DIGITAL MARKETING USES DIFFERENT DISTRIBUTION CHANNELS, BUT THE END OBJECTIVES ARE NO DIFFERENT FROM TRADITIONAL MARKETING.

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1 Digital Marketing MARKETING WITH ELECTRONIC DEVICES DIGITAL MARKETING USES DIFFERENT DISTRIBUTION CHANNELS, BUT THE END OBJECTIVES ARE NO DIFFERENT FROM TRADITIONAL MARKETING. Life for marketers used to be simpler. We had just a few TV channels, some radio stations, a handful of top magazines and a newspaper or two in each market. Reaching consumers was easy if you were able craft a compelling message. Now we ve got TV channels, millions of web sites and hundreds of thousands of Apps along with an alphabet soup of DMP s, API s and SDK s. Technology has made it a whole lot tougher. What used to be a matter of identifying needs and communicating benefits now requires us to build immersive experiences that engage consumers. That means we have to seamlessly integrate a whole new range of skills and capabilities. FOUR PRINCIPLES TO START YOU OFF 1. Clarify Business Objectives Mark of a good marketing strategy is not how many gadgets and neologisms are crammed into it, but how effectively it achieves worthy goals. Therefore, how you define your intent will have a profound impact on whether you succeed or fail. Unfortunately, there is a tendency for marketers to try to create a one size fits all approach for a portfolio of brands or, alternatively, to want to create complicated models to formulate marketing objectives. However, most businesses can be adequately captured by evaluating just three metrics: awareness, sales and advocacy (i.e. customer referral). Some brands are not widely known, others are have trouble converting awareness to sales and still others need to encourage consumer advocacy. While every business needs all three, it is important to focus on one primary objective or your strategy will degrade into a muddled hodgepodge.

2 2. Use Innovation Teams to Identify, Evaluate and Activate Emerging Opportunities Marketing executives are busy people. They need to actively monitor the marketplace, identify business opportunities, collaborate with product people and run promotional campaigns. It is unreasonable to expect them to keep up with the vast array of emerging technology and tactics, especially since most of it won t pan out anyway. Therefore, it is essential to have a team dedicated to identifying emerging opportunities, meeting with start-ups and running test-and-learn programs to evaluate their true potential. Of course, most of these will fail, but the few winners will more than make up for the losers. Once an emerging opportunity has performed successfully in a pilot program, it can then be scaled up and become integrated into the normal strategic process as a viable tactic to achieve an awareness, sales or advocacy objective. 3. Decouple Strategy and Innovation In many organizations, strategy and innovation are often grouped together because they are both perceived as things that smart people do. Consequently, when firms approach innovation, they tend to put their best people on it, those who have shown a knack for getting results. That s why, all too often, innovation teams are populated by senior executives. Because innovation is considered crucial to the future of the enterprise (and also due to the institutional clout of the senior executives) they also tend to have ample resources at their disposal. They are set up to succeed. Failure, all too often, isn t an option. However, strategy is fundamentally different from innovation. As noted above, a good strategy is one that achieves specific objectives. Innovation, however, focuses on creating something completely new and new things, unfortunately, tend to not work as well as standard solutions (at least at first). The truth is that innovation is a messy business. So failure must be an option, which is why technologically focused venture capital firms expect the vast majority of their investments to fail. However, failure must be done cheaply, so resources (and therefore senior executives) must be kept to a minimum.

3 4. Build Open Assets in the Marketplace The primary focus of marketing promotion used to be to create compelling advertising campaigns that would get the consumer s attention and drive awareness. Once potential customers were aware of the product, direct sales and retail promotions could then close the deal. That model is now broken. Today, effective promotional campaigns are less likely to lead to a sale and more likely to result in an Internet search, where consumers behavior can be tracked and then retargeted by competitors. Simply building awareness and walking away is more likely to enrich your competition than yourself. Successful brands are becoming platforms and need to do more than just drive consumers to a purchase, they have to inspire them to participate. That means marketers have to think less in terms of USP s, and GRP s and more in terms of API s and SDK s. Focus groups are giving way to accelerators and creation to co-creation. In the digital age, brands are no longer mere corporate assets to be leveraged, but communities of belief and purpose. IN SHORT, DIGITAL MARKETING CAN SUPPORT YOUR: Identify the Internet can be used for marketing research to find out customers needs and wants Anticipation the Internet provides an additional channel by which customers can access information and make purchases evaluating this demand is key to governing resource allocation. Satisfaction a key success factor in digital marketing is achieving customer satisfaction through the digital channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched? Optimizing digital marketing can be tricky, and a simple definition does not necessarily translate into something that is useful for achieving business objectives. That is where a good digital marketing plan comes in, as it can help break down digital marketing into easier to manage areas that can then be planned, managed and optimized.

4 DIGITAL MARKETING IS MORE THAN TWEETING 1 DIGITAL MARKETING FRAMEWORK & STRATEGY Business & Customer Strategy Define the core components of a business (value proposition, business model, customer). Explain your business model and write an elevator pitch. Define Digital Marketing, explore its evolution and the current landscape. Define segments and the role segmentation plays in marketing. Define your audience and build a target persona with a customer empathy map. Data-Driven Marketing Identify how data is used to map marketing back to channels and the consumer journey. Discuss the role of data, metrics, and KPIs in digital marketing. Explain the process of launch, collect, review, change. Practice setting marketing objectives and determining KPIs for those objectives. Discuss key metrics like ROI, CAC, and LTV. 2 DIGITAL MARKETING & SEO Digital Marketing Strategy & Channels Describe the landscape of channels today and how channels are used. Differentiate between broadcast, direct, and social channels. Identify the relevance and role of various channels for your business and customers. Define channels that you will use in campaigns, and where your approach is paid, earned, or owned. Explain how to use channels to market to the right customers at the right time. SEO Review SEO and its role in marketing. Identify keywords for your business and their use for growth. Develop an SEO strategy. Learn how to improve page rankings for relevant terms. Use keyword tools for research and write SEO tactics for your web content. Compare results from different SEO tactics and approaches.

5 3 PAID SOCIAL & ADVERTISING Paid Search, Adwords, & SEM Perform keyword research analyzing search volume and competition. Apply keyword and search intent targeting to your business. Define click bidding and bid management, budgeting. Create your own AdWords campaigns. Evaluate results and optimize AdWords. Review key metrics and KPIs for SEM. Paid Social Outline the process for running a social ad campaign. Create and manage a social ad campaign for Facebook, Twitter, and/or Instagram. Identify the data that is available from social media platforms and how it can be used. Create and distribute UTM-coded links. Interpret metrics to optimize paid social strategies across platforms. Select appropriate social media platforms for a brand and specific campaigns. Structure smaller tests to influence a larger campaign s direction. 4 CONTENT MARKETING & SOCIAL Content Strategy Outline the process for developing content campaigns. Create a content plan with key messaging, content mapping, distribution and measurement. Develop a Native Advertising strategy to increase targeted reach of your content. Assess which content marketing tactics meet specific marketing and business goals. Determine the key metrics for measuring and optimizing content marketing tactics. Content Marketing & Social Media Distinguish best uses and approaches to the primary social platforms. Select appropriate influencers for your project and determine your influencer outreach strategy. Curate and modify digital content across your social channels. Determine the role of community management in social media marketing. Identify metrics and KPIs for measuring impact of social media.

6 5 MARKETING ACQUISITION & CONVERSION RATE OPTIMIZATION Landing Pages, UX, & Lead Gen Review best practices of digital marketing UX. Explore how on-site marketing works and the ways to optimize those efforts. Evaluate the design, functionality, and effectiveness of landing pages. Develop landing pages and forms for your business. A/B Testing & Marketing Optimization Utilize best practices for conducting A/B tests across channels. Consider various reporting techniques to communicate results. Develop optimization strategies to meet overall marketing goals. Describe potential outcomes, benefits, and risks when employing A/B testing and experiments. Set up and apply A/B tests to your business. Use Optimizely to explore and implement a test. Discuss Conversion Rate Optimization. 6 CUSTOMER ENGAGEMENT & RETENTION CRM & Marketing Plan and prepare lifecycle marketing strategies. Map content and channels (like ) to your customer s lifecycle. Plan, execute, and measure marketing campaigns. Gain basic familiarity with common tools of the trade. Retargeting, Referrals, & Winbacks Define retargeting and understand the mechanics of the tactic. Identify the approaches to increasing referrals and apply to your business. Explore key winback tactics, when to use them, and how to measure effectiveness. Identify the most relevant retention and referral metrics and KPIs. Design a referral campaign or program. 7 ANALYTICS, DATA, & REPORTING Metrics, Sources, & KPIs Revisited Identify and use valid statistical techniques when performing analysis. Setup and apply the basics of Google Analytics, including core concepts like Goal Tracking, and micro and macro conversions. Describe statistical techniques and common equations used to measure performance. Describe and compare strengths and weaknesses of attribution models (last click, time decay, multichannel). Create and use a cohort report.

7 Google Analytics Deep Dive Use Google Analytics to access, manipulate, and report data. Use Google Analytics to find insights. Explore features and uses of Google Analytics - audience, behavior, conversions, attribution, reporting, funnel analysis. 8 DISPLAY, FACEBOOK, OR MOBILE DEEP DIVES Facebook Deep Dive Create and execute Facebook advertising campaign. Explore Power Editor and its uses. Discover the targeting capabilities and features available to Facebook advertisers. Use Facebook analytics to review, understand, report data. Optimize Facebook ad campaigns with data. Display, Programmatic, & Retargeting Identify digital ad formats, features, capabilities, and opportunities for use and measurement. Explain programmatic ad buying and other developing technologies. Review cases and examples of display campaigns and discuss display s role in retargeting. Explain how to use segmentation to target ads in display and retargeting. Summarize difference between targeting audiences by attributes and behavior rather than publisher. Develop a display strategy for your business. Mobile Marketing Deep Dive Map the customer decision journey for mobile web vs mobile app. Breakdown the mobile audience demographically and based on device usage. Discuss paid advertisements in mobile as they tie to channels already covered. Explain attribution challenges in mobile. 9 STORYTELLING & BUDGET PLANNING Storytelling & Persuasion Marketing Define the key elements of storytelling and useful storytelling models. Discuss storytelling examples as they pertain to marketing. Practice copy-writing techniques. Apply storytelling and pitch techniques to your presentation. Campaign Planning & Budgeting Identify tactics for planning and controlling marketing spend. Practice planning and budgeting in accordance with the needed outcome. Define the typical expenses of common channels and tactics. Articulate a plan and budget for your project and defend your decisions.

8 WITH SO MUCH INFORMATION I AM SURE YOU HAVE QUESTIONS. PLEASE VISIT ME ONLINE OR ME DIRECTLY. I LOVE WHAT I DO. So, digital marketing is about utilizing digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However, for now, it remains a useful term because digital marketing requires a certain skill set to utilize the digital technology effectively. Call me today at to learn more and get you started roger@comm-arch.com 4600 Seton Center Parkway Suite 507 Austin, Texas P: Communication Architect All Rights Reserved. DM