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© 2012 Mike Berry Associates
ad:tech 2012:
IDM Bootcamp
19/09/2012
Building an integrated (digital)
marketing plan: an IDM perspective
Mike Berry Dip DM, F IDM
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© 2012 Mike Berry Associates
Welcome to the IDM Bootcamp!
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© 2012 Mike Berry Associates
Planning is about Control
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© 2012 Mike Berry Associates
Planning Your Success
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© 2012 Mike Berry Associates
Before we brief the creative guys
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© 2012 Mike Berry Associates
3 Research Tools
• Google Keyword Tool (Google it!)
• DoubleClick Ad Planner
• Google Insights for Search http://www.google.com/insights/search/
“Research should not be used as a drunken man uses a lamp post. Use it for
illumination, not support…”*
*from Stanley Pollitt after Winston S Churchill
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© 2012 Mike Berry Associates
Research Tools
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© 2012 Mike Berry Associates
Research Tools
• DoubleClick Ad Planner: a research and media planning tool to research sites of interest, identify sites your target audience is likely to visit, make informed media planning decisions build media plans.
Research individual sites; find your audience online
Enter any site to view information such as its traffic, demographics, categories, sites also visited, keywords searched for and advertising details. http://www.google.com/doubleclick/advertisers/adplanner.html
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© 2012 Mike Berry Associates
Research Tools
http://www.google.com/insights/search/
With Google Insights for Search, you can compare search volume patterns across specific regions, categories, time frames and properties.
See what the world is searching for.
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© 2012 Mike Berry Associates
Segment Your Customer Database • Recency, Frequency, Monetary value (RFM)
• Spend most time and money on your best customers
• Nurture and develop high potential customers
• Reactivate dormant customers
• Maximise customer lifetime value (LTV)
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Putting a Plan together
You need:
An understanding of your market
A clear view of what you’re trying to do
Some idea of the stages required to achieve this
You should ask:
What will success look like?
How will you fine-tune your programme?
What will you test?
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Start at the beginning...
• Where are we now?
• What do we want to do?
• How can we achieve all that?
• What does that involve?
• How precisely will it all work?
• How could we do it better?
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SOSTAC Planning framework
13
®PR Smith
http://www.prsmith.org/sostac.html
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Situation analysis
• Customer characteristics and buyer behaviour
• Main competitors
• Positioning and challenges
• Approx. assessment of size of market
• SWOT analysis
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© 2012 Mike Berry Associates
Situation Analysis:
The Marketing Audit • Takes stock of an organisation’s marketing health
• Is a launch pad for the marketing plan – encourages management to reflect systematically on the environment and the organisation’s ability to respond, given its capabilities
• The marketing audit has three purposes:
– Identifying the organisation’s current market position
– Understanding the environmental opportunities and threats it faces
– Clarifies the organisation’s ability to cope with environmental demands
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© 2012 Mike Berry Associates
The Marketing Audit
An organisation needs to consider:
1. Environmental variables (external audit) and
2. Operational variables (internal audit)
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© 2012 Mike Berry Associates
The Macro Environment
• To plan, the organisation must be aware of the external environment in which it operates
– Political factors
– Economic factors
– Social and cultural factors
– Technological factors
– Environmental factors
– Legislative factors
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© 2012 Mike Berry Associates
PESTEL Analysis
of the Macro Environment
Factor Could include:
Political e.g. EU enlargement, the euro, international trade, taxation policy
Economic e.g. interest rates, exchange rates, national income, inflation, unemployment, Stock Market
Social e.g. ageing population, attitudes to work, income distribution
Technological e.g. innovation, new product development, rate of technological obsolescence
Environmental e.g. global warming, environmental issues
Legal e.g. competition law, health and safety, employment law
+++
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The „Micro‟ Environment
The Organisation
Distributors
Customers
Shareholders,
Creditors Competitors
Employees
Suppliers
Includes Key stakeholders the organisation has a two-way operational
relationship with.
The micro environment is controllable to some degree.
Luck, 2008
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© 2012 Mike Berry Associates
5. Competitive
rivalry (Established competitors)
Potential
Entrants
Buyers Suppliers
Substitutes
1. Threat of new
entrants
2. Bargaining
power
4.Threat of
Substitute products
3. Bargaining
power
Porter 1979, cited in Brassington and Pettitt, 2006
Competitor Analysis:
Porter‟s Five Forces Model 1979
20
Prof Michael E Porter
Harvard Business School
http://www.youtube.com/watch?v=mYF2_FBCvXw
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© 2012 Mike Berry Associates
Internal Audit
• Asses the organisation’s own resources and ability to compete
• CAN use the ‘five Ms’ to assess your resources…
– Men
– Money
– Materials
– Machines
– Markets
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© 2012 Mike Berry Associates
SWOT
The last section in our Situation Analysis/ Marketing Audit
• What is good?
(brand, people, customers, new markets etc..)
• What should we be concerned about?
(scarce resources, competitors, changing landscape etc.)
• Internal factors (SW)
• External factors (OT)
BE SENSITIVE, PARANOID
LEARN FROM THE PAST BUT LOOK TO THE FUTURE
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© 2012 Mike Berry Associates
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Internal Factors
(within the
organisation’s
Control)
External Factors
(outside the
organisation’s
control) Dibb et al, 2006
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Objectives
• Set realistic goals and control effectiveness of spend
• Think “Successful Outcomes”
• Specific-Measurable-Actionable-Relevant-Time
– Financial objectives – ROI
– Tactical objectives – click-through rate, conversion rate
• You may need to make assumptions (eg about market size and conversion rate)
• Your assumptions will be guided by experience and results
• Next year will be easier!
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Terminology
Business Objectives
Goals
Metrics (a number)
KPIs
*=GOALS
“Sell more stuff”(BO)
really means we have to:
1. do x*
2. improve y*
3. reduce z*
http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
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© 2012 Mike Berry Associates
Resources are limited, so:
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© 2012 Mike Berry Associates
Maybe we don‟t need more traffic?
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“Let‟s delight our site visitors”
You want more successful outcomes ie. more people taking your required actions.
But people only do what they want to do.
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Set Objectives
• S
• M
• A
• R
• T
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Set Objectives
• Specific
• Measurable
• Achievable
• Realistic
• Time-bound
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© 2012 Mike Berry Associates
What do you REALLY (really) want?
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© 2012 Mike Berry Associates
KPIs
http://www.youtube.com/watch?v=NCta6j5_FdM
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© 2012 Mike Berry Associates
Choose carefully
• KPIs help to monitor progress towards a pre-defined goal: adjust approach as necessary
• Must be metric-based
eg. increasing:
• Revenue
• Number of customers
• Brand awareness
• Customer engagement
• Conversion rates
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34
The SOSTAC Planning framework
Dave Chaffey
www.davechaffey.com
<source: PR Smith>
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© 2012 Mike Berry Associates
Strategy
How will we get there?
• A road map
• A plan to achieve the objectives
• NOT just the KPIs re-stated
• NOT a list of tactics
• All campaign proposals (creative, media) should be judged against the STRATEGY (and BUDGET)
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36
The SOSTAC Planning framework
Dave Chaffey
www.davechaffey.com
<source: PR Smith>
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© 2012 Mike Berry Associates
Tactics and Actions
AT LAST!
• Who’s doing what?
• To whom?
• Where?
• And when?
• Using what resources?
• How much will it cost?
• Who is responsible?
• How will we measure?
• What will we test?
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Acquisition
Natural Search
Paid search
Affiliate Marketing
Display Advertising
Viral Marketing
Online PR
Social Media
Podcasting
+++
Be systematic
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For each channel, give marks out of 10
Acquisition Conversion Retention Branding Engagement Interaction Personalisation Tracking
Display
PPC
SEO
Affiliates
Viral
Blogs
Social
Media
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Start with one channel –
e.g. Search...
• How much can I pay per click?
• What is that spend per day?
• How many people will start a process?
• How many will complete?
• What is the conversion rate?
• Cost per outcome?
Q. What budget do you give your agency?
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Digital acquisition plan
• What tools will you be using?
• How much will you spend?
• What are the key metrics?
• Present as a timeline
• Ensure mix is balanced to reduce risk
• Create a detailed budget...
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Fine-tuning the programme
• What will you work on to improve the plan? – Improving landing page/ web template effectiveness
– Follow-up email contact strategies
– Integration with offline media (direct mail)
• What will you test? – Acquisition tools
– Search terms
– Landing pages
– Email messaging
– Offers
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© 2012 Mike Berry Associates
and…Action!
• Who’s doing what?
• When?
• With whom?
• What will it cost?
• Who else should be involved:
Customer Service?
Corporate Comms/ PR?
Offline marketing
Sales
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Getting close and staying close
• Email Newsletters and Alerts
• Web Personalisation
• Blogs
• CONTENT
• CONTENT
• CONTENT!
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45
The SOSTAC Planning framework
Dave Chaffey
www.davechaffey.com
<source: PR Smith>
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© 2012 Mike Berry Associates
Plan to measure
• SMART objectives
• Day of reckoning
• How did we do?
• How can we do better?
• By when?
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What type of people make up the 8% adding a product to a basket?
Why do we lose half the people at the checkout – are they all similar?
Study the conversion funnel
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Obsess about funnels
• Choose a business outcome
• Conversion rate
• Drop off points (where do we lose them?)
• What do the analytics tell you?
• Build hypotheses
• Test
• Refine
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© 2012 Mike Berry Associates
Want more? Try RACE
SOURCE:
http://www.smartinsights.com
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© 2012 Mike Berry Associates
And now, over to…
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© 2012 Mike Berry Associates
Evaluate each digital tool • SEO
• PPC
• Online Display Ads
• Social Media
• Mobile
• How good is each:
-on its own?
-in combination with others?
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SOSTAC Planning framework
53
®PR Smith
http://www.prsmith.org/sostac.html
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Summary
• Digital marketing is ‘new’
• It’s changing fast
• We’re all learning
• Try new things
• Keep testing and learning
• Find out what works and do more of it
• Fit digital in alongside your offline activity
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© 2012 Mike Berry Associates
We‟re moving out!
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© 2012 Mike Berry Associates
?
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[email protected] uk.linkedin.com/in/mikeberrylinkedin http://mikeberryassociates.com http://twitter.com/mikeberrytweets