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GCD-Week2-DigitalStrategy-Planning

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GCD Week 2 - Digital Marketing Strategy & Planning

GCD Week 2 - Digital Marketing Strategy & Planning

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  • 1. Week 2 – Digital Strategy and Planning Keith Feighery
  • 2. The Digital Marketing Ecosystem
  • 3.  
  • 4. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  • 5. That ’s why Inbound & Content Marketing are so Important
  • 6. Hubspot – Inbound Marketing Company view
  • 7. Inbound & Content Marketing Channels
  • 8. Digital Strategy & Planning
  • 9. Digital Strategy & Planning Source RedAnt.co.uk
  • 10. SOSTAC Framework
  • 11. Using RACE for Digital Marketing Optimisation
  • 12. Planning Phase
  • 13. Planning
    • Define business objectives
      • Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc..
    • Define audience and break down into personas & needs
      • Personas, Influencers, Advocates,
      • Demographics, Psychographics, SocialGraphics etc.
    • Audience locations and value of each audience segment
      • Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs
    • Aligning digital strategy with brand
      • What is the tone, voice, perception currently presented
  • 14. Personas Source RedAnt.co.uk
  • 15. Location Setting Source RedAnt.co.uk
  • 16. Goals and Audience Location Analysis Source RedAnt.co.uk
  • 17. Creation Phase
  • 18. Creation
    • Once strategy, audience, locations are known
      • Start conceiving, designing and creating tactical solutions
    • Identify themes, channels, tone, aims for each tactical channel and initiative
      • PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
    • Create Digital Presence on Key Platforms
      • Website, Social Channels, Ad Platforms, Email etc..
    • Initiate a content marketing production programme
      • Map this out along with personas and buyer cycles
    • Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
  • 19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  • 20. Channel ROI Work-Through
    • Spend €30,000 on PPC Channel
    • 1 Million Impressions
    • 30000 Clicks (3% CTR)
    • 3% Conversion Rate (900)
    • CPA = 30000/900 -> €33.33 (Cost to Acquire One New Customer)
    • Average Order Size €100
    • 50% Profit on Sales Earned = €50.00
    • Profit Per Average Customer = (€50.00 – €33.33) = € 16.67
    • Total Amount ordered – 900 x 100 = €90,000 Generated
    • 50% Profit Margin = €45,000 (900 x 50)
    • Total ROI - €15,000 (16.67 x 900) or (€45,000 – €30,000)
    • Extrapolate Customer Lifetime Value
  • 21. Measurement
    • Key Performance Indicators
      • Measures that help you understand how you are doing against your objectives.
      • highlight success, or failures, for the objectives you have created for your organization
  • 22. Typical Trackable KPIs
    • Increase Rate & Value of Conversions
    • Increase Average order size (ecommerce apps)
    • Increase Customer Lifetime Value
    • Increase Average Revenue Per User
    • Reduce Cost per Lead & Cost Per Sale
    • Reduce Core Bounce rates
    • Increase Frequency and Return rates
    • Reduce Abandonment rates
  • 23. Metrics
    • Traffic Related Statistics
      • # Page Views, Visits, Unique Visitors
    • Channel Statistics
      • Decomposition of Organic, Paid, Email, Direct etc..
    • Social Stats
      • # of Twitter, FB, Blog, LinkedIn followers/comments
    • # of 3 rd Party Links
      • Partners, Referrals, Promotions, Affiliates
    • # of Newsletter signups
    • # of Site Specific Downloads
      • Webinar Views, Articles, Whitepapers, podcasts
  • 24. Simple KPI Framework
  • 25. Actualisation Phase
  • 26. Actualisation
    • Real-time implementation of each channel, campaign and platform
    • Engaging and interacting with your audiences
    • Reacting to issues and tweaking campaigns as they proceed live
    • Constantly compare performance with projected KPIs created during the previous phases
    • Create a cross functional communications feedback loop to resolve all issues and update status
    • Capture all lessons learnt in a repository in order to feedback into an improvement process
  • 27. Actualisation Core Tactics
  • 28.
    • Social Media Programmes
  • 29. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  • 30. Be Social – Interact with People & Solicit Feedback and Responses
  • 31. Be Entertaining, Informative or Offer Something of VALUE to Followers
  • 32. Elements of a social media campaign
    • Essentials of a successful campaign
      • Know your target audience
      • Plan goals and aims of campaign and channel
      • Think about the tone, voice and personality to adopt
      • Choose your platforms carefully
      • Think about the type of content to use on each platform
      • Take risks – not everything will work
      • Connect to other channels
  • 33. Social Media Case Studies
  • 34. Muller Display Irish Times
  • 35. Muller Facebook
  • 36. Muller – The Wall
  • 37. Muller YouTube
  • 38. Barrys Tea Website
  • 39. Barry ’s Tea Landing Page
  • 40. Barry ’s Tea Wall
  • 41. Tayto Crisps
  • 42. Tayto Wall
  • 43. Controversial Hunky Dory Page
  • 44. Marks and Spencer ’s Ireland Display Ad
  • 45. Marks and Spencers Ireland Wall
  • 46. Marks and Spencer ’s Website
  • 47. Westcoast Cooler
  • 48. Hairy Baby
  • 49. Hairybaby
  • 50. Engaging with Fans
  • 51. Getting People To Respond
  • 52. MakeupAndBeauty.ie
  • 53. Big Brands Need to be Plan for Crisis on Social Media
  • 54. Nestle
  • 55.
    • Pay Per Click Advertising
  • 56. PPC Examples
  • 57. Search: Health Insurance Quote
  • 58. Search ‘Im Sorry Flowers’
  • 59.
    • Search Engine Optimisation
  • 60. SEO Case Example
  • 61. Search: Flowers for newborn baby
  • 62. Newborn Flowers
  • 63. Email Marketing
  • 64. Email Applications
  • 65. Case Studies
  • 66. CityDeal.ie
  • 67.  
  • 68. Schuh
  • 69.  
  • 70. Evaluation Phase
  • 71. KPIs & Goals set in the Creation Phases should be assessed according to actuals
  • 72. Ongoing KPI & Metric Analysis
  • 73. Evaluation Feedback loop
    • Implement a continuous learning and improvement framework
    • All findings and experiences should feed into subsequent phases, campaigns and initiatives
    • Refine reporting process
      • Improve ROI metrics in their broadest sense
      • Educate management through correlation of digital and business goals
      • Iterate constantly
  • 74. Questions & Answers
  • 75. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  • 76. Thank You