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IBAT - Diploma in Online Marketing & Digital Strategy course overview and Digital Strategy session

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  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. 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. Core Components of Digital Strategy<br />
  17. 17. Core Components of Digital Strategy<br /><ul><li>Have clear and defined business objectives for your Digital Programmes
  18. 18. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
  19. 19. Know exactly who your audience is – and where they reside digitally
  20. 20. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
  21. 21. Develop a content strategy for your site and digital channels – that adds value for your customers
  22. 22. “Whats in it for me” – always from the customer perspective
  23. 23. Use customer lexicon – not yours
  24. 24. Create Activation and Conversion points within your digital assets
  25. 25. Build relationships – not always selling
  26. 26. Funnel marketing, top of mind, inform, educate and entertain
  27. 27. 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 />
  28. 28. The Changing Digital Landscape<br />
  29. 29. Traditional Marketing Vs Social Engagement<br />
  30. 30. Digital Consumption Trends<br />1.7 Million people currently on Facebook in Ireland<br />The 3–screen phenomenon - People accessing media through mobile, TV and PC simultaneously<br />Multi-screen tasking – watch TV, follow reaction on Twitter/Facebook, parallel consumption through iPad, iPhone etc.<br />Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer and RTE Player)<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 />
  31. 31.
  32. 32. Social Media Landscape<br />
  33. 33.
  34. 34. Businesses & organisations must embrace a more social engagement because it is happening with or without them<br />
  35. 35. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer<br />
  36. 36. Marketers must understand the dynamic of communities<br />
  37. 37. Differentiated Digital Media Model<br />
  38. 38. Digital Marketing Media Mix<br />
  39. 39. Content & Inbound Marketing<br />
  40. 40. Hubspot – Inbound Marketing Company view<br />
  41. 41. Outbound Vs Inbound Marketing Strategies<br />Outbound marketing strategy: <br />More traditional approach – can also be referred to as ‘push messaging’. <br />Business decides on a particular message and pushes it out into the marketplace.<br />Finds customers by building brand awareness through advertising and promotion. <br />Inbound marketing strategy:<br />New and emerging approach – can also be referred to as ‘pull messaging’.<br />Develop relationships with prospectives<br />Findability – create a digital footprint that ensures you are found<br />Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. <br />
  42. 42. Inbound Marketing Advantages<br />
  43. 43. Advantages<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 />
  44. 44. Digital Strategy & Planning<br />
  45. 45. Digital Strategy & Planning<br />Source RedAnt.co.uk<br />
  46. 46. SOSTAC Framwork<br />
  47. 47. UsingRACEforDigitalMarketing Optimisation<br />
  48. 48. Digital Marketing Process<br />Source eConsultancy<br />
  49. 49. Planning Phase<br />
  50. 50. 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 />
  51. 51. Research<br />
  52. 52. Goals and Audience Location Analysis<br />Source RedAnt.co.uk<br />
  53. 53. Creation Phase<br />
  54. 54. 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 />
  55. 55. Mapping audience, solutions and projected ROI<br />Source RedAnt.co.uk<br />
  56. 56. Actualisation Phase<br />
  57. 57. 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 />
  58. 58. Evaluation Phase<br />
  59. 59. Measurement Process - <br />Key Performance Indicators<br />
  60. 60. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase<br />
  61. 61. 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 />
  62. 62. 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 />Increase Recency Rates<br />Reduce Abandonment rates<br />
  63. 63. 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 enquiries, leads and conversions <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  64. 64. Simple KPI Framework<br />
  65. 65. Questions & Answers<br />
  66. 66. 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 />