The Business Masterclasses with Salford Business School MediaCityUK, Salford Quays, Greater Manchester 21st May 2014 17:00 - 19:15 Strategic marketing : Developing your Digital Marketing Strategy Marketing is in constant change. The next generation of professionals are driven by new media and online marketing. This session will introduce the key considerations when formulating and implementing a Digital Marketing Strategy, including: - Getting started - Search Engine Optimisation (SEO) - Social Media Marketing - Measuring results and value

1. Dr Aleksej Heinze @AleksejHeinze
21st May 2014
#SSMMUoS
www.salford.ac.uk/digital-business
Strategic Marketing:
Developing your Digital
Marketing Strategy

2. Centre for Digital Business
Providing research
and advice to
business leaders in
the constantly
changing digital
society

3. What about you?
How many social networks do you
currently use for either private or
business purposes?

4. CC image by Bert Kaufmann https://www.flickr.com/photos/22746515@N02/

5. Selling = Marketing?

6. What is marketing?
“The Art and Science of choosing target markets and getting, keeping
and growing customers through creating, delivering and
communicating superior customer value” Philip Kotler
“There will always, one can assume, be the need for some selling. But
the aim of marketing is to make selling superfluous. The aim of
marketing is to know and understand the customer so well that the
product or service fits them and sells itself. Ideally, marketing should
result in a consumer who is ready to buy. All that should be needed
then is to make the product or service available” Peter Drucker
Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). London: Pearson Education.

7. Selling vs Marketing
• “Selling focuses on the needs of the seller;
• marketing on the needs of the buyer.
• Selling is preoccupied with the seller’s need to convert their
product into cash;
• marketing with the idea of satisfying the needs of the consumer
by means of the product and the whole cluster of things
associated with the creating, delivering and finally consuming it”
Theodore Levitt
Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). London: Pearson Education.

8. Social media: no longer optional
14th May 2014. Infographic Source: ONS
http://www.ons.gov.uk/ons/dcp171778_362910.pdf
Who are your prospects?

9. Source: Screenshot: Channels play different roles in the customer journey
http://www.google.co.uk/think/tools/customer-journey-to-online-purchase.html
How do your prospects interact with you?

10. What does it all mean for your
Strategic Marketing?
How can you develop your
Digital Marketing Strategy?

11. The marketing communications mix

12. The marketing communications universe

14. Comparison of traditional and digital media

15. The main strategies for digital marketing
Market research
Sales
Operations
Support

16. Search engines
Essentially are permanently switched on calculators
Bots or program scripts constantly re-visit web
pages and evaluate them by examining:
• On page: URL, Page title, Description and Headings on
page
• Off page: Number, Position and Anchor text of a Link
leading to your page
• and many other factors…

17. Short vs long tail keyword
Number of words
Search volume
Higher conversion rateLower conversion rate
High PPC cost &
High competition
Low PPC cost &
Lower competition
Long tail keywordsShort tail
e.g. “Salford”
e.g. “Salford uni”
e.g. “Salford university business school”

18. Social media: no longer optional
 Are you are taking part in conversation about your own
and related products and services?
 Twitter, LinkedIn, SlideShare – mature platforms which
can help most businesses
 Facebook – business to consumer
 Google+ - key network for search engine integration
 Industry specific networks – TripAdvisor, Pinterest …

19. “if an organisation does not set out to
manage and build their social media profile
positively then someone else will build it
anyway in whatever form they care to
shape”
Hackett, C., Fletcher, G., & Heinze, A. (2013). Social Media Monitoring
visualisation: What do we have to look for? . UKAIS 2013
conference, Oxford, UK

20. Some free Social Media management tools

21. Mobile visitors: how are you engaging with them?
 Is your website content ready for Showrooming?
 Mobile means smart phones and other mobile devices such
as tablets – what strategy do you have to deal with different
screen sizes of your website?
 Mobile Apps?
 Responsive website design?
 Mobile search engine optimisation (SEO)

22. Mobile visitors: how are you engaging with them?
 Is your website content ready for Showrooming?
 Mobile means smart phones and other mobile devices such
as tablets – what strategy do you have to deal with different
screen sizes of your website?
 Mobile Apps?
 Responsive website design?
 Mobile search engine optimisation (SEO)

23. International differences
Source: http://businessculture.org

24. Source: internet-map.net
World without country borders?

25. Source: internet-map.net
We are now defined by website platform borders

26. What are the main
professional social
networks in Europe?

27. What are the main professional social networks in Europe?

28. Key points
 Key digital marketing strategy skills
 Integrated marketing communications
 Social media is no longer optional
 Mobile friendly customer journey
 How to learn more?
 The Salford MBA : Digital Business
 MSc Marketing
 One day SEO & SMO essentials
 10 evening Search and Social Media Marketing course
 Massive Open Online Courses (MOOC)