ITAA Digital Marketing Planning Session

Keith Feighery

Overview

• Components of Digital Marketing Programme• Changing Digital Landscape to Consider• Differentiated Digital Media Mix• Content & Inbound Marketing• Digital Strategy and Planning

– Planning, Creation, Actualisation, Evaluation– Case Studies

• Questions and Answers

Core Components of Digital Strategy

Core Components of Digital Strategy

• Have clear and defined business objectives for your Digital Programmes– Increase Sales, Lead Gen, Build Awareness, Increase Customer

Retention, Reduce Cost of Acquisition etc…• Know exactly who your audience is – and where they reside digitally

• Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

• Develop a content strategy for your site and digital channels – that adds value for your customers• “Whats in it for me” – always from the customer perspective• Use customer lexicon – not yours

• Build relationships – not always selling• Funnel marketing, top of mind, inform, educate and entertain

• Optimise and promote content across digital channels

Key Online Marketing Tactics

• Content & Inbound Marketing – Website, blog, social platforms, partnership sites etc…

• Social Marketing– Twitter, LinkinedIn, Facebook, YouTube

• Search Engine Marketing– PPC, Display and Affiliates

• Search Engine Optimisation (SEO)– Structured & Planned Content, Links

• Email Marketing– Email Service Providers, Valuable Content

• Measurement and Analytics– Clear Objectives and Benchmarks

The Changing Digital Landscape

Traditional Marketing Vs Social

Engagement

Where is everyone?

Social Media Landscape

Businesses & organisations must embrace a more social engagement because it is

happening with or without them

Social Media is Here to Stay

Marketers must understand that its not about the specific tools but the changing

consumption and behaviour patterns of the customer

Marketers must understand the dynamic of communities

Differentiated Digital Media Model

Differentiated Digital Media Model

• Owned Media – such as website

• Paid Media – such as PPC or Display ads

• Earned Media – such as viral campaign

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing Strategies

Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the

marketplace.• Finds customers by building brand awareness through advertising and

promotion.

Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Develop relationships with prospectives• Findability – create a digital footprint that ensures you are found• Approach tends to be more social and it is more interactive and involving

that the more traditional outbound marketing.

Leveraging Owned Media Assets

• Recognise the value in your owned media assets – Websites, mobile applications, digital

conversations/interactions etc.• Brands/Businesses are becoming publishers and media outlets

– No limits to what an organisation can publish online for the consumption of their constituencies

• Become trusted knowledge experts in your business or sphere of operations

• Establish trust and develop relationships with customers and prospects– Be engaging, entertaining, educative, informative etc..– Allow user participation and transparent engagement

Case Study

HostelWorld

Inbound Marketing Advantages

Advantages

• Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives

• Creates a less-frictional way of converting prospects into sales– When used in conjunction with lead management systems

• Helps build long-term relationships rather than one-off sales • Creates stickiness to your owned media assets (rather than to

paid ones)• Once started, provides an ongoing process and framework to

control and publish valuable information

Digital Strategy

Digital Strategy & Planning

Source RedAnt.co.uk

Digital Strategy Framework

Digital Marketing Process

Source eConsultancy

Planning Phase

Planning• Define business objectives

– Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..

– Identify and communicate to key stakeholders (buy-in)• Listening to what is being said about brand currently• Define audience and break down into key segments

– Influencers, Advocates, Personas – Demographics, Psychographics, SocialGraphics etc.

• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they

consume media, what are preferred formats• Aligning brand with digital strategy

– What is the tone, voice, perception currently presented

Goals and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

Creation

• Once strategy, audience, locations are known– Start conceiving, designing and creating tactical solutions

• Identify themes, channels, tone, aims for each tactical channel and initiative– PPC, Social Platforms, SEO, Email, Lead Gen etc…

• For B2B business map out buyer and sales cycles– Align marketing and sales organisations

• Create internal procedures and best practices for social channels• Initiate a content marketing production programme

– Map this out along with personas and buyer cycles

• Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Actualisation Phase

Actualisation

• Real-time implementation of each channel, campaign and platform

• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they

proceed live• Constantly compare performance with projected KPIs

created during the previous phases• Create a cross functional communications feedback loop

to resolve all issues and update status• Capture all lessons learnt in a repository in order to

feedback into an improvement process

Actualisation Core Elements

Pay Per Click Advertising

PPC Overview

• Analyse your specific market– Use Keyword Tools

• Analyse your online and offline competitors– Trellian.com, Google keywords tool

• Create the PPC accounts– Google, Bing, Yahoo

• Divide the main account into sub campaigns and groups– Enables highly targetted Ad Campaigns

• Create Longtail multi-word bids– Over 60% searches use 3 or more words

• Set up a Conversion points and Track• Adjust constantly to ensure optimisation

PPC Tips

• Match your keywords to optimised and tested landing pages • Ensure you optimise your Google "Quality Score”

– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs

• Tools and strategies to find the best PPC keywords– Google Adwords Tool– Wordstream– Keyword Spy– Market samurai– Wordze– WordTracker

• Write highly optimised and design ads to attract highly targeted clicks– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Clear Calls to Action– Dynamic Keyword Insertion

PPC Case Studies

Crystal Ski

Tropical Sky

Keycamp

Australian Sky

Search Engine Optimisation

Top 5 Ranking Factors

• Keyword Focused Anchor Text from External Links – 73% very high importance

• External Link Popularity (quantity/quality of links) – 71% very high importance

• Diversity of Link Sources (links from many unique root domains) – 67% very high importance

• Keyword Use Anywhere in the Title Tag – 66% very high importance

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance

Next 5 Important Factors

• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance

• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance

• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance

• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance

• Keyword Use in the Subdomain Name– 42% low importance

• Keyword Use in the Page Name URL– 38% low importance

SEO Case Studies

Sunway - Thailand

Sunway.ie - Egypt

Select Camp

AustralianHolidays.ie

Inghams.ie

Local Search

Skytours – Google Places

Club Travel Google Places

Social Media Campaigns

Challenge now is to build engaging digital and social strategies aligned with clear business

objectives

Elements of a social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified

audience– Implement a pilot programme and monitor and analyse

campaign progress– Revise approach and campaign based on feedback– Roll-out on different platforms and business areas

incrementally

Implementing a social media programme

• Benchmark existing stats– Current site statistics - PPC and Organic Search – Twitter followers, Facebook fans, Digg Links, existing traffic etc..– Quantify ROI benchmarks – customer acquisition, advertising spend

per channel• Design and develop the campaign

– Decide on channels– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process

• Measure Impact of the Programme

Travel Agency Case Studies

Tour America

Club Travel

Cassidy Travel

SkyTours

Social Media - Facebook Pages

Social Media – Twitter Accounts

Email Marketing

Email Applications

Best Practices

• Create segmented targeted lists• Optimise and test subject lines, time of delivery, from addresses,

email copy etc..• Deliverability

– Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records

• Clear Calls to Action– Ensure clear to customer what next step is

• Share with Social Network– Make it easy to share email content with networks

• Integrate with CRM system– Segment Database, Dynamic Contents

Best Practices

• Organic Opt-in List Growth– Don’t buy lists – when people unsubscribe – ensure they are

• Remind recipients why they are receiving mails• Be relevant and provide value not marketing messsages• Frequency

– Think relevancy – ALWAYS be cognisant of SPAM• Constantly Test

– Test Content, Images, Subject Line, Address, Calls to actions, placements, layout

• Template Design– Fresh brand centric design

Measurement Process -

Key Performance Indicators

At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

KPIs

• Key Performance Indicators– Measures that help you understand how you are

doing against your business objectives– KPIs are more than metrics (which typically measure

a specific quantitative elements but on its own don’t infer clear business intuition

• Examples of KPIs– Increase Sales, increase customer retention, Increase

# of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs

Typical Key KPIs

• Number of Sales and Conversions• Cost per Lead, Cost per Sale• Abandonment rates• Average order size (ecommerce apps)• CPA / Customer Lifetime Value• Average Revenue Per User• Returning (Frequency) & Recency Rates

Metrics

Metrics

• Online Traffic • Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword

usage, time spent on sites, bounce rates

• Levels of interaction • Comments left by users, number of Retweets, number of Fans on Facebook

pages, numbers of @comments in twitter, number of subscribers through email and RSS

• Leads/Conversions • create measurable and trackable conversion points in your sales funnel – sign

up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.

• Search Engine Optimisation • links from blogs, trackbacks, comments left in blogs, views of embedded digital

content that you provided, Digg links

Evaluation Phase

Evaluation Feedback loop

• Implement a continuous learning and improvement framework

• All findings and experiences should feed into subsequent phases, campaigns and initiatives

• Refine reporting process – Improve ROI metrics in their broadest sense– Continue to get communicate internally of sucesses– Educate management through correlation of digital

and business goals

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274

Thank You