Module 1 DMI Fozzie Introduction to Digital Marketing

Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Version 4.0 Location: Bucharest Lecturer: Bogdan Manea Fozzie

Digital Marketing Institute Digital Marketing Institute Method Principles Traditional V Digital TOOLS Laws & Guidelines

Agenda Digital Marketing

Definition: Digital Marketing

using digital channels to promote or market products and services to

consumers and businesses.

Digital Marketing Institute

1. 3i Principles Initiate Iterate Integrate Quality Scale

Digital Marketing Method is the principles based framework for the application of digital marketing to achieve business goals

2. Framework Visual Scheme

Digital Channels Strategic Choices

4. Implementation Customer Goals Business Goals Application

3. TOOLS Email

Search Social

Mobile

Source: Digital Marketing Institute

Initiate: start with the customer and work towards your digital

strategy

Iterate: continually learning from engagement with customers and

applying this on an ongoing basis

Integrate: integrate digital channels coherently and in terms of

traditional marketing activities

DMI 3i Principles DMI 3i Principles are the foundation tenets of the DMI Methodology

1. 3i Principles Initiate Iterate Integrate




Quality Scale


3. TOOLS Email

Search Social

Mobile


Framework

PROFESSIONAL DIPLOMA IN

DIGITAL MARKETING

Framework Introduction to Digital Marketing


DIGITAL MARKETING

Framework Introduction to Digital Marketing: Related Topics


DIGITAL MARKETING





Quality Scale


3. TOOLS Email

Search Social

Mobile


Search Optimisation

Search Marketing

Email Marketing

Digital Display Advertising

Social Media Marketing

Mobile Marketing

Analytics

TOOLS Digital channels can be grouped under the following headings





Quality Scale


3. TOOLS Email

Search Social

Mobile







3. TOOLS Email

Search Social

Mobile


Initiate: start with the customer and work towards your digital

strategy

Iterate: continually learning from engagement with customers and

applying this on an ongoing basis

Integrate: integrate digital channels coherently and in terms of

traditional marketing activities

DMI 3i Principles DMI 3i Principles are the foundation tenets of the DMI Methodology

15

Consumers leave a trail It is access to these activities that gives digital marketing its power

Buy

Click Register

Search for Adventure

Holiday Click on Ad campaign

Register for updates

Purchase on site

Search

Consumers reveal who they are It is access to these activities that gives digital marketing its power

Search

Buy

Click Register

Search for Adventure

Holiday Click on Ad campaign

Register for updates

Purchase on site

Location, Interest, Age

Specific Requirement

Urgency

Budget }

6/4/13 17

Product or Service

Start with the customer and work backwards" Market Reality is a better indicator of customer needs than Market Research

MARKET RESEARCH

MARKET REALITY


Search: keyword research tool Social: listening tools Digital: analytical tools

Polls, questionaires, history, focus groups, research.

Cus

tom

er

X200 laptop sony over tableta sony vaio

tableta sony vaio Romania Avg Monthly 36

laptop sony Romania Avg Monthly 6,600

Google Keyword Research Tool Search volumes based on location and time

Google Trends: Mobila Search trends and respective ad spend

1. Strategy Start with the customer and work

backwards

Iterate Principle Effective Digital Marketing is an Iterative Process

2. Channels Select Channels

4. Ammend Creative Message Channel

3. Monitor Analytics Tracking


Integrate Principle Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise.

User Print TV Radio Email Mobile Phone

Broadcast Websites and Discussion forums where the accepted norm is public and open.

Transact Social Media Networks where the interaction is governed by social norms

Interact Personal communications devices/systems with a personal etiquette


Audience Awareness

Audience Engagement

Audience Conversion

Audience Advocacy

Learn

Engage

Act

Tell


In Digital Marketing the dynamic is from Quantity to Quality. There is a quality scale in the interactions of an audience with an organisation.

Quality Scale of Engagement

Situation Analysis: Capabilites Rating your current capabilities from 1 to 5:

Basic knowledge

Limited Experience

Practical Skills

Advanced Application

Expert Practitioner

Website

SEO

SEM

Email

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

Describe your current activities Pre-Course Rating Post Course Rating

Website

SEO

SEM

Email

Display

Social Media

Mobile

Analytics

Broadcast: one way communication, push

Message driven: brand focused, features, benefits.

Didactic: tells, explains, elaborates, instructs

Constrained: fit with programming & print schedules and geographic boundaries.

Calendar & Budget bound: limits and start and end points

Power: retained by the media owner, and the advertiser

Traditional Marketing Traditional marketing channels are characterised as:

Interactive: many-to-many communication

Consumer driven: in terms of their interests and preferences.

Listening: follows the consumers needs

Un-constrained: liberated from schedules & boundaries.

Open ended: iterative (launch, review, adjust, re-launch)

Power: control & influence is with the consumer

Digital Marketing an approach based on openness, transparency and engagement with the consumer

Company V Consumer

Balance of Power Digital Technologies are transformative and disruptive and characterised by a shift in power to the consumer.

Structure: starts small and gets better. (iterative)

Budget: start small and invest based on success

Calendar: organic with no end point

Personnel: new work so new skills required.

Beyond Marketing: we are all in marketing now.

Campaign Planning Implications What are the implications for marketing departments and their campaign planning?

Product Lifecycle

Market Research Market Research V Market Reality

Product Design Nike

Production Apple

Customer Support Southwest

Transparency CSR Customer Likes a product on Facebook

Beyond Marketing Digital Channels are now impacting all aspects of product lifecycle.






3. TOOLS Email

Search Social

Mobile


Framework


DIGITAL MARKETING






3. TOOLS Search Email Social

Mobile


SEO Search Engine Optimisation: Related Topics


DIGITAL MARKETING


1. Goals Understand the Benefits of SEO Choose & Set Goals

SEO: Process SEO is an on-going dynamic process with goals, actions, review and iteration

2. On Page Optimisation Keywords

Content Meta Tags

Site Supports

4. Analysis & Iteration Analysis Tools Performance Baseline Review and Iteration

3. Off Page Optimisation Link Building

Link Format Directory Submission

Social Linking





Content Meta Tags

Site Supports


3. Off Page Optimisation Link Building Link Format

Directory Submission Social Linking





Content Meta Tags

Site Supports


3. Off Page Optimisation Link Building

Link Format Directory Submission

Social Linking


Concepts: Positioning Know where organic and paid search results display.

Concepts: Positioning Know how positioning affects clicks The 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)


DIGITAL MARKETING

Search Engine Marketing Related Topics

1. Goals Understand the Benefits of SEM Choose & Set Goals

Search Engine Marketing: Process SEM is an on-going dynamic process with goals, setup, management and review & Iteration.

2. Setup Keyword Research

Campaign Setup Ad Copy

Targetting Budget

Scheduling

4. Analysis & Iteration Analysis Tools KPIs Review and Iteration

3. Manage Ad Centre

Reports Quality Score

Conversion Tracking


Concepts: Positioning Know where organic and paid search results display.

Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid.

30% of users click here and on the right (Paid listings)


DIGITAL MARKETING

Email Marketing Email Marketing: Related Topics

1. Subscriber Management Data Collection Data Segmentation Data Management

Email Marketing Process Effective Email Marketing is a Process

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 Email Service Providers Scheduling


Reporting: Campaign Snapshot Recognise standard reporting features with email marketing packages

Programme Structure Digital Display Marketing


DIGITAL MARKETING

Copyright Digital Marketing Institute 2012

1. Define Customer Publisher Objectives

Digital Display Campaign Process Effective Digital Display Marketing is an Iterative Process

2. Format Budget Media

Formats Ad Copy

4. Analyse Measure Analyse Optimise

3. Configure Targetting

Tracking Go live




2. Format Budget

Media Formats Ad Copy



Tracking Go live




2. Format Budget Media

Formats Ad Copy



Tracking Go live


Ads: Dimension & Position Standard Ad formats

illustrated in

MSN.coms

Entertainment Section

for Breaking Dawn

campaign.

Framework


DIGITAL MARKETING

Social Media Marketing


1. Goals Business Customer Product Marketing

Social Media Marketing Process Effective Social Media Marketing is an Iterative Process

2. Channels Facebook Linked In

Twitter Google + YouTube


3. Implement Listening

Pages Events Groups

Jobs Advertising Copyright Digital Marketing Institute 2012







Pages Events

Groups Jobs

Advertising Copyright Digital Marketing Institute 2012

Broadcast

Website

Transact

Amazon

Interact

Ebay

Converse

Social Media

Evolution of online interaction. The evolution of the web places the user centre stage and increasingly in control.


Framework


DIGITAL MARKETING

Mobile Marketing


1. Opportunity Challenges/Risks Characteristics Trends Devices

Mobile Marketing Process Effective Mobile Marketing is an Iterative Process

2. Optimise App Development

Mobile Sites

4. Analyse Measure Analyse Optimise Emerging Trends

3. Advertise SMS

Mobile Advertising Proximity Marketing


What convergence means Convergence: device functionality begins to come together in one device: SMS Camera Music Phone Browser GPS Email Office Applications Social Media Gaming

Analytics Position in Programme Structure


DIGITAL MARKETING

1. Goals Concepts & Rationale Choose & Set Goals

Analytics: Process Analytics is an on-going dynamic process with goals, setup, management and review and iteration.

2. Setup Accounts

Profile

4. Analysis & Iteration Conversions Reporting Review and Iteration

3. Monitor Analytics Goals

Audience Traffic Sources

Content Advertising


Understand what the Google dashboard is.

Know that you can configure and customise the Google Analytics dashboard.

Google Analytics Dashboard Dashboards is your configurable opening screen for Analytics Management

Common Electronic Privacy Characteristics o opt out at collection point o subscriber told why information is being gathered o emails only about a similar product o option to opt out on every mail o opt in only valid for 12 months.

Laws and Guidelines Be aware of Data Protection and Privacy laws in your country.

Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Version 4.0 Location: Bucharest Lecturer: Bogdan Manea (Fozzie)

Module 1 DMI Fozzie Introduction to Digital Marketing

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