Diploma in Online Marketing, Sales & Digital
Strategy
Keith Feighery
Course Overview
• 12 week course
• Project Assignment Based
• Lectures, Hands-on group work, class presentations
• Assignm...
Time Table
Dates Times Activity
Oct 26th 2010 6.30 – 9.30 Class
Nov 2nd 2010 6.30 – 9.30 Class
Nov 9th 2010 6.30 – 9.30 Cl...
Keith.feighery@gmail.com
Google Groups – With all Documentation
Course Overview
• Developing and executing Digital Strategy
• Digital and Online Marketing Programmes
• Content Marketing ...
Reading Lists
Readings
• Core Text Books
– New Rules of Marketing and PR – David Meerman Scott
– Now is Gone – Brian Solis
– Engage – Br...
Podcasts
• Podcasts
– Forimmediaterelease.biz
– Six Pixels of Separation – Mitch Joel -
http://www.twistimage.com/podcast/...
Websites
• Digital Marketing
– http://www.marketingprofs.com
– http://www.marketingsherpa.com/
– http://www.twistimage.com...
Websites
• Social Media
– www.webstrategist.com/blog
– www.brandrepublic.com/
– www.mashable.com
– http://www.socialmediat...
Online PR
• Online PR/Communications
– http://www.webinknow.com/
– http://www.nevillehobson.com/
– http://www.steverubel.c...
SEO
• SEO/PPC
– searchengineland.com/
– searchenginewatch.com/
– www.seroundtable.com/
– www.seo-moz.com
– www.toprank.blo...
B2B Sites and Products
• B2B Marketing and Lead Management
– blog.startwithalead.com/weblog/
– marketinginteractions.typep...
Websites
• Analytics
– http://www.webmetricsguru.com/
– http://www.kaushik.net/avinash/
– http://lifeanalytics.blogspot.co...
Google/Conversion Related
• Google Related
– www.google.com/support/forum/p/websiteoptimizer?hl=en
– www.google.com/webmas...
Changing Digital & Customer Landscape
Where do people get information today and
how do they engage
Where is everyone?
Social Media Landscape
Traditional Marketing Vs
Social Engagement
Content Drives The Web
Be Relevant
Owned Vs Paid Vs Earned Media
Hubspot – Inbound Marketing Company view
Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy:
• More traditional approach – can also be referred t...
Leveraging Owned Media Assets
• Recognise the value in your owned media assets
– Websites, mobile applications, digital
co...
Digital Strategy
Digital Strategy & Planning
Source RedAnt.co.uk
Digital Marketing Process
Source eConsultancy
Planning Phase
Planning
• Define business Aims & Objectives
– Increase awareness, increase reputation, create demand, educate
audience, i...
Aims and Audience Location
Analysis
Source RedAnt.co.uk
Creation Phase
Creation
• Once strategy, audience, locations are known
– Start conceiving, designing and creating tactical solutions
• Id...
Mapping audience, solutions
and projected ROI
Source RedAnt.co.uk
Actualisation Phase
Actualisation
• Real-time implementation of each channel, campaign
and platform
• Engaging and interacting with your audie...
Evaluation Phase
Evaluation
• Once Campaign goes live then measure the following to find the delta for
before and after
– Online Traffic
• ...
Evaluation Feedback loop
• Implement a continuous learning and improvement
framework
• All findings and experiences should...
Questions & Answers
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feigher...
1. Griffith_2010_ IntroductionOnlineMarketingSalesDigitalStrategy
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1. Griffith_2010_ IntroductionOnlineMarketingSalesDigitalStrategy

  1. 1. Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery
  2. 2. Course Overview • 12 week course • Project Assignment Based • Lectures, Hands-on group work, class presentations • Assignment due 2 weeks after final class • Class participation is key • Essential to read suggested course materials – blogs, books, reference sites, podcasts, webinars etc…
  3. 3. Time Table Dates Times Activity Oct 26th 2010 6.30 – 9.30 Class Nov 2nd 2010 6.30 – 9.30 Class Nov 9th 2010 6.30 – 9.30 Class Nov 16th 2010 6.30 – 9.30 Class Nov 23rd 2010 6.30 – 9.30 Class Nov 30th 2010 6.30 – 9.30 Class Dec 7th 2010 6.30 – 9.30 Class Dec 14th 2010 6.30 – 9.30 Class Jan 4th 2011 6.30 – 9.30 Class Jan 11th 2011 6.30 – 9.30 Class Jan 18th 2011 6.30 – 9.30 Class Jan 25th 2011 6.30 – 9.30 Class Feb 8th 2011 5.00 PM Project Due
  4. 4. Keith.feighery@gmail.com Google Groups – With all Documentation
  5. 5. Course Overview • Developing and executing Digital Strategy • Digital and Online Marketing Programmes • Content Marketing Programmes • B2C and B2B Online Marketing Tactics – SEO, PPC, Email, Display, Automated Marketing Solutions • Social Media Strategies & Tactics • Online Sales Optimisation • Implementing Measurement Programmes • Digital Media Content Creation
  6. 6. Reading Lists
  7. 7. Readings • Core Text Books – New Rules of Marketing and PR – David Meerman Scott – Now is Gone – Brian Solis – Engage – Brian Solis – Groundswell – Charlene Li and Josh Bernoff – Web analytics 2.0 - Avinash Kaushik – Advanced Google AdWords – Brad Geddes • Supplementary Reading: – Flip the Funell – Joseph Jaffe – Web analytics : an hour a day – Avinash Kaushik – Landing Page Optimization: The Definitive Guide to Testing Time Ash – Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg – Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg
  8. 8. Podcasts • Podcasts – Forimmediaterelease.biz – Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) – Marketing Over Coffee – PPC Rockstars – David Szetela – Landing Page Optimisation – Tim Ash – Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/ – Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/ – Rebooting The News – Dave Winer and Jay Rosen - http://rebootnews.com/ – Marketing Experiments – Website Optimisation
  9. 9. Websites • Digital Marketing – http://www.marketingprofs.com – http://www.marketingsherpa.com/ – http://www.twistimage.com/blog/ – http://econsultancy.com/ – www.adage.com – http://johnbell.typepad.com/ – www.mashable.com – www.rww.com – www.emarketer.com – www.junta41.com – www.hubspot.com – http://sethgodin.typepad.com/
  10. 10. Websites • Social Media – www.webstrategist.com/blog – www.brandrepublic.com/ – www.mashable.com – http://www.socialmediatoday.com – www.techcrunch.com – http://www.chrisbrogan.com/ – http://blogs.forrester.com/groundswell/ – http://www.casestudiesonline.com/ – www.nevillehobson.com – http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ – http://www.beingpeterkim.com/2008/09/ive-been-thinki.html – http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17- lists-and-tons-of-examples/
  11. 11. Online PR • Online PR/Communications – http://www.webinknow.com/ – http://www.nevillehobson.com/ – http://www.steverubel.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.insidepr.ca/ – http://www.acrossthesound.net/
  12. 12. SEO • SEO/PPC – searchengineland.com/ – searchenginewatch.com/ – www.seroundtable.com/ – www.seo-moz.com – www.toprank.blog.com – www.searchenginejournal.com/ – www.seobook.com – www.mattcutts.com – www.seochat.com/ – www.semrush.com/ – www.googlerankings.com/ – www.sitepoint.com/article/ultimate-seo-checklist – www.searchengineguide.com/
  13. 13. B2B Sites and Products • B2B Marketing and Lead Management – blog.startwithalead.com/weblog/ – marketinginteractions.typepad.com/ – www.leadsloth.com – www.propellingbrands.wordpress.com – www.leaddogs.com – www.market2lead.com – www.churchofthecustomer.com – www.customerexperiencematrix.blogspot.com/ – www.funnelholic.com • B2B Marketing Products – www.alterian.com – www.eloqua.com – www.marketo.com – www.reachforce.com – www.genius.com
  14. 14. Websites • Analytics – http://www.webmetricsguru.com/ – http://www.kaushik.net/avinash/ – http://lifeanalytics.blogspot.com/ – http://andrewchenblog.com/list-of-essays/ – http://blog.revahealth.com/ – http://crazyegg.com/ – http://haveamint.com/ • A/B & MultiTesting – http://www.abtests.com/ – https://www.google.com/analytics/siteopt/splash?hl=en – http://www.conversion-rate-experts.com/articles/101-google-website-optimizer- tips/ – http://www.vertster.com/ – http://www.whichmvt.com/
  15. 15. Google/Conversion Related • Google Related – www.google.com/support/forum/p/websiteoptimizer?hl=en – www.google.com/webmasters/ – www.google.com/support/conversionuniversity/ – www.google.com/adwords/webinars/agency.html – www.google.com/insights/search/# – adwords.google.com/select/AdTargetingPreviewTool – adwords.google.com/select/KeywordToolExternal – www.google.com/trends • Keywords – freekeywords.wordtracker.com/ – inventory.overture.com/d/searchinventory/suggestion/ • Online Conversion Related – conversionroom.blogspot.com/ – www.widerfunnel.com/proof/case-studies
  16. 16. Changing Digital & Customer Landscape
  17. 17. Where do people get information today and how do they engage
  18. 18. Where is everyone?
  19. 19. Social Media Landscape
  20. 20. Traditional Marketing Vs Social Engagement
  21. 21. Content Drives The Web Be Relevant
  22. 22. Owned Vs Paid Vs Earned Media
  23. 23. Hubspot – Inbound Marketing Company view
  24. 24. Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the marketplace. • Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: • New and emerging approach – can also be referred to as ‘pull messaging’. • Business aims to be ‘get found’ by customers • Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
  25. 25. Leveraging Owned Media Assets • Recognise the value in your owned media assets – Websites, mobile applications, digital conversations/interactions etc. • Brands/Businesses are becoming publishers and media outlets – No limits to what an organisation can publish online for the consumption of their consituencies • Become trusted knowledge experts in your business or sphere of operations • Establish trust and develop relationships with customers and prospects – Be engaging, entertaining, educative, informative etc.. – Allow user participation and transparent engagement
  26. 26. Digital Strategy
  27. 27. Digital Strategy & Planning Source RedAnt.co.uk
  28. 28. Digital Marketing Process Source eConsultancy
  29. 29. Planning Phase
  30. 30. Planning • Define business Aims & Objectives – Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. – Identify and communicate to key stakeholders (buy-in) • Listening to what is being said about brand currently • Define audience and break down into key segments – Influencers, Advocates, Personas – 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 preferred formats • Aligning brand with digital strategy – What is the tone, voice, perception currently presented
  31. 31. Aims and Audience Location Analysis Source RedAnt.co.uk
  32. 32. Creation Phase
  33. 33. 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, Email, Lead Gen etc… • For B2B business map out buyer and sales cycles – Align marketing and sales organisations • Create internal procedures and best practices for social channels • 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 corrolary failure too)
  34. 34. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  35. 35. Actualisation Phase
  36. 36. 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
  37. 37. Evaluation Phase
  38. 38. Evaluation • Once Campaign goes live then measure the following to find the delta for before and after – Online Traffic • Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates – Levels of interaction • Comments left by users, number of Retweets, number of Fans on Facebook pages, numbers of @comments in twitter, number of subscribers through email and RSS – Leads/Conversions • create measurable and trackable conversion points in your sales funnel – sign up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc. – Search Engine Optimisation • links from blogs, trackbacks, comments left in blogs, views of embedded digital content that you provided, Digg links – Brand Metrics • NPS, positive brand associations, brand awareness, brand recall
  39. 39. 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 – Continue to get communicate internally of sucesses – Educate management through correlation of digital and business goals
  40. 40. Questions & Answers
  41. 41. 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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