RPCP - Overview of Online Marketing Course

1. Online Design, Marketing and Sales
Terenure Enterprise Centre
Keith Feighery

2. Summary
• Introductions
• Overview of the course
• The Changing Digital & Customer Landscape
• The Importance of Relevant Content - Always
• Web Technologies and Solutions
• Q & A

3. Introductions

4. Introduction
• Owner of Digital Insights
– Work with clients developing online business channels
– Lecturer with DIT in MA Digital Media Technologies
– Run Diploma in Online Marketing, Sales & Digital Strategy with
DBS, Griffith College, IBAT
– Work with university incubation centres – LINC and Synergy IT
Colleges
• 12 Years working in Software Industry
– Irish and International Companies
• Developed Online Retail Business
– www.BabaBeag.ie
• 30,000 Customers over 50,000 Subscribers to email

5. Overview of Course

6. Course Overview
• Week 1: Introductions and Overview of Web
Technologies and Solutions
• Week 2: Design Principles and Information Architecture
considerations
• Week3: Creating Website Specs and Ecommerce
Solutions
• Week 4: Developing a Clear Online Marketing Plan

7. Course Overview
• Week 5: Implementing Online Marketing Solutions
– SEO, PPC, Email etc.
• Week 6: Using Social Media to drive awareness, acquire
customers & retain existing clients
• Week 7: Measuring and optimising web site
performance

8. Changing Digital & Customer Landscape

9. Where do people get information today and
how do they engage

10. Where is everyone?

11. Social Media Landscape

14. Traditional Marketing Vs
Social Engagement

15. Key Platforms for Customers
• Social/Professional Networks
– Facebook, LinkedIn, MySpace (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreaming
– Wordpress, TypePad, Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing
– YouTube, Vimeo, Blip etc..
– Flickr, Photobucket, TwitPic, YFrog
• Mobile
– Foursquare, Facebook, Twitter, Yelp
• Bookmarks/Sharing
– Delicious, StumbleUpon, Digg, Google Profils

16. Content Drives The Web
Be Relevant

17. Hubspot – Inbound Marketing Company view

18. Outbound Vs Inbound Marketing Strategies
Outbound marketing strategy:
• More traditional approach – can also be referred to as ‘push messaging’.
• Business decides on a particular message and pushes it out into the
marketplace.
• Finds customers by building brand awareness through advertising and
promotion.
Inbound marketing strategy:
• New and emerging approach – can also be referred to as ‘pull messaging’.
• Business aims to be ‘get found’ by customers
• Approach tends to be more social and it is more interactive and involving
that the more traditional outbound marketing.

19. Different types of media in the digital wo
• Owned Media – such as website
• Paid Media – such as display ads
• Earned Media – such as viral campaign

20. Owned Vs Paid Vs Earned Medi

22. Various Types of Content
• Facebook/MySpace/Bebo fan pages and groups
• Videos, demos, presentations, and custom animations
• Product/service reviews
• Blog posts, reader comments and reactions
• Tweets, status updates
• E-mail newsletters
• The content and digital media on your Web site, other
microsites, partner sites etc..
• Articles and other intellectual property or knowledge sharing –
professional contributions etc.
• Whitepapers, case studies, webinars, podcasts

23. Web Strategy
• Have a clear and defined business objective for your web
presence
– Sales, Information, Lead Gen, Build Awareness, Customer
Retention
• Know exactly who your audience is – and where they
reside digitally
• Develop a content strategy for your site and digital
channels – that adds value for your customers
• Build relationships – not always selling
• Optimise and promote content across digital channels
(web, social media, offline etc.)

24. Questions & Answers

25. Contact Details
www.linkedin.com/in/keithfeighery
www.twitter.com/kfeighery
www.faceboook.com/keith.feighery
keith.feighery@digitalinsights.ie
086 6070274