Digital Marketing Diploma Introduction Lecture Keith Feighery
Time Table
Class Expectations
Classroom Expectations <ul><li>Participate in discussion </li></ul><ul><li>Use observations and experience from your own o...
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 <ul><li>Developing focused Digital Marketing Strategies </li></ul><ul><li>Leveraging Key Digital Market...
Course Project
Project <ul><li>Choose a business (fictional or real) </li></ul><ul><li>Identify clearly defined business objectives </li>...
Key Resource to help with Digital Planning Process
Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marke...
Introductions
Career Summary <ul><li>Director of Digital Strategy with Digital Insights </li></ul><ul><li>14 Years experience developing...
[email_address]
Reading Lists
Readings <ul><li>Digital Strategy Books </li></ul><ul><ul><li>Internet Marketing – Strategy, Implementation and Practice (...
Podcasts <ul><li>Podcasts </li></ul><ul><ul><li>Forimmediaterelease.biz </li></ul></ul><ul><ul><li>Six Pixels of Separatio...
General Digital Marketing Sites <ul><li>Digital Marketing Sites and Blogs </li></ul><ul><ul><li>www.smartinsights.com </li...
Social Media <ul><li>Social Media </li></ul><ul><ul><li>www.webstrategist.com/blog </li></ul></ul><ul><ul><li>www.brandrep...
Online PR <ul><li>Online PR/Communications </li></ul><ul><ul><li>http://www.webinknow.com/ </li></ul></ul><ul><ul><li>http...
SEO <ul><li>SEO/PPC </li></ul><ul><ul><li>http://www.seomoz.org/ </li></ul></ul><ul><ul><li>searchengineland.com/ </li></u...
Introduction to Digital Marketing
What is Digital Marketing?
Using Digital Channels to Reach, Acquire, Retain (& Advocate) Customers both Online and Offline
<ul><li>Digital Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/...
What are the core elements to consider when planning a Digital Campaign
Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></...
What are the core tactical tools at a Digital Marketers disposal
Key Online Marketing Tactics <ul><li>Content & Inbound Marketing  </li></ul><ul><ul><li>Website, blog, social platforms, p...
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 <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul><ul><li...
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 c...
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 targe...
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
<ul><li>Pay Per Click Advertising </li></ul>
PPC Examples
Search: Health Insurance Quote
<ul><li>Search Engine Optimisation </li></ul>
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_addres...
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DBS-Week1-Introduction-Diploma-OnlineMarketingDigitalStrategy

  1. 1. Digital Marketing Diploma Introduction Lecture Keith Feighery
  2. 2. Time Table
  3. 3. Class Expectations
  4. 4. Classroom Expectations <ul><li>Participate in discussion </li></ul><ul><li>Use observations and experience from your own online activities and use in class discussions </li></ul><ul><li>Think like a digital marketer – </li></ul><ul><ul><li>Analyse social media presences </li></ul></ul><ul><ul><li>Examine & critique online ads </li></ul></ul><ul><ul><li>Look at email newsletters and critique </li></ul></ul><ul><li>Mobiles off please. </li></ul>
  5. 5. What are the core objectives of this course?
  6. 6. Give you the tools to research, plan, create and run optimised digital marketing programmes
  7. 7. Main Course Themes <ul><li>Developing focused Digital Marketing Strategies </li></ul><ul><li>Leveraging Key Digital Marketing Tactics </li></ul><ul><ul><li>Social Media Marketing, SEO, PPC, Email, Blogging, Display, Affiliates </li></ul></ul><ul><li>Using Rich Media in Digital Marketing Strategy </li></ul><ul><ul><li>Blogs, Videos, Images, Audio </li></ul></ul><ul><li>Measuring Impact of Digital Marketing </li></ul><ul><ul><li>Using Google Analytics, Defining Key Performance Indicators, Understanding Actionable Insights </li></ul></ul><ul><li>Plan, Create and Execute targeted Digital Marketing Programmes </li></ul><ul><ul><li>Output of course is a digital marketing plan </li></ul></ul>
  8. 8. Course Project
  9. 9. Project <ul><li>Choose a business (fictional or real) </li></ul><ul><li>Identify clearly defined business objectives </li></ul><ul><li>Develop a Digital Marketing Strategy and Plan </li></ul><ul><ul><li>Create Clear Personas, Identify digital locations, Develop Content Strategies per channel, Create Success Scorecards </li></ul></ul><ul><li>Choose and justify appropriate digital and social channels </li></ul><ul><ul><li>SEO, PPC, Display, Social Networks, Affiliate, Email, Mobile etc. </li></ul></ul><ul><li>Develop a measurement framework </li></ul><ul><ul><li>Clear KPIs, Actuals Vs Projections, Mapping outcomes to scorecard </li></ul></ul><ul><li>Create a report to be approx. 3000 Words long </li></ul>
  10. 10. Key Resource to help with Digital Planning Process
  11. 11. Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ </li></ul></ul>Excellent Digital Marketing Planning Template
  12. 12. Introductions
  13. 13. Career Summary <ul><li>Director of Digital Strategy with Digital Insights </li></ul><ul><li>14 Years experience developing and marketing web and digital applications </li></ul><ul><li>Lecturer with DIT on MA in Digital Media Technologies </li></ul><ul><li>Lecturer with Dublin Business School, Griffith College, Champlain College in Online Marketing and Digital Strategy </li></ul>
  14. 14. [email_address]
  15. 15. Reading Lists
  16. 16. Readings <ul><li>Digital Strategy Books </li></ul><ul><ul><li>Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey et al) </li></ul></ul><ul><ul><li>eMarketing eXcellence: Planning and optimising your digital marketing (Dave Chaffey) </li></ul></ul><ul><li>General Digital Marketing Readers </li></ul><ul><ul><li>Flip the Funnel (Joseph Jaffe) </li></ul></ul><ul><ul><li>Engage (Brian Solis) </li></ul></ul><ul><ul><li>Content Rules (Chapman and Handley) </li></ul></ul><ul><ul><li>Groundswell (Li and Bernoff) </li></ul></ul><ul><ul><li>Free (Chris Andersion) </li></ul></ul>
  17. 17. Podcasts <ul><li>Podcasts </li></ul><ul><ul><li>Forimmediaterelease.biz </li></ul></ul><ul><ul><li>Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) </li></ul></ul><ul><ul><li>Marketing Over Coffee (http://www.marketingovercoffee.com/) </li></ul></ul><ul><ul><li>Media Bulls Eye (Find it on the Custom Scoop Blog) </li></ul></ul>
  18. 18. General Digital Marketing Sites <ul><li>Digital Marketing Sites and Blogs </li></ul><ul><ul><li>www.smartinsights.com </li></ul></ul><ul><ul><li>www.hubspot.com </li></ul></ul><ul><ul><li>http://www.marketingprofs.com </li></ul></ul><ul><ul><li>http://www.marketingsherpa.com/ </li></ul></ul><ul><ul><li>www.rww.com </li></ul></ul><ul><ul><li>http://www.twistimage.com/blog/ </li></ul></ul><ul><ul><li>http://econsultancy.com/ </li></ul></ul><ul><ul><li>www.adage.com </li></ul></ul><ul><ul><li>http://johnbell.typepad.com/ </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.emarketer.com </li></ul></ul>
  19. 19. Social Media <ul><li>Social Media </li></ul><ul><ul><li>www.webstrategist.com/blog </li></ul></ul><ul><ul><li>www.brandrepublic.com/ </li></ul></ul><ul><ul><li>www.simplyzesty.com </li></ul></ul><ul><ul><li>http://www.socialmediatoday.com </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.nevillehobson.com </li></ul></ul><ul><ul><li>http://blogs.forrester.com/groundswell/ </li></ul></ul><ul><ul><li>http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ </li></ul></ul><ul><ul><li>http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/ </li></ul></ul>
  20. 20. Online PR <ul><li>Online PR/Communications </li></ul><ul><ul><li>http://www.webinknow.com/ </li></ul></ul><ul><ul><li>http://www.nevillehobson.com/ </li></ul></ul><ul><ul><li>http://blog.holtz.com/ </li></ul></ul><ul><ul><li>http://kdpaine.blogs.com/ </li></ul></ul><ul><ul><li>http://darmano.typepad.com/logic_emotion/ </li></ul></ul><ul><ul><li>http://www.shivsingh.com/goingsocial/ </li></ul></ul><ul><ul><li>http://www.theharteofmarketing.com / </li></ul></ul><ul><ul><li>http://www.acrossthesound.net/ </li></ul></ul><ul><ul><li>http://www.insidepr.ca/ </li></ul></ul>
  21. 21. SEO <ul><li>SEO/PPC </li></ul><ul><ul><li>http://www.seomoz.org/ </li></ul></ul><ul><ul><li>searchengineland.com/ </li></ul></ul><ul><ul><li>www.semrush.com/ </li></ul></ul><ul><ul><li>searchenginewatch.com/ </li></ul></ul><ul><ul><li>www.mattcutts.com </li></ul></ul><ul><ul><li>www.searchenginejournal.com/ </li></ul></ul><ul><ul><li>www.seobook.com </li></ul></ul>
  22. 22. Introduction to Digital Marketing
  23. 23. What is Digital Marketing?
  24. 24. Using Digital Channels to Reach, Acquire, Retain (& Advocate) Customers both Online and Offline
  25. 25. <ul><li>Digital Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/Services </li></ul></ul><ul><ul><li>Customer/Prospect Engagement </li></ul></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Retention </li></ul></ul><ul><ul><li>Customer Advocacy </li></ul></ul>
  26. 26. What are the core elements to consider when planning a Digital Campaign
  27. 27. Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></ul><ul><ul><li>Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc… </li></ul></ul><ul><li>Know exactly who your audience is – and where they reside digitally </li></ul><ul><ul><li>Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences </li></ul></ul><ul><li>Develop a content strategy for your site and digital channels – that adds value for your customers </li></ul><ul><ul><li>“ Whats in it for me” – always from the customer perspective </li></ul></ul><ul><ul><li>Use customer lexicon – not yours </li></ul></ul><ul><li>Create Activation and Conversion points within your digital assets </li></ul><ul><li>Build relationships – not always selling </li></ul><ul><ul><li>Funnel marketing, top of mind, inform, educate and entertain </li></ul></ul><ul><li>Optimise and Measure performance across all digital channels </li></ul>
  28. 28. What are the core tactical tools at a Digital Marketers disposal
  29. 29. Key Online Marketing Tactics <ul><li>Content & Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  30. 30. Characteristics of a Digital Marketing Campaign
  31. 31. Digital is a more iterative process than traditional marketing
  32. 32. Iterative Digital Marketing Strategies
  33. 33. The Digital Landscape has changed changed radically over the past 5 years
  34. 34. Changing Digital Landscape
  35. 35. Proliferaton of Channels Growth of Social Media
  36. 36. Social Media Landscape
  37. 37. What is Social Media?
  38. 38. Platforms that allow the sharing of content with dialogue channels deeply embedded in them
  39. 39. Key Social Platforms <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, Blogger, Twitter, Tumblr </li></ul></ul><ul><li>Video, Audio & Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo, Blip etc.. </li></ul></ul><ul><ul><li>Facebook, Flickr, TwitPic, Instagram </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Document </li></ul><ul><ul><li>Slideshare.net, scribd, docstoc </li></ul></ul>
  40. 40. Never been easier for businesses to create and distribute content online How to cut through the noise is the challenge now
  41. 41. Marketers need to understand The Rise of Facebook
  42. 43. Time Spent UK
  43. 44. Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  44. 45. Marks and Spencers
  45. 46. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
  46. 47. Marketers need to understand the dynamic of communities How to influence & Participate in these
  47. 48. The way in which organisations think about media has changed radically over the past 5 years.
  48. 49. Digital Marketing Media Mix
  49. 51. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  50. 52. That’s why Inbound & Content Marketing are so Important
  51. 53. Hubspot – Inbound Marketing Company view
  52. 54. Digital Marketing Tactics
  53. 55. Case Studies Big Brands
  54. 56. Tayto
  55. 57. Versus
  56. 58. Controversial Hunky Dory Page
  57. 59. Aviva
  58. 60. Hairy Baby
  59. 61. Hairybaby
  60. 62. Engaging with Fans
  61. 63. Getting People To Respond
  62. 64. <ul><li>Pay Per Click Advertising </li></ul>
  63. 65. PPC Examples
  64. 66. Search: Health Insurance Quote
  65. 67. <ul><li>Search Engine Optimisation </li></ul>
  66. 68. SEO Case Example
  67. 69. Search: Flowers for newborn baby
  68. 70. Newborn Flowers
  69. 71. Email Marketing
  70. 72. Email Applications
  71. 73. Case Studies
  72. 74. CityDeal.ie
  73. 76. Schuh
  74. 78. Blogging
  75. 79. Icecream Ireland Blog
  76. 80. Questions & Answers
  77. 81. Questions & Answers
  78. 82. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
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