UofC Digital Marketing Lecture 1


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UofC Faculty of Continuing Education
\'A Practitioners Guide to Digital Marketing\'
Lecture 1

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UofC Digital Marketing Lecture 1

  1. 1. A Practitioners Guide to Digital Marketing BMC 319-001 Downtown Campus 906, 8th Ave SW, Calgary, Room: 222 1
  2. 2. We’re stuck with each other… 2
  3. 3. Here’s what we’re going to learn… 3
  4. 4. Upon successful completion of this course, you will beable to:• Apply Digital and Integrated marketing models as described in this course• Conduct a competitive audit of your Website using best- practice tools• Understand the fundamentals of target audience definition, including user goals and persona creation• Understand the importance of User Experience Design and Website usability• Understand the importance of Information Architecture• Conduct a content audit and understand the basics of copywriting for the Web• Understand technology considerations that affect the success of Digital marketing 4
  5. 5. Upon successful completion of this course, you will beable to:• Conduct business requirements gathering and analysis as an input to a Request for Proposal• Understand the Digital project management lifecycle• Understand the importance of metrics, Key Performance Indicators, reporting & analytics• Understand the benefits and potential pitfalls of Content Management Systems• Understand how digital marketing efforts align with other tactics, including traditional, SEO, paid search, mobile, social and email marketing – integrated marketing• Develop a Request for Proposal document to assist in the evaluation and selection of Digital marketing and development vendors 5
  6. 6. 6
  7. 7. Digital Marketing… Is the HUB. 7
  8. 8. ModelsIn order to add some structure to our thinking, some frameworks are necessary. 8
  9. 9. • Strategic Management1 • Strategic Marketing2 •Digital Marketing3 9
  10. 10. Strategic Management ModelsPEST Model 10
  11. 11. Strategic Management Models 11
  12. 12. Strategic Management Models 12
  13. 13. Strategic Marketing Models The 5 P’s 13
  14. 14. Strategic Marketing Models Strategic Marketing 14
  15. 15. Digital Marketing 2 Questions: How do we frame our Plan? How do execute on that Plan? 15
  16. 16. Strategic Marketing Models eople. Target Audience; internal stakeholders bjectives. What are we trying to accomplish? trategies. How are we going to get there? ools, technologies. What are we going to use? 16
  17. 17. Digital Marketing Models Think: research, plan and strategise. Use the opportunities of digital to meet communications, market and product challenges. Plan assets and campaigns. Create: build beautiful assets, from websites and videos, to banner adverts and applications. Engage: use channels to drive traffic to those assets and build relationships with customers. Optimise: track and analyse to understand how assets and campaigns are performing. Derive insight to improve and test assets and campaigns. eMarketing: The Essential Guide to Digital Marketing, 4th Edition. p.16 17
  18. 18. Digital Marketing ModelsThis is what we use to ‘write’ the plan… 18
  19. 19. Digital Marketing ModelsThis is what we use to execute the plan…Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed tospecifically accommodate the needs of digital marketing. Under normal circumstances, this processallows ample room for the creative process to unfold while preserving the discipline of technology-basedproject management.Discovery: Opportunity, initiation, audits, primaryand secondary research and interviews, analysis andstrategy, personas, creative and technical briefing.Definition: Concept and strategic development,design concepts, wireframes, site maps, businessand functional requirements, solution architecture,production plan.Design: Experience validation, creative andtechnical solutions, and functional prototyping.Development: Creative and technical production,documentation, backend support and integration,quality assurance and testing.Delivery: Launch, end-to-end system testing,localization of languages, deployment, optimizationand maintenance. 19
  20. 20. Digital Marketing ModelsThis is what we use to execute the plan… 20
  21. 21. Integrated Marketing 21
  22. 22. What is Good Design? LOST?? 22 22
  23. 23. Buzzword Bingo 23 23
  24. 24. The ‘PEOS’ Media Model 24
  25. 25. The ‘PEOS’ Media Model 25
  26. 26. Web Calls to Action 26
  27. 27. Microsites 27
  28. 28. Email Marketing Booring but very effective 28
  29. 29. Mobile and other Platforms 29
  30. 30. SEO & SEM 30
  31. 31. Gamification 31
  32. 32. QR Codes 32
  33. 33. Branded Entertainment 33
  34. 34. Integrated Marketing 34
  35. 35. Integrated Marketing 35
  36. 36. 1. DiscoverBefore we can define the marketing challenge and look for solutions, we first have to ask… 36
  37. 37. Internal AnalysisA review of Website Analytics; Content Mapping; SWOT Analysis 37
  38. 38. Competitive AnalysisThere are a number of Website review methodologies that we can use. 38
  39. 39. ForresterTM Website Review ScorecardForrester measures on 4criteria: Value;Navigation, Presentationand Trust. Heuristicanalysis of 25 questionsresults in an aggregatescore in a range of 50(‘perfect’) to -50(‘disaster’). 39
  40. 40. ForresterTM Website Review Scorecard Forresters Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. Its is an expert evaluation, a type of methodology - also known as a heuristic evaluation or scenario review - that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques. 40
  41. 41. ‘Immersibility’ IndexThe ‘Immersibilty’ Index (first described by Agency.com in 2000)involves an expert, heuristic review of websites based on 7categories which when combined provide a completepicture of digital properties strengths and weaknesses.These criteria are:Immersibility – How quickly does the website immerse the user in theonline experience? Includes heuristics, aesthetics, way-finding,status and visibility, user-centred design principles.Findability - How easy is it to find the website? Intuitive andmemorable domain name, search engine results – Search EngineOptimization and Search Engine Marketing results.Content – Depth, breadth, recency, and relevancy of content.Capabilities – What can the user do on the website? Online tools,interactive quizzes, games, downloadable applications, etc.Community – Can the user interact with others? Discussion Forums,Live Chat, Social Web (Twitter, FaceBook), Forums, etc.Commerce/Conversion – How easy is it for user to begin andcomplete a given task or to complete a transaction?Cross-Channel Customer Experience – How do offline, customerservice and Social Web channels knit together? 41 41
  42. 42. Social WebHow do we evaluate our competitor’s Social Presence? 42
  43. 43. It *really* is a Social Web 43
  44. 44. POST Analysis Define your target audience is and plan accordingly. Do What are we trying to accomplish? Are we trying to we want to engage your customers directly? Or, do we communicate directly with our customers – to engage in want to engage other like-minded organizations in the direct conversation? Or, are we attempting to demonstrate same ‘business’ ? Do we have the appropriate resources subject matter expertise? Is our goal customer service? The to converse and engage on Social Web? answer to these questions will determine our Strategies and which Social Web technologies we choose. With literally thousands of Social Web channels to choose How are we going to accomplish our Goals? from, this can be an interesting challenge. For most Will we be using Social Web as a broadcast organizations, it makes sense to start small, stable and proven tool – for Calls to Action? Or, will we be and then expand as required. A review of what peers are doing engaging constituents in deeper and is also prudent. broader conversation? Again, this influences A starter toolkit normally involves a broadcast tool (Twitter); a or choice of tools. conversation tool (FaceBook); a video channel (YouTube, Vimeo); and a ‘Business to Business’ channel (LinkedIn). 44 44
  45. 45. Engaging in the Conversation 1. Evaluate the Landscape 2. Build a Relevant PresenceIdentify established channels, influential After identifying key organizations and it will organizations and users as well as be important to Connect with the top 5% of editorial themes and content. This this constituency to give you credibility. research is critical before establishing any kind of Social Web presence. 4. Use your Influence 3. Develop the Community You can then amplify and scale by arming Next, the need to move communityactive users information and the tools they stakeholders from being indifferent require. This also represents the ‘tipping towards your ‘brand’ to champions and point’ – when you can begin to use your advocates of the programs and services Social Web channels for appeals and you provide. promotions. But, trust must be earned. 45 45
  46. 46. Social Web – Next Steps ‘Market’ Research In our context we’re talking about ‘User Research’ and Participatory Design 46
  47. 47. Qualitative vs. Quantitative eMarketing: The Essential Guide to Digital Marketing, 4th Edition. p.44 47
  48. 48. Primary vs. Secondary eMarketing: The Essential Guide to Digital Marketing, 4th Edition. p.45 48
  49. 49. Participatory DesignParticipatory Design(PD) is done with real usersof the system. Unlike user-centered design whichsupposes that research anddesign work is done on behalf ofusers. PD focuses on acquiringpractical tacit knowledge fromthe users who will actually usethe technologies. PD is mosteffective in helping envision andshape practical elements withina larger IT project. 49
  50. 50. Participatory DesignBy attempting to surface user motivations, wishes, dreams aroundthe end state solution, PD assists in acquiring the practicalknowledge from the users who will actually use the system. Roundtable Focus Groups Online surveys 50
  51. 51. A Practitioners Guide to Digital Marketing BMC 319-001 Downtown Campus 906, 8th Ave SW, Calgary, Room: 222 51