INTERNET MARKETING & GLOBAL BUSINESS  (MKT 9764)<br />4/29/2011<br />1<br />Simon Dang<br />Simon.dang@mindshareworld.com<...
Today’sTopics………………………<br />4/29/2011<br />2<br /><ul><li>What is a “Digital Marketing Strategy” ?
Digital Marketing Road Map
Client briefing meeting.
Products, audiences, and customer journeys
Digital channels to consider based on budget and timing
Agency Roadmap
Negotiate, buy, and Place
Tracking
Global Plans?
How to “Sell” Your Plan</li></li></ul><li>What’s a Digital Strategy / Plan ?<br />4/29/2011<br />3<br />Consumer Needs / D...
Digital Road Map :  Client Brief<br />4/29/2011<br />4<br />Q1: What are the goals of the campaign? <br />?<br />*** Impor...
Digital Road Map :  Client Brief<br />4/29/2011<br />5<br />Old Spice Really Successful?<br />Depends on what their KPI’s ...
How Well Do You Know Your Consumer?<br />4/29/2011<br />6<br /><ul><li>Quicker (days)
Less Expensive
Results not always as accurate as market research
More time (months)
Usually more expensive
Results usually more accurate and more specific with your product
** Try Facebook CPC</li></li></ul><li>Sample Psychographic Attitudinal Questions<br />4/29/2011<br />7<br />
Stats / Factor Analysis of Data Reveals . . . <br />Source: Simmons Spring 2010 Full Year NCS/NHCS<br />
Stats / Factor Analysis of Data Reveals . . . <br />Source: Simmons Spring 2010 Full Year NCS/NHCS<br />
The ‘Posh’ Target<br />‘The Active Achiever’ <br />W18-49 (Core 25-34)<br />This active audience are constantly on the mov...
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Simon Dang 2011 Baruch College Zicklin School of Business - Internet Marketing &amp; Global Business

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Guest lecture at Zicklin School of Business Baruch College New York. Covered basics of digital media strategy formulation and overview of digital media planning from an agency perspective, international global business, and tips on selling digital media plans.

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  • You start with the customer needs and desires and the goal is to get them to buy your product/service, but how?Through what is called the customer journey and it’s also this:Can someone tell me what this is?Yes it’s a funnel but specifically to this class what is it?It’s also if you think about it – your digital strategy / plan .Through this journey the customer will go through several phases:First Awareness – there’s no brands involved yet, it’s purely the condition base need.Then Education and consideration – some branding now – Finally consideration of brands and decision.For search this is easy because you can associate keywords that describe different . For a TV commercial, you may have several versions that meet the different phases. Think about those pharmaceutical commercials about abstract diseases like restless leg syndrome? Really? That’s called awareness. In those commercials, they take you down the whole funnel in one shot.
  • Ok so now we know what we want in our marketing plan – let’s go through step by step how to create one.This is probably the most important step of all. Whether you are the client, the brand manager, the creative agency, the media agency or a publisher, you need to have an accurate brief or your plans will fall apart and you won’t know if you were successful or not. Old Spice Example….
  • Ok so now we know what we want in our marketing plan – let’s go through step by step how to create one.This is probably the most important step of all. Whether you are the client, the brand manager, the creative agency, the media agency or a publisher, you need to have an accurate brief or your plans will fall apart and you won’t know if you were successful or not. Old Spice Example….
  • We have an extremely busy audience, who’s ambitious but also time poor.
  • Media AgencyDigital Strategy Media PlanningMedia BuyingCreative DirectionEX: Mindshare, PHD, PublicisCreative Agency
  • Psychology – prevention vs. promotion ( Tory Higgins Columbia university)
  • Simon Dang 2011 Baruch College Zicklin School of Business - Internet Marketing &amp; Global Business

    1. 1. INTERNET MARKETING & GLOBAL BUSINESS (MKT 9764)<br />4/29/2011<br />1<br />Simon Dang<br />Simon.dang@mindshareworld.com<br />Global Search Director<br />Mindshare, a WPP Agency<br /> 4/28/11 You Marketing Digital Marketing Team<br />RE: Your Digital Marketing Plan…..!<br />
    2. 2. Today’sTopics………………………<br />4/29/2011<br />2<br /><ul><li>What is a “Digital Marketing Strategy” ?
    3. 3. Digital Marketing Road Map
    4. 4. Client briefing meeting.
    5. 5. Products, audiences, and customer journeys
    6. 6. Digital channels to consider based on budget and timing
    7. 7. Agency Roadmap
    8. 8. Negotiate, buy, and Place
    9. 9. Tracking
    10. 10. Global Plans?
    11. 11. How to “Sell” Your Plan</li></li></ul><li>What’s a Digital Strategy / Plan ?<br />4/29/2011<br />3<br />Consumer Needs / Desires<br />Awareness<br />(brand agnostic)<br />“dry skin”<br />Your Digital<br /> Strategy<br /> / Plan<br />Customer Journey<br />Education <br />Consideration<br />(Terminology and Brands)<br />“Non oily skin lotion”<br />Credibility / Decision<br />(Brand choice)<br />“Vaseline sheer infusion trial”<br />Your Product / Service<br />
    12. 12. Digital Road Map : Client Brief<br />4/29/2011<br />4<br />Q1: What are the goals of the campaign? <br />?<br />*** Important for Tracking Considerations! ***<br />
    13. 13. Digital Road Map : Client Brief<br />4/29/2011<br />5<br />Old Spice Really Successful?<br />Depends on what their KPI’s were for the campaign.<br /># of FB Fans? Yes, successful<br /># of Twitter Fans? Yes, very successful<br /># of YouTube Views? Yes, very successful<br />Interaction on Facebook? NO – months have passed and no<br />Facebook fan posts from OS or Mustafa. Just lots of spam.<br />Go beyond just # of fans, followers, views but look at overall strategy. Ex: Interaction with Fans<br />
    14. 14. How Well Do You Know Your Consumer?<br />4/29/2011<br />6<br /><ul><li>Quicker (days)
    15. 15. Less Expensive
    16. 16. Results not always as accurate as market research
    17. 17. More time (months)
    18. 18. Usually more expensive
    19. 19. Results usually more accurate and more specific with your product
    20. 20. ** Try Facebook CPC</li></li></ul><li>Sample Psychographic Attitudinal Questions<br />4/29/2011<br />7<br />
    21. 21. Stats / Factor Analysis of Data Reveals . . . <br />Source: Simmons Spring 2010 Full Year NCS/NHCS<br />
    22. 22. Stats / Factor Analysis of Data Reveals . . . <br />Source: Simmons Spring 2010 Full Year NCS/NHCS<br />
    23. 23. The ‘Posh’ Target<br />‘The Active Achiever’ <br />W18-49 (Core 25-34)<br />This active audience are constantly on the move. They strive to succeed in all aspects of their life and are driven by a number of social groups. They are settled but ambitious in their professional life, they have a close group of friends who socialise in their favorite places, and a tight knit family. <br />They consider themselves to be trendsetters and are the first among her friends to know about the latest in beauty, health, entertainment and leisure. With this knowledge, they frequently advise their friends on things like music, cosmetics, fashion, exercise, books and movies.<br />They are confident, secure and self-sufficient. Women in this target are willing to take risks and like to change brands often for the sake of novelty and variety. Out of work, they enjoy wide variety of activities such as dancing, playing board games, cooking for fun and planning parties*.<br />All of these aspects mean that this audience are time poor but ensure they enjoy life to the full.<br />*See appendix for data from ComScore 2010 September , MRI 2010 Doublebase and Simmons Spring 2010 Full Year NCS/NHCS<br />
    24. 24. The Posh Target is Digitally Savvy...<br />Source: ComScore 2010 September , MRI 2010 Doublebase, Simmons Spring 2010 Full Year NCS/NHCS<br />
    25. 25. Choosing Digital Channels<br />4/29/2011<br />Unilever Privileged and Confidential<br />12<br />
    26. 26. Digital Channels 2010 - 2011<br />4/29/2011<br />13<br />
    27. 27. Posh Target Passion Points <br />Beauty<br />Staying Connected<br />Shopping<br />Staying Active<br />Source: ComScore 2010 September, MRI 2010 Doublebase, Simmons Spring 2010 Full Year NCS/NHCS<br />
    28. 28. The Digital Marketplace is Complex<br />4/29/2011<br />Sample Footer Text Here<br />
    29. 29. 4/29/2011<br />16<br />
    30. 30. Types of Agencies (Simplified)<br />4/29/2011<br />17<br />Digital Strategy <br />Media Planning<br />Media BuyingCreative Direction<br />Ex: Mindshare, PHD, Starcom<br />Media Agency<br />Creative Agency<br />Tool Providers, Ad Exchanges, Special Platforms <br />Ad Copy, Design Concepts, Branding, Creatives, Video, TV, Game Design<br />Contests.<br />Ex: Ogilvy, JWT, Ideo<br />
    31. 31. Your Media Plan is Complete !<br />GET INTO THE MOVE<br />EDUCATION<br />Unique Sponsorships<br /> Credibility Impact Engagement <br />Beauty, Lifestyle Sites<br />Lifestyle, Health/Wellness Sites<br />Video Pre-roll/FEPs<br />Social Media/Facebook<br />Mobile/Gaming<br />Ad Networks<br />Targeting (Demo, Behavioral, Contextual)<br />Search<br />8<br />
    32. 32. 4/29/2011<br />19<br />Summing it all up……<br />
    33. 33. SAP USA, Brazil, Germany, China<br />4/29/2011<br />20<br />
    34. 34. Global Considerations<br />4/29/2011<br />21<br />
    35. 35. Selling Your Digital Media Plan<br />4/29/2011<br />22<br />Speak their language<br />Quantify – Data is Sexy<br />Promotion vs. Prevention<br />(Tory Higgins Columbia Business School)<br />
    36. 36. Thank You<br />Simon Dang<br />Simon.dang@mindshareworld.com<br />Global Search Director<br />Mindshare, a WPP Agency<br />4/29/2011<br />23<br />

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