An Introduction to Digital Marketing

tpugliese
Adapted from: Walter Kitchenman
June 2010
 Task

• The following slides present an

introduction to Digital Marketing
• In groups, brainstorm the answers to
the questions on each slide.
• After each section, revise the
meaning of key vocabulary items.
Introduction to Digital Marketing
DEFINITIONS

4
 OVERVIEW> DEFINITIONS

What are Some Well Known Digital Marketing Channels?

1. iPhone Apps (Mobile)

2. Web Sites

3. Facebook
4. Linkedin
5. WordPress

5
OVERVIEW> DEFINITIONS

Why Digital Marketing?

• Two thirds of US consumers are online

• Mobile and internet technologies are being adopted even faster outside the US
• Digital Marketing campaigns are measurable (assuming data is reliable)

• Online campaigns may generate more immediate sales

• Online tools and analytics are less expensive than traditional methods

* Source: Forrester Research

6
 OVERVIEW> DEFINITIONS

What is Digital Marketing?

Digital Marketing is a combination of Push and Pull Internet technologies.

• Traditional media including radio, TV, billboard and print, yields

response data collected, analyzed and acted upon after a campaign

• Digital marketing provides immediate reporting and feedback while using

the internet to both Push and Pull marketing content:
- E.g., Search Engine Optimization (SEO), Email, IM, Social Media,
Texting on Mobile, and Voice Broadcast are used to Push a message
- E.g., Banner ads, web browing and Pay Per Click (PPC) andFB searches
are examples of Pull technologies, as the user initiates the request for information.

• The objective of Digital Marketing is the conversion of Visitors into customers

and improving retention of existing customers through push and pull technologies.

7
OVERVIEW> SAMPLE ONLINE CONTENT

Some Examples of OnLine Digital Content

Used to Promote a Major Brand
MOBILE APPS - VISA ONLINE VIDEO GAME - VISA

BANNER AD for VISA

8
OVERVIEW> FACEBOOK PAGE

Example of a Major Brand’s Facebook Page (pull)

9
OVERVIEW> iPHONE APP

Example of MasterCard iPhone Application

ATM SEARCH (pull)

10
OVERVIEW> GOOD DIGITAL STRATEGIES>TACTICS

What Good Digital Marketing Strategies Achieve

Strategy is how you reach Objectives

Objectives are what you want to achieve and they are often quantifiable.

5 Tactics of Best Practice Digital Marketing

1. Clarify campaign objectives
2. Define the target audience(s)
3. Identify the online and Mobile channels (available and appropriate)
4. Develop a strategy with unique tactics for each digital asset
5. Know the landscape and benchmark results against competitors

11
OVERVIEW> GOOD DIGITAL STRATEGIES>HOW DIGITAL MEDIA DIFFERS

How Traditional and Digital Media Differ

The best digital strategies integrate with, and complement, the messages
sent through traditional media and channels to form a unified experience.

Traditional Media Digital Media

• A campaign is generally a Message • A campaign is a Conversation

• Marketers control message length • Visitors use exact search terms

• Data is collected long afterwards • Campaigns tweaked instantly

with immediate feedback
• Costs are relatively high • Costs are relatively low

13
 Key Vocab –DEFINITIONS?
1. Yield
2. Retention
3. Banner
4. Target
5. Landscape
6. Benchmark
7. Sample
8. Tweak
Introduction to Digital Marketing
PHASES

17
PHASES> DEFINITIONS

The Successful Digital Marketing Campaign

has Four Broad Phases
Strategy is an important step across every phase of a campaign.
Phases are not always sequential as content is tweaked.

1 2 3 4

Strategize Implement Benchmark Optimize

18
• Let’s look at some of these phases in
more detail…
PHASES> STRATEGY

Strategize

A Digital Campaign should be consistent with overall business objectives

and complement offline efforts that employ traditional media.

Four Key steps to a Comprehensive Strategy

1. Align online marketing with offline campaigns

2. Identify key areas for improvement

3. Identify effective business processes
4. Identify Key Performance Indicators
(KPI) and other measurements
specific to the industry

19
PHASES> IMPLEMENTATION

Implement

Five Keys to a Successful Implementation

1. Identify the proper scope of the effort at inception

2. Develop or contract the appropriate technologies or solutions
that enhance the user experience

3. Maximize SEO and audit Page Tags to maximize the number of viewers
4. Plan on how online digital content stays current and accurate
5. Integrate online digital data with data from traditional media for a comprehensive
view

22
PHASES> OPTIMIZATION

Optimize

Digital’s real-time feedback makes Optimization an ongoing process. Good

analytics allow you to adjust the variables of a Digital Campaign (content,
website, design elements).

Three Keys to Successful Optimization

1. Use Testing of many combinations to simulate

hundreds/thousands of campaigns to inform the Digital Campaign

2. Use behavioral targeting of potential viewers

3. Proactively analyze Digital Campaigns to remain relevant and engaging

24
 Key Vocab -PHASES
1. Tweak
2. Audit
3. KPI
4. Scope
5. Enhance
6. Current
7. Accurate
8. Behavior (AmE)
Introduction to Digital Marketing
PROCESSES

25
PROCESSES> DEFINITIONS

Key Processes in the Successful Digital

Marketing Campaign
Like the overall campaign itself, each major Process involves Strategy,
Implementation and Optimization.
Five Key Processes from Campaign Inception through Optimization
1. Creative
2. Search Engine Optimization (SEO)
3. Database and Development
4. Analysis and Reporting
5. Marketing 2.0

26
PROCESSES> CREATIVE

Creative: Digital Content Types

1. Web sites & Specialized web-based marketing pages

2. Logos and other branding
3. Commercials produced for the Web
4. Banner Ads
5. Content designed for Mobile Apps

27
PROCESSES> SEARCH

SEO: Generally Considered the Most

Critical Process in Digital Marketing
Search Engine Optimization (SEO), is the process of maximizing the
placement and number of search results (ranking).

Good SEO relies on use of Natural Language-

Best practice?

28
PROCESSES> SEARCH

Natural Language

Three Best Practice Uses of Natural Language

1. Use common terms for your subject, product or campaign

2. Avoid industry and inhouse jargon
3. Include likely variations (and even misspellings)

31
PROCESSES> ANALYTICS>REPORTING

Reporting Should Provide Immediate Feedback

About Visitor Behavior
The most useful tools show the domains, demographics and
geography of where visitor to customer conversions are taking place.

• Domains Report : where conversations take

place
• Geo Mapping : locations of conversations

• Blogger tags: comments by identifiable authors

• Theme Clouds: words most associated

with the campaign
• Comparisons by Date of Chats
• Demographics Report: gender, age, etc…
are tracked
Webtrends Reports

35
PROCESSES> DATABASES AND DEVELOPMENT

IT is Used to Constantly Search for and

Display Content Relevant to the Campaign
As part of Media Monitoring, IT solutions can integrate a search agent
application that crawls the web and collects the latest relevant content.

Web Crawlers Capture Two Main Types of Content Automatically

1. Comments and other content related to the campaign
2. Comments and other content related to competitors’ campaigns

37
PROCESSES> DATABASES AND DEVELOPMENT>DATA VISUALIZATION

Examples of Data Visualization: Sample

Marketing Dashboard

39
PROCESSES> DATABASES AND DEVELOPMENT>DATA VISUALIZATION

Best Practice Data Visualization: A Dashboard

Reporting generally provides too much data rather than too little.
Best Practice includes a top level display of highly relevant data and insights.

A Well Designed Dashboard Has Four Key Elements

1. Aggregates data from all available sources
2. Summarizes data through a simple user interface
3. Displays a comprehensive analysis
4. Includes competitor digital content, bringing webpages and banners, etc., for
comparison

38
 Key Vocab -PROCESSES
1. Brand
2. Banner
3. Ranking
4. Inhouse
5. Tracking
6. Crawl
For More Info -
http://www.linkedin.com/in/wkitchenman

Walter Kitchenman is an author and consultant on strategic issues in financial services. He

spent more than a decade as an international banker in Latin America and Europe and helped
launch the leading boutique advisory firm covering the strategic use of IT. Most recently he
managed several digital platforms at MasterCard Worldwide which were winners of the
International Web Designers Award and the New York IABC’s Award of Merit. He has a
graduate degree from Johns Hopkins School of Advanced International Studies (SAIS) and BA
with special honors from the Elliot School of George Washington University.

2010
Walter Kitchenman
wkitchenman@hotmail.com