encendo helps you understand how your digital marketing activities will impact your end objective. Francis Mac Aonghus, Head of Online at encendo, explores the principle of a digital marketing strategy.

1. A DIGITAL STRATEGY

2. FRANCIS MAC AONGHUS
francis@encendo.co

3. DIGITAL MARKETING BIGGEST CHALLENGES SOURCE :
CONNECTOR.IE
KNOWLEDGE & TALENT
CONVERTING LEADS
BRAND AWARENESS
STRATEGY & CREATIVITY
LEAD GENERATION
MARKETING AUTOMATION
40%
36%
36%
32%
20%
12%

4. DIGITAL CHANNELS WITH BIGGEST IMPACT
SCORED 1 - 10
SOURCE :
CONNECTOR.IE
5.6 5.8 6 6 6.2
6.8
7.2
Display Ads Display PR PPC Ads Mobile Ads SEO / SEM Video Social Media

5. MARKETING BUDGET SPEND ON DIGITAL
16%
12%
8%
16%
28%
20%
SOURCE :
CONNECTOR.IE
75% - 100%
50% - 75%
30% - 50%
20% - 30%
10% - 20%
0% - 10%

6. A digital strategy is a plan to
accomplish something with the
benefit of digital tools.

7. Plans require a why, who, what,
when, where, and how.
a plan

8. An objective has to be
measureable and actionable.
accomplish something

9. What is digital and what are the
benefits?
benefit of digital tools

10. FIGURE OUT
WHERE YOU
ARE AT
WHY ARE WE
GOING TO DO
THIS
WHAT ARE
YOU TRYING
TO DO
WHAT IS OUR
ROADMAP
LET’S GET
THINGS DONE
HOW ARE WE
GETTING ON

11. SOURCE :
SIMON SINEK
PEOPLE DON’T BUY WHAT YOU DO
THEY BUY WHY YOU DO IT
DIGITAL STRATEGY

12. KNOW YOUR AUDIENCE
DEVELOP A CONTENT STRATEGY
OPTIMISE AND PROMOTE
BUILD A RELATIONSHIP
DEFINE THE BUSINESS OBJECTIVES
DIGITAL STRATEGY

13. SMART
DIGITAL STRATEGY

14. MICRO MOMENTS SOURCE :
GOOGLE
IMMEDIATE ACTION
DEMAND FOR RELEVANCE
LOYAL TO NEEDS

15. MEASURE ALL MOMENTS
DELIVER ON NEEDS IN THE MOMENT
MICRO MOMENTS SOURCE :
GOOGLE
IDENTIFY KEY MICRO MOMENTS

16. MICRO MOMENTS SOURCE :
GOOGLE
PEOPLE EVALUATE PURCHASE
DECISIONS IN THE MOMENT
of smartphone users turn to their phone to
influence a purchase decision while in a store
82%
PEOPLE SOLVE UNEXPECTED
PROBLEMS IN THE MOMENT
PEOPLE PURSUE BIG GOALS
IN SMALL MOMENTS
of smartphone users are more likely to take action
right away to solving an unexpected problem
62%
of smartphone users have used their phone to
make progress toward a long term goals while
“out and about”
90%
PEOPLE TRY NEW THINGS IN
ROUTINE MOMENTS
of smartphone users turn to their phone for
ideas while doing a given task
91%

17. 1
MICRO MOMENTS
MAKE A
MOMENTS
MAP
2
UNDERSTAND
CUSTOMER
NEEDS IN THE
MOMENT
3
USE CONTEXT
TO DELIVER
THE RIGHT
EXPERIENCE
4
OPTIMIZE
ACROSS THE
JOURNEY
5
MEASURE
EVERY MOMENT
THAT MATTERS

18. It is not about specific tools, but
about how your customers
behave online

19. BUILDING RELATIONSHIPS

20. 2-5
TIMES
Using marketing
personas made websites
more effective by
14%
Personalised
emails improve
CTR by
10%
and Conversion
Rates by
18
TIMES
and drive more
revenue than a
broadcast email by
x2
Behaviourally targeted
ads increase
effectiveness
BUILDING RELATIONSHIPS

21. FOCUS GROUPS
ANALYTICS
MULTIPLE CHOICE SURVEYS
INTERNAL DATA
BUILDING RELATIONSHIPS

22. EXPLORATION
DECISION
MAKING
PURCHASE DIGITAL PLAN
BUILDING RELATIONSHIPS

23. Search engines, social networks, publishers and
blogs
Your web site, blog, community and
interactive tools
E-commerce process, product, price and
promotion
Customer advocacy
1
2
3
4
DECISION MAKINGBUYER STAGE :
EXPLORATIONBUYER STAGE :
PURCHASEBUYER STAGE :
ADVOCACYBUYER STAGE :
REACH
ACT
CONVERT
ENGAGE

24. CHEMISTRY
USE EMPATHY
THINK USER
COMMUNICATE
BROADCAST TO PERSONAL
BUILDING RELATIONSHIPS

25. DEVELOP YOUR CONTENT
CONTENT GOALS
WHO IS MY AUDIENCE
WHAT INFORMATION DO I WANT TO SHOW
WRITING STYLES
BUILDING RELATIONSHIPS

26. Website
Search Engine
Optimisation
Online PR /
Social
Email Marketing
/ CRM
Paid Advertising
Convert

27. MEASURE

28. MEASURE
• Measure
• Collect
• Analyse
• Report

29. WHY MEASURE
• Return on Investment
• Customer Data
• Hot Products and Services
• Company Policies
• Influence business decisions
• Targeted Advertising
• Marketing Automation

30. EMAIL METRICS
• Sent
• Opens
• Open Rates
• Clicks
• ClickThrough Rates
• Bounced
• Unsubscribes

31. SOCIAL METRICS
• Reach
• Followers
• Likes
• Dislikes
• Engagement
• Shares
• Sentiment

32. PAID ADVERTISING METRICS
• Impressions
• Frequency
• Clicks
• ClickThrough Rate
• Cost Per Click

33. WEBSITE METRICS
• Sessions / Users
• Pageviews / Pages per Sessions
• Session Duration
• Bounce Rate
• Exit Rate

34. WEBSITE METRICS
• Conversions
• Conversion Rate
• ROI
• ROAS
• Funnel Conversion Rate

35. MEASURE
• Know what to measure
• Ensure you have the right tools in place
• Present the stats in an understandable
format
• Benchmark
• Share it
• Use it

36. FRANCIS MAC AONGHUS
francis@encendo.co