1.
Online Marketing & Digital Strategy
Introduction Lecture
Keith Feighery

2.
Time Table
Date
Feb 1st
2012 Week 1 Overview of Digital Marketing
Feb 8th
2012 Week 2 Digital Strategy
Feb 15th
2012 Week 3 Content Marketing
Programmes
Feb 22nd
2012 Week 4 Social Media 1
Feb 29th
2012 Week 5 Social Media 2
Mar 7th
2012 Week 6 PPC
Mar 14th
2012 Week 7 SEO
Mar 21st
2012 Week 8 Email Marketing
Mar 28th
2012 Week 9 Online Sales Optimisation
Apr 4th
2012 Week 10 Blogging & Digital Media
Production
Apr 11th
2012 Week 11 Measurements
Apr 18th
2012 Week 12 Planning your Campaigns
May 2nd
2012 Week 14 Project Due

3.
Career Summary
• Director of Digital Strategy with Digital Insights
• 14 Years experience developing and marketing web
and digital applications
• Lecturer with DIT on MA in Digital Media Technologies
• Lecturer with Dublin Business School, Griffith College,
Champlain College, DMI, IBAT in Online Marketing and
Digital Strategy

4.
Keith.feighery@digitalinsights.ie

5.
What are the core objectives of this course?

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

7.
Main Course Themes
• Developing focused Digital Marketing Strategies
• Leveraging Key Digital Marketing Tactics
– Social Media Marketing, SEO, PPC, Email, Blogging, Display, Affiliates
• Using Rich Media in Digital Marketing Strategy
– Blogs, Videos, Images, Audio
• Measuring Impact of Digital Marketing
– Using Google Analytics, Defining Key Performance Indicators,
Understanding Actionable Insights
• Plan, Create and Execute targeted Digital Marketing Programmes
– Output of course is a digital marketing plan

8.
Course Project

9.
Digital Marketing Project
• Choose a business (fictional or real)
• Identify clearly defined business objectives
• Map Business Objectives to Digital Goals & Targets
• Develop Personas – clear definition
– Map personas to digital locations,
– Develop Value Propositions per Persona
• Choose and appropriate digital and social channels
– SEO, PPC, Display, Social Networks, Affiliate, Email, Mobile etc.
• Develop a measurement framework
– Clear KPIs, Actuals Vs Projections, Mapping outcomes to scorecard
• Create a report to be approx. 3000-3500 Words long

10.
Key Resource to help with Digital Planning
Process

11.
Digital Marketing Planning Template
•http://www.smartinsights.com/blog/digital-mar
Digital Marketing Planning Template

12.
Reading Lists

13.
Suggested Readings
• Digital Strategy Books
– Internet Marketing – Strategy, Implementation and Practice (Dave Chaffey
et al)
– eMarketing eXcellence: Planning and optimising your digital marketing
(Dave Chaffey)
• General Digital Marketing Readers
– Flip the Funnel (Joseph Jaffe)
– Engage (Brian Solis)
– Content Rules (Chapman and Handley)
– Groundswell (Li and Bernoff)
– Free (Chris Andersion)

14.
General Digital Marketing Sites
• Digital Marketing Sites and Blogs
– www.smartinsights.com
– www.hubspot.com
– http://www.marketingprofs.com
– http://www.marketingsherpa.com/
– www.rww.com
– http://www.twistimage.com/blog/
– http://econsultancy.com/
– www.adage.com
– http://johnbell.typepad.com/
– www.mashable.com
– www.emarketer.com

15.
Social Media
• Social Media Resources
– www.webstrategist.com/blog
– www.brandrepublic.com/
– www.simplyzesty.com
– http://www.socialmediatoday.com
– www.mashable.com
– www.nevillehobson.com
– http://blogs.forrester.com/groundswell/
– http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
– http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-
17-lists-and-tons-of-examples/

16.
Online PR
• Online PR/Communications Resources
– http://www.webinknow.com/
– http://www.nevillehobson.com/
– http://blog.holtz.com/
– http://kdpaine.blogs.com/
– http://darmano.typepad.com/logic_emotion/
– http://www.shivsingh.com/goingsocial/
– http://www.theharteofmarketing.com/
– http://www.acrossthesound.net/
– http://www.insidepr.ca/

17.
SEO
• SEO Resources
– http://www.seomoz.org/
– searchengineland.com/
– www.semrush.com/
– searchenginewatch.com/
– www.mattcutts.com
– www.searchenginejournal.com/
– www.seobook.com

18.
Podcasts
• Podcasts
1. Forimmediaterelease.biz
2. Six Pixels of Separation – Mitch Joel -
http://www.twistimage.com/podcast/ (with Joel Jaffe also)
3. Marketing Over Coffee (http://www.marketingovercoffee.com/)
4. Media Bulls Eye (Find it on the Custom Scoop Blog)

19.
Current Stats for Online Usage Patterns in
Ireland

20.
Irish Online Stats to Consider
• 77% of all Irish Internet Users use Facebook (approx 2M)
• Tops 2 sites visited are Google (38%), Facebook (19%)
• Average Irish person spends 18 Hrs+ online each month
– 4 hours 10 mins Facebook
– 2 hours 51 mins Google
• 13% Facebook Users Aged 13-17; 55% Aged 18-35;
• 90% of 15-24 YO active on Facebook
• 47% of all Facebook Users login Daily
• 2.1 M Unique Visitors Each Month to YouTube (400M
views)
• 350K Twitter Accounts – 80K Daily Users
• 480K Users on LinkedIn – 31% login weekly (9% Daily)

21.
What is Digital Marketing?

22.
Using Digital Channels to Reach, Acquire,
Retain (Advocate) Customers both Online and
Offline

23.
Digital Marketing Should Support and
Accelerate the following:
Create Awareness of
Products/Services
Customer/Prospect Engagement
Customer Acquisition
Customer Retention
Customer Advocacy

24.
What are the core elements to consider when
planning a Digital Campaign

25.
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
• Create Activation and Conversion points within your digital assets
• Build relationships – not always selling
• Funnel marketing, top of mind, inform, educate and entertain
• Optimise and Measure performance across all digital channels

26.
What are the core tactical tools at a Digital
Marketers disposal

27.
Key Online Marketing Tactics
• Social Media Marketing
– Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
• Content & Inbound Marketing
– Website, blog, social platforms, partnership sites etc…
• Search Engine Marketing
– PPC, Display and Affiliates
• Search Engine Optimisation (SEO)
– Structured & Planned Content, Optimismed Vocabulary, Links
• Email Marketing
– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Mobile Marketing
– Location Based, Text, Advertising, Coupons, Offline-Activation
• Measurement and Analytics
– Clear Objectives and Benchmarks

28.
Characteristics of a Digital Marketing
Campaign

29.
Digital is a more iterative process than
traditional marketing

30.
Iterative Digital Marketing Strategie

31.
The Digital Landscape has changed changed
radically over the past 5 years

32.
Changing Digital Landscape

33.
Proliferaton of Channels
Growth of Social Media

34.
Social Media Landscape

35.
It has never been easier for business to
communicate with People online
But You have to use engaging content –
Give people a reason to engage with you

36.
Key Social Platforms
• Social/Professional Networks
– Facebook & LinkedIn
• Blogging/Micro-Blogging/Lifestreaming
– Wordpress, Blogger, Twitter
• Video, Audio & Photo sharing
– YouTube, Vimeo
– Facebook, Flickr, TwitPic, Instagram
• Mobile
– Foursquare, Facebook, Twitter, Yelp
• Documents
– Slideshare.net, scribd, docstoc

37.
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.
Hubspot – Inbound Marketing Company view

42.
Digital Marketing Platforms and Tactics

43.
Digital Marketing Channels

44.
Social Media Case Studies

45.
Penneys

46.
Lidl

47.
Marks and Spencer’s Ireland Display Ad

48.
Marks and Spencers Ireland Wall

49.
Marks and Spencer’s Website

50.
Muller Display Irish Times

51.
Muller Facebook

52.
Muller – The Wall

53.
Muller YouTube

54.
Smaller Brands
Cully and Sully

55.
Cully and Sully

56.
Click Like to Vote

57.
Hairy Baby

58.
Hairybaby

59.
Engaging with Fans

60.
Getting People To Respond

61.
Twitter

62.
CrackBird

63.
CrackBird

64.
Pay Per Click Advertising

65.
PPC Examples

66.
Search: Health Insurance Quote

67.
Search Engine Optimisation

68.
SEO Case Example

69.
Search: Flowers for newborn baby

70.
Newborn Flowers

71.
Email Marketing

72.
Email Service Providers
• Mail Chimp – www.mailchimp.com
• Constant Contact – www.constantcontact.com
• Vertical Response – www.verticalresponse.com
• TriggerMail – www.triggermail.com
• CheetahMail – www.cheetahmail.com
• Blue Sky Factory – www.blueskyfactory.com
• Aweber – www.aweber.com
• Campaign Monitor – www.campaignmonitor.com
• ExactTarget – www.exacttarget.com

73.
Email Applications

74.
Case Studies

75.
CityDeal.ie

76.
Schuh

77.
Questions & Answers

78.
Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274