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Junior Member
 
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Last Login: 04/12/2007 15:11:24
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| I am suddenly under pressure from the CEO downwards to produce digital marketing plans. Except no one has given me any training or advice at all!
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Forum Member
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Last Login: 09/09/2007 16:18:20
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Forum Member
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Last Login: 11/04/2008 11:40:33
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Forum Newbie
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Last Login: 26/11/2007 11:00:09
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| My advice would be teach yourself about google and search first, as this will be the cornerstone of any strategy. As well as this site, there are specialist sites like searchengineguide.com
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Junior Member
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Last Login: 04/12/2007 15:11:24
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| Thanks very much folks. Does anyone know of any actual training courses i should go on?
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Forum Newbie
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Last Login: 04/04/2007 18:31:27
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| I'm pretty certain that the CIM (Chartered Institute of Marketing) runs such courses. Failing that, just have a chat with agencies who specialise in digital media and get a good all round feel for what resource is out there - you'll learn by definition just by the conversations you have with the professionals, and it'll give you an idea of costs. www.FridgeUK.com, for example....
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Forum Newbie
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Last Login: 29/07/2008 15:10:33
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Maybe suggest to look to improve their website, using information architecture.
It increases ROI, vistor traffic, time on site, sales conversions, user experience etc.
Here are a few articles you could look at
http://www.per-so-na.com/experience
www.iainstitute.org/
http://www.sitepoint.com/article/architecture
or maybe look into SEO, pay per click, viral marketing
hope this helps 
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Forum Newbie
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Last Login: Yesterday @ 10:44:58
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| the key aspects of your digital/online marketing plan must be driving traffic and accurate ROI on the results of doing so. Let me know your sector and any other specifics
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Forum Newbie
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Last Login: 10/09/2008 12:54:36
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For me, digital marketing plans can be tackled with a similar process and considering similar issues to traditional marketing plans.
As well as the resources on UTalkMarketing here are some articles on my site that are hopefully useful referenced using PR Smiths classic SOSTAC model.
- Situation Analysis
First, perform an Online Marketplace analysis to determine your online customers' behaviour, especially searching, direct competitors and intermediaries that you can use to promote your services through
- Objectives
Set goals for the types of outcomes you want to achieve to engage visitors with your products - see the left navbar on Ultralase for typical outcomes / engagement devices.
You should set up conversion models to calculate your costs and returns, for example using my
E-marketing Planning Spreadsheets
- Strategy
Next classic target marketing identifying your target audiences and what to offer them online through the add features of your brand online - what I call the Online Value Proposition - those buttons on Ultralase are physical examples of these.
Also you need to think how the online channel integrates with other channels, e.g. phone and store.
Here is my summary of the web marketing strategy options
- Tactics
These are the 6 key digital media channels discussed above such as SEO. Of course SEO isn't the only show in town and it's only really effective if you can get a significant number of pages in the top 3 results and that's where link-building through PR becomes important. Otherwise you have to fall back on paid search in Google AdWords to get visibility
- Actions
Doing it! Planning your campaigns and the inhouse and agency resources to support it.
This is the tricky part since you have to bring in new resource, restructure and revise your processes.
I have written a best practice guide on Managing a Digital Marketing Team
- Control
Using your web analytics and reporting system to review and control. This is what's always forgotten at first - the data is collected automatically and then ignored.
I hope some of that's helpful. For a while, I wanted to tie together a few pages from my site developed over the last few years and now I have!
Dr Dave Chaffey
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