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DBS Week1 - Introduction Session - Online Marketing and Digital Strategy

DBS Week1 - Introduction Session - Online Marketing and Digital Strategy



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DBS-Week1-Introduction-Diploma-OnlineMarketingDigitalStrategy DBS-Week1-Introduction-Diploma-OnlineMarketingDigitalStrategy Presentation Transcript

  • Digital Marketing Diploma Introduction Lecture Keith Feighery
  • Time Table
  • Class Expectations View slide
  • Classroom Expectations
    • Participate in discussion
    • Use observations and experience from your own online activities and use in class discussions
    • Think like a digital marketer –
      • Analyse social media presences
      • Examine & critique online ads
      • Look at email newsletters and critique
    • Mobiles off please.
    View slide
  • What are the core objectives of this course?
  • Give you the tools to research, plan, create and run optimised digital marketing programmes
  • Main Course Themes
    • Developing focused Digital Marketing Strategies
    • Leveraging Key Digital Marketing Tactics
      • Social Media Marketing, SEO, PPC, Email, Blogging, Display, Affiliates
    • Using Rich Media in Digital Marketing Strategy
      • Blogs, Videos, Images, Audio
    • Measuring Impact of Digital Marketing
      • Using Google Analytics, Defining Key Performance Indicators, Understanding Actionable Insights
    • Plan, Create and Execute targeted Digital Marketing Programmes
      • Output of course is a digital marketing plan
  • Course Project
  • Project
    • Choose a business (fictional or real)
    • Identify clearly defined business objectives
    • Develop a Digital Marketing Strategy and Plan
      • Create Clear Personas, Identify digital locations, Develop Content Strategies per channel, Create Success Scorecards
    • Choose and justify appropriate digital and social channels
      • SEO, PPC, Display, Social Networks, Affiliate, Email, Mobile etc.
    • Develop a measurement framework
      • Clear KPIs, Actuals Vs Projections, Mapping outcomes to scorecard
    • Create a report to be approx. 3000 Words long
  • Key Resource to help with Digital Planning Process
  • Digital Marketing Planning Template
      • http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
    Excellent Digital Marketing Planning Template
  • Introductions
  • Career Summary
    • Director of Digital Strategy with Digital Insights
    • 14 Years experience developing and marketing web and digital applications
    • Lecturer with DIT on MA in Digital Media Technologies
    • Lecturer with Dublin Business School, Griffith College, Champlain College in Online Marketing and Digital Strategy
  • [email_address]
  • Reading Lists
  • Readings
    • Digital Strategy Books
      • Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey et al)
      • eMarketing eXcellence: Planning and optimising your digital marketing (Dave Chaffey)
    • General Digital Marketing Readers
      • Flip the Funnel (Joseph Jaffe)
      • Engage (Brian Solis)
      • Content Rules (Chapman and Handley)
      • Groundswell (Li and Bernoff)
      • Free (Chris Andersion)
  • Podcasts
    • Podcasts
      • Forimmediaterelease.biz
      • Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)
      • Marketing Over Coffee (http://www.marketingovercoffee.com/)
      • Media Bulls Eye (Find it on the Custom Scoop Blog)
  • General Digital Marketing Sites
    • Digital Marketing Sites and Blogs
      • www.smartinsights.com
      • www.hubspot.com
      • http://www.marketingprofs.com
      • http://www.marketingsherpa.com/
      • www.rww.com
      • http://www.twistimage.com/blog/
      • http://econsultancy.com/
      • www.adage.com
      • http://johnbell.typepad.com/
      • www.mashable.com
      • www.emarketer.com
  • Social Media
    • Social Media
      • www.webstrategist.com/blog
      • www.brandrepublic.com/
      • www.simplyzesty.com
      • http://www.socialmediatoday.com
      • www.mashable.com
      • www.nevillehobson.com
      • http://blogs.forrester.com/groundswell/
      • http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
      • 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://blog.holtz.com/
      • http://kdpaine.blogs.com/
      • http://darmano.typepad.com/logic_emotion/
      • http://www.shivsingh.com/goingsocial/
      • http://www.theharteofmarketing.com /
      • http://www.acrossthesound.net/
      • http://www.insidepr.ca/
  • SEO
    • SEO/PPC
      • http://www.seomoz.org/
      • searchengineland.com/
      • www.semrush.com/
      • searchenginewatch.com/
      • www.mattcutts.com
      • www.searchenginejournal.com/
      • www.seobook.com
  • Introduction to Digital Marketing
  • What is Digital Marketing?
  • Using Digital Channels to Reach, Acquire, Retain (& Advocate) Customers both Online and Offline
    • Digital Marketing Should Support and Accelerate the following:
      • Create Awareness of Products/Services
      • Customer/Prospect Engagement
      • Customer Acquisition
      • Customer Retention
      • Customer Advocacy
  • What are the core elements to consider when planning a Digital Campaign
  • 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
  • What are the core tactical tools at a Digital Marketers disposal
  • Key Online Marketing Tactics
    • Content & Inbound Marketing
      • Website, blog, social platforms, partnership sites etc…
    • Social Media Marketing
      • Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
    • Search Engine Marketing
      • PPC, Display and Affiliates
    • Search Engine Optimisation (SEO)
      • Structured & Planned Content, Optimismed Vocabulary, Links
    • Email Marketing
      • Email Service Providers, Acquisition and Retention, Lead Nurturing
    • Mobile Marketing
      • Location Based, Text, Advertising, Coupons, Offline-Activation
    • Measurement and Analytics
      • Clear Objectives and Benchmarks
  • Characteristics of a Digital Marketing Campaign
  • Digital is a more iterative process than traditional marketing
  • Iterative Digital Marketing Strategies
  • The Digital Landscape has changed changed radically over the past 5 years
  • Changing Digital Landscape
  • Proliferaton of Channels Growth of Social Media
  • Social Media Landscape
  • What is Social Media?
  • Platforms that allow the sharing of content with dialogue channels deeply embedded in them
  • Key Social Platforms
    • Social/Professional Networks
      • Facebook & LinkedIn
    • Blogging/Micro-Blogging/Lifestreaming
      • Wordpress, Blogger, Twitter, Tumblr
    • Video, Audio & Photo sharing
      • YouTube, Vimeo, Blip etc..
      • Facebook, Flickr, TwitPic, Instagram
    • Mobile
      • Foursquare, Facebook, Twitter, Yelp
    • Document
      • Slideshare.net, scribd, docstoc
  • Never been easier for businesses to create and distribute content online How to cut through the noise is the challenge now
  • Marketers need to understand The Rise of Facebook
  • Time Spent UK
  • Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  • Marks and Spencers
  • Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
  • Marketers need to understand the dynamic of communities How to influence & Participate in these
  • The way in which organisations think about media has changed radically over the past 5 years.
  • Digital Marketing Media Mix
  • Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  • That’s why Inbound & Content Marketing are so Important
  • Hubspot – Inbound Marketing Company view
  • Digital Marketing Tactics
  • Case Studies Big Brands
  • Tayto
  • Versus
  • Controversial Hunky Dory Page
  • Aviva
  • Hairy Baby
  • Hairybaby
  • Engaging with Fans
  • Getting People To Respond
    • Pay Per Click Advertising
  • PPC Examples
  • Search: Health Insurance Quote
    • Search Engine Optimisation
  • SEO Case Example
  • Search: Flowers for newborn baby
  • Newborn Flowers
  • Email Marketing
  • Email Applications
  • Case Studies
  • CityDeal.ie
  • Schuh
  • Blogging
  • Icecream Ireland Blog
  • Questions & Answers
  • Questions & Answers
  • Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274