IDM Bootcamp - Building an integrated (Digital) marketing plan: an IDM perspective - Mike Berry

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© 2013 Mike Berry Associates

TFM&A 2013:

IDM Bootcamp

Building an integrated (digital)

marketing plan: an IDM perspective

Mike Berry Dip DM, F IDM


Welcome to the IDM Bootcamp!


Planning is about Control


Planning Your Success


Before we brief the creative guys


Planning Your Success

• 3 research tools: • Google Keyword Tool (Google it!)

• Google Display Network Ad Planner

• Google Trends (+ Insights for Search) http://www.google.com/trends

“Research should not be used as a drunken man uses a lamp post. Use it for illumination,

not support…”*

*Source: from Stanley Pollitt after Winston S Churchill

http://www.google.com/trends




Research Tools


Free Research Tools 1of 3:

Keyword Tool


Free Research Tools 2 of 3

• Google Display Network Ad Planner: -a research and media planning tool to research sites of interest, identify sites your target audience is likely to visit, make informed media planning decisions and build media plans. Research individual sites; find your audience online Enter any site to view information such as its traffic, demographics, categories, sites also visited, keywords searched for and advertising details. https://www.google.com/adplanner

https://www.google.com/adplanner




Free Research Tools 3 of 3:

Google Trends http://www.google.com/trends/

With Google Trends/ Insights for Search, you can compare search volume patterns across specific regions, categories, time frames and properties.

See what the world is searching for…

http://www.google.com/insights/search/






Segment Your Customer Database • Recency, Frequency, Monetary value (RFM)

• Spend most time and money on your best customers

• Nurture and develop high potential customers

• Reactivate dormant customers

• Maximise customer lifetime value (LTV)

Putting a Plan together

You need:

An understanding of your market

A clear view of what you’re trying to do

Some idea of the stages required to achieve this

You should ask:

What will success look like?

How will you fine-tune your programme?

What will you test?

Start at the beginning...

• Where are we now?

• What do we want to do?

• How can we achieve all that?

• What does that involve?

• How precisely will it all work?

• How could we do it better?

SOSTAC Planning framework

15

®PR Smith

http://www.prsmith.org/sostac.html



Situation analysis

• Customer characteristics and buyer behaviour

• Main competitors

• Positioning and challenges

• Approx. assessment of size of market

• SWOT analysis


Situation Analysis:

The Marketing Audit

• Takes stock of an organisation’s marketing health

• Is a launch pad for the marketing plan – encourages management to reflect systematically on the environment and the organisation’s ability to respond, given its capabilities

• The marketing audit has three purposes:

– Identifying the organisation’s current market position

– Understanding the environmental opportunities and threats it faces

– Clarifies the organisation’s ability to cope with environmental demands

17


The Marketing Audit

An organisation needs to consider:

1. Environmental variables (external audit) and

2. Operational variables (internal audit)


The Macro Environment

• To plan, the organisation must be aware of the external environment in which it operates

– P

– E

– S

– T

– E

– L

19


The Macro Environment

• To plan, the organisation must be aware of the external environment in which it operates

– Political factors

– Economic factors

– Social and cultural factors

– Technological factors

– Environmental factors

– Legislative factors

20


PESTEL Analysis

of the Macro Environment

Factor Could include:

Political e.g. EU enlargement, the euro, international trade, taxation policy

Economic e.g. interest rates, exchange rates, national income, inflation, unemployment, Stock Market

Social e.g. ageing population, attitudes to work, income distribution

Technological e.g. innovation, new product development, rate of technological obsolescence

Environmental e.g. global warming, environmental issues

Legal e.g. competition law, health and safety, employment law

+++

The „Micro‟ Environment

The Organisation

Distributors

Customers

Shareholders,

Creditors Competitors

Employees

Suppliers

Includes Key stakeholders the organisation has a two-way operational

relationship with.

The micro environment is controllable to some degree.

Luck, 2008

22


5. Competitive

rivalry (Established competitors)

Potential

Entrants

Buyers Suppliers

Substitutes

1. Threat of new

entrants

2. Bargaining

power

4.Threat of

Substitute products

3. Bargaining

power

Porter 1979, cited in Brassington and Pettitt, 2006

Competitor Analysis:

Porter‟s Five Forces Model 1979

23

Prof Michael E Porter

Harvard Business School


Internal Audit

• Asses the organisation’s own resources and ability to compete

• CAN use the ‘five Ms’ to assess your resources…

– Men

– Money

– Materials

– Machines

– Markets

24


SWOT

The last section in our Situation Analysis/ Marketing Audit

• What is good?

(brand, people, customers, new markets etc..)

• What should we be concerned about?

(scarce resources, competitors, changing landscape etc.)

• Internal factors (SW)

• External factors (OT)

BE SENSITIVE, PARANOID(!)

LEARN FROM THE PAST BUT LOOK TO THE FUTURE


SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Internal Factors

(within the

organisation’s

Control)

External Factors

(outside the

organisation’s

control) Dibb et al, 2006

26

Objectives

• Think “Successful Outcomes”

• SMART

(Specific-Measurable-Achievable-Relevant-Timed)

– Financial objectives – ROI

– Tactical objectives – click-through rate, conversion rate

• You may need to make assumptions (eg about market size and conversion rate)

• Your assumptions will be guided by experience and results

• Next year will be easier!

Terminology

Business Objectives

Goals

Metrics (a number)

KPIs

*=GOALS

“Sell more stuff”(BO)

really means we have to:

1. do x*

2. improve y*

3. reduce z*

http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/



















Resources are limited, so:


Maybe we don‟t need more traffic?

“Let‟s delight our site visitors”

You want more successful outcomes ie. more people taking your required actions.

But people only do what they want to do.

Set Objectives

• S

• M

• A

• R

• T

Set Objectives

• Specific

• Measurable

• Achievable

• Realistic

• Time-bound


What do you REALLY (really) want?


KPIs

http://www.youtube.com/watch?v=NCta6j5_FdM





Choose carefully

• KPIs help to monitor progress towards a pre-defined goal: adjust approach as necessary

• Must be metric-based

eg. increasing:

• Revenue

• Number of customers

• Brand awareness

• Customer engagement

• Conversion rates

37

The SOSTAC Planning framework

<source: PR Smith>


Strategy

How will we get there?

• A road map

• A plan to achieve the objectives

• NOT just the KPIs re-stated

• NOT a list of tactics

• All campaign proposals (creative, media) should be judged against the STRATEGY (and BUDGET)

39


Dave Chaffey

www.davechaffey.com

<source: PR Smith>

http://www.davechaffey.com/


Tactics and Actions

AT LAST!

• Who’s doing what?

• To whom?

• Where?

• And when?

• Using what resources?

• How much will it cost?

• Who is responsible?

• How will we measure?

• What will we test?

Acquisition

Natural Search

Paid search

Affiliate Marketing

Display Advertising

Viral Marketing

Online PR

Social Media

Podcasting

+++

Be systematic

For each channel, give marks out of 10

Acquisition Conversion Retention Branding Engagement Interaction Personalisation Tracking

Display

PPC

SEO

Affiliates

Viral

Blogs

Email

Social

Media

Start with one channel –

e.g. Search...

• How much can I pay per click?

• What is that spend per day?

• How many people will start a process?

• How many will complete?

• What is the conversion rate?

• Cost per outcome?

Q. What budget do you give your agency?

Digital acquisition plan

• What tools will you be using?

• How much will you spend?

• What are the key metrics?

• Present as a timeline

• Ensure mix is balanced to reduce risk

• Create a detailed budget...

Fine-tuning the programme

• What will you work on to improve the plan? – Improving landing page/ web template effectiveness

– Follow-up email contact strategies

– Integration with offline media (direct mail)

• What will you test? – Acquisition tools

– Search terms

– Landing pages

– Email messaging

– Offers


and…Action!

• Who’s doing what?

• When?

• With whom?

• What will it cost?

• Who else should be involved:

Customer Service?

Corporate Comms/ PR?

Offline marketing

Sales

Getting close and staying close

• Email Newsletters and Alerts

• Web Personalisation

• Blogs

• CONTENT

• CONTENT

• CONTENT!

48


Dave Chaffey

www.davechaffey.com

<source: PR Smith>

http://www.davechaffey.com/


Plan to measure

• SMART objectives

• Day of reckoning

• How did we do?

• How can we do better?

• By when?

What type of people make up the 8% adding a product to a basket?

Why do we lose half the people at the checkout – are they all similar?

Study the conversion funnel

Obsess about funnels

• Choose a business outcome

• Conversion rate

• Drop off points (where do we lose them?)

• What do the analytics tell you?

• Build hypotheses

• Test

• Refine


From the horse‟s mouth…

http://www.youtube.com/watch?v=0OzxGUFNGQA




And now, over to…


Evaluate each digital tool • SEO

• PPC

• Online Display Ads

• Social Media

• Mobile

• Email

How good is each:

-on its own?

-in combination with others?

DIGITAL CHANNEL DIGITAL CHANNEL:

STRENGTHS ON ITS OWN: COMBINES WELL WITH:

SOSTAC Planning framework

56

®PR Smith




Summary

• Digital marketing is ‘new’

• It’s changing fast

• We’re all learning

• Try new things

• Keep testing and learning

• Find out what works and do more of it

• Fit digital in alongside your offline activity


We‟re moving out!


?

[email protected] uk.linkedin.com/in/mikeberrylinkedin http://mikeberryassociates.com http://twitter.com/mikeberrytweets

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TFM&A Special Offer…

10% off selected IDM training courses!

PLUS…

Free course give-away!

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*Conditions apply

IDM Bootcamp - Building an integrated (Digital) marketing plan: an IDM perspective - Mike Berry

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mike berry associates

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