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DIGITAL MARKETING PROGRAM PLANNING Online marketing summit - phx How to Evaluate the Performance of Your Current Program and Prioritize for Return June 2011
Introduction & Agenda Agenda Verbal Laser Release & Warm-up Digital Marketing State of the Nation Opportunities to Up-level Your Digital Marketing Performance Q&A (Prize Time) Links and Resources Mike Corak EVP of Strategy, ethology @mikecorak
Laser Fine Print
Medical Release  I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser. I Accept
WARM UP
Digital MarketingState ofthe Nation
We employ a full suite of digital marketing tactics (website, search, social, email…) YES NO
“Yep, we’re already doing that”
My companyadequately funds our digital marketing programs YES NO
Do you? Budgets have yet to follow consumer time spent with various media
I have an integrated digital marketing plan that aligns budget with ROI … YES NO
When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it! YES NO
Which Tactic Produces the Best ROI? Social  Media Display Advertising Search Email Affiliate Marketing Mobile
Per the DMA (and Others), It’s Email Followed By Search Search Email 2x the return of search Leading the rest of the pack Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010
I am a publisher YES NO
Why Yes You Are (We All Are): Random Content Publishing Statistics ,[object Object]
 90 trillion emails sent annually
 3.5 billion conversations occurring daily
 4 billion images on Flickr
 2.5 billion images uploaded to Facebook each month
 And on and on and on,[object Object]
The Most Common Digital Marketing Opportunities for our Clients   Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly   Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success   Content Marketing:  Moving from Advertiser to Authority   Digital Marketing Strategy and Planning:  Creating a Plan Built for Success
Digital marketing health
The Foundation:  Earned and Owned Media
High-Level Competitive Tactical Assessments Example: ethology Market Analysis Report Input: 4 competing site URLs and inclusion on your email list FYI –we can do this for you – see me after Concentrating on tactics with the highest potential for return Content Social Media Search
Step 1: Search Engine Optimization (SEO)    Understand the effectiveness of your SEO efforts v. the competition Data Sources and Tools: ,[object Object]
 Sycara
 SEM Rush
 Web Position Gold
 Raven Tools
 SEO Moz,[object Object]
 SEM Rush
 Google Adwords,[object Object]
 Yahoo! Site Explorer
Sycara
SEM Rush
Web Position Gold
Raven Tools
SEO Moz,[object Object],[object Object]
 ExactTarget,[object Object]
As for those shiny new objects…   Don’t be first to market – learn from others and increase your chances for success    Don’t be last to market – leads can really become insurmountable   Example: Mobile – View your site on a smartphone.  If you can’t see it, 15% of your site visitors can’t either.  Create a web friendly version with contact info, directions, popular content (images and text), etc…BUT DON’T START WITH AN APPLICATION!
I’d like to take a 10 second break for a FUN Laser-Related activity before moving on… YES NO
Laser Tattoo Removal 32
Listening
I listen to what my customers want online YES NO
Build Relevance by Understanding Consumer Vernacular 2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE! 2010: 2x
Understand Content Demand in Relation to Your Business    Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:  Search  What keywords perform best beyond brand phrases?  What phrases are you targeting?  What content is of interest to the public?  Your Assets (Website / Microsites / Social / email)  What content is most highly consumed?  Offline/Brand  What are you known for?
Understand Content Demand in Relation to Your Business   Take topical interest related to your business and listen to consumer conversations for:  Points of interest  Types of popular content  Location of conversations  Identify influencers
Content Marketing
How many journalists/copywriters do you have on staff? Yeah Right +2 1
Content Planning Process and Insights Research Topical Areas of Interest Available for Brand Connection Your “One Thing” – What’s Your Brand Promise Outline Your Goals Identify the Team Analyze Target Audience Audit Existing Content Fort Quality and Demand Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions Select Outposts According to Research and Plan Needs Create a Content Calendar Across All Channels Create, Optimize and Distribute Content Measure, Test, Do It Again
Social Content Distribution Offsite Content Video: Keyword & Geo-targeted Images: Keyword & Geo-targeted Podcast: Downloadable Audio PPT Presentations: Slide Sharing E-book: PDF of Whitepapers Articles: Content Syndication Press Releases & Newsletters Infographics: Industry Charts Research Reports & Surveys Widgets:Links Embedded Blog Posts: Links Embedded
Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically.  Newsletters Press Releases Industry News (RSS) Articles Research Reports Whitepapers Ebooks PowerPoints Blogs Images Videos  Podcasts Widgets Infographics FAQ’s Glossary
Ongoing Listening, Reporting and Guidance Radian6 Brand Monitoring Reputation Management Topical Trends Content Types Outpost Identification  Influencer Identification Social Outpost Reporting Followers Engagement Google Analytics & Offline Site Traffic and Usage Inbound Calls/Contracts
 Media

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Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak

  • 1. DIGITAL MARKETING PROGRAM PLANNING Online marketing summit - phx How to Evaluate the Performance of Your Current Program and Prioritize for Return June 2011
  • 2. Introduction & Agenda Agenda Verbal Laser Release & Warm-up Digital Marketing State of the Nation Opportunities to Up-level Your Digital Marketing Performance Q&A (Prize Time) Links and Resources Mike Corak EVP of Strategy, ethology @mikecorak
  • 4. Medical Release I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser. I Accept
  • 6.
  • 7.
  • 9. We employ a full suite of digital marketing tactics (website, search, social, email…) YES NO
  • 10. “Yep, we’re already doing that”
  • 11. My companyadequately funds our digital marketing programs YES NO
  • 12. Do you? Budgets have yet to follow consumer time spent with various media
  • 13. I have an integrated digital marketing plan that aligns budget with ROI … YES NO
  • 14. When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it! YES NO
  • 15. Which Tactic Produces the Best ROI? Social Media Display Advertising Search Email Affiliate Marketing Mobile
  • 16. Per the DMA (and Others), It’s Email Followed By Search Search Email 2x the return of search Leading the rest of the pack Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010
  • 17. I am a publisher YES NO
  • 18.
  • 19. 90 trillion emails sent annually
  • 20. 3.5 billion conversations occurring daily
  • 21. 4 billion images on Flickr
  • 22. 2.5 billion images uploaded to Facebook each month
  • 23.
  • 24. The Most Common Digital Marketing Opportunities for our Clients Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success Content Marketing: Moving from Advertiser to Authority Digital Marketing Strategy and Planning: Creating a Plan Built for Success
  • 26. The Foundation: Earned and Owned Media
  • 27. High-Level Competitive Tactical Assessments Example: ethology Market Analysis Report Input: 4 competing site URLs and inclusion on your email list FYI –we can do this for you – see me after Concentrating on tactics with the highest potential for return Content Social Media Search
  • 28.
  • 33.
  • 35.
  • 36. Yahoo! Site Explorer
  • 41.
  • 42.
  • 43. As for those shiny new objects… Don’t be first to market – learn from others and increase your chances for success Don’t be last to market – leads can really become insurmountable Example: Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), etc…BUT DON’T START WITH AN APPLICATION!
  • 44. I’d like to take a 10 second break for a FUN Laser-Related activity before moving on… YES NO
  • 47. I listen to what my customers want online YES NO
  • 48. Build Relevance by Understanding Consumer Vernacular 2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE! 2010: 2x
  • 49. Understand Content Demand in Relation to Your Business Beyond brand, develop a keyword target list to guide your content planning and distribution efforts: Search What keywords perform best beyond brand phrases? What phrases are you targeting? What content is of interest to the public? Your Assets (Website / Microsites / Social / email) What content is most highly consumed? Offline/Brand What are you known for?
  • 50. Understand Content Demand in Relation to Your Business Take topical interest related to your business and listen to consumer conversations for: Points of interest Types of popular content Location of conversations Identify influencers
  • 52. How many journalists/copywriters do you have on staff? Yeah Right +2 1
  • 53. Content Planning Process and Insights Research Topical Areas of Interest Available for Brand Connection Your “One Thing” – What’s Your Brand Promise Outline Your Goals Identify the Team Analyze Target Audience Audit Existing Content Fort Quality and Demand Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions Select Outposts According to Research and Plan Needs Create a Content Calendar Across All Channels Create, Optimize and Distribute Content Measure, Test, Do It Again
  • 54. Social Content Distribution Offsite Content Video: Keyword & Geo-targeted Images: Keyword & Geo-targeted Podcast: Downloadable Audio PPT Presentations: Slide Sharing E-book: PDF of Whitepapers Articles: Content Syndication Press Releases & Newsletters Infographics: Industry Charts Research Reports & Surveys Widgets:Links Embedded Blog Posts: Links Embedded
  • 55. Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically. Newsletters Press Releases Industry News (RSS) Articles Research Reports Whitepapers Ebooks PowerPoints Blogs Images Videos Podcasts Widgets Infographics FAQ’s Glossary
  • 56. Ongoing Listening, Reporting and Guidance Radian6 Brand Monitoring Reputation Management Topical Trends Content Types Outpost Identification Influencer Identification Social Outpost Reporting Followers Engagement Google Analytics & Offline Site Traffic and Usage Inbound Calls/Contracts
  • 58. Does Your Media Plan Utilize Attribution Modeling? YES NO
  • 59. Remember: Display + PPC = Largest Bucket
  • 60. And Holy Smokes! There’s Options!
  • 61. Prioritization of Budget 2. Add Fuel to the Fire 1. Cast the Net (Earned/Owned)
  • 62. Pro-Tip: Be Smart with Your Media! Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)
  • 63. Other Planning Tips – Cross Channel Audience Campaign Research As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool: http://www.forrester.com/empowered/tool_consumer.html
  • 64. Digital Marketing Strategy and Plan
  • 65. How’s your plan looking now? GREAT, THANKS FOR WASTING MY TIME WE’VE GOT SOME WORK TO DO
  • 66. Strategy and Plan Development Process
  • 67. Relevance Case Study from Online Marketing Summit 2010 Social Banners Search and Social Interest Locations – GC, Sedona, cities Activities – outdoor Images Website
  • 69. Grand Prize Twitter Contest The 3rd person to tweet the following wins some great digital marketing reads: I learned a lot from @MikeCorak of @ethologycom at #OMSPHX – lasers rule!
  • 70. Thank You! Mike Corak EVP of Strategy Mike.Corak@ethology.com 602.840.4343 @mikecorak www.linkedin.com/in/mikecorak Find This Presentation On SlideShare www.slideshare.net/mcorak

Hinweis der Redaktion

  1. Laser’s out!
  2. Always OnCustomer in controlSo many channels!Who has the time!?
  3. Question for you!
  4. Question for you!