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7 digital marketing frameworks

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Seven digital marketing frameworks to help you think through you digital marketing planning

Published in: Marketing
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7 digital marketing frameworks

  1. 1. 7 digital frameworks for your digital marketing plans.
  2. 2. Objectives and Plans Conversion & Retention Acquisition Measuring & Optimisation Simply put, think through these first....….
  3. 3. Model # 1. SOSTAC
  4. 4. Model #2. Digital Maturity
  5. 5. 6 Where are you? Digital Maturity Stages
  6. 6. Situation Analysis: Internal Capabilities • Rating your current capabilities from 1 to 5: Basic knowledge Limited Experience Practical Skills Advanced Application Expert Practitioner Website SEO SEM Email Display Social Media Mobile Analytics
  7. 7. Model #3 Acquisition Conversion Retention
  8. 8. Acquisition, Conversion, Retention 9
  9. 9. Primary digital tools driving traffic 1st tier • Search Engine Marketing • Search Engine Advertising • Search Engine Optimisation • Email Marketing 2nd Tier • Social Media Marketing • Facebook Ads • Twitter Ads • Display Advertising • Mobile • Video
  10. 10. Customer Acquisition 11
  11. 11. Conversion 12
  12. 12. Model # 4 The Funnel
  13. 13. • Click to edit Master text styles • Second level • Third level • Fourth level • Fifth level The new decision making process Awareness Familiarity (Brand Perception/ knowledge) In-market/ Active evaluation Purchase Loyalty / Advocacy
  14. 14. • Build brand awareness • Maintain share of voice • Convey brand features & benefits • Generate response / leads • Capture consumer data • Improve brand perception / credibility • Improve brand favourability • Improve purchase intent • Improve brand loyalty & advocacy • Build brand word-of-mouth buzz • Stimulate direct / indirect sales What is your brand's need at every stage? Awareness Familiarity In-market Purchase Loyalty / Advocacy
  15. 15. Reach & Impact Engagement, Freq & Education Direct Response: Sales Service Web experience Reward & communicate CRM – Email & Social Retargeting Niche sites PPC SEO Content, Advertorials, Video, Radio Social Media, Content Digital Display e.g. You Tube Pre-Roll User-Journey & Pricing Objectives Media Type What works at each stage? Awareness Familiarity In-market Purchase Loyalty / Advocacy
  16. 16. Model # 5 Conversion
  17. 17. • Click to edit Master text styles • Second level • Third level • Fourth level • Fifth level New jargon term • A structured and systematic approach to improving the performance of your website • Informed by insights—specifically, analytics and user feedback • Defined by your website’s unique objectives and KPIs OR • Taking the traffic you already have & making the most of it. Conversion Rate Optimisation
  18. 18. 19 Simply put…
  19. 19. • Click to edit Master text styles • Second level • Third level • Fourth level • Fifth level Conversion: which work best?
  20. 20. Calls to action e.g. scarcity
  21. 21. • Click to edit Master text styles • Second level • Third level • Fourth level • Fifth level What are people using?
  22. 22. Model # 6 Retention
  23. 23. Online Retention: Choice & Convenience 25
  24. 24. 26
  25. 25. Example: BA 27 Hassan Syed purchased a premium tweet to complain after he received poor customer service when his father's luggage went missing on a BA flight from Chicago to Paris. BA took eight hours to respond, stating that its helpline is open 9-5pm, in which time it was seen by over 76,000 users. Does this mean……?? • brands have to ensure adequate resource is allocated round the clock • Staff are trained and trusted to deal with incidents a 2am on a Sunday morning?
  26. 26. Model # 7 Measurement
  27. 27. Measure
  28. 28. • Build brand awareness • Maintain share of voice • Convey brand features & benefits • Generate response / leads • Capture consumer data • Improve brand perception / credibility • Improve brand favourability • Improve purchase intent • Improve brand loyalty & advocacy • Build brand word-of-mouth buzz • Stimulate direct / indirect sales Defining Measurement Objectives Awareness Familiarity (Brand Perception/ knowledge) In-market/ Active evaluation Purchase Loyalty / Advocacy
  29. 29. Ad surveys Website analytics data Data sources:Ad server data Buzz monitoring studies • Ad impressions • Unique users • % Reach • Frequency • Video views • Ad awareness • Clicks • CTR • Conversions • Impressions / Views • Visitors / Visits • Conversion s • Ad Interactions • Page interactions • Time spent • Uploads / downloads • Brand favourability • Buzz / sentiment • ONLINE SALES / ONLINE SALES • OFFLINE SALES • Repeat visits / views • Content distribution • Brand recomm’dn • Buzz volume • Buzz sentiment • Influencers / fans Awareness Familiarity (Brand Perception/ knowledge) In-market/ Active evaluation Purchase Loyalty / Advocacy Measurement of each
  30. 30. Thanks! Go to www.colinlewis.me and sign-up colinalewis @gmail.com Twitter: @colinalewis M: 087-237-5403

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