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Digital Fundamentals Presentation


Presentation for Chartered Institute of Marketing Ireland on digital marketing. Presented by Paul McGarrity

Presentation for Chartered Institute of Marketing Ireland on digital marketing. Presented by Paul McGarrity

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  • Explain what I do and services
  • Ok, today I’m going to talk about 4 main areas Media Rev: Take a brief look at the change from a mass media culture and how it affecting marketing Secondly, find out what types of digital media are the most popular and what they do We are also going to look at some industry research on digital marketing and talk through the latest findings on the most popular digital media channels and the shifts in budgetFinally, I’m going to identify the main digital challenges for marketers and offer some solutionsHouse Rules: there will be a Q&A at the end for about 10 minutes
  • Before I start to talk about the main points of online marketing ... It’s important to consider the huge changes in media over the past decade.
  • For years we relied on the same marketing activities – T.V, print adverts, mail outs, PR etc. We could be reasonably confident that we could reach a certain amount of target audience through advertising.However we are witnessing a major challenge to the power and reach of mass media
  • The Explosion in online media has liberated people so they can search, source and share their own mediaWhat can we do now – watch videos on our phones, We can report live on events, join a global social group in seconds, comment online about anything at any time
  • Consumers are determining what types of content people want, when they want it
  • This is what Rupert Murdoch calls ‘Creative Destruction’
  • This is a huge threat to established media companies and publishers. The laws of economics don’t allow for hundreds of media companies selling similar content to the same audiences!
  • So what types of media and content are people starting to shift towards.......In many ways new media is a directly opposite to old traditional media that delivered messages and ideas. And new media is really charactorised by sharing, a sense of community, its immediate and its personalised
  • A lot of the developments in online media have been built around social communities – from sites such as MySpace and Facebook and themed communities such as Mumsnet
  • Consumers search for an astonishing volume of information through search engines – gaining information, researching and comparing prices and products, validating reputations etc – not surprising there is so much of the marketing budget spent on search
  • The last three years have witnessed the rise of realtime information and updates
  • New gen of smart phones is really starting to change the way people access information Location based information and geo-targeting is also increasing fast
  • I think the main point for marketing professionals is that they need to re-evaluate aspects of their marketing and examine how they are trying to influence people.Seth Godin talks about Permission marketing – finding out who your natural customers are asking for permission to market to them
  • SethGodin looks at traditional marketing and media as ‘trying to interrupt as many people as possible’ and advocates permission marketing where your brand has to engage with customers who want a relationship with your brand.
  • The second main impact of the digital age is that it opens up more opportunities for marketers to reach niche audiences across the globe The Long Tail of one of the most important elements in modern internet marketing. The Long Tail is about selling more of less. Up until recently brands functioned on the basis that the ‘most popular is best’. So you ended up just selling lots of Justin Timberlake and didn’t worry about the niche. Very niche products like cuban jazz have significant audiences when spread across the globe. Until the internet age is was too difficult and too costly to reach them.
  • Marketing has to accept that media practices are rapidly changing and ………………. then develop suitable strategies for influencing people.
  • And lastly, marketers need to protect their brands online. Because there is so much content produced online including customer comments in forums and communities, this trail of information will show up in search results a leave a web shadow. Web shadow can be very negative – esp for some brands and unlucky individuals . However PR agencies also see it as an opportunity.
  • The first thing you realise when you look at the online media map – is that there is so many to choose from!So the only sensible thing to do is to choose the channels and tactics that best suit your business objectives. So you have to go back to the start and look again at your marketing objectives and business obs.
  • Who uses these?Social media are internet sites built around communities who can create and share user generated content and engage with social peers online.
  • This section we will take a closer look at the overall digital marketing environment and talk through the types of online media and marketing that are popular and show how this is having an impact in marketing budgets.
  • Following research is from econsultancy – dig marketing publisher and training company based in London.
  • Ok, here are the main types of digital marketing methods used by companies in UK.... So no big suprises here (list...)And in terms of return on investment ....SEO, Email and PPC all dominate which probably helps explain why they attract the largest resource investment
  • Econsultancy also carried out research among UK companies on digital budgets
  • A few weeks ago CIM Ireland carried out a poll .................
  • Guy in the photo here is Tom Dickson, VP of BlentecTo promote their blender they started a show called ‘Will it Blend?” and Tom takes a well known household item smashes it up and stuffs it in a BlendtecBut what’s really interesting about Will it Blend is that their videos have viral appeal and their fans and ordinary consumer start to share the videos and promote the brand for themBut it only works because of the entertainment value. Text on a website doesn’t work for content because (a) its boring and (b) its not ineractive
  • Now the flip side of the coin is that consumer have the power to promote and champion your brand online ............ But they also have the power to attack and criticise as well.
  • The first thing you realise when you look at the online media map – is that there is so many to choose from!So the only sensible thing to do is to choose the channels and tactics that best suit your business objectives. So you have to go back to the start and look again at your marketing objectives and business obs.


  • 1.
  • 2. The Media Revolution....
    and what it means for marketers
    What’s hot and what’s not!
    Research and Trends in Digital Marketing
    Digital Marketing Challenges
  • 3. I. The Media Revolution
  • 4. Changing Media....
  • 5.
  • 6.
  • 7. “Every day new technology is tearing down old ways of doing business. In the process it is driving us away from a mass media where news and entertainment was centrally controlled and towards consumers.”
    Rupert Murdoch, CEO
    News Corporation
  • 8. A crisis for mass media?
  • 9. .......Digital Media and Content Today
  • 10. Community!
  • 11. Search
  • 12. Real Time
  • 13. Rising trends
  • 14. So what does this mean for marketers?
  • 15.
  • 16. Interruption Marketing
  • 17. “Solution for businesses is to change business practices
    to suit the new marketplace – not to try to adapt the old
    business models to new world.”
  • 18.
  • 19. “We recognise that we are entering an era in which travellers are in control: producing and distributing content. Gone is the time when conversations were a one way broadcast model – now dynamic conversations are taking place. Customers interact with our marketing messages, reshaping them and distributing them through social media channels.”Social Media Manager, Turkish Airlines
  • 20. ‘The Internet Doesn’t Forget!’
  • 21. II. Digital Media and Marketing ..... What’s hot and what’s not!
  • 22. What’s Not Hot ..........
    Your website (probably)
  • 23. The
  • 24. Go where the party is media sites etc
  • 25. Source: Brian Solis, 2009
  • 26. What’s Hot..............
  • 27. Social Media
  • 28. Search Marketing
  • 29. E-Newsletters...
  • 30. Analytics
  • 31. III. Digital Media and Marketing ..... Research and Trends
  • 32.
  • 33. Digital Marketing Return on Investment
    SEO and Email: Best RoI
    PPC Down!
    Social Media Rol increasing
  • 34. SEO Objectives
  • 35. Social Media Objectives
  • 36. Email Marketing Priorities
  • 37. Digital Media and Marketing ..... Budgets
  • 38. Digital Budgets to Increase72% in 2011
    Only 4% decrease
    Source: Econsultancy, 2010
  • 39. Over 50%
    of companies plan to increase their digital budgets by up to
    Source: Econsultancy, 2010
  • 40. More than half of agencies surveyed 58%
    say their clients will be reducing investment in offline marketing channels
    in 2011
    Source: Econsultancy, 2010
  • 41. Channels: Biggest Budget rises in 2011 are for...........
    Social Media
    Email Marketing
    Mobile Marketing
    Corporate Website
    Source: Econsultancy, 2011
  • 42. 75% of companies to increase budgets for off-site social media (Facebook and Twitter) . 64% are increasing budgets for on-site social media activity (ratings and reviews and blogs).
    Source: Econsultancy, 2011
  • 43. Digital budget decreases
    among companies for:
    Pay Per Click Advertising 14%
    Online Display Advertising 12%
    Source: Econsultancy, 2011
  • 44. CIM Ireland - Online Marketing Poll May 2011
  • 45. “Northern Ireland businesses understand the benefits of online marketing.........however, concerns over online brand reputation, lack of resources and difficulty measuring success are definite barriers.”
  • 46. Channel Usage:
    88%use social media as an online marketing tool
    Email marketing 70% and analytics 70%
  • 47. Reasons for investment:
    “promoting the brand online” 82%
    “driving sales/leads” 73%
    “improving customer service” 73%
  • 48. Barriers to online marketing
    “lack of human resources to manage online campaigns” 48.5%
    “measuring return on investment” 45.5%
    “lack of budget” 39.4%
  • 49. Online reputation management concerns
    concerned about the impact negative comments and reviews online can have on their brand.
  • 50. VI. Challenges for Marketers in the Digital Age
  • 51. Mastering Social Media
    Becoming ‘radically transparent’
    Becoming kings of content
    Learning and Training
    Selling Digital marketing to management
    Integrated Marketing
  • 52. IV. Digital Marketing Challenges for Marketers
  • 53. Social Media:
    getting it right
    managing the risks
  • 54. Social Media is About....
  • 55. Managing Social Media Risks
    .... If you need to.
    Belfast City Council and Lennox the Dog
    Developing Strategies, Policies etc .
  • 56.
  • 57. “Stop hiding behind media and marketing... Reach out to your customers through social media, blogs and search engines”
  • 58. Data and Insights
    Marketers have to become data managers. Why?
    No point driving people to sites and not measuring what’s happening!
    But this is a good thing!
  • 59. Become a king of content!
    Content marketing is about delivering unique, interesting and useful content to your customer base ....... Through your website, Facebook, Flickr etc
  • 60.
  • 61. Meet Tom, the world best content marketer....
  • 62.
  • 63. You choose the channels best for your business and your objectives!
    Source: Brian Solis, 2009
  • 64. Start with your goals Q. Are we clear on our objectives for each search and visit?
    Generate sale or lead (on &
    • Visit conversion rate
    • 65. Lead – E-mail address
    • 66. Call back
    2 Engage audience
    • Reduce bounce rate
    • 67. Increase value events
    • 68. Increase return rate
    3 Answer the visitors’ questions:
    • Entry or subsequent page
    • 69. New to company
    • 70. Customer or prospect
    • 71. Targeted segments
    4 Showcase range of products (cross-sell)
    5Reinforce key brand messages (99% won’t convert in single
    6 Attract visitors = SEO
    Prominent Unique phone number for tracking
    Lead generation
    Key brand messages
    Conversion goals+ OVP
    SEO Relevance headings0
    Answer customers’ concerns
    Source: Dave Chaffey, Smart Insights
  • 72.
  • 73.
  • 74.
  • 75.
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