What Is Digital Marketing Slideshare

Digital Marketing Overview

  1. 1. “Digital Marketing” is an umbrella term for the Marketing of products or services using Digital Technologies, including the use of the internet, mobile devices, tablets, display advertising and any other Digital Media.
  2. 2. Digital Marketing goes from planning to execution more quickly More affordable to deploy than traditional marketing and advertising Gives fans/viewers/readers a chance to share your content Gives the brand more time and space to tell its story More cost effective and measurable Greater engagement Far greater exposure 24/7 It goes viral using the Internet, Social Media, website and an app Digital Marketing campaigns are easier to attach to other campaigns Digital Marketing campaigns have longer shelf lives
  3. 3. Website design (user experience) Search engine optimization (SEO) Pay per click (PPC) Social media marketing (SMM) Email marketing Display advertising (banner ads) GOAL: Generating traffic, sales and leads.
  4. 4. Using a number of different strategies Each of these may serve a different purpose Strategies work together to drive traffic to a business (either online or off) Converting a one time visitor into a returning, loyal customer
  5. 5. Your District Website 1. Design: What does the layout look like. How is color and text used? How are visuals incorporated? 2. Innovation: Does the website look like a template, or is it original, conveying the uniqueness of the organization? 3. Content: Is the content fresh and interesting? Does it get updated frequently? 4. Technology: Do the pages load promptly? Do the hyperlinks work? 5. Interactivity: Is the information presented in a variety of ways to engage the user, including text, video, photos, and hyperlinks? 6. Ease of Use: Is it hard to navigate the pages or perform a search function? Is it responsive? Do you have analytics built in? Is smart SEO built into your site?
  6. 6. “Over 40% of US website visitors are viewing sites on their mobile devices. What does yours look like on a phone?”*
  7. 7. Advantages of Social Media Marketing (SMM)?
  8. 8. ROI (return of investment) Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign. ROI tools Google analytics Google Adwords Social media monitoring tools
  9. 9. Public Relations Awards ASPRA Award for Project Graduation: The Digital Advantage Manuel L. Isquierdo Ed.D., Sunnyside Unified School District Superintendent 2011 recipient of the ASPRA*tions Award for Superintendent for Contributions to Public Relations 2012 ASPRA and NSPRA National Award for Choose Sunnyside Marketing Campaign
  10. 10. Crafting a Digital Marketing Plan using Flyer School App

Digital Marketing – Everything you need to know about data driven marketing

  1. 1. Digital Marketing A Comprehensive Primer on Data Driven Marketing
  2. 2. The Last Advertising Agency on Earth http://youtu.be/ERGrSQoY5fs
  3. 3. What is Digital Marketing? Outbound versus inbound, flipping the funnel and a whole new ball game
  4. 4. Digital Marketing Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Television, Radio, Internet, mobile, social media marketing and any other form of digital media. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. Digital is now being broadened to support the “servicing” and “engagement” of customers.
  5. 5. Marketing Definitions ๏ Outbound Marketing = Old World Marketing Focus on finding the customers. Push Marketing. ๏ Inbound Marketing = Digital Marketing Focus on getting found by customers. Pull Marketing.
  6. 6. Inbound Marketing ๏ Content (Blogs, Videos, White Papers, eBooks, etc.) ๏ SEO / SEM and Keyword Analysis ๏ Social Media / Word of Mouth
  7. 7. Flipping the (Sales) Funnel 1.Turn strangers into friends 2.Turn friends into customers 3.Turn your customers into your salespeople 4.“Flip the funnel and turn it into a megaphone!” – Seth Godin
  8. 8. Flipping the Funnel
  9. 9. Flipping the Funnel
  10. 10. Digital Marketing = Marketing – only better!
  11. 11. The New Rules of Engagement Old Marketing New Marketing One-Way Communication Brand is dialogue Brand recall is holy grail Customers determine brand value Group customers by demographics Group customers by behavior Content controlled by marketers Enterprise + user generated content Virality driven by flash Virality based on content Michelin Guide: Expert reviews Amazon: User reviews Publisher controls channels Publishers build relationships Top-down strategy Bottom-up strategy Information hierarchy Information on demand Emphasis on cost – CPM Invest for growth – Measurable ROI
  12. 12. New Media Measurement Model Traditional Audience Research Emerging Consumer Insight Focused Demographics Behaviors, Interests Impressions Engagement, Actions Platform-Specific Campaign-Centric Usage / Segmentation Purchase Funnel Estimate Census
  13. 13. Social Media = Media (Duh!)
  14. 14. “If I told you that I had a room full of current potential customers all talking about your products and your competitors, would you not show up? Not listening and then acting on social media chatter is like not showing up at all. The only thing worse is to have a presence in social media and only talk and not listen. It would be like showing up in the room with earplugs on.” – Scott Stratten, “Unmarketing”
  15. 15. Holistic Digital Marketing ๏ Marketing + Media + Metrics (financial & marketing) + Automation = Holistic Data Driven Revenue Performance Management and Marketing ๏ Say what? This presentation aims to clarify. Stay sharp.
  16. 16. Future Trends Important global changes impacting marketing and media
  17. 17. “In this new era, each of us must look carefully what we do and ask ourselves: 1. Can someone overseas do it cheaper? 2. Can a computer do it faster? 3. Am I offering something that satisfy the non-material, transcendent desires of an abundant age? These three questions will mark the fault line between who gets ahead and who gets left behind.” – Daniel H. Pink, “A Whole New Mind”
  18. 18. Future Trends ๏ Mobile ๏ Metrics / Data / Performance Driven ๏ Globalization ๏ Long Tail Markets ๏ Permission Marketing ๏ Prosumers ๏ Crowd Sourcing ๏ Social ๏ Me-Conomy ๏ Abundance ๏ Agile / Lean / Data Driven ๏ Discovery
  19. 19. Mobile ๏ The new PC is in your pocket, not on your desk or lap ๏ Native apps are here to stay, not a fad ๏ Apps will unbundle existing complex services in separate tasks, “jobs to be done” in single apps ๏ Platforms not created equal, Apple != Android
  20. 20. Metrics / Data / Performance Driven ๏ With the advent of digital media the possibilities of measuring, recording and recording data exploded and the time and cost to producing, deploying and testing almost disappeared ๏ Demand for actionable metrics rising ๏ Demand for payment based on performance rising ๏ Actionable Data is king
  21. 21. Globalization ๏ Don’t do yourself what someone overseas can do cheaper ๏ Overseas quality is getting better and better ๏ Source activities to overseas where it makes financial and strategical sense ๏ Don’t try to do it in-house just for spite, misplaced loyalty, fear or nostalgia
  22. 22. Long Tail Markets ๏ When the cost of inventory storage (infinite shelf space, negligible storage costs) and distribution (zero cost of reproduction, zero time to market) fall, a wider range of products become available. ๏ This can have the effect of reducing demand for the most popular products, offsetting the traditional distribution curve. ๏ The old marketing cost / benefit ratio of reaching niches versus popular “mainstream” no longer valid. ๏ Being found has negligible costs compared to old marketing way of pushing the product in front of a large enough audience to compensate for the cost of the reach.
  23. 23. Permission Marketing ๏ Interrupt marketing is dead – The consumers ignore it and hate it ๏ Pay, Spray & Pray is dead ๏ Permission marketing is the new order ๏ YOU. HAVE. TO. ASK. FOR. PERMISSION.
  24. 24. Prosumers ๏ In the way every speaker is a microphone, in this digital day and age, every consumer of content is a potential producer of content and a potential distributor of messages ๏ The funnel is flipped ๏ Marketers must enable the consumer to produce contend, buzz about the brand ๏ Every consumer now has the ability to reach the world in seconds, something only reserved for large corporations with large wallets in the past; play it real – Thoughtless marketing backfires
  25. 25. Crowd Sourcing ๏ Tasks that were once thought impossible can now be completed by the crowd (funding, wikipedia, mechanical turk, etc) ๏ Corporations can tap their consumer crowd in developing new products and services (e.g. Dell) and enabling fans to define their brands and become ambassadors
  26. 26. Social ๏ Broadcasting as we know it is dead dying: Get over it! ๏ Every medium is inherently social; Enable it! ๏ We want to share, it’s in our nature: Support it! ๏ Monologue has given way to dialogue: Embrace it!
  27. 27. Me-Conomy ๏ Personal Branding; You are the brand ๏ Reputation over talent ๏ Explicit self-packaging, curating
  28. 28. Abundance ๏ In a society that has an increasing abundance of commodities, brands must instill and support desires, social good, meaning and values ๏ Story-building more important than ever ๏ Transition to Branded Utility, Branded Meaning
  29. 29. Agile & Lean “Lean,” is a production practice that considers the expenditure of resources for any goal other than the creation of value for the end customer to be wasteful, and thus a target for elimination. Working from the perspective of the customer who consumes a product or service, “value” is defined as any action or process that a customer would be willing to pay for. “Agile” is a group of methodologies based on iterative and incremental development, where requirements and solutions evolve through collaboration between self-organizing, cross-functional teams. It promotes adaptive planning, evolutionary development and delivery; time boxed iterative approach and encourages rapid and flexible response to change. It is a conceptual framework that promotes foreseen interactions throughout the development cycle. Lean (or Data Driven, Evidence Based) Marketing is coming – Embrace it. “[Ad] Agencies are organized in a classical orchestra in a jazz age” – Rashid Tobacowala
  30. 30. Discovery ๏ The now is “search” ๏ The future is “discovery” ๏ In an age of abundance, I don’t need to search – I discover ๏ In the very near future, getting discovered by the consumers outside of search is the challenge
  31. 31. What’s a Metric? A definition
  32. 32. Metric Definition “A metric is a measuring system that quantifies a trend, dynamic, or characteristic.In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events. Throughout the worlds of science, business, and government, metrics encourage rigor and objectivity. They make it possible to compare observations across regions and time periods. They facilitate understanding and collaboration.” – David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer “Marketing Metrics” Financial Times Press
  33. 33. Why Metrics? In recent years, data-based marketing has swept through the business world. In its wake, measurable performance and accountability have become the keys to marketing success. However, few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each. In this environment, marketers, general managers, and business students need a comprehensive, practical reference on the metrics used to judge marketing programs and quantify their results.
  34. 34. Data Driven Marketing Using metrics (data) to drive marketing
  35. 35. Data Driven Marketing A senior marketing manager in a Fortune 100 company once told Mark Jeffery of Kellogg School of Management: “Every week I have to go to a gun fight, the senior executive leadership meeting, and I am tired of going to this gunfight carrying only a knife.” His frustration was the result of having no concrete data to answer hard questions about the value of marketing activities in his division. We are living in difficult times, and marketing measurement and data-driven marketing are becoming increasingly important. Now more than ever, managers need to justify their marketing spending, show the value that they create for the business, and radically improve their marketing performance.
  36. 36. Data Driven Marketing Why is data-driven marketing so difficult for many organizations? There are many reasons, ranging from “we don’t know how” to the challenge that branding and awareness marketing activities are fuzzy and don’t directly impact sales revenues in a short time period. The challenge is compounded by the exponential growth of data. International Data Corporation (IDC) estimates that data storage is growing at 60 percent per year, which suggests the volume of stored data is doubling approximately every 20 months. These vast amounts of data are overwhelming and marketers struggle, with limited time and resources, to measure the efficacy of what they do. A few marketers and organizations, however, have mastered data-driven marketing principles and marketing metrics.
  37. 37. Data Driven Marketing Research demonstrates the existence of a divide between market leaders and laggards. A few statistics from research by Kellogg School of Management highlight the gaps in stark contrast: ๏ Fifty-three percent of organizations do not use forecasts of campaign ROMI, net present value (NPV), customer lifetime value (CLTV), and/or other performance metrics. ๏ Fifty-seven percent do not use business cases to evaluate marketing campaigns for funding. ๏ Sixty-one percent do not have a defined and documented process to screen, evaluate, and prioritize marketing campaigns. ๏ Sixty-nine percent do not use experiments contrasting the impact of pilot marketing campaigns with a control group. ๏ Seventy-three percent do not use scorecards rating each campaign relative to key business objectives prior to a funding decision.
  38. 38. Data Driven Marketing These findings suggest that the majority of marketing organizations do not have professional processes in place to manage marketing and that most do not use marketing metrics in their day-to-day marketing activities. After all, if there is no business case or ROMI (described later) defined prior to campaign funding, how can you measure success after the fact? The divide is even more pronounced when we look at marketing organizations’ use of data: ๏Fifty-seven percent do not use a centralized database to track and analyze their marketing campaigns ๏Seventy percent do not use an enterprise data warehouse (EDW) to track customer interactions with the firm and with marketing campaigns ๏Seventy-one percent do not use an EDW and analytics to guide marketing campaign selection ๏Eighty percent do not use an integrated data source to guide automated event-driven marketing ๏Eighty-two percent never track and monitor marketing campaigns and assets using automated software such as marketing resource management (MRM)
  39. 39. Data Driven Marketing The vast majority of organizations therefore do not use centralized data to manage and optimize their marketing. The leaders, however, are on the other side of the divide and are the smaller percentage of firms, less than 20 percent, that actually do data-driven marketing and use metrics for measurement in their day-to-day marketing activities. Why is there a marketing divide, and why is it so hard for organizations to do data-driven marketing? These statistics are symptoms of why data-driven marketing and marketing measurement are so difficult for many organizations: the internal processes do not support a culture of measurement, and they also do not have an infrastructure to support data-driven marketing and marketing metrics. But beyond these high-level processes, most marketers are overwhelmed with data and do not know where to start in terms of measuring the right things to drive real results. Furthermore, 55 percent of managers report that their staff does not understand metrics such as NPV and CLTV.
  40. 40. A Data Driven Marketing Framework Privacy Issues Marketing Campaigns Customer Targeting Cust. Selection — Create Database — Analysis Strategic Objectives Metrics Know Yourself Know Your Customer Segment Your Customer Data Driven Marketing Build Trust Keep Score
  41. 41. A Data Driven Marketing Strategy Data Driven Marketing Enterprise Data Warehouse Reporting OLAP Data Mining Marketing Sales Cust. Service E-Commerce Analysis Communication, Personalization Analysis Modelling Personalization Communication Optimization Interaction CRM Front-Office Operational Business Intelligence
  42. 42. A Data Driven Marketing Roadmap STEPS ELEMENTS BENEFITS ! Objectives Alignment Scope Metrics Hypotheses !!!!! ! Balance Risk Returns !!!!!!! ! Quick Hits Emergencies Adjustments !!!!!!! Metrics Formulas Models Templates Dashboards !!!!! ! Weekly Monthly Quarterly Annually !!!!!! 1. Design 2. Diagnosis 3. Opportunities 4. Tools 5. Process Clear game plan understood and bought into by future audiences Facts and insights for effective decision making Findings translated into specific opportunities for action Installed capabilities for recurring review Recurring reviews, input into decision making
  43. 43. “The thing that gets me really riled up about people questioning the ROI of social media is: If I offered you a tool 10 years ago that allowed you to listen and respond to the casual conversations of your potential, current, and past customers, you would have paid me $20,000 a month for this 8th wonder of the world. But now, that it is here, and its free, you question its value? This is why I get ulcers. It’s like extremely smart business people become temporarily dumb; it baffles my mind.” – Scott Stratten, “Unmarketing”
  44. 44. 15 Essential Marketing Metrics The 15 essential metrics for marketing defined by Mark Jeffery at the Kellogg School of Management are: 1. Brand awareness 2. Test-drive 3. Churn 4. Customer satisfaction (CSAT) 5. Take rate 6. Profit 7. Net present value (NPV) 8. Internal rate of return (IRR) 9. Payback 10. Customer lifetime value (CLTV) 11. Cost per click (CPC) 12. Transaction conversion rate (TCR) 13. Return on ad dollars spent (ROA) 14. Bounce rate 15. Word of mouth (WOM) (social media reach)
  45. 45. The 5 Essential Digital Marketing Metrics 1. Cost per click (CPC) 2. Transaction conversion rate (TCR) 3. Return on ad dollars spent (ROA) 4. Bounce rate 5. Word of mouth (WOM, Social Media Reach)
  46. 46. Cost Per Click (CPC) ๏ The essential search engine marketing metric ๏ CPC = Cost per click on a sponsored search link or banner advertisement
  47. 47. TCR ๏ The essential metric connecting internet clicks to money ๏ TCR = Transaction Conversion Rate; The percentage of customers who purchase after clicking through on a website
  48. 48. ROA ๏ The essential return on internet search marketing metric ๏ ROA = Return on Ad Dollars Spent = Net Revenue / Cost
  49. 49. Bounce Rate ๏ The essential web site performance metric ๏ Bounce Rate = Percentage of customers who leave a website after spending less than five seconds on it
  50. 50. WoM Social Media Reach ๏ The essential metric for word of mouth on the Internet ๏ WOM = Word of Mouth ๏ WOM = Number of direct clicks + number of clicks from recommendation / number of direct clicks (one example

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