Digital Marketing Strategy 101

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...

Thank you.

Dena Walker@curlydenadena.walker@gmail.comhttp://about.me/denawalker