1.RPCP-Introduction-Online-Marketing-Digital-Media-Course

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RPCP - Overview of Online Marketing Course

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1.RPCP-Introduction-Online-Marketing-Digital-Media-Course

  1. 1. Online Design, Marketing and Sales Terenure Enterprise Centre Keith Feighery
  2. 2. Summary • Introductions • Overview of the course • The Changing Digital & Customer Landscape • The Importance of Relevant Content - Always • Web Technologies and Solutions • Q & A
  3. 3. Introductions
  4. 4. Introduction • Owner of Digital Insights – Work with clients developing online business channels – Lecturer with DIT in MA Digital Media Technologies – Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT – Work with university incubation centres – LINC and Synergy IT Colleges • 12 Years working in Software Industry – Irish and International Companies • Developed Online Retail Business – www.BabaBeag.ie • 30,000 Customers over 50,000 Subscribers to email
  5. 5. Overview of Course
  6. 6. Course Overview • Week 1: Introductions and Overview of Web Technologies and Solutions • Week 2: Design Principles and Information Architecture considerations • Week3: Creating Website Specs and Ecommerce Solutions • Week 4: Developing a Clear Online Marketing Plan
  7. 7. Course Overview • Week 5: Implementing Online Marketing Solutions – SEO, PPC, Email etc. • Week 6: Using Social Media to drive awareness, acquire customers & retain existing clients • Week 7: Measuring and optimising web site performance
  8. 8. Changing Digital & Customer Landscape
  9. 9. Where do people get information today and how do they engage
  10. 10. Where is everyone?
  11. 11. Social Media Landscape
  12. 12. Traditional Marketing Vs Social Engagement
  13. 13. Key Platforms for Customers • Social/Professional Networks – Facebook, LinkedIn, MySpace (Main ones in US and Europe) • Blogging/Micro-Blogging/Lifestreaming – Wordpress, TypePad, Twitter, Posterous, Tumblr • Video, Audio & Photo sharing – YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog • Mobile – Foursquare, Facebook, Twitter, Yelp • Bookmarks/Sharing – Delicious, StumbleUpon, Digg, Google Profils
  14. 14. Content Drives The Web Be Relevant
  15. 15. Hubspot – Inbound Marketing Company view
  16. 16. Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the marketplace. • Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: • New and emerging approach – can also be referred to as ‘pull messaging’. • Business aims to be ‘get found’ by customers • Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
  17. 17. Different types of media in the digital wo • Owned Media – such as website • Paid Media – such as display ads • Earned Media – such as viral campaign
  18. 18. Owned Vs Paid Vs Earned Medi
  19. 19. Various Types of Content • Facebook/MySpace/Bebo fan pages and groups • Videos, demos, presentations, and custom animations • Product/service reviews • Blog posts, reader comments and reactions • Tweets, status updates • E-mail newsletters • The content and digital media on your Web site, other microsites, partner sites etc.. • Articles and other intellectual property or knowledge sharing – professional contributions etc. • Whitepapers, case studies, webinars, podcasts
  20. 20. Web Strategy • Have a clear and defined business objective for your web presence – Sales, Information, Lead Gen, Build Awareness, Customer Retention • Know exactly who your audience is – and where they reside digitally • Develop a content strategy for your site and digital channels – that adds value for your customers • Build relationships – not always selling • Optimise and promote content across digital channels (web, social media, offline etc.)
  21. 21. Questions & Answers
  22. 22. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie 086 6070274

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