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IDM Bootcamp - Building an integrated (digital) marketing plan: an IDM perspective Mike Berry, Mike Berry Associates


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IDM Bootcamp - Building an integrated (digital) marketing plan: an IDM perspective Mike Berry, Mike Berry Associates

  1. 1. ad:tech 2012: IDM Bootcamp 19/09/2012 Building an integrated (digital)marketing plan: an IDM perspective Mike Berry Dip DM, F IDM © 2012 Mike Berry Associates
  2. 2. Welcome to the IDM Bootcamp! © 2012 Mike Berry Associates
  3. 3. Planning is about Control © 2012 Mike Berry Associates
  4. 4. Planning Your Success © 2012 Mike Berry Associates
  5. 5. Before we brief the creative guys © 2012 Mike Berry Associates
  6. 6. 3 Research Tools• Google Keyword Tool (Google it!)• DoubleClick Ad Planner• Google Insights for Search “Research should not be used as adrunken man uses a lamp post. Use it for illumination, not support…”* *from Stanley Pollitt after Winston S Churchill © 2012 Mike Berry Associates
  7. 7. Research Tools © 2012 Mike Berry Associates
  8. 8. Research Tools• DoubleClick Ad Planner: a research and media planning tool to research sites of interest, identify sites your target audience is likely to visit, make informed media planning decisions build media plans.Research individual sites; find your audience onlineEnter any site to view information such as its traffic,demographics, categories, sites also visited, keywordssearched for and advertising details. © 2012 Mike Berry Associates
  9. 9. Research Tools See what the world is searching for. With Google Insights for Search, you can compare search volume patterns across specific regions, categories, time frames and properties. © 2012 Mike Berry Associates
  10. 10. Segment Your Customer Database• Recency, Frequency, Monetary value (RFM)• Spend most time and money on your best customers• Nurture and develop high potential customers• Reactivate dormant customers• Maximise customer lifetime value (LTV) © 2012 Mike Berry Associates
  11. 11. Putting a Plan togetherYou need: An understanding of your market A clear view of what you’re trying to do Some idea of the stages required to achieve thisYou should ask: What will success look like? How will you fine-tune your programme? What will you test?
  12. 12. Start at the beginning...• Where are we now?• What do we want to do?• How can we achieve all that?• What does that involve?• How precisely will it all work?• How could we do it better?
  13. 13. SOSTAC Planning framework ®PR Smith 13
  14. 14. Situation analysis• Customer characteristics and buyer behaviour• Main competitors• Positioning and challenges• Approx. assessment of size of market• SWOT analysis
  15. 15. Situation Analysis: The Marketing Audit• Takes stock of an organisation’s marketing health• Is a launch pad for the marketing plan – encourages management to reflect systematically on the environment and the organisation’s ability to respond, given its capabilities• The marketing audit has three purposes: – Identifying the organisation’s current market position – Understanding the environmental opportunities and threats it faces – Clarifies the organisation’s ability to cope with environmental demands 15 © 2012 Mike Berry Associates
  16. 16. The Marketing AuditAn organisation needs to consider:1. Environmental variables (external audit) and2. Operational variables (internal audit) © 2012 Mike Berry Associates
  17. 17. The Macro Environment• To plan, the organisation must be aware of the external environment in which it operates – Political factors – Economic factors – Social and cultural factors – Technological factors – Environmental factors – Legislative factors 17 © 2012 Mike Berry Associates
  18. 18. PESTEL Analysis of the Macro EnvironmentFactor Could include:Political e.g. EU enlargement, the euro, international trade, taxation policyEconomic e.g. interest rates, exchange rates, national income, inflation, unemployment, Stock MarketSocial e.g. ageing population, attitudes to work, income distributionTechnological e.g. innovation, new product development, rate of technological obsolescenceEnvironmental e.g. global warming, environmental issuesLegal e.g. competition law, health and safety, employment law +++ © 2012 Mike Berry Associates
  19. 19. The „Micro‟ Environment Suppliers Distributors The Customers Employees Organisation Competitors Shareholders, Luck, 2008 CreditorsIncludes Key stakeholders the organisation has a two-way operationalrelationship with.The micro environment is controllable to some degree. 19
  20. 20. Competitor Analysis: Porter‟s Five Forces Model 1979 Potential 1. Threat of new Entrants entrants 5. Competitive Suppliers rivalry (Established competitors) Buyers 3. Bargaining 2. Bargaining power power Porter 1979, cited in Substitutes Brassington and Pettitt, 2006 Prof Michael E Porter Harvard Business 4.Threat of School Substitute products 20 © 2012 Mike Berry Associates
  21. 21. Internal Audit• Asses the organisation’s own resources and ability to compete• CAN use the ‘five Ms’ to assess your resources… – Men – Money – Materials – Machines – Markets 21 © 2012 Mike Berry Associates
  22. 22. SWOTThe last section in our Situation Analysis/ Marketing Audit• What is good?(brand, people, customers, new markets etc..)• What should we be concerned about?(scarce resources, competitors, changing landscape etc.)• Internal factors (SW)• External factors (OT)BE SENSITIVE, PARANOIDLEARN FROM THE PAST BUT LOOK TO THE FUTURE © 2012 Mike Berry Associates
  23. 23. SWOT Analysis Internal Factors (within the organisation’s Strengths Weaknesses Control)External Factors(outside the Opportunities Threatsorganisation’scontrol) Dibb et al, 2006 23 © 2012 Mike Berry Associates
  24. 24. Objectives• Set realistic goals and control effectiveness of spend• Think “Successful Outcomes”• Specific-Measurable-Actionable-Relevant-Time – Financial objectives – ROI – Tactical objectives – click-through rate, conversion rate• You may need to make assumptions (eg about market size and conversion rate)• Your assumptions will be guided by experience and results• Next year will be easier!
  25. 25. Terminology Business Objectives Goals “Sell more stuff”(BO) really means we have to: Metrics (a number) 1. do x* 2. improve y* KPIs 3. reduce z* *=GOALS
  26. 26. Resources are limited, so: © 2012 Mike Berry Associates
  27. 27. Maybe we don‟t need more traffic? © 2012 Mike Berry Associates
  28. 28. “Let‟s delight our site visitors”You want more successful outcomes ie. more people taking your required actions. But people only do what they want to do.
  29. 29. Set Objectives• S• M• A• R• T
  30. 30. Set Objectives• Specific• Measurable• Achievable• Realistic• Time-bound
  31. 31. What do you REALLY (really) want? © 2012 Mike Berry Associates
  32. 32. KPIs © 2012 Mike Berry Associates
  33. 33. Choose carefully• KPIs help to monitor progress towards a pre- defined goal: adjust approach as necessary• Must be metric-basedeg. increasing:• Revenue• Number of customers• Brand awareness• Customer engagement• Conversion rates © 2012 Mike Berry Associates
  34. 34. The SOSTAC Planning framework Dave Chaffey 34 <source: PR Smith>
  35. 35. StrategyHow will we get there?• A road map• A plan to achieve the objectives• NOT just the KPIs re-stated• NOT a list of tactics• All campaign proposals (creative, media) should be judged against the STRATEGY (and BUDGET) © 2012 Mike Berry Associates
  36. 36. The SOSTAC Planning framework Dave Chaffey 36 <source: PR Smith>
  37. 37. Tactics and ActionsAT LAST!• Who’s doing what?• To whom?• Where?• And when?• Using what resources?• How much will it cost?• Who is responsible?• How will we measure?• What will we test? © 2012 Mike Berry Associates
  38. 38. Be systematicAcquisitionNatural SearchPaid searchAffiliate MarketingDisplay AdvertisingViral MarketingOnline PRSocial MediaPodcasting+++
  39. 39. For each channel, give marks out of 10 Acquisition Conversion Retention Branding Engagement Interaction Personalisation TrackingDisplayPPCSEOAffiliatesViralBlogsEmailSocialMedia
  40. 40. Start with one channel – e.g. Search...• How much can I pay per click?• What is that spend per day?• How many people will start a process?• How many will complete?• What is the conversion rate?• Cost per outcome?Q. What budget do you give your agency?
  41. 41. Digital acquisition plan• What tools will you be using?• How much will you spend?• What are the key metrics?• Present as a timeline• Ensure mix is balanced to reduce risk• Create a detailed budget...
  42. 42. Fine-tuning the programme• What will you work on to improve the plan? – Improving landing page/ web template effectiveness – Follow-up email contact strategies – Integration with offline media (direct mail)• What will you test? – Acquisition tools – Search terms – Landing pages – Email messaging – Offers
  43. 43. and…Action!• Who’s doing what?• When?• With whom?• What will it cost?• Who else should be involved:Customer Service?Corporate Comms/ PR?Offline marketingSales © 2012 Mike Berry Associates
  44. 44. Getting close and staying close• Email Newsletters and Alerts• Web Personalisation• Blogs• CONTENT• CONTENT• CONTENT!
  45. 45. The SOSTAC Planning framework Dave Chaffey 45 <source: PR Smith>
  46. 46. Plan to measure• SMART objectives• Day of reckoning• How did we do?• How can we do better?• By when? © 2012 Mike Berry Associates
  47. 47. Study the conversion funnel Why do we lose half the people at the checkout – are they all similar? What type of people make up the 8% adding a product to a basket?
  48. 48. Obsess about funnels• Choose a business outcome• Conversion rate• Drop off points (where do we lose them?)• What do the analytics tell you?• Build hypotheses• Test• Refine
  49. 49. Want more? Try RACE SOURCE: © 2012 Mike Berry Associates
  50. 50. And now, over to… © 2012 Mike Berry Associates
  51. 51. Evaluate each digital tool• SEO• PPC• Online Display Ads• Social Media• Mobile• Email• How good is each:-on its own?-in combination with others? © 2012 Mike Berry Associates
  52. 52. SOSTAC Planning framework ®PR Smith 53
  53. 53. Summary• Digital marketing is ‘new’• It’s changing fast• We’re all learning• Try new things• Keep testing and learning• Find out what works and do more of it• Fit digital in alongside your offline activity
  54. 54. We‟re moving out! © 2012 Mike Berry Associates
  55. 55. ?© 2012 Mike Berry Associates
  56. 56.