A basic introduction to digital marketing and creating digital marketing plans, for a PM Forum Ireland seminar.

1. Digital marketing plans:
Implementation in practice

2. Digital Marketing - Intro
• Should you be on Facebook?
• Are you blogging or Tweeting?
• What is Web 2.0?

3. Digital Marketing
Digital Marketing
Channels
Branding
Technology Customer Insight
DM Strategy Communications
Planning & E-Marketing
Implementation CRM & Database
Management

4. What is Digital Marketing
• How does Digital Marketing drive
business value?
• What are DM tools?

5. PushvsPull Marketing

6. “Most firms view digital
marketing as a new way
to market, rather than a
new way of improving
their marketing”

7. Digital Marketing - Process

8. Digital Marketing Tools
Online
SEO
Analytics
Social Media PPC
Podcasting Blogging
E-Mail
Marketing

9. Get Found
 Create Compelling Content
CREATE
 Content remains „King‟
CREATE
 SEO
OPTIMISE
 SEM
OPTIMISE
 SOCIAL MEDIA
PROMOTE
 LinkedIn / Facebook / Twitter
PROMOTE
* Place your footnotes / notes here

11. Digital Marketing Plan
Search
Pay Per Click Banner Social Affiliate E-Mail
Engine Podcasting Blogging
Marketing Advertising Networking Marketing Marketing
Optimisation
Pay Per Click
Podcasting
Marketing
Search
Social E-Mail
Engine Blogging
Networking Marketing
Optimisation

12. Social Media

13. Social Media – WHY?
1. Start the conversation
2. Interesting, Relevant and up to date
information
3. Extends your digital reach
4. Promotes you, your services and website
5. Your customers are already there!!

14. Integrate with:
Blog
Twitter
Slide Share
Reading Lists

15. LinkedIn Companies

19. Facebook Advertising

20. Promote Your Social Networks

21. CONVERT

22. Calls to action ... VEPA

23. Analyse

24. Measurement & Metrics

26. Analyse
• Bounce rates
• Time spent on page / site
• Pages viewed per visit
• Conversion Rates – Goals Achieved
(download, signups, register, apply, forms)
• Search Engines
• Referring Sites

27. Trend watching

28. Don‟t Forget your e-mail stats ...

30. Digital Marketing Plan
 Poor Digital Marketing Focus
DM SWOT
SWOT Analysis  Clients Unaware of Service Range
 Niche Specialism‟s to differentiate us
Placeholder
 Get Found – Create, Optimise, Promote
DM Objectives &  Convert
Priorities
 Analyse
Concentrate on those tools that can deliver the most appropriate tools for
your sector and audience.
SIMPLE – CONCRETE – MEASUREABLE - ACHIEVABLE

31. Digital Marketing Plan
• Devise a Digital Marketing Strategy
• Identify Measurable and realistic goals
• Understand the range of Digital Marketing
• Tools
• and finally... walk before you WIKI!

32. DM Planning Matrix

33. “There is more similarity in
the marketing challenge of
selling a precious painting
by Degas and a frosted
mug of root beer than you
ever thought possible.”
A. Alfred Taubman

34. Marketing likes to do
what it did yesterday
and what everybody
else is doing ...
Raphael O‟Donoghue
rafeod@gmail.com