The document outlines Kevin Gibbons' presentation on building an integrated digital marketing campaign. It emphasizes starting with goals and brand strategy rather than tactics, understanding the audience, focusing on customer opportunities, making content central, leveraging organic search from an overall strategy, promoting to influencers, capturing potential customers across channels, and focusing on brand and audience building rather than relying too heavily on Google. The presentation also stresses the benefits of a single digital marketing budget to improve flexibility, transparency, agility and effectiveness.

1. How to Build an Integrated
Digital Marketing Campaign
Kevin Gibbons
BlueGlass
Managing Director
www.blueglass.co.uk
London • 10–13 February 2014 • #SESLON @KevGibbo

2. Why Integrated?
London | 10–13 February 2014 | #SESLON |
@kevgibbo

3. Biggest Mistakes of Marketing Campaigns
= Starting With the Wrong Questions
London | 10–13 February 2014 | #SESLON |
@kevgibbo

4. If You’re Chasing the Google Algorithm
Something is Wrong!
London | 10–13 February 2014 | #SESLON |
@kevgibbo

5. “Your brand is the single most important
investment you can make in your business”
Steve Forbes
London | 10–13 February 2014 | #SESLON |
@kevgibbo

6. Every Campaign Should Start With Goals
London | 10–13 February 2014 | #SESLON |
@kevgibbo

7. But It Needs to be Aligned & Measuring
the Right Goals
•
•
•
•
Total Revenue?
Net Profit?
Volume of Sales?
Average Order Value?
• Profit per Customer?
• Number of
Customers?
• Market Share?
London | 10–13 February 2014 | #SESLON |
@kevgibbo

8. Marketing Should be Driven by Brand
Strategy, Not Channel-Specific Tactics
SEO
PPC
Brand
Strategy
Marketing
Strategy
Digital
Strategy
Social
Media
Digital
PR
Affiliate
London | 10–13 February 2014 | #SESLON |
@kevgibbo

9. The Whole Should be Greater than the
Sum of All Parts
London | 10–13 February 2014 | #SESLON |
@kevgibbo

10. Build Your Strategy Around Audience
Understanding
Your Audience
Monitoring Your
Audience
Marketing to Your
Audience
Converting Your
Audience
Targeting Your
Audience
London | 10–13 February 2014 | #SESLON |
@kevgibbo

11. Focus on Customer Opportunities
• How does your audience interact with your website?
• What do prospects need before they purchase?
• Is your tone of voice consistent across all channels?
• How many channels do customers typically come from?
• Do returning customers have a different behaviour to
new visitors?
• Can you tailor the experience to multiple personas?
• What is the lifetime value of a new customer?
London | 10–13 February 2014 | #SESLON |
@kevgibbo

12. How Are Brands Integrating?
London | 10–13 February 2014 | #SESLON |
@kevgibbo

13. Vertical Search is Much More than
Organic & Paid
London | 10–13 February 2014 | #SESLON |
@kevgibbo

14. Be the Vertical Market Leader –
Don’t Rely on Google, Build an Audience
London | 10–13 February 2014 | #SESLON |
@kevgibbo

15. You Want Users to Come Back Directly Get them to Subscribe, Follow & Download…
London | 10–13 February 2014 | #SESLON |
@kevgibbo

16. Ditch Silos & Get Buy-In From Full Team
Maximise Synergies & Speed Up Process
London | 10–13 February 2014 | #SESLON |
@kevgibbo

17. Make Content Central
London | 10–13 February 2014 | #SESLON |
@kevgibbo

18. Tactics Get Oversaturated
Biggest Mistake is Content Made by SEOs for SEOs
(It’s not about sharing content with your mates)
London | 10–13 February 2014 | #SESLON |
@kevgibbo

19. Make Content Consumer-Led to Resonate &
Tell Your Brands Story to an Audience
London | 10–13 February 2014 | #SESLON |
@kevgibbo

20. Every Story Needs an Audience…
Data Driven = More Newsworthy & Shareable
London | 10–13 February 2014 | #SESLON |
@kevgibbo

21. Leverage Organic Search from Overall Strategy
Promoted business card
content:
- Generated links/shares from
authority environmental blogs
- Increased ranking for “business
cards” from #3 to #1 in Google!
London | 10–13 February 2014 | #SESLON |
@kevgibbo

22. Biddable Media Integration
Keyword
Strategy
Branding
Biddable Platform
Audience
Targeting
Insights
Ads
London | 10–13 February 2014 | #SESLON |
@kevgibbo

23. Promote to Social Influencers &
Authority Authors
London | 10–13 February 2014 | #SESLON |
@kevgibbo

24. Making sure the affiliates work for you
What affiliates would contribute to the overall multi-touch profile
for your brand
Do the affiliates your working match your brand values? (cash
back affiliates might not go with high value e-coms products)
Are all affiliates updated with the latest offers and opportunities?
Does your affiliate programme prioritise end of funnel activity or
are you incorrectly benefiting affiliates in driving “research”
activity?
London | 10–13 February 2014 | #SESLON |
@kevgibbo

25. Capture & Retarget Potential Customers
Again & again (via multiple channels)
London | 10–13 February 2014 | #SESLON |
@kevgibbo

26. Key Takeaways
London | 10–13 February 2014 | #SESLON |
@kevgibbo

27. 1 Single Digital Marketing Budget
= Huge Benefits
• Flexibility cross channels
• Ditch channel specific silos
• No internal budget fighting
• Greater team transparency
• Higher agility & better ideas
• More efficient & effective
use of time
• Focus on real-world results
London | 10–13 February 2014 | #SESLON |
@kevgibbo

28. Diversify your Marketing
Short, Mid & Long-Term Multi-Channel Strategy
Q1 - Stabilise
• Analytics
Auditing
• SEO Auditing
• Content
Strategy
• PPC Review &
Retargeting
Plan
Q2 - Formalise
• CRO Testing
Plan
• Grow
Affiliate &
Display
Opportunity
• Upscale PPC
Q3 - Energise
• Social Media
Marketing &
Promotions
• Email
Marketing –
Customer
Relationship
Management
London | 10–13 February 2014 | #SESLON |
@kevgibbo

29. Focus on Brand & Audience Building
Consider the Risk of Relying Too Heavily on Google
London | 10–13 February 2014 | #SESLON |
@kevgibbo

30. Kevin Gibbons
e: kgibbons@blueglass.co.uk
t: @kevgibbo
w: www.blueglass.co.uk
London | 10–13 February 2014 | #SESLON |
@kevgibbo