1. Advanced Online Marketing Week 1 - Strategy Jacki Schroder

2. Agenda Introduction Course Overview Why Digital Marketing? Finding Your “Why” SMART Goals and Objectives Setting Your Strategy

3. Introductions

4. About Me www.linkedin.com/pub/jacquelyn-schroder/7/878/35/

5. Course Overview

6. Overview Think Digital Have Fun! Think Integrated Have a Plan

7. Learning Outcomes Devise a digital marketing plan: –Goals and objectives –Timelines, budgets, and KPIs –Research tactics and tools –Owned, earned, and paid digital marketing channels –Measurement plan

8. Weekly Lessons Week 1: Strategy Week 2: Planning Week 3: Research Week 4: Owned Digital Channels Week 5: Earned and Paid Digital Channels Week 6: Evaluation

9. Expectations Discussions held Wednesdays 8-9PM ET Assignments due no later than 11:59PM ET on Tuesdays Assignments returned by the following Monday no later than 11:59 PM ET The final project will be a digital marketing plan Each week assignments will be submitted in slide format (PowerPoint or Keynote), exported into a PDF document At the end of the 6 week course, all slides should be combined

10. Why Digital Marketing?

11. Integrated Marketing Communications “A strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.” - Journal of Integrated Marketing Communication http://www.weareboomerang.com/blog/why-integrated-marketing-communications-is-more-important-than-ever/

12. Integrated Marketing Communications There are more marketing channels than ever before. Every piece of marketing should be in harmony with the same strong brand identity. Online can amplify the message, reach and impact of marketing - traditional word of mouth marketing on steroids, and then some. http://www.portent.com/blog/internet-marketing/raining-marketing-importance-integrated-marketing-communications.htm http://www.forbes.com/sites/marketshare/2012/05/31/integrated-marketing-communications-then-now/2/ http://www.weareboomerang.com/blog/why-integrated-marketing-communications-is-more-important-than-ever/

13. The Digital Consumer 75% of consumers own a laptop 30 is the average number of apps downloaded 69% of US households have smart phones Only 20% of mobile phone usage is for talking http://www.mckinsey.com/insights/telecommunications/developing_a_fine-grained_look_at_how_digital_consumers_behave http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Digital-Consumer-Tech-Survey-2014.pdf http://www.smartinsights.com/mobile-marketing/multiscreen-matters-to-your-consumer-it-should-to-you/

14. The Digital Consumer 90% of people used multiple screens sequentially Only 5% of retail sales are online 90% of all media interactions are screen based 50% of consumers lack confidence in their Internet security http://www.smartinsights.com/mobile-marketing/multiscreen-matters-to-your-consumer-it-should-to-you/

15. The Digital Consumer – Mobile Devices http://www.experian.com/blogs/marketing-forward/2015/02/11/digital-consumer-2015-smartphone-activities-tv-multitasking-cord-cutting/

16. The Digital Consumer – TV Viewing http://www.experian.com/blogs/marketing-forward/2015/02/11/digital-consumer-2015-smartphone-activities-tv-multitasking-cord-cutting/ 77% of the time people are watching TV, it’s with another device

17. Finding Your “Why”

18. The Golden Circle “People don’t buy what you do. They buy why you do it.” - Simon Sinek https://www.youtube.com/watch?v=sioZd3AxmnE

19. Forming SMART Goals & Objectives

20. Goals and Objectives A goal is a broad primary outcome. A strategy is the approach you take to achieve a goal. An objective is a measurable step to achieve a strategy. A tactic is a tool for pursuing an objective associated with a strategy. http://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectives-and-tactics-in-the-age-of-social/

21. SMART Goals http://orangeshoe.com/2014/12/22/goal-setting-smart-goals/

22. Setting Your Strategy

23. Components of a Plan Goals and Objectives Target audience Timeline Budget KPIs Research Digital Channels – Paid, Earned, Owned Evaluation

24. Paid, Earned, Owned Channels http://www.business2communaity.com/content-marketing/your-content-strategy-defining-paid-owned-and-earned-media-0533660

25. Assignment 1

26. Select an organization for the final project, a digital marketing plan Create the “Strategy” of your digital marketing plan: –Define the organization’s circle of “Why,” “How,” and “What” Determine SMART Goals and Objectives for your plan Review the Advanced Online Marketing Glossary Due Date: April 21, Tuesday 11:59 pm ET

27. Additional Resources Start with Why - Simon Sinek, TED TalkStart with Why PowerPoint Deck Best Practices: –10 tips on how to make slides that communicate your idea, from TED’s in-house expert – TED Blog10 tips on how to make slides that communicate your idea, from TED’s in-house expert –SlideShare Best Practices: How to Turn Written Content Into a Winning Deck – CopyBloggerSlideShare Best Practices: How to Turn Written Content Into a Winning Deck –You Suck at PowerPoint – 5 Shocking Design Mistakes You Need to Avoid – Jesse DesjardinsYou Suck at PowerPoint – 5 Shocking Design Mistakes You Need to Avoid

28. All Footnotes http://www.weareboomerang.com/blog/why-integrated-marketing-communications-is-more-important-than-ever/ http://www.portent.com/blog/internet-marketing/raining-marketing-importance-integrated-marketing- communications.htm http://www.forbes.com/sites/marketshare/2012/05/31/integrated-marketing-communications-then-now/2/ http://www.weareboomerang.com/blog/why-integrated-marketing-communications-is-more-important-than-ever/ http://www.mckinsey.com/insights/telecommunications/developing_a_fine- grained_look_at_how_digital_consumers_behave http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Digital-Consumer-Tech-Survey-2014.pdf http://www.smartinsights.com/mobile-marketing/multiscreen-matters-to-your-consumer-it-should-to-you/ http://www.experian.com/blogs/marketing-forward/2015/02/11/digital-consumer-2015-smartphone-activities-tv- multitasking-cord-cutting/ https://www.youtube.com/watch?v=sioZd3AxmnE http://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectives-and-tactics-in- the-age-of-social/ http://orangeshoe.com/2014/12/22/goal-setting-smart-goals/