How do you know where to go if you dont know where you are? - - PowerPoint PPT Presentation

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How do you know where to go if you dont know where you are? - - PowerPoint PPT Presentation

Mar 13, 2023 485 likes •847 views

PRESENTATION How do you know where to go if you dont know where you are? Conducting a Digital Marketing Assessment Laurie Robinson, ICEF Intro My Digital Experience 17 years of post-secondary experience, Masters Degree in Intercultural

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PRESENTATION

How do you know where to go if you don’t know where you are?

Conducting a Digital Marketing Assessment

Laurie Robinson, ICEF

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icef.com | 2 Intro

My Digital Experience

▶ Douglas College (7 years) ▶ Kwantlen Polytechnical University (2 years) ▶ Thompson Rivers University (TRU) (8 years) ▶ British Columbia Institute of Technology -BCIT (15 years) ▶ ICEF (1.5 years)

17 years of post-secondary experience, Masters Degree in Intercultural and International Communications

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icef.com | 3 INTRODUCTION

What we’ll talk about

Assessing where you are Defining the

  • bjectives

Evaluation of Strategy Analytics / Data Analysis

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icef.com | 4 assessment

Ranking Model

A logical approach to improvement is to consciously decide to move from point A to point B, or to Point Z, and to document how to accomplish the desired progress. (Buscemi, 2014)

Point A Point B Point Z

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How do you know where to go if you don’t know where you are?

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icef.com | 6 assessment

Ranking Model

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icef.com | 7

The Six Pillars

ASSESSMENT

  • Social Media ROI

SEO

EMAIL MARKETING

INT/EXT CMNS SOCIAL MEDIA WEBSITE PAID SEM

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icef.com | 8 ASSESSMENT

The Spreadsheet!

Marketing Assessment Framework

Element Current State Desired State Gap Actions Dependencies Investment Email Marketing Lead Generation (Marketing Management Software) content Database Generation & nurturing of Qualified Leads Automation Metrics - dashboards Process Internal / External Communications PR News Internal Emails SEM Paid Google Adwords Yahoo/Bing Google Display Ads (retargeting) SEO Organic Google Yahoo/Bing Social Media Facebook Twitter YouTube channel Google + linkedIN Slideshare Flicker/ instagram Pinterest Infographics Website Content Usability Metrics Design

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icef.com | 9

Pillar #1: Email Marketing

ASSESSMENT

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icef.com | 10

Pillar #1: Email Marketing

ASSESSMENT

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icef.com | 11

Pillar #1: Email Marketing – how to increase CTR

ASSESSMENT

https://www.everycloudtech.com/giant-email-marketing-statistics-guide

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icef.com | 12

Pillar #1: Email Marketing – how to increase CTR

ASSESSMENT

https://www.everycloudtech.com/giant-email-marketing-statistics-guide

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icef.com | 13

Process Flowchart – email marketing

  • 3. THEY ASK FOR INFO
  • 4. THEY EXPRESS

INTEREST

  • 5. YOU OFFER

OPPORTUNITY

  • 6. THEY

SIGN UP

ASSESSMENT

Email

Landing page / form Thank- you page Thank- you email Personal email or call

Automated Emails until they convert

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icef.com | 14

Marketing automation– email marketing

  • 3. THEY ASK FOR INFO
  • 4. THEY EXPRESS

INTEREST

  • 5. YOU OFFER

OPPORTUNITY

  • 6. THEY

SIGN UP

ASSESSMENT

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icef.com | 15

Email Marketing – add video

ASSESSMENT

A clearer picture for digital video Expect digital video to shake off its reputation of being little more than a replay of TV content in 2017. Video is already one of the fastest growing areas of digital, but emerging opportunities like live streaming, 360-degree and live 360-degree video, virtual reality and group video chat promise to elevate digital video to even higher heights in 2017 and enable brands to present content in more captivating ways.

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icef.com | 16

Pillar #2: Internal and External Communications

ASSESSMENT

PR News Newsletters Blogs Internal Emails

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icef.com | 17

Pillar #2: Internal and External Communications

ASSESSMENT

PR News Newsletters Blogs Internal Emails

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icef.com | 18

Pillar #2: Internal and External Communications

ASSESSMENT

PR News Newsletters Blogs Internal Emails

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icef.com | 19

Pillar #2: Internal and External Communications

ASSESSMENT

PR News Newsletters Blogs Internal Emails

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icef.com | 20

Pillar #3: Paid Search Engine Marketing (SEM) Google Adwords

ASSESSMENT

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icef.com | 21

Pillar #3: Paid Search Engine Marketing (SEM) Google Adwords

ASSESSMENT

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icef.com | 22

Pillar #3: Paid Search Engine Marketing (SEM) Display Ads

ASSESSMENT

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icef.com | 23

Pillar #3: Paid Search Engine Marketing (SEM) Display Ads

ASSESSMENT

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icef.com | 24

Pillar #3: Paid Search Engine Marketing (SEM) Ad Retargeting (Remarketing)

ASSESSMENT

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icef.com | 25

Pillar #4: Search Engine Optimization (SEO)

icef.com | 25 ASSESSMENT

Google Yahoo/Bing

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icef.com | 26

Pillar #5: Social Media

ASSESSMENT

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icef.com | 27

Pillar #6: Website

ASSESSMENT

  • 1. Content
  • 2. Design
  • 3. Metrics
  • 4. Usability
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icef.com | 28

Pillar #6: Website Usability Testing: Eye Tracking

ASSESSMENT

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icef.com | 29 ASSESSMENT

The Spreadsheet!

Marketing Assessment Framework

Element Current State Desired State Gap Actions Dependencies Investment Email Marketing Lead Generation (Marketing Management Software) content 4 5 1 Database Generation & nurturing of Qualified Leads Automation Metrics - dashboards Process Internal / External Communications PR News Internal Emails SEM Paid Google Adwords Yahoo/Bing Google Display Ads (retargeting) SEO Organic Google Yahoo/Bing Social Media Facebook Twitter YouTube channel Google + linkedIN Slideshare Flicker/ instagram Pinterest Infographics Website Content Usability Metrics Design

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icef.com | 30 ASSESSMENT

The Ranking

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icef.com | 31 ASSESSMENT

Spider Charts!

0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized

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icef.com | 32 ASSESSMENT

Social Media

0-No activity 1- Ad hoc 2-Repeatable 3-Defined 4-Managed 5- Optimized

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icef.com | 33 ASSESSMENT

Final Report

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icef.com | 34 BEST PRACTICES

Strategy

How do we know if our marketing strategy is working?

▶ Set measurable goals. ▶ Focus on a pillar. ▶ Have a plan for lead follow up. ▶ Measure what works and what doesn't

action measure analysis refine measure

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icef.com | 35 Facilitator

Laurie Robinson Director, Marketing & Communications ICEF, GmbH lrobinson@icef.com | icef.com