Digital Marketing - Overview

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Digital Marketing - A Summary Overview

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Digital Marketing - Overview

  1. 1. Digital Marketing Raphael O’Donoghue
  2. 2. CHALLANGES Create more interactive website Tell your story in a more compelling way Lead Generation Marketing Automation Grow social media base and email lists
  3. 3. INTEGRATION – Digital Marketing Digital Marketing Digital Marketing Channels Technology Branding DM Strategy Donor Insight Planning &Implementation Analytics Measurement Communications E-Marketing CRM & Database Management
  4. 4. A Digital Planning Framework Step 1 - Establish Goals Step 2 - Identify Digital tactics and channels Step 3 - Priorities Step 4 - Develop KPI’s Step 5 - Create the digital work plan Step 6 - Resources and review/revise frequently Key Considerations / Context Stakeholders Past Performance Audiences Competitive Analysis
  5. 5. An Integrated Digital Approach - Process
  6. 6. Digital Channels to help achieve goals Owned Media Bought Media Earned Media • • • • • Paid Search • Online Display • Cold Email lists • Paid Media • Social Media • Follower Activity • Donated Media • Brand Partnerships Website Email Mobile Blogs
  7. 7. Doyles A Digital Snapshot 7
  8. 8. Digital Snapshot
  9. 9. Digital Marketing Plan S ear ch E ngine Optim isation P ay P er Click Mar keting P ay P er Click Mar keting S ear ch E ngine Optim isation Banner Adver tising P odcasting Blogging S ocial Networ king Blogging S ocial Networ king Affiliate Mar keting E -Mail Mar keting P odcasting E -Mail Mar keting
  10. 10. Social Media Reach 22% OF TIME SPENT ONLINE GLOBALLY IS ENGAGING WITH SOCIAL MEDIA Social Network Followers Facebook ? Twitter ? LinkedIn ? Google + ? Pinterest EVERYTHING IS INTER ACTIVE, AND SO IS EVERYONE ? 10
  11. 11. CONVERT
  12. 12. Calls to action ... VEPA
  13. 13. New Web Platforms to help achieve goals Owned Media • E-Zine • Blogs • Comms Calendar • Social Media Bought Media Earned Media • Google Adwords Campaigns: - • Social Media Communications Plans • Follower Activity • Leverage Brand Partnerships
  14. 14. Digital Marketing – Mind Map
  15. 15. Digital Communications: Step by step A Single Vision: • • • • Brand Innovation Creativity Technology Digital Tools • • • • • • • Strategy Data /Analytics UX Emerging Tech Social E-Commerce Creative
  16. 16. Thank You

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