Digital marketing strategies must adapt to changing media consumption habits. The document outlines five focus areas for 2015: mobile, social, ecommerce, content, and big data. It recommends telling stories through content to engage customers and make purchases easy across devices. The six-step digital marketing strategy process involves analyzing the situation, setting objectives, choosing channels, planning tactics, implementing actions, and measuring control metrics.

1. Digital Marketing Strategy
Felicity McCarthy
Sept 2015
Facebook.com/SparkDigital.ie
@SparkFelicity

2. Why Digital Marketing?

3. Media consumption has
changed

5. Technology adoption

6. 5 for 2015
• Mobile
• Social
• eCommerce
• Content
• Big Data

9. Social Revolution
h"ps://www.youtube.com/watch?v=zxpa4dNVd3c

10. Social Commerce

12. The art of storytelling
• Likeable
hero
• Encounters
hardships
• Emerges
transformed

13. 2 minute exercise
What stories do you have to tell in your
business?

16. Takeaways
• Big Data -> Know your customers
• Social -> Engage with them
• Content -> By telling them great stories
• Mobile -> Make it easy for them to access
you on any device
• eCommerce -> And make it easy to Buy/
Book/Connect on any device

17. Digital Marketing Strategy

18. Digital Marketing Strategy
Situation
analysis
Objectives
Channel
strategy
Tactics
Actions
Control

19. • Customers
• Competitors
• Brand Proposition
• Current Digital Assets
• SWOT Analysis
1. Situation Analysis

20. 2. Set Objectives
• Brand Awareness
• Customer Engagement
• Community Building
• Lead Generation
• Customer Acquisition
• Customer Retention
• Customer Satisfaction
Reach
Act
Convert
Engage

21. 3. Channel Strategy
Awareness
Preference
Transaction
Loyalty
Display & Social
Social, Content Marketing,
Adwords
Adwords, Social
Social, Email

22. Email
Marketing
SEM
Website
(SEO)
Content
Marketing
Mobile
Marketing
Display
Social
Media
4. Plan the Tactics
Email SEM Social Content Mobile WebSite Display
Data Keywords Publishing Audience Responsive Clear
content
Targeting
Creative Copy/
creative
Targeting Multiple
Formats
Targeting Conversion
tool
Re-
targeting
Dist’n Budget Content Ad budget App? SEO Creative

23. 5: Action the Plan
• Clear ownership
• Resources (budget, human, agency)
• Implement the planned tactics
• Deliverables identified
• Reporting in place

24. 6: Control/Measure
• Measure, Measure, Measure
• Consolidate key metrics into small number of
tools e.g. Google Analytics, to understand:
– Reach
– Site Traffic
– Traffic Sources
– Conversion
– ROI
– Community Growth
– Community Engagement

25. Recap
Situation
analysis
Objectives
Channel
strategy
Tactics
Actions
Control

26. Social Media in a Nutshell

27. Social Media Landscape
Reach* 61% 29% 24% 24% 18% 11% 35%
DailyUse 71% 38% 13% 23% 41% 14%
Targeting
SEO
Traffic source
B2B
Gender split
*Source for Reach: IPSOS MRBI

28. Goals:
Grow awareness
Drive members
Method:
Posts to motivate & inspire
Authentic & informational
Uses groups to deliver services
with exclusivity and scale
Results:
All of his business is being driven
from Facebook
Case: Pat Divilly

29. Key Takeaways
• Have a Plan
• Understand your customer
• Prioritise where to start & build on it
• Create great content
• Build relationships over time
• Measure the results