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

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

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

4. 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
Search
Social
Mobile
Source: Digital Marketing Institute ©

5. 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

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

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

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

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

10. 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
Search
Social
Mobile
Source: Digital Marketing Institute ©

11. 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

12. 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

13. 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

14. “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 14

15. 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”

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

17. 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 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 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 marketing.
The Marketing process consists of several distinct steps.
Data: This refers to subscriber lists including their contact details and address. This information may come from a companies crm or customer database or from marketing events that gather information about potential or current clients.
Design: The creation of the campaign including layout, structure, design, content, call to action etc.
Delivery: The mechanism used to distribute the 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 s including topics such as delivery rates, open rates, click through rates.
Source: Digital Marketing Institute

18. Integrate Principle
Depending on consumption channel users apply personal preferences and
etiquette and expect marketers to do likewise.
User
Print TV Radio 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

19. 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

20. 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
Search
Social
Mobile
Source: Digital Marketing Institute ©

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

22. 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
Display
Social Media
Mobile
Analytics

23. 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

24. 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

25. 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

26. 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.

27. 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

28. 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
Search
Social
Mobile
Source: Digital Marketing Institute ©

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

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

31. 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 ©

32. 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.

33. 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)

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

35. 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

36. 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.

37. 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.

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

39. Email Marketing Process
Effective 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
Service Providers
Scheduling
With the 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 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 marketing.
The Marketing process consists of several distinct steps.
Data: This refers to subscriber lists including their contact details and address. This information may come from a companies crm or customer database or from marketing events that gather information about potential or current clients.
Design: The creation of the campaign including layout, structure, design, content, call to action etc.
Delivery: The mechanism used to distribute the 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 s including topics such as delivery rates, open rates, click through rates.
Source: Digital Marketing Institute

40. Reporting: Campaign Snapshot
Recognise standard reporting features with marketing packages

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

42. 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

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

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

45. 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

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

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

48. 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 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 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 marketing.
The Marketing process consists of several distinct steps.
Data: This refers to subscriber lists including their contact details and address. This information may come from a companies crm or customer database or from marketing events that gather information about potential or current clients.
Design: The creation of the campaign including layout, structure, design, content, call to action etc.
Delivery: The mechanism used to distribute the 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 s including topics such as delivery rates, open rates, click through rates.
Copyright © Digital Marketing Institute 2012

49. 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

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

51. 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

52. 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.

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

54. 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

55. 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
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

56. 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

57. 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
s only about a similar product
option to opt out on every mail
opt in only valid for 12 months.

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