GCD Week 2 - Digital Marketing Strategy & Planning

1. Week 2 – Digital Strategy and Planning Keith Feighery

2. The Digital Marketing Ecosystem

4. Companies, both big and small, need to imagine themselves as publishers Trick is to be engaging and provide value to target audience

5. That ’s why Inbound & Content Marketing are so Important

6. Hubspot – Inbound Marketing Company view

7. Inbound & Content Marketing Channels

8. Digital Strategy & Planning

9. Digital Strategy & Planning Source RedAnt.co.uk

10. SOSTAC Framework

11. Using RACE for Digital Marketing Optimisation

12. Planning Phase

14. Personas Source RedAnt.co.uk

15. Location Setting Source RedAnt.co.uk

16. Goals and Audience Location Analysis Source RedAnt.co.uk

17. Creation Phase

19. Mapping audience, solutions and projected ROI Source RedAnt.co.uk

24. Simple KPI Framework

25. Actualisation Phase

27. Actualisation Core Tactics

29. Challenge is to build engaging digital and social strategies aligned with clear business objectives for each channel

30. Be Social – Interact with People & Solicit Feedback and Responses

31. Be Entertaining, Informative or Offer Something of VALUE to Followers

33. Social Media Case Studies

34. Muller Display Irish Times

35. Muller Facebook

36. Muller – The Wall

37. Muller YouTube

38. Barrys Tea Website

39. Barry ’s Tea Landing Page

40. Barry ’s Tea Wall

41. Tayto Crisps

42. Tayto Wall

43. Controversial Hunky Dory Page

44. Marks and Spencer ’s Ireland Display Ad

45. Marks and Spencers Ireland Wall

46. Marks and Spencer ’s Website

47. Westcoast Cooler

48. Hairy Baby

49. Hairybaby

50. Engaging with Fans

51. Getting People To Respond

52. MakeupAndBeauty.ie

53. Big Brands Need to be Plan for Crisis on Social Media

54. Nestle

56. PPC Examples

57. Search: Health Insurance Quote

58. Search ‘Im Sorry Flowers’

60. SEO Case Example

61. Search: Flowers for newborn baby

62. Newborn Flowers

63. Email Marketing

64. Email Applications

65. Case Studies

66. CityDeal.ie

68. Schuh

70. Evaluation Phase

71. KPIs & Goals set in the Creation Phases should be assessed according to actuals

72. Ongoing KPI & Metric Analysis

74. Questions & Answers

75. Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

76. Thank You