DBS-Week2-DigitalStrategy&Planning
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The document discusses digital strategy and planning. It outlines the key phases of planning, creation, actualization, and evaluation for an effective digital marketing strategy. The planning phase involves defining business objectives and audience personas. The creation phase is where tactical solutions are developed based on the strategy and audience analysis. The actualization phase is real-time implementation and optimization of campaigns. And the evaluation phase assesses key performance indicators to improve future initiatives.
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DBS-Week2-DigitalStrategy&Planning
- 1. Week 2 – Digital Strategy and Planning Keith Feighery
- 2. The Digital Marketing Ecosystem
- 4. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience
- 5. That’s why Inbound & Content Marketing are so Important
- 6. Hubspot – Inbound Marketing Company view
- 7. Inbound & Content Marketing Channels
- 8. Digital Strategy & Planning
- 9. Digital Strategy & Planning Source RedAnt.co.uk
- 10. SOSTAC Framework
- 11. Using RACE for Digital Marketing Optimisation
- 12. Planning Phase
- 13. Planning Define business objectives Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation etc.. Define audience and break down into personas & needs Personas, Influencers, Advocates, Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs Aligning digital strategy with brand What is the tone, voice, perception currently presented
- 15. Location Setting Source RedAnt.co.uk
- 16. Goals and Audience Location Analysis Source RedAnt.co.uk
- 17. Creation Phase
- 18. Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc… Create Digital Presence on Key Platforms Website, Social Channels, Ad Platforms, Email etc.. Initiate a content marketing production programme Map this out along with personas and buyer cycles Define KPIs for each programme – know upfront what success will look like (by corollary failure too)
- 19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk
- 20. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization
- 21. Typical Trackable KPIs Increase Rate & Value of Conversions Increase Average order size (ecommerce apps) Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost Per Sale Reduce Core Bounce rates Increase Frequency and Return rates Reduce Abandonment rates
- 22. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3 rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts
- 25. Actualisation Real-time implementation of each channel, campaign and platform Engaging and interacting with your audiences Reacting to issues and tweaking campaigns as they proceed live Constantly compare performance with projected KPIs created during the previous phases Create a cross functional communications feedback loop to resolve all issues and update status Capture all lessons learnt in a repository in order to feedback into an improvement process
- 28. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel
- 29. Be Social – Interact with People & Solicit Feedback and Responses
- 30. Be Entertaining, Informative or Offer Something of VALUE to Followers
- 31. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign and channel Think about the tone, voice and personality to adopt Choose your platforms carefully Think about the type of content to use on each platform Take risks – not everything will work Connect to other channels
- 32. Social Media Case Studies
- 33. Tayto
- 34. Versus
- 35. Controversial Hunky Dory Page
- 36. Aviva
- 37. Hairy Baby
- 38. Hairybaby
- 40. Getting People To Respond
- 41. WestCoast Cooler
- 42. Westcoast Cooler
- 43. Best Job In the World
- 44. Nestle
- 45. Pay Per Click Advertising
- 46. PPC Examples
- 47. Search: Health Insurance Quote
- 49. SEO Case Example
- 50. Search: Flowers for newborn baby
- 51. Newborn Flowers
- 52. Email Marketing
- 54. Case Studies
- 55. CityDeal.ie
- 57. Schuh
- 59. Evaluation Phase
- 60. KPIs & Goals set in the Creation Phases should be assessed according to actuals
- 61. Ongoing KPI & Metric Analysis
- 62. Evaluation Feedback loop Implement a continuous learning and improvement framework All findings and experiences should feed into subsequent phases, campaigns and initiatives Refine reporting process Improve ROI metrics in their broadest sense Educate management through correlation of digital and business goals Iterate constantly
- 64. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274
- 65. Thank You