Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Version 4.0 Lecturer: Ian Dodson

Agenda Digital Marketing Institute 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 FRAMEWORK TOOLS IMPLEMENTATION PRINCIPLES 1. 3i Principles Initiate Iterate Integrate 2. Framework Visual Scheme Digital Channels Strategic Choices Quality Scale 4. Implementation Customer Goals Business Goals Application 3. TOOLS Email Search Social Mobile Source: Digital Marketing Institute ©

DMI 3i Principles DMI 3i 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

PROFESSIONAL DIPLOMA IN Framework DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

PROFESSIONAL DIPLOMA IN Framework Introduction to Digital Marketing DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

PROFESSIONAL DIPLOMA IN Framework Introduction to Digital Marketing: Related Topics DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

Tools Search Marketing (SEO) Search Marketing (PPC) Email Marketing 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 FRAMEWORK TOOLS IMPLEMENTATION PRINCIPLES 1. 3i Principles Initiate Iterate Integrate Quality Scale 2. Framework Visual Scheme Digital Channels Strategic Choices 4. Implementation Customer Goals Business Goals Application 3. Tools Email Search Social Mobile Source: Digital Marketing Institute ©

DMI 3i Principles DMI 3i 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

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

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

“Start with the customer and work backwards" Market reality is a better indicator of customer needs than market research MARKET RESEARCH Polls, questionnaires, history, focus groups, research. Product or Service Customer Search: keyword research tools Social: listening tools Digital: analytical tools MARKET REALITY Source: Digital Marketing Institute 06.04.2019 14

Google AdWords Keyword Planner Search volumes based on location and time CrecheWorld.co.uk CrecheWorld.co.uk “Creche” “Childcare” <20 miles London <20 miles London 6 Months 6 Months 24,650 234,900 X10 “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

Source: Digital Marketing Institute Iterate Principle Effective Digital Marketing is an Iterative Process PUBLISH TRACK TWEAK PLAN 1. Strategy Start with the customer and work backwards 2. Channels Select Channels 4. Ammend Creative Message Channel 3. Monitor Analytics Tracking With the email marketing process is is crucial to start in the correct place. Many companies initially think of design as the logical starting point but in the email marketing process the starting point is data. The initial data a campaign starts with is a list of subscribers. This list is what dictates all other aspects of the campaign and is the crucial starting point for effective email marketing. The Email Marketing process consists of several distinct steps. Data: This refers to subscriber lists including their contact details and email address. This information may come from a companies crm or customer database or from marketing events that gather email information about potential or current clients. Design: The creation of the email campaign including layout, structure, design, content, call to action etc. Delivery: The mechanism used to distribute the email marketing which can be a personal mail client, a company mail server or a feature rich third party Electronic Mail Delivery and Management System. Reporting: The tracking and analysis of the recipients interaction with the emails including topics such as delivery rates, open rates, click through rates. Source: Digital Marketing Institute

Integrate Principle Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise. User Print TV Radio Email Mobile Phone 4.3.3 Broadcast Websites and Discussion forums where the accepted norm is public an open. Transact Social Media Networks where the interaction is governed by social norms Interact Personal communications devices/systems with a personal etiquette Source: Digital Marketing Institute

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 Learn Audience Awareness Source: Digital Marketing Institute

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

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

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 Pre-Course Rating Post Course Rating Website SEO SEM Email Display Social Media Mobile Analytics

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 Interactive: many-to-many communication 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

Company vs. Consumer 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 Market research vs. market reality Production Apple Transparency CSR Customer likes a product on Facebook Product Lifecycle Product Design Nike Customer Support Southwest

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

PROFESSIONAL DIPLOMA IN Framework DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

PROFESSIONAL DIPLOMA IN SEO Search Engine Optimisation: Related Topics DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION Source: Digital Marketing Institute ©

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

Concepts: Positioning Know where organic and paid search results display. Point out that PPC ads are placed to the right with some ads achieving ‘premium position’ and sitting above organic listings.

Concepts: Positioning The proportionality of clicks between organic and paid. Know how positioning affects clicks 30% of users click here and on the right (Paid listings) Explain to students the weighting of clicks on the search engine result page. 70% of users click here (Organic listings)

Search Marketing (PPC) Related Topics DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

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

Concepts: Positioning Know where organic and paid search results display. Point out that PPC ads are placed to the right with some ads achieving ‘premium position’ and sitting above organic listings.

Concepts: Positioning The proportionality of clicks between organic and paid. Know how positioning affects clicks 30% of users click here and on the right (Paid listings) Explain to students the weighting of clicks on the search engine result page.

PROFESSIONAL DIPLOMA IN Email Marketing Email Marketing: Related Topics DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

Email Marketing Process Effective email marketing is a process DESIGN DELIVERY DISCOVERY DATA 1. Subscriber Management Data Collection Data Segmentation Data Management 2. Design & Content Mail Clients Interaction Process Sender / Subject / Copy Images & Attachments Risks 4. Reporting & Analysis Interaction Scale Campaign Reports Subscriber Reports Split Testing 3. Delivery Systems Email Service Providers Scheduling With the email marketing process is is crucial to start in the correct place. Many companies initially think of design as the logical starting point but in the email marketing process the starting point is data. The initial data a campaign starts with is a list of subscribers. This list is what dictates all other aspects of the campaign and is the crucial starting point for effective email marketing. The Email Marketing process consists of several distinct steps. Data: This refers to subscriber lists including their contact details and email address. This information may come from a companies crm or customer database or from marketing events that gather email information about potential or current clients. Design: The creation of the email campaign including layout, structure, design, content, call to action etc. Delivery: The mechanism used to distribute the email marketing which can be a personal mail client, a company mail server or a feature rich third party Electronic Mail Delivery and Management System. Reporting: The tracking and analysis of the recipients interaction with the emails including topics such as delivery rates, open rates, click through rates. Source: Digital Marketing Institute

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

PROFESSIONAL DIPLOMA IN Programme Structure Digital Display Marketing DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION Copyright © Digital Marketing Institute 2012

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

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

PROFESSIONAL DIPLOMA IN Framework Mobile Marketing DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION Copyright © Digital Marketing Institute 2012

Mobile Marketing Process Effective Mobile Marketing is an Iterative Process OPTIMISE ADVERTISE ANALYSE OPPORTUNITY 1. Opportunity Challenges/Risks Characteristics Trends Devices Optimise App Development Mobile Sites 4. Analyse Measure Analyse Optimise Emerging Trends Advertise SMS Mobile Advertising Proximity Marketing 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

PROFESSIONAL DIPLOMA IN Framework Social Media Marketing DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION Copyright © Digital Marketing Institute 2012

Social Media Marketing Process Effective Social Media Marketing is an Iterative Process CHANNELS IMPLEMENT ANALYSE GOALS 1. Goals Business Customer Product Marketing 2. Channels Facebook Linked In Twitter Google + YouTube 4. Analyse Measure Analyse Optimise 3. Implement Listening Pages Events Groups Jobs Advertising With the email marketing process is is crucial to start in the correct place. Many companies initially think of design as the logical starting point but in the email marketing process the starting point is data. The initial data a campaign starts with is a list of subscribers. This list is what dictates all other aspects of the campaign and is the crucial starting point for effective email marketing. The Email Marketing process consists of several distinct steps. Data: This refers to subscriber lists including their contact details and email address. This information may come from a companies crm or customer database or from marketing events that gather email information about potential or current clients. Design: The creation of the email campaign including layout, structure, design, content, call to action etc. Delivery: The mechanism used to distribute the email marketing which can be a personal mail client, a company mail server or a feature rich third party Electronic Mail Delivery and Management System. Reporting: The tracking and analysis of the recipients interaction with the emails including topics such as delivery rates, open rates, click through rates. Copyright © Digital Marketing Institute 2012

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

PROFESSIONAL DIPLOMA IN Analytics Position in Programme Structure DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

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

Google Analytics Dashboard 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.

PROFESSIONAL DIPLOMA IN Programme Structure Strategy and Planning DISPLAY SOCIAL 1 EMAIL SOCIAL 2 MOBILE PPC PROFESSIONAL DIPLOMA IN DIGITAL MARKETING ANALYTICS SEO STRATEGY PLANNING IMPLEMENTATION

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

Channel Suitability B2C Select the channels on the DMI Framework in terms of how effective they will be for engaging with your target audience. PROFESSIONAL DIPLOMA IN DIGITAL MARKETING PPC EMAIL DISPLAY SOCIAL 1 MOBILE SOCIAL 2 SEO STRATEGY ANALYTICS PLANNING IMPLEMENTATION 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

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 People Systems x

Laws and Guidelines Common Electronic Privacy Characteristics Be aware of Data Protection and Privacy laws in your country. Common Electronic Privacy Characteristics opt out at collection point subscriber told why information is being gathered emails only about a similar product option to opt out on every mail opt in only valid for 12 months. 4.3.3.4

Professional Diploma in Digital Marketing Module 4: Email Marketing Version 4.2 Location: Dublin Lecturer: