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Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak
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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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      www.slideshare.net/mcorak