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Professional Diploma in Digital Marketing

Module 1: Introduction to Digital Marketing


Version 4.0
Location: Bucharest
Lecturer: Bogdan Manea Fozzie

Agenda
Digital Marketing

Digital Marketing Institute


Digital Marketing Institute Method
Principles
Traditional V Digital
TOOLS
Laws & Guidelines

Definition: Digital Marketing

using digital channels to promote or


market products and services to
consumers and businesses.
Digital Marketing Institute

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme

Iterate

Digital Channels
Strategic Choices

Integrate
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Email

Business Goals

Search

Application

Social
Mobile

Source: Digital Marketing Institute

DMI 3i Principles
DMI 3i Principles are the foundation tenets of the DMI Methodology

Initiate: start with the customer and work towards your digital
strategy
Iterate: continually learning from engagement with customers and
applying this on an ongoing basis
Integrate: integrate digital channels coherently and in terms of
traditional marketing activities

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme

Iterate

Digital Channels

Integrate

Strategic Choices
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Email

Business Goals

Search

Application

Social
Mobile

Source: Digital Marketing Institute

Framework

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Framework
Introduction to Digital Marketing

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Framework
Introduction to Digital Marketing: Related Topics

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme

Iterate

Digital Channels

Integrate

Strategic Choices
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Email

Business Goals

Search

Application

Social
Mobile

Source: Digital Marketing Institute

TOOLS
Digital channels can be grouped under the following headings

Search Optimisation
Search Marketing
Email Marketing
Digital Display Advertising
Social Media Marketing
Mobile Marketing
Analytics

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme

Iterate

Digital Channels

Integrate

Strategic Choices
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Email

Business Goals

Search

Application

Social
Mobile

Source: Digital Marketing Institute

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme
Digital Channels

Iterate

Strategic Choices

Integrate
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Email

Business Goals

Search

Application

Social
Mobile

Source: Digital Marketing Institute

DMI 3i Principles
DMI 3i Principles are the foundation tenets of the DMI Methodology

Initiate: start with the customer and work towards your digital
strategy
Iterate: continually learning from engagement with customers and
applying this on an ongoing basis
Integrate: integrate digital channels coherently and in terms of
traditional marketing activities

Consumers leave a trail


It is access to these activities that gives digital marketing its power

Search for
Adventure
Holiday

Click on Ad
campaign

Search

Register for
updates

Click

Purchase
on site

Register
Buy
15

Consumers reveal who they are


It is access to these activities that gives digital marketing its power

Search for
Adventure
Holiday

Location, Interest, Age


Click on Ad
campaign

Search

Specific Requirement
Register for
updates

Click

Urgency
Purchase
on site

Register
Buy

Budget

Start with the customer and work backwards"


Market Reality is a better indicator of customer needs than Market Research
MARKET RESEARCH

Customer

Polls, questionaires, history,


focus groups, research.

Product
or Service
Search: keyword research tool
Social: listening tools
Digital: analytical tools
MARKET REALITY
Source: Digital Marketing Institute
6/4/13

17

Google Keyword Research Tool


Search volumes based on location and time

tableta sony vaio

laptop sony

Romania

Romania

Avg Monthly
36

Avg Monthly
6,600

X200 laptop sony over tableta sony vaio

Google Trends: Mobila


Search trends and respective ad spend

Iterate Principle
Effective Digital Marketing is an Iterative Process

1. Strategy

2. Channels

Start with the customer and work

Select Channels

backwards

4. Ammend

3. Monitor

Creative

Analytics

Message

Tracking

Channel

Source: Digital Marketing Institute

Iterate Principle
Effective Digital Marketing is an Iterative Process

1. Strategy

2. Channels

Start with the customer and work

Select Channels

backwards

4. Ammend

3. Monitor

Creative

Analytics

Message

Tracking

Channel

Source: Digital Marketing Institute

Iterate Principle
Effective Digital Marketing is an Iterative Process

1. Strategy

2. Channels

Start with the customer and work

Select Channels

backwards

4. Ammend

3. Monitor

Creative

Analytics

Message

Tracking

Channel

Source: Digital Marketing Institute

Iterate Principle
Effective Digital Marketing is an Iterative Process

1. Strategy

2. Channels

Start with the customer and work

Select Channels

backwards

4. Ammend

3. Monitor

Creative

Analytics

Message

Tracking

Channel

Source: Digital Marketing Institute

Integrate Principle
Depending on consumption channel users apply personal preferences and
etiquette and expect marketers to do likewise.

Print

TV Radio

Email Mobile Phone

User

Broadcast

Transact

Interact

Websites and Discussion


forums
where the accepted norm is
public and open.

Social Media Networks


where the interaction is
governed by social norms

Personal communications
devices/systems with a
personal etiquette

Source: Digital Marketing Institute

Quality Scale of Engagement


In Digital Marketing the dynamic is from Quantity to Quality.
There is a quality scale in the interactions of an audience with an organisation.

Tell

Audience Advocacy

Act

Audience Conversion

Engage

Audience Engagement

Learn

Audience Awareness

Source: Digital Marketing Institute

Situation Analysis: Capabilites


Rating your current capabilities from 1 to 5:

Basic
knowledge
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics

Limited
Experience

Practical
Skills

Advanced
Application

Expert
Practitioner

Situation Analysis: Activities


Describe your current activities under each of these headings and rate your current
activities on a scale of 1 to 5
Describe your current activities
Website
SEO
SEM
Email
Display
Social Media
Mobile
Analytics

Pre-Course
Rating

Post Course
Rating

Traditional Marketing
Traditional marketing channels are characterised as:

Broadcast: one way communication, push


Message driven: brand focused, features, benefits.
Didactic: tells, explains, elaborates, instructs
Constrained: fit with programming & print schedules and
geographic boundaries.
Calendar & Budget bound: limits and start and end points
Power: retained by the media owner, and the advertiser

Digital Marketing
an approach based on openness, transparency and engagement with the consumer

Interactive: many-to-many communication


Consumer driven: in terms of their interests and preferences.
Listening: follows the consumers needs
Un-constrained: liberated from schedules & boundaries.
Open ended: iterative (launch, review, adjust, re-launch)
Power: control & influence is with the consumer

Balance of Power
Digital Technologies are transformative and disruptive and characterised by a
shift in power to the consumer.

Company

Consumer

Campaign Planning Implications


What are the implications for marketing departments and their campaign planning?

Structure: starts small and gets better. (iterative)


Budget: start small and invest based on success
Calendar: organic with no end point
Personnel: new work so new skills required.
Beyond Marketing: we are all in marketing now.

Beyond Marketing
Digital Channels are now impacting all aspects of product lifecycle.

Market Research

Production

Transparency CSR

Market Research V Market


Reality

Apple

Customer Likes a product on


Facebook

Product Lifecycle
Product Design
Nike

Customer Support
Southwest

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme
Digital Channels

Iterate

Strategic Choices

Integrate
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Email

Business Goals

Search

Application

Social
Mobile

Source: Digital Marketing Institute

Framework

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Digital Marketing Method


is the principles based framework for the application of digital marketing to achieve business goals

1. 3i Principles

2. Framework

Initiate

Visual Scheme
Digital Channels

Iterate

Strategic Choices

Integrate
Quality Scale

4. Implementation

3. TOOLS

Customer Goals

Search

Business Goals

Email

Application

Social
Mobile

Source: Digital Marketing Institute

SEO
Search Engine Optimisation: Related Topics

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Source: Digital Marketing Institute

SEO: Process
SEO is an on-going dynamic process with goals, actions, review and iteration

1. Goals

2. On Page Optimisation

Understand the Benefits of SEO

Keywords

Choose & Set Goals

Content
Meta Tags
Site Supports

4. Analysis & Iteration

3. Off Page Optimisation

Analysis Tools

Link Building

Performance Baseline

Link Format

Review and Iteration

Directory Submission
Social Linking

Source: Digital Marketing Institute

SEO: Process
SEO is an on-going dynamic process with goals, actions, review and iteration

1. Goals

2. On Page Optimisation

Understand the Benefits of SEO

Keywords

Choose & Set Goals

Content
Meta Tags
Site Supports

4. Analysis & Iteration

3. Off Page Optimisation

Analysis Tools

Link Building

Performance Baseline

Link Format

Review and Iteration

Directory Submission
Social Linking

Source: Digital Marketing Institute

SEO: Process
SEO is an on-going dynamic process with goals, actions, review and iteration

1. Goals

2. On Page Optimisation

Understand the Benefits of SEO

Keywords

Choose & Set Goals

Content
Meta Tags
Site Supports

4. Analysis & Iteration

3. Off Page Optimisation

Analysis Tools

Link Building

Performance Baseline

Link Format

Review and Iteration

Directory Submission
Social Linking

Source: Digital Marketing Institute

SEO: Process
SEO is an on-going dynamic process with goals, actions, review and iteration

1. Goals

2. On Page Optimisation

Understand the Benefits of SEO

Keywords

Choose & Set Goals

Content
Meta Tags
Site Supports

4. Analysis & Iteration

3. Off Page Optimisation

Analysis Tools

Link Building

Performance Baseline

Link Format

Review and Iteration

Directory Submission
Social Linking

Source: Digital Marketing Institute

Concepts: Positioning
Know where organic and paid search results display.

Concepts: Positioning
Know how positioning affects clicks
The proportionality of clicks between organic and paid.

30% of users
click here and
on the right
(Paid listings)

70% of users
click here
(Organic
listings)

Search Engine Marketing


Related Topics

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Search Engine Marketing: Process


SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.

1. Goals

2. Setup

Understand the Benefits of SEM

Keyword Research

Choose & Set Goals

Campaign Setup
Ad Copy
Targetting
Budget
Scheduling

4. Analysis & Iteration

3. Manage

Analysis Tools

Ad Centre

KPIs

Reports

Review and Iteration

Quality Score
Conversion Tracking
Source: Digital Marketing Institute

Search Engine Marketing: Process


SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.

1. Goals

2. Setup

Understand the Benefits of SEM

Keyword Research

Choose & Set Goals

Campaign Setup
Ad Copy
Targetting
Budget
Scheduling

4. Analysis & Iteration

3. Manage

Analysis Tools

Ad Centre

KPIs

Reports

Review and Iteration

Quality Score
Conversion Tracking
Source: Digital Marketing Institute

Search Engine Marketing: Process


SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.

1. Goals

2. Setup

Understand the Benefits of SEM

Keyword Research

Choose & Set Goals

Campaign Setup
Ad Copy
Targetting
Budget
Scheduling

4. Analysis & Iteration

3. Manage

Analysis Tools

Ad Centre

KPIs

Reports

Review and Iteration

Quality Score
Conversion Tracking
Source: Digital Marketing Institute

Search Engine Marketing: Process


SEM is an on-going dynamic process with goals, setup, management and review &
Iteration.

1. Goals

2. Setup

Understand the Benefits of SEM

Keyword Research

Choose & Set Goals

Campaign Setup
Ad Copy
Targetting
Budget
Scheduling

4. Analysis & Iteration

3. Manage

Analysis Tools

Ad Centre

KPIs

Reports

Review and Iteration

Quality Score
Conversion Tracking
Source: Digital Marketing Institute

Concepts: Positioning
Know where organic and paid search results display.

Concepts: Positioning
Know how positioning affects clicks
The proportionality of clicks between organic and paid.

30% of users
click here and
on the right
(Paid listings)

Email Marketing
Email Marketing: Related Topics

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Email Marketing Process


Effective Email Marketing is a Process

1. Subscriber Management

2. Design & Content

Data Collection

Mail Clients

Data Segmentation

Interaction Process

Data Management

Sender / Subject / Copy


Images & Attachments
Risks

4. Reporting & Analysis

3. Delivery Systems

Interaction Scale

Email Service Providers

Campaign Reports

Scheduling

Subscriber Reports
Split Testing
Source: Digital Marketing Institute

Email Marketing Process


Effective Email Marketing is a Process

1. Subscriber Management

2. Design & Content

Data Collection

Mail Clients

Data Segmentation

Interaction Process

Data Management

Sender / Subject / Copy


Images & Attachments
Risks

4. Reporting & Analysis

3. Delivery Systems

Interaction Scale

Email Service Providers

Campaign Reports

Scheduling

Subscriber Reports
Split Testing
Source: Digital Marketing Institute

Email Marketing Process


Effective Email Marketing is a Process

1. Subscriber Management

2. Design & Content

Data Collection

Mail Clients

Data Segmentation

Interaction Process

Data Management

Sender / Subject / Copy


Images & Attachments
Risks

4. Reporting & Analysis

3. Delivery Systems

Interaction Scale

Email Service Providers

Campaign Reports

Scheduling

Subscriber Reports
Split Testing
Source: Digital Marketing Institute

Email Marketing Process


Effective Email Marketing is a Process

1. Subscriber Management

2. Design & Content

Data Collection

Mail Clients

Data Segmentation

Interaction Process

Data Management

Sender / Subject / Copy


Images & Attachments
Risks

4. Reporting & Analysis

3. Delivery Systems

Interaction Scale

Email Service Providers

Campaign Reports

Scheduling

Subscriber Reports
Split Testing
Source: Digital Marketing Institute

Reporting: Campaign Snapshot


Recognise standard reporting features with email marketing packages

Programme Structure
Digital Display Marketing

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Copyright Digital Marketing Institute 2012

Digital Display Campaign Process


Effective Digital Display Marketing is an Iterative Process

1. Define

2. Format

Customer

Budget

Publisher

Media

Objectives

Formats
Ad Copy

4. Analyse

3. Configure

Measure

Targetting

Analyse

Tracking

Optimise

Go live

Copyright Digital Marketing Institute 2012

Digital Display Campaign Process


Effective Digital Display Marketing is an Iterative Process

1. Define

2. Format

Customer

Budget

Publisher

Media

Objectives

Formats
Ad Copy

4. Analyse

3. Configure

Measure

Targetting

Analyse

Tracking

Optimise

Go live

Copyright Digital Marketing Institute 2012

Digital Display Campaign Process


Effective Digital Display Marketing is an Iterative Process

1. Define

2. Format

Customer

Budget

Publisher

Media

Objectives

Formats
Ad Copy

4. Analyse

3. Configure

Measure

Targetting

Analyse

Tracking

Optimise

Go live

Copyright Digital Marketing Institute 2012

Digital Display Campaign Process


Effective Digital Display Marketing is an Iterative Process

1. Define

2. Format

Customer

Budget

Publisher

Media

Objectives

Formats
Ad Copy

4. Analyse

3. Configure

Measure

Targetting

Analyse

Tracking
Go live

Optimise

Copyright Digital Marketing Institute 2012

Ads: Dimension & Position


Standard Ad formats
illustrated in
MSN.coms
Entertainment Section
for Breaking Dawn
campaign.

Framework
Social Media Marketing

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Copyright Digital Marketing Institute 2012

Social Media Marketing Process


Effective Social Media Marketing is an Iterative Process

1. Goals

2. Channels

Business

Facebook

Customer

Linked In

Product

Twitter

Marketing

Google +
YouTube

4. Analyse

3. Implement

Measure

Listening

Analyse

Pages

Optimise

Events
Groups
Jobs
Copyright Digital Marketing Institute 2012

Advertising

Social Media Marketing Process


Effective Social Media Marketing is an Iterative Process

1. Goals

2. Channels

Business

Facebook

Customer

Linked In

Product

Twitter

Marketing

Google +
YouTube

4. Analyse

3. Implement

Measure

Listening

Analyse

Pages

Optimise

Events
Groups
Jobs
Copyright Digital Marketing Institute 2012

Advertising

Social Media Marketing Process


Effective Social Media Marketing is an Iterative Process

1. Goals

2. Channels

Business

Facebook

Customer

Linked In

Product

Twitter

Marketing

Google +
YouTube

4. Analyse

3. Implement

Measure

Listening

Analyse

Pages

Optimise

Events
Groups
Jobs
Copyright Digital Marketing Institute 2012

Advertising

Social Media Marketing Process


Effective Social Media Marketing is an Iterative Process

1. Goals

2. Channels

Business

Facebook

Customer

Linked In

Product

Twitter

Marketing

Google +
YouTube

4. Analyse

3. Implement

Measure

Listening

Analyse

Pages

Optimise

Events
Groups
Jobs
Copyright Digital Marketing Institute 2012

Advertising

Evolution of online interaction.


The evolution of the web places the user centre stage and increasingly in control.

Broadcast

Transact

Interact

Website

Amazon

Ebay

Copyright Digital Marketing Institute 2012

Converse

Social Media

Framework
Mobile Marketing

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Copyright Digital Marketing Institute 2012

Mobile Marketing Process


Effective Mobile Marketing is an Iterative Process

1. Opportunity

2. Optimise

Challenges/Risks

App Development

Characteristics

Mobile Sites

Trends
Devices

4. Analyse

3. Advertise

Measure

SMS

Analyse

Mobile Advertising

Optimise

Proximity Marketing

Emerging Trends

Copyright Digital Marketing Institute 2012

Mobile Marketing Process


Effective Mobile Marketing is an Iterative Process

1. Opportunity

2. Optimise

Challenges/Risks

App Development

Characteristics

Mobile Sites

Trends
Devices

4. Analyse

3. Advertise

Measure

SMS

Analyse

Mobile Advertising

Optimise

Proximity Marketing

Emerging Trends

Copyright Digital Marketing Institute 2012

Mobile Marketing Process


Effective Mobile Marketing is an Iterative Process

1. Opportunity

2. Optimise

Challenges/Risks

App Development

Characteristics

Mobile Sites

Trends
Devices

4. Analyse

3. Advertise

Measure

SMS

Analyse

Mobile Advertising

Optimise

Proximity Marketing

Emerging Trends

Copyright Digital Marketing Institute 2012

Mobile Marketing Process


Effective Mobile Marketing is an Iterative Process

1. Opportunity

2. Optimise

Challenges/Risks

App Development

Characteristics

Mobile Sites

Trends
Devices

4. Analyse

3. Advertise

Measure

SMS

Analyse

Mobile Advertising

Optimise

Proximity Marketing

Emerging Trends

Copyright Digital Marketing Institute 2012

What convergence means


Convergence: device functionality
begins to come together in one
device:
SMS
Camera
Music
Phone
Browser
GPS
Email
Office Applications
Social Media
Gaming

Analytics
Position in Programme Structure

PROFESSIONAL
DIPLOMA IN
DIGITAL
MARKETING

Analytics: Process
Analytics is an on-going dynamic process with goals, setup, management and review
and iteration.

1. Goals

2. Setup

Concepts & Rationale


Choose & Set Goals

Accounts
Profile

4. Analysis & Iteration

3. Monitor
Analytics Goals
Audience
Traffic Sources
Content
Advertising

Conversions
Reporting
Review and Iteration

Source: Digital Marketing Institute

Analytics: Process
Analytics is an on-going dynamic process with goals, setup, management and review
and iteration.

1. Goals

2. Setup

Concepts & Rationale


Choose & Set Goals

Accounts
Profile

4. Analysis & Iteration

3. Monitor
Analytics Goals
Audience
Traffic Sources
Content
Advertising

Conversions
Reporting
Review and Iteration

Source: Digital Marketing Institute

Analytics: Process
Analytics is an on-going dynamic process with goals, setup, management and review
and iteration.

1. Goals

2. Setup

Concepts & Rationale


Choose & Set Goals

Accounts
Profile

4. Analysis & Iteration

3. Monitor
Analytics Goals
Audience
Traffic Sources
Content
Advertising

Conversions
Reporting
Review and Iteration

Source: Digital Marketing Institute

Analytics: Process
Analytics is an on-going dynamic process with goals, setup, management and review
and iteration.

1. Goals

2. Setup

Concepts & Rationale


Choose & Set Goals

Accounts
Profile

4. Analysis & Iteration

3. Monitor
Analytics Goals
Audience
Traffic Sources
Content
Advertising

Conversions
Reporting
Review and Iteration

Source: Digital Marketing Institute

Google Analytics Dashboard


Dashboards is your configurable opening screen for Analytics Management
Understand what the
Google dashboard
is.
Know that you can
configure and
customise the
Google Analytics
dashboard.

Laws and Guidelines


Be aware of Data Protection and Privacy laws in your country.

Common Electronic Privacy Characteristics


opt out at collection point
o subscriber told why information is being gathered
o emails only about a similar product
o option to opt out on every mail
o opt in only valid for 12 months.
o

Professional Diploma in Digital Marketing


Module 1: Introduction to Digital Marketing
Version 4.0
Location: Bucharest
Lecturer: Bogdan Manea (Fozzie)