Digital Marketing - Why & What

Digital Marketing Strategy

Felicity McCarthy Sept 2015

Facebook.com/SparkDigital.ie @SparkFelicity

Why Digital Marketing?

Media consumption has changed

Technology adoption

5 for 2015

•  Mobile •  Social •  eCommerce •  Content •  Big Data

Social Revolution

h"ps://www.youtube.com/watch?v=zxpa4dNVd3c  

Social Commerce

The art of storytelling

•  Likeable hero

•  Encounters hardships

•  Emerges transformed

2 minute exercise

What stories do you have to tell in your business?

Takeaways

•  Big Data -> Know your customers •  Social -> Engage with them •  Content -> By telling them great stories •  Mobile -> Make it easy for them to access

you on any device •  eCommerce -> And make it easy to Buy/

Book/Connect on any device

Digital Marketing Strategy

Digital Marketing Strategy

Situation analysis

Objectives

Channel strategy

Tactics

Actions

Control

• Customers

• Competitors

• Brand Proposition

• Current Digital Assets

•  SWOT Analysis

1. Situation Analysis

2. Set Objectives

•  Brand Awareness •  Customer Engagement •  Community Building •  Lead Generation •  Customer Acquisition •  Customer Retention •  Customer Satisfaction

Reach  

Act  

Convert  

Engage  

3. Channel Strategy

Awareness

Preference

Transaction

Loyalty

Display & Social

Social, Content Marketing, Adwords

Adwords, Social

Social, Email

Email Marketing

SEM

Website (SEO)

Content Marketing

Mobile Marketing

Display

Social Media

4. Plan the Tactics

Email SEM Social Content Mobile WebSite Display

Data Keywords Publishing Audience Responsive Clear content

Targeting

Creative Copy/creative

Targeting Multiple Formats

Targeting Conversion tool

Re-targeting

Dist’n Budget Content Ad budget App? SEO Creative

5: Action the Plan

•  Clear ownership •  Resources (budget, human, agency) •  Implement the planned tactics •  Deliverables identified •  Reporting in place

6: Control/Measure

•  Measure, Measure, Measure •  Consolidate key metrics into small number of

tools e.g. Google Analytics, to understand: –  Reach –  Site Traffic –  Traffic Sources –  Conversion –  ROI –  Community Growth –  Community Engagement

Recap

Situation analysis

Objectives

Channel strategy

Tactics

Actions

Control

Social Media in a Nutshell

Social Media Landscape

Reach* 61% 29% 24% 24% 18% 11% 35%

DailyUse 71% 38% 13% 23% 41% 14%

Targeting

SEO

Traffic source

B2B

Gender split

*Source for Reach: IPSOS MRBI

Goals: Grow awareness Drive members

Method: Posts to motivate & inspire Authentic & informational Uses groups to deliver services with exclusivity and scale

Results: All of his business is being driven from Facebook

Case: Pat Divilly

Key Takeaways

•  Have a Plan •  Understand your customer •  Prioritise where to start & build on it •  Create great content •  Build relationships over time •  Measure the results