TADA CDDC8 Developing a Digital Marketing Strategy

@ChristiJOlson #CDDC8 iSEMConsulting.com

Developing your Digital Strategy

creating a roadmap for digital success


Christi J. Olson

• Founder iSEM Consulting • 10+ years marketing management • Seasoned digital marketing leader

Professional Experience with:


STRENGTHENING YOUR MARKETING SKILLS & STRATEGY:Questions you need to ask to develop your strategy

How to define your DIGITIAL strategy

How marketing channels fit into your Digital strategy


QUESTIONS YOU SHOULD ASK TO DEVELOP YOUR MARKETING STRATEGY

Outline your goals and objectives

Detail specific activities [and their target audience]

Specify how you’re going to measure success

Be flexible and agile

Coordinate available resources


A short story about strategy…


Concepts behind building a strategy

aren’t limited to digital


ROLE EXPECTATIONS

Responsible for Brand Representation in Sales TerritoryEnsure promo materials are properly displayed

Verify retailers are passing through discounts

Allocate B1G1F / BOGO offers to incentive sales

Bi-Monthly Contracts for Incentives/OffersGet 90% buy-in on incentives

A little background


My Sales Territory:

15 miles N/S8 miles E/W


What I saw when I logged into my sales

system

ID # Name Address1 Shoreland Cigarland 16404 36th Ave W, Lynnwood, WA 980372 Top Tobacco 6224 Sand Point Way NE, Seattle, WA 981153 Dan's Smoke Shop 1513 NE 145th St, Seattle, WA 981554 Finest Small Cigar Shop 1011 Puget Dr, Edmonds, WA 980205 Piece of Mind 1 7504 Aurora Ave N, Seattle, WA 981036 Fremont Cigar 10023 NE 183rd St, Bothell, WA 980117 Best Cigar Shop 600 N 34th St, Seattle, WA 981038 SavOnTobacco 19105 WA-99, Lynnwood, WA 980369 University Smoke Shop 1013 NE 45th St, Seattle, WA 98105

10 HWY 99 Cigarland 1175 N 205th S STE #100, Shoreline, WA 9813311 Arco 1715 228th St SE #102, Bothell, WA 9802112 Bill Waters Spirit Service Station 8003 Seaview Ave NW, Seattle, WA 9811713 Safeway #125 4957 NE 193rd St, Lake Forest Park, WA 9815514 Salmon's Service Center 401 NE Northgate Way #1106, Seattle, WA 9812515 Tobacco Street 14333 Aurora Ave N, Seattle, WA 9813316 Quality Food Center #2 2746 NE 45th St, Seattle, WA 9810517 Piece of Mind 4 13001 Lake City Way NE, Seattle, WA 9812518 76 Gas Station 18110 Alderwood Mall Pkwy, Lynnwood, WA 9803719 Costco Whole Sale Biz Center 1175 N 205th S, Shoreline, WA 9813320 M&C Mini Mart 1437 NW Richmond Beach Rd, Shoreline, WA 98177


135 retail locations

115 stores 1x/month 20 stores 2x/month

Costco = Weekly


A lesson in keeping your sanity while driving from one side of town to the

other in stop & go traffic


Setting a strategy to tackle the tasks and

meet goals.


Developing my strategy

What is the objective?

What specific activities can I do?

How will success be measured?

What resources do I have?


Overview of marketing channels


A QUICK REVIEW OF MARKETING FUNNEL

Interest & Consideration

Awareness

Evaluation

Conversion

Loyalty&

Repeat


PAID & ORGANIC SEARCH

Paid SearchMain Line Search Results

Right RailSearch Results

Orga

nic

Sear

ch


PAID SOCIAL


DISPLAY (GDN + PROGRAMMATIC)


EMAIL


Developing your StrategyWhat questions you should be asking


PLAY “THE GAME” DON’T JUST STAND ON THE SIDELINES


MARKETING LANDSCAPE IN 2015: bit.ly/2015-ML


DIGITAL CAPABILITIES SPECTRUM

Laggard Developing Competent

Above-AverageMarket Leading

Initial Managed Defined Quantified OptimizedStrategic ApproachPerformance Improvement ProcessManagement Buy-InResourcing and StructureData & InfrastructureIntegrated Customer CommunicationsIntegrated Digital Experience

No strategy Prioritized activities

Defined vision and strategy

Business aligned strategy & roadmap

Agile strategic approach

No KPIs Traffic-based KPIs

Quality-based KPIs(last-click attribution)

Value-based KPIs(weighted attribution)

Lifetime Value KPIs

Limited

No specific resources

No to limited data

Not integrated

Website not integrated

Minimal channel specific supportOutsourced or

limited resourcesSeparate data,

tools and IT servicesCore push

activities syncedDesktop + Mobile optimized websites

Sponsorship Active Champion Integrated into all aspects of digital

Dedicated Resources

Centralized & Experienced Resources

Balanced Team w/ specific marketing

skillsPartially integrated data

and systems

Integrated systems and 360° view of

data

Flexible approach to optimize data &

systems

Responsive website, partial personalization

Integrated inbound

marketing

Integrated & Personalized Paid-

Owned mediaIntegrated &

Personalized Site + Social

Media mix optimized for LTV & ROI/ROAS

Fully personalized experience across

channels


DIGITAL CAPABILITIES SPECTRUM

Laggard Developing Competent

Initial Managed DefinedStrategic Approach

Performance Improvement Process

Management Buy-InResourcing and

Structure

Data & Infrastructure

Integrated Customer Communications

Integrated Digital Experience

No strategy Prioritized activities Defined vision and strategy

No KPIs Traffic-based KPIs Quality-based KPIs(w/attribution model)

Limited

No specific resources

No to limited data

Not integrated

Website not integrated

Minimal channel specific support

Outsourced or limited skill resources

Separate data, tools and IT services

Core push activities synced

Desktop + Mobile optimized websites

Sponsorship

Dedicated and skilled resources

Partially integrated data and systems

Responsive website, partial personalization

Integrated inbound marketing


Ideas & Concepts

Written Down

Structured

STRATEGY REFLECTS THE PRIORITIES, VALUES, AND VISIONFOR YOUR ORGANIZATION


HOW DOES DIGITAL FIT INTO YOUR OVERALL STRATEGY?


Q1: HOW DO YOUR DIGITAL GOALS TIE TO YOUR BUSINESS GOALS?

Foot Traffic & Sales Site Traffic


DON’T CREATE IMPOSSIBLE AND UNMEASURABLE GOALS. KEEP THEM S.M.A.R.T.


IDENTIFY YOUR KEY PERFORMANCE INDICATORS (KPIs)

ImpressionsClicksLikes

View-Throughs

Page ViewsTime on Site

Visiting specific content

Social Media Engagement

Leads (Contact Info)Sales

Sign-up / Registration

StrongWeak


Q2: WHO IS THE TARGET AUDIENCE/MARKET?


Q2: WHO IS THE TARGET AUDIENCE/MARKET?

Develop 2-3 Personas and their characteristics:

Age Occupation Income Ranges Interests / Hobbies What is important to them (now)


Q3: WHO INTERNALLY WILL BE RESPONSIBLE FOR DIGITAL?

Marketing

Manager

Marketing

Manager

Demand Gen Social Retentio

n

IT / Site Manager


Q4: DO YOU HAVE THE ABILITY TO MEASURE DIGITAL PERFORMANCE, OR DO YOU NEED ADDITIONAL TECHNOLOGY?


Q5: DO YOU HAVE A BRAND IDENTITY?

Follow @JennDunstan ‘s advice and develop your brand identity and framework!

http://bit.ly/JD-CDDC8


Q6: HOW MUCH BUDGET CAN YOU ALLOCATE TO DIGITAL?


DON’T KILL YOUR UPPER FUNNEL/AWARENESS TACTICS


Q7: WHAT IS COMING THAT MIGHT IMPACT MARKETING?

Create an Event/ Promotion Calendar for 3-6 months outSU MO T W TR FR SA

FW17FW18 Friends

& FamilyFriends & Family

Friends & Family

FW19 Friends & Family

Friends & Family

FW20 Standard Shipping Cut-Off

2 Day Shipping Cut-Off

Thanksgiving

Black Friday

Black Friday Sale Cont’

FW21 Black Friday Sale Cont’

Cyber Monday

Cyber Monday Cont’

FW22FW23FW24 Free Ship

DayStandard Shipping Cut-Off

Extended Std Shipping Cut-Off

2 Day Shipping Cut-Off

FW25 Overnight Shipping Cut-Off

Christmas

FW26


RECAP: PREPARE FOR STRATEGY

Align goals to overall business goalsMake your goals SMARTEnsure that you have the ability & technology in placeKnow your audience. Each channel can have a different or unique audience!

Know your Personal BrandEnsure you have budget to support marketing effortsKnow and share what is coming!


Developing Digital StrategyThinking through digital channels


CREATE A ROADMAP AS YOUR STRATEGY

S.M.A.R.T. targets and goals, all up & by channel

Decide where to focus [across channels]

Prioritize channels for initiatives and projects

Be agile [the digital space changes quickly]

Coordinate resources

Know how to speak about your brand


HOW DOES DIGITAL FIT INTO YOUR CURENT MIX?

TVRADIOPRINT

SIGNAGEOUT-OF-HOME

DIRECT MAILDISPLAYSEARCHSOCIALEMAIL

Abov

e Th

e Lin

eBelow

The Line

Awareness &Mass Media

Hard to Measure

TargetedInterest &

Intent

Measurable


THERE IS VALUE IN ABOVE THE LINE & AWARENESS THAT YOU WON’T SEE IN YOUR ANALYTICS & METRICS


EXPOSURE/

AWARENESS

EVALUATE

CONVERT

RESEARCH

EMAIL - REMARKETINGSITE OPTIMIZATION

SEM, SEO, DISPLAY, SOCIAL

LOYA

LTY

/ RE-

ENGA

GESO

CIAL

, EM

AIL,

REM

ARKE

TING

SEM, SEOCONTENT/DISPLAY

ABOVE THE LINE | DISPLAYCONTENT PUBLISHERS/BLOGS


DON’T TRY TO DO ALL OF THE DIGITAL THINGS…


DON’T TRY TO DO ALL OF THE DIGITAL THINGS…


CORE DIGITAL CHANNELS

SEOLocalSEM

SocialRemarketin

gEmail

Site Fundamentals

Claim & Own listings: N.A.P

Acquisition Based

Own your brand conversation

Re-engage consumers

Targeted Communications


CORE DIGITAL CHANNELS

SEOLocalSEM

SocialRemarketin

gEmail

Traffic, Engagement

Traffic, # of Actions

Traffic, ConversionsLikes, Brand Sentiment, Conversations

Conversions, Engagement

Conversions, Engagement


BUILDING A PLAN AMONGST THE CHANNELS

PRIORITY

AUDIENCE KPIS

GOALS/TARGETS

RESOURCES

% BUDGET

SEO

LOCAL

SEM

SOCIAL

REMARKETINGEMAIL


Developing Channel Specific StrategyDiving Deep


TO THE MANAGERS:

Manage management goals and expectations

Empower & enable your marketing team

Help with resourcing & budgeting Create an “Event” or Content

calendar Remove roadblocks


TO THE MARKETERS:

Be the digital EXPERT Analyze data to provide insights for GOALS

and KPIS Assist with strategy development & execution ASK for help

To KNOW events /promotions calendar Bring forward ideas and potential solutions Identify issues / road blocks


Management &

Communication

Define Goals &

KPIs

Research

Develop Campaig

ns

Targeting & Segmentatio

nTest & Learn

Bid Manageme

nt & Optimizatio

n

Monitoring,

Analysis &

Reporting


BUILDING YOUR CHANNEL SPECIFIC ROADMAP

Where I want to be

Performance Evaluation

Audit & Opportunities Analysis

Prioritized Roadmap w/ Opportunities & Events

Regular Check-ins & Recalibrations


STEP 1: IDENTIFY YOUR GOALS AND KPIs

Goals:

KPIs:


STEP 2: RESEARCH – DEFINE YOUR AUDIENCE

Who is your target audience? Does it vary for different Makes/Models? Age Occupation Income Ranges Interests / Hobbies What is important to them (now)


STEP 2: RESEARCH - COMPETITION

Who are your competitors? (Top 3-5 Competitors)

What is their value proposition? How do they speak about their Brand? What are the factors of differentiation between you and them?


STEP 3: PERFORMANCE AUDIT

12-24 Months performance data Channel Metrics + Core KPIs Create trend data for: MoM, YoY, QoQ What are the trends? Does seasonality impact your business?

How does performance stack against your goals?


STEP 4: ACCOUNT AUDIT

Opportunity Analysis: Identify areas for improvement In-depth audit of your current channel Actual execution vs best practices New features and betas


STEP 4: 150+ Point PPC AUDIT

• Account set-up & settings• SE Linked accounts audit

My Business / Local Merchant Center Google Analytics Webmaster Tools

• Conversion tracking audit• Goals & Events review• Remarketing Audiences• Shopping set-up• Dynamic Search set-up

• Campaign settings & targeting

• Network settings & targeting

• Display settings & targeting

• Day Parting analysis• Geo Targeting analysis• Bid-modifier analysis• Device Targeting analysis• Ad delivery & rotation

settings• Ad extension audit• Landing Page

audit/analysis

• Campaign architecture• Quality Score analysis• Impression share analysis• Keyword audit• Negative keyword audit• Match type audit• Ad copy audit• Display / Destination URL

audit• Missed Opportunity audit• Performance audit


STEP 4: 150+ Point PPC AUDIT


STEP 5: Prioritize the Opportunities

Prioritize opportunities based on: Business objectives Revenue / growth potential Channel Impact Events, Promotions, and content launches Required updates to continue advertising


STEP 5: Examples of Prioritized lists10:08 AM


STEP 6: CREATE YOUR STRATEGIC ROAD MAP

October• Fix Tracking Issues• Remarketing Code • Fix & Update

Campaign Settings• Negative KWD• Start Account Re-

architecture • Update Bid

Strategy

November

• Mobile Targeting & Expansions

• Create Remarketing Audiences

• Break Apart Search & Display Campaigns

• Add Ad Extensions:• Location• Extended Sitelinks• Mobile Sitelinks

December

• Landing Page Updates

• Geo-Targeting Settings

• Day Parting Settings

• Add Site Exclusions

• Ad Copy Testing Plan


STEP 7: REVIEW AND RECALIBRATE

September October Novemb

erDecemb

er January

Develop Road MapCheck-in On ProgressRecalibrate Plan if neededExtend for next 3 months


FINAL TAKE-AWAYS

It doesn’t have to be perfect

If you don’t build a roadmap now you won’t know if you got to where you wanted to go.


THANK [email protected]@isemconsulting.com