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Direct Digital Marketing

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on 16 May 2014

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Transcript of Direct Digital Marketing

Direct Digital Marketing
Situation Analysis
Internal Enviroment

External Enviroment

Swot Analysis

PEST Analysis

Key Issues & Considerations
Staff members are not looking at the CCTV Images
They cant find time to look at images
Code D Restriction
Content Page

Situation Analysis

Key issues and Consideration






To improve viewing rates of circulated images and the identification of suspects from CCTV images to both internally and externally markets.

To realise a significant reduction in crime over a 6 month period from the campaign launch date.

To achieve and sustain reduction at this new much lower level.

Name: John Ozokolie- 3033843
Aqib Chaudry- 3035141
Sabir Ahmed- 3016785
Peter Midgley- 3006669

Aim of Research
Internal Enviroment



External Environment
London Borough of Brent
Crime Statistics
Source: Total Policing, Metropolitan Police

SWOT Analysis
PEST Analysis
Internal Issues
External Issues
Images are not being viewed
General Public not aware of existing Communication (E.g. Crimewatch, Facewach, Crimestopers)
Data protection act
SMART Objectives
To improve the identification performance from CCTV Images within Met police and Brent residents

To identify the ideal Keywords and improve natural search listing by using PPC

Group members and our reviewers have agreed upon campaign objectives

To complete the campaign within given budget

Increases CCTV imagery awerness by 15% within 6 months
Display advertising (Banner Ads)
Search engine marketing (Organic vs Paid)
Share and Track

External Strategy
Internal Strategy
A web banner or banner ad is a form of advertising on the world wide web delivered by an ad server

This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser

The Advertisement known as a click through, In many cases, banners are delivered by a Central ad server

Costs PPC- (£10-40 per 1000 Ad shown)
Display advertising (Banner Ads)
Search engine marketing (Organic vs Paid)
Most closely matched to to using search query

Based on natural searh results

User searched based on relevance
Paid Search

Top on the search engines
(E.g. Google, Bing,Yahoo)

Generate more traffic for website

Keywords linked to search refferals (E.g Brent Community)

Share and Track
Allow consumers to share the CCTV images they have viewed onto different social platforms

Track the CCTV images, to see how many times they have been shared and Viewed

Example of Share and Track - https://www.ted.com


Motivate Met Police staff with incentives but not financial rewards

'Gamify' the experience (i.e Leaderboards, badges Rewards)

Create competition and word of mouth

Share on social media networks
Targeting & Segmentation
Demographic Segmentation

Target Audience

Budget Chart
Gantt chart/Media Flow Chart
Financial rewards for Anonymous information

Increase social media presence (advertising social media

Build affiliate network (banner ads)

Key channels


Outline of Budget
Key channels & tactics
Banner Ads (Specific Times, positioning top or in middle, animation to catch the eye, language)

Search engine- specific keywords (Brent Community)

Brent Library, Leisure Centre, Council, Facebook

Use an online media buying agency

Thank you

Any Questions

Brent Demographic Segmentation
Age Group
Target Audience
Field Officers (PCSO)
Crime Departments
Senior Staff
London Borough of Brent
Community Groups
local authorities
Damien, R (2012). Understanding digital marketing : marketing strategies for engaging the digital generation. 2nd ed. Philadelphia: PA. Pg 54-240.

Chaffey, D (2012). Digital marketing : strategy, implementation and practice. 5th ed. Harlow, UK: Pearson. Pg 60-238.

Thomas, B (2010). Direct and digital marketing in practice. 2nd ed. Harlow, UK: A & C. Pg 36-232.

Godfrey, P (2009). Digital marketing : strategies for online success. London: New Holland Publishers. Pg 17-186.

P, Hawkins. (2010). Online Banner Advertising & Other Advertising Methods. Available: http://www.bmcommunications.com/int_ad.htm. Last accessed 18th Mar 2014.

Barnes. (2008). Organic Search Versus Pay Per Click. Available: http://www.pushon.co.uk/articles/organic-search-versus-pay-per-click/. Last accessed 22nd Mar 2014.

Goodwin, D. (2012). Organic vs. Paid Search Results: Organic Wins 94% of Time. Available: http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time. Last accessed 25th Mar 2014.

Woodward, M. (2013). Effects of Banner Advertising. Available: http://www.matthewwoodward.co.uk/experiments/how-to-add-banner-advertising. Last accessed 21st Mar 2014.

Kim, L. (2012). Click-Through Rate (CTR) - Learn How to Raise Your Click Through Rate. Available: http://www.wordstream.com/click-through-rate2. Last accessed 17th Mar 2014.

L, Welbeck. (2011). Targeting & Segmentation: Convert More Leads Into Revenue. Available: http://www.eloqua.com/products/targeting-and-segmentation.html. Last accessed 23rd Mar 2014.

www.londoncouncils.gov.uk. (2011). London Borough of Brent.Available: http://www.londoncouncils.gov.uk/services/lept/boroughmap/brent/. Last accessed 14th Mar 2014

Mission statement
" Our goal is to help make Brent Borough a place where people live their lives free from crime and the fear of crime"
source: CCTV Marketing Brief
Banner ad testing (We estimate the likely response )

Sample size = (confidence level)2 x expected response x non-response

(error tolerance)2

we allow a 90 per cent probability
anticipate a response of 2.5 per cent
error tolerance at 0.25 per cent

(1.65x 1.65) x 2.5x 97.5
= 666.609 divided by 0.0625= 10617.75 (sample size)

sample 1= 2 per cent and sample sample 2=2.5 per cent (0.5 observed difference)

sqrt(1.65 x 2 x 980) + (2.5 x 97.5)
= 0.4893299 "The result is significant"
5000 5000
Banner ad testing
Full transcript