Digital Marketing Strategy

Bruxelles Formation - Novembre 2013

• Intro

• Back to a few basics

• Building blocks of a digital marketing strategy

• Start bookmarking : tools discovery

intro

hello

@theafter

back to a few basics

Marketing basics

media concepts

Reach&

The percentage (%) of an audience exposed one or more times to a communication vehicle within a specified period of time

Average number of times those who are reached have an opportunity to be exposed to a message within a given time period

OTS$

when a page is successfully displayed on the user's computer screen when a poster is available for viewing in a 2m2 when a radio spot is aired (H), etc.

Cost per Thousand :

Media term describing the cost of 1000 gross contacts (impressions).

For example a Web site that charges 1500 euros and reports 100 000 gross contacts has a CPM of 15 euros.

CPM = (cost / number of gross contacts) x 1000

SOV

Number of gross contacts received by an advertisement on a site (or site section) / Total impressions served by the site (or site section)

during the same period, expressed in %

other definitions• (Ad) audience : Number of unique users or visitors exposed to a site (or an ad) within a

specific time period

• (Ad) Click : A measurement of the user-initiated interaction (such as clicking on) an element causing a re-direct to another Web location or another frame or page within the advertisement.

• (Ad) Click Rate : Gross click rate = Number of clicks / Number of impressions, expressed in %; Net click rate = Number of clicks / Number of unique users, expressed in %

• (Ad) impression or Gross contact : An ad which is served to a user's browser. Ads can be requested by the user's browser (referred as pull ads) or they can be pushed, such as e-mail ads.

• Cost per click or CPC : Cost of advertising based on the number of clicks received.

• Cost per action or CPA : Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations

• Unique Visitor : Individual or browser which accesses a Web site within a specific time period.

GRP• Definition : the reach of 1% of a target audience. Gross Rating Points (grps) is the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points).

!

• How to calculate it?

• GRP = % Reach X Frequency

• Cost-Per-Point (CPP) – the cost of delivering one GRP.

• Formula: CPP= media cost/GRPs

selectivity index

SI =

Percentage of Users in a Demographic Segment

Percentage of Population in the Same Segment

X 100

the long tail

In these distributions a high-frequency or high-amplitude population is followed by a low-frequency or low-amplitude population which gradually "tails off." In many cases the infrequent or low-amplitude events—the long tail, represented here by the yellow portion of the graph—can cumulatively outnumber or outweigh

the initial portion of the graph, such that in aggregate they comprise the majority.

the players

Brands

Sales Houses

Specialists

Media agency

Ad agency

Media Consumers

initiators shapers transmitters allowers

market dynamics

key trends - 2013

building blocks

www.wads.ro

v2.0-Digital-Marketing-Plan-Template-Smart-Insights

media.co.uk

inbound marketingThe best way to turn strangers into customers and

promoters of your business.

hubspot.com

How likely are you to recommend company/

brand/product X to a friend/colleague/

relative?

Links• http://marketingcharts.com

• http://emarketer.com

• http://www.consumerbarometer.com/

• http://www.thinkwithgoogle.com/insights/emea

• http://www.google.com/insights/consumersurveys/home

• http://www.google.com (images)

• http://www.google.com/think/

• http://www.netmarketshare.com/

• http://builtwith.com/

• http://www.woorank.com

• http://www.google.com/trends/

• http://www.google.com/adplanner

• http://www.econsultancy.com

• http://www.google.com/adwords

• http://facebook.com/ads

• http://www.linkedin.com/ads

• http://hootsuite.com/

• http://sproutsocial.com/

• http://engagor.com/

• http://www.traceworks.com/

• http://www.google.com/analytics

• http://klipfolio.com

• http://www.facebook.com/insights

• http://www.customreportsharing.com/

• https://www.google.com/analytics/gallery/

• http://www.woopra.com

• http://www.annielytics.com/

• http://netvibes.com

• http://www.ubervu.com/

• http://mention.net

• http://twittercounter.com/

• http://www.socialbro.com/

• http://www.comscore.com/Insights

• http://www.iabeurope.eu/

• http://www.abondance.com/

• http://www.youtube.com/user/MozHQ

• https://delicious.com/theafter/tools

• https://ahrefs.com

• http://www.beweb.com

• http://www.proxistore.com

• http://www.socialseeder.com/

• https://app.hubspot.com/library/

• http://www.smartinsights.com/all-resources/

• http://conseilsmarketing.fr/

• http://moz.com

• http://www.marketingcharts.com

• http://searchenginewatch.com/

• http://ahrefs.com/

• https://freekeywords.wordtracker.com/

• http://www.google.com/webmasters

Annie Cushinghttp://bit.ly/XcHeF4