Digital Marketing Strategy Maeve Kneafsey Managing Director Elucidate Going for Growth www.elucidate.ie maeve@elucidate.ie
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
How has the Internet changed consumer behaviour?
Buys ads Get more distribution Make a profit Sell more product Source: Seth Godin
Changing landscape http://www.youtube.com/watch?v=hesudg-tfik
Elucidate 2013 Irish Internet Usage 2012 2.6 million Irish people regularly shopped online, spending an average of 116 each per month. 2012 76.8% (83% UK) of Irish population online 3.6 million Source: Internet world stats 2013 77% 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
Irish Internet Usage Elucidate 2013
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
Source: 2012 Irish Digital Sentiment Survey - Marketing Institute. Irish Internet Association/Amas graphic
Source: 2012 Irish Digital Sentiment Survey - Marketing Institute. Irish Internet Association/Amas graphic
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
Elucidate 2013 Statistics Jan 2011 Global Search Rankings. Available from: http://www.statowl.com/search_engine_market_share.php?1=1&timeframe=last_6&inte rval=month&chart_id=17&fltr_br=&fltr_os=&fltr_se=&fltr_cn=&chart_id= > (9 Feb 2011)
Elucidate 2013 Statistics Statistics - Reach Jan 2011 Global Search Rankings. Available from: http://www.statowl.com/search_engine_market_share.php?1=1&timeframe=last_6&interval=month&chart_id=17&fltr_br=&fltr_os= &fltr_se=&fltr_cn=&chart_id= > (9 Feb 2011)
Elucidate 2013 From the Web to Web 3.0 Reviewing Buying Influencing Keeping in touch Informing
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
How have you changed?
Elucidate 2013 Worldwidecyclesblog.com Worldwidecycle.com
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..
Digital Marketing Strategy A. Business Goals F. Measure Change B. Target Audience E. Tactics C. Needs Motivations D. Habits Preferences
Elucidate 2013 Web Marketing Plan - Tools Your customers Your team Your stats (email, website, social) Your sector Keyword Tools Trends Analysis: Google Insights for Search
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
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?
Insights Elucidate 2013
Elucidate 2013 Our little black book Local Google search Social media stats www.socialbakers.com Web Checkers Linkedin Nimble.com CRM Mailchimp email marketing Link analysis http://www.opensiteexplorer.org/ http://ahrefs.com/site-explorer/ and Alexa.com
Elucidate 2013 Our little black book cont. www. widerfunnel.com Social Mention Technorati (bloggers) List of other useful tools - http://tools.seobook.com/competitiv e-research-tools/
Research Elucidate 2013
Online habits
Elucidate 2013 Pick your group Seth Godin Jakob Neilsen Thebigthink.com Friends in Google Linkedin groups IIA
Elucidate 2013 Existing Markets Value proposition?
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
A. Business Goals F. Measure Change B. Target Audience E. Tactics C. Needs Motivations D. Habits Preferences
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
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) email ezines
Tactics & Proposition Elucidate 2013
Pinterest.com Elucidate 2013
Pinterest.com Elucidate 2013
Needs Habits Tasks Tactic
Google Analytics Google Alerts Measure Learn Test Measure Social media Email