What is a Digital Strategy
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encendo helps you understand how your digital marketing activities will impact your end objective. Francis Mac Aonghus, Head of Online at encendo, explores the principle of a digital marketing strategy.
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What is a Digital Strategy
- 3. Website Search Engine Optimisation Online PR / Social Email Marketing / CRM Paid Advertising Convert
- 4. A digital strategy is a plan to accomplish something with the benefit of digital tools.
- 5. Plans require a why, who, what, when, where, and how. a plan
- 6. An objective has to be measureable and actionable. accomplish something
- 7. But what is digital and what are the benefits? benefit of digital tools
- 8. DIGITAL MARKETING BIGGEST CHALLENGES SOURCE : CONNECTOR.IE KNOWLEDGE & TALENT CONVERTING LEADS BRAND AWARENESS STRATEGY & CREATIVITY LEAD GENERATION MARKETING AUTOMATION 40% 36% 36% 32% 20% 12%
- 9. DIGITAL CHANNELS WITH BIGGEST IMPACT SCORED 1 - 10 SOURCE : CONNECTOR.IE 5.6 5.8 6 6 6.2 6.8 7.2 Display Ads Display PR PPC Ads Mobile Ads SEO / SEM Video Social Media
- 10. MARKETING BUDGET SPEND ON DIGITAL 16% 12% 8% 16% 28% 20% SOURCE : CONNECTOR.IE 75% - 100% 50% - 75% 30% - 50% 20% - 30% 10% - 20% 0% - 10%
- 11. START WITH WHY SOURCE : SIMON SINEK PEOPLE DON’T BUY WHAT YOU DO THEY BUY WHY YOU DO IT
- 12. MEASURE ALL MOMENTS DELIVER ON NEEDS IN THE MOMENT ZERO MOMENT OF TRUTH SOURCE : GOOGLE IDENTIFY KEY MOMENTS OF INTENT
- 13. WINNING THE ZERO MOMENT OF TRUTH SOURCE : GOOGLEZERO MOMENT OF TRUTH
- 14. Stimulus First Moment of Truth Second Moment of Truth ZERO MOMENT OF TRUTH TV AD DIRECT MAIL PRINT AD BRAND EMAIL ONLINE AD OUTDOOR AD PRODUCT PACKAGING BROCHURE / PAMPHLET INSTORE SALESPERSON INSTORE DISPLAY SAMPLED PRODUCT SOURCE : GOOGLE
- 15. ZERO MOMENT OF TRUTH Stimulus First Moment of Truth Second Moment of Truth ZMOTSEARCHED ONLINE WORD OF MOUTH COMPARISON BRAND WEBSITE REVIEWS AND ENDORSEMENTS READ ARTICLES SOURCE : GOOGLE
- 17. It is not about specific tools, but about how your customers behave online
- 18. KNOW YOUR AUDIENCE DEVELOP A CONTENT STRATEGY OPTIMISE AND PROMOTE BUILD A RELATIONSHIP CLEAR AND DEFINED BUSINESS OBJECTIVES DIGITAL STRATEGY
- 20. 2-5 TIMES Using marketing personas made websites more effective by 14% Personalised emails improve CTR by 10% and Conversion Rates by 18 TIMES and drive more revenue than a broadcast email by x2 Behaviourally targeted ads increase effectiveness YOUR AUDIENCE
- 21. AFFINITY MAPPING FOCUS GROUPS ETHNOGRAPHIC RESEARCH ANALYTICS MULTIPLE CHOICE SURVEYS INTERNAL DATA YOUR AUDIENCE
- 22. Search engines, social networks, publishers and blogs Your web site, blog, community and interactive tools E-commerce process, product, price and promotion Customer advocacy 1 2 3 4 DECISION MAKINGBUYER STAGE : EXPLORATIONBUYER STAGE : PURCHASEBUYER STAGE : ADVOCACYBUYER STAGE : REACH ACT CONVERT ENGAGE
- 23. YOUR DIGITAL PLAN Awareness Consideration Intent Decision Acts more as an ASSIST INTERACTION Acts more as an LAST INTERACTION ORGANIC SEARCH PAID SEARCH DIRECT PURCHASE PATH TO PURCHASE EMAIL SOCIAL REFERRAL OTHER PAID SOURCE : @JULIANCOLE ORGANIC SEARCH PAID SEARCH PAID SEARCH ORGANIC SEARCH SOCIAL REFERRAL EMAIL
- 24. DEFINE THE BUSINESS OBJECTIVES DEFINE AND SEGMENT YOUR AUDIENCE AUDIENCE BEHAVIOURS AND THEIR VALUE ALIGN BRAND WITH DIGITAL STRATEGY YOUR DIGITAL PLAN
- 25. CREATE ONCE THE PLAN IS DONE TONES, THEMES, CHANNEL, AIMS MAP OUT BUYERS AND SALES CYCLES CONTENT PRODUCTION PROCESS KPIs FOR EACH INITIATIVE YOUR DIGITAL PLAN
- 26. CHEMISTRY USE EMPATHY THINK USER COMMUNICATE BROADCAST TO PERSONAL BUILD RELATIONSHIPS
- 27. DEVELOP YOUR CONTENT CONTENT GOALS WHO IS MY AUDIENCE WHAT INFORMATION DO I WANT TO SHOW WRITING STYLES CONTENT STRATEGY
- 28. REACH ACT CONVERT ENGAGE RACE Audience and customer analysis Competitor benchmarking Online partner analysis Own digital marketing review Mission and vision Goals, KPIs and web analytics Segmentation & targeting Positioning and value proposition Engagement and content strategy Integrated communications strategy Content marketing, e-Newsletters, event –triggered email marketing, customer service and support, web site personalisation, social media marketing ENGAGE Site-wide content & effectiveness, Home page design, Search and browse page efficiencies, Cart page efficiency, Social media marketing ACT & CONVERT SEO, PPC, Affiliate and Partner Marketing, Display, Acquisition email marketing, Social media marketing REACH SOURCE : SMARTINSIGHTS
- 29. MEASURE
- 30. MEASURE • Measurement • Collection • Analysis • Reporting
- 31. WHY MEASURE • Return on Investment • Customer Data • Hot Products and Services • Company Policies • Influence business decisions • Targeted Advertising • Marketing Automation
- 32. EMAIL METRICS • Sent • Opens • Open Rates • Clicks • ClickThrough Rates • Bounced • Unsubscribes
- 33. SOCIAL METRICS • Reach • Followers • Likes • Dislikes • Engagement • Shares • Sentiment
- 34. PAID ADVERTISING METRICS • Impressions • Frequency • Clicks • ClickThrough Rate • Cost Per Click
- 35. WEBSITE METRICS • Sessions / Users • Pageviews / Pages per Sessions • Session Duration • Bounce Rate • Exit Rate
- 36. WEBSITE METRICS • Conversions • Conversion Rate • ROI • ROAS • Funnel Conversion Rate
- 37. MEASURE • Know what to measure • Ensure you have the right tools in place • Present the stats in an understandable format • Benchmark • Share it • Use it
- 38. WHY PLANS MIGHT FAIL Guessing Doing what everyone else is doing Sales People Not asking Questions Doing Nothing All Eggs One BasketNot Tracking Assuming You Have All The Answers Not Talking To Customers Ignoring Competition Not Setting Goals Not Building An Email List Selling All The Time If They Have A Pulse They Are A Client Not Building Relationships Interns No Senior Mgt Buy-In No Accountability No Guts No Glory No Discipline Lack of Money Changing Markets No Clear Actions