Digital marketing course
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Digital marketing course Presentation Transcript

  • 1. Hello!
  • 2. Digital Marketing Strategy Thoughts on how to do it and not c**k it up Dena Walker | @curlydena
  • 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. What is marketing?
  • 5. “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” - Chartered Institute of Marketing
  • 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. “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. Marketing is creating things of value in order for people to trade what they value in return. - Me
  • 9. So what is digital marketing?
  • 10. Marketing is creating things of value in order for people to trade what they value in return.
  • 11. Marketing is creating things of value in order for people to trade what they value in return. But that’s the same!
  • 12. The real world and the digital world are not separate things =
  • 13. Digital marketing doesn’t exist The end.
  • 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. Two issues can arise when thinking of digital marketing as a separate entity
  • 16. things *Hat tip to Helge Tenno for the analogy We focus on
  • 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. We focus on execution and call it strategy
  • 19. What is a strategy?
  • 20. Diagram by Mike Arauz
  • 21. Diagram by Mike Arauz Your overall objective
  • 22. Diagram by Mike Arauz Your overall objective The intermediate steps towards it - your strategic aims
  • 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. Woah there, Nelly! Hands up who started thinking about channels...
  • 25. Beware the shiny!
  • 26. Start with people Image via Austin_S on Flickr
  • 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. So what!
  • 29. Emotion Reason 10x
  • 30. Emotion Reason Action Conclusion
  • 31. Emotion Reason Action Conclusion Justification
  • 32. No!
  • 33. Image via Sarans on Flickr Remember that mountain? People are your mountain and you need to understand them to conquer it
  • 34. Personas Image via Canned Tuna on Flickr
  • 35. Graffiti Artists Harajuku Girls Stray Cats Sushi Chefs Stormtroopers Hurlers Thanks to the world’s best mentor, Interactivemark for this exercise
  • 36. Where’s the insight?
  • 37. Insight versus observation
  • 38. Use what you have discovered to focus your thinking Business Issue/Opportunity Target Audience Insight Desired Behaviour Change Communications Idea Strategy
  • 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. 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. Reference Aim Focus Consumer Journey Involvement A1 A2 A3 A4 A5 A6 A7 How will you tackle that mountain?
  • 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. 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. Channel Planning
  • 45. Media landscape continues to evolve at rapid pace
  • 46. “Old media” is not dead, so stop saying it is
  • 47. 23 minutes 3 hours and 37 minutes Time spent each day Source: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson 2012
  • 48. Hours spent each week Source: Irish International BBDO. Channel Planning Reality Check. September 2012
  • 49. Technology has had a significant impact on how we consume media
  • 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. 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. Mobile is driving the convergence
  • 53. It’s getting harder to hold people’s attention
  • 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. Paid Owned Earned Don’t be disingenuous and obsess over this one It’s not a silver bullet
  • 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. 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. 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. Evaluation
  • 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. What’s your return on investment?
  • 62. Vanity metrics are just that
  • 63. Macro Micro&
  • 64. Image via David Armano, Edelman Digital There’s valuable information in both
  • 65. Just because you can, doesn’t mean you should
  • 66. Numbers lie and data can mislead
  • 67. Quantitative Qualitative Holistic View The numbers mathematical and statistical information DATA! The words feelings and thought based information HUMAN! + =
  • 68. It never stops...
  • 69. Thank you. Dena Walker @curlydena dena.walker@gmail.com http://about.me/denawalker