Digital Marketing Course Keith Feighery
Course Details <ul><li>5 week course </li></ul><ul><li>Presentations & Demos, Class Discussions, Class Work </li></ul><ul>...
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...
[email_address]
Course Overview <ul><li>Week 1: Introductions and Overview of Digital Marketing </li></ul><ul><li>Week 2: Social Media Pla...
The Changing Digital Landscape to Consider
Changing Digital Landscape
Proliferaton of Channels
Social Media Landscape
The Rise of Facebook
In Ireland, approx. 2 Million People
 
Time Spent UK
Digital Strategy
Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></...
At high level, what are the core tactical tools at a Digital Marketers disposal
Key Online Marketing Tactics <ul><li>Content & Inbound Marketing  </li></ul><ul><ul><li>Website, blog, social platforms, p...
Businesses & organisations need to embrace a more social engagement because it is happening with or without them
Core Tactics to Consider
<ul><li>Social Media Programmes </li></ul>
Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
Be Social – Interact with People & Solicit Feedback and Responses
Be Entertaining, Informative or Offer Something of VALUE to Followers
Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target aud...
Case Studies
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
Best Job In the World
Ikea – Malmo
<ul><li>Pay Per Click Advertising </li></ul>
PPC Examples
Search: Health Insurance Quote
<ul><li>Search Engine Optimisation </li></ul>
SEO Case Example
Search: Flowers for newborn baby
Newborn Flowers
Email Marketing
Email Applications
Case Studies
CityDeal.ie
 
Schuh
 
Questions & Answers
Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_addres...
Thank You
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RPC-DigitalMarketingOverview

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

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RPC-DigitalMarketingOverview

  1. 1. Digital Marketing Course Keith Feighery
  2. 2. Course Details <ul><li>5 week course </li></ul><ul><li>Presentations & Demos, Class Discussions, Class Work </li></ul><ul><li>Class Participation Crucial – ask Qs </li></ul><ul><li>Read as much material as possible and implement what we cover on the course </li></ul><ul><li>Come on time – class starts at 3.30 exactly </li></ul><ul><li>2 Hour Session – No Break </li></ul>
  3. 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. 4. [email_address]
  5. 5. Course Overview <ul><li>Week 1: Introductions and Overview of Digital Marketing </li></ul><ul><li>Week 2: Social Media Platforms </li></ul><ul><li>Week 3: Blogging </li></ul><ul><li>Week 4: Email Marketing </li></ul><ul><li>Week 5: Search Engine Marketing </li></ul>
  6. 6. The Changing Digital Landscape to Consider
  7. 7. Changing Digital Landscape
  8. 8. Proliferaton of Channels
  9. 9. Social Media Landscape
  10. 10. The Rise of Facebook
  11. 11. In Ireland, approx. 2 Million People
  12. 13. Time Spent UK
  13. 14. Digital Strategy
  14. 15. 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>Measure and Optimise Constantly </li></ul>
  15. 16. At high level, what are the core tactical tools at a Digital Marketers disposal
  16. 17. Key Online Marketing Tactics <ul><li>Content & 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>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & 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>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  17. 18. Businesses & organisations need to embrace a more social engagement because it is happening with or without them
  18. 19. Core Tactics to Consider
  19. 20. <ul><li>Social Media Programmes </li></ul>
  20. 21. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
  21. 22. Be Social – Interact with People & Solicit Feedback and Responses
  22. 23. Be Entertaining, Informative or Offer Something of VALUE to Followers
  23. 24. Elements of a social media campaign <ul><li>Essentials of a successful campaign </li></ul><ul><ul><li>Know your target audience </li></ul></ul><ul><ul><li>Plan goals and aims of campaign and channel </li></ul></ul><ul><ul><li>Think about the tone, voice and personality to adopt </li></ul></ul><ul><ul><li>Choose your platforms carefully </li></ul></ul><ul><ul><li>Think about the type of content to use on each platform </li></ul></ul><ul><ul><li>Take risks – not everything will work </li></ul></ul><ul><ul><li>Connect to other channels </li></ul></ul>
  24. 25. Case Studies
  25. 26. Hairy Baby
  26. 27. Hairybaby
  27. 28. Engaging with Fans
  28. 29. Getting People To Respond
  29. 30. Best Job In the World
  30. 31. Ikea – Malmo
  31. 32. <ul><li>Pay Per Click Advertising </li></ul>
  32. 33. PPC Examples
  33. 34. Search: Health Insurance Quote
  34. 35. <ul><li>Search Engine Optimisation </li></ul>
  35. 36. SEO Case Example
  36. 37. Search: Flowers for newborn baby
  37. 38. Newborn Flowers
  38. 39. Email Marketing
  39. 40. Email Applications
  40. 41. Case Studies
  41. 42. CityDeal.ie
  42. 44. Schuh
  43. 46. Questions & Answers
  44. 47. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
  45. 48. Thank You
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