Week 1 Lecture for Diploma in Online Marketing and Digital Strategy

1. Online Marketing & Digital Strategy Introduction Lecture Keith Feighery

2. Time Table Date Oct 25 th 2011 Week 1 Intro & Overview of Digital Marketing Nov 1 st 2011 Digital Strategy Nov 8 th 2011 B2C & B2B Content Marketing Programmes Nov 15 th 2011 Social Media 1 Nov 22 nd 2011 Social Media 2 Nov 29 th 2011 PPC Dec 6 th 2011 SEO Dec 13 th 2011 Email Marketing Dec 20 th 2011 Online Sales Optimisation Jan 10 th 2011 Blogging & Digital Media Production Jan 17 th 2011 Measurements Jan 25 th 2011 Planning your Campaigns

4. [email_address]

5. What are the core objectives of this course?

6. Give you the tools to research, plan, create and run optimised digital marketing programmes

8. Course Project

10. Key Resource to help with Digital Planning Process

12. Reading Lists

19. What is Digital Marketing?

20. Using Digital Channels to Reach, Acquire, Retain (Advocate) Customers both Online and Offline

22. What are the core elements to consider when planning a Digital Campaign

24. What are the core tactical tools at a Digital Marketers disposal

26. Characteristics of a Digital Marketing Campaign

27. Digital is a more iterative process than traditional marketing

28. Iterative Digital Marketing Strategies

29. The Digital Landscape has changed changed radically over the past 5 years

30. Changing Digital Landscape

31. Proliferaton of Channels Growth of Social Media

32. Social Media Landscape

33. What is Social Media?

34. Platforms that allow the sharing of content with dialogue and feedback channels deeply embedded in them

36. It has never been easier for business to communicate with audiences online But they have to use engaging content

38. Organisations, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience

39. That’s why Inbound & Content Marketing are so Important

40. Inbound & Content Marketing Channels

41. Digital Marketing Platforms and Tactics

42. Case Studies Social Media

43. Muller Display Irish Times

44. Muller Facebook

45. Muller – The Wall

46. Muller YouTube

47. Tayto

48. Versus

49. Controversial Hunky Dory Page

50. Aviva

51. Smaller Brands Cully and Sully

52. Cully and Sully

54. Click Like to Vote

55. Hairy Baby

56. Hairybaby

57. Engaging with Fans

58. Getting People To Respond

59. Twitter

60. CrackBird

61. CrackBird

63. PPC Examples

64. Search: Health Insurance Quote

66. SEO Case Example

67. Search: Flowers for newborn baby

68. Newborn Flowers

69. Email Marketing

70. Email Applications

71. Case Studies

72. CityDeal.ie

74. Schuh

76. Questions & Answers

77. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274