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Dbs Intro Online Marketing Sales Digital Strategyv1


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Introduction class to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Also covers Digital Strategy process and alignement of business objectives and goals.

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Dbs Intro Online Marketing Sales Digital Strategyv1

  1. 1. Diploma in Online Marketing, Sales & Digital Strategy<br />Keith Feighery<br />
  2. 2. Course Overview<br />12 week course<br />Project Assignment Based <br />Lectures, Hands-on group work, class presentations<br />Assignment due 2 weeks after final class<br />Class participation is key<br />Essential to read suggested course materials <br />blogs, books, reference sites, podcasts, webinars etc… <br />
  3. 3. Course Overview<br />Developing and executing Digital Strategy<br />Digital and Online Marketing Programmes<br />Content marketing solutions<br />Automated B2B and B2C marketing solutions<br />Online Sales Optimisation<br />Social media strategies & tactics<br />Implementing measurement Programmes<br />Digital Media Content Creation<br />
  4. 4. Reading Lists<br />
  5. 5. Books-Podcasts-Webinars<br />Core Text Books<br />New Rules of Marketing and PR – David Meerman Scott<br />Now is Gone – Brian Solis<br />Groundswell – Charlene Li and Josh Bernoff<br />Podcasts<br /><br />Alterian Podcast Series<br />Marketing Over Coffee<br />Webinars<br /> series of webinars<br />Vocus Top 6 Webinars 2009<br />Marketo, Marketing Sherpa, Alterian Webinars<br />
  6. 6. Websites<br />Digital Marketing<br /><br /><br /><br /><br /><br /><br /><br /><br />Online PR/Communications<br /><br /><br /><br /><br /><br /><br />
  7. 7. Websites<br />Social Media<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  8. 8. Websites<br />Analytics<br /><br /><br /><br /><br /><br /><br /><br />A/B & MultiTesting<br /><br /><br /><br /><br /><br />
  9. 9. B2B Sites and Products<br />B2B Marketing and Lead Management<br /><br /><br /><br /><br /><br /><br /><br /> <br />B2B Marketing Products<br /><br /><br /><br /><br /><br /><br />
  10. 10. Google/Conversion Related<br />Google Related<br /><br /><br /><br /><br /><br /><br /><br /><br />Keywords<br /><br /><br />Online Conversion Related<br /><br /><br />
  11. 11. SEO<br />SEO/PPC<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  12. 12. Digital Strategy<br />
  13. 13. Digital Marketing Process<br />Source eConsultancy<br />
  14. 14. Digital Strategy & Planning<br />Source<br />
  15. 15. Planning Phase<br />
  16. 16. Planning<br />Define business objectives<br />Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..<br />Identify and communicate to key stakeholders (buy-in)<br />Listening to what is being said about brand currently<br />Define audience and break down into key segments<br />Influencers, Advocates, Personas <br />Demographics, Psychographics, SocialGraphics etc.<br />Audience locations and value of each audience segment<br />Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats<br />Aligning brand with digital strategy<br />What is the tone, voice, perception currently presented<br />
  17. 17. Goals and Audience Location Analysis<br />Source<br />
  18. 18. Creation Phase<br />
  19. 19. Creation<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solutions<br />Identify themes, channels, tone, aims for each tactical channel and initiative<br />PPC, Social Platforms, SEO, Email, Lead Gen etc…<br />For B2B business map out buyer and sales cycles<br />Align marketing and sales organisations<br />Create internal procedures and best practices for social channels<br />Initiate a content marketing production programme<br />Map this out along with personas and buyer cycles<br />Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)<br />
  20. 20. Mapping audience, solutions and projected ROI<br />Source<br />
  21. 21. Actualisation Phase<br />
  22. 22. Actualisation<br />Real-time implementation of each channel, campaign and platform<br />Engaging and interacting with your audiences<br />Reacting to issues and tweaking campaigns as they proceed live<br />Constantly compare performance with projected KPIs created during the previous phases<br />Create a cross functional communications feedback loop to resolve all issues and update status<br />Capture all lessons learnt in a repository in order to feedback into an improvement process<br />
  23. 23. Evaluation Phase<br />
  24. 24. Evaluation<br />Once Campaign goes live then measure the following to find the delta for before and after<br />Online Traffic <br />Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates<br />Levels of interaction <br />Comments left by users, number of Retweets, number of Fans on Facebook pages, numbers of @comments in twitter, number of subscribers through email and RSS<br />Leads/Conversions<br />create measurable and trackable conversion points in your sales funnel – sign up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.<br />Search Engine Optimisation<br />links from blogs, trackbacks, comments left in blogs, views of embedded digital content that you provided, Digg links<br />Brand Metrics <br />NPS, positive brand associations, brand awareness,brand recall<br />
  25. 25. Evaluation Feedback loop<br />Implement a continuous learning and improvement framework<br />All findings and experiences should feed into subsequent phases, campaigns and initiatives<br />Refine reporting process <br />Improve ROI metrics in their broadest sense<br />Continue to get communicate internally of sucesses<br />Educate management through correlation of digital and business goals<br />