Hello!
Digital Marketing StrategyThoughts on how to do it and not c**k it upDena Walker | @curlydena
Who the hell am I? I’m astrategic planner at a brilliantad agency in town. I’m also alecturer in marketing. Mostly, Iam ju...
What is marketing?
“The management process responsiblefor identifying, anticipating andsatisfying customer requirementsprofitably.”- Chartere...
“Marketing is the social process bywhich individuals and organizationsobtain what they need and wantthrough creating and e...
“The process by which companiescreate value for customers and buildstrong customer relationships inorder to capture value ...
Marketing is creating thingsof value in order for people totrade what they value in return.- Me
So what isdigital marketing?
Marketing is creating thingsof value in order for people totrade what they value in return.
Marketing is creating thingsof value in order for people totrade what they value in return.But that’s the same!
The real world and the digitalworld are not separate things=
Digital marketing doesn’t existThe end.
Digital marketing doesn’t existOnly joking. Sort of.We should focus our thinking aroundmarketing in a world that is digita...
Two issues can arise when thinkingof digital marketing as a separateentity
things*Hat tip to Helge Tenno for the analogyWe focus on
Russell Hobbs Electric Kettle Patent via The British Library A Russell Hobbs Electric Kettle (via Jenny - BlinkClick on Fl...
We focus on execution and callit strategy
What is a strategy?
Diagram by Mike Arauz
Diagram by Mike ArauzYour overall objective
Diagram by Mike ArauzYour overall objectiveThe intermediatesteps towards it- your strategic aims
FocusBroadFocusNarrowInvolvementShort TermInvolvementLong TermConsumer Journeye.g. AwarenessConsumer Journeye.g. Conversio...
Woah there, Nelly! Hands up whostarted thinking about channels...
Beware the shiny!
Start withpeopleImage via Austin_S on Flickr
It’s not enough to just communicatea product’s benefits and featuresas if they’re motivating.There’s parity almost everywh...
So what!
Emotion Reason10x
Emotion ReasonAction Conclusion
Emotion ReasonAction ConclusionJustification
No!
Image via Sarans on FlickrRemember that mountain?People are your mountain and you needto understand them to conquer it
PersonasImage via Canned Tuna on Flickr
Graffiti Artists Harajuku Girls Stray CatsSushi Chefs Stormtroopers HurlersThanks to the world’s best mentor, Interactivem...
Where’s the insight?
Insight versusobservation
Use what you have discovered tofocus your thinkingBusiness Issue/OpportunityTarget AudienceInsightDesired Behaviour Change...
Consumer Journey 3Use what you have discovered tofocus your thinkingBusiness Issue/OpportunityTarget AudienceInsightDesire...
FocusBroadFocusNarrowInvolvementShort TermInvolvementLong TermConsumer Journeye.g. AwarenessConsumer Journeye.g. Conversio...
Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7How will you tackle thatmountain?
Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7The steps youwill take toreach yourgoal - macrolevel, notexecut...
Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7The steps youwill take toreach yourgoal - macrolevel, notexecut...
Channel Planning
Media landscape continues toevolve at rapid pace
“Old media” is not dead, sostop saying it is
23 minutes3 hours and 37minutesTime spenteach daySource: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson...
Hours spent each weekSource: Irish International BBDO. Channel Planning Reality Check. September 2012
Technology has had a significantimpact on how we consume media
Source: Irish International BBDO. Channel Planning Reality Check. September 2012More likely to prompt people totalk about ...
Source: Irish International BBDO. Channel Planning Reality Check. September 2012More likely to prompt people totalk about ...
Mobile is driving the convergence
It’s getting harder to holdpeople’s attention
We have a wealth of choice whenit comes to channel planningTo do it well we have tounderstand not just whichchannels our a...
PaidOwnedEarnedDon’t be disingenuous and obsess over this oneIt’s not a silver bullet
Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AC...
Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AC...
Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AC...
Evaluation
What are your benchmarks?Establish a “state of the nation” viewthat serves as your starting pointThese will help you to id...
What’s your return on investment?
Vanity metrics are just that
MacroMicro&
Image via David Armano, Edelman DigitalThere’s valuable informationin both
Just because you can,doesn’t mean you should
Numbers lie and data can mislead
Quantitative QualitativeHolisticViewThe numbersmathematical andstatisticalinformationDATA!The wordsfeelings andthoughtbase...
It never stops...
Thank you.Dena Walker@curlydenadena.walker@gmail.comhttp://about.me/denawalker
Digital Marketing Strategy 101
Digital Marketing Strategy 101
Digital Marketing Strategy 101
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.

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.

Published in: Business, News & Politics

Digital Marketing Strategy 101

  1. 1. Hello!
  2. 2. Digital Marketing StrategyThoughts on how to do it and not c**k it upDena Walker | @curlydena
  3. 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. 4. What is marketing?
  5. 5. “The management process responsiblefor identifying, anticipating andsatisfying customer requirementsprofitably.”- Chartered Institute of Marketing
  6. 6. “Marketing is the social process bywhich individuals and organizationsobtain what they need and wantthrough creating and exchangingvalue with others.”- Kotler & Armstrong
  7. 7. “The process by which companiescreate value for customers and buildstrong customer relationships inorder to capture value fromcustomers in return.”- Kotler & Armstrong
  8. 8. Marketing is creating thingsof value in order for people totrade what they value in return.- Me
  9. 9. So what isdigital marketing?
  10. 10. Marketing is creating thingsof value in order for people totrade what they value in return.
  11. 11. Marketing is creating thingsof value in order for people totrade what they value in return.But that’s the same!
  12. 12. The real world and the digitalworld are not separate things=
  13. 13. Digital marketing doesn’t existThe end.
  14. 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. 15. Two issues can arise when thinkingof digital marketing as a separateentity
  16. 16. things*Hat tip to Helge Tenno for the analogyWe focus on
  17. 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. 18. We focus on execution and callit strategy
  19. 19. What is a strategy?
  20. 20. Diagram by Mike Arauz
  21. 21. Diagram by Mike ArauzYour overall objective
  22. 22. Diagram by Mike ArauzYour overall objectiveThe intermediatesteps towards it- your strategic aims
  23. 23. FocusBroadFocusNarrowInvolvementShort TermInvolvementLong TermConsumer Journeye.g. AwarenessConsumer Journeye.g. ConversionClarifyingyour aimsSource: RedAnt
  24. 24. Woah there, Nelly! Hands up whostarted thinking about channels...
  25. 25. Beware the shiny!
  26. 26. Start withpeopleImage via Austin_S on Flickr
  27. 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. 28. So what!
  29. 29. Emotion Reason10x
  30. 30. Emotion ReasonAction Conclusion
  31. 31. Emotion ReasonAction ConclusionJustification
  32. 32. No!
  33. 33. Image via Sarans on FlickrRemember that mountain?People are your mountain and you needto understand them to conquer it
  34. 34. PersonasImage via Canned Tuna on Flickr
  35. 35. Graffiti Artists Harajuku Girls Stray CatsSushi Chefs Stormtroopers HurlersThanks to the world’s best mentor, Interactivemark for this exercise
  36. 36. Where’s the insight?
  37. 37. Insight versusobservation
  38. 38. Use what you have discovered tofocus your thinkingBusiness Issue/OpportunityTarget AudienceInsightDesired Behaviour ChangeCommunications IdeaStrategy
  39. 39. Consumer Journey 3Use what you have discovered tofocus your thinkingBusiness Issue/OpportunityTarget AudienceInsightDesired Behaviour ChangeCommunications IdeaConsumer Journey 2Consumer Journey 1ChannelChannelChannelChannelChannelChannelChannelChannelChannelEvaluationStrategyExecution
  40. 40. FocusBroadFocusNarrowInvolvementShort TermInvolvementLong TermConsumer Journeye.g. AwarenessConsumer Journeye.g. ConversionClarifyingyour aimsRemember this?
  41. 41. Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7How will you tackle thatmountain?
  42. 42. Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7The steps youwill take toreach yourgoal - macrolevel, notexecutionalHow will you tackle thatmountain?
  43. 43. Reference Aim FocusConsumerJourneyInvolvementA1A2A3A4A5A6A7The steps youwill take toreach yourgoal - macrolevel, notexecutionalHow will you tackle thatmountain?Where youraims sit oneach spectrum
  44. 44. Channel Planning
  45. 45. Media landscape continues toevolve at rapid pace
  46. 46. “Old media” is not dead, sostop saying it is
  47. 47. 23 minutes3 hours and 37minutesTime spenteach daySource: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson 2012
  48. 48. Hours spent each weekSource: Irish International BBDO. Channel Planning Reality Check. September 2012
  49. 49. Technology has had a significantimpact on how we consume media
  50. 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. 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. 52. Mobile is driving the convergence
  53. 53. It’s getting harder to holdpeople’s attention
  54. 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. 55. PaidOwnedEarnedDon’t be disingenuous and obsess over this oneIt’s not a silver bullet
  56. 56. Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AChannel BChannel CChannel DChannel EChannel F
  57. 57. Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AChannel BChannel CChannel DChannel EChannel FMedia data youwill use foranalysis
  58. 58. Select the right channels foryour strategyChannelAudienceSize/ReachInvestmentEstimatedUptakeAimsMatchedAudiencesChannel AChannel BChannel CChannel DChannel EChannel FMedia data youwill use foranalysisMakingsure itdovetailsinto yourstrategy
  59. 59. Evaluation
  60. 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. 61. What’s your return on investment?
  62. 62. Vanity metrics are just that
  63. 63. MacroMicro&
  64. 64. Image via David Armano, Edelman DigitalThere’s valuable informationin both
  65. 65. Just because you can,doesn’t mean you should
  66. 66. Numbers lie and data can mislead
  67. 67. Quantitative QualitativeHolisticViewThe numbersmathematical andstatisticalinformationDATA!The wordsfeelings andthoughtbased informationHUMAN!+ =
  68. 68. It never stops...
  69. 69. Thank you.Dena Walker@curlydenadena.walker@gmail.comhttp://about.me/denawalker
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