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Overview of the Online Marketing and Digital Strategy Course for Dublin Business School - a walk through of Digital Strategy and Planning

Overview of the Online Marketing and Digital Strategy Course for Dublin Business School - a walk through of Digital Strategy and Planning

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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. Time Table
  • 4. Keith.feighery@digitalinsights.ie
    Moodle - DOMDS
  • 5. Course Overview
    Developing and executing Digital Strategy
    Digital and Online Marketing Programmes
    Content Marketing Programmes
    B2C and B2B Online Marketing Tactics
    SEO, PPC, Email, Display, Automated Marketing Solutions
    Social Media Marketing Strategies & Tactics
    Online Sales Optimisation
    Digital Media Content Creation
    Implementing Measurement Programmes
  • 6. Reading Lists
  • 7. Readings
    Core Text Books
    New Rules of Marketing and PR – David Meerman Scott
    Now is Gone – Brian Solis
    Engage – Brian Solis
    Groundswell – Charlene Li and Josh Bernoff
    Web analytics 2.0 - AvinashKaushik
    Advanced Google AdWords – Brad Geddes 
    Supplementary Reading:
    Flip the Funnel – Joseph Jaffe
    Web analytics : an hour a day – AvinashKaushik
    Landing Page Optimization: The Definitive Guide to Testing Time Ash
    Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg
    Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg
  • 8. Podcasts
    Podcasts
    Forimmediaterelease.biz
    Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)
    Marketing Over Coffee
    PPC Rockstars – David Szetela
    Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio
    Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/
    Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/
    On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx
    Marketing Experiments – Website Optimisation
  • 9. 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.mashable.com
    www.rww.com
    www.emarketer.com
    www.junta41.com
    www.hubspot.com
    http://sethgodin.typepad.com/
  • 10. Social Media
    Social Media
    www.webstrategist.com/blog
    www.brandrepublic.com/
    http://www.socialmediatoday.com
    www.techcrunch.com
    www.mashable.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/
  • 11. Online PR
    Online PR/Communications
    http://www.webinknow.com/
    http://www.nevillehobson.com/
    http://www.steverubel.com/
    http://blog.holtz.com/
    http://kdpaine.blogs.com/
    http://darmano.typepad.com/logic_emotion/
    http://www.shivsingh.com/goingsocial/
    http://www.theharteofmarketing.com/
    http://www.insidepr.ca/
    http://www.acrossthesound.net/
  • 12. SEO
    SEO/PPC
    searchengineland.com/
    searchenginewatch.com/
    www.mattcutts.com
    www.seroundtable.com/
    http://www.seomoz.org/
    www.toprank.blog.com
    www.searchenginejournal.com/
    www.seobook.com
    www.seochat.com/
    www.semrush.com/
    www.googlerankings.com/
    www.sitepoint.com/article/ultimate-seo-checklist
    www.searchengineguide.com/
  • 13. 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/
    www.funnelholic.com 
    B2B Marketing Products
    www.alterian.com
    www.eloqua.com
    www.marketo.com
    www.reachforce.com
    www.genius.com
  • 14. 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/
  • 15. 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
  • 16. Core Components of Digital Strategy
  • 17. Core Components of Digital Strategy
    • Have clear and defined business objectives for your Digital Programmes
    • 18. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
    • 19. Know exactly who your audience is – and where they reside digitally
    • 20. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
    • 21. Develop a content strategy for your site and digital channels – that adds value for your customers
    • 22. “Whats in it for me” – always from the customer perspective
    • 23. Use customer lexicon – not yours
    • 24. Create Activation and Conversion points within your digital assets
    • 25. Build relationships – not always selling
    • 26. Funnel marketing, top of mind, inform, educate and entertain
    • 27. Optimise and Measure performance across all digital channels
  • Key Online Marketing Tactics
    Content & Inbound Marketing
    Website, blog, social platforms, partnership sites etc…
    Search Engine Marketing
    PPC, Display and Affiliates
    Social Media Marketing
    Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
    Mobile Marketing
    Location Based, Text, Advertising, Coupons, Offline-Activation
    Search Engine Optimisation (SEO)
    Structured & Planned Content, Optimismed Vocabulary, Links
    Email Marketing
    Email Service Providers, Acquisition and Retention, Lead Nurturing
    Measurement and Analytics
    Clear Objectives and Benchmarks
  • 28. The Changing Digital Landscape
  • 29. Traditional Marketing Vs Social Engagement
  • 30. Digital Consumption Trends
    1.7 Million people currently on Facebook in Ireland
    The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously
    Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc.
    Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player)
    Approx 200 Million People per month access Facebook on mobile Devices
    The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010
    70% of online adults, ages 55 and older, use social tools at least once a month
  • 31.
  • 32. Social Media Landscape
  • 33.
  • 34. Businesses & organisations must embrace a more social engagement because it is happening with or without them
  • 35. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • 36. Marketers must understand the dynamic of communities
  • 37. Differentiated Digital Media Model
  • 38. Digital Marketing Media Mix
  • 39. Content & Inbound Marketing
  • 40. Hubspot – Inbound Marketing Company view
  • 41. Outbound Vs Inbound Marketing Strategies
    Outbound marketing strategy:
    More traditional approach – can also be referred to as ‘push messaging’.
    Business decides on a particular message and pushes it out into the marketplace.
    Finds customers by building brand awareness through advertising and promotion.
    Inbound marketing strategy:
    New and emerging approach – can also be referred to as ‘pull messaging’.
    Develop relationships with prospectives
    Findability – create a digital footprint that ensures you are found
    Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
  • 42. Inbound Marketing Advantages
  • 43. Advantages
    Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
    Creates a less-frictional way of converting prospects into sales
    When used in conjunction with lead management systems
    Helps build long-term relationships rather than one-off sales
    Creates stickiness to your owned media assets (rather than to paid ones)
    Once started, provides an ongoing process and framework to control and publish valuable information
  • 44. Digital Strategy & Planning
  • 45. Digital Strategy & Planning
    Source RedAnt.co.uk
  • 46. SOSTAC Framwork
  • 47. UsingRACEforDigitalMarketing Optimisation
  • 48. Digital Marketing Process
    Source eConsultancy
  • 49. Planning Phase
  • 50. 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
  • 51. Research
  • 52. Goals and Audience Location Analysis
    Source RedAnt.co.uk
  • 53. Creation Phase
  • 54. 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)
  • 55. Mapping audience, solutions and projected ROI
    Source RedAnt.co.uk
  • 56. Actualisation Phase
  • 57. 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
  • 58. Evaluation Phase
  • 59. Measurement Process -
    Key Performance Indicators
  • 60. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase
  • 61. Measurement
    Key Performance Indicators
    Measures that help you understand how you are doing against your objectives.
    highlight success, or failures, for the objectives you have created for your organization
    Business Objectives:
    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
  • 62. Typical Trackable KPIs
    Increase Rate & Value of Conversions
    Increase Average order size (ecommerce apps)
    Increase Customer Lifetime Value
    Increase Average Revenue Per User
    Reduce Cost per Lead & Cost per Sale
    Reduce Core Bounce rates
    Increase Frequency and Return rates
    Increase Recency Rates
    Reduce Abandonment rates
  • 63. Metrics
    Traffic Related Statistics
    # Page Views, Visits, Unique Visitors
    Channel Statistics
    Decomposition of Organic, Paid, Email, Direct etc..
    Social Stats
    # of Twitter, FB, Blog, LinkedIn followers/comments
    # of 3rd Party Links
    Partners, Referrals, Promotions, Affiliates
    # of enquiries, leads and conversions
    # of Newsletter signups
    # of Site Specific Downloads
    Webinar Views, Articles, Whitepapers, podcasts
  • 64. Simple KPI Framework
  • 65. Questions & Answers
  • 66. Contact Details
    086 6070274
    www.linkedin.com/in/keithfeighery
    www.twitter.com/kfeighery
    www.faceboook.com/keith.feighery
    keith.feighery@digitalinsights.ie