Introduction to Digital

Marketing
At the end of this session you will be able to:
- Understand the features of a successful
digital campaign
- Understand the 3i principles of digital
marketing strategy
 FEATURES OF A SUCCESSFUL DIGITAL CAMPAIGN

Acknowledge the power of Market Research vs Market

Internet Reality
- Understand customers better
Successful - Internet helps learn from
- Altered relationship between Digital market reality by looking at
customer and organization Campaign what people really want
- Sharing experiences between - Use of online listening tools
customers

Market
Combine online listening tools with market research into a
Reality
single cohesive strategy, using one to validate and support Market Search:
Research
the other Polls,
keyword
research tools
questionnaire, Social:
history, focus listening tools
groups,
research Digital:
analytical
tools
 THE 3I PRINCIPLES

The 3i Principles are key to a successful marketing strategy.

1. Initiate 2. Iterate 3. Integrate

• Customer is starting • Publish, track respond, • Integrate efforts across
and finishing point of tweak and repeat digital channels
all digital activities • Change your campaign • Integrate traditional
• Let the customer based on customer and digital marketing
decide interaction efforts
• Listen more. Facilitate • Integrate your
2-way conversation. reporting sources
PRINCIPLE 1: INITIATE
• The answer to any question regarding budget, resources, strategy, channels
etc . Can be found if we listen to customers.
• The customer is starting and end point of all digital activities.
• Too many organizations jump into managing digital channels, sharing
nonspecific content about themselves, their companies, products etc.
• Digital channels should be regarded as an interaction channel to facilitate a
two-way interaction.
• By taking time to find out what customers are doing online, the digital
activities can become more effective.
PRINCIPLE 2: ITERATE
• Within minutes of publishing an ad, we can see what the click-through
rates, response rates and conversion rates are.
• Digital content can be changed multiple times.
• Principle 2 emphasizes the importance of tweaking a digital marketing
campaign in response to user interaction/
• The digital marketing channel is most effective when you apply an iterative
process and the more iterations of the campaign you apply, the more
effective it becomes.
• The first published idea is usually not the best – the customers are better at
describing what they want than is the advertiser.
PRINCIPLE 3: INTEGRATE
Integrate Your Efforts
- Integration across digital channels is about using information gleaned through one channel
to improve the effectiveness of another digital channel.
- It can be as simple as sharing information learned through one channel (e.g. SEO insights)
with email marketing team.
Integrate Your Digital and Traditional Marketing Efforts
- This involves using information gathered through digital channels into your traditional
marketing strategy.
- For example, a radio ad should use keywords used in SEO.
Integrate Your Reporting Sources
- Companies who engage in digital marketing obtain a huge amount of data about customers.
- It is important to gather the data in a way that allows good business decisions.
- Tools such as Google Analytics can help organize and query the data as required.