Dip Digital Marketing Digitalplanning V1

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Diploma in Digital Marketing

John Chacksfield

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Digital Marketing Planning

John Chacksfield

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Housekeeping

• 9.30 until 4pm.• Welcome to use laptops.• Informal relaxed environment.• Ask questions, share experiences.• Reference Books

– Gay, Charlesworth & Esen – Online marketing a customer led

approach.

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A Bit about Me

• Director of Digital Marketing company.

• Digital Marketer• Business Link Business Advisor• Design Associate• Digital Marketing Lecturer

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A bit about you

• Your job• Your experience with marketing• Your experience of digital

marketing.

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Assessment• By assignment

• Task One: is worth 80% of the marks.• Brief description of existing core digital

marketing activities for chosen organisation –– maximum two sides of A4– • Maximum word count for the digital marketing plan: 3,000 words

(excluding tables and– schedules)– • Appendices:– Audit findings – maximum of five sides of A4– Tables and schedules – maximum of five sides of A4

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Assessment

•Task Two: is worth 20% of the marks.– Maximum word count for the

evaluation report: 1,000 words (excluding appendices)

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Assessment

• Assignment Dates.• 1 Draft to me.• CIM registration.• Look at assignment tomorrow.

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CPA and CIM/CAM

• What happens next?– Work to be submitted to the July exam

board will need to be with Cambridge Professional Academy by 14th May 2010.

– Work to be submitted to the December board will need to be with us by the 19th November.

– Please remember to register to submit your assignment with the CIM by 2nd April - post, or 9th April- online for the July board or by 1st October - post or 8th October online for the December board.

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Online & Traditional Marketing Concepts &

Applications • Media planning has become

increasingly difficult in recent years. • There has been an explosion in the

ways that stakeholders are contacted both digitally and through conventional media such as print, TV and radio.

• Convergence of media creates new problems and opportunities for brands.

• How can integration take place and evolve, lessening the channel conflict and dissonance in communications?

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Applications• More customers spending an

increasing part of their lives in the virtual world – using automated tools to find products that best suit their needs.– We need to respond to customers

needs in this wired up world.

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Applications

Time

Deliverables Planned Milestones

Actual Milestones

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Applications• If these were companies which one

would you rather work for?

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Applications• If these were airlines which one

would you rather fly with?

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Applications

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Applications

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Applications• How do we build this into the

online proposition?

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Applications• How do we buy now?• The prosumer• 360

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Applications

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Applications• How Important is WOM?

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Applications• What is marketing?

• Identifying, anticipating and satisfying customer needs profitably.– How about selection of customers?– New?– Existing?

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Applications• Measuring

– Reach– Cost– Real time

• Customized• Added value

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Applications

1.customer1.customer9.coordination

8.customisation

7.creative6.consistency

3.convenience

2.culture

5.

communications

4. competition

10.control

Page 12 – Chapter 1

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Applications

• Creative Campaigns– Embedded video.– Viral– advergaming

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Online Business Models

• Revenue Generation– What are the revenue opportunities?

• Online sales• Affiliate marketing• Subscriptions• Advertising & PPC• Lead generation

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Online Business Models• eDriven change

– Old ways = M------W/S------R------C– Old ways = M------R------C– New ways = M------------C– Disintermediation

• Can you think of examples?– Re-intermediation

• Portals• Fremium • Infomediaries• Aggregators• www.ratedpeople.com

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• Revenue Generation– What is the main revenue

contribution?• Itunes?• Joost?• Facebook?• Spotify?

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• E-Adoption stages– 0 = no web site or presence.– 1 = web presence is minimal.– 2 = basic information online about

company and products.– 3 = stage 2 plus some interaction.– 4 = site can handle sales transactions.– 5 = integrated site.

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• E-Adoption– Doesn’t have to be linear

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• Website fit for purpose?• OVP

– What is the proposition?– What do we want customers to do?– Build competitive advantage.

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• 5 S’s– How does he website serve these?– 90:10 – 90% of site for customer

service?• Is this relevant for your business?• Do you drive customers online for

service?• How do you add value in the online

proposition?

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• Key concepts– Usability

• Usability testing.• Scenarios

– Accessibility• DDA• Browsers• Platforms

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• Legislation, Codes of Practice, Regulations– Data protection act.– Distance Selling Regulations.– Electronic Commerce Regulations.– Sales of Goods act.– Trade descriptions act.– DDA.– Chapter 13

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• Customer orientationCustomers vary by Staff Third parties

New or existing New or existing New or existing

Size of prospect Different departments Suppliers

Market type Sales staff for different markets

Distributors

Location Location Investors

Decision maker, influencer, buyer.

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• Jakob Nielsen– www.useit.com

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• Copywriting– Often overlooked.– CRABS

• Chunky, relevant, accurate and brief.

– Simple and clear.– Honesty.– Call to action.

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• 4 levels of Familiarity– Of the net.– Of the organisation.– Of your services.– Of your web site.

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• Constraints– Download time.– Screen resolution.– Browsers– Plug ins– Accessibility– Technology convergence

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• Navigation– Global

• Site wide.

– Local• Detailed.

– Contextual.• Specific to groupings.

– Breadcrumbs• Where you are

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• Communicating the brand– Extending the brand online.– How

– Digital products?

– What do we mean by brand?• Our expectations of the product, service,

experience?

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• Write down 5 words that spring to mind for both brands.

• Now check their websites– Does perception meet reality?

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Exercise• Exercise

– Pick one company• Online fashion retailer.• New health drink producer.• Meat only restaurant.• Offline lifestyle magazine

– Identify typical target markets• What part will WOM and social play in campaigns?• What elements online why?• What elements offline why?• How could revenue be generated online?• Research online for sample if time permitting.• Feedback to group

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LUNCH

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Environmental Factors Impacting on Online Activity &

Plans

• Digital Media Evolution

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Plans• Characteristics of Digital Media

– From push to pull.– Monologue to dialogue trialogue.– From one to many to one to some and

one to one.

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Plans• Software e-Tools

– SEO– PPC– eMail– SMS– MMS– Viral– Affiliate– Links/referrals/shopping portals– Domains– Epr

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Plans• Mobile

– devices• Mobile Phones• Laptops• PDA• Pager• Memory sticks• Portable media players• Hand held scanners• Games machines?• Mobile book readers

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Plans• Mobile

– SMS/MMS – advantages.• Not fixed location.• Location based services.• Instant access.• Privacy.• Personalisation.• Security

– Check www.text.it

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Plans• SMS Applications

– Database building.– Location based order.– Sampling.– Sales promotions (e-coupons)– Reward for brand engagement.– Short Codes– Offering paid for content.

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Plans

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Plans• Bluetooth

– Proximity marketing.• Viral.• Community activities.• Location based service.

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Plans

Use of QR code for promotion of film 28 days laterSource: http://www.giagia.co.uk/?cat=63, created by http://www.giagia.co.uk/?page_id=2 blog

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Plans

Using a proximity device, such as a Hypertag, to download music tracks

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Plans• Permission Marketing

– Permission marketing is a term coined by Seth Godin (http://sethgodin.typepad.com/, http://www.sethgodin.com)

– It is best characterized with just three or four words.• “permission marketing is…..anticipated,

relevant and personal (and timely).

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Plans• Permission Marketing

– Seth Godin notes that research used to show we were bombarded with 500 marketing messages a day, with the advent of the web and digital TV this had now increased to over 3,000 a day. This leads to dilution of the effectiveness of the messages – how can the communications of any one company stand out?

– Customers are losing patience and expect rewards for their attention, time and information. Godin refers to this traditional approach as “interruption marketing

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Plans• Behavioural Ad Targeting• Behavioural Ad Targeting

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Plans

Percentage who consider the different information sources as importantwhen researching or considering a product or serviceSource: Brand New World (2004)

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Plans

Search engine results pages in Google illustrating the natural and paid listingsSource: Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.

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Plans

Stages involved in producing a search engine listing for the Natural listings

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Plans

CurrentSuccessfulSPECIFI C PRODUCT

Search Terms

CurrentSuccessfulSPECIFI C PRODUCT

Search Terms

CurrentSuccessfulGENERI C PRODUCT

Search Terms

CurrentSuccessfulGENERI C PRODUCT

Search Terms

CurrentSuccessful

BRANDSearch Terms

CurrentSuccessful

BRANDSearch Terms

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Plans• You pay for results– You control costs.– You control landing page.– You tweak.– You control countries.– Click through rates.– Cost per click.– Cost per xxxxx (purchase, email,

download)

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Plans• Very Useful Tools

– http://www.google.com/sktool/ – https://

adwords.google.co.uk/select/KeywordToolExternal

– http://www.google.com/insights/search/# – http://

www.youtube.com/user/GoogleWebmasterHelp

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Plans• eMail

– Plan for• Outbound email marketing.

– Used as form of direct marketing to encourage trial, purchases as part of CRM dialogue.

• Inbound email marketing.– Emails from customers, such as service

enquiries.

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Plans• Outbound

– Acquisition and retention.• Customer retention (4.5)• Sales promotion (4.4)• Gathering customer data (3.0)• Lead generation (3.0)• Brand awareness (2.7)• Customer acquisition (2.1)

Chittenden & Rettie (2003) –

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Plans• Advantages

– Low cost.– Direct response, immediate action.– Faster campaign deployment.– Ease of personalisation.– Options for testing.– Integration.

• Disadvantages– Deliverability– Renderability– Response de-cay– Comms preference.– Resource intensive.

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Plans• Viral

– “buzz” marketing– Harness the network effect of the

internet,– WOM marketing.

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Plans• WOMMA relevancy

– Buzz marketing• Use high profile endorsement.

– Viral marketing• Entertaining or information pass along.

– Community marketing• User groups, fan clubs, forums.

– Influencer marketing• Identify key communities and opinion leaders.

– Conversion creation• Designed to start WOM activity.

– Brand blogging• Sharing info that the blog community may share.

– Referral programmes.• Tools to refer to friends.

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Plans• Viral

– Advantages• Low cost.• Influencer from trusted source.• Customer referrals

– Disadvantages• High risk.• Negative connotations• Online reputation.

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Plans• Links

– Structured activity to include good quality links to your site from relevant sites with a good page rank.

– Use Yahoo site explorer.• https://siteexplorer.search.yahoo.com

– Use Google Alert• www.googlealert.com

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Plans• Web 2.0

– Collection of services that facilitate user generated content and communities and social networking.

• Blogs• Epr• Podcasting• RSS• Widgets• Mashups• Tagging• Digg

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Plans

Tagging example from econsultancy.com

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Plans

Mashup from Dave Chaffey site.

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Plans• Affiliate

Figure 9.9 The affiliate marketing model (note that the tracking software and fee payment may be managed

through an independent affiliate network manager)

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Plans• Affiliate

– Advantages• SERPS visibility.• Reach different audience.• Responsiveness.• Target generic SEO terms.• Awareness• Diversity risk.• Pay per performance

– Disadvantages• Brand name exploitation.• May damage brand recognition.• Management fees• Management time.

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Plans• ePR

– Management of the awareness, understanding and reputation of an organisation or brand. Primarily achieved through influencing exposure in the media.

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Plans• ePR• Advantages

– Reach– Cost– Credibility– SEO– Brand enhancement

• Disadvantages– No controlled.– High risk.– May solicit negative comments.

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Plans• Display

Advertising

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Plans• Purchasing Ad Placements

– Run of site.– Section of site.– Keywords on a search engine.

• Cost per thousand (CPM)• Range £10-£30.

– http://news.bbc.co.uk/1/hi/technology/8211209.stm

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Plans

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Plans• Display Advertising

– Advantages• Delivering content• Enabling transaction• Shaping attitudes• Soliciting Response• Encourage retention.• Enhance brand awareness.• Targeting• Cost• Dynamic

– Disadvantages• Low click through rates.• Relative high cost/low efficiency.• Brand repuation.

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Plans• Microsites

– Drive, encourage, elicit response.

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Plans• Types

– Banner.– Skyscrapers.– Interstitials.– Overlays.– Pop ups.

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Plans• Domain Names

– Memorable, brief, 3-63 letters, numbers, -, no blanks

– Examples: amazon, egg, smile, fatbrain– com, .co.uk, both? (others?)– Can be used to measure success?– Examples

• www.next.com• www.next.co.uk

– Whats the difference?>

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Plans

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Plans

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Plans• Who uses them?

– Tomorrows customer…….

– Second Life has 10m registered users• 0:50 split between male and female users. • The peak age range for Second Life is the

24-35 group, but they employ a separate space for users under 18

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Plans• Digital Billboards

– Tube– In store– Footfall

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Plans• Digital Newspapers

– Review http://www.pcworld.com/article/185832/skiffs_innovative_bigscreen_ereader_to_debut_at_ces.html

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Plans• TV Campaigns with mobile links

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Environmental Factors Impacting on Online Activity & Plans

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Plans• Digital TV

– TV, the Next Big Internet Application?

– TV traditional “lean back”. Internet “lean forward” – red button for brochure, sms for call

– The other way of using the Internet to watch TV.Driven by broadband

Source : emarketer 7th march 08

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Plans• Digital Radio

– Sell – via web radio click through or sms or email on DAB.

– Sizzle – brand building and part of campaign.

– Speak – dialogue, phone ins, email, sms.

– Serve –Buy music direct, find out information – will be voice activated.

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Housekeeping

• 9.30 until 4pm.• Welcome to use laptops.• Informal relaxed environment.• Ask questions, share experiences.• Reference Books

– Gay, Charlesworth & Esen – Online marketing a customer led

approach.

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Re-Cap

• Customer selection is key• Build customer centric solutions• Web site built for customers.• 5 S’s model• Different business models online• Range of technology tactics for

campaigns• Brand extension and experience online• 3 way conversations

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Plans

0

5

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15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Bro

ad

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nd

pe

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tio

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0

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10

15

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(£b

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Total Broadband (m) Online Spending (£bn)

www.culture.gov.uk/images/publications/digitalbritain-finalreport-jun09.pdf)

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Plans

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Plans

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Plans• Technology Convergence

– Merging technologies into fewer devices.• Multi function devices to share and access

information.• Games system access the web.• Fridges that re-order food.• Washing machines that download new

programmes.• Cars that have GPRS and entertainment centres• New brands• Google and HTC = Nexus One.

• www.dlna.org

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Plans• Post PC customer

– May accept payment to view ads.– Normal advertising filtered out by PVR– Day to day purchases sourced by shopping

bot.– Home technology is integrated to offer you

new brands.– Entertainment is virtual– Technology is used to free up time

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Plans• Benefits of digital marketing

– Speed– Reach– 24/7– Customisation– Interactivity– measurability

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Plans

Chapter 1 – page 20

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Plans• Micro

– Suppliers– Stakeholders– Distributors– Competitors

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PlansPolitical

– Legislation– Taxation– Foreign trade regs.– Employment law– Government stability

Sociocultural– Demographics– Income distribution– Lifestyle changes– Consumerism– Levels of education

Economic– Business cycles– GNP trends– Money supply– Inflation– Unemployment

Technology– New discoveries– Rates of obsolescence– Speed of tech. transfer

Environmental– Social pressure– Legal influences

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Plans• Competitor Review

– Traditional competitors moving online– New online competitors– Competition from newly formed

alliances– Competition from introducing or

eliminating channels of distribution.– Revitalised traditional businesses.

Chapter 1

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Plans• Customer Selection

– Insight– Segmentation– Analysis– Characteristics– Behavioural patterns

• Recency, frequency, monetary value• Permission marketing• LTV

Chapter 5

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Plans• Customer Behaviour

– What internet attributes have the biggest impact ?• Time?• Convenience?• Cost?

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PlansMarketing

stimuli

8 P’s PESTE

Buyers black box

Buyer characteristics

Buyer decisionprocess

Product/brandDealer/web site

TimingFrequency

amount

Other stimuli

response

Fig 5.1, page 165

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Plans

Fig 5.2, page 167

Problem recognition

Information search

Evaluation / alternatives

Purchase decision

Post purchase behaviour

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Plans

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Plans• Building Loyalty

– How?

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– Identify typical micro and macro factors • Produce a PESTE analysis• Produce a competitor review and recommendations• Select 3 appropriate online marketing tactics for traffic

generation.• Research online for sample if time permitting.• Feedback to group

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Digital Marketing Mix

Marketing Mix

ProductDigital valueExperience brand

Price Transparency

Pricing models

Place Representation

Distribution models

PromotionOnline vs offline

integration

People Resources

Contact strat

Physical Online evidence

integration

Process Optimise through Web transaction

Partnerships

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• Product– Re-think your product before the

online competition does it for you.– Going online

• What benefits do you deliver to customers?

• What other benefits might they like?• Can they be delivered online?• How do you add digital value?

Chapter 9

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• Product– Digitizing products

• www.parkers.co.uk - You can buy parkers data in micro segments, time limited on mobile devices.

• www.firstdirect.com – No branches all remote services, high level of customer satisfaction.

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Digital Marketing Mix• Price Strategies

– Skimming• Innovative products, short term, premium price

point. (e.g. technology companies)– Promotional

• To drive consumer sales, price matching, price guarantee. (e.g. supermarkets online)

– Penetration• Low entry price. (e.g. new product launches)

– Dynamic• Based on customer attributes, location, volume,

frequency etc. (e.g. airlines)

Chapter 10

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• Pricing options– Subscription, pay per view, bundling,

ad supported content.

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Digital Marketing Mix• Promotion

Promotional Mix Online Execution

Advertising Interactive ads, ppc

Selling Virtual sales staff, affiliate, links

Sales promotion Incentives, rewards, loyalty schemes

PR Online editorial, eZines, newsletters, discussion groups, virals, social networks

Sponsorship Online events, sites or services.

Direct Mail Opt in an web response

Exhibitions Virtual

Merchandising Shopping malls, etailing

Packaging Real packaging is displayed online

Word of mouth Viral, affiliate, email a friend, links.

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Digital Marketing Mix• Promotion

– Six key issues.• Mix.

– Previous table suitable for target market.• Integration.

– Mixed mode and Ecrm• Creativity.

– Only limit-imagination• Interaction.

– Customer Experience• Globalization.

– The global audience.• Resourcing.

– Money, manpower, etc.

Chapter 11

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• Place– Route to market.– Dis intermediation– Re intermediation– Affiliate– Direct– Multi channel confluence.

Chapter 12

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• People– Delivering online service

• Autoresponders• eMail notification.• Call back facility.• FAQ.• On site search engines.• Real time live chat.• Co-browsing.• Virtual assistants• Mix-automation and real.

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Digital Marketing Mix• Physical

– Guarantees.– Refund policy.– Privacy Policy.– Security Icons.– Trading address.– Phone numbers.– Trade body memberships– Awards– Customer lists– Customer Endorsements– Independent review– News /PR

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• Process– Can create competitive advantage.– Can kills sales and damage brand.

• Seamless end to end customer information.• Stock availability.• Prices• Descriptions• Dispatch• Enquiry handlers.• Delivery update• Order confirmation.

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• Partnerships– Partnerships

• Cd wow and lovefilm• Affiliations?• Co-existing complimentary brands.• Even payment system

– Worldpay – could play important part in customer care.

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• Setting Objectives– SMART– Congruent with Business– Types of Objective

• Awareness, attitude change, take action, DRIP.

• 5 s.

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• Grehans promotional Model– Page 106– Worth exploring– Another p’s model for control online

promotion.• Positioning• Permission• Partnerships• performance

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LUNCH

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Exercise

• Exercise– Pick one company

• Online fashion retailer.• New health drink producer.• Meat only restaurant.• Offline lifestyle magazine

– Identify marketing mix for appropriate customer base.

• Develop the 8 p model• Feedback to group

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Develop a Digital Marketing Plan

• Using SOSTAC– Situation Analysis– Objectives– Strategy– Tactics– Actions – Control

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• Background to company – online!– Macro/micro– ecustomers– ecompetitors

• Estrategy– Objectives (SMART)– options

• Integration– Back end office– Communications

• Emarketing re-mix– 7 p’s-how the affect your situation

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• Etools– Tactics– Techniques

• Controls and resources– Kpi– Budgets– Timescales– Project plans– Implementation– Web analytics– Stats/benchmark

• Report format– References– Presentation– Appendices

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• Ansoff Matrix – online opportunities

Mar

ket D

evel

opm

ent

Product Innovation

Low

Hig

h

Low High

Market Development(medium risk)

Diversification(highest risk)

Market Penetration(Lowest risk)

Product Development(Medium risk)

New Geographic marketsNew customer segments

New markets andNew products

No development of Markets or products

New digital informationServices, e.g. consulting on

product design

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• Organisations can not stand still!– On-going product development necessary

for corporate survival– Online world allows for new versions of

products, product variations, new products/services (Smith and Chaffey)

• Methods to find out how to develop:– Online surveys and feedback– Newsgroups / discussion lists

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• eBusiness risk– Credit card fraud– Identity theft– DDOS– Cyber graffiti– Alien computer control– Chat room undesirables– IPR theft– Data compromise

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• Differentiators– Service– Price– Quality– Delivery– Channel– Product– Technology

• OVP – what is Yours?

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• E-marketing has to integrate with offline• Don’t ignore sound business case

– Objectives– Targets– Tactical Tools– Planning– Dynamic dialogue– Integration

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• “Marketing is so basic that it can not be considered as a separate function on a par with others such as manufacturing or personnel. It is a central dimension of the entire business. It is the whole business seen from the point of view of its final result, that is from the customers’ point of view.” Kotler

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• Where you are going– And where you want to be.– Don’t forget the 5 S’s.– Objectives have to be SMART

• Specific, Measurable, Achievable, realistic and time bound.

• E.g. To generate an extra 100k worth of online sales by December 2010

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• Cost reduction• Growing business• Adding value• Getting closer to customers

– Consider• Accelerated change• Radical business change• Radical technology change• Global marketplace

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• Defining strategy

Corporate objectives and strategy

Marketing Strategy

Internet Marketing Strategy

Competitor strategy

Market Structure and demand

Emerging opportunities and threats

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• Defining Strategy• Guidelines

– Short and long term– Congruent across company, at all levels

over time– Quantitative, give specific numbers– Realistic, not wish list – Hierarchical

• Aims are more general (not quantified)

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Develop a Digital Marketing PlanStrategic Marketing

Tactical Marketing

Time frame Long term Short term

Focus Broad Narrow

Key tasks Defining marketing and competitive positioning

Daily marketing activity

Information & Problem

Unstructured, external, speculative

Structured, internal, repetitive.

Example Market growth Advertising

Adapted from drummond, ensor & ashford (2003)

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• Develop customer persona’s

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• A/B testing– Data trumps intuition!– Testing on different types of heading,

image, button, copywriting.

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• Usability Testing– An approach to website design to

enable the completion of user tasks.– Review Jakob Neilson www.useit.com

• Levels of knowledge– Of your products– Of the internet– Of the website

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• Legal issues– Data protection act.– Distance Selling Regs– Disability Discrimination act– Information security policies– Licence/IPR issues?– International Boundaries?

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• Project management– Resources– Timescales– Budgets – Deliverables– Milestones– Gannt Charts

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• Risk and control– Brainstorm list of things that could go

wrong.– Assess impact and liklihood.– Contingency planning– Revising and refining

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• Applying Publication to Digital– Reports and dashboards– KPI’s– Dissemination.

– Analytics – log sofware

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– Develop objectives and framework for digital marketing plan.

• Select 3 primary objectives • Develop framework• Develop campaign idea for 1 campaign• Research online for sample if time permitting.• Feedback to group

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Assignment & Research

• What will be covered;– Task 1– Task 2– Marking Criteria– Research

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Useful Resources (not exhaustive)!

– www.econsultancy.com– www.emarketer.com– www.clickz.com– www.marketingsherpa.com – www.hitwise.com– www.statmarket.com– www.itu.int– www.etcnewmedia.com– www.futureistics.eu– www.statistics.gov.uk– www.davechaffey.com – www.alexa.com – www.facebook.com/group.php?gid=290266780700

Dip Digital Marketing Digitalplanning V1

Education

Transcript of Dip Digital Marketing Digitalplanning V1