This document provides an overview of digital marketing and how to plan and execute a digital marketing strategy. It discusses common digital marketing models and the stages of discovery, definition, design, development, and delivery. It also covers analyzing website analytics, defining target audiences, creating user personas, understanding user goals, information architecture, content strategy, copywriting, and considerations for mobile. The overall document provides guidance on conceptualizing and implementing an effective digital marketing approach.
The document provides an overview of a practitioner's guide to digital marketing, outlining key models and frameworks for developing a digital marketing plan including discovery, definition, design, development, and delivery phases, as well as topics like mobile marketing, usability, and user experience design. It also covers objectives for a course on digital marketing including applying models, conducting audits and requirements gathering, and developing requests for proposals.
This document provides an overview of key concepts for digital marketing including how to frame a digital marketing plan, common digital marketing models, using analytics to understand website usage, defining target audiences, understanding user goals through personas, mapping the customer journey, and developing an effective content strategy. The digital marketing models section outlines the discovery, definition, design, development, and delivery phases commonly used to execute digital marketing plans. Analytics, target audiences, personas, customer journeys, and content strategy are discussed as important elements for informing digital marketing strategies and optimizing the customer experience.
The document discusses meeting potential consumers online through cost-effective social media marketing. It identifies the key steps as: 1) Identifying the target audience online through demographic and psychographic segmentation. 2) Matching the strategic online plan to different social media purposes like marketing research, driving sales, and building word-of-mouth. 3) Engaging the target market through user-generated content, interacting with audiences, and optimizing in-house efforts around trends, brand management, social media methodology, and reach. The goal is to calculate the cost-benefit analysis and gain a marketing advantage over competitors.
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
IA Summit 2012 presentation slides
As we explore how the design team’s structure can hinder or foster collaborative relationships, we argue that clearly articulated, collaborative processes allow designers to facilitate a desirable and delightful user experience.
The content journey from Creation to Collaboration and EngagementDheeraj Chowdhury
This preesentation was presented at the Gov2,0 conference in Canberra in October 2012, The aim was to share the future of content and the speed at which it is evolving. A case study of the evolution of content in NSW DEC. Finally a look at the emerging platforms to help enterprises leverage technology in developing an integrated social content strategy.
This document summarizes a presentation on differentiating digital customer experiences. It discusses how customer behavior is changing with mobile and social media, and that firms must define a clear digital customer experience strategy using tactics like personas and customer journey mapping. It also provides examples of how companies like Burberry and TeliaSonera have created unified customer experiences across digital and physical channels. The presentation recommends adopting tools to support real-time customer insights, partnering with digital agencies, and creating a roadmap to transform the digital experience.
User Report - how to evaluate and optimize website performanceLinh Huynh
This document provides an introduction to the UserReport web analytics tool. It allows users to:
1. Document the demographics of website users through online surveys.
2. Measure user satisfaction on a website through 360-degree evaluations.
3. Get feedback and ideas from website visitors through an online feedback forum.
The tool also provides features like click mapping, geographic reports, newsletter signups, and report sharing to give marketers a full picture of website usage and user behavior. It has been reviewed positively online and is used by over 4,000 websites worldwide.
The document provides an overview of a practitioner's guide to digital marketing, outlining key models and frameworks for developing a digital marketing plan including discovery, definition, design, development, and delivery phases, as well as topics like mobile marketing, usability, and user experience design. It also covers objectives for a course on digital marketing including applying models, conducting audits and requirements gathering, and developing requests for proposals.
This document provides an overview of key concepts for digital marketing including how to frame a digital marketing plan, common digital marketing models, using analytics to understand website usage, defining target audiences, understanding user goals through personas, mapping the customer journey, and developing an effective content strategy. The digital marketing models section outlines the discovery, definition, design, development, and delivery phases commonly used to execute digital marketing plans. Analytics, target audiences, personas, customer journeys, and content strategy are discussed as important elements for informing digital marketing strategies and optimizing the customer experience.
The document discusses meeting potential consumers online through cost-effective social media marketing. It identifies the key steps as: 1) Identifying the target audience online through demographic and psychographic segmentation. 2) Matching the strategic online plan to different social media purposes like marketing research, driving sales, and building word-of-mouth. 3) Engaging the target market through user-generated content, interacting with audiences, and optimizing in-house efforts around trends, brand management, social media methodology, and reach. The goal is to calculate the cost-benefit analysis and gain a marketing advantage over competitors.
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
IA Summit 2012 presentation slides
As we explore how the design team’s structure can hinder or foster collaborative relationships, we argue that clearly articulated, collaborative processes allow designers to facilitate a desirable and delightful user experience.
The content journey from Creation to Collaboration and EngagementDheeraj Chowdhury
This preesentation was presented at the Gov2,0 conference in Canberra in October 2012, The aim was to share the future of content and the speed at which it is evolving. A case study of the evolution of content in NSW DEC. Finally a look at the emerging platforms to help enterprises leverage technology in developing an integrated social content strategy.
This document summarizes a presentation on differentiating digital customer experiences. It discusses how customer behavior is changing with mobile and social media, and that firms must define a clear digital customer experience strategy using tactics like personas and customer journey mapping. It also provides examples of how companies like Burberry and TeliaSonera have created unified customer experiences across digital and physical channels. The presentation recommends adopting tools to support real-time customer insights, partnering with digital agencies, and creating a roadmap to transform the digital experience.
User Report - how to evaluate and optimize website performanceLinh Huynh
This document provides an introduction to the UserReport web analytics tool. It allows users to:
1. Document the demographics of website users through online surveys.
2. Measure user satisfaction on a website through 360-degree evaluations.
3. Get feedback and ideas from website visitors through an online feedback forum.
The tool also provides features like click mapping, geographic reports, newsletter signups, and report sharing to give marketers a full picture of website usage and user behavior. It has been reviewed positively online and is used by over 4,000 websites worldwide.
Ariston Interaction is an integrated marketing services company based in India that provides a wide range of digital, analog, events, and public relations services including strategy, planning, creative design, execution, and analytics. They have expertise across digital marketing, social media marketing, reputation management, events, and PR. Their solutions include digital marketing campaigns, SEO/SEM, media buying, website and app development, usability testing, brand monitoring, and social media management.
This document discusses the relationship between content strategy and information architecture (IA). It provides three key points:
1. Content strategy and IA overlap in many areas such as defining user needs, content audits, customer journeys, wireframing, and usability testing. They work together to ensure content supports user and business goals.
2. Examples are provided to illustrate how content strategy supports specific IA activities, such as using personas to define what content users need and in what format or channels. Scenarios are also used to determine what content is needed on each page.
3. Both content strategy and IA face similar challenges today with the shift to more dynamic digital experiences across multiple channels. There is a need
The document provides an overview of persona and scenario design. It discusses understanding users through qualitative research methods like interviews and segmentation. Personas are created based on behaviors, attitudes, and goals identified during research. Personas are brought to life through names, photos, and profiles. Quantitative research like surveys and site analytics can validate and enhance personas. Personas should be used across an organization to inform strategy, marketing, design, and more. Examples and case studies demonstrate how personas are applied.
This document outlines the key learnings and takeaways from a course on digital marketing. It discusses various models used in digital marketing planning and execution, including strategic management, strategic marketing, and digital marketing models. It also covers topics like integrated marketing, user experience design, content auditing, social media evaluation, and defining objectives and strategies for a digital marketing plan. The overall goal of the course is to help students understand best practices in digital marketing and be able to apply key concepts to tasks like conducting a website audit, developing digital marketing strategies, and creating a request for proposal.
Recently was invited by Scott Abel and Rahel Baillie to do a workshop at Content Strategy Workshops in Portland, Or. Here's the presentation that helped guide our 2 -1/2 hour work session.
The document discusses AT&T's strategy to shift from traditional advertising to content marketing. It advocates creating and distributing original content to build relationships with customers and influence their purchasing decisions. The summary highlights that content marketing involves positioning the brand as an expert through things like articles, videos, and reports. It also notes the need to develop consistent messaging and distribute content across various channels to engage the right audiences.
This document provides an overview of WebSide, a company that offers various digital marketing services including creative design, search engine marketing, and social media marketing. WebSide helps brands build connected online presences and drive sales through strategic partnerships that allow brands to communicate, engage and grow digitally. The company provides full-service solutions including website design and development, content creation, paid search, organic search optimization, and social media marketing management.
Optimizing Your Digital Content for Global, Mobile and Social UsersThe Next SEM
In our always-connected world, the new reality is that marketing prospects will complete 70% of their buyer's journey before engaging with a sales team. This presents marketers with a new set of challenges. They must employ creative ways to engage potential customers and convert them into leads, such as taking advantage of non-traditional digital channels to generate awareness and influence. The corporate website is the pivotal touch point, becoming a “virtual” sales rep to deepen the relationship with prospects who aren’t ready to take a sales call. Having the right content and offering a rich, engaging experience become imperative marketing goals.
Leadership and businesses are always looking for new ways to understand and respond to customer needs. Social media analytics
gives us a snapshot of these needs from insights gained from online conversations. It has the capacity to capture customer
information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive
analytic techniques that help corporations manage the brand and reputation products and services. Despite the benefits, it can
be a challenge defining an effective social media strategy.
Learning Objective: This workshop will explore effective tools, for building, interpreting and using metrics to understand and
respond to the needs of your customers.
Outcomes- At the end of this workshop, participants will be able to:
a. Explore how social media helps corporation predict trends
b. Examine how information and data is analyzed
c. Identify which types of industries can benefit from social media analytics
d. List steps for choosing and implementing a social media strategy
e. Explore how this tool can help seasoned and emerging leaders looking to increase value
A Recipe for Success: 5 key ingredients for an integrated digital display mar...Michael Zarcone
The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.
The document provides an overview of social media, including definitions, tools, corporate success stories, and the future of social media. It discusses key social networks like Twitter, Facebook, YouTube, and LinkedIn. It also outlines Cognizant's point of view on social media and initiatives from top health insurers. The document recommends a strategic approach to social media involving observing, developing, and acting on customer relations, reputation management, and product promotion. It proposes an implementation plan and sample metrics for measuring social media performance.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
Looking for a company that provide solutions around content management and digital marketing? WAVU Digital is there to help bridge the gap and guide your audience.
Infusioncon 2012: Leverage content, search, and social media to create maximu...Mike Corak
This document outlines steps for developing an integrated content marketing plan. It discusses performing audience research through keyword analysis and social listening. It recommends auditing existing content and identifying gaps to target. A 5-step process is provided: 1) conduct audience intelligence; 2) audit current content; 3) analyze gaps; 4) plan new content creation; 5) execute and optimize the process. Content should be created and distributed across owned, paid and earned channels to maximize exposure. Measurement of results is important for ongoing optimization.
MAGNE Consulting provides digital profile management services to help brands reach online users through new digital channels. Their services include designing and setting up digital profiles, conducting analytics on customer behavior, and increasing community engagement through social media and other online forums. MAGNE has over 50 professionals with experience designing, developing, and managing client digital profiles according to business objectives and governance frameworks.
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Lisa Grimm
The document discusses how brands can increase reach and engagement on Facebook by focusing on storytelling rather than just creating stories. It explains that Facebook should be used as part of a larger digital ecosystem to connect consumers to a brand's story. Brands are encouraged to have a clear purpose and strategy, seek connections with consumers, and create content that allows consumers to participate and influence the brand's story in real time. An example is provided of how Oreo uses Facebook and other channels as part of a coordinated content strategy focused on celebrating its brand mission.
This document profiles Sorav Jain and provides details about his education, work experience, skills, social media presence and credentials. It summarizes that Sorav Jain has a BSc in plant biology and biotechnology from Loyola College in India and an MS in international marketing management from the University of Leeds. He has worked in digital marketing and founded Echovme to strategize social media presence for brands. Sorav Jain regularly speaks at events and colleges and has a strong social media network and online presence.
It is a quick UI/UX note I have created as a quick reference of typical user experience design process on one place.
This is no more than a subset of the great UX knowledge developed by great people around the globe.
I would be happy if anybody is benefited with this. You can always write to me for any improvement, any complex UI/UX that you would like me to work on.
Nigel Hudson is a user experience director with over 16 years of experience designing websites, applications, and mobile experiences. The document provides an overview of user experience (UX), including what UX is, how it benefits companies, where it can be applied, and the UX process. It also provides a case study example of redesigning automotive shopping tools for multiple brands to increase online engagement and conversions.
Content Targeting Moving From Visitors to CustomersAlterian
In today’s highly competitive online world, simply rehashing offline copy or existing collateral for your website doesn't cut it. When visitors come to your website, you have a very small window to engage them before they click away.
Making your website look pretty can grab your visitor’s attention, but that attention is fleeting. What keeps them engaged is content that is relevant to them. On this webinar, you will learn how to use web content targeting to connect with your customers and drive business.
What You Will Learn:
* How to use web analytics to go beyond tracking visitors and understand their intentions
* How to combine usage profiles with content profiles for more effective targeting
* How to leverage the power of a sophisticated Web Content Management (WCM) system for dynamic content targeting
This document provides an overview of the module "Becoming an Educationalist" at London Metropolitan University. The module is designed to help students understand what it means to be an educationalist and to develop the skills and experience needed over time through activities like lectures, workshops, seminars, peer activities, independent study, research projects and assignments. Students will read about different theories of teaching and learning, consider examples of educational practice, and complete reflective logs and essays analyzing their experience in the module and preparation for becoming an educationalist.
This document discusses digital marketing strategies and tactics. It covers developing a brand strategy to define the brand's personality and positioning. It also discusses selecting appropriate marketing channels based on business goals, value proposition, markets, and competitive positioning. Key tactics mentioned include search engine optimization, social media marketing, and developing a marketing plan with campaigns and ways to track performance.
Ariston Interaction is an integrated marketing services company based in India that provides a wide range of digital, analog, events, and public relations services including strategy, planning, creative design, execution, and analytics. They have expertise across digital marketing, social media marketing, reputation management, events, and PR. Their solutions include digital marketing campaigns, SEO/SEM, media buying, website and app development, usability testing, brand monitoring, and social media management.
This document discusses the relationship between content strategy and information architecture (IA). It provides three key points:
1. Content strategy and IA overlap in many areas such as defining user needs, content audits, customer journeys, wireframing, and usability testing. They work together to ensure content supports user and business goals.
2. Examples are provided to illustrate how content strategy supports specific IA activities, such as using personas to define what content users need and in what format or channels. Scenarios are also used to determine what content is needed on each page.
3. Both content strategy and IA face similar challenges today with the shift to more dynamic digital experiences across multiple channels. There is a need
The document provides an overview of persona and scenario design. It discusses understanding users through qualitative research methods like interviews and segmentation. Personas are created based on behaviors, attitudes, and goals identified during research. Personas are brought to life through names, photos, and profiles. Quantitative research like surveys and site analytics can validate and enhance personas. Personas should be used across an organization to inform strategy, marketing, design, and more. Examples and case studies demonstrate how personas are applied.
This document outlines the key learnings and takeaways from a course on digital marketing. It discusses various models used in digital marketing planning and execution, including strategic management, strategic marketing, and digital marketing models. It also covers topics like integrated marketing, user experience design, content auditing, social media evaluation, and defining objectives and strategies for a digital marketing plan. The overall goal of the course is to help students understand best practices in digital marketing and be able to apply key concepts to tasks like conducting a website audit, developing digital marketing strategies, and creating a request for proposal.
Recently was invited by Scott Abel and Rahel Baillie to do a workshop at Content Strategy Workshops in Portland, Or. Here's the presentation that helped guide our 2 -1/2 hour work session.
The document discusses AT&T's strategy to shift from traditional advertising to content marketing. It advocates creating and distributing original content to build relationships with customers and influence their purchasing decisions. The summary highlights that content marketing involves positioning the brand as an expert through things like articles, videos, and reports. It also notes the need to develop consistent messaging and distribute content across various channels to engage the right audiences.
This document provides an overview of WebSide, a company that offers various digital marketing services including creative design, search engine marketing, and social media marketing. WebSide helps brands build connected online presences and drive sales through strategic partnerships that allow brands to communicate, engage and grow digitally. The company provides full-service solutions including website design and development, content creation, paid search, organic search optimization, and social media marketing management.
Optimizing Your Digital Content for Global, Mobile and Social UsersThe Next SEM
In our always-connected world, the new reality is that marketing prospects will complete 70% of their buyer's journey before engaging with a sales team. This presents marketers with a new set of challenges. They must employ creative ways to engage potential customers and convert them into leads, such as taking advantage of non-traditional digital channels to generate awareness and influence. The corporate website is the pivotal touch point, becoming a “virtual” sales rep to deepen the relationship with prospects who aren’t ready to take a sales call. Having the right content and offering a rich, engaging experience become imperative marketing goals.
Leadership and businesses are always looking for new ways to understand and respond to customer needs. Social media analytics
gives us a snapshot of these needs from insights gained from online conversations. It has the capacity to capture customer
information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive
analytic techniques that help corporations manage the brand and reputation products and services. Despite the benefits, it can
be a challenge defining an effective social media strategy.
Learning Objective: This workshop will explore effective tools, for building, interpreting and using metrics to understand and
respond to the needs of your customers.
Outcomes- At the end of this workshop, participants will be able to:
a. Explore how social media helps corporation predict trends
b. Examine how information and data is analyzed
c. Identify which types of industries can benefit from social media analytics
d. List steps for choosing and implementing a social media strategy
e. Explore how this tool can help seasoned and emerging leaders looking to increase value
A Recipe for Success: 5 key ingredients for an integrated digital display mar...Michael Zarcone
The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.
The document provides an overview of social media, including definitions, tools, corporate success stories, and the future of social media. It discusses key social networks like Twitter, Facebook, YouTube, and LinkedIn. It also outlines Cognizant's point of view on social media and initiatives from top health insurers. The document recommends a strategic approach to social media involving observing, developing, and acting on customer relations, reputation management, and product promotion. It proposes an implementation plan and sample metrics for measuring social media performance.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
Looking for a company that provide solutions around content management and digital marketing? WAVU Digital is there to help bridge the gap and guide your audience.
Infusioncon 2012: Leverage content, search, and social media to create maximu...Mike Corak
This document outlines steps for developing an integrated content marketing plan. It discusses performing audience research through keyword analysis and social listening. It recommends auditing existing content and identifying gaps to target. A 5-step process is provided: 1) conduct audience intelligence; 2) audit current content; 3) analyze gaps; 4) plan new content creation; 5) execute and optimize the process. Content should be created and distributed across owned, paid and earned channels to maximize exposure. Measurement of results is important for ongoing optimization.
MAGNE Consulting provides digital profile management services to help brands reach online users through new digital channels. Their services include designing and setting up digital profiles, conducting analytics on customer behavior, and increasing community engagement through social media and other online forums. MAGNE has over 50 professionals with experience designing, developing, and managing client digital profiles according to business objectives and governance frameworks.
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Lisa Grimm
The document discusses how brands can increase reach and engagement on Facebook by focusing on storytelling rather than just creating stories. It explains that Facebook should be used as part of a larger digital ecosystem to connect consumers to a brand's story. Brands are encouraged to have a clear purpose and strategy, seek connections with consumers, and create content that allows consumers to participate and influence the brand's story in real time. An example is provided of how Oreo uses Facebook and other channels as part of a coordinated content strategy focused on celebrating its brand mission.
This document profiles Sorav Jain and provides details about his education, work experience, skills, social media presence and credentials. It summarizes that Sorav Jain has a BSc in plant biology and biotechnology from Loyola College in India and an MS in international marketing management from the University of Leeds. He has worked in digital marketing and founded Echovme to strategize social media presence for brands. Sorav Jain regularly speaks at events and colleges and has a strong social media network and online presence.
It is a quick UI/UX note I have created as a quick reference of typical user experience design process on one place.
This is no more than a subset of the great UX knowledge developed by great people around the globe.
I would be happy if anybody is benefited with this. You can always write to me for any improvement, any complex UI/UX that you would like me to work on.
Nigel Hudson is a user experience director with over 16 years of experience designing websites, applications, and mobile experiences. The document provides an overview of user experience (UX), including what UX is, how it benefits companies, where it can be applied, and the UX process. It also provides a case study example of redesigning automotive shopping tools for multiple brands to increase online engagement and conversions.
Content Targeting Moving From Visitors to CustomersAlterian
In today’s highly competitive online world, simply rehashing offline copy or existing collateral for your website doesn't cut it. When visitors come to your website, you have a very small window to engage them before they click away.
Making your website look pretty can grab your visitor’s attention, but that attention is fleeting. What keeps them engaged is content that is relevant to them. On this webinar, you will learn how to use web content targeting to connect with your customers and drive business.
What You Will Learn:
* How to use web analytics to go beyond tracking visitors and understand their intentions
* How to combine usage profiles with content profiles for more effective targeting
* How to leverage the power of a sophisticated Web Content Management (WCM) system for dynamic content targeting
This document provides an overview of the module "Becoming an Educationalist" at London Metropolitan University. The module is designed to help students understand what it means to be an educationalist and to develop the skills and experience needed over time through activities like lectures, workshops, seminars, peer activities, independent study, research projects and assignments. Students will read about different theories of teaching and learning, consider examples of educational practice, and complete reflective logs and essays analyzing their experience in the module and preparation for becoming an educationalist.
This document discusses digital marketing strategies and tactics. It covers developing a brand strategy to define the brand's personality and positioning. It also discusses selecting appropriate marketing channels based on business goals, value proposition, markets, and competitive positioning. Key tactics mentioned include search engine optimization, social media marketing, and developing a marketing plan with campaigns and ways to track performance.
E marketing the essential-guide_to_digital marketingHua Linh
This document provides an introduction to the 4th edition of the textbook "eMarketing: The essential guide to digital marketing" by Rob Stokes. It discusses how digital marketing has evolved significantly since the first edition was published in 2007. It describes the restructuring of the Quirk agency into four key disciplines - Think, Create, Engage and Optimize - to better serve clients. It also notes the growth of Quirk Education and their online courses in digital marketing topics. The introduction acknowledges the many contributors to the textbook and hopes it can help educate others.
This document provides an overview of the marketing mix, also known as the 4 P's of marketing - product, price, place, and promotion. It defines each P and gives examples. Product refers to the actual goods or services being offered and includes attributes like design, quality, and branding. Price is what is charged for the product and considers factors like costs, demand, and competitors. Place is where and how the product will be distributed and sold, either directly or indirectly through channels. Promotion covers advertising, public relations, and other activities to make customers aware of the product and build its brand. The 4 P's work together as part of an integrated marketing strategy to maximize effectiveness.
This document discusses eMarketing strategies for success. It begins with an agenda that outlines various digital technologies like search engine optimization, paid search marketing, podcasts/webinars, video advertising, digital simulations and game development. It then discusses how companies can leverage these technologies and be connected in today's digital world. Various eMarketing strategies are explained, like the importance of understanding one's audience and acquiring customers. New marketing approaches like personalized marketing, participation, peer-to-peer communities and predictive modeling are also covered. The document emphasizes developing a multi-channel approach across different digital mediums and networks to effectively reach customers.
The Essential Guide to Marketing in a Digital World - 5thDung Tri
This document provides an introduction and preface to the 5th edition of the textbook "eMarketing: The essential guide to marketing in a digital world". Some key details:
- The preface discusses the evolution of digital marketing and why the textbook changed its subtitle to reflect that digital is now integrated into all aspects of marketing.
- It highlights new chapters added on content strategy and user experience design.
- The preface recognizes the work of the knowledge team in synthesizing agency knowledge into an accessible textbook and keeping it up to date.
- Reviews praise the comprehensive yet practical nature of the textbook in addressing the fast-changing digital landscape.
This document outlines an expanded framework of "12 P's" for marketing a business or nonprofit organization. It discusses positioning, people, process, plan, product, price, place, promotion, proposal, please, project management, and punctuate as key elements to consider. The goal is to provide a comprehensive approach to marketing that goes beyond the traditional "4 P's" and increases the potential for profits or donations.
Master the basic essentials of digital marketing in the areas of email marketing, social media and search engine optimization with this easy to follow guide.
The guide offers insights, tips and how to for anything key area of digital marketing in the above channels!
The document provides information about the amenities, facilities, and services available at the Taj Lands End hotel in Mumbai. It includes details about room types and rates, proximity to airports and tourist attractions, facilities like parking and WiFi, and policies around check-in, cancellation, and children. Service standards are discussed along with examples of major service encounters. Transportation options and airlines serving international and domestic routes from Mumbai are also listed.
This document provides an overview of the topics that will be covered in an eMarketing course. The course will cover the convergence of technology, diffusion of innovation, various online marketing tactics like email marketing, online advertising, search engine optimization, social media marketing and analytics. It will also discuss the history of the internet and internet marketing. Key trends like the growth of social media platforms and shift to digital advertising will be examined. The document outlines how traditional and digital marketing techniques compare and stresses that an integrated online and offline approach is important for success.
The document discusses the marketing mix, also known as the 9Ps of marketing. It provides a brief history of the marketing mix, starting with the original 4Ps proposed in 1960, and the gradual addition of more elements over time. Today, most marketers recognize nine elements in the marketing mix: Product, Price, Promotion, Place, People, Process, Physical Evidence, Packaging, and Payment. The document then provides a short definition and examples for each of the nine elements.
This document provides an overview of e-marketing. It discusses what e-marketing is, how it benefits from low distribution costs and a global audience. Methods include search engine marketing, display ads, email marketing and affiliate marketing. Strategies involve search engine optimization, social media, and email marketing. Challenges to e-marketing for Indians include low computer and internet penetration as well as issues like credit cards, cybersecurity, and legal jurisdiction. The document also compares e-business to e-commerce and outlines the uses, mix and benefits of internet marketing.
The document provides an integrated digital marketing plan for ABC Cash, an online payday loan provider. It analyzes the target audience and competition. The plan aims to capture market share by focusing on the growing online market and driving offline customers online through a community-focused social media presence. Key strategies include redefining the brand identity, building online relationships through content and incentives, optimizing the customer experience on all digital platforms, and promoting customer loyalty.
The document introduces the eMarketing Mix, a framework for online marketing that focuses on building relationships. The eMarketing Mix consists of 2Ps (Personalization and Privacy), 2Cs (Customer Service and Community), and 3Ss (Site, Security, and Sales Promotion). It discusses each component in 1-2 sentences, highlighting that personalization involves gathering customer information to provide customized experiences, community refers to encouraging interaction among customers, and security is essential for protecting customer data and transactions.
Module 1 online marketing ratan kk_masterclass on online marketingeTailing India
The document discusses an upcoming marketing master class to be held in Mumbai from 1-7 PM on March 22, 2013. It outlines the five modules to be covered: 1) how online channels are impacting businesses, 2) understanding customer behavior online, 3) digital marketing tactics like search, social media, mobile and email marketing, 4) developing an online strategy, and 5) creating a blueprint for an online marketing strategy. It introduces the primary trainer, RatanKK, and outlines some agreements for participants, such as taking notes and participating actively while avoiding distractions.
8 Ps of Marketing: The Secret Mix for E-Commerce Competitive AdvantageInverse Design
How brands can use all elements of the 8ps of service marketing to create an e-commerce competitive advantage, ruling the market in their industry online.
Introduction to Digital Marketing | #IntroToDigital +22 Free Tools insideNicolas J. Chevalier
INTRO TO DIGITAL - In this presentation, you will find an introduction to digital marketing / online marketing. Through SEM, Display, Content Marketing, E-CRM, Digital communication, discover 22 free tools to do your own analysis.
The document provides an overview of social media for business. It discusses the history of social media and its evolution from message boards and chat rooms to major platforms today. It then covers key aspects of a social media strategy for businesses, including establishing goals, learning about audiences, choosing appropriate channels, engaging with customers, and analyzing results. Throughout, it provides examples of how companies have successfully used social media to generate sales, help customers, and get customer feedback.
The document provides an agenda and overview for a workshop on making the most of your website. The workshop will cover general information, introductions, expectations, branding, the importance of customer focus, developing an online value proposition, website integration, web design considerations, and testing website performance. It emphasizes moving from a focus on web design to online branding and the customer experience. Key topics include developing a customer-centric approach, creating value for customers, search engine optimization, and aligning the website with overall business strategy and objectives.
This webinar will provide techniques for developing an effective digital marketing plan. It will discuss understanding the planning process, setting objectives, analyzing the situation, developing strategies and tactics, and implementing the plan. Key aspects that will be covered include segmentation, targeting, positioning, the marketing mix, and setting goals and metrics to monitor performance. Barriers to planning and additional resources for digital planning will also be mentioned.
Using the Right Content Strategy to Create a Personalized Digital ExperiencePerficient, Inc.
This document discusses using the right content strategy to create personalized digital experiences. It describes Perficient, a consulting firm that helps clients implement business technology solutions. The document outlines key aspects of an effective content strategy, including segmentation, personalization, supporting multiple channels, testing, and insights. It provides examples of how the Sitecore platform allows quick wins in content authoring, personalization, multi-channel support, testing, and insights.
The document discusses the need for organizations to rethink their digital frameworks and customer experiences. It provides guidance on developing a digital strategy, including defining goals and key performance indicators. An effective strategy requires understanding audiences through persona development and mapping touchpoints across the customer journey. The strategy also needs to bring together paid, owned, and earned media in a holistic way to create a seamless brand experience.
Holley P. Malia presented strategies for healthcare marketers to reduce costs and maximize returns on marketing investments given economic pressures and demands for more cost-effective approaches. She emphasized leveraging existing digital assets through repurposing content, optimizing websites for search engine optimization, and using low-cost or free online and social media strategies. Malia also stressed data-driven tactics like keyword research, defining customer personas, and email marketing with a focus on lead generation and nurturing.
Discover Your Searchability Factor by SEO KingIMSeoKing.com
The document provides information about Eugene Macarius, who is described as a digital marketing strategist and SEO consultant. It lists his professional experiences, which include roles at Standard Chartered Bank and Catholic Church of Singapore, as well as implementing customer relationship and loyalty programs. It also notes that he manages 360 digital marketing campaigns for businesses, is a mentor for various programs, and is certified in search engine optimization. The document appears to be profiling Eugene Macarius and his background and qualifications in digital marketing.
Here are the key steps to develop a user profile:
1. Define the target user(s) - Who are you designing for? Be as specific as possible in describing the user(s).
2. Gather research - Collect information on your users through methods like surveys, interviews, observations. Learn about their demographics, skills, goals, pain points.
3. Define goals and tasks - What are the tasks the user needs to accomplish? What are their goals when using the product/service?
4. Identify attitudes - What are the user's attitudes towards technology, the domain, privacy, security etc.
5. Specify capabilities - What are the user's technical skills? Language abilities? Physical/
This document outlines a 5-step process for creating an actionable content marketing strategy:
1. Define objectives and priorities for the content.
2. Develop a story that explains the business's purpose beyond features and benefits.
3. Create buyer personas that represent the audience and their needs.
4. Conduct a content audit to identify existing materials and gaps to address.
5. Determine key metrics to measure the strategy's effectiveness in meeting objectives.
Following these steps helps ensure the content strategy aligns with business goals and provides the right content to targeted audiences.
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...Different
This presentation was made at the Human Centred Design revolution workshop organised by Different Solutions. It is a case study on our client, BHP Billiton and using a HCD approach for the redesign of their global intranet. It outlines the challenges an organisation faces when adopting a UCD approach, corporate governance and determining measures of success.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
Persona Marketing and Lead Nurturing- Simon Morris, AdobeLinkedIn
This document discusses persona marketing and lead nurturing. It describes building personas to better understand target customers and their needs. The document provides examples of personas like Digital Marketer, Digital Analyst, and Social Marketer. It emphasizes the importance of knowing customers and their challenges in order to effectively market to different personas. Building personas involves defining who they are, their goals, pain points and preferred methods of interaction to align marketing strategies.
This document discusses strategies for consulting firms to engage clients through their corporate websites. It recommends focusing on understanding the client's needs and buying lifecycle to provide contextual and personalized experiences. Key aspects include developing thought leadership content, optimizing the user experience, adopting responsive design for mobile, improving search and social media integration, measuring engagement, and leveraging technologies like CRM to track engagement across channels. The overall approach is to move websites beyond just information sharing to truly engaging clients through the online experience.
The document discusses various megatrends for websites in 2015 and beyond, focusing on six key areas: website performance, better search results, website design and usability, importance of content, engagement/calls to action, and social media integration. It provides details on each area, highlighting the importance of things like site speed, mobile responsiveness, content strategy, conversion optimization, and integrating social media to increase exposure and engage customers. The overall message is that websites must adapt to changing consumer behaviors and priorities to remain competitive online.
This document provides an overview of digital marketing services from 360IDEAS. It discusses their core competencies such as strategic planning, marketing, advertising, social media, and analytics. It also outlines their inbound marketing approach including acquiring traffic, generating fans, converting subscribers, and engaging prospects and clients. Key aspects of digital marketing are defined including having a strategy, measurement and optimization, joined-up customer-centered marketing, and focusing on engagement.
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...Sean Rusinko
This document discusses personalization and how to achieve full-on personalization. It begins with an introduction of the presenters and their company Verndale. It then covers trends in users, technology and personalization. The next section discusses best practices for personalization, including assessing readiness, planning, understanding users and content. Case studies of companies achieving personalization are presented, including their processes and results. The document concludes with next steps around assessing, defining goals, roadmapping and building personalized experiences.
The document discusses using social media for business goals. It recommends defining your target audience and goals for social media use upfront. Specifically, whether your goal is direct customer engagement or demonstrating subject matter expertise. It also suggests starting with a few proven social media channels like Twitter, Facebook, YouTube and LinkedIn. The document outlines a four step process: 1) Evaluate established channels and influencers in your industry; 2) Build a relevant presence by connecting with key audiences; 3) Develop your community from indifferent to advocates; 4) Use your influence by providing supporters with information and tools to amplify your message.
This document provides an overview of integrated digital marketing and marketing communications at the University of Calgary. It discusses how traditional marketing is being replaced by new approaches that are integrated, measurable, media agnostic, and user-focused. Various digital marketing tactics are mentioned such as web development, email, mobile, SEO, gamification, and social media. The importance of integration and evaluating the full digital marketing strategy is emphasized. Suggested readings on digital marketing strategy, social media, user experience design, and form design are also provided.
Usability and Form Design - University of CalgaryJohn Hutchings
This document provides an overview of a course on Internet Marketing and Social Media that covers various topics related to user experience design. The course covers 10 steps to user experience including understanding the user, planning before designing, understanding goals, avoiding premature solutions, form following function, the importance of content, persuasive design, accessibility, and learning from failures. It also discusses specific topics like usability and form design in more depth providing guidance on best practices. Resources for further reading like books, websites, and Twitter accounts are recommended at the end.
CMA Calgary_Internet Marketing and StrategyJohn Hutchings
The document discusses the importance of developing an online marketing strategy, including on social media. It notes that newspapers, magazines, radio and print yellow pages are expected to decrease by at least 9% as more advertising shifts online. The document outlines key topics for an online strategy such as defining goals, understanding the target audience, and developing an integrated marketing mix. It also provides models and frameworks for conducting audits and analyzing competitors.
The document discusses the challenges of implementing social media and enterprise 2.0 tools in organizations. It notes that while social media is widely used personally, integrating it into companies is difficult as no one is sure how to properly implement it. Some common reasons for enterprise 2.0 failures include focusing on the technology before objectives, lack of executive support, and not involving all stakeholders early on. The document provides a checklist for organizations to reference when considering social media initiatives.
The document discusses the importance of social media marketing (SMM) and provides best practices. Some key points include:
- SMM has become important as more consumers get information from social media - by 2009, 85% of US online consumers will read or view social content.
- Common SMM tactics used by marketers include blogs, Facebook, Twitter, YouTube and LinkedIn. Successful brand examples from Nike and Pepsi getting many video views are mentioned.
- SMM best practices include listening to customers, adapting messages, linking and Twitter baiting. Corporate blogs should monitor SMM basics.
1. A Practitioner's Guide to Digital
Marketing
BMC 319-001
Downtown Campus 906, 8th Ave SW, Calgary,
Room: 222
1
2. Digital Marketing
2 Questions:
How do we frame our Plan?
How do execute on that Plan?
2
3. Digital Marketing Models
This is what we use to execute the plan…
Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed to
specifically accommodate the needs of digital marketing. Under normal circumstances, this process
allows ample room for the creative process to unfold while preserving the discipline of technology-based
project management.
Discovery: Opportunity, initiation, audits, primary
and secondary research and interviews, analysis and
strategy, personas, creative and technical briefing.
Definition: Concept and strategic development,
design concepts, wireframes, site maps, business
and functional requirements, solution architecture,
production plan.
Design: Experience validation, creative and
technical solutions, and functional prototyping.
Development: Creative and technical production,
documentation, backend support and integration,
quality assurance and testing.
Delivery: Launch, end-to-end system testing,
localization of languages, deployment, optimization
and maintenance.
3
5. Upon successful completion of this course, you will be
able to:
• Apply Digital and Integrated marketing models as described in this
course
• Conduct a competitive audit of your Website using best-practice tools
• Understand the fundamentals of target audience
definition, including user goals and persona creation
• Understand the importance of User Experience Design and Website
usability
• Understand the importance of Information
Architecture
• Conduct a content audit and understand the basics
of copywriting for the Web
• Understand technology considerations that affect the success of Digital
marketing
5
7. Analytics 101
Visitors Content Traffic Sources
1. Is traffic to my website growing, 4. What pages of my site are most 7. What traffic sources —
declining or stagnating? What are useful to visitors? direct (typing a URL), referral,
the trends? search engine or paid ads — are
Stats to focus on: Top content, driving visits to my site?
Stats to focus on: Visits per period content by title, bounce rate
vs last period; absolute unique Stat to focus on: Traffic Sources
visitors per period vs. last 5. Where do visitors first land, Overview percentages
and how do they proceed through
2. How useful are visitors finding the site? 8. What other websites are
the site? What are the trends? In referring visitors to my site?
essence, are users engaged? Stats to focus on: Top landing
pages, click patterns Stat to focus on: Referring sites
Stats to focus on: Average
pageviews, time on site 6. From what pages do visitors 9. What keywords are driving
exit the site? traffic?
3. Who are my visitors? Where do
they live? Are they new visitors or Stat to focus on: Top exit pages Stats to focus on: Keywords and
returning? phrases
Stats to focus on: Map
overlay and new vs returning
7
8. Target Audience
How do we know who we are talking to?
How do we use this information to inform our thinking?
8
9. Target Audience Definition
Are your target
customers male or
female?
How old are they?
Where do they
live? Is geography
a limiting factor
for any reason?
What do they do
for a living? How
much money do they
make? This is most
significant if
you're selling
relatively
expensive or
luxury items. Most
people can afford
a cup of coffee.
You can't say the
same of a car.
What other aspects
of their lives
matter?
9
12. User goals
One of the keys to success for an online property is that it aligns itself with user goals.
The ideal state is to know and understand the user’s goal when visiting the site in order to facilitate their experience and
assist them in accomplishing their tasks.
12
13. Organizational vs. User
Organization User
• Organizational Effectiveness • Ease of Use
• Convert sales and transactions to • Clarity around how I can
lower cost channels (cost per accomplish my goals.
interaction) • “I just want to the buy the darn
• Lead Generation and thing”
Qualification • Don’t make me use more than
• Deeper Customer Insight one channel (or experience) to
• One-to-one Marketing accomplish my goals.
• Customer Delight
13
15. Personas
A user persona is a representation of the goals and behavior of a real group of users, based on their
demographics. We use them to determine how to align organizational goals with those of end users.
15
19. Why is Content Important?
Content is a Strategic Brand Asset, and should be treated as such
Content is a large part of the user/customer experience
Content is often overlooked and left until the last minute
19
20. Content Strategy
1. Conduct a Content Inventory
2. Weed out the ROT (Redundant, Outdated,
Trivial)
3. Content Quality Checklist
4. Look for overall Trends
5. Establish an Content Plan
20
21. Content Quality Checklist
Characteristics
Usefulness & Relevance:
Does the content meet user needs, goals, and interests?
Does the content meet business goals?
For how long will the content be useful? When should it expire? Has its usefulness already expired?
Is the content timely and relevant?
Clarity & Accuracy:
Is the content understandable to customers?
Is the content organized logically & coherently?
Is the content correct?
Does the content contain factual errors, typos, or grammatical errors?
Do images, video, and audio meet technical standards, so they are clear?
Influence & Engagement:
Does the content use the most appropriate techniques to influence or engage customers?
Does the content execute those techniques effectively?
Does the content use too many or too few techniques for the context?
Completeness:
Does the content include all of the information customers need or might want about a topic?
Does the content include too much or too little information about a topic for the context?
http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php
21
22. Content Quality Checklist
Characteristics
Voice & Style:
Does the content consistently reflect the editorial or brand voice?
Does its tone adjust appropriately to the context—for example, sales versus customer service?
Does the content convey the appropriate editorial and brand qualities?
Does the content seem to have a style? If so, does the content adhere to it consistently?
Does the content read, look, or sound as though it’s professionally crafted
Usability & Findability:
Is the content easy to scan or read?
Is the content in a usable format, including headings, bulleted lists, tables, white space, or similar techniques, as
appropriate to the content?
Does the content have the appropriate metadata?
Does the content follow search engine optimization (SEO) guidelines—such as using keywords—without sacrificing
quality in other areas?
Can customers find the content when searching using relevant keywords?
Format:
Text, PDF, image, outside link, etc.
Audience:
For which target audience is the content intended?
Is the content aligned with business or user goals?
http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php
22
23. Establish a Content Plan
• Testing content with users: Incorporate questions about content in your user
interviews, focus groups, usability tests, and surveys
• Monitoring content metrics: Engagement is a metric that suits content well.
For content that’s meant to support conversions, tracking whether conversions
increase after improving content is important
• Establishing governance: Have a group of stakeholders from across the
company or organization meet regularly to oversee major content decisions
• Applying the publishing model to content For major content efforts, a
publishing structure and related tools—such as an editorial calendar—are a
natural fit
• Incorporating content guides, standards, and tips into CMS
• Maintaining the meta-data
• Hiring employees, consultants, and agencies who care about content
23
24. Copywriting for the Web – Top 5 errors
Error
Error #1 : Writing Inwardly • Before you start writing, collect feedback from customers and prospects.
Ask them why they buy from you, why they don’t, and how doing business
with you has affected them.
• Start with an outline. Associate every feature with a benefit and every
benefit with an experience.
• Have a customer read a draft and then explain to you why they would want
to buy the product. If the customer “gets it,” you’re a star.
• Do the same thing with a person who knows nothing about your product
and industry.
Error #2: Burying the Lead • Before writing, ask, What is the key takeaway I want visitors to have after
they visit this page? That’s your lead.
• Highlight your lead idea in a bold font. This is especially helpful when you
can’t work it into the first sentence.
• Use plain language.
• Keep your most important points above the fold, as sub-headings, as the
first sentence of a paragraph and as bullet points.
http://www.smashingmagazine.com/2011/06/29/five-copywriting-errors-that-can-ruin-a-company-website/
24
25. Copywriting for the Web – Top 5 errors
Error
Error #3: Mediocre Meta Meta Title
The meta title describes the subject matter of the page and is ideally 65
Data characters or fewer. Visitors see the meta title in their browser tab and in
search engine results; it is the most important piece of information that
Google and other engines read on a given page.
Meta Description
The meta description, ideally 155 characters or fewer, is a snippet of text that
is displayed under a link on a search engine results page (SERP). The meta
description has little if any SEO value but is important for conversions.
Error #4: Saying too Much • Brevity, brevity.
Error #5: Weak or no Calls • CTAs generally fall into one of four types, listed here in descending order
of commitment:
to Action • Place an order;
• Enroll, subscribe, enter;
• Get a quote;
• Learn more.
http://www.smashingmagazine.com/2011/06/29/five-copywriting-errors-that-can-ruin-a-company-website/
25
26. Information Architecture
How do we structure our website?
What are the organizing principles?
26
38. Mobile Market
The mobile landscape is changing rapidly, particularly in Canada.
Blackberry continues its sharp decline while Android phones
continue to gain market share.
Canada U.S.
Source: StatCounter Global Stats. Q3/2011 – Q3/2012. http://gs.statcounter.com/#mobile_os-US-quarterly-201103-201203
38
39. Defining Mobile Optimization
Not Functional on Functional / Mobile Optimized Mobile Specific or
Mobile Devices Viewable on Mobile App
Devices
Cannot view or interact with Site is visible and usable on Mobile-specific styling of Unique site experience and
site on mobile devices. “current” mobile devices (e.g. content and/or navigation. content for mobile devices or
Typically are flash with no iPhones, touchsceen Same content as full site. the development of a native
back-up graphics. Blackberry). Flash elements app specifically designed for
replaced with backup the device.
graphics.
39
40. ‘Featured’ Mobile Content
Ideally, a website should be fully optimized for
mobile. The optimization and promotion of
‘featured’ mobile content should only be
considered if:
• The Target Audiences being considered warrants
specific and immediate attention –
• A review of Analytics supports the fact that these
audiences are accessing via mobile
• Due to the site’s size and complexity, a pilot or
phased approach is desired
• A more detailed content audit and site inventory is
necessary before optimizing the entire site
• The target audiences in question do not warrant the
development of a native mobile app (ROI)
40
41. Progressive Enhancement
Progressive enhancement is the separation of HTML, CSS and JavaScript.
Which in turn, separates what the user can see in terms of their
mobile experience. In its essence, we let the ‘user device’ (browser)
‘decide’ what it is capable of handling .
41
42. A Practitioner's Guide to Digital
Marketing
BMC 319-001
Downtown Campus 906, 8th Ave SW, Calgary,
Room: 222
42