Introduction to the Digital Marketing Plan The Digital Marketing Framework 11/10/2011

DM FRAMEWORK
1 Planning the Platform 4 Evaluating the Platform 3 Publicizing the Platform 2 Creating the Platform

1 Planning the Platform

Step 1: Get to know your target audience people most important to your brand - Demographics - Psychographics - Behavior/Habits - Technographics/Digital Lifestyle - What interests them - Who influences them - What drives them: cultural fuel

WHOs IN CHARGE?

Source: Groundswell by Charlene Li and Josh Bernoff

EMPOWERED DIGITAL CITIZEN

I consume information the way I want to Non-linear I create content

Source: Groundswell by Charlene Li and Josh Bernoff

You trust other people MORE...

Source: Groundswell by Charlene Li and Josh Bernoff

and trust marketers and corporations LESS.

Customer-2-Customer C-2-C
Research shows that of consumers no longer believe what brands say about

86%

themselves Whereas 78% of consumers believe what other consumers

say about brands

Source: Groundswell by Charlene Li and Josh Bernoff

Source: Groundswell by Charlene Li and Josh Bernoff

Its good if you can already bucket them

Suspects

Prospects

Customers

Raving Fans Loyalty

Disinterested

Awareness

Trial

Purchase

The Break-Up Video

1 Planning the Platform

Step 1: Get to know your target audience - Demographics - Psychographics - Behavior/Habits - Technographics/Digital Lifestyle - What interests them - Who influences them - What drives them: cultural fuel

BRAND PERSONA - Key consumer insights - personality/voice

Target Market
18-30 years old, C2, D, E income group. About to finish working or are already working. Their biggest need is to be accepted by friends and families. As such, they need to be in constant communication with them. Texting, calling, social networking and gaming on the net are the things that they do to unwind and keep in the loop with their friends. These are things that they do to infuse some fun into their lives as well.

Works in a call center while studying. She likes to be in fashion but always should be in her budget: ukay-ukay or Tiangge

She connects to the net In the Internet caf, but Because of the low surfing rates, she now wants to Surf on her mobile phone.

Loves to hang out with Friends. Avoids conflict because She values constant Harmony with her friends

As a joiner, she is a Proud member of Friendster, Multiply, Facebook. She Always wants to update her Status.

Jhenny in da hauz!
She is in constant search for her perfect profile pic! 20 yrs old, C2-D income group Internet has become a big part of her life.

She is also a critic who will Like things that make her laugh. She shares funny videos to her friends, she feels cool to be the first to share these things.

1 Planning the Platform

Step 1: Get to know your target audience - Demographics - Psychographics - Behavior/Habits - Technographics/Digital Lifestyle - What interests them - Who influences them - What drives them: cultural fuel

BRAND PERSONA - Key consumer insights - personality/voice

Value Proposition of your brand Language/Tone of key message Selection of digital channels Role of those digital channels Steps in the consumer journey

1 Planning the Platform

Step 2: Identify your value proposition

What are your current activities that support your brand purpose? Conduct a digital brand health check - What do people say about your brand? (positive, negative, neutral) - What are current online assets (website, pages, mentions, etc.) - Do you have online liabilities (anti-sites, bad customer feedback,etc.) - How are your competitors positioned vs. your brand

1 Planning the Platform

Step 3: Identify your goals, objectives and KPIs

Definition Goals Objectives The business goals that the entire organization is trying to achieve. The specific marketing communication goals that the plan is trying to achieve. What are we trying to accomplish with our plan that will help us achieve marketing goals directly helps achieve marketing goals measure the amount and quality of the activities being undertaken To create awareness of a new product To drive visits to the microsite of the new product No. of registrations in the website Example To increase revenues by 50%

Outcome Objective Output Objective

Key Performance Indicators

Measures of success

1 Planning the Platform

Step 3: Identify your goals, objectives and KPIs What is your business challenge? How does your brand fulfil your customers want/need? What key messages do you want to communicate?

Category
Product Promotion

Objectives
-Increase brand awareness -Provide in-depth information about the brand and/or product demonstration -Introduce new products -Generate trial -Increase usage of the brand -Up-sell customers to premium products or services -Encourage customers to buy more per purchase occasion -Cross sell other brands from the same company -Increase repeat purchase -Encourage brand loyalty/increase customers involvement with the brand -Generate online revenues -Develop database of customers and prospects/collect sales leads -Improve customers attitudes/image of the brand -Position the company as leaders or experts -Provide/improve customer service -Reduce obsolete/excess inventory via promotions

Metrics
- Clicks - Length of visit - # of trials - increase in sales - increase of repeat purchase - number of vouchers claimed

Support Sales

PR Operations

- # of positive mentions - # of calls made - amount of sales of excess inventory

1 Planning the Platform

Step 4: Come up with a big idea Theme/idea that will drive the strategies in your campaign. Its not a tactical idea.

The big idea is an umbrella idea that delivers the single most important Thing you can say about the brand that influences the consumer such that it addresses your problem.

1 Planning the Platform

BRAND PURPOSE BUSINESS CHALLENGE BIG IDEA

2 Creating the Platform

-Value Proposition of your brand - Language/Tone of key message - Selection of digital channels - Role of those digital channels - Steps in the consumer journey - Set up your online sales funnel - Content Plan

DIGITAL MARKETING
FORMATS AND CHANNELS

Digital Marketing Formats And the Filipino Netizen

Website Development and Components Search Web Advertising Email Social Networking Social Media/ Blogging Mobile Advertising

Digital Marketing Formats Website

A channel that utilizes the internet and the world-wide web to promote a company or brand by developing a site that aims to provide relevant information to customers.

Digital Marketing Formats Website

Digital Marketing Formats Search

A channel that use tactical elements to obtain top listing for an advertisers company or brand as high up the search results page as possible, matching elements between a search inquiry and some elements of the companys product, service or website information.

Digital Marketing Formats Search

Digital Marketing Formats Web Advertising

A channel designed 1) to promote a company, product, service or promotion and/ or 2) to utilise the network of an existing publisher to create new customers or to tap into existing ones. They normally come in the form of a portal, mail service or instant messenger service.

Digital Marketing Formats Email

A channel that allows a marketer to send an electronic mail to its targeted customer based on published demographics and psychographics. Some marketers, from its CRM efforts via their websites, have utilised this powerful tool to be in constant communication with their customers. Some customers have utilised the network of publishers to send an electronic mail to those who have opted-in to get updates on specific categories.

Digital Marketing Formats Web Advertising and Email

Digital Marketing Formats Web Advertising and Email

Digital Marketing Formats Social Networking

A channel that brings together a group of likeminded people, who have come together in a common place to share personal information, thoughts, ideas, photos, videos and other applications.

Digital Marketing Formats Social Networking

Digital Marketing Formats Social Media/ Blogging

A channel that allows for words (blogs), pictures, video and audio that inform and inspire, just as they can influence and incite. They can include news, entertainment, finance or any other topic but most importantly, its unique format enables conversation amongst customers.

Digital Marketing Formats Social Media/ Blogging

Digital Marketing Formats Mobile

A channel that allows for the use of mobile phones that can push information (advertising message) or visit to an online site to drive purchase, trial or simply, awareness.

Digital Marketing Formats Mobile

DIGITAL MARKETING
RICH MEDIA

Digital Marketing Formats Rich Media

Digital Marketing Formats Rich Media

Digital Marketing Formats Rich Media

2 Creating the Platform 3 Publicizing the Platform

Setting roles of media

Role of Communication
1. Create awareness / saliency

Desired Result
Now Ill remember it.

Priority Connections Media

2. Create a favorable impression What a good idea. / link to needs, desires 3. Modify attitudes 4. Reinforce attitudes 5. Evoke an immediate response 6. Enthuse the staff / trade / constituents Really? Thats why I love it. I should go do that right now. Thats great for us.

Communications Objective
Create awareness / saliency New Product Launch Create a favorable impression Modify attitudes Reinforce attitudes Evoke an immediate response

Brand Stages

Sustaining campaign

Relaunch / new story

Tactical news Distraction, Contagion, Story, Reputation Reality, Reputation, Dialogue, Knowledge Reality, Dialogue, Story, Knowledge

Reality, Reputation, Knowledge

Contagion, Distraction, Community

Connection Media

Place of Business Guest Book

Identify customer touch points

Your website e.g.

Guests
Social Media Conversion Physical store *tracking is trickier unless you have a special offer

Search & Online Ads

4 Evaluating the Platform

- Analysis and optimization - Determining the data you need - Determining your metrics and KPIs - Developing your sales funnel - Testing and Optimization - ROI Analysis - Budget - Return on investment

DM FRAMEWORK
1 Planning the Platform 4 Evaluating the Platform 3 Publicizing the Platform 2 Creating the Platform

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