DBS-Week1-Introduction-Diploma-OnlineMarketingDigitalStrategy
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This document provides an overview and introduction to a digital marketing diploma course. It outlines the course objectives, themes, projects and resources. The key elements include developing digital strategies and plans, leveraging tactics like social media, SEO, PPC and email. Measurement of digital marketing impact using tools like Google Analytics is also covered. A course project involves creating a digital marketing plan and strategy for a chosen business.
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DBS-Week1-Introduction-Diploma-OnlineMarketingDigitalStrategy
- 1. Digital Marketing Diploma Introduction Lecture Keith Feighery
- 2. Time Table
- 4. Classroom Expectations Participate in discussion Use observations and experience from your own online activities and use in class discussions Think like a digital marketer – Analyse social media presences Examine & critique online ads Look at email newsletters and critique Mobiles off please.
- 5. What are the core objectives of this course?
- 6. Give you the tools to research, plan, create and run optimised digital marketing programmes
- 7. Main Course Themes Developing focused Digital Marketing Strategies Leveraging Key Digital Marketing Tactics Social Media Marketing, SEO, PPC, Email, Blogging, Display, Affiliates Using Rich Media in Digital Marketing Strategy Blogs, Videos, Images, Audio Measuring Impact of Digital Marketing Using Google Analytics, Defining Key Performance Indicators, Understanding Actionable Insights Plan, Create and Execute targeted Digital Marketing Programmes Output of course is a digital marketing plan
- 9. Project Choose a business (fictional or real) Identify clearly defined business objectives Develop a Digital Marketing Strategy and Plan Create Clear Personas, Identify digital locations, Develop Content Strategies per channel, Create Success Scorecards Choose and justify appropriate digital and social channels SEO, PPC, Display, Social Networks, Affiliate, Email, Mobile etc. Develop a measurement framework Clear KPIs, Actuals Vs Projections, Mapping outcomes to scorecard Create a report to be approx. 3000 Words long
- 10. Key Resource to help with Digital Planning Process
- 11. Digital Marketing Planning Template http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ Excellent Digital Marketing Planning Template
- 12. Introductions
- 13. Career Summary Director of Digital Strategy with Digital Insights 14 Years experience developing and marketing web and digital applications Lecturer with DIT on MA in Digital Media Technologies Lecturer with Dublin Business School, Griffith College, Champlain College in Online Marketing and Digital Strategy
- 14. [email_address]
- 15. Reading Lists
- 16. Readings Digital Strategy Books Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey et al) eMarketing eXcellence: Planning and optimising your digital marketing (Dave Chaffey) General Digital Marketing Readers Flip the Funnel (Joseph Jaffe) Engage (Brian Solis) Content Rules (Chapman and Handley) Groundswell (Li and Bernoff) Free (Chris Andersion)
- 17. Podcasts Podcasts Forimmediaterelease.biz Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also) Marketing Over Coffee (http://www.marketingovercoffee.com/) Media Bulls Eye (Find it on the Custom Scoop Blog)
- 18. General Digital Marketing Sites Digital Marketing Sites and Blogs www.smartinsights.com www.hubspot.com http://www.marketingprofs.com http://www.marketingsherpa.com/ www.rww.com http://www.twistimage.com/blog/ http://econsultancy.com/ www.adage.com http://johnbell.typepad.com/ www.mashable.com www.emarketer.com
- 19. Social Media Social Media www.webstrategist.com/blog www.brandrepublic.com/ www.simplyzesty.com http://www.socialmediatoday.com www.mashable.com www.nevillehobson.com http://blogs.forrester.com/groundswell/ http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/
- 20. Online PR Online PR/Communications http://www.webinknow.com/ http://www.nevillehobson.com/ http://blog.holtz.com/ http://kdpaine.blogs.com/ http://darmano.typepad.com/logic_emotion/ http://www.shivsingh.com/goingsocial/ http://www.theharteofmarketing.com / http://www.acrossthesound.net/ http://www.insidepr.ca/
- 21. SEO SEO/PPC http://www.seomoz.org/ searchengineland.com/ www.semrush.com/ searchenginewatch.com/ www.mattcutts.com www.searchenginejournal.com/ www.seobook.com
- 22. Introduction to Digital Marketing
- 23. What is Digital Marketing?
- 24. Using Digital Channels to Reach, Acquire, Retain (& Advocate) Customers both Online and Offline
- 25. Digital Marketing Should Support and Accelerate the following: Create Awareness of Products/Services Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy
- 26. What are the core elements to consider when planning a Digital Campaign
- 27. 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 Create Activation and Conversion points within your digital assets Build relationships – not always selling Funnel marketing, top of mind, inform, educate and entertain Optimise and Measure performance across all digital channels
- 28. What are the core tactical tools at a Digital Marketers disposal
- 29. Key Online Marketing Tactics Content & Inbound Marketing Website, blog, social platforms, partnership sites etc… Social Media Marketing Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts Search Engine Marketing PPC, Display and Affiliates Search Engine Optimisation (SEO) Structured & Planned Content, Optimismed Vocabulary, Links Email Marketing Email Service Providers, Acquisition and Retention, Lead Nurturing Mobile Marketing Location Based, Text, Advertising, Coupons, Offline-Activation Measurement and Analytics Clear Objectives and Benchmarks
- 30. Characteristics of a Digital Marketing Campaign
- 31. Digital is a more iterative process than traditional marketing
- 32. Iterative Digital Marketing Strategies
- 33. The Digital Landscape has changed changed radically over the past 5 years
- 35. Proliferaton of Channels Growth of Social Media
- 37. What is Social Media?
- 38. Platforms that allow the sharing of content with dialogue channels deeply embedded in them
- 39. Key Social Platforms Social/Professional Networks Facebook & LinkedIn Blogging/Micro-Blogging/Lifestreaming Wordpress, Blogger, Twitter, Tumblr Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Facebook, Flickr, TwitPic, Instagram Mobile Foursquare, Facebook, Twitter, Yelp Document Slideshare.net, scribd, docstoc
- 40. Never been easier for businesses to create and distribute content online How to cut through the noise is the challenge now
- 41. Marketers need to understand The Rise of Facebook
- 43. Time Spent UK
- 44. Businesses & organisations need to embrace a more social engagement because it is happening with or without them
- 46. Marketers need to understand its not about the specific tools but the changing consumption and behaviour patterns of the customer
- 47. Marketers need to understand the dynamic of communities How to influence & Participate in these
- 48. The way in which organisations think about media has changed radically over the past 5 years.
- 49. Digital Marketing Media Mix
- 51. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
- 52. That’s why Inbound & Content Marketing are so Important
- 53. Hubspot – Inbound Marketing Company view
- 55. Case Studies Big Brands
- 56. Tayto
- 57. Versus
- 58. Controversial Hunky Dory Page
- 59. Aviva
- 60. Hairy Baby
- 61. Hairybaby
- 63. Getting People To Respond
- 64. Pay Per Click Advertising
- 65. PPC Examples
- 66. Search: Health Insurance Quote
- 68. SEO Case Example
- 69. Search: Flowers for newborn baby
- 70. Newborn Flowers
- 71. Email Marketing
- 73. Case Studies
- 74. CityDeal.ie
- 76. Schuh
- 78. Blogging
- 82. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274