Digital Marketing - Why & What
-
Upload
felicity-mccarthy-leavy -
Category
Marketing
-
view
116 -
download
4
Transcript of Digital Marketing - Why & What
Digital Marketing Strategy
Felicity McCarthy Sept 2015
Facebook.com/SparkDigital.ie @SparkFelicity
Why Digital Marketing?
Media consumption has changed
Technology adoption
5 for 2015
• Mobile • Social • eCommerce • Content • Big Data
Social Revolution
h"ps://www.youtube.com/watch?v=zxpa4dNVd3c
Social Commerce
The art of storytelling
• Likeable hero
• Encounters hardships
• Emerges transformed
2 minute exercise
What stories do you have to tell in your business?
Takeaways
• Big Data -> Know your customers • Social -> Engage with them • Content -> By telling them great stories • Mobile -> Make it easy for them to access
you on any device • eCommerce -> And make it easy to Buy/
Book/Connect on any device
Digital Marketing Strategy
Digital Marketing Strategy
Situation analysis
Objectives
Channel strategy
Tactics
Actions
Control
• Customers
• Competitors
• Brand Proposition
• Current Digital Assets
• SWOT Analysis
1. Situation Analysis
2. Set Objectives
• Brand Awareness • Customer Engagement • Community Building • Lead Generation • Customer Acquisition • Customer Retention • Customer Satisfaction
Reach
Act
Convert
Engage
3. Channel Strategy
Awareness
Preference
Transaction
Loyalty
Display & Social
Social, Content Marketing, Adwords
Adwords, Social
Social, Email
Email Marketing
SEM
Website (SEO)
Content Marketing
Mobile Marketing
Display
Social Media
4. Plan the Tactics
Email SEM Social Content Mobile WebSite Display
Data Keywords Publishing Audience Responsive Clear content
Targeting
Creative Copy/creative
Targeting Multiple Formats
Targeting Conversion tool
Re-targeting
Dist’n Budget Content Ad budget App? SEO Creative
5: Action the Plan
• Clear ownership • Resources (budget, human, agency) • Implement the planned tactics • Deliverables identified • Reporting in place
6: Control/Measure
• Measure, Measure, Measure • Consolidate key metrics into small number of
tools e.g. Google Analytics, to understand: – Reach – Site Traffic – Traffic Sources – Conversion – ROI – Community Growth – Community Engagement
Recap
Situation analysis
Objectives
Channel strategy
Tactics
Actions
Control
Social Media in a Nutshell
Social Media Landscape
Reach* 61% 29% 24% 24% 18% 11% 35%
DailyUse 71% 38% 13% 23% 41% 14%
Targeting
SEO
Traffic source
B2B
Gender split
*Source for Reach: IPSOS MRBI
Goals: Grow awareness Drive members
Method: Posts to motivate & inspire Authentic & informational Uses groups to deliver services with exclusivity and scale
Results: All of his business is being driven from Facebook
Case: Pat Divilly
Key Takeaways
• Have a Plan • Understand your customer • Prioritise where to start & build on it • Create great content • Build relationships over time • Measure the results