Since 2006 I’ve been managing, and in some cases directly implementing, Digital Marketing strategies across all major channels, covering both B2B and B2C.
This page provides an overview of my experience, and how this can be used to your advantage.
Before diving into Digital Marketing, the first point I’d make is that I’m an advocate of media neutral integrated marketing planning and activation. For me, it’s not about “how can we use digital to achieve our goals”, but “where can we find our target audience, and engage with them to best effect“. Separately, I highlight my experience in Integrated Marketing.
I’ve been managing Pay Per Click (PPC) for the duration of my digital career, working with budgets from a few hundred £’s per month to comfortably over £100K per month. High volume, high cost head terms through to low volume, low cost tail terms. Device up-weights, day-part, day of week, seasonality, copy-testing, various keyword matching types, retargeting, planning and reporting.
I would always propose managing PPC alongside SEO.
Like PPC, Search Engine Optimisation (SEO) is part of my digital DNA, and I’ve seen it shift profoundly in this time. I’ve worked on terms such as “car insurance”, “professional indemnity insurance” and “public liability insurance”.
Being completely frank, I don’t view SEO so much a channel as a culture (SEO isn’t a channel, it’s a culture), from website design and Information Architecture, social, PR, content and design, through to decision-making and empowerment.
On the point of SEO, I’ll always provide an honest assessment and a realistic expectation.
I’ve been working with Social as a channel for some years now, and for differing reasons and different objectives, primarily being brand awareness and brand affinity. I’ve made small budgets go quite a long way.
Most of my experience has been Cost Per Sale affiliates, through I’ve evaluated Cost Per Lead ones. In my view, Affiliates is largely an 80/20 rule, with few affiliates generating most of the income, and the rest a disproportionate amount of work for little income. Over the last few years, I’ve worked most closely with cashback sites, such as Quidco, TopCashBack, MoneySavingExpert and EasyFundRaising.
Not so much a channel as an activity linked to PR, Social and Content. I have worked with PR agencies and internal teams to secure placement of content digitally, whether this is via newswires or industry contacts.
I have many years experience in briefing agencies and managing creative resources in the production of assets, whether these are static images, animated display assets, copy or fully branded documents.
I’m literate and capable of producing technical/ product copy, and write for pleasure in my own time. I have written advertorial content for national newspaper supplements.
Reporting and MI
One of the greatest benefits of digital channels and activities, and one of the greatest drawbacks at the same time, is the ability to measure almost everything in minute detail.
I always ensure that the detail is in place (through media tagging and web analytics) to support strong MI. I would equally counsel against frequent depth analysis of individual channels or creative/ keyword(s). The focus must be where the money is being placed, but it can be all too easy to over-analyse, resulting in poor conclusions.
Planning, buying, measurement, creative development and measurement of Display activities are all very familiar to me. I have experience in direct media buying, agency/ network buying and some exposure to programmatic.
I have experience in email for Acquisition, Conversion, Reactivation and Service. Each of these has its distinct objectives, techniques, measurements and challenges, most of which I’ve seen.
Whether Aggregators (or Price Comparison sites) are viewed as a Channel or a Partnership matter varies from business to business. I have experience in the integration considerations, customer decision-making, loyalty, average order value and the impact of brand on aggregator sales.
If you’d like to know more about me or my experience, and how I can help your business, please get in touch. I’d love to chat.