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Creating Digital Marketing
Strategy
74% of online adults use social networking sites
[As of January 2014 - www.pewinternet.org]
Situational Analysis
– Current Situation
– Previous Marketing Activities
– Current Digital Marketing Activities
– Swot Analysis
Digital Marketing Strategy
• Audience
– Who to Target
– Definition of Target Groups
– Routes to the Target Groups
Digital Marketing Strategy
• Smart objectives
• Channels:-
– Why use Social Media?
– So, what social media to use and why?
Digital Marketing Strategy
Why Facebook?
• Facebook is the dominant social networking
platform in the number of users, but a striking
number of users are now diversifying onto
other platforms.
• 42% of online adults now use multiple social
networking sites
Social Media Channels
• Brodie, March 2014, Inboundsystems
Why Facebook?
• 70% of Facebook users are in a relationship
and it is anticipated that they will encourage
their partners/children to join/engage in other
marketing initiatives
(Fanalyzer, 2013)
• Facebook also has Facebook Offers. You can
share discounts with potential customers by
posting an offer on your page. Use images as
50% more engagement
Why Twitter?
• 44% of twitter users are in age group 18-34,
[Branded and Edison Research/Arbitron Internet
and Multimedia Study]
• 59% of Twitter users are Women
[Mashable.com]
• Great for spreading brand messages and
promotions
• Widely used in sporting circles
Why LinkedIn?
Why LinkedIn?
• Use LinkedIn to target Employees of Corporate
Organisations/Associations, whose own
employees will themselves be LinkedIn users.
• Also widely used for Recruitment purposes
Why Pay Per Click?
• PPC is an internet advertising model used to
drive traffic to websites. You pay the
ad-hosting service when the ad is clicked.
• Targeted marketing method for people who
are searching specifically on keyword phrases
• Total control over ad-text & landing page
• Cost effective – only pay when someone clicks
on the ads and can set budget
• Measurable – 100% accountability
Why YouTube?
• YouTube is a free means of delivering video
content/footage online
• More than one billion unique users visit
YouTube every month, global audience, mainly
adults 18-34, [youtube.com]
Youtube
• https://www.youtube.com/watch?v=Oe3St1G
goHQ
Digital Marketing Strategy
• Action Plan
• Budget
– ROI
• Measurement :-
– Measurement mechanisms for each of the
channels implemented
– Measuring progress of the plan against objectives
IFA Digital Marketing Plan
Situational Analysis
• IFA – Irish Football Association-Governing
body for Football in Northern Ireland
• Responsible for developing, promoting and
fostering International, Domestic and
Grassroots Football across the six counties.
• IFA has nearly 1000 members in their NI Fans
Supporters Club and also provides Coach
Education
IFA Digital Marketing Plan
• The Association needs to increase
membership, coach education revenue,
game/competition revenue, if they are to
prosper and grow
• Want to strengthen their links with sponsors
and increase revenue from kit
sales/promotions
IFA Digital Marketing Plan
• Promotional activity and getting message out
to the target groups in the community is key
to survival for the IFA to raise awareness
• Recent marketing activities haven’t been
structured or planned and have consisted of
an informational website and some email
marketing as no budget
IFA Digital Marketing Plan
• The new routes to the target categories will be via existing
(website, e-zine, email marketing) and new-to-IFA (Facebook,
Twitter, LinkedIn Business Page, Pay per Click, You Tube) digital
media technologies.
• A number of platforms will be used to help with the delivery,
monitoring of and evaluation of the digital media platforms,
content and strategy.
• As there is a low marketing budget, deliberate efforts have
been made to focus on platforms that are inexpensive/free,
but the anticipated spend for Year 1 will be approximately
£1,045.
IFA Digital Marketing Plan
Swot Analysis (Table 2)
Strengths
 Accredited governing body
 Represented by FIFA and
Articles of Association
 Qualified staff with relevant
professional qualifications e.g.
Coaching Badges
 Excellent programmes from
grassroots to international
 High standard coach
education courses and
reasonably costed
 Healthy Lifestyle Choices
Opportunities
 Increase Fan base and
revenue, coach education
course revenue
 Target wider audience to get
message out there re
development and participation
 Use Social Media platforms
more effectively to target
defined groups
 Increased awareness of
football from the World Cup
2014, and
 Smartphone sales in uk will be
90% this year
Weaknesses
 No marketing Strategy and
historically no budget
 Not adequate resources to
cope with demand
 Staff salaries in most cases
aren’t high
 Unsociable hours for
employees
 Lack of recent success for men
at International Level
Threats
 Economic Climate
 Other sports to include Ulster
Rugby
IFA Digital Marketing Plan
Audience (Target Groups)
The IFA will target a range of audience groups to
include the following :-
– Those with lowest administration costs
– Those that generate highest revenue
– Those that are most likely to remain loyal to the
sport
– Those who would actively be involved in coach
education
IFA Digital Marketing Plan
TABLE 3: DIGITAL CHANNELS
e-zineFacebook Twitter LinkedIn
Business Page
Pay Per
Click

Instagram YouTube
Male Adults   
Female Adults   



Prof Footballers    

M/F (14-18yrs)  






Target Groups Digital Channels to the Target Groups
Action Plan
Start Date End Date Social Media Channel Target Groups Resources Linked with Event (See Events Calendar-
Appendix 1)
13th June 2014 13th July 2014 Facebook All TG Groups Marketing Dept – Mkt Assistant
Jenny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June) World cup Qualifiers
13th June 2014 13th July 2014 Twitter Prof.Footballers Marketing Dept – Mkt Student-Lee World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June) World Cup Qualifiers
13th June 2014 13th July 2014 YouTube All TG groups Marketing Dept – Mkt Manager
Geoff & Mkt Assistant Johnny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June)World Cup Qualifiers
13th June 2014 13th July 2014 PPC Male Adults Marketing Dept – Mkt Manager
Geoff & Mkt Assistant Johnny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June)World Cup Qualifiers
13th June 2014 13th July 2014 ezine All TG Groups Marketing Dept – Mkt Assistant-
Jenny
World Cup/Bosnia v NI (14th June), NI V Scotland
(19th June)World Cup Qualifiers
1st Aug 2014 30th Aug 2014 ezine Female Adults & F (14-18yrs) Mkt Assistant-Jenny NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female)
1st Aug 2014 30th Aug 2014 YouTube All TG Groups Mkt Manager Geoff & Mkt
Assistant Johnny
NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female)
1st Aug 2014 30th Aug 2014 Facebook Female Adults Mkt Assistant-Jenny NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female
1st Aug 2014 30th Aug 2014 Twitter Male Adults Marketing Dept – Mkt Student-Lee NI u17sv Wales, NI U19s V Estonia (27th-30th
Aug)(Female
1st Sept 2014 30th Sept 2014 ezine All TG Groups Mkt Assistant-Jenny Male & Female NI – 11 Fixtures-September(World
Cup & Euros)
IFA Digital Marketing Plan
Critical Actions to ensure campaign successful :-
• Evaluated current website
• SEO – Search Terms & Rankings
• Re-Design
• E-zine - Place social sharing icons (Facebook,
YouTube, Twitter, Instagram etc.) in e-zine to
encourage sharing content and “likes”
IFA Digital Marketing Plan
Critical Actions
• Set-up Webmaster Tools - data and analytics to
help improve performance in Google search
• Enable Webmaster Tools data within Analytics
– to make data visible in SEO reports.
• Set-up accounts for the social media platforms
e.g Google AdWords, Google Analytics,
LinkedIn Business Page , Facebook Page,
Twitter, Groupmetrics, Hootsuite
Budget
Channel / Tool Budget per annum
e-zine (GroupMail) already paid for
Facebook free
YouTube free
LinkedIn Business page free
PPC (Google AdWords) £800
Twitter Free
free
Instagram Free
Google Analytics free
HootSuite £80
GroupMetrics £165
Budget
Measurement
e-zine click-through rates to landing page
Facebook click-through rates to landing page, offers redeemed & Facebooks Analytics Tools, Google
YouTube Click views and likes, Google Analytics
LinkedIn Business Page click-through rates to landing page
+
Pay Per Click Track conversions, keyword analysis,- Google Analytics
Twitter Twitter Analytics e.g. Twitonomy & Google Analytics Tools
Instagram Google Analytics
Search Engine Optimisation Custom Reports, measure clicks/visits from organic ranking,
measure against competitors, use WebMaster Tools, use Google Chrome SEO toolbar
Measure how each of the Channels performs
Christie’s Direct Case Study

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Creating a digital marketing strategy

  • 1. Creating Digital Marketing Strategy 74% of online adults use social networking sites [As of January 2014 - www.pewinternet.org] Situational Analysis – Current Situation – Previous Marketing Activities – Current Digital Marketing Activities – Swot Analysis
  • 2. Digital Marketing Strategy • Audience – Who to Target – Definition of Target Groups – Routes to the Target Groups
  • 3. Digital Marketing Strategy • Smart objectives • Channels:- – Why use Social Media? – So, what social media to use and why?
  • 4. Digital Marketing Strategy Why Facebook? • Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms. • 42% of online adults now use multiple social networking sites
  • 5. Social Media Channels • Brodie, March 2014, Inboundsystems
  • 6. Why Facebook? • 70% of Facebook users are in a relationship and it is anticipated that they will encourage their partners/children to join/engage in other marketing initiatives (Fanalyzer, 2013) • Facebook also has Facebook Offers. You can share discounts with potential customers by posting an offer on your page. Use images as 50% more engagement
  • 7. Why Twitter? • 44% of twitter users are in age group 18-34, [Branded and Edison Research/Arbitron Internet and Multimedia Study] • 59% of Twitter users are Women [Mashable.com] • Great for spreading brand messages and promotions • Widely used in sporting circles
  • 8. Why LinkedIn? Why LinkedIn? • Use LinkedIn to target Employees of Corporate Organisations/Associations, whose own employees will themselves be LinkedIn users. • Also widely used for Recruitment purposes
  • 9. Why Pay Per Click? • PPC is an internet advertising model used to drive traffic to websites. You pay the ad-hosting service when the ad is clicked. • Targeted marketing method for people who are searching specifically on keyword phrases • Total control over ad-text & landing page • Cost effective – only pay when someone clicks on the ads and can set budget • Measurable – 100% accountability
  • 10. Why YouTube? • YouTube is a free means of delivering video content/footage online • More than one billion unique users visit YouTube every month, global audience, mainly adults 18-34, [youtube.com]
  • 12. Digital Marketing Strategy • Action Plan • Budget – ROI • Measurement :- – Measurement mechanisms for each of the channels implemented – Measuring progress of the plan against objectives
  • 13. IFA Digital Marketing Plan Situational Analysis • IFA – Irish Football Association-Governing body for Football in Northern Ireland • Responsible for developing, promoting and fostering International, Domestic and Grassroots Football across the six counties. • IFA has nearly 1000 members in their NI Fans Supporters Club and also provides Coach Education
  • 14. IFA Digital Marketing Plan • The Association needs to increase membership, coach education revenue, game/competition revenue, if they are to prosper and grow • Want to strengthen their links with sponsors and increase revenue from kit sales/promotions
  • 15. IFA Digital Marketing Plan • Promotional activity and getting message out to the target groups in the community is key to survival for the IFA to raise awareness • Recent marketing activities haven’t been structured or planned and have consisted of an informational website and some email marketing as no budget
  • 16. IFA Digital Marketing Plan • The new routes to the target categories will be via existing (website, e-zine, email marketing) and new-to-IFA (Facebook, Twitter, LinkedIn Business Page, Pay per Click, You Tube) digital media technologies. • A number of platforms will be used to help with the delivery, monitoring of and evaluation of the digital media platforms, content and strategy. • As there is a low marketing budget, deliberate efforts have been made to focus on platforms that are inexpensive/free, but the anticipated spend for Year 1 will be approximately £1,045.
  • 17. IFA Digital Marketing Plan Swot Analysis (Table 2) Strengths  Accredited governing body  Represented by FIFA and Articles of Association  Qualified staff with relevant professional qualifications e.g. Coaching Badges  Excellent programmes from grassroots to international  High standard coach education courses and reasonably costed  Healthy Lifestyle Choices Opportunities  Increase Fan base and revenue, coach education course revenue  Target wider audience to get message out there re development and participation  Use Social Media platforms more effectively to target defined groups  Increased awareness of football from the World Cup 2014, and  Smartphone sales in uk will be 90% this year Weaknesses  No marketing Strategy and historically no budget  Not adequate resources to cope with demand  Staff salaries in most cases aren’t high  Unsociable hours for employees  Lack of recent success for men at International Level Threats  Economic Climate  Other sports to include Ulster Rugby
  • 18. IFA Digital Marketing Plan Audience (Target Groups) The IFA will target a range of audience groups to include the following :- – Those with lowest administration costs – Those that generate highest revenue – Those that are most likely to remain loyal to the sport – Those who would actively be involved in coach education
  • 19. IFA Digital Marketing Plan TABLE 3: DIGITAL CHANNELS e-zineFacebook Twitter LinkedIn Business Page Pay Per Click  Instagram YouTube Male Adults    Female Adults       Prof Footballers      M/F (14-18yrs)         Target Groups Digital Channels to the Target Groups
  • 20. Action Plan Start Date End Date Social Media Channel Target Groups Resources Linked with Event (See Events Calendar- Appendix 1) 13th June 2014 13th July 2014 Facebook All TG Groups Marketing Dept – Mkt Assistant Jenny World Cup/Bosnia v NI (14th June), NI V Scotland (19th June) World cup Qualifiers 13th June 2014 13th July 2014 Twitter Prof.Footballers Marketing Dept – Mkt Student-Lee World Cup/Bosnia v NI (14th June), NI V Scotland (19th June) World Cup Qualifiers 13th June 2014 13th July 2014 YouTube All TG groups Marketing Dept – Mkt Manager Geoff & Mkt Assistant Johnny World Cup/Bosnia v NI (14th June), NI V Scotland (19th June)World Cup Qualifiers 13th June 2014 13th July 2014 PPC Male Adults Marketing Dept – Mkt Manager Geoff & Mkt Assistant Johnny World Cup/Bosnia v NI (14th June), NI V Scotland (19th June)World Cup Qualifiers 13th June 2014 13th July 2014 ezine All TG Groups Marketing Dept – Mkt Assistant- Jenny World Cup/Bosnia v NI (14th June), NI V Scotland (19th June)World Cup Qualifiers 1st Aug 2014 30th Aug 2014 ezine Female Adults & F (14-18yrs) Mkt Assistant-Jenny NI u17sv Wales, NI U19s V Estonia (27th-30th Aug)(Female) 1st Aug 2014 30th Aug 2014 YouTube All TG Groups Mkt Manager Geoff & Mkt Assistant Johnny NI u17sv Wales, NI U19s V Estonia (27th-30th Aug)(Female) 1st Aug 2014 30th Aug 2014 Facebook Female Adults Mkt Assistant-Jenny NI u17sv Wales, NI U19s V Estonia (27th-30th Aug)(Female 1st Aug 2014 30th Aug 2014 Twitter Male Adults Marketing Dept – Mkt Student-Lee NI u17sv Wales, NI U19s V Estonia (27th-30th Aug)(Female 1st Sept 2014 30th Sept 2014 ezine All TG Groups Mkt Assistant-Jenny Male & Female NI – 11 Fixtures-September(World Cup & Euros)
  • 21. IFA Digital Marketing Plan Critical Actions to ensure campaign successful :- • Evaluated current website • SEO – Search Terms & Rankings • Re-Design • E-zine - Place social sharing icons (Facebook, YouTube, Twitter, Instagram etc.) in e-zine to encourage sharing content and “likes”
  • 22. IFA Digital Marketing Plan Critical Actions • Set-up Webmaster Tools - data and analytics to help improve performance in Google search • Enable Webmaster Tools data within Analytics – to make data visible in SEO reports. • Set-up accounts for the social media platforms e.g Google AdWords, Google Analytics, LinkedIn Business Page , Facebook Page, Twitter, Groupmetrics, Hootsuite
  • 23. Budget Channel / Tool Budget per annum e-zine (GroupMail) already paid for Facebook free YouTube free LinkedIn Business page free PPC (Google AdWords) £800 Twitter Free free Instagram Free Google Analytics free HootSuite £80 GroupMetrics £165 Budget
  • 24. Measurement e-zine click-through rates to landing page Facebook click-through rates to landing page, offers redeemed & Facebooks Analytics Tools, Google YouTube Click views and likes, Google Analytics LinkedIn Business Page click-through rates to landing page + Pay Per Click Track conversions, keyword analysis,- Google Analytics Twitter Twitter Analytics e.g. Twitonomy & Google Analytics Tools Instagram Google Analytics Search Engine Optimisation Custom Reports, measure clicks/visits from organic ranking, measure against competitors, use WebMaster Tools, use Google Chrome SEO toolbar Measure how each of the Channels performs