UofC Faculty of Continuing Education \'A Practitioners Guide to Digital Marketing\' Lecture 1

1. A Practitioner's Guide to Digital
Marketing
BMC 319-001
Downtown Campus 906, 8th Ave SW, Calgary,
Room: 222
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2. We’re stuck with each other…
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3. Here’s what we’re going to learn…
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4. 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
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5. 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
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6. 6

7. Digital Marketing…
Is the HUB.
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8. Models
In order to add some structure to our thinking, some frameworks are necessary.
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9. • Strategic Management
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• Strategic Marketing
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•Digital Marketing
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10. Strategic Management Models
PEST Model
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11. Strategic Management Models
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12. Strategic Management Models
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13. Strategic Marketing Models
The 5 P’s
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14. Strategic Marketing Models
Strategic Marketing
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15. Digital Marketing
2 Questions:
How do we frame our Plan?
How do execute on that Plan?
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16. Strategic Marketing Models
eople. Target Audience; internal stakeholders
bjectives. What are we trying to accomplish?
trategies. How are we going to get there?
ools, technologies. What are we going to use?
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17. Digital Marketing Models
Think: research, plan and strategise. Use the
opportunities of digital to
meet communications, market and product
challenges. Plan assets and
campaigns.
Create: build beautiful assets, from websites
and videos, to banner adverts
and applications.
Engage: use channels to drive traffic to those
assets and build relationships
with customers.
Optimise: track and analyse to understand how
assets and campaigns are
performing. Derive insight to improve and test
assets and campaigns.
eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.16
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18. Digital Marketing Models
This is what we use to ‘write’ the plan…
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19. Digital Marketing Models
This 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.
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20. Digital Marketing Models
This is what we use to execute the plan…
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21. Integrated Marketing
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22. What is Good Design?
LOST??
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23. Buzzword Bingo
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24. The ‘PEOS’ Media Model
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25. The ‘PEOS’ Media Model
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26. Web Calls to Action
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27. Microsites
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28. Email Marketing
Booring but very effective
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29. Mobile and other Platforms
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30. SEO & SEM
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31. Gamification
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32. QR Codes
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33. Branded Entertainment
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34. Integrated Marketing
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35. Integrated Marketing
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36. 1. Discover
Before we can define the marketing challenge and look for solutions, we first
have to ask…
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37. Internal Analysis
A review of Website Analytics; Content Mapping; SWOT Analysis
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38. Competitive Analysis
There are a number of Website review methodologies that we can use.
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39. 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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40. ForresterTM Website Review Scorecard
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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41. ‘Immersibility’ Index
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:
Immersibility – How quickly does the website immerse the user in the
online experience? Includes heuristics, aesthetics, way-finding,
status and visibility, user-centred design principles.
Findability - 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.
Capabilities – What can the user do on the website? Online tools,
interactive quizzes, games, downloadable applications, etc.
Community – Can the user interact with others? Discussion Forums,
Live Chat, Social Web (Twitter, FaceBook), Forums, etc.
Commerce/Conversion – How easy is it for user to begin and
complete a given task or to complete a transaction?
Cross-Channel Customer Experience – How do offline, customer
service and Social Web channels knit together?
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42. Social Web
How do we evaluate our competitor’s Social Presence?
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43. It *really* is a Social Web
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44. POST Analysis
Define your target audience is and plan accordingly. Do What are we trying to accomplish? Are we trying to
we want to engage your customers directly? Or, do we communicate directly with our customers – to engage in
want to engage other like-minded organizations in the direct conversation? Or, are we attempting to demonstrate
same ‘business’ ? Do we have the appropriate resources subject matter expertise? Is our goal customer service? The
to converse and engage on Social Web? answer to these questions will determine our Strategies and
which Social Web technologies we choose.
With literally thousands of Social Web channels to choose
How are we going to accomplish our Goals?
from, this can be an interesting challenge. For most
Will we be using Social Web as a broadcast
organizations, it makes sense to start small, stable and proven
tool – for Calls to Action? Or, will we be
and then expand as required. A review of what peers are doing
engaging constituents in deeper and
is also prudent.
broader conversation? Again, this influences
A starter toolkit normally involves a broadcast tool (Twitter); a
or choice of tools.
conversation tool (FaceBook); a video channel (YouTube,
Vimeo); and a ‘Business to Business’ channel (LinkedIn).
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45. Engaging in the Conversation
1. Evaluate the Landscape 2. Build a Relevant Presence
Identify established channels, influential After identifying key organizations and it will
organizations and users as well as be important to Connect with the top 5% of
editorial themes and content. This this constituency to give you credibility.
research is critical before establishing
any kind of Social Web presence.
4. Use your Influence 3. Develop the Community
You can then amplify and scale by arming Next, the need to move community
active users information and the tools they stakeholders from being indifferent
require. This also represents the ‘tipping towards your ‘brand’ to champions and
point’ – when you can begin to use your advocates of the programs and services
Social Web channels for appeals and you provide.
promotions. But, trust must be earned.
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46. Social Web – Next Steps
‘Market’ Research
In our context we’re talking about ‘User Research’ and Participatory Design
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47. Qualitative vs. Quantitative
eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.44
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48. Primary vs. Secondary
eMarketing: The Essential Guide to Digital Marketing', 4th Edition. p.45
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49. 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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50. 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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51. A Practitioner's Guide to Digital
Marketing
BMC 319-001
Downtown Campus 906, 8th Ave SW, Calgary,
Room: 222
51