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Strategic marketing: developing your digital marketing strategy

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The Business Masterclasses with Salford Business School ...

The Business Masterclasses with Salford Business School
MediaCityUK, Salford Quays, Greater Manchester
21st May 2014
17:00 - 19:15

Strategic marketing : Developing your Digital Marketing Strategy

Marketing is in constant change. The next generation of professionals are driven by new media and online marketing. This session will introduce the key considerations when formulating and implementing a Digital Marketing Strategy, including:

- Getting started

- Search Engine Optimisation (SEO)

- Social Media Marketing

- Measuring results and value

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    Strategic marketing: developing your digital marketing strategy Strategic marketing: developing your digital marketing strategy Presentation Transcript

    • Dr Aleksej Heinze @AleksejHeinze 21st May 2014 #SSMMUoS www.salford.ac.uk/digital-business Strategic Marketing: Developing your Digital Marketing Strategy
    • Centre for Digital Business Providing research and advice to business leaders in the constantly changing digital society
    • What about you? How many social networks do you currently use for either private or business purposes?
    • CC image by Bert Kaufmann https://www.flickr.com/photos/22746515@N02/
    • Selling = Marketing?
    • What is marketing? “The Art and Science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value” Philip Kotler “There will always, one can assume, be the need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits them and sells itself. Ideally, marketing should result in a consumer who is ready to buy. All that should be needed then is to make the product or service available” Peter Drucker Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). London: Pearson Education.
    • Selling vs Marketing • “Selling focuses on the needs of the seller; • marketing on the needs of the buyer. • Selling is preoccupied with the seller’s need to convert their product into cash; • marketing with the idea of satisfying the needs of the consumer by means of the product and the whole cluster of things associated with the creating, delivering and finally consuming it” Theodore Levitt Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). London: Pearson Education.
    • Social media: no longer optional 14th May 2014. Infographic Source: ONS http://www.ons.gov.uk/ons/dcp171778_362910.pdf Who are your prospects?
    • Source: Screenshot: Channels play different roles in the customer journey http://www.google.co.uk/think/tools/customer-journey-to-online-purchase.html How do your prospects interact with you?
    • What does it all mean for your Strategic Marketing? How can you develop your Digital Marketing Strategy?
    • The marketing communications mix
    • The marketing communications universe
    • Comparison of traditional and digital media
    • The main strategies for digital marketing Market research Sales Operations Support
    • Search engines Essentially are permanently switched on calculators Bots or program scripts constantly re-visit web pages and evaluate them by examining: • On page: URL, Page title, Description and Headings on page • Off page: Number, Position and Anchor text of a Link leading to your page • and many other factors…
    • Short vs long tail keyword Number of words Search volume Higher conversion rateLower conversion rate High PPC cost & High competition Low PPC cost & Lower competition Long tail keywordsShort tail e.g. “Salford” e.g. “Salford uni” e.g. “Salford university business school”
    • Social media: no longer optional  Are you are taking part in conversation about your own and related products and services?  Twitter, LinkedIn, SlideShare – mature platforms which can help most businesses  Facebook – business to consumer  Google+ - key network for search engine integration  Industry specific networks – TripAdvisor, Pinterest …
    • “if an organisation does not set out to manage and build their social media profile positively then someone else will build it anyway in whatever form they care to shape” Hackett, C., Fletcher, G., & Heinze, A. (2013). Social Media Monitoring visualisation: What do we have to look for? . UKAIS 2013 conference, Oxford, UK
    • Some free Social Media management tools
    • Mobile visitors: how are you engaging with them?  Is your website content ready for Showrooming?  Mobile means smart phones and other mobile devices such as tablets – what strategy do you have to deal with different screen sizes of your website?  Mobile Apps?  Responsive website design?  Mobile search engine optimisation (SEO)
    • Mobile visitors: how are you engaging with them?  Is your website content ready for Showrooming?  Mobile means smart phones and other mobile devices such as tablets – what strategy do you have to deal with different screen sizes of your website?  Mobile Apps?  Responsive website design?  Mobile search engine optimisation (SEO)
    • International differences Source: http://businessculture.org
    • Source: internet-map.net World without country borders?
    • Source: internet-map.net We are now defined by website platform borders
    • What are the main professional social networks in Europe?
    • What are the main professional social networks in Europe?
    • Key points  Key digital marketing strategy skills  Integrated marketing communications  Social media is no longer optional  Mobile friendly customer journey  How to learn more?  The Salford MBA : Digital Business  MSc Marketing  One day SEO & SMO essentials  10 evening Search and Social Media Marketing course  Massive Open Online Courses (MOOC)