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IDM Assignment revision certificate Nov '11

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  • 1. IDM Certificate in Digital Marketing Tackling your case study
  • 2. Purpose of case assignments • “Learning through doing” • Your opportunity to apply theory into practice • To assess whether you can demonstrate best practice and the ability to deliver commercial valuepractice and the ability to deliver commercial value • To show you can build a budget • Cases are about formulating realistic solutions to a client brief
  • 3. Assessing your skills in • Explaining concepts and theory we have covered – To test your understanding and ability to persuade – Do need to reference sources (unlike the real world) • Applying theory and concepts – Selecting relevant models and frameworks to help solve a real business problem • Justifying investment – Effectively a sales proposal or pitch or internal justification
  • 4. A case study • describes a situation, but does not analyse or evaluate • So, you need to do a SWOT analysis• So, you need to do a SWOT analysis • Identify the key issues
  • 5. It’s a Real-Life Situation • Prepare a report for a management team • We restrict your word count – managers don’t read much! • Helps you to prioritise your thoughts• Helps you to prioritise your thoughts • No fixed template – use your own creativity
  • 6. How do we know you’ve passed? Would the Management Team think their money is safe in your hands?money is safe in your hands?
  • 7. Assumptions... • Tell the examiner what they are – they don’t mind reading! • They will take these into account when assessing your answer
  • 8. Do not • Use humour – your examiner (me!) may not understand!
  • 9. Measurement Site centric Log-file analysis (server-based) Page-tagging (browser-based) Audience based Panel-based e.g. Netratings Comscore Alexa.com ISP Aggregators (Hitwise) E-communications centric E-mail Search Affiliates PR + Offline campaign tracking Attitudinal Surveys Focus groups Mystery Shoppers Online ads Auditing ABCe Digital marketing measurement (browser based) Technical Performance Page download Process responsiveness Availability Outcome- based Registrations Leads Sales Mystery Shoppers User profiling Form data capture Click response Purchase response Inbound enquiries On site search Inbound e-mails + Offline outcomes
  • 10. Key Areas to Consider They are also critical for your day job!
  • 11. The BIG Picture • What do all the terms mean? • How do they all fit together?
  • 12. Source: E-consultancy (2005) report ‘Managing an E-commerce team’ Author: Dave Chaffey
  • 13. Situation Analysis • Where are we now? • What are our strengths and weaknesses? • How about the marketplace and competitors?
  • 14. Situation Analysis • SWOT, DEEPLIST analysis • Main competitors • Positioning and challenges• Positioning and challenges • Customer characteristics and buyer behaviour
  • 15. The Organisation Strengths – S 1. Existing brand 2. Existing customer base 3. Existing distribution Weaknesses – W 1. Brand perception 2. Intermediary use 3. Technology/skills 4. X-channel support Opportunities – 0 1. Cross-selling 2. New markets 3. New services 4. Alliances/ SO Strategies Leverage strengths to maximise opportunities = Attacking strategy WO Strategies Counter weaknesses through exploiting opportunities = Build strengths for 4. Alliances/ Co-branding = Attacking strategy = Build strengths for attacking strategy Threats – T 1. Customer choice 2. New entrants 3. New competitive products 4. Channel conflicts ST Strategies Leverage strengths to minimise threats = Defensive strategy WT Strategies Counter weaknesses and threats: = Build strengths for Defensive strategy
  • 16. DEEPLIST for macro-environment • Demographic: percentage of each population online can be analysed in terms of age, household size and type, income, gender, ethnicity, employment status, work patterns mobility etc. • Economics: taxation controls, monetary and competition policies, fiscal policies. • Environment: country specific attitudes towards physical environmental issues, for example energy consumption, spatial distribution of populations. • Political: power and influence of Government agencies and regulatory• Political: power and influence of Government agencies and regulatory bodies, public opinion, pressure groups, Internet governance. • Legal: trading laws and restrictions, advertising standards and controls, taxation laws. • Information: Availability of consumer / company data and information, access to this type of data and how it is used, information control. • Social: needs and wants of target communities, extent of social exclusion, individual levels of trust and perceptions of security, social discrimination. • Technology: Access to technology, innovation, adoption rates, applications of technology.
  • 17. Primary Research Secondary Research Usability lab Benchmarking analysis Split testing Eyeball tracking Online panels Data capture Jupiter Forrester ComScore Alexa/Compete MORI Hitwise Nielsen IAB Acxiom Google Trends BlogPulse Tracking Data WebTrends Atlas Google Omniture Campaign results INSIGHT! Google Trends Email Clickstream
  • 18. Customer Insight: How do people search on-line? ‘Tracker’ Completing “I want one” ‘Hunter’ Researching “That’s Interesting” ‘Explorer’ Browsing “Surprise Me” “I want one”“That’s Interesting”“Surprise Me” Directed goal-orientedUndirected, exploratory
  • 19. You are what you search • Digital camera • Digital SLR Canon Nikon • Canon 400D• Canon 400D • Canon 400D cheap price same day delivery
  • 20. Digital acquisition plan • What tools will you be using • How much will you spend • What are the key metrics • Present as a timeline • Ensure mix is balanced to reduce risk • Create a detailed budget...
  • 21. Acquisition Natural Search Paid search Affiliate Marketing Display Advertising Viral Marketing On-line PRSelect your On-line PR RSS Corporate Blogging Social Media Podcasting Wiki’s Select your weapon...
  • 22. Acquisition – driving traffic • Search – google, yahoo and MSN pages • Affiliate – http://www.abestweb.com/ • Display – DoubleClick, Atlas IAB sites • What are the big issues here?
  • 23. Start with one channel – search? • How much can I pay per click? • What is that spend per day? • How many people will start a process? • How many will finish?• How many will finish? • What is the conversion rate? • How much does it cost per outcome? • Can I afford it?
  • 24. Here is the summary Google Cost per Click Daily Budget for Search Total Clicks per Day Total Visitors Add Product to basket Purchase Product Cost per Sale £ 0.20 £ 50.00 20% 50% £ 0.20 £ 50.00 250 250 50 25 £ 2.00
  • 25. Now do it for each tool...
  • 26. Tuning the programme • What will you work on to improve plan: – Improving landing page/ web template effectiveness – Follow-up e-mail contact strategies – Integration with offline media (direct mail) • What will you test – Acquisition tools – Search terms, lists – Landing pages – Email messaging – Offers
  • 27. Acquisition – driving traffic • Search – Paid versus natural? – Conversion efficiency? • Affiliate – Attribution– Attribution – Integration – Brand bidding – Cost of set-up and service levels • Display – Pricing models – Targeting models
  • 28. Tracking and Measurement • Attribution • Weaknesses of web analytics • Possible solutions • Omniture, Web Trends, Analytics blogs • Watch a few videos... • http://www.youtube.com/watch?v=sMwQN43fwoQ
  • 29. And now the assignment itself (almost)