digital marketing

Topics: Marketing, Advertising, Search engine optimization Pages: 7 (614 words) Published: January 22, 2014
Digital Marketing

Planning Your Digital
Marketing Campaign
Keith Feighery

Session Outline

Understanding the Digital Marketing Landscape
Components of a Digital Marketing Plan
Objectives and Digital Goals
Personas and Value Propositions
Choosing your Digital Channels
Questions and Answers

Career Summary

 Director of Digital Strategy with Digital Insights
 14 Years experience developing and marketing web and digital applications
 Lecturer on MA in Digital Media Technologies
 Lecturer with DMI, Dublin Business School, SureSkills, Griffith College, IBAT, Champlain College in Online Marketing and Digital Strategy

Contact Details

086 6070274

Understand the Digital 

Irish Online Stats to Consider
 70% of all Irish Internet Users use Facebook (approx 2.2M)  Tops 2 sites visited are Google (38%), Facebook (19%)
 Average Irish person spends 20 Hrs+ online each month
- 4 hours 10 mins Facebook
- 2 hours 51 mins Google

 Approx 70% of Facebook User are Aged under 35
 47% of All Facebook Users login Daily
 53% Facebook User Female; 47% Male
 700K Twitter Accounts – ~100K Daily Users
 861K Users on LinkedIn – 31% login weekly (9% Daily)

What Are We Trying to do
with Digital Marketing?

Use Digital Channels to
Reach, Acquire, Retain
(Advocate) Customers both
Online and Offline

Digital Marketing Should
Support and Accelerate the
Create Awareness of
Customer Acquisition
Customer Retention
Customer Advocacy

What are the core Tools at a
Digital Marketers disposal

Key Online Marketing Tactics
 Search Engine & Rich Media Marketing
- PPC, Display and Affiliates

 Search Engine Optimisation (SEO)
- Structured & Planned Content, Optimised Vocabulary, Links

 Social Media Marketing
- Twitter, LinkedIn, Facebook, YouTube, Blogs

 Email Marketing
- Email Service Providers, Acquisition and Retention, Lead Nurturing

 Mobile Marketing
- Apps, Responsive Design, Mobile Sites, Text Marketing, Mobile Advertising

 Measurement and Analytics
- Clear Objectives and Benchmarks

Core Components of Digital

Core Components of Digital Strategy
• Research your competitors and know your strengths/weaknesses • Have clear and defined business objectives & Digital Goals for your Digital Programmes
– Increase Sales, Increase Lead Gen, Build Awareness, Increase Customer Retention etc…
• Know exactly who your audience is
• Needs, Motivations, Goals, Behaviours, demographics
• Clear Value Propositions
• Identify the core channels to target your personas (target audience) on
• Develop a content strategy for each channel
• Always from the customer perspective
• Use customer lexicon – not yours
• Measure, Iterate, and Optimise on ongoing basis

Setting Clear Business

Objectives Framework


 Define audience and break down into personas
 Define Value Propositions per Persona
 Map Personas to Digital Channels 
 Develop a Clear Customer Lexicon (Keyword analysis)


Sample Personas

Sample Personas & Channels

Value Propositions Per

What differentiates you from
your competitor – that would
make your Personas chose
you over them!

When Researching Your
Plan, use freely available
tools to sharpen
understanding of Your

Research & Planning Tools

Google Keyword Tool – what words do people search with?

Use Analytics: What are users doing and not doing on-site

Google Trends – what words are current/popular

Then Pick Your Channels &
Create an Action Plan

Pay Per Click Advertising


Search: Equine Products

Search Engine Optimisation

Search: Horse Stables Dublin

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