DBS-Week1-Introduction&OverviewDigitalMarketing

Online Marketing & Digital Strategy Introduction Lecture Keith Feighery

Time Table Date Feb 1 st 2012 Week 1 Overview of Digital Marketing Feb 8 th 2012 Week 2 Digital Strategy Feb 15 th 2012 Week 3 Content Marketing Programmes Feb 22 nd 2012 Week 4 Social Media 1 Feb 29 th 2012 Week 5 Social Media 2 Mar 7 th 2012 Week 6 PPC Mar 14 th 2012 Week 7 SEO Mar 21 st 2012 Week 8 Email Marketing Mar 28 th 2012 Week 9 Online Sales Optimisation Apr 4 th 2012 Week 10 Blogging & Digital Media Production Apr 11 th 2012 Week 11 Measurements Apr 18 th 2012 Week 12 Planning your Campaigns May 2 nd 2012 Week 14 Project Due

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, DMI, IBAT in Online Marketing and Digital Strategy

[email_address]

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

Digital Marketing Project
Choose a business (fictional or real)
Identify clearly defined business objectives
Map Business Objectives to Digital Goals & Targets
Develop Personas – clear definition
Map personas to digital locations,
Develop Value Propositions per Persona
Choose and 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. 3000-3500 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/
Digital Marketing Planning Template

Reading Lists

Suggested 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)

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 Resources
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 Resources
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 Resources
http://www.seomoz.org/
searchengineland.com/
www.semrush.com/
searchenginewatch.com/
www.mattcutts.com
www.searchenginejournal.com/
www.seobook.com

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)

Current Stats for Online Usage Patterns in Ireland

Irish Online Stats to Consider
77% of all Irish Internet Users use Facebook (approx 2M)
Tops 2 sites visited are Google (38%), Facebook (19%)
Average Irish person spends 18 Hrs+ online each month
4 hours 10 mins Facebook
2 hours 51 mins Google
13% Facebook Users Aged 13-17; 55% Aged 18-35;
90% of 15-24 YO active on Facebook
47% of all Facebook Users login Daily
2.1 M Unique Visitors Each Month to YouTube (400M views)
350K Twitter Accounts – 80K Daily Users
480K Users on LinkedIn – 31% login weekly (9% Daily)

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
Social Media Marketing
Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
Content & Inbound Marketing
Website, blog, social platforms, partnership sites etc…
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

It has never been easier for business to communicate with People online But You have to use engaging content – Give people a reason to engage with you

Key Social Platforms
Social/Professional Networks
Facebook & LinkedIn
Blogging/Micro-Blogging/Lifestreaming
Wordpress, Blogger, Twitter
Video, Audio & Photo sharing
YouTube, Vimeo
Facebook, Flickr, TwitPic, Instagram
Mobile
Foursquare, Facebook, Twitter, Yelp
Documents
Slideshare.net, scribd, docstoc

It has never been easier for business to communicate with audiences online But they have to use engaging content

Organisations, 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

Inbound & Content Marketing Channels

Hubspot – Inbound Marketing Company view

Digital Marketing Platforms and Tactics

Digital Marketing Channels

Social Media Case Studies

Penneys

Marks and Spencer ’s Ireland Display Ad

Marks and Spencers Ireland Wall

Marks and Spencer ’s Website

Muller Display Irish Times

Muller Facebook

Muller – The Wall

Muller YouTube

Smaller Brands Cully and Sully

Cully and Sully

Click Like to Vote

Hairy Baby

Hairybaby

Engaging with Fans

Getting People To Respond

Twitter

CrackBird

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 Service Providers
Mail Chimp – www.mailchimp.com
Constant Contact – www.constantcontact.com
Vertical Response – www.verticalresponse.com
TriggerMail – www.triggermail.com
CheetahMail – www.cheetahmail.com
Blue Sky Factory – www.blueskyfactory.com
Aweber – www.aweber.com
Campaign Monitor – www.campaignmonitor.com
ExactTarget – www.exacttarget.com

Email Applications

Case Studies

CityDeal.ie

Questions & Answers

Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

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