digital marketing planning by chris ndungu, digital marketing manager
TRANSCRIPT
S E S S I O N T H R E E
C O U R S E I N T R O D U C T I O N
A P R I L 3 R D , 2 0 1 4
6 P M - 8 P M
CAM DIPLOMA IN DIGITAL MARKETING
Digital Marketing Essentials
CAM Diploma Digital Marketing
Learning Outcomes
Develop an action plan and, if appropriate, set this in the context of an integrated multi-channel plan.
Establish a campaign budget and ensure the recommended activities remain within budget.
Identify suitable online promotional tools to produce a measurable digital communications plan with digital suppliers.
Conduct online campaign testing.
Generic Customer Strategies
Acquisition
Retention
Development
Buying process leading
to first purchase
Re-purchase
Satisfaction
Loyalty Cross-selling – new and
different products
Up-selling – same products
but of higher value
Most companies focus on
acquisition at the expense of
retention and development, but
existing customers are easier
and cheaper to sell to
Number of Products
Revenue/
sales
one multiple
minimal
high
value
1
First time
customers
2
Repeat
customers
3
Clients
4
Partners
Recency Frequency Value (RFM)
Segmentation
Current profit
Potential
For
Future
Profit
Low High
High
Reduce servicing
costs
1. Cross-sell
2. up-sell
3. retention
1. Retention
2. Cross-sell
3. Up-sell
Implement retention
plans
Existing Customer Development Strategies
Promotion Scheme Loyalty Programme Time Periodic, short-lived Continuous & evolving Rewards Extrinsic, hard Intrinsic, firm, soft Branding Loose Woven through Communication Infrequent, transactional Appropriate, relational Aim Short-term sales Profitable relationships Posture Defensive, militaristic Optimistic, sharing Customer What’s in it for me? It’s for me attitude Employee role Give the rewards, know the rules Total involvement,
enjoyment System status Point-of-sale driven Holistic, organisation driven
Loyalty Versus Promotion Schemes
Non Buyer
Prospect Trialist
New Contact Top Customer
Heavy User
Dormant
Lapsing User
Nursery
Programme
First Touch
Marketing
Attitude
Change
Top Customer
Programme
High Touch
Marketing
Invest in
Future Positive Marketing
ROI
Negative ROI Source; adapted from Adrian Rowe, RedC Marketing, Manchester
Marketing Activity & Relationships
• Moved away/died 4%
• Relationship with another company 5%
• Competitor activity, i.e. price 10%
• Product dissatisfaction 14%
• Unsatisfactory handling of complaints 14%
• Lack of interest from the supplier 65%
Source; Cram (1994) from research by Rapp & Collins
Why do Companies lose Customers?
Opportunities;
Seasonal Campaigns
Life cycle – Touch points
Regular communications
Event-driven
Renewals
Media;
Direct selling
Telephone marketing
Direct mailing
E-marketing (email,
e-CRM, viral)
Mobile marketing
(text, 3G, video,)
Sequencing;
Timing
Follow-ups
Offers & Incentives
Fulfilment
Objectives
Communication
Plan
Developing a Contact Strategy
Customer
Tax Year End
Summer
Spring Easter
Christmas Valentine’s Day
Mother’s Day
Father’s Day
January sales
Seasonal Campaign Opportunities
Promotional Mix
Offer Mix
Company Products
Services
Prices
Sales
Promotion
Advertising
Salesforce
Direct
Marketing
Media
Channels
Target
Customers
Public
Relations
Communications Mix Strategy
CONTEXT ANALYSIS
COMMUNICATION OBJECTIVES
COMMUNICATION STRATEGY
INTEGRATED COMMUNICATION PLAN
• Budgets
• Scheduling
• Implementation
Market
Research
• Key Issues
• Target Audience
• Creative and Media Strategy
• Push, Pull and Profile Strategy
Chris Fill, 2002
The Communications Plan
Context Analysis Promotional
Objectives
Marketing Goals
Marketing Communications
Goals
Strategy
Pull
Profile Push
Control & Evaluation
Promotional methods
and mix Scheduling
Resources
Market
Research
Agencies
Marketing Communications Planning Framework
Jan Feb Mar Apr May Jun Jul Aug £
Banner Advertising
Affiliate Marketing
Email Campaigns
Website refresh
Sponsorship
Market research
Agency Strategic Review
Exhibitions
Launch of .mobi site
.mobi communications
Gantt Chart Example
How can we:
Get more customers like those we already have?
Encourage more prospects & customers to respond at all or more frequently
or at particular time?
Reduce the costs of customer acquisition and retention?
Communicate more efficiently?
Sell more of what we are producing?
Questions Answered By Testing
• Targeting, both in terms of identifying your customers and prospects
• Product or service promoted
• Media used to carry the offer
• Price, including terms
• Incentive
• Timing of the campaign
• Content or design of the advert
• Creative theme
But only one at a time !!
Big Things Worth Testing
High price vs average price
Animated banner vs static
Promotional offer vs no promotional offer
Creative A vs creative B
Copy splits copy A vs copy B
Vertical vs horizontal
html vs plain text
Address on letter vs address on response device
When email lands, e.g. morning vs afternoon
Registration vs non-registration
Examples of Tests
• Do something that you believe will work ‘big’ and call it Test A
• Undertake Test A
• Measure the results and call them the ‘benchmark’. This
campaign then becomes the Banker, Control or Champion.
• Change something else that you believe will work ‘big’ and call it
test B – this is the Test or Challenger.
• Test the Challenger against the Champion
• Compare the results
Champions vs Challengers
Select variables which may generate different response rates, for example:
All
Male-oriented
keywords
Female-oriented
keywords
This represents 8
different cells, each
with potentially
different results.
Adwords
creative 1
Adwords
creative 1
Adwords
creative 2
Adwords
creative 2
Landing Page A
Landing Page B
Landing Page A
Landing Page B
Landing Page A
Landing Page B
Landing Page A
Landing Page B
1
2
3
4
5
6
7
8
Constructing a Test – Step 1
• Testing is a continuing strategy not a one-off tactical project
• Test the big things
• Repeat each test and prove the results before roll-out
• Always use a control
• Test only one thing at a time
• Examine the effects of increasing costs (more appealing creative) as
well driving them down
• Samples should be big enough to give statistically reliable results
• Tests must be properly coded, recorded and measured. And the
same details must be added to the customer record, and ideally to
the prospect record too
Ensuring Successful Testing
Test Your Understanding
If you work in an organisation with a predominantly B2C focus, you should tackle this question.
Label Planet produce A4 sheets of adhesive labels in varying sizes in quantities from 25 sheets upwards, so are not targeting a consumer-based audience. Devise a draft communications plan for them, considering both acquisition, retention and development activities.
If you work in an organisation with a predominantly B2B focus, you should tackle this question.
Canine Concepts produce toys and accessories for pets. Devise a draft communications plan for them, considering both acquisition, retention and development activities.
Post your answer to the Discussion Board.