Digital marketing course

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Digital marketing course

  1. 1. Hello!
  2. 2. Digital Marketing Strategy Thoughts on how to do it and not c**k it up Dena Walker | @curlydena
  3. 3. Who the hell am I? I’m a strategic planner at a brilliant ad agency in town. I’m also a lecturer in marketing. Mostly, I am just someone that loves marketing when it’s done right and is lucky enough to get to share her opinions on what that means, as well as her thoughts on how to make it happen more often. To prove it, here’s me looking all professional and “thinky” somewhere
  4. 4. What is marketing?
  5. 5. “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” - Chartered Institute of Marketing
  6. 6. “Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.” - Kotler & Armstrong
  7. 7. “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.” - Kotler & Armstrong
  8. 8. Marketing is creating things of value in order for people to trade what they value in return. - Me
  9. 9. So what is digital marketing?
  10. 10. Marketing is creating things of value in order for people to trade what they value in return.
  11. 11. Marketing is creating things of value in order for people to trade what they value in return. But that’s the same!
  12. 12. The real world and the digital world are not separate things =
  13. 13. Digital marketing doesn’t exist The end.
  14. 14. Digital marketing doesn’t exist Only joking. Sort of. We should focus our thinking around marketing in a world that is digital, not on digital as a separate entity. The end.
  15. 15. Two issues can arise when thinking of digital marketing as a separate entity
  16. 16. things *Hat tip to Helge Tenno for the analogy We focus on
  17. 17. Russell Hobbs Electric Kettle Patent via The British Library A Russell Hobbs Electric Kettle (via Jenny - BlinkClick on Flickr) This one is made of composite parts This one boils water so I can make tea
  18. 18. We focus on execution and call it strategy
  19. 19. What is a strategy?
  20. 20. Diagram by Mike Arauz
  21. 21. Diagram by Mike Arauz Your overall objective
  22. 22. Diagram by Mike Arauz Your overall objective The intermediate steps towards it - your strategic aims
  23. 23. Focus Broad Focus Narrow Involvement Short Term Involvement Long Term Consumer Journey e.g. Awareness Consumer Journey e.g. Conversion Clarifying your aims Source: RedAnt
  24. 24. Woah there, Nelly! Hands up who started thinking about channels...
  25. 25. Beware the shiny!
  26. 26. Start with people Image via Austin_S on Flickr
  27. 27. It’s not enough to just communicate a product’s benefits and features as if they’re motivating. There’s parity almost everywhere, and if it’s not there now it will be soon enough.
  28. 28. So what!
  29. 29. Emotion Reason 10x
  30. 30. Emotion Reason Action Conclusion
  31. 31. Emotion Reason Action Conclusion Justification
  32. 32. No!
  33. 33. Image via Sarans on Flickr Remember that mountain? People are your mountain and you need to understand them to conquer it
  34. 34. Personas Image via Canned Tuna on Flickr
  35. 35. Graffiti Artists Harajuku Girls Stray Cats Sushi Chefs Stormtroopers Hurlers Thanks to the world’s best mentor, Interactivemark for this exercise
  36. 36. Where’s the insight?
  37. 37. Insight versus observation
  38. 38. Use what you have discovered to focus your thinking Business Issue/Opportunity Target Audience Insight Desired Behaviour Change Communications Idea Strategy
  39. 39. Consumer Journey 3 Use what you have discovered to focus your thinking Business Issue/Opportunity Target Audience Insight Desired Behaviour Change Communications Idea Consumer Journey 2Consumer Journey 1 Channel Channel Channel Channel Channel Channel Channel Channel Channel Evaluation StrategyExecution
  40. 40. Focus Broad Focus Narrow Involvement Short Term Involvement Long Term Consumer Journey e.g. Awareness Consumer Journey e.g. Conversion Clarifying your aims Remember this?
  41. 41. Reference Aim Focus Consumer Journey Involvement A1 A2 A3 A4 A5 A6 A7 How will you tackle that mountain?
  42. 42. Reference Aim Focus Consumer Journey Involvement A1 A2 A3 A4 A5 A6 A7 The steps you will take to reach your goal - macro level, not executional How will you tackle that mountain?
  43. 43. Reference Aim Focus Consumer Journey Involvement A1 A2 A3 A4 A5 A6 A7 The steps you will take to reach your goal - macro level, not executional How will you tackle that mountain? Where your aims sit on each spectrum
  44. 44. Channel Planning
  45. 45. Media landscape continues to evolve at rapid pace
  46. 46. “Old media” is not dead, so stop saying it is
  47. 47. 23 minutes 3 hours and 37 minutes Time spent each day Source: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson 2012
  48. 48. Hours spent each week Source: Irish International BBDO. Channel Planning Reality Check. September 2012
  49. 49. Technology has had a significant impact on how we consume media
  50. 50. Source: Irish International BBDO. Channel Planning Reality Check. September 2012 More likely to prompt people to talk about topic, brand, news story Less likely to be a source of info Less likely to prompt to talk More likely to be a source of info about a topic, brand, news story What triggers our conversations? Today’s consumer - Over 50s TV Email marketing Outdoor Social networks Other online Blogs Radio Newspapers Community groups
  51. 51. Source: Irish International BBDO. Channel Planning Reality Check. September 2012 More likely to prompt people to talk about topic, brand, news story Less likely to be a source of info Less likely to prompt to talk More likely to be a source of info about a topic, brand, news story What triggers our conversations? Tomorrow’s consumer - under 25s TV Email marketing Other online Blogs Radio Newspapers Community groups Social networks Outdoor
  52. 52. Mobile is driving the convergence
  53. 53. It’s getting harder to hold people’s attention
  54. 54. We have a wealth of choice when it comes to channel planning To do it well we have to understand not just which channels our audience use, but also how they use them
  55. 55. Paid Owned Earned Don’t be disingenuous and obsess over this one It’s not a silver bullet
  56. 56. Select the right channels for your strategy Channel Audience Size/Reach Investment Estimated Uptake Aims Matched Audiences Channel A Channel B Channel C Channel D Channel E Channel F
  57. 57. Select the right channels for your strategy Channel Audience Size/Reach Investment Estimated Uptake Aims Matched Audiences Channel A Channel B Channel C Channel D Channel E Channel F Media data you will use for analysis
  58. 58. Select the right channels for your strategy Channel Audience Size/Reach Investment Estimated Uptake Aims Matched Audiences Channel A Channel B Channel C Channel D Channel E Channel F Media data you will use for analysis Making sure it dovetails into your strategy
  59. 59. Evaluation
  60. 60. What are your benchmarks? Establish a “state of the nation” view that serves as your starting point These will help you to identify where you want the business to get to in quantifiable terms Market share, %ge sales growth, affinity, Net Promoter Score, frequency of purchase...
  61. 61. What’s your return on investment?
  62. 62. Vanity metrics are just that
  63. 63. Macro Micro&
  64. 64. Image via David Armano, Edelman Digital There’s valuable information in both
  65. 65. Just because you can, doesn’t mean you should
  66. 66. Numbers lie and data can mislead
  67. 67. Quantitative Qualitative Holistic View The numbers mathematical and statistical information DATA! The words feelings and thought based information HUMAN! + =
  68. 68. It never stops...
  69. 69. Thank you. Dena Walker @curlydena dena.walker@gmail.com http://about.me/denawalker
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