PRESENTATION
Developing an Effective Digital Marketing Strategy
Laurie Robinson, Director of Marketing, ICEF
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Intro
My Digital Experience
▶ Douglas College (7 years)
▶ Kwantlen Polytechnical University (2 years)
▶ Thompson Rivers University (TRU) (8 years)
▶ British Columbia Institute of Technology -BCIT
(15 years)
▶ ICEF (2 years)
18 years of post-secondary experience, Masters Degree in Intercultural and International Communications
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INTRODUCTION
What we’ll talk about
Components of a
digital marketing
strategy
Next StepsReview assessment techniques
Explore new
technologies
How do you know where to go if you don’t know where you are?
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assessment
Ranking Model
A logical approach to improvement is to consciously decide to move from point A to point B, or to Point Z, and to document how to accomplish the desired progress. (Buscemi, 2014)
Point A Point B
Point Z
How do you know where to go if you don’t know where you are?
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The Six PillarsASSESSMENT
- Social Media ROI
SEOEMAIL MARKETING
INT/EXTCMNS SOCIAL MEDIA WEBSITEPAID SEM
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Pillar #1: Email MarketingASSESSMENT
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Pillar #1: Email Marketing
ASSESSMENT
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Pillar #1: Email Marketing- how to increase CTRASSESSMENT
https://www.everycloudtech.com/giant-email-marketing-statistics-guide
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https://www.everycloudtech.com/giant-email-marketing-statistics-guide
Pillar #1: Email Marketing- how to increase CTRASSESSMENT
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Process Flowchart – email marketing
3. THEY ASK FOR INFO
4. THEY EXPRESS INTEREST
5. YOU OFFER OPPORTUNITY
6. THEY SIGN UP
ASSESSMENT
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Marketing automation– email marketing
3. THEY ASK FOR INFO
4. THEY EXPRESS INTEREST
5. YOU OFFER OPPORTUNITY
6. THEY SIGN UP
ASSESSMENT
What’s new in digital marketing?
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Email Marketing – add videoASSESSMENT
A clearer picture for digital video
Expect digital video to shake off its reputation of being little more than a replay of TV content in 2017.
Video is already one of the fastest growing areas of digital, but emerging opportunities like live streaming, 360-degree and live 360-degree video, virtual reality
and group video chat promise to elevate digital video to even higher heights in 2017 and enable brands to
present content in more captivating ways.
http://www.marketingdive.com/news/the-long-view-on-video-why-2017-will-be-even-more-exciting/431395/
360-degree Video
https://www.youtube.com/watch?v=mlOiXMvMaZo
https://www.youtube.com/watch?v=mlOiXMvMaZohttps://www.youtube.com/watch?v=mlOiXMvMaZo
VR: virtual reality
https://vrscout.com/projects/fear-of-heights-samsung-gear-vr/
https://vrscout.com/projects/fear-of-heights-samsung-gear-vr/
VR: virtual reality
AR: Augmented Reality
https://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blooddonations/?ct_591b5fd7b6867=591b5fd7b6911
https://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blood-donations/?ct_591b5fd7b6867=591b5fd7b6911
AI: Meet Sophia
https://www.youtube.com/watch?v=Bg_tJvCA8zw
https://www.youtube.com/watch?v=Bg_tJvCA8zw
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ASSESSMENT
The Spreadsheet!
Marketing Assessment Framework
Element Current State
Desired State
Gap Actions Dependencies Investment
Email MarketingLead Generation (Marketing Management Software)
content
Database
Generation & nurturing of Qualified Leads
Automation
Metrics - dashboards
Process
Internal / External Communications
PR
News
Internal Emails
SEMPaid
Google Adwords
Yahoo/Bing
Google Display Ads (retargeting)
SEO Organic Google
Yahoo/Bing
Social Media Facebook
YouTube channel
Google +
Slideshare
Flicker/ instagram
Infographics
Website Content
Usability
Metrics
Design
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assessment
Ranking Model
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Pillar #2: Internal and External CommunicationsASSESSMENT
PRNewsNewslettersBlogsInternal Emails
COMPONENTS
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Pillar #2: Internal and External CommunicationsASSESSMENT
PRNewsNewslettersBlogsInternal Emails
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Pillar #2: Internal and External CommunicationsASSESSMENT
PRNewsNewslettersBlogsInternal Emails
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Pillar #2: Internal and External CommunicationsASSESSMENT
PRNewsNewslettersBlogsInternal Emails
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Pillar #2: Internal and External CommunicationsASSESSMENT
PRNewsNewslettersBlogsInternal Emails
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https://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blooddonations/?ct_591b5fd7b6867=591b5fd7b6911
Pillar #2: Internal and External CommunicationsAR: Augmented Reality
ASSESSMENT
ttps://www.marketingweek.com/2016/05/18/nhs-launches-first-ever-augmented-reality-billboard-campaign-to-show-power-of-blood-donations/?ct_591b5fd7b6867=591b5fd7b6911
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Pillar #3: Paid Search Engine Marketing (SEM)Google Adwords
ASSESSMENTCOMPONENTS
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Pillar #3: Paid Search Engine Marketing (SEM)Google Adwords
ASSESSMENTCOMPONENTS
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Pillar #3: Paid Search Engine Marketing (SEM)Display Ads
ASSESSMENT
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Pillar #3: Paid Search Engine Marketing (SEM)Display Ads
ASSESSMENT
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Pillar #3: Paid Search Engine Marketing (SEM)Ad Retargeting (Remarketing)
ASSESSMENT
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Pillar #4: Search Engine Optimization (SEO)
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ASSESSMENT
GoogleYahoo/Bing
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Pillar #5: Social MediaASSESSMENT
What’s new in social media marketing?
Facebook live
Whatsapp ads
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Pillar #5: Social Media -UGCASSESSMENT
http://www.kpcb.com/internet-trends
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Pillar #6: WebsiteASSESSMENT
1. Content2. Design3. Metrics4. Usability
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Pillar #6: WebsiteASSESSMENT
1. Content2. Design3. Metrics4. Usability
COMPONENTS
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Pillar #6: WebsiteASSESSMENT
1. Content2. Design3. Metrics4. Usability
COMPONENTS
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Pillar #6: WebsiteASSESSMENTCOMPONENTS
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Pillar #6: Website usabilityASSESSMENTCOMPONENTS
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Pillar #6: WebsiteUsability Testing: Eye Tracking
ASSESSMENT
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ASSESSMENT
The Spreadsheet!
Marketing Assessment Framework
Element Current State
Desired State
Gap Actions Dependencies Investment
Email MarketingLead Generation (Marketing Management Software)
content 4 5 1
Database
Generation & nurturing of Qualified Leads
Automation
Metrics - dashboards
Process
Internal / External Communications
PR
News
Internal Emails
SEMPaid
Google Adwords
Yahoo/Bing
Google Display Ads (retargeting)
SEO Organic Google
Yahoo/Bing
Social Media Facebook
YouTube channel
Google +
Slideshare
Flicker/ instagram
Infographics
Website Content
Usability
Metrics
Design
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ASSESSMENT
The Ranking
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ASSESSMENT
Spider Charts!
0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized
Chart1
WebsiteWebsite
SEOSEO
Email MarketingEmail Marketing
Social MediaSocial Media
Int/ext communicationsInt/ext communications
Paid Digital AdvertisingPaid Digital Advertising
Desired State
Current State
5
3
5
3
5
1
5
3
4
2
5
3
Sheet1
Desired StateCurrent State
Website53
SEO53
Email Marketing51
Social Media53
Int/ext communications42
Paid Digital Advertising53
To resize chart data range, drag lower right corner of range.
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ASSESSMENT
Social Media
0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized
Chart1
FacebookFacebook
TwitterTwitter
YouTubeYouTube
Google+Google+
LinkedInLinkedIn
InstagramInstagram
PinterestPinterest
FlickerFlicker
Desired State
Current State
5
3
5
3
5
2
5
3
5
3
1
1
5
3
1
1
Sheet1
Desired StateCurrent State
Facebook53
Twitter53
YouTube52
Google+53
LinkedIn53
Instagram11
Pinterest53
Flicker11
To resize chart data range, drag lower right corner of range.
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ASSESSMENT
Final Report
BEST PRACTICES
StrategyHow do we know if our marketing strategy is working?
▶ Set measurable goals.
▶ Focus on a pillar.
▶ Have a plan for lead follow up.
▶ Measure what works and what doesn't
action
measure
analysisrefine
measure
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Facilitator
Laurie RobinsonDirector, Marketing &
CommunicationsICEF, GmbH
[email protected] | icef.com
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