Always OnCustomer in controlSo many channels!Who has the time!?
Question for you!
Question for you!
Transcript of "Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak"
DIGITAL MARKETING PROGRAM PLANNING<br />Online marketing summit - phx<br />How to Evaluate the Performance of Your Current Program and Prioritize for Return<br />June 2011<br />
Introduction & Agenda<br />Agenda<br />Verbal Laser Release & Warm-up<br />Digital Marketing State of the Nation<br />Opportunities to Up-level Your Digital Marketing Performance<br />Q&A (Prize Time)<br />Links and Resources<br />Mike Corak<br />EVP of Strategy, ethology<br />@mikecorak<br />
My companyadequately funds our digital marketing programs<br />YES<br />NO<br />
Do you?<br />Budgets have yet to follow consumer time spent with various media<br />
I have an integrated digital marketing plan that aligns budget with ROI …<br />YES<br />NO<br />
When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!<br />YES<br />NO<br />
Which Tactic Produces the Best ROI?<br />Social <br />Media<br />Display Advertising<br />Search<br />Email<br />Affiliate Marketing<br />Mobile<br />
Per the DMA (and Others), It’s Email Followed By Search<br />Search<br />Email<br />2x the return of search<br />Leading the rest of the pack<br />Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010<br />
2.5 billion images uploaded to Facebook each month
And on and on and on</li></li></ul><li>Authoritative and Relevant Content Growing More Important by the Minute<br />
The Most Common Digital Marketing Opportunities for our Clients<br /> Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly<br /> Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success<br /> Content Marketing: Moving from Advertiser to Authority<br /> Digital Marketing Strategy and Planning: Creating a Plan Built for Success<br />
High-Level Competitive Tactical Assessments<br />Example: ethology Market Analysis Report<br />Input: 4 competing site URLs and inclusion on your email list<br />FYI –we can do this for you – see me after<br />Concentrating on tactics with the highest potential for return<br />Content<br />Social Media<br />Search<br />
Step 1: Search Engine Optimization (SEO) <br /> Understand the effectiveness of your SEO efforts v. the competition<br />Data Sources and Tools:<br /><ul><li> Google Webmaster Tools
Google Adwords</li></li></ul><li>Step 2: Content and Authority<br />Measure content quantity (potential for relevance and traffic attraction) and site authority for planning purposes<br />Data Sources:<br /><ul><li>Google Webmaster Tools
SEO Moz</li></li></ul><li>Step 3: Social Media Reach/Engagement<br />Compare reach and engagement in the marketplace on the major networks<br />Data Sources:<br /><ul><li>Facebook and twitter (elbow grease)</li></li></ul><li>Email Assessment<br />Assess ROI, deliverability, creative rendering, and overall segmentation and execution plan<br />Data Sources:<br /><ul><li>Litmus
ExactTarget</li></li></ul><li>Other Assessment Opportunities<br />Conversion Rate<br />Usability – Optimize and test for all: time on site, page views, bounce rate <br />Competitive Link Analysis – What links are common and uncommon in the competitive set (see aforementioned SEO tools)<br />Competitive Traffic Assessment – Compete.com, Hitwise<br />Demographic Assessment - Quantcast<br />Social Media Engagement – What messaging and activities create the most buzz and drive the most traffic to your conversion points<br />Content Consumption – What content is most consumed and how can more be produced, curated, and distributed<br />Testing, Measurement – More of a question, do religiously test, measure, and adjust your digital marketing efforts?<br />
As for those shiny new objects…<br /> Don’t be first to market – learn from others and increase your chances for success <br /> Don’t be last to market – leads can really become insurmountable<br /> 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!<br />
I’d like to take a 10 second break for a FUN Laser-Related activity before moving on…<br />YES<br />NO<br />
I listen to what my customers want online<br />YES<br />NO<br />
Build Relevance by Understanding Consumer Vernacular<br />2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!<br />2010: 2x<br />
Understand Content Demand in Relation to Your Business<br /> Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:<br /> Search<br /> What keywords perform best beyond brand phrases?<br /> What phrases are you targeting?<br /> What content is of interest to the public?<br /> Your Assets (Website / Microsites / Social / email)<br /> What content is most highly consumed?<br /> Offline/Brand<br /> What are you known for?<br />
Understand Content Demand in Relation to Your Business<br /> Take topical interest related to your business and listen to consumer conversations for:<br /> Points of interest<br /> Types of popular content<br /> Location of conversations<br /> Identify influencers<br />
How many journalists/copywriters do you have on staff?<br />Yeah Right<br />+2<br />1<br />
Content Planning Process and Insights<br />Research Topical Areas of Interest Available for Brand Connection<br />Your “One Thing” – What’s Your Brand Promise<br />Outline Your Goals<br />Identify the Team<br />Analyze Target Audience<br />Audit Existing Content Fort Quality and Demand<br />Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions<br />Select Outposts According to Research and Plan Needs<br />Create a Content Calendar Across All Channels<br />Create, Optimize and Distribute Content<br />Measure, Test, Do It Again<br />
Prioritization of Budget<br />2. Add Fuel to the Fire <br />1. Cast the Net (Earned/Owned)<br />
Pro-Tip: Be Smart with Your Media!<br />Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)<br />
Other Planning Tips – Cross Channel Audience Campaign Research<br />As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool:<br />http://www.forrester.com/empowered/tool_consumer.html<br />
Grand Prize Twitter Contest<br />The 3rd person to tweet the following wins some great digital marketing reads:<br />I learned a lot from @MikeCorak of @ethologycom at #OMSPHX – lasers rule! <br />
Thank You!<br />Mike Corak<br />EVP of Strategy<br />Mike.Corak@ethology.com<br />602.840.4343<br />@mikecorak<br />www.linkedin.com/in/mikecorak<br />Find This Presentation On SlideShare<br />www.slideshare.net/mcorak<br />