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Week 1 Lecture for Diploma in Online Marketing and Digital Strategy

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  1. 1. Online Marketing & Digital Strategy Introduction Lecture Keith Feighery
  2. 2. Time Table Date Oct 25 th 2011 Week 1 Intro & Overview of Digital Marketing Nov 1 st 2011 Digital Strategy Nov 8 th 2011 B2C & B2B Content Marketing Programmes Nov 15 th 2011 Social Media 1 Nov 22 nd 2011 Social Media 2 Nov 29 th 2011 PPC Dec 6 th 2011 SEO Dec 13 th 2011 Email Marketing Dec 20 th 2011 Online Sales Optimisation Jan 10 th 2011 Blogging & Digital Media Production Jan 17 th 2011 Measurements Jan 25 th 2011 Planning your Campaigns
  3. 3. Career Summary <ul><li>Director of Digital Strategy with Digital Insights </li></ul><ul><li>14 Years experience developing and marketing web and digital applications </li></ul><ul><li>Lecturer with DIT on MA in Digital Media Technologies </li></ul><ul><li>Lecturer with Dublin Business School, Griffith College, Champlain College in Online Marketing and Digital Strategy </li></ul>
  4. 4. [email_address]
  5. 5. What are the core objectives of this course?
  6. 6. Give you the tools to research, plan, create and run optimised digital marketing programmes
  7. 7. Main Course Themes <ul><li>Developing focused Digital Marketing Strategies </li></ul><ul><li>Leveraging Key Digital Marketing Tactics </li></ul><ul><ul><li>Social Media Marketing, SEO, PPC, Email, Blogging, Display, Affiliates </li></ul></ul><ul><li>Using Rich Media in Digital Marketing Strategy </li></ul><ul><ul><li>Blogs, Videos, Images, Audio </li></ul></ul><ul><li>Measuring Impact of Digital Marketing </li></ul><ul><ul><li>Using Google Analytics, Defining Key Performance Indicators, Understanding Actionable Insights </li></ul></ul><ul><li>Plan, Create and Execute targeted Digital Marketing Programmes </li></ul><ul><ul><li>Output of course is a digital marketing plan </li></ul></ul>
  8. 8. Course Project
  9. 9. Digital Marketing Project <ul><li>Choose a business (fictional or real) </li></ul><ul><li>Identify clearly defined business objectives </li></ul><ul><li>Develop a Digital Marketing Strategy and Plan </li></ul><ul><ul><li>Create Clear Personas, Identify digital locations, Develop Content Strategies per channel, Create Success Scorecards </li></ul></ul><ul><li>Choose and justify appropriate digital and social channels </li></ul><ul><ul><li>SEO, PPC, Display, Social Networks, Affiliate, Email, Mobile etc. </li></ul></ul><ul><li>Develop a measurement framework </li></ul><ul><ul><li>Clear KPIs, Actuals Vs Projections, Mapping outcomes to scorecard </li></ul></ul><ul><li>Create a report to be approx. 3000 Words long </li></ul>
  10. 10. Key Resource to help with Digital Planning Process
  11. 11. Digital Marketing Planning Template <ul><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ </li></ul></ul>Excellent Digital Marketing Planning Template
  12. 12. Reading Lists
  13. 13. Suggested Readings <ul><li>Digital Strategy Books </li></ul><ul><ul><li>Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey et al) </li></ul></ul><ul><ul><li>eMarketing eXcellence: Planning and optimising your digital marketing (Dave Chaffey) </li></ul></ul><ul><li>General Digital Marketing Readers </li></ul><ul><ul><li>Flip the Funnel (Joseph Jaffe) </li></ul></ul><ul><ul><li>Engage (Brian Solis) </li></ul></ul><ul><ul><li>Content Rules (Chapman and Handley) </li></ul></ul><ul><ul><li>Groundswell (Li and Bernoff) </li></ul></ul><ul><ul><li>Free (Chris Andersion) </li></ul></ul>
  14. 14. Podcasts <ul><li>Podcasts </li></ul><ul><ul><li>Forimmediaterelease.biz </li></ul></ul><ul><ul><li>Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) </li></ul></ul><ul><ul><li>Marketing Over Coffee (http://www.marketingovercoffee.com/) </li></ul></ul><ul><ul><li>Media Bulls Eye (Find it on the Custom Scoop Blog) </li></ul></ul>
  15. 15. General Digital Marketing Sites <ul><li>Digital Marketing Sites and Blogs </li></ul><ul><ul><li>www.smartinsights.com </li></ul></ul><ul><ul><li>www.hubspot.com </li></ul></ul><ul><ul><li>http://www.marketingprofs.com </li></ul></ul><ul><ul><li>http://www.marketingsherpa.com/ </li></ul></ul><ul><ul><li>www.rww.com </li></ul></ul><ul><ul><li>http://www.twistimage.com/blog/ </li></ul></ul><ul><ul><li>http://econsultancy.com/ </li></ul></ul><ul><ul><li>www.adage.com </li></ul></ul><ul><ul><li>http://johnbell.typepad.com/ </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.emarketer.com </li></ul></ul>
  16. 16. Social Media <ul><li>Social Media Resources </li></ul><ul><ul><li>www.webstrategist.com/blog </li></ul></ul><ul><ul><li>www.brandrepublic.com/ </li></ul></ul><ul><ul><li>www.simplyzesty.com </li></ul></ul><ul><ul><li>http://www.socialmediatoday.com </li></ul></ul><ul><ul><li>www.mashable.com </li></ul></ul><ul><ul><li>www.nevillehobson.com </li></ul></ul><ul><ul><li>http://blogs.forrester.com/groundswell/ </li></ul></ul><ul><ul><li>http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ </li></ul></ul><ul><ul><li>http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/ </li></ul></ul>
  17. 17. Online PR <ul><li>Online PR/Communications Resources </li></ul><ul><ul><li>http://www.webinknow.com/ </li></ul></ul><ul><ul><li>http://www.nevillehobson.com/ </li></ul></ul><ul><ul><li>http://blog.holtz.com/ </li></ul></ul><ul><ul><li>http://kdpaine.blogs.com/ </li></ul></ul><ul><ul><li>http://darmano.typepad.com/logic_emotion/ </li></ul></ul><ul><ul><li>http://www.shivsingh.com/goingsocial/ </li></ul></ul><ul><ul><li>http://www.theharteofmarketing.com / </li></ul></ul><ul><ul><li>http://www.acrossthesound.net/ </li></ul></ul><ul><ul><li>http://www.insidepr.ca/ </li></ul></ul>
  18. 18. SEO <ul><li>SEO/PPC Resources </li></ul><ul><ul><li>http://www.seomoz.org/ </li></ul></ul><ul><ul><li>searchengineland.com/ </li></ul></ul><ul><ul><li>www.semrush.com/ </li></ul></ul><ul><ul><li>searchenginewatch.com/ </li></ul></ul><ul><ul><li>www.mattcutts.com </li></ul></ul><ul><ul><li>www.searchenginejournal.com/ </li></ul></ul><ul><ul><li>www.seobook.com </li></ul></ul>
  19. 19. What is Digital Marketing?
  20. 20. Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline
  21. 21. <ul><li>Digital Marketing Should Support and Accelerate the following: </li></ul><ul><ul><li>Create Awareness of Products/Services </li></ul></ul><ul><ul><li>Customer/Prospect Engagement </li></ul></ul><ul><ul><li>Customer Acquisition </li></ul></ul><ul><ul><li>Customer Retention </li></ul></ul><ul><ul><li>Customer Advocacy </li></ul></ul>
  22. 22. What are the core elements to consider when planning a Digital Campaign
  23. 23. Core Components of Digital Strategy <ul><li>Have clear and defined business objectives for your Digital Programmes </li></ul><ul><ul><li>Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc… </li></ul></ul><ul><li>Know exactly who your audience is – and where they reside digitally </li></ul><ul><ul><li>Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences </li></ul></ul><ul><li>Develop a content strategy for your site and digital channels – that adds value for your customers </li></ul><ul><ul><li>“ Whats in it for me” – always from the customer perspective </li></ul></ul><ul><ul><li>Use customer lexicon – not yours </li></ul></ul><ul><li>Create Activation and Conversion points within your digital assets </li></ul><ul><li>Build relationships – not always selling </li></ul><ul><ul><li>Funnel marketing, top of mind, inform, educate and entertain </li></ul></ul><ul><li>Optimise and Measure performance across all digital channels </li></ul>
  24. 24. What are the core tactical tools at a Digital Marketers disposal
  25. 25. Key Online Marketing Tactics <ul><li>Social Media Marketing </li></ul><ul><ul><li>Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts </li></ul></ul><ul><li>Content & Inbound Marketing </li></ul><ul><ul><li>Website, blog, social platforms, partnership sites etc… </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>PPC, Display and Affiliates </li></ul></ul><ul><li>Search Engine Optimisation (SEO) </li></ul><ul><ul><li>Structured & Planned Content, Optimismed Vocabulary, Links </li></ul></ul><ul><li>Email Marketing </li></ul><ul><ul><li>Email Service Providers, Acquisition and Retention, Lead Nurturing </li></ul></ul><ul><li>Mobile Marketing </li></ul><ul><ul><li>Location Based, Text, Advertising, Coupons, Offline-Activation </li></ul></ul><ul><li>Measurement and Analytics </li></ul><ul><ul><li>Clear Objectives and Benchmarks </li></ul></ul>
  26. 26. Characteristics of a Digital Marketing Campaign
  27. 27. Digital is a more iterative process than traditional marketing
  28. 28. Iterative Digital Marketing Strategies
  29. 29. The Digital Landscape has changed changed radically over the past 5 years
  30. 30. Changing Digital Landscape
  31. 31. Proliferaton of Channels Growth of Social Media
  32. 32. Social Media Landscape
  33. 33. What is Social Media?
  34. 34. Platforms that allow the sharing of content with dialogue and feedback channels deeply embedded in them
  35. 35. Key Social Platforms <ul><li>Social/Professional Networks </li></ul><ul><ul><li>Facebook & LinkedIn </li></ul></ul><ul><li>Blogging/Micro-Blogging/Lifestreaming </li></ul><ul><ul><li>Wordpress, Blogger, Twitter </li></ul></ul><ul><li>Video, Audio & Photo sharing </li></ul><ul><ul><li>YouTube, Vimeo </li></ul></ul><ul><ul><li>Facebook, Flickr, TwitPic, Instagram </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Foursquare, Facebook, Twitter, Yelp </li></ul></ul><ul><li>Documents </li></ul><ul><ul><li>Slideshare.net, scribd, docstoc </li></ul></ul>
  36. 36. It has never been easier for business to communicate with audiences online But they have to use engaging content
  37. 38. Organisations, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
  38. 39. That’s why Inbound & Content Marketing are so Important
  39. 40. Inbound & Content Marketing Channels
  40. 41. Digital Marketing Platforms and Tactics
  41. 42. Case Studies Social Media
  42. 43. Muller Display Irish Times
  43. 44. Muller Facebook
  44. 45. Muller – The Wall
  45. 46. Muller YouTube
  46. 47. Tayto
  47. 48. Versus
  48. 49. Controversial Hunky Dory Page
  49. 50. Aviva
  50. 51. Smaller Brands Cully and Sully
  51. 52. Cully and Sully
  52. 54. Click Like to Vote
  53. 55. Hairy Baby
  54. 56. Hairybaby
  55. 57. Engaging with Fans
  56. 58. Getting People To Respond
  57. 59. Twitter
  58. 60. CrackBird
  59. 61. CrackBird
  60. 62. <ul><li>Pay Per Click Advertising </li></ul>
  61. 63. PPC Examples
  62. 64. Search: Health Insurance Quote
  63. 65. <ul><li>Search Engine Optimisation </li></ul>
  64. 66. SEO Case Example
  65. 67. Search: Flowers for newborn baby
  66. 68. Newborn Flowers
  67. 69. Email Marketing
  68. 70. Email Applications
  69. 71. Case Studies
  70. 72. CityDeal.ie
  71. 74. Schuh
  72. 76. Questions & Answers
  73. 77. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274