1.
Hello!

2.
Digital Marketing Strategy
Thoughts on how to do it and not c**k it up
Dena Walker | @curlydena

3.
Who the hell am I? I’m a
strategic planner at a brilliant
ad agency in town. I’m also a
lecturer in marketing. Mostly, I
am just someone that loves
marketing when it’s done right
and is lucky enough to get to
share her opinions on
what that means, as
well as her thoughts
on how to make it
happen more often.
To prove it, here’s me looking all professional and “thinky” somewhere

4.
What is marketing?

5.
“The management process responsible
for identifying, anticipating and
satisfying customer requirements
profitably.”
- Chartered Institute of Marketing

6.
“Marketing is the social process by
which individuals and organizations
obtain what they need and want
through creating and exchanging
value with others.”
- Kotler & Armstrong

7.
“The process by which companies
create value for customers and build
strong customer relationships in
order to capture value from
customers in return.”
- Kotler & Armstrong

8.
Marketing is creating things
of value in order for people to
trade what they value in return.
- Me

9.
So what is
digital marketing?

10.
Marketing is creating things
of value in order for people to
trade what they value in return.

11.
Marketing is creating things
of value in order for people to
trade what they value in return.
But that’s the same!

12.
The real world and the digital
world are not separate things
=

13.
Digital marketing doesn’t exist
The end.

14.
Digital marketing doesn’t exist
Only joking. Sort of.
We should focus our thinking around
marketing in a world that is digital,
not on digital as a separate entity.
The end.

15.
Two issues can arise when thinking
of digital marketing as a separate
entity

16.
things
*Hat tip to Helge Tenno for the analogy
We focus on

17.
Russell Hobbs Electric Kettle Patent via The British Library A Russell Hobbs Electric Kettle (via Jenny - BlinkClick on Flickr)
This one is made of
composite parts
This one boils water so I
can make tea

18.
We focus on execution and call
it strategy

19.
What is a strategy?

20.
Diagram by Mike Arauz

21.
Diagram by Mike Arauz
Your overall objective

22.
Diagram by Mike Arauz
Your overall objective
The intermediate
steps towards it
- your strategic aims

23.
Focus
Broad
Focus
Narrow
Involvement
Short Term
Involvement
Long Term
Consumer Journey
e.g. Awareness
Consumer Journey
e.g. Conversion
Clarifying
your aims
Source: RedAnt

24.
Woah there, Nelly! Hands up who
started thinking about channels...

25.
Beware the shiny!

26.
Start with
people
Image via Austin_S on Flickr

27.
It’s not enough to just communicate
a product’s benefits and features
as if they’re motivating.
There’s parity almost everywhere,
and if it’s not there now it will
be soon enough.

28.
So what!

29.
Emotion Reason
10x

30.
Emotion Reason
Action Conclusion

31.
Emotion Reason
Action Conclusion
Justification

32.
No!

33.
Image via Sarans on Flickr
Remember that mountain?
People are your mountain and you need
to understand them to conquer it

34.
Personas
Image via Canned Tuna on Flickr

35.
Graffiti Artists Harajuku Girls Stray Cats
Sushi Chefs Stormtroopers Hurlers
Thanks to the world’s best mentor, Interactivemark for this exercise

36.
Where’s the insight?

37.
Insight versus
observation

38.
Use what you have discovered to
focus your thinking
Business Issue/Opportunity
Target Audience
Insight
Desired Behaviour Change
Communications Idea
Strategy

39.
Consumer Journey 3
Use what you have discovered to
focus your thinking
Business Issue/Opportunity
Target Audience
Insight
Desired Behaviour Change
Communications Idea
Consumer Journey 2Consumer Journey 1
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Evaluation
StrategyExecution

40.
Focus
Broad
Focus
Narrow
Involvement
Short Term
Involvement
Long Term
Consumer Journey
e.g. Awareness
Consumer Journey
e.g. Conversion
Clarifying
your aims
Remember this?

41.
Reference Aim Focus
Consumer
Journey
Involvement
A1
A2
A3
A4
A5
A6
A7
How will you tackle that
mountain?

42.
Reference Aim Focus
Consumer
Journey
Involvement
A1
A2
A3
A4
A5
A6
A7
The steps you
will take to
reach your
goal - macro
level, not
executional
How will you tackle that
mountain?

43.
Reference Aim Focus
Consumer
Journey
Involvement
A1
A2
A3
A4
A5
A6
A7
The steps you
will take to
reach your
goal - macro
level, not
executional
How will you tackle that
mountain?
Where your
aims sit on
each spectrum

44.
Channel Planning

45.
Media landscape continues to
evolve at rapid pace

46.
“Old media” is not dead, so
stop saying it is

47.
23 minutes
3 hours and 37
minutes
Time spent
each day
Source: Facebook IPO, Comscore March 2012; Google Adplanner 2012, Neilson 2012

48.
Hours spent each week
Source: Irish International BBDO. Channel Planning Reality Check. September 2012

49.
Technology has had a significant
impact on how we consume media

50.
Source: Irish International BBDO. Channel Planning Reality Check. September 2012
More likely to prompt people to
talk about topic, brand, news story
Less likely to be a source of info
Less likely to prompt to talk
More likely to be a
source of info about a
topic, brand, news story
What triggers our conversations?
Today’s consumer - Over 50s
TV
Email marketing
Outdoor
Social
networks
Other
online
Blogs
Radio
Newspapers
Community groups

51.
Source: Irish International BBDO. Channel Planning Reality Check. September 2012
More likely to prompt people to
talk about topic, brand, news story
Less likely to be a source of info
Less likely to prompt to talk
More likely to be a
source of info about a
topic, brand, news story
What triggers our conversations?
Tomorrow’s consumer - under 25s
TV
Email marketing
Other
online
Blogs
Radio
Newspapers
Community groups
Social networks
Outdoor

52.
Mobile is driving the convergence

53.
It’s getting harder to hold
people’s attention

54.
We have a wealth of choice when
it comes to channel planning
To do it well we have to
understand not just which
channels our audience use, but
also how they use them

55.
Paid
Owned
Earned
Don’t be disingenuous and obsess over this one
It’s not a silver bullet

56.
Select the right channels for
your strategy
Channel
Audience
Size/Reach
Investment
Estimated
Uptake
Aims
Matched
Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F

57.
Select the right channels for
your strategy
Channel
Audience
Size/Reach
Investment
Estimated
Uptake
Aims
Matched
Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Media data you
will use for
analysis

58.
Select the right channels for
your strategy
Channel
Audience
Size/Reach
Investment
Estimated
Uptake
Aims
Matched
Audiences
Channel A
Channel B
Channel C
Channel D
Channel E
Channel F
Media data you
will use for
analysis
Making
sure it
dovetails
into your
strategy

59.
Evaluation

60.
What are your benchmarks?
Establish a “state of the nation” view
that serves as your starting point
These will help you to identify where
you want the business to get to in
quantifiable terms
Market share, %ge sales growth,
affinity, Net Promoter Score, frequency
of purchase...

61.
What’s your return on investment?

62.
Vanity metrics are just that

63.
Macro
Micro&

64.
Image via David Armano, Edelman Digital
There’s valuable information
in both

65.
Just because you can,
doesn’t mean you should

66.
Numbers lie and data can mislead

67.
Quantitative Qualitative
Holistic
View
The numbers
mathematical and
statistical
information
DATA!
The words
feelings and
thought
based information
HUMAN!
+ =

68.
It never stops...

69.
Thank you.
Dena Walker
@curlydena
dena.walker@gmail.com
http://about.me/denawalker