Digital marketing is important for startups due to the democratization of communication and the shift to individuals being at the center of technology-enabled relationships. There are many forms of digital marketing including email marketing, search engine optimization, social media marketing, and content marketing. For startups, the key digital marketing activities are email marketing, search engine optimization, and social media marketing. It is important to develop a digital ecosystem that is not dependent on any single platform and to integrate digital strategy and social media marketing with the overall marketing strategy. Monitoring, roles and responsibilities, and risk management are also important considerations for digital marketing.

1. Digital marketing and
your startup
Kate Carruthers
Version 1.0
May 2018
Classification: PUBLIC

2. Business context
• Democratisation of communication
• Inversion of power relationships
• Communication production in hands of many
• Growth in peer-to-peer
• Mobile
May 18 Kate Carruthers | UNSW 1

3. Source: Kevin Kelly, http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php
2
“…a shift towards
the individual as
the centre of a
network of
relationships
mediated and
enabled by
technology...”
May 18 Kate Carruthers | UNSW 2
This Photo by Unknown Author is licensed under CC BY-SA

4. Marketing matters
“Marketing is the process of planning
and executing the conception, pricing,
promotion and distribution of your ideas,
goods or services to satisfy the needs of
individual consumers or organisations.”
https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics
May 18 Kate Carruthers | UNSW 3

5. © 2010 katecarruthers.com 4
Marketing vs Digital Marketing
• One way
• Monologue
• Hard to measure
• Expensive
• Long lead times
• Set and forget
• Two way
• Dialogue
• Easier to measure
• Cheaper
• Short lead times
• Constant tending
May 18 Kate Carruthers | UNSW 4

6. May 18 Kate Carruthers | UNSW 5
http://jacobv.com/technology/the-one-page-digital-marketing-plan-to-grow-your-small-business/

7. Types of
digital
marketing
Email Marketing
Search Engine Optimization
Paid Advertising
Pay per click (PPC)
Display Advertising
Social Media Paid Marketing

8. Types of
digital
marketing
Content Marketing
Video Marketing
Mobile Marketing
Retargeting
Affiliate Marketing
Public Relations

9. Must do
1. Email Marketing
2. Search Engine Optimization
3. Social Media Marketing
May 18 Kate Carruthers | UNSW 8

10. Some key starting points
• Monitor your business online
• Assign responsibility for social channels
• Include social media in digital strategy
• Link digital strategy to marketing strategy
• Ensure cross media planning in place
• Develop mechanisms to track progress
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11. Build your own
digital ecosystem
Do not become
hostage to a
platform you do
not own
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Digital
ecosystem
Content
management
Mobile
Social media
Traditional
marketing
Digital
marketing
CRM

12. • Create and manage loosely connected networks
• Grow a business in a networked world
• Engage people so they want to know more
• Garner advocates for your business
• Focus outward while protecting your brand
The challenge
May 18 Kate Carruthers | UNSW 11

13. 10 Tips for integrating social
1) Digital strategy Social is just part of it, includes websites,
email marketing, etc.
2) Tactical plans For implementation of campaigns
3) Resource plan Social is not free it needs people and tools
4) Tools Required to enable management, tracking
and monitoring
5) Metrics Need to be decided prior to implementation
to enable effective reporting
May 18 Kate Carruthers | UNSW 12

14. 10 Tips for integrating social
6) ROI Need to track investment and results
7) Reporting For good governance
8) Roles & responsibilities Defined and clear to all parties, in particular
governance
9) Cross media plan Integration with other digital and marketing
activities
10) Risk management Includes social media policies and
procedures and crisis management process
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15. May 18 Kate Carruthers | UNSW 14

16. Do not discount email
In 2017, global e-mail
users amounted to 3.7 billion users.
This figure is set to grow to 4.1 billion
users in 2021.
May 18 Kate Carruthers | UNSW 15
Source: Statista

17. Email has a
median ROI of 122% –
over 4x higher than
other marketing formats
including social media,
direct mail, and paid
search.
May 18 Kate Carruthers | UNSW 16
Source: DMA and Demand Metric

18. 4 focus areas for bots
1. Social commerce: Help customers research or complete
purchases.
2. Customer care: Use a bot to reduce frequently-asked-
questions interactions that could easily be automated,
giving social teams more time to build relationships.
3. Content delivery: Help social audiences binge-consume
related content after discovering you on social channels.
4. Analytics: Reduce manual reporting and use predictive
analytics to arrive at insights faster.
http://www.adweek.com/digital/penny-wilson-hootsuite-guest-post-5-trends-that-will-shape-social-media-in-2018/
May 18 Kate Carruthers | UNSW 17

19. What about trad media?
• Don’t discount this
• Think about your brand
and customer
alignment
May 18 Kate Carruthers | UNSW 18
http://bishopp.com.au/wp-content/uploads/2017/02/OMA-Socio-Economic-Modelling_final_Single-Pages.pdf

20. Out of home
advertising
May 18Kate Carruthers | UNSW 19
http://www.billboardsaustralia.com.au/why--outdoor/statistics

21. Monitoring
Training & skills
Risk management
Policy & guidelines
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22. Takeaways
1. Monitor your brand
2. Own your own ecosystem
3. Plan your social media marketing
4. Governance matters – bake it in from the start
5. AB testing is your friend
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23. Thank you
• Kate Carruthers
• k.carruthers@unsw.edu.au
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