Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was: 1. To go broad across the digital marketing toolbox, and not deep on a specific tool 2. To provide guiding principles that are lasting, and not more specific tactical advice 3 . To arm participants with relevant planning tools that they could take and put into action

1. Tim Dolan
Principal, Digital Strategist
Digital Marketing
Strategy Seminar
November 25, 2015

2. 1
Agenda
1. Digital Marketing
Foundations
2. Digital Marketing
Toolbox
3. Connecting the
Dots

3. Digital Marketing
Foundations

4. (Direct + Brand)
X
(Platforms + Campaigns)
3
=
Digital Marketing
Digital Marketing Defined

5. CHALLENGES
Lack of Control
More open to risk from public dialogue
with customers
Changing Media Landscape
Need to keep up with changes in media,
technology, culture
Resource Intensive
Need ongoing 24/7 commitment of
people, tools, and time
Internal Governance
New capabilities and processes required
by organizations to manage
Technical Dependencies
Close collaboration with IT and other
new disciplines and cultures
New Competitive Set
Need to compete with ‘best in class’
digital experiences and expectations
ADVANTAGES
Timeliness
The ability to publish and update content
and information quickly
Targeting
The ability to dynamically target content
to different target segments
Conversion
Allow customers to transact directly
within channel
Measurement
The ability to actively measure and
optimize performance
Connectivity
Marketers can connect directly with
consumers to sell and serve
Cost
Digital can provide cost advantages vs.
print and other offline mediums
DIFFERENCES
User-Initiated
The consumer initiates the digital
experience and is in control
Data-Driven
Digital marketing can use data for more
precise targeting
Real-Time
Changes to digital content and messages
can be changed rapidly
Interactive
Like software, digital experiences can be
made functional for users
Social
Digital marketing can actively involve and
connect with consumers
Transactional
Digital connects with distribution and sales
channels
4
Digital Marketing Deconstructed

6. Directory Listings
Internet Portals
Search Engines
Banners & Buttons
Flash Websites
Paid Search
Establishing a presence on
the web and
increasing visibility
through display
advertising on portals
and search
1994
The Web
Click Me
Era
CRM Platforms
CMS Platforms
Commerce Platforms
Email Marketing
Content Personalization
Online Sales & Service
Collecting user data
and opt-in permission
to build a proprietary
database for tailoring
outbound email and
on-site content
1998
+Data
Opt In
Era
Social Media Platforms
Social Media APIs
Collaborative Wikis
Social Media Channels
Community Management
Content Distribution
Engaging directly
with communities and
influencers through socialnet
works and managing brand r
eputation with
new Web 2.0 services
2000
+Social
Friend Me
Era
App Marketplace
Streaming Media
Location-Based Services
Mobile Apps
Mobile Websites
Digital Outdoor
Evolving digital
marketing plans to
accommodate the shift
in the ownership and
use of smartphones andtab
lets
2007
+Mobile
App That
Era
Location-Based Sensors
Marketing Automation
Internet of Things
Proximity Marketing
Contextual Advertising
APIs & Wearables
Exploring how data,
sensors, and mobile
can be used together topro
vide more relevance
to different user
contexts everywhere
2012
+Context
Connect
Me Era
Digital Marketing Evolution
5

7. Online is the dominant
advertising canvas
Internet-based
advertising is now the #1 source for
media spending in Canada
E-commerce continues to
steadily grow
6% of total retail sales in Canada
were purchased directly through e-
commerce
The New Landscape
Mobile is no longer the
second screen
Internet minutes split equally
between desktop and mobile in
Canada
Media consumption is
compressing
Canadians consume over 1 hour
more of media more per day in
2015 vs. 2011
Social media is now
mass media
Social networking is
the #1 activity Canadians spend
their time doing online
6
Sources: comScore 2014-15, IAB 2015, eMarketer 2014

8. The New Reality
7
FROM TO
Fixed Marketing Plans Agile Marketing Planning
Mass Media Personalized Targeting
Broadcasting Message Igniting Engagement
Channel Planning & Buying Cross-Channel Integration
Episodic Campaigns Real-time & Always On
The Marketing Calendar The Customer Journey

9. Digital Marketing
Toolbox

10. Reach Engagement Conversion Retention AdvocacyDigital “Tool”
Display
Advertising
Website
Platforms
Mobile
Services
Email
Marketing
Social Media
9
The Digital Marketing Toolbox

11. The role that digital advertising typically plays for marketers is one of reach to
increase awareness of a brand, product, or campaign.
Digital advertising is evolving to include a greater number of creative formats,
targeting options, delivery methods, and opportunities for placement.
10
Display Advertising Overview

12. Banner Ads
This long-standing type of
display advertising is available
in simple standard and more
complex rich media formats
Search Ads
Paid placement of advertising
in search engine results pages
for selected search keywords
Video Ads
Online video formats that vary
in length and may be displayed
as pre-roll or within a rich
media display ad unit
Native Ads
A type of online advertising that
matches the form and function of
the platform that it appears on
Social Media Ads
Display advertising placed within
social media platforms, often
within feeds as promoted content
Mobile Ads
Created specifically for mobile
reach available in formats for
mobile-optimized sites and
placement within apps
11
Types of Display Advertising

13. Key Trends
12
Video formats are booming
Investment in video-based advertising is increasing, following the 36%
YOY increase in overall video consumption
1
2
3
Mobile investment catching up to consumption
Mobile advertising is increasing significantly, doubling to almost 1 of every
4 dollars in 2015
Massive shift to programmatic buying
Programmatic buying represents approximately 30% of ad spending, and
continues to increase dramatically
Sources: comScore 2015, IAB 2015, Microsoft 2015

14. Guiding Principles
13
1. Ensure that display advertising leads customers to a
relevant action and to a relevant place
2. Explore how behavioral data can be used to target and
contribute to an integrated experience
3. Target advertising to the different moments, mindsets,
and needs along a customer’s journey
4. Align format and messaging to the context and canvas
where advertising will be displayed
5. Optimize performance by considering attribution from the
combination of all campaign elements

15. KPIs For Digital Advertising
Reach
The total number of unique people exposed to an advertisement (typically
less than total impressions). A measure of exposure.
Click-through Rate
(CTR)
The percentage of people who click on an advertisement relative to the
total number who were exposed. A measure of relevancy.
Cost per Click (CPC)
The average amount paid by the advertiser for each click on a display
advertisement. A measure of efficiency.
Cost per Action (CPA)
The average amount paid by the advertiser for each specified action from
a display advertisement. A measure of efficiency.
Cost per Conversion
The total cost of display advertising divided by the number of conversions
achieved. A measure of efficiency.
14
Measuring Performance

16. PLANNING TOOL
Exploring how data can fuel advertising relevance
TIME
How can I increase relevance
if I can communicate at a
specific time?
LOCATION
How can I increase relevance
if I know exactly where the
customer is?
DEVICE
How can I increase relevance if
I know the browser and device
used?
CONTEXT
How can I increase relevance
if I know what the customer
wants?
USER DATA
How can I increase relevance
if I can use other available
data sources?
BEHAVIOUR
How can I increase relevance if
I know what the customer has
done?
15

17. The role of website platforms is often one of being the destination (hub) for
other digital in-market tactics (spokes).
Websites are the most accessible platform for a consumers, and the one that
can be most completely controlled by a marketer.
16
Website Platform Overview

18. Brand Website
Long-term property focused on
providing information and
promotional news associated with
a brand
Promotional Website
Short-term property (microsite)
designed to support a specific in-
market campaign for period of
time
Corporate Website
Long-term property built to
provide new and ongoing
information about the organization
Transactional Website
Large, long-term property
designed to support online
transactions and self-service for
customers
Blog
A simple, informal site consisting
of frequent entries (posts) by an
individual or small group on a
single topic
17
Conversion Destination
Individual site or page designed to
facilitate a conversion from direct-
response message
Types of Website Platforms

19. Key Trends
18
Desktop viewership is declining
70% of web page views are accessed through laptops and desktops, a YOY
decrease of -10%
1
2
3
Tablet viewership is increasing
12% of web page views are accessed through tablets, a YOY increase of
+33%
Smartphone viewership is increasing even more
17% of web page views are accessed through mobile phones, an increase
of +41%
Sources: comScore 2015

20. 19
1. Design the overall experience based on the needs and
interests of key user segments
2. Identify and optimize against the key actions that users
take on your website that indicate success
3. Ensure consistency with the purpose, positioning, and
core esthetics of your brand
4. Plan to keep up-to-date with changing business,
marketplace, and technical requirements
5. Consider mobile early and strategically to ensure
effective experiences across screens and devices
Guiding Principles

21. KPIs for Marketing Website Platforms
Bounce Rate
The percentage of visits in which the visitor only views one page of your
website before leaving. A measure of relevancy.
Average Duration
The average length of time a visitor spends accessing your site during a
single visit. A measure of engagement.
Average Depth
The average number of individual pages or content elements a visitor
views during a single visit. A measure of engagement.
Average Frequency
The average number of times an individual visits a website over a
specified time period. A measure of engagement.
HVA Conversion
The average number of visitors who successfully complete a high-value-
action on your website. A measure of conversion.
20
Measuring Performance

22. Business
Objectives
User
Needs
Brand
Promise
Digital
Governance
What the business
needs the website to
contribute?
What the user needs to
accomplish by using the
website?What attributes of the brand
the website must express?
What policies and
infrastructure can
support the website?
21
PLANNING TOOL
Strategically aligning a website experience

23. The role that mobile-specific marketing tactics often play is engaging customers
in contexts where a desktop is not present or relevant.
In some ways all digital marketing is mobile marketing as the majority of
Canadians now access the Internet through mobile devices.
22
Mobile Services Overview

24. Types of Mobile Marketing
Text (SMS)
Promotions
Campaigns typically
promoted offline and out-of-
home that prompt customers
to text a keyword to a short
code to receive a benefit
Mobile Coupons
Targeted promotions sent
directly to customers typically
through email messages that
are often redeemed at point
of purchase
Mobile Display
Advertising
Placement of display
advertising on mobile media
including search, mobile
apps, social networks, and
mobile publisher sites
Location-Based
Promotions
Campaigns that recognize
customers at a specific
location by sending
notifications to their mobile
devices
Mobile Optimized
Websites
A website that has been
designed such that it is
accessible, usable, and
valuable to users connecting
via a mobile device
Augmented Reality
Instances where digital
information and effects are
overlaid on a physical, real-
world product or environment
Mobile Apps
Software that is downloaded
and installed on a mobile
device that allows users to
access a specific service,
typically (but not necessarily)
connected to the Internet
Mobile Payment
Mobile-based services that
provide value to shoppers in
retail locations, typically with
connection to POS or m-
commerce
23

25. Key Trends
24
Apps dominate time on mobile
88% of Internet time on smartphone is in app vs. 12% of time in browser1
2
3
People regularly use a shortlist of apps
Canadians have installed on average 30 apps and have used 12 in the
last 30 days
Mobile dominates social media usage
LinkedIn is the only major social channel with more traffic from desktop
than mobile
Sources: comScore 2015, Google 2014

26. 25
1. Understand the context of mobile in your customer
journey and identify moments to serve
2. Ruthlessly focus mobile experiences—particularly
apps—to serve a clear and singular purpose
3. Explore the possibilities of proximity-based targeting to
engage in increasingly relevant ways
4. Ensure that experiences are optimized for mobile across
all relevant moments and touchpoints
5. Explore the full and unique capability set of mobile
devices to for new ways to engage with customers
Guiding Principles

27. KPIs For Mobile Services (Apps)
Downloads
The number of unique users who choose to download and install a mobile
application. A measure of acquisition.
Usage
The number and percentage of users who use the mobile application during a
specific time frame. A measure of relevancy.
Retention
The number and percentage of users who continue to access the mobile
application over a specific time frame. A measure of engagement.
Ratings
The volume and percentage of positive ratings and reviews within the app
stores. A measure of satisfaction.
Value
The average value generated per user of a mobile application over a specific
time frame. A measure of monetization.
26
Measuring Performance

28. THE ECOSYSTEM
App Ecosystem
How can I integrate with other
apps and with app economy?
(Launching, Deep-linking, Purchasing)
API Integration
How can I design mobile services integrating
with apps and APIs?
(Social, Mapping, Commerce)
Device Pairing
How can I communicate with a mix
of other connected devices?
(Consumer Electronics, IoT, Vehicle)
Mobile Payment
How can I enable transactions with online and
offline, POS systems?
(Barcode, NFC, Bluetooth)
THE CONTEXT
Usage Context
How can I engage with people that may be
anywhere at anytime?
(Out of home, Offline, In-Transit)
Location Context
How can I engage within a defined physical
location and environment?
(Wayfinding, Geo-targeting, Beacons)
Mobile Targeting
How can I target content and advertising to
profile, device, usage?
(Predictive, Targeted, Contextual)
Mobile Sensors
How can I make use of data received through
available mobile sensors?
(Proximity, Health, Environment)
THE DEVICE
Hardware Capabilities
How can I incorporate the native hardware
capabilities of the device?
(Accelerometer, Microphone, Camera)
Software Capabilities
How can I integrate with the native software
capabilities of the device?
(Calendar, Contacts, Search)
Mobile Communication
How can I integrate with native
mobile communication services?
(Phone, Text, Messenger)
Mobile Interface
How can I design rich user experiences
with mobile touch interaction?
(Pinch, Touch, Zoom)
27
PLANNING TOOL
Exploring new opportunities through mobile

29. The role that email marketing typically plays is ‘the glue’ that connects the
brand directly with the customer through CRM programs and keeps digital
tactics working together over time.
The practice of email marketing is broadening to include aspects of mobile
messaging and 1:1 marketing automation.
28
Email Marketing Overview

30. Key Trends
29
Email is a deeply ingrained behavior
71% of Canadians check email as the first thing they do online in a typical
day, compared to 13% Facebook
1
2
3
Email marketing is alive and well
77% of Canadian marketers always or often use email as part of their
marketing mix
Email marketing investment continues to grow
50% of Canadian marketers plan to increase their spend on email
marketing
Sources: ExactTarget 2015, CMA 2013

31. Types of Email Marketing
There are 3 main types of email messages as defined by what the message
contains, why it is sent, and who it is sent to.
Marketing
Triggered by the Sender, and
sent to Many Recipients.
Typically used as part of a
promotional campaign to a
specific segment.
Action
Triggered by an action from the
Recipient, and sent to the
individual. Typically used as
targeted communication after a
user has completed a task.
Notification
Triggered by a Scenario between
the Recipient and Sender, sent to
the individual. Typically used for
service messages to an
individual.
30

32. 31
1. Establish a clear and compelling value proposition for
subscribers that rewards their engagement
2. Plan as part of larger CRM programs inclusive of other
direct-to-consumer notifications
3. Respectfully capture registration and data across
touchpoints to build profiles over time
4. Identify key moments to provide value, triggered by
changes in subscriber goals and behaviors
5. Consider the entire email marketing cycle and test,
measure, tweak, and repeat over time
Guiding Principles

33. KPIs For Email Marketing Programs
Deliverability rate
% of emails sent that are successfully delivered, measures list
quality.
Open rate
% of emails delivered that are opened, measures subject line
effectiveness.
Click through rate
% of delivered emails that result in a click, measures engagement
level of subject line and email content.
Response rate
% of emails delivered that result in a recipient completing a high
value action, measures conversion.
Unsubscribe rate
% of emails delivered that result in an opt-out, measures
relevance of content for the audience.
32
Measuring Performance

34. Value
Exchange
Customer Gets
(and business gives)
Relevance
Utility
Access
Status
Influence
Service
Pricing
Customer Gives
(and business gets)
Information
Permission
Connection
Endorsement
Contribution
Participation
Payment
33
PLANNING TOOL
Defining a value exchange for a digital program

35. Social media marketing refers to the process of using social media platforms to
attract, engage, and influence people typically through a combination of content
publishing, community management, and paid advertising.
Social media provides a participatory layer on top of digital and integrated
marketing programs that connects brands with networks.
34
Social Media Overview

36. 35
Types of Social Media Marketing
Owned Community
A section or forum managed by
an individual brand on
their own digital platform
Influencer Outreach
A program to engage influencers
in social media to share
messages from a brand
Branded Channel
A page or account opened
and operated by a brand on
a major social media platform
Social Service
A program designed to respond to
inquiries and complaints from
customers
Social Selling
A program designed to actively
promote and sell through social
channels
Social Co-Creation
A program from a brand designed
to build something together with a
community

37. Key Trends
36
Social is a major advertising canvas
Nearly 1 out of every 3 online display ads delivered in Canada appear on
social media sites
1
2
3
Social is a major source for referrals
31% of overall traffic to all sites is driven by the top 8 social media
platforms
Paid media is now required for reach
Organic reach of Facebook posts for pages with more than 1M likes has
decreased to 2%
Sources: comScore 2014, Sharaholic 2015, IAB Canada 2015

38. 37
1. Establish a purpose for what social media plays
including expectations for success
2. Have a clear proposition and share stories that are
unique and interesting to your community
1. Identify a clear and distinct role for each channel in your
footprint to engage communities
1. Actively listen, respond, and reward community
members for their ongoing engagement
2. Ensure that social media plans are aligned with paid
media to optimize reach and ROI
Guiding Principles

39. KPIs For Social Media Activities
Audience Size
The number of people that choose to follow your brand within a social media
channel. A measure of acquisition.
Organic Reach
The number of people that view your brand content through organic distribution
via social media. A measure of reach.
Share of Voice
The number of mentions of your brand and brand messaging within social media.
A measure of reach.
Engagement
Level
The number of people who actively respond to your brand content distributed
through social media. A measure of engagement.
Sentiment Level
The relative level of positive/negative/neutral mentions of your brand and
message through social media. A measure of perception.
38
Measuring Performance

40. Motivation
What topics do I want to
communicate?
Attraction
What are we interested
in?
Authority
What topics can I
credibly talk about?
Disclosure
What will we publicly
share?
Conversational
Sweetspot
TheBrand
TheCommunity
39
PLANNING TOOL
Finding the right social media topics

41. Connecting the Dots

42. 41
TBD
What do we ultimately want to accomplish for our business?
How are we going to help achieve this objective through digital? tools?
TBD TBD TBD
What specific tactics will be use to execute our digital strategy?
How are we going to measure the performance of our tactics?
TBD TBD TBD TBD TBD TBD
TBD TBD TBD TBD TBD
TBD TBD TBD TBD TBD
TBD TBD TBD TBD TBD
TBD
TBD
TBD
Overall
Business
Objective
Digital Marketing
Strategy
Digital Marketing
Tactics
Digital Marketing
Performance
PLANNING TOOL
1. Defining your digital goals and measures

43. Device Preferences
What combination
of platforms do they
use to connect?
Digital Sophistication
How interested and savvy
are they with technology?
Media Usage
What are the main sites
and sources that they
use regularly?
Social Footprint
What social networks do
they use the most
frequently?
Community Membership
What online communities
and networks do they belong
to?
Technographic Profile
What role do they play
within their social
networks?
Key Goals
What do they need the
most from you through
your digital channels?
Top Features
What digital content and
features are they most
interested in from you?
PLANNING TOOL
2. Understanding your (digital) customer
42

44. 43
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
What are the most significant objectives and needs that your
customers have at this stage?
What are the primary activities and methods that customers have to
address these goals?
What digital tactics can be introduced to remove points of friction
provide value for customers?
What are the different digital channels and touchpoints that
customers use to complete these tasks?
Goals
Tasks
Channels
Tactics
PLANNING TOOL
3. Identifying opportunities for engagement

45. 44
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBDTactic TBD
Tactic TBD
Active Direction
Passive ConnectionSpoke
Hub
PLANNING TOOL
4. Mapping your digital marketing ecosystem

46. PLANNING TOOL
5. Creating your marketing optimization plan
Goal
Tactic
Measure
Target
Action
What do we want to
learn?
What is our digital marketing
hypothesis?
How are we going to test this
hypothesis?
How are we going to measure the
impact of this test?
What level of impact will support the
hypothesis?
What will we do if the hypothesis is
supported or not supported?
What do we want to
achieve?
What is our digital marketing
objective?
How are we going to achieve this
objective?
How are we going to measure the
contribution of this tactic?
What level of performance will
indicate success for this tactic?
What will we do if the tactic is
successful or unsuccessful?
45

47. Do start with who your target is
and what they want
Do connect the dots within
digital and beyond
Do test, learn, adjust and
repeat over time
Key Takeaways
46
Do not start without a clearly
defined objective
Do not plan digital marketing
activities in a silo
Do not expect engagement
without a clear proposition

48. Thank You
Tim Dolan
Tim.Dolan@kickframe.com
Kickframe.com/blog
@kickframe