Welcome To Digital Marketing: Danny Meadows-Klue

Welcome to Digital Marketing Danny Meadows-Klue
Welcome to Digital Marketing
Danny Meadows-Klue
Chief Executive Digital Training Academy Danny@DigitalStrategyConsulting.com
2009 Digital Strategy Consulting & Partners. All rights reserved.
An introduction to digital marketing tools and techniques

Digital marketing has changed the way brands connect with their customer Digital channels have a role to play at every step in the customers journey Digital marketing brings with it a daunting array of new tools, processes and jargon These tools build on the foundations of classic marketing thinking These tools may replace classic channels The smartest digital marketing harnesses the unique abilities of the new channels to deliver smarter solutions We will examine how online advertising campaigns can be planned so that only the right person sees the specific advert In search engine marketing we will examine how customer acquisition has been revolutionised Our goal is to deliver the most relevant knowledge and make the solutions easy to grasp This introduction gives an overview of what is covered in the lectures, and some of the key principles underpinning digital marketing
Digital marketing
Building on the foundations of classic marketing; with new tools, without its constraints
The screen versions of these slides have full details of copyright and acknowledgements

Outline
Building brand websites that work Measure the performance and effectiveness of web marketing How search engine optimization works Search engine advertising g g Online advertising design Online media planning Marketing through social media The law and regulation of digital marketing Underlying theory: integrated digital marketing We will also look at strategy and objectives Digital marketing trends
Building brand websites that work

Smarter website design
Building brand websites that work (2)

There are many ways a website can support a brand or a firm Possibilities go way further than email address capture and direct sales A key issue is how websites can fit as part of an online advertising campaign How can a website build a brand or best generate leads sales? How can it sell if there is no online store? How can it drive engagement?

Building brand websites that work (3)
Utility is key in helping brand websites achieve cut-through Handovers from online media campaigns should be deep and seamless Outcomes for customers engaging with the site must be clear Brands can and should measure the impact and performance of every site to take the guesswork out of their marketing Designing content that meets with business process needs is the key to a successful start The look and feel (which most designers start out with) should often be one of the last steps in a much more strategic approach
Measure the performance and effectiveness of web marketing

Making the web accountable
Measure the performance and effectiveness of web marketing (2)

We will look at The tools and techniques that matter Websites and online media churn out a vast volume of data, but in spite of the masses of information, knowledge and insight can remain thin Most marketers struggle to read the data correctly, yet with a little insight, digital analytics can be turned into the nervous system not only for online marketing, and by implication for the wider business There are simple quantitative research tools to describe audience behaviour on a site and quantify customer experience There are simple qualitative research techniques for understanding your customers and learning from them what is of most interest Analytics can be transformed into key performance indicators giving you knowledge you can apply
How search engine optimization works

Getting found for free; getting media for free
10
How search engine optimization works (2)

Search engines have revolutionised the discovery of content and through this have changed customer acquisition marketing Most firms fail to design their sites effectively for search engines to read, and by ignoring best practice fail to unlock the value they have already invested in developing their sites Get the formula right and there is an instant increase in the number of customers connecting to your brand just at their moment of greatest interest We examine on-page barriers to content being read, off-page factors that influence the strength of rankings We look at the typical steps a firm needs to go through to get this right, using approaches that will work for brands and budgets large and small, and for firms who use their sites for image and awareness as well as direct sales and conversions
11
How search engine optimization works (3)

How search engines work How to get listed, effectively Factors determining position of a website in the listings Optimization Can the spiders access y p your site? Key phrase research On-page factors Writing optimized text Off-page factors Link building and link equity How to monitor your position
12

Guiding principles: similar principles for all engines
Very similar processes for getting listed Very similar barriers to overcome Very similar processes for getting blocked
13
Implications
1. Only language search engines see can be indexed 2. Only indexed language can be discovered 3. Only indexed pictures can be discovered 4. 4 Only sites that permit indexing can get pages discovered
so the language you choose is critical and whether your content can be viewed is key
14
The first tasks for search engine marketers

1. Ensure the right language is on the page 2. Ensure the language on the page is displayed in the right way 3. 3 Ensure the page can be discovered by the search engine 4. Apply the same approach to pictures, movies and animations 5. And be sure the website can be reached by search engines in the first place
15
Search engine advertising

The new customer acquisition channel
16
The new customer acquisition channel: search engine advertising

We will look at The rise and rise of search engine advertising How it works and how easy it is to use The role in the connection with purchasers How to measure effectiveness and optimize performance rates Smart techniques for researching key terms The importance of relevancy giving you knowledge you can apply
17
Online advertising design

Getting it right on the web screen
18

Online advertising design (2)
We will look at The range of advertising formats from the smallest of buttons to the largest of MPUs The way advertising works online The implications for designers The role of advertising on the screen and how to design ads that engage The challenge of effective advertising design and placement in a media saturated culture giving you knowledge you can apply
19
Online media planning

The 10 steps in building a digital media advertising campaign
20
Exploring the 10 steps in building a digital media advertising campaign

A simple framework for building online campaigns
Source: www.DigitalStrategyConsulting.com 2009
21

Digital strategys media planning model: 10 steps
Getting started A simple framework for building online campaigns
Think about each step; check resources are in place Consider where there may be weaknesses Review them each after this training session Use your next online campaign as an extension of this learning
Consumer understanding research Consumer insight segmentation Setting marketing objectives The idea The message The creative concept Site selection Format selection
Deciding targeting techniques reach & frequency
Developing the final creative
Campaign scheduling flight/go live
Campaign measurement
Campaign optimization
22
Setting digital media planning into context

And we will critically review traditional approaches
Time & Channel Radio National p press Direct mail TV Outdoor POS Email Web X X X X X X X X X X X X X X X X X X X X 7 X 8 X X X X X X X X 9 10 11 12 13 14 15 16 17 18 X 19 20 21 22
23
Setting digital media planning into context (2)

And we will critically review traditional approaches
Time & Channel Radio National press Direct mail TV Outdoor POS Email Web 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
X X X
X X X X X
24
Marketing through social media

New tools for connecting with customers
25
Marketing through social media (2)

Social media, social networking We will look at The rise and rise of social media platforms How much time consumers spend with them The changing nature of engagement and consumer connections The marketing formats, from advertising to feeds The implications for marketers giving you knowledge you can apply
26
Marketing through social media (3)

Social media, social networking
Social media has transformed the nature of consumer participation in marketing As social networks have extended onto the web, new patterns and structures of human connections and conversations have emerged Social software has unlocked a new era of self-publishing, and a step-change in customer expectations of their relationships with brands has taken place The rise of blogs and ratings sites has created new types of consumer feedback and put brands and their customers on a level playing field Key challenges for marketers: Why are they a critical part of the marketing landscape? How can brands harness them? What are the risks and the common pitfalls?
27
The law and regulation of digital marketing

Key issues practitioners must gain advice on
28
The law and regulation of digital marketing (2)

We will look at the legal issues and the nature of the challenges The internet is a great leveller almost everyone from almost everywhere now has access to the same content With scant regard for geography, regulators in most countries stepped back for much of the first decade of the web, trying to size up where and how regulation could be applied First came new types of data protection laws, then the extension of advertising codes of practice to cover online media, then protective measures and self regulatory frameworks for the darker side of the web The pattern of self regulation and laws represent a complex and shifting landscape marketers must navigate within; Marketers need to appreciate the general principles, understand the challenges and know when and who to get advice from
29
Underlying theory: integrated digital marketing

Best practice techniques in any one discipline can deliver positive effects in another
30
10
Search engine optimization

Fuels effective webpage design
31
We will also look at strategy and objectives

Throughout the course think about the role of digital marketing within your wider marketing strategy
32
Brand building
& direct response
33
11

Examples from 4 types of marketing objectives
Setting digital marketing objectives
Brand objectives
1. Raising awareness 2. Raising brand image 3. Raising advertising recall 4. Raising brand preference / purchase intent / switching brand preference
Acquisition objectives
1. Reaching non-customers 2. Sampling or trial 3. Coupon delivery or redemption 4. Recruitment into relationship marketing programs 5. Raising brand affinity among target consumers; acquisition of high value consumers into the later stages of eRM programs
Sales objectives
1. Increasing sales for a target group, by volume, by individual, by frequency 2. Increasing market share
Retention objectives
1. Sales volume retention 2. eRM program retention 3. Market share retention
34
Strategy, monitoring and evaluation

Setting digital marketing objectives
Marketing objectives
What are your objectives today? t d ? How can digital channels help meet them?
35
Media saturation
Engagement, not interruption
36
12

Engagement, not interruption Consumers are bombarded from all sides
More media than ever before More noise than ever before More interruption than ever before More self-selection than ever before Interruption is failing Engagement is rising Classic advertising is at a crossroads
37
Your digital marketing merely adds to the noise?

You are missing a trick
38
Evolution of digital marketing

Digital marketing trends
39
13

Evolution of digital marketing (2)
Building your understanding of digital marketing trends 2014
Web 3.0 Mainstreaming of the mobile web Television converges with the internet Profitability and value of offline media collapses Wireless access and home networking goes mainstream Social networks migrate; social media marketing starts Mainstreaming of behavioural profiling and targeting Performance based search advertising established Webcentric marketing strategies emerge Integrated marketing strategies emerge Relationship marketing begins online Advertising begins online
1994
40
Evolution
Continued, constant change
41
Summary
42
14
Fish where the fish are:

Reaching th right audience with the right R hi the i ht di ith th i ht message at the right time developing stronger digital campaigns
43
This session covered

Building brand websites that work Measure the performance and effectiveness of web marketing How search engine optimization works Search engine advertising Online advertising design Online media planning Marketing through social media The law and regulation of digital marketing Underlying theory: integrated digital marketing We will also look at strategy and objectives Digital marketing trends
44
Making sense of the digital world
45
15
46
16

Welcome To Digital Marketing: Danny Meadows-Klue

Uploaded by

Copyright:

Available Formats

You might also like

Welcome To Digital Marketing: Danny Meadows-Klue

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Welcome To Digital Marketing: Danny Meadows-Klue

Uploaded by

Copyright:

Available Formats

Welcome to Digital Marketing Danny Meadows-Klue