UofC Digital Marketing Lecture 1

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A Practitioner's Guide to Digital

Marketing

BMC 319-001

Downtown Campus 906, 8th Ave SW, Calgary,

Room: 222

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We’re stuck with each other…

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Here’s what we’re going to learn…

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Upon successful completion of this course, you will be

able to:

• Apply Digital and Integrated marketing models as

described in this course

• Conduct a competitive audit of your Website using best-

practice tools

• Understand the fundamentals of target audience definition,

including user goals and persona creation

• Understand the importance of User Experience Design and

Website usability

• Understand the importance of Information Architecture

• Conduct a content audit and understand the basics of

copywriting for the Web

• Understand technology considerations that affect the success

of Digital marketing

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Upon successful completion of this course, you will be

able to:

• Conduct business requirements gathering and analysis as an

input to a Request for Proposal

• Understand the Digital project management lifecycle

• Understand the importance of metrics, Key Performance

Indicators, reporting & analytics

• Understand the benefits and potential pitfalls of Content

Management Systems

• Understand how digital marketing efforts align with other

tactics, including traditional, SEO, paid search, mobile, social

and email marketing – integrated marketing

• Develop a Request for Proposal document to assist in

the evaluation and selection of Digital marketing and

development vendors

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Digital Marketing…

Is the HUB.

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Models

In order to add some structure to our thinking, some frameworks are necessary.

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1 •Strategic Management

2 •Strategic Marketing

3 •Digital Marketing

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Strategic Management Models

PEST Model

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Strategic Marketing Models

The 5 P’s

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Strategic Marketing

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Digital Marketing

2 Questions: How do we frame our Plan?

How do execute on that Plan?

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eople.

bjectives.

trategies.

ools, technologies.

Target Audience; internal stakeholders

What are we trying to accomplish?

How are we going to get there?

What are we going to use?

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Digital Marketing Models

Think: research, plan and strategise. Use the

opportunities of digital to

meet communications, market and product

challenges. Plan assets and

campaigns.

Create: build beautiful assets, from websites

and videos, to banner adverts

and applications.

Engage: use channels to drive traffic to those

assets and build relationships

with customers.

Optimise: track and analyse to understand how

assets and campaigns are

performing. Derive insight to improve and test

assets and campaigns.

eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.16

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This is what we use to ‘write’ the plan…

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This is what we use to execute the plan… Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed to

specifically accommodate the needs of digital marketing. Under normal circumstances, this process

allows ample room for the creative process to unfold while preserving the discipline of technology-based

project management.

Discovery: Opportunity, initiation, audits, primary

and secondary research and interviews, analysis and

strategy, personas, creative and technical briefing.

Definition: Concept and strategic development,

design concepts, wireframes, site maps, business

and functional requirements, solution architecture,

production plan.

Design: Experience validation, creative and

technical solutions, and functional prototyping.

Development: Creative and technical production,

documentation, backend support and integration,

quality assurance and testing.

Delivery: Launch, end-to-end system testing,

localization of languages, deployment, optimization

and maintenance.

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This is what we use to execute the plan…

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Integrated Marketing

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What is Good Design?

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LOST??

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Buzzword Bingo

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The ‘PEOS’ Media Model

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The ‘PEOS’ Media Model

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Web Calls to Action

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Microsites

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Email Marketing

Booring but very effective

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Mobile and other Platforms

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SEO & SEM

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Gamification

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QR Codes

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Branded Entertainment

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1. Discover

Before we can define the marketing challenge and look for solutions, we first

have to ask…

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Internal Analysis

A review of Website Analytics; Content Mapping; SWOT Analysis

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Competitive Analysis

There are a number of Website review methodologies that we can use.

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ForresterTM Website Review Scorecard

Forrester measures on 4

criteria: Value;

Navigation, Presentation

and Trust. Heuristic

analysis of 25 questions

results in an aggregate

score in a range of 50

(‘perfect’) to -50

(‘disaster’).

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ForresterTM Website Review Scorecard

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Forrester's Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. It's is an expert

evaluation, a type of methodology - also known as a heuristic evaluation or scenario review -

that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques.

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The ‘Immersibilty’ Index (first described by Agency.com in 2000)

involves an expert, heuristic review of websites based on 7

categories which when combined provide a complete

picture of digital properties strengths and weaknesses.

These criteria are:

Immersibility – How quickly does the website immerse the user in the

online experience? Includes heuristics, aesthetics, way-finding,

status and visibility, user-centred design principles.

Findability - How easy is it to find the website? Intuitive and

memorable domain name, search engine results – Search Engine

Optimization and Search Engine Marketing results.

Content – Depth, breadth, recency, and relevancy of content.

Capabilities – What can the user do on the website? Online tools,

interactive quizzes, games, downloadable applications, etc.

Community – Can the user interact with others? Discussion Forums,

Live Chat, Social Web (Twitter, FaceBook), Forums, etc.

Commerce/Conversion – How easy is it for user to begin and

complete a given task or to complete a transaction?

Cross-Channel Customer Experience – How do offline, customer

service and Social Web channels knit together?

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‘Immersibility’ Index

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Social Web

How do we evaluate our competitor’s Social Presence?

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It *really* is a Social Web

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Define your target audience is and plan accordingly. Do

we want to engage your customers directly? Or, do we

want to engage other like-minded organizations in the

same ‘business’ ? Do we have the appropriate resources

to converse and engage on Social Web?

What are we trying to accomplish? Are we trying to

communicate directly with our customers – to engage in

direct conversation? Or, are we attempting to demonstrate

subject matter expertise? Is our goal customer service? The

answer to these questions will determine our Strategies and

which Social Web technologies we choose.

How are we going to accomplish our Goals?

Will we be using Social Web as a broadcast

tool – for Calls to Action? Or, will we be

engaging constituents in deeper and

broader conversation? Again, this influences

or choice of tools.

With literally thousands of Social Web channels to choose

from, this can be an interesting challenge. For most

organizations, it makes sense to start small, stable and proven

and then expand as required. A review of what peers are doing

is also prudent.

A starter toolkit normally involves a broadcast tool (Twitter); a

conversation tool (FaceBook); a video channel (YouTube,

Vimeo); and a ‘Business to Business’ channel (LinkedIn).

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POST Analysis

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2. Build a Relevant Presence

After identifying key organizations and it will

be important to Connect with the top 5% of

this constituency to give you credibility.

1. Evaluate the Landscape

Identify established channels, influential

organizations and users as well as

editorial themes and content. This

research is critical before establishing

any kind of Social Web presence.

4. Use your Influence

You can then amplify and scale by arming

active users information and the tools they

require. This also represents the ‘tipping

point’ – when you can begin to use your

Social Web channels for appeals and

promotions. But, trust must be earned.

3. Develop the Community

Next, the need to move community

stakeholders from being indifferent

towards your ‘brand’ to champions and

advocates of the programs and services

you provide.

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Engaging in the Conversation

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Social Web – Next Steps

‘Market’ Research

In our context we’re talking about ‘User Research’ and Participatory Design

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Qualitative vs. Quantitative


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Primary vs. Secondary


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Participatory Design


(PD) is done with real users

of the system. Unlike user-

centered design which

supposes that research and

design work is done on behalf of

users. PD focuses on acquiring

practical tacit knowledge from

the users who will actually use

the technologies. PD is most

effective in helping envision and

shape practical elements within

a larger IT project.

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By attempting to surface user motivations, wishes, dreams around

the end state solution, PD assists in acquiring the practical

knowledge from the users who will actually use the system.

Roundtable Focus Groups

Online

surveys

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A Practitioner's Guide to Digital

Marketing

BMC 319-001

Downtown Campus 906, 8th Ave SW, Calgary,

Room: 222

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UofC Digital Marketing Lecture 1

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