What else would you like to see? Mobile, social, etc.
Acts as a hub for all other marketing efforts.
How does it all fit together
How does it all fit together
http://www.businessweek.com/magazine/content/06_42/b4005078.htm The novel advertising scheme developed back in 2001 is a good example. Jim McDowell, then U.S. vice-president of marketing, was confident the project, dubbed "Big Idea," and kept under tight security in "War Room" No. 6 at BMW USA's Woodlake (N.J.) headquarters, would create just the kind of consumer buzz that BMW wanted—and would ultimately be more cost-effective for BMW than Super Bowl advertising. The idea was to give film directors a BMW car around which a compelling short film was to be made. Many of the tales centered on life-and-death chase scenes, but several were humorous or even melancholy. McDowell figured if The Hire , took off and the films were downloaded from BMW's Web site by 1 million to 2 million viewers, BMW would chalk up the same number of eyeballs as a snappy advertising campaign aired during the Super Bowl, but would reach a higher percentage of BMW-type customers, progressives with a nose for cinema, technology, and high bandwidth. "If you really understand your consumer, you can be very clever about how to communicate. You can change the whole paradigm," says McDowell, who is now executive vice-president at Mini. SNOWBALL EFFECT. McDowell didn't take any half-measures. He went after talented directors such as John Frankenheimer ( The French Connection ) and Ang Lee ( Crouching Tiger, Hidden Dragon ), and signed up stars such as Madonna, Clive Owens, and Gary Oldman—giving them complete artistic freedom, aside from the BMW model that starred in each film. No advance advertising heralded the Internet launch of the films. The buzz started slowly with the first film but grew to avalanche proportions by the time Madonna's short comedy film about a cranky diva was released, overwhelming BMW's expectations and forcing the automaker to add servers as fast as it could. But it didn't stop there. As the short-film gambit rocketed around the blogosphere, national TV broadcasters flooded McDowell's office with requests for interviews on CBS, Entertainment Tonight , and Fox News. The novelty of an automaker producing films fanned public interest and stoked downloads. "EXPERIMENTAL ENVIRONMENT". After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million, and with three more films added in 2002, it rocketed to 100 million , sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films. All this 4 years before YouTube….!
Image from 2009…
From Josh Bernoff, author of Groundswell. A simple way to accomplish your goals. People. Target Audience, Company culture Objectives. Decide what your want to accomplish Strategies: Plan for how relationships with customers will change Tools/Technologies/Tactics.
UofC Digital Marketing Lecture 1
A Practitioners Guide to Digital Marketing BMC 319-001 Downtown Campus 906, 8th Ave SW, Calgary, Room: 222 1
Upon successful completion of this course, you will beable to: •Apply Digital and Integrated marketing models asdescribed in this course•Conduct a competitive audit of your Website using best-practicetools•Understand the fundamentals of target audience definition,including user goals and persona creation•Understand the importance of User Experience Design andWebsite usability•Understand the importance of Information Architecture•Conduct a content audit and understand the basics ofcopywriting for the Web•Understand technology considerations that affect the success ofDigital marketing 4
Upon successful completion of this course, you will beable to: •Conduct business requirements gathering and analysis as aninput to a Request for Proposal•Understand the Digital project management lifecycle•Understand the importance of metrics, Key PerformanceIndicators, reporting & analytics•Understand the benefits and potential pitfalls of ContentManagement Systems•Understand how digital marketing efforts align with othertactics, including traditional, SEO, paid search, mobile, socialand email marketing – integrated marketing•Develop a Request for Proposal document to assistin the evaluation and selection of Digital marketingand development vendors 5
Digital MarketingDigital Marketing 2 Questions: 2 Questions: How do we frame our Plan? How do we frame our Plan? How do execute on that Plan? How do execute on that Plan? 15
Strategic Marketing Models eople. Target Audience; internal stakeholders bjectives. What are we trying to accomplish? trategies. How are we going to get there? ools, technologies. What are we going to use 16 16
Digital Marketing Models Think: research, plan and strategise. Use the opportunities of digital to meet communications, market and product challenges. Plan assets and campaigns. Create: build beautiful assets, from websites and videos, to banner adverts and applications. Engage: use channels to drive traffic to those assets and build relationships with customers. Optimise: track and analyse to understand how assets and campaigns are performing. Derive insight to improve and test assets and campaigns. eMarketing: The Essential Guide to Digital Marketing, 4th Edition. p.16 17
Digital Marketing Modelshis is what we use to ‘write’ the plan… 18
Digital Marketing Modelshis is what we use to execute the plan… Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed to specifically accommodate the needs of digital marketing. Under normal circumstances, this process allows ample room for the creative process to unfold while preserving the discipline of technology-based project management. Discovery: Opportunity, initiation, audits, primary and secondary research and interviews, analysis and strategy, personas, creative and technical briefing. Definition: Concept and strategic development, design concepts, wireframes, site maps, business and functional requirements, solution architecture, production plan. Design: Experience validation, creative and technical solutions, and functional prototyping. Development: Creative and technical production, documentation, backend support and integration, quality assurance and testing. Delivery: Launch, end-to-end system testing, localization of languages, deployment, optimization and maintenance. 19 19
Digital Marketing Modelshis is what we use to execute the plan… 20
1. Discover 1. DiscoverBefore we can define the marketing challenge and look forBefore we can define the marketing challenge and look for solutions, we first have to ask… solutions, we first have to ask… 36
Internal Analysis Internal AnalysisA review of Website Analytics; Content Mapping; SWOT Analysis A review of Website Analytics; Content Mapping; SWOT Analysis 37
Competitive Analysis Competitive AnalysisThere are aa number of Website review methodologies that we can There are number of Website review methodologies that we can use. use. 38
orrester TM Website Review Scorecard Forrester measures on 4 criteria: Value; Navigation, Presentation and Trust. Heuristic analysis of 25 questions results in an aggregate score in a range of 50 (‘perfect’) to -50 (‘disaster’). 39
orrester TM Website Review Scorecard Forresters Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. Its is an expert evaluation, a type of methodology - also known as a heuristic evaluation or scenario review - that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques. 40
‘Immersibility’ Index The ‘Immersibilty’ Index (first described by Agency.com in 2000) involves an expert, heuristic review of websites based on 7 categories which when combined provide a complete picture of digital properties strengths and weaknesses. These criteria are: Immer sibility – How quickly does the website immerse the user in the online experience? Includes heuristics, aesthetics, way-finding, status and visibility, user-centred design principles. Findability - How easy is it to find the website? Intuitive and memorable domain name, search engine results – Search Engine Optimization and Search Engine Marketing results. Content – Depth, breadth, recency, and relevancy of content. Capabilities – What can the user do on the website? Online tools, interactive quizzes, games, downloadable applications, etc. Community – Can the user interact with others? Discussion Forums, Live Chat, Social Web (Twitter, FaceBook), Forums, etc. Commer ce/Conver sion – How easy is it for user to begin and complete a given task or to complete a transaction? Cr oss-Channel Customer Experience – How do offline, customer service and Social Web channels knit together? 41 41
Social Web Social WebHow do we evaluate our competitor’s Social Presence?How do we evaluate our competitor’s Social Presence? 42
POST Analysis Define your target audience is and plan What are we trying to accomplish? Are we trying to accordingly. Do we want to engage your customers communicate directly with our customers – to engage in directly? Or, do we want to engage other like-minded direct conversation? Or, are we attempting to demonstrate organizations in the same ‘business’ ? Do we have the subject matter expertise? Is our goal customer service? The appropriate resources to converse and engage on Social answer to these questions will determine our Strategies and Web? which Social Web technologies we choose. With literally thousands of Social Web channels to choose How are we going to accomplish our from, this can be an interesting challenge. For most Goals? Will we be using Social Web as a organizations, it makes sense to start small, stable and proven broadcast tool – for Calls to Action? Or, will and then expand as required. A review of what peers are doing we be engaging constituents in deeper and is also prudent. broader conversation? Again, this influences A starter toolkit normally involves a broadcast tool or choice of tools. (Twitter); a conversation tool (FaceBook); a video channel (YouTube, Vimeo); and a ‘Business to Business’ channel (LinkedIn). 4444
Engaging in the Conversation 1. Evaluate the Landscape 2. Build a Relevant Presence Identify established channels, influential After identifying key organizations and it will organizations and users as well as be important to Connect with the top 5% of editorial themes and content. This this constituency to give you credibility. research is critical before establishing any kind of Social Web presence. 4. Use your Influence 3. Develop the Community You can then amplify and scale by arming Next, the need to move community active users information and the tools they stakeholders from being indifferent require. This also represents the ‘tipping towards your ‘brand’ to champions point’ – when you can begin to use your and advocates of the programs and Social Web channels for appeals and services you provide. promotions. But, trust must be earned. 45 45
Social Web – Next Steps ‘Market’ Research ‘Market’ Research In our context we’re talking about ‘User Research’ and In our context we’re talking about ‘User Research’ and Participatory Design Participatory Design 46
Qualitative vs. Quantitative eMarketing: The Essential Guide to Digital Marketing, 4th Edition. p.44 47
Primary vs. Secondary eMarketing: The Essential Guide to Digital Marketing, 4th Edition. p.45 48
Participatory Design Participatory Design (PD) is done with real users of the system. Unlike user-centered design which supposes that research and design work is done on behalf of users. PD focuses on acquiring practical tacit knowledge from the users who will actually use the technologies. PD is most effective in helping envision and shape practical elements within a larger IT project. 49
Participatory Design By attempting to surface user motivations, wishes, dreams around the end state solution, PD assists in acquiring the practical knowledge from the users who will actually use the system. Roundtable Focus Groups Online surveys 50
A Practitioners Guide to Digital Marketing BMC 319-001 Downtown Campus 906, 8th Ave SW, Calgary, Room: 222 51