Digital marketing
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Digital marketing Presentation Transcript

  • 1. Digital Marketing 101 an overview of digital advertising, media, strategy & process version 1.0 | April 2010
  • 2. Digital Advertising Arsenal Display Ads that appear on websites, in pop-ups etc. (banners) S.E.M Paying for your page to be shown on search result (Search Engine Marketing) pages. Email Sending email newsletters or electronic direct mail. (eDM) Editorial Paid for coverage in online news, magazines & portals. (Paid for) Affiliate Paying site to promote your product for a commission. (Partner Programs) Promotions Digital versions of marketing sales promotions. (Sales, Coupons, Competitions)
  • 3. Integration of Online Channels EXAMPLE OBJECTIVE: Create Brand Awareness through transmission of brand messages to consumers SEO Website Microsite SEM (Search Engine (Main Brand Site) (Campaign Specific Site) (Search Engine Optimisation) Marketing) Public Relations (To gain unpaid editorial coverage) Social Media Editorial Coverage (Blogs, Networks, Social Info) (News sites, Publishers etc) Impacts on Traffic driver
  • 4. Media Model The Owned Bought Earned media model is a commonly cited media planning model SOURCE: http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html 1 Create a solar system of owned media. 2 Recognize that earned media is a result of brand behavior 3 Your paid media is not dead, but it is evolving into a catalyst.
  • 5. Media Convergence OWNED Created by the brand. Controlled Websites messages Email Lists SEO EARNED SEM Social Can be created by brand or 3rd party. Tools Uncontrolled. Spread/ eDM Viral broadcast by 3rd party. Social Advertising Media BOUGHT Social Ads Created by the brand. Controlled messages. Broadcast by third party
  • 6. Media Convergence VIRAL EXAMPLE: “Piano Stairs - The Fun Theory” Owned: Video created by brand/agency OWNED Bought: Media spend to support Earned: YT hosted, spread by net users Created by the brand. Controlled Websites messages Email Lists Content SEO EARNED SEM Social Can be created by brand or 3rd party. Tools Uncontrolled. Spread/ eDM Viral broadcast by 3rd party. Social Advertising Media BOUGHT Social Ads Created by the brand. Controlled messages. Broadcast by third party
  • 7. Digital Strategy Development A top line view of some steps to develop your online strategy. 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan.
  • 8. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Look at your current analytics and gain some actionable insights: ‣ What content is popular? Why? ‣ How are users finding their way to the site? Direct, Search Keywords, referring sites etc ‣ How are users navigating through the site? ‣ Are goals set-up being attained? ‣ Look at your competitors sites: ‣ What points of differentiation are there? Are they meaningful? ‣ What learnings can you take away?
  • 9. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Business objectives are important to have framed. ‣ Digital projects often involve multiple stakeholder departments. ‣ Ensuring these are clearly defined means that all agree to work towards the common goal, at a top-level. ‣ This helps with buy-in, cooperation and importantly provides strong strategic direction. ‣ Communications goals are important to understand. ‣ These will be critical in sense checking ideas to ensure you’re still on track. ‣ There are often multiple goals which should be prioritized by importance to the organisation.
  • 10. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Define your target audience in human terms. ‣ What do they want? ‣ In what way could they engage with you? ‣ In what way do they want to engage with you? ‣ What is the common social object between you the brand and your consumers? ‣ Where are they when it’s best for you to talk to them? Facebook? Google? MSNmessenger? ‣ All the usual relevant demographic and psychographic information. ‣ Also include technographics; http://www.forrester.com/Groundswell/profile_tool.html
  • 11. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Based on your evaluation and research of points 0-2, determine the kind of interaction you should have with your target audience. ‣ Some examples include: ‣ Do you create a blog with new posts that keeps your consumer coming back? ‣ Do you create a short snappy company overview with a CTA to get in touch? ‣ Do you create immersive experiences using interactive and visual graphics? ‣ Do you create a community? ‣ Consider, among other things, how your target audience: ‣ Wants to engage with you? ‣ How they use the net? ‣ What are their technographics? ‣ What you can do better than competitors?
  • 12. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Create a Digital Brand Manifesto to consolidate the analysis from steps 0-3. ‣ This should include in one page, an overview of how it will work together and why. ‣ This manifesto will help you sell the project inwards, brief agencies, define your work and educate newcomers to the project. ‣ Write it with the same personality and tone that your brand uses to communicate in.
  • 13. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Evaluate Bought, Paid and Earned media. ‣ Decipher what media mix you need based on your goals, resources, target audience etc. ‣ Consider the costs of media and production of elements. ‣ This is where you consider social media engagement as a long-term strategy. ‣ Does community building fit in with your interaction plan? ‣ In what form, on which platforms etc? ‣ Consider the effects of decisions on SEO, as organic search is an important factor in long- term web strategy. ‣ Some example strategies include: ‣ Community Strategy: Using media and platforms that help build a strong network of brand advocates and consumer relationships. ‣ Content Strategy: Creating and disseminating engaging ongoing content (e.g.. videos, blogs, games). Consider what is relevant, interesting and sustainable. ‣ Communicative Strategy: Making it easy for consumer to reach you, by opening different channels for easy and quick live interaction (e.g.. Skype, MSN, twitter, livechats)
  • 14. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. ‣ Here you write briefs to execute (build and dispatch) all the media elements. ‣ Some examples ‣ Website brief ‣ Banner brief ‣ Social Media engagement plan and guidelines ‣ A content schedule.
  • 15. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. Website Process: 1. Overhaul your current site by looking at the analytics again. 2. Map out the current site. Then take it apart and map out a draft new site. ‣ List the content you want to have and how it is inter-linked. ‣ Consider scaling the site in the future, how will that work. 2B: STOP! Sense check what you’ve done so far. 3. Using site content, create the wireframes and back-end set-up 4. Develop design skins to overlay on top of the wireframes. 5. Develop the content (and remember to consider SEO when doing so). i.e. ‣ How much flash to use. ‣ Copywriting with an SEO balance.
  • 16. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. Banner Considerations ‣ Before starting, you should consider the following: ‣ Is the message a brand or product direct response? ‣ Where are the clickthrus going? Do you need to build a landing page? ‣ Will the media buy allow for contextual targeting? (i.e. buying in relevant keywords, environments etc) ‣ Do the media buy and production budgets allow for rich-media? ‣ When will it go in market? How long will it be in market? What else, environmentally, is going on at that time? ‣ What are the tech specs?
  • 17. Digital Strategy Development 0. Evaluate your current online activities. 1. Define your communications & business objectives. 2. Identify & describe your target audiences. 3. Plan your target audience interaction. 4. Define the broad strategy. 5. Create a channel and form plan. 6. Develop elements to execute channel plan. Banner Creation Process 1. Creative Brief formed 2. Creative concepts are story-boarded including copy and sketches. 3. Concepts are digitally designed as statics/flats 4. Design flats are used as the storyboard for flash designers or other developers to animate and build. 5. Completed banners are dispatched to media agency/publisher for ad-serving.
  • 18. That’s all for now! This document was born from notes, scribbes and discussions I had while giving several friends intros into digital. It is therefore planned to be a work-in-progress, with additonal sections added to be added as more discussions are had. For more thoughts, ideas and explanations of marketing and digital strategy, visit my marketing notebook, ‘The Forest Through The Trees’ . By Marek Wolski