Digital Marketing Management


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This presentation is a case study including a diagnostic of the Digital Marketing current implementation at Dupont de Neumours Personal Protections Europe. It also includes Opportunities and technical solutions to implement and monitor a Web 2.0 strategy in the future.

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Digital Marketing Management

  1. 1. Web 2.0Digital marketing managementCase study
  2. 2. Executive summary
  3. 3. Executive summaryMany companies that have implemented first generation Corporate Internetportals are currently willing to use social media with the aim of acquiringmore recognition or visibility for their brands.In this case study we are going to analyse how is seenthrough the eyes of search engines then to find out significant enhancementsthat a corporate Internet portal can implement thus using specific IT tools inorder to improve digital marketing. Finally we will try to have a betterunderstanding of hidden underlying processes that could be implemented.The aim of this document was to get an understanding of how a companylike Dupont de Nemours could take advantages of the Web’s uniquefeatures when creating value-added customer offers for business-to-businesscustomers.
  4. 4. Executive summary Most corporate executives are convinced by now that the scale and pervasiveness of today’s technological change require a fundamental review of business strategy. Technologies through the Internet are creating opportunities to rethink business models, processes and relationships of unprecedented levels with customers and prescribers. e.g. On-line marketing activities of hospitals include components such as discussion groups, research, communications with doctors and patients, newsletters, referrals, intranet, disease management, health education, physician directory, recruiting, e-mail, and website. Some are adding more creative functions such as interactivity between doctors and patients, and sites that link physicians to clinical data repositories. While all these are essential, 95.7% of marketers who report using on-line marketing strategies have websites as their primary basis for marketing. Interestingly, most chemical organisations use websites primarily for promotion and recruiting purposes. Even though there are many cost effective ways to incorporate some of these options, most are rather expensive but they also point to the very essence of e-marketing in any business.
  5. 5. Diagnostic
  6. 6. Current situation diagnosticIn this first part we are going to quickly analyse from an external perspectivehow search engines are referencing the corporate Internet site Dupontpersonal protections: www.dpp-europe.com1. Website saturation and popularity:They show how much presence a website has on search engines through the numberof pages of the site that are indexed on each search engine (saturation) and how manytimes the site is linked to by other sites (popularity).Generally, the more Web presence you have, theeasier it is for people to find your site. It requiresyour pages containing those keywords people arelooking for and ensure that they rank high enoughin search engine rankings.
  7. 7. Current situation diagnosticMost search engines include some form of link popularity in their ranking algorithms.The followings are major tools measuring various aspects of saturation and linkpopularity: Link Popularity, Top 10 Google Analysis, and Marketleaps Link Popularityand Search Engine Saturation.Using a SEM tool we have obtained the following reference results for Dupont personalprotections site:
  8. 8. Current situation diagnosticFirst point:Google is ranked #1 in the world according to the three-month Alexa traffic rankings,and the site has been online for more than fourteen years. The sites visitors view 11.1unique pages each day on average.As far as Google is the main search engine used in the world, it is surprising to seesuch results concerning dpp-europe popularity that are also confirmed with a secondSEM tool.The audience demographicsdiagram for indicatessome major trends concerningthe users of this search engine.Most of its users are between 35-64 years which seems to beclearly a good tarket for DupontPersonal Protections.
  9. 9. Current situation diagnosticSecond is ranked #26 in the world according to the three-month Alexa trafficrankings, and visitors to the site view an average of 4.3 unique pages per day.Approximately 45% of visits to it consist of only one page view (i.e., are bounces). Thefraction of visits to referred by search engines is approximately 7%.Alexa estimates that 39% of the sites visitors are in the US, where it has attained atraffic rank of 15.The audience demographics diagram shows that most of Bing’s users are between 18-34 years old and are querying from work which could be a tarket for Dupont PersonalProtections Europe if we can prove that the class 25-34 are dpp-europe buyers.
  10. 10. Current situation diagnosticAudience demographics analysis for Summary for dpp-europe.comThere are 1,180,488 sites with a better three-month global Alexa traffic rank than Roughly 60% of visits to the site consist of only one pageview (i.e., arebounces), and approximately 38% of visits to the site are referred by search has been online for at least seven years. The sites visitors view anaverage of 2.5 unique pages per day.
  11. 11. Current situation diagnosticAudience demographics analysis:
  12. 12. Current situation diagnostic2. Keyword research and analysis for into the searching behaviours of your audience and figuring out whichkeywords you need to focus on requires great tenacity.Not to mention securing top rankings for your chosen keywords. Constant innovationsfrom the rival search engines, coupled with increased activity from your competitors,means that you have to identify the right approaches and deploy the right resources torank well.a. Make sure the site can be indexed in the search enginesb. Find the most relevant and popular key terms and phrases for the site and its productsc. Use those key phrases on the site in a way that will generate and convert traffic.For instance the major keywords queries driving Trafficto
  13. 13. Current situation diagnostic2. Keyword research and analysis for crawler module of a search engine uses server-side software known as a robot orspider to compile an index containing every word on every page along with the pageaddress / URL.Markup code such as formatting and scripting code is ignored, so the index is basedon the readable text only. Word Count Density Word Count Density Word Count DensityThe search engine weights itsindex using a complex protection 11 5.37% arc 2 0.98% dupont 4 1.95% personalalgorithm based on a variety pont 9 4.39% hazard 2 0.98%of factors and then stores the dupont 8 3.90% high 2 0.98% personal 4 1.95% protectionindex as part of a database on reg 4 1.95% nomex 2 0.98%a web server. trade fair 2 0.98% trade 4 1.95% lightweight 2 0.98% chemicalThis index is what is searched personal 4 1.95% display 2 0.98% protection 2 0.98%when searchers type in chemical 3 1.46% europe 2 0.98% protectionkeywords. Keywords analysis fair 2 0.98% organic 2 0.98% 2 0.98% europethrough the eyes of a spider sseldorf 2 0.98% high 2 0.98%search engine dupont news 2 0.98% flame 2 0.98% personal 4 1.95% protection trademarks 2 0.98% tyvek 2 0.98% products 2 0.98% kevlar 2 0.98%
  14. 14. Current situation diagnostic2. Keyword research and analysis for research and trends with GoogleTrends®
  15. 15. Current situation diagnostic3. Upstream and Backstream Sites:You are probably aware about the risks of SEM. Since most search engine traffictypically originates from one source (typically „The big G‟, aka Google) there is asignificant risk that algorithm changes can seriously dent your traffic.We‟ve all heard the horror stories, about being top one day and nowhere the next, buthow do you ensure this doesn’t happen to you? On top of all that you also need tomanage the risks of pages not being included in the search engine, or of being barredcompletely for infringing its guidelines.
  16. 16. Current situation diagnostic4. links:Links between pages are at least as important as on-page optimization in determiningresults from SEO.We will review in this section the principle of PageRank, pioneered by Google toassess the relevance of pages based on their link popularity.PageRank has many implications for the way sites should be built and pages arelinked, so we need to be aware of links implication when it comes to SEO. Although PageRank is today not given as much weighting in generating searchresults, many of these principles can still be applied to give better results from SEO.
  17. 17. Current situation diagnostic4. How links with other Internet sites:Google uses PageRank™ algorithm, to examine the entire link structure of the weband determine which pages are most important. PageRank reflects Google’s view ofthe importance of web pages by considering more than 500 Million variables and 2billion terms.Here are the Internet sites or portals linked to Possible link creation in order to improve visibility
  18. 18. Current situation diagnostic4. How links with other thematic portals:When searching for Personal Protection Equipment into TouchGraph we canobserve that www.dpp-europe is not directly linked to this area wich is also a source ofnew opportunities. Possible link creation in order to improve visibility
  19. 19. Current situation diagnostic4. How links with Social Media:Basically there is only two videos linked to Possible link creation in order to improve visibility
  20. 20. conclusionsConcerning the corporate web site we have seen that it existssome potential enhancements it term of SEM. Then depending on the corporatestrategy, considering a Web 2.0 approach could be a good opportunity to close the gapof communication between the company and its clients.We must also keep in mind that advertisers have found that they can no longer affordto bid on the most highly searched words. More they are forced to expand theircampaign to include multiple search engines and tens of thousands of keywords.Advertisers are also faced with the issue of lost clicks (the difference between whatthey pay for and what their Web site actually receives), which are often the result ofclick fraud.Despite these obstacles, Digital Marketing and more particularly SEM can providebetter returns on investment than other marketing channels and should be a part ofany sophisticated advertising campaign.
  21. 21. Propositions
  22. 22. PropositionsThe evolution of communications requires a new approach to reputation measurement Social Media Web 2.0 Government Buzz Podcasting Operations Media Folksonomy Relations Relations Wireless Grassroots Blogs Promotions outreach Tagging RSS YouTube Press releases IR Wikipedia Pitching Online outreach reporters Search Management Engines and Strategy Third party Finance outreach Public Affairs Metaverses Flickr Special Branding Viral Events Content marketing Employee Optimization Communications MySpace Facebook Syndication Brand Advergaming Social Networking Management Consumer- generated Content Citizen Journalism Recruitment, Retention Customer Loyalty
  23. 23. PropositionsThe premise is as fundamental as marketing itself: the more you know about yourcustomers what theyre looking for, what they need, what they think of your companyand its products - the more effectively you can serve them.Although companies have more information about their customers than ever, they findit increasingly challenging to make effective use of all the information. Determine how customers feel or perceive your brand using sentiment analysis Gain a contextual understanding of what customers want and need Recognize interactions with customers, regardless of the language spoken or written Identify hidden patterns and emerging trends in customer behaviour Profile, segment and deliver relevant content across multiple channels
  24. 24. Potential opportunitiesImplementation of a Web 2.0 Digital Marketing Strategy Examine stakeholder and customer behaviour within the digital space Improve relationship marketing by moving beyond individual channels Engage with mobile, social media and optimized web coverage
  25. 25. Potential opportunitiesClosed Loop Strategy:Consumers are becoming more aware: e.g. According to a recent Forrester report inthe domain of health, "one in five consumers are using Social computing as the singlemeans of obtaining knowledge about their health conditions.”Particle Marketing is the only way to fill the consumer communication gap, it is closedloop where you end up with as many segments as individuals Segmentation Building customer Integration Monitor communities Pull Strategy, Videos Web Site, blogs, chatAccurately define target Chat rooms, Blogs, on specific protections, frequenting audience provide accurate and on scientific progresses, reliable information, Viral campaign Streaming Video
  26. 26. Potential opportunitiesSearch engine marketing (SEM) Plan enhancement:This form of Internet marketing seeks to promote websites by increasing their visibility insearch engine result pages (SERPs).The following are the steps to a successful SEM plan1. Research and narrow your target audience.2. Set your online goals and key performance indicators.3. Check or re-build your list of important keywords that represent your current and most relevant content and potential content.4. Validate your keywords by testing and refining them with your keyword selector tools such as Yahoo Keyword Selector, Google Keyword Selector, Google Trends and Keyword Discovery.5. Check your current ranking.6. Optimise the website by improving your web design, architecture and web page content.7. Pursue link-building and partnerships.8. Colonise the Web by publishing and circulating it in wiki, blogs, and video and picture sites(e.g. Flickr and Youtube).9. Get in the news such as Google News with RSS feeds.10. Install good tracking software, and track and analyse your performance for better results.
  27. 27. Potential opportunitiesSocial Media Marketing (SMM):With the emergence of Web 2.0, the internet provides a set of tools that allow peopleto build social and business connections, share information and collaborate on projectsonline.This form of marketing is driven by word-of-mouth, meaning it results in earned mediarather than paid media. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
  28. 28. Potential opportunitiesSocial Media Optimisation (SMO):SMO benefits organizations and individuals by providing an additional channel forcustomer support, a means to gain customer and competitive insight, recruitment andretention of new customers/business partners, and a method of managing reputationonline. Key factors that ensure its success are its relevance to the customer, the value it provides them with and the strength of the foundation on which it is built. A strong foundation serves as a platform in which the organization can centralize its information and direct customers on its recent developments via other social media channels, such as article and press release publications. Oftentimes, corporate social media platforms are used to offer unique incentives to customers who are willing to engage (e.g. "like" a Facebook page).
  29. 29. Potential solutions
  30. 30. Potential solutions1. SMO: Social Media Optimisation solutions:Several companies are now providing specialized tools and platform for social mediamarketing. Tools can be used for a variety of different things such as: Social Media Monitoring 1. Social Aggregation 2. Social Book Marking and Tagging 3. Social Analytics and Reporting 4. Automation 5. Social Media 6. Blog Marketing 7. Validation Some popular tools include: 1. Sysomos - Social media monitoring and analytics provider 2. Hubspot - Inbound social media market 3. Klout - [Monitoring and analytics] 4. Twtbuck- [Social network advertising]
  31. 31. Potential solutions2. SEO: Search Engine Optimisation:SEO is something unique to the Internet environment, 47% of Web users said that themost common way they find products or information is through search engines. The top 10 results to a search query get 78% more traffic than subsequent listings, many firms use SEO to be sure their site is high on the list. 1. Register with the top and niche search engines for their industry. Although search engine robots are constantly looking for new Web pages, registration accelerates the process. 2. Use key words that describe their sites in hidden HTML tags located by search engines (Meta tags). 3. Craft the text and titles on their pages to reflect these topic areas, including different spellings of key words that users might type into the search engine. Many search engines charge a slotting fee for top positions, 13% said they pay for the links or clicks-through To stay high on the listing of search results, SEO strategies change almost daily.
  32. 32. Potential solutions2. SEO: Search Engine Optimisation: Method Percent Changing meta-tags 61% Changing page titles 44% Reciprocal linking 32% Purchasing multiple domain names 28% Multiple home pages (doorways) 21% Hiding keywords in background 18% Paid links/ pay per click 13% None of the above 13%
  33. 33. Potential solutions3. Link Building ToolsLink building is one of the most important and most time consuming aspects of searchengine optimization. There are a few free tools which will help you check your currentlinks and help build your linking campaigns.Most link building software programs create automated search queries which areagainst the TOS for most major search engines.Top Free Link Building Tools 1. Xenu Link Slueth - Free download checks your site for broken links and can help you build a sitemap. 2. Linktree- Topical hub finder which allows you to compare the backlinks of multiple competitors. Pages which are linking into many different competitor websites may be a great place to acquire links from. 3. Prog- Tool searches Google and provides PageRank of each search result. Sorting backlinks while viewing 100 results per page makes it easy to see who your competitors most important links are and whether or not they are renting links.
  34. 34. Potential solutions4. Back end tools (including Web analytic tools and HTML validators):Web analytic tools can help you to understand what is happening to your website andmeasure your websites success. They range from simple traffic counters to tools thatwork with log files and to more sophisticated tools that are based on page tagging(putting JavaScript or an image on a page to track actions). These tools can deliverconversion-related information. 1. Log file analyzing tool: WebTrends by NetiQ 2. Tag-based analytic programs WebSideStorys Hitbox 3. Transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues ensure your website meets W3C code standards.
  35. 35. Potential solutions5. Social Media:Now that customers have unlimited options when it comes to how and where theycommunicate with your brand, it is more important than ever to be able to understandthe meaning behind every data source, from your corporate website to externalsources like social media.Customers are now in control of how they communicate with or about your business onTwitter, Facebook, and YouTube; on mobile devices; and via email, activity on yourwebsite, and conversations with your call centre..
  36. 36. Potential solutions5. Global Digital Marketing plateform Interwoven Autonomy
  37. 37. Potential solutions6. Streaming VideoStreaming video allows computer users to begin viewing video clips stored on serverswithout downloading the entire file. After a short period to initialize and buffer the file, itbegins to “stream,” or play, in real time. Chemical companies could consider Streaming Video opportunity within three main domains: 1. Scientific information on specific protections or molecules 2. Information on advantages and effects of specific protections 3. Hybrid meeting Hybrid meetings are events that contain both live and virtual components combined. They are also great opportunities and are one of the hottest trends in meeting planning. Live Webcasts using streaming video of the conference would allow event sponsors and hosting organizations to widen their meeting exposure to include those who follow the conference online
  38. 38. Where to start
  39. 39. audience 1. Who are you targeting? Which social media sites do they spend time on? How do they participate, if at all? 2. Considerations Behaviours Preferences Methods of publishing or sharing
  40. 40. objectives What are your goals ? Connect with customers Gain customer insight Educate Build though leadership Gain more coverage Promote product or services Augment SEO program
  41. 41. strategy What is your strategy ? Content: Mix of research results and user generated content Interaction: Consumers expect it, Key Opinion Leader or your experts can provide answers to customers or visitors’ questions Sharing: Must be easy and user friendly
  42. 42. tactics What will be your tactics ? What technology wil you implement? Blog(s) Social Network Wiki Forums Reviews Microblogging Video, podcast Virtual worlds
  43. 43. Measurement What will you measure and report ? Social Media is less about ROI and more about influence What metrics are the best indications of success according to your audience, objectives, strategy and tactics? It is all about the data, behavioural data, transaction data and social data.
  44. 44. Definitions slides
  45. 45. SeM - seoIntroduction of Search Engine MarketingSearch Engine Marketing, (SEM), is a form of Internet marketing that seeks to promotewebsites by increasing their visibility in search engine result pages (SERPs) throughthe use of paid placement, contextual advertising, and paid inclusion.Introduction of Search Engine OptimisationSearch engine optimisation (SEO) "optimises" website content to achieve a higherranking in search results, for example, by incorporating specific keywords or linksassociated with the website.Depending on the context, SEM can be an umbrella term for various means ofmarketing a website including SEO, or it may contrast with SEO, focusing on just paidcomponents.
  46. 46. Consumer’s decision making processEffects of Web 2.0 on Consumer’s decision making process Understanding the sources of customer value and the motives of consumers to use these applications are the first steps to this direction. Web 2.0 applications are becoming increasingly popular due to the advantages they offer to users (transparency, referrals, contacts with other users, etc) and their effect on customer power. Interaction with peers triggers new customer needs and alter buying attitudes. Customer preferences and decisions are increasingly based on inputs provided by parties beyond the control of online marketers: 1. peer reviews, 2. referrals, 3. blogs, tagging, 4. social networks, 5. online forums, 6. user-generated content
  47. 47. Consumer’s decision making processEffects of Web 2.0 on Consumer’s decision making processAs a result, the internet, and particularly the Web 2.0 as a new marketplace component,further complicates the time-honoured ‘textbook’ buying behaviour process described in theInputs, Processing, Response modelwhere the elements A and B represent the traditional influencers of the consumer behaviour:these are the conventional marketing influences (A) and the uncontrollable personalinfluencers (B).Notes:A and B: Factors affecting thebuying decision-making process intraditional shopping environments.A, B and C: Factors affecting thebuying decision-making process inan internet (Web 1.0)-mediatedenvironment.A, B, C and D: Factors affectingthe buying decision-makingprocess in an internet (Web 2.0)-mediated environment