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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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    DBS-Week1-CourseOverview-Digital DBS-Week1-CourseOverview-Digital Presentation Transcript

    • Diploma in Online Marketing, Sales & Digital Strategy
      Keith Feighery
    • 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…
    • Time Table
    • Keith.feighery@digitalinsights.ie
      Moodle - DOMDS
    • 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
    • Reading Lists
    • 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
    • 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
    • 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/
    • 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/
    • 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/
    • 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/
    • 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
    • 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/
    • 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
    • Core Components of Digital Strategy
    • Core Components of Digital Strategy
      • Have clear and defined business objectives for your Digital Programmes
      • Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
      • Know exactly who your audience is – and where they reside digitally
      • Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
      • Develop a content strategy for your site and digital channels – that adds value for your customers
      • “Whats in it for me” – always from the customer perspective
      • Use customer lexicon – not yours
      • Create Activation and Conversion points within your digital assets
      • Build relationships – not always selling
      • Funnel marketing, top of mind, inform, educate and entertain
      • 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
    • The Changing Digital Landscape
    • Traditional Marketing Vs Social Engagement
    • 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
    • Social Media Landscape
    • Businesses & organisations must embrace a more social engagement because it is happening with or without them
    • Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer
    • Marketers must understand the dynamic of communities
    • Differentiated Digital Media Model
    • Digital Marketing Media Mix
    • Content & Inbound Marketing
    • Hubspot – Inbound Marketing Company view
    • 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.
    • Inbound Marketing Advantages
    • 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
    • Digital Strategy & Planning
    • Digital Strategy & Planning
      Source RedAnt.co.uk
    • SOSTAC Framwork
    • UsingRACEforDigitalMarketing Optimisation
    • Digital Marketing Process
      Source eConsultancy
    • Planning Phase
    • 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
    • Research
    • Goals and Audience Location Analysis
      Source RedAnt.co.uk
    • Creation Phase
    • 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)
    • Mapping audience, solutions and projected ROI
      Source RedAnt.co.uk
    • Actualisation Phase
    • 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
    • Evaluation Phase
    • Measurement Process -
      Key Performance Indicators
    • At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase
    • 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
    • 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
    • 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
    • Simple KPI Framework
    • Questions & Answers
    • Contact Details
      086 6070274
      www.linkedin.com/in/keithfeighery
      www.twitter.com/kfeighery
      www.faceboook.com/keith.feighery
      keith.feighery@digitalinsights.ie