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PRESENTATION Developing an Effective Digital Marketing Strategy Laurie Robinson, Director of Marketing, ICEF

Developing an Effective Digital Marketing Strategy€¦ · Developing an Effective Digital Marketing Strategy. Laurie Robinson, Director of Marketing, ICEF. ... little more than a

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  • PRESENTATION

    Developing an Effective Digital Marketing Strategy

    Laurie Robinson, Director of Marketing, ICEF

  • icef.com | 2

    Intro

    My Digital Experience

    ▶ Douglas College (7 years)

    ▶ Kwantlen Polytechnical University (2 years)

    ▶ Thompson Rivers University (TRU) (8 years)

    ▶ British Columbia Institute of Technology -BCIT

    (15 years)

    ▶ ICEF (2 years)

    18 years of post-secondary experience, Masters Degree in Intercultural and International Communications

  • icef.com | 3

    INTRODUCTION

    What we’ll talk about

    Components of a

    digital marketing

    strategy

    Next StepsReview assessment techniques

    Explore new

    technologies

  • How do you know where to go if you don’t know where you are?

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    assessment

    Ranking Model

    A logical approach to improvement is to consciously decide to move from point A to point B, or to Point Z, and to document how to accomplish the desired progress. (Buscemi, 2014)

    Point A Point B

    Point Z

  • How do you know where to go if you don’t know where you are?

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    The Six PillarsASSESSMENT

    - Social Media ROI

    SEOEMAIL MARKETING

    INT/EXTCMNS SOCIAL MEDIA WEBSITEPAID SEM

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    Pillar #1: Email MarketingASSESSMENT

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    Pillar #1: Email Marketing

    ASSESSMENT

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    Pillar #1: Email Marketing- how to increase CTRASSESSMENT

    https://www.everycloudtech.com/giant-email-marketing-statistics-guide

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    https://www.everycloudtech.com/giant-email-marketing-statistics-guide

    Pillar #1: Email Marketing- how to increase CTRASSESSMENT

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    Process Flowchart – email marketing

    3. THEY ASK FOR INFO

    4. THEY EXPRESS INTEREST

    5. YOU OFFER OPPORTUNITY

    6. THEY SIGN UP

    ASSESSMENT

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    Marketing automation– email marketing

    3. THEY ASK FOR INFO

    4. THEY EXPRESS INTEREST

    5. YOU OFFER OPPORTUNITY

    6. THEY SIGN UP

    ASSESSMENT

  • What’s new in digital marketing?

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    Email Marketing – add videoASSESSMENT

    A clearer picture for digital video

    Expect digital video to shake off its reputation of being little more than a replay of TV content in 2017.

    Video is already one of the fastest growing areas of digital, but emerging opportunities like live streaming, 360-degree and live 360-degree video, virtual reality

    and group video chat promise to elevate digital video to even higher heights in 2017 and enable brands to

    present content in more captivating ways.

    http://www.marketingdive.com/news/the-long-view-on-video-why-2017-will-be-even-more-exciting/431395/

  • 360-degree Video

    https://www.youtube.com/watch?v=mlOiXMvMaZo

    https://www.youtube.com/watch?v=mlOiXMvMaZohttps://www.youtube.com/watch?v=mlOiXMvMaZo

  • VR: virtual reality

    https://vrscout.com/projects/fear-of-heights-samsung-gear-vr/

    https://vrscout.com/projects/fear-of-heights-samsung-gear-vr/

  • VR: virtual reality

  • AR: Augmented Reality

    https://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blooddonations/?ct_591b5fd7b6867=591b5fd7b6911

    https://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blood-donations/?ct_591b5fd7b6867=591b5fd7b6911

  • AI: Meet Sophia

    https://www.youtube.com/watch?v=Bg_tJvCA8zw

    https://www.youtube.com/watch?v=Bg_tJvCA8zw

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    ASSESSMENT

    The Spreadsheet!

    Marketing Assessment Framework

    Element Current State

    Desired State

    Gap Actions Dependencies Investment

    Email MarketingLead Generation (Marketing Management Software)

    content

    Database

    Generation & nurturing of Qualified Leads

    Automation

    Metrics - dashboards

    Process

    Internal / External Communications

    PR

    News

    Internal Emails

    SEMPaid

    Google Adwords

    Yahoo/Bing

    Google Display Ads (retargeting)

    SEO Organic Google

    Yahoo/Bing

    Social Media Facebook

    Twitter

    YouTube channel

    Google +

    linkedIN

    Slideshare

    Flicker/ instagram

    Pinterest

    Infographics

    Website Content

    Usability

    Metrics

    Design

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    assessment

    Ranking Model

  • icef.com | 23

    Pillar #2: Internal and External CommunicationsASSESSMENT

    PRNewsNewslettersBlogsInternal Emails

    COMPONENTS

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    Pillar #2: Internal and External CommunicationsASSESSMENT

    PRNewsNewslettersBlogsInternal Emails

  • icef.com | 25

    Pillar #2: Internal and External CommunicationsASSESSMENT

    PRNewsNewslettersBlogsInternal Emails

  • icef.com | 26

    Pillar #2: Internal and External CommunicationsASSESSMENT

    PRNewsNewslettersBlogsInternal Emails

  • icef.com | 27

    Pillar #2: Internal and External CommunicationsASSESSMENT

    PRNewsNewslettersBlogsInternal Emails

  • icef.com | 28

    https://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blooddonations/?ct_591b5fd7b6867=591b5fd7b6911

    Pillar #2: Internal and External CommunicationsAR: Augmented Reality

    ASSESSMENT

    ttps://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blood-donations/?ct_591b5fd7b6867=591b5fd7b6911

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    Pillar #3: Paid Search Engine Marketing (SEM)Google Adwords

    ASSESSMENTCOMPONENTS

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    Pillar #3: Paid Search Engine Marketing (SEM)Google Adwords

    ASSESSMENTCOMPONENTS

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    Pillar #3: Paid Search Engine Marketing (SEM)Display Ads

    ASSESSMENT

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    Pillar #3: Paid Search Engine Marketing (SEM)Display Ads

    ASSESSMENT

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    Pillar #3: Paid Search Engine Marketing (SEM)Ad Retargeting (Remarketing)

    ASSESSMENT

  • icef.com | 34

    Pillar #4: Search Engine Optimization (SEO)

    icef.com | 34

    ASSESSMENT

    GoogleYahoo/Bing

  • icef.com | 35

    Pillar #5: Social MediaASSESSMENT

  • What’s new in social media marketing?

  • Facebook live

  • Whatsapp ads

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    Pillar #5: Social Media -UGCASSESSMENT

    http://www.kpcb.com/internet-trends

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    Pillar #6: WebsiteASSESSMENT

    1. Content2. Design3. Metrics4. Usability

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    Pillar #6: WebsiteASSESSMENT

    1. Content2. Design3. Metrics4. Usability

    COMPONENTS

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    Pillar #6: WebsiteASSESSMENT

    1. Content2. Design3. Metrics4. Usability

    COMPONENTS

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    Pillar #6: WebsiteASSESSMENTCOMPONENTS

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    Pillar #6: Website usabilityASSESSMENTCOMPONENTS

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    Pillar #6: WebsiteUsability Testing: Eye Tracking

    ASSESSMENT

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    ASSESSMENT

    The Spreadsheet!

    Marketing Assessment Framework

    Element Current State

    Desired State

    Gap Actions Dependencies Investment

    Email MarketingLead Generation (Marketing Management Software)

    content 4 5 1

    Database

    Generation & nurturing of Qualified Leads

    Automation

    Metrics - dashboards

    Process

    Internal / External Communications

    PR

    News

    Internal Emails

    SEMPaid

    Google Adwords

    Yahoo/Bing

    Google Display Ads (retargeting)

    SEO Organic Google

    Yahoo/Bing

    Social Media Facebook

    Twitter

    YouTube channel

    Google +

    linkedIN

    Slideshare

    Flicker/ instagram

    Pinterest

    Infographics

    Website Content

    Usability

    Metrics

    Design

  • icef.com | 47

    ASSESSMENT

    The Ranking

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    ASSESSMENT

    Spider Charts!

    0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized

    Chart1

    WebsiteWebsite

    SEOSEO

    Email MarketingEmail Marketing

    Social MediaSocial Media

    Int/ext communicationsInt/ext communications

    Paid Digital AdvertisingPaid Digital Advertising

    Desired State

    Current State

    5

    3

    5

    3

    5

    1

    5

    3

    4

    2

    5

    3

    Sheet1

    Desired StateCurrent State

    Website53

    SEO53

    Email Marketing51

    Social Media53

    Int/ext communications42

    Paid Digital Advertising53

    To resize chart data range, drag lower right corner of range.

  • icef.com | 49

    ASSESSMENT

    Social Media

    0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized

    Chart1

    FacebookFacebook

    TwitterTwitter

    YouTubeYouTube

    Google+Google+

    LinkedInLinkedIn

    InstagramInstagram

    PinterestPinterest

    FlickerFlicker

    Desired State

    Current State

    5

    3

    5

    3

    5

    2

    5

    3

    5

    3

    1

    1

    5

    3

    1

    1

    Sheet1

    Desired StateCurrent State

    Facebook53

    Twitter53

    YouTube52

    Google+53

    LinkedIn53

    Instagram11

    Pinterest53

    Flicker11

    To resize chart data range, drag lower right corner of range.

  • icef.com | 50

    ASSESSMENT

    Final Report

  • BEST PRACTICES

    StrategyHow do we know if our marketing strategy is working?

    ▶ Set measurable goals.

    ▶ Focus on a pillar.

    ▶ Have a plan for lead follow up.

    ▶ Measure what works and what doesn't

    action

    measure

    analysisrefine

    measure

  • icef.com | 52

    Facilitator

    Laurie RobinsonDirector, Marketing &

    CommunicationsICEF, GmbH

    [email protected] | icef.com

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