Planning Your Digital Marketing Campaign Keith Feighery

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1 Digital Marketing Institute.ie Planning Your Digital Marketing Campaign Keith Feighery

2 Session Outline Understanding the Digital Marketing Landscape Components of a Digital Marketing Plan Objectives and Digital Goals Personas and Value Propositions Choosing your Digital Channels Questions and Answers Career Summary Director of Digital Strategy with Digital Insights 14 Years experience developing and marketing web and digital applications Lecturer on MA in Digital Media Technologies Lecturer with DMI, Dublin Business School, SureSkills, Griffith College, IBAT, Champlain College in Online Marketing and Digital Strategy

Digital Goals Personas and Value Propositions Choosing your Digital Channels Questions and Answers Career Summary Director of Digital

3 Contact Details Understand the Digital Landscape Irish Online Stats to Consider 70% of all Irish Internet Users use Facebook (approx 2.2M) Tops 2 sites visited are Google (38%), Facebook (19%) Average Irish person spends 20 Hrs+ online each month - 4 hours 10 mins Facebook - 2 hours 51 mins Google Approx 70% of Facebook User are Aged under 35 47% of All Facebook Users login Daily 53% Facebook User Female; 47% Male 700K Twitter Accounts ~100K Daily Users 861K Users on LinkedIn 31% login weekly (9% Daily)

2M) Tops 2 sites visited are Google (38%), Facebook (19%) Average Irish person spends 20 Hrs+ online each month - 4 hours 10 mins Facebook - 2 hours 51 mins

4 What Are We Trying to do with Digital Marketing? Use Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline Digital Marketing Should Support and Accelerate the following: Create Awareness of Products/Services Customer/Prospect Engagement Customer Acquisition Customer Retention Customer Advocacy

and Offline Digital Marketing Should Support and Accelerate the following: Create

5 What are the core Tools at a Digital Marketers disposal Key Online Marketing Tactics Search Engine & Rich Media Marketing - PPC, Display and Affiliates Search Engine Optimisation (SEO) - Structured & Planned Content, Optimised Vocabulary, Links Social Media Marketing - Twitter, LinkedIn, Facebook, YouTube, Blogs Marketing - Service Providers, Acquisition and Retention, Lead Nurturing Mobile Marketing - Apps, Responsive Design, Mobile Sites, Text Marketing, Mobile Advertising Measurement and Analytics - Clear Objectives and Benchmarks Core Components of Digital Strategy

LinkedIn, Facebook, YouTube, Blogs Email Marketing - Email Service Providers, Acquisition and Retention, Lead Nurturing Mobile Marketing - Apps,

6 Core Components of Digital Strategy Research your competitors and know your strengths/weaknesses Have clear and defined business objectives & Digital Goals for your Digital Programmes Increase Sales, Increase Lead Gen, Build Awareness, Increase Customer Retention etc Know exactly who your audience is Needs, Motivations, Goals, Behaviours, demographics Clear Value Propositions Identify the core channels to target your personas (target audience) on Develop a content strategy for each channel Always from the customer perspective Use customer lexicon not yours Measure, Iterate, and Optimise on ongoing basis Setting Clear Business Objectives Objectives Framework

Behaviours, demographics Clear Value Propositions Identify the core channels to target your personas (target audience) on Develop a content strategy for each channel

7 Strategy Strategy Define audience and break down into personas Define Value Propositions per Persona Map Personas to Digital Channels Develop a Clear Customer Lexicon (Keyword analysis) Personas

Persona Map Personas to Digital Channels Develop

8 Sample Personas Sample Personas & Channels Value Propositions Per Persona

9 What differentiates you from your competitor that would make your Personas chose you over them! When Researching Your Plan, use freely available tools to sharpen understanding of Your market Research & Planning Tools

When Researching Your Plan, use freely available

10 Google Keyword Tool what words do people search with? Use Analytics: What are users doing and not doing on-site Google Trends what words are current/popular

11 Then Pick Your Channels & Create an Action Plan Pay Per Click Advertising PPC

12 Search: Equine Products Search Engine Optimisation Search: Horse Stables Dublin

13 Social Media Plan out your content It wont write itself Create an editorial Calendar have to plan content

14 Facebook Horseware Ireland The Irish Field

15 Twitter Twitter Pinterest Use the fact that you have a highly visual product

16 Pinterest YouTube Lots of potential with video YouTube

17 Marketing Build up your database and keep it informed Great Tools Available mailchimp.com Sample s Keep them simple

18 ASOS Inbox ASOS Simple s Highly Effective With Images Turned On

19 Think Mobile Too! ASOS Milano s

20 Track Performance Ongoing KPI & Metric Analysis Thank You

21 Contact Details

REI Overview ecommerce Online Marketing Channels. Keith Feighery

REI Overview ecommerce Online Marketing Channels Keith Feighery Summary Brief Introduction Overview of Online Marketing Landscape Planning an Online Marketing Programme Online Marketing Channel Case Studies