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DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
DBS-Week1-CourseOverview-Digital
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DBS-Week1-CourseOverview-Digital

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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 &amp; Digital Strategy<br />Keith Feighery<br />
  • 2. Course Overview<br />12 week course<br />Project Assignment Based <br />Lectures, Hands-on group work, class presentations<br />Assignment due 2 weeks after final class<br />Class participation is key<br />Essential to read suggested course materials <br />blogs, books, reference sites, podcasts, webinars etc… <br />
  • 3. Time Table<br />
  • 4. Keith.feighery@digitalinsights.ie<br />Moodle - DOMDS <br />
  • 5. Course Overview<br />Developing and executing Digital Strategy<br />Digital and Online Marketing Programmes<br />Content Marketing Programmes<br />B2C and B2B Online Marketing Tactics<br />SEO, PPC, Email, Display, Automated Marketing Solutions <br />Social Media Marketing Strategies &amp; Tactics<br />Online Sales Optimisation<br />Digital Media Content Creation<br />Implementing Measurement Programmes<br />
  • 6. Reading Lists<br />
  • 7. Readings<br />Core Text Books<br />New Rules of Marketing and PR – David Meerman Scott<br />Now is Gone – Brian Solis<br />Engage – Brian Solis<br />Groundswell – Charlene Li and Josh Bernoff<br />Web analytics 2.0 - AvinashKaushik<br />Advanced Google AdWords – Brad Geddes <br />Supplementary Reading:<br />Flip the Funnel – Joseph Jaffe<br />Web analytics : an hour a day – AvinashKaushik<br />Landing Page Optimization: The Definitive Guide to Testing Time Ash<br />Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg<br />Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg<br />
  • 8. Podcasts<br />Podcasts<br />Forimmediaterelease.biz<br />Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)<br />Marketing Over Coffee<br />PPC Rockstars – David Szetela<br />Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio<br />Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/<br />Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/<br /> On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx<br />Marketing Experiments – Website Optimisation<br />
  • 9. Websites<br />Digital Marketing<br />http://www.marketingprofs.com<br />http://www.marketingsherpa.com/<br />http://www.twistimage.com/blog/<br />http://econsultancy.com/<br />www.adage.com<br />http://johnbell.typepad.com/<br />www.mashable.com<br />www.rww.com<br />www.emarketer.com<br />www.junta41.com<br />www.hubspot.com<br />http://sethgodin.typepad.com/<br />
  • 10. Social Media<br />Social Media<br />www.webstrategist.com/blog<br />www.brandrepublic.com/<br />http://www.socialmediatoday.com<br />www.techcrunch.com<br />www.mashable.com<br />http://blogs.forrester.com/groundswell/<br />http://www.casestudiesonline.com/<br />www.nevillehobson.com<br />http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/<br />http://www.beingpeterkim.com/2008/09/ive-been-thinki.html<br />http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/<br />
  • 11. Online PR<br />Online PR/Communications<br />http://www.webinknow.com/<br />http://www.nevillehobson.com/<br />http://www.steverubel.com/<br />http://blog.holtz.com/<br />http://kdpaine.blogs.com/<br />http://darmano.typepad.com/logic_emotion/<br />http://www.shivsingh.com/goingsocial/<br />http://www.theharteofmarketing.com/<br />http://www.insidepr.ca/<br />http://www.acrossthesound.net/<br />
  • 12. SEO<br />SEO/PPC<br />searchengineland.com/<br />searchenginewatch.com/<br />www.mattcutts.com<br />www.seroundtable.com/<br />http://www.seomoz.org/<br />www.toprank.blog.com<br />www.searchenginejournal.com/<br />www.seobook.com<br />www.seochat.com/<br />www.semrush.com/<br />www.googlerankings.com/<br />www.sitepoint.com/article/ultimate-seo-checklist<br />www.searchengineguide.com/<br />
  • 13. B2B Sites and Products<br />B2B Marketing and Lead Management<br />blog.startwithalead.com/weblog/<br />marketinginteractions.typepad.com/<br />www.leadsloth.com<br />www.propellingbrands.wordpress.com<br />www.leaddogs.com<br />www.market2lead.com<br />www.churchofthecustomer.com<br />www.customerexperiencematrix.blogspot.com/<br />www.funnelholic.com <br />B2B Marketing Products<br />www.alterian.com<br />www.eloqua.com<br />www.marketo.com<br />www.reachforce.com<br />www.genius.com<br />
  • 14. Websites<br />Analytics<br />http://www.webmetricsguru.com/<br />http://www.kaushik.net/avinash/<br />http://lifeanalytics.blogspot.com/<br />http://andrewchenblog.com/list-of-essays/<br />http://blog.revahealth.com/<br />http://crazyegg.com/<br />http://haveamint.com/<br />A/B &amp; MultiTesting<br />http://www.abtests.com/<br />https://www.google.com/analytics/siteopt/splash?hl=en<br />http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/<br />http://www.vertster.com/<br />http://www.whichmvt.com/<br />
  • 15. Google/Conversion Related<br />Google Related<br />www.google.com/support/forum/p/websiteoptimizer?hl=en<br />www.google.com/webmasters/<br />www.google.com/support/conversionuniversity/<br />www.google.com/adwords/webinars/agency.html<br />www.google.com/insights/search/#<br />adwords.google.com/select/AdTargetingPreviewTool<br />adwords.google.com/select/KeywordToolExternal<br />www.google.com/trends<br />Keywords<br />freekeywords.wordtracker.com/<br />inventory.overture.com/d/searchinventory/suggestion/<br />Online Conversion Related<br />conversionroom.blogspot.com/<br />www.widerfunnel.com/proof/case-studies<br />
  • 16. Core Components of Digital Strategy<br />
  • 17. Core Components of Digital Strategy<br /><ul><li>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</li></li></ul><li>Key Online Marketing Tactics<br />Content &amp; Inbound Marketing <br />Website, blog, social platforms, partnership sites etc…<br />Search Engine Marketing<br />PPC, Display and Affiliates<br />Social Media Marketing<br />Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts<br />Mobile Marketing<br />Location Based, Text, Advertising, Coupons, Offline-Activation<br />Search Engine Optimisation (SEO)<br />Structured &amp; Planned Content, Optimismed Vocabulary, Links <br />Email Marketing<br />Email Service Providers, Acquisition and Retention, Lead Nurturing<br />Measurement and Analytics<br />Clear Objectives and Benchmarks<br />
  • 28. The Changing Digital Landscape<br />
  • 29. Traditional Marketing Vs Social Engagement<br />
  • 30. Digital Consumption Trends<br />1.7 Million people currently on Facebook in Ireland<br />The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously<br />Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc.<br />Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player)<br />Approx 200 Million People per month access Facebook on mobile Devices<br />The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010<br />70% of online adults, ages 55 and older, use social tools at least once a month<br />
  • 31.
  • 32. Social Media Landscape<br />
  • 33.
  • 34. Businesses &amp; organisations must embrace a more social engagement because it is happening with or without them<br />
  • 35. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer<br />
  • 36. Marketers must understand the dynamic of communities<br />
  • 37. Differentiated Digital Media Model<br />
  • 38. Digital Marketing Media Mix<br />
  • 39. Content &amp; Inbound Marketing<br />
  • 40. Hubspot – Inbound Marketing Company view<br />
  • 41. 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 />
  • 42. Inbound Marketing Advantages<br />
  • 43. 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 />
  • 44. Digital Strategy &amp; Planning<br />
  • 45. Digital Strategy &amp; Planning<br />Source RedAnt.co.uk<br />
  • 46. SOSTAC Framwork<br />
  • 47. UsingRACEforDigitalMarketing Optimisation<br />
  • 48. Digital Marketing Process<br />Source eConsultancy<br />
  • 49. Planning Phase<br />
  • 50. 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 />
  • 51. Research<br />
  • 52. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  • 53. Creation Phase<br />
  • 54. 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 />
  • 55. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  • 56. Actualisation Phase<br />
  • 57. 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 />
  • 58. Evaluation Phase<br />
  • 59. Measurement Process - <br />Key Performance Indicators<br />
  • 60. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase<br />
  • 61. 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 />
  • 62. Typical Trackable KPIs<br />Increase Rate &amp; 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 &amp; Cost per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Increase Recency Rates<br />Reduce Abandonment rates<br />
  • 63. 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 enquiries, leads and conversions <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  • 64. Simple KPI Framework<br />
  • 65. Questions &amp; Answers<br />
  • 66. 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 />

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