The document provides an overview of digital marketing planning from ITAA. It discusses key components of a digital strategy including objectives, audience, and content strategy. It covers digital tactics like content marketing, social media, SEO, PPC and email. The planning process involves defining goals and audiences, creation of tactics, implementation, and evaluation. Case studies are also presented on topics like social media, PPC and local search.

1. ITAA Digital Marketing Planning Session Keith Feighery

2. Overview Components of Digital Marketing Programme Changing Digital Landscape to Consider Differentiated Digital Media Mix Content & Inbound Marketing Digital Strategy and Planning Planning, Creation, Actualisation, Evaluation Case Studies Questions and Answers

3. Core Components of Digital Strategy

5. Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…

6. Know exactly who your audience is – and where they reside digitally

7. Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences

8. Develop a content strategy for your site and digital channels – that adds value for your customers

9. “Whats in it for me” – always from the customer perspective

10. Use customer lexicon – not yours

11. Build relationships – not always selling

12. Funnel marketing, top of mind, inform, educate and entertain

14. The Changing Digital Landscape

15. Traditional Marketing Vs Social Engagement

16. Where is everyone?

18. Social Media Landscape

19. Businesses & organisations must embrace a more social engagement because it is happening with or without them

20. Social Media is Here to Stay

21. Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer

22. Marketers must understand the dynamic of communities

23. Differentiated Digital Media Model

24. Differentiated Digital Media Model Owned Media – such as website Paid Media – such as PPC or Display ads Earned Media – such as viral campaign

25. Digital Marketing Media Mix

26. Content & Inbound Marketing

27. Hubspot – Inbound Marketing Company view

28. Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace. Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: New and emerging approach – can also be referred to as ‘pull messaging’. Develop relationships with prospectives Findability – create a digital footprint that ensures you are found Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.

29. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, mobile applications, digital conversations/interactions etc. Brands/Businesses are becoming publishers and media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement

30. Case Study

31. HostelWorld

32. Inbound Marketing Advantages

33. Advantages Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones) Once started, provides an ongoing process and framework to control and publish valuable information

34. Digital Strategy

35. Digital Strategy & Planning Source RedAnt.co.uk

36. Digital Strategy Framework

37. Digital Marketing Process Source eConsultancy

38. Planning Phase

39. Planning Define business objectives Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc.. Identify and communicate to key stakeholders (buy-in) Listening to what is being said about brand currently Define audience and break down into key segments Influencers, Advocates, Personas Demographics, Psychographics, SocialGraphics etc. Audience locations and value of each audience segment Where do the reside digitally, what are their preferences, how do they consume media, what are preferred formats Aligning brand with digital strategy What is the tone, voice, perception currently presented

40. Goals and Audience Location Analysis Source RedAnt.co.uk

41. Creation Phase

42. Creation Once strategy, audience, locations are known Start conceiving, designing and creating tactical solutions Identify themes, channels, tone, aims for each tactical channel and initiative PPC, Social Platforms, SEO, Email, Lead Gen etc… For B2B business map out buyer and sales cycles Align marketing and sales organisations Create internal procedures and best practices for social channels Initiate a content marketing production programme Map this out along with personas and buyer cycles Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)

43. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

44. Actualisation Phase

45. Actualisation Real-time implementation of each channel, campaign and platform Engaging and interacting with your audiences Reacting to issues and tweaking campaigns as they proceed live Constantly compare performance with projected KPIs created during the previous phases Create a cross functional communications feedback loop to resolve all issues and update status Capture all lessons learnt in a repository in order to feedback into an improvement process

46. Actualisation Core Elements

47. Pay Per Click Advertising

48. PPC Overview Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Trellian.com, Google keywords tool Create the PPC accounts Google, Bing, Yahoo Divide the main account into sub campaigns and groups Enables highly targetted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

49. PPC Tips Match your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Tool Wordstream Keyword Spy Market samurai Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion

50. PPC Case Studies

52. Crystal Ski

56. Tropical Sky

58. Keycamp

60. Australian Sky

61. Search Engine Optimisation

62. Top 5 Ranking Factors Keyword Focused Anchor Text from External Links 73% very high importance External Link Popularity (quantity/quality of links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains 66% very high importance

63. Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance

64. SEO Case Studies

66. Sunway - Thailand

68. Sunway.ie - Egypt

70. Select Camp

72. AustralianHolidays.ie

74. Inghams.ie

77. Local Search

78. Skytours – Google Places

79. Club Travel Google Places

80. Social Media Campaigns

81. Challenge now is to build engaging digital and social strategies aligned with clear business objectives

82. Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Prepare internal organisation for impact of social media Identify stakeholders and task them with ownership Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Revise approach and campaign based on feedback Roll-out on different platforms and business areas incrementally

83. Implementing a social media programme Benchmark existing stats Current site statistics - PPC and Organic Search Twitter followers, Facebook fans, Digg Links, existing traffic etc.. Quantify ROI benchmarks – customer acquisition, advertising spend per channel Design and develop the campaign Decide on channels Stakeholders Expectations Pilots Revision points Monitoring process Engagement process Measure Impact of the Programme

84. Travel Agency Case Studies

85. Tour America

86. Club Travel

87. Cassidy Travel

88. SkyTours

89. Social Media - Facebook Pages

91. Social Media – Twitter Accounts

93. Email Marketing

94. Email Applications

95. Best Practices Create segmented targeted lists Optimise and test subject lines, time of delivery, from addresses, email copy etc.. Deliverability Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records Clear Calls to Action Ensure clear to customer what next step is Share with Social Network Make it easy to share email content with networks Integrate with CRM system Segment Database, Dynamic Contents

96. Best Practices Organic Opt-in List Growth Don’t buy lists – when people unsubscribe – ensure they are Remind recipients why they are receiving mails Be relevant and provide value not marketing messsages Frequency Think relevancy – ALWAYS be cognisant of SPAM Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Fresh brand centric design

97. Measurement Process - Key Performance Indicators

98. At Planning Stage Projected Metrics that Constitute Success Should be Established – and Measured in the Actualisation Phase

99. KPIs Key Performance Indicators Measures that help you understand how you are doing against your business objectives KPIs are more than metrics (which typically measure a specific quantitative elements but on its own don’t infer clear business intuition Examples of KPIs Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs

100. Typical Key KPIs Number of Sales and Conversions Cost per Lead, Cost per Sale Abandonment rates Average order size (ecommerce apps) CPA / Customer Lifetime Value Average Revenue Per User Returning (Frequency) & Recency Rates

101. Metrics

102. Metrics Online Traffic Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates Levels of interaction Comments left by users, number of Retweets, number of Fans on Facebook pages, numbers of @comments in twitter, number of subscribers through email and RSS Leads/Conversions create measurable and trackable conversion points in your sales funnel – sign up for newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc. Search Engine Optimisation links from blogs, trackbacks, comments left in blogs, views of embedded digital content that you provided, Digg links

103. Evaluation Phase

104. Evaluation Feedback loop Implement a continuous learning and improvement framework All findings and experiences should feed into subsequent phases, campaigns and initiatives Refine reporting process Improve ROI metrics in their broadest sense Continue to get communicate internally of sucesses Educate management through correlation of digital and business goals

105. Questions & Answers

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

107. Thank You