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Digital Marketing Planning DIGITAL SCIENTISTS About Digital Scientists A FULL SET OF IN-HOUSE DIGITAL MARKETING SERVICES 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. 2 Strategy & Planning Design & Development Analytics & Optimization 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 • Social Networks • E-commerce • Desktop & Advertising Widgets • Mobile & iPhone Applications • Web/Digital Analytics • Marketing Investment Tracking & Analysis • Marketing Investment Optimization • Media Buying & PPC Management • Search Optimization v DIGITAL SCIENTISTS The Digital Marketing Standard 3 DIGITAL SCIENTISTS Social Media 101 • 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 4 “Social media is online content created by people using highly accessible and scalable publishing technologies.” DIGITAL SCIENTISTS A New Approach to Digital Marketing Planning (and Modeling) STOP TRYING TO PLAN A YEAR IN ADVANCE • Where are you going as a business? 5 • Why should a customer buy from you? • How do you make money? What are leading indicators of change? • 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 Strategy Brand Positioning Business Model Investment Plan & Dashboard Optimization DIGITAL SCIENTISTS Marketing Investments Depend on Business Context LADDER OF BRAND ADOPTION 6 •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 Start with the End in Mind IDENTIFY THE INTERIM METRICS THAT CONNECT TO RESULTS 7 •Preference Why do I choose X over another brand? •Loyalty Why do I choose X whenever I can and over time? •Network / Channels How does X use its asset(s) and channel partners to communicate and deliver value? •Distribution How does X increase availability? •Push •Pull •Price How much do you charge? Ad impressions Site traffic Follow on Twitter Promotion participation Email signups Purchase Interim Metrics •Sales no. of customers products per customer price per product Digital Marketing Planning Principles For Digital Marketing Plan Development Our not so secret recipe •Clarify your brand benefits and point of difference •Develop target-specific communications •Open your mind to new business models •Join the important target or category ecosystems •Open up the front end to users •And the back end to developers / third parties •Cross-sell in your own network •Deliver relevance with notifications (the twitter lesson) •Embrace the power of search •Blow up the site - bring it to the target, not just vice-versa •Distribute on all important platforms •Serve the whole tail - both the short and the long 8 • 1 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 •10 •11 •12 Digital Marketing Planning Clarify your brand benefits and point of difference 9 1 Points-of-parity/points-of-difference These can be utilised in the positioning (marketing) of a brand for competitive advantage via brand/product. In essence: 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. Digital Marketing Planning Clarify your brand benefits and point of difference 10 1 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. Digital Marketing Planning Develop target-specific communications 11 2 Digital Marketing Planning Open your mind to new business models 12 3 Digital Marketing Planning Join the important target or category ecosystems 13 4 Digital Marketing Planning Join the important target or category ecosystems 14 4 Digital Marketing Planning Open up the front end to users 15 5 mystarbucks Digital Marketing Planning Open up the front end to users 16 5 mystarbucks Digital Marketing Planning And the back end to developers / third parties 17 6 Digital Marketing Planning Cross-sell in your own network 18 7 Digital Marketing Planning Deliver relevance with notifications 19 8 atlanta pizza DIGITAL SCIENTISTS 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 20 Digital Marketing Planning Deliver relevance with notifications 21 8 Digital Marketing Planning Embrace the power of search 22 9 Digital Marketing Planning Blow up the site - bring it to the target, not just vice-versa 23 10 Digital Marketing Planning Distribute on all important platforms 24 11 Digital Marketing Planning Serve the whole tail - both the short and the long 25 12 include notes from shane Digital Marketing Planning Some Principles For Plan Development Our not so secret recipe •Clarify your brand benefits and point of difference •Develop target-specific communications •Open your mind to new business models •Join the important target or category ecosystems •Open up the front end to users •And the back end to developers / third parties •Cross-sell in your own network •Deliver relevance with notifications (the twitter lesson) •Embrace the power of search •Blow up the site - bring it to the target, not just vice-versa •Distribute on all important platforms •Serve the whole tail - both the short and the long 26 • 1 2 • 3 • 4 • 5 • 6 • 7 • 8 • 9 •10 •11 •12 Digital Marketing Planning 27 Questions? tom.klein@digitalscientists.com 404.395.8471 DIGITAL SCIENTISTS How We’re Different THE DIGITAL SCIENTISTS APPROACH 28 •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. •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. DIGITAL SCIENTISTS How We’re Different THE DIGITAL SCIENTISTS APPROACH 29 •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.
