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RPCP - Overview of Online Marketing Course

RPCP - Overview of Online Marketing Course

Published in: Business, News & Politics

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  • 1. Online Design, Marketing and Sales Terenure Enterprise Centre Keith Feighery
  • 2. Summary • Introductions • Overview of the course • The Changing Digital & Customer Landscape • The Importance of Relevant Content - Always • Web Technologies and Solutions • Q & A
  • 3. Introductions
  • 4. Introduction • Owner of Digital Insights – Work with clients developing online business channels – Lecturer with DIT in MA Digital Media Technologies – Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT – Work with university incubation centres – LINC and Synergy IT Colleges • 12 Years working in Software Industry – Irish and International Companies • Developed Online Retail Business – • 30,000 Customers over 50,000 Subscribers to email
  • 5. Overview of Course
  • 6. Course Overview • Week 1: Introductions and Overview of Web Technologies and Solutions • Week 2: Design Principles and Information Architecture considerations • Week3: Creating Website Specs and Ecommerce Solutions • Week 4: Developing a Clear Online Marketing Plan
  • 7. Course Overview • Week 5: Implementing Online Marketing Solutions – SEO, PPC, Email etc. • Week 6: Using Social Media to drive awareness, acquire customers & retain existing clients • Week 7: Measuring and optimising web site performance
  • 8. Changing Digital & Customer Landscape
  • 9. Where do people get information today and how do they engage
  • 10. Where is everyone?
  • 11. Social Media Landscape
  • 12. Traditional Marketing Vs Social Engagement
  • 13. Key Platforms for Customers • Social/Professional Networks – Facebook, LinkedIn, MySpace (Main ones in US and Europe) • Blogging/Micro-Blogging/Lifestreaming – Wordpress, TypePad, Twitter, Posterous, Tumblr • Video, Audio & Photo sharing – YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog • Mobile – Foursquare, Facebook, Twitter, Yelp • Bookmarks/Sharing – Delicious, StumbleUpon, Digg, Google Profils
  • 14. Content Drives The Web Be Relevant
  • 15. Hubspot – Inbound Marketing Company view
  • 16. 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.
  • 17. Different types of media in the digital wo • Owned Media – such as website • Paid Media – such as display ads • Earned Media – such as viral campaign
  • 18. Owned Vs Paid Vs Earned Medi
  • 19. Various Types of Content • Facebook/MySpace/Bebo fan pages and groups • Videos, demos, presentations, and custom animations • Product/service reviews • Blog posts, reader comments and reactions • Tweets, status updates • E-mail newsletters • The content and digital media on your Web site, other microsites, partner sites etc.. • Articles and other intellectual property or knowledge sharing – professional contributions etc. • Whitepapers, case studies, webinars, podcasts
  • 20. Web Strategy • Have a clear and defined business objective for your web presence – Sales, Information, Lead Gen, Build Awareness, Customer Retention • Know exactly who your audience is – and where they reside digitally • Develop a content strategy for your site and digital channels – that adds value for your customers • Build relationships – not always selling • Optimise and promote content across digital channels (web, social media, offline etc.)
  • 21. Questions & Answers
  • 22. Contact Details 086 6070274