Week2 chapters1 3


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Week2 chapters1 3

  1. 1. Digital Marketing Strategy
  2. 2. What is a Strategy?
  3. 3. A plan of action designed to achieve aparticular goal.
  4. 4. What is Digital Marketing?
  5. 5. It aims to create demand using thepower of the Internet.
  6. 6. It ismeasurable.It gives brandsopportunity tobuild tailored,optimised brandexperiences Image credit: Living Shadow from Wikimedia Commons http://commons.wikimedia.org/wiki/File:Tape_measure_colored.jpeg
  7. 7. So then, what is a DigitalMarketingStrategy?
  8. 8. Builds ontraditionalmarketingstrategy, usingthe benefits and challenges within thedigital medium.
  9. 9. Integrated online and offline strategiesare key.They speak to an overallbrandidentitywhich is vital to achieve anorganisation‟s goals.
  10. 10. Strategy is about choices
  11. 11. The brand thatattempts to be allthings to allpeopleriskslosing theclarity of its valueproposition. Image credit: D Sharon Pruitt
  12. 12. Consider the factors that affect yourbusiness.
  13. 13. For example:•Market•Competitor landscape•Customers•Core competencies
  14. 14. The Internet has changed traditionalmarketing models...
  15. 15. Porter’s 5 Forces The 4 P’s
  16. 16. The 4P’s: product, price, placement andpromotion; and Porter 5 Forcesanalysis have been re-examined andadapted.
  17. 17. The Internet allows for newProductsandServices.
  18. 18. They can be customised en masse, e.g.NIKEiD (http://nikeid.nike.com).
  19. 19. Pricing information is accessible oncomparison websites.(www.pricerunner.co.uk andwww.nextag.com)
  20. 20. Businesses need to differentiate onvalue – customers may pay a higherprice for better value.
  21. 21. Placementand distribution is no longerdetermined by location (online bookings,eTicketing, mail order etc.).
  22. 22. Various technologies (APIs, SOAPservices, RSS and XML) allowinformation and services to bedistributed throughout the world.
  23. 23. Promotion online can be tracked,measured and targeted moreeffectively.
  24. 24. The new P: PeopleAllows for personalisation, peer-to-peer sharing, communities andconsumer-centric organisations.
  25. 25. Seth Godin recommends these fiveelements:•Data•Stories•Products•Interaction•Connection
  26. 26. Data:The raw facts about your product orservice.Online data is richer than ever before!
  27. 27. Stories:Markets are „conversations‟.Brands create stories.
  28. 28. Products:Physical manifestations of your story.
  29. 29. Interactions:Tactics to connect with consumers.Comprise touchpoints of the brand.
  30. 30. Connection:Like the 5th „P” – people „fall in love‟with your brand.
  31. 31. Creating and implementing astrategy.
  32. 32. Must cover:•Who you are•What you are offering•Who you are offering it to•Why and how you are doing this
  33. 33. Consider context.Understand your business and market.
  34. 34. Use aSWOTanalysis:•Strengths•Weaknesses•Opportunities•Threats
  35. 35. Objectives:Consider creativity and technology.These should speak to the system ANDthe story.
  36. 36. They should also be aligned with thegreater strategic objectives of yourbrand.
  37. 37. Value exchange:•What value are you adding to themarket?•What constitutes success?•How do you measure this?
  38. 38. Tactics...The how.The strength of the tools is dependenton the type of objectives set.
  39. 39. Metrics:How will you measure value exchange?These are the key performanceindicators (KPIs).Set them up early on!
  40. 40. Ongoing optimisation:Monitor, measure, experiment, learn, beproactive!Google Insights; Flickr; Delicious; Spyfu; QuirkSearchStatus; SEO Book’s Rank Checker; ChangeUse tools to gather data:Detection; Google Alerts; BrandsEye; Google PatentSearch; Google Adwords External Keywords Tool;Google Trends; YouTube Selection Tool, etc.
  41. 41. Market Research
  42. 42. What is market research?
  43. 43. Gathering, recording and analysingdata and information about customers,competitors and the market.
  44. 44. Primary research data is informationgathered for a particular product orhypothesis.
  45. 45. When information does not exist/isnot accessible, and needs to bespecifically collected.
  46. 46. For example:Surveys, focusgroups, researchpanels andresearchcommunities.
  47. 47. Secondary research data is existing,published data and research.
  48. 48. Often more cost-effective thanprimary research and the Internet opensa wealth of resources.
  49. 49. Quantitative research is numericaldata to demonstrate statisticallysignificant outcomes.
  50. 50. Qualitative research:•Exploratory•Identifies potential hypotheses•Seeks to find out potential consumerperceptions and feelings
  51. 51. The Internet was originally a tool foracademics to share information.
  52. 52. Now used by consumers to:•Research products and companies•Gather information•Compare pricing
  53. 53. So now it is a useful tool for primaryand secondary research.ANDIt can be used to gather bothqualitative and quantitative data.
  54. 54. It can be used to easily and accuratelyconduct surveys.
  55. 55. Consumers‟ online habitscan be recordedthrough web searches,online surveys, onlinereputationmanagement tools,etc.
  56. 56. Online tools and research methods =broader, faster and more detailedforms of information gathering.
  57. 57. The Internet vs. traditional marketresearch
  58. 58. Internet market research:•Is cost-effective•Targets a large number of people
  59. 59. But it can lead to sample error if notcarefully planned and managed. Image Credit: Tim Davies
  60. 60. Data is only meaningful if it isrepresentative.
  61. 61. So consider:•The nature of the study•The validity and legitimacy•Goals and expectations
  62. 62. Use web analytics tools and onlinereputation management (ORM) inonline market research.They play a big role in providing data.
  63. 63. Research Methodology
  64. 64. •Establish goals•Determine your sample•Choose data collection method•Collect data•Analyse results•Produce reports
  65. 65. Primary and secondary research
  66. 66. Secondary research should:•Precede primary research•Uses data that already exist foranalysis•Be considered in solving the problem
  67. 67. Use:•Web analytics data, customercommunications data, social networksetc.•Search tools - www.google.com andadvanced tools -http://www.google.co.za/advanced_search?hl=en•Research publications online
  68. 68. Primary research can be qualitative orquantitative:•Explore a market•Develop the hypotheses or researchquestions (qualitative at this stage)
  69. 69. e.g. online research communities:•Can be used to identify unmetcustomer needs•And brainstorm possible solutions
  70. 70. Then use quantitative research toinvestigate further!
  71. 71. There are numerous data collectionmethods:Focus groups; interviews; researchcommunities etc.
  72. 72. Technology andOnline surveys:•Data capturedimmediately•Analysis is quick•And they‟re costeffective!
  73. 73. Technology means they can also bemore user-friendly.
  74. 74. Types of Questions.Open ended:What features would you like to see on the websitefor the eMarketing textbook?
  75. 75. Closed-ended: Do you use the eMarketing textbook website? Choose one that applies. Yes No
  76. 76. Ranked or ordinal questions: Rate the features of the eMarketing textbook website, where 1 is the most useful and 4 is the least useful. Blog Case studies Free downloads Additional resources
  77. 77. Matrix and rating types:
  78. 78. They can be balanced or unbalanced –determining whether someone can express aneutral opinion or not.
  79. 79. Offer incentives to get a response.
  80. 80. Assure respondents of the timecommitment, and privacyimplications.
  81. 81. 7 steps to conducting surveys.1. Establish goals2. Determine sample3. Choose methodology4. Create questionnaire5. Pre-test6. Gather data7. Analyse
  82. 82. Use free tools:e.g. 4Q Surveys - http://www.4qsurvey.com/
  83. 83. What about sample error?
  84. 84. Design is crucial - test and run pilots.
  85. 85. Ensure respondents don‟t becomedesensitised.
  86. 86. Limit respondents to being interviewedonce every six months to stopincentives affecting data.
  87. 87. Also consider who you are targeting.What is the best way to reach them?
  88. 88. Case Study
  89. 89. www.brandseye.com
  90. 90. Online reputation management service,BrandsEye, needed to revamp itsinterface to suit its evolving user‟sneeds.
  91. 91. In 2010, they sought to find out exactlywhat the market wanted from theproduct.
  92. 92. To gather data they used:•Focus groups•Personal, one-on-one interviews•Online conversation monitoring•Active online engagement
  93. 93. They gathered:•Qualitative data from the usersdirectly•Quantitative data from onlinementions (using the BrandsEye toolitself)
  94. 94. So they could:•Direct the business development•Prioritise software changes•Direct resource allocation
  95. 95. BrandsEye approached key clients togauge reaction and get input, andplotted results on a persona matrix.
  96. 96. They created a hypothesis, andcontinually tested it.
  97. 97. Users were able to critique BrandsEyefeatures while it was still in Beta.
  98. 98. This allowed BrandsEye to get over 200pieces of functional feedback on thesystem.They solved upward of 77% of theseitems in the first week.
  99. 99. When BrandsEye Version 2 launched inearly February 2011, it received morethan 700 tweets in three days andmore than 20 press articles in thesame time.
  100. 100. Crowdsourcing
  101. 101. What is it? Image credit: Alexander Kesselaar
  102. 102. “Crowdsourcing is the act of taking atask traditionally performed by anemployee or contractor andoutsourcing it to an undefined,generally large group of people inthe form of an open call” (Wikipedia).
  103. 103. Its not a new idea…The 19th century Oxford EnglishDictionary was crowdsourced.
  104. 104. In 1714 the Longitude prize wasawarded for the simplest solution fordetermining a ships longitude.
  105. 105. Then came the Internet
  106. 106. Now the crowd:•Is larger•Is more connected•Offers more levels of skill forcontributions
  107. 107. The Internet:•Provides a global distributionchannel•Allows for fasterpublishing•Means ideas are now regulated byvalue
  108. 108. Organisations can gaininsight into theircustomers‟ needs and desires andbuildproducts and services thatmeetthem.
  109. 109. Commercially clients can:•Pay once-off for numerous solutions•Pay only for solutions they use•Not limit themselves to „traditional‟solutions Image Credit: Creative commons, AMagill
  110. 110. Non-commercially the crowd cancreate a poolofinfo and ensure it isaccurate.
  111. 111. e.g. Wikipedia:http://www.wikipedia.org
  112. 112. Early adapters of crowdsourcing:Threadless (www.threadless.com)iStockphoto (www.istockphoto.com)InnoCentive (www.innocentive.com)
  113. 113. The “rise of the amateur”
  114. 114. An idea that took tenminutes to comeup with may be as good or better thanone that took ten hours to develop.
  115. 115. Fourtypes of crowdsourcing:•Invention•Creation•Organisation•Prediction
  116. 116. Invention – sourcing ideas for new orexisting product development.e.g. My Starbucks Idea(www.mystarbucksidea.com)
  117. 117. Creation – new content created, ownedand maintained by a community on anexisting platform.e.g. Idea Bounty(www.ideabounty.com).
  118. 118. Organisation – Create new content byorganising already existing content.e.g. Digg (www.digg.com)
  119. 119. Prediction – predict trends by askingthe community to submit ideas and vote.e.g. Yahoo! Buzz (www.yahoo.com/buzz)
  120. 120. How does it work in business?
  121. 121. •To developproducts•For newbusiness and initiatives•To communicateideas•Prediction and forecasting
  122. 122. Twoapproaches to managing acampaign:
  123. 123. 1. Centrally located:A guidingforce is used to channel ideasand formalise the process.
  124. 124. 2. Community controlled:The community controls the processand the outcome.
  125. 125. The Community
  126. 126. •The most important asset incrowdsourcing•Aim to understand why they existand what motivates people to participate
  127. 127. It is vital to understand and addresscommunity needs:•How should it be managed?•What rewards should be put in place?
  128. 128. Pros of crowdsourcing
  129. 129. •Consumer involvement•Fresh input•Opportunities and connections that didnot exist before•Problems can be explored quickly at lowcost
  130. 130. •Only pay for what is used•Tap into a range of talent outsideinternal resources•Gain valuable insight into the desires oftheir customers
  131. 131. Cons of crowdsourcing
  132. 132. •Lack of agency guidance or strategicdirection•Little control over production value•For spec work the risk/reward ratio ishigh•Ethics and opinions could bequestionable, leading to incorrectassumptions of reliability
  133. 133. •IP of work is often disregarded with nowritten contracts etc.•Added costs may be needed to bring aproject to a conclusion•Lack of financial motivation or rewardmay lead to lower work quality•Difficulties may arise in maintaining aworking relationship with the community
  134. 134. The new agency model
  135. 135. Marketing and branding are nolongerowned and managed by one agency.
  136. 136. Through crowdsourcing,amateurs can nowcommunicate ideas toglobal brands.This generatesPR and directinteraction with a consumer Image credit: ming888base.
  137. 137. But a marketing agency will still beneeded for brand strategydevelopment.
  138. 138. Remember...
  139. 139. •Proper planning is essential!•Remunerate communitiesadequately to avoid a negative PRbacklash•Use crowdsourcing to tap into thecollective knowledge of more thanone billion people