What is Digital Marketing

Digital MarketingSimon Kingsnorth

Author, Digital Marketing Strategy

@thekingsnorth

What is digital marketing

• What it’s not:• Digital is not technology• Marketing is not advertising or branding

Social Media

• Content marketing• Targeted advertising• Beyond the networks• Customer service• Process• Authenticity

Content Strategy

• Proactive planning• Reactive process• Content Calendar• Channel differentiation

Advertising

• PPC & Display• Programmatic• Data

Automation

• Marketing Automation suites• https://youtu.be/2VI3nEJWdeo

Search

• Organic / natural search• SEO• Black Hat• The SEO triangle• Recent developments

Content

Technical

Links

Platforms

• Websites, apps• UX• Integration

Planning

• Important but often missed• Dangers of not planning

Vision based planning

• The 6 step process– Vision statement– Mission statement– Primary goals– Objectives and strategies– Action plans– Action, evaluate, evolve

Real Time Planning

• Retain fluidity• Challenges– Internal communication– External evidence

Comparing the modelsStage 1 - Goal - ESTABLISH OPPORTUNITYVision-based: Research consumers and market, internal audit, resource commitmentReal-time: Research consumers and market, internal audit, resource commitment

Stage 2 - BEGIN DEVELOPMENT OF STRATEGYVision-based: Structure the strategy and prepare the formal documentReal-time: Begin test and learnThe difference: Vision-based begins structure and research. Real-time approach begins test and learn cycle.

Stage 3 - FINALISE STRATEGYVision-based: Commit budget and finalise full 5 year planReal-time: Plan for 1-3 yearsThe difference: Vision-based approach agreed through collaboration and approval. Real-time process would gains fluid buy-in more casually.

Stage 4 - DELIVERYVision-based: Work to plan with very limited deviationReal-time: Continue to evolve and change direction as neededThe difference: Vision-based follows very clearly laid out path with milestones. Real-time evolves with each result.

Stage 5 - RESULTVision-based: Delivered as per plan but possibly now out of date and a new strategy is needed.Real-time: Delivered in an evolved state which can continue within minimal work but at a higher cost.The difference: Vision-based approach should accomplish its end goal or fail. Real-time approach will always achieve something but may be different from original goal.

Phasing

• Calendar• Theme• Business

4Rs of Goals

• Relevant• Resonating• Responsive• Recognizable 4

R

Being SMART

• Specific• Measurable• Attainable• Relevant• Time-based

Transformation• Basic – you have little to no digital capability. Perhaps you can send emails and you have a basic website

but nothing more and it’s all very manual. It’s never been a priority. Maybe you don’t see the value. Unlikely to have any digital experts in the team.

• Amateur – you have some capability. Maybe your email system is strong, you have some social media presence and some analytics on your website. You probably know you have a way to go. Perhaps one or two digital people trying to drive change but with little power to effect it. You have some tactical plans.

• Moderate – you have some good digital capability but have further to go. A responsive website, analytics across all digital platforms. Maybe an app. A CRM system. Some video marketing. Not bad. You’re where most businesses are. Digital is being driven by a dedicated team. You have a digital strategy but it’s not embedded in the organisation.

• Strong – your digital channels are integrated. You have a marketing automation suite integrated with your CRM. You have a strong content strategy with amplification and promotion in place. You digital marketing platforms speak to each other and your data is used effectively. Digital is discussed across the organisation. A clear digital strategy and roadmap exists for the next few years.

• Leading – everything is omni-channel and innovation. Perhaps you have VR or AR experiences. You have an advanced marketing automation platform and sophisticated rules. Programmatic is central to your advertising. Your social media is mature and broad. Everyone in your organisation lives and breathes digital and you have a digital leader on the board. Digital is included as part of the core goals and deliverables of the business strategy.

People, Culture and Structure

• A voice at the top• Bringing people with you• Digital on the agenda• Training• Processes

Data, Content, Integration

• Data is central – cleanse, append, maintain• Content is king – proactive, reactive, amplify• Integration – consistency is vital

Digital Trends

• The smart home is already here• Automation and AI• Personalisation• Messaging• Fake news and algorithmic influence• Video• Data• Mobile first

Experience

• The differentiator• The Toddler Test• 2016 eConsultancy and Adobe report• Affects loyalty, conversion, cost to serve,

lifetime value…

Experience considerations

• Understand your customers• Create a customer vision• Create an emotional connection• Capture feedback in real-time AND act on it• Be your customers sat nav

Learn moreLearn more

Learn more

A quick UX exampleA B

C D

The journey

• Discovery• Assessment• Selection• Purchase• Loyalty• Advocacy

Personalisation

• Beyond salutation• Right message• Right person• Right time• Right place

Case Study

Toyota USA created 100,000 different possible video adverts personalised to the viewers taste and used Facebook insight to customise the adverts for each individual

“Everybody is unique, so why tell everybody the exact same thing? Personalising material is essential to creating marketing that people react to, and there’s no social platform that comprehends their customers much better than Facebook.” Chris Pierantozzi, Imaginative Director at Saachi & Saachi LA.

Toyota created a campaign which used 100 interchangeable video clips; each advert was constructed from three video clips based on a Facebook user’s particular interests whilst also highlighting the RAV4 Hybrid’s product qualities, resulting in the viewer seeing one of 100,000 different possible video ads.In addition to creating personalised video content on Facebook, Toyota took into account that most of Facebook usage takes place on a mobile device, so ensured that the campaign delivery was mobile first.Here are some examples of how the content was personalised to each individual on Facebook.

To bring this technology to life, Saatchi LA developed a proprietary methodology dubbed “multi-point storytelling” which takes the most unique aspects of the RAV4 Hybrid and reverse engineers them based on each individual’s likings.

Results

This initial video amassed 3.5 million views on YouTube over a three month period and increased all key metrics

Tips & Advice

• Innovate all the time – never say no, don’t be afraid• Never stop learning or you get left behind• Integrate – don’t work in silos• Be authentic – people see through brands these days• Understand your customers and use your data

accordingly• Build a clear strategy, get buy-in and deliver against it• Don’t try and trick the systems or you will suffer• Develop relationships – they make a big difference to

the potential of your strategy