Material from the Digital Marketing Seminar conducted by Catherine Quiambao, Marketing Strategist. Crafting a Digital Marketing Plan is a short intensive class that will walk you through the elements of an online marketing strategy. Our end goal is to equip you with practical knowledge to be able to plan, implement and measure effective campaigns.

3. Digital Marketing Plan Outline
• Situational Analysis: Where are you now?
• Brand Messaging: Who are you talking to?
• Goals: Where do you want to go?
• Marketing Strategy: How will you achieve it?
• CVO Funnel
• Channel Strategy
• Measuring Performance: How did you fare?

4. • Catherine Quiambao,
Marketing Strategist
• Brand Marketer for 8
years
• Freelance Marketing
Consultant for 4 years
• Founder, Freelancing.ph
• Author,
DigitalBrandist.com
• Liaison, GBS-CIDP PH
• Wife and mum

6. Why Every Business Needs a
Digital Marketing Strategy
“The fact is though, whatever business you’re in, it’s
highly likely that an increasing proportion of
your target market are using digital technology
to research, evaluate and purchase the products
and services that they consume.”
Almost any company who want to be found online
and/or contact by their target audience would need
digital marketing.

7. DIGITAL MARKETING DEFINED

8. Digital Marketing Defined
• “Digital Marketing is the practice of targeted,
measurable, and interactive marketing of
products and services using database-driven
online distribution channels to reach consumers
in a timely, relevant, personal and cost-effective
manner.” - Mobile Storm
• “Any way we use digital media to influence
users.”- Simon Heseltine, Senior Director at AOL
• DM = Data + Creativity + Value

9. What Digital Marketing is Not
• Traditional marketing - print, radio, TV and
billboards
• Successful over a long period of time but aren’t as
effective in today’s modern age
• Rely on eyeballs, reach and impression
• No concrete way of measuring effectivity or ROI
• Digital marketing
• New approach to marketing which offers a unique
understanding of consumer behavior.
• Striking difference between Traditional and Digital
Marketing is the degree of data you can acquire and
measure

11. Why Your Business Needs
Digital Marketing

12. Why Your
Business
Needs
Digital
Marketing

13. Why Your Business Needs
Digital Marketing
1. Digital Marketing is cost-effective than
traditional marketing
2. Delivers conversions and highly measurable
3. Generates better and faster revenue
4. Facilitates interaction with targeted audience
5. Real-time feedback
6. Caters to mobile consumer
7. Helps you stay ahead of competitors
8. Earns people’s trust

16. You
Category
Competitor
Company
Consumer
Situational Analysis: 4C’s
• Category
• Consumer
• Competitor
• Company

17. Category
• Trends
• Market shares
• Industry insights
• Source: AC
Nielsen,
Euromonitor, Ibis
World

18. Consumer
• Usage data
• Customer Profile
• Reception to market
trends
• Source: Similar to
category

19. Competitor
• Identifying top 5 major
competitors
• Price Mapping
• Visiting competitor websites
• Social listening (following,
activity, reviews)
• Source: Websites, Social
Networks, eCommerce
stores

20. Company
• Current position:
• Sales performance in the last 3 years
• Outlook for current year
• SKU portfolio/performance
• Average Transaction Value/LTV
• Quantitative and qualitative data
• Source: Internal data, owned assets, CRM
“BBP has been in the business for a solid 15 years but
sales performance has been declining in the past 3
years (-10% 2015 vs 2014 and -15% 2014 vs 2013)."

22. Overall Brand Challenge
• What is your main pain point based from your
environment scan?
“How do we arrest decline in student sign ups for
2016?”

24. https://www.youtube.com/watch?v=QTuGEhu4sUY

25. Millennials: Who are they?
• Millennials (Gen Y)
generally refer to “the
generation of people born
between the early 1980s
and the early 2000s”.

26. Millennials:
Who are they?
• They don’t believe
advertising
• They’re price sensitive
• They want a voice
• They want the lowest
effort means of
interaction
• They use their time on
their terms

27. Target Market

28. Creating Your Buyer Persona
• Buyer personas are research-based archetypal (modeled)
representations of who buyers are, what they are trying to accomplish,
what goals drive their behavior, how they think, how they buy, and why
they make buying decisions.
• Behavioral drivers
• Obstacles to purchasing
• Mindset
• Based on qualitative and quantitative data you have.
• Surveys, interviews, purchase behaviors, Google Analytics Data, social
media insights, Customer Feedback/Reviews
• New businesses – look at competitors
• Typically you have more than one persona
• NOTE: Please do not target EVERYONE

29. Creating Your Buyer Persona
A. Stay At Home Busy Mum
• This group of 40-49 y.o. mums are typically busy taking
care of their family’s daily needs. Sending their kids to
school during weekdays and spending some quality time
with them during weekends. They rarely have the time
for themselves, let a alone shop for their personal
luxuries.
B. Self-driven Working Female
• This younger female group of mostly 30-39 year olds are
juggling their professional career as well as building
relationship with their husbands. Although most of them
have no children yet, starting a family is in their short-
term plans. They earn about $4,000-$10,000 on a
monthly basis. They are forward thinkers and open-
minded.

30. Creating Your Buyer Persona

31. Brand Positioning
The art of sharing your company's unique value
in ways that resonate with your buyer,
compelling them to engage, trust, and --
ultimately -- buy from you.

33. Brand Positioning
Before After
Have No extra curricular activities Fun, enjoyable after school
activity
Feel Low self-esteem, low energy
level and lack of focus
Confident, physically and
mentally strong, improved
social skills, no fear of being
bullied.
Average Day Hates school days and goes
home extremely exhausted
Homework time with kids is
a breeze, more energy and
happier disposition all week
long
Status Worried and guilty mum Satisfied and fulfilled mum

34. Brand Positioning
1. Statement of Value
BBP enables mums to experience a sense of fulfillment by witnessing their children’s
improvement both physical and character-wise.
2. Unique Selling Proposition:
BBP is your trusted partner in raising strong, happy and confident kids via martial arts
classes that also focuses on essential life-skills.
3. Reason To Believe:
BBP offers martial arts for kids and adults which are designed to be more than just
punches and kicks:
• Karate
• Self defence
• Kickboxing
4. Specific Consumer Take-out:
“The bully backed down.”
• When Brian got off the bus today he couldn't stop talking about how he stood up to
this bully who had been picking on him for weeks! He said the bully backed down,
and everyone saw it!

36. Establish a Specific Goal

37. Establish a Specific Goal
• Specific, Measurable, Attainable, Relevant, Time-bound
• If possible, break your goal into daily (or monthly) targets to
make sure it is realistic
 Ex. At Mint.com, Noah Kagan set two goals: get 100,000 users
within six months of the public launch, and a write-up in a major
publication like The Wall Street Journal or Wired.
• Don’t list too many goals, focus on 1-3 per quarter
 Management by objective (MBO)
• Review your goals on a regular basis.

38. Establish a Specific Goal
Here are some typical examples of SMART objectives, including
those to support objective setting in customer acquisition,
conversion and retention categories for digital marketing:
• Digital channel contribution objective. Achieve 10% online
revenue contribution within two years.
• Acquisition objective. Acquire 50,000 new online customers
this financial year at an average cost per acquisition (CPA) of
$30 with an average profitability of $5.
• Conversion objective. Increase the average order value of
online sales to $42 per customer.
• Engagement objective. Increase active customers purchasing
at least once a quarter to 300,000 in a market.

40. https://www.youtube.com/watch?v=ir2mxiajAks

41. ROI Driven Strategy
1. Use your data and insights to craft a sound
digital marketing strategy that addresses
each of your persona’s needs.
• You should have a better idea of who, how, and
where you should be marketing to achieve the
greatest level of success.
• Demographics -> target your ads more effectively
• Psychographics -> write more engaging copy for
each persona

42. ROI Driven Strategy
2. Brands need to be hyper-focused on delivering
experiences rather than delivering messages.
• CASE: Airbnb and HomeAway, two companies that
provide a platform that matches travelers with private
rental accommodations.
• To fend off the new entrant, HomeAway developed and
spent millions of dollars on a digital branding strategy that
described why it was different from Airbnb.
• Airbnb, focused its efforts on creating unique and
compelling experiences for its consumers, comparing itself
to no one.
• Today, HomeAway has a market cap of roughly $3 billion,
while Airbnb’s valuation has soared to $20 billion.

43. ROI Driven Strategy
3. Tap online channels which are relevant to
your target market.
4. Make sure your owned assets speak well
about your brand and give a pleasant
experience for your user
• Brand building
• Lead generation
• Customer engagement
5. Track, measure, evaluate
• Eliminate hope marketing by naming, measuring
and reacting to every feeder channel.

44. CVO Funnel
1. Determine Product/Market
Fit
2. Choose a Traffic Source
3. Offer a Lead Magnet
4. Offer a Tripwire
5. Offer a Core Product
6. Offer a Profit Maximizer
7. Create the Return Path

45. CVO Funnel
1. Lead Magnet
2. Tripwire
3. Core Product
4. Profit Maximizer

46. Traffic Source
Facebook Ads Email Marketing Blogging Social Media
Lead
Magnet
• Offer a free 2-week intro kids karate
video tutorial series.
Trip Wire
• Paid Trial 3 weeks for $39 + 1
week free!
Core Offer •3 Month class worth
$540 (+$99 Reg fee)
Profit
Maximizer
• Sign up for 6
get a free
kiddie party
CVO Funnel
Return Path
Blogging Email Marketing Social Media Retargeting

47. CVO: Cost and ROI
• By spending $20/day x 14 days, we can
reach an average of 1500 mums
• To grow our enrollees by 50%
students by end Q2, we must achieve
the following numbers
• Assumptions:
• Target growth- 2014 Sem 1 total (86 +
50% growth = 129
• Based on DM ratios target conversion
rates for Lead magnet is 40%, trip wire
is 10% and core is 10%
• Total enrollees for Q1 = $3420
• 60 x $39 = $2340
• 6 x $180 = $1080
• Repeat campaign for Q2 brings total
sem1 enrollees to = 132 or $6840
Lead Magnet (600) -
40%
Trip Wire (60
x $39) - 10%
Core (6 x
$180) -
10%

48. Channel Strategy

49. Pillars Of Digital Marketing
1 UX Design/ Website
2 Content Marketing
3 Email Marketing
4 CRM/Automation
5 Social Media
6 PPC/Adwords
7 Mobile Marketing
8 Affiliate Marketing
9 SEO

50. Pillars Of Digital Marketing:
#1 Website
• Website is the home of your business’ online
presence.
• Branding is maximize but overall user experience is
still pleasant
• Users should be able to find value in your website
• Conversion should happen in 2-3 clicks
• Subscribe
• Sale
• Download
• Stream
• Contact information for support is within reach
• Search Engine optimized

51. Pillars Of Digital Marketing:
#2 Content
• BIG Content is still king.
• It is the bloodstream and language of digital marketing
• Copywriting, photography, video, audio and animation.
• Quality, original content is a prized possession as ever.
• Value Adding
• By positioning content as a helpful resource to buyers, it
becomes a valuable lead generation tactic, capable of
enticing buyers to provide their own personal data in
exchange for something of value
• 80-20 or if not 90-10
• It’s the lure that attracts both readers and search
robots.

52. Pillars Of Digital Marketing:
#2 Content

53. Pillars Of Digital Marketing:
#3 Email Marketing
• Your buyers are constantly plugged into their
email accounts
• 91% of consumers reported checking their email at
least once a day
• Email is the workhorse of online communications.
• Drives social media interactions.
• Email is the dominant use of the mobile Internet.
• Tools and apps: Mailchimp, Constant Contact,
Aweber, Campaign Monitor

54. Pillars Of Digital Marketing:
#4 Automation and CRM
• Marketing automation -
initial import of a lead into
a database, to every touch
point a lead has with a
marketing campaign
• Customer Relationship
Management is all about
how customers and leads
are managed, organized
and communicated to.
• Tools and Apps:
Infusionsoft, Hubspot,
Ontraport, Zoho

55. Pillars Of Digital Marketing:
#5 Social Media
• Social media content can be created by a
company and/or customers and/or the public.
• Way for people to communicate and interact online.
• Alternate page in the absence of a website or can act as an
extension of your site.
• Make it a point to engage with your audiences
on whichever channels they use most
frequently.
• Use it for social media monitoring tools and
social analytics.

56. Pillars Of Digital Marketing:
#5 Social Media

57. Pillars Of
Digital
Marketing:
#5 Social
Media

58. Pillars Of Digital Marketing:
#6 Paid Advertising
• Pay-per-click
(PPC), a model
of internet
marketing in
which
advertisers pay
a fee each time
one of their ads
is clicked.
• Google AdWords

59. Pillars Of Digital Marketing:
#6 Paid Advertising

60. Pillars Of Digital Marketing:
#7 Mobile Marketing
• When it comes to marketing, you want to be
wherever your customers are — and today,
they’re on their smartphones.

61. Pillars Of Digital Marketing:
#7 Mobile Marketing
• If you’re not optimizing your website, emails, and
landing pages for mobile, you’re missing a valuable
opportunity to catch your customers while they’re on-
the-go
• Mobile Ads
• Mobile Search
• Local Social
• Mobile Apps
• Mobile Websites
• Smartphone usage as a payment device
• Use analytics to understand how your target
audiences are accessing your site.
• Are they transacting or using it to gather information? Are
they mostly on Android or iOS; smartphones or tablets?

62. Pillars Of Digital Marketing:
#8 Affiliate Marketing
• Affiliate marketing is the process of earning a
commission by promoting other people’s products.
• [Publisher] happy because he earned a commission (4-20%)
• [Advertiser/Company] happy because they have a new sale
from a customer that they might not have normally been able
to reach…
• [Customer] happy because they learned about a product from
you that will hopefully fulfill a need or desire.
• Cost effective alternative to online advertising
• Affiliate marketing can boost traffic to your site, but you
only pay for visits that result in sales.
• Affiliate networks:
• CJ Affiliate , Linkshare, Amazon Associates, Share a sale

63. • SEO - Search engine
optimization, the
process of increasing
the number of visitors
to a website by
achieving high rank in
the search results of
a search engine.
• Creating content and
integrated campaigns
does you little good if
your hard work never
gets found.
Pillars Of Digital Marketing:
#9 SEO

65. https://www.youtube.com/watch?v=S-fIt9jMK0Q

66. What to
measure?

67. The Power of Google Analytics
• Google Analytics is a freemium web analytics
service offered by Google that tracks and reports
website traffic.
• Allows you to gain a complete understanding of which
digital marketing tactics are flourishing along with which
tactics are simply proving a waste of valuable
resources.
• You can test new tactics and make informed decisions
about which activities to keep to help you reach and
exceed your digital marketing KPIs.

68. Google Analytics Metrics
• Audience statistics
• Review unique visitors
per month,
demographics and new
vs returning visitors
• Engagement levels
• Is your content
engaging site visitors?
• Traffic sources
• “Where did you hear
about us?”
• Conversion rates

69. Google Analytics Metrics
• Geo Breakdown
Referral Traffic
Most Visited Page

70. Facebook Insights
Reach and Follower Data
Engagement Per Post
Best Time To Post

71. Internal KPIs
• Sales Data
• Email List
• Followers
• # of inquiries received
• Stock Turnover
AU
35%
US
25%
GB
21%
CA
6%
SG
4%
IE
3%
JP
3%
NZ
3%
QUANTITY
0
200
400
600
800
1000
1200
1400
JULY AUG SEPT OCT NOV DEC JAN
Units - By Source
Australia Dist International Dist Direct

73. Digital Marketing Plan Outline
• Situational Analysis: Where are you now?
• Brand Messaging: Who are you talking to?
• Goals: Where do you want to go?
• Marketing Strategy: How will you achieve it?
• CVO Funnel
• Channel Strategy
• Measuring Performance: How did you fare?

74. 3 Takeaways
1. Spend time to analyze and list actionable
insights from your data (4C’s).
2. Develop a compelling CVO. Maximize the
content you have at hand. Repurpose it if
needed. Start attracting leads.
3. Don’t do everything at once. Select channels
based on relevance and master it before
moving on to the next platform.

75. https://www.youtube.com/watch?v=5F6eiJ2bWHw

77. @marketingcath