digital marketing strategy 101
DESCRIPTION
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works. I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.TRANSCRIPT
Hello!
Digital Marketing Strategy
Thoughts on how to do it and not c**k it up
Dena Walker | @curlydena
Who the hell am I? I’m a strategic planner at a brilliant ad agency in town. I’m also a lecturer in marketing. Mostly, I am just someone that loves marketing when it’s done right and is lucky enough to get to share her opinions on what that means, as well as her thoughts on how to make it happen more often.
To prove it, here’s me looking all professional and “thinky” somewhere
What is marketing?
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
- Chartered Institute of Marketing
“Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.”
- Kotler & Armstrong
“The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”
- Kotler & Armstrong
Marketing is creating things of value in order for people to trade what they value in return.
- Me
So what is digital marketing?
Marketing is creating things of value in order for people to trade what they value in return.
Marketing is creating things of value in order for people to trade what they value in return.
But that’s the same!
The real world and the digital world are not separate things
=
Digital marketing doesn’t exist
The end.
Digital marketing doesn’t exist
Only joking. Sort of. We should focus our thinking around marketing in a world that is digital, not on digital as a separate entity.
The end.
Two issues can arise when thinking of digital marketing as a separate entity
things*Hat tip to Helge Tenno for the analogy
We focus on
Russell Hobbs Electric Kettle Patent via The British Library A Russell Hobbs Electric Kettle (via Jenny - BlinkClick on Flickr)
This one is made of composite parts
This one boils water so I can make tea
We focus on execution and call it strategy
What is a strategy?
Diagram by Mike Arauz
Diagram by Mike Arauz
Your overall objective
Diagram by Mike Arauz
Your overall objective
The intermediate steps towards it
- your strategic aims
FocusBroad
FocusNarrow
InvolvementShort Term
InvolvementLong Term
Consumer Journeye.g. Awareness
Consumer Journeye.g. Conversion
Clarifying your aims
Source: RedAnt
Woah there, Nelly! Hands up who started thinking about channels...
Beware the shiny!
Start with people
Image via Austin_S on Flickr
It’s not enough to just communicate a product’s benefits and features as if they’re motivating.
There’s parity almost everywhere, and if it’s not there now it will be soon enough.
So what!
Emotion Reason10x
Emotion Reason
Action Conclusion
Emotion Reason
Action Conclusion
Justification
No!
Image via Sarans on Flickr
Remember that mountain?
People are your mountain and you need to understand them to conquer it
Personas
Image via Canned Tuna on Flickr
Graffiti Artists Harajuku Girls Stray Cats
Sushi Chefs Stormtroopers Hurlers
Thanks to the world’s best mentor, Interactivemark for this exercise
Where’s the insight?
Insight versus observation
Use what you have discovered to focus your thinking
Business Issue/Opportunity
Target Audience
Insight
Desired Behaviour Change
Communications Idea
Strategy
Consumer Journey 3
Use what you have discovered to focus your thinking
Business Issue/Opportunity
Target Audience
Insight
Desired Behaviour Change
Communications Idea
Consumer Journey 2Consumer Journey 1
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Evaluation
StrategyExecution
FocusBroad
FocusNarrow
InvolvementShort Term
InvolvementLong Term
Consumer Journeye.g. Awareness
Consumer Journeye.g. Conversion
Clarifying your aims
Remember this?
Reference Aim Focus Consumer Journey Involvement
A1
A2
A3
A4
A5
A6
A7
How will you tackle that mountain?
Reference Aim Focus Consumer Journey Involvement
A1
A2
A3
A4
A5
A6
A7
The steps you will take to reach your
goal - macro level, not executional
How will you tackle that mountain?
Reference Aim Focus Consumer Journey Involvement
A1
A2
A3
A4
A5
A6
A7
The steps you will take to reach your
goal - macro level, not executional
How will you tackle that mountain?
Where your aims sit on
each spectrum
Channel Planning
Media landscape continues to evolve at rapid pace
“Old media” is not dead, so stop saying it is
23 minutes
3 hours and 37 minutes
Time spent each day
Source: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson 2012
Hours spent each week
Source: Irish International BBDO. Channel Planning Reality Check. September 2012
Technology has had a significant impact on how we consume media
Source: Irish International BBDO. Channel Planning Reality Check. September 2012
More likely to prompt people totalk about topic, brand, news story
Less likely to be a source of info
Less likely to prompt to talk
More likely to be a source of info about a topic, brand, news story
What triggers our conversations?Today’s consumer - Over 50s
TV
Email marketing
Outdoor
Social networks
Otheronline
Blogs
Radio
Newspapers
Community groups
Source: Irish International BBDO. Channel Planning Reality Check. September 2012
More likely to prompt people totalk about topic, brand, news story
Less likely to be a source of info
Less likely to prompt to talk
More likely to be a source of info about a topic, brand, news story
What triggers our conversations?Tomorrow’s consumer - under 25s
TV
Email marketing
Otheronline
Blogs
Radio
Newspapers
Community groups
Social networks
Outdoor
Mobile is driving the convergence
It’s getting harder to hold people’s attention
We have a wealth of choice when it comes to channel planning
To do it well we have to understand not just which channels our audience use, but also how they use them
PaidOwnedEarned
Don’t be disingenuous and obsess over this oneIt’s not a silver bullet
Select the right channels for your strategyChannel Audience
Size/Reach Investment Estimated Uptake
Aims Matched Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Select the right channels for your strategyChannel Audience
Size/Reach Investment Estimated Uptake
Aims Matched Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Media data you will use for
analysis
Select the right channels for your strategyChannel Audience
Size/Reach Investment Estimated Uptake
Aims Matched Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Media data you will use for
analysis
Making sure it dovetails into your strategy
Evaluation
What are your benchmarks?
Establish a “state of the nation” view that serves as your starting point
These will help you to identify where you want the business to get to in quantifiable terms
Market share, %ge sales growth, affinity, Net Promoter Score, frequency of purchase...
What’s your return on investment?
Vanity metrics are just that
MacroMicro&
Image via David Armano, Edelman Digital
There’s valuable information in both
Just because you can, doesn’t mean you should
Numbers lie and data can mislead
Quantitative Qualitative Holistic View
The numbers mathematical and
statistical information
DATA!
The wordsfeelings and
thought based information
HUMAN!
+ =
It never stops...
