycle. Search needs to be priotised from the top down. SEO is not about optimising for engines – optimise for PEOPLE.

G+ and structured markup is now essential, as is knowledge graph and real-time interaction. For structured data, I may as well plug my own talk from last year at BrightonSEO.

Team interactions creates a compelling strategy. SEO is highly strategic and also delivers technical SEO excellence. Optimisation isn’t just a word. Sometimes you have a CEO doesn’t understand how to building a cultural change to make it something beyond a word and prioritise it. Influencer marketing is also essential. You need a good connection from the brand to the consumer you want to attract.

YouTube: Advertising Redefined

Speaker:

Jan Grønbech
Country Director
Google Norway AS.
Jan Grønbech joined Google almost nine years ago and has led their business in Norway from being an outsider to becoming the most important advertising channel in the Norwegian media landscape. From 1998 to 2002 he was managing director for DoubleClick Norway, which he also founded.


100 hours of video is uploaded to YouTube every minute. Without YouTube, Lady Gaga may not be as popular as she is, nobody may know who Felix Baumgartner is. People now make careers as YouTubers too – including Marcus Butler who, within a year, went from an apprentice plumber to having 2.3m followers on YouTube. Here’s Felix’s famous freefall:

“We ain’t seen nothing yet” though. Think of a grain of rice doubling, then doubling again and again and so on on a chess board. Right now, we’re approximately “square 20″ on this chessboard which means there’s plenty more coming our way…

Media is all about frequency and you’ll only reach 40% of people watching television – meaning that newspaper / DM and online advertising increases this reach but also the cost per reach % becomes cheaper. YouTube makes this great for advertisers via TrueView with the “skip ad” link. Advertisers only pay if you see the whole ad, and companies will pay more for that luxury. If you drop the idea of ambushing people’s attention by shoving videos down your throat, this will not relate any way as well as someone who WANTS to watch the advert.

YouTube is all about having a problem that watching a video will fix. You can find an answer to everything on YouTube. I’ll leave you with one video…

Hilton: Online Presence

Speakers:

Laurent Boninfante
Digital Marketing Specialist
Acquisio’s EMEA & Asia
Laurent is the Digital Marketing Specialist leading Acquisio’s EMEA & Asia team, delivering support and strategic guidance about the company’s performance media platform. Boninfante was previously Director of New Business and Strategic Accounts for Kenshoo Europe, Head of Search for OMD Digital UK and Head of Account Management at 24/7 RealMedia UK.

James Harrower
Search Marketing Manager, International
Hilton Worldwide
Head up the search marketing program at Hilton Worldwide, leading the International strategy, managing various projects and driving all search revenue into over 300 International hotels across EMEA and Asia Pacific. Prior to Hilton, James headed up the global search marketing program at British Airways.


Hilton face many ongoing challenges. With Forward 3D (PPC), Acquisio (Action Layer) and DC Storm (Data Intelligence), Hilton now have a “360” control of any online campaign in any language.

Without context, data is useless (quote from Shari Thurow). Connecting the data between all agencies real intelligence can be seen from all campaigns. DC Storm aggregates this data to something more digestible. Forward 3D then use this aggregated data into their PPC campaign management.

No single platform meets your requirement so ensure you don’t inflate costs too much. The data that matters to you is disconnected. Thorough standard platforms and services, you reached a Productivity Plateau preventing further growth.

To do the 10% that adds value to your business, you need the 90% that doesn’t.

The reward is great though. Make sure you have a perfect business fit with any partner. Build a strong foundation with robust infrastructures and ensure you keep strong relationships.

Dell: Your Workforce as Social Brand Ambassadors

Speaker:

Margo Smale
Social Media Lead for EMEA
Dell
Margo Smale is the social media lead for EMEA Commercial at Dell. She is responsible for strategy and building presence in social media for Dell in EMEA. Margo works closely with both teams and individuals to incorporate social for listening and connecting with customers. Whether it’s events, product launches or announcements, she ensures social media is part of the mix to build Dell’s online presence. She has introduced such programmes as Social Subject Matter Experts and #DellLove in EMEA.


The key of Dell’s ethos is to have the most engaging, honest and direct conversations with customers and stakeholders. Dell is often quoted about their social media activity but essentially it can be applied for all businesses. Get people to believe in your company.

Back in 2006 Michael Dell asked how Dell could get to interact more with technical bloggers – and started from there. Dell were the first big brand using Google+ for specific campaigns including Google Hangouts.

Listen, Engage and Act.

Dell has 25,000 mentions on Twitter per day, and that’s just the English language. There’s a dedicated team of people who help to manage this. People such as Ondrej Bacina only interacts with enterprise consumers in the Czech Republic and really stick to their brand principles. They even opened up a SMaC University:

The questions for your company are:

What do you want your employees to do?
Where is your organisation in terms of social media reach?