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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 Presentation Transcript

  • 1. Online Marketing & Digital Strategy Introduction Lecture Keith Feighery
  • 2. 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
  • 3. 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
  • 4. [email_address]
  • 5. What are the core objectives of this course?
  • 6. Give you the tools to research, plan, create and run optimised digital marketing programmes
  • 7. 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
  • 8. Course Project
  • 9. 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
  • 10. Key Resource to help with Digital Planning Process
  • 11. Digital Marketing Planning Template
      • http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
    Digital Marketing Planning Template
  • 12. Reading Lists
  • 13. 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)
  • 14. 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
  • 15. 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/
  • 16. 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/
  • 17. SEO
    • SEO Resources
      • http://www.seomoz.org/
      • searchengineland.com/
      • www.semrush.com/
      • searchenginewatch.com/
      • www.mattcutts.com
      • www.searchenginejournal.com/
      • www.seobook.com
  • 18. 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)
  • 19. Current Stats for Online Usage Patterns in Ireland
  • 20. 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)
  • 21. What is Digital Marketing?
  • 22. Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline
  • 23.
    • Digital Marketing Should Support and Accelerate the following:
      • Create Awareness of Products/Services
      • Customer/Prospect Engagement
      • Customer Acquisition
      • Customer Retention
      • Customer Advocacy
  • 24. What are the core elements to consider when planning a Digital Campaign
  • 25. 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
  • 26. What are the core tactical tools at a Digital Marketers disposal
  • 27. 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
  • 28. Characteristics of a Digital Marketing Campaign
  • 29. Digital is a more iterative process than traditional marketing
  • 30. Iterative Digital Marketing Strategies
  • 31. The Digital Landscape has changed changed radically over the past 5 years
  • 32. Changing Digital Landscape
  • 33. Proliferaton of Channels Growth of Social Media
  • 34. Social Media Landscape
  • 35. 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
  • 36. 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
  • 37. It has never been easier for business to communicate with audiences online But they have to use engaging content
  • 38.  
  • 39. Organisations, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  • 40. That ’s why Inbound & Content Marketing are so Important
  • 41. Inbound & Content Marketing Channels
  • 42. Hubspot – Inbound Marketing Company view
  • 43. Digital Marketing Platforms and Tactics
  • 44. Digital Marketing Channels
  • 45. Social Media Case Studies
  • 46. Penneys
  • 47. Lidl
  • 48. Marks and Spencer ’s Ireland Display Ad
  • 49. Marks and Spencers Ireland Wall
  • 50. Marks and Spencer ’s Website
  • 51. Muller Display Irish Times
  • 52. Muller Facebook
  • 53. Muller – The Wall
  • 54. Muller YouTube
  • 55. Smaller Brands Cully and Sully
  • 56. Cully and Sully
  • 57.  
  • 58. Click Like to Vote
  • 59. Hairy Baby
  • 60. Hairybaby
  • 61. Engaging with Fans
  • 62. Getting People To Respond
  • 63. Twitter
  • 64. CrackBird
  • 65. CrackBird
  • 66.
    • Pay Per Click Advertising
  • 67. PPC Examples
  • 68. Search: Health Insurance Quote
  • 69.
    • Search Engine Optimisation
  • 70. SEO Case Example
  • 71. Search: Flowers for newborn baby
  • 72. Newborn Flowers
  • 73. Email Marketing
  • 74. 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
  • 75. Email Applications
  • 76. Case Studies
  • 77. CityDeal.ie
  • 78.  
  • 79. Schuh
  • 80.  
  • 81. Questions & Answers
  • 82. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274