strategic marketing: developing your digital marketing strategy
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Dr Aleksej Heinze @AleksejHeinze 21st May 2014
#SSMMUoS
www.salford.ac.uk/digital-business
Strategic Marketing: Developing your Digital Marketing Strategy
Centre for Digital Business
Providing researchand advice to business leaders in the constantly changing digital society
What about you?
How many social networks do you currently use for either private or business purposes?
CC image by Bert Kaufmann https://www.flickr.com/photos/22746515@N02/
Selling = Marketing?
What is marketing?
“The Art and Science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value” Philip Kotler
“There will always, one can assume, be the need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits them and sells itself. Ideally, marketing should result in a consumer who is ready to buy. All that should be needed then is to make the product or service available” Peter Drucker
Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). London: Pearson Education.
Selling vs Marketing• “Selling focuses on the needs of the seller;• marketing on the needs of the buyer. • Selling is preoccupied with the seller’s need to convert their
product into cash; • marketing with the idea of satisfying the needs of the consumer
by means of the product and the whole cluster of things associated with the creating, delivering and finally consuming it”
Theodore Levitt
Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). London: Pearson Education.
Social media: no longer optional
14th May 2014. Infographic Source: ONS http://www.ons.gov.uk/ons/dcp171778_362910.pdf
Who are your prospects?
Source: Screenshot: Channels play different roles in the customer journeyhttp://www.google.co.uk/think/tools/customer-journey-to-online-purchase.html
How do your prospects interact with you?
What does it all mean for your Strategic Marketing?
How can you develop your Digital Marketing Strategy?
The marketing communications mix
The marketing communications universe
Comparison of traditional and digital media
The main strategies for digital marketingMarket research Sales Operations Support
Search enginesEssentially are permanently switched on calculatorsBots or program scripts constantly re-visit web
pages and evaluate them by examining:• On page: URL, Page title, Description and Headings on
page• Off page: Number, Position and Anchor text of a Link
leading to your page• and many other factors…
Short vs long tail keyword
Number of words
Search volume
Higher conversion rateLower conversion rate
High PPC cost & High competition
Low PPC cost & Lower competition
Long tail keywordsShort tail
e.g. “Salford”
e.g. “Salford uni”
e.g. “Salford university business school”
Social media: no longer optional Are you are taking part in conversation about your own
and related products and services? Twitter, LinkedIn, SlideShare – mature platforms which
can help most businesses Facebook – business to consumer Google+ - key network for search engine integration Industry specific networks – TripAdvisor, Pinterest …
““if an organisation does not set out to manage and build their social media profile positively then someone else will build it anyway in whatever form they care to shape””
Hackett, C., Fletcher, G., & Heinze, A. (2013). Social Media Monitoring visualisation: What do we have to look for? . UKAIS 2013 conference, Oxford, UK
Some free Social Media management tools
Mobile visitors: how are you engaging with them?
Is your website content ready for Showrooming? Mobile means smart phones and other mobile devices such
as tablets – what strategy do you have to deal with different screen sizes of your website?
Mobile Apps? Responsive website design? Mobile search engine optimisation (SEO)
Mobile visitors: how are you engaging with them?
Is your website content ready for Showrooming? Mobile means smart phones and other mobile devices such
as tablets – what strategy do you have to deal with different screen sizes of your website?
Mobile Apps? Responsive website design? Mobile search engine optimisation (SEO)
Source: internet-map.net
World without country borders?
Source: internet-map.net
We are now defined by website platform borders
What are the main professional social networks in Europe?
What are the main professional social networks in Europe?
Key points Key digital marketing strategy skills
Integrated marketing communications Social media is no longer optional Mobile friendly customer journey
How to learn more? The Salford MBA : Digital Business MSc Marketing One day SEO & SMO essentials 10 evening Search and Social Media Marketing course Massive Open Online Courses (MOOC)
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