10 PDDM NEW STRATEGY

Professional Diploma in Digital Marketing
Module 10: Strategy and Planning

Version 6
Location: Lagos, Nigeria
Lecturer: Uche Offokaja
Agenda Digital Strategy and Planning
Introductio Situational
n Analysis
Audience Planning
Analysis
©Digital Marketing Institute 2016
Strategy and
Planning
Process
Effective Strategy
and Planning is
an Iterative
process involving
Goals, Setup,
Manage and
Analyze

Strategy and
Planning
Process
Stage one -
Approach

Campaign Planning Implications
What are the implications for marketing departments and their campaign planning?
• Structure: starts small and gets

better (iterative)
• Budget: start small and invest
based on success
• Calendar: organic with no end
point
• Personnel: new work so new
skills required

DMI 3i Principles
DMI 3i Principles are the foundation tenets of the DMI Methodology
• Initiate: start with the customer and

work towards your digital strategy
• Iterate: continually learning from
engagement with customers and
applying this on an ongoing basis
• Integrate: integrate digital channels
coherently and in terms of traditional
marketing activities

“Start with the customer
and work backwards"
Market reality is a better indicator of customer needs than market research

Digital Marketing Plan: Structure
A Digital Marketing Plan should include the following sections:
• Situation Analysis
• Information Gathering
• Audience Definition
• Business Objectives
• Digital Tools
• Action Plan
• Budget
• Measurement
• Iteration & Management

n Analysis
Audience Planning
Analysis
Situation Analysis
Understand where you are now
• How do you measure up?
• Capabilities
• Activities

Customer Sector Industry Competitor Company
Trends
How do you measure up?

Measure your current digital activities in terms of your
customer, sector, competitor and company
Source: Digital Marketing Institute

Situation Analysis: Capabilities
Rating your current capabilities from 1 to 5
Basic Limited Practical Advanced Expert

Knowledge Experience Skills Application Practitioner
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics
Conversion
Optimization

Situation Analysis: Activities
Describe your current activities under each of these headings and rate your current
activities on a scale of 1 to 5
Pre-Course Post Course
Describe your current activities
Rating Rating
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics
Conversion
Optimization

Exercise 1
• Choose a business you
are familiar with
• Carry out a Situation
Analysis using slides 12
and 13
• Assess the capabilities
and activities of the
business using the
charts provided

Information Gathering
Search Tools:
• Google Global Marketfinder
• Google AdWords Keyword Planner
• Google Display Planner
• Google Analytics
• OpenSiteExplorer
• Google Think
• Bing Ad Planner
• Google Alerts
• Builtwith
• Quicksprout
• Google Trends
• Alexa

Tutorial – Google Keyword Planner

Tutorial – Google Keyword Planner

Google Trends

n Analysis
Audience Planning
Analysis
Strategy and
Planning
Process
Effective Strategy
and Planning is
an Iterative
process involving
Goals, Setup,
Manage and
Analyze

Audience Definition
Build audience profiles or personas in terms of:
•Age
•Gender
•Demographics
•Location
•Preferences
•Needs
•Understand their expectations and goals
“John lives in Edinburgh. He is engaged. 32 years of age.

Rents an apartment but is saving for his own house.
John enjoys sports and socialising, earns £50,000. He
uses a smartphone, has fast wifi and enjoys live
streaming football matches and UFC games”

Social Tools:
• Socialbakers.com
• Socialmention.com
• Addict-o-matric.com
• Buzzsumo.com
• Howsociable.com
• Twitalyzer.com
• Klout.com
• Local discussion forums

Exercise 2
• Use some of the tools suggested to gather
information about your business or a
business you are familiar with.
• Start by using Google AdWords Keyword
Planner to identify the terms used to search
for their product or service online.
• Use one of the social tracking tools
(socialmentions.com, buzzsumo.com or
twitalyzer.com) to find out who is talking
about them and in what context.
• Carry out the same exercise using one of
their competitors and compare the findings.

Audience Ranking
Having defined your target audiences, the next step is to rank them
Rank your target audience based on two dimensions:

Value to the business & Reachability
This process allows you to:

• Prioritize your target audience
• Focus your Activities
• Align your budget
• Allocate Resources

Understand preferences and habits
Where are your audience online and what are they doing?

Smartphone activity while watching TV

Second Screeners

Use of Social Media by Enterprises

Audience Ranking
High Value
Patrick Manager. 35 year old

Management Consultant. Engaged
B2B. Smartphone, iPad LinkedIn,
Facebook & Instagram user. Time
poor. May be a high value prospect
and readily accessible through
digital channels
Easy to Hard to
Reach Reach
Anna Mum. 38 year old busy stay at home
mum, wants to work part-time. 1 toddler,
pregnant with second child B2C.
Smartphone, Facebook, Instagram &
Pinterest user. Time poor. Tight budget
due to large household expenditure, likes
to shop for discounts online. Readily
accessible through digital channels
Low Value

Understanding Your Audience
WHY?
HOW? WHAT?
5P: Customer Search Insights Model
Search Term: “best places in the world
to white water raft in May”
Purchase
Priority
Direct
Product August
Adventure
Place Trip
Hong
Person Kong,
urban
Age, sex,
social
©Digital Marketinggroup
Institute 2016
5P: Customer Search Insights Model
Search Term: “best places in the world to go hiking in August”
What are your customers telling you about themselves?
Person Place Product Priority Purchase
Age Country Topic When Online

Sex Urban Subject August Shop
Social Group Rural Summer Community
Language Next Week

n Analysis
Audience Planning
Analysis
Strategy and
Planning
Process
Effective Strategy
and Planning is
an Iterative
process involving
Goals, Setup,
Manage and
Analyze

Primary Digital Tools
• Search Marketing (SEO & PPC)
• Social Media Marketing
• Mobile Marketing
• Email Marketing
• Digital Display Advertising
• Conversion Optimization
• Remarketing

Competitive Advantage
What’s your Value Proposition?
•Look at the gaps in your competitors service or

product and aim to address these
shortcomings
•What can you offer that’s unique?
•Value proposition can be based on value for
money; innovation; distribution network
•You must clearly communicate your what you
offer the customer in both digital and
traditional marketing channels.

Digital Marketing Objectives
Set out some SMART* Objectives which are:
Specific
Measurable
Actionable
Realistic
Timely
Channel Sustainability B2C
Select the channels on the DMI Framework in terms of how effective
they will be for engaging with your target audience
Emma, Mum
• 38 year old busy stay at home mum but wants to
return to work part-time.
• 1 toddler and is pregnant with second child.
• Smartphone, Instagram, Facebook, Pinterest user.
• Time poor.
• Tight budget due to large household expenditure
but does like to shop for discounts online.
• Readily accessible through digital channels

Channel Sustainability B2B
Select the channels on the DMI Framework in terms of how
effective they will be for engaging with your target audience
Doug, Management Consultant

• 35 year old Management Consultant.
• Engaged.
• B2B.
• Smartphone, Tablet, Facebook, LinkedIn,
Instagram user.
• Time poor.
• May be a high value prospect and readily
accessible through digital channels

Budget
Distinguish between various types of costs:
• Media Spend (Ads)

• Digital Media (Website, Content,
Creative)
• People Costs (Internal or External)
• Systems (Hosting, Third Party
Systems, Analytics)

Budget
Ad Budget Estimation:
Each of the advertising channels typically have budget
estimation tools:
These allow you to estimate budget based on the
mechanism for payment:
• Pay Per Click (Google AdWords, Facebook

Advertising, some Banner Advertising)
• Cost Per Mille (Digital Display, LinkedIn)
• Cost Per Engagement (Twitter Advertising)

Action Plan
Actions
Timeframe Resources

Digital Marketing Action Plan
Digital marketing planning scheme for Search Engine
Optimization, PPC, Email, Display, Mobile, or Social Media
Marketing:
• Objectives
• Action Items
• Frequency
• Measurement Tools
• KPIs
• Spend

Example Action Plan - SEO
• Objectives - positioning, engagement, conversions,
and competitive advantage.
• Action Items - on-page (keyword research, content
updates) & off-page (inbound links, social linking)
• Frequency - on-page: daily and weekly content
updates & off-page: Weekly and monthly actions
and review
• Measurement Tools - Analytics & Webmaster Tools.
• KPIs: organic traffic, visitor numbers, Click-
Through-Rates, downloads, conversions, sales,
website engagement.
• Spend: Content, Staff.
Example Action Plan – Email
• Objectives – build database, increase conversions
• Action Items – attend events, gather on social media,
optimize website, free resources & competitions
• Frequency – monthly/weekly email to priority
audience
• Measurement Tools – ESP analytics, Google Analytics
• KPIs – 20% increase in open rate, 10% increase in
click-through-rate on links
• Spend – content, graphics, time invested

Example Action Plan – Digital Display
• Objectives – expanded reach and brand awareness
• Action Items – create ad, segment audience etc.
• Frequency – measure and optimize weekly
• Measurement Tools – Google Analytics
• KPIs – ad impressions, ROI
• Spend – publisher costs, agency costs, graphic
designer, time invested, imagery cost

Mobile KPIs within an action plan
• SMS Campaign: Downloads, unique users, click
(tracked event), engagement and goal conversions.
• Mobile Apps: Downloads, purchases for your app,
analytics handset usage for target audience.
• Mobile Optimized Websites: Time on site, page/
visit, event, registrations, inquiries, calls, sales,
subscriptions.
• Proximity: QR codes, mobile coupons and ticketing:
reaching a specific landing page, downloading
coupons, printing out coupons/ tickets, redeeming
a coupon/ ticket.
• Mobile Advertising: Number of impressions,
number of clicks, Click-Through-Rate (CTR),
conversions.
Example Action Plan – Social Media
• Objectives – expand rech, engage customers,
create advocates
• Action Items – create updates, visual posts,
targeting, paid advertising
• Frequency – consider using publishing tools such
as Hootsuite
• Measurement Tools – Google Analytics, in-platform
analytics, tweetreach, iconosquare etc
• KPIs – ad impressions, ROI
• Spend – content costs, own time, publishing tools

Status updates
Facebook Likes
Account
and Page
KPIs Reach
Indicators
Choose specific KPIs
for each goal Wall posts
Shared
Comments
Impressions Advertising “Talking about this”
Indicators
Clicks
Click-through on posts
Cost-Per-Click
Competition entries
Conversion
Offer redemptions
Conversation
Linkedin KPIs
Choose specific KPIs for each goal
Your LinkedIn account Account

Advertising provides information on and Page
Impressions profile engagement and
Indicators Indicators
connections for your
Clicks LinkedIn personal account,
and general information
about company pages
Cost-Per-Click
Click-Through Rate (CTR)
Leads (contacts)
Twitter KPIs
Choose specific KPIs for each goal
Replies Account
and page
Mentions Indicators
Impressions
Advertising Follows/Unfollows
Indicators
Clicks
Tweets
Cost-Per-Click
Retweets
Cost Per Engagement
Clicks on a Tweet
Conversion
Direct Message
Favorites
Trending
Example: Social Media KPIs

Action Plan: Calendar

n Analysis
Audience Planning
Analysis
Strategy and
Planning
Process
Effective Strategy
and Planning is
an Iterative
process involving
Goals, Setup,
Manage and
Analyze

Measurement: Analytics
Benefits of monitoring and analysis:
• Transparency
• Accountability
• Defend your
Decisions
• Take Action

Measurement: ROI
Benefits of monitoring and analysis: Search Optimization Campaign ROI Calculation:
• 15,500 searches per month for my search

phrases
• Estimated at 25,000 unique searchers
• Aiming to attract 10% of these to our
website = 2,500 visitors
• Aiming for a visitor to conversion rate of
2% = 50 inquiries
• Based on current enquiry rates, we
estimate that 50% of these will be quality
leads = 25 sales leads
• Our conversion rate is usually 1 in 4
So... 4 new customers = €8,000

Analysis: Tools Used
Analytics tools which can be adopted to track against specific objectives
• Search optimization (Google Analytics &

AdWords Keyword Planner)
• Search Marketing (AdWords & Analytics)
• Social Media Marketing (listening tools,
insights & analytics)
• Mobile Marketing (mobile analytics)
• Email Marketing (ESP reporting &
analytics)
• Digital Display (publisher reporting and
analytics)

Iteration
Effective Digital Marketing
Is an Iterative Process

Case studies
Non-examinable additional information

Business use of social media in 2015
Source: Digital Marketing Institute

Second Screeners
How Esurance hacked the Super Bowl

Case Study
Nike’s She Runs

My Flash Trash

SocialBakers for My Flash Trash

Builtwith – My Flash Trash

People viewing product.
Number purchased.
Adds an element of
exclusivity.

Net-a-Porter
Net-a-Porter runs hugely successful sports, menswear and discounted fashion sites
• 390 labels in 170 countries

• The owner Massenet used
the traditional magazine
format and curation to
promote clothes.
• Flagship website has over 6m
unique visitors per month

Net-a-Porter “Net-a-Porter’s owner
Massenet persuaded Roland
Key Social Media Channels
Mouret to sell his first
collection on Net-a-Porter in
810,000 Twitter followers 2001 in a time when
designers were reluctant to
1,331,400 Facebook likes sell their products online”
1.9 million Instagram

followers
98,253 YouTube channel

subscribers

The viral nature of social media
"We're vastly over where we'd be
normally," Johnson said. "This is
looking like a good black Friday." It
took only half an hour for the 300
dresses on Roman Originals' site to
sell out on Friday morning. "Our
website's currently at about a million
visits to this page alone," Johnson
said.

Case Study
Go Pro’ Skateboarding Cat

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Professional Diploma in Digital Marketing
Module 10: Strategy

and Planning
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Professional Diploma in Digital Marketing

Module 10: Strategy and Planning

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

• Structure: starts small and gets

©Digital Marketing Institute 2016

• Initiate: start with the customer and

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

How do you measure up?

Source: Digital Marketing Institute

Basic Limited Practical Advanced Expert

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

“John lives in Edinburgh. He is engaged. 32 years of age.

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

Rank your target audience based on two dimensions:

This process allows you to:

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

Patrick Manager. 35 year old

©Digital Marketing Institute 2016

Person Place Product Priority Purchase

Age Country Topic When Online

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

•Look at the gaps in your competitors service or

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

Doug, Management Consultant

©Digital Marketing Institute 2016

• Media Spend (Ads)

©Digital Marketing Institute 2016

• Pay Per Click (Google AdWords, Facebook

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

Your LinkedIn account Account

Click-Through Rate (CTR)

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

©Digital Marketing Institute 2016

• 15,500 searches per month for my search

So... 4 new customers = €8,000

• Search optimization (Google Analytics &

©Digital Marketing Institute 2016