1. Digital Marketing Planning
CAM FOUNDATION
10 credits

2. Aims and objectives
This unit provides the skills and knowledge necessary to plan digital
marketing planning concepts.
1. Online and traditional marketing concepts and applications
2. Online business models
3. Environmental factors impacting on online activity and plans
4. The digital marketing mix
5. Developing a digital marketing plan
Specifically the unit covers
• E-business models
• The digital marketing environment
• Digital marketing planning processes
• The digital marketing mix
• Privacy, trust and security

3. Learning Outcomes
On successful completion of this unit you will be able to:
•Appraise different planning approaches and marketing environmental
factors that influence online marketing activity.
•Review the similarities and differences between online and traditional
marketing concepts and applications.
•Discuss key stages in online development using relevant business
models.
•Analyse the ways in which the Internet has changed the marketing
mix elements and how organisations employ them creatively in the
digital environment.
•Review the importance of target marketing and the emerging buyer
behaviour characteristics of the online consumer and how
organisations can respond to meet changing behaviour and
expectations.
•Apply relevant tools and concepts from this unit to design, measure
and monitor an annual online marketing plan.

4. Developing a digital marketing plan
– Set objectives.
– Decide on online marketing options – acquisition, retention and/or
brand building to enhance customer relationships (CRM).
– Develop an action plan and, if appropriate, set this in the context of
an integrated multi-channel plan.
– Appraise various control mechanisms for incorporation in the plan:
– Online resources to set the campaign budget.
– Online promotional tools to produce a measurable digital
communications plan with digital suppliers.
– Campaign testing online.
– Measuring performance with web metrics against objectives (ROI/LTV,
response rates etc).
– Campaign reviews utilising industry applications eg Google Analytics.
– Key performance indicators for continuous improvement including
relationships with other functions in the value chain.

5. digital and interactive
arketing #DIM
m
1
s
nt implication
manageme

6. Digital Marketing Campaign...
...is part of the Marketing Communication
discipline that enables online communication to be
developed, optimized and aligned to overall
marketing strategy in order to increase consumer
engagement, value creation, sales growth, brand
equity and profitability in a sustainable manner in
order to achieve overall business strategy

7. Why Planning
• How Business sees it...
• How customers see it...
• How Google sees it...
• How should it look
like...

8. ...
Consumers have fundamentally altered purchasing decision making.
Build your Brand by delivering a high value proposition and engaging
customers through meaningful events, strategic implementation of tools
and platforms and creative content.

9. Online Value Creation and Consumer
Engagement
The Trichotomy of Social engagement
UX
CX
lity
na
tio
nc
Fu
Content Marketing,
Blogging,Thought
Leadership, Social
Media Marketing,
Buzz Monitoring,
Reviews, Forums...
Br
an
di n
g
Visual Communication (Aesthetics)
Design Imagery,
Pictures, Frames,
Logos, Colour, Action
Buttons, Usability,
Navigations...
SEM, SEO, PPC,
Link Building, Landing
Pages, New
Technologies,
Internet of Things,
Wearables...
Search Science
& Social Innovation
Social engagement
Conversion
Lima (2013)

10. Stages in online adoption
• Level 0 – No web site or presence on web - thinks offline
is OK
• Level 1 – Basic web presence – domain name or
Directory (Yell) listing;
• Level 2 – Static informational site – often transfer
brochure online;
• Level 3 – Simple interactive site email form – rely on
traditional methods to sell;
• Level 4 – Interactive site supporting transactions and
FAQ’s - often online buying and interactive helpdesk;
• Level 5 – fully interactive site supporting whole buying
process – full integration of eBusiness. Offer relationship
marketing with clients;

11. The Internet Commandments
1. Know your mission on the Internet;
2. Be Everything for someone, not something for everyone;
3. Give the users something to take home;
4. Solution based on Strategy;
5. Utilise the possibilities of the Internet;
6. Build intellectual know-how and leadership on the Net;
7. Involve the user in the designing process;
8. Test your solution;
9. Give the users power and control;
10. Be prepared to change and start all over!

12. Ten C's for Internet Marketers
Gay et al.

13. Online Marketing Approach
•
•
•
•
Internally Focused Orientation;
Target Group Orientation;
Costumer Focused Orientation;
Network Focused Orientation
Molenaar

14. Online Marketing Objectives - Brand
Development
• Provision of Company Information;
• Corporate Image promotion;
• Product information over and above that
available in other media;
• Public Relations;
• Human Resources information;
• Promotional Campaigns and Integrated
communication - cross-channel.
Gay et al.

15. Online Marketing Objectives - Revenue
Generation
• Sales either by payments at the time of
purchase or order generated online;
• Prospect Generations; used as advertising
stream for company/product, of as medium for
other sites;
• Direct Marketing; following traditional DM using
as a medium for communication
Gay et al.

16. Online Marketing Objectives - Customer
Service/Support
• Pre-sales information; simply promotional text
helping buyers to buy, FAQ pages;
• Post-sales information; comprehensive fitting
instructions, usage advise like recipes,
supplements, etc...;
• e-CRM; using technology to develop and
manage relationships;
• Personalisation; customisations and 1-2-1
approach.
Gay et al.

17. digital and interactive
arketing #DIM
m
1
ing for plannin
prepar
g

18. SOSTAC planning
planning
framework
framework…
1
situation analysis
growth
2
position
competitive
3
objectives
strategy
4
tactics
5
action
6
control
corporate
marketing
digital
7P’s
resources
ng
scheduli
Smith, 1990

19. lysis...
tion ana
situa
the macro environm
ent
environments
the micro environm
ent
political
forces
suppliers
social
cultural
forces
marketing
the internal
environment
strategy
systems
functions
resources
other
stakeholders
customers
competitors
intermediaries
environmental
forces
technological
forces
economic
forces
legal
forces

20. macro environmental
analysis…
ith opportunities and threats
present organisations w
political
economic
social
technological
environmental
legal
20

21. PESTEL analysis…
Your Notes
About your organisation &
how the factors might impact
on marketing
for your organisation/SBU
PESTEL
Factors
Potential
Impact
Implications & Importance
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Time
Frame:
Short
Medium
Long
Type:
Opportunity
or
Threat
Implication:
Increasing
Reducing
Not yet
determined
Relative
Importance
H = High
M=
Medium
L = Low

22. Porter’s five forc
es…
Bargaining power
o
f suppliers
Bargaining powe
r of customers
Threat of new
entrants
Threat o
f substi
tutes
Intensity of existing rivalry
Porter, M, 197

23. tegic groups model
…using the stra
Strategic dimension
2
E
C
D
Firms within a
strategic group
have similar
strategies
B
A
The relative position of
groups shows how alike or
different their strategies are
ensi
ategic dim
Str
on 1
0
orter, 198
ted from P
Adap
23

24. e chain…
ter’s valu
Por
FIRM INFRASTRUCTURE
t
po r s
Sup itie
iv
act
GI
AR
M
HUMAN RESOURCE MANAGEMENT
N
TECHNOLOGY DEVELOPMENT
SERVICE
MARKETING
& SALES
OUTBOUND
LOGISTICS
OPERATIONS
M
Primary Activities
AR
GI
N
INBOUND
LOGISTICS
PROCUREMENT
Source: Porter
Porter, M, 1985

25. stakeholder analysis...
e fir
Which publics are important to th
m’s operations?
portance?
ng or decreasing in im
Are they increasi
How strong are company-stakeholder relationships?
ics?
of corporate actions on these publ
What is the impact
What actual or potential impact could they have on the business?
What are the interests of each relevant public?
unity?
t and which an opport
threa
Which groups pose a
ns needs?
e their communicatio
What ar

26. UK, 2013…
mption in the
media consu
digital
t phon
83% of 18-24 year olds own a smar
e
olds
nership highest with 35 – 44 year
tablet ow
ce is 79%
Use of internet anywhere, any devi
Average weekly interne
t
usage is 16.8 hours
ia growth is fuelled by 55 – 64 year
Social med
olds
e
ne with the devic
onli
f mobile users go
53% o
eduled
sider how media is sch
con

27. e…
th in key technology platform usag
…grow
Ofcom, 2013

28. customer analysis...
segment characteristics
awareness, perception and attitude
king process
decision-ma
involvement
perceived risk
influence
media consumption and use

29. lysis drill’
petitor ana
‘7 step com
5 years on?
competitors - now?
o a ls
objectives & g
ies,
tment priorit
inves
ent
e & commitm
t an c
market impor
esses
relative strengths & weakn
weaknesses making them vulnerable
changes likely in future strategies
effect on industry, market & you
Davidson, 1997

30. Internal analysis...
strengths and weaknesses
ilability of resources…
linked to use and ava
and analysis of current digital activity…

31. nalysis
TO W S A
Strengths
“Maxi-Maxi” Strategies
Threats
“Mini-Maxi” Strategies
Strengths used to
maximise opportunities
Minimise weaknesses by
taking advantage of
opportunities
“Maxi-Mini” Strategies
Opportunities
Weaknesses
“Mini - Mini” Strategies
Strengths used to minimise
threats
Minimise weaknesses and
avoid threats
Weihrich, 1982
31

32. Framework
…McKinsey 7S
n and build
gy... the plan(s) devised to maintai
Strate
mpetition
competitive advantage over the co
whom
d and who reports to
n is structure
e way the organisatio
Structure...th
Systems...the daily activities and procedures that staff members
engage in to get the job done
ced in the
lues of the company that are eviden
Shared Values... the core va
work ethic
corporate culture and the general
Style... the style of leadership adopted
Staff... the employees and their general capabilities
mpany.
ees working for the co
es of the employ
skills and competenci
Skills... the actual
32

33. 5M’s..?
…simplistic but often used model
t
chines, managemen
s, ma
men, money, minute
key causes of
t ify
h
d to h e lp i d e n
designe
TQM approac
…
sa
ganisation’s a
r
problems in o
d
financial, material an
,
Can use it for human
e sse s
strengths and weakn
asset audit… for

34. also consider…
s and weaknesses of current digita
…strength
l mix
website
UX
traffic and flow
…web presence model
ear
ochurew
1. br
nal
2. transactio
ent
3. entertainm
ip
5. relationsh
4. affiliate
social media…
CG M
34

35. digital
objectives...
on sales
focusing
d solely
avoi
help to determine/clarify position
of tactics needed
ce
highlight the balan
help
e
ide a time fram
prov
rovide a means
p
SMART
nt
and measureme
of evaluation

36. the 5S’s...
sell… grow your sales
t
cipation and engagemen
speak… dialogue, parti
serve… add value
save… costs
sizzle… take your brand online
Smith, 2000

37. y… Segmentation
strateg
• Income
• Occupation
• Education
• Religion
• Race
• Class
37

38. strategy… segmentation
• Usage rate
• User status
• Loyalty

39. gmentation...
B2B se
demographic
capabilities
technology
operating variables
volume
purchasing approaches
situational factors
ce
tan
rsonal circums
pe

40. argeting...
t
proaches
ee key ap
thr
undifferentiated
differentiated
entrated
conc

41. positioning…
ific
d in the market by focusing on spec
products can be positione
factors such as…
features, benefits or advantages
solutions presented
specific usage (occasions)
ucts
against other prod
positioned
class disassociation
conversation and consumer insight

42. Reference Groups - "with Great Power
Comes great... possibilities"
• Three dimensional influence:
informational,utilitarian and value-expressive
• Social Power - the capacity to alter the actions of
others;
• Membership and Aspirational Reference Groups;
• Brand Community and Consumer Tribes;
• Opinion Leaders;
• Market Mavens;
• Surrogate Consumer;

43. Online Communities - where the golden
pot is...
•
•
•
•
Conversations;
Presence;
Collective Interest;
Democracy (leadership by
reputation);
• Standards of Behaviour;
• Level of Participation;
• Crowd Power - market with not to
consumer:

44. The importance of customer centricity in
effective digital marketing planning
Why do we need to focus on the
customer?
Basically... because they are not focusing on
you!
Digital Consumers suffer from
"Short Attention Span"
Too many offers create noise, distract and
freeze
Average general attention span of
a literate adult is about 10 – 12 minutes
Pete (2009)

45. Old x New Marketing paradigms
• old - it's all about sizzling sexy messages and
brand imagery. new - listen and respond to
customer needs;
• old - it's about top marketing techniques. new it's about the consumer and the product;
• old - costumers don't know what they want. new
- we never know what is exactly right for our
costumers, always making adjustments;
• old - develop products and message in-house
and then disperse. new - often our costumers
market our products better than we do, leverage
their ideas for higher profit;

46. Power of People
• Space Oddity Commander Chris Hadfield
• Over 20M viewers; more than the original
David Bowie clip

47. A new threefold philosophy
•
Build on a new relational and interspatial paradigm instead of transactional
timely bound - new relationships brought by new social technologies required new
thinking in terms of business transactions, how and when they happen. A new
paradigm of thinking on- going relationships and that the purchasing process does
not stop after the cash has been handed in.
•
Build on personality, character and human interaction instead of only results
and efficiency - see how companies such as Google and Facebook promote
innovation through fostering an open and transparent enjoyable and fun employee
culture where people are encouraged to think outside the box, into brilliancy to move
beyond oneself limitations and comfortable zone and to try, to make mistakes, learn
and try again and eventually succeed. By building human excellence these
companies are actually catering for better business-client relations, brand loyalty,
results and efficiency follows. http://blog.kissmetrics.com/googles-culture-of-success/
•
Building on collective intelligence, legacy and fearless desire for the new
instead of on perpetuation for the sake of survival - everything has to give in one
day so something can take place, something better and well fitted to the purpose of
business in time and space.

48. Wisdom of Crowds - New business
models
• "Many are smarter than the few - under the right
circunstances, groups are smarter than the smartest
people in then. "Collective Wisdom" Shapes Business,
Economies, Societies and Nations
•
•
•
•
•
•
Threadless - vote, win, buy and share;
Quirky - post idea, get voted, sell;
Sermo - pay to listen, get to share;
Eventful - hire your favourite artist for virtually nothing;
ASOS - we buy, sell, resell, all "AS SEEN ON SCREEN"
Etsy - the craft community selling and buying globally.

49. Screw business as usual...this is the real
world by Brian Solis

50. Social Search
Social Media Return on Investment (ROI):
"It's like asking what is ROI of your mother"
Grew his family business from
$4M to $50M using Social
Media
His Math was simple:
$15,000 DM - 200 NC;
$7,500 Billboard - 300 NC;
$0 Twitter - 1,800 NC

51. ategy… OVP
str
closely tied to the brand position
the reasons why the customer will click, register, buy and share
the intrinsic benefits from the site, content, service and functionality
a strong online value proposition hooks, distinguishes a web site
from that of its competitors, helps provide a focus to marketing
efforts, can be used for PR and word-of-mouth recommendations
Turn visitors into customers, customers into loyal followers,
followers into brand evangelist.

52. 7 Steps to start and refine your OVP
Turn visitors into customers,
customers into loyal followers,
followers into brand advocates.
1.Review potential OVPs;
2.Select your target audience;
3.Research your audience;
4.Benchmark OVPs;
5.Define your OVP;
6.Communicate OVPs;
7.Deliver, review and improve.

53. …strategic considerations
acquisition
…how do we gain new customers?
conversion
…OVP and integration with other channels
retention
lop advoca
…build relationships, deve
tes and engage

54. tactics…
product
price
place
promotion
people
process
nce
ysical evide
ph
54

55. implementation…
g of methods and media
is the schedulin
Gantt chart or project plan
Key resources are determined
responsibilities are allocated
management processes are put in place
55

56. nd evaluation...
control a
Link to the promotional objectives set earlier
evaluate the success of…
different comms tools
different media
different vehicles
finally, feedback and
learn

57. digital and interactive
arketing #DIM
m
2
g - landscape
digital plannin

58. t’s going on?
… wha
growth of e and m commerce
showrooming
…increasing online video audiences
Dual-screening
BIG data
media fragmentation
…changing legislation, DPA, PECR, Cookies…
…3D printing, AR, graphene, wearable tech
…disruption and innovation
“hyper-connectivity”
encies
economies and curr
s, new
…market economie

59. Getting Started....
• Environmental Analysis, stakeholders,
Differentiations Variables, Positioning Strategy;
• Aligned with Overall Business Strategy: Design
the offer, value, distribution, communication,
partnerships and management;
• Key objectives for the website and online
prsence;
• Web hosting and capabilities;
• Re-branding/Redesign;
Gay et al.

60. Web Design - What to look for...
•
•
•
•
•
•
Navigation
Structure – wire-framing
Usability
Interaction
Content and copy
Brand and credibility… image

61. website analysis
user experience… UX
Responsiveness and mobile
traffic
Findability and SEM
content
interaction
…analytics

62. alexa.com

63. Test for Effective Web Performance:
1. How many mouses clicks to a phone number
when starting at a home page?
2. Feedbacks/pose questions?
3. Animations used? Does it slow down the site?
is it gimmicky or useful?
4. Does it use fussy backgrounds distracting visitors
from text of the site?
5. Typos and spelling mistakes?
6. Broken or dead links?
7. Misleading Links?
8. Orphan pages or returning a '404' message?
9. Download time?
10. Use of pop-up windows? Really necessary?
11. Freemiums?
12. Use of action colour and action buttons?
13. Testimonials?
14. Has is been optimised for search engines?
15. Internal Search and site map?
16. Mobile rendering and Optimisations?

64. Test for Effective Web Performance:
17. Has a Favicon?
18. 404 Error Page?
19. Print-Friendly CSS?
20. Conversion Forms?
21. Language Declared and Detected?
22. Microformats?
23. Dublin Core?
24. Spam Block ?
25. e-mail privacy? (plain text)
26. Directory Browsing? (can it be accessed directly?)
27. Server Signature off?
28. Mobile rendering and Optimisations?
29. Google Analytics? (or equivalent)
30. W3C Validity?
31. Doctype Declared?
32. Enconding Language?

66. velop a
de
plan
1
who are your customers?
2
who are the consumer generated
media creators and critics ?
3
start monitoring key areas, brands, new
products, service encounters...
4
draw on experience and skills internally,
outsource if need be
5
have a skilled and dedicated ‘interpreter’
Kelley, N (2012)

67. Content Marketing

68. 02/02/14

70. Search Engine Marketing
•
•
•
•
•
•
•
Keyword;
SEO;
PPC;
Landing Pages;
Link Building;
Searcher Personas;
Conversion Rate
Optimization;

71. Search Engines
• #1 Google: shows results at any Google-owned
website such as Google.com or Google Image
Search;
• #2 Yahoo!: shows searches at any Yahoo!owned website including Alta Vista, and
AlltheWeb;
• #3BING: Shows searches at any BING-operated
website such as BING Search;
• Yahoo! search engine results are currently
driven by BING search algorithm;
Fleischner, M H (2013)

72. Search Acquisition Strategy Process
• Have all business and product goals aligned and using
search data as key part of tour market research;
• Identify target audience;
• Determine queries that fit your business needs, what is
your target audience searching in volume?;
• Build content to perform well and have relevance;
("serganging")
• Offer a call to action that attracts searcher deeper and
deeper into the conversion funnel;
• Get you metrics right providing actionable insights into
effective strategy;
Fox (2012)

73. Steps in the Process - 1
1. Identify your business goals:
What is the business's purpose?
What is the website's purpose?
2. Assess the market opportunity:
Based on Keyword research, what searches are relevant to your
business?
What's the overall volume?
3. Assess the Conversion Potential:
What queries will drive conversion (based on your business goals?)
Who is the target audience?
What's the competitive landscape?
Fox (2012)

74. Steps in the Process - 2
4. Create a tactical plan;
5. Develop Search Personas;
6. Develop Search Conversion workflows:
Build a content strategy based on the searcher personas and
search conversion workflows;
7. Execute on-page and off-page SEO ;
8. Monitor progress;
9. Identify actionable metrics;
10. Create rollout and adjustment strategies.
Fox (2012)

75. The Anatomy of SERP - 1

76. The Anatomy of SERP - 2

77. The Anatomy of SERP - 3

80. On-Page Optimisation - Making the
Hummingbird happy
•
•
•
•
•
•
•
•
Keyword Architecture - Research, Plan, Build, Implement and Monitor;
Meta Tags - labels given to a web page;
Title - this tag is the page title, no more that seven words and less than
sixty characters;
Description - provides a description of the website or web page, use
main keyword twice for more impact (no stuffing);
Keywords Tag - should include the mains keywords chosen as the
mains focus of your website; (avoid stuffing)
Meta Author - optionals, if there are others it helps to identify content;
Robots - simplest but important, signal to Googlebo, Google's search
engine spider, to crawl your entire website;
Formatting - Content First, Clean Code (W3C), heading tags (<h1>,
<h2> and <h3>) all tags, proper keyword placement, no Flash and
Fleishcner (2013)
JavaScript

81. On-Page Optimisation - Cont.
• Alt Tags - use to describe images or graphics, small
impact helps; (no stuffing)
• Proper Keyword Placement:
Place in the Title tag, description tag, keyword tag and
alt tags,
Place in an <h1>, <h2>, and/or <h3> tag,
Place in the first 25 words of your page,
Place in the last 25 words of your page,
Bold keyword(s) at least once on your page,
Italicize or underline keyword(s) at least once on your
page.
• Avoid Flash and use JavaScript External;
• (XML) Sitemaps;
Fleishcner (2013)

82. On-Page Optimisation - Cont.
• For an improved Keyword Architecture and Placement
research your competitors;
• Google Page Rank (a.k.a. PR), and old dated friend but
still important; can indicate level of competitive strength
among competitors sites;
• Website Load Speed - Very important factor in ranking,
you can use Google Webmaster Tools or some other
type of free online tools to help determine the speed of
your site; (Remember User Experience);
• Inbound Links - off-page optimization
Fleischner (2013)

83. On-Page Optimisation - Keyword
Architecture
Keyword Research and
Planner
to build your Keyword
architecture

85. On-Page Optimisation - Examples

86. Off Page Optimisation
• It represents over 70% of your efforts;
• Get high qualified links to your sites - ≥ PR,
similar content, use related meta tag, come from
diverse sources, Larger number of sites linked to
them; (Ex: link: www.chrisbrogan.com)
• Link types: One way, Reciprocal and Three-way
links;
• Identify which sites to link and authority sites:
use google search, Alexa and any online SEO
ex. http://moz.com/tools
tool;

87. Off Page Optimisation
• Anchor text - natural link profile;
• Google looks for natural inbound link profile (branded
and keyword);
• Link Juice - careful with bad links;
• Review your links and remove untrustworthy inbound
links - (manually or using Google Disavow Links Tool);
• Good directories; (Google addurl, Google, DMOZ, Yelp, Articles
Directories, etc...)
• Blogging;
• Social bookmarks - Digg, Redit, Stumbleupon, etc;
• RSS, Forum Marketing, etc

90. Examples of AdWords

94. Link Building Strategy
•
•
•
•
•
•
•
•
•
•
•
•
Develop an article or any other original content;
Create, Spin, and distribute - monthly;
Submit to high PR web directories;
Do follow blog submissions;
Do follow blog comments;
Forum submissions;
Profile Submissions;
Press Release Submission;
Social Media Post and links;
Video Submissions - YouTube, Vimeo and Viddler;
Social bookmarking;
Business profiles;

95. Inbound Marketing

97. a presence
…social medi
comments, likes, fans, traffic…
…follows, RTs, favourites
est, blogs…
nkedIn, Twitter, Instagram, Pinter
Facebook, Li
…sentiment analysis
…social bakers
socialmention
fire
ls like Radian6 or Wild
Paid for too

98. Social Media & Search
• Social Media Optimisation;
• Discussion sites, Contentsharing sites, Social
Networks, Review sites;
• Online Reputations
Management;

99. Landing pages
• a standalone web page distinct from your main
website;
• limit the options available to your visitors, helping
to guide them toward your intended conversion
goal;
• Click Through Landing Pages;
• Lead Generation Landing Pages;

100. Social CRM

101. Analytics

103. socialbakers

104. socialmention

105. digital and interactive
arketing #DIM
m
3
,
customers
users,
ers
and consum

106. SOSTAC
planning
framework…
1
situation analysis
growth
2
position
competive
3
objectives
strategy
4
tactics
5
action
6
control
corporate
marketing
digital
7P’s
resources
ng
scheduli
Smith, 1990

107. y… Segmentation
strateg
Geographic
• Regional
• National
• International
Demographic
• Age
• Gender
• Family
Geo-demographic
• MOSAIC
• ACORN
• Income
• Occupation
• Education
• Religion
• Race
• Class

108. strategy… segmentation
Psychographic
• Lifestyle
• Personality
Behavioural
• Benefits sought
• Purchase occasion
• Attitude
• Usage rate
• User status
• Loyalty

109. e behaviour…
OSAIC and onlin
M
keting Services
s 2013, Experian Mar
Digital Trend

110. behaviour…
online
what is it?
…the 3 S’s
…search behaviour
What is searched for…
2 weeks = 1billion google searches in the UK
Shift towards longer strings
When do they search…
How many pages of results browsed…
…90% visit the second page
Number of ads clicked on…
es in 20
0% of UK search
1
12

111. behaviour…
online
…site behaviour
…bounce rate
…dwell time
…page views
…device used
…journey and flow
…originating source

112. online behaviour…
…social behaviour
…which media are used?
…interests
…sentiment
…frequency of interaction
…level of influence
…number of groups/communities

113. …measuring influence

114. Forrester… social technographics
lis
conversationa
creator
t
critic
collector
spectator
joiner
inactive

115. Forrester… social technographics

116. …where do we socialise?
Comscore, December 2012

117. lies, damn lies… and facebook
…how honest are profiles?
h
ias” in data and researc
“social acceptability b
…people say what they think you want to hear.
People don’t tell you things about themselves that may
reflect poorly (or they imagine may reflect poorly) on them

118. media consumption...
e social
25’s are search first - under 24’s ar
Over
first
d
of the “PC” is predicte
…the death
…the average UK household owns 11.4 different media devices
ly half of
tphone is still primarily a phone, on
…the Smar
owners use it to access the web
…but the most common activity on a smart phone is..?
a 175%
owing media device…
est gr
t is the currently bigg
The table
growth YoY
118

120. perceived risk…
…phishing
…flogs and shills
privacy
security
…trolling
…time

121. customer personas...
…can be formed through research
better to engage in depth interviews…
ocus groups
…or f
…gather relevant qualitative data
To start with – we can link them to buyer behaviour

122. ision-making
Consumer Dec
blem/ Need Recognition
Pro
Information Search
es
ation of Alternativ
Evalu
Purchase Decision
of Purchase
Evaluation
Fill, 2009

123. a guide to building
personas...
es and variables
egmentation bas
…use classic s
also bring in a focus on lifestyle and attitude
“webographics”…
lso
hnographics” and a
consider “tec
web experience
platform
frequency
activity
013
Smart Insights, 2
, Site and Social
ch
r criteria in Sear
e
also consider oth
…

124. …finally
we need to validate the persona’s internally…
hypothetical situations
…and place them into
stagram?”
images of content via in
detailed
if we decided to provide
“what
What would they think?
How would they feel?
What would they do?

125. martphone market
personas for the s
example
125

126. AIC persona’s…
MO S
…four ‘always on’ persona’s
considers media, platforms and behaviour
umer.html, 2013
http://www.experian.co.uk/marketing-services/news-always-on-cons

127. Inser
t
nam your com
e,
p
mon as well a any
th an
d ye a s t h e
the g
r
ra
slide y text on in
.
t h is
Company (your business)
Buyer Persona Overview
Month, Year
Kelley, 2013
127

128. Persona Name
BACKGROUND:
•Basic details about persona’s role
•Key information about the persona’s
company
is
•Relevant background info, like education
d th
fin y
e
or hobbies
can tion b onlin
a
Yo u
ng
rm eri
r
info inist f you .
e
adm veys o dienc
sur et au
g
tar
DEMOGRAPHICS:
•Gender
•Age Range
•HH Income (Consider a spouse’s income,
if relevant)
•Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
•Buzz words
•Mannerisms
128

129. Persona Name
GOALS:
•Persona’s primary goal
•Persona’s secondary goal
Conduct in
terviews
with your
target
audience
to learn
about the
ir goals
and challe
CHALLENGES:
nges in
more deta
il.
•Primary challenge to persona’s success
•Secondary challenge to persona’s
success
HOW WE HELP:
•How you solve your persona’s
challenges
•How you help your persona achieve
goals
Kelley, 2013 129

130. Persona Name
REAL QUOTES:
•Include a few real quotes – taken
during your interviews – that
represent your persona well. This
will make it easier for employees
to relate to and understand your
persona.
Identifying common
objections will help
your sales team be
better prepared
during their
conversations.
COMMON OBJECTIONS:
•Identify the most common
objections your persona will raise
during the sales process.
Kelley, 2013

131. Persona Name
MARKETING MESSAGING:
•How should you describe
your solution to your
persona?
ELEVATOR PITCH:
•Make describing your
solution simple and consistent
across everyone in your
company.
Esta
bl
mess ishing yo
u
a
your ging pre r
pa r e
e
s
orga ntire
nizat
io
c on v
ey th n to
e
mess
age. same
eal
g a r reative
di n
Inclu from C
o
phot ons or elps
m
Com photo h sion
i
ck
iSto one env on.
s
y
ever me per
a
the s
Kelley, 2013

132. Examples
•
•
•
•
BA flight billboard
Coke's content excellence
Future of online digital marketing
Samsung Bear

133. Online Resources
• Social Media
Today
• Kissmetrics
• Techcrunch
• Mashable
• Econsultancy
• Wired
• Hobspot

135. nd reading
ferences a
Re
Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet
Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice
Hall
Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2 nd Edition).
Elsevier Butterworth Heinemann
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://www.smartinsights.com/
http://www.e-consultancy.com/
http://www.google.com/analytics/features/
http://www.experian.co.uk/marketing-services/mosaic-digitalinsights.html
http://blog.kissmetrics.com/
http://www.forrester.com
/http://www.ons.gov.uk/ons/

136. nd reading
ferences a
Re
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson
Education: London
Dibb, S., Simkin, L., Pride, W.M. & Ferrell, O.C. (2012) Marketing: Concepts
and Strategies. 5th European ed. Houghton Mifflin: Abingdon
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing
Strategies for Engaging the Digital Generation London: Kogan Page
http://www.smartinsights.com/digital-marketing-strategy/onlinebusiness-revenue-models/dealing-with-digital-disruption/
http://www.smartinsights.com/digital-marketing-strategy/sostacmodel/
136