Dip Digital Marketing Digitalplanning V1

Diploma in Digital Marketing John Chacksfield

Digital Marketing Planning John Chacksfield

Housekeeping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Bit about Me ,[object Object],[object Object],[object Object],[object Object],[object Object]

A bit about you ,[object Object],[object Object],[object Object]

Assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assessment ,[object Object],[object Object]

Assessment ,[object Object],[object Object],[object Object],[object Object]

CPA and CIM/CAM ,[object Object],[object Object],[object Object],[object Object]

Online & Traditional Marketing Concepts & Applications ,[object Object],[object Object],[object Object],[object Object]

Online & Traditional Marketing Concepts & Applications ,[object Object],[object Object]

Online & Traditional Marketing Concepts & Applications Time Deliverables Planned Milestones Actual Milestones

Online & Traditional Marketing Concepts & Applications ,[object Object]

Online & Traditional Marketing Concepts & Applications

Online & Traditional Marketing Concepts & Applications ,[object Object],[object Object],[object Object]

Online & Traditional Marketing Concepts & Applications ,[object Object],[object Object],[object Object],[object Object],[object Object]

Online & Traditional Marketing Concepts & Applications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online & Traditional Marketing Concepts & Applications 1.customer 1.customer 9.coordination 8.customisation 7.creative 6.consistency 3.convenience 2.culture 5. communications 4. competition 10.control Page 12 – Chapter 1

Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Business Models ,[object Object],[object Object]

Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object]

Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Business Models ,[object Object],Decision maker, influencer, buyer. Investors Location Location Distributors Sales staff for different markets Market type Suppliers Different departments Size of prospect New or existing New or existing New or existing Third parties Staff Customers vary by

Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Business Models ,[object Object],[object Object],[object Object]

Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans Use of QR code for promotion of film 28 days later Source : http://www.giagia.co.uk/?cat=63, created by http://www.giagia.co.uk/?page_id=2 blog

Environmental Factors Impacting on Online Activity & Plans Using a proximity device, such as a Hypertag, to download music tracks

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans Percentage who consider the different information sources as important when researching or considering a product or service Source : Brand New World (2004)

Environmental Factors Impacting on Online Activity & Plans Search engine results pages in Google illustrating the natural and paid listings Source : Reprinted by permission of Google, Inc. Google™ search engine is a trademark of Google, Inc.

Environmental Factors Impacting on Online Activity & Plans Stages involved in producing a search engine listing for the Natural listings

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chittenden & Rettie (2003) –

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans Tagging example from econsultancy.com

Environmental Factors Impacting on Online Activity & Plans Mashup from Dave Chaffey site.

Environmental Factors Impacting on Online Activity & Plans ,[object Object],Figure 9.9 The affiliate marketing model (note that the tracking software and fee payment may be managed through an independent affiliate network manager)

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],Source : emarketer 7 th march 08

Re-Cap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans w ww.culture.gov.uk/images/publications/ digitalbritain -finalreport-jun09.pdf )

Environmental Factors Impacting on Online Activity & Plans Chapter 1 – page 20

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter 1

Environmental Factors Impacting on Online Activity & Plans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter 5

Environmental Factors Impacting on Online Activity & Plans Marketing stimuli 8 P’s PESTE Buyers black box Buyer characteristics Buyer decision process Product/brand Dealer/web site Timing Frequency amount Other stimuli response Fig 5.1, page 165

Environmental Factors Impacting on Online Activity & Plans Fig 5.2, page 167 Problem recognition Information search Evaluation / alternatives Purchase decision Post purchase behaviour

Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital Marketing Mix Marketing Mix Product Digital value Experience brand Price Transparency Pricing models Place Representation Distribution models Promotion Online vs offline integration People Resources Contact strat Physical Online evidence integration Process Optimise through Web transaction Partnerships

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter 9

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object]

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter 10

Digital Marketing Mix ,[object Object],[object Object]

Digital Marketing Mix ,[object Object],Viral, affiliate, email a friend, links. Word of mouth Real packaging is displayed online Packaging Shopping malls, etailing Merchandising Virtual Exhibitions Opt in an web response Direct Mail Online events, sites or services. Sponsorship Online editorial, eZines, newsletters, discussion groups, virals, social networks PR Incentives, rewards, loyalty schemes Sales promotion Virtual sales staff, affiliate, links Selling Interactive ads, ppc Advertising Online Execution Promotional Mix

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter 11

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter 12

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],Market Development Product Innovation Low High Low High Market Development (medium risk) Diversification (highest risk) Market Penetration (Lowest risk) Product Development (Medium risk) New Geographic markets New customer segments New markets and New products No development of Markets or products New digital information Services, e.g. consulting on product design

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object]

Develop a Digital Marketing Plan ,[object Object],Corporate objectives and strategy Marketing Strategy Internet Marketing Strategy Competitor strategy Market Structure and demand Emerging opportunities and threats

Develop a Digital Marketing Plan Adapted from drummond, ensor & ashford (2003) Advertising Market growth Example Structured, internal, repetitive. Unstructured, external, speculative Information & Problem Daily marketing activity Defining marketing and competitive positioning Key tasks Narrow Broad Focus Short term Long term Time frame Tactical Marketing Strategic Marketing

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object]

Develop a Digital Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]

Assignment & Research ,[object Object],[object Object],[object Object],[object Object],[object Object]

Useful Resources (not exhaustive)! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dip Digital Marketing Digitalplanning V1

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Dip Digital Marketing Digitalplanning V1

Editor's Notes