Digital Marketing Strategy

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1 Digital Marketing Strategy Maeve Kneafsey Managing Director Elucidate Going for Growth

2 Credit sources: Comreg, IPC, RedC,, Marketing Institute, Digital Marketing Agency, Irish Internet Association, Internet world stats, Eurostat, Amas, Google Our Mobile Planet, Connecting the World, Independent Network of Market Research, IAB Europe, Mediascope, Statowl, Socialbaker.com

3 How has the Internet changed consumer behaviour?

4 Buys ads Get more distribution Make a profit Sell more product Source: Seth Godin

5

6

7 Changing landscape

8

9 Elucidate 2013 Irish Internet Usage million Irish people regularly shopped online, spending an average of 116 each per month % (83% UK) of Irish population online 3.6 million Source: Internet world stats % Irish adults use the internet for personal use 96% say they have access to a broadband connection 3 in 10 use mobile internet connection Source: ComREg 2010

10 Irish Internet Usage Elucidate 2013

11 Smartphone Usage Ireland Sources: Our Mobile Planet; Ireland commissioned by Google 2012, Connecting the World: Independent Network of Market Research Carried out by RedC. Irish Internet Association/Amas graphic

12 Source: 2012 Irish Digital Sentiment Survey - Marketing Institute. Irish Internet Association/Amas graphic

13 Source: 2012 Irish Digital Sentiment Survey - Marketing Institute. Irish Internet Association/Amas graphic

14 Elucidate 2013 Europeans Online Online penetration 73% Of the 54% (279m) who access the Internet daily: 45% communicate via Social Networks 32% watch TV, Films or Video Clips 26% download music 25% play online games Source: Mediascope Europe 2010, IAB Europe

15 Elucidate 2013 Statistics Jan 2011 Global Search Rankings. Available from: rval=month&chart_id=17&fltr_br=&fltr_os=&fltr_se=&fltr_cn=&chart_id= > (9 Feb 2011)

16 Elucidate 2013 Statistics Statistics - Reach Jan 2011 Global Search Rankings. Available from: &fltr_se=&fltr_cn=&chart_id= > (9 Feb 2011)

17 Elucidate 2013 From the Web to Web 3.0 Reviewing Buying Influencing Keeping in touch Informing

18 Elucidate 2013 From the Web to Web 3.0 Web 1.0 a broadcast medium. Early websites provided business with an online brochure, and perhaps a booking facility Web 2.0 an interactive medium The development of social networks and other User- Generated Content saw the Web turn into a medium for a conversation between business and consumer. Web 3.0 an interactive AND mobile always on medium With the rise of smartphones and other portable online devices, these conversations are happening in real-time all of the time

19 How have you changed?

20 Elucidate 2013 Worldwidecyclesblog.com Worldwidecycle.com

21

22 Elucidate 2013 Open world You don t tell me what I want I tell you want I want You don t tell me what I think I tell you what I think You don t listen, we don t connect engage, buy, tell..

23 Digital Marketing Strategy A. Business Goals F. Measure Change B. Target Audience E. Tactics C. Needs Motivations D. Habits Preferences

24 Elucidate 2013 Web Marketing Plan - Tools Your customers Your team Your stats ( , website, social) Your sector Keyword Tools Trends Analysis: Google Insights for Search

25 How to create a Web Marketing Plan 1. Define your ideal business objectives 2. Clarify your target audience 3. Research your audience needs 4. Identify & understanding competitive landscape 5. Clarify their online habits or behaviour 6. Design tactics to respond to those habits 7. Maximise existing marketing material 8. Ensure your website and internal team can respond

26 Do you know What is your current website traffic? What do people do on your website? What content is most/least popular? What is your conversion rate? What search terms are visitors using to find your website? What sites/search engines are referring visitors to your site? What are social networks doing for you?

27 Insights Elucidate 2013

28 Elucidate 2013 Our little black book Local Google search Social media stats Web Checkers Linkedin Nimble.com CRM Mailchimp marketing Link analysis and Alexa.com

29 Elucidate 2013 Our little black book cont. www. widerfunnel.com Social Mention Technorati (bloggers) List of other useful tools - e-research-tools/

30

31

32 Research Elucidate 2013

33 Online habits

34 Elucidate 2013 Pick your group Seth Godin Jakob Neilsen Thebigthink.com Friends in Google Linkedin groups IIA

35 Elucidate 2013 Existing Markets Value proposition?

36

37

38

39

40 Questions Macro Economy Population Purchasing power Demographics Language (regions) Access to internet Micro Use of online How access the web How find information Online preferences & habits Online purchasing behaviour

41 A. Business Goals F. Measure Change B. Target Audience E. Tactics C. Needs Motivations D. Habits Preferences

42 Approach Researching your markets Spot the gap, position product Understanding online users habits and preferences Purchasing behaviours and attitudes Localising your message and tactics Pilot testing your approach Recording and measuring results

43 Digital Marketing Tactics Adwords Display Network - Google Adsense - Google Facebook Linkedin General RON Mobile Networks YouTube Affiliates Directories/guides Paid Unpaid Website Search Engines Directories/guides Pinterest Facebook Tumblr Twitter Linkedin YouTube Other social networks Blog Online media (Google Alerts) ezines

44 Tactics & Proposition Elucidate 2013

45

46 Pinterest.com Elucidate 2013

47 Pinterest.com Elucidate 2013

48 Needs Habits Tasks Tactic

49

50 Google Analytics Google Alerts Measure Learn Test Measure Social media

51

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