digital marketing planning

Digital Marketing Planning

DIGITAL SCIENTISTS 06.01.2009

About Digital ScientistsA FULL SET OF IN-HOUSE DIGITAL MARKETING SERVICES

Weʼre strategists and brand marketers with a scientistʼs passion for measurement and optimization. If you need to activate your brand with a digital marketing plan, we can help.

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Strategy & Planning Design & Development Analytics & OptimizationWeʼre web-savvy designers who believe elegant, usable designs are the most beautiful. Weʼre also open source developers who use Rails, Flex and mobile platforms.

Weʼre obsessed with tracking and analyzing online behaviors and ultimately the ROI of everything we do. Weʼre not obsessed with awards, unless they come from our clients.

• Marketing Strategy• Marketing Planning• Brand Identity• Brand Architecture• Market Research & Analysis

• Web Design• Application Design• User Experience Design• Video & Motion Creative• Advertising Creative• Social Networks• E-commerce• Desktop & Advertising Widgets• Mobile & iPhone Applications

• Web/Digital Analytics• Marketing Investment Tracking & Analysis• Marketing Investment Optimization• Media Buying & PPC Management• Search Optimization

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The Digital Marketing Standard

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Social Media 101

• 24% of Internet users have a blog

• 1+ billion iPhone app downloads

• Facebook currently has over 200 million members

• 25-34 population on Facebook doubles every 6 months

• 1+ billion Tweets on Twitter as of November 2009

• 100+ million viewers on YouTube in the US alone

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“Social media is online content created by people using highly accessible and scalable publishing technologies.”


A New Approach to Digital Marketing Planning (and Modeling)STOP TRYING TO PLAN A YEAR IN ADVANCE

• Where are you going as a business?

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• Why should a customer buy from you?

• How do you make money?What are leading indicators of change?

• What are the investments that drive these indicators?

• Given an initial set of resources, what investments do you propose to start with?

• Review and optimize on a monthly basis

Strategy

Brand Positioning

Business Model

Investment Plan & Dashboard

Optimization


Marketing Investments Depend on Business ContextLADDER OF BRAND ADOPTION

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•Awareness Customer now knows your brand exists

•Trial Customer makes first transaction: Clickthrough, follow, signup, purchase.

•Repeat Customer returns for additional needs, more information, buys more.

•Preference Customer establishes a preference for your brand, over all competing brands.

•Evangelist Customer is brand-loyal, and refers others to try or continue buying your brand.


Start with the End in MindIDENTIFY THE INTERIM METRICS THAT CONNECT TO RESULTS

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•Preference Why do I choose X over another brand?

•Loyalty Why do I choose X whenever I can and over time?

•Network / Channels How does X use its asset(s) and channel partners to communicate and deliver value?

•Distribution How does X increase availability?

•Push

•Pull

•Price How much do you charge?

Ad impressionsSite trafficFollow on TwitterPromotion participationEmail signupsPurchase

Interim Metrics

•Sales

no. of customers

products per customer

price per product


Principles For Digital Marketing Plan DevelopmentOur not so secret recipe

•Clarify your brand benefits and point of difference•Develop target-specific communications•Open your mind to new business models•Join the important target or category ecosystems•Open up the front end to users•And the back end to developers / third parties•Cross-sell in your own network•Deliver relevance with notifications (the twitter lesson)•Embrace the power of search•Blow up the site - bring it to the target, not just vice-versa•Distribute on all important platforms•Serve the whole tail - both the short and the long

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Clarify your brand benefits and point of difference

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Points-of-parity/points-of-difference

Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category.

Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits.


Develop target-specific communications

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Open your mind to new business models

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Join the important target or category ecosystems

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Join the important target or category ecosystems

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Open up the front end to users

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mystarbucks


Open up the front end to users

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mystarbucks


And the back end to developers / third parties

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Cross-sell in your own network

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Deliver relevance with notifications

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atlanta pizza


Twitter not worth the investment? Think again...DELL’S TWITTER SUCCESS STORY

• @DellOutlet Twitter account has generated over $2 million in direct revenue

• Dell manages over 65 Twitter accounts for exclusive offers and company news

• Coupon Tweets are sent out to reflect real time inventory levels

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Deliver relevance with notifications

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Embrace the power of search

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Keyword Global Monthly1st-3rd

Position in Google

Current Monthly

open source social networking 6600 2200 11

open source social network 5400 1800 8

iphone apps marketing 320 107 13

sync facebook with iphone 260 87 18

activecollab api 170 57 9

digital marketing ideas 110 37 25

sync facebook contacts with iphone 91 30 13

new marketing ideas for 2009 16 5 26

Total Average Monthly Visits 4362 158


Blow up the site - bring it to the target, not just vice-versa

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Distribute on all important platforms

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Serve the whole tail - both the short and the long

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12 include notes from shane


Some Principles For Plan DevelopmentOur not so secret recipe

•Clarify your brand benefits and point of difference•Develop target-specific communications•Open your mind to new business models•Join the important target or category ecosystems•Open up the front end to users•And the back end to developers / third parties•Cross-sell in your own network•Deliver relevance with notifications (the twitter lesson)•Embrace the power of search•Blow up the site - bring it to the target, not just vice-versa•Distribute on all important platforms•Serve the whole tail - both the short and the long

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2• 3• 4• 5• 6• 7• 8• 9•10•11•12

Digital Marketing Planning 26

Questions?

[email protected]

404.395.8471

mailto:[email protected]

mailto:[email protected]


How We’re DifferentTHE DIGITAL SCIENTISTS APPROACH

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•Fair and clear rates. Our hourly rates are based on the three categories of work we do: Marketing, Design & Development, and Analytics & Optimization. We provide our clients a great value.

•We’re a pay-by-the-drink company and can handle projects of all sizes.Unlike most agencies, we work on projects of all sizes. We can handle all of your marketing efforts or just a few pieces. Sometimes the smartest approaches come from our experience with small clients or startups.

•Focused on... resultsWe are completely focused on generating a return on your investment in digital marketing. Even if your goal is building brand preference compared to driving specific sales, we always align our efforts to what you want to accomplish.

•We’re a service company.We donʼt earn a commission on anything we do. We donʼt charge based on a percentage of media placed. If a vendor provides a refund or discount, it is passed straight on to you.


How We’re DifferentTHE DIGITAL SCIENTISTS APPROACH

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•We work on a weekly schedule.We have a no-nonsense, disciplined approach to project management. Our weekly updates keep everyone informed of accomplishments, upcoming tasks, upcoming milestones, budget and schedule.

•We’re a “butts-in-seats” company - not a collection of contractors.We have marketers, designers, and developers working elbow to elbow. From iPhone apps to analytics to marketing strategy – we have the talent in-house and ready to go. If we donʼt, weʼll tell you and work toward a specific solution.

•We’re interested in the numbers, not awards.Whether itʼs Clios or Webbys, we just donʼt care about awards, unless theyʼre in service to achieving a business objective. Weʼre marketers first, interested in business results.

•We create a sustainable, engaging environment for clients and employeesWe believe that happy, non-commuting employees make for better results for our clients (and for the environment). Also, we invest in our community to make it a better place for everyone.

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