TADA CDDC8 Developing a Digital Marketing Strategy
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Transcript of TADA CDDC8 Developing a Digital Marketing Strategy
@ChristiJOlson #CDDC8 iSEMConsulting.com
Developing your Digital Strategy
creating a roadmap for digital success
@ChristiJOlson #CDDC8 iSEMConsulting.com
Christi J. Olson
• Founder iSEM Consulting • 10+ years marketing management • Seasoned digital marketing leader
Professional Experience with:
@ChristiJOlson #CDDC8 iSEMConsulting.com
STRENGTHENING YOUR MARKETING SKILLS & STRATEGY:Questions you need to ask to develop your strategy
How to define your DIGITIAL strategy
How marketing channels fit into your Digital strategy
@ChristiJOlson #CDDC8 iSEMConsulting.com
QUESTIONS YOU SHOULD ASK TO DEVELOP YOUR MARKETING STRATEGY
Outline your goals and objectives
Detail specific activities [and their target audience]
Specify how you’re going to measure success
Be flexible and agile
Coordinate available resources
@ChristiJOlson #CDDC8 iSEMConsulting.com
A short story about strategy…
@ChristiJOlson #CDDC8 iSEMConsulting.com
Concepts behind building a strategy
aren’t limited to digital
@ChristiJOlson #CDDC8 iSEMConsulting.com
ROLE EXPECTATIONS
Responsible for Brand Representation in Sales TerritoryEnsure promo materials are properly displayed
Verify retailers are passing through discounts
Allocate B1G1F / BOGO offers to incentive sales
Bi-Monthly Contracts for Incentives/OffersGet 90% buy-in on incentives
A little background
@ChristiJOlson #CDDC8 iSEMConsulting.com
My Sales Territory:
15 miles N/S8 miles E/W
@ChristiJOlson #CDDC8 iSEMConsulting.com
What I saw when I logged into my sales
system
ID # Name Address1 Shoreland Cigarland 16404 36th Ave W, Lynnwood, WA 980372 Top Tobacco 6224 Sand Point Way NE, Seattle, WA 981153 Dan's Smoke Shop 1513 NE 145th St, Seattle, WA 981554 Finest Small Cigar Shop 1011 Puget Dr, Edmonds, WA 980205 Piece of Mind 1 7504 Aurora Ave N, Seattle, WA 981036 Fremont Cigar 10023 NE 183rd St, Bothell, WA 980117 Best Cigar Shop 600 N 34th St, Seattle, WA 981038 SavOnTobacco 19105 WA-99, Lynnwood, WA 980369 University Smoke Shop 1013 NE 45th St, Seattle, WA 98105
10 HWY 99 Cigarland 1175 N 205th S STE #100, Shoreline, WA 9813311 Arco 1715 228th St SE #102, Bothell, WA 9802112 Bill Waters Spirit Service Station 8003 Seaview Ave NW, Seattle, WA 9811713 Safeway #125 4957 NE 193rd St, Lake Forest Park, WA 9815514 Salmon's Service Center 401 NE Northgate Way #1106, Seattle, WA 9812515 Tobacco Street 14333 Aurora Ave N, Seattle, WA 9813316 Quality Food Center #2 2746 NE 45th St, Seattle, WA 9810517 Piece of Mind 4 13001 Lake City Way NE, Seattle, WA 9812518 76 Gas Station 18110 Alderwood Mall Pkwy, Lynnwood, WA 9803719 Costco Whole Sale Biz Center 1175 N 205th S, Shoreline, WA 9813320 M&C Mini Mart 1437 NW Richmond Beach Rd, Shoreline, WA 98177
@ChristiJOlson #CDDC8 iSEMConsulting.com
135 retail locations
115 stores 1x/month 20 stores 2x/month
Costco = Weekly
@ChristiJOlson #CDDC8 iSEMConsulting.com
A lesson in keeping your sanity while driving from one side of town to the
other in stop & go traffic
@ChristiJOlson #CDDC8 iSEMConsulting.com
Setting a strategy to tackle the tasks and
meet goals.
@ChristiJOlson #CDDC8 iSEMConsulting.com
Developing my strategy
What is the objective?
What specific activities can I do?
How will success be measured?
What resources do I have?
@ChristiJOlson #CDDC8 iSEMConsulting.com
Overview of marketing channels
@ChristiJOlson #CDDC8 iSEMConsulting.com
A QUICK REVIEW OF MARKETING FUNNEL
Interest & Consideration
Awareness
Evaluation
Conversion
Loyalty&
Repeat
@ChristiJOlson #CDDC8 iSEMConsulting.com
PAID & ORGANIC SEARCH
Paid SearchMain Line Search Results
Right RailSearch Results
Orga
nic
Sear
ch
@ChristiJOlson #CDDC8 iSEMConsulting.com
PAID SOCIAL
@ChristiJOlson #CDDC8 iSEMConsulting.com
DISPLAY (GDN + PROGRAMMATIC)
@ChristiJOlson #CDDC8 iSEMConsulting.com
@ChristiJOlson #CDDC8 iSEMConsulting.com
Developing your StrategyWhat questions you should be asking
@ChristiJOlson #CDDC8 iSEMConsulting.com
PLAY “THE GAME” DON’T JUST STAND ON THE SIDELINES
@ChristiJOlson #CDDC8 iSEMConsulting.com
MARKETING LANDSCAPE IN 2015: bit.ly/2015-ML
@ChristiJOlson #CDDC8 iSEMConsulting.com
DIGITAL CAPABILITIES SPECTRUM
Laggard Developing Competent
Above-AverageMarket Leading
Initial Managed Defined Quantified OptimizedStrategic ApproachPerformance Improvement ProcessManagement Buy-InResourcing and StructureData & InfrastructureIntegrated Customer CommunicationsIntegrated Digital Experience
No strategy Prioritized activities
Defined vision and strategy
Business aligned strategy & roadmap
Agile strategic approach
No KPIs Traffic-based KPIs
Quality-based KPIs(last-click attribution)
Value-based KPIs(weighted attribution)
Lifetime Value KPIs
Limited
No specific resources
No to limited data
Not integrated
Website not integrated
Minimal channel specific supportOutsourced or
limited resourcesSeparate data,
tools and IT servicesCore push
activities syncedDesktop + Mobile optimized websites
Sponsorship Active Champion Integrated into all aspects of digital
Dedicated Resources
Centralized & Experienced Resources
Balanced Team w/ specific marketing
skillsPartially integrated data
and systems
Integrated systems and 360° view of
data
Flexible approach to optimize data &
systems
Responsive website, partial personalization
Integrated inbound
marketing
Integrated & Personalized Paid-
Owned mediaIntegrated &
Personalized Site + Social
Media mix optimized for LTV & ROI/ROAS
Fully personalized experience across
channels
@ChristiJOlson #CDDC8 iSEMConsulting.com
DIGITAL CAPABILITIES SPECTRUM
Laggard Developing Competent
Initial Managed DefinedStrategic Approach
Performance Improvement Process
Management Buy-InResourcing and
Structure
Data & Infrastructure
Integrated Customer Communications
Integrated Digital Experience
No strategy Prioritized activities Defined vision and strategy
No KPIs Traffic-based KPIs Quality-based KPIs(w/attribution model)
Limited
No specific resources
No to limited data
Not integrated
Website not integrated
Minimal channel specific support
Outsourced or limited skill resources
Separate data, tools and IT services
Core push activities synced
Desktop + Mobile optimized websites
Sponsorship
Dedicated and skilled resources
Partially integrated data and systems
Responsive website, partial personalization
Integrated inbound marketing
@ChristiJOlson #CDDC8 iSEMConsulting.com
Ideas & Concepts
Written Down
Structured
STRATEGY REFLECTS THE PRIORITIES, VALUES, AND VISIONFOR YOUR ORGANIZATION
@ChristiJOlson #CDDC8 iSEMConsulting.com
HOW DOES DIGITAL FIT INTO YOUR OVERALL STRATEGY?
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q1: HOW DO YOUR DIGITAL GOALS TIE TO YOUR BUSINESS GOALS?
Foot Traffic & Sales Site Traffic
@ChristiJOlson #CDDC8 iSEMConsulting.com
DON’T CREATE IMPOSSIBLE AND UNMEASURABLE GOALS. KEEP THEM S.M.A.R.T.
@ChristiJOlson #CDDC8 iSEMConsulting.com
IDENTIFY YOUR KEY PERFORMANCE INDICATORS (KPIs)
ImpressionsClicksLikes
View-Throughs
Page ViewsTime on Site
Visiting specific content
Social Media Engagement
Leads (Contact Info)Sales
Sign-up / Registration
StrongWeak
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q2: WHO IS THE TARGET AUDIENCE/MARKET?
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q2: WHO IS THE TARGET AUDIENCE/MARKET?
Develop 2-3 Personas and their characteristics:
Age Occupation Income Ranges Interests / Hobbies What is important to them (now)
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q3: WHO INTERNALLY WILL BE RESPONSIBLE FOR DIGITAL?
Marketing
Manager
Marketing
Manager
Demand Gen Social Retentio
n
IT / Site Manager
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q4: DO YOU HAVE THE ABILITY TO MEASURE DIGITAL PERFORMANCE, OR DO YOU NEED ADDITIONAL TECHNOLOGY?
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q5: DO YOU HAVE A BRAND IDENTITY?
Follow @JennDunstan ‘s advice and develop your brand identity and framework!
http://bit.ly/JD-CDDC8
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q6: HOW MUCH BUDGET CAN YOU ALLOCATE TO DIGITAL?
@ChristiJOlson #CDDC8 iSEMConsulting.com
DON’T KILL YOUR UPPER FUNNEL/AWARENESS TACTICS
@ChristiJOlson #CDDC8 iSEMConsulting.com
Q7: WHAT IS COMING THAT MIGHT IMPACT MARKETING?
Create an Event/ Promotion Calendar for 3-6 months outSU MO T W TR FR SA
FW17FW18 Friends
& FamilyFriends & Family
Friends & Family
FW19 Friends & Family
Friends & Family
FW20 Standard Shipping Cut-Off
2 Day Shipping Cut-Off
Thanksgiving
Black Friday
Black Friday Sale Cont’
FW21 Black Friday Sale Cont’
Cyber Monday
Cyber Monday Cont’
FW22FW23FW24 Free Ship
DayStandard Shipping Cut-Off
Extended Std Shipping Cut-Off
2 Day Shipping Cut-Off
FW25 Overnight Shipping Cut-Off
Christmas
FW26
@ChristiJOlson #CDDC8 iSEMConsulting.com
RECAP: PREPARE FOR STRATEGY
Align goals to overall business goalsMake your goals SMARTEnsure that you have the ability & technology in placeKnow your audience. Each channel can have a different or unique audience!
Know your Personal BrandEnsure you have budget to support marketing effortsKnow and share what is coming!
@ChristiJOlson #CDDC8 iSEMConsulting.com
Developing Digital StrategyThinking through digital channels
@ChristiJOlson #CDDC8 iSEMConsulting.com
CREATE A ROADMAP AS YOUR STRATEGY
S.M.A.R.T. targets and goals, all up & by channel
Decide where to focus [across channels]
Prioritize channels for initiatives and projects
Be agile [the digital space changes quickly]
Coordinate resources
Know how to speak about your brand
@ChristiJOlson #CDDC8 iSEMConsulting.com
HOW DOES DIGITAL FIT INTO YOUR CURENT MIX?
TVRADIOPRINT
SIGNAGEOUT-OF-HOME
DIRECT MAILDISPLAYSEARCHSOCIALEMAIL
Abov
e Th
e Lin
eBelow
The Line
Awareness &Mass Media
Hard to Measure
TargetedInterest &
Intent
Measurable
@ChristiJOlson #CDDC8 iSEMConsulting.com
THERE IS VALUE IN ABOVE THE LINE & AWARENESS THAT YOU WON’T SEE IN YOUR ANALYTICS & METRICS
@ChristiJOlson #CDDC8 iSEMConsulting.com
EXPOSURE/
AWARENESS
EVALUATE
CONVERT
RESEARCH
EMAIL - REMARKETINGSITE OPTIMIZATION
SEM, SEO, DISPLAY, SOCIAL
LOYA
LTY
/ RE-
ENGA
GESO
CIAL
, EM
AIL,
REM
ARKE
TING
SEM, SEOCONTENT/DISPLAY
ABOVE THE LINE | DISPLAYCONTENT PUBLISHERS/BLOGS
@ChristiJOlson #CDDC8 iSEMConsulting.com
DON’T TRY TO DO ALL OF THE DIGITAL THINGS…
@ChristiJOlson #CDDC8 iSEMConsulting.com
DON’T TRY TO DO ALL OF THE DIGITAL THINGS…
@ChristiJOlson #CDDC8 iSEMConsulting.com
CORE DIGITAL CHANNELS
SEOLocalSEM
SocialRemarketin
gEmail
Site Fundamentals
Claim & Own listings: N.A.P
Acquisition Based
Own your brand conversation
Re-engage consumers
Targeted Communications
@ChristiJOlson #CDDC8 iSEMConsulting.com
CORE DIGITAL CHANNELS
SEOLocalSEM
SocialRemarketin
gEmail
Traffic, Engagement
Traffic, # of Actions
Traffic, ConversionsLikes, Brand Sentiment, Conversations
Conversions, Engagement
Conversions, Engagement
@ChristiJOlson #CDDC8 iSEMConsulting.com
BUILDING A PLAN AMONGST THE CHANNELS
PRIORITY
AUDIENCE KPIS
GOALS/TARGETS
RESOURCES
% BUDGET
SEO
LOCAL
SEM
SOCIAL
REMARKETINGEMAIL
@ChristiJOlson #CDDC8 iSEMConsulting.com
Developing Channel Specific StrategyDiving Deep
@ChristiJOlson #CDDC8 iSEMConsulting.com
TO THE MANAGERS:
Manage management goals and expectations
Empower & enable your marketing team
Help with resourcing & budgeting Create an “Event” or Content
calendar Remove roadblocks
@ChristiJOlson #CDDC8 iSEMConsulting.com
TO THE MARKETERS:
Be the digital EXPERT Analyze data to provide insights for GOALS
and KPIS Assist with strategy development & execution ASK for help
To KNOW events /promotions calendar Bring forward ideas and potential solutions Identify issues / road blocks
@ChristiJOlson #CDDC8 iSEMConsulting.com
Management &
Communication
Define Goals &
KPIs
Research
Develop Campaig
ns
Targeting & Segmentatio
nTest & Learn
Bid Manageme
nt & Optimizatio
n
Monitoring,
Analysis &
Reporting
@ChristiJOlson #CDDC8 iSEMConsulting.com
BUILDING YOUR CHANNEL SPECIFIC ROADMAP
Where I want to be
Performance Evaluation
Audit & Opportunities Analysis
Prioritized Roadmap w/ Opportunities & Events
Regular Check-ins & Recalibrations
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 1: IDENTIFY YOUR GOALS AND KPIs
Goals:
KPIs:
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 2: RESEARCH – DEFINE YOUR AUDIENCE
Who is your target audience? Does it vary for different Makes/Models? Age Occupation Income Ranges Interests / Hobbies What is important to them (now)
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 2: RESEARCH - COMPETITION
Who are your competitors? (Top 3-5 Competitors)
What is their value proposition? How do they speak about their Brand? What are the factors of differentiation between you and them?
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 3: PERFORMANCE AUDIT
12-24 Months performance data Channel Metrics + Core KPIs Create trend data for: MoM, YoY, QoQ What are the trends? Does seasonality impact your business?
How does performance stack against your goals?
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 4: ACCOUNT AUDIT
Opportunity Analysis: Identify areas for improvement In-depth audit of your current channel Actual execution vs best practices New features and betas
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 4: 150+ Point PPC AUDIT
• Account set-up & settings• SE Linked accounts audit
My Business / Local Merchant Center Google Analytics Webmaster Tools
• Conversion tracking audit• Goals & Events review• Remarketing Audiences• Shopping set-up• Dynamic Search set-up
• Campaign settings & targeting
• Network settings & targeting
• Display settings & targeting
• Day Parting analysis• Geo Targeting analysis• Bid-modifier analysis• Device Targeting analysis• Ad delivery & rotation
settings• Ad extension audit• Landing Page
audit/analysis
• Campaign architecture• Quality Score analysis• Impression share analysis• Keyword audit• Negative keyword audit• Match type audit• Ad copy audit• Display / Destination URL
audit• Missed Opportunity audit• Performance audit
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 4: 150+ Point PPC AUDIT
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 5: Prioritize the Opportunities
Prioritize opportunities based on: Business objectives Revenue / growth potential Channel Impact Events, Promotions, and content launches Required updates to continue advertising
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 5: Examples of Prioritized lists10:08 AM
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 6: CREATE YOUR STRATEGIC ROAD MAP
October• Fix Tracking Issues• Remarketing Code • Fix & Update
Campaign Settings• Negative KWD• Start Account Re-
architecture • Update Bid
Strategy
November
• Mobile Targeting & Expansions
• Create Remarketing Audiences
• Break Apart Search & Display Campaigns
• Add Ad Extensions:• Location• Extended Sitelinks• Mobile Sitelinks
December
• Landing Page Updates
• Geo-Targeting Settings
• Day Parting Settings
• Add Site Exclusions
• Ad Copy Testing Plan
@ChristiJOlson #CDDC8 iSEMConsulting.com
STEP 7: REVIEW AND RECALIBRATE
September October Novemb
erDecemb
er January
Develop Road MapCheck-in On ProgressRecalibrate Plan if neededExtend for next 3 months
@ChristiJOlson #CDDC8 iSEMConsulting.com
FINAL TAKE-AWAYS
It doesn’t have to be perfect
If you don’t build a roadmap now you won’t know if you got to where you wanted to go.
@ChristiJOlson #CDDC8 iSEMConsulting.com
THANK [email protected]@isemconsulting.com