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DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
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DBS-Week12-CourseSummation-DigitalPlanningFramework
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DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
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DBS-Week12-CourseSummation-DigitalPlanningFramework
DBS-Week12-CourseSummation-DigitalPlanningFramework
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DBS-Week12-CourseSummation-DigitalPlanningFramework
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DBS-Week12-CourseSummation-DigitalPlanningFramework

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Final Lecture to DBS Class - Course Summation along with Walk through of Digital Strategy and Planning Frameworks

Final Lecture to DBS Class - Course Summation along with Walk through of Digital Strategy and Planning Frameworks

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  • 1. DBS Course Summation & Digital Planning<br />Keith Feighery<br />
  • 2. Overview<br />Components of Digital Marketing Programme<br />Changing Digital Landscape to Consider<br />Differentiated Digital Media Mix<br />Content & Inbound Marketing<br />Digital Strategy and Planning<br />Planning, Creation, Actualisation, Evaluation<br />SOSTAC<br />RACE<br />Case Studies<br />Questions and Answers<br />
  • 3. Core Components of Digital Strategy<br />
  • 4. Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
  • 5. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
  • 6. Know exactly who your audience is – and where they reside digitally
  • 7. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
  • 8. Develop a content strategy for your site and digital channels – that adds value for your customers
  • 9. “Whats in it for me” – always from the customer perspective
  • 10. Use customer lexicon – not yours
  • 11. Build relationships – not always selling
  • 12. Funnel marketing, top of mind, inform, educate and entertain
  • 13. Optimise and promote content across digital channels</li></li></ul><li>Key Online Marketing Tactics<br />Content & Inbound Marketing <br />Website, blog, social platforms, partnership sites etc…<br />Social Marketing<br />Twitter, LinkinedIn, Facebook, YouTube<br />Search Engine Marketing<br />PPC, Display and Affiliates<br />Search Engine Optimisation (SEO)<br />Structured & Planned Content, Optimismed Vocabulary, Links <br />Email Marketing<br />Email Service Providers, Valuable Content<br />Measurement and Analytics<br />Clear Objectives and Benchmarks<br />
  • 14. The Changing Digital Landscape<br />
  • 15. Traditional Marketing Vs Social Engagement<br />
  • 16. Where is everyone?<br />
  • 17.
  • 18. Social Media Landscape<br />
  • 19. Businesses & organisations must embrace a more social engagement because it is happening with or without them<br />
  • 20. Social Media is Here to Stay<br />
  • 21. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer<br />
  • 22. Marketers must understand the dynamic of communities<br />
  • 23. Differentiated Digital Media Model<br />
  • 24. Differentiated Digital Media Model<br />Owned Media – such as website<br />Paid Media – such as PPC or Display ads<br />Earned Media – such as viral campaign<br />
  • 25. Digital Marketing Media Mix<br />
  • 26. Content & Inbound Marketing<br />
  • 27. Hubspot – Inbound Marketing Company view<br />
  • 28. Outbound Vs Inbound Marketing Strategies<br />Outbound marketing strategy: <br />More traditional approach – can also be referred to as ‘push messaging’. <br />Business decides on a particular message and pushes it out into the marketplace.<br />Finds customers by building brand awareness through advertising and promotion. <br />Inbound marketing strategy:<br />New and emerging approach – can also be referred to as ‘pull messaging’.<br />Develop relationships with prospectives<br />Findability – create a digital footprint that ensures you are found<br />Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. <br />
  • 29. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, mobile applications, digital conversations/interactions etc.<br />Brands/Businesses are becoming publishers and media outlets<br />No limits to what an organisation can publish online for the consumption of their constituencies<br />Become trusted knowledge experts in your business or sphere of operations<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, educative, informative etc..<br />Allow user participation and transparent engagement<br />
  • 30. Inbound Marketing Advantages<br />
  • 31. Advantages<br />Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives<br />Creates a less-frictional way of converting prospects into sales<br />When used in conjunction with lead management systems<br />Helps build long-term relationships rather than one-off sales <br />Creates stickiness to your owned media assets (rather than to paid ones)<br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  • 32. Digital Strategy Frameworks<br />
  • 33. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  • 34. SOSTAC Framwork<br />
  • 35. UsingRACEforDigitalMarketing Optimisation<br />
  • 36. Planning Phase<br />
  • 37. Planning<br />Define business objectives<br />Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..<br />Identify and communicate to key stakeholders (buy-in)<br />Listening to what is being said about brand currently<br />Define audience and break down into key segments<br />Influencers, Advocates, Personas <br />Demographics, Psychographics, SocialGraphics etc.<br />Audience locations and value of each audience segment<br />Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats<br />Aligning brand with digital strategy<br />What is the tone, voice, perception currently presented<br />
  • 38. Research<br />
  • 39. Keyword Research<br />
  • 40. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  • 41. Creation Phase<br />
  • 42. Creation<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solutions<br />Identify themes, channels, tone, aims for each tactical channel and initiative<br />PPC, Social Platforms, SEO, Email, Lead Gen etc…<br />For B2B business map out buyer and sales cycles<br />Align marketing and sales organisations<br />Create internal procedures and best practices for social channels<br />Initiate a content marketing production programme<br />Map this out along with personas and buyer cycles<br />Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)<br />
  • 43. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  • 44. Actualisation Phase<br />
  • 45. Actualisation<br />Real-time implementation of each channel, campaign and platform<br />Engaging and interacting with your audiences<br />Reacting to issues and tweaking campaigns as they proceed live<br />Constantly compare performance with projected KPIs created during the previous phases<br />Create a cross functional communications feedback loop to resolve all issues and update status<br />Capture all lessons learnt in a repository in order to feedback into an improvement process<br />
  • 46. Actualisation Core Elements<br />
  • 47. Pay Per Click Advertising<br />
  • 48. PPC Overview<br />Analyse your specific market <br />Use Keyword Tools<br />Analyse your online and offline competitors<br />Keywords tools, Seo Tools, Back Links Analyser<br />Create the PPC accounts<br />Divide the main account into sub campaigns and groups<br />Optimise Ad Copy, Headlines, Calls to Actions, Landing Pages <br />Enables highly targetted Ad Campaigns<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />Adjust constantly to ensure optimisation<br />
  • 49. PPC Tips<br />Match your keywords to optimised and tested landing pages <br />Ensure you optimise your Google "Quality Score”<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool<br />Wordstream<br />Keyword Spy<br />Market samurai<br />Wordze<br />WordTracker<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  • 50. PPC Case Studies<br />
  • 51.
  • 52. Crystal Ski<br />
  • 53.
  • 54.
  • 55.
  • 56. Tropical Sky<br />
  • 57. Search Engine Optimisation<br />
  • 58. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  • 59. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  • 60. SEO Case Studies<br />
  • 61.
  • 62. Sunway - Thailand<br />
  • 63.
  • 64. Sunway.ie - Egypt<br />
  • 65.
  • 66. Select Camp<br />
  • 67. Local Search<br />
  • 68. Skytours – Google Places<br />
  • 69. Club Travel Google Places<br />
  • 70. Social Media Campaigns<br />
  • 71. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel<br />
  • 72. Online Brands and Social Media<br />60% of online shoppers already use social media sites and networks regularly<br />56% of those online shoppers friend or follow retailers, but they can only do so, if the retailer is actively engaging within those networks<br />Only 25% of Top 100 Brands have Facebook Pages<br />Twitter and Facebook users to spend more than 1.5x more online than the average Internet user.<br />
  • 73. Elements of a social media campaign<br />Essentials of a successful campaign<br />Know your target audience<br />Plan goals and aims of campaign<br />Prepare internal organisation for impact of social media <br />Identify stakeholders and task them with ownership<br />Pick platforms and tools that relate to your identified audience<br />Implement a pilot programme and monitor and analyse campaign progress<br />Revise approach and campaign based on feedback<br />Roll-out on different platforms and business areas incrementally<br />
  • 74. Implementing a social media programme<br />Benchmark existing stats<br />Current site statistics - PPC and Organic Search <br />Twitter followers, Facebook fans, Digg Links, existing traffic etc..<br />Quantify ROI benchmarks – customer acquisition, advertising spend per channel<br />Design and develop the campaign<br />Decide on channels<br />Stakeholders <br />Expectations<br />Pilots<br />Revision points<br />Monitoring process<br />Engagement process<br />Measure Impact of the Programme<br />
  • 75. Case Studies<br />
  • 76. Cully & Sully<br />
  • 77. Dazzledust<br />
  • 78. The Good Mood Food Blog<br />
  • 79. Kogi BBQ<br />
  • 80. Hairybaby<br />
  • 81. BlendTec<br />
  • 82. Old Spice Campaign<br />
  • 83. Tippex YouTube Campaign<br />
  • 84. Greater Manchester Police<br />
  • 85. C-Mon & Kypksi<br />
  • 86. Email Marketing<br />
  • 87. Email Applications<br />
  • 88. Case Studies<br />
  • 89. CityDeal.ie<br />
  • 90.
  • 91. Asos<br />
  • 92.
  • 93. Schuh<br />
  • 94.
  • 95. Prudence Magazine<br />
  • 96.
  • 97. Key Points to Remember<br />
  • 98. Why does email marketing work<br />Allows Targeting & Segmentation – right prospects<br />Is Data Driven –you can focus campaigns on measurable prior behaviour<br />Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups<br />Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”<br />Support Sales Through Other Channels – influence and drive offline activities<br />Helps Customer Acquisition and Customer Retention<br />
  • 99. Email Design and Layout<br />Clear User Outcome Focused Design<br />Use Multipart-Alternative MIME formats<br />Sends HTML version and plain text version (depending on the recipient mail server settings)<br />Design attractive, simple and easy to use templates<br />Ensure branding is consistent across all campaigns<br />Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action<br />Test your mail to ensure that it renders across all email clients<br />Don’t Embed image files in emails – link to external servers<br />Use inline CSS rather than relative CSS links in header<br />
  • 100. First Impression Count<br />Your first email should be a welcome email<br />Introduce your company and benefits of receiving the email<br />On your email sign-up form - tell users what they will get and how often<br />Tell user that your goals is top provide value for them<br />Special offers for signing-up to your email newsletter<br />The To: field should be the persons name – not their email address – you can customise this<br />Provide an obvious opt-out link for the user<br />Link to your privacy policy<br />Clearly show your physical address – you’re a real business <br />
  • 101. Its All About Content<br />Content is King<br />Map out content for your next few campaigns<br />Each email should provide clear value<br />Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page<br />Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)<br />One or two “Clear Calls to Action” per email (no more)<br />Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)<br />
  • 102. Best Practices – Subject Line<br />Keep it 35 Characters or less<br />Consider using brand or business name<br />Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)<br />Mimize use or don’t use symbols and special characters – (!!!)<br />Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)<br />Time delimit offers <br />Add in prices of special offers<br />
  • 103. Affiliate Networks & Performance Based Marketing<br />
  • 104. Affiliate Networks/Performance Mktg<br />
  • 105. Measurement Process - <br />Key Performance Indicators<br />
  • 106. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase<br />
  • 107. Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />Business Objectives:<br />Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs <br />
  • 108. Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Increase Customer Lifetime Value<br />Increase Average Revenue Per User<br />Reduce Cost per Lead & Cost per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Increase Recency Rates<br />Reduce Abandonment rates<br />
  • 109. Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposition of Organic, Paid, Email, Direct etc..<br />Social Stats<br /># of Twitter, FB, Blog, LinkedIn followers/comments<br /># of 3rd Party Links <br />Partners, Referrals, Promotions, Affiliates <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  • 110. Simple KPI Framework<br />
  • 111. Evaluation Phase<br />
  • 112. Evaluation Feedback loop<br />Implement a continuous learning and improvement framework<br />All findings and experiences should feed into subsequent phases, campaigns and initiatives<br />Refine reporting process <br />Improve ROI metrics in their broadest sense<br />Continue to get communicate internally of sucesses<br />Educate management through correlation of digital and business goals<br />
  • 113. Questions & Answers<br />
  • 114. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />
  • 115. Thank You<br />

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