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Digital Marketing - Why & What

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Digital Marketing - Why & What

  1. 1. Digital Marketing Strategy Felicity McCarthy Sept 2015 Facebook.com/SparkDigital.ie @SparkFelicity
  2. 2. Why Digital Marketing?
  3. 3. Media consumption has changed
  4. 4. Technology adoption
  5. 5. 5 for 2015 •  Mobile •  Social •  eCommerce •  Content •  Big Data
  6. 6. Social Revolution h"ps://www.youtube.com/watch?v=zxpa4dNVd3c  
  7. 7. Social Commerce
  8. 8. The art of storytelling •  Likeable hero •  Encounters hardships •  Emerges transformed
  9. 9. 2 minute exercise What stories do you have to tell in your business?
  10. 10. Takeaways •  Big Data -> Know your customers •  Social -> Engage with them •  Content -> By telling them great stories •  Mobile -> Make it easy for them to access you on any device •  eCommerce -> And make it easy to Buy/ Book/Connect on any device
  11. 11. Digital Marketing Strategy
  12. 12. Digital Marketing Strategy Situation analysis Objectives Channel strategy Tactics Actions Control
  13. 13. •  Customers •  Competitors •  Brand Proposition •  Current Digital Assets •  SWOT Analysis 1. Situation Analysis
  14. 14. 2. Set Objectives •  Brand Awareness •  Customer Engagement •  Community Building •  Lead Generation •  Customer Acquisition •  Customer Retention •  Customer Satisfaction Reach   Act   Convert   Engage  
  15. 15. 3. Channel Strategy Awareness Preference Transaction Loyalty Display & Social Social, Content Marketing, Adwords Adwords, Social Social, Email
  16. 16. Email Marketing SEM Website (SEO) Content Marketing Mobile Marketing Display Social Media 4. Plan the Tactics Email SEM Social Content Mobile WebSite Display Data Keywords Publishing Audience Responsive Clear content Targeting Creative Copy/ creative Targeting Multiple Formats Targeting Conversion tool Re- targeting Dist’n Budget Content Ad budget App? SEO Creative
  17. 17. 5: Action the Plan •  Clear ownership •  Resources (budget, human, agency) •  Implement the planned tactics •  Deliverables identified •  Reporting in place
  18. 18. 6: Control/Measure •  Measure, Measure, Measure •  Consolidate key metrics into small number of tools e.g. Google Analytics, to understand: –  Reach –  Site Traffic –  Traffic Sources –  Conversion –  ROI –  Community Growth –  Community Engagement
  19. 19. Recap Situation analysis Objectives Channel strategy Tactics Actions Control
  20. 20. Social Media in a Nutshell
  21. 21. Social Media Landscape Reach* 61% 29% 24% 24% 18% 11% 35% DailyUse 71% 38% 13% 23% 41% 14% Targeting SEO Traffic source B2B Gender split *Source for Reach: IPSOS MRBI
  22. 22. Goals: Grow awareness Drive members Method: Posts to motivate & inspire Authentic & informational Uses groups to deliver services with exclusivity and scale Results: All of his business is being driven from Facebook Case: Pat Divilly
  23. 23. Key Takeaways •  Have a Plan •  Understand your customer •  Prioritise where to start & build on it •  Create great content •  Build relationships over time •  Measure the results

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