Gareth Dunlop CEO and owner of Fathom, a dedicated User Experience and Digital Planning agency

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1 Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Version 5.0 Lecturer: Gareth Dunlop Gareth Dunlop CEO and owner of Fathom, a dedicated User Experience and Digital Planning agency I have consulted on the area for nearly two decades, in Ireland and the UK I have owned and run web design, digital strategy and user experience agencies I have worked with SMEs, SaaS businesses, start-ups and enterprises in the public and private sector 1

2 Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning Definition: Digital Marketing Using digital channels to promote or market products and services to consumers and businesses Digital Marketing Institute 2

3 Channels Digital channels can be grouped under the following headings: Search Marketing (SEO) Search Marketing (PPC) Marketing Digital Display Advertising Social Media Marketing Mobile Marketing Consumers leave a trail It is access to these activities that gives digital marketing its power Search for City Break Search Click on Ad campaign Click Register for updates Register Purchase on site Buy 6 3

4 Customer 4/22/2015 Consumers reveal who they are It is access to these activities that gives digital marketing its power Search for City Break Search Click on Ad campaign Click Register for updates Register Location, Interest, Age Specific Requirement Urgency Budget} Purchase on site Buy Start with the customer and work backwards" Market reality is a better indicator of customer needs than market research MARKET RESEARCH Polls, questionnaires, history, focus groups, research Product or Service Search: keyword research tools Social: listening tools Digital: analytical tools MARKET REALITY Source: Digital Marketing Institute 8 4

5 1 INTERRUPTION 2 BEHAVIORAL 3 PERMISSION Google AdWords Keyword Planner British Airways British Airways Low fares Greater London Cheap flights Greater London Per month: 100 Per month: 550,000 5

6 Google Trends: Various European Airlines Search trends and respective ad spend Integrate Principle Depending on consumption channel, users apply personal preferences and etiquette and expect marketers to do likewise Print TV Radio Mobile Phone User Broadcast Websites and Discussion forums that are public and open Transact Social Media Networks where the interaction is governed by social norms Interact Personal communications devices/ systems with a personal etiquette Source: Digital Marketing Institute 6

7 Quality Scale of Engagement In digital marketing the dynamic is from quantity to quality. There is a quality scale in the interactions of an audience with an organization. Tell Audience Advocacy Act Audience Conversion Engage Audience Engagement Learn Audience Awareness Source: Digital Marketing Institute Digital Marketing Methodology is the principles-based framework for the application of digital marketing to achieve business goals 1. 3i Principles Initiate Iterate Integrate 2. Framework Visual Scheme Digital Channels Strategic Choices 4. Implementation Customer Goals Business Goals Application 3. Tools Search Social Mobile Source: Digital Marketing Institute

8 Situation Analysis: Capabilites Rate your current capabilities on a scale of 1 to 5 Basic knowledge Limited Experience Practical Skills Advanced Application Expert Practitioner Website SEO SEM Display Social Media Mobile Analytics Situation Analysis: Activities Describe your current activities under each of these headings and rate your current activities on a scale of 1 to 5 Website SEO SEM Display Social Media Mobile Analytics Describe your current activities Pre- Course Rating Post Course Rating 8

9 press advertising radio & TV advertising outdoor advertising media planning PR & promotion brand building direct sales product placement corporate communication cold calling site design (link/ search) analytics (journeys/ conversion) SEO (links/ keywords mgt) SEM (campaign/ keywords mgt) (list building/ broadcast) web copywriting social media online PR affiliates mobile media 9

10 Traditional Marketing Traditional marketing channels are characterized as: Broadcast Message-driven Didactic Constrained Calendar & Budget bound Power retained by media owner and advertiser Digital Marketing An approach based on openness, transparency and engagement with the consumer Interactive Consumer driven Listening Un-constrained Open-ended Power Content Driven 10

11 Campaign Planning Implications What are the implications for marketing departments and their campaign planning? Structure Budget Calendar Personnel DIGITAL voice footprint shadow 11

12 Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning Search Engine Optimization (SEO) Search Engine Optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results 12

13 SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals Understand the benefits of SEO Choose & Set Goals 2. On Page Optimization Keywords Content Meta-tags Site Supports Site Structure 4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration 3. Off Page Optimization Link Building Link Format Content Marketing Social Linking Source: Digital Marketing Institute 2015 Concepts: Positioning Know where organic and paid search results display 13

14 Concepts: Positioning Know how positioning affects clicks; proportionality of clicks between organic and paid 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings) Example: Cheap credit cards Know how positioning affects clicks; proportionality of clicks between organic and paid Paid listings Organic listings 14

15 Example: Cheap Credit Cards Keyword Relevance Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning 15

16 Pay Per Click (PPC) Advertising Related to Cost Per Click (CPC) Pay-Per-Click (PPC) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (Google) when the ad is clicked. It is defined simply as the amount spent to get an advertisement clicked Pay-Per-Click Volume Search ads accounted for $9.1b (39%) of total Internet advertising revenue Q1/ Q

17 Pay Per Click (PPC) Statistics Where are the biggest spenders focusing? Text ads remain important, while social ads continues to gain traction. Pay Per Click (PPC) Statistics Where is the social ad spend being focused? Facebook leads the pack, however Twitter is gaining speed fast 17

18 Pay Per Click (PPC) Statistics What are confidence levels like in the marketplace? A high level of optimism, up from 2013 Pay Per Click (PPC) Statistics Where will the growth be focused? Significant evidence of an increase in investment 18

19 Average PPC Cost Stats Average PPC costs from 2005 to 2013 Search Marketing (PPC): Process PPC is an ongoing dynamic process with goals, setup, management, review and iteration 1. Goals Understand the benefits of PPC Choose & Set Goals 4. Analysis & Iteration Analysis Tools KPIs Review and Iteration 2. Setup Keyword Research Campaign Setup Ad Copy Targeting Budget Scheduling 3. Manage Ad Centre Reports Quality Score Conversion Tracking Source: Digital Marketing Institute

20 Concepts: Positioning Know where organic and paid search results display Concepts: Positioning Know how positioning affects clicks - proportionality of clicks between organic and paid 30% of users click here and on the right (Paid listings) 20

21 Search: Keyword Analysis What role does keyword research and landing page relevance play? Search: Keyword Analysis Keyword research for accountancy courses 21

22 Search: Landing Page Relevance Accountancy courses Keyword Relevance Keyword Relevance 22

23 Keyword Relevance Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning 23

24 Digital Display Campaign Process Effective Digital Display Advertising is an Iterative Process 1. Define Customer Publisher Objectives 2. Format Budget Media Formats Ad Copy 4. Analyze Measure Analyze Optimize 3. Configure Targeting Tracking Go live Copyright Digital Marketing Institute 2015 Display Advertising Display Advertising is a type of advertising that typically contains text (i.e. copy), logos, photographs or other images, location maps, and similar items Display average Click Through Rates (CTR) are <0.1% The average person is served more than 1,700 banner ads per month Should be used as a branding metric as opposed to revenue generation 60% of LinkedIn users have clicked on an ad on the site; Facebook significantly less The average CTR for a Facebook display ad is 0.04%, which is about half the average CTR for display ads across the web. 24

25 Display Advertising Display Ads Dimension and Position 25

26 Display Ads Retargeting Display Ads Affiliate 26

27 Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning Marketing Process Effective Marketing is a process 1. Subscriber Management Data Collection Data Segmentation Data Management 2. Design & Content Mail Clients Interaction Process Sender/ Subject/ Copy Images & Attachments Risks 4. Reporting & Analysis Interaction Scale Campaign Reports Subscriber Reports Split Testing 3. Delivery Systems Service Providers Scheduling Source: Digital Marketing Institute

28 Marketing For every $1 spent on marketing strategies, $44.25 is the average return Reporting: Campaign Snapshot Recognize standard reporting features with marketing packages 28

29 Reporting: Campaign Snapshot Recognize standard reporting features with marketing packages Marketing Best Practice LV= to improve Return on Investment, increase number of new customers buying online Average monthly open rate: 51.1% Average monthly CTR: 41.83% Average conversion rate direct from % Average monthly total customer conversion:18.82% 29

30 Marketing Best Practice Argos abandoned shopping trolley triggered to increase conversion Desire to increase sales conversions and drive incremental value Argos used browsing data and engagement to identify people Behaviorally-based customer recommendations Marketing Best Practice Craghoppers triggered campaign from basket abandonment Two s sent to customers: 24 hours and 3 days after abandonment ROI of 711% and successfully reengaged 56% of registered users abandoning a purchase, with 30% clicking on the s 10% of s delivered resulted in a sale 30

31 Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning 31

32 32

33 Social Media Marketing Process Effective Social Media Marketing is an Iterative Process 1. Goals Business Customer Product Marketing 2. Channels Facebook LinkedIn Twitter Google+ YouTube 4. Analyze Measure Analyze Optimize Copyright Digital Marketing Institute Implement Listening Pages Events Groups Jobs Advertising Consumer Behavior The consumer decision journey (McKinsey, 2014) 33

34 Consumer Behavior A circular decision making process (McKinsey, 2014) Evolution of online interaction The evolution of the web places the user center-stage and increasingly in control Broadcast Transact Interact Converse Website Amazon EBay Social Media Copyright Digital Marketing Institute

35 What works best? Images and Video Shorthand Use an image and commentary when sharing company links Frequency Humor and Personality Don't be shy Comments vs Likes! Facebook Optimize your News Feed 35

36 Facebook Examples Facebook Examples 36

37 Twitter Twitter is an online social networking and microblogging service that enables users to send and read short 140-character text messages, called "tweets" Twitter 2010: $45m, 2011: $139m, 2012: $259m, 2013: $405m, 2014 Q2: $312m 37

38 Twitter Bespoke Customization Shirtpizza Twitter under-utilised account Diet Coke 38

39 Twitter Best Practice Tesco Twitter Customer Service and Advocacy Nike 39

40 Instagram Pure Mobile photo sharing application Cachet associated with it Share and tag photos Young user base A lot of interaction comments, likes, shares, tweets Can integrate with Twitter and Facebook Explore opportunities especially if you have a younger audience GoPro Case Study 40

41 Viewing Instagram Uploads Liberty London (Department Store) 41

42 Liberty Photo Interaction Pinterest Pinterest is a visual discovery tool that people use to collect ideas for their different projects and interests. People create and share collections (called boards ) of visual bookmarks (called Pins ) that they use to do things like plan trips and projects, organize events or save articles and recipes. 42

43 ASOS on Pinterest Pin Boards Inspirational quotes 43

44 Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning Mobile Marketing Process Effective Mobile Marketing is an Iterative Process 1. Opportunity Challenges/Risks Characteristics Trends Devices Optimize App Development Mobile Sites 4. Analyze Measure Analyze Optimize Emerging Trends Advertise SMS Mobile Advertising Proximity Marketing Copyright Digital Marketing Institute

45 Key mobile statistics We have reached the tipping point predicted by Mary Meeker in 2008 What Convergence Means Convergence: device functionality begins to come together in one device: SMS Camera Music Phone Browser GPS Office Applications Social Media Gaming 45

46 Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management, review and iteration 1. Goals Concepts & Rationale Choose & Set Goals 2. Setup Accounts Profile 4. Analysis & Iteration Conversions Reporting Review and Iteration 3. Monitor Analytics Goals Audience Traffic Sources Content Advertising Source: Digital Marketing Institute

47 Google Analytics Audience Overview is just the starting point Google Analytics The power of the configurable dashboard 47

48 Google Analytics The power of the configurable dashboard Google Analytics The power of the configurable dashboard 48

49 Google Analytics The power of the configurable dashboard Introduction to Digital Marketing AGENDA Introduction Channels: SEO Channels: PPC Channels: Digital Display Advertising Channels: Marketing Channels: Social Media Marketing Channels: Mobile Marketing Analytics Digital Strategy and Planning 49

50 Strategy & Planning Process Effective Strategy & Planning is an Iterative Process 1. Approach Framework Principles 2. Audience Situation Analysis Information Gathering Audience Definition 4. Analysis Measurement Analysis Iteration 3. Activities Objectives Tools Action Plan Budget Source: Digital Marketing Institute 2015 Channel Suitability B2C Select the channels on the DMI Framework in terms of how effective they will be for engaging with your target audience Samantha Social year old Clinical Assistant Smart Phone User on Facebook with disposable income PROFESSIONAL DIPLOMA IN DIGITAL MARKETING May be a high value prospect and readily accessible through digital channels 50

51 Action Plan: Search Marketing (SEO) Digital marketing planning scheme for Search Engine Optimization Objectives Action Items Frequency Measurement Tools KPIs Spend Laws and Guidelines globally Default opt out at all times Opt out at collection point Subscriber told why information is being gathered s only about a similar product Option to opt out on every mail Opt in only valid for 12 months Never sold to a third party 51

52 We always welcome feedback, ideas, case studies, and examples from your personal experience. Do share! Send to: Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Version 5.0 Lecturer: Gareth Dunlop 52

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