Marketing Paper, 6 papers max, Company: Take-Two Interactive Software
GPAGoGoGo
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Session1.pdf
Digital Marketing Session 1
Presented by: Daniel Rowles
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Daniel Rowles Imperial Programme Director
CIM Fellow
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Digital Marketing Podcast Top 20 Business Podcast
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Where are you?
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Individual Assignment 50%
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Group Assignment 50%
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Reading
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INCREASING PACE OF CHANGE
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TECHNOLOGY CATALYST
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MOST USED SOCIAL PLATFORM?
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• 65 years of video are uploaded to YouTube every day
• 52% of UK web traffic is on a mobile device • LinkedIn has 500M users of which 260M are
monthly active
• Google+ had 2.2 Billion members in Jul 2019 of which 0.3% actively post
• Twitter has 320M active users per month vs. Instagram’s 1 Billion
• There are approximately 500 Million Tweets everyday
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8 hours, 20, 20 years, 20%, 20, 1 in 4, 10%, 1 in 3, 25%, 20%, 52%, 5 years, 107 trillion, 1 in 5,10, 35%, 150 Billion, 9 Years, 2.2 Billion, 0.3%, 4 Billion, 90 Million, 10 Billion, 260 million, 600, 500 Million, 30%, 90, 92%,19%, 36%, 1 Billion, 1 in 4, 65 years
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Everything We Cover Today Will Be Covered Again in Detail
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Channel Crossover
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Algorithms and Paid Media
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http://www.forbes.com/forbes/welcome/
Ad Blockers
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Influencer Marketing
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Conversational Design New Technologies
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CENS ORED
!
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Focus on the User Journey
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Active Interest
Point of
Purchase
Browsing / Vague Notion
Loyalty
SEE
THINK
DO
Care
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Content marketing
What The Brand Wants To Tell People
What Audience Want To
Engage With
Bridging The Gap With Understanding
Driven Strategy
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We help people achieve their athletic potential
Motivation Training Programs
Training Data
Advice
We make great shoes and apparel
Strategic positioning
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The Pace Of Change Is The Slowest It Will Be Going Forwards
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Start With The Customer Journey
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SEO & PPC Social Media
Display Advertising Email Marketing Mobile Marketing
Usability Analytics Strategy
Digital Transformation
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@danielrowles @targetinternet “Daniel Rowles”
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Session2.pdf
Search Marketing SEO & PPC
Presented by: Daniel Rowles
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Search Engine Optimisation
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Search Engines
https://netmarketshare.com/search-engine-market- share.aspx
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SEO/PPC Changes
4
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SEO/PPC Changes
5
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Heatmap
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SEO Algorithm key factors
On-page optimisation
Link building
Social signals
User behaviour
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Read HTML from left to right Follow links on your page Place different emphasis on keyword placement
Search Engine Spiders
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Login
Text in Graphics
PDF’S
Keyword Duplicates
Spider Issues
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Black hat SEO
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Why Black Hat?
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Click to edit Master title style Keyword Research Tools
• AnswerThePublic.com
• Google Trends
• Keywords Everywhere
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On-Page Optimisation
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• Page Titles • URL • Headings <H1> • Body Content • Text Links • ALT Tags
• Meta Tags
Keyword Placement
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Search Engine Results Pages
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http://www.advancedwebranking.com/
Ranking Tools
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Google Search Console & Analytics
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Link Building
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Gaining Links
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Gaining Links
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Gaining Links
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Gaining Links
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• Keyword research
• On-page optimisation
• Link building strategy
• Use SEO tools to help you out
• Use PPC as part of your overall strategy
• Keep refining and reviewing your performance
SEO SUMMARY
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Paid Search
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PPC in Perspective
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Ad Text
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Extensions
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Ad Rank, Quality Score and Format Impact
https://www.marketingsignals.com/quality-score/
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Display Network
https://www.impossible.sg/our-services/google-display-network/
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Why PPC?
Speed – Instant Rankings (anything from 5 minutes).
Simple to implement – easy to setup and Monitor.
Position Control – you can achieve no1 position if you are willing to pay.
Branding Control – you control the title and description.
Instant Updates – keyword changes are easy to implement.
Insurance – you are protected against ranking algorithm changes on organic Search Engines.
Analytics – you can measure your performance.
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Be Aware Of…..
Cost – PPC is generally more expensive than organic optimisation.
Management – It’s your responsibility
Auction Basis – Competitors often outbid each other for no1 positions – over inflating the price of keywords.
Users prefer organic – statistics show that only 27%* of Google Users saw PPC as relevant to their search query.
Click Fraud – where are those clicks actually coming from?
*SearchEngineWatch 2019
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@danielrowles @targetinternet “Daniel Rowles”
