Digital Marketing

Who am i?
• Dennis
• R’dam, A’dam, Bxl, Ghent
• Head of Digital / Strategist @ Agency
• Clients: PwC, Europabank, Zespri, sp.a, Mora, Smeg, Cambio, ..
• drjsnijders@gmail.com - classname (!)
About this class
• General buildup
• Introduction
• What is strategy?
• Display, retargeting & video
• SEO/SEA
• Social media
• Websites
• Content & inbound marketing
• ...
• Measuring succes
Every lesson
• Lecture – 1 topic per class
• Examples
• Discussion
• Assignment in class
• ‘Homework’ – deadline: start next lesson. Too late? Too bad!

• Grading:
• 50% based in continuous evaluation
• 50% will be your exam
Furthermore
• I’ll upload the presentation to Chamillo after the lesson
• Assignment will be included
• Be proactive
ALWAYS think of pizza.
https://www.youtube.com/watch?v=ecRheslTlwE
https://vimeo.com/156868814
https://www.sortlist.be/en/work/the-blackmail-banners-campaign--my-way-d-iet
eren-group---automotive--advertising
https://vimeo.com/165948842
https://www.youtube.com/watch?v=A344xPRBTYI
https://www.youtube.com/watch?v=tGD3yg_lqC4
https://vimeo.com/212540553
https://www.instagram.com/runarjonsson/ https://www.youtube.com/watch?v=1QlF5fx2FrI
What is strategy?
What is strategy?
• Strategy is the action plan that describes when to use what methods
to reach a certain goal, building from insights about the current
situation.
Marketing strategy
• Marketing is one way to achieve communication and commercial
goals for a business.
• The goal is defined based on the current situation and future
ambitions
• The method used should be based on the goal.
• Starting point (challenge – steps to take – succes)
• Steps to take: marketing
We need a plan
Deliverables:

1. Insights
2. Goals
3. Methods
4. Action plan
• INSIGHTS
• macro: relevant trends in society
• meso: sector and competitors analysis
• micro: company trends and resources

• GOALS
• target audience: personas and user stories
• kpi’s and kpi dashboard

• METHODS
• Channels
• Tactics

• ACTION PLAN
• roadmap with timing
INSIGHTS

GOALS

METHODS

ACTION PLAN
INSIGHTS
INSIGHTS

GOALS

METHODS

ACTION PLAN
Insights: Macro
• What: society trends that are relevant and applicable to sector
and company
•Methods:
- desk research
- internal trend library
- external sources (google trends...)
INSIGHTS

GOALS

METHODS

ACTION PLAN
Insight: Meso
• What: sector trends that are relevant and applicable to sector
and company; competitor analysis
•Methods:
- desk research (sector organisations)
- keyword research
- benchmark audits
Context: Micro
• What: analysis of current situation of company, constraints in
resources company
•Methods:
- vision, mission, target audience (in-company docs)

- Google Analytics
- social media audit, usability audit
- stakeholder interviews
GOALS
INSIGHTS

GOALS

METHODS

ACTION PLAN
Goals: audience
• What:
Definition of target audiences, where they are online, what triggers
them online
•Methods:
- keyword research
- Google Analytics
- online surveys
- user tests
- focus groups
•Deliverable:
- Buyer personas
GOALS: kpi’s
• What:
Definition of relevant kpi’s, based on business goals of
company
•Methods:
- analysis of business goals
- translation into digital kpi’s
METHODS
INSIGHTS

GOALS

METHODS

ACTION PLAN
Methods: channels
• What: within the context of the company, target audience and
kpi’s - what channels are best suited?
•Channels:
- website
- search
- Facebook/Twitter/LinkedIn/Snapchat/…
- e-mail
- Affiliate
- bannering
Methods: tactics
What: based on the chosen channels, what tactics work best?

•Tactics:
- Search -> SEO or SEA?
- Facebook -> ads, posts, shares?
- e-mail ->bought list? content or promotion?
ACTION PLAN
INSIGHTS

GOALS

METHODS

ACTION PLAN
Action plan
What
• roadmap for a finite period (1-2-3 years) that describes when
to use what tactics
•Deliverable:
- list of tactics
- timetable
BORED YET?