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Week 2 – Digital Strategy and Planning Keith Feighery
The Digital Marketing Ecosystem
 
Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
That ’s why Inbound & Content Marketing are so Important
Hubspot – Inbound Marketing Company view
Inbound & Content Marketing Channels
Digital Strategy & Planning
Digital Strategy & Planning Source RedAnt.co.uk
SOSTAC Framework
Using RACE for Digital Marketing Optimisation
Planning Phase
Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personas Source RedAnt.co.uk
Location Setting Source RedAnt.co.uk
Goals and Audience Location  Analysis Source RedAnt.co.uk
Creation Phase
Creation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mapping audience, solutions  and projected ROI Source RedAnt.co.uk
Channel ROI Work-Through ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement ,[object Object],[object Object],[object Object]
Typical Trackable KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Simple KPI Framework
Actualisation Phase
Actualisation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Actualisation Core Tactics
[object Object]
Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
Be Social – Interact with People & Solicit Feedback and Responses
Be Entertaining, Informative or Offer Something of VALUE to Followers
Elements of a social media campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Case Studies
Muller Display Irish Times
Muller Facebook
Muller – The Wall
Muller YouTube
Barrys Tea Website
Barry ’s Tea Landing Page
Barry ’s Tea Wall
Tayto Crisps
Tayto Wall
Controversial Hunky Dory Page
Marks and Spencer ’s Ireland Display Ad
Marks and Spencers Ireland Wall
Marks and Spencer ’s Website
Westcoast Cooler
Hairy Baby
Hairybaby
Engaging with Fans
Getting People To Respond
MakeupAndBeauty.ie
Big Brands Need to be Plan for Crisis on Social Media
Nestle
[object Object]
PPC Examples
Search: Health Insurance Quote
Search  ‘Im Sorry Flowers’
[object Object]
SEO Case Example
Search:  Flowers  for newborn baby
Newborn Flowers
Email Marketing
Email Applications
Case Studies
CityDeal.ie
 
Schuh
 
Evaluation Phase
KPIs & Goals set in the Creation Phases should be assessed according to actuals
Ongoing KPI & Metric Analysis
Evaluation Feedback loop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions & Answers
Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
Thank You

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