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1. IBAT-IntroductionOnlineMarketingSalesDigitalStrategy

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Introduction to IBAT 12 week course in Online Marketing, Sales and Digital Strategy

Introduction to IBAT 12 week course in Online Marketing, Sales and Digital Strategy

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  • 1. Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery
  • 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. 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
  • 4.  
  • 5. Reading Lists
  • 6. 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
  • 7. 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
  • 8. 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/
  • 9. 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/
  • 10. 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/
  • 11. 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/
  • 12. 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
  • 13. 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/
  • 14. 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
  • 15. Changing Digital & Customer Landscape
  • 16. Where do people get information today and how do they engage
  • 17. Where is everyone?
  • 18. Social Media Landscape
  • 19.  
  • 20. Traditional Marketing Vs Social Engagement
  • 21.  
  • 22. Content Drives The Web Be Relevant
  • 23. Owned Vs Paid Vs Earned Media
  • 24. Hubspot – Inbound Marketing Company view
  • 25. 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.
  • 26. 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
  • 27. Digital Strategy
  • 28. Digital Strategy & Planning Source RedAnt.co.uk
  • 29. Digital Marketing Process Source eConsultancy
  • 30. Planning Phase
  • 31. 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
  • 32. Aims and Audience Location Analysis Source RedAnt.co.uk
  • 33. Creation Phase
  • 34. 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)
  • 35. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
  • 36. Actualisation Phase
  • 37. 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
  • 38. Evaluation Phase
  • 39. 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
  • 40. 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
  • 41. Questions & Answers
  • 42. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

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