1. ad:tech 2012:
IDM Bootcamp
19/09/2012
Building an integrated (digital)
marketing plan: an IDM perspective
Mike Berry Dip DM, F IDM
© 2012 Mike Berry Associates

2. Welcome to the IDM Bootcamp!
© 2012 Mike Berry Associates

3. Planning is about Control
© 2012 Mike Berry Associates

4. Planning Your Success
© 2012 Mike Berry Associates

5. Before we brief the creative guys
© 2012 Mike Berry Associates

6. 3 Research Tools
• Google Keyword Tool (Google it!)
• DoubleClick Ad Planner
• Google Insights for Search
http://www.google.com/insights/search/
“Research should not be used as a
drunken man uses a lamp post. Use it for
illumination, not support…”*
*from Stanley Pollitt after Winston S Churchill
© 2012 Mike Berry Associates

7. Research Tools
© 2012 Mike Berry Associates

8. Research Tools
• DoubleClick Ad Planner: a research and media
planning tool to research sites of interest, identify
sites your target audience is likely to visit, make
informed media planning decisions build media
plans.
Research individual sites; find your audience online
Enter any site to view information such as its traffic,
demographics, categories, sites also visited, keywords
searched for and advertising details.
http://www.google.com/doubleclick/advertisers/adplanner.html
© 2012 Mike Berry Associates

9. Research Tools
See what the world is searching for.
With Google Insights for Search, you can compare search volume
patterns across specific regions, categories, time frames and
properties.
http://www.google.com/insights/search/
© 2012 Mike Berry Associates

10. Segment Your Customer Database
• Recency, Frequency, Monetary value (RFM)
• Spend most time and money on your best customers
• Nurture and develop high potential customers
• Reactivate dormant customers
• Maximise customer lifetime value (LTV)
© 2012 Mike Berry Associates

11. Putting a Plan together
You need:
 An understanding of your market
 A clear view of what you’re trying to do
 Some idea of the stages required to achieve this
You should ask:
 What will success look like?
 How will you fine-tune your programme?
 What will you test?

12. Start at the beginning...
• Where are we now?
• What do we want to do?
• How can we achieve all that?
• What does that involve?
• How precisely will it all work?
• How could we do it better?

13. SOSTAC Planning framework
®PR Smith
http://www.prsmith.org/sostac.html
13

14. Situation analysis
• Customer characteristics and buyer behaviour
• Main competitors
• Positioning and challenges
• Approx. assessment of size of market
• SWOT analysis

15. Situation Analysis:
The Marketing Audit
• Takes stock of an organisation’s marketing health
• Is a launch pad for the marketing plan – encourages management
to reflect systematically on the environment and the organisation’s
ability to respond, given its capabilities
• The marketing audit has three purposes:
– Identifying the organisation’s current market position
– Understanding the environmental opportunities and threats it faces
– Clarifies the organisation’s ability to cope with environmental
demands
15
© 2012 Mike Berry Associates

16. The Marketing Audit
An organisation needs to consider:
1. Environmental variables (external audit) and
2. Operational variables (internal audit)
© 2012 Mike Berry Associates

17. The Macro Environment
• To plan, the organisation must be aware of the
external environment in which it operates
– Political factors
– Economic factors
– Social and cultural factors
– Technological factors
– Environmental factors
– Legislative factors 17
© 2012 Mike Berry Associates

18. PESTEL Analysis
of the Macro Environment
Factor Could include:
Political e.g. EU enlargement, the euro, international trade, taxation policy
Economic e.g. interest rates, exchange rates, national income, inflation,
unemployment, Stock Market
Social e.g. ageing population, attitudes to work, income distribution
Technological e.g. innovation, new product development, rate of technological
obsolescence
Environmental e.g. global warming, environmental issues
Legal e.g. competition law, health and safety, employment law
+++
© 2012 Mike Berry Associates

19. The „Micro‟ Environment
Suppliers Distributors
The Customers
Employees
Organisation
Competitors Shareholders, Luck, 2008
Creditors
Includes Key stakeholders the organisation has a two-way operational
relationship with.
The micro environment is controllable to some degree. 19

20. Competitor Analysis:
Porter‟s Five Forces Model 1979
Potential
1. Threat of new
Entrants entrants
5. Competitive
Suppliers rivalry
(Established competitors) Buyers
3. Bargaining 2. Bargaining
power power
Porter 1979, cited in
Substitutes Brassington and Pettitt, 2006
Prof Michael E
Porter
Harvard Business 4.Threat of
School Substitute products 20
http://www.youtube.com/watch?v=mYF2_FBCvXw
© 2012 Mike Berry Associates

21. Internal Audit
• Asses the organisation’s own resources and ability to
compete
• CAN use the ‘five Ms’ to assess your resources…
– Men
– Money
– Materials
– Machines
– Markets
21
© 2012 Mike Berry Associates

22. SWOT
The last section in our Situation Analysis/ Marketing Audit
• What is good?
(brand, people, customers, new markets etc..)
• What should we be concerned about?
(scarce resources, competitors, changing landscape etc.)
• Internal factors (SW)
• External factors (OT)
BE SENSITIVE, PARANOID
LEARN FROM THE PAST BUT LOOK TO THE FUTURE
© 2012 Mike Berry Associates

23. SWOT Analysis
Internal Factors
(within the
organisation’s
Strengths Weaknesses Control)
External Factors
(outside the Opportunities Threats
organisation’s
control) Dibb et al, 2006
23
© 2012 Mike Berry Associates

24. Objectives
• Set realistic goals and control effectiveness of spend
• Think “Successful Outcomes”
• Specific-Measurable-Actionable-Relevant-Time
– Financial objectives – ROI
– Tactical objectives – click-through rate, conversion
rate
• You may need to make assumptions (eg about market size and
conversion rate)
• Your assumptions will be guided by experience and results
• Next year will be easier!

25. Terminology
Business Objectives
Goals
“Sell more stuff”(BO)
really means we have to:
Metrics (a number)
1. do x*
2. improve y*
KPIs 3. reduce z*
*=GOALS
http://www.kaushik.net/avinash/web-analytics-101-
definitions-goals-metrics-kpis-dimensions-targets/

26. Resources are limited, so:
© 2012 Mike Berry Associates

27. Maybe we don‟t need more traffic?
© 2012 Mike Berry Associates

28. “Let‟s delight our site visitors”
You want more successful outcomes ie. more people
taking your required actions.
But people only do what they want to do.

29. Set Objectives
• S
• M
• A
• R
• T

30. Set Objectives
• Specific
• Measurable
• Achievable
• Realistic
• Time-bound

31. What do you REALLY (really) want?
© 2012 Mike Berry Associates

32. KPIs
http://www.youtube.com/watch?v=NCta6j5_FdM
© 2012 Mike Berry Associates

33. Choose carefully
• KPIs help to monitor progress towards a pre-
defined goal: adjust approach as necessary
• Must be metric-based
eg. increasing:
• Revenue
• Number of customers
• Brand awareness
• Customer engagement
• Conversion rates
© 2012 Mike Berry Associates

34. The SOSTAC Planning framework
Dave Chaffey
www.davechaffey.com
34
<source: PR Smith>

35. Strategy
How will we get there?
• A road map
• A plan to achieve the objectives
• NOT just the KPIs re-stated
• NOT a list of tactics
• All campaign proposals (creative, media)
should be judged against the STRATEGY (and
BUDGET)
© 2012 Mike Berry Associates

36. The SOSTAC Planning framework
Dave Chaffey
www.davechaffey.com
36
<source: PR Smith>

37. Tactics and Actions
AT LAST!
• Who’s doing what?
• To whom?
• Where?
• And when?
• Using what resources?
• How much will it cost?
• Who is responsible?
• How will we measure?
• What will we test?
© 2012 Mike Berry Associates

38. Be systematic
Acquisition
Natural Search
Paid search
Affiliate Marketing
Display Advertising
Viral Marketing
Online PR
Social Media
Podcasting
+++

39. For each channel, give marks out of 10
Acquisition Conversion Retention Branding Engagement Interaction Personalisation Tracking
Display
PPC
SEO
Affiliates
Viral
Blogs
Email
Social
Media

40. Start with one channel –
e.g. Search...
• How much can I pay per click?
• What is that spend per day?
• How many people will start a process?
• How many will complete?
• What is the conversion rate?
• Cost per outcome?
Q. What budget do you give your agency?

41. Digital acquisition plan
• What tools will you be using?
• How much will you spend?
• What are the key metrics?
• Present as a timeline
• Ensure mix is balanced to reduce risk
• Create a detailed budget...

42. Fine-tuning the programme
• What will you work on to improve the plan?
– Improving landing page/ web template effectiveness
– Follow-up email contact strategies
– Integration with offline media (direct mail)
• What will you test?
– Acquisition tools
– Search terms
– Landing pages
– Email messaging
– Offers

43. and…Action!
• Who’s doing what?
• When?
• With whom?
• What will it cost?
• Who else should be involved:
Customer Service?
Corporate Comms/ PR?
Offline marketing
Sales © 2012 Mike Berry Associates

44. Getting close and staying close
• Email Newsletters and Alerts
• Web Personalisation
• Blogs
• CONTENT
• CONTENT
• CONTENT!

45. The SOSTAC Planning framework
Dave Chaffey
www.davechaffey.com
45
<source: PR Smith>

46. Plan to measure
• SMART objectives
• Day of reckoning
• How did we do?
• How can we do better?
• By when?
© 2012 Mike Berry Associates

47. Study the conversion funnel
Why do we lose half the
people at the checkout –
are they all similar?
What type of people make
up the 8% adding a
product to a basket?

48. Obsess about funnels
• Choose a business outcome
• Conversion rate
• Drop off points (where do we lose them?)
• What do the analytics tell you?
• Build hypotheses
• Test
• Refine

49. Want more? Try RACE
SOURCE:
http://www.smartinsights.com
© 2012 Mike Berry Associates

50. And now, over to…
© 2012 Mike Berry Associates

51. Evaluate each digital tool
• SEO
• PPC
• Online Display Ads
• Social Media
• Mobile
• Email
• How good is each:
-on its own?
-in combination with others?
© 2012 Mike Berry Associates

53. SOSTAC Planning framework
®PR Smith
http://www.prsmith.org/sostac.html
53

54. Summary
• Digital marketing is ‘new’
• It’s changing fast
• We’re all learning
• Try new things
• Keep testing and learning
• Find out what works and do more of it
• Fit digital in alongside your offline activity

55. We‟re moving out!
© 2012 Mike Berry Associates

56. ?
© 2012 Mike Berry Associates

57. mike.berry@mikeberryassociates.com
uk.linkedin.com/in/mikeberrylinkedin
http://mikeberryassociates.com
http://twitter.com/mikeberrytweets