The document discusses digital strategy and planning. It outlines the key phases of planning, creation, actualization, and evaluation for an effective digital marketing strategy. The planning phase involves defining business objectives and audience personas. The creation phase is where tactical solutions are developed based on the strategy and audience analysis. The actualization phase is real-time implementation and optimization of campaigns. And the evaluation phase assesses key performance indicators to improve future initiatives.

1. Week 2 – Digital Strategy and Planning Keith Feighery

2. The Digital Marketing Ecosystem

4. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience

5. That’s why Inbound & Content Marketing are so Important

6. Hubspot – Inbound Marketing Company view

7. Inbound & Content Marketing Channels

8. Digital Strategy & Planning

9. Digital Strategy & Planning Source RedAnt.co.uk

10. SOSTAC Framework

11. Using RACE for Digital Marketing Optimisation

12. Planning Phase

14. Personas Source RedAnt.co.uk

15. Location Setting Source RedAnt.co.uk

16. Goals and Audience Location Analysis Source RedAnt.co.uk

17. Creation Phase

19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

23. Simple KPI Framework

24. Actualisation Phase

26. Actualisation Core Tactics

28. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

29. Be Social – Interact with People & Solicit Feedback and Responses

30. Be Entertaining, Informative or Offer Something of VALUE to Followers

32. Social Media Case Studies

33. Tayto

34. Versus

35. Controversial Hunky Dory Page

36. Aviva

37. Hairy Baby

38. Hairybaby

39. Engaging with Fans

40. Getting People To Respond

41. WestCoast Cooler

42. Westcoast Cooler

43. Best Job In the World

44. Nestle

46. PPC Examples

47. Search: Health Insurance Quote

49. SEO Case Example

50. Search: Flowers for newborn baby

51. Newborn Flowers

52. Email Marketing

53. Email Applications

54. Case Studies

55. CityDeal.ie

57. Schuh

59. Evaluation Phase

60. KPIs & Goals set in the Creation Phases should be assessed according to actuals

61. Ongoing KPI & Metric Analysis

63. Questions & Answers

64. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

65. Thank You