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GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
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GCD-Week1-DipOnlineMarketingDigitalStrategy

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Week 1 Lecture for Diploma in Online Marketing and Digital Strategy

Week 1 Lecture for Diploma in Online Marketing and Digital Strategy

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  • 1. Online Marketing & Digital Strategy Introduction Lecture Keith Feighery
  • 2. Time Table Date Oct 25 th 2011 Week 1 Intro & Overview of Digital Marketing Nov 1 st 2011 Digital Strategy Nov 8 th 2011 B2C & B2B Content Marketing Programmes Nov 15 th 2011 Social Media 1 Nov 22 nd 2011 Social Media 2 Nov 29 th 2011 PPC Dec 6 th 2011 SEO Dec 13 th 2011 Email Marketing Dec 20 th 2011 Online Sales Optimisation Jan 10 th 2011 Blogging & Digital Media Production Jan 17 th 2011 Measurements Jan 25 th 2011 Planning your Campaigns
  • 3. Career Summary <ul><li>Director of Digital Strategy with Digital Insights </li></ul><ul><li>14 Years experience developing and marketing web and digital applications </li></ul><ul><li>Lecturer with DIT on MA in Digital Media Technologies </li></ul><ul><li>Lecturer with Dublin Business School, Griffith College, Champlain College in Online Marketing and Digital Strategy </li></ul>
  • 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 <ul><li>Developing focused Digital Marketing Strategies </li></ul><ul><li>Leveraging Key Digital Marketing Tactics </li></ul><ul><ul><li>Social Media Marketing, SEO, PPC, Email, Blogging, Display, Affiliates </li></ul></ul><ul><li>Using Rich Media in Digital Marketing Strategy </li></ul><ul><ul><li>Blogs, Videos, Images, Audio </li></ul></ul><ul><li>Measuring Impact of Digital Marketing </li></ul><ul><ul><li>Using Google Analytics, Defining Key Performance Indicators, Understanding Actionable Insights </li></ul></ul><ul><li>Plan, Create and Execute targeted Digital Marketing Programmes </li></ul><ul><ul><li>Output of course is a digital marketing plan </li></ul></ul>
  • 8. Course Project
  • 9. Digital Marketing Project <ul><li>Choose a business (fictional or real) </li></ul><ul><li>Identify clearly defined business objectives </li></ul><ul><li>Develop a Digital Marketing Strategy and Plan </li></ul><ul><ul><li>Create Clear Personas, Identify digital locations, Develop Content Strategies per channel, Create Success Scorecards </li></ul></ul><ul><li>Choose and justify appropriate digital and social channels </li></ul><ul><ul><li>SEO, PPC, Display, Social Networks, Affiliate, Email, Mobile etc. </li></ul></ul><ul><li>Develop a measurement framework </li></ul><ul><ul><li>Clear KPIs, Actuals Vs Projections, Mapping outcomes to scorecard </li></ul></ul><ul><li>Create a report to be approx. 3000 Words long </li></ul>
  • 10. Key Resource to help with Digital Planning Process
  • 11. Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ </li></ul></ul>Excellent Digital Marketing Planning Template
  • 12. Reading Lists
  • 13. Suggested Readings <ul><li>Digital Strategy Books </li></ul><ul><ul><li>Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey et al) </li></ul></ul><ul><ul><li>eMarketing eXcellence: Planning and optimising your digital marketing (Dave Chaffey) </li></ul></ul><ul><li>General Digital Marketing Readers </li></ul><ul><ul><li>Flip the Funnel (Joseph Jaffe) </li></ul></ul><ul><ul><li>Engage (Brian Solis) </li></ul></ul><ul><ul><li>Content Rules (Chapman and Handley) </li></ul></ul><ul><ul><li>Groundswell (Li and Bernoff) </li></ul></ul><ul><ul><li>Free (Chris Andersion) </li></ul></ul>
  • 14. Podcasts <ul><li>Podcasts </li></ul><ul><ul><li>Forimmediaterelease.biz </li></ul></ul><ul><ul><li>Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) </li></ul></ul><ul><ul><li>Marketing Over Coffee (http://www.marketingovercoffee.com/) </li></ul></ul><ul><ul><li>Media Bulls Eye (Find it on the Custom Scoop Blog) </li></ul></ul>
  • 15. General Digital Marketing Sites <ul><li>Digital Marketing Sites and Blogs </li></ul><ul><ul><li>www.smartinsights.com </li></ul></ul><ul><ul><li>www.hubspot.com </li></ul></ul><ul><ul><li>http://www.marketingprofs.com </li></ul></ul><ul><ul><li>http://www.marketingsherpa.com/ </li></ul></ul><ul><ul><li>www.rww.com </li></ul></ul><ul><ul><li>http://www.twistimage.com/blog/ </li></ul></ul><ul><ul><li>http://econsultancy.com/ </li></ul></ul><ul><ul><li>www.adage.com </li></ul></ul><ul><ul><li>http://johnbell.typepad.com/ </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.emarketer.com </li></ul></ul>
  • 16. Social Media <ul><li>Social Media Resources </li></ul><ul><ul><li>www.webstrategist.com/blog </li></ul></ul><ul><ul><li>www.brandrepublic.com/ </li></ul></ul><ul><ul><li>www.simplyzesty.com </li></ul></ul><ul><ul><li>http://www.socialmediatoday.com </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.nevillehobson.com </li></ul></ul><ul><ul><li>http://blogs.forrester.com/groundswell/ </li></ul></ul><ul><ul><li>http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ </li></ul></ul><ul><ul><li>http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/ </li></ul></ul>
  • 17. Online PR <ul><li>Online PR/Communications Resources </li></ul><ul><ul><li>http://www.webinknow.com/ </li></ul></ul><ul><ul><li>http://www.nevillehobson.com/ </li></ul></ul><ul><ul><li>http://blog.holtz.com/ </li></ul></ul><ul><ul><li>http://kdpaine.blogs.com/ </li></ul></ul><ul><ul><li>http://darmano.typepad.com/logic_emotion/ </li></ul></ul><ul><ul><li>http://www.shivsingh.com/goingsocial/ </li></ul></ul><ul><ul><li>http://www.theharteofmarketing.com / </li></ul></ul><ul><ul><li>http://www.acrossthesound.net/ </li></ul></ul><ul><ul><li>http://www.insidepr.ca/ </li></ul></ul>
  • 18. SEO <ul><li>SEO/PPC Resources </li></ul><ul><ul><li>http://www.seomoz.org/ </li></ul></ul><ul><ul><li>searchengineland.com/ </li></ul></ul><ul><ul><li>www.semrush.com/ </li></ul></ul><ul><ul><li>searchenginewatch.com/ </li></ul></ul><ul><ul><li>www.mattcutts.com </li></ul></ul><ul><ul><li>www.searchenginejournal.com/ </li></ul></ul><ul><ul><li>www.seobook.com </li></ul></ul>
  • 19. What is Digital Marketing?
  • 20. Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline
  • 21. <ul><li>Digital Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/Services </li></ul></ul><ul><ul><li>Customer/Prospect Engagement </li></ul></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Retention </li></ul></ul><ul><ul><li>Customer Advocacy </li></ul></ul>
  • 22. What are the core elements to consider when planning a Digital Campaign
  • 23. Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></ul><ul><ul><li>Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc… </li></ul></ul><ul><li>Know exactly who your audience is – and where they reside digitally </li></ul><ul><ul><li>Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences </li></ul></ul><ul><li>Develop a content strategy for your site and digital channels – that adds value for your customers </li></ul><ul><ul><li>“ Whats in it for me” – always from the customer perspective </li></ul></ul><ul><ul><li>Use customer lexicon – not yours </li></ul></ul><ul><li>Create Activation and Conversion points within your digital assets </li></ul><ul><li>Build relationships – not always selling </li></ul><ul><ul><li>Funnel marketing, top of mind, inform, educate and entertain </li></ul></ul><ul><li>Optimise and Measure performance across all digital channels </li></ul>
  • 24. What are the core tactical tools at a Digital Marketers disposal
  • 25. Key Online Marketing Tactics <ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Content &amp; Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured &amp; Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  • 26. Characteristics of a Digital Marketing Campaign
  • 27. Digital is a more iterative process than traditional marketing
  • 28. Iterative Digital Marketing Strategies
  • 29. The Digital Landscape has changed changed radically over the past 5 years
  • 30. Changing Digital Landscape
  • 31. Proliferaton of Channels Growth of Social Media
  • 32. Social Media Landscape
  • 33. What is Social Media?
  • 34. Platforms that allow the sharing of content with dialogue and feedback channels deeply embedded in them
  • 35. Key Social Platforms <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook &amp; LinkedIn </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, Blogger, Twitter </li></ul></ul><ul><li>Video, Audio &amp; Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo </li></ul></ul><ul><ul><li>Facebook, Flickr, TwitPic, Instagram </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Documents </li></ul><ul><ul><li>Slideshare.net, scribd, docstoc </li></ul></ul>
  • 36. It has never been easier for business to communicate with audiences online But they have to use engaging content
  • 37. &nbsp;
  • 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 &amp; Content Marketing are so Important
  • 40. Inbound &amp; Content Marketing Channels
  • 41. Digital Marketing Platforms and Tactics
  • 42. Case Studies Social Media
  • 43. Muller Display Irish Times
  • 44. Muller Facebook
  • 45. Muller – The Wall
  • 46. Muller YouTube
  • 47. Tayto
  • 48. Versus
  • 49. Controversial Hunky Dory Page
  • 50. Aviva
  • 51. Smaller Brands Cully and Sully
  • 52. Cully and Sully
  • 53. &nbsp;
  • 54. Click Like to Vote
  • 55. Hairy Baby
  • 56. Hairybaby
  • 57. Engaging with Fans
  • 58. Getting People To Respond
  • 59. Twitter
  • 60. CrackBird
  • 61. CrackBird
  • 62. <ul><li>Pay Per Click Advertising </li></ul>
  • 63. PPC Examples
  • 64. Search: Health Insurance Quote
  • 65. <ul><li>Search Engine Optimisation </li></ul>
  • 66. SEO Case Example
  • 67. Search: Flowers for newborn baby
  • 68. Newborn Flowers
  • 69. Email Marketing
  • 70. Email Applications
  • 71. Case Studies
  • 72. CityDeal.ie
  • 73. &nbsp;
  • 74. Schuh
  • 75. &nbsp;
  • 76. Questions &amp; Answers
  • 77. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

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