The document provides an overview of implementing successful digital marketing campaigns. It discusses researching customers and competitors, developing objectives and key performance indicators, and implementing strategies across paid, owned and earned media channels. It also touches on tools for search engine optimization, analytics and testing to optimize campaigns and monitor results.

1. Implementing Successful Digital Marketing Campaigns Date: September 2010

5. Research - Setting the Scene

12. Companies that don’t understand digital communities will die…. Source:the economist

13. Your customers have changed Source:the economist

14. 70 50 30 20 10 45-66 Baby Boomers ’ 46-’66 66-45 Baby Boomers ’ 46-’65 45-33 Gen X ’ 66-’76 33-16 Gen Y ’ 77-’94 15-0 Gen Z ’ 95-’2012 Age in 2010 Natives Immigrants

17. 27% of the UK workforce was born after 1980 Source:the economist

19. The Old Way is Static – The New Way is Dynamic

20. Interactive

21. Social is relationship marketing

22. And relationships need to be worked at..…

23. People are not demographics anymore To connect to them, you need to understand them and social is relationship building

25. There are over 500 million facebook users worldwide. If Facebook was a country it would have the 3 rd largest population in the world.

27. Characteristics of Digital

28. Everyone has a circle of trust People whose opinion they listen to and respect…

29. Trust?

33. And companies are becoming transparent

34. Conversations will happen without you initiating them

35. Best to be part of these conversations.

37. Digital Experience

38. Research -SOSTAC

44. Service Sales Search Social

47. Give your customers a good experience OVP

50. Exercise 1

51. Planning

53. Digital Marketing Mix Marketing Mix Product Digital value Experience brand Price Transparency Pricing models Place Representation Distribution models Promotion Online vs offline integration People Resources Contact strat Physical Online evidence integration Process Optimise through Web transaction Partnerships

54. Digital Marketing Mix

59. Objective Setting Framework Digital Offer OVP Corp Objectives Core Product Online Comp Limiters Vision USP R2M Structure Innovation Technology Customers Online Objectives

61. OVP

62. Exercise 2

63. Implementation

64. Hardware Tools

65. Software Tools

66. expensive inexpensive high ROI Low ROI cowboy premium bargain economy  X

68. Search Engines

69. Search Engines Source : Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.

70. Search Engines

71. Search Engines

74. Where is SEO Going? http://www.seomoz.org/blog/whiteboard-friday-how-search-is-changing

76. Pay Per Click Source:Econsultancy best practice PPC guide 2010.

82. Web 4.0

85. Augmented Reality

86. Exercise 3

87. Control

88. Monitoring

90. Monitoring

99. Exercise 4