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DIGITAL MARKETING PROGRAM PLANNING<br />Online marketing summit - phx<br />How to Evaluate the Performance of Your Current...
Introduction & Agenda<br />Agenda<br />Verbal Laser Release & Warm-up<br />Digital Marketing State of the Nation<br />Oppo...
Laser Fine Print<br />
Medical Release<br /> I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that ...
WARM UP<br />
Digital MarketingState ofthe Nation<br />
We employ a full suite of digital marketing tactics (website, search, social, email…)<br />YES<br />NO<br />
“Yep, we’re already doing that”<br />
My companyadequately funds our digital marketing programs<br />YES<br />NO<br />
Do you?<br />Budgets have yet to follow consumer time spent with various media<br />
I have an integrated digital marketing plan that aligns budget with ROI …<br />YES<br />NO<br />
When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!<br />YES<br />NO<br />
Which Tactic Produces the Best ROI?<br />Social <br />Media<br />Display Advertising<br />Search<br />Email<br />Affiliate...
Per the DMA (and Others), It’s Email Followed By Search<br />Search<br />Email<br />2x the return of search<br />Leading t...
I am a publisher<br />YES<br />NO<br />
Why Yes You Are (We All Are): Random Content Publishing Statistics<br /><ul><li>3 trillion web pages indexed by Google (+5...
 90 trillion emails sent annually
 3.5 billion conversations occurring daily
 4 billion images on Flickr
 2.5 billion images uploaded to Facebook each month
 And on and on and on</li></li></ul><li>Authoritative and Relevant Content Growing More Important by the Minute<br />
The Most Common Digital Marketing Opportunities for our Clients<br />  Digital Marketing Health: Measuring Performance of ...
Digital marketing health<br />
The Foundation:  Earned and Owned Media<br />
High-Level Competitive Tactical Assessments<br />Example: ethology Market Analysis Report<br />Input: 4 competing site URL...
Step 1: Search Engine Optimization (SEO) <br />  Understand the effectiveness of your SEO efforts v. the competition<br />...
 Sycara
 SEM Rush
 Web Position Gold
 Raven Tools
 SEO Moz</li></li></ul><li>Step 1: PPC (Paid Search)<br />Understand the efforts of your competitors in paid search for pl...
 SEM Rush
 Google Adwords</li></li></ul><li>Step 2: Content and Authority<br />Measure content quantity (potential for relevance and...
 Yahoo! Site Explorer
Sycara
SEM Rush
Web Position Gold
Raven Tools
SEO Moz</li></li></ul><li>Step 3: Social Media Reach/Engagement<br />Compare reach and engagement in the marketplace on th...
 ExactTarget</li></li></ul><li>Other Assessment Opportunities<br />Conversion Rate<br />Usability – Optimize and test for ...
As for those shiny new objects…<br />  Don’t be first to market – learn from others and increase your chances for success ...
I’d like to take a 10 second break for a FUN Laser-Related activity before moving on…<br />YES<br />NO<br />
Laser Tattoo Removal<br />32<br />
Listening<br />
I listen to what my customers want online<br />YES<br />NO<br />
Build Relevance by Understanding Consumer Vernacular<br />2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!<br />201...
Understand Content Demand in Relation to Your Business<br />   Beyond brand, develop a keyword target list to guide your c...
Understand Content Demand in Relation to Your Business<br />  Take topical interest related to your business and listen to...
Content Marketing<br />
How many journalists/copywriters do you have on staff?<br />Yeah Right<br />+2<br />1<br />
Content Planning Process and Insights<br />Research Topical Areas of Interest Available for Brand Connection<br />Your “On...
Social Content Distribution<br />Offsite Content<br />Video: Keyword & Geo-targeted<br />Images: Keyword & Geo-targeted<br...
Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically. <br />Newsletters<br ...
Ongoing Listening, Reporting and Guidance<br />Radian6<br />Brand Monitoring<br />Reputation Management<br />Topical Trend...
 Media<br />
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Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak

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Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak

  1. 1. DIGITAL MARKETING PROGRAM PLANNING<br />Online marketing summit - phx<br />How to Evaluate the Performance of Your Current Program and Prioritize for Return<br />June 2011<br />
  2. 2. Introduction & Agenda<br />Agenda<br />Verbal Laser Release & Warm-up<br />Digital Marketing State of the Nation<br />Opportunities to Up-level Your Digital Marketing Performance<br />Q&A (Prize Time)<br />Links and Resources<br />Mike Corak<br />EVP of Strategy, ethology<br />@mikecorak<br />
  3. 3. Laser Fine Print<br />
  4. 4. Medical Release<br /> I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser.<br />I Accept<br />
  5. 5. WARM UP<br />
  6. 6.
  7. 7.
  8. 8. Digital MarketingState ofthe Nation<br />
  9. 9. We employ a full suite of digital marketing tactics (website, search, social, email…)<br />YES<br />NO<br />
  10. 10. “Yep, we’re already doing that”<br />
  11. 11. My companyadequately funds our digital marketing programs<br />YES<br />NO<br />
  12. 12. Do you?<br />Budgets have yet to follow consumer time spent with various media<br />
  13. 13. I have an integrated digital marketing plan that aligns budget with ROI …<br />YES<br />NO<br />
  14. 14. When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!<br />YES<br />NO<br />
  15. 15. Which Tactic Produces the Best ROI?<br />Social <br />Media<br />Display Advertising<br />Search<br />Email<br />Affiliate Marketing<br />Mobile<br />
  16. 16. Per the DMA (and Others), It’s Email Followed By Search<br />Search<br />Email<br />2x the return of search<br />Leading the rest of the pack<br />Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010<br />
  17. 17. I am a publisher<br />YES<br />NO<br />
  18. 18. Why Yes You Are (We All Are): Random Content Publishing Statistics<br /><ul><li>3 trillion web pages indexed by Google (+50 Billion unique)
  19. 19. 90 trillion emails sent annually
  20. 20. 3.5 billion conversations occurring daily
  21. 21. 4 billion images on Flickr
  22. 22. 2.5 billion images uploaded to Facebook each month
  23. 23. And on and on and on</li></li></ul><li>Authoritative and Relevant Content Growing More Important by the Minute<br />
  24. 24. The Most Common Digital Marketing Opportunities for our Clients<br /> Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly<br /> Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success<br /> Content Marketing: Moving from Advertiser to Authority<br /> Digital Marketing Strategy and Planning: Creating a Plan Built for Success<br />
  25. 25. Digital marketing health<br />
  26. 26. The Foundation: Earned and Owned Media<br />
  27. 27. High-Level Competitive Tactical Assessments<br />Example: ethology Market Analysis Report<br />Input: 4 competing site URLs and inclusion on your email list<br />FYI –we can do this for you – see me after<br />Concentrating on tactics with the highest potential for return<br />Content<br />Social Media<br />Search<br />
  28. 28. Step 1: Search Engine Optimization (SEO) <br /> Understand the effectiveness of your SEO efforts v. the competition<br />Data Sources and Tools:<br /><ul><li> Google Webmaster Tools
  29. 29. Sycara
  30. 30. SEM Rush
  31. 31. Web Position Gold
  32. 32. Raven Tools
  33. 33. SEO Moz</li></li></ul><li>Step 1: PPC (Paid Search)<br />Understand the efforts of your competitors in paid search for planning and testing purposes<br />Data Sources:<br /><ul><li> SpyFu
  34. 34. SEM Rush
  35. 35. Google Adwords</li></li></ul><li>Step 2: Content and Authority<br />Measure content quantity (potential for relevance and traffic attraction) and site authority for planning purposes<br />Data Sources:<br /><ul><li>Google Webmaster Tools
  36. 36. Yahoo! Site Explorer
  37. 37. Sycara
  38. 38. SEM Rush
  39. 39. Web Position Gold
  40. 40. Raven Tools
  41. 41. SEO Moz</li></li></ul><li>Step 3: Social Media Reach/Engagement<br />Compare reach and engagement in the marketplace on the major networks<br />Data Sources:<br /><ul><li>Facebook and twitter (elbow grease)</li></li></ul><li>Email Assessment<br />Assess ROI, deliverability, creative rendering, and overall segmentation and execution plan<br />Data Sources:<br /><ul><li>Litmus
  42. 42. ExactTarget</li></li></ul><li>Other Assessment Opportunities<br />Conversion Rate<br />Usability – Optimize and test for all: time on site, page views, bounce rate <br />Competitive Link Analysis – What links are common and uncommon in the competitive set (see aforementioned SEO tools)<br />Competitive Traffic Assessment – Compete.com, Hitwise<br />Demographic Assessment - Quantcast<br />Social Media Engagement – What messaging and activities create the most buzz and drive the most traffic to your conversion points<br />Content Consumption – What content is most consumed and how can more be produced, curated, and distributed<br />Testing, Measurement – More of a question, do religiously test, measure, and adjust your digital marketing efforts?<br />
  43. 43. As for those shiny new objects…<br /> Don’t be first to market – learn from others and increase your chances for success <br /> Don’t be last to market – leads can really become insurmountable<br /> Example: Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), etc…BUT DON’T START WITH AN APPLICATION!<br />
  44. 44. I’d like to take a 10 second break for a FUN Laser-Related activity before moving on…<br />YES<br />NO<br />
  45. 45. Laser Tattoo Removal<br />32<br />
  46. 46. Listening<br />
  47. 47. I listen to what my customers want online<br />YES<br />NO<br />
  48. 48. Build Relevance by Understanding Consumer Vernacular<br />2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!<br />2010: 2x<br />
  49. 49. Understand Content Demand in Relation to Your Business<br /> Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:<br /> Search<br /> What keywords perform best beyond brand phrases?<br /> What phrases are you targeting?<br /> What content is of interest to the public?<br /> Your Assets (Website / Microsites / Social / email)<br /> What content is most highly consumed?<br /> Offline/Brand<br /> What are you known for?<br />
  50. 50. Understand Content Demand in Relation to Your Business<br /> Take topical interest related to your business and listen to consumer conversations for:<br /> Points of interest<br /> Types of popular content<br /> Location of conversations<br /> Identify influencers<br />
  51. 51. Content Marketing<br />
  52. 52. How many journalists/copywriters do you have on staff?<br />Yeah Right<br />+2<br />1<br />
  53. 53. Content Planning Process and Insights<br />Research Topical Areas of Interest Available for Brand Connection<br />Your “One Thing” – What’s Your Brand Promise<br />Outline Your Goals<br />Identify the Team<br />Analyze Target Audience<br />Audit Existing Content Fort Quality and Demand<br />Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions<br />Select Outposts According to Research and Plan Needs<br />Create a Content Calendar Across All Channels<br />Create, Optimize and Distribute Content<br />Measure, Test, Do It Again<br />
  54. 54. Social Content Distribution<br />Offsite Content<br />Video: Keyword & Geo-targeted<br />Images: Keyword & Geo-targeted<br />Podcast: Downloadable Audio<br />PPT Presentations: Slide Sharing<br />E-book: PDF of Whitepapers<br />Articles: Content Syndication<br />Press Releases & Newsletters<br />Infographics: Industry Charts<br />Research Reports & Surveys<br />Widgets:Links Embedded<br />Blog Posts: Links Embedded<br />
  55. 55. Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically. <br />Newsletters<br />Press Releases<br />Industry News (RSS)<br />Articles<br />Research Reports<br />Whitepapers<br />Ebooks<br />PowerPoints<br />Blogs<br />Images<br />Videos <br />Podcasts<br />Widgets<br />Infographics<br />FAQ’s<br />Glossary<br />
  56. 56. Ongoing Listening, Reporting and Guidance<br />Radian6<br />Brand Monitoring<br />Reputation Management<br />Topical Trends<br />Content Types<br />Outpost Identification<br /> Influencer Identification<br />Social Outpost Reporting<br />Followers<br />Engagement<br />Google Analytics & Offline<br />Site Traffic and Usage<br />Inbound Calls/Contracts<br />
  57. 57. Media<br />
  58. 58. Does Your Media Plan Utilize Attribution Modeling?<br />YES<br />NO<br />
  59. 59. Remember: Display + PPC = Largest Bucket<br />
  60. 60. And Holy Smokes! There’s Options!<br />
  61. 61. Prioritization of Budget<br />2. Add Fuel to the Fire <br />1. Cast the Net (Earned/Owned)<br />
  62. 62. Pro-Tip: Be Smart with Your Media!<br />Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)<br />
  63. 63. Other Planning Tips – Cross Channel Audience Campaign Research<br />As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool:<br />http://www.forrester.com/empowered/tool_consumer.html<br />
  64. 64. Digital Marketing Strategy and Plan<br />
  65. 65. How’s your plan looking now?<br />GREAT, THANKS FOR WASTING MY TIME<br />WE’VE GOT SOME WORK TO DO<br />
  66. 66. Strategy and Plan Development Process<br />
  67. 67. Relevance Case Study from Online Marketing Summit 2010<br />Social<br />Banners<br />Search and Social Interest<br />Locations – GC, Sedona, cities<br />Activities – outdoor<br />Images<br />Website<br />
  68. 68. Q&A(Prize time!)<br />
  69. 69. Grand Prize Twitter Contest<br />The 3rd person to tweet the following wins some great digital marketing reads:<br />I learned a lot from @MikeCorak of @ethologycom at #OMSPHX – lasers rule! <br />
  70. 70. Thank You!<br />Mike Corak<br />EVP of Strategy<br />Mike.Corak@ethology.com<br />602.840.4343<br />@mikecorak<br />www.linkedin.com/in/mikecorak<br />Find This Presentation On SlideShare<br />www.slideshare.net/mcorak<br />

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