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Digital Marketing Strategy Seminar


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Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action

Published in: Marketing
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Digital Marketing Strategy Seminar

  1. 1. Tim Dolan Principal, Digital Strategist Digital Marketing Strategy Seminar November 25, 2015
  2. 2. 1 Agenda 1. Digital Marketing Foundations 2. Digital Marketing Toolbox 3. Connecting the Dots
  3. 3. Digital Marketing Foundations
  4. 4. (Direct + Brand) X (Platforms + Campaigns) 3 = Digital Marketing Digital Marketing Defined
  5. 5. CHALLENGES Lack of Control More open to risk from public dialogue with customers Changing Media Landscape Need to keep up with changes in media, technology, culture Resource Intensive Need ongoing 24/7 commitment of people, tools, and time Internal Governance New capabilities and processes required by organizations to manage Technical Dependencies Close collaboration with IT and other new disciplines and cultures New Competitive Set Need to compete with ‘best in class’ digital experiences and expectations ADVANTAGES Timeliness The ability to publish and update content and information quickly Targeting The ability to dynamically target content to different target segments Conversion Allow customers to transact directly within channel Measurement The ability to actively measure and optimize performance Connectivity Marketers can connect directly with consumers to sell and serve Cost Digital can provide cost advantages vs. print and other offline mediums DIFFERENCES User-Initiated The consumer initiates the digital experience and is in control Data-Driven Digital marketing can use data for more precise targeting Real-Time Changes to digital content and messages can be changed rapidly Interactive Like software, digital experiences can be made functional for users Social Digital marketing can actively involve and connect with consumers Transactional Digital connects with distribution and sales channels 4 Digital Marketing Deconstructed
  6. 6. Directory Listings Internet Portals Search Engines Banners & Buttons Flash Websites Paid Search Establishing a presence on the web and increasing visibility through display advertising on portals and search 1994 The Web Click Me Era CRM Platforms CMS Platforms Commerce Platforms Email Marketing Content Personalization Online Sales & Service Collecting user data and opt-in permission to build a proprietary database for tailoring outbound email and on-site content 1998 +Data Opt In Era Social Media Platforms Social Media APIs Collaborative Wikis Social Media Channels Community Management Content Distribution Engaging directly with communities and influencers through social networks and managing brand reputation with new Web 2.0 services 2000 +Social Friend Me Era App Marketplace Streaming Media Location-Based Services Mobile Apps Mobile Websites Digital Outdoor Evolving digital marketing plans to accommodate the shift in the ownership and use of smartphones and tablets 2007 +Mobile App That Era Location-Based Sensors Marketing Automation Internet of Things Proximity Marketing Contextual Advertising APIs & Wearables Exploring how data, sensors, and mobile can be used together to provide more relevance to different user contexts everywhere 2012 +Context Connect Me Era Digital Marketing Evolution 5
  7. 7. Online is the dominant advertising canvas Internet-based advertising is now the #1 source for media spending in Canada E-commerce continues to steadily grow 6% of total retail sales in Canada were purchased directly through e-commerce The New Landscape Mobile is no longer the second screen Internet minutes split equally between desktop and mobile in Canada Media consumption is compressing Canadians consume over 1 hour more of media more per day in 2015 vs. 2011 Social media is now mass media Social networking is the #1 activity Canadians spend their time doing online 6 Sources: comScore 2014-15, IAB 2015, eMarketer 2014
  8. 8. The New Reality 7 FROM TO Fixed Marketing Plans   Agile Marketing Planning Mass Media   Personalized Targeting Broadcasting Message   Igniting Engagement Channel Planning & Buying    Cross-Channel Integration Episodic Campaigns  Real-time & Always On The Marketing Calendar The Customer Journey
  9. 9. Digital Marketing Toolbox
  10. 10. Reach Engagement Conversion Retention Advocacy Digital “Tool” Display Advertising Website Platforms Mobile Services Email Marketing Social Media 9 The Digital Marketing Toolbox
  11. 11. The role that digital advertising typically plays for marketers is one of reach to increase awareness of a brand, product, or campaign. Digital advertising is evolving to include a greater number of creative formats, targeting options, delivery methods, and opportunities for placement. 10 Display Advertising Overview
  12. 12. Banner Ads This long-standing type of display advertising is available in simple standard and more complex rich media formats Search Ads Paid placement of advertising in search engine results pages for selected search keywords Video Ads Online video formats that vary in length and may be displayed as pre-roll or within a rich media display ad unit Native Ads A type of online advertising that matches the form and function of the platform that it appears on Social Media Ads Display advertising placed within social media platforms, often within feeds as promoted content Mobile Ads Created specifically for mobile reach available in formats for mobile-optimized sites and placement within apps 11 Types of Display Advertising
  13. 13. Key Trends 12 Video formats are booming Investment in video-based advertising is increasing, following the 36% YOY increase in overall video consumption 1 2 3 Mobile investment catching up to consumption Mobile advertising is increasing significantly, doubling to almost 1 of every 4 dollars in 2015 Massive shift to programmatic buying Programmatic buying represents approximately 30% of ad spending, and continues to increase dramatically Sources: comScore 2015, IAB 2015, Microsoft 2015
  14. 14. Guiding Principles 13 1.  Ensure that display advertising leads customers to a relevant action and to a relevant place 2.  Explore how behavioral data can be used to target and contribute to an integrated experience 3.  Target advertising to the different moments, mindsets, and needs along a customer’s journey 4.  Align format and messaging to the context and canvas where advertising will be displayed 5.  Optimize performance by considering attribution from the combination of all campaign elements
  15. 15. KPIs For Digital Advertising Reach The total number of unique people exposed to an advertisement (typically less than total impressions). A measure of exposure. Click-through Rate (CTR) The percentage of people who click on an advertisement relative to the total number who were exposed. A measure of relevancy. Cost per Click (CPC) The average amount paid by the advertiser for each click on a display advertisement. A measure of efficiency. Cost per Action (CPA) The average amount paid by the advertiser for each specified action from a display advertisement. A measure of efficiency. Cost per Conversion The total cost of display advertising divided by the number of conversions achieved. A measure of efficiency. 14 Measuring Performance
  16. 16. PLANNING TOOL Exploring how data can fuel advertising relevance TIME How can I increase relevance if I can communicate at a specific time? LOCATION How can I increase relevance if I know exactly where the customer is? DEVICE How can I increase relevance if I know the browser and device used? CONTEXT How can I increase relevance if I know what the customer wants? USER DATA How can I increase relevance if I can use other available data sources? BEHAVIOUR How can I increase relevance if I know what the customer has done? 15
  17. 17. The role of website platforms is often one of being the destination (hub) for other digital in-market tactics (spokes). Websites are the most accessible platform for a consumers, and the one that can be most completely controlled by a marketer. 16 Website Platform Overview
  18. 18. Brand Website Long-term property focused on providing information and promotional news associated with a brand Promotional Website Short-term property (microsite) designed to support a specific in-market campaign for period of time Corporate Website Long-term property built to provide new and ongoing information about the organization Transactional Website Large, long-term property designed to support online transactions and self-service for customers Blog A simple, informal site consisting of frequent entries (posts) by an individual or small group on a single topic 17 Conversion Destination Individual site or page designed to facilitate a conversion from direct- response message Types of Website Platforms
  19. 19. Key Trends 18 Desktop viewership is declining 70% of web page views are accessed through laptops and desktops, a YOY decrease of -10% 1 2 3 Tablet viewership is increasing 12% of web page views are accessed through tablets, a YOY increase of +33% Smartphone viewership is increasing even more 17% of web page views are accessed through mobile phones, an increase of +41% Sources: comScore 2015
  20. 20. 19 1.  Design the overall experience based on the needs and interests of key user segments 2.  Identify and optimize against the key actions that users take on your website that indicate success 3.  Ensure consistency with the purpose, positioning, and core esthetics of your brand 4.  Plan to keep up-to-date with changing business, marketplace, and technical requirements 5.  Consider mobile early and strategically to ensure effective experiences across screens and devices Guiding Principles
  21. 21. KPIs for Marketing Website Platforms Bounce Rate The percentage of visits in which the visitor only views one page of your website before leaving. A measure of relevancy. Average Duration The average length of time a visitor spends accessing your site during a single visit. A measure of engagement. Average Depth The average number of individual pages or content elements a visitor views during a single visit. A measure of engagement. Average Frequency The average number of times an individual visits a website over a specified time period. A measure of engagement. HVA Conversion The average number of visitors who successfully complete a high- value-action on your website. A measure of conversion. 20 Measuring Performance
  22. 22. Business Objectives User Needs Brand Promise Digital Governance What the business needs the website to contribute? What the user needs to accomplish by using the website?What attributes of the brand the website must express? What policies and infrastructure can support the website? 21 PLANNING TOOL Strategically aligning a website experience
  23. 23. The role that mobile-specific marketing tactics often play is engaging customers in contexts where a desktop is not present or relevant. In some ways all digital marketing is mobile marketing as the majority of Canadians now access the Internet through mobile devices. 22 Mobile Services Overview
  24. 24. Types of Mobile Marketing Text (SMS) Promotions Campaigns typically promoted offline and out- of-home that prompt customers to text a keyword to a short code to receive a benefit Mobile Coupons Targeted promotions sent directly to customers typically through email messages that are often redeemed at point of purchase Mobile Display Advertising Placement of display advertising on mobile media including search, mobile apps, social networks, and mobile publisher sites Location-Based Promotions Campaigns that recognize customers at a specific location by sending notifications to their mobile devices Mobile Optimized Websites A website that has been designed such that it is accessible, usable, and valuable to users connecting via a mobile device Augmented Reality Instances where digital information and effects are overlaid on a physical, real-world product or environment Mobile Apps Software that is downloaded and installed on a mobile device that allows users to access a specific service, typically (but not necessarily) connected to the Internet Mobile Payment Mobile-based services that provide value to shoppers in retail locations, typically with connection to POS or m- commerce 23
  25. 25. Key Trends 24 Apps dominate time on mobile 88% of Internet time on smartphone is in app vs. 12% of time in browser 1 2 3 People regularly use a shortlist of apps Canadians have installed on average 30 apps and have used 12 in the last 30 days Mobile dominates social media usage LinkedIn is the only major social channel with more traffic from desktop than mobile Sources: comScore 2015, Google 2014
  26. 26. 25 1.  Understand the context of mobile in your customer journey and identify moments to serve 2.  Ruthlessly focus mobile experiences—particularly apps—to serve a clear and singular purpose 3.  Explore the possibilities of proximity-based targeting to engage in increasingly relevant ways 4.  Ensure that experiences are optimized for mobile across all relevant moments and touchpoints 5.  Explore the full and unique capability set of mobile devices to for new ways to engage with customers Guiding Principles
  27. 27. KPIs For Mobile Services (Apps) Downloads The number of unique users who choose to download and install a mobile application. A measure of acquisition. Usage The number and percentage of users who use the mobile application during a specific time frame. A measure of relevancy. Retention The number and percentage of users who continue to access the mobile application over a specific time frame. A measure of engagement. Ratings The volume and percentage of positive ratings and reviews within the app stores. A measure of satisfaction. Value The average value generated per user of a mobile application over a specific time frame. A measure of monetization. 26 Measuring Performance
  28. 28. THE ECOSYSTEM App Ecosystem How can I integrate with other apps and with app economy? (Launching, Deep-linking, Purchasing) API Integration How can I design mobile services integrating with apps and APIs? (Social, Mapping, Commerce) Device Pairing How can I communicate with a mix of other connected devices? (Consumer Electronics, IoT, Vehicle) Mobile Payment How can I enable transactions with online and offline, POS systems? (Barcode, NFC, Bluetooth) THE CONTEXT Usage Context How can I engage with people that may be anywhere at anytime? (Out of home, Offline, In-Transit) Location Context How can I engage within a defined physical location and environment? (Wayfinding, Geo-targeting, Beacons) Mobile Targeting How can I target content and advertising to profile, device, usage? (Predictive, Targeted, Contextual) Mobile Sensors How can I make use of data received through available mobile sensors? (Proximity, Health, Environment) THE DEVICE Hardware Capabilities How can I incorporate the native hardware capabilities of the device? (Accelerometer, Microphone, Camera) Software Capabilities How can I integrate with the native software capabilities of the device? (Calendar, Contacts, Search) Mobile Communication How can I integrate with native mobile communication services? (Phone, Text, Messenger) Mobile Interface How can I design rich user experiences with mobile touch interaction? (Pinch, Touch, Zoom) 27 PLANNING TOOL Exploring new opportunities through mobile
  29. 29. The role that email marketing typically plays is ‘the glue’ that connects the brand directly with the customer through CRM programs and keeps digital tactics working together over time. The practice of email marketing is broadening to include aspects of mobile messaging and 1:1 marketing automation. 28 Email Marketing Overview
  30. 30. Key Trends 29 Email is a deeply ingrained behavior 71% of Canadians check email as the first thing they do online in a typical day, compared to 13% Facebook 1 2 3 Email marketing is alive and well 77% of Canadian marketers always or often use email as part of their marketing mix Email marketing investment continues to grow 50% of Canadian marketers plan to increase their spend on email marketing Sources: ExactTarget 2015, CMA 2013
  31. 31. Types of Email Marketing There are 3 main types of email messages as defined by what the message contains, why it is sent, and who it is sent to. Marketing Triggered by the Sender, and sent to Many Recipients. Typically used as part of a promotional campaign to a specific segment. Action Triggered by an action from the Recipient, and sent to the individual. Typically used as targeted communication after a user has completed a task. Notification Triggered by a Scenario between the Recipient and Sender, sent to the individual. Typically used for service messages to an individual. 30
  32. 32. 31 1.  Establish a clear and compelling value proposition for subscribers that rewards their engagement 2.  Plan as part of larger CRM programs inclusive of other direct-to-consumer notifications 3.  Respectfully capture registration and data across touchpoints to build profiles over time 4.  Identify key moments to provide value, triggered by changes in subscriber goals and behaviors 5.  Consider the entire email marketing cycle and test, measure, tweak, and repeat over time Guiding Principles
  33. 33. KPIs For Email Marketing Programs Deliverability rate % of emails sent that are successfully delivered, measures list quality. Open rate % of emails delivered that are opened, measures subject line effectiveness. Click through rate % of delivered emails that result in a click, measures engagement level of subject line and email content. Response rate % of emails delivered that result in a recipient completing a high value action, measures conversion. Unsubscribe rate % of emails delivered that result in an opt-out, measures relevance of content for the audience. 32 Measuring Performance
  34. 34. Value Exchange Customer Gets (and business gives) Relevance Utility Access Status Influence Service Pricing Customer Gives (and business gets) Information Permission Connection Endorsement Contribution Participation Payment 33 PLANNING TOOL Defining a value exchange for a digital program
  35. 35. Social media marketing refers to the process of using social media platforms to attract, engage, and influence people typically through a combination of content publishing, community management, and paid advertising. Social media provides a participatory layer on top of digital and integrated marketing programs that connects brands with networks. 34 Social Media Overview
  36. 36. 35 Types of Social Media Marketing Owned Community A section or forum managed by an individual brand on their own digital platform Influencer Outreach A program to engage influencers in social media to share messages from a brand Branded Channel A page or account opened and operated by a brand on a major social media platform Social Service A program designed to respond to inquiries and complaints from customers Social Selling A program designed to actively promote and sell through social channels Social Co-Creation A program from a brand designed to build something together with a community
  37. 37. Key Trends 36 Social is a major advertising canvas Nearly 1 out of every 3 online display ads delivered in Canada appear on social media sites 1 2 3 Social is a major source for referrals 31% of overall traffic to all sites is driven by the top 8 social media platforms Paid media is now required for reach Organic reach of Facebook posts for pages with more than 1M likes has decreased to 2% Sources: comScore 2014, Sharaholic 2015, IAB Canada 2015
  38. 38. 37 1.  Establish a purpose for what social media plays including expectations for success 2.  Have a clear proposition and share stories that are unique and interesting to your community 3.  Identify a clear and distinct role for each channel in your footprint to engage communities 4.  Actively listen, respond, and reward community members for their ongoing engagement 5.  Ensure that social media plans are aligned with paid media to optimize reach and ROI Guiding Principles
  39. 39. KPIs For Social Media Activities Audience Size The number of people that choose to follow your brand within a social media channel. A measure of acquisition. Organic Reach The number of people that view your brand content through organic distribution via social media. A measure of reach. Share of Voice The number of mentions of your brand and brand messaging within social media. A measure of reach. Engagement Level The number of people who actively respond to your brand content distributed through social media. A measure of engagement. Sentiment Level The relative level of positive/negative/neutral mentions of your brand and message through social media. A measure of perception. 38 Measuring Performance
  40. 40. Motivation What topics do I want to communicate? Attraction What are we interested in? Authority What topics can I credibly talk about? Disclosure What will we publicly share? Conversational Sweetspot TheBrand TheCommunity 39 PLANNING TOOL Finding the right social media topics
  41. 41. Connecting the Dots
  42. 42. 41 TBD What do we ultimately want to accomplish for our business? How are we going to help achieve this objective through digital? tools? TBD TBD TBD What specific tactics will be use to execute our digital strategy? How are we going to measure the performance of our tactics? TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD TBD Overall Business Objective Digital Marketing Strategy Digital Marketing Tactics Digital Marketing Performance PLANNING TOOL 1. Defining your digital goals and measures
  43. 43. Device Preferences What combination of platforms do they use to connect? Digital Sophistication How interested and savvy are they with technology? Media Usage What are the main sites and sources that they use regularly? Social Footprint What social networks do they use the most frequently? Community Membership What online communities and networks do they belong to? Technographic Profile What role do they play within their social networks? Key Goals What do they need the most from you through your digital channels? Top Features What digital content and features are they most interested in from you? PLANNING TOOL 2. Understanding your (digital) customer 42
  44. 44. 43 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 What are the most significant objectives and needs that your customers have at this stage? What are the primary activities and methods that customers have to address these goals? What digital tactics can be introduced to remove points of friction provide value for customers? What are the different digital channels and touchpoints that customers use to complete these tasks? Goals Tasks Channels Tactics PLANNING TOOL 3. Identifying opportunities for engagement
  45. 45. 44 Tactic TBD Tactic TBD Tactic TBD Tactic TBD Tactic TBD Tactic TBD Tactic TBD Tactic TBDTactic TBD Tactic TBD Active Direction Passive ConnectionSpoke Hub PLANNING TOOL 4. Mapping your digital marketing ecosystem
  46. 46. PLANNING TOOL 5. Creating your marketing optimization plan Goal Tactic Measure Target Action What do we want to learn? What is our digital marketing hypothesis? How are we going to test this hypothesis? How are we going to measure the impact of this test? What level of impact will support the hypothesis? What will we do if the hypothesis is supported or not supported? What do we want to achieve? What is our digital marketing objective? How are we going to achieve this objective? How are we going to measure the contribution of this tactic? What level of performance will indicate success for this tactic? What will we do if the tactic is successful or unsuccessful? 45
  47. 47. Do start with who your target is and what they want Do connect the dots within digital and beyond Do test, learn, adjust and repeat over time Key Takeaways 46 Do not start without a clearly defined objective Do not plan digital marketing activities in a silo Do not expect engagement without a clear proposition
  48. 48. Thank You Tim Dolan @kickframe