A brief introduction to the Digital Marketing training we offer at Cultark

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Digital Marketing Overview

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What is Digital Marketing?
Talking the talk…
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Digital Marketing vs. Internet Marketing
 Email Marketing
 Search Engine Marketing (SEM)
 Content Marketing
 Social Media Marketing
 Offline Bridging
 Mobile Marketing
 Internet Marketing
Internet Marketing Digital Marketing
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Email Marketing
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Search Engine Marketing
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Social Media Marketing?
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Mobile Marketing?
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Content Marketing
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Offline Bridging?
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Case Study
 Dark Knight Rising
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Digital Marketing vs. Internet Marketing
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The Landscape
Marking the territory…
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Important Market Data Resources
 Ruder Finn Intent index
http://www.intentindex.com
 Socialbakers
http://www.socialbakers.com
 Think with Google insights
http://www.ThinkWithGoogle.com
 Nielsen-Mckinsey Incite
http://www.nmincite.com
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Certifications
 Google Certification Program
http://www.google.com/intl/en/adw
ords/professionals/
 Social Media Marketing University
http://socialmediamarketinguniversit
y.com/
 MarketingProfs University
http://www.marketingprofsu.com/co
urse/list/
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Planning
The how-to
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S.O.S.T.A.C. R.A.C.E.
 Situation
 Objective
 Strategy
 Tactics
 Actions
 Control
 Reach
 Act
 Conversion
 Engagement
SOSTAC RACE
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Situation
 Market SWOT analysis
 5 S’s performance & other KPI’s (&
trends)
 Customer insight (who, why, how?)
 Market Trends
 Competitor Analysis
 Internal capabilities & resources
Where are we now?

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Objectives
 5 S’s Objectives:
 Sell
 Customer acquisition and retention
targets
 Serve
 Customer satisfaction targets
 Sizzle
 Wow factor (added value)
 Speak
 Engaging customers
 Save
 Quantified efficiency gains
Where do we want to be?

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Strategy
 STOP & SIT:
 Segments
 Target Markets
 Objectives
 Positioning (OVP)
 Sequence (Trust, Try, Buy…)
 Integration (CRM & D/Base)
 Tools (e.g. SEO, PPC, CPC, etc…)
How do we get there?

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Tactics
 Marketing Mix
 Communications Mix
 Content Plan
 Contact Plan
How exactly do we get there?

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Actions
 Who does what & when?
 Responsibilities & Structures
 Processes & systems
 Internal resources & skills
 External agencies
The details of tactics

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Control
 5 S’s, KPI’s & web analytics
 User experience review
 Conversion rate optimisation
 Process of reporting & actions
How do we monitor performance?

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Reach
 SEO
 PPC
 Affiliate & Partner Marketing
 Online advertising
 Online PR
 Social Media Marketing

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ACT & CONVERT
 Conversion rate optimisation
 Ecommerce management
 Lead generation techniques
 Home page optimisation
 Landing page optimisation
 AB & multivariate testing

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Engage
 Content marketing strategy
 Newsletters & promotional emails
 E-contact strategy
 Customer service & support
 Mobile marketing
 Social CRM

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Questions?
Thank you…
End of day 1 of the training
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Best Practices
Channel utilization…
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Content Marketing
 “How a Brand creates, delivers & governs
original or curated content to attract & retain
customers, positioning the brand as a credible
expert &, ultimately, motivating a change in
behaviour” – Joe Pulizzi, “Get content-Get customers”
 Put content at the heart of your marketing
 Find the Intersection between your brand and
audience
 Define content marketing strategy
 Create e-communications strategy
 Create your content hub
 Maximise Visibility & Shareability through SMO
 Measure and improve using analytics

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Content Marketing
 Which Key phrases related to content are
most effective at driving visits and
outcomes?
 Which referring partner sites or social
networks have helped with link generation
& measurement (for SEO) & the driving of
traffic?
 How does content viewed on click-paths
or journeys affect marketing outcomes?
 Are we increasing the % of engaged
users?
 What are the satisfaction ratings for out
content?
5 Key Questions

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Customer Segmentation
& Targeting
 Customer profile characteristics
(demographics)
 Customer value current & future
 Customer lifecycle groups
 Customer behaviour in response &
purchase
 Customer multi-channel behaviour
 Customer personas including
psychographics

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Customer Segmentation
& Targeting
 Reviewing the latest development in your
industry:
 Google Alerts
 RSS + Google Reader
 Managing Social Media updates:
 Hootsuite
 Finding influencers:
 Klout
 Kred
 PeerIndex
 Understanding Customer search
behaviour:
 Google Keyword tool
 Google Trends
 UberSuggest
Indispensable free Tools…

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Customer Segmentation
& Targeting
 Competitor site benchmarking:
 Google Adplanner (if on GDN)
 Google Trends (no demographics)
 Alexa
 Compete
 Off-page backlink analysis:
 SEOmoz
 Google analytics
 On-page backlink analysis:
 Marketing Grader
Indispensable free Tools…

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Facebook
 Build
 Engage
 Amplify
 5 guiding principals:
 Build a strategy that is social by design
 Create and authentic brand voice
 Make it interactive
 Nurture your relationship
 Keep learning
 Tool:
 Compare facebook campaigns
 ToBeSocial

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Google PPC vs Facebook Ads
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Twitter
 Personify
 Share
 Listen
 Ask
 Respond
 Reward
 Demonstrate wider leadership & know
how
 Champion your stakeholders
 Establish the right voice
 Tweet your beat
 Use #hashtags for context
 @cite your sources
https://business.twitter.com/basics/best-practices/

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LinkedIn
 Profile
 Build your network – 500+
 Use groups
 Be Proactive
“The Verge Case-Study”
 Resources:
 LinkedIn Labs
 LinkedIn Blog
 Inmaps – visualize your social network
 Timeline – see how your profile has
developed over time
 Skills – find popularity of skills and top
influencers within each skill

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Assignment 2
 What are the “Don’t’s” of Facebook
 What are the “Don’t’s” of Twitter
 What are the “Don’t’s” of LinkedIn
 What are the “Don’t’s of Slideshare
 One case study of a social media campaign that went wrong
and how would you of have acted differently?
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Questions?
Thank you…
End of day 2 of the training
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