digital marketing coursemulley

Hello! Digital Marketing Strategy Thoughts on how to 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 Select the right channels for your strategy Channel Channel A Channel B Channel C Channel D Channel E Channel F Audience Investment Size/Reach Estimated Uptake Aims Matched Audiences Select the right channels for your strategy Channel Audience Investment Size/Reach Estimated Uptake Channel A Channel B Channel C Channel D Channel E Channel F Media data you will use for analysis Aims Matched Audiences Select the right channels for your strategy Channel Audience Investment Size/Reach 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 & Macro Micro There’s valuable information in both Image via David Armano, Edelman Digital Just because you can, doesn’t mean you should Numbers lie and data can mislead Quantitative The numbers mathematical and statistical information DATA! + Qualitative = The words feelings and thought based information HUMAN! Holistic View It never stops Thank you Dena Walker @curlydena dena.walker@gmail.com http://about.me/denawalker [...].. .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 The end Only joking Sort of We should focus our thinking around marketing in a world that is digital, not on digital as a separate... marketing doesn’t exist The end Only joking Sort of We should focus our thinking around marketing in a world that is digital, not on digital as a separate entity Two issues can arise when thinking of digital marketing as a separate entity We focus on things *Hat tip to Helge Tenno for the analogy This one is made of composite parts Russell Hobbs Electric Kettle Patent via The British Library This one boils