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Organic, PPC, Referral [Social, Content], Display](https://image.slidesharecdn.com/creatingadigitalpresencecomplete-161128174127/85/Develop-a-Digital-Plan-12-320.jpg)
Uploaded byTony Passey
Develop a Digital Plan
The document outlines the key components of developing a digital marketing plan, emphasizing the importance of connecting user segments to a value proposition through various online channels. It highlights the necessity of defining objectives, measuring effectiveness using web metrics, and utilizing data to make informed decisions. The speaker, Tony Passey, stresses the need for a coherent strategy that encompasses tracking and optimizing digital marketing efforts.
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Develop a Digital Plan
- 1. Develop a digitalplan. Tony Passey
- 2. What will welearn right now? 1. How to decide what a business needs online? 2. How do you measure what is working? 3. How do you optimize a web presence?
- 3. First: Who isTony? Entrepreneur CEO of Firetoss (formerly PoleVault) Marketing Professor Eccles School of Business U of U Graduate
- 4. A marketing planis a defined process for connecting user segments to your value proposition through appropriate channels. Let’s break this down.
- 5. A marketing planis a defined process for connecting user segments to your value proposition through appropriate channels.
- 6. A marketing planis a defined process for connecting user segments to your value proposition through appropriate channels.
- 7. A marketing planis a defined process for connecting user segments to your value proposition through appropriate channels.
- 8. A marketing planis a defined process for connecting user segments to your value proposition through appropriate channels.
- 9. What are somefundamental differences between traditional advertising channels and digital channels?
- 10. Here are somedigital channels you will want to understand:
- 11. Organic Search Payper click Referral • Social Media • Content Marketing Display Ads
- 12. All the channelsneed to work together. Organic, PPC, Referral [Social, Content], Display
- 13. Each channel iseffective in different capacities of the selling process.
- 15. How do youdefine your channels? Define your objectives for your first website / marketing plan and ONLY work on those. Don’t get caught up doing what is familiar over what works.
- 16. Web Metrics |Analytics “Measure what is measurable and make measurable what is not so.” –Galileo
- 17. What should youknow? Everything can be tracked online. The internet is an archive of data and information.
- 18. List of KPIsto track Demographics – Language, Interests, Age, Gender Behavior – Visit length, Entrance point, Exit point, Top Pages Conversions and Goals – Ecommerce Revenue, Lead submits Traffic Sources – Social, Other Referrals, Organic, Advertised
- 19. Master Basics –>Get Advanced Eventually you should understand how various marketing efforts affect each other by understanding intricate data points.
- 20. Use your datato build your plan You will have hot spots in your site or profile. Develop strategies to engage users. Track results and always be ready to adapt.
- 21. Recap 1. Each customersegment gets reached through specific channels 2. Define clear objectives for your marketing plan and stay focused. 3. Don’t do anything on the web without tracking. 4. Use data to make decisions about online strategies.
- 22.
Editor's Notes
- #3 How to decide what your business needs online? What resources can you use to create what you need? How do you measure what is working? How do you build a repeatable marketing and advertising process?
- #5 A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
- #7 The way we connect to our user segments is evolving with new technologies, new social networks and the change in how we use devices.
- #16 Do you need an entire website? Will a Google Profile page suffice? Will a facebook page work? What are the differences? WHAT HAPPENS WHEN WE TRY TO WORK IN 7 DIRECTIONS???? FACEBOOK VS. INSTAGRAM
- #17 Metrics are imperative! Cautionary tale about Ucann Connect
- #20 One channel effects the other. Example: Radio Advertising will effect organic searches.
- #21 You begin with a hunch but you finish with empirical data. Channels drive each other and there is no one channel that can sustain your business. Understand your channel mix. Know what drives one channel or another.