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DBS Week 1 - Introduction to Digital Marketing

DBS Week 1 - Introduction to Digital Marketing

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    DBS-Week1-Introduction&OverviewDigitalMarketing DBS-Week1-Introduction&OverviewDigitalMarketing Presentation Transcript

    • 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
    • Lidl
    • 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
    • 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
    •  
    • Schuh
    •  
    • Questions & Answers
    • Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274