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Marketing planning techniques webinar 140313
- 1. Welcome to DigitalMarketing Planning Techniques Webinar Thursday 14th March 2013 This webinar will start at 1.00pm. For this webinar, it won’t be possible to enable individuals to speak, but you can ask questions and make comments by utilising the chat area on the right hand of the screen. Please ensure that your computer’s internal speakers are switched on, or you have connected external speakers or headphones. 1
- 2. Sound Check The presenter is now speaking. If you can’t hear anything make sure that you have enabled the sound on your computer. If you still can’t hear anything click on the arrow next to your name on the participants list and re-enable the audio. If you still can’t hear type please log off and then on again 2
- 3. Welcome Your webinar presenter today is: Red Barrington 3 3
- 4. Digital Marketing Planning DigitalMarketing Planning Techniques
- 5. Learning Outcomes • Understand the steps involved in, and the process for developing, a digital marketing plan • Understand the potential barriers that affect digital planning • Understand the importance of reporting and measuring on a digital marketing plan
- 6. Digital Marketing Strategy Provides a consistent direction for an organisations digital marketing Provides a consistent direction for an organisations digital marketing activities so that they integrate with other marketing activities and support its activities so that they integrate with other marketing activities and support its objectives objectives An Digital Marketing Strategy will aim to: • Provide direction to Internet marketing activities • Analyse the organisation’s external environment and internal resources • Articulate digital marketing objectives and support marketing objectives • Selection strategic options to achieve digital marketing objectives and create a sustainable competitive advantage • Include strategy formulation such as STP and specification for the marketing mix • Specify how resources will be deployed and the organisations will be structured to achieve the strategy
- 7. What is DigitalMarketing Planning? • If digital marketing is using digital technology and devices effectively to reach existing and potential customers to engage, inform and communicate • Then…Digital Marketing Planning involves using the correct methods and systems to determine how we will achieve this and link it to the organisation's overall strategies and objectives
- 8. A Digital MarketingPlanning Framework Chaffey, 2008
- 9. RACE • This Planning framework is based on the SOSTAC approach; however, it has been adapted for Digital Marketing • This key difference is rather than using the 7 P’s, the RACE acronym is used to focus on tactics that Reach, Act, Convert and Engage digital audiences Smartinsights.com
- 10. Situation Analysis The situation analysis should include: •Macro environmental factors •Micro environmental factors •Internal factors •SWOT Chaffey, 2012
- 11. What Information Dowe need Effective marketing decisions are reliant on information in four main areas: • Information about your own business • Information on customers • Information on other organisations • Information on the marketing environment 11
- 12. Understand the Trends Toolsto try: •Google Trends •Ubersuggest •Google Keyword Tool •Keyword Discovery •Hootsuite •Tweetdeck •Alexa •Google Alerts Source: http://ubersuggest.org/ Source: http://www.keyworddiscovery.co.uk/
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- 14. Objectives – 5S’s • Sell – Grow sales • Serve – Add value • Speak – Get closer to customers • Save – Cost savings • Sizzle – Extend the brand online, reinforce brand Chaffey, 2012
- 15. Strategy Answers theFollowing Questions 1. What are the sources of the company's sustainable competitive advantage? 2. How will a company position itself against competition in the market over the long run to secure a sustainable competitive advantage? 3. Does it have the resources and value chain to be able to support this? 4. What are the key strategic priorities? 5. What trade offs have to be made?
- 16. Strategy: Marketing andProduct Development Strategies Ansoff’s Matrix can help organisations think about how online channels can support marketing objectives and suggest innovative use of the channel to deliver new products and more markets Chaffey, 2012
- 17. Segmentation, Targeting andPositioning The most important decisions at this stage are: •Segmentation/target strategy as an organisation’s online customers will have differing characteristics, needs and behaviours to offline customers •Positioning strategy as competitors’ products and service offerings will differ in the online environment Chaffey (2012)
- 18. The Online ValueProposition: How To Deliver Value? Cost Sell • I want the best deal VALUE FROM • Reach during buy-mode • Be cheaper to own . CUSTOMERS • Sense and Respond to Convenience increase lifetime value • Save me time • Be faster & simpler Speak • Research needs Content • Inform and build • Help me decide relationships • Make my life easier through e-mail Customisation Serve • Tailor it for me • Provide online • Personalise my content and services recommendations Save Choice • Sell and service • Fit my unique needs more efficiently • Making the right choice VALUE Community FROM Sizzle • I want to belong COMPANY • Differentiate our brand Chaffey, 2007
- 19. Tactics – TheMarketing Mix
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- 21. Actions Who does whatand when? •Gantt Chart •Responsibilities and Structures •Resource Allocation •Marketing Activity Plan •Social Media Activity Outline •Policies
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- 23. Control Goal setting CONTROL Who? MEASURE Performance Measurement Who? When? How? REVIEW Performance diagnosis Who? When? Corrective action Chaffey, 2004
- 24. Key Measurements forDigital Media Media Measurements available Websites • Traffic • Browser used • Frequency of visits • Geographic location • Pages viewed per visit • Bounce rates • Referrer • Seasonality • Conversions Blogs and social media • Traffic • Likes/retweets • Frequency of visits • Subscribers • Pages viewed per visit • Fans/followers • Comments • Track backs • Posts/words per post Advertising & promotional • Traffic (Impressions) • Clicks and click-through rates campaigns • Conversions • Seasonality • Referrer • Promotional codes used
- 25. Key Measurements forDigital Media Media Measurements available Email campaigns • Subscribers • Bounce rates (emails not delivered due to incorrect details) • Emails delivered • Number of emails opened • Clicks and where users clicked • Conversions Mobile websites and Apps • Traffic • Frequency of visits • Pages viewed per visit • Referrers • Subscribers • Device used (screen resolution) • Bounce rates • Geographic location
- 26. Campaign Measurement Measures usedfor setting campaign objectives or assessing success Step 6. Lifetime value Step 5. Branding metrics Step 4. Campaign ROI Sophistication Step 3. Cost per acquisition (CPA) Step 2. Cost = Cost per Click (CPC) Step 1. Quality = Conversion rate Step 0. Volume = Unique visitors / Reach (%) Chaffey, 2012
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- 28. Barriers to Planning • Culture – is it external or internally • Politics • Too much analysis, not enough action • Resource issues – human, financial, time • Skills and technology • Fear and lack of knowledge • Inability / Lack of willingness to change fast enough or at all / or to challenge existing ideas and processes
- 29. Questions? Thank you
- 30. Additional resources Digital marketingstrategy: http://www.davechaffey.com/Internet-Marketing/10-steps-to-developing-a-digital-strategy-4th-edition-of-internet-marketing-book/ Digital marketing strategy and plan template: http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template Internet Marketing planning using SOSTAC: http://www.davechaffey.com/guides/internet-marketing-strategy-e-marketing-strategy/ http://www.smartinsights.com/managing-digital-marketing/capability-performance-review/sostac-marketing-plan-infographic/ Goals for Digital Marketing http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/goals-for-your-digital-marketing/ How to write a digital marketing plan http://webyogi.co.uk/how-to-write-digital-internet-marketing-plan/ The State of Digital Marketing http://mrmarketingservices.com/the-state-of-digital-marketing-2012/ The Digital Marketing Plan http://connectedculturebook.com/digital-marketing-plan/ Use Ansoff Matrix to identify your growth strategy http://www.hjmbd.ie/use-ansoffs-matrix-to-identify-your-growth-strategy/ Mind View Gantt Chart http://www.matchware.com/en/special/gantt-chart.php PR Smith’s The SOSTAC® Guide to writing the perfect plan http://www.amazon.co.uk/SOSTAC%C2%AE-Guide-writing-perfect-ebook/dp/B0063GDKMA
Editor's Notes
- #28 Other useful social media evaluation tools Some other sites worth checking for social media evaluation: www.blogpulse.com www.samepoint.com http://addictomatic.com/ www.socialmention.com