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Overview of the Online Marketing and Digital Strategy Course for Dublin Business School - a walk through of Digital Strategy and Planning
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Diploma in Online Marketing, Sales & Digital Strategy
Keith Feighery
Course Overview
• 12 week course• Project Assignment Based • Lectures, Hands-on group work, class presentations• Assignment due 2 weeks after final class• Class participation is key• Essential to read suggested course materials
– blogs, books, reference sites, podcasts, webinars etc…
Time TableDates Times Activity
Feb 2nd 2011 6.30 – 9.30 Class
Feb 9th 2011 6.30 – 9.30 Class
Feb 16th 2011 6.30 – 9.30 Class
Feb 23rd 2011 6.30 – 9.30 Class
Mar 2nd 2011 6.30 – 9.30 Class
Mar 9th 2011 6.30 – 9.30 Class
Mar 16th 2011 6.30 – 9.30 Class
Mar 23rd 2011 6.30 – 9.30 Class
Mar 30th 2011 6.30 – 9.30 Class
April 6th 2011 6.30 – 9.3 Class
April 13th 2011 6.30 – 9.30 Class
April 20th 2011 6.30 – 9.30 Class
May 4th 2011 5.00 PM Project Due
Course Overview
• Developing and executing Digital Strategy• Digital and Online Marketing Programmes• Content Marketing Programmes• B2C and B2B Online Marketing Tactics
– SEO, PPC, Email, Display, Automated Marketing Solutions
• Social Media Marketing Strategies & Tactics• Online Sales Optimisation• Digital Media Content Creation• Implementing Measurement Programmes
Reading Lists
Readings• Core Text Books
– New Rules of Marketing and PR – David Meerman Scott– Now is Gone – Brian Solis– Engage – Brian Solis– Groundswell – Charlene Li and Josh Bernoff– Web analytics 2.0 - Avinash Kaushik– Advanced Google AdWords – Brad Geddes
• Supplementary Reading:– Flip the Funnel – Joseph Jaffe– Web analytics : an hour a day – Avinash Kaushik– Landing Page Optimization: The Definitive Guide to Testing Time Ash– Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg– Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg
Podcasts
• Podcasts– Forimmediaterelease.biz– Six Pixels of Separation – Mitch Joel -
http://www.twistimage.com/podcast/ (with Joel Jaffe also)– Marketing Over Coffee– PPC Rockstars – David Szetela– Media BullsEye -
http://www.mediabullseye.com/mb/category/media-bullseye-radio– Beyond Web Analytics – Adam Greco and Rudi Shumpert -
http://www.beyondwebanalytics.com/– Landing Page Optimisation – Tim Ash -
http://www2.webmasterradio.fm/landing-page-optimization/– On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx – Marketing Experiments – Website Optimisation
Websites• Digital Marketing
– http://www.marketingprofs.com– http://www.marketingsherpa.com/– http://www.twistimage.com/blog/– http://econsultancy.com/– www.adage.com– http://johnbell.typepad.com/– www.mashable.com– www.rww.com– www.emarketer.com– www.junta41.com– www.hubspot.com– http://sethgodin.typepad.com/
Social Media
• Social Media– www.webstrategist.com/blog– www.brandrepublic.com/– http://www.socialmediatoday.com– www.techcrunch.com– www.mashable.com– http://blogs.forrester.com/groundswell/– http://www.casestudiesonline.com/– www.nevillehobson.com– http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/– http://www.beingpeterkim.com/2008/09/ive-been-thinki.html– http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-
lists-and-tons-of-examples/
Online PR
• Online PR/Communications– http://www.webinknow.com/– http://www.nevillehobson.com/– http://www.steverubel.com/– http://blog.holtz.com/– http://kdpaine.blogs.com/– http://darmano.typepad.com/logic_emotion/– http://www.shivsingh.com/goingsocial/– http://www.theharteofmarketing.com/– http://www.insidepr.ca/– http://www.acrossthesound.net/
SEO• SEO/PPC
– searchengineland.com/– searchenginewatch.com/– www.mattcutts.com– www.seroundtable.com/– http://www.seomoz.org/– www.toprank.blog.com– www.searchenginejournal.com/– www.seobook.com– www.seochat.com/– www.semrush.com/– www.googlerankings.com/– www.sitepoint.com/article/ultimate-seo-checklist– www.searchengineguide.com/
B2B Sites and Products• B2B Marketing and Lead Management
– blog.startwithalead.com/weblog/– marketinginteractions.typepad.com/– www.leadsloth.com– www.propellingbrands.wordpress.com– www.leaddogs.com– www.market2lead.com– www.churchofthecustomer.com– www.customerexperiencematrix.blogspot.com/– www.funnelholic.com
• B2B Marketing Products– www.alterian.com– www.eloqua.com– www.marketo.com– www.reachforce.com– www.genius.com
Websites
• Analytics– http://www.webmetricsguru.com/– http://www.kaushik.net/avinash/– http://lifeanalytics.blogspot.com/– http://andrewchenblog.com/list-of-essays/– http://blog.revahealth.com/– http://crazyegg.com/– http://haveamint.com/
• A/B & MultiTesting– http://www.abtests.com/– https://www.google.com/analytics/siteopt/splash?hl=en– http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tip
s/– http://www.vertster.com/– http://www.whichmvt.com/
Google/Conversion Related
• Google Related– www.google.com/support/forum/p/websiteoptimizer?hl=en– www.google.com/webmasters/– www.google.com/support/conversionuniversity/– www.google.com/adwords/webinars/agency.html– www.google.com/insights/search/#– adwords.google.com/select/AdTargetingPreviewTool– adwords.google.com/select/KeywordToolExternal– www.google.com/trends
• Keywords– freekeywords.wordtracker.com/– inventory.overture.com/d/searchinventory/suggestion/
• Online Conversion Related– conversionroom.blogspot.com/– www.widerfunnel.com/proof/case-studies
Core Components of Digital Strategy
Core Components of Digital Strategy
• Have clear and defined business objectives for your Digital Programmes– Increase Sales, Lead Gen, Build Awareness, Increase Customer
Retention, Reduce Cost of Acquisition etc…• Know exactly who your audience is – and where they reside digitally
• Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
• Develop a content strategy for your site and digital channels – that adds value for your customers• “Whats in it for me” – always from the customer perspective• Use customer lexicon – not yours
• Create Activation and Conversion points within your digital assets• Build relationships – not always selling
• Funnel marketing, top of mind, inform, educate and entertain• Optimise and Measure performance across all digital channels
Key Online Marketing Tactics• Content & Inbound Marketing
– Website, blog, social platforms, partnership sites etc…• Search Engine Marketing
– PPC, Display and Affiliates• Social Media Marketing
– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts• Mobile Marketing
– Location Based, Text, Advertising, Coupons, Offline-Activation• Search Engine Optimisation (SEO)
– Structured & Planned Content, Optimismed Vocabulary, Links • Email Marketing
– Email Service Providers, Acquisition and Retention, Lead Nurturing• Measurement and Analytics
– Clear Objectives and Benchmarks
The Changing Digital Landscape
Traditional Marketing Vs Social
Engagement
Digital Consumption Trends
• 1.7 Million people currently on Facebook in Ireland• The 3–screen phenomenon - People accessing media through
mobile, TV and PC simultaneously• Multi-screen tasking – watch TV, follow reaction on
Twitter/Facebook, parallel consumption through iPad, iPhone etc.• Consumption of Time-shifted TV and Online TV is up (e.g. iPlayer
and RTE Player)• Approx 200 Million People per month access Facebook on mobile
Devices• The number of users who consume no social media has fallen
from 44% in 2007 to 18% in 2010• 70% of online adults, ages 55 and older, use social tools at least
once a month
Social Media Landscape
Businesses & organisations must embrace a more social engagement because it is
happening with or without them
Marketers must understand that its not about the specific tools but the changing
consumption and behaviour patterns of the customer
Marketers must understand the dynamic of communities
Differentiated Digital Media Model
Digital Marketing Media Mix
Content & Inbound Marketing
Hubspot – Inbound Marketing Company view
Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the
marketplace.• Finds customers by building brand awareness through advertising and
promotion.
Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Develop relationships with prospectives• Findability – create a digital footprint that ensures you are found• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.
Inbound Marketing Advantages
Advantages
• Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management systems
• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than to
paid ones)• Once started, provides an ongoing process and framework to
control and publish valuable information
Digital Strategy & Planning
Digital Strategy & Planning
Source RedAnt.co.uk
SOSTAC Framwork
UsingRACE
forDigital
Marketing Optimisation
Digital Marketing Process
Source eConsultancy
Planning Phase
Planning• Define business objectives
– Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..
– Identify and communicate to key stakeholders (buy-in)• Listening to what is being said about brand currently• Define audience and break down into key segments
– Influencers, Advocates, Personas – Demographics, Psychographics, SocialGraphics etc.
• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they
consume media, what are preferred formats• Aligning brand with digital strategy
– What is the tone, voice, perception currently presented
Research
Goals and Audience Location Analysis
Source RedAnt.co.uk
Creation Phase
Creation
• Once strategy, audience, locations are known– Start conceiving, designing and creating tactical solutions
• Identify themes, channels, tone, aims for each tactical channel and initiative– PPC, Social Platforms, SEO, Email, Lead Gen etc…
• For B2B business map out buyer and sales cycles– Align marketing and sales organisations
• Create internal procedures and best practices for social channels• Initiate a content marketing production programme
– Map this out along with personas and buyer cycles
• Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)
Mapping audience, solutions and projected ROI
Source RedAnt.co.uk
Actualisation Phase
Actualisation
• Real-time implementation of each channel, campaign and platform
• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they
proceed live• Constantly compare performance with projected KPIs
created during the previous phases• Create a cross functional communications feedback loop
to resolve all issues and update status• Capture all lessons learnt in a repository in order to
feedback into an improvement process
Evaluation Phase
Measurement Process -
Key Performance Indicators
At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase
Measurement
• Key Performance Indicators– Measures that help you understand how you are
doing against your objectives.– highlight success, or failures, for the objectives you
have created for your organization• Business Objectives:
– Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
Typical Trackable KPIs
• Increase Rate & Value of Conversions• Increase Average order size (ecommerce apps)• Increase Customer Lifetime Value• Increase Average Revenue Per User• Reduce Cost per Lead & Cost per Sale• Reduce Core Bounce rates• Increase Frequency and Return rates• Increase Recency Rates• Reduce Abandonment rates
Metrics
• Traffic Related Statistics– # Page Views, Visits, Unique Visitors
• Channel Statistics – Decomposition of Organic, Paid, Email, Direct etc..
• Social Stats– # of Twitter, FB, Blog, LinkedIn followers/comments
• # of 3rd Party Links – Partners, Referrals, Promotions, Affiliates
• # of enquiries, leads and conversions • # of Newsletter signups• # of Site Specific Downloads
– Webinar Views, Articles, Whitepapers, podcasts
Simple KPI Framework
Questions & Answers
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
