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A Practitioner's Guide to Digital MarketingBMC 319-001

Downtown Campus 906, 8th Ave SW, Calgary, Room: 222

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We’re stuck with each other…

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Here’s what we’re going to learn…

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Upon successful completion of this course, you will be able to: •Apply Digital and Integrated marketing models as described in this course•Conduct a competitive audit of your Website using best-practice tools •Understand the fundamentals of target audience definition, including user goals and persona creation•Understand the importance of User Experience Design and Website usability•Understand the importance of Information Architecture •Conduct a content audit and understand the basics of copywriting for the Web•Understand technology considerations that affect the success of Digital marketing  4

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Upon successful completion of this course, you will be able to: •Conduct business requirements gathering and analysis as an input to a Request for Proposal•Understand the Digital project management lifecycle•Understand the importance of metrics, Key Performance Indicators, reporting & analytics•Understand the benefits and potential pitfalls of Content Management Systems•Understand how digital marketing efforts align with other tactics, including traditional, SEO, paid search, mobile, social and email marketing – integrated marketing•Develop a Request for Proposal document to assist in the evaluation and selection of Digital marketing and development vendors  5

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Digital Marketing…

Is the HUB.

Digital Marketing…

Is the HUB.

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ModelsIn order to add some structure to our thinking, some frameworks

are necessary.

ModelsIn order to add some structure to our thinking, some f rameworks

are necessary.

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Strategic Management Models

PEST Model

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Strategic Management Models

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Strategic Management Models

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Strategic Marketing Models

The 5 P’s

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Strategic Marketing Models

Strategic Marketing

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Digital Marketing2 Questions:

How do we frame our Plan?How do execute on that Plan?

Digital Marketing2 Questions:

How do we frame our Plan?How do execute on that Plan?

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Strategic Marketing Models

eople.

bjectives.

trategies.

ools, technologies.

Target Audience; internal stakeholders

What are we trying to accomplish?

How are we going to get there?

What are we going to use?

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Digital Marketing Models

Think: research, plan and strategise. Use the opportunities of digital tomeet communications, market and product challenges. Plan assets andcampaigns.Create: build beautiful assets, from websites and videos, to banner advertsand applications.Engage: use channels to drive traffic to those assets and build relationshipswith customers.Optimise: track and analyse to understand how assets and campaigns areperforming. Derive insight to improve and test assets and campaigns.

eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.16

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Digital Marketing Models

This is what we use to ‘write’ the plan…

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Digital Marketing ModelsThis is what we use to execute the plan…

Based on industry best practices that ensure end-to-end project integrity. Its methodology is designed to specifically accommodate the needs of digital marketing. Under normal circumstances, this process allows ample room for the creative process to unfold while preserving the discipline of technology-based project management.

Discovery: Opportunity, initiation, audits, primary and secondary research and interviews, analysis and strategy, personas, creative and technical briefing.

Definition: Concept and strategic development, design concepts, wireframes, site maps, business and functional requirements, solution architecture, production plan.

Design: Experience validation, creative and technical solutions, and functional prototyping.

Development: Creative and technical production, documentation, backend support and integration, quality assurance and testing.

Delivery: Launch, end-to-end system testing, localization of languages, deployment, optimization and maintenance. 19

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Digital Marketing ModelsThis is what we use to execute the plan…

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Integrated Marketing

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What is Good Design?

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LOST??

LOST??

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Buzzword Bingo

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The ‘PEOS’ Media Model

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The ‘PEOS’ Media Model

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Web Calls to Action

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Microsites

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Email Marketing

Booring but very effective28

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Mobile and other Platforms

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SEO & SEM

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Gamification

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QR Codes

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Branded Entertainment

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Integrated Marketing

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Integrated Marketing

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1. DiscoverBefore we can def ine the market ing chal lenge and look for

solut ions, we f i rst have to ask…

1. DiscoverBefore we can def ine the market ing chal lenge and look for

solut ions, we f i rst have to ask…

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Internal AnalysisA review of Website Analyt ics; Content Mapping; SWOT Analysis

Internal AnalysisA review of Website Analyt ics; Content Mapping; SWOT Analysis

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Competitive AnalysisThere are a number of Website rev iew methodologies that we can

use.

Competitive AnalysisThere are a number of Website review methodologies that we can

use.

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ForresterTM Website Review Scorecard

Forrester measures on 4 criteria: Value; Navigation, Presentation and Trust. Heuristic analysis of

25 questions results in an aggregate score in a

range of 50 (‘perfect’) to -50 (‘disaster’).

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ForresterTM Website Review Scorecard

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Forrester's Web Site User Experience Review uncovers flaws that prevent users from accomplishing key goals on Web sites. It's is an expert evaluation, a type of methodology - also known as a heuristic evaluation or scenario review -

that was originally developed by Rolf Molich and Jakob Nielsen as a lower-cost alternative to lab-based usability techniques.

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The ‘Immersibilty’ Index (first described by Agency.com in 2000) involves an expert, heuristic review of websites based on 7 categories which when combined provide a complete picture of digital properties strengths and weaknesses. These criteria are:

Im mer sibi l i ty – How quickly does the website immerse the user in the online experience? Includes heuristics, aesthetics, way-finding, status and visibility, user-centred design principles.

Findabi l i ty - How easy is it to find the website? Intuitive and memorable domain name, search engine results – Search Engine Optimization and Search Engine Marketing results.

Content – Depth, breadth, recency, and relevancy of content.

Capabi l i t ies – What can the user do on the website? Online tools, interactive quizzes, games, downloadable applications, etc.

Comm unity – Can the user interact with others? Discussion Forums, Live Chat, Social Web (Twitter, FaceBook), Forums, etc.

Comm er ce/Conver sion – How easy is it for user to begin and complete a given task or to complete a transaction?

Cr oss-Channel Cust omer Experience – How do offline, customer service and Social Web channels knit together?

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‘Immersibility’ Index

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Social WebHow do we evaluate our competi tor ’s Social Presence?

Social WebHow do we evaluate our competitor ’s Social Presence?

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It *really* is a Social Web

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Define your target audience is and plan accordingly . Do we want to engage your customers directly? Or, do we want to engage other like-minded

organizations in the same ‘business’ ? Do we have the appropriate resources to converse and engage on Social

Web?

What are we try ing to accomplish? Are we trying to communicate directly with our customers – to engage in

direct conversation? Or, are we attempting to demonstrate subject matter expertise? Is our goal customer service? The answer to these questions will determine our Strategies and

which Social Web technologies we choose.

How are we going to accomplish our Goals? Will we be using Social Web as a

broadcast tool – for Calls to Action? Or, will we be engaging constituents in deeper and

broader conversation? Again, this influences or choice of tools.

With literally thousands of Social Web channels to choose from, this can be an interesting challenge. For most

organizations, it makes sense to start small, stable and proven and then expand as required. A review of what peers are doing

is also prudent. A starter toolki t normally involves a broadcast tool

(Twitter); a conversation tool (FaceBook); a video channel (YouTube, Vimeo); and a ‘Business to Business’ channel

(LinkedIn).

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POST Analysis

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2. Build a Relevant Presence

After identifying key organizations and it will be important to Connect with the top 5% of

this constituency to give you credibility.

1. Evaluate the LandscapeIdentify established channels, influential

organizations and users as well as editorial themes and content. This

research is critical before establishing any kind of Social Web presence.

4. Use your Inf luenceYou can then amplify and scale by arming

active users information and the tools they require. This also represents the ‘tipping point’ – when you can begin to use your

Social Web channels for appeals and promotions. But, trust must be earned.

3. Develop the CommunityNext, the need to move community

stakeholders from being indifferent towards your ‘brand’ to champions and advocates of the programs and

services you provide.

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Engaging in the Conversation

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Social Web – Next Steps

‘Market’ ResearchIn our context we’re talking about ‘User Research’ and

Part ic ipatory Design

‘Market’ ResearchIn our context we’re talking about ‘User Research’ and

Part icipatory Design

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Qualitative vs. Quantitative

eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.44

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Primary vs. Secondary

eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.45

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Participatory Design

Participatory Design (PD) is done with real users of the system. Unlike user-centered design which supposes that research and design work is done on behalf of users. PD focuses on acquiring practical tacit knowledge from the users who will actually use the technologies. PD is most effective in helping envision and shape practical elements within a larger IT project.

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Participatory Design

By attempting to surface user motivations, wishes, dreams around the end state solution, PD assists in acquiring the practical knowledge from the users who will actually use the system.

Roundtable Focus Groups

Online surveys

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A Practitioner's Guide to Digital MarketingBMC 319-001

Downtown Campus 906, 8th Ave SW, Calgary, Room: 222

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