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Week1-RPC-DigitalMarketingIntroduction

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Week1 RPC-Digital Marketing Introduction

Week1 RPC-Digital Marketing Introduction

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 2.30 exactly • 2 Hour Session – No Break
  • 3. Time Table Dates Times Activity Nov 16th 2.30 – 4.30 Class Nov 23rd 2.30 – 4.30 Class Nov 30th 2.30 – 4.30 Class Dec 7th 2.30 – 4.30 Class Oct 14th 2.30 – 4.30 Class
  • 4. Keith.feighery@digitalinsights.ie
  • 5. Career Summary • Director of Digital Strategy with Digital Insights • 14 Years experience developing and marketing web and digital applications • Lecturer with DIT on MA in Digital Media Technologies • Lecturer with Dublin Business School, Griffith College, Champlain College & IBAT in Online Marketing and Digital Strategy
  • 6. 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
  • 7. Understand current online usage patterns in your geographical area of responsibility
  • 8. Irish Online Stats to Consider • 77% of all Irish Internet Users use Facebook (approx 2M) • Tops 2 sites visited are Google (38%), Facebook (19%) • Average Irish person spends 18 Hrs+ online each month – 4 hours 10 mins Facebook – 2 hours 51 mins Google • 13% Facebook Users Aged 13-17; 55% Aged 18-35; • 90% of 15-24 YO active on Facebook • 47% of all Facebook Users login Daily • 2.1 M Unique Visitors Each Month to YouTube (400M views) • 400K Twitter Accounts – 80K Daily Users • 480K Users on LinkedIn – 31% login weekly (9% Daily)
  • 9. The Changing Digital Landscape to Consider
  • 10. Changing Digital Landscape
  • 11. Proliferaton of Channels
  • 12. Social Media Landscape
  • 13. At high level, what are the core tactical tools at a Digital Marketers disposal
  • 14. 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
  • 15. Core Tactics to Consider
  • 16. Social Media Programmes
  • 17. Be Social – Interact with People & Solicit Feedback and Responses
  • 18. Be Entertaining, Informative or Offer Something of VALUE to Followers
  • 19. 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
  • 20. Case Studies
  • 21. Hairy Baby
  • 22. Hairybaby
  • 23. Engaging with Fans
  • 24. Getting People To Respond
  • 25. The Good Mood Food Blog
  • 26. Dazzledust
  • 27. Bars - Facebook
  • 28. Social
  • 29. Blogs
  • 30. Professional Networks
  • 31. Photos
  • 32. Pay Per Click Advertising
  • 33. PPC Examples
  • 34. Search: Health Insurance Quote
  • 35. Im Sorry Flowers….
  • 36. Search Engine Optimisation
  • 37. SEO Case Example
  • 38. Search: Flowers for newborn baby
  • 39. Newborn Flowers
  • 40. Email Marketing
  • 41. Email Applications
  • 42. Case Studies
  • 43. CityDeal.ie
  • 44. Schuh
  • 45. Questions & Answers
  • 46. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274
  • 47. Thank You

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