Digital Marketing 101 How to enter the RACE! Glen Coulthard School of Business

Transcription

1 Digital Marketing 101 How to enter the RACE! Glen Coulthard School of Business

2 ABOUT GLEN

3 ABOUT SIMILARS P E R S O N A Devices: Desktop (50%), Laptop (25%), Tablet (10%), Phone (15%) System: Windows (60%), Linux/Ubuntu (15%), and Android (25%) Purchases: Places order every 2 weeks, $150 average value Behaviour: Thursday evening, if >35% discount & free shipping Social: Content curator; modest # of followers and Klout score

4 TRADITIONAL TRANSFORMATION VS. DIGITAL OF MARKETING Marketing Mission Customer Intelligence Mechanics & Tactics Decision- Making THEN Represent the company Finding customers Mass advertising Demographic Point in time interrupts Few, isolated channels 3 rd party data (Nielsen) Intuitive decision-making NOW Represent the customer Being found by customers 1:1 targeting Behavioral Continuous relationships Numerous, integrated channels Owned, big data Fact-based decision-making

5 TRADITIONAL KEY BENEFITS OF VS. DIGITAL Lower Costs Global Reach Access Digital Products Personalization Customization Community Building Marketing Automation Better Conversion Rates

6 TRADITIONAL TECHNOLOGY VS. TRENDS DIGITAL Canada 94% (saturation) >70% have purchased online!

7 TRADITIONAL TECHNOLOGY VS. TRENDS DIGITAL N.A. 9%; Canada 1%

8 TRADITIONAL TECHNOLOGY VS. TRENDS DIGITAL Canada s SmartPhone Penetration Rate 68%

9 TRADITIONAL TECHNOLOGY VS. TRENDS DIGITAL In N.A., nearly 33% own a Smartphone, Computer, and Tablet

10 CONSUMER TRENDS

11 CONSUMER ENGAGEMENT Creators Publish a blog or website, upload videos and music, write articles Conversationalists Continuously update their status on social media sites Critics Post ratings/reviews, provide comments, contribute to online forums Collectors Vote on polls, tag different media, use RSS feeds to research topics Joiners Maintain profiles on several social media sites and visit regularly Spectators Read blogs, watch videos, listen to podcasts, read online forums Inactives Have an account they rarely visit Source: Forrester Research, Inc.

12 MARKETING MIX PRODUCT Core & Augmented PRICE Dynamic & Transparent PLACE/DIST N Intermediaries PROMO Paid, Owned, & Earned PEOPLE/PROCESS Customer Support EVIDENCE Trustworthiness

13 E-MARKETING PROMOTIONAL TOOLKIT POEM PAID Search Engine Marketing (SEM) Display Ads Mobile Ads Social Media Ads Sponsorships Affiliates OWNED SEO: Organic Website or Blog Landing Pages Social Accounts Mobile Apps Videos/Podcasts /SMS EARNED SEO: Backlinks Viral Marketing Ratings & Reviews Recommendations Forum Discussion Digital Coverage Aggregators ONLINE ADVERTISING CONTENT MARKETING CUSTOMER ENGAGEMENT

14 E-MARKETING PAID MEDIA TOOLKIT Do you know your Cost per Acquisition? PAID Search Engine Marketing (SEM) Display Ads Mobile Ads Social Media Ads Sponsorships Affiliates ONLINE ADVERTISING TRENDING RESULTS FOR ONLINE ADS 20% increase in Canadian Internet Ad spending ($5.6 billion); outpacing TV 90% of spending is on Display (CPM) and Pay-Per-Click (PPC) search ads; Google AdWords & Bing/Yahoo Ads Social media ads favour Facebook, YouTube, Twitter, and LinkedIn (B2B) Source: emarketer.com

15 E-MARKETING OWNED MEDIATOOLKIT Have you updated your Web site lately? OWNED SEO: Organic Website or Blog Landing Pages Social Accounts Mobile Apps Promo Offers /SMS CONTENT MARKETING IMPROVING YOUR SERP RANKINGS Produce and schedule quality content that is unique, valuable, and shareable Select a good domain name Include a sitemap for search visibility Optimize for keywords, speed, & mobility Complete the on-page SEO mechanics

16 E-MARKETING EARNED MEDIATOOLKIT Are customers referring their network? EARNED SEO: Backlinks Viral Marketing Ratings & Reviews Recommendations Forum Discussion Digital Coverage Aggregators CUSTOMER ENGAGEMENT BUILDING A COMMUNITY Produce relevant & entertaining content Try contests, polls, & competitions Reward influentials & fans for referrals Provide share buttons on all content Drive people up the engagement ladder Learn from Old Spice & Johnnie Walker

17 GOOGLE ANALYTICS

18 FACEBOOK AUDIENCE INSIGHTS

19 TWITTER AUDIENCE INSIGHTS

20 THE RACE FRAMEWORK PLAN REACH ACT CONVERT ENGAGE Plan, manage, and optimize your channels. Improve findability & grow your audience. Encourage interactions and pursue qualified leads. Increase sales through CRO. Build customer loyalty and advocacy.

21 PLAN: GOAL SETTING Review the marketplace & set SMART objectives with defined deliverables (KPIs) OPPORTUNITY Create a digital 4Ps marketing mix strategy for targeted segments ACTION STRATEGY Implement and manage the digital marketing plan using the RACE framework PLAN REACH ACT CONVERT ENGAGE

22 REACH: AWARENESS GROW YOUR AUDIENCE Define your audience potential Set realistic targets for traffic, awareness, and social media Publish and promote your content Define messages for each channel Optimize your POEM Drive visitors to your website TACTICS & TOOLS Site Comparisons Google Analytics SEO Keyword Analysis SEO Rank Checking SEO Backlink Analysis Google AdWords PPC Affiliate Co-Marketing Influencer Outreach PLAN REACH ACT CONVERT ENGAGE

23 ACT: DECISION-MAKING ENCOURAGE INTERACTIONS Increase your lead conversions Measure customer interactions Prioritize content marketing Define customer personas/profiles Create unique, valuable, & shareable Plan campaigns and outreach Prepare an editorial calendar TACTICS & TOOLS On-Page Engagement Content Mgmt Systems Content Curation Blogging Tools Social Media Sharing Landing Page Creation Push Notifications Syndication PLAN REACH ACT CONVERT ENGAGE

24 CONVERT: PURCHASE IMPROVE YOUR MARKETING ROI Conversion of leads to customers Understand site funnel; plug leaks Optimize the conversion rate (CRO) Analyze how POEM drives sales Manage continuous improvement Use A/B testing, personalization, automation, remarketing, & TACTICS & TOOLS Site Personalization Cart Recovery Tools A/B Testing Tools E-M-S-Commerce Customer Reviews Call Tracking/Feedback Live Chat Tools Self-Service Tools PLAN REACH ACT CONVERT ENGAGE

25 ENGAGE: ADVOCACY BUILD CUSTOMER LOYALTY Review customer loyalty and RFM Measure Recency, Frequency, & Monetary Value, along with LTV Improve customer retention/referral Review customer satisfaction drivers Plan out customer communications Create a customer lifecycle plan TACTICS & TOOLS Social Publishing Tools Social Listening Tools Social Media Campaign Online Service/Support CRM Campaign Mgmt Automation Optimization Promotional Rewards PLAN REACH ACT CONVERT ENGAGE

26 RACE MARKETING LIFECYCLE

27 MY FAVOURITE SITES & TOOLS Google Analytics Google Webmaster Tools Google Search Console Google Tag Manager Google Keyword Planner Buzzsumo for content SimilarWeb for site analysis SEMrush for keyword analysis HotJar for website testing MailChimp for Buffer Hootsuite HubSpot Marketo Moz Shopify SmartInsights SproutSocial WordStream and more E-MARKETING

28 Glen Coulthard School of Business ca.linkedin.com/in/glencoulthard