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DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
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DBS-Week1-Introduction&OverviewDigitalMarketing

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DBS Week 1 - Introduction to Digital Marketing

DBS Week 1 - Introduction to Digital Marketing

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  • 1. Online Marketing & Digital Strategy Introduction Lecture Keith Feighery
  • 2. Time Table Date Feb 1st 2012 Week 1 Overview of Digital Marketing Feb 8th 2012 Week 2 Digital Strategy Feb 15th 2012 Week 3 Content Marketing Programmes Feb 22nd 2012 Week 4 Social Media 1 Feb 29th 2012 Week 5 Social Media 2 Mar 7th 2012 Week 6 PPC Mar 14th 2012 Week 7 SEO Mar 21st 2012 Week 8 Email Marketing Mar 28th 2012 Week 9 Online Sales Optimisation Apr 4th 2012 Week 10 Blogging & Digital Media Production Apr 11th 2012 Week 11 Measurements Apr 18th 2012 Week 12 Planning your Campaigns May 2nd 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. Keith.feighery@digitalinsights.ie
  • 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-mar 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 1. Forimmediaterelease.biz 2. Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) 3. Marketing Over Coffee (http://www.marketingovercoffee.com/) 4. 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 Strategie
  • 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. Organisations, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  • 39. That’s why Inbound & Content Marketing are so Important
  • 40. Inbound & Content Marketing Channels
  • 41. Hubspot – Inbound Marketing Company view
  • 42. Digital Marketing Platforms and Tactics
  • 43. Digital Marketing Channels
  • 44. Social Media Case Studies
  • 45. Penneys
  • 46. Lidl
  • 47. Marks and Spencer’s Ireland Display Ad
  • 48. Marks and Spencers Ireland Wall
  • 49. Marks and Spencer’s Website
  • 50. Muller Display Irish Times
  • 51. Muller Facebook
  • 52. Muller – The Wall
  • 53. Muller YouTube
  • 54. Smaller Brands Cully and Sully
  • 55. Cully and Sully
  • 56. Click Like to Vote
  • 57. Hairy Baby
  • 58. Hairybaby
  • 59. Engaging with Fans
  • 60. Getting People To Respond
  • 61. Twitter
  • 62. CrackBird
  • 63. CrackBird
  • 64. Pay Per Click Advertising
  • 65. PPC Examples
  • 66. Search: Health Insurance Quote
  • 67. Search Engine Optimisation
  • 68. SEO Case Example
  • 69. Search: Flowers for newborn baby
  • 70. Newborn Flowers
  • 71. Email Marketing
  • 72. 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
  • 73. Email Applications
  • 74. Case Studies
  • 75. CityDeal.ie
  • 76. Schuh
  • 77. Questions & Answers
  • 78. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274

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