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01. cicada digital-marketing-process-model

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  • 1. Digital marketing process model June 2010 DIGITAL MARKETING PROCESS MODEL | June 2010 v02 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  • 2. Digital marketing process model ONLINE PERFORMANCE REVIEW SEARCH ENGINE MARKETING & OPTIMISATION Detailed Baseline performance review review Website conversion optimisation Traffic optimisation DIGITAL MARKETING PROCESS MODEL | June 2010 v02 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  • 3. Digital marketing process model ONLINE PERFORMANCE REVIEW SEARCH ENGINE MARKETING & OPTIMISATION Baseline Detailed Website conversion Traffic optimisation review performance review optimisation Timings • 1/2 day to 1 • 1 - 2 days • 1 - 2 days per month • 1 - 2 days per month • Dependent on size day’s effort • 1 month lead time • 3 - 6 months duration • 3 - 6 months duration and complexity of the business, the website and objectives Activities • Website • Customise Google • Ease of use tuning & • On-page & off-site SEO business review Analytics development • PPC • In depth analysis, off- • On-page SEO • e-newsletters site, on-page, • Social media • Content creation Deliverables • Key metrics, • Full set of online • Improved conversion e.g. • More and higher quality issues, action business metrics 80% to 30% basket traffic visiting website points • Improvement targets abandonment rate DIGITAL MARKETING PROCESS MODEL | June 2010 v02 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  • 4. Website performance improvement process - ecommerce websites CUSTOMER JOURNEY Finding your website Choosing products Buying products • Search engines • Navigating around the site • Getting through the • Referring sites • Making decisions shopping process IMPROVEMENT PROCESS DIGITAL MARKETING PROCESS MODEL | June 2010 v02 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  • 5. Website performance improvement process - service websites CUSTOMER JOURNEY Finding your website Finding information ‘Converting’ • Search engines • Navigating around the site • Responding to calls • Referring sites • Making decisions to action IMPROVEMENT PROCESS DIGITAL MARKETING PROCESS MODEL | June 2010 v02 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY
  • 6. Cicada Online - service overview • Connecting online assets to commercial objectives through strategic insight • Increasing search visibility using search engine optimisation • Engaging with potential new clients through social media • Developing and managing profitable paid search campaigns • Increasing website effectiveness through conversion rate optimisation • Communicating your message succinctly with online copywriting • Delivering actionable insights into website performance with web analytics • Developing and retaining your current clients through email newsletters • Building employees capabilities through training in digital marketing DIGITAL MARKETING PROCESS MODEL | June 2010 v02 CICADA ONLINE Hamilton House, 1B Howard Street Oxford OX4 3AY