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
•Analyse the ways in which the Internet has changed the marketing
mix elements and how organisations employ them creatively in the
•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
•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.
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
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
The Trichotomy of Social engagement
Visual Communication (Aesthetics)
Logos, Colour, Action
SEM, SEO, PPC,
Link Building, Landing
Internet of Things,
& Social Innovation
10. Stages in online adoption
• Level 0 – No web site or presence on web - thinks offline
• Level 1 – Basic web presence – domain name or
Directory (Yell) listing;
• Level 2 – Static informational site – often transfer
• 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!
14. Online Marketing Objectives - Brand
• 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
• 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
• Direct Marketing; following traditional DM using
as a medium for communication
Gay et al.
16. Online Marketing Objectives - Customer
• Pre-sales information; simply promotional text
helping buyers to buy, FAQ pages;
• Post-sales information; comprehensive fitting
instructions, usage advise like recipes,
• e-CRM; using technology to develop and
• Personalisation; customisations and 1-2-1
Gay et al.
the macro environm
the micro environm
21. PESTEL analysis…
About your organisation &
how the factors might impact
for your organisation/SBU
Implications & Importance
H = High
M = Medium
L = Low
U = Undecided
H = High
L = Low
22. Porter’s five forc
r of customers
Threat of new
Intensity of existing rivalry
Porter, M, 197
23. tegic groups model
…using the stra
Firms within a
The relative position of
groups shows how alike or
different their strategies are
ted from P
24. e chain…
po r s
HUMAN RESOURCE MANAGEMENT
Porter, M, 1985
25. stakeholder analysis...
Which publics are important to th
ng or decreasing in im
Are they increasi
How strong are company-stakeholder relationships?
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?
t and which an opport
Which groups pose a
e their communicatio
26. UK, 2013…
mption in the
83% of 18-24 year olds own a smar
nership highest with 35 – 44 year
ce is 79%
Use of internet anywhere, any devi
Average weekly interne
usage is 16.8 hours
ia growth is fuelled by 55 – 64 year
ne with the devic
f mobile users go
sider how media is sch
29. lysis drill’
‘7 step com
5 years on?
competitors - now?
o a ls
objectives & g
e & commitm
t an c
relative strengths & weakn
weaknesses making them vulnerable
changes likely in future strategies
effect on industry, market & you
TO W S A
Strengths used to
Minimise weaknesses by
taking advantage of
“Mini - Mini” Strategies
Strengths used to minimise
Minimise weaknesses and
n and build
gy... the plan(s) devised to maintai
competitive advantage over the co
d and who reports to
n is structure
e way the organisatio
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
corporate culture and the general
Style... the style of leadership adopted
Staff... the employees and their general capabilities
ees working for the co
es of the employ
skills and competenci
Skills... the actual
…simplistic but often used model
men, money, minute
key causes of
d to h e lp i d e n
problems in o
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
traffic and flow
…web presence model
d in the market by focusing on spec
products can be positione
factors such as…
features, benefits or advantages
specific usage (occasions)
against other prod
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
• Membership and Aspirational Reference Groups;
• Brand Community and Consumer Tribes;
• Opinion Leaders;
• Market Mavens;
• Surrogate Consumer;
43. Online Communities - where the golden
Democracy (leadership by
• Standards of Behaviour;
• Level of Participation;
• Crowd Power - market with not to
44. The importance of customer centricity in
effective digital marketing planning
Why do we need to focus on the
Basically... because they are not focusing on
Digital Consumers suffer from
"Short Attention Span"
Too many offers create noise, distract and
Average general attention span of
a literate adult is about 10 – 12 minutes
45. Old x New Marketing paradigms
• old - it's all about sizzling sexy messages and
brand imagery. new - listen and respond to
• 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
• "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.
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
His Math was simple:
$15,000 DM - 200 NC;
$7,500 Billboard - 300 NC;
$0 Twitter - 1,800 NC
51. ategy… OVP
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;
5.Define your OVP;
7.Deliver, review and improve.
58. t’s going on?
growth of e and m commerce
…increasing online video audiences
…changing legislation, DPA, PECR, Cookies…
…3D printing, AR, graphene, wearable tech
…disruption and innovation
economies and curr
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
• Web hosting and capabilities;
Gay et al.
60. Web Design - What to look for...
Structure – wire-framing
Content and copy
Brand and credibility… image
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?
12. Use of action colour and action buttons?
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?
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
who are your customers?
who are the consumer generated
media creators and critics ?
start monitoring key areas, brands, new
products, service encounters...
draw on experience and skills internally,
outsource if need be
have a skilled and dedicated ‘interpreter’
Kelley, N (2012)
71. Search Engines
• #1 Google: shows results at any Google-owned
website such as Google.com or Google Image
• #2 Yahoo!: shows searches at any Yahoo!owned website including Alta Vista, and
• #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;
• Offer a call to action that attracts searcher deeper and
deeper into the conversion funnel;
• Get you metrics right providing actionable insights into
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
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?
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.
80. On-Page Optimisation - Making the
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
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
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
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
• (XML) Sitemaps;
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
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
• Identify which sites to link and authority sites:
use google search, Alexa and any online SEO
87. Off Page Optimisation
• Anchor text - natural link profile;
• Google looks for natural inbound link profile (branded
• 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
• Social bookmarks - Digg, Redit, Stumbleupon, etc;
• RSS, Forum Marketing, etc
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;
Press Release Submission;
Social Media Post and links;
Video Submissions - YouTube, Vimeo and Viddler;
97. a presence
comments, likes, fans, traffic…
…follows, RTs, favourites
nkedIn, Twitter, Instagram, Pinter
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
99. Landing pages
• a standalone web page distinct from your main
• limit the options available to your visitors, helping
to guide them toward your intended conversion
• Click Through Landing Pages;
• Lead Generation Landing Pages;
what is it?
…the 3 S’s
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
117. lies, damn lies… and facebook
…how honest are profiles?
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...
25’s are search first - under 24’s ar
of the “PC” is predicte
…the average UK household owns 11.4 different media devices
ly half of
tphone is still primarily a phone, on
owners use it to access the web
…but the most common activity on a smart phone is..?
owing media device…
t is the currently bigg
123. a guide to building
es and variables
…use classic s
also bring in a focus on lifestyle and attitude
hnographics” and a
Smart Insights, 2
, Site and Social
r criteria in Sear
also consider oth
we need to validate the persona’s internally…
…and place them into
images of content via in
if we decided to provide
What would they think?
How would they feel?
What would they do?
126. AIC persona’s…
…four ‘always on’ persona’s
considers media, platforms and behaviour
nam your com
mon as well a any
d ye a s t h e
slide y text on in
t h is
Company (your business)
Buyer Persona Overview
128. Persona Name
•Basic details about persona’s role
•Key information about the persona’s
•Relevant background info, like education
can tion b onlin
info inist f you .
adm veys o dienc
sur et au
•HH Income (Consider a spouse’s income,
•Urbanicity (Is your persona urban,
suburban, or rural?)
129. Persona Name
•Persona’s primary goal
•Persona’s secondary goal
•Primary challenge to persona’s success
•Secondary challenge to persona’s
HOW WE HELP:
•How you solve your persona’s
•How you help your persona achieve
Kelley, 2013 129
130. Persona Name
•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
objections will help
your sales team be
•Identify the most common
objections your persona will raise
during the sales process.
131. Persona Name
•How should you describe
your solution to your
•Make describing your
solution simple and consistent
across everyone in your
mess ishing yo
your ging pre r
pa r e
c on v
ey th n to
g a r reative
Inclu from C
phot ons or elps
Com photo h sion
iSto one env on.
ever me per
135. nd reading
Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet
Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice
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
136. nd reading
Armstrong, G & Kotler, P. (2008) Marketing- An Introduction. 9th ed Pearson
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
Need market example for groups to research and breakdown…fast food – globally
Examples of Characteristics
Extent of product (or service) diversity
Extent of Geographic coverage
Number of Market segments served
Distribution Channels used
Extent of Branding
Product (or service) quality
Helps identify who the most direct competitors are and on what basis they compete.
Raises the question of how likely or possible it is for another organization to move from one strategic group to another.
Strategic Group mapping might also be used to identify opportunities.
Can also help identify strategic problems.