beginner's guide: digital marketing
Post on 12-Sep-2014
691 views
DESCRIPTION
An introduction-level learning module on digital marketing, especially in the Philippines. Please share on Twitter, LinkedIn, and/or Facebook if you found it useful! Free to use, with attribution for non-commercial purposes, no derivatives permitted.TRANSCRIPT
I N T R O D U C T I O N T O D I G I T A L M A R K E T I N G
B Y
J A S O N C R U Z
@ J S N C R U Z
Digital Marketing
Overview
Changing the Game
Evolution of Marketing
Role of Technology
Technology and Consumer Behavior
Digital Marketing
The New Marketing Mix
The Key Players
@jsncruz
Changing the Game
@jsncruz
Evolution of Marketing
Marketing in the last century.
@jsncruz
Evolution of Marketing
Digital in the Philippines.
@jsncruz
Role of Technology
Technology is at the heart of digital.
Image: media.treehugger.com/assets/images/2011/10/regenersis-phone-pile.jpg
Technological innovations – from the printing press to
broadband Internet connection – serve as triggers to new
marketing ideas and principles, and catalysts to innovative
solutions to problems.
@jsncruz
Technology and Consumer Behavior
The old journey is linear.
Trigger Exploration Choice Comparison Action Review
Source: brandalert.co.uk/problems-and-solutions/
Create a need/want for a product/service. Generate awareness.
Create a desire to learn more. Provide knowledge.
Show product proposition or value. Influence decision.
Show advantage of brand or product. Influence decision.
Generate a purchase or engagement.. Trigger interaction.
Create brand love or affinity. Generate advocates.
@jsncruz
Technology and Consumer Behavior
Digital can enter at any point.
Trigger Exploration Choice Comparison Action Review
Digital content. Social media marketing. Digital public relations.
Email marketing and CRM.
@jsncruz
Digital Marketing
@jsncruz
The Traditional Digital Brief
Purpose Typical Structure
1. Provide focus to the agency, creative team, and/or client;
2. Hold both client and agency accountable to an agreed-upon strategy; and
3. Evaluates ideas against this document to see if it “meets the brief”.
1. Finding out the target audience; 2. Finding the single-minded
message which needs to be communicated; and
3. Knowing the limitations, requirements, and parameters for an idea to be successful.
Source: teehanlax.com/blog/the-digital-brief/
@jsncruz
Problem #1 Knowing a target audience does
not help in designing the consumer experience on digital.
Problem #2 Broad definitions (which try to be
all-inclusive) result in meaningless marketing actions.
@jsncruz
The New Digital Brief
Active Consumers over Passive Ones
Consumer Personas over Target Audiences
Outcomes over Deliverables
Success that can be Measured
Consumers want to do something. They will
respond to content that engages them, not just
broadcast pieces of information to them.
The new digital brief should ask questions
which try to understand consumer behavior and
motivation.
The idea of “the consumer” cannot be
captured by vague, demographic-based
descriptions.
The new digital brief should ask questions which try to define a
persona which can best represent the audience we
want to speak to.
Consumers will not be engaged with a
deliverable, but rather an outcome/benefit that
directly influences/affects them.
The new digital brief should ask questions which try to define an
experience we want our consumer to have.
We can only create better digital marketing
campaigns by understanding the
successes and failures of a previous one.
The new digital brief should ask questions
which try to understand what should be measured,
why, and how.
Source: teehanlax.com/blog/the-digital-brief/
@jsncruz
Digital Marketing Framework
Platform Planning Platform Creation Platform Publication Analysis & Optimization
Consumers want to do something. They will
respond to content that engages them, not just
broadcast pieces of information to them.
The new digital brief should ask questions
which try to understand consumer behavior and
motivation.
The idea of “the consumer” cannot be
captured by vague, demographic-based
descriptions.
The new digital brief should ask questions which try to define a
persona which can best represent the audience we
want to speak to.
Consumers will not be engaged with a
deliverable, but rather an outcome/benefit that
directly influences/affects them.
The new digital brief should ask questions which try to define an
experience we want our consumer to have.
We can only create better digital marketing
campaigns by understanding the
successes and failures of a previous one.
The new digital brief should ask questions
which try to understand what should be measured,
why, and how.
@jsncruz
Platform Planning
1. Identification of Brand Purpose
2. Setting Goals
3. Profiling the Audience
4. Psychographic Segmentation
5. Keyword Research
6. Technographic Segmentation
@jsncruz
Platform Planning Identification of Brand Purpose
“It’s [brand purpose] a description of the company’s character. To some extent, it’s a mission; it’s how the company creates and delivers value. Also, it’s the feeling the company conveys to its stakeholders.”
- Bill Marsh, Jr.
Source: billmarshjr.com/a-brand-is-a-promise-3-great-examples-of-strong-brands-that-make-strong-promises/
@jsncruz
Platform Planning Identification of Brand Purpose
What is NOT Brand Purpose Sell more soda.
Provide the best soft-drink experience. Own the soda space online.
What IS Brand Purpose “To inspire moments of optimism and
uplift.”
@jsncruz
Platform Planning Setting Goals
Three Principles
1. Digital’s role in the marketing plan may or may not directly affect actual sales.
2. Digital can trigger the final decision-making action.
3. The best goals are as specific as possible.
Examples
1. “Increase in-store visits by 20%.”
2. “Generate 15% more online inquiries.”
3. “Boost event attendance by 20%.”
@jsncruz
Platform Planning Profiling the Audience
Demographics Purchasing Behavior
Buying Patterns Response Rate to Previous Marketing
Activities
Helps guide content, communication message,
and strategy.
Source: gigaom2.files.wordpress.com/2014/01/screenshot-2014-01-21-08-02-22.png/
Sample demographics chart on active users for top social platforms, divided
by age.
Charts and tables are great ways of displaying audience profile data.
@jsncruz
Platform Planning Psychographic Segmentation
Activity, Interests, Opinions (AIO)
Consumer Values
Attitudes General Behavior
Components of Psychographic Segmentation
Helps guide the marketing campaign’s message. It also
helps determine “why consumers do what they do,
when they do.”
Identifying two other variables – consumer purchase data and share of wallet – will help guide a brand tailor-fit a marketing campaign’s
message to the consumer who is most likely to engage with it or commit (be influenced) to a purchase.
@jsncruz
Platform Planning Keyword Research
Helps guide the marketing campaign’s search engine marketing efforts, digital media strategy, and even
the specific terms to be used for digital content (such as
websites or social media assets).
Sample word cloud on the search term “basketball”. Note the related words which appear on the cloud; this shows actual terms used in relation with the keyword
chosen.
Source: glenncrocker.com/wp-content/uploads/2010/09/missing-words.png/
@jsncruz
Platform Planning Technographic Segmentation
“…referred to as 'technographic'... which focuses on the motivations, usage
patterns, attitudes about technology... as well as measures of a person's fundamental values and lifestyle
perspective."”
- Journal of Advertising Research (Volume 28, No.2, April/May 1988:pg 38
@jsncruz
Platform Planning Technographic Segmentation
Digital Channels Proportion of Digital Channels’ Usage
Visited Websites Digital Devices Owned Digital Devices Used
Digital Trends (ex. Web Videos)
Helps create a more robust channel-planning and
content strategies, respectively.
Favored Information Sources Favored Digital Influencers
Favored Blogs or Opinion Sites
Attitude towards Competition Attitude towards Competition’s Content
Helps decrease risk of being ignored once digital campaign goes live.
Helps understand what they think/feel about your
brand.
Helps identify competitor’s strong and/or weak points
on digital.
@jsncruz
Platform Creation The Value Proposition
“An analysis or statement of the combination of goods and services offered by a
company to its customers in exchange for payment.”
- businessdictionary.com/definition/value-proposition.html
Simply put:
“Why should I buy your product?” “Why should I use your services?”
@jsncruz
Platform Creation The Value Proposition
Unique Product Price Point Convenience Problem Ownership
Differentiating one’s product or service from
the competition, or providing an entirely new
value to the consumer.
Enabling one’s product or service to either be the most affordable for the consumer, or the most
value-for-money.
Providing a product or service which reduces consumer-side “pain”,
with minimal modifications to current
practices.
Identifying a problem and creating or providing an effective solution to it.
Luxury cars Money transfer Fast-food delivery Online banking
Four fundamental value propositions.
@jsncruz
Platform Creation The Big Idea
“The Big Idea is an umbrella idea that delivers the single-minded proposition.”
- Pat Law, goodstuph (2009)
@jsncruz
Platform Creation The Big Idea
Incubation Period Collaboration
Rushing a Big Idea usually leads to a sub-standard
one being produced. Allowing ideas to form
over some time allows for fresh insights to come.
Giving time to play around
with an idea will let it develop.
Getting new or fresh eyes involved in a project is a
technique called “conceptual blending”.
Conceptual blending
works because distantly-related individuals (to a
project or idea) can make connections that those
immersed in said project may not be able to do so.
Source: copyblogger.com/big-idea-marketing/
Coming up with a Big Idea.
@jsncruz
Platform Creation The Customer Journey
Describes the customer experience at
touch-points
Planned from start to finish
Every step is guided, from start to finish
Touch-points involve the customer’s senses
and emotions
The Ideal Customer Journey
The customer journey is not necessarily a linear, A-to-B journey. It can be a story with depth, perspective, and experiences.
@jsncruz
Platform Creation The Customer Journey
Awareness Research Purchase Out-of-the-box
Actions or Activities
• Membership expires. • Saw a sponsored post on
Facebook. • Saw an Instagram image
through a hashtag.
• Searched for reviews on Google.
• Read fitness blogs and articles online.
• Compared prices on brochures.
• Emailed inquiries to competitor’s website.
• Created a comparison table.
• Can start using facilities immediately.
• Gets complimentary trial membership for a friend.
Motivations
• Self-image. • Self-confidence. • Health and fitness.
• Wants location to be near either home or office.
• Wants “the best possible gym”.
• Free first month membership.
• Zero-interest installment rates.
• Unlimited membership freezing during holidays and vacations.
• Referral perks (i.e. free one month per referral).
Questions
• Do the programs suit my lifestyle and fitness levels?
• What is the difference between this gym and others?
• What do other people think about this gym?
• What do fitness bloggers say about their programs?
• Does the gym accept payment in installments?
• Are there hidden fees? • Do they accept my credit
card provider?
• Is there customer support for account problems?
• Is it easy to upgrade or downgrade membership terms?
Barriers
• Status quo (stay with the old gym).
• No budget to move to a new gym.
• Unfamiliar with the programs or trainers.
• Little to no reviews available online.
• Little to no social media presence.
• Competitors have better reviews online.
• Too expensive compared with others.
• Inflexible payment terms.
• No money-back guarantees.
• Gym equipment are below par.
• Trainers and programs are ineffective.
• Competitors have better programs or trainers.
Sample customer journey (gym).
@jsncruz
Platform Creation The Creation Process
Research on Customer’s Digital
Profiles
Specific Media Data to Confirm Channel
Insights
Reviewing digital habits will help in identifying
digital habits of the consumer.
This will give more helpful
assumptions and estimates on where to be
present, and how, on digital.
Reviewing data on assumptions will help in
creating the strongest possible strategies.
This also ensures that a
digital campaign is grounded on facts and
numbers.
Source: was-sg.wascdn.net/wp-content/uploads/2014/01/Slide0093.png
Sample data which reflect digital habits of consumers.
@jsncruz
Platform Creation The Content Calendar
Example Campaigns Jan Feb Mar Apr
Email Campaigns
Announcement of a free webinar.
Registration deadline reminder.
Social Media Posts
Facebook Content Call to visit website
Twitter Content Call to join a promo
Digital PR Posts
Seeded Blog Post
Online Article
Web Videos YouTube
Digital content calendar.
@jsncruz
Platform Creation The Content Calendar
Day Date Facebook Twitter Instagram Theme
Monday June 9
Kick-off the week with a quick kettlebell class at the BGC branch today!
Need a 15-minute workout? Check out our weekday schedules here: [link]
15 minutes is all you need to get fit on a Monday!
Campaign 1
#kettlebell #fitness #kettlebell #fitness #gym #health #workout #kb #strength #conditioning #training #athlete
Tuesday June 10
Copy Copy Copy Campaign 2
Image Image/Hashtags Image/Hashtags
Wednesday June 11
Copy Copy Copy Campaign 1
Image Image/Hashtags Image/Hashtags
Social content calendar.
@jsncruz
Platform Publication Create the Message
Visuals Message
• Prepare several studies; allow for testing with different groups to gather reactions.
• Identify local- or community language, relevant with the online audience of the brand.
First-time tips.
@jsncruz
Platform Publication P.O.E.M.
Paid Owned Earned
Print, television, radio, magazines,
movies/cinema, banners, direct mail, SEM, paid media, in-store media.
Communicates with
strangers (to the brand).
Brochures, retail stores, company website, e-
commerce website, mobile application, social media
assets.
Communicates with customers.
Word-of-mouth, social media mentions (through social networking sites),
online articles, blogs, user-generated content.
Communicates to
advocates and fans.
Paid, Owned, and Earned Media.
Source: theviewfromhere.ca/
@jsncruz
Platform Publication P.O.E.M.
Paid Media (digital).
Source: searchengineland.com/guide/what-is-sem/
Search Marketing Display Marketing
Search marketing is the process of gaining traffic and visibility from search engines through both paid
and unpaid efforts.
It comprises of two elements: Search Engine Optimization (SEO) and
Search Engine Marketing (SEM).
Display marketing is the serving of visual
marketing materials and advertisement (banners)
on websites.
Standard format display marketing is often
measured in CPM (cost per mille).
Sample search marketing results.
Sample display marketing results.
@jsncruz
Platform Publication P.O.E.M.
Owned Media (digital).
Source: en.wikipedia.org/wiki/Mobile_marketing/
Website Mobile
A business’ website typically holds all of a
product or service’s online content. It may also serve
as the company’s e-commerce platform.
A well-developed website is often the result of both
engaging content and well-managed SEO.
Mobile marketing is “…any marketing activity
conducted through a ubiquitous network to which consumers are constantly connected
using a personal mobile device.”
- Andreas Kaplan (2012)
Sample website with e-commerce component.
Sample mobile marketing execution, a mobile application.
@jsncruz
Platform Publication P.O.E.M.
Earned Media (digital).
Social Mentions Digital PR
Social mentions are provoked and unprovoked
conversations on social space that concern a
business or its interests.
Social mentions are gathered through social
listening.
Digital PR are articles and publications, seeded or
otherwise, which are publicly consumable, discoverable through search, and concern a
business or its interests.
Ex. Blogs, news articles.
Sample social mentions on Twitter.
Sample digital PR article, a blog.
@jsncruz
Analysis and Optimization Achieving Digital Targets
Generate Awareness Generate Leads Create Buzz
Website Goal Strengthen online and
offline advertising.
KPI X% increase in traffic
Sample Target 10,000 new monthly visits
Website Goal Capture consumer
information (emails, etc.)
KPI Y% converted responses
Sample Target 100 new monthly
subscribers
Website Goal Engage online community
through online/offline events
KPI
Z% increase in engagement (loyalty)
Sample Target
50% repeat website visitors
Three major objectives on digital.
@jsncruz
Analysis and Optimization Sample Email Marketing Sales Funnel
SENT
800,000 emails
DELIVERED
760,000
OPENED
228,000
CLICKED
45,600
CONVERTED
9,120
REPEAT
Initial investment.
95% delivery success.
30% open rate.
20% click rate.
20% converted rate.
Assuming P100 per converted lead; net
income is P912,000.
@jsncruz
The New Marketing Mix
@jsncruz
The New Marketing Mix The 4Ps
Purpose People Personal Perception
Show the character and story of the business.
Show the consumer WHY you do what you do.
Show how the product or service will change the life of the consumer, and tell
that story.
Show how the consumer would feel in the presence of your product, service,
or company.
Show how you can influence how consumers feel and think about your
product, service, or brand.
Personal computing Social gaming Airline Coffee mixes
Four new marketing principles.
Source: thestoryoftelling.com/the-new-marketing-mix-4-different-ps/
@jsncruz
The Key Players
@jsncruz
Key Digital Platforms Creating a Strong Digital Presence
Website Social Media Mobile Web Videos
The website is still a business’ most flexible and
most long-term digital asset and should ideally form the backbone of all
digital executions.
Sample Key Metrics Visitors, bounce rate,
average time on site, web pages per visitor
The business’ social media assets are the primary
engagement hubs of any digital campaign, and
should leverage on listening to social
conversations to gain insights on content and
trending topics.
Sample Key Metrics Community growth,
overall engagement rate, engagement rate per post,
impressions generated
A mobile application is an extension of a brand’s website (in a way, as it
serves digital content) as well as provide potential
(usually more convenient) solutions to consumer
problems.
Sample Key Metrics Downloads, daily usage,
positive reviews
Web videos are rich, easy-to-share content which have longevity (unlike
television advertisements) and may be used
repeatedly, as well as directly gain engagement
(through social interaction).
Sample Key Metrics Views, comments, shares,
digital PR- and social mentions
Four major platforms.
@jsncruz
Thank you!
I N T R O D U C T I O N T O D I G I T A L M A R K E T I N G
B Y
J A S O N C R U Z
@ J S N C R U Z
J A S O N C R U Z 2 3 8 8 @ G M A I L . C O M