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

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  • Laser’s out!
  • Always OnCustomer in controlSo many channels!Who has the time!?
  • Question for you!
  • Question for you!

Transcript

  • 1. DIGITAL MARKETING PROGRAM PLANNING
    Online marketing summit - phx
    How to Evaluate the Performance of Your Current Program and Prioritize for Return
    June 2011
  • 2. 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
  • 3. Laser Fine Print
  • 4. 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
  • 5. WARM UP
  • 6.
  • 7.
  • 8. Digital MarketingState ofthe Nation
  • 9. We employ a full suite of digital marketing tactics (website, search, social, email…)
    YES
    NO
  • 10. “Yep, we’re already doing that”
  • 11. My companyadequately funds our digital marketing programs
    YES
    NO
  • 12. Do you?
    Budgets have yet to follow consumer time spent with various media
  • 13. I have an integrated digital marketing plan that aligns budget with ROI …
    YES
    NO
  • 14. When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!
    YES
    NO
  • 15. Which Tactic Produces the Best ROI?
    Social
    Media
    Display Advertising
    Search
    Email
    Affiliate Marketing
    Mobile
  • 16. 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
  • 17. I am a publisher
    YES
    NO
  • 18. Why Yes You Are (We All Are): Random Content Publishing Statistics
    • 3 trillion web pages indexed by Google (+50 Billion unique)
    • 19. 90 trillion emails sent annually
    • 20. 3.5 billion conversations occurring daily
    • 21. 4 billion images on Flickr
    • 22. 2.5 billion images uploaded to Facebook each month
    • 23. And on and on and on
  • Authoritative and Relevant Content Growing More Important by the Minute
  • 24. 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
  • 25. Digital marketing health
  • 26. The Foundation: Earned and Owned Media
  • 27. 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
  • 28. Step 1: Search Engine Optimization (SEO)
    Understand the effectiveness of your SEO efforts v. the competition
    Data Sources and Tools:
  • Step 1: PPC (Paid Search)
    Understand the efforts of your competitors in paid search for planning and testing purposes
    Data Sources:
  • Step 2: Content and Authority
    Measure content quantity (potential for relevance and traffic attraction) and site authority for planning purposes
    Data Sources:
  • 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:
  • 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?
  • 43. 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!
  • 44. I’d like to take a 10 second break for a FUN Laser-Related activity before moving on…
    YES
    NO
  • 45. Laser Tattoo Removal
    32
  • 46. Listening
  • 47. I listen to what my customers want online
    YES
    NO
  • 48. Build Relevance by Understanding Consumer Vernacular
    2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!
    2010: 2x
  • 49. 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?
  • 50. 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
  • 51. Content Marketing
  • 52. How many journalists/copywriters do you have on staff?
    Yeah Right
    +2
    1
  • 53. 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
  • 54. 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
  • 55. 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
  • 56. 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
  • 57. Media
  • 58. Does Your Media Plan Utilize Attribution Modeling?
    YES
    NO
  • 59. Remember: Display + PPC = Largest Bucket
  • 60. And Holy Smokes! There’s Options!
  • 61. Prioritization of Budget
    2. Add Fuel to the Fire
    1. Cast the Net (Earned/Owned)
  • 62. Pro-Tip: Be Smart with Your Media!
    Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)
  • 63. 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
  • 64. Digital Marketing Strategy and Plan
  • 65. How’s your plan looking now?
    GREAT, THANKS FOR WASTING MY TIME
    WE’VE GOT SOME WORK TO DO
  • 66. Strategy and Plan Development Process
  • 67. Relevance Case Study from Online Marketing Summit 2010
    Social
    Banners
    Search and Social Interest
    Locations – GC, Sedona, cities
    Activities – outdoor
    Images
    Website
  • 68. Q&A(Prize time!)
  • 69. 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!
  • 70. Thank You!
    Mike Corak
    EVP of Strategy
    Mike.Corak@ethology.com
    602.840.4343
    @mikecorak
    www.linkedin.com/in/mikecorak
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