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Digital Marketing 101

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by

Justin Bruce

on 3 April 2014

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Transcript of Digital Marketing 101

Online Marketing
Strategy, Tactics & Tools
1.RESEARCH
& ANALYSE
2.PLAN
3.IMPLEMENT
4.MEASURE
Objectives
Resources
Budget
Segmentation
Positioning
Company
Customers
Prospects
Competitors
Record
Analyse
Report
Feedback
RESEARCH
Feedly
Google Alerts
Trendsbuzz
Trendhunter
Blog pulse
Google Trends
Email
FAQ's
Sales Inquiries
Themes
Keywords
Content
Blogs
Podcasts
Foums
Groups
Email
Search
Google Adwords’ Keyword Tool
Google Trends
Google Experimental Search
Wordtracker Free Keywords
Resources
Objectives
Traffic
Conversions
Leads
Sales
Engagement
Awareness
Search Engine
Optimisation
Keyword Analysis
On-Page Factors
Off Page Factors
Link Building
Social Media
PR
Paid Advertising
Adwords
Facebook
LinkedIn
Offline TV/Radio/Print
Social Media
Blog
FB
LinkedIn
Twitter
Pinterest
Instagram
Google Plus
Youtube
Industry Specific
PLAN
Traffic
Leads & Sales
Conversion Optimisation
Lead Nurturing
Conversion Optimisation
Content strategy
Allocation of resources
Channels
Media
Creative
Schedule & timing
DIGITAL STRATEGY
What to plan?
http://www.marketing-map.co.uk
Why Plan?
Why ?
4 Pillars of a
successful
IMPLEMENT
Content & Intergration
DIGITAL TACTICS
How ?
Execution of 4 Pillars
Who
1. Internal
2. Competitors
3. Customers
4. Prospects
What
Behaviour
Expectations
Communication
Key Drivers
When
Continuous culture
Regular benchmarking
Dynamic markets
New opportunities
Behaviour
Net Promoter Score
Customer Satisfaction
Website usage
Media Consumption
CRM - Salesforce or Zoho
Inventory Management
Accounts
Scanner Data
DIGITAL TOOLS
What ?
Execution of 4 Pillars
Strategy
Tactics
Impressions
Clicks
Costs
Conversions
Paid
Advertising
Awareness
Engagement
Traffic
Conversions
Leads
Sales
MEASURE
Uniques
New visitors
Traffic sources
Referring sites
Popular pages
Traffic flow
landing page conversion
Bounce
Goal Conversion
Website
Leads & Sales
Tools
RESEARCH
Data - gather, store, measure, report & analyse
Systems & Procedures
Software & hardware
Internal teams
External Agencies
Budget
Content
Opens
Click through
Likes
Shares
Traffic
Subscribers
Conversions
Social
Media
Email campaigns
Landing page conversion
Display Image Ads
A. Traffic
I. Lead Generation
D. Lead Nurturing
A. Lead Conversion
plan, generate, gather & distribute
Change detection
Link Detective
Opensite explorer
Adsense sandbox
URL spy
link: (website)
Keyword Site:(website)
Competitors
Email in tray
FAQ's
Scoup.it
Feedly
imovie
Screenflow
Dragon Dictation
Conversion Optimisation
Google Experiments
Optimizly
Wordpress Max A/B
Hubspot Templates
Woobox Social aps
Adwords testing
Lead Nurturing
Content
Hootsuite
Zoho Campaigns
Mailchimp
Wordpress blog
IMPLEMENT
Google Analytics Dashboards
Webmaster tools
Clicktale & Crazy Egg
Social Mention
How Sociable
Facebook Insights
Youtube Insights
Pinalitics
Twitter tools
MEASURE
THANK YOU!
questions?
Digital
Digital
Digital
Call Justin Bruce
at


on (03) 9945 8222
Full transcript