Digital Marketing Planning
About Digital Scientists A FULL SET OF IN-HOUSE DIGITAL MARKETING SERVICES
Strategy & Planning
v Design & Development
Analytics & Optimization
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.
Weʼre 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
Web/Digital Analytics Marketing Investment Tracking & Analysis Marketing Investment Optimization Media Buying & PPC Management Search Optimization
Social Networks E-commerce Desktop & Advertising Widgets Mobile & iPhone Applications
DIGITAL SCIENTISTS 06.01.2009
2
The Digital Marketing Standard
DIGITAL SCIENTISTS 06.01.2009
3
Social Media 101
“Social media is online content created by people using highly accessible and scalable publishing technologies.” •
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
DIGITAL SCIENTISTS 06.01.2009
4
A New Approach to Digital Marketing Planning (and Modeling) STOP TRYING TO PLAN A YEAR IN ADVANCE
Strategy
•
Where are you going as a business?
Brand Positioning
•
Why should a customer buy from you?
Business Model
•
How do you make money? What are leading indicators of change?
Investment Plan & Dashboard
•
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
Optimization
DIGITAL SCIENTISTS 06.01.2009
5
Marketing Investments Depend on Business Context LADDER OF BRAND ADOPTION
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.
DIGITAL SCIENTISTS 06.01.2009
6
Start with the End in Mind IDENTIFY THE INTERIM METRICS THAT CONNECT TO RESULTS
no. of customers
Preference
•
Why do I choose X over another brand?
Loyalty
Interim Metrics
•
Why do I choose X whenever I can and over time? •
•
Pull Push
Network / Channels
•
How does X use its asset(s) and channel partners to communicate and deliver value?
Ad impressions Site traffic Follow on Twitter Promotion participation Email signups Purchase
products per customer
Sales
•
Distribution
•
How does X increase availability?
price per product
Price
•
How much do you charge?
DIGITAL SCIENTISTS 06.01.2009
7
Digital Marketing Planning
Principles For Digital Marketing Plan Development Our not so secret recipe
1 Clarify your brand benefits and point of difference •
•
2 Develop target-specific communications •
3 Open your mind to new business models •
•
4 Join the important target or category ecosystems •
•
5 Open up the front end to users •
•
6 And the back end to developers / third parties •
•
7 Cross-sell in your own network •
•
8 Deliver relevance with notifications (the twitter lesson) •
•
9 Embrace the power of search •
•
10 Blow up the site - bring it to the target, not just vice-versa •
•
11 Distribute on all important platforms •
•
12 Serve the whole tail - both the short and the long •
•
8
Digital Marketing Planning
9
Clarify your brand benefits and point of difference
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.
1
Digital Marketing Planning
Develop target-specific communications
2
10
Digital Marketing Planning
Open your mind to new business models
3
11
Digital Marketing Planning
Join the important target or category ecosystems
4
12
Digital Marketing Planning
Join the important target or category ecosystems
4
13
Digital Marketing Planning
Open up the front end to users
5
14
mystarbucks
Digital Marketing Planning
Open up the front end to users
5
15
mystarbucks
Digital Marketing Planning
And the back end to developers / third parties
6
16
Digital Marketing Planning
Cross-sell in your own network
7
17
Digital Marketing Planning
Deliver relevance with notifications
8
18
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
DIGITAL SCIENTISTS 06.01.2009
19
Digital Marketing Planning
Deliver relevance with notifications
8
20
Digital Marketing Planning
21
Embrace the power of search Global Monthly
1st-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
4362
158
Keyword
Total Average Monthly Visits
9
Digital Marketing Planning
Blow up the site - bring it to the target, not just vice-versa
10
22
Digital Marketing Planning
Distribute on all important platforms
11
23
Digital Marketing Planning
24
Serve the whole tail - both the short and the long
12
include notes from shane
Digital Marketing Planning
Some Principles For Plan Development Our not so secret recipe
1 Clarify your brand benefits and point of difference •
•
2 Develop target-specific communications •
3 Open your mind to new business models •
•
4 Join the important target or category ecosystems •
•
5 Open up the front end to users •
•
6 And the back end to developers / third parties •
•
7 Cross-sell in your own network •
•
8 Deliver relevance with notifications (the twitter lesson) •
•
9 Embrace the power of search •
•
10 Blow up the site - bring it to the target, not just vice-versa •
•
11 Distribute on all important platforms •
•
12 Serve the whole tail - both the short and the long •
•
25
Digital Marketing Planning
Questions? tom.klein@digitalscientists.com 404.395.8471
26
How We’re Different THE DIGITAL SCIENTISTS APPROACH
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.
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... results
•
We 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.
DIGITAL SCIENTISTS 06.01.2009
27
How We’re Different THE DIGITAL SCIENTISTS APPROACH
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 employees
•
We 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.
DIGITAL SCIENTISTS 06.01.2009
28