IDM Assignment revision certificate Nov '11

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IDM Assignment revision certificate Nov '11

  1. 1. IDM Certificate in Digital Marketing Tackling your case study
  2. 2. Purpose of case assignments • “Learning through doing” • Your opportunity to apply theory into practice • To assess whether you can demonstrate best practice and the ability to deliver commercial valuepractice and the ability to deliver commercial value • To show you can build a budget • Cases are about formulating realistic solutions to a client brief
  3. 3. Assessing your skills in • Explaining concepts and theory we have covered – To test your understanding and ability to persuade – Do need to reference sources (unlike the real world) • Applying theory and concepts – Selecting relevant models and frameworks to help solve a real business problem • Justifying investment – Effectively a sales proposal or pitch or internal justification
  4. 4. A case study • describes a situation, but does not analyse or evaluate • So, you need to do a SWOT analysis• So, you need to do a SWOT analysis • Identify the key issues
  5. 5. It’s a Real-Life Situation • Prepare a report for a management team • We restrict your word count – managers don’t read much! • Helps you to prioritise your thoughts• Helps you to prioritise your thoughts • No fixed template – use your own creativity
  6. 6. How do we know you’ve passed? Would the Management Team think their money is safe in your hands?money is safe in your hands?
  7. 7. Assumptions... • Tell the examiner what they are – they don’t mind reading! • They will take these into account when assessing your answer
  8. 8. Do not • Use humour – your examiner (me!) may not understand!
  9. 9. Measurement Site centric Log-file analysis (server-based) Page-tagging (browser-based) Audience based Panel-based e.g. Netratings Comscore Alexa.com ISP Aggregators (Hitwise) E-communications centric E-mail Search Affiliates PR + Offline campaign tracking Attitudinal Surveys Focus groups Mystery Shoppers Online ads Auditing ABCe Digital marketing measurement (browser based) Technical Performance Page download Process responsiveness Availability Outcome- based Registrations Leads Sales Mystery Shoppers User profiling Form data capture Click response Purchase response Inbound enquiries On site search Inbound e-mails + Offline outcomes
  10. 10. Key Areas to Consider They are also critical for your day job!
  11. 11. The BIG Picture • What do all the terms mean? • How do they all fit together?
  12. 12. Source: E-consultancy (2005) report ‘Managing an E-commerce team’ Author: Dave Chaffey
  13. 13. Situation Analysis • Where are we now? • What are our strengths and weaknesses? • How about the marketplace and competitors?
  14. 14. Situation Analysis • SWOT, DEEPLIST analysis • Main competitors • Positioning and challenges• Positioning and challenges • Customer characteristics and buyer behaviour
  15. 15. The Organisation Strengths – S 1. Existing brand 2. Existing customer base 3. Existing distribution Weaknesses – W 1. Brand perception 2. Intermediary use 3. Technology/skills 4. X-channel support Opportunities – 0 1. Cross-selling 2. New markets 3. New services 4. Alliances/ SO Strategies Leverage strengths to maximise opportunities = Attacking strategy WO Strategies Counter weaknesses through exploiting opportunities = Build strengths for 4. Alliances/ Co-branding = Attacking strategy = Build strengths for attacking strategy Threats – T 1. Customer choice 2. New entrants 3. New competitive products 4. Channel conflicts ST Strategies Leverage strengths to minimise threats = Defensive strategy WT Strategies Counter weaknesses and threats: = Build strengths for Defensive strategy
  16. 16. DEEPLIST for macro-environment • Demographic: percentage of each population online can be analysed in terms of age, household size and type, income, gender, ethnicity, employment status, work patterns mobility etc. • Economics: taxation controls, monetary and competition policies, fiscal policies. • Environment: country specific attitudes towards physical environmental issues, for example energy consumption, spatial distribution of populations. • Political: power and influence of Government agencies and regulatory• Political: power and influence of Government agencies and regulatory bodies, public opinion, pressure groups, Internet governance. • Legal: trading laws and restrictions, advertising standards and controls, taxation laws. • Information: Availability of consumer / company data and information, access to this type of data and how it is used, information control. • Social: needs and wants of target communities, extent of social exclusion, individual levels of trust and perceptions of security, social discrimination. • Technology: Access to technology, innovation, adoption rates, applications of technology.
  17. 17. Primary Research Secondary Research Usability lab Benchmarking analysis Split testing Eyeball tracking Online panels Data capture Jupiter Forrester ComScore Alexa/Compete MORI Hitwise Nielsen IAB Acxiom Google Trends BlogPulse Tracking Data WebTrends Atlas Google Omniture Campaign results INSIGHT! Google Trends Email Clickstream
  18. 18. Customer Insight: How do people search on-line? ‘Tracker’ Completing “I want one” ‘Hunter’ Researching “That’s Interesting” ‘Explorer’ Browsing “Surprise Me” “I want one”“That’s Interesting”“Surprise Me” Directed goal-orientedUndirected, exploratory
  19. 19. You are what you search • Digital camera • Digital SLR Canon Nikon • Canon 400D• Canon 400D • Canon 400D cheap price same day delivery
  20. 20. Digital acquisition plan • What tools will you be using • How much will you spend • What are the key metrics • Present as a timeline • Ensure mix is balanced to reduce risk • Create a detailed budget...
  21. 21. Acquisition Natural Search Paid search Affiliate Marketing Display Advertising Viral Marketing On-line PRSelect your On-line PR RSS Corporate Blogging Social Media Podcasting Wiki’s Select your weapon...
  22. 22. Acquisition – driving traffic • Search – google, yahoo and MSN pages • Affiliate – http://www.abestweb.com/ • Display – DoubleClick, Atlas IAB sites • What are the big issues here?
  23. 23. Start with one channel – search? • How much can I pay per click? • What is that spend per day? • How many people will start a process? • How many will finish?• How many will finish? • What is the conversion rate? • How much does it cost per outcome? • Can I afford it?
  24. 24. Here is the summary Google Cost per Click Daily Budget for Search Total Clicks per Day Total Visitors Add Product to basket Purchase Product Cost per Sale £ 0.20 £ 50.00 20% 50% £ 0.20 £ 50.00 250 250 50 25 £ 2.00
  25. 25. Now do it for each tool...
  26. 26. Tuning the programme • What will you work on to improve plan: – Improving landing page/ web template effectiveness – Follow-up e-mail contact strategies – Integration with offline media (direct mail) • What will you test – Acquisition tools – Search terms, lists – Landing pages – Email messaging – Offers
  27. 27. Acquisition – driving traffic • Search – Paid versus natural? – Conversion efficiency? • Affiliate – Attribution– Attribution – Integration – Brand bidding – Cost of set-up and service levels • Display – Pricing models – Targeting models
  28. 28. Tracking and Measurement • Attribution • Weaknesses of web analytics • Possible solutions • Omniture, Web Trends, Analytics blogs • Watch a few videos... • http://www.youtube.com/watch?v=sMwQN43fwoQ
  29. 29. And now the assignment itself (almost)

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