Chapter 9 Content Marketing
JEMSS project successfully completed: findings from research and
development of a Joint Masters Degree on Digital and Social Media
Marketing
Dr Aleksej Heinze, University of SalfordThis project has been
funded with support from the European Commission. This publication
[communication] reflects the views only of the author, and the
Commission cannot be held responsible for any use which may be made
of the information contained therein.
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@AleksejHeinze
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Good morning! !
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@AleksejHeinze
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@AleksejHeinzeWhy are we here today? 3
Digital Marketing Skills Gap
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Why??
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@AleksejHeinzeDeficit in skillDeficit in understandingDeficit in
peopleLow confidence in trainingIgnorance
(Royle and Laing, 2014)
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9% know what they are doing!
9% !
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@AleksejHeinze9% of 1000 digital marketers strongly agreed they
had the optimal skills to deliver a successful digital marketing
campaign
(Adobe, 2015)
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Why bother? ?European Online Advertising surpasses TV to record
annual spend of 36.2bn o oaa oca 36.2 a pe 2016 .(IAB 2016)
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@AleksejHeinzeYouTube subscribers YouTube
Vivacom - 1000PlanetaOfficial - 657,832 Bulgarian National
Television - 7,942Bodil40 - 1,930,390
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@AleksejHeinzeGetting your ducks in a row
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@AleksejHeinzeWhat should be the content of our Digital
Marketing Strategy?
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@AleksejHeinzeDigital marketing strategy long term priorities
(over 3 to 5 years) for engagement of an organisation using
relevant channels, content and data with the specific buyer
persona
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@AleksejHeinzeDigital - ( 3 5 ) , , 11
Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social
Media Marketing: A Results-Driven Approach, Routledge, London
Buyer Persona Spring
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@AleksejHeinze1. Your strategic business
objectivesMarketingSalesOperationsSupport
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2. Your buyer persona the target audience personified through a
profile
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@AleksejHeinze
Source: https://xtensio.com/user-persona/
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3. Contenthttps://www.youtube.com/watch?v=g40rrWBx2ok
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Source: Screenshot: Channels play different roles in the
customer
journeyhttps://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html4.
Channels
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5. Data
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Image Source
http://www.enricdurany.com/work/how-to-deal-with-hippos-highest-paid-person-opinion-ab-testing-to-the-rescue/
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Data driven strategy refinement
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@AleksejHeinzeData driven strategy refinement
Dont go over one A4 page for your strategy document
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Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social
Media Marketing: A Results-Driven Approach, Routledge, London
Buyer Persona Spring
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@AleksejHeinzeHow to learn more? Book 20 authors! This title
will be released on November 17, 2016.
https://www.amazon.co.uk/Digital-Social-Media-Marketing-Results-Driven/dp/1138917915
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@AleksejHeinzeHow to learn more? MOOC Massive Open Online
Coursehttps://www.youtube.com/watch?v=VufHCbNSGg4
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Recognition
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@AleksejHeinzeAnd much more
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