Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was: 1. To go broad across the digital marketing toolbox, and not deep on a specific tool 2. To provide guiding principles that are lasting, and not more specific tactical advice 3 . To arm participants with relevant planning tools that they could take and put into action

1. Tim Dolan
Principal, Digital Strategist
Digital Marketing
Strategy Seminar
November 25, 2015

2. 1
Agenda
1. Digital
Marketing
Foundations
2. Digital
Marketing
Toolbox
3. Connecting
the
Dots

3. Digital Marketing
Foundations

4. (Direct + Brand)
X
(Platforms + Campaigns)
3
=
Digital Marketing
Digital Marketing Defined

5. CHALLENGES
Lack of Control
More open to risk from public
dialogue with customers
Changing Media Landscape
Need to keep up with changes in
media, technology, culture
Resource Intensive
Need ongoing 24/7 commitment of
people, tools, and time
Internal Governance
New capabilities and processes
required by organizations to manage
Technical Dependencies
Close collaboration with IT and other
new disciplines and cultures
New Competitive Set
Need to compete with ‘best in class’
digital experiences and expectations
ADVANTAGES
Timeliness
The ability to publish and update
content and information quickly
Targeting
The ability to dynamically target
content to different target segments
Conversion
Allow customers to transact directly
within channel
Measurement
The ability to actively measure and
optimize performance
Connectivity
Marketers can connect directly with
consumers to sell and serve
Cost
Digital can provide cost advantages
vs. print and other offline mediums
DIFFERENCES
User-Initiated
The consumer initiates the digital
experience and is in control
Data-Driven
Digital marketing can use data for
more precise targeting
Real-Time
Changes to digital content and
messages can be changed rapidly
Interactive
Like software, digital experiences can
be made functional for users
Social
Digital marketing can actively involve
and connect with consumers
Transactional
Digital connects with distribution and
sales channels
4
Digital Marketing Deconstructed

6. Directory Listings
Internet Portals
Search Engines
Banners & Buttons
Flash Websites
Paid Search
Establishing a presence
on the web and
increasing visibility
through display
advertising on portals
and search
1994
The Web
Click Me
Era
CRM Platforms
CMS Platforms
Commerce Platforms
Email Marketing
Content Personalization
Online Sales & Service
Collecting user data
and opt-in permission
to build a proprietary
database for tailoring
outbound email and
on-site content
1998
+Data
Opt In
Era
Social Media Platforms
Social Media APIs
Collaborative Wikis
Social Media Channels
Community Management
Content Distribution
Engaging directly
with communities and
influencers through social
networks and managing
brand reputation with
new Web 2.0 services
2000
+Social
Friend Me
Era
App Marketplace
Streaming Media
Location-Based Services
Mobile Apps
Mobile Websites
Digital Outdoor
Evolving digital
marketing plans to
accommodate the shift
in the ownership and
use of smartphones and
tablets
2007
+Mobile
App That
Era
Location-Based Sensors
Marketing Automation
Internet of Things
Proximity Marketing
Contextual Advertising
APIs & Wearables
Exploring how data,
sensors, and mobile
can be used together to
provide more relevance
to different user
contexts everywhere
2012
+Context
Connect
Me Era
Digital Marketing Evolution
5

7. Online is the dominant
advertising canvas
Internet-based
advertising is now the #1 source
for media spending in Canada
E-commerce continues
to steadily grow
6% of total retail sales in Canada
were purchased directly through
e-commerce
The New Landscape
Mobile is no longer
the second screen
Internet minutes split equally
between desktop and mobile in
Canada
Media consumption
is compressing
Canadians consume over 1 hour
more of media more per day in
2015 vs. 2011
Social media is now
mass media
Social networking is
the #1 activity Canadians spend
their time doing online
6
Sources: comScore 2014-15, IAB 2015, eMarketer 2014

8. The New Reality
7
FROM TO
Fixed Marketing Plans Agile Marketing Planning
Mass Media Personalized Targeting
Broadcasting Message Igniting Engagement
Channel Planning & Buying Cross-Channel Integration
Episodic Campaigns Real-time & Always On
The Marketing Calendar The Customer Journey

9. Digital Marketing
Toolbox

10. Reach Engagement Conversion Retention Advocacy
Digital
“Tool”
Display
Advertising
Website
Platforms
Mobile
Services
Email
Marketing
Social
Media
9
The Digital Marketing Toolbox

11. The role that digital advertising typically plays for marketers is one of
reach to increase awareness of a brand, product, or campaign.
Digital advertising is evolving to include a greater number of creative
formats, targeting options, delivery methods, and opportunities for
placement.
10
Display Advertising Overview

12. Banner Ads
This long-standing type of
display advertising is available
in simple standard and more
complex rich media formats
Search Ads
Paid placement of advertising
in search engine results pages
for selected search keywords
Video Ads
Online video formats that vary
in length and may be
displayed as pre-roll or within
a rich media display ad unit
Native Ads
A type of online advertising
that matches the form and
function of the platform that it
appears on
Social Media Ads
Display advertising placed
within social media platforms,
often within feeds as
promoted content
Mobile Ads
Created specifically for mobile
reach available in formats for
mobile-optimized sites and
placement within apps
11
Types of Display Advertising

13. Key Trends
12
Video formats are booming
Investment in video-based advertising is increasing, following the
36% YOY increase in overall video consumption
1
2
3
Mobile investment catching up to consumption
Mobile advertising is increasing significantly, doubling to almost 1
of every 4 dollars in 2015
Massive shift to programmatic buying
Programmatic buying represents approximately 30% of ad
spending, and continues to increase dramatically
Sources: comScore 2015, IAB 2015, Microsoft 2015

14. Guiding Principles
13
1. Ensure that display advertising leads customers to
a relevant action and to a relevant place
2. Explore how behavioral data can be used to target
and contribute to an integrated experience
3. Target advertising to the different moments,
mindsets, and needs along a customer’s journey
4. Align format and messaging to the context and
canvas where advertising will be displayed
5. Optimize performance by considering attribution
from the combination of all campaign elements

15. KPIs For Digital Advertising
Reach
The total number of unique people exposed to an advertisement
(typically less than total impressions). A measure of exposure.
Click-through Rate
(CTR)
The percentage of people who click on an advertisement relative
to the total number who were exposed. A measure of relevancy.
Cost per Click (CPC)
The average amount paid by the advertiser for each click on a
display advertisement. A measure of efficiency.
Cost per Action
(CPA)
The average amount paid by the advertiser for each specified
action from a display advertisement. A measure of efficiency.
Cost per Conversion
The total cost of display advertising divided by the number of
conversions achieved. A measure of efficiency.
14
Measuring Performance

16. PLANNING TOOL
Exploring how data can fuel advertising relevance
TIME
How can I increase
relevance if I can
communicate at a specific
time?
LOCATION
How can I increase
relevance if I know exactly
where the customer is?
DEVICE
How can I increase relevance
if I know the browser and
device used?
CONTEXT
How can I increase
relevance if I know what
the customer wants?
USER DATA
How can I increase
relevance if I can use other
available data sources?
BEHAVIOUR
How can I increase relevance
if I know what the customer
has done?
15

17. The role of website platforms is often one of being the destination
(hub) for other digital in-market tactics (spokes).
Websites are the most accessible platform for a consumers, and the
one that can be most completely controlled by a marketer.
16
Website Platform Overview

18. Brand Website
Long-term property focused
on providing information and
promotional news associated
with a brand
Promotional Website
Short-term property
(microsite) designed to
support a specific in-market
campaign for period of time
Corporate Website
Long-term property built to
provide new and ongoing
information about the
organization
Transactional Website
Large, long-term property
designed to support online
transactions and self-service
for customers
Blog
A simple, informal site
consisting of frequent entries
(posts) by an individual or
small group on a single topic
17
Conversion Destination
Individual site or page
designed to facilitate a
conversion from direct-
response message
Types of Website Platforms

19. Key Trends
18
Desktop viewership is declining
70% of web page views are accessed through laptops and desktops,
a YOY decrease of -10%
1
2
3
Tablet viewership is increasing
12% of web page views are accessed through tablets, a YOY
increase of +33%
Smartphone viewership is increasing even more
17% of web page views are accessed through mobile phones, an
increase of +41%
Sources: comScore 2015

20. 19
1. Design the overall experience based on the needs
and interests of key user segments
2. Identify and optimize against the key actions that
users take on your website that indicate success
3. Ensure consistency with the purpose, positioning,
and core esthetics of your brand
4. Plan to keep up-to-date with changing business,
marketplace, and technical requirements
5. Consider mobile early and strategically to ensure
effective experiences across screens and devices
Guiding Principles

21. KPIs for Marketing Website Platforms
Bounce Rate
The percentage of visits in which the visitor only views one page
of your website before leaving. A measure of relevancy.
Average Duration
The average length of time a visitor spends accessing your site
during a single visit. A measure of engagement.
Average Depth
The average number of individual pages or content elements a
visitor views during a single visit. A measure of engagement.
Average
Frequency
The average number of times an individual visits a website over a
specified time period. A measure of engagement.
HVA Conversion
The average number of visitors who successfully complete a high-
value-action on your website. A measure of conversion.
20
Measuring Performance

22. Business
Objectives
User
Needs
Brand
Promise
Digital
Governance
What the business
needs the website to
contribute?
What the user needs
to accomplish by
using the website?What attributes of the
brand the website must
express?
What policies and
infrastructure can
support the website?
21
PLANNING TOOL
Strategically aligning a website experience

23. The role that mobile-specific marketing tactics often play is engaging
customers in contexts where a desktop is not present or relevant.
In some ways all digital marketing is mobile marketing as the majority
of Canadians now access the Internet through mobile devices.
22
Mobile Services Overview

24. Types of Mobile Marketing
Text (SMS)
Promotions
Campaigns typically
promoted offline and out-
of-home that prompt
customers to text a
keyword to a short code
to receive a benefit
Mobile Coupons
Targeted promotions sent
directly to customers
typically through email
messages that are often
redeemed at point of
purchase
Mobile Display
Advertising
Placement of display
advertising on mobile
media including search,
mobile apps, social
networks, and mobile
publisher sites
Location-Based
Promotions
Campaigns that recognize
customers at a specific
location by sending
notifications to their
mobile devices
Mobile Optimized
Websites
A website that has been
designed such that it is
accessible, usable, and
valuable to users
connecting via a mobile
device
Augmented
Reality
Instances where digital
information and effects
are overlaid on a physical,
real-world product or
environment
Mobile Apps
Software that is
downloaded and installed
on a mobile device that
allows users to access a
specific service, typically
(but not necessarily)
connected to the Internet
Mobile Payment
Mobile-based services
that provide value to
shoppers in retail
locations, typically with
connection to POS or m-
commerce
23

25. Key Trends
24
Apps dominate time on mobile
88% of Internet time on smartphone is in app vs. 12% of time in
browser
1
2
3
People regularly use a shortlist of apps
Canadians have installed on average 30 apps and have used 12 in
the last 30 days
Mobile dominates social media usage
LinkedIn is the only major social channel with more traffic from
desktop than mobile
Sources: comScore 2015, Google 2014

26. 25
1. Understand the context of mobile in your
customer journey and identify moments to serve
2. Ruthlessly focus mobile experiences—particularly
apps—to serve a clear and singular purpose
3. Explore the possibilities of proximity-based
targeting to engage in increasingly relevant ways
4. Ensure that experiences are optimized for mobile
across all relevant moments and touchpoints
5. Explore the full and unique capability set of mobile
devices to for new ways to engage with customers
Guiding Principles

27. KPIs For Mobile Services (Apps)
Downloads
The number of unique users who choose to download and install a
mobile application. A measure of acquisition.
Usage
The number and percentage of users who use the mobile application
during a specific time frame. A measure of relevancy.
Retention
The number and percentage of users who continue to access the
mobile application over a specific time frame. A measure of
engagement.
Ratings
The volume and percentage of positive ratings and reviews within the
app stores. A measure of satisfaction.
Value
The average value generated per user of a mobile application over a
specific time frame. A measure of monetization.
26
Measuring Performance

28. THE ECOSYSTEM
App Ecosystem
How can I integrate with other
apps and with app economy?
(Launching, Deep-linking, Purchasing)
API Integration
How can I design mobile services
integrating with apps and APIs?
(Social, Mapping, Commerce)
Device Pairing
How can I communicate with a mix
of other connected devices?
(Consumer Electronics, IoT, Vehicle)
Mobile Payment
How can I enable transactions with online
and offline, POS systems?
(Barcode, NFC, Bluetooth)
THE CONTEXT
Usage Context
How can I engage with people that may
be anywhere at anytime?
(Out of home, Offline, In-Transit)
Location Context
How can I engage within a defined
physical location and environment?
(Wayfinding, Geo-targeting, Beacons)
Mobile Targeting
How can I target content and advertising
to profile, device, usage?
(Predictive, Targeted, Contextual)
Mobile Sensors
How can I make use of data received
through available mobile sensors?
(Proximity, Health, Environment)
THE DEVICE
Hardware Capabilities
How can I incorporate the native hardware
capabilities of the device?
(Accelerometer, Microphone, Camera)
Software Capabilities
How can I integrate with the native software
capabilities of the device?
(Calendar, Contacts, Search)
Mobile Communication
How can I integrate with native
mobile communication services?
(Phone, Text, Messenger)
Mobile Interface
How can I design rich user experiences
with mobile touch interaction?
(Pinch, Touch, Zoom)
27
PLANNING TOOL
Exploring new opportunities through mobile

29. The role that email marketing typically plays is ‘the glue’ that
connects the brand directly with the customer through CRM
programs and keeps digital tactics working together over time.
The practice of email marketing is broadening to include aspects of
mobile messaging and 1:1 marketing automation.
28
Email Marketing Overview

30. Key Trends
29
Email is a deeply ingrained behavior
71% of Canadians check email as the first thing they do online in a
typical day, compared to 13% Facebook
1
2
3
Email marketing is alive and well
77% of Canadian marketers always or often use email as part of
their marketing mix
Email marketing investment continues to grow
50% of Canadian marketers plan to increase their spend on email
marketing
Sources: ExactTarget 2015, CMA 2013

31. Types of Email Marketing
There are 3 main types of email messages as defined by what the
message contains, why it is sent, and who it is sent to.
Marketing
Triggered by the Sender, and
sent to Many Recipients.
Typically used as part of a
promotional campaign to a
specific segment.
Action
Triggered by an action from
the Recipient, and sent to the
individual. Typically used as
targeted communication after
a user has completed a task.
Notification
Triggered by a Scenario
between the Recipient and
Sender, sent to the individual.
Typically used for service
messages to an individual.
30

32. 31
1. Establish a clear and compelling value proposition
for subscribers that rewards their engagement
2. Plan as part of larger CRM programs inclusive of
other direct-to-consumer notifications
3. Respectfully capture registration and data across
touchpoints to build profiles over time
4. Identify key moments to provide value, triggered
by changes in subscriber goals and behaviors
5. Consider the entire email marketing cycle and
test, measure, tweak, and repeat over time
Guiding Principles

33. KPIs For Email Marketing Programs
Deliverability rate
% of emails sent that are successfully delivered, measures
list quality.
Open rate
% of emails delivered that are opened, measures subject
line effectiveness.
Click through rate
% of delivered emails that result in a click, measures
engagement level of subject line and email content.
Response rate
% of emails delivered that result in a recipient completing a
high value action, measures conversion.
Unsubscribe rate
% of emails delivered that result in an opt-out, measures
relevance of content for the audience.
32
Measuring Performance

34. Value
Exchange
Customer Gets
(and business gives)
Relevance
Utility
Access
Status
Influence
Service
Pricing
Customer Gives
(and business gets)
Information
Permission
Connection
Endorsement
Contribution
Participation
Payment
33
PLANNING TOOL
Defining a value exchange for a digital program

35. Social media marketing refers to the process of using social media
platforms to attract, engage, and influence people typically through a
combination of content publishing, community management, and paid
advertising.
Social media provides a participatory layer on top of digital and
integrated marketing programs that connects brands with networks.
34
Social Media Overview

36. 35
Types of Social Media Marketing
Owned Community
A section or forum managed
by an individual brand on
their own digital platform
Influencer Outreach
A program to engage
influencers in social media to
share messages from a brand
Branded Channel
A page or account opened
and operated by a brand on
a major social media platform
Social Service
A program designed to
respond to inquiries and
complaints from customers
Social Selling
A program designed to
actively promote and sell
through social channels
Social Co-Creation
A program from a brand
designed to build something
together with a community

37. Key Trends
36
Social is a major advertising canvas
Nearly 1 out of every 3 online display ads delivered in Canada
appear on social media sites
1
2
3
Social is a major source for referrals
31% of overall traffic to all sites is driven by the top 8 social media
platforms
Paid media is now required for reach
Organic reach of Facebook posts for pages with more than 1M
likes has decreased to 2%
Sources: comScore 2014, Sharaholic 2015, IAB Canada 2015

38. 37
1. Establish a purpose for what social media plays
including expectations for success
2. Have a clear proposition and share stories that
are unique and interesting to your community
3. Identify a clear and distinct role for each channel
in your footprint to engage communities
4. Actively listen, respond, and reward community
members for their ongoing engagement
5. Ensure that social media plans are aligned with
paid media to optimize reach and ROI
Guiding Principles

39. KPIs For Social Media Activities
Audience Size
The number of people that choose to follow your brand within a social
media channel. A measure of acquisition.
Organic Reach
The number of people that view your brand content through organic
distribution via social media. A measure of reach.
Share of Voice
The number of mentions of your brand and brand messaging within
social media. A measure of reach.
Engagement
Level
The number of people who actively respond to your brand content
distributed through social media. A measure of engagement.
Sentiment
Level
The relative level of positive/negative/neutral mentions of your brand
and message through social media. A measure of perception.
38
Measuring Performance

40. Motivation
What topics do I want
to communicate?
Attraction
What are we interested
in?
Authority
What topics can I
credibly talk about?
Disclosure
What will we publicly
share?
Conversational
Sweetspot
TheBrand
TheCommunity
39
PLANNING TOOL
Finding the right social media topics

41. Connecting the
Dots

42. 41
TBD
What do we ultimately want to accomplish for our business?
How are we going to help achieve this objective through digital?
tools?
TBD TBD TBD
What specific tactics will be use to execute our digital strategy?
How are we going to measure the performance of our tactics?
TBD TBD TBD TBD TBD TBD
TBD TBD TBD TBD TBD
TBD TBD TBD TBD TBD
TBD TBD TBD TBD TBD
TBD
TBD
TBD
Overall
Business
Objective
Digital
Marketing
Strategy
Digital
Marketing
Tactics
Digital
Marketing
Performance
PLANNING TOOL
1. Defining your digital goals and measures

43. Device Preferences
What combination
of platforms do they
use to connect?
Digital Sophistication
How interested and
savvy are they with
technology?
Media Usage
What are the main sites
and sources that they
use regularly?
Social Footprint
What social networks
do they use the most
frequently?
Community Membership
What online communities
and networks do they
belong to?
Technographic Profile
What role do they play
within their social
networks?
Key Goals
What do they need the
most from you through
your digital channels?
Top Features
What digital content and
features are they most
interested in from you?
PLANNING TOOL
2. Understanding your (digital) customer
42

44. 43
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
What are the most significant objectives and needs that your
customers have at this stage?
What are the primary activities and methods that customers
have to address these goals?
What digital tactics can be introduced to remove points of
friction provide value for customers?
What are the different digital channels and touchpoints that
customers use to complete these tasks?
Goals
Tasks
Channels
Tactics
PLANNING TOOL
3. Identifying opportunities for engagement

45. 44
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBD
Tactic TBDTactic TBD
Tactic TBD
Active Direction
Passive ConnectionSpoke
Hub
PLANNING TOOL
4. Mapping your digital marketing ecosystem

46. PLANNING TOOL
5. Creating your marketing optimization plan
Goal
Tactic
Measure
Target
Action
What do we want to
learn?
What is our digital marketing
hypothesis?
How are we going to test this
hypothesis?
How are we going to measure the
impact of this test?
What level of impact will support
the hypothesis?
What will we do if the hypothesis
is supported or not supported?
What do we want
to achieve?
What is our digital marketing
objective?
How are we going to achieve
this objective?
How are we going to measure
the contribution of this tactic?
What level of performance will
indicate success for this tactic?
What will we do if the tactic is
successful or unsuccessful?
45

47. Do start with who your
target is and what they want
Do connect the dots within
digital and beyond
Do test, learn, adjust and
repeat over time
Key Takeaways
46
Do not start without a
clearly defined objective
Do not plan digital
marketing activities in a silo
Do not expect engagement
without a clear proposition

48. Thank You
Tim Dolan
Tim.Dolan@kickframe.com
Kickframe.com/blog
@kickframe