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Dbs Intro Online Marketing Sales Digital Strategyv1

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Introduction class to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Also covers Digital Strategy process and alignement of business objectives and goals.

Introduction class to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Also covers Digital Strategy process and alignement of business objectives and goals.

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  • 1. Diploma in Online Marketing, Sales & Digital Strategy
    Keith Feighery
  • 2. Course Overview
    12 week course
    Project Assignment Based
    Lectures, Hands-on group work, class presentations
    Assignment due 2 weeks after final class
    Class participation is key
    Essential to read suggested course materials
    blogs, books, reference sites, podcasts, webinars etc…
  • 3. Course Overview
    Developing and executing Digital Strategy
    Digital and Online Marketing Programmes
    Content marketing solutions
    Automated B2B and B2C marketing solutions
    Online Sales Optimisation
    Social media strategies & tactics
    Implementing measurement Programmes
    Digital Media Content Creation
  • 4. Reading Lists
  • 5. Books-Podcasts-Webinars
    Core Text Books
    New Rules of Marketing and PR – David Meerman Scott
    Now is Gone – Brian Solis
    Groundswell – Charlene Li and Josh Bernoff
    Podcasts
    Forimmediaterelease.biz
    Alterian Podcast Series
    Marketing Over Coffee
    Webinars
    Hubspot.com series of webinars
    Vocus Top 6 Webinars 2009
    Marketo, Marketing Sherpa, Alterian Webinars
  • 6. Websites
    Digital Marketing
    http://www.marketingprofs.com
    http://www.marketingsherpa.com/
    http://www.twistimage.com/blog/
    http://econsultancy.com/
    www.adage.com
    http://johnbell.typepad.com/
    www.hubspot.com
    www.nickburcher.com
    Online PR/Communications
    http://www.webinknow.com/
    http://www.steverubel.com/
    http://darmano.typepad.com/logic_emotion/
    http://www.briansolis.com
    http://www.theharteofmarketing.com/
    http://sethgodin.typepad.com/
  • 7. Websites
    Social Media
    www.mashable.com
    http://www.socialmediatoday.com
    www.techcrunch.com
    http://www.chrisbrogan.com/
    www.web-strategist.com
    http://blogs.forrester.com/groundswell/
    http://www.casestudiesonline.com/
    www.nevillehobson.com
    http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
    http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
    http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/
  • 8. Websites
    Analytics
    http://www.webmetricsguru.com/
    http://www.kaushik.net/avinash/
    http://lifeanalytics.blogspot.com/
    http://andrewchenblog.com/list-of-essays/
    http://blog.revahealth.com/
    http://crazyegg.com/
    http://haveamint.com/
    A/B & MultiTesting
    http://www.abtests.com/
    https://www.google.com/analytics/siteopt/splash?hl=en
    http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
    http://www.vertster.com/
    http://www.whichmvt.com/
  • 9. B2B Sites and Products
    B2B Marketing and Lead Management
    blog.startwithalead.com/weblog/
    marketinginteractions.typepad.com/
    www.leadsloth.com
    www.propellingbrands.wordpress.com
    www.leaddogs.com
    www.market2lead.com
    www.churchofthecustomer.com
    www.customerexperiencematrix.blogspot.com/ 
    B2B Marketing Products
    www.alterian.com
    www.eloqua.com
    www.marketo.com
    www.reachforce.com
    www.pardot.com
    www.funnelholic.com
  • 10. Google/Conversion Related
    Google Related
    www.google.com/support/forum/p/websiteoptimizer?hl=en
    www.google.com/webmasters/
    www.google.com/support/conversionuniversity/
    www.google.com/adwords/webinars/agency.html
    www.google.com/insights/search/#
    adwords.google.com/select/AdTargetingPreviewTool
    adwords.google.com/select/KeywordToolExternal
    www.google.com/trends
    Keywords
    freekeywords.wordtracker.com/
    inventory.overture.com/d/searchinventory/suggestion/
    Online Conversion Related
    conversionroom.blogspot.com/
    www.widerfunnel.com/proof/case-studies
  • 11. SEO
    SEO/PPC
    www.seo-moz.com
    www.searchenginewathck.com
    www.toprank.blog.com
    www.redfly.com
    www.seobook.com
    www.mattutts.com
    www.searchengineforums.com
    http://www.searchengineguide.com/stoney-degeyter/7-steps-to-improving-conversion-rates.php
    websitegrader.com/
    www.hubspot.com
    www.xml-sitemaps.com/
  • 12. Digital Strategy
  • 13. Digital Marketing Process
    Source eConsultancy
  • 14. Digital Strategy & Planning
    Source RedAnt.co.uk
  • 15. Planning Phase
  • 16. Planning
    Define business objectives
    Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..
    Identify and communicate to key stakeholders (buy-in)
    Listening to what is being said about brand currently
    Define audience and break down into key segments
    Influencers, Advocates, Personas
    Demographics, Psychographics, SocialGraphics etc.
    Audience locations and value of each audience segment
    Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats
    Aligning brand with digital strategy
    What is the tone, voice, perception currently presented
  • 17. Goals and Audience Location Analysis
    Source RedAnt.co.uk
  • 18. Creation Phase
  • 19. Creation
    Once strategy, audience, locations are known
    Start conceiving, designing and creating tactical solutions
    Identify themes, channels, tone, aims for each tactical channel and initiative
    PPC, Social Platforms, SEO, Email, Lead Gen etc…
    For B2B business map out buyer and sales cycles
    Align marketing and sales organisations
    Create internal procedures and best practices for social channels
    Initiate a content marketing production programme
    Map this out along with personas and buyer cycles
    Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)
  • 20. Mapping audience, solutions and projected ROI
    Source RedAnt.co.uk
  • 21. Actualisation Phase
  • 22. Actualisation
    Real-time implementation of each channel, campaign and platform
    Engaging and interacting with your audiences
    Reacting to issues and tweaking campaigns as they proceed live
    Constantly compare performance with projected KPIs created during the previous phases
    Create a cross functional communications feedback loop to resolve all issues and update status
    Capture all lessons learnt in a repository in order to feedback into an improvement process
  • 23. Evaluation Phase
  • 24. Evaluation
    Once Campaign goes live then measure the following to find the delta for before and after
    Online Traffic
    Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates
    Levels of interaction
    Comments left by users, number of Retweets, number of Fans on Facebook pages, numbers of @comments in twitter, number of subscribers through email and RSS
    Leads/Conversions
    create measurable and trackable conversion points in your sales funnel – sign up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.
    Search Engine Optimisation
    links from blogs, trackbacks, comments left in blogs, views of embedded digital content that you provided, Digg links
    Brand Metrics
    NPS, positive brand associations, brand awareness,brand recall
  • 25. Evaluation Feedback loop
    Implement a continuous learning and improvement framework
    All findings and experiences should feed into subsequent phases, campaigns and initiatives
    Refine reporting process
    Improve ROI metrics in their broadest sense
    Continue to get communicate internally of sucesses
    Educate management through correlation of digital and business goals