Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak

DIGITAL MARKETING PROGRAM PLANNING
Online marketing summit - phx
How to Evaluate the Performance of Your Current Program and Prioritize for Return
June 2011

Introduction & Agenda
Agenda
Verbal Laser Release & Warm-up
Digital Marketing State of the Nation
Opportunities to Up-level Your Digital Marketing Performance
Q&A (Prize Time)
Links and Resources
Mike Corak
EVP of Strategy, ethology
@mikecorak

Laser Fine Print

Medical Release
I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser.
I Accept

WARM UP

Digital MarketingState ofthe Nation

We employ a full suite of digital marketing tactics (website, search, social, email…)
YES
NO

“Yep, we’re already doing that”

My companyadequately funds our digital marketing programs
YES
NO

Do you?
Budgets have yet to follow consumer time spent with various media

I have an integrated digital marketing plan that aligns budget with ROI …
YES
NO

When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!
YES
NO

Which Tactic Produces the Best ROI?
Social
Media
Display Advertising
Search
Email
Affiliate Marketing
Mobile

Per the DMA (and Others), It’s Email Followed By Search
Search
Email
2x the return of search
Leading the rest of the pack
Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010

I am a publisher
YES
NO

Why Yes You Are (We All Are): Random Content Publishing Statistics
3 trillion web pages indexed by Google (+50 Billion unique)
90 trillion emails sent annually
3.5 billion conversations occurring daily
4 billion images on Flickr
2.5 billion images uploaded to Facebook each month
And on and on and on

Authoritative and Relevant Content Growing More Important by the Minute

The Most Common Digital Marketing Opportunities for our Clients
Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly
Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success
Content Marketing: Moving from Advertiser to Authority
Digital Marketing Strategy and Planning: Creating a Plan Built for Success

Digital marketing health

The Foundation: Earned and Owned Media

High-Level Competitive Tactical Assessments
Example: ethology Market Analysis Report
Input: 4 competing site URLs and inclusion on your email list
FYI –we can do this for you – see me after
Concentrating on tactics with the highest potential for return
Content
Social Media
Search

Step 1: Search Engine Optimization (SEO)
Understand the effectiveness of your SEO efforts v. the competition
Data Sources and Tools:
Google Webmaster Tools
Sycara
SEM Rush
Web Position Gold
Raven Tools
SEO Moz

Step 1: PPC (Paid Search)
Understand the efforts of your competitors in paid search for planning and testing purposes
Data Sources:
SpyFu
SEM Rush
Google Adwords

Step 2: Content and Authority
Measure content quantity (potential for relevance and traffic attraction) and site authority for planning purposes
Data Sources:
Google Webmaster Tools
Yahoo! Site Explorer
Sycara
SEM Rush
Web Position Gold
Raven Tools
SEO Moz

Step 3: Social Media Reach/Engagement
Compare reach and engagement in the marketplace on the major networks
Data Sources:
Facebook and twitter (elbow grease)

Email Assessment
Assess ROI, deliverability, creative rendering, and overall segmentation and execution plan
Data Sources:
Litmus
ExactTarget

Other Assessment Opportunities
Conversion Rate
Usability – Optimize and test for all: time on site, page views, bounce rate
Competitive Link Analysis – What links are common and uncommon in the competitive set (see aforementioned SEO tools)
Competitive Traffic Assessment – Compete.com, Hitwise
Demographic Assessment - Quantcast
Social Media Engagement – What messaging and activities create the most buzz and drive the most traffic to your conversion points
Content Consumption – What content is most consumed and how can more be produced, curated, and distributed
Testing, Measurement – More of a question, do religiously test, measure, and adjust your digital marketing efforts?

As for those shiny new objects…
Don’t be first to market – learn from others and increase your chances for success
Don’t be last to market – leads can really become insurmountable
Example: Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), etc…BUT DON’T START WITH AN APPLICATION!

I’d like to take a 10 second break for a FUN Laser-Related activity before moving on…
YES
NO

Laser Tattoo Removal
32

Listening

I listen to what my customers want online
YES
NO

Build Relevance by Understanding Consumer Vernacular
2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!
2010: 2x

Understand Content Demand in Relation to Your Business
Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:
Search
What keywords perform best beyond brand phrases?
What phrases are you targeting?
What content is of interest to the public?
Your Assets (Website / Microsites / Social / email)
What content is most highly consumed?
Offline/Brand
What are you known for?

Understand Content Demand in Relation to Your Business
Take topical interest related to your business and listen to consumer conversations for:
Points of interest
Types of popular content
Location of conversations
Identify influencers

Content Marketing

How many journalists/copywriters do you have on staff?
Yeah Right
+2
1

Content Planning Process and Insights
Research Topical Areas of Interest Available for Brand Connection
Your “One Thing” – What’s Your Brand Promise
Outline Your Goals
Identify the Team
Analyze Target Audience
Audit Existing Content Fort Quality and Demand
Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions
Select Outposts According to Research and Plan Needs
Create a Content Calendar Across All Channels
Create, Optimize and Distribute Content
Measure, Test, Do It Again

Social Content Distribution
Offsite Content
Video: Keyword & Geo-targeted
Images: Keyword & Geo-targeted
Podcast: Downloadable Audio
PPT Presentations: Slide Sharing
E-book: PDF of Whitepapers
Articles: Content Syndication
Press Releases & Newsletters
Infographics: Industry Charts
Research Reports & Surveys
Widgets:Links Embedded
Blog Posts: Links Embedded

Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically.
Newsletters
Press Releases
Industry News (RSS)
Articles
Research Reports
Whitepapers
Ebooks
PowerPoints
Blogs
Images
Videos
Podcasts
Widgets
Infographics
FAQ’s
Glossary

Ongoing Listening, Reporting and Guidance
Radian6
Brand Monitoring
Reputation Management
Topical Trends
Content Types
Outpost Identification
Influencer Identification
Social Outpost Reporting
Followers
Engagement
Google Analytics & Offline
Site Traffic and Usage
Inbound Calls/Contracts

Does Your Media Plan Utilize Attribution Modeling?
YES
NO

Remember: Display + PPC = Largest Bucket

And Holy Smokes! There’s Options!

Prioritization of Budget
2. Add Fuel to the Fire
1. Cast the Net (Earned/Owned)

Pro-Tip: Be Smart with Your Media!
Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)

Other Planning Tips – Cross Channel Audience Campaign Research
As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool:
http://www.forrester.com/empowered/tool_consumer.html

Digital Marketing Strategy and Plan

How’s your plan looking now?
GREAT, THANKS FOR WASTING MY TIME
WE’VE GOT SOME WORK TO DO

Strategy and Plan Development Process

Relevance Case Study from Online Marketing Summit 2010
Social
Banners
Search and Social Interest
Locations – GC, Sedona, cities
Activities – outdoor
Images
Website

Q&A(Prize time!)

Grand Prize Twitter Contest
The 3rd person to tweet the following wins some great digital marketing reads:
I learned a lot from @MikeCorak of @ethologycom at #OMSPHX – lasers rule!

Thank You!
Mike Corak
EVP of Strategy
Mike.Corak@ethology.com
602.840.4343
@mikecorak
www.linkedin.com/in/mikecorak
Find This Presentation On SlideShare
www.slideshare.net/mcorak

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Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak

by Mike Corak

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Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak Presentation Transcript