Transcript Making the most of Digital - Hospice Lotteries Association

why use digital marketing?
what is ‘digital marketing’
Digital marketing, also know as online marketing, web marketing and emarketing, is in its simplest form the promotion of a product or service
using the internet, email and wireless media. This includes:
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Websites
Online advertising and Pay Per Click (PPC)
Email
Social Media
Online PR
E-Customer Relationship Management (ECRM)
what are the benefits of digital
marketing?
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It is easily measurable
It is fast
It is easily adapted
It is relatively low cost
Response rates are higher than other traditional channels
There are no geographical limits
A large audience can be reached
Things can ‘go viral’
Everyone is doing it!
the crackerjackpot digital strategy
the microsite
• At the heart of the Crackerjackpot digital marketing strategy lies the
microsite
• Makes it easy for new members to join and play online
• The microsite provides existing customers with a ‘my account
section’ to manage their lottery account, top up, see their play
history etc.
• The microsite is centred around an appeal campaign – this gives
people something to get behind, a quantifiable mission and provides
a platform for social media integration.
• Mobile optimised
driving traffic
• Google Adwords and the Google grant
• Search engine optimisation (SEO) – more than just
organic rankings
• Social Media – Facebook, Twitter and YouTube
• Email
• Online PR
• Offline marketing activity
creating an income stream
• Leading the eye towards the pay and play area of the
site – maximising conversions through user journey
• Prompting online members to top up via email
• Spending £750 per month on online advertising plus
internal management time
• Targeting 150 new members a month via online
channels – this won’t happen all at once! Sliding scale.
• Saving money on admin costs