IDM Bootcamp - Building an integrated (Digital) marketing plan: an IDM perspective - Mike Berry

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TFM&A 2013:
IDM Bootcamp

Building an integrated (digital)
marketing plan: an IDM perspective

Mike Berry Dip DM, F IDM

© 2013 Mike Berry Associates

Welcome to the IDM Bootcamp!


Planning is about Control


Planning Your Success


Before we brief the creative guys


Planning Your Success
• 3 research tools:
• Google Keyword Tool (Google it!)
• Google Display Network Ad Planner
• Google Trends (+ Insights for Search)
http://www.google.com/trends

“Research should not be used as a drunken
man uses a lamp post. Use it for illumination,
not support…”*
*Source: from Stanley Pollitt after Winston S Churchill


Research Tools


Free Research Tools 1of 3:
Keyword Tool


Free Research Tools 2 of 3
• Google Display Network 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 and build media plans.

Research individual sites; find your audience online
Enter any site to view information such as its traffic,
demographics, categories, sites also visited, keywords searched
for and advertising details.

https://www.google.com/adplanner


Free Research Tools 3 of 3:
Google Trends
http://www.google.com/trends/
See what the world is
searching for…

With Google Trends/ Insights for Search,
you can compare search volume
patterns across specific regions,
categories, time frames and properties.


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)


Putting a Plan together
You need:
 An understanding of your market
 A clear view of what you’re trying to do
 Some idea of the stages required to achieve this

You should ask:
 What will success look like?
 How will you fine-tune your programme?
 What will you test?

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?

SOSTAC Planning framework

®PR Smith
http://www.prsmith.org/sostac.html
15

Situation analysis

• Customer characteristics and buyer behaviour
• Main competitors
• Positioning and challenges
• Approx. assessment of size of market
• SWOT analysis

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

17

The Marketing Audit
An organisation needs to consider:

1. Environmental variables (external audit) and

2. Operational variables (internal audit)


The Macro Environment
• To plan, the organisation must be aware of the
external environment in which it operates
–P
–E
–S
–T
–E
–L 19

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 20

PESTEL Analysis
of the Macro Environment
Factor Could include:

Political e.g. EU enlargement, the euro, international trade, taxation policy
Economic e.g. interest rates, exchange rates, national income, inflation,
unemployment, Stock Market
Social e.g. ageing population, attitudes to work, income distribution
Technological e.g. innovation, new product development, rate of technological
obsolescence
Environmental e.g. global warming, environmental issues
Legal e.g. competition law, health and safety, employment law

+++


The „Micro‟ Environment

Suppliers Distributors

The Customers
Employees
Organisation

Competitors Shareholders, Luck, 2008
Creditors

Includes Key stakeholders the organisation has a two-way operational
relationship with.
The micro environment is controllable to some degree. 22

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 23

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

24

SWOT
The 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, PARANOID(!)
LEARN FROM THE PAST BUT LOOK TO THE FUTURE


SWOT Analysis

Internal Factors
(within the
organisation’s
Strengths Weaknesses Control)

External Factors
(outside the Opportunities Threats
organisation’s
control) Dibb et al, 2006

26

Objectives
• Think “Successful Outcomes”
• SMART
(Specific-Measurable-Achievable-Relevant-Timed)
– 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!

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

http://www.kaushik.net/avinash/web-analytics-101-
definitions-goals-metrics-kpis-dimensions-targets/

Resources are limited, so:


Maybe we don‟t need more traffic?


“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.

Set Objectives
• S
• M
• A
• R
• T

Set Objectives
• Specific
• Measurable
• Achievable
• Realistic
• Time-bound

What do you REALLY (really) want?


KPIs

http://www.youtube.com/watch?v=NCta6j5_FdM


Choose carefully

• KPIs help to monitor progress towards a pre-
defined goal: adjust approach as necessary
• Must be metric-based
eg. increasing:
• Revenue
• Number of customers
• Brand awareness
• Customer engagement
• Conversion rates

The SOSTAC Planning framework

<source: PR Smith>

37

Strategy
How 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)



Dave Chaffey
www.davechaffey.com
39
<source: PR Smith>

Tactics and Actions
AT 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?

Be systematic
Acquisition
Natural Search
Paid search
Affiliate Marketing
Display Advertising
Viral Marketing
Online PR
Social Media
Podcasting
+++

For each channel, give marks out of 10
Acquisition Conversion Retention Branding Engagement Interaction Personalisation Tracking

Display

PPC

SEO

Affiliates

Viral

Blogs

Email

Social
Media

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?

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...

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

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 © 2013 Mike Berry Associates

Getting close and staying close
• Email Newsletters and Alerts
• Web Personalisation
• Blogs
• CONTENT
• CONTENT
• CONTENT!


Dave Chaffey
www.davechaffey.com
48
<source: PR Smith>

Plan to measure

• SMART objectives
• Day of reckoning
• How did we do?
• How can we do better?
• By when?


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?

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

From the horse‟s mouth…

http://www.youtube.com/watch?v=0OzxGUFNGQA


And now, over to…


Evaluate each digital tool
• SEO
• PPC
• Online Display Ads
• Social Media
• Mobile
• Email
How good is each:
-on its own?
-in combination with others?

DIGITAL CHANNEL
DIGITAL CHANNEL:

STRENGTHS ON ITS OWN: COMBINES WELL WITH:

SOSTAC Planning framework

®PR Smith
http://www.prsmith.org/sostac.html
56

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

We‟re moving out!


?

mike.berry@mikeberryassociates.com
uk.linkedin.com/in/mikeberrylinkedin
http://mikeberryassociates.com
http://twitter.com/mikeberrytweets

*Conditions apply

TFM&A Special Offer…

10% off selected IDM training courses!
PLUS…
Free course give-away!

Visit the IDM at stand A34 for more details,
or go to theidm.com/academyoffer

theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin

IDM Bootcamp - Building an integrated (Digital) marketing plan: an IDM perspective - Mike Berry

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