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Certificate in Online Marketing, Sales & Digital Strategy<br />Keith Feighery<br />
Course Overview<br />12 week course<br />Project Assignment Based <br />Lectures, Hands-on group work, class presentations...
Time Table<br />
Keith.feighery@digitalinsights.ie<br />Moodle – Online Marketing and Digital Strategy<br />
Course Overview<br />Developing and executing Digital Strategy<br />Digital and Online Marketing Programmes<br />Content M...
Reading Lists<br />
Readings<br />Core Text Books<br />New Rules of Marketing and PR – David Meerman Scott<br />Now is Gone – Brian Solis<br /...
Podcasts<br />Podcasts<br />Forimmediaterelease.biz<br />Six Pixels of Separation – Mitch Joel - http://www.twistimage.com...
Websites<br />Digital Marketing<br />http://www.marketingprofs.com<br />http://www.marketingsherpa.com/<br />http://www.tw...
Social Media<br />Social Media<br />www.webstrategist.com/blog<br />www.brandrepublic.com/<br />http://www.socialmediatoda...
Online PR<br />Online PR/Communications<br />http://www.webinknow.com/<br />http://www.nevillehobson.com/<br />http://www....
SEO<br />SEO/PPC<br />searchengineland.com/<br />searchenginewatch.com/<br />www.mattcutts.com<br />www.seroundtable.com/<...
B2B Sites and Products<br />B2B Marketing and Lead Management<br />blog.startwithalead.com/weblog/<br />marketinginteracti...
Websites<br />Analytics<br />http://www.webmetricsguru.com/<br />http://www.kaushik.net/avinash/<br />http://lifeanalytics...
Google/Conversion Related<br />Google Related<br />www.google.com/support/forum/p/websiteoptimizer?hl=en<br />www.google.c...
Digital Planning Template<br /><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-plan...
Core Components of Digital Strategy<br />
Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
Know exactly who your audience is – and where they reside digitally
Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
Develop a content strategy for your site and digital channels – that adds value for your customers
“Whats in it for me” – always from the customer perspective
Use customer lexicon – not yours
Create Activation and Conversion points within your digital assets
Build relationships – not always selling
Funnel marketing, top of mind, inform, educate and entertain
Optimise and Measure performance across all digital channels</li></li></ul><li>Key Online Marketing Tactics<br />Content &...
Iterative Approach To Creating Digital Marketing Plans and Strategies<br />
Iterative Digital Marketing Strategies<br />
The Changing Digital Landscape<br />
Traditional Marketing Vs 						Social Engagement<br />
Digital Consumption Trends<br />1.85 Million people currently on Facebook in Ireland<br />Approx 200K on Twitter<br />Appr...
Proliferation of Channels<br />
Social Media Landscape<br />
The Rise of Facebook<br />
Businesses & organisations must embrace a more social engagement because it is happening with or without them<br />
Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the...
Marketers must understand the dynamic of communities<br />
Differentiated Digital Media Model<br />
Digital Marketing Media Mix<br />
Content & Inbound Marketing<br />
Hubspot – Inbound Marketing Company view<br />
Inbound Marketing Characteristics<br />
Characteristics<br />Creates awareness, findability, demand generation and customer retention through publishing content o...
Digital Strategy & Planning<br />
Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
SOSTAC Framwork<br />
UsingRACEforDigitalMarketing Optimisation<br />
Planning Phase<br />
Planning Phase<br />
Planning Overview<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, creat...
Research Channels<br />
Personas<br />
Location Setting<br />
Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
Planning<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, create demand,...
Research Channels<br />
Personas<br />
Location Setting<br />
Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
Creation Phase<br />
Creation<br />Once strategy, audience, locations are known<br />Start conceiving, designing and creating tactical solution...
Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectiv...
Typical Trackable KPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />In...
Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposi...
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GriffithCollege-OnlineMarketingIntroduction&Planning

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Griffith College Online Marketing Course Introduction and Overview - Digital Strategy Session

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GriffithCollege-OnlineMarketingIntroduction&Planning

  1. 1. Certificate 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. Time Table<br />
  4. 4. Keith.feighery@digitalinsights.ie<br />Moodle – Online Marketing and Digital Strategy<br />
  5. 5. Course Overview<br />Developing and executing Digital Strategy<br />Digital and Online Marketing Programmes<br />Content Marketing Programmes<br />B2C and B2B Online Marketing Tactics<br />SEO, PPC, Email, Display, Automated Marketing Solutions, Mobile <br />Social Media Marketing Strategies & Tactics<br />Online Sales Optimisation<br />Digital Media Content Creation<br />Implementing Measurement Programmes<br />
  6. 6. Reading Lists<br />
  7. 7. Readings<br />Core Text Books<br />New Rules of Marketing and PR – David Meerman Scott<br />Now is Gone – Brian Solis<br />Engage – Brian Solis<br />Groundswell – Charlene Li and Josh Bernoff<br />Web analytics 2.0 - AvinashKaushik<br />Advanced Google AdWords – Brad Geddes <br />Supplementary Reading:<br />Flip the Funnel – Joseph Jaffe<br />Web analytics : an hour a day – AvinashKaushik<br />Landing Page Optimization: The Definitive Guide to Testing Time Ash<br />Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg<br />Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg<br />
  8. 8. Podcasts<br />Podcasts<br />Forimmediaterelease.biz<br />Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)<br />Marketing Over Coffee<br />PPC Rockstars – David Szetela<br />Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio<br />Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/<br />Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/<br /> On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx<br />Marketing Experiments – Website Optimisation<br />
  9. 9. Websites<br />Digital Marketing<br />http://www.marketingprofs.com<br />http://www.marketingsherpa.com/<br />http://www.twistimage.com/blog/<br />http://econsultancy.com/<br />www.adage.com<br />http://johnbell.typepad.com/<br />www.mashable.com<br />www.rww.com<br />www.emarketer.com<br />www.junta41.com<br />www.hubspot.com<br />http://sethgodin.typepad.com/<br />
  10. 10. Social Media<br />Social Media<br />www.webstrategist.com/blog<br />www.brandrepublic.com/<br />http://www.socialmediatoday.com<br />www.techcrunch.com<br />www.mashable.com<br />http://blogs.forrester.com/groundswell/<br />http://www.casestudiesonline.com/<br />www.nevillehobson.com<br />http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/<br />http://www.beingpeterkim.com/2008/09/ive-been-thinki.html<br />http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/<br />
  11. 11. Online PR<br />Online PR/Communications<br />http://www.webinknow.com/<br />http://www.nevillehobson.com/<br />http://www.steverubel.com/<br />http://blog.holtz.com/<br />http://kdpaine.blogs.com/<br />http://darmano.typepad.com/logic_emotion/<br />http://www.shivsingh.com/goingsocial/<br />http://www.theharteofmarketing.com/<br />http://www.insidepr.ca/<br />http://www.acrossthesound.net/<br />
  12. 12. SEO<br />SEO/PPC<br />searchengineland.com/<br />searchenginewatch.com/<br />www.mattcutts.com<br />www.seroundtable.com/<br />http://www.seomoz.org/<br />www.toprank.blog.com<br />www.searchenginejournal.com/<br />www.seobook.com<br />www.seochat.com/<br />www.semrush.com/<br />www.googlerankings.com/<br />www.sitepoint.com/article/ultimate-seo-checklist<br />www.searchengineguide.com/<br />
  13. 13. B2B Sites and Products<br />B2B Marketing and Lead Management<br />blog.startwithalead.com/weblog/<br />marketinginteractions.typepad.com/<br />www.leadsloth.com<br />www.propellingbrands.wordpress.com<br />www.leaddogs.com<br />www.market2lead.com<br />www.churchofthecustomer.com<br />www.customerexperiencematrix.blogspot.com/<br />www.funnelholic.com <br />B2B Marketing Products<br />www.alterian.com<br />www.eloqua.com<br />www.marketo.com<br />www.reachforce.com<br />www.genius.com<br />
  14. 14. Websites<br />Analytics<br />http://www.webmetricsguru.com/<br />http://www.kaushik.net/avinash/<br />http://lifeanalytics.blogspot.com/<br />http://andrewchenblog.com/list-of-essays/<br />http://blog.revahealth.com/<br />http://crazyegg.com/<br />http://haveamint.com/<br />A/B & MultiTesting<br />http://www.abtests.com/<br />https://www.google.com/analytics/siteopt/splash?hl=en<br />http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/<br />http://www.vertster.com/<br />http://www.whichmvt.com/<br />
  15. 15. Google/Conversion Related<br />Google Related<br />www.google.com/support/forum/p/websiteoptimizer?hl=en<br />www.google.com/webmasters/<br />www.google.com/support/conversionuniversity/<br />www.google.com/adwords/webinars/agency.html<br />www.google.com/insights/search/#<br />adwords.google.com/select/AdTargetingPreviewTool<br />adwords.google.com/select/KeywordToolExternal<br />www.google.com/trends<br />Keywords<br />freekeywords.wordtracker.com/<br />inventory.overture.com/d/searchinventory/suggestion/<br />Online Conversion Related<br />conversionroom.blogspot.com/<br />www.widerfunnel.com/proof/case-studies<br />
  16. 16. Digital Planning Template<br /><ul><li>http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/</li></ul>http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/<br />
  17. 17. Core Components of Digital Strategy<br />
  18. 18. Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
  19. 19. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
  20. 20. Know exactly who your audience is – and where they reside digitally
  21. 21. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
  22. 22. Develop a content strategy for your site and digital channels – that adds value for your customers
  23. 23. “Whats in it for me” – always from the customer perspective
  24. 24. Use customer lexicon – not yours
  25. 25. Create Activation and Conversion points within your digital assets
  26. 26. Build relationships – not always selling
  27. 27. Funnel marketing, top of mind, inform, educate and entertain
  28. 28. Optimise and Measure performance across all digital channels</li></li></ul><li>Key Online Marketing Tactics<br />Content & Inbound Marketing <br />Website, blog, social platforms, partnership sites etc…<br />Search Engine Marketing<br />PPC, Display and Affiliates<br />Social Media Marketing<br />Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts<br />Mobile Marketing<br />Location Based, Text, Advertising, Coupons, Offline-Activation<br />Search Engine Optimisation (SEO)<br />Structured & Planned Content, Optimismed Vocabulary, Links <br />Email Marketing<br />Email Service Providers, Acquisition and Retention, Lead Nurturing<br />Measurement and Analytics<br />Clear Objectives and Benchmarks<br />
  29. 29. Iterative Approach To Creating Digital Marketing Plans and Strategies<br />
  30. 30. Iterative Digital Marketing Strategies<br />
  31. 31. The Changing Digital Landscape<br />
  32. 32. Traditional Marketing Vs Social Engagement<br />
  33. 33. Digital Consumption Trends<br />1.85 Million people currently on Facebook in Ireland<br />Approx 200K on Twitter<br />Approx 200 Million People per month access Facebook on mobile Devices<br />The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010<br />70% of online adults, ages 55 and older, use social tools at least once a month<br />
  34. 34. Proliferation of Channels<br />
  35. 35. Social Media Landscape<br />
  36. 36. The Rise of Facebook<br />
  37. 37.
  38. 38. Businesses & organisations must embrace a more social engagement because it is happening with or without them<br />
  39. 39. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer<br />
  40. 40. Marketers must understand the dynamic of communities<br />
  41. 41. Differentiated Digital Media Model<br />
  42. 42. Digital Marketing Media Mix<br />
  43. 43. Content & Inbound Marketing<br />
  44. 44. Hubspot – Inbound Marketing Company view<br />
  45. 45. Inbound Marketing Characteristics<br />
  46. 46. Characteristics<br />Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives<br />Creates a less-frictional way of converting prospects into sales<br />When used in conjunction with lead management systems<br />Helps build long-term relationships rather than one-off sales <br />Creates stickiness to your owned media assets (rather than to paid ones)<br />Once started, provides an ongoing process and framework to control and publish valuable information<br />
  47. 47. Digital Strategy & Planning<br />
  48. 48. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  49. 49. SOSTAC Framwork<br />
  50. 50. UsingRACEforDigitalMarketing Optimisation<br />
  51. 51. Planning Phase<br />
  52. 52. Planning Phase<br />
  53. 53. Planning Overview<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc..<br />Define audience and break down into personas & needs<br />Personas, Influencers, Advocates,<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 their required informational needs<br />Aligning digital strategy with brand<br />What is the tone, voice, perception currently presented<br />
  54. 54. Research Channels<br />
  55. 55. Personas<br />
  56. 56. Location Setting<br />
  57. 57. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  58. 58. Planning<br />Define business objectives<br />Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc..<br />Define audience and break down into personas & needs<br />Personas, Influencers, Advocates,<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 their required informational needs<br />Aligning digital strategy with brand<br />What is the tone, voice, perception currently presented<br />
  59. 59. Research Channels<br />
  60. 60. Personas<br />
  61. 61. Location Setting<br />
  62. 62. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  63. 63. Creation Phase<br />
  64. 64. 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, Display, Affiliate, Email, Lead Gen etc…<br />For B2B business map out buyer and sales cycles<br />Align marketing and sales organisations<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 corollary failure too)<br />
  65. 65. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  66. 66. Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />Business Objectives:<br />Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs <br />
  67. 67. Typical Trackable KPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Increase Customer Lifetime Value<br />Increase Average Revenue Per User<br />Reduce Cost per Lead & Cost Per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Reduce Abandonment rates<br />
  68. 68. Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposition of Organic, Paid, Email, Direct etc..<br />Social Stats<br /># of Twitter, FB, Blog, LinkedIn followers/comments<br /># of 3rd Party Links <br />Partners, Referrals, Promotions, Affiliates <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  69. 69. Simple KPI Framework<br />
  70. 70. Actualisation Phase<br />
  71. 71. 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 />
  72. 72. Evaluation Phase<br />
  73. 73. KPIs & Goals set in the Creation Phases should be assessed according to actuals<br />
  74. 74. 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 />Educate management through correlation of digital and business goals<br />Iterate constantly<br />
  75. 75. Questions & Answers<br />
  76. 76. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />
  77. 77. Thank You<br />

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