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Integrated Digital Marketing Campaigns

Fundamentals of an Integrated Digital Strategy

Step 1 – Market Research 3 C’s: Community, Customers, CompetitionStep 2 – Brand StrategyStep 3 – Marketing StrategyStep 4 – Digital StrategyStep 5 – Holistic MeasurementStep 6 – Optimization

Process: Integrated Digital Strategy CampaignsStep 1 – Define ObjectivesStep 2 – Tactical Planning (Channel Selection)Step 3 – Digital Brand Identity Channel Optimized CreativeStep 4 – Content Strategy Messaging Editorial CalendarStep 5 – Multichannel MeasurementStep 6 – Reporting

(Checkmarks are best practices)

Defining Objectives

Examples

Strategic Goals:• Increase Sales• Raise Brand Awareness• Increase Brand Loyalty

Tactical Goals (KPIs): • Micro/Soft Conversions (e.g.: Mailing list

submissions, downloads, social sharing)

• Engagement (e.g.: Social likes & comments, sales and new customer inquiries via official channels, and reviews)

• Repeat Sales (e.g.: multichannel engagement, community evangelists, increased positive sentiment)

What Are Your Strategic &Tactical Goals?

Tactical Planning

1. Analysis/Audit – What’s Been Working?

2. Meet Your Customers Where They Are

3. SMM & Paid Social Budget Allocation

4. Campaign Concepts Ideation

5. Bandwidth – Internal vs. Outsourcing

Channel Selection

Digital Brand Identity

1. Personality – Connection & Emotion2. Channel Optimized Creative3. Visuals – Color and Type4. Cross Channel Consistency5. Flexibility

Digital Brand Identity

Content Strategy

1. Alignment with Objectives2. Know Your Audience3. Select Your Team4. Develop an Editorial Calendar

* Evergreen Content

Content is King

Measurement & ReportingGoal: Satisfying and Repeatable Results

Multichannel Measuremen

t&

Reporting

Measurement1. Advertising Performance Metrics2. Site Traffic – New vs. Returning3. Soft Conversion Rates4. Hard Conversion Rates5. ROI

Reporting6. Focus: KPIs7. Quality over Quantity8. Insights: What’s Working, What

isn’t and Why

Measurement & Insights

What to Expect in 2017

Integrated Digital

Marketing Trends

• Robust Native Analytics

• Content Marketing Buy-In

• Content Promotion

• #SocialSelling

• Mobile Takeover

• Bots

• NLP – Neuro-Linguistic

Programming

Integrated Digital

Marketing Tools

Free Tools:Google Analytics – analytics.google.comTwitter Analytics – analytics.twitter.comFacebook InsightsHootsuite – hootsuite.comBitly – bit.lyCanva (design) – canva.comKeyhole (hashtag tracking) – keyhole.co

Premium Tools:Sprout – sproutsocial.comMoz – moz.comHubspot – hubspot.comAdobe Social – adobe.com/solutions/social-marketingMarketo – marketo.comSalesforce’s Pardot – pardot.com

Pro TipResearch What Works for Your Needs:There is no one size fits all solution.

GetSocial

Sola Obayan – Principal Consultant

: @SolaO

: linkedin.com/in/SolaO

: plus.google.com/+SolaObayan

Photo Credits:- Cloned Milkmen on flickr: Turkey- trpnblies7 on flickr: Green Beans- Jeffreyw on flickr: Mashed Potatoes and Gravy- Veganbaking.net on flickr: Cranberry Sauce- Ted Murphy on flickr: Mac and Cheese- Phil Denton on flickr: Thanksgiving Dinner