2. Summary
• Introductions
• Overview of the course
• The Changing Digital & Customer Landscape
• The Importance of Relevant Content - Always
• Web Technologies and Solutions
• Q & A
4. Introduction
• Owner of Digital Insights
– Work with clients developing online business channels
– Lecturer with DIT in MA Digital Media Technologies
– Run Diploma in Online Marketing, Sales & Digital Strategy with
DBS, Griffith College, IBAT
– Work with university incubation centres – LINC and Synergy IT
Colleges
• 12 Years working in Software Industry
– Irish and International Companies
• Developed Online Retail Business
– www.BabaBeag.ie
• 30,000 Customers over 50,000 Subscribers to email
6. Course Overview
• Week 1: Introductions and Overview of Web
Technologies and Solutions
• Week 2: Design Principles and Information Architecture
considerations
• Week3: Creating Website Specs and Ecommerce
Solutions
• Week 4: Developing a Clear Online Marketing Plan
7. Course Overview
• Week 5: Implementing Online Marketing Solutions
– SEO, PPC, Email etc.
• Week 6: Using Social Media to drive awareness, acquire
customers & retain existing clients
• Week 7: Measuring and optimising web site
performance
18. 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’.
• Business aims to be ‘get found’ by customers
• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.
19. Different types of media in the digital wo
• Owned Media – such as website
• Paid Media – such as display ads
• Earned Media – such as viral campaign
22. Various Types of Content
• Facebook/MySpace/Bebo fan pages and groups
• Videos, demos, presentations, and custom animations
• Product/service reviews
• Blog posts, reader comments and reactions
• Tweets, status updates
• E-mail newsletters
• The content and digital media on your Web site, other
microsites, partner sites etc..
• Articles and other intellectual property or knowledge sharing –
professional contributions etc.
• Whitepapers, case studies, webinars, podcasts
23. Web Strategy
• Have a clear and defined business objective for your web
presence
– Sales, Information, Lead Gen, Build Awareness, Customer
Retention
• Know exactly who your audience is – and where they
reside digitally
• Develop a content strategy for your site and digital
channels – that adds value for your customers
• Build relationships – not always selling
• Optimise and promote content across digital channels
(web, social media, offline etc.)