JEMSS project successfully completed: findings from research and development of a Joint Master’s Degree on Digital and Social Media Marketing. Dr Aleksej Heinze summarises some of the key lessons from the JEMSS project - slides presented at the #passion4digital conference in Bulgaria Sofia on 14th September 2016. Explanation of the Buyer Persona Spring - a concept for guiding the development of a digital marketing strategy. See video here https://www.youtube.com/watch?v=xNVMY8N43W8

1. #passion4digital @AleksejHeinze
JEMSS project successfully completed:
findings from research and development of a Joint Master’s
Degree on Digital and Social Media Marketing
Dr Aleksej Heinze, University of Salford
This project has been funded with support from the European Commission. This
publication [communication] reflects the views only of the author, and the Commission
cannot be held responsible for any use which may be made of the information contained
therein.

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• European Online
Advertising surpasses
TV to record annual
spend of €36.2bn
• Европейската oнлайн
реклама надминава
телевизиoннaтa и
дocтигa €36.2 милиардa
пpeз 2016 г.
(IAB 2016)

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YouTube subscribers… абонати на YouTube
Vivacom - 1000 PlanetaOfficial - 657,832
Bulgarian National Television - 7,942Bodil40 - 1,930,390

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GETTING YOUR DUCKS IN A ROW

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What should be
the content of our
Digital Marketing
Strategy?

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• Digital marketing strategy – long
term priorities (over 3 to 5 years) for
engagement of an organisation using
relevant channels, content and data with
the specific buyer persona

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Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media Marketing: A Results-Driven Approach, Routledge, London
Buyer Persona Spring

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1. Your strategic business objectives
• Marketing
• Sales
• Operations
• Support

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2. Your buyer persona – the target
audience personified through a profile

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Source: https://xtensio.com/user-persona/

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3. Content
https://www.youtube.com/watch?v=g40rrWBx2ok

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Source: Screenshot: Channels play different roles in the customer journey
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
4. Channels

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5. Data

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Image Source http://www.enricdurany.com/work/how-to-deal-with-hippos-highest-paid-person-opinion-ab-testing-to-the-rescue/

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Data driven strategy refinement

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Data driven strategy refinement
Don’t go over one A4 page for your strategy document

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Heinze, Fletcher, Rashid and Cruz (2016) Digital and Social Media
Marketing: A Results-Driven Approach, Routledge, London
Buyer Persona Spring

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How to learn more? Book…
• 20 authors!
• This title will be released on
November 17, 2016.
https://www.amazon.co.uk/Digital-Social-Media-Marketing-Results-Driven/dp/1138917915

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How to learn more? MOOC
Massive
Open
Online
Course
https://www.youtube.com/watch?v=VufHCbNSGg4

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Recognition

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And much more