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DMI ITAA Planning Session
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ITAA Digital Marketing Planning Session
Keith Feighery
Overview
• Components of Digital Marketing Programme• Changing Digital Landscape to Consider• Differentiated Digital Media Mix• Content & Inbound Marketing• Digital Strategy and Planning
– Planning, Creation, Actualisation, Evaluation– Case Studies
• Questions and Answers
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
• Build relationships – not always selling• Funnel marketing, top of mind, inform, educate and entertain
• Optimise and promote content across digital channels
Key Online Marketing Tactics
• Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc…
• Social Marketing– Twitter, LinkinedIn, Facebook, YouTube
• Search Engine Marketing– PPC, Display and Affiliates
• Search Engine Optimisation (SEO)– Structured & Planned Content, Links
• Email Marketing– Email Service Providers, Valuable Content
• Measurement and Analytics– Clear Objectives and Benchmarks
The Changing Digital Landscape
Traditional Marketing Vs Social
Engagement
Where is everyone?
Social Media Landscape
Businesses & organisations must embrace a more social engagement because it is
happening with or without them
Social Media is Here to Stay
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
Differentiated Digital Media Model
• Owned Media – such as website
• Paid Media – such as PPC or Display ads
• Earned Media – such as viral campaign
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.
Leveraging Owned Media Assets
• Recognise the value in your owned media assets – Websites, mobile applications, digital
conversations/interactions etc.• Brands/Businesses are becoming publishers and media outlets
– No limits to what an organisation can publish online for the consumption of their constituencies
• Become trusted knowledge experts in your business or sphere of operations
• Establish trust and develop relationships with customers and prospects– Be engaging, entertaining, educative, informative etc..– Allow user participation and transparent engagement
Case Study
HostelWorld
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
Digital Strategy & Planning
Source RedAnt.co.uk
Digital Strategy Framework
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
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
Actualisation Core Elements
Pay Per Click Advertising
PPC Overview
• Analyse your specific market– Use Keyword Tools
• Analyse your online and offline competitors– Trellian.com, Google keywords tool
• Create the PPC accounts– Google, Bing, Yahoo
• Divide the main account into sub campaigns and groups– Enables highly targetted Ad Campaigns
• Create Longtail multi-word bids– Over 60% searches use 3 or more words
• Set up a Conversion points and Track• Adjust constantly to ensure optimisation
PPC Tips
• Match your keywords to optimised and tested landing pages • Ensure you optimise your Google "Quality Score”
– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs
• Tools and strategies to find the best PPC keywords– Google Adwords Tool– Wordstream– Keyword Spy– Market samurai– Wordze– WordTracker
• Write highly optimised and design ads to attract highly targeted clicks– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Clear Calls to Action– Dynamic Keyword Insertion
PPC Case Studies
Crystal Ski
Tropical Sky
Keycamp
Australian Sky
Search Engine Optimisation
Top 5 Ranking Factors
• Keyword Focused Anchor Text from External Links – 73% very high importance
• External Link Popularity (quantity/quality of links) – 71% very high importance
• Diversity of Link Sources (links from many unique root domains) – 67% very high importance
• Keyword Use Anywhere in the Title Tag – 66% very high importance
• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance
Next 5 Important Factors
• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance
• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance
• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance
• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance
• Keyword Use in the Subdomain Name– 42% low importance
• Keyword Use in the Page Name URL– 38% low importance
SEO Case Studies
Sunway - Thailand
Sunway.ie - Egypt
Select Camp
AustralianHolidays.ie
Inghams.ie
Local Search
Skytours – Google Places
Club Travel Google Places
Social Media Campaigns
Challenge now is to build engaging digital and social strategies aligned with clear business
objectives
Elements of a social media campaign
• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified
audience– Implement a pilot programme and monitor and analyse
campaign progress– Revise approach and campaign based on feedback– Roll-out on different platforms and business areas
incrementally
Implementing a social media programme
• Benchmark existing stats– Current site statistics - PPC and Organic Search – Twitter followers, Facebook fans, Digg Links, existing traffic etc..– Quantify ROI benchmarks – customer acquisition, advertising spend
per channel• Design and develop the campaign
– Decide on channels– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process
• Measure Impact of the Programme
Travel Agency Case Studies
Tour America
Club Travel
Cassidy Travel
SkyTours
Social Media - Facebook Pages
Social Media – Twitter Accounts
Email Marketing
Email Applications
Best Practices
• Create segmented targeted lists• Optimise and test subject lines, time of delivery, from addresses,
email copy etc..• Deliverability
– Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records
• Clear Calls to Action– Ensure clear to customer what next step is
• Share with Social Network– Make it easy to share email content with networks
• Integrate with CRM system– Segment Database, Dynamic Contents
Best Practices
• Organic Opt-in List Growth– Don’t buy lists – when people unsubscribe – ensure they are
• Remind recipients why they are receiving mails• Be relevant and provide value not marketing messsages• Frequency
– Think relevancy – ALWAYS be cognisant of SPAM• Constantly Test
– Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
• Template Design– Fresh brand centric design
Measurement Process -
Key Performance Indicators
At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase
KPIs
• Key Performance Indicators– Measures that help you understand how you are
doing against your business objectives– KPIs are more than metrics (which typically measure
a specific quantitative elements but on its own don’t infer clear business intuition
• Examples of KPIs– Increase Sales, increase customer retention, Increase
# of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs
Typical Key KPIs
• Number of Sales and Conversions• Cost per Lead, Cost per Sale• Abandonment rates• Average order size (ecommerce apps)• CPA / Customer Lifetime Value• Average Revenue Per User• Returning (Frequency) & Recency Rates
Metrics
Metrics
• Online Traffic • Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword
usage, time spent on sites, bounce rates
• Levels of interaction • Comments left by users, number of Retweets, number of Fans on Facebook
pages, numbers of @comments in twitter, number of subscribers through email and RSS
• Leads/Conversions • create measurable and trackable conversion points in your sales funnel – sign
up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.
• Search Engine Optimisation • links from blogs, trackbacks, comments left in blogs, views of embedded digital
content that you provided, Digg links
Evaluation Phase
Evaluation Feedback loop
• Implement a continuous learning and improvement framework
• All findings and experiences should feed into subsequent phases, campaigns and initiatives
• Refine reporting process – Improve ROI metrics in their broadest sense– Continue to get communicate internally of sucesses– Educate management through correlation of digital
and business goals
Questions & Answers
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
086 6070274
Thank You