Digital Marketing Management
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The document discusses digital marketing strategies and trends. It begins with an introduction to the presenter, Hassan Imtiazi, and his background in digital marketing. The bulk of the document then covers: - Current digital marketing trends in the UK and how the landscape has changed, including the rise of e-commerce, smartphones, social media, and the importance of data. - The impact of COVID-19 in accelerating digital transformation and moving transactions online. - Frameworks for digital strategy and marketing models, including RACE and SOSTAC. - Elements of a digital media mix, including search marketing, display advertising, and case studies.
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Digital Marketing Management
- 1. Marketing Management in Digital Age By: Hassan Imtiazi 13.02.2023
- 2. • Digital Marketing veteran helped grow many charities & brands in the last 16 years- $70 million online revenue. • Currently working with Nestle UK&I. The largest FMCG company in the UK. • Interviewed by Google UK for exceptional digital campaigns. Intro…. Marketing Management in Digital Age- Hassan Imtiazi
- 3. • Author of book – “Google Ads in plain English” • Available on Amazon Globally Marketing Management in Digital Age- Hassan Imtiazi
- 4. Travel Enthusiast Visited 15 countries so far 35 to go…
- 5. • Digital & E-com scenario 2023 & beyond • Impact of COVID- 19 on businesses • Digital Strategy – Key Enablers • Digital Models – RACE • Quiz – 5 mins • Short Break – 10 mins ---------------------------------------- • Digital Media Mix -Boost your traffic- Tactical Approaches • Search, video, display & social • Case studies • KSF -Key success factors • Q&A- 10 mins What we will cover today Marketing Management in Digital Age- Hassan Imtiazi
- 6. Digital & E-com scenario • 2023 & beyond Marketing Management in Digital Age- Hassan Imtiazi
- 7. UK is one of the most advanced E-com Economy • The UK digital sector employs about 1.5 million people and added around £150bn to the UK economy in 2019. • 96% of households in Great Britain have internet access in 2020. • In 2020, 84% of UK adults own a smartphone. • On average, Brits spend 2 hrs & 34 mins online on their smartphones every day. • An average user checks their device 110 times per day. • 57 million active social media users. Marketing Management in Digital Age- Hassan Imtiazi
- 8. Digital Disruption is here Marketing Management in Digital Age- Hassan Imtiazi
- 9. Data is new oil Tesco marketing mastermind Clive Humby • GDPR 2018 • iOS 14 update • Cookie less world Marketing Management in Digital Age- Hassan Imtiazi
- 10. Case Study • Business Model: 2009, CA • Uber is a software-based program whose business strategy is to attract individuals who are willing to travel around with minimum costs • This software has created a link between both the driver and the customer where the customer feels easy to travel. • It is a smartphone application that provides services on the demand of customers. • The process for using an UBER is very simple as downloading an application and registering and then you are free to use the application. Marketing Management in Digital Age- Hassan Imtiazi
- 11. Case Study Costumer need – Pain points Solution to customers • Search and call the cab company • Book a cab • Not sure about fare • Not sure about driver • Not sure about how much time it will take for driver to reach • At nights – security • Where to pick up • Download app- one click • Book online • Get estimated fare • Choice of cars • Driver details and stars • Google map- location to pick up • Live updates • Surge- Incentives to drivers • Ease, convivence & savings Marketing Management in Digital Age- Hassan Imtiazi
- 12. Concept of E-com- D2C- Marketplaces & Q-Com Marketing Management in Digital Age- Hassan Imtiazi Direct-to- consumer (DTC) is when a brand or manufacturer sells its own products to its end customers. The DTC retail model involves selling products without the help of third-party retailers or wholesalers. Q-commerce, also referred to as quick commerce, is a type of e-commerce where emphasis is on quick deliveries, typically in less than an hour. An online marketplace is a type of e-commerce website where product or service information is provided by multiple third parties.
- 13. Q- Commerce Marketing Management in Digital Age- Hassan Imtiazi
- 14. Impact of COVID- 19 on businesses Marketing Management in Digital Age- Hassan Imtiazi
- 15. Cash vs Cashless • Pandemic has accelerated the digital transformation process. • 10 years – v/s 1 year • Org’s has to adapt by force & not ready for change. • Huge missed opportunity who can make changes. Marketing Management in Digital Age- Hassan Imtiazi
- 16. Digital Strategy • Key Enablers Marketing Management in Digital Age- Hassan Imtiazi
- 17. Role of digital marketing in today’s business Marketing Management in Digital Age- Hassan Imtiazi • Business models have changed- Kodak • Digital is not an option anymore, it’s a must for every business big or small • Gives more data & insights i.e. opportunities for business • COVID-19 has huge impact they way we live & work now • Multichannel to Omni-channel approach • Digital 24x7x365 – no boundaries • More personalized approach – Change as per customer requirements • Better targeting –data driven marketing – Google/FB/Insta/Tiktok marketing • Save cost & can increase efficiencies - Shopify • New technologies coming every day – Fiver/Upwork
- 18. Four key enablers to deliver digital customer propositions Way of working Build a customer-first culture and increase your business’s agility and speed of learning Organization Put the right structures and capabilities in place to make business, technology, and data work together seamlessly Customer / Consumer/Donor Realize growth by delivering a superior customer experience (better, faster, cheaper) Technology Create value for your customers and business through an adaptable and scalable technology landscape Data Unlock the power of data by making learning and decision- making more objective, granular, and scalable Marketing Management in Digital Age- Hassan Imtiazi
- 19. Connected consumer journey | What are current org or WoW enablers and pain points? Way of working Organization Governance& funding Management& (cross-functional) operationalrhythm Metrics& KPIs (steering) • ... • ... • Difficult to gather data – 1P which then gives us more insight about their digital behavior & allow us to personalized email journeys. Structures/set-upin wider organization • Right skill set leadership . • Additional skills required for on going campaigns development • Data harmonization is issue? Roles& capacity (inhouse vs. agencies) Capabilities • Challenge with donor/ user journey. • Project xyz will answer this issue Talent management/ capabilitybuilding • Looking for external agency solution to save cost. What are pain pointsto achieve your goals? (if any) What is the currentsituation? • ... • Brand , digital and external agency work together. • No of SFMC emails sent. • Open rate, CTR and donations – gift . • FTE-Digital team is responsible – • Reporting to Head of Digital Marketing. • ... . Sales force marketing cloud – marketing automation. • In future we will PPC specialist and data analyst. • .Two inhouse digital staff. • Digital fundraising manager and digital executive to support team. • Web development agency support dev work – SEO- Social. • Head of FR & Digital Manger makes decisions. Budget required for digital initiatives. Marketing Management in Digital Age- Hassan Imtiazi
- 20. Data Technology Data-driven marketing | What are current technology or data enablers and pain points? Development methodology/ cycles Business-tech alignment, prioritization, and budgeting Tools& systems (incl.external touchpointsand internal funct.) Value areas/ use cases Availability,quality and accessibility of data Datavisualization (dashboards& tooling) • Develop best practice guides for SEO & Search. • ... • ...Can be improved viaTabula- MS BI. • ... • ... • ... • ... What are pain pointsto achieve your goals? (if any) What is the current situation? • Monthly BPI score - SEO • KPI’s like traffic, sessions and bounce rate. • One off vs regular donations on site. • Limited data. • Current data linked with different tools- needs to harmonized. • UseGoogle Analytics to visualize data. • Digital Manager take lead along with other stakeholders at country level • Data Scientist required. • ... • CRM to send emails- BlackbaudCRM. • employedSFMC to test email campaigns. • Traffic to site to generate registrations and order sample. • . Marketing Management in Digital Age- Hassan Imtiazi
- 21. Digital Customers Marketing Management in Digital Age- Hassan Imtiazi A Digital Customer Can Be: •Social media users •Web customers •Mobile customers •CRM customers •Email customers •App customers A digital-only customer is exactly what it sounds like – a customer that a company engages with on any sort of non-physical level.
- 22. • Digital Marketing – framework • RACE & SOSTAC Marketing Management in Digital Age- Hassan Imtiazi
- 23. Digital Models RACE Marketing Management in Digital Age- Hassan Imtiazi
- 24. Digital Marketing Plan- SOSTAC framework Marketing Management in Digital Age- Hassan Imtiazi
- 25. Marketing Management in Digital Age- Hassan Imtiazi
- 26. Marketing Management in Digital Age- Hassan Imtiazi
- 27. Digital Media Mix Tactical Approach • Demand Generation - Traffic Building Marketing Management in Digital Age- Hassan Imtiazi
- 28. Digital Media Mix Marketing Management in Digital Age- Hassan Imtiazi
- 29. Search – PPC + SEO • Difference between PPC & SEO • 1PD audience is most priority • Value- usage and GDPR PoV • Search drive traffic – push vs pull • Biggest driver to qualified traffic • 70% of spend on digital channels • Important for SoV • Can track & every £ we spend Marketing Management in Digital Age- Hassan Imtiazi
- 30. Search PPC + SEO Challenges • Low budgets < £20k p.a. • No search strategy –SoS • No holistic view • Internal capabilities • Owned media not ready Marketing Management in Digital Age- Hassan Imtiazi
- 31. Google not so clever as we think • Google doesn’t know about your business • Seasonality – Margins- ROI Marketing Management in Digital Age- Hassan Imtiazi
- 32. Search – boost your rev – acquisition strategies • ROAS • CPA 1x ROAS - 2x ROAS - 3x ROAS Marketing Management in Digital Age- Hassan Imtiazi
- 33. Display – Why it is important in media mix In total, the Google Display Network serves 2+ trillion ad impressions each month to 2.5 billion internet users across 2+ million websites. Marketing Management in Digital Age- Hassan Imtiazi
- 34. SEO Case Study Marketing Management in Digital Age- Hassan Imtiazi
- 35. An Extra 3 Million Organic Clicks a Month for the NHS Website • One of the most popular health websites in the world. • Every year, the site receives over 500 million sessions. • A mammoth 90% of those sessions start on a search engine like Google. Challenge • How to create content that works for users who are on the site, but also for users who are searching for that content in search engines. Marketing Management in Digital Age- Hassan Imtiazi
- 36. The rise of the “zero click search” • Increasingly, Google is serving information up directly in the SERP via “knowledge graph results”, removing the need for a user to click through to a website. • In order to achieve this, the NHS team worked independently on “Content Modularization” – writing “snippet able” content and establishing the relationships between entities using new schema.org markup they are developing alongside Google. • Now, when you search for over 250 health conditions on Google from within the UK, you’ll see NHS health information directly on the results pages as part of a new Health Knowledge Graph result. This is what happens when you search for “epilepsy”: • Marketing Management in Digital Age- Hassan Imtiazi
- 37. Programmatic Advertising = Programmatic Ad Buying? Marketing Management in Digital Age- Hassan Imtiazi
- 38. Video – Amplify campaigns over 2 billion Second largest search engine 1 billion hours of YouTube video content Nearly 30 mins per visit Largest age group using YouTube is between ages 15-35 Ad Formats Marketing Management in Digital Age- Hassan Imtiazi
- 39. Social Media Marketing • Social media marketing is all about connecting with your audience or customers and helping them understand your brand better. It is incredibly beneficial to your business growth. Marketing Management in Digital Age- Hassan Imtiazi
- 40. Facebook case study: Nescafe shows social power of a coffee with global experiment Marketing Management in Digital Age- Hassan Imtiazi
- 41. Marketing Management in Digital Age- Hassan Imtiazi
- 42. Data, Analytics & Insights Marketing Management in Digital Age- Hassan Imtiazi
- 43. What is 1st Party Data- 2nd Party and 3rd Party Data Marketing Management in Digital Age- Hassan Imtiazi
- 44. Marketing Management in Digital Age- Hassan Imtiazi REV TRENDS USER JOURNEY CHANNEL PREFERNCES Data, analytics & reporting
- 45. Marketing Management in Digital Age- Hassan Imtiazi Data Visualization
- 46. Marketing Management in Digital Age- Hassan Imtiazi KSF - Key success factors for digital campaigns •Create a Realistic Framework. ... •Identify Appropriate KPIs at the Outset. ... •Know How to Build an Effective Funnel. ... •Understand What Makes for Effective Content. ... •Plan Strategically but Flexibly. ... •Create a Library of Evergreen Content. ... •Visualize a Clear Direction. Strategy – RACE, TG, right channels, pain points, budgets Traffic , awareness or conversions (leads or rev) Budget allocation – Attribution modelling Right comms- right messages, right formats Be agile – make changes – keep optimizing Assets which can be re-useable Data, dashboard, analytics & insights
- 47. QUIZ TIME Marketing Management in Digital Age- Hassan Imtiazi https://kahoot.it/
- 48. Marketing Management in Digital Age- Hassan Imtiazi
Editor's Notes
- Disruptive technology is an innovation that significantly changes the way that consumers, industries, or businesses operate. It create new business models.
- In 2006, Clive Humby, a British mathematician who designed Tesco’s Clubcard loyalty card, coined the phrase “Data is the new oil,” and we have seen Tesco club card is one of the most successful loyalty program in retail. So the org’s who embraced data and made progress 10 to 15 years have created a competitive edge. Data can be of different types and in the last few years especially with the implementation of GDPR and importance of users privacy and consent first party data becomes the most priority. First party data is the one which org’s collected on their website and owns it within CRM. Whereas secondly party data is the one which is owned by another entity but shared e.g. Facebook targeting – like topics category- so using Facebook 1st P data for our campaigns but for us its 2nd P data. Third party is simply buying from open sources. With iOS 14 update and cookies less world it will be more difficult and expensive for marketers to run campaigns. Facebook example:
- Changing the way consumer shop and can be big threat to FMCG;s.
- 1. RACE is practical and action-oriented: It focuses on tactics you can implement in your digital marketing communications channels and on your website. 2. RACE is customer-centred: It follows the established customer lifecycle of relationship building or marketing funnel from creating awareness; generating leads from new prospects; converting prospects to sale (online or offline) and encouraging loyalty, repeat sales and advocacy. ]3. RACE integrates all modern marketing activities: RACE covers all the many paid, owned and earned inbound marketing activities available from digital marketing. It covers always-on digital marketing activities across the customer lifecycle which are sometimes neglected in favor of the still-important campaign-based activities for launching new products and promotions. Plus, it also integrates traditional offline marketing activities. 4. RACE is multi-channel: Many businesses still rely on offline touchpoints to acquire and retain customers, you will see these are built into RACE, particularly as part of the 'Convert' stage where offline interaction is often needed to make a sale. 5. RACE is commercial, based on a data-driven performance improvement process: It encourages a data-driven marketing approach that defines KPIs that digital marketers should include at each stage for setting targets, reviewing results using analytics and summary dashboards and continuous optimization. For Business Members, we offer an interactive monthly reporting dashboard based on the RACE Framework using the Google Analytics API to rapidly create monthly reports using Google Data Studio.
- Google has enormous data but it does not know inside out of your business. Your profitably objectives, your stock situation and margins. Hence it is Campaigns managers need to pro-active when building campaigns and spending budgets as based on Google data they can then take choices e.g. traffic vs conversions. Its like F1 racing – its not machine or car – it the one who is driving the car.
- Not all clicks brings same level of conversion value hence it is very important to understand the concept and run campaigns which brings not just conversions but also positive returns on ad spend. Not all costumers are same- some give £3 p.m. some give £75 one off donations. By having ROAS campaigns what we essentiality asking Google ads system to bring donors based on your org priorities (open funds) etc. Whereas in CPA strategy Google will just focus on how much we are willing to pay for each conversion not the value.
- In 2006, Google bought YouTube for $1.65 billion. Over 500 hours of video content are uploaded to YouTube every minute giving perfect opportunity to brands and charities to reach out customers and supporters. Only one challenge : attention span- tactics –longer format – then 30 sec and then 15 plus 6 sec combination top of mind during the life cycle of any campaigns. YT brings positive ROI as well. How many of you watched live TV since 2020? Skippable in-stream ads Non-skippable in-stream ads In-feed video ads Bumper ads Outstream ads Masthead ads
- coffee products, including Nescafé, Starbucks, Nespresso, and Milo plant-based beverages, achieved sales of CHF 24bn ($25.7bn) in 2021, representing 27.5% of the company’s total sales. It’s huge category with intense competition
- Nestle challenged a Facebook user with 1,200 Facebook friends to meet as many of them as possible over a two-month period- surprising them with two cups of coffee and film their reactions and conversations. This case study looks at how the coffee brand got 8 million views with a unique social experiment that put the brand at the heart of the story. The challenge Nescafé wanted to rejuvenate its audience and communication by demonstrating the social power of coffee in a fun way. So they decided to make a real life experiment: the 'Really Friends?' project. We all have hundreds of friends on Facebook. But how many of them do we really know? The solution To find out, the brand worked with agency Publicis to carry out out a simple test: having a coffee with each of them, as we would with our real friends. So they asked Arnaud, a 37-year-old average guy with 1,200 Facebook friends, to meet as many of them as possible over a two-month period. He had to surprise them with two cups of coffee and film their reactions and conversations.