Study sets, textbooks, questions
Upgrade to remove ads
DMI 10 - Digital Marketing Strategy (MM)
Terms in this set (71)
Digital Strategy Fundamentals Concepts
'Strategy' = key foundation (understanding your audience, their behaviors and how you might craft new behavior that involves your brand, product, or services online). Short-term = imminent, specific goals fit under the 'tactics'. Long-term = digital objectives and operates across all of the digital channels your customer utilizes. Digital = how you are using content on any of your online channels, how you use paid advertising, how your customer connects with your brand.
Digital Strategy Fundamentals Core components
Channel strategy - how to use all of the different digital platforms, locations & channels that are available to you.
Content strategy - What you put on your site, What you put on your social media, How you tweet, content encapsulates everything that's there, not just the things that you make.
Media strategy - how you're utilizing your paid activity. overlooked by smaller brands because it's a complex area to understand. bigger brands often overlook the investment required within digital to be successful.
Tactics - individual execution that makes up your strategy
Awareness - keyword research. Google Keyword Planner or Google Trends. Banners and outbound display and video on websites and social media.
Consideration - product differentiation. reach & frequency of messaging to drive recall of the USPs or ESPs.
Conversion and retention - high value. use search channels to drive this type of objective. Keep customers engaged. encourage brand advocacy or repeat purchases. Easier to drive sales from people who have already bought from you.
Understanding the outputs
use your available resources (channels, tools, and people) to deliver on an agreed objective while meeting expectations. understanding available resources, setting timelines and budgets, looking at current & past activity, & assigning activities and KPIs to team members or stakeholders.
three-pronged approach to understanding the outputs of a digital marketing strategy:
establish the foundations of your strategy. have a strong familiarity with your current digital strategy, expectations, and the resources available to you. confirm the crucial requirements in running your strategy.
Philosophies of digital strategy
All advertising can be digital, but not all digital can be advertising.
- Digital as content
- Digital as advertising
- Digital as participation
- Digital as a balance of all three
As a result of good engagement, your brand equity and value will increase in the eyes of the audience. non-advertising methods using digital engagement.
our strategy in one sentence, or a number of simple & clear key phrases that quickly summarize your digital strategy. based on a core insight. gather as much information on your audience, interests, content, format, learnings, channels, products, gaps/weaknesses.
utilizing digital tools for the purposes of marketing.
Digital media is part of digital marketing (medium). distribute messaging to audiences (Google, Facebook, Twitter, email). formats, timings, and spends for a campaign.
In smaller campaigns, double-job and work across a number of channels. avoid over-investing.
Time - time-consuming and labour-intensive if not planned correctly. risk of underestimating time. Upskill.
Money - digital requires more time, more investment, and more tools to measure it effectively.
People - knowing when to bring in the right people = efficiency. assess your project requirements and match them to the skillset of your team. consider an agency or freelancer to bridge the skills gap.
layout of all resources required, identify gaps to fill by more people, money, or time. digital suffers from under-investment.
detail how much each function is going to require. staff costs, training and processes
largest budget consideration. prioritizing the budgets towards the channels that deliver on your goals. Conversion goal = budget into PPC than the other channels. interest/consideration goal = budget into a display or social media.
videos, social media images, advertising banners, website image assets, email formats, etc. designer, account manager and video production time.
paying 3rd party to run and manage your campaign, including, booking and buying media, managing creative assets, reporting and optimization. charge their fee as a % of media spend (rewards spend not performance)
understand the value and purpose of the tools before committing to a budget to pay for them.
Developing a budgeting plan
People, Technology (efficiency, tools, integration, data sharing), Training (do early), Process (^investment media = ^people).
Key considerations when planning your budget
How many people are in your target audience? What are your objectives? How many people could you realistically make customers? How much money are you willing to invest in digital? Have you allocated budget to cover busy months or campaigns? Are you allocating enough ad spend? Are you under-investing and limiting your impact?
Target audience, Setting (more budget to those channels that will efficiently and effectively deliver on objectives. Estimate paid media with historical CPCs/CPMs), Money (strategically bow to give money to other channels or other media), Under-investing (spread costs out), Ad spend allocation (pay-to-play in media. Determine important channels), Budget allocation.
Building a budgeting plan
address moments when you think that the investment will need to fluctuate. Overestimate for the Christmas period. Reflect on under/over spending & adjust. Never plan beyond where the budget exceeds.
ROI = revenue - marketing spend x 100 / marketing spend
Sales (how much it cost to actually deliver), Leads (capturing valuable data from customers who express an interest in your product or service. conversion rate & average sale cost)
Determining value of lead
calculate what the revenue is per lead. divide the sale value by the number of leads needed to generate a sale = revenue per lead. revenue per lead + cost per lead = ROI.
Measuring Success with ROI
Micro conversions are the actions that a user takes that contribute to the purchase decision-making process. look at how much engagement is required to deliver a sale or lead (social & display). Record changes in conversion rates to see the value of our assisting channels. awareness or non-conversion channels impact on your sales =PPC searches or PPC/SEO conversion rates in Google Analytics.
Objective setting activities
make use of all your resources in an efficient manner
know what metrics or KPIs are most suited to measuring the success of your overall strategy as well as its different channels that make up the strategy.
awareness channels like display and social (assisted conversions, reach, and frequency). PPC and SEO are conversion channels (leads, sales, Cost-per-acquisition, CPA/CPL or conversion rates). Retention channels (Email and Mobile Apps)
Conversion/sales (That is commercial success), Consideration (That is evaluating if the product or brand meets your needs), Awareness (This is about audience reach), Retention (This enables you to establish customer engagement).
diagnose success metrics
CPA and CPL for conversion channels, Sentiment and Awareness for customer engagement channels, New versus returning users and increased sales or conversions for customer retention channels
stress-test your objectives.
Key Performance Indicators
metrics that combine to deliver on wider Key Success Outcomes.
Reporting and measurement (not the same thing)
Reporting metrics of performance. benchmark of how certain activities are performing in a given time, and a given day, on a given month. junior team members to work on, to ensure work is operating correctly.
Measurement = how senior members of the team identify specific measures and how they are impacting the business. a specific set of metrics
Everybody in your team should understand:
What they are responsible for
What their KPIs are
How they can be successful
What their daily/weekly goals are
KPIs within the specific business areas
department responsibilities based on their core function and what they can realistically achieve.
- Marketing: Responsible for sales, awareness, awards, and engagement
- Product: Responsible for sales, CTR, and conversions
- Customer service: Responsible for sentiment, response time, and response rate
- PR - responsible for company image, reach, and sentiment
- based on their core function and what they can realistically achieve.
Reviewing past campaigns
benchmark of performance
identify key channels and audiences to target. estimate what each channel could potentially deliver good metrics (traffic, total conversions, CPA) for the available budget. CPC or cost per user is the first KPI. Conversion rate is your second KPI. insight into the effectiveness of our messaging, social media competitions, and creative pieces.
achieve or exceed your forecast as this is the ideal outcome you expect based on your overall objective. if CPCs are lower but your conversion rate is on target, you can deliver more conversions than expected (^traffic for the budget)
Role of forecasting
how your KPIs are performing against the different scenarios you have created.
Importance of reviews
put reviews in calendars so everyone knows what period they are being measured against. adhere to the guidelines and the strategy set. process for examining our strategy. report findings. review and we adapt. improve content or scrap.
Research mapping: Identifying all the points of data that will input to strategy
Channel analytics: Utilizing your existing data on existing channels to make decisions
Audience research: Finding out more about your target audience that you can use to reach them effectively
Keyword research: Taking insights from how your customers utilize keywords in search engines
Social listening: Observing how people talk about your brand, category, or industry on social media
learn as much as possible about your audience, industry & environment before developing a strategy.
The Research Map
ensures all areas of research are being read correctly and allows you to map this research to derive insights. Mind map. Place your audience at the center and begin to plot findings around the challenge.
Thinking Critically about Research - Knowing the Difference
types of research that should be examined closely include: Absence of sources, Old information, Small sample sizes, Origin of the report
most accurate insights directly relating to your business and customers
Examples - Website analytics, Current customer research (surveys. large-scale market research), Social channel insights (engagement, follower levels, audience interests & demographics)
Desk research resources
finding free to access articles, studies, and research papers online on Google, Consumer Barometer & Facebook(demographics, insights & trends). Premium: WARC, ANA
Using Google for research
ask it questions about people. find articles or sources.
Digital Audit concepts
conduct audits in advance. crucial for establishing exactly: What sites we have, What pages are on the site, What profiles we have on social media, What accounts are in existence, Who has been operating them. if one channel is being managed by another team, you might actually be able to increase your control.
Structuring you audit
- Site audit - analysis of the site analytics on a basic level.
- Social and channel audit - Identify existing social media & other channels (function & performance)
- Access and login details - usernames and passwords. create business-owned email addresses, so that you can transfer any of that information cross-team.
- Administrators - Note who the admins of your various channels are. Security.
- Existing resources - who is currently working & how many hours for daily operations.
- Chain of command - who is working on digital activity, what remit each individual has & who is in command and responsible for decision making.
- History - previous campaign activity and what has previously been implemented.
building key insights, as it allows you to identify the specific interests, channels and demographic identities of your target audience.
Audience research tools
Facebook Audience Insight Tool - interests, locations, engagement rates & demographics
Twitter Audience Insight Tool - discover audience characteristics. effectively engage with their conversations
Google Ads - remarketing audiences
Consumer Barometer - free tool on ThinkwithGoogle.com, measure patterns & gain insights from consumers in different locations & across many industries.
Google Keyword Planner and Display Planner - search trends, website visitor characteristics.
Brandwatch and Pulsar - Audience listening. monitor brand & competitors' mentions on social & around the web.
Creating a persona allows you to easily put yourself in their shoes. build on their story without specific data points.
Key insights for developing audience personas
Give them: Motivations and interests, Digital channel choices, Content preferences, Search behavior, Device usage, Age, Gender, Quirks
prioritize audience types based on how easy they are to reach using digital channels, and the value of that audience to the business.
Prioritizing your audience
target key personas on their preferred channels. give more budget to high-value audiences that are easier to reach.
observing or collating live social conversations to derive insight from the language and topics that are appearing in conversation. insights into your consumer interests, aspirations, dreams, products, etc. paid tools.
Observational social listening
free. Not as accurate. observing how people use keywords, hashtags, and tags, you can develop hypotheses of behaviour. Gather a list of common keywords and phrases = understand patterns, sentiment and attitude to your brand.
Empirical social listening
high engagement on that product's content if consumers are happy about a product. test using these keywords in your content and marketing assets → positive performance
Developing insight - conduct your own social listening study in 5 steps:
Identify keywords - commonly used keywords when discussing your brand, product, service.
Utilize social search - confirm these keywords are used by the consumer.
Check for additional keywords - keywords customers are using that you have not considered.
Identify trends - subject, language, or hashtags.
Establish insight - from the customer's challenges or experience with competitors
understanding your place amongst your competitors. identify gaps and opportunities to capitalize on.
Key benefits - compare: size of channels, mobile ability of their site, channels (social networks & identify gaps), assess content (good? content), assess format gaps.
Developing a Brief
document that uses product, audience, and competitor insights to inspire campaign ideas to deliver on your objectives. uses audience data, motivations, and demographics. media budget, timings, content and creative formats to inform media choices to execute the strategy. clearly defined outputs (copy and messaging, creative formats, banners, social posts, and videos). details all channels, paid and free, and go live and run rates for each of the channels.
Concepts - engage the audience. Deliver objects. Brand values. A creative strategy long-term approach of how you develop visual stimuli for your brand, product, or service. It dictates the theme, looks and feel of all of your assets. adhere to the overarching strategy. targeting a specific response and cultivating repeat and specific behaviour. Budget.
Key areas - keep things simple at first with a view to building up to more technical pieces. Ideas (What content will you make, what will it say, how are you different?), Activations (What will you do that will encourage the consumer to respond, engage and converse?), Visual (What will everything look like, is there a visual theme or guideline?), Narrative (Refer back to the content strategy - what is the story we are trying to tell?)
Formats - what is worth the effort? Investment to create = paid media / paid channels
Transferable content - HQ video, capture GIFs, convert assets, use existing assets, drive links for SEO off-site link building
produce content that is consistently effective and builds the same behaviours with consistent audiences. based on your overarching strategy, Explains your brand or campaign story and narrative, delivering on your objectives, format, tone, messaging, developed for purpose and effect.
Questions: What platforms will you operate on? How often will you post, tweet, or snap? What is your tone and personality? What is your core narrative, and what stories are you telling?
Platform-specific plan that details actual posts. A consistent story creates a consistent audience response = positive behaviour & perception of brand. The story must work to help you achieve your overall objective.
understand the number of varying formats you will require. utilize dynamic content and text that is relevant to your brand. This will help build your SEO approach. Laying out all content in a given time period, Listing all relevant channels, Detailing all copy, Listing format details, Understanding dimensions and requirements. Hashtag = conversational ads. Clicks = link embed images.
Channel Specifications for a Launch Plan (channel format requirements)
Video (VOD, Social, Pre-Roll), Display (Image, copy and dynamic), PPC (Texts ads, site links, phone, and other ad extensions), Facebook (Video, Canvas), LinkedIn (Display Formats, Posts, InMail), Twitter (Video, Cards, Lead Generation), Instagram (Carousel, Video), Snapchat (Real-time asset creation)
Channel strengths and weaknesses
media choices = value of production for assets in relation to media costs.
Social - raise awareness, reach, engagement, retention
Display - reach, frequency. post-click or post-impression = display's impact on sales.
Paid search - Google, Bing or Yahoo.
SEO - ensuring the technical features of your website are working efficiently (load speed, mobile friendly, links). Metrics = sales, leads, conversion rate, visits, time on site, traffic levels
Email - GDPR compliance. open rates, email click rates, mailing list growth, repeat visits, and higher lifetime customer value of mailing list subscribers versus site average.
Content - Repeat engagement & retention.
Developing a Toolkit for Achieving Objectives
up-weight or down-weigh the budget and resource investment for every channel to prioritize high-impact channels related to your KPI. to raise awareness of a new product you will invest mostly in display and social. developing content to drive informational searches for discovery from SEO, you can include emailing existing customers in your plan. small portion left for channels like PPC. remarketing focus with lower investment in display and social.
The role of A Media Plan
putting actual spends in the columns moving budget either forward or back. determine how much content you have against how much support they will each receive. estimates of impressions and clicks which should be delivered for the budget. dividing the budget by historical CPMs for GDN and social channels and historical CPCs for paid search. historical conversion rate for the channels could help forecast conversions from the campaign.
Campaign action plans (project plan)
Paid media channels (don't include ad delivery/finer details), Non-paid channels, Briefing deadlines for creative, Run dates for channels and timings for production, Budgets per line item
How Digital adds value to other media
TV + mobile 'dual screening' presents an opportunity to enhance performance.
Trans-Time Mapping - buy a TV commercial. specific times and channels when shown are called trans-times. targeted with both your creative and search activity to support the TV commercial during those times.
Hashtag Integration - at the end of the TV commercial, radio, print, and outdoor advertising. Start a conversation.
Communicating your Results
collate the following in a single document for easy reference, sense-checking, and execution: Identified the high-impact goals you want to achieve, Set your KPIs and budgets, Researched the audience, Agreed a creative strategy, Chosen your paid and organic channel mix.
secure a budget or get approval. complicated or technical elements shared with only the appropriate teams. executional document to supplement your strategy. PowerPoint.
demonstrate that the finer details have been considered and are available if requested. reference the existence of a technical document to build trust in the strategy without details.
table of contents to Structure your strategy
KPIs and Measurement
Research - Audience and Competitive Landscape
Creative Strategy and Sample Ads
Media - Paid and Organic
Project Plan and Timelines
reveal costs on a case-by-case basis. first show the plan in greater detail, so the reader can go through each item in the plan without the bias of the cost implications.
Bringing it all together
one document. ensure all elements are being pushed live, on time, and performing as expected. historical record of what was signed off. note any changes or modifications to the strategy (live data / performance changes). Compare strategy to finished campaign.
Sets found in the same folder
DMI 1 - INTRO(MM)
DMI 2 - Content Marketing (MM)
DMI 3 - Social Media Marketing (MM)
DMI 4 - SEO (MM)
Other sets by this creator
Business Strategy Overview