0
Digital Marketing
Strategy
Bruxelles Formation - Novembre 2013
•

Intro

•

Back to a few basics

•

Building blocks of a digital marketing strategy

•

Start bookmarking : tools discov...
intro
hello

@theafter
back to a few basics
Marketing basics
media concepts
Reach
&

The percentage (%) of an audience exposed one or more times to a
communication vehicle within a specified period ...
Average number of times those who are reached have an opportunity
to be exposed to a message within a given time period
OTS
$

when a page is successfully displayed on the user's computer screen
when a poster is available for viewing in a 2m2...
Cost per Thousand :
Media term describing the cost
of 1000 gross contacts
(impressions).
For example a Web site that
charg...
SOV
Number of gross contacts received by an advertisement on a site (or
site section) / Total impressions served by the si...
other definitions
•

(Ad) audience : Number of unique users or visitors exposed to a site (or an ad) within a
specific time ...
GRP
Definition : 


•




the reach of 1% of a target audience. Gross Rating Points (grps) is
the sum of reach of a media s...
selectivity index
Percentage of Users in a
Demographic Segment

X 100

SI =
Percentage of Population in the
Same Segment
the long tail

In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-...
the players
Sales Houses

Specialists

Brands

Media

Consumers

transmitters

allowers

Media agency
Ad agency

initiator...
market dynamics
key trends - 2013
building blocks
www.wads.ro
v2.0-Digital-Marketing-Plan-Template-Smart-Insights
media.co.uk
inbound marketing
The best way to turn strangers into customers and
promoters of your business.
hubspot.com
How likely are you to
recommend company/
brand/product X
to a friend/colleague/
relative?
Links
•

http://marketingcharts.com

•

http://hootsuite.com/

•

http://www.iabeurope.eu/

•

http://emarketer.com

•

ht...
Annie Cushing
http://bit.ly/XcHeF4
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
Digital Marketing Strategy - Canvas for Bruxelles formation training
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Digital Marketing Strategy - Canvas for Bruxelles formation training

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This is the backbone of the workshop given during the 2 half days regarding Digital Marketing Strategy aimed at the e-marketing project management students

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Transcript of "Digital Marketing Strategy - Canvas for Bruxelles formation training"

  1. 1. Digital Marketing Strategy Bruxelles Formation - Novembre 2013
  2. 2. • Intro • Back to a few basics • Building blocks of a digital marketing strategy • Start bookmarking : tools discovery
  3. 3. intro
  4. 4. hello @theafter
  5. 5. back to a few basics
  6. 6. Marketing basics
  7. 7. media concepts
  8. 8. Reach & The percentage (%) of an audience exposed one or more times to a communication vehicle within a specified period of time
  9. 9. Average number of times those who are reached have an opportunity to be exposed to a message within a given time period
  10. 10. OTS $ when a page is successfully displayed on the user's computer screen when a poster is available for viewing in a 2m2 when a radio spot is aired (H), etc.
  11. 11. Cost per Thousand : Media term describing the cost of 1000 gross contacts (impressions). For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros. CPM = (cost / number of gross contacts) x 1000
  12. 12. SOV Number of gross contacts received by an advertisement on a site (or site section) / Total impressions served by the site (or site section) during the same period, expressed in %
  13. 13. other definitions • (Ad) audience : Number of unique users or visitors exposed to a site (or an ad) within a specific time period • (Ad) Click : A measurement of the user-initiated interaction (such as clicking on) an element causing a re-direct to another Web location or another frame or page within the advertisement. • (Ad) Click Rate : Gross click rate = Number of clicks / Number of impressions, expressed in %; Net click rate = Number of clicks / Number of unique users, expressed in % • (Ad) impression or Gross contact : An ad which is served to a user's browser. Ads can be requested by the user's browser (referred as pull ads) or they can be pushed, such as e-mail ads. • Cost per click or CPC : Cost of advertising based on the number of clicks received. • Cost per action or CPA : Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations • Unique Visitor : Individual or browser which accesses a Web site within a specific time period.
  14. 14. GRP Definition : 
 • 
 the reach of 1% of a target audience. Gross Rating Points (grps) is the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points). ! • How to calculate it? • GRP = % Reach X Frequency • Cost-Per-Point (CPP) – the cost of delivering one GRP. • Formula: CPP= media cost/GRPs
  15. 15. selectivity index Percentage of Users in a Demographic Segment X 100 SI = Percentage of Population in the Same Segment
  16. 16. the long tail In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually "tails off." In many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or outweigh the initial portion of the graph, such that in aggregate they comprise the majority.
  17. 17. the players Sales Houses Specialists Brands Media Consumers transmitters allowers Media agency Ad agency initiators shapers
  18. 18. market dynamics
  19. 19. key trends - 2013
  20. 20. building blocks
  21. 21. www.wads.ro
  22. 22. v2.0-Digital-Marketing-Plan-Template-Smart-Insights
  23. 23. media.co.uk
  24. 24. inbound marketing The best way to turn strangers into customers and promoters of your business. hubspot.com
  25. 25. How likely are you to recommend company/ brand/product X to a friend/colleague/ relative?
  26. 26. Links • http://marketingcharts.com • http://hootsuite.com/ • http://www.iabeurope.eu/ • http://emarketer.com • http://sproutsocial.com/ • http://www.abondance.com/ • http://www.consumerbarometer.com/ • http://engagor.com/ • http://www.youtube.com/user/MozHQ • http://www.thinkwithgoogle.com/ insights/emea • http://www.traceworks.com/ • https://delicious.com/theafter/tools • http://www.google.com/analytics • https://ahrefs.com • http://www.google.com/insights/ consumersurveys/home • http://klipfolio.com • http://www.beweb.com • http://www.google.com (images) • http://www.facebook.com/insights • http://www.proxistore.com • http://www.google.com/think/ • http://www.customreportsharing.com/ • http://www.socialseeder.com/ • http://www.netmarketshare.com/ • https://www.google.com/analytics/ gallery/ • https://app.hubspot.com/library/ • http://builtwith.com/ • • http://www.woopra.com http://www.smartinsights.com/allresources/ • http://www.annielytics.com/ • http://conseilsmarketing.fr/ • http://netvibes.com • http://moz.com • http://www.ubervu.com/ • http://www.marketingcharts.com • http://mention.net • http://searchenginewatch.com/ • http://twittercounter.com/ • http://ahrefs.com/ • http://www.socialbro.com/ • https://freekeywords.wordtracker.com/ • http://www.comscore.com/Insights • http://www.google.com/webmasters • http://www.woorank.com • http://www.google.com/trends/ • http://www.google.com/adplanner • http://www.econsultancy.com • http://www.google.com/adwords • http://facebook.com/ads • http://www.linkedin.com/ads
  27. 27. Annie Cushing http://bit.ly/XcHeF4
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