Digital Marketing Strategy Guide for 2014
Upcoming SlideShare
Loading in...5
×
 

Digital Marketing Strategy Guide for 2014

on

  • 1,467 views

Here is an update to our original digital marketing strategy guide published over 2012/13. This time we have embraced the S.O.S.T.A.C planning system to help make planning your digital marketing ...

Here is an update to our original digital marketing strategy guide published over 2012/13. This time we have embraced the S.O.S.T.A.C planning system to help make planning your digital marketing strategy even easier!

Statistics

Views

Total Views
1,467
Views on SlideShare
1,463
Embed Views
4

Actions

Likes
13
Downloads
275
Comments
0

2 Embeds 4

http://blog.cloudspotting.co.uk 3
https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Digital Marketing Strategy Guide for 2014 Digital Marketing Strategy Guide for 2014 Presentation Transcript

  • DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE DIGITAL MARKETING STRATEGY GUIDE
  • We released our first digital marketing strategy guide in the summer of 2013. Now as we’re fast approaching the summer of 2014, we’ve decided it’s time for an update. Since that first guide, we have embraced a new planning system known as S.O.S.T.A.C (situation, objectives, strategy, tactics, actions and control). One benefit of S.O.S.T.A.C is that it captures a good digital marketing strategy as a continuous cycle of planning, testing, monitoring and adapting. We hope you find this guide useful. The Cloudspotting Team.
  • S = situation, where you are O = objectives, what you want S = strategy, how you get there T = tactics, tools to help you get there A = actions, details on how to get there C = control, how to measure performance IMAGE: http://www.smartinsights.com/managing-digital-marketing/capability-performance-review/sostac-marketing-plan-infographic/
  • http://i.marketingprofs.com/assets/images/daily-chirp/20-captivating-marketing-statistics-that-will-drive-2014-infographic.jpg Of all marketers have found a customer through Facebook in 2013. Of all marketers have found a customer though LinkedIn Inbound marketing delivers 54% more leads than traditional outbound marketing.
  • http://i.marketingprofs.com/assets/images/daily-chirp/20-captivating-marketing-statistics-that-will-drive-2014-infographic.jpg At 89%,customer testimonials have the highest effectiveness rating for content marketing. B2B companies that blog gain 67% more leads than those that don’t. Videos on landing pages increase conversions by 86%
  • http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014 http://realbusiness.co.uk/article/19058-40-stats-about-mobile-that-every-ceo-should-know Globally, mobile penetration stands at 93% By 2017, there will be 8.6bn mobile ready devices in use and global data traffic will have increased 13 fold. The UK downloaded approximately 275m apps in February 2013 alone.
  • http://www.targetmarketingmag.com/article/search-engine-marketing-what-marketers-need-know-re-2014-seo-trends/1 http://www.forbes.com/sites/cherylsnappconner/2013/12/21/5-top-seo-and-online-marketing-trends-for-2014/2/ 20% of searches on Google are related to location and 56% of mobile phone users use their browser for local searches. Organic search traffic produces 35% higher conversion rates than traffic driven by equivalent paid search traffic. 75% of search users are not clicking past the first page of search results. *S.E.O is the acronym for search engine optimisation
  • http://i.marketingprofs.com/assets/images/daily-chirp/20-captivating-marketing-statistics-that-will-drive-2014-infographic.jpg Based on these statistics, it is a given that for any digital marketing strategy to be effective and successful, you must include a combination of: 1. Great content production 2. Social media marketing 3. Mobile marketing and 4. Search engine marking and S.E.O. Your digital marketing strategy is just a content plan that is highly tailored to your audience. That means you provide them with useful, valuable content, through the channels they want, on the devices the use for the search terms they enter. And you inform this content plan (digital marketing strategy) with in-depth research and data.
  • SITUATION ANALYSIS Situation analysis should be the first tactic when planning your digital marketing strategy. You need to understand your current performance before you can set attainable and relevant objectives. Analysing your current situation will give you the benchmark against which all future progress and achievements can be measured. This should include looking at: • The demographics and behaviours of your existing audience • Traffic referral from and engagement levels on social media • Traffic from mobile devices and operating systems • Most popular landing pages, bounce rates and visitor flow • Performance and tactics of your closest competitors
  • SITUATION ANALYSIS S - strengths W - weaknesses O - opportunities T - threats
  • OBJECTIVES They are the part of your strategy through which you can measure success. To increase the likelihood of arriving at your final destination, set objectives that are attainable and relevant to your business’ capabilities. Objectives need to be specific, it’s not enough to simply state where you want to be at the end of your journey you need to include time frames indicating when you expect to fulfil these objectives as well. Setting objectives defines the end destination of your digital marketing journey so they need to be
  • STRATEGY Once you have an understanding of your current situation and have used that information to inform SMART objectives you can begin planning your strategy. At this point you should identify: • New target markets your business could benefit from reaching • Areas were you can improve your existing strategy e.g. working to improve landing pages with higher than average bounce rates. • The relevant Key Performance Indicators (KPIs) you need to monitor in order to understand any progress you make
  • STRATEGY Awareness Interest Trust Action Complete Search & Social “Successful Conversion” Identifying areas where your existing marketing strategy and content can be improved AND identifying new target markets to engage with are two distinct strands of any good digital marketing strategy. Streamlining your conversion funnel by improving your content and strategy can take effect quickly where as engaging new audiences can take more time and effort. These two strategies are most effective when they are implemented together.
  • STRATEGY TIME CONVERSIONRATE Increasing the effectiveness of the conversion funnel by improving any existing marketing strategy and content. Increasing traffic to the website by engaging new target markets Fastest growth occurs when these two improvements coincide
  • TACTICS If you think of your initial strategy as a skeleton, developing your tactics is where you start adding flesh on to those bones. Your strategy tells you generally how you’re going to achieve your objectives, your tactics tells you exactly how. At this point you should be focusing on content: • What content you will produce and when: plan and schedule • When you will broadcast content: time of day, weekends etc. • Where you will share content: social and mobile platforms • How you will tailor content to suit different audiences It is here that your initial situation analysis and broad strategy planning will begin to pay off.
  • ACTIONS Planning your actions is the point when you decide who will be responsible for which aspect of your strategy and when they will be implemented. You should outline the systems, processes and tools you will use throughout the duration of your marketing. Identify your internal capabilities and capacity for handling your strategy and tactics and if necessary set up working relationships with relevant external agencies.
  • CONTROL Keeping control is essential for keeping your digital marketing strategy streamlined and efficient, ensuring it generates the highest return on investment. It is important to decide when and how reports will be generated and assign responsibility for doing so to avoid gaps in data collection. Processes and tools you will use to collect data should also be specified to make data sets reliably comparable. Different measurement tools can differ in their results, to handle this collect data from several different analytics tools and take an average.
  • CONTROL Things you should include in your performance reporting: • Consistently and constantly measure all the KPIs relevant to your objectives. That means taking data snapshots at regular intervals to allow data comparisons as well as tracking over time. • Regularly run user testing on your website and content to ensure it is providing the best user experience possible. • Monitor your conversion rates (these should be tied to your objectives) and make sure this is linked to dates, allowing you to map cause and effect. This will inform your conversion rate optimisation (CRO) efforts.
  • CONTROL One of the best tools available to help keep control of your digital marketing strategy is Google Analytics. This is a completely free resource that only requires the simple addition of a tracking code to your website in order to enable data collection. This platform offers real time tracking, constant tracking and as recommended, enables data comparison over time. The amount of data available in Google Analytics is vast so it’s worth taking the time to ensure you set up your campaign properly. You can find some useful tips, advice and links on how to use Google Analytics right here on our blog.
  • The Met Office needed a way to monitor vast amounts of online data in order to demonstrate ROI which they measure in terms of reach, revenue and reputation. Gathering analytics and data enabled the Met Office to transform its content marketing strategy through data driven insight, allowing them to create digital personas and better understand their audience behaviour and content preferences With this insight, the Met Office can invest in marketing resources and provide relevant content that is better aligned with customer interests, and can syndicate the content to other authority newswires and syndication partners to attract more relevant traffic to the Met Office website. http://www.figarodigital.co.uk/case-study/the-met-office-webtrends.aspx
  • We provide “data doses” for our retainer clients and when requested can deliver bespoke digital marketing strategy audits, tailored to providing the relevant analytics our clients’ need based on their chosen objectives. In one case, by providing this tailored digital marketing strategy audit and identifying key actions points, our client was able to increase traffic to their site by 60% in a single year. http://www.figarodigital.co.uk/case-study/the-met-office-webtrends.aspx
  • +CloudspottingCoUk /company/cloudspotting @leedswebagency info@cloudspotting.co.uk +44 (0)113 234 1542