Online Marketing & Digital Strategy
Introduction Lecture
Keith Feighery
Time Table
Date
Feb 1st
2012 Week 1 Overview of Digital Marketing
Feb 8th
2012 Week 2 Digital Strategy
Feb 15th
2012 Week ...
Career Summary
• Director of Digital Strategy with Digital Insights
• 14 Years experience developing and marketing web
and...
Keith.feighery@digitalinsights.ie
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 M...
Course Project
Digital Marketing Project
• Choose a business (fictional or real)
• Identify clearly defined business objectives
• Map Bus...
Key Resource to help with Digital Planning
Process
Digital Marketing Planning Template
•http://www.smartinsights.com/blog/digital-mar
Digital Marketing Planning Template
Reading Lists
Suggested Readings
• Digital Strategy Books
– Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey
et ...
General Digital Marketing Sites
• Digital Marketing Sites and Blogs
– www.smartinsights.com
– www.hubspot.com
– http://www...
Social Media
• Social Media Resources
– www.webstrategist.com/blog
– www.brandrepublic.com/
– www.simplyzesty.com
– http:/...
Online PR
• Online PR/Communications Resources
– http://www.webinknow.com/
– http://www.nevillehobson.com/
– http://blog.h...
SEO
• SEO Resources
– http://www.seomoz.org/
– searchengineland.com/
– www.semrush.com/
– searchenginewatch.com/
– www.mat...
Podcasts
• Podcasts
1. Forimmediaterelease.biz
2. Six Pixels of Separation – Mitch Joel -
http://www.twistimage.com/podcas...
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 Googl...
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 E...
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 Sa...
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 ...
Characteristics of a Digital Marketing
Campaign
Digital is a more iterative process than
traditional marketing
Iterative Digital Marketing Strategie
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...
Key Social Platforms
• Social/Professional Networks
– Facebook & LinkedIn
• Blogging/Micro-Blogging/Lifestreaming
– Wordpr...
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 t...
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 ...
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
keith.feigher...
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
DBS-Week1-Introduction&OverviewDigitalMarketing
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DBS-Week1-Introduction&OverviewDigitalMarketing

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