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How to plan, build and execute a digital marketing campaign - B2C and B2B. Includes free resources, such as training and tools.

How to plan, build and execute a digital marketing campaign - B2C and B2B. Includes free resources, such as training and tools.

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How to plan, build and implement a digital marketing campaign - IP-Business Centre.pptx

  1. 1. How to plan, build & implement a successful digital marketing campaign Business & IP Centre Cambridgeshire (BIPC) - 17 March 2022 Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
  2. 2. Worldwide state of digital (2021) Source: Hootsuite Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/
  3. 3. The UK (2021) Data: https://datareportal.com/reports/digital-2021-united-kingdom and UIS, University of Cambridge. Flag: Wikimedia Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ • Population: 68.05m - 50.6% female; 49.4% male - 84% lives in urban centres; 16% in rural areas; 12.2m children • Internet users: 65.32m • Internet penetration: 96% • Social media users: 53m - 77.9% of the total population • Mobile connections: 67.61m - 99.4% of the total population Accessibility Hearing impairment: 11m – Some kind of disability: 11m – Colour blindness: 2.9m Visual impairment: 2m - Long-term disability due to brain injury: 0.5m
  4. 4. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Step-by-step digital marketing campaign Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ More Activities & Follow-up  PR initiatives, product launches  Events  Communities  Consumer and/or trade publications  Strategic alliances with organisations and brands  Blogs – blogger outreach  Email marketing (newsletters)  Measure engagement to fine-tune the campaign and assess performance. Campaign Planning Building & Implementing  Use customer queries and insights for content (product information, reports, case studies, infographics, podcasts and videos; re-purpose content).  Set up an editorial calendar and monitor reactive opportunities (i.e. events, debate or item of news).  Identify needs using customer insights from sales/marketing. Assess budget for goals.  Insights: demographics to define messaging. Personas: if on the move, consider mobile devices.  Choose channels (Facebook, LinkedIn, Twitter, Instagram, TikToK, etc).
  5. 5. Google Analytics Planning Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ Campaign Planning  Identify needs using customer insights from sales/marketing. Assess budget for goals.  Insights: demographics to define messaging. Personas: if on the move, consider mobile devices.  Choose channels (Facebook, LinkedIn, Twitter, Instagram, TikTok, etc). A selection of free tools for insights  SEO Keyword planner (Google ads)  Social Media Listening Google Trends, TweetDeck Social Mention, TweetReach, Followerwonk, SumAll Mentionmapp, Lithium (formerly Klout), Hootsuite Boardreader, BuzzSumo, Google Alerts, Social Media Analytics  Media monitoring Google alerts
  6. 6. Google Analytics Planning Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ Campaign Planning  Identify needs using customer insights from sales/marketing. Assess budget for goals.  Insights: demographics to define messaging. Personas: if on the move, consider mobile devices.  Choose channels (Facebook, LinkedIn, Twitter, Instagram, TikTok, etc). A selection of free tools for insights  SEO Keyword planner (Google ads)  Social Media Listening Google Trends, TweetDeck Social Mention, TweetReach, Followerwonk, SumAll Mentionmapp, Lithium (formerly Klout), Hootsuite Boardreader, BuzzSumo, Google Alerts, Social Media Analytics  Media monitoring Google alerts
  7. 7. Audience Overview 1 Nov 2018 – 28 February 2019 Creating & Executing Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ Building & Implementing  Use customer queries and insights for content (product information, reports, case studies, infographics, podcasts and videos; re-purpose).  Set up an editorial calendar Monitor reactive opportunities (i.e. events, debate, news item, blog articles, etc). Content (words) Videos, Podcasts, Photos, Illustrations, Infographics… not just words! Infographic: EU 2013, European Parliament • How-to articles OR tutorials • Curated information • Original research/data • Reviews (products/services) • Blogs/news
  8. 8. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Extra activities & measurement Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ More Activities & Follow-up  PR initiatives, product launches  Events  Communities  Consumer and/or trade publications  Strategic alliances with organisations and brands  Blogs – blogger outreach  Email marketing (newsletters)  Measure engagement to fine-tune the campaign and assess performance. Online Community: Adidas https://bit.ly/3vlzjZ9 icu99AwS0WoWytDHzq • Pandemic shut down parks/gyms, competitions were cancelled. Adidas launched ‘Hometeam Hero Challenge’ – for every km walked/run or hour worked out, they donated $1 to the World Health Organization to support pandemic activities - [great CSR and publicity!] • Demand of apps rose by 240% year-over-year, even growing by 600% in a day! • Valuable insights: users weren’t just using our sport apps to stay fit, they sought a sense of purpose and a connection.
  9. 9. Audience Overview 1 Nov 2018 – 28 February 2019 Measurement Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ • Google Analytics (website); Social Media (free) • Social Media monitoring: Hootsuite (freemium) • CRMs (Customer relation management tools): HubSpot, Marketo, Salesforce (freemium/paid)
  10. 10. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Campaign – B2C Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ • AIM: reduce PPC spend by creating evergreen content • New blog • Social Media: Pinterest, Facebook & Twitter Further options: Localisation (Google Business Page + ads) Instagram Measurement: Google Analytics
  11. 11. Google Analytics Audience Overview 1 Nov 2018 – 28 February 2019 Campaign – B2B Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ Further options: own Twitter account; social media listening; strategic alliances… • AIM: grow an international network of construction professionals • Events + Resource Curation • Social Media: LinkedIn, YouTube & LinkedIn/Twitter of umbrella/parent organisation, Mailchimp newsletter Measurement: Google Analytics, Social Media Analytics, Mailchimp stats (membership).
  12. 12. Free digital marketing training @simonecas https://learndigital.withgoogle.com/digitalgarage Free resources & training Simone Castello - @simonecas - www.linkedin.com/in/simonecastellodigitalstrategy/ Industry newsletters & other training Search Engine Watch, Social Media Examiner, HubSpot blog, Hootsuite blog, E- consultancy, Smart Insights, FutureLearn (free courses) Paper – Customer relation management (CRM) D. Cattrall, S. Castello: The Virtuous Circle of Omnichannel CRM https://www.preprints.org/manuscript/202105.0359/v1 Google Analytics Academy https://analytics.google.com/analytics/academy/

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