…tomorrow is an introduction to planning, part of the CAM Digital Marketing Planning syllabus…

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digital marketing is marketing

websites content

story-telling

omni-channel

1

2

3

4

5

6

situation

objectives

strategy

tactics

action control

promotion

just remember...

different tactics will have a different significance

product and price

…and speed at which they can be adapted

websites

content

story-telling

omni-channel

what to consider...

Content?

…the focus is heavily on the user, hence the development of personas

the key concept here is user experience or UX

desirable… linked to brand

findable… easy to find what you need

Morph London Agency, 2013

eMarketer, 2013 (estimate)

m-commerce accounts for 15% of this

…at £6.61 billion for 2013

…office 365 and Google docs

…allows storage of, and access to, digital media

…language and design

…can it be turned into a file or software?

then we need to consider content delivery systems

digital price…

…comparison sites - aggregators

online only discounts… incentivising behaviour and traffic

…showrooming

L2, 2013, research identified that 82% of smartphone users engaged in this form of price-checking

digital people…

…automated response

generation Y born between 1982 and 2001... although opinion varies

50% of facebook users and 80% of twitter users do so on their mobiles... what does this mean if bad customer experiences are received?

‘Earned’ Media

... consider the level of trust attributed to other, more traditional, marketing media

86% of online consumers use online reviews and similar prior to making purchasing decisions

1 unique example = 5points

Pay Per Click (PPC) is about paid for or ‘sponsored’ results

the description should be interesting and informative

Develop an XML sitemap file that can be submitted directly to google

…have a good, useful 404 page!

Make sure it’s easy to ready, organised, on topic, up to date…

These adverts should link back to specially created landing pages…

https://accounts.google.com/ServiceLogin?service=adwords&hl=en_GB&ltmpl=jfk&continue=https://adwords.google.co.uk/um/gaiaauth?apt=None&ltmpl=jfk&cd=GB&passive=86400&sacu=1&sarp=1

Is it cognitive, affective or conative…

…and how can we get the desired action?

…but we’ll keep it simple!

http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2012

http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2012

http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2012

…take a photo or screengrab to illustrate it

Each unique example will receive 5 points for the leaderboard

Mobile search...

To enhanced visual searches via AR

social is mobile...

43% interact with brands via mobile social content…

3 billion ad requests a day… a variety of formats and platforms available… worth $2.5billion a year

http://litmus.com/blog/anatomy-mobile-email/anatomy-mobile-email-24-1000px 2012

27% of all emails are opened on mobile

70% delete emails that don’t work on mobile immediately

http://masstransmit.com/broadcast_blog/22-amazing-mobile-email-marketing-statistics/, 2012

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats 2012

why mobile...

send time-related messages when most likely to affect their behaviour e.g. when people are leaving work to remind them to stop on the way home

link your m-comms to your other marketing communications… integration and synergy is key to all good campaigns

monitor social networks, blogs and twitter

ad impressions, clickthroughs and conversions

sharing

they feel their company size is too small to benefit

2010 2011 2012 2013 2014 2015

Global 13,976,859 31,860,295 78,855,662 188,375,368 487,426,725 788,324,804

Asia Pacific 2,448,932 6,768,196 20,543,294 67,012,433 240,350,642 420,277,951

Latin America 1,329,853 4,040,217 12,720,259 26,665,349 49,199,321 71,548,055

North America 2,615,787 4,218,310 6,550,322 14,257,565 38,783,886 55,646,710

Western Europe

5,237,113 10,348,319 21,163,143 33,524,429 58,670,609 83,364,841

Japan 441,060 1,021,441 3,322,664 10,780,236 21,462,108 31,876,998

Central and Eastern Europe

1,156,893 3,140,746 8,252,679 20,303,462 38,480,441 58,717,045

Middle East and Africa

747,221 2,323,065 6,303,302 15,831,895 40,479,719 66,893,204

and a great example of online PR from the last two weeks

…take a photo or screengrab to illustrate it

Each unique example will receive 5 points for the leaderboard

however, CGM is NOT representative of the whole consumer audience… just a very vocal, informative and influential group

visit sites such as…

visit reddit, digg or delicious and see where you’re tagged or discussed

datasift

Radian6

start listening, keep listening and look for changes in opinions, topics, problems

if you’re already listening you’ll hear about it quicker and can act quicker

who are your customers?

who are the consumer generated media creators and critics ?

start monitoring key areas, brands, new products, service encounters...

draw on experience and skills internally, outsource if need be

have a skilled and dedicated ‘interpreter’

Sales… per visitor, average order size, conversion rate

Brand… sentiment analysis, social sharing

After-sales… FAQ visits, downloads, social media

different comms tools

Sales… per visitor, average order size, conversion rate

Brand… sentiment analysis, social sharing

After-sales… FAQ visits, downloads, social media

different comms tools