Introduction to Digital Marketing Lecture 10
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The document discusses planning and implementing digital marketing campaigns. It emphasizes the importance of customer focus, objectives, message, selecting the right mix of digital tactics, and controlling and evaluating campaigns. Key points include developing campaigns to satisfy customer needs, linking objectives to marketing goals, considering the customer journey, and using a hub and spoke model to coordinate tactics like SEO, social media, email and more.
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Introduction to Digital Marketing Lecture 10
- 1. Produce and deliver a 20minute group presentation, supported by relevant visual content, that justifies the digital marketing decisions made and results achieved for each week of the Mimic Pro simulation. In assessing the presentation, we will be looking for: Sound justified reasoning behind the decisions made A clear demonstration of knowledge of digital marketing theory and concepts to underpin decision-making An analysis of the outcome of the decisions made and results achieved A contribution from all group members across the project A hard-copy of the presentation content
- 2. Example Round 5… ad campaign focus
- 4. Round 5… decisions made New keywords were added that offered a high click volume Bids for keywords with a high CTR were increased Landing pages were optimised to reflect ad copy adwords.google.com, 2018
- 5. …when?
- 6. Introduction to digital marketing 10 an introduction to digital marketing campaigns…
- 7. What do we need to do? …why plan? digital marketing campaigns require planning is the act of planning more important than the plan itself?
- 8. What do we need to do? identify developing needs anticipate future needs satisfy existing needs Chaffey and Ellis-Chadwick, 2017 do this in an efficient way
- 9. Why do we need to develop campaigns ? simply put, it is about the synergistic use of the digital marketing communications tools… …but we also need to integrate the corporate and marketing objectives and strategies the message needs to be consistent we need to bring in corporate identity and image… …as well as brand identity and image
- 10. implementing digital campaigns the most important consideration is that of customer focus this needs to be recognised organisation-wide and may require training, support and planning systems, processes, procedures and structures may need to be adapted or changed
- 11. As marketers we need to give serious consideration to… the degree of control we require the financial resources available The level of credibility that each tool bestows The size and geographic dispersion of the target audience The communications tasks each tool is best at satisfying… DRIP
- 12. The main tasks facing marketers… Who should receive the messages What the message should say What image of the organisation/brand receivers are to form and retain How much is to be spent How the messages are to be delivered What actions the receivers should take How to control the whole process once implemented Determining what has been achieved
- 13. ...we need to plan
- 14. We need to consider the customer journey… acquisition, conversion, retention reach, act, convert, engage reach, engage, activate, nurture
- 15. digital objectives... avoid solely focusing on sales help to determine/clarify position help highlight the balance of tactics needed provide a time frame provide a means of evaluation and measurement link back to marketing and corporate objectives
- 16. types of objectives… Unique visitors, traffic, bounce rate, revenue, search percentage leads, conversions from leads, page views, time, value per visit sales, sales from leads, sales value, sales volume, average order value active customers, brand mentions, sentiment, shares, virality
- 17. message… OVP closely tied to the brand position the reasons why the customer will click, register, buy and share the intrinsic benefits from the site, content, service and functionality
- 18. selecting the right mix… There’s no real science or magic formula here Each digital communications tool has different abilities, different strengths and weaknesses The following model is useful when marketers need to determine which tools or tactics to use… Fill, 2016
- 19. Bosomworth, 2017
- 20. ...hub and spoke model
- 21. digital marketing… PPC SEO mobile social media AR websites contentCRO microsites email landing pages lead generation traffic CTR CGM banners skyscrapers interstitials pop-upscloud group buying inbound links viral responsive design optimisation affiliates story-tellingpersonas big data A/B testing sentiment ecommerce hub and spoke CRM analytics NFC 3D printing social video personalisation omnichannel AI programmatic machine learning native lead generation
- 22. …following the 70:20:10 rule
- 23. implementation… is the scheduling of digital campaign Gantt chart or project plan Key resourcesare determined responsibilities are allocated management processesare put in place
- 24. implementation…
- 25. control and evaluation... evaluate the success of… different digital mix elements different digital channels different digital media finally, feedback and learn key focus on analytics here… but what are the metrics?
- 26. example Fosters: Good Call campaign
- 27. TV was the lead channel, supported by a wealth of others…
- 28. …interactive video on YouTube
- 31. …website (hub)
- 32. …experiential content to support
Editor's Notes
- Maximise exposure, support with paid media effort… make sure there’s quality