Professional Diploma in Digital Marketing Module 1 Introduction

Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Version 4. 0 Lecturer: Ian Dodson

Agenda Digital Marketing • Digital Marketing Institute Method • Principles • Traditional vs. Digital • Tools • Laws & Guidelines

Definition: Digital Marketing “ using digital channels to promote or market products and services to consumers and business Digital Marketing Institute ”

Digital Marketing Method is the principles based framework for the application of digital marketing to achieve business goals 1. 3 i Principles 2. Framework • Initiate • Visual Scheme • Iterate • Digital Channels • Integrate • Strategic Choices • Quality Scale 4. Implementation 3. TOOLS • Customer Goals • Email • Business Goals • Search • Application • Social • Mobile Source: Digital Marketing Institute ©

DMI 3 i Principles are the foundation tenets of the DMI Methodology • Initiate: start with the customer and work towards your digital strategy • Iterate: continually learning from engagement with customers and applying this on an ongoing basis • Integrate: integrate digital channels coherently and in terms of traditional marketing activities

Framework PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Framework Introduction to Digital Marketing PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Framework Introduction to Digital Marketing: Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Tools Digital channels can be grouped under the following headings • Search Marketing (SEO) • Search Marketing (PPC) • Email Marketing • Digital Display Advertising • Social Media Marketing • Mobile Marketing • Analytics

Digital Marketing Method is the principles based framework for the application of digital marketing to achieve business goals 1. 3 i Principles 2. Framework • Initiate • Visual Scheme • Iterate • Digital Channels • Integrate • Strategic Choices • Quality Scale 4. Implementation 3. Tools • Customer Goals • Email • Business Goals • Search • Application • Social • Mobile Source: Digital Marketing Institute ©

DMI 3 i Principles are the foundation tenets of the DMI Methodology • Initiate: start with the customer and work towards your digital strategy • Iterate: continually learning from engagement with customers and applying this on an ongoing basis • Integrate: integrate digital channels coherently and in terms of traditional marketing activities

Consumers leave a trail It is access to these activities that gives digital marketing its power Search for “Adventure Holiday” Click on Ad campaign Search Register for updates Click Purchase on site Register Buy 12

Consumers reveal who they are It is access to these activities that gives digital marketing its power Search for “Adventure Holiday” } Location, Interest, Age Click on Ad campaign Search Specific Requirement Register for updates Click Urgency Purchase on site Register Buy Budget

“Start with the customer and work backwards" Market reality is a better indicator of customer needs than market research MARKET RESEARCH Customer Polls, questionnaires, history, focus groups, research. Product or Service Search: keyword research tools Social: listening tools Digital: analytical tools MARKET REALITY Source: Digital Marketing Institute 11/2/2020 14

Google Ad. Words Keyword Planner Search volumes based on location and time Creche. World. co. uk “Creche” Creche. World. co. uk “Childcare” <20 miles London 6 Months 24, 650 6 Months 234, 900 X 10 “Childcare” over “Creche”

Google Trends: “Summer School” Search trends and respective ad spend € € € July Aug Sept Oct Nov Dec Jan Feb Mar April May Jun July

Iterate Principle Effective Digital Marketing is an Iterative Process 1. Strategy 2. Channels • Start with the customer and work • Select Channels backwards 4. Ammend 3. Monitor • Creative • Analytics • Message • Tracking • Channel Source: Digital Marketing Institute

Integrate Principle Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise. Print TV Radio Email Mobile Phone User Broadcast Transact Interact Websites and Discussion forums where the accepted norm is public an open. Social Media Networks where the interaction is governed by social norms Personal communications devices/systems with a personal etiquette Source: Digital Marketing Institute

Quality Scale of Engagement In digital marketing the dynamic is from quantity to quality. There is a quality scale in the interactions of an audience with an organisation. Tell Audience Advocacy Act Audience Conversion Engage Audience Engagement Audience Awareness Learn Source: Digital Marketing Institute

Digital Marketing Methodology is the principles based framework for the application of digital marketing to achieve business goals 1. 3 i Principles 2. Framework • Visual Scheme • Initiate • Digital Channels • Iterate • Strategic Choices • Integrate • Quality Scale 4. Implementation 3. TOOLS • Customer Goals • Email • Business Goals • Search • Application • Social • Mobile Source: Digital Marketing Institute ©

Situation Analysis: Capabilites Rating your current capabilities from 1 to 5: Basic knowledge Website SEO SEM Email Display Social Media Mobile Analytics Limited Experience Practical Skills Advanced Application Expert Practitioner

Situation Analysis: Activities Describe your current activities under each of these headings and rate your current activities on a scale of 1 to 5 Describe your current activities Website SEO SEM Email Display Social Media Mobile Analytics Pre-Course Rating Post Course Rating

Traditional Marketing Traditional marketing channels are characterised as: • Broadcast: one way communication, push • Message driven: brand focused, features, benefits. • Didactic: tells, explains, elaborates, instructs • Constrained: fit with programming & print schedules and geographic boundaries. • Calendar & Budget bound: limits and start and end points • Power: retained by the media owner, and the advertiser

Digital Marketing an approach based on openness, transparency and engagement with the consumer • Interactive: many-to-many communication • Consumer driven: in terms of their interests and preferences. • Listening: follows the consumers needs • Un-constrained: liberated from schedules & boundaries. • Open ended: iterative (launch, review, adjust, re-launch) • Power: control & influence is with the consumer • Content Driven: in tune with consumer interests

Balance of Power Digital technologies are transformative and disruptive and characterised by a shift in power to the consumer. Company vs. Consumer

Campaign Planning Implications What are the implications for marketing departments and their campaign planning? • Structure: starts small and gets better (iterative) • Budget: start small and invest based on success • Calendar: organic with no end point • Personnel: new work so new skills required. • Beyond Marketing: we are all in marketing now.

Beyond Marketing Digital channels are now impacting upon all aspects of product lifecycle. Market Research Production Transparency CSR Market research vs. market reality Apple Customer likes a product on Facebook Product Lifecycle Product Design Customer Support Nike Southwest

Digital Marketing Method is the principles based framework for the application of digital marketing to achieve business goals 1. 3 i Principles 2. Framework • Visual Scheme • Initiate • Digital Channels • Iterate • Strategic Choices • Integrate • Quality Scale 4. Implementation 3. TOOLS • Customer Goals • Email • Business Goals • Search • Application • Social • Mobile Source: Digital Marketing Institute ©

Framework PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

SEO Search Engine Optimisation: Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Source: Digital Marketing Institute ©

SEO: Process SEO is an ongoing dynamic process with goals, actions, review and iteration 1. Goals 2. On Page Optimisation • Understand the Benefits of SEO • Keywords • Choose & Set Goals • Content • Meta-tags • Site Supports • Site structure 4. Analysis & Iteration 3. Off Page Optimisation • Analysis Tools • Link Building • Performance Baseline • Link Format • Review and Iteration • Content Marketing • Social Linking Source: Digital Marketing Institute ©

Concepts: Positioning Know where organic and paid search results display.

Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid. 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)

Search Marketing (PPC) Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Search Marketing (PPC): Process PPC is an ongoing dynamic process with goals, setup, management and review & iteration. 1. Goals 2. Setup • Understand the Benefits of PPC • Keyword Research • Choose & Set Goals • Campaign Setup • Ad Copy • Targeting • Budget • Scheduling 4. Analysis & Iteration 3. Manage • Analysis Tools • Ad Centre • KPI’s • Reports • Review and Iteration • Quality Score • Conversion Tracking Source: Digital Marketing Institute

Concepts: Positioning Know where organic and paid search results display.

Concepts: Positioning Know how positioning affects clicks The proportionality of clicks between organic and paid. 30% of users click here and on the right (Paid listings)

Email Marketing: Related Topics PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Email Marketing Process Effective email marketing is a process 1. Subscriber Management 2. Design & Content • Data Collection • Mail Clients • Data Segmentation • Interaction Process • Data Management • Sender / Subject / Copy • Images & Attachments • Risks 4. Reporting & Analysis 3. Delivery Systems • Interaction Scale • Email Service Providers • Campaign Reports • Scheduling • Subscriber Reports • Split Testing Source: Digital Marketing Institute

Reporting: Campaign Snapshot Recognise standard reporting features with email marketing packages

Programme Structure Digital Display Marketing PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Copyright © Digital Marketing Institute 2012

Digital Display Campaign Process Effective Digital Display Advertising is an Iterative Process 1. Define 2. Format • Customer • Budget • Publisher • Media • Objectives • Formats • Ad Copy 4. Analyse 3. Configure • Measure • Targetting • Analyse • Tracking • Optimise • Go live Copyright © Digital Marketing Institute 2012

Ads: Dimension & Position • Creative formats illustrated in MSN. com’s Entertainment Section for Breaking Dawn campaign.

Framework Mobile Marketing PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Copyright © Digital Marketing Institute 2012

Mobile Marketing Process Effective Mobile Marketing is an Iterative Process 1. Opportunity Optimise • Challenges/Risks • App Development • Characteristics • Mobile Sites • Trends • Devices 4. Analyse Advertise • Measure • SMS • Analyse • Mobile Advertising • Optimise • Proximity Marketing • Emerging Trends Copyright © Digital Marketing Institute 2012

What Convergence Means Convergence: device functionality begins to come together in one device: • SMS • Camera • Music • Phone • Browser • GPS • Email • Office Applications • Social Media • Gaming

Framework Social Media Marketing PROFESSIONAL DIPLOMA IN DIGITAL MARKETING Copyright © Digital Marketing Institute 2012

Social Media Marketing Process Effective Social Media Marketing is an Iterative Process 1. Goals 2. Channels • Business • Facebook • Customer • Linked In • Product • Twitter • Marketing • Google + • You. Tube 4. Analyse 3. Implement • Measure • Listening • Analyse • Pages • Optimise • Events • Groups • Jobs Copyright © Digital Marketing Institute 2012 • Advertising

Evolution of online interaction. The evolution of the web places the user centre stage and increasingly in control. Broadcast Transact Interact Website Amazon Ebay Copyright © Digital Marketing Institute 2012 Converse Social Media

Analytics Position in Programme Structure PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Analytics: Process Analytics is an ongoing dynamic process with goals, setup, management and review and iteration. 1. Goals 2. Setup Concepts & Rationale Choose & Set Goals Accounts Profile 4. Analysis & Iteration 3. Monitor Analytics Goals Audience Traffic Sources Content Advertising Conversions Reporting Review and Iteration Source: Digital Marketing Institute

Google Analytics Dashboard is your configurable opening screen for Analytics management • Understand what the Google dashboard is. • Know that you can configure and customise the Google Analytics dashboard.

Programme Structure Strategy and Planning PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Strategy & Planning Process Effective Strategy & Planning is an Iterative Process 1. Approach 2. Audience • Framework • Situation Analysis • Principles • Information Gathering • Audience Definition 4. Analysis 3. Activities • Measurement • Objectives • Analysis • Tools • Iteration • Action Plan • Budget Source: Digital Marketing Institute

Channel Suitability B 2 C Select the channels on the DMI Framework in terms of how effective they will be for engaging with your target audience. Samantha Social 24 -35 year old Clinical Assistant. Smart Phone User on Facebook with disposable income. May be a high value prospect and readily accessible through digital channels PROFESSIONAL DIPLOMA IN DIGITAL MARKETING

Action Plan: Search Marketing (SEO) Digital marketing planning scheme for Search Engine Optimisation Objectives: Positioning, engagement, conversions, and competitive advantage. Action Items • On-page (keyword research, content updates) • Off-page, (inbound links, social linking) Frequency • On-page : Daily and weekly content updates • Off-page: Weekly and monthly actions and review Measurement Tools: Analytics & Webmaster Tools. KPIs: organic traffic, visitor numbers, volume of traffic achieved based on keywords, click through rates, downloads, conversions, sales, website engagement. Spend Media Content x People x Systems

Laws and Guidelines Be aware of Data Protection and Privacy laws in your country. • Common Electronic Privacy Characteristics opt out at collection point o subscriber told why information is being gathered o emails only about a similar product o option to opt out on every mail o opt in only valid for 12 months. o

Professional Diploma in Digital Marketing Module 4: Email Marketing Version 4. 2 Location: Dublin Lecturer: