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RPC-DigitalMarketingOverview

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RPC-Digital Marketing Overview and walk through of online marketing tactics

RPC-Digital Marketing Overview and walk through of online marketing tactics

Published in: Business, Technology
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Transcript

  • 1. Digital Marketing Course Keith Feighery
  • 2. Course Details
    • 5 week course
    • Presentations & Demos, Class Discussions, Class Work
    • Class Participation Crucial – ask Qs
    • Read as much material as possible and implement what we cover on the course
    • Come on time – class starts at 3.30 exactly
    • 2 Hour Session – No Break
  • 3. Time Table Dates Times Activity Sept 14 th 3.30 – 5.30 Class Sept 21 st 3.30 – 5.30 Class Sept 28 th 3.30 – 5.30 Class Oct 5 th 3.30 – 5.30 Class Oct 12 th 3.30 – 5.30 Class
  • 4. [email_address]
  • 5. Course Overview
    • Week 1: Introductions and Overview of Digital Marketing
    • Week 2: Social Media Platforms
    • Week 3: Blogging
    • Week 4: Email Marketing
    • Week 5: Search Engine Marketing
  • 6. The Changing Digital Landscape to Consider
  • 7. Changing Digital Landscape
  • 8. Proliferaton of Channels
  • 9. Social Media Landscape
  • 10. The Rise of Facebook
  • 11. In Ireland, approx. 2 Million People
  • 12.  
  • 13. Time Spent UK
  • 14. Digital Strategy
  • 15. 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
    • Measure and Optimise Constantly
  • 16. At high level, what are the core tactical tools at a Digital Marketers disposal
  • 17. Key Online Marketing Tactics
    • Content & Inbound Marketing
      • Website, blog, social platforms, partnership sites etc…
    • Search Engine Marketing
      • PPC, Display and Affiliates
    • Social Media Marketing
      • Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
    • Mobile Marketing
      • Location Based, Text, Advertising, Coupons, Offline-Activation
    • Search Engine Optimisation (SEO)
      • Structured & Planned Content, Optimismed Vocabulary, Links
    • Email Marketing
      • Email Service Providers, Acquisition and Retention, Lead Nurturing
    • Measurement and Analytics
      • Clear Objectives and Benchmarks
  • 18. Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  • 19. Core Tactics to Consider
  • 20.
    • Social Media Programmes
  • 21. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  • 22. Be Social – Interact with People & Solicit Feedback and Responses
  • 23. Be Entertaining, Informative or Offer Something of VALUE to Followers
  • 24. 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
  • 25. Case Studies
  • 26. Hairy Baby
  • 27. Hairybaby
  • 28. Engaging with Fans
  • 29. Getting People To Respond
  • 30. Best Job In the World
  • 31. Ikea – Malmo
  • 32.
    • Pay Per Click Advertising
  • 33. PPC Examples
  • 34. Search: Health Insurance Quote
  • 35.
    • Search Engine Optimisation
  • 36. SEO Case Example
  • 37. Search: Flowers for newborn baby
  • 38. Newborn Flowers
  • 39. Email Marketing
  • 40. Email Applications
  • 41. Case Studies
  • 42. CityDeal.ie
  • 43.  
  • 44. Schuh
  • 45.  
  • 46. Questions & Answers
  • 47. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  • 48. Thank You

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