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Digital Marketing Strategy 101
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Digital Marketing Strategy 101

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REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works. …

REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.

I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.

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  • 1. Hello!
  • 2. Digital Marketing StrategyThoughts on how to do it and not c**k it upDena Walker | @curlydena
  • 3. Who the hell am I? I’m astrategic planner at a brilliantad agency in town. I’m also alecturer in marketing. Mostly, Iam just someone that lovesmarketing when it’s done rightand is lucky enough to get toshare her opinions onwhat that means, aswell as her thoughtson how to make ithappen more often.To prove it, here’s me looking all professional and “thinky” somewhere
  • 4. What is marketing?
  • 5. “The management process responsiblefor identifying, anticipating andsatisfying customer requirementsprofitably.”- Chartered Institute of Marketing
  • 6. “Marketing is the social process bywhich individuals and organizationsobtain what they need and wantthrough creating and exchangingvalue with others.”- Kotler & Armstrong
  • 7. “The process by which companiescreate value for customers and buildstrong customer relationships inorder to capture value fromcustomers in return.”- Kotler & Armstrong
  • 8. Marketing is creating thingsof value in order for people totrade what they value in return.- Me
  • 9. So what isdigital marketing?
  • 10. Marketing is creating thingsof value in order for people totrade what they value in return.
  • 11. Marketing is creating thingsof value in order for people totrade what they value in return.But that’s the same!
  • 12. The real world and the digitalworld are not separate things=
  • 13. Digital marketing doesn’t existThe end.
  • 14. Digital marketing doesn’t existOnly joking. Sort of.We should focus our thinking aroundmarketing in a world that is digital,not on digital as a separate entity.The end.
  • 15. Two issues can arise when thinkingof digital marketing as a separateentity
  • 16. things*Hat tip to Helge Tenno for the analogyWe focus on
  • 17. Russell Hobbs Electric Kettle Patent via The British Library A Russell Hobbs Electric Kettle (via Jenny - BlinkClick on Flickr)This one is made ofcomposite partsThis one boils water so Ican make tea
  • 18. We focus on execution and callit strategy
  • 19. What is a strategy?
  • 20. Diagram by Mike Arauz
  • 21. Diagram by Mike ArauzYour overall objective
  • 22. Diagram by Mike ArauzYour overall objectiveThe intermediatesteps towards it- your strategic aims
  • 23. FocusBroadFocusNarrowInvolvementShort TermInvolvementLong TermConsumer Journeye.g. AwarenessConsumer Journeye.g. ConversionClarifyingyour aimsSource: RedAnt
  • 24. Woah there, Nelly! Hands up whostarted thinking about channels...
  • 25. Beware the shiny!
  • 26. Start withpeopleImage via Austin_S on Flickr
  • 27. It’s not enough to just communicatea product’s benefits and featuresas if they’re motivating.There’s parity almost everywhere,and if it’s not there now it willbe soon enough.
  • 28. So what!
  • 29. Emotion Reason10x
  • 30. Emotion ReasonAction Conclusion
  • 31. Emotion ReasonAction ConclusionJustification
  • 32. No!
  • 33. Image via Sarans on FlickrRemember that mountain?People are your mountain and you needto understand them to conquer it
  • 34. PersonasImage via Canned Tuna on Flickr
  • 35. Graffiti Artists Harajuku Girls Stray CatsSushi Chefs Stormtroopers HurlersThanks to the world’s best mentor, Interactivemark for this exercise
  • 36. Where’s the insight?
  • 37. Insight versusobservation
  • 38. Use what you have discovered tofocus your thinkingBusiness Issue/OpportunityTarget AudienceInsightDesired Behaviour ChangeCommunications IdeaStrategy
  • 39. Consumer Journey 3Use what you have discovered tofocus your thinkingBusiness Issue/OpportunityTarget AudienceInsightDesired Behaviour ChangeCommunications IdeaConsumer Journey 2Consumer Journey 1ChannelChannelChannelChannelChannelChannelChannelChannelChannelEvaluationStrategyExecution
  • 40. FocusBroadFocusNarrowInvolvementShort TermInvolvementLong TermConsumer Journeye.g. AwarenessConsumer Journeye.g. ConversionClarifyingyour aimsRemember this?
  • 41. Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7How will you tackle thatmountain?
  • 42. Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7The steps youwill take toreach yourgoal - macrolevel, notexecutionalHow will you tackle thatmountain?
  • 43. Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7The steps youwill take toreach yourgoal - macrolevel, notexecutionalHow will you tackle thatmountain?Where youraims sit oneach spectrum
  • 44. Channel Planning
  • 45. Media landscape continues toevolve at rapid pace
  • 46. “Old media” is not dead, sostop saying it is
  • 47. 23 minutes3 hours and 37minutesTime spenteach daySource: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson 2012
  • 48. Hours spent each weekSource: Irish International BBDO. Channel Planning Reality Check. September 2012
  • 49. Technology has had a significantimpact on how we consume media
  • 50. Source: Irish International BBDO. Channel Planning Reality Check. September 2012More likely to prompt people totalk about topic, brand, news storyLess likely to be a source of infoLess likely to prompt to talkMore likely to be asource of info about atopic, brand, news storyWhat triggers our conversations?Today’s consumer - Over 50sTVEmail marketingOutdoorSocialnetworksOtheronlineBlogsRadioNewspapersCommunity groups
  • 51. Source: Irish International BBDO. Channel Planning Reality Check. September 2012More likely to prompt people totalk about topic, brand, news storyLess likely to be a source of infoLess likely to prompt to talkMore likely to be asource of info about atopic, brand, news storyWhat triggers our conversations?Tomorrow’s consumer - under 25sTVEmail marketingOtheronlineBlogsRadioNewspapersCommunity groupsSocial networksOutdoor
  • 52. Mobile is driving the convergence
  • 53. It’s getting harder to holdpeople’s attention
  • 54. We have a wealth of choice whenit comes to channel planningTo do it well we have tounderstand not just whichchannels our audience use, butalso how they use them
  • 55. PaidOwnedEarnedDon’t be disingenuous and obsess over this oneIt’s not a silver bullet
  • 56. Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AChannel BChannel CChannel DChannel EChannel F
  • 57. Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AChannel BChannel CChannel DChannel EChannel FMedia data youwill use foranalysis
  • 58. Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AChannel BChannel CChannel DChannel EChannel FMedia data youwill use foranalysisMakingsure itdovetailsinto yourstrategy
  • 59. Evaluation
  • 60. What are your benchmarks?Establish a “state of the nation” viewthat serves as your starting pointThese will help you to identify whereyou want the business to get to inquantifiable termsMarket share, %ge sales growth,affinity, Net Promoter Score, frequencyof purchase...
  • 61. What’s your return on investment?
  • 62. Vanity metrics are just that
  • 63. MacroMicro&
  • 64. Image via David Armano, Edelman DigitalThere’s valuable informationin both
  • 65. Just because you can,doesn’t mean you should
  • 66. Numbers lie and data can mislead
  • 67. Quantitative QualitativeHolisticViewThe numbersmathematical andstatisticalinformationDATA!The wordsfeelings andthoughtbased informationHUMAN!+ =
  • 68. It never stops...
  • 69. Thank you.Dena Walker@curlydenadena.walker@gmail.comhttp://about.me/denawalker